HBL Lecture 4 tutorial activity 2 by Betty Ho https://padlet.com/betty_ho/ls5hmgu5k92h Cuthbert Chia, Jebsons Chia, Vivian Mok, Mildred Tang, Ho Xinhua Betty en-us 2018-11-11 07:03:26 UTC 2018-11-11 15:25:30 UTC hello@padlet.com https://padlet-assets.s3.amazonaws.com/icons/Beartoy.png HBL Acitivity 2 betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302946442
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. ]]> 2018-11-11 07:06:22 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302946442 Uniqlo betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302946475 2018-11-11 07:07:02 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302946475 Uniqlo’s demographic profile betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302946888 Age: all age categories

Gender: Male, Female

Income: Low and middle income

Occupation: Employees, college, graduate and post graduate students


]]> 2018-11-11 07:14:45 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302946888 Uniqlo’s psychographic characteristics betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302947724 Social Class: working class, middle lower, upper middle class

Lifestyle: easy going, loves to travel and prefers conveniences and practicality]]> 2018-11-11 07:21:17 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302947724 betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302947889 Zara

]]> 2018-11-11 07:23:05 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302947889 Zara’s demographic profile betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302948127 Age: 15 - 40 years old

Gender: Male, Female

Income: middle income

Occupation: white collar work]]> 2018-11-11 07:27:21 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302948127 Zara’s psychographic characteristics betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302948353 Social class: middle income interested in fashion trends. 

Lifestyle: Hectic lifestyle, small sized customer, plus sizes shaped garments. ]]> 2018-11-11 07:30:45 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302948353 betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302948492 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?

]]> 2018-11-11 07:32:18 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302948492 1. Are there actual differences in the product or service attributes? betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302948724 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. 


]]> 2018-11-11 07:36:07 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302948724 2. Are there differences in how they are marketed? What are those differences? betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302949249
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.



]]> 2018-11-11 07:44:25 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302949249 3. Do you think using a different marketing approach has worked? betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302950772 No. ]]> 2018-11-11 08:08:41 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302950772 2 similar consumer goods company betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302952436 Zara, Uniqlo]]> 2018-11-11 08:38:39 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302952436 2 Similar services company betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302952468 Scoot,  Singapore airlines]]> 2018-11-11 08:39:23 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302952468 Scoot demographic profile betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302952514
Age: All Ages

Gender: Male, Female

Income: Low to Mid-ranged income

Occupation: Employees, college, graduate and post graduate students

]]> 2018-11-11 08:40:04 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302952514 Singapore Airlines Demographic profile betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302952644 Ages: All Ages

Gender: Male, Female

Income: Middle, High income

Occupation: Mid to high executive levels, High ranking managements]]> 2018-11-11 08:42:27 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302952644 Singapore Airlines betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302952754 https://www.singaporeair.com/en_UK/sg/home?

]]> 2018-11-11 08:44:14 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302952754 Scoot betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302952870 https://www.flyscoot.com/en]]> 2018-11-11 08:45:29 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302952870 Scoot's Psychographic characteristics betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302953987 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]]> 2018-11-11 09:04:25 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302953987 Singapore airlines' Psychographic characteristics betty_ho https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302956247 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.]]> 2018-11-11 09:34:40 UTC https://padlet.com/betty_ho/ls5hmgu5k92h/wish/302956247