Assignment Task Purpose of the Workshop Exercise

This case study exercise will:

• Focus on the core understanding of integrated marketing campaigns and a pricing exercise.
• Provide practical application opportunities for theoretical knowledge.
• Foster awareness of ethical decision-making issues.

Tasks

1. Complete your study of Weeks 6-8 (read textbook chapters 7-11) and watch the corresponding lecture recordings.
2. Read the “Lemon & Beaker” case carefully.
3. For preparation, follow the short scenario at the end of the case and individually complete the calculations in the calculation quiz on the Assessment’s page on Stream. No SWOT analysis is needed for this workshop.

Case Study: Lemon & Beaker – A Synthesis of Nature and Science

Hannah HeyRim Hong, founder of Lemon & Beaker, drew inspiration from her visits to Smith & Caughey’s in Auckland. With a BSc in chemistry and psychology, a Masters in International Business and Business Administration, and a Diploma in Aesthetics and Beauty Therapy, she also gained experience in her family’s clothing business in Korea.

Returning to Aotearoa New Zealand in 2016, Hong launched Lemon & Beaker in 2018, combining natural and scientific elements to create premium skincare products. The company’s Dual-Blend Repairing Serum with Rose Essential Oil won ‘Best Serum’ at the Best of Natural New Zealand Awards in 2020.

Hong’s NGO aims to empower women through beauty. In 2016, she taught refugee women in Jordan various beauty treatments and soap making. Their soap factory generated a USD$40,000 profit in its second year, funding additional classes for women and English lessons for children. This soap is exclusively sold in Jordan and is not part of the Lemon & Beaker product line.