Nus Business School
Nus Business School NG PEI SHI, SHERBY | A0100673R | TAN GUAN HUA CHARLENE | A0099769X | TAN QIAO HUI | A0100888B | TAN YI XIN | A0100986A | | |

NG PEI SHI, SHERBY | A0100673R | TAN GUAN HUA CHARLENE | A0099769X | TAN QIAO HUI | A0100888B | TAN YI XIN | A0100986A | | |

MKT3420 Promotional Management
MKT3420 Promotional Management

TABLE OF CONTENTS
1.0 AcknowedgementS1
2.0 DEscription of chewy junior 2
2.1 Target Market 2
3.0 Current Marketing Tactics3
3.1 Price 8
3.2 Promotion 9
3.3 Products 11
3.4 Implications 13
4.0 Market Research 14
5.0 Recommendations 14
5.1 Overview and Objectives14
5.2 Phase 1: Standardization across outlets15
5.3 Phase 2: Integrated Marketing Campaign16
5.3.1 Part A: Encouraging Existing Customers to increase Quantity Purchased16
5.3.1.1 Loyalty Card16
5.3.1.2 ‘Sharing Happiness’ Contest18
5.3.1.3 The Box for Sharing23
5.3.2 Part B: Increasing Brand Awareness25
5.3.2.1 Active In-store Sampling 25
6.0 Conclusion 27
Appendix A 29
Appendix B 33

1.0 Acknowledgements

First and foremost, we would like to thank Mr Kevin Ong, the Founder of Chewy Junior, for this valuable opportunity to write up this proposal. He has provided us with great assistance in the assembling of this report, by assisting us with the necessary information.
Besides, we would like to thank our professor, Prof Patricia Chew, for the valuable guidance and advice. She inspired us greatly in writing up this proposal. Her willingness to motivate us contributed tremendously to our proposal. We also would like to thank her for clarifying the queries we had along the way and helping us in coordinating the project with Chewy Junior.
Finally, an honorable mention goes to the members of our team for putting in the utmost effort in assembling and completing this proposal. Thanks for sacrificing late