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Message Theme: “Sizzle & Spark – Tradition Meets New Friendships”

The message theme outlines the key ideas woven into every advertisement, blending tradition(Golden Phoenix’s 50+ years of Hong Kong heritage, sizzling iron plates, garlic butter aroma, and “big portions at fair prices”) with ‘affection’ and ‘achievement’ (the joy of forming real connections, shared laughter over steak, and the personal win of stepping out to meet someone new).

This theme transforms a meal from a transaction into a social catalyst—the iconic “滋渣滋渣” sizzle is no longer just about food; it becomes the soundtrack to new beginnings. The campaign speaks directly to 18–25-year-olds who crave authentic, low-pressure ways to expand their circles, while reassuring existing family customers that the heart of Golden Phoenix remains unchanged.

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Hi, everyone ! Im Frankie,the leader of group 1. Hope a nice journey with u guys.If u have any question,just ask me anytime!

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Actually,we have already set up a wechat group,we can work together through that.

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We know that Golden Phoenix Restaurant was Founded in 1969, the founder is Mr. Lin, known as the "Uncle Steak King". Uncle has more than 50 years of cooking experience and has worked in five-star hotels. After decades of hard work, he has opened several branches in Hong Kong and Zhongshan.

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Golden Phoenix Restaurant has been an affordable steakhouse in Hong Kong for over 50 years. Situated near residential areas like Prince Edward and Tsuen Wan, it primarily serves local residents and retired seniors aged 50 to 65.

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For the comming week,we can start brainstorming for our project.We can begin with the several questions.Plz share ur ideas and comment on it.

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For the comming week,we can start brainstorming for our project.We can begin with the several questions.Plz share ur ideas and comment on it.

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1.Market Situational Analysis

2.Context

3.Opportunity Analysis of the 3 Cs: i.e. Customer,Competitors, Communications used

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Golden Phoenix Restaurant was founded in 1969 by Mr.Lin, as known as “Uncle Steak King”. The goal of the restaurant is providing good stake with reasonable price, Let everyone have

ability to burden. Through the speech from Mary who is the boss to manage the restaurant. She mentioned that, the range of age in the customer are included three generation(child,adult,elderly). And in current she hopes to extend their target market, make their brand younger to fulfill the trend in recent years.

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Red Bean Fleecy with Ice

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At any steakhouse, the classic Beef Fillet is a must-try, often defining the reputation of the establishment. Golden Phoenix's Beef Fillet (牛柳餐) stands out with its unique smooth, chewy texture and flavorful character, complemented by a special house sauce. It's a generous portion, consisting of two large pieces of steak.

If meat alone doesn't satisfy your palate, there are options that incorporate seafood, like the Scallop Beef Steak. The two large, perfectly-seared scallops blend their fresh, ocean flavor with the fragrant steak, presenting a tantalizing dual-flavor feast! Alternatively, the Mushroom Beef Steak option combines tender steak with crispy mushrooms and vegetables, creating a rich taste profile that's enhanced by the luscious sauce.

There's more to Golden Phoenix than just meat and seafood. There's a hidden dining trick worth trying - for an additional $2, you get a generous serving of minced garlic. These seemingly small bits of garlic, when mixed with the caramelized meat and flavorful sauce, enhance the overall flavor profile, leaving a lasting taste. Be sure to ask your server for this when ordering.

Sources: Things to Do in Hong Kong https://thingstodoinhk.com/article/golden-phoenix-restaurant-kam-fung-building

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Introduction and advantages of Golden Phoenix Restaurant 

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Introduction and advantages of Golden Phoenix Restaurant 

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Golden Phoenix Restaurant is a nostalgic and popular steakhouse in Hong Kong, known for its traditional HK style steaks. Reviewers mention the tender and velvety texture of the steaks, served with generous portions and flavorful sauces. The atmosphere is described as nostalgic with old-school western decor, attracting both locals and visitors alike. The service is efficient, offering classic dishes like borscht soup and sizzling sirloin steak on hot iron skillets. Overall, it's praised for its authentic taste, affordable prices, and historical charm.

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Golden Phoenix Restaurant's  Potential Competitors

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Golden Phoenix Restaurant's  Potential Competitors

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Golden Phoenix Restaurant, Sweetheart Garden Restaurant and Steak Expert are all popular Hong Kong-style restaurants known for their steak dishes. Their serve food on sizzling hot plates, adding a distinctive touch of Hong Kong's dining culture. Sweetheart Garden Restaurant has been around since 1963 and currently has 12 locations across Hong Kong. On the other hand, Steak Expert, founded in 1999, once had over 30 locations but closed all its branches in 2023 due to declining food quality and service. It reopened in Mong Kok in May 2025.

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By week 4,we should determine our project theme as required.U guys can share ur idea under this post.

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Hey,guys,plz participate in the group voting on WeChat to decide on the time for the online discussion!

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the kitchen of the Golden Phoenix Restaurant

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the kitchen of the Golden Phoenix Restaurant

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Stepping into the kitchen of the Golden Phoenix Restaurant, I was immediately impressed by its neat and orderly environment. The working areas were clearly divided, with each link from the pre-treatment, cleaning, cutting and matching of ingredients to cooking being handled by dedicated personnel, ensuring a clear and efficient process. In addition, there are energy-efficient steaming ovens and intelligent temperature-controlled fryers, which have enhanced the stability and speed of meal preparation.

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I think the borscht is quite delicious, with a rich flavor.

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Sandwiches and cheese meat sauce spaghetti are also delicious.

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Sandwiches and cheese meat sauce spaghetti are also delicious.

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Customers who frequently patronize Golden Phoenix Restaurant fall under the category of straight rebuy. These customers are already familiar with Golden Phoenix's menu and food offerings, leading to low-involvement purchasing behavior. However, if a customer has visited both Golden Phoenix Restaurant and its competitor, such as Sweetheart Garden Restaurant, they are classified as a modified rebuy. This classification indicates that these customers consider their past experiences when choosing a restaurant, allowing them to compare the two options and influence their decision-making process.

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Our group discussion has determined that our IMC plan objective is to attract new customers and to maintain existing customers (as a sustainable goal).Our target audience are youth group between 18 and 25 years old(mainly local people for long-term goals）

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To our target customers, we hope that we can attract 18-25 younger people also keep the current customers. We will trying to use Instagram and Threads ( Recent social media)Nowadays, many young people use these social media platforms. By using these social media platforms, more people aged 18 to 25 can get to know the restaurant better, increase its popularity, and attract more people to visit the restaurant.

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I quite like the souvenir which is a small pendant and hang it on my schoolbag because I believe that can bring luck to me and that is so cute.

Perhaps, young generation like this kinds of stuff and maybe we can select and introduce more this small items to capture their attraction. What do you guys think?

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3 Cs” Analysis for Golden Phoenix Restaurant

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3 Cs” Analysis for Golden Phoenix Restaurant

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Company

Golden Phoenix Restaurant is a classic Hong Kong-style Western restaurant, with a history dating back to 1969. Its brand heritage is built on nostalgia, consistent quality, and affordable pricing. The company has expanded from its original location to multiple branches (Kowloon City, Lai Chi Kok, Tsuen Wan, Tuen Mun, Tseung Kwan O), and centralized certain operations by establishing a food processing factory. Management transitioned from founder Lam Chi Keung to his daughters, who modernized operations, expanded locations, and systematized food production while preserving family values and traditional recipes.

Strengths:

● Strong legacy and local recognition (family-run, over 50-year history).

● Popular for its unique “sizzling steak” platters and “extra garlic” upgrade.

● Value-driven set menus and fair pricing.

● Experience in scaling and process centralization.

Weaknesses:

● Traditional menu may face challenges appealing to younger, trend-driven demographics.

● Brand expansion mainly within Hong Kong, limited digital presence or overseas recognition.

● Operational adaptation needed to meet changing dietary preferences (vegetarian, health-conscious diners, etc.).

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Introduction and advantages of Golden Phoenix Restaurant

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Introduction and advantages of Golden Phoenix Restaurant

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Golden Phoenix Restaurant is a nostalgic and popular steakhouse in Hong Kong, known for its traditional HK style steaks. Reviewers mention the tender and velvety texture of the steaks, served with generous portions and flavorful sauces. The atmosphere is described as nostalgic with old-school western decor, attracting both locals and visitors alike. The service is efficient, offering classic dishes like borscht soup and sizzling sirloin steak on hot iron skillets. Overall, it's praised for its authentic taste, affordable prices, and historical charm.

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At any steakhouse, the classic Beef Fillet is a must-try, often defining the reputation of the establishment. Golden Phoenix's Beef Fillet (牛柳餐) stands out with its unique smooth, chewy texture and flavorful character, complemented by a special house sauce. It's a generous portion, consisting of two large pieces of steak.

If meat alone doesn't satisfy your palate, there are options that incorporate seafood, like the Scallop Beef Steak. The two large, perfectly-seared scallops blend their fresh, ocean flavor with the fragrant steak, presenting a tantalizing dual-flavor feast! Alternatively, the Mushroom Beef Steak option combines tender steak with crispy mushrooms and vegetables, creating a rich taste profile that's enhanced by the luscious sauce.

There's more to Golden Phoenix than just meat and seafood. There's a hidden dining trick worth trying - for an additional $2, you get a generous serving of minced garlic. These seemingly small bits of garlic, when mixed with the caramelized meat and flavorful sauce, enhance the overall flavor profile, leaving a lasting taste. Be sure to ask your server for this when ordering.

Sources: Things to Do in Hong Kong https://thingstodoinhk.com/article/golden-phoenix-restaurant-kam-fung-building

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Golden Phoenix Restaurant Customer Analysis 

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Golden Phoenix Restaurant Customer Analysis 

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Golden Phoenix traditionally served local Hong Kong families, as well as tourists and working-class residents. Its approachable pricing and nostalgic menu attract older generations and multi-generational families. With Hong Kong’s evolving food scene and culture, newer generations seek cultural authenticity, Instagram-worthy experiences, and innovative, fusion cuisine.

Customer Segments:

1) Older locals with strong nostalgia for classic Hong Kong-Western restaurants.

2) Middle-class families looking for dependable set meals and value.

3) Tourists interested in authentic local dining experiences.

4) Young foodies attracted by “retro” atmosphere and iconic dishes.

Customer Needs & Trends:

5)Desire for authentic Hong Kong dining experiences.

6) Value for money (all-inclusive set menus).

7)Mix of tradition and modernity (classic recipes, updated service).

8) Social media appeal (unique presentations, restaurant ambiance).

9) Growing consciousness for health, sustainability, and dietary customization.

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Potential Gaps to Analyze:

Perception: Younger adults might see Golden Phoenix as old-fashioned or not relevant to their lifestyle.

Product Offer: Menu may lack contemporary options—veggie choices, fusion dishes, fun drinks.

Ambience: Decor, service style, and branding may feel dated.

Digital Presence: Social media, online ordering, influencer engagement may be lacking.

How to Study the Gaps:

Conduct surveys/interviews with current customers (families, older adults) and target new segment (young adults).

Analyze social media conversations, customer reviews, and competitor campaigns.

Gather insights into dining drivers for young adults—what makes them choose one restaurant over another?

2. Position the Image & Extend Target Segments

Positioning Statement:

“Golden Phoenix Restaurant—where generations meet: classic Hong Kong-Western flavors with a twist for today.”

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due to our year two discussion, we aim to attract the young generation that is age 18-25 and maintain the current customer. we suggestion that we invest some famous people about foodies on the internet or KOL to promote the restaurant. Based on the current trend of the market, more and more small businesses or even big brand are staring to promote their brand through the star effect.

on the other hand, I would like to suggest the restaurant attracts customers through the materialism. Nowadays, the quality of life is already change from the past. People's wants is limited. Therefore, the restaurant can baed on people's needs to provide "lucky draw" to attract people. the results of the draw can be flight tickets, PS5, season limited shoes, etc. Those are the promotion that can attract younger people eyes sight.

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After our last discussion, there was mention of hoping to find foodies or KOLs to publicize the restaurant. I think using the celebrity effect for publicity is indeed a good idea. However, we don't necessarily need to find KOLs with a huge number of followers. I think even finding some with only a few tens of thousands of followers could be very effective, because we want to attract more young people (18-25) and most of this age group like to party, for example, when a friend's birthday will be celebrated as a group, those a few tens of thousands of followers may also have the influence to drive they friends around the business of the Golden Phoenix Restaurant, then I believe the effect will be better if the restaurant combines with some promotions.

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Hi,Year 4 student,we need to design an IMC social media campaign and propose to use what digital tools and demonstrate how Golden Phoenix Restaurant can do this week:

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Hi,Year 4 student,we need to design an IMC social media campaign and propose to use what digital tools and demonstrate how Golden Phoenix Restaurant can do this week:

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•Social Media Platforms Amplification (e.g. Buffer or Hootsuite– schedule posts across platforms and track engagement);

•Content Discovery (e.g. Google Trends to spot trending topics and tailor content to what people are searching for.

•Brand Monitoring & Listening (e.g. Google Alerts or Brand24 to set up alerts for brand name to track mentions across the web);

•Video & Visual Content Creation (e.g. AI, AR, Canva or Venngage for making infographics, music or design social posts, banners)

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Gaps Between Current Customer Image & New Market SegmentsCurrent Image

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Gaps Between Current Customer Image & New Market SegmentsCurrent Image

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Golden Phoenix is seen by existing customers (mostly families and older adults) as a nostalgic, trustworthy, family-friendly Hong Kong-Western steakhouse with affordable set menus and “classic vibes.”

Newly Proposed Segment:

Younger adults (ages 18-25) who value trendy dining, Instagrammable experiences, unique flavors, cultural authenticity, and social currency.

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All students please complete the survey in the QR code by coming Monday. This is to check out your learning progress of your group project. Thanks!

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All students please complete the survey in the QR code by coming Monday. This is to check out your learning progress of your group project. Thanks!

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The campaign's core theme, "交友" (Making Friends), positions Golden Phoenix as more than a dining spot: it transforms into a vibrant social hub where meals facilitate genuine connections. Events tied to holidays (e.g., Autumn party, Valentine's friend-pairing dinners) and weekdays (e.g., "Steak & Strangers" nights) will include interactive games (e.g., trivia on Hong Kong food history, steak-grilling challenges) with prizes like free garlic bread upgrades, discounted meals, or branded merchandise.

This bridges the gap between the brand's nostalgic "big portions, great value" image (appealing to current customers) and a fresh, youthful vibe of community and fun for Gen Z.

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Tradition：50+ years of history, founder Mr. Lam’s legacy, hand-pounded pork chops, secret garlic sauce, retro neon signs. Builds credibility and nostalgia; reassures older customers while intriguing youth with “vintage cool”

Affection：Warmth of shared tables, staff remembering your name, laughter over games, clinking of cutlery. Fills emotional need for belonging; Gen Z values community over materialism (Deloitte 2025 Global Gen Z Report)

Achievement：“I made a new friend tonight”, winning a prize in a game, posting a story with #GoldenPhoenixFriends. Gamifies social effort; gives tangible “proof” of a successful night out

Economy：All-inclusive sets (soup + bread + steak + drink), event entry often free with meal, prizes = extra value. Aligns with “大件夾抵食” DNA; removes price barrier for budget-conscious students.

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1)Boost Engagement and Social Sharing: Generate 15,000 user interactions (likes, comments, shares, UGC) and 5,000 event RSVPs/attendees across digital platforms in the first quarter (tracked via event hashtags like #GoldenPhoenixFriends and platform insights).

18-25 year-olds prioritize experiences over transactions; 70% of Gen Z in Hong Kong use social media for event discovery (per Statista 2025 data). Interactive games and prizes encourage tagging friends, amplifying organic reach and filling the "fun deficit" in the brand's image.

Closing image gaps (from "nostalgic family diner" to "nostalgic yet social hub") while extending to youth. This supports sales growth and positions Golden Phoenix for longevity as a "century-old store" with modern appeal.

2)Increase Brand Awareness and Trial Among 18-25 Year-Olds

Current customers think Golden Phoenix with family-oriented, affordable Hong Kong-style Western meals (e.g., sizzling plates, garlic butter steaks). Younger adults think of it as "old-school" or irrelevant. By highlighting social events, we reposition it as an accessible venue for making friends, driving trial without alienating loyalists.

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• Pre-emptive strategy 先發制人(可以令宣傳效果更好)~~ 但要具備足夠資源同創新能力先好考慮呢個策略。

e.g Among similar establishments, our steaks are of the highest quality, offering the best texture and flavor. >>可以阻止其他競爭公司做出相同statement

Comparative strategy

通過同競爭對手嘅比較可以增加自己嘅優勢

e.g It offers the advantage of capturing consumer’s attentions.

>>

但係會過於依賴競爭對手嘅表現 如果競爭對手嘅表現好過自己 >>金鳳大餐廳有機會失去市場份額。

Advertising and publicity：

• Visual consistency ~~ Quickly capture the attention of target customers in the shortest time possible

•Identifiable selling point • Campaign duration ~~ Can make your customers remember your slogan

•Looking for kol to help publicize, my point of view is not necessarily looking for a large number of fans of kol, probably only a few tens of thousands of followers will be enough!

• 以微電影方式進行。

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During our social events, we create a "social menu," which mainly features dishes to share. This encourages customers to share food together, increasing communication and interaction. We also invite some well-known KOLs to participate in this event. I know many well-known KOLs have fan groups, and when these groups learn that their idols are holding events here, they also come to participate, which attracts a lot of people to the restaurant.

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Please complete the survey by 14 Nov 2025.

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Please complete the survey by 14 Nov 2025.