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Principles of Marketing Project
Transcript of Principles of Marketing Project
For your next task you have to specify:
712 sq km
(275 sq miles)
Population: 5.18m comprising 3.79m citizens and 1.39 foreign residents (Singapore Department of Statistics 2011)
People: Chinese (76%), Malay (15%), Indians (7%), Others (1%)
Languages: English, Mandarin, Malay, and Tamil are the official languages.
English is widely spoken and is the main language of communication.
Religions: Buddhism 33%, Taoism 11%, Catholicism 7%, other Christian 11%, Islam 15%, Hinduism 5%, other religions 1%, no religion 17%.
One of the five founding members of the Association of South East Asian Nations, Singapore also hosts the APEC Secretariat, and is a member of the East Asia Summit, the Non-Aligned Movement, and the Commonwealth.
Highlights of the Economy
The 2011 Index of Economic Freedom ranks Singapore as the second freest economy in the world, behind Hong Kong.
The World Bank notes Singapore as the easiest place in the world to do business. The country has the world's third highest GDP PPP per capita of US$59,936, making Singapore one of the world's wealthiest countries.
Singapore has a highly developed capitalist mixed economy
A member in more than one economic and trade group
Association of South East Asian Nations
Asia-Pacific Economic Cooperation (APEC)
Highlights of the Politics
Singapore is a parliamentary republic with a Westminster system of unicameral parliamentary government
The Singapore government is dominated by a single party, the PAP. The PAP has been in power since 1959.
Political Risk in Singapore:
In fact according to the Political And Economic Risk Consultancy, PERC, Singapore enjoys the lowest political risk in Asia.
As of 8 August 2010, Singapore is the fastest growing economy in the world, with a growth rate of 17.9% for the first half of 2010
Singapore has a multi-racial and multi-religious character, where giving fair treatment to all races in education, housing and health is considered very important
Singapore is a cosmopolitan society where people live harmoniously and interaction among different races is commonly seen.
Highlights of Culture
Each racial group has its own distinctive religion and there are colorful festivals of special significance all year round. Although the festivals are special to certain races, it is nonetheless enjoyed by all.
Singaporeans are group dependent and rely on facial expression, tone of voice and posture to tell them what someone feels.
Singaporeans enjoy sweet tastes, especially cinnamon as it has a light, sweet and most of them the spicy taste that they are fond of.
Now that the Analysis is done, lets do some International Marketing
Anderson Ice Cream
The leading player in Singapore ice cream market is Unilever Singapore Pte Ltd led ice cream in 2010 with a 39% value share
Year 5 Year 7
We produce 50 million liters of ice cream a year, of which only 1.9 million is consumed locally (in New Zealand), thus exports to other countries constitutes a whopping 96% of sales for Tip Top.
License to Distribution
Alliance with Cinnabon as a developer of new local flavor
10 year Entry Strategy
Direct Investment in Marketing
Piggyback on tones that
match your brand
Designing the rest of your product
Poor Brand Names
Branding Elements (Name, Logo, Slogan or Tagline, Color, Somatic Marker, Typeface or Font, Symbol, and other branding elements)
Use them all in consistency and relevance to your target audience and brand personality.
Slogans that are tied to your Positioning
: Moving people who move the world.
: The Ultimate Driving Experience
What not to do: We are not the only one but we are the best one!
of Colors - The meaning of Colors
with a meaning
Your branding name should be:
Memorable: Easily recognized and recalled.
Meaningful: Descritive and conveying.
Appealing: Provokes interest, can tell a story.
Adaptable: Flexible, transferrable, and extendable.
Anchoring: Easy to write and search for
Must test in B&W