City University of Hong Kong 2011/2012 Semester B

COM4504 Communication Design

Marketing Plan for Tempo

To: Samson Ng Kwok Ka Yan 52364284

MARKETING PLAN FOR Tempo Hong Kong Company name: Tempo Business nature (WHERE, WHEN, WHO, WHAT, and HOW about the company): Tempo is one of the popular tissue brands in Hong Kong and recognized as a market leader for tissue handkerchief in Hong Kong. The brand derived from Germany and it had launched to market 80 years. Tempo offers handkerchiefs and wet wipes in Hong Kong market. Tempo handkerchiefs had several versions: classic, scented, limited design editions & Tempo kids. Now, Tempo is launched a new product Lotion Tissue to the marketplace. It aims to extend its product categories. Major product (service) lines: Handkerchiefs & wet wipes is the major product from Tempo. It has different pack sizes: economy pack, pocket pack & pockets pack single. The scents of handkerchiefs includes strawberry, apply wood, mint & original flavor. And the wet wipes are available with chamomille, Aloe Vera and soft & fresh. For the new product Lotion Tissue, it also provides different pack sizes. Target customer segments: Mass market especially for cold & flu person Brand/Corporate/Organizational image: Tough, high quality Competitive scenarios (What is your competitive edge in the market?): Our Strengths: Tempo has good reputation of its brand value The best quality tissue packs, which is thick and durable. It contains 4-ply pocket tissues Handkerchiefs market leader in Hong Kong Provides another choice for customers Our Weaknesses The Lotion Tissue is new product of Tempo, therefore awareness needs to be raised There are other handkerchiefs providing lotion tissue in Hong Kong. The competition would be more intense. Although Tempo is the popular brand in Hong Kong, customer may feel doubt about new formula Marketing objective(s) (please make this as clear as possible): Communications objectives of the campaign: To inform to the public about Tempo newly product in Hong Kong To promote the new product Lotion Tissue to its target market, mainly for cold & flu person To build a customer-oriented image: considerate To emphasize that it is suitable for allergy, cold & flu person to use it The advertisements should: Announce the new product Lotion Tissue Highline its selling point: moisturize, soft & smooth

Selling points (of the brand/products/services/events): Moisturize, soft & smooth Solve the embarrassing problem caused by cold & flu protect nose decortication & redness

Advertisement message (The theme of your whole IMC and one that will appear in all designs): Slogan: Put the magic on your skin, Tempo!, , Tagline: Tempos new formula, Gain you New Spirit The slogan is match with the new product and encourages people to try this magic. Possible ways to convey the advertisement message: (How will your message be conveyed? How do the ads attract peoples attention?) Informational I would package the Lotion Tissue like a medicine. It would be interesting to attract peoples attention. Emotional I would use a big glass of lotion to represent Lotion Tissue function. When people use Lotion Tissue, it seems that they apply lotion on their skin. It is very moisturize. Also, I would put the pack of Lotion Tissue with skincare stuff. It represents that the Lotion Tissue is become one of your skincare products. Hilarious The Lotion Tissue can be a fishing rod to catch fish. It represents the soft of Lotion Tissue. Colourful The colours would be use blue because it is the brand colour and it can represent moisturize feeling to people. Making people feel moisturize, smooth & soft. Fairy Tales Story This is a story revised from Cinderella. Cinderella is a poor unhappy girl, she doesnt have anything. One day she meets a witch. And the witch uses magic to help her dress up like a princess. However, Cinderella is suffering from nasal allergy. So her nose looks like a clown nose which is redness. She wants to join the ball with a lovely face. At this moment, Tempo Lotion Tissue suddenly appears. It helps her eliminate the redness and become a pretty girl. Humor Appeal An old lady is suffering from the nasal allergy so she cant sleep well. After using Tempo Lotion Tissue, she can sleep well and become a young lady. It represents that Tempo Lotion Tissue really works for nasal allergy. Action plan and schedule (How youll execute that? What will the schedule be like? Will there be any sequel(s) afterwards?) Date of Completion Action (Things to do) 1 April Market research & situation analysis 11 April Rapid prototyping/Heuristic testing 14 April Interviews/Group discussion 28 May Product information and image design ready 17 May Print advertisement draft 20 May MTR crown advertisement draft 25 May Drafts editing 30 May Printing 2 June Disseminated to the designated points of delivery 2 June Free Sample distribute in main street Expected results and measurement aspects (Why do you have to send this message? How to define successfulness in the campaign?): Increase the sale of 30% Become the first choice of lotion tissue in Hong Kong market Positive feedback collected from market research