Dream Wedding Tailor Proposal Professor DR Charles

Dream Wedding Tailor Proposal Professor : DR. Charles Trappey Group 3 高秀娟 鄒 穎 李依霓 楊麗華 巫栩蓉 Juliet 9662503 Robin 961008 Emmy 9662508 Lily 961024 Lillien 961004

Agenda - Introduction Data of Questionnaire Market survey Brand equity SWOT analysis Competition analysis Marketing strategy Marketing mix Financials DM design

Introduction Opportunity • – There a lot of single engineers working in Science park in Hsinch – They are rich but busy • Our business plan – Wedding service – There are only a few wedding service companies in Hsinchu – We will provide a lot of novel wedding ceremonies to our customers – Customization. No matter what kinds of types of marriages we can make it for customers.

Data of Questionnaire (I)

Data of Questionnaire (II)

Data of Questionnaire (III)

Data of Questionnaire (IV)

Data of Questionnaire (V)

Market survey Target market - IT industry Market demographics - Age between 30 - 40 years old - Undergraduate educational background - Monthly income between 20000 – 50000 NTD Market Needs : - customize planning - unique experience - reasonable charge

Market survey Market Trend : - convenient - price factor for wedding planner between NT$50, 000 – 200, 000 - 2 weeks – 2 months for Arrangement Market Growth : In average , 145 thousands couples get merry per year in Taiwan , potential customers take 75% in that number and increasing 2 - 4% every year. Each couples is willing to pay $500, 000 NTD for whole set of wedding process. Potential market worthy 100 billion NTD.

Dream Wedding Tailor Found : 2007 Capital : 10 Million NTD (NT$2 Mx 5 founder) Staff : 15 employees - 8 people for marketing & sales - 3 people for flower/party decoration - 3 people for website, MV and card design - 1 people for finance

Brand Equity Company Mission statement – Provide couples an unforgettable, wonderful and happy wedding party. Slogan : Make your Dream come true LOGO :

Brand position Creating a lot of novel wedding parties makes customers satisfied -Novel (fantastic) - Creative - Satisfactory

SWOT Analysis Strength : Innovation Flexibility Transparent offering price Marriage animation Weakness: Small team lack of resources New comer in market Opportunity: Willing to pay higher fee for worthy wedding Growing needs for customized wedding Threat: Low entrance threshold leads to high competing level Existing Services provider extension

Competition • Competitor analysis Existing Service provider tend to integrated other services ( example: Wedding Dress company also provide MV & photo services. Hotel, Restaurant, ) Wedding Planner all focus on Refined / Customize services Website integrated services links ( Photo, Wedding Secretary, Wedding Dress, MV, restaurant…ect. ) • Keys to success - Innovation idea - Refined service - Customization • Critical issues - fall into price competition - possibility of low acceptance with new idea

Product offering (I) • Proposal of marriage – Romantic Candlelight Dinner – Billboard Public Announcement – Customization • Engagement – – wedding gift bride cake wedding photograph healthy check

Product offering (II) Marriage : Bride secretary (make up, wedding dress) wedding invitation card wedding MV design wedding decoration - music, balloon, flower marriage contract honeymoon travel

Innovation- Special Wedding Outdoor – Garden – Beach – Mountain – Other Creative ways (Customization) – Cruise ship wedding – Horse-back wedding – Helicopter-Ride wedding – Gliding wedding – Underwater diving wedding – Disney style wedding – Hello kitty style wedding – Others

Innovation - Marriage Course Why : Divorce rate↑, Misunderstanding Offer : Help to make the agreement 〈property , kids nurturing , psychological consultation. . 〉 How : Hire the part time consultant & doctor

Marketing/Financial Objectives • Marketing objectives – The first 10 customers can acquire our special discount. This activity can built our reputation quickly – Serve 150 customers in the first year • Financial objective – Break even in two years.

Product Strategy Target market – Age 30 -40 years couples working in Hsinchu Science park Positioning – Create a special and creative wedding experience – Good service Strategy – One stop service – Creative ideas – Marriage Animation

Marketing Mix (I) Price List 　 Standard Package Economic Package Luxury Package Price NT$66, 666 NT$88, 888 NT$118, 888 Service Items 50 invitations free MV Simple Decorations Arrange wedding process Payment Cash or Credit Card Special Items Price Cruise ship wedding NT$150 K Horse-back wedding NT$50 K Gliding wedding NT$30 K Underwater diving wedding NT$100 K Disney style wedding NT$300 K Hello kitty style wedding NT$500 K Helicopter-Ride wedding NT$150 K 80 invitations free MV Sophisticated Decorations Arrange wedding process Cash or Credit Card 120 invitations free MV, photographer High-End Decorations Sweet gift for guests Bride cake Cash or Credit Card

Marketing Mix (II) Advertising & Promotion – Build a company website & Blog – Key words searching in Google & Yahoo. – Sign contract with big IT companies as TSMC, UMC, Media tech and so on to offer discount. – Co-work with restaurants, hotels & flower shops Customer Service – Single Contact Window – Set up SOP flow – Set toll free hot line – Immediately resolve customers’ complaints and needs

Sales Forecast 1. Our sale’s volume target is 400 cases to achieve the break-even in two years. 2. In the first year, we forecasted to sell at lest 150 cases and 250 cases in next year. 3. The revenue share rate of three packages is 66%: 24%: 10%.

Break-even Analysis (I) Unit cost ＝ VC ＋FC/unit sales ＝＄88, 025 Makeup price ＝ unit cost (1－desired return on sales) ＝＄110, 031

Break-even Analysis (II) • Break-Even Chart for Determining Target. Return Price and Break-Even Volume 263

Expense Forecast 9% 3% 6% 7% 17% 24% 64%

DM (I)

DM (II)

DM (III)

DM (IV)

DM (V)