國
立 政 治 大 學
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N a tio na
l C h engchi U ni ve rs it y
5. Marketing Plan
5.1. 4P (Product, Price, Place and Promotion)
5.1.1. ProductThere are three main categories of services providing by HW Wedding. Customer can base on their needs to choose a different set of services. The product for HW Wedding is intangible;
the purpose of the product is design to solve customer’s problem. Customers nowadays are busy working, there is no sufficient time for them to prepare detail execution plan for their wedding while they are still working. This is when HW Wedding comes in to play. All products HW Wedding provides are designed to deliver our value proposition to our customers. The three categories of HW Wedding are as following defined:
(a) Betrothal and wedding ceremony preparation
In this category, HW Wedding helps our customer to prepare for engagement/ wedding ceremony. In this stage which is considered the most complicated section of the whole wedding preparation process. Two sides of the family need to reach consensus among certain decisions during the process. HW Wedding is here not only to help with the preparation but also to share different ideas and former experiences to our customers.
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(c) Site decoration and other services
As most hotels in Taiwan provide only basic decoration for the wedding when some couples will find it too simple. HW Wedding will help to design wedding theme for customers.
Starting from logo design, wedding invitation design and production to site decoration, HW Wedding provides a holistic service to help our customers to achieve a unique, special wedding. Furthermore, we can base on customers’ preferences to recommend make-up artists, bands, hosts or photographers for them.
5.1.2. Price
The price range for wedding planning services is variance. Due to the product combination is relatively complicated. It is not easy to define price strategy. However, we can still find some clue basing on key competitors. Key competitors’ price base on our key products is as following:
Table 5: Price Matrix for Key Competitors in Taiwan
Price (NTD$) Wedding Mall DH Wedding Confiance Chic
Betrothal and wedding
‧ 國
立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
Since HW Wedding is comparably new to the industry, we need to drive more attention and traffic by a friendly price. Still, HW Wedding would like to deliver high quality service to our customers. After market price survey, HW had defined price strategy at middle-high price level. The service fee for betrothal/ Wedding ceremony preparation will be NTD $18,888;
service fee for banquet preparation will be NTD $18,888 and for site decoration and other decoration will be $6,666 (material expense is not included).
5.1.3. Place
The two key channels of HW Wedding are defined as following:
(a) Facebook fan page
HW Wedding had established a fan page on Facebook to communicate our key messages and to share our successful case on the fan page. Through Facebook, customer can easily acquire as many information as they want. If they are interested with more detail information, they can also contact us via Facebook messenger. This is an online message program which can immediately deliver all messages to us and HW Wedding can give our feedback to customers anytime. This tool shorten the communication time and minimizing the communication barrier. After initial conversation with customer, we will meet customer on spot to discuss further plan.
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The most important objective for promotion strategy is to create awareness of HW Wedding and to attract new users to HW Wedding. Since there will be rarely repeat purchase of this industry, keep generating new customers is the key success factor. Not until you closely work with wedding planners will you understand the service quality they provide. Thus, recommendation from existing customers to their friends or family members is the key source that we will be relying on. Word of mouth appear to be extremely important too when developing promotion strategies. There are two main campaigns designed for different purposes:
(a) Awareness and new users generation
PR/Media Campaign
We need to leverage public relation program and the power of media to spread the awareness of HW Wedding. We will release some of our successful cases which can represent value proposition HW Wedding is providing. Through participation of wedding magazine, wedding discussion board or wedding convention will HW Wedding creates awareness and exposure throughout the market.
Consumer Promotions
Generally speaking, customer can base on their actual needs to choose different type of services from HW Wedding. It is not necessary for them to purchase a whole package service.
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立 政 治 大 學
‧
N a tio na
l C h engchi U ni ve rs it y
HW Wedding is utilizing a bundling package strategy to provide customer a discount price in order to stick the customer with us during the whole preparation process. In that way, the preparation will be more integrated and the services provide is more holistic and customer can understand better with the sophistication quality that HW Wedding delivers.
(b) Recommendation and WOM
Internet Virus
Consumers nowadays are grabbing all kinds of information they need on the internet. With the wide coverage of smart phone usage, obtaining new ideas is just a second matter. You can just simply have a few slides with your fingers across the monitor, all kinds of information pop out immediately. This is when the internet virus campaign shows its growing gravity. HW Wedding invests heavily on such program to ensure word of mouth spread and recommendation is made.
Celebrity Endorsement
The strategy of utilizing a celebrity is very powerful. However, it is very expensive. In the initial stage of HW Wedding will not have enough resource to invest on such idea. Yet, HW Wedding might seek some opportunities to perform free service for celebrity wedding as an