MKT203e
End-of-Course Assessment – January Semester 2015
Marketing Mix Management
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INSTRUCTIONS TO STUDENTS:
1. This End-of-Course Assessment paper comprises ELEVEN (11) pages
(including the cover page).
2. You are to include the following particulars in your submission: Title, Your PI, Your Name, and Submission Date.
3. Late submission will be subjected to mark-deduction scheme by the University.
IMPORTANT NOTE
ECA Submission Deadline: 4 May 2015, 12 Noon
ECA Submission Guidelines
Please follow the submission instructions stated below:
A - What Must Be Submitted
You are required to submit the following THREE (3) items for marking and grading:
• A Report (you should submit this item first as it carries the highest weightage).
• A Video Presentation: o UniSIM conducts Hands-on Sessions on how to record ECA video presentation for SBIZ students every semester. Please see MyUniSIM (Blackboard) L01 announcement page for more information including registration, a month before ECA cut-off date.
o The ECA video recording and submission online tutorials/guides are also available as an external links/downloads in the announcement.
• The set of PowerPoint slides, converted to PDF, upon which the video presentation is based.
Please verify your submissions after you have submitted the above THREE (3) items.
B - Submission Deadline
• The THREE (3) items of Report, Video and Presentation Summary are to be submitted by 12 noon on the submission deadline.
• You are allowed multiple submissions till the cut-off date for each of the THREE (3) items.
• Late submission of any of the THREE (3) items will be subjected to mark-deduction scheme by the University. Please refer to Section 5.2 Para 2.4 of the Student Handbook.
C - How the (3) Items Should Be Submitted
• The Report: submit online to MyUniSIM (Blackboard) via TurnItIn (for plagiarism detection)
• The Video: submit online to MyUniSIM (Blackboard) (refer to MyUniSIM (Blackboard) L01 announcement page for the online tutorial/guide)
• The Presentation Summary:
o submit online to MyUniSIM (Blackboard) via TurnItIn (PPT must be converted to
PDF and submission is in PDF only) o The PPT must contain at least 20 words
o Refer to MyUniSIM (Blackboard) L01 announcement page for the online tutorial/guide
• Avoid using a public WiFi connection for submitting large video files. If you are using public wireless (WiFi) connection (e.g. SG Wireless at public areas), you might encounter a break in the connection when sending large files.
D - Additional guidelines on file formatting are given as follows:
1. Report • Please ensure that your Microsoft Word document is generated by Microsoft Word 2007 or higher.
•
The report must be saved in .docx format.
2. Video Showing your PowerPoint projection in the background is NOT required.
Your video file should be readable by current video player applications such as Windows Media Player (For Windows) and QuickTime Player (For Macintosh).
Do ensure that your video file conforms to these requirements:
a) Time Duration: a minimum of 3 minutes and a maximum of 6 minutes
b) File Size: No more than 50MB
c) File Formats:
• .wmv
• .mov
If we are unable to playback your video file, we will treat it as nonsubmission of the video component.
Note: Please refer to MyUniSIM (Blackboard) L01 announcement page for the online tutorial/guide as well as the registration to the optional Hand-on session, a month before the ECA cut-off date.
3. Presentation Summary •
• Your PowerPoint presentation must contain at least 20 words.
Please ensure that your PowerPoint presentation is converted to PDF format before you submit.
•
The maximum number of slides is fifteen (15).
• Please do NOT download and use PowerPoint slide design templates from the Internet.
• You can refer to MyUniSIM (Blackboard) L01 announcement page for the online tutorial/guide, a month before the ECA cut-off date
E – Please be Aware of the Following:
Submission in hardcopy or any other means not given in the above guidelines will not be accepted. You do not need to submit any other forms or cover sheets (e.g. form ET3) with your ECA.
You are reminded that electronic transmission is not immediate. The network traffic may be particularly heavy on the date of submission deadline and connections to the system cannot be guaranteed. Hence, you are advised to submit your work early. MyUniSIM (Blackboard) will allow you to submit your work late but your work will be subjected to the mark-deduction scheme. You should therefore not jeopardise your course result by submitting your ECA at the last minute.
It is your responsibility to check and ensure that your files are successfully submitted to MyUniSIM (Blackboard).
F - Plagiarism and Collusion
Plagiarism and collusion are forms of cheating and are not acceptable in any form in a student’s work, including this ECA. Plagiarism and collusion are taking work done by others or work done together with others respectively and passing it off as your own. You can avoid plagiarism by giving appropriate references when you use other people’s ideas, words or pictures (including diagrams). Refer to the APA Manual if you need reminding about quoting and referencing. You can avoid collusion by ensuring that your submission is based on your own individual effort.
The electronic submission of your ECA will be screened by plagiarism detection software.
For more information about plagiarism and collusion, you should refer to the Student Handbook (Section 5.2.1.3). You are reminded that UniSIM takes a tough stance against plagiarism or collusion. Serious cases will normally result in the student being referred to UniSIM’s Student Disciplinary Group. For other cases, significant mark penalties or expulsion from the course will be imposed.
Video Presentation Evaluation Criteria
Note: Students will be assessed on the quality of the presentation and not the quality of the video recording. However, the recording is expected to have video and audio clarity. Showing your powerpoint projection in the background is NOT required.
Organisation of Presentation /8
•
Logical flow of presentation
• Posture: Standing, straight back etc…
• Body language:
– Hand gestures supporting oral arguments, etc…
Posture & Body Language /5
• Looking at the video camera
•
No reading of slides or notes or cue cards
Eye-Contact /5
Pace & Articulation /7
• Pace: Speaks neither too fast nor too slow
• Articulation: Oral expression is clear and confident in the presentation.
TOTAL /25
Presentation Summary Evaluation Criteria
•
Layout, clarity of text elements, colour blends, graphical enhancements
Format and Style of Slides /3
•
Proper flow - title page, introduction, body, results, recommendations / discussion points, conclusion/summary; quick to understand, free from grammatical errors
Clarity and Coherence /4
Creativity
• Ability to use creative elements to value-add to the presentation so as to enhance understanding and clarity of difficult concepts
TOTAL /10
Healthy Growth for Eyewear boosted by rising myopia and premium brands
In 2013, eyewear saw volume and value growth, in tandem with the rise in myopia rates in Singapore. Demand is further accelerated by increasingly brand conscious who are willing willing to purchase premium brands of eyewear, especially spectacle frames and sunglasses.
Myopia and premiumisation
Based on government statistics, approximately 70 per cent of students leaving secondary school suffer from myopia. The age of population suffering from myopia will be younger in the future. With the rising myopia rates, eyewear, including both contact lenses and spectacles, has seen a healthy growth. Daily disposable lenses and cosmetic contact lenses are driving the growth of contact lenses, whilst premium brands and innovative designs of spectacle frames and sunglasses are driving the growth of spectacles.
Premiumisation is a common trend amongst eyewear consumers in Singapore. Brand conscious consumers are willing to purchase more expensive and premium eyewear products along with their higher disposable incomes. For spectacle frames and sunglasses, they are willing to pay for more premium brands such as Burberry, Prada and Coach, which represent status. Consumers are also purchasing spectacle lenses from reputable brands, such as Essilor and Hoya, as they are more confident of the quality of spectacle lenses from such brands.
Many optical shops have been offering and increasing their range of premium branded eyewear. Even the independent stores are offering premium eyewear in neighbourhood areas. In addition, chained optical shops are also expanding to open outlets that especially house more premium brands of eyewear. One example is Alexis Eyewear Boutique, which is operated by Nanyang Optical, catering to consumers who are looking for luxury eyewear.
Optical shops continue to grow
Optical retail shops have been the main channel for consumers to obtain eyewear products from a wide variety and brands. Not only can consumers choose from a wide array of designs and brands for eyewear products, but they also can consult opticians from optical retail shops to have eye check-ups, as well as to get relevant information for eye care products and eye care. Consumers are able to have a full shopping experience for eyewear products in optical retail shops, from eye check-ups to consultation of products’ suitability to eye care consultation.
To satisfy the demands of consumers, optical shop retailers offer a wide range of eyewear products, ranging from contact lenses to spectacles. Both chained and independent retailers have offered both mass and premium spectacle brands within their portfolio to reach out to a wider group of consumers.
Optical retail shops will continue to be the dominating channels for eye care product sales in Singapore. Being the main channel for eyewear products and services, optical goods stores will continue to provide a wider range of products and brands that are close to the up-to-trend fashion. Stores in this channel are expected to focus on Internet retailing as well, offering consumers more convenience and ease in their shopping experiences.
Internet retailing is projected to take some shares from store-based optical shops as this channel’s value share rose by five percentage points in 2013. The consumer base that is purchasing via Internet retailing is expected to increase. Consumers who are increasingly technology-savvy are looking for alternative channels that will offer them a wider range of eyewear in terms of brands, designs and colours, as well as lower prices.
Initiatives to combat myopia among children
The government of Singapore has been actively involved in preventing and reducing the progression of myopia amongst the population, which has been increasing with rising exposure to gadgets such as tablets, mobile phones and larger television which affects myopia rates, especially amongst young children. More channels, such as the Health Promotion Board’s National Myopia Prevention Programme (NMPP) and Ministry of Health, are used to educate the population about the risk of myopia and how they can prevent it from starting at an early age.
The Ministry of Health (MOH) has introduced vision screening for young children, from preschoolers to primary school children. The screening activity for primary school children is known as The School Health Services (SHS); it provides screening for children to detect health problems. As children suffering from myopia will be expected to be younger, more education campaigns may be expected for younger children and their parents.
(Adapted for academic purposes from: Euromonitor International, December 2013)

SECTION A (Total 65 marks)
Topic Selection
Select any one (1) company from the list provided in Appendix 1 of this ECA. You can also consider using other companies not shown on the list but the company should have at least two optical retail shops and approval should be sought from your lecturer/instructor. Once you have decided on the company, please register your company with your lecturer/instructor for validation. A maximum of 3 students are allowed to select the same company and approval by your lecturer will be given on a first-come-first-serve basis.
Guidelines
• This ECA focuses on the premiumisation and growth of optical retail stores within the context of rising myopia among young children in Singapore. You will need to factor this consideration in your answers.
• You need to carry out secondary research about your selected company and the eyewear retail business from sources such as press articles, news publications, marketing journals, annual reports, Internet websites and advertisements (also available at UniSIM Blackboard E-Resources). You may also wish to visit the company’s optical retail shops. However, no interviews are required. You may base your primary research on observations.
• The total length of the report should not exceed 10 type-written pages with font New Times Roman, size 12, 1.5 spacing (excluding cover page, table of contents, references and appendices).
• Proper referencing format using the APA format or the Harvard referencing format is required. There will be a penalty of 5 marks if referencing is not carried out properly.
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Question 1
Provide a background of the company you have selected. In your answer, describe the company background, products / services and target market(s) in Singapore. Cite your information sources.
(6 marks)
Question 2
Examine and discuss how the selected company currently makes use of the marketing mix concept of product (and/or service), pricing and distribution in the Singapore market. You need to explain the product/service mix and two (2) points for each area of pricing and distribution.
Note: For distribution, students can consider covering the retail marketing decisions.
(20 marks)
Question 3
Examine and discuss the responses of the primary target market/s to your selected company and its products and services using the hierarchy of effects model. Based on your discussion of the three (3) stages of consumer responses, namely cognitive, affective and behaviour, determine two (2) communication objectives for your company’s marketing communications campaign.
(15 marks)
Question 4
Assume that your company would like to tap into the growing market segments of preschoolers and primary school children suffering from myopia. Your team is tasked to develop a 6-month marketing communications campaign targeting the children and their parents. The communication objectives of the campaign are:
(i) to raise the children’s awareness of your company and its products and services by 50 per cent, and
(ii) to educate the children and their parents on the importance of good eye care and regular eye examinations.
Discuss and propose the marketing communications mix for the communications campaign using four (4) marketing communications tools, including events and experiences and sales promotion. Please provide specific details in your recommendations where appropriate, and explain how you would integrate the various tools to achieve the communication objectives.
(20 marks)
Question 5
This final question requires you to conduct a literature search and comment on a research paper. First, login to your UniSIM Student Portal and access the Library E-Resources.
Using any of the databases listed (such as ABI-INFORM Complete, ScienceDirect and Passport), select one (1) journal paper that focuses on brand equity as the main subject of the research.
(a) Based on this journal paper you have selected, create a table with the following information:
S/No Name of
Database
Title of
Journal
Title of
Journal
Article
Year
Volume Number Author(s)
1
2
(1 mark)
(b) Read the paper you have selected above and explain (in your own words) the key findings as discussed in the journal paper. Provide a summary.
(3 marks)
SECTION B (Total 25 marks)
Prepare a video recording of the presentation of at least 3 minutes but not exceeding 6 minutes. Your file size should be no more than 50MB and the format is in either .wmv or .mov.
(Note: You do not need to include Question 1 and 5 in your video recording)
(25 marks)
SECTION C (Total 10 marks)
Prepare a set of PowerPoint presentation upon which the video presentation is based. Please note that the PowerPoint must be converted to PDF before submission to MyUniSIM (Blackboard).
(Note: You do not need to include Question 1 and 5 in your slides)
(10 marks)
----- END OF ECA PAPER -----
Appendix 1
List of optical retail shops with at least two outlets
1. Better Vision
2. Capitol Optical
3. Eye Bejewelled
4. Eyechamp Optometrists
5. Eyelink
6. Eyes 2 Eyes Gallery
7. Koolook Pte Ltd
8. Lim Kay Khee Optical and Contact Lens Centre
9. Mee Mee Optics
10. Mr Eyewear
11. Nanyang Optical
12. Nation Optical
13. Optic Point
14. Optical 88 (S)
15. Optics Premier
16. Optics Today
17. Optique Paris Miki
18. Owndays Singapore
19. Pearl’s Optical
20. Spectacle Hut
21. Spex
22. The Lens Men
23. The Point Optical and Contact Lens Centre
24. Visual Arts Optics and Contact Lens Centre