Scribd
Upload
3 views2 pages

Tutorial 10

The document outlines a take-home exercise for a marketing course, focusing on promotional strategies for two brands: Lover and Natural Ichiban. Lover's brand manager, Jackie, is planning promotions for existing lipstick products and a new anti-UV whitening essence, while Cecilia from Natural Ichiban is working on promoting lavender natural soaps through a TV commercial and sales promotions for their anniversary. The exercise includes questions on advertisement types, executional styles, media schedules, and sales promotions for both brands.

Uploaded by

1234rrr323
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
3 views2 pages

Tutorial 10

The document outlines a take-home exercise for a marketing course, focusing on promotional strategies for two brands: Lover and Natural Ichiban. Lover's brand manager, Jackie, is planning promotions for existing lipstick products and a new anti-UV whitening essence, while Cecilia from Natural Ichiban is working on promoting lavender natural soaps through a TV commercial and sales promotions for their anniversary. The exercise includes questions on advertisement types, executional styles, media schedules, and sales promotions for both brands.

Uploaded by

1234rrr323
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

BHMH2003

BHMH2003 Introduction to Marketing


Topic Ten – Promotion (Take-home Exercise)

Questions

Lover is a reputable skin care and cosmetic brand in Asia Pacific. Jackie is the brand manager
of Lover and is now planning the promotion plan for next year. On the one hand, she is
planning to have more promotion for the existing lipstick products, as there is a decline of sales
in recent 6 months. On the other hand, she is preparing the promotion plan for “Magic White”,
a super anti-UV whitening essence for ladies in summer only. This product will launch in
early next year and is expected to have good sales in summer.

Recently, a local TV producer contacts Jackie and invites her to place the products of Lover in
his TV drama. Thus, Jackie is considering place this “Magic White” in super anti-UV
whitening essence in the TV drama to increase the brand awareness.

(a) What type of product advertisement will you recommend for the existing lipstick
products and what type for “Magic White” anti-UV whitening essence? Justify your
recommendation.

(b) What are the FOUR types of advertising schedules? Identify the one which is most
suitable for “Magic White” anti-UV whitening essence. Justify.

(c) Recommend any TWO types of sales promotion suitable for the existing lipstick
products. Suggest marketing actions to be launched.
BHMH2003

Questions (past exam question from semester 1, 2023/24)

Cecilia is now working with an advertising agency to promote her newly launched lavender natural
soaps and skincare products for her company, Natural Ichiban. The soft scent of these lavender
products helps to reduce stress and is good for after-work bath and facial treatment.

Toffee, a popular KOL in natural beauty, is invited to be the main character in this TV commercial.
In the advertisement, Toffee is having tea buffet with her friends and they casually discuss the
benefits of natural soaps and skincare products. “Natural Angel”, the cartoon figure representing
Natural Ichiban also appears in the advertisement to offer natural beauty tips to audiences. At the
end of the TV commercial, Toffee shows audiences the competitive advantages of the lavender
natural soaps and skincare products by using them.

In addition to TV commercial, Cecilia plans to launch sales promotion to celebrate the 10th
anniversary of Natural Ichiban.

(a) Identify and explain any THREE executional styles of advertisement adopted in
Natural Ichiban’s forthcoming TV commercial. Justify your identifications.

(b) Explain continuous media schedule and seasonal media schedule respectively.
Discuss whether Cecilia should adopt continuous media schedule OR seasonal media
schedule for the newly launched lavender natural soaps.

(c) Recommend and explain to Cecilia any FOUR types of sales promotion to celebrate
the 10th anniversary of Natural Ichiban. Illustrate EACH with an example relevant
to Cecilia.

You might also like