Executive summary
In the modern society with increasing pollution issues, the organic and natural skin care products are becoming more and more popular. According to our research and observation, Yuan has a clear idea of the products and it is very good at storytelling and advertising.
The main purpose of this report is to design a series PR strategy for Yuan to promote its products sales and make a further public praise in Hong Kong.
Background
Began in 2005, Yuan had made Taiwanese herbal handmade soaps with a simple faith of loving people and health thinking. Nowadays, Yuan sustains the warmth of handmade industry. Ever since 2007, Yuan settled Yuan’s Farm in Yang Mingshan National Park. In 2008, Yuan established Yuan International Herb Research &Development Center.
According to observation of the shop and secondary research, I narrow our consumers down to people who are between18-45 and have stable income.
Situation analysis
Research and Markets has released a market report titled“The Hong Kong Marketfor Natural & Organic Cosmetics” and proposed thatHong Kong has one of the fastest growing markets for natural & organic cosmetics in Asia. Huge demand and good market prospect offers Yuan an opportunity to develop their business in Hong Kong.
However, Yuan faces great challenges from its competitors. These brand includes Lush, The body shop and so on. These brand have greater market share with larger number of consumer base.
Conducting a traditional SWOT analysis, I proposed my goals and objectives andtarget public of our PR plan.
Strategies and Tactics
Strategy 1: A free chance to visit Yuan plant in Taiwan with a video promotion
Target: Customers who want to visit the Yuan plant in Taiwan
Purpose
(1) Give some customers a free tourism to enjoy the beautiful view of Taiwan and experience the harmony environment of Yuan plant.
(2) Show the Yuan natural and healthy producing process to the customers in order to increase trust.
(3) Opportunities to let the customers who got the chance to visit Yuan to use their social network to introduce and recommend Yuan to their friends voluntarily.
(4) Record the realistic trip about the customers who got free chance to Yuan in Taiwan.
(5) Attract more customers to buy the Yuan product.
Tactics
(1)Spread the advertisement about the free chance to visit Yuan plant in Taiwan with a video promotion plan of Yuan on Facebook exposure;Send this information by e-mail & messages to the Yuan membership customer; buy a MTR advertisement for 4 weeks.
(2) Customers who bought the Yuan products can get an invitation card to the Yuan sharing session if they are willing to register their names, emails and mobile phone numbers. The number of invitation card is 1000 and this invitation card will release for 1 week. The sales staff should tell the customers, in this session, it will hold a lottery to award customers to get a free chance to visit Yuan plant in Taiwan.
(3) Count up the number of people who register their contacts. Send messages and e-mails to remind them the Yuan brand sharing session and the lottery of the free chance to Yuan plant in Taiwan.
(4) Invite the press media to come to the Yuan brand sharing session.
(5) Organize the Yuan brand sharing session. When the costumers come, let them sign their name in the form and then give each of them a number card for the use of lottery.
(6) During the Yuan brand sharing session, introduce the Yuan product and invite the customers and press staffs to experience the Yuan product. In the end, let the HK Yuan CEO draw the lottery for 3 times to see who 3 lucky customers they are. Each lucky customer can get two positions to visit Yuan farm. Also, send Yuan samples and membership cards to every attending customer and press staffs.
(7) Arrange the free trip for the 3 lucky customers to Yuan plant. Hire a professional video team to shoot videos for the customers and the view and producing process of Yuan.
(8) After finishing the promotional video, upload it to the YouTube and share it in the Yuan official website, Facebook, twitter, etc.
(9) Buy the Facebook traffic click & YouTube advertisement for the video promotion.
Strategy 2: cooperate with the Hong Kong Pure Yoga Community to hold a Yoga workshop
Target: nature loving consumers, as well as potential consumers.
Purpose
(1) Attract more customers to buy the Yuan product.
(2) Relate the using of the Yuan products to the love of nature and peace ideology.(3) Cooperate with yoga community in order to get more attention about the Yuan products, especially focus on its quality of green and no harm to the animals.
Tactics
(1) Connect with the Hong Kong Pure Yoga Community, invite them to hold a meeting about nature and peace together.
(2) Sponsor the soup and aroma diffuser for the workshop.
(3) On the workshop, connect the Yuan product with green, nature, peace, no harm to animals, to activate the yoga lover’s interest.
Budget
Evaluation
(1) Media analysis
After these series strategies, the team will do a media analysis to evaluate the coverage about the events effects.
We will analysis from:
Volume (number of articles) of press coverage about the activities:
Tone of press coverage: is coverage positive, negative or neutral?
Presence of desired messages in press coverage
(2) Measuring outcomes
It is difficult to affirm the increasing or decreasing sales figures is the impact of the PR event without any other factors, so we decide to send a questionnaire to the participants who get the VIP membership from the activity after 1 month, to measure how many of them have buy the products after the events .
(3) Tracking website hits
After we upload the video and release about the visiting activities of Yuan farm, we will collect the viewing or clicking data of these page and button.
Conclusion
Faced with opportunities and challenges, it’s not easy for yuan to gain a firmfoothold in the market. I aimed to spread brand core value and promote brand image of Yuan among consumers through a series of strategies and tactics. Based on evaluation (Media analysis & Measuring outcomes & Tracking website hits), the team can evaluate the effects of our PR plan and do further research in the future.
