整合营销传播BBUS448Project updated.pptxVIP

Jeff Guojian Zhang Mitch Philpott Sara Bland Meng liming Wang yingqiong Majestic Ginseng Products Limited Overview Introduction Situation analysis Problem Identification IMC plan Conclusion Q/A Introduction Objectives of the project: Create awareness Business to Business in Vancouver Asian population in Vancouver Caucasian Why not Kamloops? Integrated Marketing Communication Plan Situation Analysis Company Background Two partners Retailing: Majestic Ginseng Products Ltd Farming: Pacific Ginseng Started in 1986, located in Kamloops 5 Farms in Operation now Ginseng Benefits: North American Ginseng: Cooling Properties All healing: - Immune Function Diabetes Erectile Dysfunction Situation Analysis Product Category: Ginseng Root Ginseng Powder Ginseng Capsules Ginseng Tea Ginseng Honey Slices Skin Care, Body Wash, Mask (Salon, Canadian preference) Coming up: Eye cream, Vitamin Pills Situation Analysis Competition – Local and Global Sunmore Healthtech Ltd. Import Ginseng Quality control SPA Hsu Ginseng Enterprises Inc Export Ginseng Quality control /content/content.aspx?CatId=102153690 Situation Analysis Target Markets Primary: Retailers in Vancouver /listing.cfm?type=Food_Coops Secondary: Asian Population in Vancouver Total Asian Population: 37.82% Chinese Population: 19.16% Age Demographics Tertiary: Caucasian Population Canadian Population: 13.27% SWOT analysis Strengths Higher quality ginseng  Less expensive price  Online orders are available Tour groups come during all seasons GMP (Good Manufacturing Practices) Weaknesses Poor sales in local market Shipping costs to other countries Outdated website Opportunities Product Expansion Service Expansion Health Conscious Society In 2009, there was an agreement between Chinese and Canadian government which allowed for more tourists from China Expand further in Canadian market Threats Imports are cheaper/have captured the Vancouver market Decreasing Ginseng Farmers from 150 to 3 in Kamloop