Marketing Management

市场营销代考 This Timed Online Assignment (TOA) contains THREE (3) questions and comprises SIX (6)pages (including cover page).

INSTRUCTIONS TO STUDENTS: 市场营销代考

  1. This Timed Online Assignment (TOA) contains THREE (3) questions and comprises SIX (6)pages (including cover page).
  2. You must answer ALL
  3. If you have any queries about a question, or believe there is an error in the question, briefly explain your understanding and assumptions about that question before attempting it.
  4. You MUST submit your answers via Canvas (similar to TMA submission) at theend time of this TOA (as stated on this cover page). The 15 minutes grace period as shown on Canvas is strictly meant for technical issues encountered during submission. Thereafter, you will not be able to submit your answers and you will be considered as having withdrawn from the course.  No appeal will be allowed. 
  5. Your submission should consist of only one file and must not exceed500MB in size. The file must be a Microsoft Word file saved in .docx format. All answers are to be typed. Flowcharts and graphs may be scanned or photographed and embedded in the Word file provided it does not exceed the file size limit of 500MB. Images of handwritten answers will not be marked.
  6. To prevent plagiarism and collusion, your submission will be reviewed by Turnitin. The Turnitin report will only be made available to the marker and you will not be able to view it.
  7. The University takes plagiarism and collusion seriously, and your Turnitin report will be examined thoroughly as part of the marking process.

You must answer ALL the questions. (Total 100 marks)

 

Question 1 Beer for non-drinkers? In Singapore, the trend for low and non-alcoholic beers is growing 市场营销代考

Nothing beats cracking open an ice-cold one on a sweltering day (or night), made even better when enjoyed in good company.

And for those who don’t drink and often feel left out at such beer-swigging gatherings, low & non-alcoholic (LNA) beers might just be the social lubricant to help them join the crowd.

The latest option is Heineken 0.0 – and Singapore is the first country in Asia to raise a glass to the alcohol-free lager.

In fact, teetotalers may be seeing a lot of this latest addition as Asia Pacific Breweries Singapore, the operating company of Heineken, is investing 20 per cent of its marketing budget to convince non-drinkers to have a drink.

For a while now, LNA beers were considered a waste of time by beer lovers. They didn’t taste as robust as the real deal. Worse, they tended to have a cloying sweetness because the alcohol that lends dryness and buzz to the beer is removed.

As beer drinker Kelvin Koh commented, non-alcoholic beers are “buzz killers”. “I’d rather have soda water,” said the 34-year-old engineer, who enjoys weekly drinking sessions with friends.

Those sentiments towards LNA brews may change with the new beers. Heineken 0.0, for instance, is low in sugar and does not have additives added in the brewing process.  市场营销代考

It also helps that Singaporeans’ drinking habits are changing – and not just in terms of alcohol consumption. People are becoming increasingly health-conscious.

There are other reasons for cutting down on one’s alcoholic intake. A beer belly is one. And the more alcohol your glass contains, the higher the calorie count – about 158 calories for a 330ml can of regular beer, according to the Healthhub website.

In contrast, LNA beers such as Heineken 0.0 has about 69 calories. Paulaner Thomas Brau Non-Alcoholic Brew has 96 calories in each 12-ounce (or 355ml) bottle, while Kirin Free has just a touch at 37 calories per 11.

But will these healthier brews go down well with beer lovers and non-drinkers?

Adapted for academic purposes from CNA Lifestyle – channelnewsasia.com.

  • Decisions to launch new product variants of popular products require marketers to conduct research. Identifyand discuss three (3) macroenvironment factors that could impact business opportunities for low & non-alcoholic (LNA) beers.

(15 marks)

  • Identify one (1)point-of-parity and one (1) point-of-difference between LNA beers and regular beers OR LNA beers and soda drinks.

(6 marks)

 (c) Discuss an appropriate positioning strategy for the Heineken 0.0 for consumers in the Singapore market, based on your answer in Q1(b) above.

(5 marks)

(d) Asia Pacific Breweries (APB) has allocated a budget to convince non-drinkers to drink LNA beers. Demonstrate your understanding of marketing communication campaign by proposing a campaign to help APB achieve this objective. Your campaign proposal must include the following:

  • Campaign message;
  • Creative strategy / message appeals;
  • Three (3)mass communication tools, with accompanying explanation. 市场营销代考 

(14 marks)

Question 2 Crabtree and Evelyn is back in Singapore: Here’s what you need to know

When Crabtree and Evelyn announced the closure of all its physical stores in Singapore and moving all points of sale online, fans of the brand were devastated.

Then came the news that the UK-based brand was shutting down all of its physical stores worldwide, except for a retail concept store in the UK, and that it was filing for bankruptcy protection in Canada. That was in the beginning of 2019.

Now, six months on, the brand is relaunching with a new identity and aesthetic.

The days of the nature-inspired packaging of Crabtree & Evelyn are over – the brand reevaluated its entire product range and has made the decision to scrap what it used to offer in order to better meet the needs of current consumers. The packaging now is much more minimalist and, of course, Instagrammable.

For the relaunch, there will be two distinct lines named Crabtree and Evelyn Rose.

Crabtree is a non-gender-specific line that has beauty, body and lifestyle products comprising a facial foam, hand cream, body bar soap, body lotion, shower gel and a fragrance, while Evelyn Rose, which symbolises powerful, independent women, carries a facial foam, hand cream, body lotion, body oil, body moisturiser and fragrance. The products aren’t sweet, or subtle. They’re unexpected, bold and different. 市场营销代考 

Moreover, Crabtree & Evelyn is planning to launch several concept stores in key cities around the world including Singapore, which promise to offer customers a new shopping experience in line with its new tagline: Born Curious. Grown Wild.

The new look and branding are a huge departure from the brand founded in 1972 by “wanderlust and nature enthusiast, Cyrus Harvey”, which has relied heavily on its legacy as an English-styled bath and body brand. Its original founder sold the business decades ago, and it’s currently owned by Hong Kong investment holding company Nan Hai Corporation, who handled the store closures in early 2019 and is currently re-launching the brand.

Meanwhile, loyal customers are anticipating the relaunch happening on the 16 July 2019.

市场营销代考
市场营销代考

Adapted for academic purpose from articles published on Asiaone.com and 8days.sg

  • With its new brand identity and image, describe how the management of Crabtree and Evelyn can apply the four (4)broad components of holistic marketing in order to achieve success in a very competitive beauty and personal care industry.

 (16 marks)

  • Identify two (2)factors that Crabtree and Evelyn can employ to attract and retain customers, as well as build loyalty.

 (10 marks)

Question 3 China’s answer to Zara and H&M ready to take on the world 市场营销代考

For every Topshop in the West, with its racks of ultra-hip dresses and crop tops, there’s an Urban Revivo in China peddling wide-legged summer pants and playful florals. For every H&M limited-edition collection in a tie-up with luxury designers, there’s a Peacebird collaboration with a rising Chinese fashion designer.

With China poised to become the world’s largest fashion market in 2019, home-grown high-street brands are well placed to cash in.

They’ve long occupied space in lower-tier cities barely penetrated by foreign affordableclothing brands such as Zara, H&M and Uniqlo, and recently they’ve been taking their collections to the international stage.

Peacebird and Bosideng, for example, have both featured in Chinese retailing website Tmall’s “China Day” at New York Fashion Week, and have embarked on numerous design collaborations and capsule collections of global relevance.

Making brands accessible through e-commerce isn’t the only thing that’s important to win over young shoppers. Younger Chinese consumers are now becoming more attracted to made-in-China brands.

Several years ago, foreign brands held a higher positioning than domestic brands. But as the definition of ‘made in China’ has shifted, Chinese brands are becoming go-to places for their design and lifestyle relevance. They can provide a localised edit of global trends tailor-made for their home market making these attractive for today’s social-media-led shoppers, who crave international styles that can also reflect domestic pop culture trends.

It may not be long before millions of consumers around the world know these Chinese brands as they open stores overseas, collaborate with well-known designers, and conveying messages that resonate with shoppers.  市场营销代考 

One of these brands is Urban Revivo. Known as “the Chinese Zara”, Urban Revivo brands itself a “trendsetter of fast luxury”.

To cement its status, the brand opened a store in London in 2018, having previously expanded to Singapore. It has recently opened a three-storey store in Bangkok and plans to open more international stores by 2020.

Its offerings mirror many of the hottest styles in the West, and is committed to delivering a level of quality superior to that which shoppers might expect.

Adapted for academic purpose from https://www.asiaone.com/lifestyle/chinas-answer-zara-and-hm-ready-take-world

  • For the Singapore market,examine one (1) cultural, one (1) social and two (2) personal factors that can influence consumer’s buying behaviour towards Chinese fashion brands like Urban Revivo.

(12 marks)

  • Illustratethe two (2) types of market entry strategies into foreign markets, then identify and explain the market strategy employed by Urban Revivo as it expands into international markets.

(6 marks)

  • In its quest to open more international stores by 2020, briefly demonstrate how Urban Revivo can apply the four (4) steps involved in channel-design decisions.

(16 marks)

 
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