115.116 Introduction to Marketing

Workshop Tasks:

1. Provide your SWOT analysis on Frankie Apothecary (SW) & their marketplace (OT).

2. What is Frankie Apothecary’s value proposition?  (Textbook 7^th Edition pages 190-192)

3. How could Frankie Apothecary use relationship building techniques to grow their business?  (Textbook 7^th Edition pages 15-18)

4. Think about the brand name “Frankie Apothecary” and the desirable qualities of a brand name.  How well does it rate on the six qualities listed in the textbook? (Textbook 7^th Edition pages 220-221)

5. Rather than simply selling skincare products individually, imagine that Frankie Apothecary is interested in adding more value for customers and considering putting together complete skincare packages and programmes.  They want to identify suitable new products to meet the needs of the growing export market in Australia.

What do you do to generate potential new product ideas as the first stage of the new product development process?   Note: You are not required to think of the new products themselves, only explain how you would generate ideas for Frankie Apothecary.  (Textbook 7^th Edition pages 232-234)

Compulsory Ethical Discussion

Select one of either Question 6, 7, or 8 below.  Discuss with a family or friend to get different opinion(s). Then make brief notes:

6. Should a non-M?ori business be free to use M?ori imagery for their logo and to develop an indigenous/M?ori brand story?  Why or why not?

7. Should a non-indigenous individual be free to use traditional indigenous customs and practices to start a business?  Why or why not?

8. Countries like China have made it illegal to import skincare products made in other countries unless they have been tested on animals. Many of the world’s top brands still test their products on animals where it is legal to do so. Regardless of what the law allows, as marketers of beauty products, do you agree with the products you are advertising being tested on animals before they come to market? Why or why not?