Marketing Mix

CONTENTS PAGE
CASE STUDY- Isetan Singapore (Scotts)

1a) Description and evaluation of target market, product assortment, store atmosphere and store activities/experiences..................................................... 3

b) Product map for the Isetan to illustrate its market profile. Two product lines (Men’s Apparels, Golf Equipments) Three competitors (Tangs, Takashimaya, John Little, Keppel Club, Liang Court) Two attributes (Price & Quality), (Service & Availability)...................................... 7

2. Integrated Marketing Communications Implementation................................................ 9

3. Recommendation of four new marketing mix developments. (Price, Place, Promotion, and Product).......................................................................... 11

A. References ..................................................................................................... 14

Question 1a)

The Isetan Group started trading in Singapore on 31 January 1971 after which they made history in 1972 by being the first Japanese department store in Singapore at Havelock. Today they operate four stores and a stand-alone Mango boutique, strategically located across the island and catering to a wide spectrum of customers. Successfully located from Isetan Havelock to Shaw House in 1993, Isetan Scotts is a full line department store that caters to shoppers from all walks of life. In 2000, Isetan began operating its first full-scale supermarket located at the basement. (The Isetan Singapore, 2007 & 2008, Annual Report, Online) When Isetan first started out in the early 1970s, it was clearly seen that they are trying to target into the hearts of Singaporeans with Japanese products. Having the foresight of the potential market for the future premier shopping belt, the flagship store was shifted to Orchard Road from Havelock Road. They had their market target set on the

References: 1. Kotler, P., Keller, K. E, Ang, S. H., Leong, S. M., Tan, C. T., (2009), Marketing Management an Asian perspective, 5th Edition, Prentice Hall, Singapore 2 3. The Isetan Singapore, 2009 Available at: http://www.isetan.com.sg/index.jsp (Accessed 16th October 2009) 4 Available at: http://www.isetan.com.sg/newsletter/index.jsp?newsletter=123 (Accessed 16th October 2009) 5. The Isetan Singapore, 2007 & 2008. Annual Report (Online) Available at: http://www.sgx.com/wps/portal/marketplace/mp-en/listed_companies_info/annual_reports_financial_reports (Accessed 16th October 2009) 6 Available at: http://mango.com/oi/index.html (Accessed 17th October 2009) 7. All Dressed Up, 2009, Profile/ Brand Story Available at: http://www.alldressedup.com/index_Main.php#/Profile/Brand-Story (Accessed 17th October 2009) 8 Available at: http://www.multimediamarketing.com/mkc/marketingcommunications/ (Accessed 24th October 2009) 9. David Pickton and Amanda Broderick (2005), Integrated Marketing Communications, 2nd Edition 10 Business Horizons, Volume 48, Issue 5, September-October 2005, Pages 431-441 Shu-pei Tsai (Accessed 17th October 2009) John J. Wheatley and John S. Y. Chiu (Online) by: American Marketing Association Available at: http://www.jstor.org/stable/3150467 (Accessed 17th October 2009) 12. Journal of Business Research 58 (2005) 1112– 1120 Recapturing store image in customer-based store equity:a construct conceptualization (Accessed 24th October 2009) 13 (Accessed 24th October 2009) -----------------------