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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| Main Authors: | , |
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| Format: | Book Section |
| Published: |
AKEPT and Putra Business School
2023
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/3156/ |
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| Summary: | 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? |
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