Beruflich Dokumente
Kultur Dokumente
Marketing Objectives
To create a Eslite experience that makes people come for the
book store ,stay for the environment, and return for the
connection
To build an image separate from other book stores
To promote quality of life
To provide chance and ways for stressful Hong Kong people to
relax
To diversify product range
B. Marketing Strategy
Bi/Competitive Advantage
[Competitive advantage:
An advantage over competitors gained by offering greater
customer value, either by
having lower prices or providing more benefits that justify higher
prices.]
Eslite brand name and reputation give confidence to customers
(especially when perfume is to apply on skin)
Allow customization, where customer can choose their only
fragrance
Brand loyalty of customers encourage them to buy Eslite
product consistently
As Eslite open until 2am, people who want to hang out at mid
night (eg. after work and dinner) can visit Eslite to enjoy
the experience
X flavour of fragrance
Augmented Product
organic
Branding
Burberry: 60ml $680, 85ml $930