Selective Demand Advertising
Advertising includes communicating with people regarding a product or any service or an idea to sell or promote them. Advertising attracts the consumer towards a specific brand or to a product of a brand which enables them to buy products from that company and hence the company can prosper. Advertising is important both for the company which is in the industry for a longer period of time and even for those who are just starting up with their business. These days it is found that not only the transmission of the messages of a particular brand is done through television or radio but also it is done on the social media platform. Particularly for homegrown brands, social media has become one of the most important platforms which promote the advertising of their products and attract consumer to demand the same. The strategy to have a good advertising background is important for marketing a particular company or a brand.
Primary Demand Advertising
This topic is significant in the professional exams for both undergraduate and graduate courses, especially for
Company 2 - Velvet Hoop Customs
Billy Chow customises sneakers with bespoke paintwork (velvethoopcustoms.com). In 2015,
Mr Chow, a self-professed sneakerhead, realised he could combine his love of sneakers with
his long-time passion for painting and drawing. He was intrigued by limited-edition sneakers
and special sneaker colourways, so he decided to look into creating his versions of these.
Entirely self-taught, he started with canvas and leather painting tutorials on YouTube, and a
lot of trial and error on his sneakers. He mainly uses leather paints and brushes, and
occasionally stencils for logos or initials. Billy has been customising sneakers for more than
half a decade. Although based in Singapore, Sneakerheads from Thailand, Indonesia, and
even the U.S have commissioned Billy to customise their sneakers.
After he started posting his work on Instagram, commissions began pouring in. It led to him
starting Velvet Hoop Customs. His first paid project was a pair of Air Jordan 1s – where the
client wanted him to paint them in black and red, and incorporate his initials. Since then, he
has worked with big brands such as Michael Kors, Asics, Social Foot and Aldo, even
customising sneakers on the spot during live events.
He also founded an online sneaker marketplace, Sneakest, in 2017 after completing a diploma
in footwear design and product development at the Textile and Fashion Industry Training
Centre. Sneakest shut down in 2020 due to the Covid-19 pandemic. But by then, Velvethoop
Customs was keeping him busy. His prices range from $100 to $500, with an estimated
turnaround of two to four weeks. His most memorable project was a pair of his-and-hers
Adidas Superstar sneakers for a wedding. Billy has also been featured in Singapore's biggest
sneaker convention, Sole Superior for 3 years. His work has also been featured by prominent
brands such as Angelus Paint on their social media.
QUESTION TWO
a. Apply the Flower of Service model to analyse and describe Velvet Hoop Customs’
core, facilitating and enhancing service elements.
b. Describe a target segment that might purchase from Velvet Hoop Customs.
c. Based on your analysis, provide two (2) recommendations for your target segment for
both facilitating and enhancing services that Velvet Hoop Customs can implement.
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Sorryyyy it is not answering the question about
a. Apply the Flower of Service model to analyse and describe Velvet Hoop Customs’
core, facilitating and enhancing service elements.
b. Describe a target segment that might purchase from Velvet Hoop Customs.
c. Based on your analysis, provide two (2) recommendations for your target segment for
both facilitating and enhancing services that Velvet Hoop Customs can implement.
I need more theory as suppose to just recommendation suggestions
by Bartleby Expert
