1. Price differentials of moon cakes before and after Mid-Autumn Festival in Hong Kong 4U Sammi Kwok (14) Melissa Law(19) Olivia Yuen(40)

2. Introduction Mooncake is a sesonal product Festival food for Mid-autumn festival Most demanded in August and September

3. Producer Major players: Kee Wah, Maxim, Wing Wah, St Honore, Tai Pan, etc. Maxim-- market leader with number 1 sales in the past 4 consecutive years

4. Kee Wah( 奇華餅家 ) List retail selling price before mid-autumn festival –Lowest:$65 (Mini series) –Highest:$620 (Royal gift box) –Average:$198 (Regular) No price cut promotion

5. Assorted Mooncakes with Tea Gift HK $252.00* Mooncakes of Golden Lotus Seed Paste w/2 Yolks (2 pieces), Mooncakes of Chinese Ham (2 pieces) and Chinese Tea (1 pack) Chinese Ham and Mixed Nuts Mooncakes HK $238.00* Mooncakes of Chinese Ham and Mixed Nuts (4 pieces) Mooncake Price during Mid-Autumn Festival

6. Assorted Gift Box HK $218.00* Mooncakes of Golden Lotus Seed Paste w/2 Yolks (1 piece), 8 Mini Mooncakes of : Golden Lotus Seed Paste w/ Yolk, White Lotus Seed Paste w/ Yolk, Chines Ham w/ Mixed Nuts, Pineapple w/ Yolk, Black Date w/ Pine Seed, Walnut and Desiccated Coconut, Green Bean Paste w/ Yolk, Red Bean Paste w/ Yolk Mooncake Price during Mid-Autumn Festival

7. List retail selling price during mid-autumn festival –Lowest:$75 (Mini series) –Highest:$620 (Royal gift box) –Average:$208 (Regular)

8. Sales Promotion during Mid- Autumn Festival –Coupon promotion –Added Value (Buy coupon get gift pack) –Taste testing demonstration –Staff Sale –Quantity discount (30%off for 20boxes)

9. Price Differentials before and during Mid-Autumn Festival –Lowest:Before:$65 (Mini series) During:$75 Difference of $10 –Highest:Before:$620 (Royal gift box) During:$690 Difference of $70 –Average:Before:$198 (Regular) During:$208 Difference of $10

10. Special moon cake Other then the traditional moon cake, some shops will produce moon cake only in Mid-Autumn Festivals increase their income. To attract customers, they usually produce moon cake with special taste and shape.

11. Starbucks -Green tea moon cake -Coffee&Nuts moon cake

13. Early Bird Privilege: $168 Regular Price: $198 Difference: $30

14. Other Moon Cake

15. Other Moon Cake

16. Other Moon Cake

17. The END