HDX Café has engaged in the Chinese service industry for more than three decades with the corporate mission of “thoughtful service”. The firm owns several brands, channels and stores, and it has accumulated a wealth of service experience. Consequently, in order to continue the corporate spirit of service, HDX decided to venture into the hospitality industry in 2012, hoping to introduce new vitality to the hospitality market with the abundance of experience it has accumulated over the years.
Market and trend analysis
First of all, the consultant team conducted an analysis of the current market situation and consumption trends in Taiwan in order to ascertain the brand development opportunities for HDX and its overall corporate brand strategy and direction.
Overall brand strategy
Secondly, through consumer group studies, analyses and profiling in Taiwan and China, we will ascertain the market entry point in order to formulate the overall marketing and brand strategy.
Brand development/positioning/key messaging
For brand and product marketing, the spirit of “good stuff” is highlighted to interpret the brand’s diverse facets of “goodness”.
Brand value proposition
The brand offers consumers the purest dining experience, while the products are made using ingrediants sourced in Taiwan to enable the consumers to savor the wonderful Taiwanese flavor.
Brand communication strategy
Seasonal marketing communication strategy formulation for the Taiwan region
Seasonal marketing communication strategy formulation for the China region
Brand launch and media strategy in the Taiwan region
Brand review & analysis
Brand store operation review & improvement plan
Brand and store expansion plan in the China region