Scenario 1: Gong cha Malaysia The recent outbreak of a pandemic disease has left many consumers cash-strapped and short of confidence in Malaysia. Many companies have tried to come out with a winning marketing strategy to overcome the challenges. To do that, many companies have tried to come out with new products, new distribution channels, new pricing strategies and etc in order to stay competitive. Gong Cha is a tea drink franchise business in Malaysia. Gong Cha serves a total of about fifty-seven different drinks, which can be divided into seven product lines: House specials, Brewed tea, Milk tea, Creative mix, Coffee, Healthy series and Ice smoothies. They also offer drinks in medium and large sizes. The most popular Gong Cha Milk Green Tea contains a lower layer of brewed tea covered by an upper layer of special creamer. Gong Cha also offers tea sets and tea in stores, such as Bi-LuoChun Green Tea and Darjeeling Spring Tea. Recently they offer a new type of food in their menu, Mochi Waffles.

(Need to provide their answers in relation to the given scenario and context)

1 (a) Compare and contrast the FIVE (5) Marketing Management Orientations with relevant examples.

(b) Based on the answer given in Part 1(a), choose ONE (1) out of the five marketing management orientations to cope with the current situation. Provide justifications with relevant examples to your answer.

2 (a) Choose ONE (1) segmentation variable of your choice and conduct a market segmentation analysis based on your choice Mochi Waffles.

(b) Using the THREE (3) targeting strategies, choose the right target market strategy combination . Provide justifications with relevant examples to your answer.

Scenario 2: Avon Malaysia Avon, being an international manufacturer and distributor of beauty, household, and personal care products, had believed in direct selling since its inception. It offered a wide range of beauty products, including skin care products, cosmetics, perfumes, spa treatments, make up, and everyday cosmetics & toiletries like shampoos, deodorants, and body lotions. Its product line included many recognizable names such as Anew, Avon Color, Skin-So-Soft, and Advance Techniques. Recently Avon has developed a set of new products called Avon Color. It is one of the leading cosmetic brands in the world. The products are mainly targeted at women in the age group of 25 to 50 years. The products are of high quality, are priced affordably, and positioned as products that provided value. The management team of Avon is facing two issues now how should Avon extend the maturity of its products and what are the best distribution strategies for Avon?

(Need to provide their answers in relation to the given scenario and context)

3 (a) Based on the scenario, explain THREE (3) types of Consumer Marketing Channel with relevant examples.

(b) Based on the answer given in Part 3(a), using the THREE (3) consumer marketing channels, choose the right channel combination that Avon should adopt. Provide justifications with relevant examples.

4 (a) Explain the FIVE (5) stages of product life cycle of Avon Color with examples.