Moon over… makeup~ September 21, 2009

Yeah mooncakes. Nothing new. Snow skin, bleh! Traditional ones are still the best! White Lotus Paste with Single Yolk *drools*

However, I wondered what’s up with the display of Comestics alongside those mooncakes in the advertisement? (Did you notice it?)

Those erm… let me guess… eyeshadow/blush casings(?) with cute little mooncakes placed on top of each case sure draws attention, especially for females out there For example, we might go:

*flips newspaper*

“Erm makeup!!??”

“No wait, it is a mooncake advertisement by Bakerzin.”

or

*walks around a mall passing by a Bakerzin shop*

“What’s that? Makeup?”

“Oh ok, mooncakes.” (And by then you’ll be hearing the sales speech by the Bakerzin staff.)

I’ve seriously no idea what kind of marketing is this. Someone enlighten me please (those who bother to flip through mountains of textbooks). But it sure is one intelligent gimmick to draw potential customers in this competitive “once-in-a-year-only” profit making opportunity My Mom used to tell me the amount of profits they can make during this Mooncake Festival season might even be sufficient enough to reach their target annual sales (really?).

Anyway, why cosmetics? These 2 products are from different categories, so dissimilar, aside from the fact that both are round and erm cute (HAHA!).

I could only figure out that maybe because, most mooncake buyers are females? Or specifically, housewives

Those who bother to remember to buy sufficient boxes to give relatives and friends, those who are free enough to walk around atriums of malls to try out the varying range are usually female shopping fanatics (housewives being a subset)?

Just my share of thoughts. You can chew on this interesting advert tonight

(Oh yes, I was drawn to this advert while browsing through Straits Times.)

I bought these? September 14, 2009

A new blogskin!

An impulsive change (and partly because I had enough of staring at those colourful swirls).

It has been quite a while since I type those lengthy, thought-provoking essays on random topics. The musings just do not seem to appear

However today, the musings are back *grinz*

I was reading a book last night titled Buy.ology by Martin Lindstorm.

I bought this book (brand-new!) at a bookfair for just a mere S$5 when the retail price is supposed to be £8.99 (good buy! Hee!). Anyway the point is, it sure is an absorbingly interesting book, detailing on using science- specifically neurology, psychology and a bit of behavourial economics to explain why do consumers buy whatever stuff they bought. Ever taken a step back and question yourself on your truckload of purchases?

I’ve not read beyond the 2nd Chapter because the cough mixture was working really well (drowsy, get it?). But so far, I’ve learnt 2 things based on these 2 extracts from the book:

1) A lot of what happens in the brain is emotional, not cognitive.

2) By 2003, it had become pretty clear to me that traditional research methods, like market research and focus groups, were no longer up to the task of finding out what consumers really think. And that’s because our irrational minds, flooded with cultural biases rooted in our tradition, upbringing, and a whole lot of other subconscious factors, assert a powerful but hidden influence over the choices we make.

Starting from point 1: emotional? Not cognitive? Wow, that is a brand-new concept to me. I’ve always find the 2 words emotion and heart as synonyms, and so the same for cognition and brain. So now since even the brain taps on our mood to make most of the decisions (according to that sentence), therefore I can say, most of the time, we are ruled by our emotions. Really? When you give an answer “No, I did not buy that out of impulse, I swear! I bought it because there was a 50% markdown in pricing, worth it! I saved $24.50 you know!”. And then if I may question you, aside from the discount (or whatever excuse), is there any other reasons for buying that what-so-ever? Has it ever occurred to you that, you might already have 10 of the same type stuck in your house untouched, and this latest one adding on to your untouched collection? Therefore, I might safely say, you bought it because you feel like buying it -sense of ownership. And feel is? An emotion. Enough said.

Point 2: I wish I could forward that chunk of words to all my lecturers, or whoever is going to present me my Degree certification. Oh before I forget, graduating 1 semester later than the mainstream means I most likely would not be donning that mortarboard cap, but who cares? Honestly, it doesn’t mean much to me. Bleh, I don’t understand the significance of wearing that gown and screaming with pride ”I graduated!” (but I can’t recall much of what I studied, Opps!). Anyway, I’ve always wondered, in all the projects that I’ve done, all the research I’ve to make and all the surveys that I’ve compiled (in which none of these surveys are representative or reliable because no survey is accurate, at all, trust me, do you give 100% honest answers to an interviewer aka a random stranger? Therefore, we, the smart students, create our own set of interpretations and manipulate the data “to support the interpretations”. It saves time for us too, surprised?), how useful are the things I’ve studied, or putting it in a crude way, is it worth all the chicken essence that I’ve to drink, all the pre-exam nights of insomnia and panic? Just to pass the 24 modules and claim that I’ve good foundation in marketing and that I’ll be able to use observations, focus groups, interviews, surveys to draw out a (definitely) profitable marketing campaign. Quite sad to say, I personally think less than half of what I learnt is truly applicable in the real world, don’t you forget, there’s such a thing called trials and tribulations of starting a business/taking a risk/venturing into the unknown (haha!). And no matter how knowledgeable you are, you can’t escape from the Double T’s. My point is, I’m so glad that somewhere on the other side of the globe, there are a group of people who believe in the marriage of science and marketing, and disbelieving in traditional methods of research that well, bring about failures most of the time (9.7 out of 10 new products fail in Japan). I know I’m sounding really cynical, like “Aaahhh, FAIL!!” *SNIGGLES*. The crux of it is, if it ain’t going to work well baby, just have the guts to move out of conventionality and employ new methods that has better (or slightly better) justification for your results. Of course, it is easy said than done, and ethical folks would consider such methods as invading of privacy (peeping into your neurons!). However, if it will better provide us with more accurate answers to our random daily purchase actions, defining our wants and needs more reliably, and in return, help marketers/companies to create items that really will sell, wouldn’t that be lovely? *The above suggested is a rather, simplified picture of the adaptation of new methods. Don’t call me silly, at least I read up on such things.*

 

P.S. I hope you have enjoyed what I’ve written. More to come. *winks*

Money Issues~ August 11, 2009

Priscilla: I know later you are going to blog about it right?

Yes girl, I’m going to blog about it now. Haha!

Question: If you sold your property at a loss, would you still get money in the end?

Nonthinkers would immediately say No. (Because the phrasing sounded negative? Sub-conscious mind taking control!)

Most of you guys would say Yes! Certainly! Because you’ll still get back some money, though not as much as the amount you’ve paid when you bought your property years ago.

However, after I pondered for awhile. I realized the answer is…

Depends.

Why!?

Because…

1) What if you sold your property at a 100% loss (realistically not possible, I know!)?

2) As contributed by my Dad (Haha): let’s say if you sold your property at $800,000, but then, that’s not the end of the story, you still owe the bank $800,000 (from the loans & interests incurred)… so?

For the 2 situations above, you’ll get back $0 =)

Or if you are even unluckier(which I feel it is more like lack of foresight and improper financial planning), you could end up getting into a debt instead.

E.g. If you sold your property for $800,000, but then, originally you borrowed $1million from the bank… hence with interests incurred… you end up having a bad debt of $200,000++. Get it?  

P.S. Lesson: Think properly first before answering

P.S.S. Or is it that I’m thinking too much, again?

Ever noticed it? November 17, 2008

This is the old Federal Express logo designed by Richard Runyan in 1973.

In 1994, the company decided to change it’s logo and consulted Leader Creative. Hence the FedEx name was born and the iconic logo was designed by Lindon Leader.

Can you notice a hidden symbol? 

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An arrow!! See it? Now you’ll never view the FedEx logo the same way as before again

Google to find out more about this multi-award winning logo! Captivating design, isn’t it? As what Mr Leader said (he certainly lived up to his surname!): “The power of the hidden arrow is simply that it is a “hidden bonus.” It is a positive-reverse optical kind of thing: either you see it or you don’t. Importantly, not “getting the punch line” by not seeing the arrow, does not reduce the impact of the logo’s essential communication.”

An eye for detail is so essential for branding

Why sell when most don’t care? October 22, 2008

Why do people here still bother to sell insurance as their sole means of income?

Ok I do not have a solid background knowledge in the insurance industry here so if I make generalisations or prejudicing statements, pardon me for my ignorance.

As all of you know, having a full time permanent job as a ‘financial consultant’ aka insurance agent is a taboo locally.

TABOO.

Most of your friends, ex-colleagues, relatives or even strangers, would love to shun away from you.

A good example, I just picked up the phone just now and a guy from Prudential called asking for my Dad, as I was partially lazy, I just put down the phone without mentioning anything or bothering to let my Dad know about the call.

Fine, I’m rude!

Reflecting on my own behaviour, I realized the issue here is, we do not need people to keep pestering us to buy packages regarding the indemnification of losses that we might face which in reality, most likely would not occur in our lives (unless you are extremely unfortunate). As for the scaredy-cats, they would have taken the initiative to buy tonnes of them already.

Secondly, I wondered to myself, why would people want such a job when they know that it is not socially admirable or crudely speaking- accepted by the consensus. The only logical reason that I could think of is that, those poor folks are not qualified for other vocations? Meaning they even fail to qualify to sell other things like cars, property, IT-gadgets etc. My ex-boss (who sacked me) once told me: if you want to step into the salesline, make sure you are selling things that you are passionate about so that you enjoy what you are doing and hopefully be able to make a windfall of profits during the peak of your career. So according to this statement, there are two possibilities:

1) Those pitiful folks love insurance packages. (Really?)

2) Or, sadly, they do not know of such rationale.

I prefer to follow the latter. For who the heck love selling insurance!!?? Tell me!! Unless you are undoubtly sure that you can constantly hit the target sales by a substantial amount, if not, what is the thrill of being an insurance agent?

Some might love competitiveness, I’ve met such people before, and yes, they do well in their field, good for them. But it is difficult to convince me that there are locals who adore targets, don’t mind constant rejections and love selling insurance because ‘if you are happy, we are also happy for you too.’ CRAP. 

Well maybe I should be more realistic then, I guess everyone hates this kind of job, and accepting such a vocation is just purely for the sake of their ricebowl matters. For in Sg, the unspoken rule of ‘no money no talk’ prevails, and it is still a wiser choice to have widely unaccepted job rather then to be jobless ya?

Oh before I forget, with regards to the recent financial meltdown, I guess being a relationship manager is also a blacklisted job now too? Minibonds anyone?

On duty~ September 12, 2008

Work aplenty!

It really frightens me when I think of the numerous project deadlines I’ve to meet for the next 2 weeks. But there’s nothing else I can do about them except to put in my very best to complete those assignments. I think I’m considered lucky already, at least I don’t have to fret over Distribution Channel module, since I’m not even taking it this semester. Maybe failing Management Accounts last semester was a blessing in disguise?

Watching The Apprentice for my Organisational Behaviour Project has thought me things beyond what the textbooks mentioned. And the show really appeals to me well since all their tasks allocated are marketing-based Oh and not to forget, we’ve the classy and intelligent Ivanka Trump as the eye-candy judge. Successful in her own rights, and not taking her family’s wealth as an entitlement, she’s really an epitome of a deserving heiress. Of course, Ivanka too, is certainly someone whom I look up to for inspiration

Check out her new jewelry line here. Visiting the webpage is a whole new experience itself!

And view these 2 clips about her (the first one has her introducing her new jewelry collection) and you’ll know why I said that she’s a deserving heiress

Alright, I’ve to get back to work now. Have a pleasant weekend everybody!!

M.a.r.k.e.t.i.n.g. and what it means July 30, 2008

Down with a flu for the past few days. Guess I got it from my Bf, too much smooching. Wahaha!!!

Starting my projects this week. I’m excited yet dreading it. Reason is because I dislike spending hours sourcing out information, it is not simply just searching on the Internet and randomly selecting slenderly related articles. To hit the right point, you must look for solid information that allows you to be able to evaluate them, have points that are interesting(not just humdrum infor that everyone else knows about), and obviously, the article must relate perfectly with the criterias that the lecturer gave-to the extend that it gives a ‘distinction grade impression’. And also, aside from the commonly used Internet, library, books/magazines/newspapers, journals, we do not seem to have much channels for sourcing data? Unless we go out and do the research ourselves, which leads me to think of the second tiresome requirement for one of my projects: interviewing.

It may sound fun to go out in the streets and politely request passers-by to kindly fill up the questionnaire for my school assignment, at the end of the day, unless you complete 1 million interviews, most of the time the results ain’t worthy of your time spent in the process as accuracy in data collection comes with a larger test group right? And what is worst is when people fill up ‘neutral’ answers, resulting in you wasting your 5 minutes and 1 printout questionnaire. Hence with inaccurate data, chances are that you will be misled into proposing the wrong idea or strategy.

I don’t want to sound like an anti-marketing project person, and it sounds ridiculous too right? Why must I criticise my own major? So I just want to give a few good reasons for liking my major, well it balances out this essay too, I don’t want it to skew too much to the negative side! I think when people say that marketing is a waste of time, that it deceives people into purchasing, I feel quite sad for them for they do not get the essence of marketing and sales. Yes marketing requires plenty of capital for research and carrying out the process(an advertisement at the Wisma-Ngee Ann city underpass costs about S$33,000 for 2 weeks, if I’m not wrong), but without marketing, you will definitely not be able to exceed your breakeven point and more interestingly, life won’t be as colourful as it is now. Though I agree that our society’s care for materialism is partly due to marketing, it is definitely not solely because of it. Can you imagine walking in the streets with no advertisements(be it in posters or commercial breaks form)?? And having lots of money without knowing what to purchase because everything seems dull and there are no attracting points to give reasons for buying??

To add on, I like marketing because at least I’ll have a better understanding of what it is like being on the selling side, what do customers actually look out for(which also means picking the correct selling points accurately), how do you reinvent your company image etc

Ok that is all(yea abrupt ending), got to go have some rest!!

Marketing Bits II {Brand Name} April 19, 2008

the 2nd part to marketing bits! first part here

damn this is like some educational programme series -.-

i decided to delve into the topic of Brand Name Selection after helping my mom check out where can she buy Tupperware.. unfortunately the Tupperware Sg site is under construction

Tupperware!

does it give u an image of those plastic containers with a tight lid? containers of all sizes.. square.. rounded.. cylindical :D or maybe u might be reminiscing abt ur good old school days where ur mom packed ur recess meal in those Tupperware? (^_^)

nowadays.. i am sure that regardless of which brand of lunchboxes aka sandwich keeper/tumblers/canister set/fridge stackables that we are using.. we will most likely use ‘Tupperware’ to describe it.. which means to say(in the marketing way of phrasing).. the brand name Tupperware is identified with the product category..

unconvinced with such a theory?

let me give u another example: Scotch tape =)

 
how many times do u actually say “Pass me the adhesive tape?”

i am sure that many of you readers will instead say “Pass me the SCOTCH TAPE”

or in Singlish “Got Scotchtape not ah?”

Brand Name Selection is just a tiny part under Branding Strategy:Building Strong Brands..

if you care to know.. the other parts consist of stuffs like Brand Equity, Brand Positioning, Brand Sponsorship etc

and for this section.. it teaches us most importantly.. qualities to look out for when choosing a brand name..

the qualities are(according to Principles of Marketing by Philip Kotler):

1) It should suggest something abt the pdt’s benefits & qualities (self explanatory!)

2) Easy to pronounce, recognize and remember (bad name e.g. “I can’t believe its not butter!” margarine)

3) Brand name should be distinctive (does not sound like other brand names or arises confusion)

4) Extendable e.g. Nike started out as just track shoes manufacturer.. but later on in the 1980s.. it extended its product line to include more sports items (My own e.g.! *claims credit* )

5) Name should translate easily into foreign languages (surely u wouldn’t want ur brand name to sound like some vulgarity terms overseas right? imagine going on an overseas business trip to meet clients.. they will b laughing their way through the meeting!)

6) Capable of registration and legal protection (self explanatory!)

after going through all these considerations and finally getting the perfect brand name.. the next logical step is to protect it..

with reference to the first few paragraphs.. Tupperware & Scotchtape may be everyday usage words and hence u people might think ’isn’t dat good?’ ‘it shows dat the company successfully inscribed their brandname into our heads!”

NONONONONO..

nothing is perfect

their very own success may threaten the company’s rights to the name* because their brandnames will gradually become GENERIC NAMES and they will lose the rights over what they originally created!

for example.. Escalator

the word Escalator was trademarked in 1900 by Charles Seeberger.. the invention of escalator! *SURPRISED?!*

however.. things fell bad in the 1950s.. according to Wikipedia:

“Confirming the contention of the Examiner of Trademark Interferences, Assistant Commissioner of Patents Murphy’s decision rejected the Otis Elevator Company’s appeal to keep their trademark intact, and noted that “the term ‘escalator’ is recognized by the general public as the name for a moving stairway and not the source thereof,” observing that the Otis Elevator Co. had “used the term as a generic descriptive term . . . in a number of patents which [had] been issued to them and . . . in their advertising matter.”All trademark protections were removed from the word “escalator,” the term was officially genericized, and it fell into the public domain.”

sad sad case

thus the bottom line is: make sure your brand name does not get overly identified with the related product! or it might be genericized!

ok lesson over.. pack ur bags and go home

-.-

P.S. i thought this is interesting?

Its called a Grape Fruit Locker. Unique enough to lure ur family members to open the box and eat the fruits & vegetables kept inside!!

Me(I HATE FRUITS): *walks into the kitchen* wow wad’s dat cute box!

Mom: *keeps silent*

Me: *unlids the tupperware* Chey…

Mom: AH HA!!! GOTCHA!! U OPENED IT!! U GOT TO EAT THE FRUITS INSIDE!! EAT EAT EAT!! *sniggles*

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Marketing Bits! {design vs style} April 16, 2008

cute!

i hav a fetish for unique product packagings

to me pdt style is a v impt selling point..

the function of an item is usually the main purpose of buying for many of us folks.. but if the packaging sucks.. would u still consider getting it? especially if u r an aristocrat.. i don’t tink u’d wanna b seen carrying something or known to be using products that look ‘obiang’(eyesore?).. it would only show dat u r not deem fit for ur status!

sometimes we do purchase items due to their aesthetic appeal only.. oil paintings? sculptures? n for ladies.. (excessive)handbags & shoes?

a pdt with a marvellous packaging need not be a high priced ”branded” pdt.. for e.g.. this!

this liquid foundation costs SGD$27 only & Maybelline is just a drug-store brand.. incomparable to even M.A.C.. (yes it is called Lumifit.. read this if u r still curious)

now aside from havin an attractive style.. u must also make sure dat the design is user-friendly in order to make it even more sellable..  

in marketing.. style is not equivalent to design..

style simply means the appearance of a pdt i.e. eye-catching or yawn producing

whereas

design holds a larger concept than style.. it is more skin deep as it includes the usefulness of the pdt.. i.e. whether it can make the pdt perform better or not

for example.. with dat unique style of the Estee Lauder liquid foundation bottle.. it sure is appealing to many ladies(includes me!!).. but wad if the design is not user-friendly? lik the bottle cracks easily or the liquid overflows causing wastage whenever i use it?

it is difficult to always hav the best of both worlds.. sometimes having a captivating style might mean sacrificing a handy design..

again.. using the E.Lauder example.. if the bottle is not made up of glass but plastic to prevent breakage.. will it still look as classy? or is it even appropriate for the prestigious E.Lauder brand name?

alright dat is all for now..

i hope u learnt a thing or two!

the next time when u shop.. keep ur eyes wide open for interesting finds! or maybe u can challenge the sales by asking him/her ”why is the design so user unfriendly?”

Lol “well cos the HP would not look feminine if it has huge thumb sized key pads”

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Maybelline’s name discrimination April 13, 2008

r u a fan of Maybelline’s Angelfit foundation? it is a wonderful 2-way cake dat has garnered a few beauty awards lik this yr’s Her World beauty awards for best foundation(reader’s choice)..

but do u noe dat Angelfit is called Lumifit in China?

however in Taiwan.. it is stil called Angelfit =)

y? everything is the same for both Angelfit & Lumifit.. from packaging to shade choices.. but y a diff name?

plus.. the description of the foundation is diff for China & Taiwan..

in China.. it is not stated dat the foundation is Made in Japan or dat it is the choice for 94% of Japanese woman (獲得94%日本女性的滿意指數!).. plus the Japanese spokesperson Kurara Chibana (MU2006 1st runner up) does not appear in the China ads either(with exception for intro page for the fluid foundation but her name is not stated!).. the rest of the ads r all fronted by Zhang Ziyi..

i think the name-change could b becos of 2 reasons:

1) to state the obvious.. the mentioning of the word Japan is a big big taboo in China.. so… ya.. promoting the foundation as a made in japan pdt with a Japanese spokesperson would result in low sales & maybe even a strike? *DOWN WITH MAYBELLINE!! BURNS JAPANESE FLAG* haha so the change in name would deter most pple(mainland chinese!!) from thinking dat it is the same pdt made in japan - clever marketing strategy huh?

2) Zhang Ziyi is contracted to be Maybelline China’s spokesperson.. so having another Asian in the picture would cause a breach in contract? so since Kurara Chibana can’t appear in the ads primarily.. Angelfit would need a new name.. haha.. i am not sure abt the ZHANG ZIYI-BEING-THE-ONLY-ASIAN-SPOKESPERSON-IN-CHINA condition.. i am jus making a wild guess here :D

this is some food for thought huh?

esp so if u r a marketing student like me =)

check out websites: for China here & Taiwan here

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