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use obesity. 
However, new opportunities still exists in Mobile Softee. For instance, the growing number of mainland travelers who would like to visit the Mobile Softee due to its exposure in Hong Kong TV series and movies. Besides, some companies from other industries have noticed Mobile Softee’s value in bringing out campaign, as it is the traditional symbol of Hong Kong. LG Electronics launched a campaign for its Ice-Cream cell phone by posting ad on Mobile Softee vans. Furthermore, the popularity of social network sites among the younger generation may provide a new channel for the traditional brand to promote their image.

客户分析
Consumer Analysis
On the basis of our survey, the target consumer of Mobile Softee consists of three segmentations:
 Hong Kong citizens aged from 25 to 40 who encountered their childhood, juvenile and youth in 1970s-1980s, possessing special memory of “Mister Softee” ice cream with strong recognition of Hong Kong identity. 
 Youngsters aged from 18 to 25 who pursue a stylish lifestyle or are apt to be impacted by social trend and new media such as social network. 
 Tourists (normally from mainland China) who regard the consumption at Mobile Softee as a kind of special experience.


 Hong Kong residents who have reminiscence towards Mobile Softee ( Reminiscent Generation)
 Aged 25 to 40
 Well awareness of the brand “富豪雪糕” or “雪糕車”
 Perceive the brand as a symbol of traditional Hong Kong culture
 Most start to buy at early age (kids or teenagers)
 Take Mister Softee as a friend or companion
 Purchase irregularly
 Hold preference for Mobile Softee
 Have stable income and harmonious family

 Hong Kong residence grow up in the internet age
 Aged 18-25
 Does not have a profound impression on the brand
 High recognition of the brand name “富豪雪糕”, “Mister Softee” and the vans. 
 Most perform impulse purchase
 Shift consumption choices among ice cream brands
 Take Mister Softee as an outdated brand for their parents.
 Prone to pursue popular culture and follow peers’ deed
 Normally acquire information from the Internet, and influenced by social network sites

 Travelers to Hong Kong
 Most come from mainland China
 More awareness of the truck than of the brand
 Mainly get the impression from Hong Kong TV drama or film
 Tourists with certain brand awareness would buy ice cream or take picture of the van
 Tourists with certain brand awareness think that it represents Hong Kong’s culture
 Consider less of taste, quality or hygiene.

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