Welcome to ..

Chocolate Fact.
Live life chocolately

Agenda

Situation Analysis
Insights of target audience(s)
Objectives
Concept for the launching of Chocolate Facts.
Marketing Communication Plan
Budget
Success measurement methods
Recommendations

Situation Analysis
1. Chocolate market trend
2. Caf market trend

SWOT Analysis

SWOT Analysis
S

SWOT Analysis

Use high-quality chocolate in all of the chocolate menus

Various types of menus to choose from- few of the menus are
very interesting and unique eg. Mango Chocolate Frappe
Catchy slogan- Live Life Chocolately
Clean
Friendly and helpful staffs
The shop was easy to access as its surrounded by escalators

Competitor Analysis
Direct competitor
Chocolate Cafs

Secondary competitors
1.Third-place Cafs and Bakeries
2.Chocolate Specialized Shops
Mass Products at Supermarket

Target Audience Analysis

Target Audience Analysis

Target Audience Analysis

Attributes
Age: 18 35 (Young adults and first jobbers)
Gender: Female 65%, Male 35%
Highly social like to hang out with friends
Middle to upper socioeconomic class,
university graduates
Urban
Opinion leader among social groups

Target Audience Analysis

Insights
Not price sensitive
Driven by quality, flavor and personal preference
Outgoing
Influencers: friends and media
Seek new and stimulating experiences

Target Audience Analysis

Objectives

Objectives
1. To increase awareness among
chocolate lovers
number of fans in Facebook 1,000+
number of people who play quizzes in Facebook 500+
number of views of the drama series in Youtube, Chocolate
Fact website, and Facebook 3,000+
number of people who shares the drama series with their
friends 500
number of visitors of the web 3,000+
number of time visitors spent on the web 3
number of people participating in Pass the Sweet Moment
Forward campaign 700
number of invitations sent during the Pass the Sweet
Moment Forward campaign 300
number of people joining the Choco Life Caf through the
Pass the Sweet Moment Forward campaign 100

Objectives
2. To build loyal customer base
number of registrations of the Choco Life Caf community 1,000
number of subscriptions of the membership card 400

3. Others
number of media coverage and its values at least 3X
content analysis favorable
number of participants showing on the launch event day 100
sales increased by 30%

Concept
Catchy and meaningful
Emphasize on the similarity of life and
chocolate
Life can be both bitter and sweet
Where customers can both come when they
are happy as well as during their tough times

Concept
Live Life
Chocolately

Coupon + Membership card

Budget

Measurement
1. To increase awareness among chocolate lovers

number of fans in Facebook

number of people who play quizzes in Facebook
number of views of the drama series in Youtube, Chocolate Fact
website, and Facebook.
number of people who shares the drama series with their friends
number of visitors of the web
number of time visitors spent on the web
number of people participating in Pass the Smile Forward
campaign
number of invitations sent during the Pass the Smile Forward
campaign
number of people joining the Choco Life Caf through the Pass the
Smile Forward campaign

Measurement
2. To build loyal customer base
number of registrations of the Choco Life Caf community
number of subscriptions of the membership card
3. others

number of media coverage and its values

content analysis
number of participants showing on the launch event day
sales

Recommendation
1.
2.
3.
4.
5.
6.

Discard the current logo and use the current slogan as logo
The website needs continuous maintenance and all links should
work properly
The menu sign should be in a much bigger size
The color palette used in the shop design should be more
consistent with the ones used in other IMC materials
Change the current stiff-looking chairs and tables in the shop to a
more comfy one
Use stickers of chocolate splatters to create a trace/path that
leads CTW visitors from the central escalator to the shop

Thank you for you

attention!