Marketing

Ice Cool – Branding in a Time of Turbulence

Sharon Ng, Boey Yew Tung and Lim Boon Chong

Case Ref No.: ABCC-2023-004

Pub. Date: JUN-2023

Category: Marketing

Topic(s): Entrepreneurship

Case Length: 18 pages

Abstract: Ice Cool was a Singaporean brand that produced and distributed beverages and canned food in the off-trade F&B retail industry for more than 30 years. Even its top-seller, coconut water, which provided more than 70% of the company’s house-branded beverage revenue, was not a household name. The promotional tools the brand utilised was point-of-sale instruments with limited investment in branding and marketing. This case highlights how brand architecture, brand hierarchy, and brand reinforcing strategies might influence brand performance. This case also illustrates some challenges and opportunities faced by the company in view of consumer preference for shopping online.

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ComfortDelGro Taxi: Riding the Headwinds

Boey Yew Tung and Winson Ang HC

Case Ref No.: ABCC-2021-005

Pub. Date: SEP-2021

Category: Marketing

Topic(s): Strategy; Sustainability

Case Length: 16 pages

Abstract: ComfortDelGro Taxi, the leading taxi company in Singapore, was established in 1970 as NTUC-Comfort Taxi. Starting from 2012, the company began facing increased competition from third-party ride-hailing (TPH) companies like Grab and Gojek, whose respective market capitalisations far exceeded its own. The challenge posed by these new entrants was unprecedented. In 2020, the Covid-19 pandemic dealt a further blow to the company within an already tough operating environment. Meanwhile, a new regulatory framework for the point-to-point transport industry was implemented by the Land Transport Authority. Meanwhile, commuters appear to have embraced TPH companies. How should ComfortDelGro Taxi meet these challenges?

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Tianbao Szechuan Kitchen: Positioning an F&B Brand

Lewis Lim; Wong King Yin and Lim Boon Chong

Case Ref No.: ABCC-2020-001

Pub. Date: MAY-2020

Category: Marketing

Topic(s): Entrepreneurship; Hospitality Management; Strategy

Case Length: 8 pages

Abstract: This case is about a small restaurant in Singapore offering authentic and refined Szechuan (or Sichuan) cuisine that is different from the typical ultra-spicy hotpot meals that consumers normally associate Szechuan food with. As a small player in the F&B scene, Tian Bao Szechuan Kitchen faces the challenge of establishing itself as a distinctive brand in a crowded and competitive market space that is dominated by large and powerful restaurant chains like HaiDiLao Hotpot whose names are almost synonymous with the product category. Tian Bao also has the challenge of educating consumers and re-shaping their less-than-sophisticated perceptions of Szechuan food.

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agape Little Uni.: Marketing and Branding Challenges at a Pre-School​

 

Lim Boon Chong; Lewis Lim and Wong King Yin

​*Please note that this is a full video case. If you would like to use this video for your classroom teaching or reviewing, please submit your request to [email protected]. Thank you.

Case Ref No.: ABCC-2019-008

Pub. Date: AUG-2019

Category: Marketing

Case Length: Video Case

Abstract: The case video showcases some of the marketing and branding challenges faced by agape Little Uni. (agape), a pre-school in Singapore. It provides a useful context for students in marketing to understand the early childhood education and childcare sector in Singapore, a growing sector with intensifying competition and increasing market fragmentation. The case video provides perspectives from multiple stakeholders, including the company directors, administrators, teachers, and parents. 

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​​​Destigmatizing Vocational and Technical Education in Singapore: A Multi-pronged Approach

 

Shirley Koh and Neo Boon Siong

 Case Ref No.: ABCC-2019-002

Pub. Date: JAN-2019

Category: Marketing

Case Length: 11 pages

Abstract: The Institute of Technical Education (ITE) was established by the Singapore government as a post-secondary principal provider of vocational and technical education (VTE). This case study chronicles ITE’s transformation from a public education institution that was plagued by social stigma into an award-winning institution. It relates how in Singapore, VTE and ITE were destigmatized through a multi-pronged approach that encompassed social marketing, industry partnerships, strategic planning, and government support.​

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YOURFIT: A Fusion of Korean Beauty and Technology​

Elison Lim, Marilyn A. Uy, Dolly Leow, Koh Juan Zhen and Nicole Fall

Case Ref No.: ABCC-2018-030

Pub. Date: NOV-2018

Category: Marketing

Topic(s): Entrepreneurship; Strategy; Technology

Case Length: 17 pages

Abstract: This case examines the opportunities and challenges faced by an entrepreneur behind a beauty startup, YOURFIT, as she attempts to break into the crowded Korean beauty (or “K-beauty”) market. Leveraging on technology, YOURFIT uses a mobile application which allows customers to customise facial masks for their unique face size, skin type, and skincare goals. This case traces the entrepreneur’s journey as she gets her startup off the ground in the cut-throat K-beauty market.

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​Reebonz: Bringing You a New World of Accessible Luxury

Elison Lim and Sia Siew Kien

Case Ref No.: ABCC-2017-025

Pub. Date: DEC-2017

Category: Marketing

Topic(s): Entrepreneurship; Strategy; Technology

Case Length: 14 pages

Abstract: In 2009, Samuel Lim, Daniel Lim, and Benjamin Han, saw growth opportunities in the online accessible luxury fashion market and boldly set up Reebonz to pursue them. Their efforts over the years had expanded Reebonz to become a notable online marketplace for both new and pre-owned luxury products. Going forward, the founding trio knew that in order to stay ahead, they must continue to differentiate Reebonz from the traditional luxury players and new online competitors. Would the continuous push for accessible luxury dilute the luxury consumption experience? Where can Reebonz find its next growth trajectory?  

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Uniseal - Creating Green Value and Solutions in Urban Living

 

Khoo Hong Meng

Case Ref No.: ABCC-2016-017

Pub. Date: JULY-2016

Category: Marketing

Case Length: 20 pages

Abstract: With a forecast of economic slowdown in Singapore, Uniseal Creative Solutions Pte Ltd, which specialised in urban greenery solutions, had to decide whether to respond to a public sector tender for the fabrication and supply of Prefabricated Extensive Green Roof Tray System or develop overseas markets.

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Competing through Services – Sichuan Jingdian Automobile Trading Company 

Wee Beng Geok and Huang Lu

Case Ref No.: ABCC-2014-003

Pub. Date: MAR-2014

Category: Marketing

Topic(s): Strategy

Case Length: 17 pages

Abstract: Privately-owed Jingdian Automobile Trading Company, was established in 2002 in Chengdu, Sichuan province, to ride on the rapid rise in car ownership in China. At the end of 2012, Jingdian Auto faced several challenges to its business model. Its competitors in Sichuan's automobile market were narrowing the service gap; while traffic congestion and air pollution had prompted the Chinese government to implement new policies to restrain car growth. Jingdian Auto had to continue its stream of service innovation to sustain its differentiated service quality to retain customer loyalty.

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Competing through Services – Sichuan Jingdian Automobile Trading Company (Chinese version)

Huang Lu and Wee Beng Geok

Case Ref No.: ABCC-2014-003CH

Pub. Date: AUG-2014

Category: Marketing

Topic(s):  Strategy

Case Length: 14 pages

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Yamaha Indonesia (B): Nouvo and Mio Market Position 

Nigel Goodwin and Hooi Den Huan​

Case Ref No.: ABCC-2006-007B

Pub. Date: OCT-2006

Category: Marketing

Case Length: 15 pages

Abstract: By December 2005, Yamaha had controlled roughly 95 percent of the automatic motorcycle category in Indonesia; however, the category constituted only a small fraction of the total motorcycles market. In addition, Yamaha's rivals planned to introduce competing products in 2006. The case examines the two-fold marketing challenge of expanding the automatic motorcycle category while defending Yamaha's share.

Related:  ABCC-2006-007A (Yamaha Indonesia [A])

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Yamaha Indonesia (A): Positioning and Launching Automatic Motorcycles in Indonesia

Nigel Goodwin and Hooi Den Huan

Case Ref No.: ABCC-2006-007A

Pub. Date: OCT-2006

Category: Marketing

Case Length: 14 pages

Abstract: This case examines the lessons learnt from the unsuccessful launch of the Nouvo automatic motorcycles in Indonesia in 2002 and challenges students to reposition Nouvo in 2003. It also examines a range of issues in marketing, advertising, promotion, brand management, channel management, new market development and international marketing, as well as competitive strategy.

Related:  ABCC-2006-007B (Yamaha Indonesia [B])

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Nanyang Optical: Beyond Product Design – Managing the Supply Chain

Wee Beng Geok 

Case Ref No.: ABCC-2006/12-004

Pub. Date: MAR-2012

Category: Marketing

Topic(s): Entrepreneurship

Case Length: 13 pages

Abstract: This case illustrates the process and challenges of designing a new product and then making it a reality. It examines a myriad of product development, manufacturing and launch challenges confronting entrepreneurs with resource constraints. It does this from two perspectives: that of a product designer and that of an entrepreneur and business owner. Thus, the issues are both creative and practical.

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MarkPlus&Co (A): Managing for Growth

Nigel Goodwin and Hooi Den Huan

Case Ref No.: ABCC-2004-011A

Pub. Date: DEC-2004

Category: Marketing

Topic(s): Strategy; Organisational Behaviour

Case Length: 15 pages

Abstract: This case relates the story of a small professional services firm in Indonesia on the verge of expansion. As the founder's personal name (brand) was more prominent than the firm's, clients were in demand of his expertise. The founder therefore had to raise staff levels, institutionalise his own knowledge and values among his employees, and reposition the firm's brand relative to his own.

Related:  ABCC-2004-011B (MarkPlus&Co [B])

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Banyan Tree Hotels & Resorts: Designing Romance

Wee Beng Geok and ​Seow Jia Min

Case Ref No.: ABCC-2004-005

Pub. Date: MAR-2005

Category: Marketing

Topic(s): Hospitality Management

Case Length: 17 pages

Abstract: The case details how Banyan Tree Hotels & Resorts (BTHR) went about creating and infusing a 'romantic' design element into all the Banyan Tree resorts. Together with the architecture, high service standards, utilisation of services such as Banyan Tree Spa, and coupled with targeted marketing programmes, BTHR had become known for its 'romantic' accommodations. What could BTHR do to differentiate itself from competitors?

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