Integrated Communication Plan for the launch of the st George Building Prepared for: Allied Properties(HK)Ltd. AyIL 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
Promotional Campaigns Integrated Communication Plan for the Launch of the St. George Building Prepared for : Allied Properties (HK) Ltd
Agenda Introduction and strategy 10min ° Creative 45min PR Program 15min Interactive Program 10min e Media plan 10min TOTAL DOMIN 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
Promotional Campaigns Agenda • Introduction and Strategy 10min • Creative 45min • PR Program 15min • Interactive Program 10min • Media Plan 10min TOTAL 90MIN
Agency Task e To create an ever-lasting value for the st George Building and a successful sales record 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
Promotional Campaigns Agency Task • To create an ever-lasting value for the St.George Building and a successful sales record !
Property Market Update Satisfactory results of land auction reflected confidence regain. According to the land registration, there were over 58, 800 property transaction ofHKs150 billion in the first half of 1999 4%o increase in number of transactions and 3% drop in terms of value, as compared with the second half of 1998 It indicated that most of the transactions were from middle-to-low segment 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
Promotional Campaigns Property Market Update • Satisfactory results of land auction reflected confidence regain. • According to the Land Registration, there were over 58,800 property transaction of HK$150 billion in the first half of 1999. • 4% increase in number of transactions and 3% drop in terms of value, as compared with the second half of 1998. • It indicated that most of the transactions were from middle-to-low segment
Property Market Update(contd) e The average value of a transaction was HKS2.56million in the first half of 1999 There was a drop of 8.24% as compared with the second half of 1998 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
Promotional Campaigns Property Market Update (cont’d) • The average value of a transaction was HK$2.56million in the first half of 1999. • There was a drop of 8.24% as compared with the second half of 1998
Competitive Framework ● Districts: Kadoorie hillys the peak Repulse bay Kau To shan Our edg Common Prestige value of living in a fashionable districts Niche Convenient city center location 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
Promotional Campaigns Competitive Framework • Districts: Kadoorie Hill vs the Peak Repulse Bay Kau To Shan Our edges: Common Prestige value of living in a fashionable districts + Niche: Convenient city center location
Competitive Framework(contd) The st George Building vs Traditional houses at Kadoorie hill d Additionalelements: modern new contemporary superb hotel-styled management "home-office? facilities advanced facilities in gym ie sun light indoor swimming pool a Jaguar 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
Promotional Campaigns Competitive Framework (cont’d) • The St. George Building vs Traditional houses at Kadoorie Hill : Additional elements: • modern • new • contemporary • superb hotel-styled management • “home-office” facilities • advanced facilities in gym ie sun light • indoor swimming pool • a Jaguar ……
Potential Target Group ° Demographics b Aged 35 or above, married couples with kids D High income group. Probably are the businessmen, senior executives, professionals and entrepreneurs. Even property investors 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
Promotional Campaigns Potential Target Group • Demographics Aged 35 or above, married couples with kids High income group. Probably are the businessmen , senior executives, professionals and entrepreneurs. Even property investors
Potential Target Groups ° Psychographics: d Educated D Intellectual Open-minded b Had achievement in life D Appreciate high value product not only in terms of cash value but in true value. Look for quality stuffs and know how to enjoy life D Have avant-garde taste. 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
Promotional Campaigns Potential Target Groups • Psychographics : Educated Intellectual Open-minded Had achievement in life. Appreciate high value product not only in terms of cash value but in true value. Look for quality stuffs and know how to enjoy life. Have avant-garde taste
Potential Target Groups D Not up-starts. They are truly affluent people and exposed to the world b Believe in Location, Location, Location. b Family oriented -- they are the next generation of the elite class of the society, so they are especially conscious about the future development of their next generation. 本提案资料为www4ADOWN.cn收集整理,版权属于著作公司,仅限个人收藏,学习,严禁传播,谢谢合作!
Promotional Campaigns Potential Target Groups Not up-starts. They are truly affluent people and exposed to the world. Believe in Location , Location , Location…… Family oriented -- they are the next generation of the elite class of the society, so they are especially conscious about the future development of their next generation