Consumer Behaviour
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Higher Diploma Programmes
Consumer Behaviour
Individual Assignment Topic
Jackson and Kathy are high school lovers graduated from university two years ago. Both of them have settled in a stable job and are planning to get married next year. To prepare for an unforgettable wedding, they are actively searching for market information.
Imagine yourself as the marketing manager of a wedding planning company. You are extending your product line to adventurous and creative wedding. How would you use different sensory stimuli to affect the perception of your target customers? What signs or symbols would you use to create meanings and characteristics of your products? What strategies of sensory marketing would you use to help your products stand out from the competition?
A diagram to illustrate the semiotic relationship among your product, symbol and meaning would be helpful.
Introduction of Product / Service
Knowing that people are eco-conscious nowadays, green products are becoming more and more popular. In other words, eco-friendly has become a new marketing trend in Hong Kong. However, even though eco-marketing is a hit in many businesses, this element is still new and uncommon in the wedding industry. In view of this, I would like to propose an idea which is to extend our company product line to eco-wedding, named 'My Green-Wedding', which also sounds like 'My Dream Wedding'.
As implied in the name, all wedding plans under this product line should follow the principle of '6R', which is suggested by Hong Kong Sustainable-Wedding Action. The principle of '6R' refers to 'Rescue', 'Reevaluate', 'Recycle', 'Reuse', 'Reduce' and also 'Responsible'. Starting from the design of invitation card, followed by wedding gown and suit, then venue decoration as well as feast menu etc., green elements will entirely be added into every part of the nuptial.
Green wedding does not only help couples to save much money from weddings, but also reduce greenhouse
Higher Diploma Programmes
Consumer Behaviour
Individual Assignment Topic
Jackson and Kathy are high school lovers graduated from university two years ago. Both of them have settled in a stable job and are planning to get married next year. To prepare for an unforgettable wedding, they are actively searching for market information.
Imagine yourself as the marketing manager of a wedding planning company. You are extending your product line to adventurous and creative wedding. How would you use different sensory stimuli to affect the perception of your target customers? What signs or symbols would you use to create meanings and characteristics of your products? What strategies of sensory marketing would you use to help your products stand out from the competition?
A diagram to illustrate the semiotic relationship among your product, symbol and meaning would be helpful.
Introduction of Product / Service
Knowing that people are eco-conscious nowadays, green products are becoming more and more popular. In other words, eco-friendly has become a new marketing trend in Hong Kong. However, even though eco-marketing is a hit in many businesses, this element is still new and uncommon in the wedding industry. In view of this, I would like to propose an idea which is to extend our company product line to eco-wedding, named 'My Green-Wedding', which also sounds like 'My Dream Wedding'.
As implied in the name, all wedding plans under this product line should follow the principle of '6R', which is suggested by Hong Kong Sustainable-Wedding Action. The principle of '6R' refers to 'Rescue', 'Reevaluate', 'Recycle', 'Reuse', 'Reduce' and also 'Responsible'. Starting from the design of invitation card, followed by wedding gown and suit, then venue decoration as well as feast menu etc., green elements will entirely be added into every part of the nuptial.
Green wedding does not only help couples to save much money from weddings, but also reduce greenhouse