I have no idea
what i can be
But I just know
that I am the director of this show
her
Suh ♥
I have no idea
what i can be
But I just know
that I am the director of this show
strikeitalicbold
I have no idea
what i can be
But I just know
that I am the director of this show
tagboard
besties
memories
♥ June 2008
♥ July 2008
♥ August 2008
♥ September 2008
♥ October 2008
♥ November 2008
♥ December 2008
♥ January 2009
♥ February 2009
♥ March 2009
♥ April 2009
♥ May 2009
♥ June 2009
♥ July 2009
♥ August 2009
♥ September 2009
♥ October 2009
♥ December 2009
♥ January 2010
♥ February 2010
♥ March 2010
♥ April 2010
♥ May 2010
♥ July 2010
♥ September 2010
♥ October 2010
♥ November 2010
♥ December 2010
♥ January 2011
♥ February 2011
♥ March 2011
♥ April 2011
♥ May 2011
♥ September 2011
♥ July 2008
♥ August 2008
♥ September 2008
♥ October 2008
♥ November 2008
♥ December 2008
♥ January 2009
♥ February 2009
♥ March 2009
♥ April 2009
♥ May 2009
♥ June 2009
♥ July 2009
♥ August 2009
♥ September 2009
♥ October 2009
♥ December 2009
♥ January 2010
♥ February 2010
♥ March 2010
♥ April 2010
♥ May 2010
♥ July 2010
♥ September 2010
♥ October 2010
♥ November 2010
♥ December 2010
♥ January 2011
♥ February 2011
♥ March 2011
♥ April 2011
♥ May 2011
♥ September 2011
thanks
Assignment 2 Market Research
Qualitative Research - In-depth Interview - Taste Test Quantitative Research Qualitative Research – In-depth Interview & Taste Test Following assignment 1 where we discovered more about our brand and its Customer-based brand equity, we would like to engage in a bottom-up approach of studying brand knowledge and image ourselves. This would enable us to fulfill the following objectives: 1) To discover the level of knowledge possessed by the local market of the brand 2) To discover the brand image as perceived by the local beer market 3) To uncover consumer insights that can give rise to important hypotheses on how to correct gaps or build brand equity 4) To put forward hypotheses from the detailed research techniques such as laddering; this could then be later tested with a quantitative research Qualitative Research: In-depth Interview Methodology Date of Execution: 13 September to 18 September 2011 Number of participants: 11 Males and 5 Females in the age range of 21-40 Members in the publicly were approached to do a short one-to-one interview with our team with the above objectives. This would provide us with consumer insights regarding Tsingtao Beer and it’s consumers. Furthermore, our team decided to interview two people who were working in a bar. This would provide us with a customer insight (customers who purchase supplies of Tsingtao to sell), and an additional dimension to our qualitative research.  In-depth Interview Analysis BRAND ASSOCIATIONS  Chinese Origin All 16 interviewees mentioned Tsingtao’s Chinese origin. However, many went on to associate being from China negatively, like mentioning it was of low quality and was cheap. Tsingtao’s light taste Tsingtao’s light taste was highlighted as a feature of its beer by 6 of our respondents. However, many mentioned that they would enjoy Tsingtao out of variety and on occasions rather than choose it solely based on its light taste alone. Because of its light taste, 2 respondents highlighted that it was suitable for ladies. Others mentioned that Tsingtaotasted smooth and had no bitter after taste. Poor availability Unfortunately, a majority of the respondents highlighted poor availability in Singapore. Unlike Tiger Beer and Carlsberg which were prominently stocked in all convenience stores and pubs, Tsingtaowas very elusive, according to our respondents. On further studies, this concerns were indeed valid. It must be noted that Tsingtaobeer could not be found in the proximity of SMU, including at 7-Eleven and ORG Mart at Bras Basah MRT station, Kopitiam, Ice Cold Beer @ SMU and Cheers opposite LKCSB. Even when located in supermarkets, Tsingtao were also normally innocuously placed at shelf levels that were less than desirable. With Tsingtao only being provided with space for 640ml glass bottles and not for 330ml cans, it was given a place right at the bottom shelf in an NTUC Fairprice visited in Bishan. Noticeably, amongst all the promotions there, Tsingtao did not have promotion and its price was $4.90 compared to $2.95 promotional price for Kingfisher, $4.40 for Singha Beer and $3.55 for Chang Beer.  Tsingtao was found at a desirable position between Leo and Beck’s in Cold Storage at Harbour Front. Nevertheless, it must be noted that Tiger Beer had an entire end-cap to itself in the store.  Unappealing packaging 4 of the respondents cited that the packaging of Tsingtao beer was particularly unappealing. Considering 25% of our interviewees highlighted its “ugly” packaging, our team located Tsingtao cans and bottles and found it particularly unappealing as compared to the novel and “sexy” packaging of its competitors like Tiger and Carlsberg. This is evident in the photo above.  Left: How Tsingtao beer bottle looks like compared to competitors  Left: Tsingtao Beer can Cheap While not necessary based on the actual price, 9 respondents highlighted that they perceived Tsingtaobeer as cheap despite most not being aware of its exact price. This was likely to be due to Tsingtaobeing linked to its Chinese origin. (click here to see individual respondents’ transcript) LADDERING TECHNIQUE FINDINGS  Social acceptance/Peer pressure All respondents highlighted that social acceptance and peer pressure affected their brand choice. Hence, most respondents highlighted they would follow their friend’s choice of beer brand just to gain social acceptance with their social circle, rather than be concerned with the small taste differences. 25% of respondents also mentioned that they first drank Tsingtaoin China as it was the culture there and drinking it would gain them cultural capital. Price 62.5% of our respondents highlighted that price was one of their main motivation behind beer choice. Reasons behind going for price were being unable to differentiate between beer tastes, and beer being a tool for socializing rather than really drinking for the best quality brand. One respondent also highlighted that beer was not something she would splurge on. Convenience As many highlighted that there were negligible differences in taste and quality, convenience was a key reason why a beer was chosen over another. OBJECT PROJECTIVE TECHNIQUE A variety of different personalities were described for Tsingtao as a brand, with the only main commonality being “Chinese”. While about 25% gave favourable or neutral comments such as “Jackie Chan”, “sociable and funny”, “cultured, learned man in China” and “watching soccer in a coffee shop”, the majority of the comments were negative. These included being “weird”, “gangsterish”, “not well dressed” and “ugly”. PROJECTIVE TECHNIQUE Most of the comments provided by our respondents revolved around: a) Assuming the other party is unaware of the Tsingtao brand (low brand awareness), b) Negative perception towards Tsingtao beer, c) The importance of social acceptance in beer drinking  Conclusion Bearing the findings in mind, it was probably important to test the strength, favourability and uniqueness of the brand associations provided by the respondents. As respondents highlighted the importance of important universal values like social acceptance, we would have to test the effects brands have on affecting perceptions like taste and quality. This would determine if the brand personality can make people think taste is nicer than it really is. Hence, moving forward, our team planned a quantitative survey to confirm the hypotheses created. At the same time, a separate taste test was conducted to test brand identification’s effect on taste perception. This would find out the importance of product attributes (like taste) as compared to brand identity in choosing consumers’ favourite beer brands. |
|
Moved! Hi Dory,
Suh's gonna move house: Excited about the wonderful quotes and photos that suh can share on tumblr, that's why suh moved. =) Blogger, you have been a great pal to record the bits and pieces for the past few year. Gum xia, and I'll miss you! So, first step's done. Next up, gonna find ways to transfers the rest of the posts on blogger to tumblr! Dory, see you at Tumblr! Cheers, Suh |
|
The time when you go  Huh? Yeah today is the day. Being sandwiched between a stubborn boss and agency was no fun at all. Thank goodness there was Boss Wini to rescue suh, else she will still be sandwiched in between like a hamburger. Bet her face must looked super constipated and hesitant to tell Boss Wini to speak on suh's behalf. Seriously without her, I think I'll be real depressed and scared throughout this internship. Wini, thank you! Suh |
|
Expectations |
|
To a good old lesbian of mine: Happy 22nd birthday Celeste Tan! Purposely put the words in PINK, for the obvious reasons. haha It has been an honor for fate to bring the two of us together, uni days will really not be that enjoyable and memorable without your company to htht, whine, talk cock, bitch, stone, shop, do projects, together, practically appearing as twin EVERYWHERE. You have kinda became the catalyst. *mushy max* Lesbians for life. Promise? :) P.S. Rmb to get good luck charms when you are going to Taiwan for yourself alright?
--- Oh haha Dory, guess what, SUMMER HAS OFFICIALLY ARRIVED! So yesterday Suh accompanied Les to cut her hair for her makeover desire before turning 22. And so Suh went to have her hair cut too! New Haircut to mark the start of summer!! Nice? =)
So excited about the post exams programs! Kite Flying, Shopping, Nuaing, Read books, Watch Teevee (CSI: Miami!!), the GRAND business plan, and earn money for grad trip. =)
Tudos! Suh |
|
Déjà vu?
Dear Dory, Suh just realized OCBC actually appeared before any concrete decisions were made beforehand. Everything seemed like a…déjà vu…
Suh
-------------------- I should be in … Mediacorp? haha took an online survey and they recommend me to get a job at
Imagine Suh working at Mediacorp, it’ll be really cool right? haha imagine seeing Elvin, Joanne Peh, Zoe Tay, Tay Ping Hui all the time. Suh might get prettier just by looking at them everyday eh? hahaha, just kidding. Keppel, SPC, Mediacorp – Buildings, Petroleum, Celebrities. Those kind of sound quite exciting right? Gahh. Where should suh go? |
|
Duffy |
|
