Promotion- Marketing Strategy PackU

Ad Placement:
Advertising on our van so that public can be aware of us.
MRT interchange
Telemarketers to call local companies to advertise our services to
them to see if their in need of it.
Ad Format:
Print. (Banners, Decal)
Ad Frequency:
Once every 3 months.

Done by:
Yun Shu, Thurga, Jason, Reuben, Minh Tri

Advertising and Sales Plan

this week's slides

Place- Marketing Strategy

We are doing a retail business since it is a cafe where people would go to study and eat.

Market Segmentation

Mass market, Unique, Relaxing, Customers' Favourite

Visibility and Convenience

Since our business is a retail business, we are going to place our cafes at shopping malls. We would place our shops at the centre of the shopping malls since it would be more accessible for the customers to visit our cafe. Placing our cafes in the centre of the shopping malls would attract more customers. We are going to place our cafes in shopping malls where it is not too crowded nor very less crowded so that we get a limited number of customers.

Market Coverage

Our business will be exclusive distribution. Since our product is unique such that the cafe items would have images of the customers' favourite, we would limit the availability according to the amount of resources we have. It also affords an image of exclusivity. 

Distribution Logistics

Transport: We would like to import our resources both from overseas and local. We might import the food items through air freight since it is more faster and allows our resources to reach the cafe frequently.

Done by: Netraa, Priya, Ming Hui, Jia Yi, Zhen Haw

Price- Marketing Strategy (DanceNDine)

The customer: The customer should be able to pay according to the uniqueness of the cafe items. Each cafe item would not go up to more than 30-40 dollars. 

The competition: Our items are more exclusive and it serves both music, dance and food. So we would charge higher than usual since we allow them to study at the cafe. 

Costs: Money for backup resources, Fixed cost for the place we decide to place our cafe

Corporate and Marketing objectives: We are trying to give a place for customers to study and relax. We are also trying to get the money from the business and give half of it to the orphanages. The higher the prices, the more money we can collect. So, the more the customers we can attract to our cafe, the more money we can earn.

Done by: Netraa, Priya, Ming Hui, Jia Yi, Zhen Haw

Place - Marketing Strategy SWEET SWEETs

We will do a retail business as we are selling sweets straight up to people who enter the shop.

We aim to do a Market Segmentation and Visibility and Convenience thing. We want target the general public who buy candy but at the same time we wish to give the brand a sense of exclusiveness as this is the only shop to import candy from overseas to sell here and therefore we aim for a sort of exotic thing yet be able to be sold to all people making it very appealing.

We aim to do Selective Distribution as we are not mass selling but trying to keep it exclusive as well and so this will help as this keeps the product exclusive yet being sold to the general public.

We aim to import the candy by air freight as candy may spoil and as we need to keep a continuous supply we have to receive the products fast.

By Marcus, Eunice, Gavin, Ethan, Wai Yan, Ian

Pricing - Market Strategy SWEET SWEETs

Customers: We predict that the customers will want to pay less or the same for locally found sweets but will probably pay higher for the sweets imported from overseas this is because people are more receptive to paying stuff which comes from overseas especially places like America as they feel the quality of them is better and thus we will leverage on that to raise the pricing while not compromising on the amount of people buying.

Cost: The main cost is the start up and the loans we will need for rent in the area we choose to sell our products at. However the most draining of all, will be the continuous spending to import candy not sold in Singapore as well as the candy sold in Singapore which will be a continuous leech on our returns.

Competition: For all locally sold sweets, we will source the pricing of normal sweets sold from our competitors like Candy Empire and Cocoa Trees and keep the pricing of the sweets already found in Singapore the same. We will charge higher as people are more likely to pay more if they feel the quality is higher which is what we do by importing sweets from overseas to make people think that the quality is indeed higher.

Corporate Objectives: 

We are trying to gain a certain monopoly in the business as we will be one of the first to bring in candy not sold in Singapore thus making us the only suppliers. The pricing will also help as it gives the products a sense of quality being from overseas so we will be able to increase the prices.

By Marcus, Eunice, Gavin, Ethan, Wai Yan, Ian

Slides for I&E on 14 April

Remember to post your answers on the blog

Slides and Homework for Week 3

Here are the slides and homework for week 3 =)

Marketing Strategy (Product Component)

Tangible: The delivery services wraps your package for you and sends
it according to when you want to send it.

Intangible: When you use the delivery service once, the next time you
use it you get 20% discount.

Anatomy: Based on the choice of the customer. Such as the design of
the wrapper. They can also request for a card to write their message.

Future: We will find ways to improve ourselves. We want our customers
to enjoy our service.

Group PackU
Thurga, Yun Shu, Minh Tri, Jason and Reuben.

Product Component SWEET SWEETs

Tangible Features of our Confectionary (Stall)

- The taste of the sweet

- The attractive smell

- Vibrant colours and designs of sweets

- Unique design of stall appeals to people to come and buy

- Unique packaging of sweets

Intangible Features of our Confectionary (Stall)

- Design of stall gives an expensive feel

- Unique sweets not from Singapore gives people the feel that they have first class sweets and are different.

- Make people feel rich as the packaging has a expensive feel

- When we bring in confectionary from other countries known for their quality e.g America or New Zealand when people eat it they get a first class, high quality feel from it.

Anatomy of Product

- The packaging

- The sweets and chocolate itself

Classification

- Food & Beverage

Linkage to customers

- Makes customers feel unique as they have consume different type of confectionary not from Singapore

- They feel more high quality and high class as confectionary from other countries  are brought to here and are being sold.

- It benefits them as they are able enjoy the confectionary culture of other countries right in Singapore.

-Foreigners who come here missing their own confectionary can still eat their own types of sweets from us.

Done by Marcus, Wai Yan, Ethan, Eunice, Gavin, Ian

I forgot to put my name.. Priya

I&E Homework.

Marketing Strategy :

Advertisements

Tangible factors: Since its a DanceNDine restaurant, there should be food and thus the food is a tangible factor.

Intangible: Music.

Anatomy of Project:

Everything is based on the choice of the customer. For example, the design on their cupcakes, the song which they want to dance to. Just about everything! This place is mostly meant for Music Lovers and people who just want to relieve themselves from stress.

Future:

We would gather feedback forms so that we would be able to keep improving ourselves until most of our customer demands are accomplished. Our aim is of course for all of them to be accomplished.

Marketing Strategy (Netraa)

Marketing Strategy

Classification of Product

-- Speciality Products

Tangible and Intangible Factors

Tangible Factors: Colourful, Sweet, Tasty, 

Intangible Factors: Unique, Customers favourite

Anatomy of product

Core: DanceNDine reliefs customers and gives them a suitable place to relax and at the same time have fun by listening and dancing for their favourite songs or bands. It also makes people delighted by the delicious cafe where it provides food with their favourite singer, dancer or band.

Tangible: The music played will be according to the customer's choice. The design on the cupcake or any dessert would be the customer's favourite band, singer or dancer. The desserts are colourful, sweet and tasty. These reliefs the customer from stress and also makes them to enjoy.

Augmented: DanceNDine provides members discounts as well as free delivery service. It  also provides 3D cakes including their favourite singer, dancer or band. 

Future: This would make people think that the cafe is more modern and meets customer's demands.

I&E Homework and Slides

Hi,

Remember to complete your homework by next I&E lesson. Refer to the last slide, Slide 13, for instructions.

Cheers!

Mr Dennis Lam

Deadlines for Market Research Assignment

I&E MARKET RESEARCH PRESENTATION

 

Complete all group survey forms by:_28 March 2013_______________________

(Show Mr Dennis Lam)

 

Every member in the group must use the same form to collect data.

 

Each member collect 10 sets of survey data by:_8 April 2013____________________

(Show Mr Dennis Lam)

 

Compile survey findings using appropriate methods by:_12 April 2013_______

(Show Mr Dennis Lam)

 

Be ready to present by:_18 April 2013____________________

(THESE WILL BE DONE AFTER SCHOOL)

Market Research Survey Notes

Please number all questions and design the form properly like an actual survey that you can use and answer straight away. Indicate where to write the answers, e.g. brackets, blank lines. Introduce yourself in the beginning and thank the participant at the end of the survey.

E.g. “Dear Participants,

I am representing <your group>, collecting information on behalf of xxx company for the purpose of market research. Kindly answer every question in this survey; it will take approximately 15 min to complete. If you have any query, please feel free to approach me for clarification. Please return the completed survey form to me at <ADDRESS> by 18 March 2013. (This is an academic exercise – xxx company does not exist.)

Thank you for your kind participation in this survey.”

Many of you did not ask questions that tells you how useful the responses are: you didn’t ask the participants’ income level, ages and ability to make decision. In other words, you need to determine if the participants are suitable for your survey.

Answers take time and effort to analyse. For every question you put into the final survey, ask yourself how the answers will be useful for writing your business plan. If you can’t convince yourself that it help you, choose another question or re-write it to capture the information you need.

Note: open-ended questions that allow participants to write any response are typical very hard to analyse eventually.

Mission Statement

Mission Statement

5-10 words or phrases that describe business

• Relaxing
• Fun
• Innovative
• Cheerful
• Different

3-5 words or phrases that describe company's ideal image from a customer's point-of-view

• Enjoyment
• Up to customer's favourite things
• Relaxing

3-5 words or phrases that describe the company's ideal image from a management and employee point-of view

• Successful
• Useful
• Popular

INE Questions

I&E Questionnaire

InE Questions

Name?

Singaporean?

Age?

Do you like sweets?

Favourite confectionary?

How much would you pay for confectionary?

Do you think having a sweet shop in the area will be good?

Example of Market Survey Questions with Comments - Mr Dennis Lam

Good job with the first draft of the questions. Please see my remarks and send me the final survey (with all the layout of the actual survey) to dennis_lam@sst.edu.sg

Fizz Burst's Survey

 

1. What is your name?

2. What is your gender?

3. How old are you?

4. What is your address? Would you give your address in a survey? How can you analyse this?

5. What is your hobby? How much use would this be to your business?

6. What are your favourite drinks?

7. What is the main reason why you buy drinks?

8. Around what time do you usually buy drinks? How would this be useful to you? What is your target audience? Why?

9. What drink stores do you usually go to?

10. Do you find the location of those drink stores convenient?

11. How often do you buy drinks from those drink stores?

12. What do you think those drink stores should improve on?

13. Do you think that it is necessary for there to be another drink store? How is this useful?

 

What is your target audience?

What response do you expect (MCQ, paragraph, scale)? Show me a complete form.

Mission Statement (Thurga Kalaichelvan)

Our POV

-Good
-Will Attract Customers

Customers POV
- Cheap
- Fast
- Reliable

Management and Employee's-Point-Of-View
- Successful
- No complications

Business Plan Template due on 13 March

Hi,

Please download the Business Plan Template here:

https://sites.google.com/a/s2012.sst.edu.sg/i-e/home/lesson-slides

The file is titled I&E Business Plan Format-1.doc. You should keep this document for the rest of the year. For next Wed, you need to complete three parts:

1. Business Description

2. Internal and External Influences of your Business

3. References

… basically everything that is in green. Change it to dark blue after you have completed these sections.

This is basically a compilation of what you have done before. Each person is to submit one copy, which should be somewhat different from the work of other group members. If you have done all your homework, that should not be a problem. Of course, company name, tagline, mission, vision and products should be the same.

How to submit? - Send completed Word or Pages document to dennis_lam@sst.edu.sg by 13 March.

Thank you!

Mission Statement(Reuben Ang)

Our-Point-Of-View
Good

Joy

Money

Trustful

Reliable

Customer's-Point-Of-View
Fast
Easy
Cheap
Best

Management and Employee's-Point-Of-View
No Problems
Successful
Trustworthy
Good Attitude

Slides on Market Research

Please submit your questions to me by 5 March via email. Thanks!

Mission Statement Lim Ming Hui 04

5-10 words or phrases that describe business: 

• Enjoyment
• Success
• Up to today's trends
• Unique
• Convenient

3-5 words or phrases that describe company's ideal image to customers:

• The place for enjoyment
• Free internet
• The place to study & have fun

3-5 words to describe  company's ideal image to manager & employee

• Smooth business
• Fast and efficient
• Popular

Mission Statement (jason)

Our-Point-Of-View

trustable

reliable

Customer's-Point-Of-View
Fast delivery
Easy
Cheap prices
Best

Management and Employee's-Point-Of-View
No Problems
Successful
Trustworthy
Good Attitude

InE Homework

Words:

Fun

Candy

Sweet

Ideal Image:

Colourful, premium, fun, and the place they want to go

Ideal Image for employees:

Cheerful, easy to work at

Mission Statement (Yun Shu)

Describe Business:
-Fast delivery
-Reliable
-Quality in packing services
-Friendly customer services

Customer's-Point-Of-View:
-Fast delivery
-Reliable
-Affordable
-Quality in packing services

Management and Employee's-Point-Of-View:
-Smooth business
-Successful
-Reliable
-Has a promising future

Htet Wai Yan Linn (13) Mission Statement

Ideal description of business: Upstart, one-stop, reliable, respected, flexible
Company's ideal image:
-From customers: One-stop, trustworthy and authentic.
-From management and employees:  Prudent, progressive and efficient.

Mission Statement: Marcus Chan (10)

Mission Statement For Our Business

Name of business: SWEET SWEETs

Words to describe business: country-wide, imported from overseas, wide variety, high quality, reliable suppliers, well- known suppliers.

Words or Phrases describing ideal image in customer's POV: full of variety, trustable, value for money, country-wide, up to date, top grade confectionary, delicious, stylish outlets.

Words or Phrases describing ideal image in employers and management POV: supplied from overseas, reasonable pay, reasonable, high standards for confectionary. 

Mission Statement: Ong Gavin (21)

Describe Business: To be successful, wanted and supported.

Company's Ideal Image: 

-From Customer: Successful and is being enjoyed by many people.

-From Management & Employee: Successful and trustable.

Business Introduction

Business Name: SWEET SWEETs

Business Description: Our aim is to supply and sell confectionary that cannot be found in Singapore and can only be found in the US or Australia or areas where they have wide varieties of candies. By doing so, as no other stall supplies these type of confectionary, we will be able to gain a monopoly.

Business Legal Structure: Business Legal Structure: Limited Liability Partnership
Reasons: LLP are easy to form due to the low costs and because of its easy managing structure, it
allows the growth of small businesses into professional companies. Moreover, there is
limited liability and this makes the business & partners safer from financial difficulties in
the future.The decentralized management also makes sure all partners have equal rights
and this also aids to the business not dissolving when a partner's death is involved. The
single taxation also lets the business slip from any unnecessary payments to the
government and save costs.

Business Type: Our business type is one where we supply to the customers.

Location: We aim to give our shop a very modern and high-class feel and as we also want to appeal to foreigners who cannot find any of the type of candy they prefer, in Singapore, we will locate ourselves in malls that have just been built and also places near hotels or near where foreigners live.

Market: Local, as the monopoly may only stretch throughout Singapore and not outside it, by keeping it within Singapore, we do not need to compete with other more experienced shops selling confectionary.

Mission Statement Eunice Chan (01)

Describe Business: Successful, Loved and Needed 

Company's Ideal Image: 

-From Customer: Loved & Enjoyed By People

-From Management & Employee: Trustable and successful for now and the future

Individual Task (Isabella Yadi Nay Myo)

Business name : Invictus

Description: A business that provides software

Legal Structure: Partnership

Business Type: Company

Location: Shopping Malls 

Market: Regional 

Slides for Mission and Vision Statements

Please complete homework before coming to class next Wed.