Marketing products and services in the dynamic environment.

• Main Authors: Chan, Cindy Li Xia., Chye, Nyit Fhen., Poh, Hui Ting.
• Other Authors: Anil J N Shukla
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing::Product management
• Online Access: http://hdl.handle.net/10356/46463
• Institution: Nanyang Technological University

Companies today are overtly aware that they can add a little more green to their wallets by putting a little more green in their portfolios. In its endeavour to enjoy a slice of this burgeoning profit pie, Quirky, the retail of Ark Industries, has enlisted the team to recommend strategies that can boost the performance of its green apparel segment. This paper serves to document the process by which we have employed sound research methods to garner a reasonably accurate appreciation of ground receptivity towards green apparel in general. Our survey with 390 respondents allowed us to profile the local market using psychographic indicators, and identify the 21-30 age cluster as a suitable target market upon which the B2C marketing strategies were premised. A joint partnership with Sticky, a rock-candy store which helms the local candy industry, was proposed as a means for Quirky to share in Sticky‟s broad clientele base and concomitantly develop its brand equity. Recognizing that the B2B segment still reigns as Ark Industries‟ substantial revenue driver, we have invested concerted effort into developing its comparative edge, especially since Quirky is maneuvering in a market where the product offerings are fairly homogeneous. We recommended the institutionalization of Tree-shirts, a product line name and buzzword that is poised to trickle into the mainstream markets and permeate through the green industry as a household name in time. Quirky was also apprised of the projected financial commitments and is satisfied that the capital outlays fall within the initially allotted SGD $20,000. The management is optimistic that our marketing proposal will engender long-term returns and has expressed intent on engaging the team to assist in its execution in the likely scenario that they proceed with plan.