Introduction to Assignment 4

The main aim of Assignment 4 is to address the tactical and strategic gap identified in Assignment 3 by choosing and developing one of our three proposed solutions. The assignment will identify and rationalize the chosen solution by examining it in greater depths and developing it into a marketing campaign that will both address and reconcile the gaps identified.

The overview outlines the thought process that we took in evaluating Hang Ten's current marketing programme in conjunction with our proposed marketing campaign.

Overview
(1) Rationale of chosen solution
(2) Analysis of current Hang Ten brand elements
(3) Exploration of Integrated Marketing Programmes
(4) Elaboration and Evaluation of Suggested marketing programmes 

Enjoy!

Our Solution

From our qualitative and quantitative studies, we discovered an evident disconnect between brand positioning and brand image. In order to bridge the gap between the two, we have decided to adopt the strategy:

Retaining Positioning and Identity, 
but Altering Marketing Mix

Rationale

We expect to garner highest returns from this solution. Based on previous research, we concluded that Hang Ten’s consumers rank trendiness as the top factor in the favorability study, but trendiness was ranked last in terms of its role as a contributing factor to the strength and uniqueness of the brand.

Thus, with our strategy to promote Hang Ten as a trendy and youthful brand, we aim to improve its image and standing in the minds of consumers, and have it translated to heightened brand awareness and better sales.

We will be able to leverage on existing knowledge, to learn from competitors who are performing better in terms of their channel, product and communications strategies.

Risks Involved

Of course, implementation failure could occur when the customers are not receptive towards the brand revamp. This happens most often when a company undergoes a brand revamp, abandoning the loyal customers who are skeptical about the change. As such, Hang Ten will need to proceed with caution to not alienate these customers.

Feasibility of Strategy

However, this strategy is still the most feasible, because of the following four reasons:

1. Hang Ten would be able to capitalize past strengths, while improving the current marketing mix to strength brand equity.
2. Minimum cost will be incurred in implementing this strategy, because it requires the least overhaul.
3. As examined previously, the strategy involves the least risk, as it does not lead to a misalignment of internal company goals and drastic changes to the brand positioning and identity.
4.  We will be able to avoid any external conflict of interests of operational or copyright issues with the Hang Ten USA counterpart.

With this rationale in mind, the following entries will delve into our team's recommendations and marketing plans for revitalizing Hang Ten.

Brand Elements Decisions

Brand elements are the trademarkable devices that serve to identify and differentiate the brand. Since positioning and identity remains unchanged, the main brand elements of Hang Ten will not be altered to maintain a consistent brand story. We evaluate the overall memorability, meaningfulness, likability, transferability, adaptability and protectabilitty of Hang Ten's brand elements below.

1. "Hang Ten" brand name & logo

As suggested from previous research, Hang Ten's breadth of awareness is evident. Consumers can recognize the brand easily with its memorable, iconic two-feet logo. It is the same brand name and logo the Group uses, making these elements protectable and transferable. Hence, we recommend brand name and logo remain unchanged to leverage these strengths.

2. Slogan: "We're Hang Ten"

The current slogan is transferable as all regional Hang Ten stores in Asia employ it. The slogan plays off the brand name to create awareness and reinforce it in consumers' minds. Although it does not summarize the descriptive information of product offerings, it suggests inclusiveness and a sense of belonging. Coupled with our proposed marketing strategy, we will construct a friendly and approachable association in line with its image, making the slogan more meaningful.

3. URL website: http://www.hangten.com.sg  
The existing link is clear in defining the brand name and region. It is also protectable and meaningful. Possible Internet naming will follow such convention to ensure consistency and quick identifiability.