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 are 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)
Gender
Female
50%
46-50
10%
More than 50
10%
Male
50%
21-25
7%
Age
26-30
26%
41-45
10%
36-40
17%
31-35
20%
Data of Questionnaire (II)
Occupation
Other
25%
Student
6%
Officer
6%
Service
Industry
13%
Electronics
50%
Educational Background
Master
13%
PhD
0%
Below senior
high
Senior High
7%
10%
Undergraduated
70%
Data of Questionnaire (III)
Income
More than
2000150000
35001Below 20001
25000NTD
3%
50000NTD
3%
20%
20%
3000135000NTD
20%
2500130000NTD
34%
Data of Questionnaire (IV)
Reason to choose Wedding Planner
Cheap
10%
Other
7%
Parent push
7%
Convenient
49%
Somebody
recommend
27%
Most important factor to Wedding Planner
Reputation/Bra
nd
13%
Other
7%
Price
36%
1-
Service
27%
Ideas
17%
Data of Questionnaire (V)
Appropriate fee for Wedding Planner
More than
100000NTD
13%
100011-10000NTD
20000NTD
7%
10%
2000140000NTD
17%
40001100000NTD
53%
2 - 6 months
10%
1 - 2 months
47%
Period to arrange the Wedding
More than 6
months
0%
1- 2 weeks
3%
2 weeks - 1
month
40%
Market survey
Target market - IT industry
Market demographics - Age between 30 - 40 years old
- Undergraduate educational background
- Monthly income between 20000 – 50000NTD
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$2Mx 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
NT$66,666
NT$88,888
NT$118,888
Price
Service Items
50 invitations free
MV
Simple Decorations
Arrange wedding
process
Payment
Cash or Credit Card
Special Items
80 invitations free
MV
Sophisticated Decorations
Arrange wedding process
Cash or Credit Card
Price
Cruise ship wedding
NT$150K
Horse-back wedding
NT$50K
Gliding wedding
NT$30K
Underwater diving wedding
NT$100K
Disney style wedding
NT$300K
Hello kitty style wedding
NT$500K
Helicopter-Ride wedding
NT$150K
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
250
3 ,5 0 0
3 ,0 9 6
Sales volum
198
2 ,5 0 0
165
150
2 ,0 0 0
1 ,5 8 9
1 ,5 0 0
100
99
72
1 ,0 0 0
60
50
36
30
25
15
0
Sales Revenue
(In ten thousands)
3 ,0 0 0
2 ,6 2 9
200
500
-
2008
Luxury
2009
Economics
2010
Standard
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)
Break-even Analysis
$6,000
Profit (in thousands)
Unit cost ＝
VC ＋FC/unit sales
＝＄88,025
Makeup price ＝
unit cost
(1－desired return on sales)
＝＄110,031
$4,000
$2,000
$-$2,000
$0
$5,502
$11,003 $22,006
-$4,000
-$6,000
-$8,000
-$10,000
-$12,000
Revenue(in thousands)
Break-even Analysis (II)
• Break-Even Chart for Determining TargetReturn Price and Break-Even Volume
Do lla rs
(in te n th o u sa n d s)
50,000
40,000
263
Fixed cost
30,000
Luxury-Total cost
20,000
Luxury-Total revenue
10,000
0
0
100
200
300
Sales Volume In Units
400
Expense Forecast
Equipment
9%
Advertisements
3%
6%
customer service
7%
17%
material
24%
64%
Salary
-
200
400
600
800
Dollars (in ten thousands)
2010
2009
2008
DM (I)
DM (II)
DM (III)
DM (IV)
DM (V)