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a discussion on using modern management marketing technique to drive Social Enterprise business.discussuion thru use of casestopics covered:brandingx-brandingdistribution networksocial networks
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Social Enterprise and Marketing ideasExploring modern management marketing ideas with Social Enterprise
operations
Sharing session with Erwin Huang, 18th Sept 09
CEO, TSL jewellery
Agenda (45+15)
Social Enterprise/Entrepreneurship values
Branding experience in TSL
Cross Branding experience with Mobilelink
Web as a Distribution network
Marketing thru Youtube and Facebook (social networking)
Social Entrepreneurship discussion
A Enterprise with Social Mission
A Social Entity that runs like a Enterprise
Enterprise or Entrepreneurship?What is Entrepreneurship?
Creativity and Risk taking
A workable and sustainable business model
Sustainability, and Scalability
Focus on creating Customer Value
What is in a Brand?PC
HP?
Dell?
Golden Center
IBM?
Lenovo?
Apple Computer?
Fast food:
茶餐廳大快活 ?
Mcdonald?
翠華餐廳
Sneakers:
Nike? Vs Adidas?
Branding exercise tools
Who is your target customer?
What do they think you are?Vs what do you want them to think?
What Value do you offer them?
What is the difference vs others?differentiation
How do you communicate those Values to them?
e.g. SCHSA
Repositioning Exercise at TSL
What is TSL: 謝瑞麟 ?
A person?
Goldsmith?
Diamond Specialist?
Wedding Specialist?
Luxury goods retailer?
1st Generation HK Manufacturing Entrepreneur
Modern Retailer for Chinese
Low Cost High Value
Skill and Knowhow in Production Design, Fashionable Branding
Mass, Economy of Scale Targeted, Economy of Scope
Vertically Integrated Manufacturer Quick Response Efficient Retailer
Traditional Apprentices System Re-engineered Corp Governance
Trusted Brand name Trusted Brand name
Believe in Service, go the extra step Believe in Service, go the extra step
Long term loyal customer Long term loyal customer
Care and Love for the Customer Care and Love for the Customer
Cross Branding Exercise
Nike?
Apple?
Nike + Apple
Customer value adding up
1+1=∞
Cross Branding Exercise
SCHSA?
Safety
Service
Home Safety
HKCSL?
Mobile
Top Service
Shops
Reliable
Good Quality
New Technology
1+1=∞
• 窮富翁大作戰 Project• Project objective
• Who is your customer?
• Normal channel• Newspaper/magazine
• Preview Event
• Social Network• Facebook Groups• Youtube• Blogger Community• Uwants, HKGolden, BabyKingdom• Demo
Reaching your customer:
thru Social Networking
Social Entrepreneurship/EnterpriseRunning a social entity professionally
Branding = Value to customer
• Cross Branding – 1+1=∞
• New Distribution Network model
• Reaching out with Social Networks: – Facebook + Youtube
Summary