Lingnan University Student Canteen Imc Plan
MKT231 Advertising & IMC
LNU Student Canteen discussion
Student answers will vary and the following is a suggested framework:
Targeting
Benefits Sought:
Needs States | Brand Offer | Personal/Brand Purpose | The rest place for Lingnan Ren: a global village where we are all equal and creativity rules Historical background: Shi Jianru, one of its former LNU students, unsuccessfully tried to assassinate the Viceroy of Guangdong and Guangxi. | Social/User Imagery | A friendly, youthful, energetic and comfortable setting. A safe haven for the free willed where everyone is equal. There is no deadline, no pulling ranks nor evaluations. No subjects are banned and only creativity rules. | Physiological/Functional attributes | Quick, convenient, economic and hygienic food and beverage services. A balanced mix of Asian and Western food items, authentic cuisines between HKD20-50 per head. |
Multiple target groups should be identified. Three key target groups and their segmentation traits are discussed here using demographics, psychographics, relationship intensity and benefits sought:
Student: Aged 18-24, limited affordability, prefer to spend money on experience and experimentation: e.g. hot items, travel, partying with friends. They are on the move all the time, plenty of hobby and interest but lack of time, patience and sleep. Food is a necessary routine and all they need is a temporary rest stop. Daily users. Most important user group in value and number, about 2000+.
Teaching faculty and working staff: Aged 20+. Higher affordability. Comes in for lunch mainly, 12-2pm. Food is more than feeding hunger. Demand higher quality food and variety in choice. Daily users. Second largest user group in number, about 300+ and value. As they got more options and means to eat outside, their loyalty is lower.
Residents living in the neighborhood/Visitors: Occasional users. Lacks loyalty. Not important group during the term but key opportunity
LNU Student Canteen discussion
Student answers will vary and the following is a suggested framework:
Targeting
Benefits Sought:
Needs States | Brand Offer | Personal/Brand Purpose | The rest place for Lingnan Ren: a global village where we are all equal and creativity rules Historical background: Shi Jianru, one of its former LNU students, unsuccessfully tried to assassinate the Viceroy of Guangdong and Guangxi. | Social/User Imagery | A friendly, youthful, energetic and comfortable setting. A safe haven for the free willed where everyone is equal. There is no deadline, no pulling ranks nor evaluations. No subjects are banned and only creativity rules. | Physiological/Functional attributes | Quick, convenient, economic and hygienic food and beverage services. A balanced mix of Asian and Western food items, authentic cuisines between HKD20-50 per head. |
Multiple target groups should be identified. Three key target groups and their segmentation traits are discussed here using demographics, psychographics, relationship intensity and benefits sought:
Student: Aged 18-24, limited affordability, prefer to spend money on experience and experimentation: e.g. hot items, travel, partying with friends. They are on the move all the time, plenty of hobby and interest but lack of time, patience and sleep. Food is a necessary routine and all they need is a temporary rest stop. Daily users. Most important user group in value and number, about 2000+.
Teaching faculty and working staff: Aged 20+. Higher affordability. Comes in for lunch mainly, 12-2pm. Food is more than feeding hunger. Demand higher quality food and variety in choice. Daily users. Second largest user group in number, about 300+ and value. As they got more options and means to eat outside, their loyalty is lower.
Residents living in the neighborhood/Visitors: Occasional users. Lacks loyalty. Not important group during the term but key opportunity