A.

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

Bii/Targeting and positioning

Target group: middle-income to high-income group
Positioning: sense of uniqueness and privilege

C/Integrated Marketing Program

Ci/Product/Service & branding strategy
Core benefit:

Relaxation and pursue life quality all the time

Unlimited formula of perfume

Actual Product:

2 size (with special design)

X flavour of fragrance
Augmented Product

Formulas will be recorded for the customer

Packaging

Customers can design their own containers

suitable for all skin type

organic
Branding

brand extension (save high advertising cost coz alrdy

developed brand reputation)

Logo: simple, take advantage of the fame and reputation of

Eslite
Cii/Pricing strategy
Pricing Objective : Product quality (high price=high quality)
Determining the demand : inelastic demand
Estimate costs : labor costs, ingredients
Analyzing competitors costs, prices, and offers

Chanel: 50ml $830, 100ml $


Burberry: 60ml $680, 85ml $930

$200 20ml $400 50ml

Pricing method : Customer value-based pricing:Value-based
pricing reverses this process. The company first assesses
customer needs and value perceptions. It then sets its
target price based on customer perceptions of value.The
targeted value and price drive decisions about what costs
can be incurred and the resulting product design)
Ciii/Channel strategy
Direct distribution : Direct-to-customer and sell in Eslite
( because we are selling specialty product)
Online ordering : customer can re-order the perfume as their
formula is recorded, so delivery service can be provided

Civ/Integrated marketing communications strategy

(new product launch and 2-year plan)
Promotion strategy

Advertising : posters in different areas of Eslite, spray

perfume in eslite ; through social media,

Sales promotion: give out samples ; one-day demonstration

;Within the first month, with >$200 receipt>>10ml
container to try to mix ;

1 day promotion campaign: limited edition container X50

join the mixing competition invite celebrities eg.
models/designers with gd image to be judges
perfume wif most votes =winner winners formula
will be manufactured and sold in shop and named by
the winner

Public Relations: Press release on 1 day promotional event

to promote our promotional campaign

2-year plan: seasonal promotion e.g limited editions for
each festival
Customer relationship marketing : offer discounts to regular
customers
VIP Scheme: spend over $800 for a single purchase can
join VIP scheme
Birthday month: Monthly special container and 20% off
(once)
VIP discount on regular priced item (10% off)
anniversary competition: fragrance of the year
whenever there is a new flavour, spray in Eslite (every
season)