Blog Entry 15: Marketing wave 2

We have finalised the influencers that we are engaging to help us share our products on instagram with a post and unboxing instastory. We fixed up the schedule that we will want them to post; the reason why we are doing up a marketing schedule is because we want to maximise the impact by having followers repeatedly seeing our shorts within a span of a week and hoping that this piques their curiosity to give us the time of day to check us out and hopefully convert them into purchasing customers.

On our influencer roster, we are lucky to have 2 rather prominent figures. Adam is a national rugby player who happens to be a poster boy for HSBC. Javier Wong is an emcee that hosted faculty events as well as interviewed one of our minister Ng Chee Meng.

Both of them has a significant influence on the market segments that we want to penetrate. Adam has a good influence on the sporting and rugby scene in Singaporean Youths while Javier has a good grip on the NTU community with his constant appearances and affable personality in hosting events.

There are many more micro-influencers that we have engaged that we hope are able to raise awareness within the school community.

Blog Entry 14: Peachy's debut

Peachy just had its first showcase at the Sports Camp Pageant that we sponsored for the contestants as seen below! This is part of our marketing campaign as we felt that the sports camp pageantees were able to carry our shorts very well due to their required physique to partake in the competition.

The events of that day escalated rather quickly because we went for a banking and finance recruitment forum and had to rush down to a club to watch the event go on. However, on our way to the venue , we were requested to be a judge during the catwalk and dance segments which we willingly participated and resulted in even greater exposure during the event.

On the panel of judges was another sponsor from former MiE alum, Raenor , who was the founder of Bring Your Own Protein (BYOP). We talked about MiE and agreed that there could potentially be a synergy between our companies and we could collaborate in the future for marketing campaigns.

We look forward to our future events that we can increase our outreach within the student body .

Blog Entry 12: optimism is key

It has been 2 weeks since we opened up our pre-orders but unfortunately sales has been slow. So far the sales we got are from a unsustainable source; our friends.

Well, my hypothesis is that while people do love the designs, they are not ready to put the money where their mouth is. They are unable to visualise why this pair of shorts is worth that $45 and hence are holding back from purchasing as early adopters.

My team and I have decided on a few ways that we will tackle this problem

1) Have a 'unboxing' video campaign to allow everyone to see what they expect to get, which is more than just a pair of shorts, they are buying an experience that comes with a pair of shorts

2) Create a Fear Of Missing Out(FOMO) by reaching out to micro influencers to have it popping up around school and they have to get in on the trend

3) Viral Marketing through interesting and hilarious videos for others to share on their social media

4) Photoshoot to present a premium brand front instead of a school project optic.

We are in talks with sponsorships of paegants to gain more exposure on the student body front and we will be liaising with popular social media accounts to gain exposure as our next phase of marketing campaign.

We shall see if we are able to overcome the price perception of our current customers and bridge the gap of what they are willing to pay and what we are charging using the above methods!

Blog Entry 9: We are open!

Over the past 2 weeks, my team and I were debating on the packaging aspects of the shorts because if we want to price ourselves at a premium, we jolly well make sure it looks premium when our customers receive it. We have decided to go with a cardboardbox and within the box we will encapsulate a sticker and thankyou tag that doubles up as a bookmark. All this will be wrapped with a white crepe paper to exude a sense of luxury. Take a look below at our different considerations and the choices we went through!

Yes the fancy schmancy stuff adds to the unit cost of our products.

Is it necessary? Maybe.

Will it improve our sales? Maybe.

Does it make our customers gleam when they receive a shorts that is packaged like a present with unexpected treats? Hell yes.

I heavily pushed for the excitement of receiving a gift so that the customers will have nothing but great things to say about us to conduct word of mouth marketing. Well it will only work when we see it happen but we're keeping our fingers crossed.

On an another note, in the second round of sampling , the gem biscuits and mahjong pants got our approval but the supertree is abysmal as it was enlarged, requiring another round of sample.

That sucks but the show has to go on and we will proceed with our photoshoot in order to hit our deadlines.

Blog Entry 3: The hustle Continues

I believe we are already behind schedule due to the exams and our personal activities after that. But we recognise the problems and are hustling double hard to ensure that we still keep on track to our schedule!

Preliminary Survey of sample size 101 was not very promising, however it could be due to the poor surveying skills that i have done up, giving too much of an open ended question format which was hard to quantify and condense.

However with what we could salvage and infer, We realised that that is a large discrepancy between the price point that we were looking at versus the perceived price by our sample group. This could be due to the lack of packaging and marketing efforts that was not shown in the survey. So essentially, we have to figure out how to make it worth $30 which is the price point that we will be going for...

With that being said, today we will be doing a slightly informal survey which is an instagram poll which will allow our followers to pick the version of pants that they prefer, after tweaking it about after suggestions by our samples.

We will be looking forward to producing these pants and the uphill battle we will face!

Blog Entry 2: Destroyed by exams

Just finished our statistics paper and got destroyed by it alongside my co-founders! But we will still fight for our last final paper tomorrow before we officially dive into our peachy business! We are studying hard together and working hard academically before we push on to apply this undying 'passion' towards our business to make it a success despite the odds! That's our peachy co founder passed out behind me after an intensive study session.

Blog Entry 1: Great Beginnings

Had our first team presentation today, really excited to be part of this team and the idea we have moving forward! All of us are on the same page and peachy about our future plans following even after the module ends. However, as mentioned by Roderick, we would have to take precautionary measures when designing and producing the shorts to achieve the standards that we want. One amazing input that we did not consider was the appeal of locally flavoured shorts to the tourists transiting from the airport. IF we do make it and see our products in The Jewel, it would be a day of true pride and joy for the four of us! Will be working towards that vision in time to come!

We definitely have to look at widening our expertise to take charge of production and quality assurance as all four of us are strong in the business and marketing aspects but are blindsided on the technical aspects of production.