Marketing Mix

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CONTENTS PAGE
CASE STUDY- Isetan Singapore (Scotts)

1a)Description and evaluation of target market, product assortment,
store atmosphere and store activities/experiences.....................................................3

b)Product map for the Isetan to illustrate its market profile.
Two product lines (Men’s Apparels, Golf Equipments)
Three competitors (Tangs, Takashimaya, John Little, Keppel Club, Liang Court)
Two attributes (Price & Quality), (Service & Availability)...................................... 7

2.Integrated Marketing Communications Implementation................................................ 9

3. Recommendation of four new marketing mix developments.
(Price, Place, Promotion, and Product).......................................................................... 11

A. References ..................................................................................................... 14

Question 1a)

The Isetan Group started trading in Singapore on 31 January 1971 after which they made history in 1972 by being the first Japanese department store in Singapore at Havelock. Today they operate four stores and a stand-alone Mango boutique, strategically located across the island and catering to a wide spectrum of customers. Successfully located from Isetan Havelock to Shaw House in 1993, Isetan Scotts is a full line department store that caters to shoppers from all walks of life. In 2000, Isetan began operating its first full-scale supermarket located at the basement. (The Isetan Singapore, 2007 & 2008, Annual Report, Online) When Isetan first started out in the early 1970s, it was clearly seen that they are trying to target into the hearts of Singaporeans with Japanese products. Having the foresight of the potential market for the future premier shopping belt, the flagship store was shifted to Orchard Road from Havelock Road. They had their market target set on the tourists along with consumers, mainly targeted at women, (highlights in the later part) who have higher purchasing power and are more style savvy. Having to first introduced Mango, (the internationally famous multinational which designs, manufactures and markets women’s and men’s clothing and accessories) into Singapore, Isetan clearly prudence the prospective fashion trend available for this unknown brand then. Isetan focus towards medium to high-income & price-sensitive consumers, zooming into the different prospects obtainable. Launching its very own in-house credit card, the Isetan Credit Card (ICC), consumers with a minimum income of $20,000 per annum, age 21 and above can apply. Members are entitled to 30 days' interest-free credit term, along with a maximum of three supplementary cards for their immediate family members above age 18. Discounts of up to 5% for purchases are given, including dining in the restaurants located in Isetan Scotts at the fourth level. They saw the likelihood of the ever-increasing number of young working adults and growing influence of spending power the teenagers has on their parents nowadays. Isetan Scotts occupies five levels of Shaw House along with its Japanese supermarket at the basement. The supermarket with its emphasis on high quality Japanese products is especially popular, offering Japanese lifestyle concepts to the Singapore market through various food festivals. The Japanese supermarket introduces not only food delicacies from the Land of Rising Sun but also holds events like the current Swiss Fair to introduce food products and fresh food from Switzerland. The Isetan group does not restrict themselves only to promoting Japanese products but foresees the opportunities to bring in and promote products coming from other regions. The product assortment in Isetan Scotts matches with its target market’s shopping expectations. Isetan Scotts not only cater shoppers with the convenience of grocery shopping...
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