Product. A key differentiating feature of our product is the packaging. Since the package is unique to the brand, we feel it is definitely essential to keep this proof point. However, we cannot ignore our finding of some Singaporeans, who are ignorant about the brand, having a slight negative association of medicinal images upon their first impression of the bottle. Therefore, it is highly important that Happy Pills Singapore should change this current perception of the brand, which is inaccurate.
Another key feature of the Happy Pills product is the candy itself. In our surveys, we found many associated the Happy Pills brand with "girliness". We considered this was possibly the fault of the candy we put inside as a placeholder (heart-shaped), or because of the colour of the logo. This is something we want to address as this should not be a gift given just to girls, or just given by girls. This can be done via customization which was mentioned in assig3. Customers may choose the colours they wish, and Happy Pills candy comes in all shades of all colours. We also need to adapt the candy selection to fit the tastes of Singaporeans versus those Happy Pills currently serve the needs of in Spain.
Place. Happy Pills' channel distribution is best taken with a direct approach. Two methods have been used for very important reasons. The first is the brick-and-mortar stores, and the second is through an online-shopping website. Direct channels are chosen as the products of Happy Pills are highly customized. In addition, product quality is important to the brand, and the information needs of consumers are high (the appropriate image of the brand needs to be conveyed to customers so they understand the meaning of the product.) Customizability is important because as mentioned in assig3, we feel it would be strategically wise for Happy Pills to allow customers to customize 1) packaging, 2) candies 3) logos and taglines. Most importantly, it is all about the amazing shopping experience. By having its own stores, Happy Pills benefits from being able to showcase its brand in a manner not easily achieved through normal retail channels. E.g. Customers in Happy Pills stores get served by the "Happiness crew" - one of the hallmarks of Happy Pills Singapore.
Through having its own stores, Happy Pills’ customers are better able to understand the distinguishing characteristics of the brand, which is the source of much of Happy Pills' brand equity. If it were sold through third party retail chains, these stores' images could be associated with Happy Pills brand, which could result in a loss of brand equity for Happy Pills, should there be negative associations. Furthermore, practicality reasons such as limited space in supermarkets would not allow Happy Pills to offer the wide selection of 'pick n mix' candies. Also, if Happy Pills were sold in supermarkets, it would likely be placed in close proximity to other candy products which would lead customers to believe that it is not a gift but for purely for personal consumption. Lastly, its high price point compared to other candy products would likely confuse customers in comparison to prices of candy competitors in the same vicinity.
The Happy Pills website would have a similar interface as the Happy Pill stores, as well as the same cheeky demeanour and positive outlook of life. The website would be interactive as well, with fun quizzes that customers can do to "self-diagnose" and thereafter get "prescribed" with specific products of Happy Pills, or help to determine which candies to buy for their friends, as a gift, or even just as a cheer on a bad day! These quizzes, or the results of these quizzes can then be shared online via social networking sites, and this will help spread awareness of Happy Pills (products, brand personality.. etc). Check it out for yourself here!
It is for these reasons that we recommend that Happy Pills maintain their current channel approach should they move into the Singapore market. Based on our surveys, we realize it is important to educate customers regarding the (non)-medicinal nature of the packaging, and direct channels are the best way to accomplish the positive associations of the brand.
Price. After analyzing the pricing of our competitors (Chocolate Research Facility, Sticky) in the Singapore candy market, we kept a largely similar pricing to what Happy Pills currently has in Spain (after converting from Euros to Singapore dollars). Based on our price conversions, and the current prices used by these competitors, we have determined that our prices (see image) are suitable for the Singapore market and our product in relation to competitors.
Promotions. Happy Pil... oops. This post is getting too lengthy. For more about Happy Pills Promotions and our Integrated Marketing Communications Strategy, stay tuned to our blog! IMC is coming up before you can say EUPHORIA!
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