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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: Sivakumari, Supramaniam *, Susela, Suppiah
Other Authors: Ahmed Razman, Abdul Latiff
Format: Book Section
Published: AKEPT and Putra Business School 2023
Subjects:
HF Commerce
Online Access:http://eprints.sunway.edu.my/3156/
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spelling 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
institution Sunway University
building Sunway Campus Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Sunway University
content_source Sunway Institutional Repository
url_provider http://eprints.sunway.edu.my/
topic HF Commerce
spellingShingle HF Commerce
Sivakumari, Supramaniam *
Susela, Suppiah
Teaching note fifteen: Young consumers: a market for Mawar
description 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
url http://eprints.sunway.edu.my/3156/
_version_ 1811596363781111808
score 13.2014675

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