(Friday) February 25, 2011 - MYER

Today was the last day of the study tour. Many of us wore a colourful cloth, as we had been wearing black-white clothes for almost all the time during the study tour. Today’s presentation covered many areas like brand strategy, loyalty, sponsorship and local area marketing strategy. One thing that I thought it was very exciting was their plan and project for the new store at Bourke Street, as Myer started in 1900, meaning that it was already more than 100 years. From my perspective that I went to the new store yesterday, it looked totally new and had a feeling of ‘modern,’ which I thought that this would bring excitement to every customers who come and shop at Myer. We also learnt about how Myer communicate and engage with their loyal customers through the program ‘Myer one’ card, which helped them increase the sale overtime.

It was a little bit sad that today was the last day of the tour since we had been staying together for the whole week; however, I believed that we would not forget these experiences and memories that we got from the study tour.

Thank you MMSPA for opening my eyes to see wider, opening my ears to hear and think deeper; last but not least; thank you for giving me a chance to know these nice people from the study tour. :)

(Thursday) February 24, 2011 - L’Oreal Australia, Myer (new store @ Bourke Street), Luxottica/ OPSM Eye Hub

Today we visited L’Oreal in the morning before dropping to see Myer’s new store at Bourke Street and visiting Luxottica OPSM Eye Hub in the afternoon. At L’Oreal, I learnt from L’Oreal strategy that it is better to focus on one thing that we can do very well than try to manage several things because we might waste our time and resources in something which is not necessary. If we cannot do it well enough, it is better to cut it out. If not, this might drive the overall results down.

In the afternoon, I was very excited to see how interactive the store is. It was easy to see that this store was totally about experiential marketing, as they tried to create the most of the experiences to everyone both customers and people who accompanied them. There was also a room that customers can test their new glasses in many conditions like in the real world, which was very amazing for me to see this kind of things in the retail store. Additionally, they had an interactive playback mirror, which customers can record and play it back in order to ensure that which frame looks better on them. Everything that has been mentioned above can be seen as point of differences (PODs) for OPSM Eye Hub.

(Wednesday) February 23, 2011 - The Age, Bwired

Finally we came back to Melbourne and the first company visit in Melbourne was The Age, which first I thought that it was going to be boring, but actually it was not. First, they showed us how they operate the 3AW radio station, which looked similar to the Southern Cross Media that we visited in Gold Coast. Then, we were presented by many speakers from different departments of the Age. It was very impressive that they spared their valuable time to give us a presentation. The presentation was very informative and easy to understand because each department referred to the Saturday Age as an example in their presentation.

After we finished the visit at The Age, we had dinner and headed to Bwired for another presentation. We have learnt a lot about the trend of new media that has been increasing overtime and he was very confident that new media would overcome the traditional media like newspaper in the future. However, it is important for the website to be personalised and to keep everything right at the right place because the website was considered as a shopfront, meaning that they must have everything that customers want and it must be easy to find. If we can operate the website well, this would help companies to cut costs down, as many businesses moved out from physical store to go online. 

(Tuesday) February 22, 2011 - Google Australia Pty Ltd, Salmat

Today everyone seemed to be very excited, as we went to Google! Even though the office that we went to was the Australian one, not the US one which was the Headquarter, but we were still very excited. From this, we can see how strong the brand ‘Google’ is… When we arrived there, I found that the office was, in fact, not as big as what I thought; however, I saw that they still kept the same concept and casual feeling like what it was in the US such as the colourful wallpaper, the free foods and drinks to all employees and so forth.

However, it was very interesting that both Google and Salmat presented us the same topic, which is ‘Search Marketing.’ This might be because both companies operate in the same area that has to deal with search engine. Nevertheless, these presentations reminded me of what I learnt from electronic marketing that I enrolled last semester. I was very happy that what I learnt from the university could actually work in real life and most importantly work in the future career. 

(Monday) February 21, 2011 - Lend Lease, DDB

Today we had to visit two companies: Lend Lease and DDB. I was very happy that I had a chance to go and visit both companies, as I heard of Lend Lease before when I did management subject in the Monash College. On the other hand, I saw many cool projects from the DDB website before the tour started. That is why it made me feel so excited!

First when we went inside the building that Lend Lease office located, we found that the wall of the building is not a normal wall like other buildings. It is rock! That makes this building look more special and has more felling of being ‘Green.’ Additionally, when I saw the office of Lend Lease, it really made me want to work here. If I were an employee, I would keep looking forward to come to work everyday. I also saw that here at Lend Lease have some same facilities like Google such as providing drinks free for employees.

During the presentation, we were given an example of some projects, which all of them were about shopping centres. I have learnt that looking after the project like shopping centres is not as easy as I thought. The structure and the location of each service such as parking lot, parent room and so forth are very important aspects in delivering convenience to the customers, which directly links to customers’ satisfaction.

On the other hand, we were presented with a lot of projects, which are very creative, at DDB. This was because DDB is an advertisement company that mainly focuses on creativity, as the drive of the business. There were two projects that I love the most when I saw and heard about it. First of all was the McDonald’s playground for adults because I just looked at it, I was totally love it without any reasons. I was sure that other people would think of the same thing, as many people also wanted to turn back to kids when they grown up. This campaign can remind adults of good memories they had when they were young. Another one was the idea of ‘Cabbie-Oke’ that was created with an aim to change a perception of Telstra from ‘boring’ to ‘fun,’ which I think that it is very clever!  

(Sunday) February 20, 2011 - Free day in Sydney

Today our schedule was free! We had nothing to do in particular. Therefore, I went out to see my senior from high school. It was very nice to see her because I have not seen her for almost four years.  First we met at the hotel lobby before walking to the Sydney Opera House together, which took around fifteen minutes. Then, we decided to take a free bus to see the view around Sydney, but at the end we changed the plan a little bit because Katie, who still stayed in the hotel, called me and said that she wanted to go to Sydney Opera House as well. Therefore, we had to take a bus to go back to the hotel and came to Opera House again. Unfortunately, my senior cannot stay with me for any longer because she had a part-time job, so we did not take a bus to see the view around Sydney together.

However, it was a coincidence that during we were in the bus, Katie met her cousin and his friends, who are currently studying in Sydney; therefore, we asked them to guide us around Sydney. We got off at Opera House, took photos and then went to the Rocks Market before having coffee at Starbucks.

At Starbucks, I saw a poster about its CSR with Starbucks’ coffee farmers whose coffee is 100% responsibly grown and ethically traded. This shown that nowadays CSR becomes more and more important in the business point of view, as more customers and the community pay attention to what the company has done in order to help the society and the world. Another example in terms of CSR can easily be seen from the hotel as well, as we can see that these days each hotel will have a sigh asking whether we want to change towels or not. In other word, this is so-called ‘an environmentally friendly service.’ For the Grace hotel that we stayed in Sydney, the shampoos, hair conditioners and body lotions packaging were all mentioned ‘eco.fresh’ inferring of ‘environmental friendly’ product.

(Saturday) February 19, 2011 - Sydney Harbour Bridge Climb

Today we flew again with Virgin Blue, but this time was from Gold Coast to Sydney. There was no any company visit for today, but we went to climb the Sydney Harbour Bridge in the evening, which was very exciting. When we walked inside the building, we can see all the photos of celebrities who already came here to climb the bridge such as Daniel Radcliffe, Oprah and Will Smith.

After waiting for a while, we were called to walk inside the room, where we filled the form and changed to the suit they provided. During the climb, the professional climb leader explained about history of the Sydney Harbour Bridge. He said that this business occurred when one businessman had a chance to climb this bridge because his friend was an engineer who looked after the bridge. After he climbed the bridge, he thought that other people should also have a chance to see the magnificent 360-degree view of Sydney as well. That was the beginning of how small idea can transform into big business, which nowadays Sydney Harbour Bridge Climb is one of the very first thing that people must do in Sydney!

When we finished the climb, we were also asked to do the survey asking about basic personal details and our experience climbing with them, which I think that it is a very good idea because the experience at that time was still very fresh and, therefore, their opinions and feedbacks would be very accurate. After that, the company can also get those information and feedbacks in order to do the market research before trying to come out with the solutions that can help them to improve the business.

(Friday) February 18, 2011 - Sea World

Today’s our destination was Sea World, which I guessed that we all were very excited! This company visit did not have a formal presentation in the boardroom, but we had a chance to experience it directly. We touched the dolphin, saw the polar bear and penguin before swimming with the sharks, which all of them were experience that I will never forget!

However, I noticed many marketing topic areas happening along the way we walked through the Sea World. For example, I noticed that there was an interactive wall that children can play, see and touch in the penguin section, which encouraged kids to learn more. In fact, this section also reflected the CSR perspective, as it educated people, especially children who are its main target (Family) that it is difficult for penguin to survive and we, human, can help them by putting the litter safely in the bin and so forth.

Nevertheless, the marketing topic area that I saw the most was ‘Sponsorship,’ as it was everywhere such as the polar bear sign with ‘proudly presented by Coca-cola’ and Dolphin Cove sign with ‘presented by Eveready Dolphin.’ At the end when we went out of the Sea World, I also saw the sign shown all of the Sea World’s corporate partners at the main entrance and exit such as Eveready Dolphin, Coca-Cola, Banana Boat, Global Holiday group and so forth.

(Thursday) February 17, 2011 - Gold Coast Media Centre / Southern Cross Media

Finally, we were at Gold Coast, the city of sunshine~! I can see how much people missed sunny day, as it always rained in Brisbane. After we arrived Gold Coast, we just headed directly to Gold Coast Media Centre, where we had a chance to see inside the radio station and how they operate, which was a very great experience.

After the visit, Sandra and Kristy gave us a free time before having dinner together at the Hard Rock Café, so my friends and I decided to go and shop a little bit before the dinner. This was the first time that I come to Gold Coast and I never expected that the atmosphere and everything would be like Hawaii! I totally love it! That made us feel more like ‘holiday with friends’ more than ‘attending a marketing study tour,’ but since we came here with the marketing study tour, I think I can see everything around me more related to ‘marketing.’

For example, when we had dinner at Hard Rock Café, I can understand the entertainment experience that had been mentioned in many journals. From the first step that we walked into this café, we all saw the way they decorated, the music they played, the food menu they provided to the waitress who came and served us, they were all led to an entertainment experience. However, we found that perhaps there were too many cues happening during our experience. It was difficult to have a conversation during the meal, as the music was too loud and the staffs seemed to be too energetic somehow, as they shouted at each other.

Well, but everything that has been mentioned above matched the theme of the restaurant, so it should not be any problems. It was just a thought that popped up into our mind that perhaps it had too many things occurring, which might lead to a negative experience for some people.

(Wednesday) February 16, 2011 - Briskmark

We went to Briskmark for our second company visit in Brisbane. Before the study tour started, I heard that this company was damaged by the flood; therefore, we were not surprised much to see people cleaning the place. However, the thing that surprised me was how casual people talked and interacted with each other because it seemed like everyone knew each other very well like they are a part of one big family.

During the visit, we also found many interesting thing such as big cabbages, which were even bigger than a human’s head and the campaign of last year called ‘mango memories’ that let people shared what mango reminded them of some memories such as reminding of Christmas, as it is summer in Australia.

However, the thing that I love the most from the visit was a poster about banana and the black marks, as it reflects the community norm. Normally people would think of everything with the black marks that it is not good, so does banana. Yet, this poster mentioned the black marks with the sweetness, telling that banana with black marks are actually very sweet and better than the one without any marks. Therefore, I think that using this creative poster to respond to community norm and communicate with customers is very smart and effective, as it can change customer’s perception.

From this company visit, I also learnt that this business may be seen as more about ‘product’ if you looked from the outside, but when you actually looked from the inside perspective, it is much more about ‘relationship’ with both suppliers and consumers. 

(Tuesday) February 15, 2011 - Super Retail Group

The first day of our study tour (MMSPA) started with a meeting at the Virgin Blue counter in the early morning. I admitted that I was worried and not sure whether I can get along with other people in the group. Nevertheless, I was very excited because this was the first day of the study tour and this was also the first time that I fly with Virgin Blue.

In my opinion about flying with Virgin Blue, at first I was a little bit disappointed when I found out that the plane was much smaller and it did not provide as many services as Thai Airline did, as I compared it with my experiences that I mostly fly with Thai Airline. However, when I thought about this again, I realised that I should not compare Virgin Blue with Thai Airline, as they position themselves differently. Virgin Blue positions itself as a low fare airline, while Thai airline positions itself as a service focused airline. In addition, the flight that I flew with Virgin Blue was domestic flight, meaning that it would take merely few hours to get to the destination; therefore, it should not surprise me how the plane of Virgin Blue was not as big as Thai Airline, which I always fly internationally.

When we arrived Brisbane before heading to the hotel and Super Retail Group, I can see that everyone was exhausted. However, the experience that we got from the first company visit was impressive. During the presentation, it was very easy to see how these presenters are passionate about their company. Additionally, what I learnt from the presentation changed my perspective about the retail industry, as I never thought that it is very important to understand and engage customers with the brand. Even though I knew that it is important, I did not know how to engage with them. However, their ideas of Club BCF and events are really great! At the end of the company visit, I have learnt that if your employees are passionate about your company, this can drive the company into success; and if you can engage with your customers who are passionate about what you are doing or operating, your company is successful without doubt.

MMSPA_2011 - our destinations

Brisbane

15/2/2011 - Super Retail Group

16/2/2011 - Brismark

Gold Coast

17/2/2011 - Gold Coast Media Centre

18/2/2011 - Sea World

Sydney

19/2/2011 - Sydney Harbouor Bridge

20/2/2011 - Free day in Sydney :)

21/2/2011 - Lend Lease & DDB

22/2/2011 - Google & Salmat

Melbourne

23/2/2011 - The Age & Bwired

24/2/2011 - L'Oreal & OPSM Eye Hub

25/2/2011 - Myer