Alya had always been an animal lover. Early in life Alya wanted to become a veterinarian,...

  

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Alya had always been an animal lover. Early in life Alya wanted to become a veterinarian, but unfortunately, she found the science classes a little too challenging. Still, she wanted to work with pets, especially cats, if at all possible. Eventually an idea came to her, a new business called Cutie Bulu's and Care. Cutie Bulu's and Care is a full-service cat shelter. An owner can have a cat's hair groomed and nails trimmed, the cat can be dipped in a solution that provides flea and tick protection. The shelter also offers a cat hotel for owners who are on vacation or out of town. Inside the store, various cat products are sold, including foods, medicines, cat furniture and toys and other treats. Alya's main worry was consumer awareness. Her store is in a convenient shopping mall in Petaling Jaya, Selangor. There are clearly enough potential customers in the Petaling Jaya area to support her business, but they need to know about all the products and services that Cutie Bulu's and Care offers. There were other challenges to Alya. She must find ways to reach Cutie Bulu's and Care customers efficiently. Clearly a large number of people in the Petaling Jaya area owned cats, still, how she could steer them to her retail outlet? Alya believed that it would be worthwhile to spend RM40,000 on advertising in the first year. She took out a loan to help finance what she thought of as "start-up advertising expenses." Her first thought was simply to create an advertisement for a television station. After visiting a local marketing professor, she decided it would be better to spend money on several media. Her choices were to try to figure out an advertising campaign on her own or hire a local advertising agency. Clearly money was the biggest obstacle. Alya decided her ads should emphasize her love for animals. Customers should believe they were going to find quality cat products and be greeted by employees who genuinely care about the cats as well as the pet's owner. Source: Adapted from Integrated Advertising, Promotion, and Marketing Communications, Kenneth E. Clow & Donald Baack, Fourth Edition 2010. The following questions are based on Article 1 above. a) Should Alya hire an external agency or do the promotional work herself? Justify your answer. (6 Marks) (6 Marks) b) Should Alya focus ONLY on television advertisement? Why? Alya had always been an animal lover. Early in life Alya wanted to become a veterinarian, but unfortunately, she found the science classes a little too challenging. Still, she wanted to work with pets, especially cats, if at all possible. Eventually an idea came to her, a new business called Cutie Bulu's and Care. Cutie Bulu's and Care is a full-service cat shelter. An owner can have a cat's hair groomed and nails trimmed, the cat can be dipped in a solution that provides flea and tick protection. The shelter also offers a cat hotel for owners who are on vacation or out of town. Inside the store, various cat products are sold, including foods, medicines, cat furniture and toys and other treats. Alya's main worry was consumer awareness. Her store is in a convenient shopping mall in Petaling Jaya, Selangor. There are clearly enough potential customers in the Petaling Jaya area to support her business, but they need to know about all the products and services that Cutie Bulu's and Care offers. There were other challenges to Alya. She must find ways to reach Cutie Bulu's and Care customers efficiently. Clearly a large number of people in the Petaling Jaya area owned cats, still, how she could steer them to her retail outlet? Alya believed that it would be worthwhile to spend RM40,000 on advertising in the first year. She took out a loan to help finance what she thought of as "start-up advertising expenses." Her first thought was simply to create an advertisement for a television station. After visiting a local marketing professor, she decided it would be better to spend money on several media. Her choices were to try to figure out an advertising campaign on her own or hire a local advertising agency. Clearly money was the biggest obstacle. Alya decided her ads should emphasize her love for animals. Customers should believe they were going to find quality cat products and be greeted by employees who genuinely care about the cats as well as the pet's owner. Source: Adapted from Integrated Advertising, Promotion, and Marketing Communications, Kenneth E. Clow & Donald Baack, Fourth Edition 2010. The following questions are based on Article 1 above. a) Should Alya hire an external agency or do the promotional work herself? Justify your answer. (6 Marks) (6 Marks) b) Should Alya focus ONLY on television advertisement? Why?

Answer rating: 100% (QA)

a Whether Alya should hire an external ... View the full answer