Brand Analysis: Mister Softee

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Table of Content
1. Introduction
1. Background----------------------------------------------------------3 2. Objective ----------------------------------------------------------3 3. Vision ----------------------------------------------------------3 2. Executive Summary ----------------------------------------------------------4 3. Situation Analysis: SWOT analysis

1. Strengths ----------------------------------------------------------5 2. Weakness----------------------------------------------------------6 3. Opportunities----------------------------------------------------------6 4. Threats ----------------------------------------------------------7 4. Marketing Strategy: Marketing Mix

1. Product ----------------------------------------------------------8 2. Place ----------------------------------------------------------9 3. Price ----------------------------------------------------------10 4. Promotion ----------------------------------------------------------11 5. Reference---------------------------------------------------------------------12 1. Introduction

1.1 Background
Mister Softee is owned by the Ng Enterprises Ltd. After Ted Drew, MR.HO GAN YUEN, MR.TONG HORK YUEN traveled to England, they brought the idea of Mister Softee from England to Hong Kong. In 1970, they received the right of Mister Softee and located the factory in Fo Tan. Since the Hong Kong Government has stopped to issue the new hawking licenses in 1978, and the existing licenses cannot be transferred to other transport, the fourteen vans are still running on Hong Kong Island, Kowloon and the New Territories. Mister Softee is common in Hong Kong through many years. 2.1.2 Objective

The company aims to provide the fresh ice cream through the delivery process (Mister Softee van is the method that sale the ice cream to the customers.) Also the company believes that “When there are people, there must be someone who likes to eat or want to eat ice cream”. Since Mister Softee is in the maturity stage at the Product Life Cycle, customers are come from majority so there are peak sales, Therefore the production costs is low as result. The competitor of the product are stable and maximize profit occur while marketing share of the product is constant. At last, we hope that the following financial year (2009) can make 10% profit. 2.1.3 Vision

Mister Softee has become the largest franchiser of soft ice cream trucks in Hong Kong. They provide a safety ice-cream to customer. This has been achieved through quality truck construction, advertising and most importantly by the efforts of the great people that make up the franchise dealer organization. Also, Mister Softee gives a lot of funs and memory to people.

2. Executive Summary
Our new marketing focus, made explicit in this plan, renews our vision and strategic focus on adding value to our target market segments in our local market. A serious problem is that we cannot survive just waiting for the customer to discover us since our selling point is not fixed. Instead, we must get better at focusing on t the communication with the final consumers. Therefore, we need to focus our marketing message and our product offerings. We need to develop a better message and communication with our customers.

Market position
The Financial Tsunami will change the purchasing behavior and decreasing the purchasing power of the customers. Our marketing challenge is to position our product and service offerings as the high quality but reasonable price in order to attract the customers’ attention. Target Market

Mister Softee focuses on children, teenagers and adults in the local market; with specially focus on the high density street. We hope for higher sales and stronger position within the segment marketing strategy.

3. Situation Analysis
3.1 SWOT Analysis
The following SWOT analysis captures key strengths and weaknesses within the...
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