Question 3

Strengthened identity leads to doubling of sales

There is nothing uniform about Neptune Work Wear's vocational clothing. The company, which started as a tailoring shop in 1974, is setting out to transform the work wear culture. It offers mix-and-match aprons, vests, skirts, pants, scarves and ties that are easy to care for, cost-effective, stylish and comfortable.

In 2005, Mr Jason Koh, 44, the owner of the company, started a ready-to-wear line, which he refers to as "thinking" clothes. These uniforms have underarm eyelets, mesh vent inserts and set-in sleeves to keep employees feeling comfortable and cool. At the same time, they are smart and fashionable to allow a company to increase its brand reach and impact.

However, Mr Koh felt he was not communicating his company's vision and philosophy to the marketplace. The company's philosophy is to work closely with clients at every step of the production process - from studying the wearer's working environment and job needs, designing of the work wear, product development, sourcing for appropriate fabric to manufacturing of the work wear.

Neptune hired consultants to advise the company on its branding and help it to understand the competition and market trends. A brand communication plan and training was developed to help Neptune's employees understand the brand message. "If everybody in the company is able to communicate the brand in a consistent manner on a daily basis, it gives us a very strong identity," says Mr Koh.

The consultants also recommended that the company establish a new retail concept serving the business-to-business marketsfor its ready-to-wear line. Following the advice, Neptune created a retail shop-cum-showroom for its Wiz brand of uniforms, which businesses could buy off the rack. The shop displayed corporate work wear with smart solutions such as adjustable waistband buckles and wrinkle-free fabrics. The branding process helped Neptune to double its sales in two years.

(Adapted for academic purposes.Strengthened identity leads to doubling of sales, by Ang Bee Lin, The Straits Times, 11 November 2014, page B9)

(a) The vocational clothing manufacturing business is highly competitive and Neptune can set itself apart from the competition by offering good product support services to customers. Propose to Neptune Work Wear on how it can implement the following support service strategies to achieve an edge over competitors.

1. (i) Design-related strategies
2. (ii) Support-system-related strategies
3. (iii) Strategy that reduce customer risks (12 marks)

(b) Assume you are a marketing communications consultant hired by Neptune. The company would like to build brand awareness and further grow its business. Taking into consideration the nature of Neptune's business:

(i) Discuss the likely target audience that Neptune should reach out to.(4 marks)

(ii) Proposetwo (2)most appropriate marketing communications tools that the company may use to reach out to more customers. Givetwo (2)reasons for EACH of your choices. (14 marks)