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Case Study: Marketing Gaps

An in-depth analysis is required for a proper assessment of marketing gaps.  To illustrate our point, we did an experiment on a Singapore SME for a product that Singaporeans hold very close to our hearts - food. 

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We google, find what we want  & make an enquiry: start of the marketing funnel

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Real case example of how a Singapore condiment company responded to an enquiry from Hong Kong for a Singaporean brand of condiment.

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Being Singaporeans, we had a craving for a particular brand of Singapore condiment and googled to see if we can buy it in Hong Kong: online mall HKTV Mall, CitySuper, Wellcome, condiments distributor, Singaporean restaurants and the likes.

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We didn't manage to find it in Hong Kong and so, we filled up an online enquiry form on the website of the Singapore SME: “I am a Singaporean in Hong Kong.  Where can I buy your [product] in HK?”

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And then, we waited...

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Three days later...our journey in the marketing funnel comes to a premature end

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Hi

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Thank you for your email

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You may contact Mr. [redacted] who is a Singaporean in HK importing Singapore product.

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His contact no.  [redacted]

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Key takeaways:

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  • The phone number provided was a handphone, and there was no address and shop/company name.

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  • We called, and it turned out that Mr. [redacted] is a wholesale distributor.

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This is how we could have helped in the marketing funnel 

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With our outsourced marketing services, this is how we could have provided “real” (vs "virtual") engagement for the Singapore condiment company with its prospects and customers in Hong Kong.

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  • On the Singapore company website, there is a Hong Kong local contact person, a Hong Kong company, office address, phone number and email bearing the company's name "name@singaporecompany.com.sg"

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  • The Hong Kong prospect calls the contact person i.e. our staff and is briefed on basic info: minimum order, shipping charges, discount e.t.c.

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  • An order is placed, and we issue a Hong Kong invoice to be settled in Hong Kong i.e. the customer pays for it via a Hong Kong ATM fund transfer.

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  • On delivery day, our staff arranges with the customer to either collect it from our office, or for local courier.

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The marketing funnel doesn't stop with a sale...it's also about a customer relationship 

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Our outsourced marketing services can be expanded to support activities for the entire marketing funnel, and this is we could have further helped the Singapore company:

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  • Queries and sales are consolidated into a Hong Kong customer data base for the Singapore condiment company.

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  • Promotions are communicated to the prospects and customers, and orders are consolidated for shipping from Singapore.

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  • Research on localization of packaging and marketing without comprising the core brand equity of the Singapore product.

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  • Bite-size culinary content is curated and broadcast to prospects and customers, as well as social media in Hong Kong, Shenzhen and Guangzhou.

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  • Joint promotion with poultry brands in Hong Kong, Shenzhen and Guangzhou.

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  • Small quantity of the condiment is kept in Hong Kong to facilitate fast shipment to customers in Guangzhou and Shenzhen.

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The above scenario is provided for illustrative purposes but is based on an actual case.

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In reality, the marketing and logistics are more complicated; and proper market segmentation as well as costs-benefits are key considerations, amongst others.

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There is no "one-size-fits-all" solution, and so, please contact us for a chat.

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