5.

Positioning Analysis-perception map of a company

Fast Food of Chinese style

Slogan A Hundred point of Excellent

5.1 Brand perception by different customer segments

Students: a bit expansive for lunch and dinner, dishes are not
cater for youngsters, usually have tea
Young workers: fast, brand image is old, but value for money,
standardized but not innovative enough, places are a bit old,
usually have lunch, and tea, not suitable for couples
Middle class: fast, low end, value for money, usually for place
for breakfast and lunch, Hong Kong style suits their taste, also
suitable for family
Elderly: easy to find, a place to chat with friends, food style
suits them, usually have breakfast, and tea, stable quality
Service: fast, food quality, variety of food and hygiene standard,
new trend, dish is value for money
Sensation: reach to certain degree of hygiene standard, but
seating area is always clean enough
Organization: operation fast, convenient
Interpretation: not much improvement in terms of image, place
and quality of food, a standardize local fast food store, value for
money
5.2 product category that target customers want
Expectation: location- could be improved in terms of design and
hygiene, experience (could have more interaction with customers),
product (could more new and innovative dishes) and promotion (eg
coupons)
5.3 Brand attributes, sufficient enough? any new product?
Fast, standardized quality, variety of choice, local style.
New product will be launch according to different seasons, extra
service like TV, interactive order machine, charity, APPs

6. Marketing Communications Objectives

Increase brand awareness and recognition (improving the

store decoration, holding event and campaign)
Change beliefs (pioneer, innovative, local culture)
Speed up purchase action (coupon, create new dishes)
Enhance brand image (innovative, cater for hong kong people,
flagship stores)

7. Marketing Communications Strategies

7.1 Brand Personality-unique brand personality (innovative and with
local spirit)
7.1.1 brand soul, identity and differentiation (A Hundred point of
Excellent , local brand of Hong Kong, innovative)
7.1.2 customers perception and expectation of the brand (fast food
store create with local people, innovative, convenient, fast, standard
quality, keep improving)
7.2 Target Buying incentives: introduce new products, coupon for
period that is less customers
7.3 Contact management: channels (newspaper-coupon and
advertisement, social media, magazine-editorial, TV ad, branches)
7.3.1 when (before the lunch period, change of seasons) and where
(TV, newspaper)
7.3.2 key message(A Hundred point of Excellent), action(events,
campaigns, product trial, repeat purchase), product perception
(change of image, improve all the time).
8. Communications Tactics
Advertising-MTR Billboards, TV ad(new product launch), radio,
newspaper (focus on information, editorial) and magazine
printing.
Promotion-sales promotion, coupon (call for action)
Public relations-competition, charity
Internet marketing- social media, official websites
Displays- product placement
Packaging of product (new product launch)
Stakeholder communications.-sponsorship, tradeshow,
membership(loyalty, sms)Club 100

Communication Change
Internal Communication is linked to performance, job satisfaction,
job avoidance, market conditions, commitment, culture and
turnover. Communication process is useful to the success the
change process (Robbins 1999). Herein, a clearly articulated mission
or vision statement is an essential part of building the image of the
innovation in the minds of the employees. Therefore, effective
internal communication is needed during, before and after the
change process has been done. If poor internal communications
exist, it could lead to lack of job satisfaction, increased job
avoidance, reduced performance and commitment and an increase
in turnover (Robbins 1999)
2.2.2 External
External communication refers to those stakeholders and other
individuals which can be an essential part of the implementation of
the change process. In this manner, the opinion of the key
stakeholders who are not necessarily working within Caf de Coral
must also be valued. Laszlo and Jean-Franhois (2000) advised that
customer involvement provides an opportunity for service
companies to get direct and immediate feedback which may be
helpful for the implementation of a certain project.
Effective external communications that educate customers and
other stakeholders about the changes that will be implemented
within the company and explaining to them the importance or
significance of such innovation can also help in gaining the support
of the external environment (Orphen 1997). External communication
to the stakeholders outside the Cafe de Coral industry may be done
through the use of different communication channels such as the
internet Cafe de Corals website, or audio and video campaigns and
printed materials such as magazines, newspapers.
POSITIONING
Caf De Coral positions its best influences in the fast food
restaurants business being one of the best the industry can offer in
terms of fast food quick service as recognized in the Hong Kong
markets as one of fast food business pillars giving quality products
and services to their loyal and valued customers in a manner that
Caf De Coral has earned the impetus respect in the fast food
business as well as to their customers as well as some known
business sectors. It is really a fact that Caf De Coral is good in its
recent market positioning as proof to that the restaurant has already
achieved numerous awards for its strong aura in the fast food
business as well as for its management excellence from the local
and international institutions, which included the most coveted
award of the Asian Management Award for Marketing Management
and the Asian Management Award for General Management by in

1992 and 1993, named Asias Best in 1997, Top Ten Best by in
1998. (2003) In addition, awarded as the Good People Management
Award by of HKSAR Government. ( 2003) Henceforth, it was said
that Caf De Coral would continue to maintain dominant leadership
position with constant effort in accommodating changing market
needs. New product development and exciting design concepts are
continuously injected to enrich the total dinning experience of its
customers and sees China market as the next area of strategic
expansion of successful branded concept. (2003)

CAF DE CORALS MARKETING STRATEGIES TACTICAL LEVEL

PRODUCT
Caf de Corals menu is specially designed to meet the tastes and
budgets of customers, with over 100 items on the menu list on any
one day and are regularly rotated to maintain variety of choices.
Standard menus range from western cuisine to traditional Chinese
dishes. New products and seasonal products for each time segment
will be introduced regularly (2005).
PRICE
Caf De Coral in terms of its prices is quite reasonable adapted
within the markets as today, it has a little bit of everything. Theres
a grouping of deli sandwiches, sausage, salad and pasta salad with
feta cheese, There are pastas, pizzas, Italian sausages and dishes
named marsala and parmigiana. The prices usually cost from (.75)
and the only items priced over here are three steaks and a dish of
pork chops, each at .50. (2005)Some plates are disappointing,
others minor revelations. Like an appetizer dish (.25) of 10 thick,
sweet scallops, each dipped in a batter and fried to acceptable
crunchiness or a couple of big, wide pork chops (.50) cooked to a
point of dryness that even applesauce couldnt save. ( 2005)

Thus, a plate of chili size (.25) that was unusual in the fact that a
hamburger bun was used to form a mushy, soak-up bed under the
burger meat topped with chili and beans. A wedge of banana cream
pie (.50) that had none of that expected yellow custard filling but
was simply pie crust, banana and whipped cream. The kitchen
makes a fair meat loaf (.95), passable fish and chips (.95) and an
acceptable hot turkey sandwich (.25). The fresh salmon (.25) wasnt
bad one time, and hot apple pie (.50) really hit the spot on one
occasion. (2005)

Hours Open: 24 hours

Recommended items: Creamed potato soup, fried scallops, meat
loaf, hot apple pie.
How much: Everything under . Beer and wine. All major credit cards
accepted. Wine list: House varietals are Robert Mondavi
Woodbridge (chardonnay, cabernet sauvignon, merlot, white
zinfandel) by the glass (.50) or bottle (.95). Corkage .

PLACE
Restaurant locations are found in mixed use district, business core,
shopping centers, industrial areas, private and public housing
estates. Restaurants of an average 300 sq.m. are designed with a
modern and warm ambience aiming to maximize customer flow.
( 2005)

PROMOTION
Achieving A Hundred Points of Excellence has been the cafs
commitment to their customers and is now a household catch
phrase. As part of on going campaign to strengthen the Caf de
Coral Brand, proactive advertising campaigns are launched on a
continual basis. Through the campaign, the brand image has been
further enhanced by positioning Caf de Coral as a place not just for
best taste and value meals but also a popular meeting place for
every lifestyle. ( 2005)
RECOMMENDATIONS FOR IMPROVEMENTS IN ITS MARKETING
OPERATIONS AND STRATEGY

In giving emphasis in providing useful recommendations of Caf De

Corals marketing operations and strategies, it is essential for the
caf to adopt to some useful shifts in enhancing food service
packaging as the customers would want it in order to get fast food a
much quicker in the phase of marketing process in operations and
strategies. Caf De Coral must adapt a possible option to make it
bigger in the market scene like providing TV ads in pushing their
product explaining how its bigger, has more ingredients and is more
filling. The caf should continue to have useful innovation that they
should try and make their products look more attractive by
packaging it individually and using bright colors things that people
dont immediately look for but their subconscious does find more
appealing. One good marketing strategy that Caf De Coral can use
is through getting their customers to start out at a young age and
are offering kids toys with meals, especially toys that are part of a
collection so that the children will insist on keep going back to the
restaurant to get more toys and in turn buy more food. (2005)
Caf De Coral must also live their business principles in relation to
their critical success factors in terms of their advertising and
promotion to maintain a competitive edge in the industry and in
advertising. There are different kinds of gimmicks like the caf could
have a discounted food items if a customer will purchase two items,
free gift items, raffle draws and a lot more. Proper Pricing such as
price cuts and discounts are offered to increase sales. Food outlets

that offer the most value for money are the popular ones and by
providing high quality food that conforms to the taste of the
consumer coupled with fast and efficient service in a clean
environment is a big incentive to growth. Consumers have become
even more discriminating and quality-conscious. Targeting the
consumers taste buds means upgrading the menu. This is one key
in capturing more customers. The smooth operations of food outlets
require a steady and adequate supply of raw materials. These
companies must then establish tie-ups with reliable suppliers. For a
possible investment, franchising is a good way to start. With
franchising, there is already product identification. Caf De Coral
need have to acquire a well-managed logistics support system to
run several business operations to make a strong impact as good
marketing strategies mean having sufficient capital to support the
marketing campaign. Caf de Coral needed to upgrade its current
system and implement a Business Management System in 199
outlets in Southern China to streamline business processes, improve
productivity and enhance customer satisfaction. ( 2005)

There has to be a reliable branch intelligence system that

streamlines business processes, improves productivity, enhances
the customer and enabling a group-wide, Internet-based loyalty
program in software such as Windows 2000 Server and SQL Server
2000. ( 2005)

CONCLUSION
In conclusion, marketing strategies as applied by Caf De Coral has
helped them achieved a steady market catering the international
market serving its best and well planned products and services that
has amicably soothe the tastes of every aspiring customers and
therefore, has built the caf success on product innovation and
marketing excellence, backed up by an uncompromising
commitment to quality customer service. Its marketplace is fast
changing and competitive, characterized by increasingly
sophisticated customers and ever-tighter profit margins and to
sustain its leadership position in a demanding environment, Caf de
Coral needed a way to further improve its customer experience
while enhancing operating efficiency and reducing costs. The fast
food industry is attempting to create an image that provides

consumers with a comfortable and friendly feel about their product

in order to increase sales. The fast food industry is quickly shifting
its marketing focus towards an older audience but understood
through the same psychological principles nonetheless.
Profile
Caf de Coral is Hong Kongs leading fast-food brand. The
company is the undisputed market leader in Hong Kong and is
currently serving an average of 300,000 customers everyday. The
company boasts its broad experience in the food and catering
industry that made them the biggest and most successful brand in
Hong Kong. The companys 34 years of proven experience has made
them one of the market leaders in Asia.
Product
caf de Coral offers a wide array of food to choose from. Its
specially designed menu aims to meet every customers tastes and
budgets. Caf de Coral offers 100 items on the menu that are
intended for customers that seek good food, fun dining experience
and affordable prices. The food items are regularly rotated to offer
the customers a variety of choices. The standard menus range from
western cuisine to traditional Chinese dishes. The company also
introduces new and innovative products regularly.
Place
Every restaurant is strategically located to reach the target markets
and attract potential customers. Restaurants are located in different
mixed use district, business core, shopping centers, industrial areas,
private and public and housing estates. The restaurants are modern
in terms of designs and have warm ambiance that encourages
maximum customer flow.
People
The staff at Caf de Coral are friendly and warm. They are dedicated
and energetic. The service team is properly trained in order to
render high quality service to Caf de Corals valued customers.
Caf de Corals customers are diverse. People from all walks of life
and different backgrounds come to Caf de Coral to experience the
state of the art ambiance, best food and high quality service.
Promotion
"Achieving A Hundred Points of Excellence" has been our
commitment to our customers and is now a household catch phrase.
As part of our on going campaign to strengthen the Caf de Coral
Brand, proactive advertising campaigns are launched on a continual
basis. Through the campaign, the brand image has been further
enhanced by positioning Caf de Coral as a place not just for best
taste and value meals but also a popular meeting place for all walks
of life ()
Prospect
Caf de Coral is dedicated to accommodating changing market
needs and continues to uphold its reputation and status as the
leader in the field of food service. Total dining experience is
continuously being enriched by developing new products and

constantly improving the facilities and incorporating exiting design

concepts. The company is looking forward to establishing a stronger
market lead in the Chinese market. Caf de Coral is planning for
China expansion.
Marketing Objectives
To focus on the different important aspect of the restaurants,
pertaining on the people, place, promotion, product and price, in
order to cater the demand, perspective and preferences of the local
residents and foreign visitors, particularly those from mainland,
China, by offering wide variety of products. At the same time,
incorporating the rich culture and tradition of Hong Kong in the
entire management and marketing activities of the restaurants, in
order to give the locals, the familiar and home feeling, at the same
time, give those foreigners with different and exceptional
experience.
4 Ps Strategies
Product
It is important to consider that more and more consumers
today are becoming aware of the health aspect of food. Currently,
there are different fast-food chains or brand, particularly in the US,
such as McDonalds and Burger King that are facing difficulties due
to the threats of the said trend or change in the preference of the
customers. Thus, because of the said situation, it will be important
for the restaurant to offer, healthier food. It will also be important to
focus on offering local dishes, and continue the process of product
innovation in order to maintain the interests and loyalty of the
consumers towards the restaurant.
Price
Like what have mentioned in the first part of the paper, it
will be important for the company to stay its strategy in offering
products or food in their menu with low or reasonable price, this is
to target the majority of the foreign visitors from mainland, China.
However, it is still important to focus on the quality or taste of the
products. On the other hand, it is also important for the restaurants
to maintain the balance between their offerings for low-priced foods
with the premium products. This is important, because there are
some customers who are willing to pay for high price, in exchange
for high quality of product and services. This can also help the
restaurants to capture the attention of those high-end consumers,
particularly those foreigners from Europe and the US. Aside from
that, the said strategy is important because of the fact that business
travel is one of the most famous reasons in traveling to Hong Kong.
Place
Currently, the locations of the restaurants can be found in
mixed use district, business core, shopping centers, industrial areas,
and private and public housing estates. The said strategy must be
continued in order to enhance the awareness of the customers
regarding the brand. In terms of the restaurants, it has an average
of 300 sq. m. and is designed with a modern as well as warm

ambiance in order to maximize the flow of the customers.

Promotion
Currently, the commitment of the restaurants focuses
on Achieving A Hundred Points of Excellence. The said strategy
must be continued in order to maintain the competitive advantage
of the company. At the same time, because of the fact that Hong
Kong had been colonized by British, it will be important for the
restaurants to launched different advertisement in two different
languages: English and Chinese. This is to ensure that their
message can be understood by everyone.
In general, the wide varieties of food offerings, with varieties
of prices to cater to those price sensitive and premium customers,
together with the place, that can be seen everywhere, and will help
to offer comfortable ambience can help the restaurants to launch its
promotional activities. At the same time, the quality of the service,
particularly the knowledge and skills of the restaurants employee
and staff; together with the application of Information Technology or
IT can help to ensure the success of the restaurants.