# data[].attributes.body
One form of direct marketing that I would propose to reach out to Roji Cha's target audience is personalized email marketing campaigns.

Email marketing has been a highly effective and widely used form of direct marketing for years, and it continues to be relevant and impactful in reaching a specific target audience. By personalizing the emails, we can create a more tailored and engaging experience for the recipients, increasing the chances of grabbing their attention and encouraging them to take action.

Here's why personalized email marketing would be a great choice for Roji Cha:

1. Segmentation and targeting: Through thorough market research and data analysis, we can identify specific segments within Roji Cha's target audience. We can then create personalized email campaigns based on these segments, ensuring that the content and messaging resonate with the recipients' preferences, interests, and needs. By delivering relevant content to the right people, we increase the likelihood of capturing their attention and driving conversions.

2. Customized content: With personalized email marketing, we can tailor the content and offers to match the recipients' preferences. This can include showcasing Roji Cha's different tea blends and their unique benefits, providing exclusive discounts or promotions based on their previous purchases or engagement history, or even sharing personalized recommendations based on their stated preferences or browsing behavior. Such customized content adds value to the recipient's experience and encourages them to engage with the brand.

3. Relationship building: Email marketing allows for ongoing communication and relationship building with the target audience. By regularly sending valuable content, such as informative articles, brewing tips, and recipes related to Roji Cha's tea offerings, we can establish the brand as a trusted source of tea knowledge and expertise. This helps in nurturing the relationship with the audience and fostering brand loyalty.

4. Measurable and trackable: Email marketing provides robust tracking and analytics tools, allowing us to measure the effectiveness of the campaigns in real-time. We can track open rates, click-through rates, conversions, and other key metrics to gauge the success of our efforts. This data-driven approach enables us to refine and optimize the campaigns continuously, ensuring that we are maximizing our marketing efforts and achieving the desired results.

Overall, personalized email marketing is a powerful tool to reach out to Roji Cha's target audience. It combines segmentation, customization, relationship building, and measurable results, making it an effective and efficient way to engage with customers, drive conversions, and foster brand loyalty.

# data[].attributes.body
One form of direct marketing I would suggest for Roji Cha is Online Marketing.

Online marketing is a great way to increase brand and product awareness as the advertisement can reach a wide global audience because the internet is easily accessible and tons of people are using social media and the internet every day.

Online marketing is also a cheaper way to advertise their product than other marketing methods such as advertising on the TV or printing brochures/flyers. TikTok is extremely popular across the globe and even in Singapore. It would be one of the best social media platforms for Roji Cha to use Tiktok as one of their online marketing strategies.

# data[].attributes.body
Consumer: Samples
Roji Cha is still relatively new and is not widely recognized by the public compared to other tea brands such as TWG Tea and there would not be that many people or consumers who have tried their teas or have heard of them before.
Providing samples can promote their tea business because tea sampling allows potential customers to taste and experience the tea's quality and flavours, allowing them to explore the different types of teas Roji Cha has and purchase according to their preferences. Samples also allow for direct interaction and engagement with the customers such as gathering feedback from them, answering their questions and promoting the benefits of the tea to the customers which may also attract potential customers who want to try their teas because of their benefits. While engaging with potential consumers, it can also increase brand awareness and attract even more new consumers which can help to flourish their tea business.

Trade: Price-off
Roji Cha's teas are sold within the affordable range compared to other well-known tea stores. However, distributors or resellers could offer a temporary reduction in the price which could make the teas more attractive and could potentially increase sales volume, given that Roji Cha is not widely recognized yet. Roji Cha can also reduce the retail price of their product temporarily by doing special promotions or having limited-time offers or bundling their product with complementary items at a reduced price to potentially attract even more customers and sales.

Sales force tools: Award points
Roji Cha can implement an award points system where each time the customer purchases a product from there, they gain a point which they can turn in to win prizes or have the ability to purchase their product at a discounted price. This could retain consumers as they may enjoy the benefits it offers and potentially attract newer consumers.

# data[].attributes.body
One form of Direct Marketing that I would use to reach out to the target audience of Roji Cha would be Digital Technologies, more specifically Mobile Phone Marketing.

Mobile Phone Marketing refers to the practice of advertising, promoting, and engaging with customers using mobile devices, primarily smartphones and tablets. It involves leveraging the capabilities and reach of mobile technology to connect with a target audience effectively. Mobile phone marketing encompasses various strategies and tactics to deliver marketing messages, engage users, and drive desired actions.

As Roji Cha's target audience are 20 - 30 year old young work professionals, it would mean that their target audience would most likely engage a lot of screen time, especially on their phones, due to the nature of their work and entertainment purposes. As a result of this, mobile phone marketing such as mobile advertisements would have a higher chance of reaching Roji Cha's target audience.

# data[].attributes.body
Consumers

One sales promotion tool for Consumers would be Patronage Rewards. Patronage rewards programs provide an incentive for customers to remain loyal to a particular brand or business. By offering rewards for continued patronage, businesses provide a simple way to increase customer retention and reduce the likelihood of customers switching to competitors.

Trade

One sales promotion tool for Trade would be Advertising Specialities. Advertising specialties allow businesses to put their brand name, logo, or message on various tangible items that customers can use or wear. These items serve as mobile advertisements, promoting the brand wherever they go. By distributing promotional products, retailers and wholesalers can increase their brand visibility, create awareness, and reach a broader audience.

Sales Force

One sales promotion tool for Sales Force would be Sales Contests. Sales Contests will allow internal sales staff to have a goal-oriented focus. This is due to the fact that sales contests often have specific targets or objectives that participants must work towards. This helps the sales force to stay focused on achieving those goals. The clear targets and timeframes set by the contest provide a sense of purpose and direction, allowing sales staff to prioritize their efforts and work efficiently.

# data[].attributes.body
I will leverage social media marketing to create a strong brand presence for Roji Cha on popular platforms like Instagram, TikTok, and Twitter. By developing engaging content and sharing information about the variety of Roji Cha flavors, I can foster brand loyalty. Considering that young working professionals frequently use social media platforms, this provides an ideal opportunity to connect with our target audience. Moreover, by taking advantage of the targeted advertising options offered by these platforms, I can effectively reach the specific audience I aim to target.

# data[].attributes.body
Consumers
Sales promotion tool: Social Media Contests
As mentioned in the problem statement, Roji Cha has identified a lack of product awareness among its target audience. By utilizing social media, the brand can effectively attract young working professionals who form their target segment. Furthermore, the statement highlights that these individuals enjoy unwinding after work by listening to music and browsing social media platforms.

To address this, we can engage consumers by encouraging them to share their favourite tea drinks and songs that they enjoy during their relaxation time after work. By doing so, they have the opportunity to win attractive tea gift sets, accompanied by a complimentary month of Spotify Premium. This sales promotion tool serves to generate excitement, foster user-generated content, and expand the brand's reach within the young working professional demographic.

Trade
Sales promotion Tool: Point of Purchase
These young working professionals work in the CBD area, often during their lunch breaks they would take some time to walk around shopping malls, cafes and many others. Using the point of purchase to advertise their products could be a good idea. Visually appealing and informative displays at the point of purchase can capture the attention of trade customers and influence their buying decisions.
Eg. Design eye-catching displays that effectively showcase the Roji Cha brand and its unique Japanese tea offerings. Use vibrant colours, attractive product imagery, and relevant branding elements to create a visually appealing display that stands out among competitors.

Sales Force
Sales promotion Tool: Incentives
With incentive programs for the sales forces, it will motivate them to actively promote the product and achieve their sales targets. This incentive can be rewarded based on their performance or exceeding sales quotas. Aside from encouraging the sales force to prioritise Roji Cha in selling efforts it also helps to foster a sense of dedication among the team, ultimately driving sales growth for the brand.

# data[].attributes.headline
Problem statement 1             Propose ONE sales promotion tool for EACH of the 3 target groups (consumers, trade, sales force) of Roji Cha. Explain briefly why you suggested these tools. Post it on your class’s learning package 3 padlet, under your own team’s column.  

# data[].attributes.subject
Problem statement 1             Propose ONE sales promotion tool for EACH of the 3 target groups (consumers, trade, sales force) of Roji Cha. Explain briefly why you suggested these tools. Post it on your class’s learning package 3 padlet, under your own team’s column.  

# data[].attributes.headline
Problem statement 2             Propose ONE form of direct marketing that you will use to reach out to Roji Cha’s target audience. Explain your choice. Post it on your class’s learning package 3 padlet, under your own team’s column.   

# data[].attributes.subject
Problem statement 2             Propose ONE form of direct marketing that you will use to reach out to Roji Cha’s target audience. Explain your choice. Post it on your class’s learning package 3 padlet, under your own team’s column.   