Group 5 – Suunto Singapore

Hi everyone!

For our project, our team has decided to work on Suunto Singapore.

Company Background:

Founded in 1936, Suunto Oy is a designer and manufacturer of sports watches, dive computers, and sports instruments for adventurers worldwide. Headquartered in Vantaa, Finland, Suunto’s product line ranges from premium watches to accessories that aid in various sports such as climbing, hiking, triathlon, and many others. Suunto is a subsidiary of Amer Sports Corp. In Singapore, Suunto’s merchandise is available at sports and watch retailers such as World Sports and Royal Sporting House, just to name a few.

Why we chose Suunto:

Internationally, Suunto is a highly recognised brand in its field. Its first GPS sports watch with optical heart rate measurement, the Suunto Spartan Sport Wrist HR, was awarded the Runner’s World Editor’s Pick in January 2017. Other awards won by Suunto include The Outdoor Retailer ‘Best in Show’ Gear for 2016 by Gear Junkie, Editor’s Choice 2016 Award by Competitor magazine and Best New Gear Award: Outdoor Retailer Winter 2016 by GearInstitute, among many others.

Suunto also has a substantial global following, with 382,245 fans on its global Facebook page (@Suunto). These fans receive frequent updates regarding Suunto’s partnerships, brand ambassadors, and product information.

Singapore is a promising market for Suunto, as wearable electronics are becoming increasingly popular. Around 73,000 units of smart wearables were sold in 2016, amounting to a 69% increase in retail volume. As for activity wearables, 2016 saw a 28% growth in retail volume. It has been noted that the strong demand for wearable electronics stems from the sharing of exercise habits and fitness on social media. Consumers are constantly on social media, with Singapore having the highest penetration rate of mobile phones and internet connectivity. In their respective social communities, sports and fitness enthusiasts are the main sharers of fitness information among friends on social media. This indicates the complementary nature between wearable technology and social media.

Despite the growing trend for active lifestyles and high social and mobile connectivity in Singapore, Suunto has been unable to fulfill its business potential in the tech wearables segment, even though their products and services are not only on par with but may even be superior to those of its competitors. On its social media platforms, Suunto is lagging behind its competitors in terms of reach, engagement, and interaction on those social media platforms within the Singapore market.

In what ways can Social Media help Suunto improve their performance in the Singapore market?

Suunto Singapore’s social media presence is markedly less established when compared to its main competitor, Garmin, on both Facebook and Instagram. While Suunto has 380,000+ followers on its old Facebook page (@SgSuunto) and 2000+ followers on its new Facebook page (@Singapore.Suunto), they still trail behind Garmin, which has 1,400,000+ followers on its Singapore page (@GarminSG). Also, it is interesting to note that although Suunto Singapore changed its Facebook page to @Singapore.Suunto in mid-2016, its older page has remained as the sole verified account.

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When comparing across their Instagram accounts, Garmin far outperforms Suunto in the Singapore market. Suunto has a main account with 125,000+ followers (@suunto), but does not have a Singapore-based account. Meanwhile, not only does Garmin have a main account with 261,000+ followers (@garmin), but it also has a dedicated Singapore account with 2,400+ followers (@garminsg), that publishes more targeted, localised content in tandem with their Singapore Facebook page.

Additionally, Suunto’s current Facebook page only features general event and product promotion details with no co-creation of content, thus, resulting in an unappealing, one-way communication strategy. On the other hand, Garmin shares articles and fitness tidbits and showcase active promotion of their ambassadors in addition to providing consumers with the ambassadors’ lifestyle and training insights in order to facilitate interaction with its consumers.

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Therefore, Suunto should capitalise on the complementary relationship between the technological nature of its product and the proliferation of social media in today’s society to reap the benefits of positive network effects arising from the strong sense of community and high levels of density and closeness among members of the fitness community. Hence, an improved social media presence with meaningful relationships built with its target consumers will help translate to higher sales.

Project Goals:

Our team intends to utilise social media to increase awareness of Suunto’s differentiated product offerings amongst our target audience, the fitness enthusiasts, by emphasizing Suunto’s rich brand heritage and history of making high precision dive equipment that is rugged, durable, and accurate.

Next, as sales in the industry of fitness wearables are mainly driven by perceptions, our team aims to improve consumer perceptions of Suunto, by positioning it as a top-tier sports watch maker and increasing Suunto’s engagement with its target consumer group through social media.

In addition, in order to better connect with potential consumers, our team aims to improve the content of Suunto’s existing Facebook and Instagram pages by fostering an interactive two-way relationship between Suunto and their consumers.

Lastly, our team will tap into the positive network effects of existing sports communities, such as running groups on Facebook, that are already present on the various social media platforms and leverage on their strong, tight-knit community to enhance customer relations and experience and ultimately increase brand loyalty.

In summary, our goals are to:

  1.     Increase awareness amongst target audience groups of Suunto’s differentiated product offerings and brand heritage
  2.       Achieve greater reach
  3.       Improve engagement
  4.       Increase positive online sentiment

Main Messages:

Suunto’s messages will be aimed at building positive perceptions of the brand and encouraging consumers to share the brand among their peers with similar interests.

  1. Suunto brings people to greater heights – whether in breaking new records, overcoming challenges or conquering fears. As Suunto sells products that mainly cater to people taking part in adventurous or extreme sports, the company should build an image that reflects courage and ambition.
  2. Suunto is a community that connects sportsmen and adventurers from all over Singapore. There can be shared reviews, interviews on users of Suunto and introduction to Suunto’s current community website. Users can also go beyond sharing about Suunto products by sharing adventuring tips and other aspects of a Suunto user’s lifestyle.
  3. Suunto products are of high quality and benefit the user in many ways.

Identifying and Understanding Suunto’s Target Audience:

In order to identify the target audience, we will first conduct observational studies at selected watch and sporting goods retailers that carry Suunto’s merchandise. Following, we will seek to confirm our observations and obtain deeper insights from the sales associates through interviews to identify Suunto’s customer profile. Finally, we will conduct on-the-ground interviews with fitness enthusiasts at sports events like triathlons and trail runs.

To further understand the characteristics and behaviours of Suunto’s customer, we will interview consumers that fit Suunto’s customer profile either through in-depth interviews or through focus groups discussions to better understand their perception of Suunto and their awareness of Suunto’s social media presence in Singapore vis-a-vis its competitors. Secondary research will also be conducted for social media data analytics.

Feasible Media Platform

Suunto’s core customer segment consists of fitness enthusiasts who are performance-driven and are typically in their early twenties to mid-thirties. This age group also represents the main users of social media platforms such as Instagram and Facebook.  According to TNS, 85% of 16 to 24-year-olds use Instagram in Asia Pacific, with Singapore’s penetration rate for Instagram at 63%.  Also, according to eMarketer, the projected number of Facebook users in Singapore 2017 is 3.2 million, which represents 54% of total population and 93% of total social media users.

Measuring effectiveness:

As our two main goals lie in extending Suunto’s reach and increasing engagement through social media, we have developed a set of metrics in order to analyze the effectiveness of using Facebook and Instagram to deliver our messages.


  • Reach:

o        Number of followers on account

  • Engagement:

o        Number of comments and likes on post

o        Number of mentions

o        Number of user-generated content for engagement campaign

o        Use of hashtags

  •  Sentiment:

o        Number of positive comments

  1. Facebook:
  • Reach:

o        Number of fans on account

  •  Engagement:

o        Number of people who liked, shared or commented on post

o        Number of video views

  •  Sentiment:

o        Number of positive comments


In conclusion, our team believes that social media can not only increase awareness and reach, but also improve engagement, and generate positive sentiment towards Suunto Singapore. Given the high quality of Suunto products and its reputation as a trusted brand in the wearable sports technology industry, we believe that Suunto’s weakness lies in its underutilization of social media. This is especially apparent given the strong demand for wearable sports technology in Singapore and the high social media use among fitness enthusiasts in Singapore. Through messages promoting the Suunto lifestyle and building a virtual community around the brand, our team hopes to achieve Suunto’s business goals while benefitting Singapore’s sportsmen.

(Done By: Theodora, Nicole, Samantha, Jun Yong, Crystal)

(G1) Group 6’s Project Proposal: Ohhmybox

Ohhmybox (OMB) is a startup company that was established 8 months ago. OMB provides monthly subscription boxes for the “Modern Gentleman” and is currently the first of its kind in Singapore. Boxes are designed according to monthly themes and contain facial products, grooming essentials and accessories like socks and ties.

Even though subscription box service is not an entirely new concept in Singapore, OMB is fairly unknown. A further analysis of their social media platforms revealed:

  1. Lack of awareness and community on their pages

Startups often face resource constraints and are forced to maximize their advertising outreach at low costs. As a result, even though OMB constantly updates and provide sponsored content on their page, as compared to 2 other male subscription box services, their page is lacking in brand awareness.

Their Instagram page is also severely lacking in authentic follows, with a bulk of its 1,499 followers coming from bots and fellow e-commerce stores. Clearly, OMB can do much more in terms of gaining an organic community.


  1. Visuals not adequately used to communicate deals and promotions  

OMB constantly updates their social media with upcoming promotions and exclusive deals, yet these promotions are not accompanied with attention-grabbing pictures. This could also be why their posts are often met with less than 10 likes, contributing to its low awareness on Facebook.

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OMB’s target audience includes:

  • Existing customers: 18-35 in age, as found out from an interview with the founder
  • Potential customers: Millennial males, including students and corporate professionals
  • Secondary target audience: Females who intend to buy OMB as gifts for their male friends    

As millennials of this age range are usually active on social media platforms such as Facebook, Instagram, LinkedIn and YouTube, we believe they can each play a different role in OMB’s social media strategy.

Our project goals:

  • Inform millennial males and other potential customers of the awareness of such a lifestyle brand
  • Educate them on how their subscription service works, and establishing OMB as a top-of-mind lifestyle brand for males
  • Engage in conversations and promotions to drive participation on their page

Through social media channels, we hope to convey the overarching brand message of OMB being a “one-stop-shop for the modern gentlemen”. We also aim to establish OMB as a lifestyle brand which provides practical and trendy products and help its customers dress for success.

Group 9 – The Book Cafe

Introduction to The Book Cafe

The Book Café is a book-themed café that provides a great hangout place for its guests with its relaxing, casual and cosy atmosphere.Well-equipped with a huge array of magazines, books, foreign and local newspapers, electrical power-points for laptop users, free wireless internet access and a photocopier, and all day breakfast our café have became a hot-spot for students as well as working adults.

Since opening in September 2000, The Book Café has played host to a series of cocktail parties, club meetings, product launches and various private events. This event planning service cater to both personal and corporate entertainment needs.

The indoor dining area resembles a large living room with big inviting sofas, soft lights and bookshelves to complement its intimate interior that allows guests to dine-in with comfort. Al-fresco dining is also available in The Book Café.

Located at the Martin Road which is away from the hustle and bustle of the city, The Book Café is just the right place to hold your for first dates, chill-out sessions, families’ gatherings and even business lunches.

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Target Audience

Young millennials : 19 – 35 years

Born between 1980-2000, these millennials happen to be the most tech savvy & have the most spending power.

3 Specific Groups

Book lovers: With the emergence of digital print, millennials are sticking with printed books and almost every 2 out of 5 people are book lovers. A book theme cafe is the perfect spot for this customer group.

Students: Students today are turning away from their homes and libraries for study spaces and are shifting towards cafes. Cafes that are able to tap into this have been able to increase their earnings.
Freelancers: With electrical power-points for laptop users, free wireless internet access and a photocopier, this cafe is a hot-spot for working adults –  especially freelancers who don’t have a fixed office place to work from.

Project Goals to be Fulfilled 

1. Increase awareness of the brand through word-of-mouth

2. Increase responsiveness to positive and negative feedback – crisis management

3. Increase interesting content and aesthetics in all social media sites

4. Transform audience from watchers to producers

5. Build sustainable social media channels

Feasible Media Platforms

  • Facebook
  • Website
  • Twitter
  • Instagram
  • Review based sites



  • Facebook – Page views, fan count and likes on their posts
  • Twitter – Number of followers and retweets
  • Instagram – Number of followers, likes
  • Review-based sites – Number of reviews, and likes
  • Website – Page views


  • Facebook – Number of shares and comments on postsTwitter – Number of replies, retweets, hashtags used, number of compliments / complaints   
  • Twitter – Number of replies, retweets, hashtags used, number of compliments/ complaints
  • Instagram – Number of comments, shares, bookmarks, check-ins at cafe location, hashtags related to the business
  • Review-based sites – Comments, shares, number of click-thrus /  view-thrus from review websites to company websites
  • Website – Number of people who utilize the chat function


  • Facebook & Instagram – number of people who tagged their friends in a post and friends who replied their friends’ comments, quality of comments e.g. “let’s go”
  • Twitter – number of tweets that feature users considering a visit to the cafe
  • Review-based sites – number of visitors from review sites clicking through and asking about company operations or food items


  • Facebook – number of check-ins at the cafe locations and quality of reviews
  • Twitter – number of users updating their status to reflect their experience at the cafe
  • Instagram – number of check-ins at the cafe locations and quality of captions and replies to their friends who commented
  • Review-based sites – number of people who use the promo code from review sites
  • Website – number of people who make reservations

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Group 9 (Justine, Stephanie, Grace, Rithika, Moeno)

G7 SkillsFuture Singapore (SSG) Project Proposal

SkillsFuture Singapore (SSG) is a statutory board constituted in 2016 that falls under the purview of the Ministry of Education (MOE) of Singapore. SkillsFuture is a national movement to promote lifelong learning among Singaporeans with the aim of creating an advanced economy and inclusive society. The need for a coordinated effort to drive and implement SkillsFuture underlies the formation of SSG.

The nature of this new statutory board is multidisciplinary, and a large amount of resources and focus has been dedicated by the government to ensure its success. We are intrigued by the importance of this national endeavour, and recognise the importance of an effective communications strategy to achieve the objective of widespread adoption by the population.

Additionally, a recent report has confirmed our hypothesis that utilisation of SkillsFuture resources by the 25-29 age group is the lowest among all age groups at 16% ( Given the ubiquity of social media among the same age group, we are presented with the opportunity to devise strategies that leverage the power of social media that can remedy the low take-up rate.

We plan to conduct focus groups, surveys, and in-depth interviews among current and prospective university graduates to get our fingers on the pulse of the characteristics and behaviours of our target audience, particularly in relation to the implementation of SkillsFuture so far. Awareness levels and perceptions will be gauged to determine the type of social media strategies to be adopted.

Subsequently, the feasibility of the media platform on which we deliver the organisation’s message will be decided along three criteria – the nature and length of the content, its suitability in relation to the image alignment of SkillsFuture, and the preferences and behavioural tendencies of our target audience.

The effectiveness of the implementation will ideally be measured by several key performance indicators (KPIs), which will be selected based on the strategies chosen and the objectives targeted. We will be most concerned with the increase in interest levels in the SkillsFuture programmes that result directly from the social media strategies adopted – however, this metric might be hard to measure given the complexity in influence attribution. These objectives will be ascertained at a later date after consultation with an SSG representative.

We hope that through this project we gain a keener understanding of social media strategy implementation in a wide-scale context and a deeper appreciation for the complexities involved in such efforts.

Group 3 – Breast Feeding Friends

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Hello all, we have chosen Breast Feeding Friends as our organization for this COMM346 project. Through this blog post, we will bring you through the views towards public breastfeeding, an organization which is involved in the advocation of public breastfeeding, their goals, and the difficulties, our group’s plans to help the organization overcome the hurdles and achieve their targets. Thus, without further ado, let us present to you: BFFsg.

Who are Breast Feeding Friends?

Breast Feeding Friends (BFF) is a non-profit organization who wishes to educate the public about breastfeeding and eventually cultivate a new generation of open-mindedness. BFF believes that breastfeeding is a beautiful and natural act, and should not be subjected to stigmatization in the society as well as the corporate world. Thus, they have collaborated with cafés in Singapore who have pledged to welcome breastfeeding moms in their venues and to raise awareness among their own customers.

Why did we choose BFF?

What BFF believes in inspires us greatly and we too, feel that breastfeeding mothers should not be criticized or feel ashamed for doing something that is natural and intrinsic in humans: to feed their babies. It is a noble cause that should be widely supported yet, in reality, awareness among the Singaporean society is not very extensive. If such a meaningful campaign were to succeed, it brings greater hope for others who are stigmatized against in Singapore, because inclusiveness can be inculcated in our society.

Furthermore, our group strongly recommends more aggressive social media strategies for raising awareness of this cause, as social media can give the organization a greater push towards its goals.

Who are the target audiences?

First and foremost, the most pertinent audience for BFF would be the public and customers of the cafes whom BFF collaborates with. This is because the main goal of BFF is to achieve an inclusive society where there is no stigma against mothers who breastfeed in public. Thus, we should strive to eliminate the biases in Singaporeans before we can move towards a more comfortable environment for breastfeeding mothers.

Secondly, we will appeal to the breastfeeding mothers in Singapore. It is necessary to assure mothers that it is safe to breastfeed in public and will no longer be subjected to scrutiny if they were to do so because we now have cafes who welcome such mothers with open arms.

Evaluating BFF’s Current Social Media Strategy

Conducting an analysis of BFF’s social networks and campaigns, we have found that their outreach is below satisfactory. A BFF Facebook page and a blog are their only active social media platforms. While Facebook videos of public figures speaking about the cause and experiences of breastfeeding mothers have been shared, they have not been very extensive in their outreach, barely garnering a few likes and shares. Currently, they have only 2,154 people following this page.

Recently, they have also used an Instagram hashtag: #BFFsg to encourage their audience to share about experiences as a breastfeeding mother or stories they have heard of. Ironically, the organization does not have an official Instagram account and this would run counter to the strategy of using an Instagram hashtag. We have also noticed that many others have used the hashtag #BFFsg irrelevant to the cause, and this might be due to the hashtag not being unique and could be interpreted differently, such as “Best Friends Forever SG(Singapore)”.

The BFF blog is also infrequently updated, the latest post being on the 28th March 2016. While the blog is meant for nursing mothers to gain tips for nursing/pumping in public as well as for mothers to contribute their own input as well, the purpose has not been very well achieved. This is perhaps due to a lack in the number of mothers who possess knowledge of such a blog in combination with the organization itself inadequately and inconsistently prompting their audience to voice out.

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The Main Message We Wish to Promote in Our Strategy

The group will thus propose the main message of our social media strategy which we believe will greatly help BFF achieve their goals using social media.

#1: YES, it is legal in Singapore for mothers to breastfeed in public.

#2: Many F&B outlets have pledged with BFF to welcome breastfeeding moms into their branches.

#3: No one should feel ashamed about public breastfeeding, for it is a beautiful act of nature.

How are we going to gather data on our target audiences?

  • Conduct a sample size survey on the target audience – consumers of cafes, restaurants etc.
  • Gather information from research papers and previously conducted surveys
  • Conduct small focus group meetings to get a general sense of what they know and think of breastfeeding in public

What platforms do we plan to use?

Looking at the organization’s goals which include: Moving towards an inclusive society, creating a network of support and listening to the community. We have tailored our project goals precisely to these three goals. To move towards an inclusive society, we aim to create and expand awareness for BFF’s cause. Creating a network of support would require us to extend BFF’s network of pledged outlets and to move beyond F&B outlets if possible. As for our last project goal, we recommend that BFF engage more intensively in gathering views and feedback from the community. The diagram below further illustrates this connection.

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We have selected Facebook, Youtube, Instagram and Whatsapp as our chosen social media platform to help achieve these goals. While some of these may be tailored to a specific goal, they are not mutually exclusive and a comprehensive use of all these platforms will bring us closer to the overarching objective of raising awareness.


In conclusion, we hope that we can inspire and educate more Singaporeans about public breastfeeding and come together to provide a better environment for breastfeeding mothers, no matter how small the effort. Therefore, for BFF, a social media strategy would be imperative in achieving their goals.

Group 4 – Singapore Junior Chefs Club

  • Reason for choosing this topic

To help them improve their Social Media Platforms due to two basic points.

1. a rise in popularity of food videos

2. a competitive area to work on creating content.

  • The way SOCIAL MEDIA help out the organization on their problems/ issues

Let more people know about SJCC

  • Specific goals

Raise awareness(increase interest & attention to the organization and its activities)

Improve the content (quantity and quality)

Keep the interest of people on SJCC in the long run

Increase activity in the group (Sign ups, likes, shares)

No. of discussions

Event/Posts participants

  • Main messages

Awareness of club to young chefs, convey the benefits of SJCC

  • Ways to understand target audience & behaviors/characteristics

In-depth interviews with SJCC marketing staffs & SJCC members

Social Analytic Tools


  • Feasible media platform

Facebook / Instagram / LinkedIn or Jobstreet

  • Standards for analyzing effectiveness of potential media channels

No. of shares/comments/ likes

No. of sponsors who approach club

No. of sign ups

No. of discussions