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their consumption occupies more than half of the total sales.
 To increase 30% of monthly sales during peak seasons. (Jun, Jul, Aug, Sep & Oct. )
 To increase 10% of monthly sales during off-peak seasons. (Jan, Feb, Mar, Apr, May, Nov & Dec.)
On one side, sales in ice cream industry is largely influenced by local climate, especially for our company, given that people purchase from our mobile venders in trucks pulling over to the street. We can infer from our monthly sales data that from June to October, the average monthly proportion of annual sales is about 10%. We hope that the sales of peak season could thrive further to reach a rise of 30%.
On the other side, the rest months (from January to May, November and December) are in off-peak season as a result of colder weather when demands for ice cream are compressed. We would strive to achieve a 10% increase of sales during this period through the campaign.
Based on the above prospects, we can come up with our sales expectation: 
 To increase approximately 20% of Mobile Softee’s annual sales by the end of Mar. 2012.
 To rebuild a current image and to establish top-of-mind awareness in 70% of reminiscent generation.
 To build brand recognition and to form emotional connection with 80% of new generation.
 To input a concept of local experience in 80% of tourists.
Admittedly, declining awareness is a crucial problem that Mobile Softee is confronting with. Inasmuch as the situation, the chief objective of the campaign is to reinforce its brand image and brand associations through increasing perception of consumers.
One of our core creative objectives is to develop the brand image of “collective memory” to “current moment”. To promote it to consumers, we need to make a clear picture of objectives according to the brand recognition, consumer behavior, lifestyle as well as media usage habit of the three segments. Thus, we set three objectives concentrating on each segment. 

Seasonality Allocation of Media Budget
Considering ice cream is a seasonal product, in order to reach target as close as possible, the media budget allocation, HK$1,374,240, is speculated on the basis of bimonthly sales and the sales percentage of the next two months.

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