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英国论文代写范文精选-About Mobile Softee

2016-06-14 | 来源:51due教员组 | 类别:更多范文

51Due英国论文代写网精选assignment代写范文:“About Mobile Softee”,这篇论文讨论了关于Mobile Softee的事情,Mobile Softee是香港本地的冰淇淋品牌,是大多数香港公民的童年记忆的一部分,因此被称为“大众记忆”。自1978年香港政府停止发放小贩牌照,他们只能用货车进行销售。到目前为止,只有16个货车。同时,与冰淇淋商店和便利店卖的冰淇淋相比,Mobile Softee还有一个弱点,那就是天气的限制。

Mobile Softee, the Hong Kong local ice cream brand, has been recognized as “collective memory” for years. However, with low exposure and intensive competition, the previous advantages are no longer helpful. To recall the brand image and to establish top-of-mind awareness, the campaign will concentrate on psychological elements of consumers.

The primary consumers, which are segmented into reminiscent generation aged 25 to 40 as well as network generation from 18 to 25, hold certain level of recognition of Mobile Softee, yet with declining awareness. In regard to the increasing tourists visiting Hong Kong, additional chances exist for Mobile Softee. Considering their attributes and features, we would allocate 10% of the annual sales, HK$1,374,240, to various elements of campaign, targeting at different cohorts of consumers. The one-year campaign will proceed in three ways from April 2011.

Advertising, public relations and sales promotions would serve as ideal communication strategies for it. Nevertheless, these tactics should be carefully produced to create a systematic integrated communication campaign.

The warm, optimistic, lively and classic image would be applied throughout the campaign resonating with the image of “Constant Simple Happiness”, while various activities, such as MTR and radio commercials, online video commercials, posts and activities, logo design contest together with couponing, would be executed in coordination with different requirements at different time.

The optimal combination of traditional, transit and new media could hence contribute to ideal efficiency. Especially for the seasonal product ice cream, scheduling of each element is with great importance. Mobile Softee, generally known as “Mister Softee” before 2010, is a Hong Kong Small & Medium-sized Enterprise which began to sell soft ice cream with its slogan “Mobile Softee: Everyday freshly made for you” in 1970.

Recognized as an important Hong Kong local ice cream brand, Mobile Softee makes up a profound part of most Hong Kong citizen’s childhood memory. Thus it is called the “collective memory of Hong Kong citizens” and related to great cultural value as it long maintains the four-category product lines and the appearance of the van stay unchanged ever since its launch.

Since Hong Kong government stopped issuing hawker licenses in 1978, the company’s scale has been limited to 14 vans. Up till now, there’re only 16 vans in total. Meanwhile, practicing a hawker style, Mobile Softee suffers from the limitation of weather such as precipitation, which is its biggest weakness compared with ice cream stores and convenience stores selling ice cream. Basically, the dairy products beverage and food industry as a whole is in a locally positive situation.

However, the ice cream and frozen dessert industry has faced several hygiene scandals. Generally, though Mobile Softee’s products are safer than convenience stores, the public usually hold more positive attitude towards the hygiene standard of its competitors like McDonald’s and 7-ELEVEN. Moreover, the industry has also been challenged on the materials they use, like vegetable fat and the possibility to cause obesity.

However, new opportunities still exists in Mobile Softee. For instance, the growing number of mainland travelers who would like to visit the Mobile Softee due to its exposure in Hong Kong TV series and movies. Besides, some companies from other industries have noticed Mobile Softee’s value in bringing out campaign, as it is the traditional symbol of Hong Kong.

LG Electronics launched a campaign for its Ice-Cream cell phone by posting ad on Mobile Softee vans. Furthermore, the popularity of social network sites among the younger generation may provide a new channel for the traditional brand to promote their image.

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