Proofreading of Table of Contents for a Brand's Marketing Plan

This is a proofreading of the table of contents for a brand's marketing plan. It includes the identification and description of the brand's main current customers, the development of two profiles of potential target audiences, the creation of a new brand for the relaunch of the business, and the target consumers and experience of the brand in-store and online. The output is in JSON format.

Table of Contents
TASK 1............................................................................................................................................1
Identify and Describe the characteristics of the brand’s main current customers. Further
develop two profiles (personas) of potential target audiences...............................................1
Current customers...................................................................................................................1
TASK 2............................................................................................................................................3
Create a new brand for the relaunch of the business, based on key attribute. Who are its
consumers? Mainstream or luxury? What experience does the brand delivery in store and
online?....................................................................................................................................3
REFERENCES................................................................................................................................9

TASK 1
Identify and Describe the characteristics of the brand’s main current customers. Further develop
two profiles (personas) of potential target audiences
The selected brand is Wing On which provide online services or house hold and grocery
items to the targeted people to meet their needs and increase profitability. Capitalizing on the
geographic proximity of the GBA, there is quite a huge market for its residence to choose Wing
On as their go-to online store. For start, there is already over 500,000 Hong Kong residence who
have moved to these cities. They are familiar with the Wing On brand and what it offers (Chung.
and Li, 2020).
”. A report done by the Hong Kong Trade Development Council has published a report
that e-commerce imports into China from Hong Kong was $15billion. the current middle class
Chinese consumers are very conscious and knowledgeable with quality and more importantly
authenticity and secondly, taxes are lower It has been determining that the reasons GBA could
prove to be a great market to tap into is that the online retails, even big giants such as Taobao,
has issues with authenticity. A survey by RedTech advisors found that “91% of Chinese
consumers say authenticity is the top factor in choosing a productWith Wing On’s reputation for
being authentic, it is a name and a brand that is well known for its authenticity (Cheng and Choy,
2020).
Current customers
The main target customers of the Wing on is the women among the age group of 20 to 40.
This is evident in their promotions as most of their promotions do aim at this age group as most
of their sales aim at cosmetics or kitchenware (Li, Lam and Liu, 2018). While there is not too
much data to pinpoint a specific customer type in Hong Kong, a survey amongst 30 people has
brought us a similar adjective: C-Lai sometimes referred to as auntie. It is a slang term used to
describe a housewife or more specifically a middle aged married woman around 40, with kids.
2 Persona of Targeted customers in context to Wing On are as follows-
Persona 1:
Age Around 35
Occupation Marketing Manager Around 8000HKD
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Marital Status Married with a child
Residence Greater Bay Area
How she Buys Enjoys loyalty cards
Buys most essentials online for herself
and her child
Her concerns With a child in hand, prefer to buy
everything from the same place
Don’t trust many PRC e-commerce sites
due to lack of trust and authenticity.
Experienced too many “fakes”.
In terms of a study done on the millenials and Gen Z, Wing On has an advantage in that
the categories in which these age group prefer Hong Kong products are cosmetics (37.9%), food
beverage (32.6) and daily boutique items (29.5%). Two things that have shaped Millennial
spending: They like to spend their money ethically and prioritizes health and wellness (Wing-
Chung. and Emilie, 2019).
Persona 2:
Age Around 28
Occupation HR Assistant Manager for a consultancy
firm; around 30,000HKD per month as
her salary
Marital Status Single
Residence Hong Kong; rented a one bedroom flat of
350 square feet costing around 18K.
How she Buys Online shopping is important as her work
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hours are from 9am-8pm (typical work
hours in Hong Kong) but prefers going to
the store for other products to take a look
herself.
Likes to check what credit cards give her
discounts and very much conscious about
collecting points for any loyalty cards.
Very conscious about the environment
Her concerns Need fast delivery and contactless as she
has no time to plan ahead and her place is
not ideal to store too many unnecessary
stuff
TASK 2
Create a new brand for the relaunch of the business, based on key attribute. Who are its
consumers? Mainstream or luxury? What experience does the brand delivery in store and
online?
A KPMG report has provided an overview of what the trend would be for Hong Kong consumers
post-covid in its “Impact of Covid 19 on Hong Kong Consumers’ Behaviours” report.
There are three things. Firstly, consumers in Hong Kong will not be spending as much in luxury
and/or non-essential good but put more resources on groceries and other day to day
essentials.
Secondly, “consumers value a good digital experience and are spending more with companies
that provide the experience” such as companies that offer more offers if you spend more
online.
Thirdly, “Consumers have demonstrated strong preferences to organisations they trust to be able
to provide consistent high quality experience (Impact of COVID 19 on Hong Kong’s
consumer behaviour, 2020)
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Creating a new brand for the relaunch
Objectives: To grow Wing On’s CBBE (Customer based equity) by:
 Expand it’s food retail department to compete with some of Hong Kong’s other
department store and their offerings
 Investing more on its online platform to improve speed and convenience
 Increasing brand awareness using social media and partner with other e-commerce
platforms
 Emphasized more on “family concept
Current New/Rebrand
Brand
name
and
Logo
W.ON HK Department Store
New Line:
a) W.ONz+
b) W.ON-LINE
- W.ON-Gro (Grocery Division) – the logo
colour would be green. To emphasize
envrionmental awareness.
Motto: Value for Money Family Value First
Websit
e
www.wingon.com
www.wingonet.com
w.on.hk
w.on-line
Slogan None
WINGing through generatiONz
FROM WING ON to W.ON:
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Meaning behind the new branding:
 WON as a past tense to win, is synonym to good luck in Chinese culture.
 Many younger generations might associate it with Korean (since Korean pop culture is
synonym with trendy)
The new W.ONz+ :
W.ONz+ aims at a younger generation and the z represents generation z and + means beyond. It
gives new meaning to how Wing On has gone from generations to generations and continues to
do so (Wing-Hung, Min and Kim, 2018).

W.ON-LINE:
 Wing On’s current online store is called Win On NETshop. It would be more ideal to
play on the word ON and use “online” to make people aware of its online presence.
Slogan:
 Wing could mean “flying” so it represents that wing on has been passing through
different generation- including the Z in the end which is the current generation.
Motto: Family Value First
 While Wing On’s current motto is “value for money” it does not provide much meaning
other than that younger generations feel it’s a thrift store.
 By changing it to Family Value First it represents how important Family is for Wing On:
- A family run business (through different generations)
- Caters for family from old to young (generations)
- Family= home
Target Consumers
The new line of W.ONz+ and the relaunch of the new websiteW.ON-LINE is to target
the millenials/Gen Z; more specifically age 20-41 women. The products offered will be at a
lower price point as this will be more mainstream but the grocery line would be more premium
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as a study has shown that 25% of Millenials are willing to pay up to 20% more for products that
are more socially compliant (Zhang, 2021).
Instore & Online Experience
Current Rebrand Method
Instore 3 Steps to purchasing a
product:
1. Currently when
customers buy
products, the customer
will get 2 forms of
paper; an invoice and a
product memo.
2. The customer will need
to head over to a
department cashier to
pay. The cashier will
then hand the two
documents back to the
customer.
3. The customer will then
head back to the
product counter and
provide proof of
payment and the
product memo in
exchange for the
product.
 Should only
be a one- step
purchase.
 Company should
invest in portable POS
machines for card
payments and
contactless payments
via their mobile
phones.
Online Confusing and Can be more  Invest more in data
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complicated.
The current state starts
with lots of promotions at
the top then new arrivals
before going to the
product categories and
then the page goes back to
instore promotions.
Wing On Apps:
 Slow with too many
ads
 Not user friendly
 More words than
visual
Cannot make purchases
personalized driven technology
 Work with large e-
commerce company to
bring more points of
sales. Currently
HKTV mall is the
leading e-commerce
company and has
dominated the Hong
Kong market with an
average of 4.6 billion
monthly web visits.
Paymen
t for
Both
Payment method is cash,
Visa Card, Mastercard or
Amex Card
 Need to
extend to
digital
wallets
include
digital
wallets,
apple,
Samsung
android pay
 Need to introduce
BNPL (buy now pay
later) services as it
tailorsfor Gen Z.
 Must prioritize
Digital wallets.
 Hong Kong’s use
of digital wallets
is projected to
overtake
creditcard by
2025 (Li, 2022)
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REFERENCES
Books and journal
Chung, R.Y.N. and Li, M.M., 2020. Anti-Chinese sentiment during the 2019-nCoV
outbreak. The Lancet, 395(10225), pp.686-687.
Li, E.P.H., Lam, M. and Liu, W.S., 2018. Consuming counterfeit: A study of consumer moralism
in China. International Journal of Consumer Studies, 42(3), pp.367-377.
Wing-Chung, H.O. and Emilie, T.R.A.N., 2019. Hong Kong–China relations over three decades
of change: From apprehension to integration to clashes. China: An International Journal, 17(1),
pp.173-193.
Wing-Hung, L.C., Min, S. and Kim, N., 2018. CSR Drivers for Primary vs. Secondary
Stakeholders: Evidence from Hong Kong. In GSOM EMERGING MARKETS CONFERENCE
2018 (pp. 259-261).
Zhang, C.Y., 2021. Releasing Masculinity for a More Just World: Lessons on How to “Be
Water” in Hong Kong. The Journal of Asian Studies, 80(3), pp.683-704.
Online
Cheng. L and Choy. G., 2020. [Online]. Available Through: <(https://www.scmp.com/news/hong-
kong/hong-kong-economy/article/3105193/greater-bay-area-bigger-homes-wide-open-spaces>
Impact of COVID 19 on Hong Kong’s Consumer behavior, 2020. [Online]. Available Through:
<https://assets.kpmg/content/dam/kpmg/cn/pdf/en/2020/11/impact-of-covid-19-on-hong-kong-
consumers-behaviours.pdf>
Li, J., 2022. [Online]. Available
Through:<https://www.scmp.com/tech/tech-trends/article/3170392/hong-kongs-use-digital-wallets-
online-payments-overtake-credit>
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