COM273e Innovative Marketing Strategy for Sustainable Activewear in Asia – ECA, Singapore

Your client is in the final stage of developing an innovative line of sustainable gym wear and your team is spearheading the advertising and marketing communications for your client. Specifically designed for Asia’s hot and humid climates and for unique body shapes, the new line of eco-friendly activewear is made from 100% recycled bamboo shavings and other natural fibres. It comprises padded sports bras, modest tops and bottoms for both women and men, and bespoke full-body, high-necked, long-sleeved onesies, in a range of vibrant vegetable-die hues and colours. The quick-drying, cool-to-touch, breathable and skin-friendly garments are carefully crafted to provide optimal support and comfort for Asian physiques of all sizes and ages. Cutting-edge space-age microfibre technology ensures that the garments stay in place and offer support where needed during a variety of different indoor and outdoor activities, ranging from yoga, cycling, running to weight training.

The following questions are the requirements provided by your client.

First, you are tasked to develop a potential name and associated taglines for this product and highlight its Unique Selling Proposition (USP).

a) Apply the “elements of brainstorming” to conduct a brainstorming session with FIVE respondents to gather a total of at least 15 names and 15 taglines. (Each respondent should give at least 3 suggestions). Summarise their responses in the form of a list or table. Include images of the completed feedback forms as an appendix to your essay.

(15 marks)

b) Based on the suggestions and feedback received from your respondents in section (a) above, (i) list THREE of the best-suggested ideas and explain why you have chosen these three. (ii) Select ONE preferred name and associated tagline and justify your choice, identifying the Unique Selling Proposition for this product. The word count should be around 150 words each for points (i) and (ii).

(15 marks)

c) Before the launch of the new line of sustainable gym wear, the product will be reviewed by a lifestyle journalist, who will write a review of the product for a sports publication. Take on the role of the lifestyle journalist and do the following: Create a name for the publication and write a review. Your review should include a Headline and an angle/hook. The word limit (excluding the Headline) is 150 words.

(20 marks)

d) Before the launch of the new gym wear line, your team is tasked to strategise the advertising campaign for the product. Discuss which type of communication medium or media (e.g. traditional print magazine, online video, etc.) you will use for this particular product, and why. Consider your audience and cost, and weigh up the benefits and limitations of traditional versus digital communication. The word limit is 300 words.

(25 marks)

e) Your client will be giving a speech at the launch of the new line of gym wear during the Urban Sports and Fitness Festival later this month. Formulate a speech for your client. The speech should be informative, engaging, and meaningful to the audience. It should have a strong introduction and an impactful conclusion. The word count should be between 300-350 words.

(25 marks)