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Executive Summary
执行摘要
Mobile Softee是香港本地的冰淇淋品牌，已被确认为多年的“大众记忆”。该企业以前的优点是低风险和非激烈的竞争。活动将集中在消费者的心理因素上，旨在召回品牌形象和建立意识。
Mobile Softee, the Hong Kong local ice cream brand, has been recognized as “collective memory” for years. However, with low exposure and intensive competition, the previous advantages are no longer helpful. To recall the brand image and to establish top-of-mind awareness, the campaign will concentrate on psychological elements of consumers. The primary consumers, which are segmented into reminiscent generation aged 25 to 40 as well as network generation from 18 to 25, hold certain level of recognition of Mobile Softee, yet with declining awareness. In regard to the increasing tourists visiting Hong Kong, additional chances exist for Mobile Softee. Considering their attributes and features, we would allocate 10% of the annual sales, HK$1,374,240, to various elements of campaign, targeting at different cohorts of consumers.
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为期一年的活动将继续从2011年4月在三个方面展开，包括：广告，公共关系和促销，这将成为理想的沟通策略。
The one-year campaign will proceed in three ways from April 2011. Advertising, public relations and sales promotions would serve as ideal communication strategies for it. Nevertheless, these tactics should be carefully produced to create a systematic integrated communication campaign. The warm, optimistic, lively and classic image would be applied throughout the campaign resonating with the image of “Constant Simple Happiness”, while various activities, such as MTR and radio commercials, online video commercials, posts and activities, logo design contest together with couponing, would be executed in coordination with different requirements at different time. The optimal combination of traditional, transit and new media could hence contribute to ideal efficiency. Especially for the seasonal product ice cream, scheduling of each element is with great importance.

形势分析
公司分析
Situation Analysis
Company Analysis
Mobile Softee, generally known as “Mister Softee” before 2010, is a Hong Kong Small & Medium-sized Enterprise which began to sell soft ice cream with its slogan “Mobile Softee: Everyday freshly made for you” in 1970. Recognized as an important Hong Kong local ice cream brand, Mobile Softee makes up a profound part of most Hong Kong citizen’s childhood memory. Thus it is called the “collective memory of Hong Kong citizens” and related to great cultural value as it long maintains the four-category product lines and the appearance of the van stay unchanged ever since its launch.
Since Hong Kong government stopped issuing hawker licenses in 1978, the company’s scale has been limited to 14 vans. Up till now, there’re only 16 vans in total. Meanwhile, practicing a hawker style, Mobile Softee suffers from the limitation of weather such as precipitation, which is its biggest weakness compared with ice cream stores and convenience stores selling ice cream. Basically, the dairy products beverage and food industry as a whole is in a locally positive situation. However, the ice cream and frozen dessert industry has faced several hygiene scandals. Generally, though Mobile Softee’s products are safer than convenience stores, the public usually hold more positive attitude towards the hygiene standard of its competitors like McDonald’s and 7-ELEVEN. Moreover, the industry has also been challenged on the materials they use, like vegetable fat and the possibility to ca