Another end of the world scenario
February 23rd, 2010 | Published in Blog
The last two Marketing subjects I took comprised of Strategy and Planning theories and practices.
Ahh… that would explain my interests in such subjects.
The Wine Industry
November 25th, 2009 | Published in Blog
According to Wine Intelligence, UK there are 5 “Portraits” of wine drinkers.
1. At 42%, the biggest is the “Mainstream At-Homers” who spend 4-5 quid 3+ times a week. They are very sensitive to Promotions and very involved in the selection / researching of wine. Countries: France, Australia, Chile.
2. Adventurous Connoisseurs at 20% consists of regular wine drinkers (3+ occations weekly) spending top dollar 6-7 pounds. These high income bunch read upmarket newspapers and they really know their wine.
3. Sociable Promotion seekers. aka Cheapos who love wine. Highly sensitive to promotions and drinks almost every day!
4. Weekly Treaters at 18% seldom drink wine, but pay premium price. Young, single demographic.
5. Frugal Conservatives at 20% are infrequent wine drinkers, low income (poor), drinks at home alone, spends up to 4 pounds.
What I can see, is.. Mainstream at homers are the most lucrative sustaining market. 2nd choice would be Portrait 4 who do it once a week. The Adventurous dudes are hard to please cuz they really know their wine. Their top dollar is not worth it; its more like a niche.
There’s potential for Portriat 3, the drunkards who drink so often, but price would be an issue.
Here’s a Top 10 list as of 2005.
Top 3 Lager: Stella, Carling, Foster’s
Top 3 Wines: Hardys, Blossom Hill, E& J
Top 3 Fortited Wines: Harvey, Croft, Martini Extra Dry
Top 3 Ale / Stout: Guiness (duh~), John Smith, Boddington’s
Top 3 Liqueurs: Baileys, Southern Comfort, Pimms No. 1
Top 3 Champaign: Moet & Chandon (I actually tried this stuff before!), Veuve, Clicquot
Top 3 Ready-to-drink: Smirnoff Ice, Bacardi, WKD
Top 3 Cider & Perries: Strongbow, Lambrini, White Lightning
Top 3 White Spirits: Smifnoff Red Label, Gordon’s Gin, Glen’s Vodka
Top 3 Dark Spirits: Bell’s 8 Yr, The Famous Grouse, Teacher’s
[Source: AC Nielsen / Checkout 2005]
Finished
November 4th, 2009 | Published in Blog
My awsm groupmates for Integreted Marketing Topics (IMT):
William, Li Sim, Zhao Xin
It is finished. Up next on the 16th is my BMPP final paper (gotta study real hard), then its a more relaxing IMT finale on the 26th November 2009.
It is just an awesome experience, studying with the UniSA kids. And with today’s final presentation, it is finished. Praise God.
Boo yah!
October 29th, 2009 | Published in Blog
What an awesome semester it has been, for IMT, that is. We managed a car company and made big decisions regarding the marketing aspects. It has been a 10 week process, and I thoroughly enjoyed it. Here’s a brief summary of what I’ll be presenting to the “board of directors” who will then hand over my team a nice 20 / 20 marks!
| Market Shares by Class | |||||||
| Class | Period 1 | Period 6 | (%chg) | Period 7 | (%chg) | Period 10 | (%chg) |
| Family | 6.8% | 27.1% | 20.3% | 18.6% | -8.5% | 22.4% | 3.8% |
| Luxury | 59.2% | 78.7% | 19.5% | 77.7% | -1.0% | 79.4% | 1.7% |
| Sports | 100% | 65.1% | -34.9% | 66.2% | 1.1% | 77.2% | 11.0% |
| Hybrid | 63.6% | 63.6% | 49.6% | -14.0% | 59.8% | 10.2% | |
| Minivan | 46.8% | 46.8% | 41.7% | -5.1% | 44.7% | 3.0% | |
We started in a weak position, weathered through the economic storm, outwitted our opponents, caught a lucky break, you name it, we’ve got it.
We are leaders in 5 consumer segments across 4 different classes of vehicles. Net income dipped, but cash flow and balances are excellent and healthy. Not to mention the dealer rating of 75 being highest (tied with Michelle Yong’s Firm E) but our customer preference is a sky-high 29%, closest competitor at 20%!!!)
Very very very happy, and thankful to the team.
But will it transform into real world applicable knowledge? One can only ponder the realism aspect of this game…
IMT Final Exam
October 27th, 2009 | Published in Blog
1. Short documents to analyse. Case study. On course website 1 week before exam.
2. Two big questions relates to situation analysis & marketing mix.
3. Half of the given information is useless, don’t overanalyse.
4. Do futher investigation on company background (optional).
5. Analyse stratsim results (predicted vs actual)
6. More marketing mix, less models.
7. Revise lecture material in IMT.
8. Follow sequence of question.
9. Paper: 2 hours 30 min. Not much time, partly because you have been given the case study. Short, concise, punchy = win.
10. Give you rationale.
