Hoi Tin Tong
Hoi Tin Tong has established in 1990. It mainly provides fresh herbal products, especially Gui Ling Gow, for its target market. It has over 80 chains retail stores in Asia market. Although it has distinctive market share and strong market brand name in its target market, it will face to other challenge from internal and external environment like the changing of lifestyle and high competitive in its target market. Therefore, our company which named is Innovation consultant will propose the new marketing and communication strategic plan that can achieve its company objective as well as make benefit to Hoi Tin Tong.
2. MARCO ENVIRONMENT FACTORS AND ISSUES
With the analysis on Macro-environment factors and issues, there are …show more content…
2. Print Advertising – Magazine Magazine is another media channel that we have chosen in our media strategies. Magazines like Eastweek and Oriental Sunday are two of the most popular weekly magazines that targeting young people market in Hong Kong, both reach over 161,000 circulations each week. That means we will be able to reach the selective audiences which is the young people aged from 18 to 25 very effectively by using print advertising in these magazines. Besides that, in terms of the advertising content, more detailed information can be included in the print advertising and it can be processed at readers’ own pace.
Sales promotion can also be incorporated in the print advertising, attracting target audiences to try the promoted products by offering discount coupons and free sample coupons. Brand awareness will be increased and sales will be simulated accordingly.
3. Internet Internet is a rather new media channels compare to TV or print advertising, but it becomes more and more popular. It is a very cost effective channel and can be done at a very low cost.
According to the market research we have done, our target market (young people aged from 18 to 25) spends most of their leisure time on internet and relies on internet very much for information and