Internet Marketing – Assessment 2 .

Internet marketing (Pink Beauty SG)

Ground rules:

  1. No playing around when discussing
  2. No eating when doing any work
  3. Be punctual
  4. Always speak up when discussing (little things matter)
  5. Do your work and be responsible
  6. Don’t be offended when commented
  7. Take turns to choose different places to do the assignment for more creativity
  8. Active on group chat
  9. Respect each other, do not leave early as your help may be needed
  10. Always bring your own devices as needed.




Week 2

Tutorial: Group Discussion

Objective: To finalize the group project brand for the Online Campaign

Conduct preliminary checks to ascertain the suitability of the client for AdWords Programme.

Time Required: 90 Minutes


Part A

Checklist in determining whether the brand is suitable:

Questions Yes No

The organization/ brand has an existing business presence in Singapore


The Organisation / Brand does not have an existing Search Engine

marketing Programme with Google.


The Organisation/ Brand’s website is not found on the organic search ranking in the first 3 pages of Google when used with relevant keywords.


It is not an established brand, but more of an SME/ Start-up company.


It’s not a B2B company. It is not an intermediary. It is a B2C company.


The number of searches for its relevant keywords is substantial

(Use Key Word Planner)

 About 183,000,000 results (0.66 seconds)  

The current website visit is considered as low (Use


The brand has at least 4 Product Lines



Part B

Based on the brand selected, research on the following points:

  • Pink beauty, (183 Toa Payoh Central, #01-270

Singapore,310183), (705 Ang Mo Kio Ave 8, #01-2571

Singapore,560705), (213 Bedok North Street 1, #01-133

Singapore,460213), (442 Clementi Ave 3, #01-109

Singapore,120442), (1 Bukit Batok Central Link, West Mall, #01-14


  • number of employees: 50 employees
  • Goods and services offered: retailing cosmetic and beauty products
  • Key online marketing personnel: NA
  • Age of the company: 14 years
  • URL:
  • Website Age: 12 years
  • Website Management: NA
  • Company presence and sales via online and offline channels: online presence through its website which has an estimated


Part C

Brainstorm 10 keywords that are related to the brand of your business. Do a search with the keyword(s) on Google and access the page of the website ranked on Google.

  • Cosmetic company Singapore (page 7)
  • Skincare products (unranked)
  • Beauty products (unranked)
  • Cosmetic Singapore (unranked)
  • Facial products (unranked)
  • Health and beauty products (unranked)
  • Natural skincare (unranked)
  • Online cosmetic (unranked)
  • Buy cosmetic (unranked)
  • Best cosmetic (unranked)




Part D

Conduct a simple audit of the brand’s current social media assets/ vehicles:

Facebook (, 3,486 likes, twice a week)

Instagram (, 293 followers, 5 times in a week)

Twitter (None)

Website (, 2250 views per month)

Apps (None)

Influencers/ Bloggers (None)

YouTubers/ Youtube (None)

 THIRD-PARTY IMMEDIARY (SingPost for delivery)


Part E

1) Evaluate and analyze the current state of its digital efforts and presence.

The current state of the company’s digital efforts and presence in promoting their products is still fairly low. Hereby, it is certain that the company rarely update their social pages. To overcome this problem, the first thing that the company needs to do is to examine and identify their specific goals for their business.


2) Give 2 reasons why  Google Online Marketing (SEM) will help with your client.

  • Google’s online marketing will help Pink Beauty to increase its brand awareness in the market and brand equity of its products.
  • Using SEM will increase the website rating by placing the website in the top results when the relevant keywords are entered on the search engines.




MKTG3003 Internet Marketing Trimester 2A, 2019 Lecturer: Mr. Dennis Toh

25 July 2019

Students are to work in their respective project group.

After finalizing your brand last week, this week’s assignment focuses on understanding your client’s business deeper. It details your research on the brand’s market analysis, marketing activities, stp, and digital influencers.



Conduct a detailed Market Analysis of the client selected for your Ad Word Project

  • Current and potential competitors :
  • Overview of the industry (key characteristics, competitive/saturated/ mature)
  • Market position / specialities
  • Unique selling points of the goods/services offered
  • Seasonality of their goods/services or seasonality that the company has identified
  • The website uses, e.g. sales, general info, customer service, email subscriptions, etc.
  • Website strengths and weaknesses
  • Other online advertising and offline promotion of the website



Using the segmentation variables, discuss the geographic, demographics, Psychographics and Behavioural segmentation of your client’s current customers.


Geographics: Pink beauty is a Singapore company so it basically targets all the local population.


Demographics: Pink Beauty’s clients range from young to old including both genders which range between 21 and 50 years old.  Targeting male and female genders, generally cheap products affordable by average income people.


Psychographic: most people are from the service sector in Singapore and prefer to use cosmetics and other skincare products in daily use.


Behaviour: under behavior segmentation, pink beauty sells cosmetics and other skin and hair care products which are the essentials for use, hence, the demand is high from the customers. The behavior of customers who buy brand products is seeking health benefits from cosmetic products.




Draw a Perceptual Map using 2 variables to compare your client with its closest competitors.



Identifying and targeting suitable influencers for your digital campaign is one key component of digital marketing. List down and discuss 10 influencers / Instagrammers / YouTubers who are relevant to your client’s business


Task A:

  • Sephora, M.A.C, Sasa
  • Pink Beauty is a beauty retail enterprise that was founded in 2005. The store provides a range of haircare, skincare, make-up, fragrance, oral care, beauty supplements products.
  • Medium quality, low price
  • Cheap
  • Night, Friday night and weekends, the first week of the month (since payday is usually at the end of the month, 30-31st), holiday period (Chinese new year, Great Singapore Sale, Black Friday, End of the year sale)
  • $6.60 per month-revenue, delivery, customer service, general info of products, new products and promotions, sales
  • Shows a wide variety of products-categorized specifically for different products, catchy design while reserving simplicity
  • No online advertising or offline promotion









  1. Titan Tyra (@titantyra, 371K IG Followers) – She is well known for her reviews on beauty products, she has over 300k followers on Instagram and over 500K subscribers on youtube. With that amount of followers, people will be attracted easily when she starts promoting the Pink Beauty account. She also lived in Singapore for her education purposes, and her boyfriend is Singaporean, which also makes it easier for her to describe the business.
  2. Christabel Chua (@bellywellyjelly)
  3. Yu qing (@b1gqing, 182K IG followers)
  4. Mongchin Yeoh (mongabong 74K youtube subscriber)



  1. Contour
  2. Eyeshadow
  3. Eyebrows
  4. Concealer
  5. Blush
  6. Palette
  7. Watson
  8. Guardian
  9. Cosmetics
  10. Lip balm
  11. Lipstick
  12. Best eye cream
  13. Moisturizer
  14. Ysl lipstick
  15. Mac lipstick
  16. Chanel lipsticks
  17.  Nars Singapore
  18. Beauty
  19. Fenty beauty
  20. Mask
  21. Innisfree mask
  22. Eye mask
  23. Lazy eye
  24. Lips
  25. Foundation
  26. Face
  27. Korean make up
  28. Basic makeup
  29. Best eyeliner
  30. Pink lipstick



  1. Save your money!! | make-up from S$2.90 | grab it now!! Order now from pink beauty SG and get the lowest price from us. Make-up and skincare starting only from S$2.90
  2. Love your face | Best quality make-up at its price | Pink Beauty SG. Only at Pink Beauty SG beauty blender starting from S$2.90. Check out more products on our website.
  3. Maybelline lipstick | New arrival lipstick | Pink Beauty SG. Products are imported from many countries. Focus on skincare high-quality products at the lowest cost!!





Personal care:



Teeth whitening


Baby teeth




The body shop tea tree oil

Olive oil


Stretch mark


Ipl hair removal





Face mask

Eye mask

Shower screen

Johnson and johnson


Back pain

Knee guard

Shoulder pain

Hair removal

Face moisturizers

Wet wipes

Wet tissue



  1. Cheap Collagen Diamond Drink | Kinohimitsu 5300 @%69.90 | Pink Beauty SG. Order & Buy Cheapest Kinohimitsu Collagen Diamond Drink for only $5.9 delivery fees for home delivery. $8 Singpost |
  2. Cheap Listerine Mouthwash| Listerine Mouthwash @$5.50 | Pink Beauty SG. Order & Buy Cheapest Listerine Mouthwash for only $5.90 delivery fees for home delivery. $8 Singpost | Listerine Original Mouthwash 750ml for only $5.50. |
  3. Cheap Dettol Disinfectant | Dettol Disinfectant @$8.90 | Pink Beauty SG. Order & Buy Cheapest Dettol Disinfectant for only $5.90 delivery fees for home delivery. $8 Singpost | Dettol Liquid Antiseptic Germicide 750ml + 250ml for only $8.90. |


  1. Hair treatment
  2. Dry shampoo
  3. Soft rebonding
  4. Perm hair
  5. Hair rebonding
  6. Keratin treatment
  7. Hair dye
  8. Ash brown
  9. Ash brown hair
  10. Ombre hair
  11. Hairstyle girls
  12. Hairspray
  13. Serum
  14. Dove
  15. Shiseido
  16. Dandruff
  17. Tresemme
  18. Hair color
  19. Loreal
  20. Liese hair dye
  21. Ash grey hair
  22. Shampoo
  23. Blonde hair
  24. Highlights hair
  25. Hair loss
  26. Long hair
  27. Short hair
  28. Keratin
  29. Curly hair
  30. Burgundy



  1. Cheap L’oreal SG | L’oreal Paris Shampoo @$9.70 | PinkBeautySG. | Order & Buy Cheapest L’oreal Shampoo for only $5.90 delivery fees for home delivery. $8 Singpost. L’oreal Paris Keratin Shampoos only @$9.70. L’oreal Moisture and Thickening Shampoos only @$9.70.
  2. Effective Hair Coloring Product | Garnier Hair Coloring SG | Garnier Hair Color @$5.90 | Shop & Ship Garnier Hair Coloring for only @8.00 by Singpost. @5.90 for home delivery. Garnier Color Naturals Caramel Brown@$5.90. Garnier Color Naturals Nutrisse Nourishing Color Creme Golden Brown @$7.80.
  3. Repair and Defend your Hair | Hair Healthiness Products | | Repair and rejuvenate your hair healthiness with our hair care products. Famous brands around the world for your hair. L’oreal Paris hair treatment products.





  1. Versace perfume
  2. Victoria secret perfume
  3. Chloe perfume
  4. Deodorant
  5. Cologne
  6. Best perfume for men
  7. Hugo boss
  8. DKNY
  9. Calvin Klein
  10.  Moschino
  11.  Kenzo
  12.  Issey Miyake
  13.  Montblanc
  14.  Bvlgari
  15. Marc Jacobs
  16. Giorgio Armani
  17.  Elizabeth Arden
  18. Juicy Couture
  19.  Simple
  20. Perfume for men
  21.  Paris Hilton
  22.  Victorinox
  23.  Tommy Hilfiger
  24.  Justin Bieber
  25.  Katy Perry
  26.  A&F
  27.  Abercrombie
  28.  One Direction
  29.  Davidoff
  30. Lanvin


Ad Text :

  1. Authentic Versace Perfume | Versace Pour Femme Dylan Blue EDP @$95.90 | Pink Beauty SG. | Versace Perfume on Sale | Versace Blue Jeans Eau de Toilette $22.90 | Versace Perfume New Arrivals | Cheap Versace
  2. Long lasting perfume | Victoria’s Secret Coconut Passion Body Mist 250ml @$13.90 | Victoria’s Secret Perfume Products | Victoria’s Secret Romantic Body Mist 2x250ml for sale @25.80 | Fresh Victoria’s Secret Perfume & Cologne
  3. Best cologne | Feel fresh for 24hrs | Issey Miyake Perfume only @$58.90 | Best perfume| Issey Miyake Florare Eau De Toilette 90ml @69.90 | Authentic Issey Miyake Perfume| Issey Miyake for @$68.00






Best eye cream

Acne scars



Cystic acne

Pimples on chin


Skincare routine


Lip balm


Nature republic



Blackheads removal

Fenty beauty

The guardian

Guardian online


Caring skin

Face mask






Qv cream

Oily skin

Best face wash for men


Ad text:

  1. Best moisturizer in Singapore | Best face wash | cheap face masks | get a 25% off for all SK-II products such as facial cleansing oil and lotions | clear oily skin to make your face look fresh
  2. Cheap skincare | Best eye cream | cheap suncare | L’oreal Paris White Perfect Milky Foam 50ml only for $2.50 |  improve your skin through moisturizing and hydrating
  3. Clean & clear oil control film | L’oreal facial foam | Pond’s sunscreen | brighten your skin using a white brightening scrub | protect your skin from the harsh heat of the sun.



Negative keywords :


Body Care

  1. Eczema
  2. Acne Scars
  3. Skin cancer
  4. Acne cream
  5. Oily skin
  6. Low
  7. Combination
  8. Sores
  9. Hairfall
  10. Aging
  11. Cheap
  12. Hairloss
  13. Dandruff
  14. Blackheads
  15. Pimple
  16. Cystic acne
  17. Stretch mark
  18. Cellulite
  19. Back Pain
  20. Shoulder pain
  21. Dry Skin
  22. Dry Hair
  23. Dead scalp
  24. Skin itiching
  25. zx






Ad Group




Learning outcomes:

Students are to understand the meaning of AD TEXT and how to write an AD TEXT.


Students need to understand the terminology of Impression, Clicks, CPC ( Cost Per Click) and CTR ( Click Through Rate)


Students need to understand the application of Campaign Forecast and Success Metrics to their client’s ad word Project.


Students need to understand how to derive the budget for the Ad Word Campaign.


Students are to work in their respective project group.


Based on the key words formulated last week, students need to


  1. a) Write 3 Ad Texts for every Ad Group; 12 Ad Texts for 4 Ad Groups in total.



  1. c) Estimate the monthly budget required for the Client for Ad Words.





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