2. The Brief
Communication objectives
• To increase awareness and interest in establishing the
Singapore WISH brand and its new product.
• To attract consumers to purchase the product and make
it as an essential gift from Singapore.
Budget
• S$300,000 for 3 months
3. Market
Market Competitor
Value of baked goods growth in
2o1o, consumer purchases Strong competitors in the souvenirs
unpackaged/artisanal baked goods catagory who have established
which are more costly. brand images.
SWOT Target Audience
Singapore WISH has a rich culture Tourist who come to Singapore or
heritage but consumers prefer decided to come to Singapore and
souvenirs to be something that can Singaporean who frequently travel
keepsake. overseas.
5. Primary Target Audience
Tourists who come to Singapore or decided to come to Singapore
Secondary Target Audience
Singaporean who frequently travel overseas
Campaign Period
July to September
Source: Singapore Tourism Board
6. • Male and Female
• Age between 25 to 64
• High disposable income
• Mostly travel by flight
• Seeking wholesome lifestyle
• Health conscious
• Appreciate and willing to pay
for quality and luxury product
Singaporean spend...
Internet Outdoors TV
10-12 hours on a weekday 11.02 hours/week
16.26 hours/week
3-4 hours on a weekend
Source: PAX Survey Q3 2009 to Q2 2010
*media consumption based on mean hours per average week unless stated otherwise
7. Challenges/
1. Hard to gain awareness and brand positioning because of the clutter
market.
2. Declining in consumption rate of traditional confectionary products
in general due to the old-fashioned and unhealthy image that as
been associated.
3. Consumers’ perception that souvenirs are better bought as
keepsakes instead of foodstuff/edible products.
8. Insights
Hard to gain awareness and brand Creative
positioning because of the clutter market
Declining in consumption rate of
traditional confectionery products in
general due to the old-fashioned and
Informative Association
unhealthy image that as been associated
Consumers’ perception that souvenirs are
better bought as keepsakes instead of Emotion
foodstuff/edible products
9. Creative Informative
Using non-traditional media such as
online media and OOH to avoid
clutter in the peak period.
Telling the origin behind each kueh to
generate appreciation of traditional
snacks, thus increase sales.
10. Association Emotion
To associate Singapore WISH as the
perfect accompaniment with
afternoon tea.
Using story to overwhelm the
audience and showing the reasons why
Singapore WISH is the premium gift to
the one you love.
