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Choose TWO similar consumer goods company and TWO similar services company.

Provide some demographic profile of its target audience in terms of: age, gender, income level, occupation, others; as well as some psychographic characteristics, in terms of activities, interests, lifestyle.

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Scoot,  Singapore airlines

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https://www.singaporeair.com/en_UK/sg/home?

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https://www.flyscoot.com/en

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Offering cheap & budget flights to multiple destinations at Scoot.

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Zara, Uniqlo

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Zara

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Shop UNIQLO.com for innovative and exceptional clothing for men, women, and kids. Browse stylish, affordable, high-quality basics that are simple, essential and universal.

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Age: 15 - 40 years old

Gender: Male, Female

Income: middle income

Occupation: white collar work

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Social class: middle income interested in fashion trends.

Lifestyle: Hectic lifestyle, small sized customer, plus sizes shaped garments.

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Age: all age categories

Gender: Male, Female

Income: Low and middle income

Occupation: Employees, college, graduate and post graduate students

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Social Class: working class, middle lower, upper middle class

Lifestyle: easy going, loves to travel and prefers conveniences and practicality

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Age: All Ages

Gender: Male, Female

Income: Low to Mid-ranged income

Occupation: Employees, college, graduate and post graduate students

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Social class: middle and low working class

Lifestyle: spontaneous individuals who stay true to the heart of traveling, who is interested in discovering a new place and creating of a new experience.

Opinion: A plane ride is just to travel to another destination, it does not necessarily need to have full flight services

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Social class: middle and high working class.

characteristics:  middle class, upper-middle class and corporate as its target customers who prefer reliability and comfort and for extra benefits are willing to shed additional bucks.

Opinion: Feels that commercial airlines are safer and more reliable as compared to budget airlines. Plane rides are boring, entertainment and full flight in-services with f&b is absolutely needed.

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2. Are there differences in how they are marketed? What are those differences?

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2. Are there differences in how they are marketed? What are those differences?

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Zara provides designer fashions at affordable prices because it has an effective marketing information system that captures fashion designs from the catwalk or concert stage and gets them into their stores very quickly. It also obtains feedback from buyers and fixes any problems quickly to keep them happy.

While leading competitor Zara has built the world’s largest apparel business based on rapidly responding to fast-changing fashion trends, getting items from factory to store in approximately two weeks, Uniqlo takes the exact opposite approach, planning production of its wardrobe essentials up to a year in advance. Unlike its competitors who sell a large variety of trendy fashion inspired by the global runway, Uniqlo focuses on producing a few styles of urban practical basics.

Scoot emphasizes a fun, positive customer experience without the bells and whistles. The airline shows off unconventional marketing tactics and operations such as quirky marketing videos, casual uniforms, and an informal website while Singapore airlines does their marketing by creating miniature videos, offer excellent customer services, creating informative videos and be able to portray the lengths that they go to, to make customers feel at home. and create an icon to represent the brand.

Singapore Airlines uses it's premium pricing policy as it is sure of customer loyalty. Singapore Airlines has launched Frequent Flyer program to reward its loyal customers by offering several incentives. A regular passenger can earn miles and get several benefits. The company has implemented both Pull and Push marketing strategy in order to garner a large customer base. It advertises with help of ad campaigns in electronic media like television and print media like brochure, banner and newspaper. Singapore Airlines has also taken help of social media platforms and advertisers via its own website and also associated portals along with platforms like Blogs, Facebook, Twitter and Youtube. It promotes direct dealings and stays in contact with frequent flyers by messaging and emailing offers and incentives at periodic intervals.

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Ages: All Ages

Gender: Male, Female

Income: Middle, High income

Occupation: Mid to high executive levels, High ranking managements

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1. Are there actual differences in the product or service attributes?

2. Are there differences in how they are marketed?  What are those differences?

3. Do you think using a different marketing approach has worked?

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1. Are there actual differences in the product or service attributes?

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1. Are there actual differences in the product or service attributes?

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Uniqlo’s benefit sot is quality, economy, speed. it’s a quirky brand built around the philosophy of minimalism and access to all. The material they use is medium to good quality and hence the pricing is also similar. Most of them will be the same cut, style and not have any fancy design. They have very little variety in terms of designs but they pride themselves on simplicity and Affordability.

Zara’s focuses on latest fashion trends at prices much cheaper than what you pay a designer so that makes it affordable for people who are used to buying premium goods.

Scoot is the low cost airline of the Singapore Airlines Group.

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3. Do you think using a different marketing approach has worked?

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3. Do you think using a different marketing approach has worked?

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No.