Assess the Marketing Communication Tools Used by Watsons in Singapore: Marketing Communication Assignment, SMU, Singapore

Assignment Questions:

Assess the marketing communication tools used by Watsons in Singapore. Propose what the company can do differently in terms of its marketing communications.

Part A

1. Identify and talk about what tools (talk about 2-3 tools) that have been used in the case study for Watson’s Marcom.
2. From the tools, evaluate if the tools used is relevant to Watsons, the benefits of the tools, and the limitations of the tools

• Data/Alternative marketing
• EDM
• Mobile marketing
• Social Media (Facebook/Magazine/Newspaper)
• *POP – point of purchase
• Direct selling (sales promoters)

Part B

Recommendations on how to improve further (It must be apparent, clear and concise)

• Recommendations to be based on Watson’s SWOT (Strength and Weakness)
• Recommendations must be different (something that Watsons has not done before)
• Make sure whatever you suggest is what is in line with what you identify in your research
• One example is that I am not a Watson member, so I have to search for their Facebook, in order to see what promotions they have. > from such an example, how can Watsons best reach out to consumers without consumer’s effort to let them know about their products and offers. The main aim is to improve their business.

Can they perform or execute what you suggest?

• Set the direction for Watsons and what is best for them moving forward
• Do they have the resources / relevant skills / financially able to maintain marketing communications and perform or execute what you suggest

Why the need for Watson to be more active in marketing communications

Customer Behaviour Trend

• Due to social media integration
• Change of channel power
• Increase of brand parity
• The emphasis of customer engagements
• Trends for them to look out for