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The following large corporation approached your consulting company with a request to conduct a promotion plan for them. The corporation discussed is Swedish clothing giant H&M. H&M is planning to venture into the Australian market and open business (stores) in large cities like Brisbane and Sydney. The assignment consists of creating a marketing plan (promotion mix) for H&M in their recent venturing in Australia. An advertising plan needs to be created for each of the channels used.
The media channels to be used are DIGITAL MARKETING, SOCIAL MEDIA MARKETING AND SEARCH ENGINE MARKETING. (Please disregard radio, magazines, newspapers, TV, etc.; just use the channels in discussion.)
Talk about the following:
– –
Cultural values of Australians and their society towards social media, digital marketing and search engine marketing.
– -Adapt the strategy to those cultural values.
– -Another promotion strategy that could be used is using the image of Australian artists and/or bands that go with the look and style of H&M.
– -Where to promote and how often –– BE CREATIVE
– -Promotion strategies should be adapted to the local market.
THE MORE CREATIVE YOU ARE IN DEVELOPING AND ILLUSTRATING YOUR PROMOTION ADAPTATIONS, THE BETTER YOUR GRADE WILL BE
Use Tables and Figures liberally – Anything that could be presented in a table, should be presented in a table. All data must be presented in tables. Use graphs and charts to provide statistical evidence of your arguments. Each table or figure must have at least one sentence in your text that introduces it. In-text references to tables should be in sequential order.
5 TO 10 PAGES IN TOTAL
• Margins should be one inch (2.5cm) at the top, bottom, and sides of the page.
• Font type should be 12-point Times New Roman throughout the document.
• Double-space all body text.
• Indent first line of a new paragraph
• Manuscript text should be left-aligned.
Attached you will find a sample project for guidance so you have an idea on how to structure your paper.
Also attached you’ll find a list of many sources that can be used as references for you project, include any other sources that you use for your work.
ADAPTED
PROMOTION STRATEGY
As the most Westernized country in Asia, Disney’s promotion strategy in Singapore focuses on connecting its diverse people to an entertainment experience to remember. The Singapore media industry is mostly dominated by the state, and radio and television stations are all government-owned entities. In accordance to the Singapore Code of Advertising Practice, all promotion strategies discussed here within follow the guidelines of high standards of ethics by self-regulation. Thus, in considering our promotion mix Disney Singapore takes these elements into consideration.
We begin by adapting to the cultural values of Singapore. Despite its small size, the country is vastly diverse. The multiethnic population officially consists of 75 percent Chinese, 14 percent Malays, 8.8 percent Indians and 2.2 percent others, however the dominant working language is English (Singapore Department of Statistic, 2006a). Due to the many different languages and cultures in the country, there is no single set of culturally acceptable behaviors.
Cultural values
Core cultural values and beliefs come into play in communicative behaviors of the individual. In this section, core culture values in Singapore will be explained referencing Hofstede’s dimensions of culture as the framework for this analysis. Figure 1 shows Singapore’s scores on the dimensions of national culture.
Figure 1: Singapore’s scores on the dimensions of national culture
Source: http://geert-hofstede.com/geert-hofstede.html (Nov, 2012)
As shown on the graph, Singapore scores in individualism are significantly low, so it is a collectivistic society. In Singapore, the family is the core of society and is its single most important unit. Hence, it is not surprising that it is the group rather than the individual that is emphasized in Singapore society. The immediate family is made up of many people. Parents, children (adult and non – adult), mother’s parents and siblings, and their children, and their children’s children; and father’s parents and siblings, and their children, and their children’s children are all considered to be immediate family (JoAnn Meriwether Craig, 1993). In Singapore, children are raised to stay within the family. From early infancy on, children are conditioned to be a part of the group and to stay within the group (Ministry of Information and the Art, 1998). This dimension can be useful for Disney to take into consideration in terms of advertising the park as a family place and offering discounts for family packages.
In social behavior (masculinity / femininity), Singapore scores 48 and is in the “middle” of the scale but more on the feminine side. This means that the softer aspects of culture such as leveling with others, consensus, sympathy for the underdog is valued and encouraged. Being modest and humble is seen as very important; (Hofstede, 1997, P 79). Singapore is quite a culturally-open and sensitive society. The rich mixture of cultures in Singapore means that there’s always a cultural event to celebrate. These festivals are usually colorful events centered on religion, myths and traditions or the family. Singapore’s cultural celebrations are open to everybody and anybody. Some of the most significant celebrations and holidays celebrated in Singapore are the River Hong Bao, the Chinese New Year, the Chingay Parade, the Festival of the Hungry Ghost, and Navarathi (see exhibit 1)
Disney’s strategy in Singapore will take into consideration these important holidays and celebrations and will adapt its parades, schedules and special events to Singaporean culture.
Singapore’s low score on the uncertainty avoidance dimension suggests that they are open to new plans and ideas. Curiosity is natural and is encouraged from a very young age. What is different is attractive. This is an opportunity for Disney to enter the market and be confident in building an innovative park that Singaporeans will be willing to visit.
Promotion Strategy
The park promotions, as in all Disney Theme Parks, will consist of special discounts and packages when purchasing tickets for more than one day, for family groups and reduced pricing for residents. For the first year of operation, Walt Disney World Singapore will offer exclusive entry prices. There will be a strong focus on continuous advertising through regularly scheduled TV ads, print publications, Internet, and grocery store coupon print-outs. A customer rewards program will send direct mail pieces to past customers with varying offers to welcome them back.
Disney is well aware of the times of year which are busy and those that are slow. We track attendance at all the parks and resorts and plan accordingly. Rather than simply accepting the slow times, we will run special promotions to improve sales. During summer time and Holiday weeks, when students are out of school, attendance is significantly higher. Therefore, promotion frequency will adjust accordingly. When times are slow, as they are in September, Disney will offer free meals with your ticket purchase. Our plan is to also target advertising to people who do not have children in school, such as empty nesters and parents with toddler children.
During the school year, Disney engages the community and school age children by offering school bands, cheerleading squads and other student group’s opportunities to come to the parks and perform. These packages serve to improve Disney’s reputation in Singapore and work to boost attendance. Our intent is to bring customers year round, each time offering them something new and exciting for all of the family to enjoy. We believe in building a community of dedicated, loyal fans.
Advertising Strategy
Determining which media platform to utilize for advertising in Singapore requires thorough research. Disney’s target audience includes parents and their children. Findings from Nielsen Media’s online study into consumers’ level of trust in various forms of media and advertising found that 94 percent of Singaporean consumers trust media such as word of mouth and recommendations from friends and family, above all other forms of media and advertising (‘Earned’ Media Most Trusted by Consumers in Singapore, 2012). As depicted in Figure 2, newspaper and magazine advertisements have the lion’s share of advertising expenditure in Singapore, and are trusted by nearly half of Singaporeans, with trust in paid newspaper ads gaining 49 percent and magazines 48 percent of Singaporeans trust (‘Earned’ Media Most Trusted By Consumers In Singapore, 2012). Television follows as one of the most trusted forms of ‘paid’ advertising for consumers in Singapore. These traditional forms of advertising garner the majority of trust, implying that consumers are not yet as trusting to social media campaigns.
Figure 2: Trust in Advertising in Singapore
Source: The Nielsen Global Trust in Advertising Survey, Q3 2011
Singapore’s two media giants, Singapore Press Holdings (SPH) and MediaCorp run all media operations in Singapore. SPH publishes 14 newspapers in four languages (English, Chinese, Malay and Tamil). MediaCorp has television, radio, newspapers and magazines. Advertising Consumption of media content across multiple screens, including computers, smartphones and tablets, is becoming more prevalent in Singapore. Determining which platformsand at what frequency to promote is an essential component for our success. The following are the most viable advertising channels for Walt Disney Singapore:
Internet
As the frequency of Internet access and usage continues to grow and become an essential part of many consumers’ everyday lives, it is presenting a new way to interact with potential customers. “Consumers in Singapore are demonstrating a high propensity to purchase connected mobile devices, especially smartphones and tablets, which translates to attention online,” stated Rebecca Tan, Managing Director of Nielsen’s Media Client Service team in Singapore. This presents a huge opportunity to use this platform to promote, educate, and encourage consumers to visit the Disney site and take advantage of special online offers. The initial online offer will include a discounted park ticket along with a free photo offer to take home, a keepsake that captures their magical memory. Below you will find the proposed advertisement:
Image 2: Proposed Advertisement 1
Newspaper
Newspaper advertising is amongst one of the most trusted forms of advertising which typically adds credibility and legitimacy to the brand being advertised. Printed newspapers remain the staple read for the majority of the adult population in Singapore, with seven in 10 (70.7%) having read a Singaporean daily newspaper (Digital Media Consumption Increasing As Consumers Embrace Multiple Screens For News and Entertainment, 2011). Since the trust in paid newspaper ads gains the trust of 49 percent of Singaporeans, the advertising budget will allocate 1/4 of the funds to this form of media. The advertisement will be placed in the Travel and Current Events section of the Straits Times, the most-read English-language newspaper in Singapore (Singapore Press Holdings, 2011). To readers, the advertising in a newspaper is every bit as important as the news. Our target audience will consist of the adult population, specifically parents, looking for leisure or entertainment for their families. It will emphasize quality family time together, an important value for Singaporeans. The following is the sample advertisement to be placed in the newspaper publishing, as well as well as their digital editions:
Image 3: Proposed Advertisement 2
Cable TV
Leveraging the reach gained by television advertising allows Disney to simultaneously communicate to myriad target audiences. We will begin by having two separate television commercials; one geared towards children, the other for the adults. Walt Disney had once said, “You’re dead if you aim only for kids. Adults are only kids grown up, anyway.” Since almost half of the Singapore adult population (45.1%) continues to view cable TV, we believe that educating the community about our Park will entice them to visit. Nearly half of Singaporean TV viewers (50.2%) consisted of consumers from above-average income homes with an average monthly income of S$6,000 and above (Digital Media Consumption Increasing as Consumers Embrace Multiple Screens for News and Entertainment, 2011). Disney’s core constituency is the urban, median-income family who wants to have fun, thus television ads allow these consumers to visualize the park and what we have to offer.
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