Advertising & Promotional Tools of P.S Café Company

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Advertising
Name
(Affiliation institutions)

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1. Introduction of P.S Café in Singapore
P.S Café in Singapore was opened in 1999 as a cosy cafe hidden within Project shop
clothing store (P.S Café, 2020). Since its foundation, P.S Café has experienced rapid growth in
the Singaporean market with the Café well known for romantic dates, lazy afternoon teas as well
as legendary brunches. The P.S Café in Singapore has been chosen for this assignment because it
had been involved in the advertising of its products in the Singaporean market through various
advertising and promotional tools. The company has been successful although it needs to
integrate its advertising and promotional tools with consideration the market has also evolved.
Image source (P.S Café, 2020)
2. Background of P.S Café in Singapore
P.S Café in Singapore offers a variety of goods and services which are classified as traditional or
modern and which are based on concepts of retail as well as takeaway. The common products
and services offered by P.S Café in Singapore include beverages (serves alcohol, wine beer and
other forms of drinks) and fast foods like heartily salads, burger, chips which are prepared by
slow food sensitivity (P.S Café, 2020). Besides, the P.S Café in Singapore also offers other
services and products such as outdoor seating, packing as well as reservations to its customers.

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The Café also accepts various payment options such as Cash, master cards, visa and other types
of credit cards to cater needs for various segments of customers. Diversification of products is
the competitive advantage of P.S Café in Singapore. The diversification ensures the café has a
wide geographical area coverage as compared to most of its direct and indirect competitors in
Singapore. For example, the company has diversified its operations in such a way that customers
can pre-order online for takeaway foods and drinks or over the counter at the store. With P.S
Café in Singapore operating with over 20 different suppliers in the market, the Café has been
able to offer a curated selection of bottles giving their customers an experience of accessing to a
new selection of great wines. Furthermore, the company has all types of wines on small glasses
for tasting before customers facilitate a purchase.

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Image source (P.S Café, 2020)
3. Advertising & Promotional Tools of P.S Café Company
Advertising and promotional is a form of paid communication for an idea, service as well
as product. Diverse companies around the world use various advertising and promotional tools
depending on various factors such as nature of the business, size, government policies as well as
budge (Jothi, Neelamalar & Prasad, 2011). Advertising and promotional tools exist in various
forms such as traditional and non-traditional tools.
The traditional advertising and promotional tools include a media which delivers a
message to mass audiences and includes mass media (television, radio), print media (Newspaper,
magazines, billboards), Word of Mouth, Sales promotion, personal selling as well as Direct
mailer (Stefanone, Lackaff & Rosen (2010). Non-Traditional advertising and promotional
involves any form of a tool of advertising outside the print mass media. The Non-traditional
adverting and promotional tools include Guerrilla Marketing, events, Street Marketing,
Seminars, Stunt Marketing, Stealth Marketing, Public Jokes, Events, Membership Organizations,
Museums and Factory Tour, Theme Parks and Product Placement (Mughari, 2011).