Price differentials of moon cakes before and after Mid -Autumn Festival in Hong Kong 4 U Sammi Kwok (14) Melissa Law(19) Olivia Yuen(40)
Introduction • Mooncake is a sesonal product • Festival food for Mid-autumn festival • Most demanded in August and September
Producer • Major players: Kee Wah, Maxim, Wing Wah, St Honore, Tai Pan, etc. • Maxim-- market leader with number 1 sales in the past 4 consecutive years
Kee Wah(奇華餅家) List retail selling price before mid-autumn festival – Lowest: – Highest: – Average: $65 (Mini series) $620 (Royal gift box) $198 (Regular) No price cut promotion
Mooncake Price during Mid-Autumn Festival Assorted Mooncakes with Tea Gift HK $252. 00* Mooncakes of Golden Lotus Seed Paste w/2 Yolks (2 pieces), Mooncakes of Chinese Ham (2 pieces) and Chinese Tea (1 pack) Chinese Ham and Mixed Nuts Mooncakes HK $238. 00* Mooncakes of Chinese Ham and Mixed Nuts (4 pieces)
Mooncake Price during Mid-Autumn Festival Assorted Gift Box HK $218. 00* Mooncakes of Golden Lotus Seed Paste w/2 Yolks (1 piece), 8 Mini Mooncakes of : Golden Lotus Seed Paste w/ Yolk, White Lotus Seed Paste w/ Yolk, Chines Ham w/ Mixed Nuts, Pineapple w/ Yolk, Black Date w/ Pine Seed, Walnut and Desiccated Coconut, Green Bean Paste w/ Yolk, Red Bean Paste w/ Yolk
List retail selling price during mid-autumn festival – Lowest: – Highest: – Average: $75 (Mini series) $620 (Royal gift box) $208 (Regular)
Sales Promotion during Mid. Autumn Festival – – Coupon promotion Added Value (Buy coupon get gift pack) Taste testing demonstration Staff Sale – Quantity discount (30%off for 20 boxes)
Price Differentials before and during Mid-Autumn Festival – Lowest: – Highest: – Average: Before: $65 (Mini series) During: $75 Difference of $10 Before: $620 (Royal gift box) During: $690 Difference of $70 Before: $198 (Regular) During: $208 Difference of $10
Special moon cake • Other then the traditional moon cake, some shops will produce moon cake only in Mid-Autumn Festivals increase their income. To attract customers, they usually produce moon cake with special taste and shape.
Starbucks -Green tea moon cake -Coffee&Nuts moon cake
Early Bird Privilege: $168 Regular Price: $198 Difference: $30
Other Moon Cake
Other Moon Cake
Other Moon Cake
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