Teaching note fifteen: Young consumers: a market for Mawar
The case is central to a common issue faced by companies to overlook their market behaviour and become concerned when experiencing a loss of sales. In this case, the dilemma faced by Aishah, Marketing Manager and her team to salvage the company by attracting young consumers was the central point...
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AKEPT and Putra Business School
2023
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my.sunway.eprints.31562024-09-04T07:20:55Z http://eprints.sunway.edu.my/3156/ Teaching note fifteen: Young consumers: a market for Mawar Sivakumari, Supramaniam * Susela, Suppiah HF Commerce The case is central to a common issue faced by companies to overlook their market behaviour and become concerned when experiencing a loss of sales. In this case, the dilemma faced by Aishah, Marketing Manager and her team to salvage the company by attracting young consumers was the central point of the discussion. The current practice of celebrity endorsement must be reassessed to understand whether it is in line with young consumers. Amirah and Helen assisting Aishah both have difficult challenges revisiting their brand and current communication strategies for the new market. As a team, they were pondering the following questions: a. Who will be the spokesperson now, will it be Sri Ayu for the new market or someone less that they need to look out for or a joint effort along with the co-founder? b.Will that be an effective solution to bring back the sales number? AKEPT and Putra Business School Ahmed Razman, Abdul Latiff 2023 Book Section PeerReviewed Sivakumari, Supramaniam * and Susela, Suppiah (2023) Teaching note fifteen: Young consumers: a market for Mawar. In: Teaching notes for higher learning institutions leadership case studies. AKEPT and Putra Business School, Bandar Enstek, Negeri Sembilan, pp. 96-99. ISBN 9789672177470 |
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HF Commerce Sivakumari, Supramaniam * Susela, Suppiah Teaching note fifteen: Young consumers: a market for Mawar |
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The case is central to a common issue faced by companies to overlook their market behaviour and become concerned when experiencing a loss of sales.
In this case, the dilemma faced by Aishah, Marketing Manager and her team to salvage the company by attracting young consumers was the central point of the discussion. The current practice of celebrity endorsement must be reassessed to understand whether it is in line with young consumers.
Amirah and Helen assisting Aishah both have difficult challenges revisiting their brand and current communication strategies for the new market. As a team, they were pondering the following questions:
a. Who will be the spokesperson now, will it be Sri Ayu for the new market or someone less that they need to look out for or a joint effort along with the co-founder?
b.Will that be an effective solution to bring back the sales number? |
| author2 |
Ahmed Razman, Abdul Latiff |
| author_facet |
Ahmed Razman, Abdul Latiff Sivakumari, Supramaniam * Susela, Suppiah |
| format |
Book Section |
| author |
Sivakumari, Supramaniam * Susela, Suppiah |
| author_sort |
Sivakumari, Supramaniam * |
| title |
Teaching note fifteen: Young consumers: a market for Mawar |
| title_short |
Teaching note fifteen: Young consumers: a market for Mawar |
| title_full |
Teaching note fifteen: Young consumers: a market for Mawar |
| title_fullStr |
Teaching note fifteen: Young consumers: a market for Mawar |
| title_full_unstemmed |
Teaching note fifteen: Young consumers: a market for Mawar |
| title_sort |
teaching note fifteen: young consumers: a market for mawar |
| publisher |
AKEPT and Putra Business School |
| publishDate |
2023 |
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http://eprints.sunway.edu.my/3156/ |
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1811596363781111808 |