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

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
1

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
2