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Types of pr tools that indoguna singapore

Assignment Help Marketing Management
Reference no: EM133296781

Assignment:

Subject: Business-to-Business Marketing - Sales Promotions, Exhibitions, Trade Fairs, and Public Relations

Case Study

Indoguna Singapore has come a long way since it started operations more than 20 years ago. The company has diversified from being a gourmet purveyor of meats, seafood and fine foods for Singapore's top hotels and restaurants, gourmet shops, supermarkets and airline caterers to opening a Halal food-manufacturing hub in Dubai.

According to managing director, Ms Helene Raudaschl, quality is very important in this business. Indoguna's single-minded focus on quality and reliability has earned the trust of customers. This has helped sustain the company's business for the last two decades. The company has a quality assurance team that conducts daily checks on incoming and outgoing products. Suppliers' and business partners' premises, such as farms and production facilities are also regularly audited. All new products are evaluated, which include inspecting raw materials, and cooking the products for tasting and evaluation by the management and sales team. Indoguna also offers convenience to its customers by being a one-stop food and beverage supplier.

Indoguna has also seized the opportunity to expand its footprints overseas. Ms Raudaschl says: "The decision to expand was due to the growing demand for Asian cuisine outside the Asia-Pacific region. Most manufactured dim sum are of low quality in the Middle East and there was an opportunity to provide quality dim sum in the market. Moreover, some of our customers have expanded into the Middle East, and told us that they were also looking for a gourmet purveyor that could offer them the same quality food solutions that they had in Singapore."

Today, Indoguna has a state of the art Halal food-manufacturing hub in Dubai. Tapping technology, the firm regularly keeps customers informed of the latest promotions and new product launches by sending out SMS messages and e-mail broadcasts. This is on top of the information found on its website. It also has an online retail arm - Greengrocer.com.sg -set up in 2007 to make its products more accessible for household consumers. Indoguna's sales personnel also carry iPads, which provides them with live updates on stock availabilities. This allows them to easily place orders for deliveries to customers in real time. In addition, all of its product and price catalogues, corporate presentations and videos are stored online and are easily retrievable for the sales team to conduct on-the-spot presentations and send product information using their iPads.

On the operations side, Indoguna uses a batch inventory management system that ensures a "first in first out" system, providing fresh products to its customers at all times, reinforcing its commitment to quality products.

Case Study Questions

1. Discuss the effectiveness of the above press release in generating publicity for Indoguna Singapore. You should base your answer on the types of publics the company is able to reach out to.

2. Besides using press releases, propose other possible types of PR tools that Indoguna Singapore can use to generate publicity for its products and also build relationships with the public.

Reference no: EM133296781

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