Month: January 2012

Shoppers Drug Mart is certainly pursuing the goal of marketing which is to create value for consumers.  According Shoppers Drug Mart’s website, it is cooperating with Royal Bank ofCanadato implement a “co-branded loyalty debit card” and bank accounts.  Consumers are able to earn addition Shoppers Optimum points with the new debit card.  With this new plan, Shoppers could improve both their customer relationship management and partner relationship management.

In the bad economy right now, consumers are cutting back their spending.  Customer loyalty and retention are crucial to a company; especially in the retailer industry, where consumers could easily purchase cheaper goods from the biggest rival, Wal-Mart.  This card increases the incentives for the Shopper’s consumers to purchase more goods which creates customer delight.

Also, Shoppers takes advantage of marketing partners outside the firm.  RBC is one of the biggest banks inCanada.  By partnering with RBC, Shoppers are able to advertise itself through RBC’s communication channels and capture new customers from RBC.  This plan also provides an opportunity for Shoppers to understand more about the banking industry.  Banking could possibly be a future market for Shoppers in order to grow their share of customer.

However, one thing that Shoppers should be careful is that having many side branches from their original business is not easy to cope with all the divisions.  Hewlett-Packard, for example, has started to produce computers and tablets aside from printers.  However, it did not manage the new branch well which leads to reducing the tablet’s price and almost shut down the personal computer division. Therefore, it is good for Shoppers to introduce new ways for consumer retention, but at the same time, it should not let the new division to take away the focus from the core business.

“RBC and Shoppers Drug Mart Launch Innovative National Program”
< http://www1.shoppersdrugmart.ca/en/News/RBC-AND-SHOPPERS-DRUG-MART.aspx >

Hi everyone,

As you can see from my account name, I have a pretty long name – Tsz Wai Jenny Ng.  People often ask me “how to pronounce your name?”; I guess it is the missing vowels that confuse people.  To avoid confusion and frustration, you could simply call me Jenny.  I was born and raised inHong Kong.  I moved to Canadawhen I was grade 8.  It was challenging for me to get used a brand new place as a middle school kid.  However, I managed to overcome all the obstacles and ended up in the Sauder School of Business, just like you!

Most of the Sauderites, including myself, are taking Comm 296 because it is fixed into the standard timetable.  Before taking this course, I do not know a lot about marketing.  However, just by reading the textbook, I realized that there are much more than advertisement in marketing.  I hope that this course would give me a more thorough understanding in marketing.

As a consumer, I am exposed to advertisement everywhere.  From tv commercial to bus stop advertisement, I am always introduced to new products and services.  There are so many advertisements in daily life that I tend to ignore them now.  For example, when it is commercial time on TV, I tend to leave the room to go get a drink.  However, sometimes I do like to watch some funny commercials.

My favourite tv commercial is the Coca Cola commercial.  This commercial shows that even two different groups of animals are willing to share happiness together just with a simple drink. And of course, the polar bears and penguins are very cute.

I speak 4 different languages: English, Cantonese, Mandarin, and intermediate Japanese.  I started to learn Japanese in high school because having a second language was a graduation requirement.  However, the more I learn Japanese, the more I get interested in its culture and the language itself.  Now, I am still continuing my Japanese study in UBC.  Maybe one day you would see me working in a Japanese company; who knows?