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    This document provides a summary of a marketing campaign plan for Zhangle Global Group to target mainland Chinese university students. It analyzes the target audience through demographics, social media preferences, and investment awareness. A competitor analysis compares Zhangle Global's app features to other financial apps and identifies areas for improvement such as community building and ease of account opening. The document recommends increasing Zhangle Global's social media presence and stimulating its in-app and social communities to catch up to competitors and better reach the target audience within their social networks.

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    This document provides a summary of a marketing campaign plan for Zhangle Global Group to target mainland Chinese university students. It analyzes the target audience through demographics, social media preferences, and investment awareness. A competitor analysis compares Zhangle Global's app features to other financial apps and identifies areas for improvement such as community building and ease of account opening. The document recommends increasing Zhangle Global's social media presence and stimulating its in-app and social communities to catch up to competitors and better reach the target audience within their social networks.

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    6 views24 pages

    MSMK7001 Group3 Integration v4

    Uploaded by

    zhikai geng
    This document provides a summary of a marketing campaign plan for Zhangle Global Group to target mainland Chinese university students. It analyzes the target audience through demographics, social media preferences, and investment awareness. A competitor analysis compares Zhangle Global's app features to other financial apps and identifies areas for improvement such as community building and ease of account opening. The document recommends increasing Zhangle Global's social media presence and stimulating its in-app and social communities to catch up to competitors and better reach the target audience within their social networks.

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    © All Rights Reserved
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    of 24

    MSMK7001 Final Project

    Marketing Campaign for Zhangle


    Invest For A Better Future Global
    Group 3 Members
    Geng Zhikai Xiao Yuanbin
    Jin Sheng Yang Banghui
    Wang Yanson g Zhang Xiaosu
    Xian Haocheng Zhuang Yuqing
    Consumer Analysis: Audience Selection for a More Precise Targeting
    Further segmentation narrows down our TA to Mainland China university students
    Demographic Features Pandemic and Policy Brand Equity
    Age: 20-29; Mainland 58% indicates serious attention
    HuaTai Securities enjoys a
    Education level: College 22% indicates less attention renowned and authoritative
    Disposable wealth: 5k+ 20% indicates indifference fame in Mainland China.
    Shenzhen Bay Port 5% 4% 4% 1%
    Students & New workers 1%
    and Zhuhai Bridge 15% 5%
    Port naturally gathers 10%
    Rich and Young our target audience.

    14% 20%
    20% Zhangle Global relies on
    HuaTai Group and inherit

    華泰國際 · 三中一華 such brand equity that can be


    leveraged.

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Consumer Analysis: What is our target audience like?
    The characteristics of the further segmented TA we want to work on is very specific
    Social Media Preference Not familiar with “money”
    1 XiaoHongShu (Red) • Investment
    • Financial management
    2 WeChat (WeiXin) • Financial/Interest rates
    3 Sina Weibo
    Investment Awareness
    Twitter and Facebook are not
    their major social medias.

    Homesick/Travelling
    Social Network Analysis
    • Easily influence by peers “0+3” Entry Quarantine

    • Life for sharing Looser prevention & control policy:


    Traveling abroad
    • Multiple media user
    Go back home for CNY
    Another touch point to reach them
    *
    Data retrieved from 203 questionnaires distributed among target audience

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Competitor Analysis: To compare app-specific features with competitors
    Financial App Usage Preferences* 1. Identify our most direct market competitors
    36.36% 37.19%
    30.58% 2. Identify the essential points for comparison
    24.79%
    Percentage Decision criteria for choosing platform
    10.74% 47.11% Recommendation from friends/teachers
    6.61%
    3.31%
    38.83% Brand effect of the app
    Ant for- Futu Straight Zhangle Tiger East Others
    tune Flush Global Money 36.88% Investment community building
    33.88% Easy to open account
    38.84% 47.11%
    Percentage of Choosing

    36.88%
    33.88%
    30.58% What consumers care about is surprisingly different!
    28.10%
    22.31%
    23.97%
    We need to march into consumer’s social network, create an
    investment community, leveraging our original brand reputation,
    6.61% and provide convenience for their first time entering to
    investment.
    0 1 2 3 4 5 6 7 8 9 10

    *
    Data retrieved from 203 questionnaires distributed among target audience MISSION STATEMENT

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Competitor Analysis: Analysis on social awareness
    Ant Fortune 螞 蟻 財 富 Zhangle Global 漲 樂 全 球 通
    • MAU: around 2500k (2021/11) • MAU:103k (2021)
    • Number of Weibo followers: 2448k • Both the in-app community and social media
    • Content of Weibo: Financial Information + community are under-stimulated
    Financial life related Video

    同 花 順 Straight Flush
    23270k
    （ 2021Q2 report
    • MAU:） 23270k （ 2021Q2 report ）

    Scroll
    1 2 3 4
    • Number of Weibo followers:1162k
    • Content of Weibo: Financial Information +
    Financial life related Video

    East Money 東 方 財 富
    • MAU: 17810k （ 2021Q2 report ）
    • Number of Weibo followers:2861k
    • Content of Weibo: Financial Information +
    Zhangle Global is in desperate need of increasing the
    Financial life related Video
    awareness in social platforms to catchup!

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Competitor Analysis: SWOT Analysis
    All-round SWOT analysis also spot out our problems from consumer’s perspective
    Strength Weakness Original
    • Centered on true value • No distinguishable APP features Company’s Perspective
    •
    •
    •
    Safe and reliable
    Good understanding of market
    Endorsement from Huatai Securities
    •
    •
    •
    Relatively low popularity
    Low community activity
    Low social media engagement Ga p
    Additional
    Opportunities Threats
    Consumer’s Perspective
    • Consumers use various APPs • Uncertain economic environment
    • Potential customers: students from • Strong alternative products from the Our project
    Mainland China (30,000 in 2022 Fall) competitors in the financial market
    • Young people’s incentive to invest • Competitor’s strong brand recognition comes to close
    the gap
     Take advantage of our strengths to attract potential young consumers
     Cultivate active community to increase user engagement over competitors

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Marketing Schedule: The timing of marketing campaign
    Scheduling for 9 months emphasizes on 3 different (Attention/Interest & Desire/action) periods
    Get Attention Hold Interest & Arouse Desire Obtain Action

    September December January February March April May June July

    Lecture Series (Daily School Life) Lecture Series (Travelling & Home) Lecture Series (Investment)

    Online VLOG Contest

    Video Shooting

    OOH Ads

    Community Reinforcement

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Marketing Campaign 1: Lecture Series
    To organize various lectures which TAs are interested in to get their attention
    Get Attention Hold Interest & Arouse Desire Obtain Action

    September December January February March April May June July

    Lecture Series (Daily School Life) Lecture Series (Travelling & Home) Lecture Series (Investment)

    Online VLOG Contest

    Video Shooting

    OOH Ads

    Community Reinforcement

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Marketing Campaign 1: Fruitful lecture series hook audience
    Hold informative lectures to reach out for and gain trust of our target customers
    LECTURE ONE LECTURE TWO LECTURE THREE LECTURE FOUR
    New to Hong Kong, need Go HOME or go OUT, this Huatai International career Invest for economic
    help? is a question… week independence

    Autumn Recruit

    秋 招
    #When to queue at BOC? • Latest quarantine policy Start from exchange rate
    Offer helps to the students
    #What to bring for HKID? • Documents needed currently looking for a job To school tuition
    #How to apply for Octopus? • How to get VISA in HK To economic independence
    #Which is HKU/CUHK’s most • What insurance to buy To our product
    popular restaurant? • What to care about For reciprocity and trust 漲樂全球通
    1.To get in touch 2.To get closer 3.To gain trust 4.To persuade

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Marketing Campaign 2: Integrated Media Communication
    To utilize IMC to drive traffics to our target social media
    Get Attention Hold Interest & Arouse Desire Obtain Action

    September December January February March April May June July

    Lecture Series (Daily School Life) Lecture Series (Travelling & Home) Lecture Series (Investment)

    Online VLOG Contest

    Video Shooting

    OOH Ads

    Community Reinforcement

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Marketing Campaign - Photography Contest
    Achieve spontaneous communication of brand by aggregating target audience through common interest.

    Theme: #My Chinese New Year in Hong Kong


    3 Tracks to Compete
    Single Photo Narrative Photos/Plog Video/Vlog
    (1 photo) (3-7 photos) (30s-5min)

    Public Voting Round 1: selecting nominees (10 from each track)

    Public Voting Round 2: deciding places


    OOH Display
    Gold Medal (No.1) + Zhangle CNY
    Silver Medal (No.2-5) A prize pool of
    Contest Bronze Medal (No.6-10)
    Gift Box sent to

    Reward
    family in mainland
    $50,000 in total
     (in 樂盈寶  account)
    Participation Award (for everyone
    submitted their photo/video)

    Product Analysis Consumer Analysis Marketing Campaign Evaluation Risk & Prevention
    Marketing Campaign - Photography Contest Promotion
    Increase Social Media Exposure and Activation
    Online Social Media Out-of-home Advertisement

    Posters Beside
    Escalator

    MTR Ads

    Display outstanding
    videos
    Times Square Screen

    Main Tag
    Collect excellent photos and
    display at the pop-up show in
    # 我在香港過新年 University
    #MyChineseNewYearinHK Pop-up Photography Show

    Product Analysis Consumer Analysis Marketing Campaign Evaluation Risk & Prevention
    Marketing Campaign – Contest Video Advertisement
    With themes of "Home Sick" and "Money Makes Money", shooting two video advertisement for exposure and community cultivation

    #HomeSick  #Money Makes Money


    Launch at the first stage of the contest Target and Interview 3 Participants, Launch at
    the end of the contest

    Facetime with
    Red Pocket Money:
    Families: Share photos
    Consider put pocket
    of the Chinese New
    money into a finance
    Year's Eve dinner
    product such as 樂盈寶
    made by yourself to
    Scenario 1 families Scenario 1

    Interest Rates: Surfing the internet


    Chinese New Year's and seeing the interest rate is high,
    Outdoor activities: Video put all the tuition fee or living
    recording of Chinese New expenses into a finance product
    Year in Hong Kong with such as  樂盈寶
    close friends

    Scenario 2

    Product Analysis Consumer Analysis Marketing Campaign Evaluation Risk & Prevention
    Marketing Campaign 3: Community Reinforcement
    To set up real community to strengthen TAs’ loyalty.
    Get Attention Hold Interest & Arouse Desire Obtain Action

    September December January February March April May June July

    Lecture Series (Daily School Life) Lecture Series (Travelling & Home) Lecture Series (Investment)

    Online VLOG Contest

    Video Shooting

    OOH Ads

    Community Reinforcement

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Marketing Campaign 3: Create a network of friends of Zhangle Global
    Transform ”Exclusive Membership System” to “Zhangle Member Friends Club”
    Target Users
    Augmentation
    • Mainland university students
    • Stay in Hong Kong for work
    Individual Collective
    • Key Words: Foreign Land; Newcomer to
    47.11% puts strong emphasis on friends’ and teacher’s
    Society; Financial Independence
    recommendation

    Marketing Efforts HK university


    admission rate
    To turn the “Community" established in the previous two
    strikes new
    stages into a real “Social Network”
    low!!!
    How we do it?
    We create collective memories through group activities that
    allow participants to build identity and a sense of collective
    belonging.

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Marketing Campaign 3: Create a network of friends of Zhangle Global
    Spontaneously create the interconnection
    The between
    Interconnection between lifeand
    “Life" and“Money"
    money for our TAs
    Life Investment
    To Make Friends in Life To Find Friends in Learning
     Out of Loneliness, Integrate into Hong Kong’s environment  learn to make money together

    • Make friends in new environment • Face to financial independence


    • Continue to expand and share life • Continue learn financial knowledge
    • Cultivate investment habits • Give dedication to investment

    Entertainment Activities Learning Activities

    • Themed Festivals: Christmas, CNY • Seminars: Round table sharing from all
    • Daily: Dinner, Gathering, Hiking • Lectures: 1+N, specialists as speakers

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Performance evaluation of marketing campaign
    Use 3C dimensions to measure the performance of our campaign.
    Connection Conversion Conviction

    Lecture Series & Media Campaign Product App Community

    1 Total reached audiences: 20000+ 1 Increase of Downloads: 5000+ 1 Virtual Community:


    • Increase of MAU: 30%
    2 Increase of fans from 3 major medias
    2 Newly-opened accounts : 3000+
    • WeChat: Absorb 3000 people in group chat
    • XiaoHongShu: 100- ——> 10000+ followers
    • Weibo: 31000+ ——> 50000+ valid followers App Community
    2 Real Community:
    • Number of network of friends:
    3 Increase of valid interactions 500 (first year)

    • Forward > 100+


    • Likes > 5000+
    • Comments > 100+
    Network of Friends

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Risk & Prevention
    Detect the potential risks and prepare in advance.
    Risk Prevention

    • Resistance of students to Peer Influence • Invite their professors/peers to


    promotion of financial products give recommendations

    • Lack of participation in marketing • Prepare gifts/bonus to attract


    activities Bonus Incentive more students

    • High threshold for opening a new • Avoid directly emphasizing on


    account Pros & Cons Balance registration conditions and
    highlight competitive pros

    Consumer Analysis Competitor Analysis Marketing Campaign Evaluation Risk & Prevention
    Quick Summary: What We say in this project?
    TAs: Students or new workers from Mainland China
    Consumer • Focus on Pandemic • Socialite
    Analysis • Rich & Young
    • High recognition for • Low investment awareness
    • High-level Education
    Hua Tai Securities • Homesick & travel enthusiast

    Competitors: Ant Fortune, Futu, Straight Flush, East Fortune


    Competitor
    Analysis Zhangle Global needs to increase the awareness in social platforms to catchup

    Mission: focus on social network, create an investment community, leveraging our original brand
    reputation, and provide convenience for our TAs

    Campaign Lecture Series IMC Programme


    Community Reinforcement
    • Daily school life • Online Vlog Campaign
    • Virtual community
    • Travelling & home • Video shooting
    • Real community
    • Investment • OOH ads

    Evaluation Connection Conversion Conviction


    Appendix 1: Questionnaire Content
    Appendix 1: Questionnaire Content
    Appendix 1: Questionnaire Content
    Appendix 2: Online VLOG Contest Timeline (1/1-3/27)
    General timeline Specific timeline for execution
    Invest For A Better Future
    Thank you for your
    listening

    Now it is Q&A time

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