Tutorial Grp: 13
Tutor: Ms Vicky Kuo Tzu-Yin
Date: 5th November 2015
Name Matric. No
Darren Koh Wei Hane U1510286J 1. OVERVIEW 3
2. INSIGHTS ON CONCEPTS 3
2.1 PRODUCT CHOICE 3
2.2. TARGET SEGMENTATION 4
3. INTERESTING CONCEPTS 5
3.1 ONLINE MEDIA PLATFORMS 5
3.2 PROMOTION STRATEGY 5
4. MARKETING PLAN 6
4.1 MARKET ANALYSIS 6
4.2 OBJECTIVES 6
4.3 BUDGET PLAN 6
5. GROUP DYNAMICS 7
5.1 FUNCTIONAL ROLES 7
5.2 CONFLICT HANDLING 7
6.CONCLUSION 7
REFERENCES 8
APPENDIX A: OBJECTIVES FOR MARKETING PLAN 9
APPENDIX B1 10
APPENDIX B2 10 1. Overview
“Good marketing essentials are the same, we are all emotional beings looking for relevance, context and connection.” –Beth Cornstock. In today’s society, good marketing techniques…show more content… Take the tutorial question on the Coconut Palm restaurant for instance, to be safe, we could always adopt Japanese food (because of the high population count of Japanese residing there) or go with romantic restaurant themes, but if we want a winning idea, there are things to consider including consumer preferences and needs, the environment setting, branding and positioning of the restaurant played a part in our decision-making. We settled with the safe choice, and my group felt that it was not the most ideal option available. Others had interesting concepts like seasonal menus or rainforest cafes to position themselves in a tropical region which was good. With that, we learnt that we have to go beyond the safe options and try something bold. Hence, for our marketing plan, we decided to go with the full-body umbrella. It may seem like an ideal invention to market in Singapore, but we were proved wrong again. It was a product that requires a bold move on every fashion aspect. Even if the umbrella is practical and useful, simple things like fashion sense are hindered by social stereotypes, and there was not much room to expand for that product. In the end, we scrapped that idea and came up with Kjaro, the Next umbrella, which managed to fulfil every criterion: bold, fashionable and practical, and it catered to a specific target…show more content… Marketing has no right or wrong answers, just appropriateness and feasibility. As a team, the success of a marketing plan depends on the synergy of the team. Hence, through marketing, I learnt that it is crucial to contribute our strengths and be tolerant so that toiling through the night to produce our final product, is something enjoyable and worth doing. As a marketer, we have to show familiarity in our plan so that we instill confidence in others, to convince them that they are looking at a thorough plan that can succeed. Appendix A- Objectives for marketing plan
Objectives Original Improvements
Brand awareness 1.Online webpage count
2. Physical store customers
3. Marketing event attendance 1. Have at least 10000 likes on our Facebook page.
2. Have 200 customers in stores daily
3. Give out all 100-200 umbrellas during mini booth event
Sales increase 1. Number of umbrellas sold monthly
2. revenue earned by the company 1. Sell 15000 KJAROs per month
Trusted and Premium Brand 1. Customer feedback
2. Customer level of satisfaction
3. number of claims for warranty 1. Achieve a 4.5-star rating on our feedback forms
2. Zero refund incidents Appendix
