1. Principle Of Marketing BM 0019

2. Who Do What? Fraser Introduction Why choose Giordano?
Research Methodology
Jialing
Background of Giordano
Vison
Mission
Core Value
Marketing Philosophies – selling and societal maketing concept

3. Alan
Marketing Philosophies – Product and Marketing Concept
Marketing Mix – Price Promotion
Sandy
Marketing Mix – Product and Place
Finding analysis - Bar Chart showing how people think of the image of Giordano’s international Business
WaiFong
Finding analysis - Pie Chart showing why consumers choose Giordano to buy their clothes
Conclusion
Recommendation

4. ???

5. Research methodology Sample Size: 100
Sampling Unit: Teenagers/young adults
Age: years
Varieties of Questions
close-end
open-end
multiple-choice
likert scale
semantic differential
Contact methods used
Personal approach
Mails
Telephone

6. Background Established in 1981 Employed 10000 friendly staff
Operating in 26 territories with more than 980 shops eg) Australia, Hong Kong , Indonesia , Japan , South Korea , Mainland China , Macau , Malaysia , Myanmar, Philippines, Singapore , Taiwan , Thailand and Vietnam.
1.5 billion customers patronize Giordano stores around the world
In 1985, the first Giordano shop opened in Singapore
There are now 45 outlets located in Singapore.

7. Vision
To be the best and the biggest world brand in apparel retailing

8. To make people ‘feel good’ and ‘look great’
Mission
To make people ‘feel good’ and ‘look great’

9. Core Values
Thinking ‘out of the box’, service- exceeding customer’s expectation, Quality- doing things right, Knowledge- updating expertise and sharing knowledge constantly, simplicity- less is more, into one

10. Marketing Philosophies
Selling Concept
Organized promotions
Refund is given seven days of purchase with the original receipt to goods that are not used, washed or altered
Gift vouchers are given during special occasions
Societal Marketing Concept
Designs are plain and exquisite
Wide variety of different materials made has given consumers more choices of fabric to choose from
The CFC packaging enables for an environmental friendly place for everyone

11. Marketing Philosophies
Product Concept
Size of products of Giordano range from XS to XXL
Focus more on the quality of the clothing
Specially designed by professionals
Marketing Concept
Focus on specific styles, designs and colour based on trends and needs of customers
Surveys are being done frequently
Organize Promotions

12. Marketing Mix Price Provide reasonable prices
10% discount to loyalty customers and members
15% trade discount for corporation companies when buying in large quantities and enjoy a 30% discount of their purchases is near $5000 mark
Gives vouchers if their purchases exceed a certain amount (above $50)
Vouchers also can be bought for special occasions (Birthdays, New year, parties and etc.)

13. Marketing Mix Promotion
Free subscriptions to Giordano News (Prices, product names, new products and services)
A packaged of a surprise gift and 20% discount on birthdays
Extra services of Free alterations
Thank you cards to long term customers

14. Product
High quality
Privilege of returning or exchanging unused goods within 7 days
Refunds provided
Encouraged to use credit card when purchasing
Clothes vary from polo shirts, crew neck shirt, wrinkle free shirt, jeans and uniforms to active wear for sports.
Can be easily mixed and matched to suit their corporate image and taste
Wide distribution of apparel and accessories under Giordano (Giordano Ladies, Giordano Junior and Bluestar Exchange)
Designed based on needs and satisfaction from customers

15. Place
Over 1400 stores in 30 countries with the head quarter located in Hong Kong
Distribution of clothes is from Greater China, the Pacific Rim-South, korea, Japan and the Middle East
Operations shifted to Middle East from 1993 and since opened 80 stores
Also set up Fashions LLC, the master franchise holder and also the exclusive distributor of Giordano products
Designing of clothes is done in China and some parts of Asian factories
Final step of packaging and responsible for quality checks are done in the Regional Office in Hong Kong

16. Findings and Analysis
Bar Chart showing how people think of the image of Giordano’s international Business

17. Pie Chart showing why consumers choose Giordano to buy their clothes

18. Conclusions Well-known brand in Singapore Has a good image
Not only is prices important, the services, quality of clothes are also the main factors in attracting customers (exquisite design by professional designers, outlets located near residential areas and etc.)
Target mostly on female customers
Customers being more supportive
Produce clothes that are of decent quality yet not expensive
Leaves a deep impression in customers’ heart
Believe that Giordano will continue to prosper and become a household name

19. Recommendations Focus on the improvement of prices and quality
Offer more varieties, designs and sizes of clothes
Organize promotions or lucky draws at every end of month
Do “street-fighting” by giving out more pamphlets
Cope with the budget of the students by collaborating with the business associates for them to have more offers on Giordano’s clothes
Send sales persons for training

20. Thank You!!!
AF 0405
Fraser Leow Wen Jie N Ong Jia Ling D Alan Tan Ching Hong M Sandy Tan Mei Geck A Yong Wai Fong L