Alright, this is all the stuff that i've done. 100% ALL BY MYSELF.


Marketing Report¬
BDS Assignment 2



Melanie Tan
P0830061
DCMD/2A/01

Content Page:

The report
- DNA
- Earth Day
- 4Ps
- Segmentation
- Dos and Don’ts
- Pros and Cons
- Service
The surveys
- Template
- Summary
- Samples
The pictures
- Offline
- Online
The Sketches
-All the horrible drawings

Our logo
- Final
- Sketches







Product: Digital calendar
Brand name: Cal.M
Brand DNA
Brand category: Decoration, Calendar, Household use, Office use, Digital appliances.
Brand character: Green, simple, design- influenced, edgy
Brand benefit: As our brand and product is in lieu with “Earth Day” Campaign, our product also serves as a message to both our customers and retailers that Cal.M is a supporter of the “Earth Day” Campaign. And by buying our product, our customers and retailers are showing that they support the “Earth Day” Campaign. 10% of our profits, earned in Cal.M’s digital calendar will go to the “Earth Day” Campaign funds. Furthermore, our product is low in cost and high in quality. Our digital calendar has a huge range of where it can be used, seen and placed. It’s both a decoration and an appliance, which can be used at home, in your office and even in your toilet. Our product is visually attractive and convenient as well. Both touch screen and voice coded. Further more, it’ll be hooked onto your hand phone line, wireless, so that you can access it anywhere and anytime.
Brand Credibility: We are working hand in hand and with “Earth day” in Singapore, for now, to raise fund for that well known campaign, hoping to strike the hearts of young and passionate environmentalist in Singapore.
Brand Difference: With our new digitalized calendar, You will never be late, forget your important appointments or not have enough space to write your notes down for that day, on your calendar ever again. It’s the first touch screen Calendar that comes with its own phone line, to allow you to access your calendar anywhere at any time.
Target Audience: 25-55
About Earth Day:
Earth Day network is the non-profit organization that grew out the original Earth Day founded in 1970. Earth Day Network supports and coordinates thousands of Earth Day events worldwide each year. Earth Day, April 22, is the largest secular holiday in the world, celebrated by more then a billion people.
Earth Day Network seeks to grow and diversify the environmental movement worldwide, and to mobilize it as the most effective vehicle for promoting a sustainable and healthy planet. We pursue our mission through Education, Politics, events and consumer activism.
Earth Day’s Network’s international networks reaches over 17000 organizations in 174 countries.

Using the 4Ps Marketing Mix Model

The product:
Our product is neither a pure tangible or intangible good. Rather, It’s a hybrid, as our calendar is not only a touch screen calendar, it also offers a phone line connection service to allow you to call your own calendar and to retrieve or add information to the voice coded calendar. Just simply dial the number provided to you at the bottom of the calendar, and tell the calendar exactly what you need.
Eg. “Retrieve information, 6th March,” or “Add information, 6th March”
And, the information will be transmitted from your voice to the phone into text onto your calendar the next time you see it.
Also, we provide the touch screen experience to provide full customer experience and satisfaction by our new technology. When the number of the month is touched, it will zoom into that date, showing all your notes, information and dates, neatly arranged in text, shown on the screen. To add information, simply touch and hold on the microphone icon at the bottom right hand corner of the screen and speak clearly and loudly to your calendar, our new technology will transmit what ever you have said into text which will then appear on the screen.
Eg. Press on 1st march, press and hold microphone icon at the bottom right hand corner, and say, “Appointment with dentist at three, dinner with client at 6. Alarm set at 2pm.”
The calendar will transmit your appointments neatly onto the screen and an alarm will sound at 2pm on that day. To go back to the main screen, touch the home icon at the top right hand corner of the screen.
To remove a note or message, use drag the note or message across the main screen to the bin icon at the bottom right hand of the screen, beside the microphone icon.
To retrieve information from your calendar when you are away from it, simply dial the number provided to you at the bottom of your calendar, and say, “Retrieve information.”
Eg. “Retrieve information, 1st march.”
The calendar will then do a play back on what you have said on 1st march, in your own voice. The same method applies if you want to add information, except this time, you say,
“Add information, 1st march.”
Another interesting add on to our calendars are that they are built into a potted plant. This plant not only ties in with the Earth Day campaign, it also adds an extra hand on experience with our product. This will also add on a fun element to our calendar as they will be growing a plant of their choice. The plant and the soil they will be growing in is 100% natural and are not genetically modified in any way whatsoever. The information of the plant’s growth, temperature, water levels and other conditions needed for the plant to grow is displayed alternately when the calendar is in screen-saver mode.
When untouched for a period of time, the calendar’s main screen will switch to screen-saver mode, much like your home computers or laptops. However, the screen saver will show tips and facts about our earth and how to save it, rather then your personalized picture. Also, after every pointer, the information will be rotated randomly; it might be the plant’s conditions, another fact about the earth or it could be a message from the EDN’s chairman as well.
Product Classification wise, our product is placed under “shopping products.” Our technology is new, it’s a first of its kind product and it is to support and to aid the “Earth Day” Campaign. People are to buy this less frequently as it is not as disposable as toilet paper or tooth brushes; rather, this calendar has both a cause and price behind it. It has fewer purchase locations as we need to ensure that the retail shop we cater to has to be concerned with the Earth’s condition as we do not want to come across as untrue to the cause for profits. Thus retail shops like, Metro, Robinsons, Epicenter, etc. will be highly regarded as compared to shops like, 77th street, Yellow or Blue

Pricing:
Our marketing objective is to earn profit from the sales of our Cal.M calendar so as to raise funds, to aid and to show our support for “Earth Day”. The cost of our technology is rather high priced as it’s all newly developed technology, such as touch screen, voice coded, and call activated. Our product is the first of its kind, thus not facing any competitions yet. Based on current research, Singapore’s economic growth is not hitting an all time high, and is in fact recovering from an economic recession.
Increased regional competition, an aging population, and the need to upgrade and restructure its manufacturing sector are the three key challenges facing the Singapore economy. Singapore's economic policies are aimed at maintaining Singapore's role as a major trading centre in Asia.
Singapore's fiscal policy is designed to ensure that the economy continues to move up the value-added chain. The Singapore 2008 Budget, focused on enhancing education and training opportunities, fostering innovation, maintaining competitiveness by supporting the growth of SMEs and strengthening Singapore 's role as a financial and business hub.
Fallout from the global financial crisis and economic slowdown has caused the Singapore Trade and Industry Ministry to downgrade its growth targets for the year to 3 percent from 4-5 percent. This follows contraction of the economy throughout the first part of the year.
Thus with this recent update, Cal.M cannot afford to price our digitalized calendar too high, and not too low as well, for our technology is expensive, plus, we are representing “Earth Day” in Singapore. Using Market skimming pricing strategy:
We will be setting a high price of $300 to skim the market. Our objective is to recover R&D cost, raise funds for “Earth Day” and to increase our profit. Our company will make fewer but more profitable sales. This pricing strategy will work as the quality, organization and image supports the high price. Also, we do not have competitors to undercut price.
The reason why we do not want to used Market Penetration pricing strategy as we want our consumers to treasure this calendar and not to treat it as a disposable item; this is another form of message sent to our customers; The earth is not disposable, treasure our earth. Although we want to attract a large number of buyers, we still want to primarily target those who have a passion for the environment and their friends, attracting ordinarily buyers will lose the message and value of our product just because of profit, that does not prove well to our customers and the organization we are supporting, as they think that all we want is profit, and not uphold our values. We will lose the trust of our customers that way.
Also, we cannot afford to use the Market penetration pricing strategy as our technology is expensive and the quality is top rated. Our production and distribution cost should not and will not fall as sales increases, and as we do not have competition as of yet, we do not need to drop our price. All these factors work against using the Market penetration strategy.





The place:
Our consumer Marketing channel is as follows:
Manufacturer -- retailer -- Consumer
Planning to rent an area of their store and to place our very own salesperson there, to promote our new product to potential customers.
Our primary market is Singapore. Singapore is making a stuttering recovery from a year long recession - a recession unprecedented for this South East Asian trade, capitalist, finance, and transportation hub. Singapore's safety net - a combination of the governments' EPF pension fund and the cultural expectation that families are expected to take care of their own unemployed, has softened the blow for Singapore as a whole, but has reduced affordability in a population that has grown used to seemingly ever upward prosperity. Singapore's global participation saved it from the effects of the Asian crisis in the 1990's that ravaged Indonesia, Thailand, South Korea, the Philippines and to a lesser extent Malaysia, but exposed it to the global recession and slow recovery of 2000-2002.
Nevertheless, Singapore consumers remain among the wealthiest worldwide and Singapore as a whole is very well placed to take advantage of any global recovery when it occurs. Singapore also remains a highly consumerist and brand conscious market, though it's small population deters many companies with lower value services and products from investing in marketing strategies exclusively for Singapore.
Singapore also remains a high cost, high value market. Many price-conscious businesses are now eyeing competitive markets like Malaysia purely on a survival cost saving basis, and several have already made the move.
At the time of writing, Singapore's stock market shows no substantial signs of recovery, indeed the 3 month trend is downwards. While Singapore remains a healthy market, and a good place to do business, some marketers may be inclined to do what smart Singaporeans are doing now with the strong encouragement of their government - looking outwards to developing markets with higher long term profit potential.

Promotion
We have decided to strategically place our products in retail stores, which provides professional selling, such as Metro, Robinsons, Epicenter, etc. We will rent a place in their stores, a small section with a nice display unit to promote and to attract customers to our area, a salesperson will be there to assist our customers in any way.
Before we even start our poster campaign we should make an assessment of the locations we intend to advertise. Thus, we research statistics on the demographics Cal.M aim to target and make sure they match the university demographics. In general we are only permitted to poster very few places because local laws prohibit postering just anywhere, especially in law abiding Singapore.
For example we can reach professional workers by placing posters in CBD areas dense with offices and lunch time eateries. Some of the variables to be considered when poster advertising include:
• Time of year
• Demographics at a university
• Poster positioning
• Poster market competitiveness
• Poster design
• What you advertise
Time of Year
This is a particularly important point when it comes to sales. There are many events that will impact the performance of your campaign. Obviously we should time our advertisements to be put up close to earth day, which is usually for a twelve week period before and after 22nd April.
Within this period of time, we can break it down into many different periods. There is the start of the semester when nearly all our potential customers will be anticipating and looking for our products, thinking about if they should buy or simply checking out our product, where our posters could be at a mall or in magazines. Peak hour periods, when there are a lot of people crowding the streets, this means that we will have a lot of people taking a look at our poster, but not pausing to read it carefully, still, it may garner attention the next time they see it, thus placing our posters along the MRT station may not be that bad a thing. And of course, the on Earth day month itself, where the impact of our cause will hit the audience particularly strong, making them more sympathetic to our cause. And even after April, where customers believe that the price has dropped and wants to miss the rush for our product.






Cal.M target position
Leadership Performance Commitment
Visionary Competitive Versatile
Dominant Consistent Creative
Environmentally- friendly





Cal.M is a competent leading expert in the basic product category which compromises the latest technology into our function and incorporates the best design for our product. At the same time, we see ourselves as a part of the global environment; whatever material we used for our product will be eco-friendly and promises that it will only make positive contribution to our precious environment.

We aim for our Cal.M calendar to be the dominant product among our future competitors in terms of our function, features and our unique design. In order to achieve this, we must have the visionary and be alert with our marketing environment in order to come out with the best marketing strategy to defeat our future competitors, by being known as the original and the first of our kind.

Cal.M promises to remain competitive and to be consistent with our performance in terms of our product function and product sales. This allows us to gain a trust-worthy position in the mind of our target audience.

What Cal.M can promise to our target audience is that we will be “Versatile, Creative and Environmentally-friendly” in our product. How do we do that? Basically, we create a calendar that work as a basic calendar and a decoration for our home and office. However, our calendar has a touch screen system and a high end in-built microphone which will record down the important events that we have mentioned. Then it will transmit our recorded voice and changes into text which will appear on the screen. The most important element is that our calendar is solely operated using solar energy with the in-built solar panel. Besides, the material that we used for our product is totally biodegradable and so, it does not harm our environment in any ways. Furthermore, 10% of the profit earned from every product purchased by the consumer will be contributed to the “Earth Day Network”.

Therefore, we are able to commit to our brand promise of being “Versatile, Creative and Environmentally-friendly”.




Geographic Segmentation
The following are some examples of geographic variables often used in segmentation.
• Region: The whole of Singapore.
• Size of metropolitan area: about 4163
• Population density: 4.6 million
• Climate: Singapore is 1 degree north of the equator. Singapore's climate is classified as equatorial (Koppen climate classification Af), with no true distinct seasons. Owing to its geographical location and maritime exposure, its climate is characterized by uniform temperature and pressure, high humidity and abundant rainfall.
Demographic Segmentation
Some demographic segmentation variables include:
• Age: 15 -- 55
• Gender: male and female
• Family size: 2 to 4
• Family lifecycle: single, married with no children, married with children.
• Generation: latest generation
• Income: around 2500 and above
• Occupation : White collar and civil servants
• Education: At least a diploma
• Ethnicity : All races, Chinese, Malay, Indian, Eurasian, Caucasian, etc.
• Nationality: Singaporeans,
• Religion: All religions, as along as they agree with Earth Day’s mission and cause
• Social class: Singapore has not much of a class system, but around middle to high income groups.
Psychographic Segmentation
Psychographic segmentation groups customers according to their lifestyle. Activities, interests, and opinions (AIO) surveys are one tool for measuring lifestyle. Some psychographic variables include:
• Activities: Out door activities, In door activities, or both.
• Interests: Reading, Writing, Having fun, Gardening, the Earth’s well being.
• Opinions: Should be able to sympathies and empathies with the Earth Day message.
• Attitudes: Positive, High morale, Please with what Earth Day had done, wish to play a part and to do something for the earth.
• Values: Believes in saving the earth, believes in recycling, or at least, not purposely wasting paper to kill the earth.
Behavioralistic Segmentation
Behavioral segmentation is based on actual customer behavior toward products. Some behavioralistic variables include:
• Benefits sought: Convenience of the product, and convenience towards their personal and working lives. Play a part in saving the Earth.
• Usage rate: Everyday. At least 3 times a week.
• User status: potential, first-time, regular.
• Readiness to buy: Should take some consideration; about the price and the values the product carries.
• Occasions: holidays and events; Christmas (and other similar holidays that requires presents), Earth Day, Go green Singapore, etc.
Behavioral segmentation has the advantage of using variables that are closely related to the product itself. It is a fairly direct starting point for market segmentation.
Bases for Segmentation in Industrial Markets
In contrast to consumers, industrial customers tend to be fewer in number and purchase larger quantities. They evaluate offerings in more detail, and the decision process usually involves more than one person. These characteristics apply to organizations such as manufacturers and service providers, as well as resellers, governments, and institutions.
Location
In industrial markets, customer location may be important in some cases. Shipping costs may be a purchase factor for vendor selection for products having a high bulk to value ratio, so distance from the vendor may be critical. However Singapore, is pretty close and compact, and our retails stores targeted as mentioned above is almost everywhere, thus location in regards to shipping is not so critical as compared to making sure all the Metros, Epicenters, etc. in Singapore gets stock of our product.