Fleuriste — Practice Worksheets

Part 1

Short Answer Questions

Select your answers for each question, then click Check Answer to receive feedback.

Scenario 1 — NovaTech Tablets

NovaTech produces consumer electronics and currently sells mid-range tablets. After research, they identified two potential customer groups for expansion:

	Digital Artists	Corporate Employees
Profile	Create illustrations, animations, digital art	Use tablets for presentations, meetings, documentation
Age	18 to 45	25 to 60
Occupation	Freelancers, designers, students	Managers, executives, consultants
Income	Moderate to high, often self-funded	Moderate to high, stable, often company-funded
Key needs	Min 4K display, 100% sRGB, 4096-level stylus, min 16GB RAM	Reliability, min 10–12h battery, security, min 8GB RAM + 256GB storage
Market	Growing demand for advanced creative tablets	Stable and scalable; companies purchase in bulk

Question 1

Using the information provided, determine a market trend that we are seeing in the market.

Tick ALL that apply

Increasing demand for tablets with advanced creative capabilities for digital artists

Growing demand for high-performance devices for specialised digital activities

Stable and scalable corporate demand with companies purchasing devices in bulk

Declining interest in mid-range general-purpose tablets

Question 2

In the context of determining which segment to expand into, which demographic factor most clearly differentiates the two customer segments, and which segment offers a stronger market for NovaTech's expansion?

Demographic factor (select one)

Age

Occupation

Purchasing Power

Chosen segment (select one)

Digital Artists

Corporate Employees

Question 3

Based on the target demographic chosen, determine the most appropriate product development strategy for this opportunity.

Tick ALL that apply

New Product Introduction

Product Improvement

Line Extension

Question 4

Based on the target demographic chosen in Q2, recommend one suitable product specification for this collection.

Tick ALL that apply

Minimum 16GB RAM to handle large files and software

Minimum 8GB RAM and 256GB storage for daily business use

Long battery life (minimum 10–12 hours)

Enterprise security features (e.g. biometric login, remote device management)

High-resolution display (minimum 4K) with stylus compatibility

Scenario 2 — Café Products

Your café is launching 2 new products:

A basic chocolate muffin for daily customers
A premium layered cake made with imported Belgian chocolate and fresh berries

Question 5

Identify which product should be priced higher and which should be priced lower, and justify your answer based on product categories.

Higher priced product (select one)

Basic chocolate muffin

Premium layered cake

Lower priced product (select one)

Basic chocolate muffin

Premium layered cake

Justification (tick ALL that apply)

The premium layered cake uses imported, premium ingredients making it a premium product

The basic chocolate muffin is an entry-level, everyday product

Premium products command higher prices due to higher ingredient and production costs

Both products should be priced the same as they are both chocolate desserts

Supplier A sells normal chocolate at $15 per 100g
Supplier B sells Premium Belgian chocolate at $20 per 100g
Market research shows that customers are willing to pay 50% more for desserts made with Premium Belgian chocolate.

Question 6

Based on this information, select a supplier and support your answer by comparing the percentage increase in ingredient cost with the potential price premium.

Increase in Ingredient Cost (%) (select one)

20%

25%

33.3%

50%

Maximum Price Premium Customers Are Willing to Pay (%) (select one)

20%

33.3%

50%

75%

Supplier Choice (select one)

Supplier A (normal chocolate, $15/100g)

Supplier B (Premium Belgian chocolate, $20/100g)

Question 7

You are selling a product which costs $60 to produce. The target gross profit margin is 50%. Calculate the selling price.

Select one

$90

$100

$110

$120

$130

Question 8

You are launching a wellness drink and want to market it as "100% organic," however, you are currently unable to verify this claim with certainty from the supplier. Based on Singapore's advertising and consumer protection regulations, what action should you take before publishing the advertisement?

Tick ALL that apply

Do not publish the claim until it can be verified with supporting supplier documentation

Remove the '100% organic' claim from marketing materials until verified

Obtain written certification or evidence from the supplier before advertising

Publish the advertisement with a fine-print disclaimer noting the claim is unverified

Publish the claim as it is likely accurate and can be verified later

Question 9

Your company sells two similar products, Product X and Product Y.
Product X retails for $90 and costs $20 to produce.
Product Y retails for $115 and costs $70 to produce.
Based on the profit margin of each product, determine which product should be discontinued and briefly explain your reasoning.

Product X gross margin (%) (select one)

55.6%

77.8%

22.2%

44.4%

Product Y gross margin (%) (select one)

39.1%

60.9%

52.2%

47.8%

Product to discontinue (select one)

Product X

Product Y

Reason (tick ALL that apply)

Product Y has a significantly lower profit margin (~39%) compared to Product X (~78%)

Product X has a significantly lower profit margin compared to Product Y

Product Y generates less gross profit per unit sold despite a higher retail price

Product X generates less gross profit per unit sold

Question 10

The sales of one of your products dropped from 100 units/month to 15 units/month over 6 months. Determine which stage of the product lifecycle this product is in and apply one appropriate action.

Lifecycle stage (select one)

Introduction

Growth

Maturity

Decline

Action to take (tick ALL that apply)

Discontinue the product

Replace with a new product

Refresh or redesign the product

Reduce marketing investment

Increase marketing spend to reverse the decline

Question 11

You are launching a premium home fragrance brand targeting high-end customers. State one suitable brand identity positioning and select one marketing channel that supports this brand identity.

Brand identity positioning (select one)

Budget / Value

Premium / Luxury / High-end

Family-friendly / Mass market

Marketing Channel (tick ALL that apply)

Tatler Singapore or luxury lifestyle magazines

Instagram luxury / lifestyle influencers

High-end interior design publications

Mass-market TV commercials

MRT station flyer distribution

Question 12

You're selling high end Japanese mochi. For each box of 12 mochi, every individual piece is first wrapped in food-safe paper, then sealed in a plastic wrapper. The individually wrapped mochi are then arranged in a box lined with two layers of inner paper, before the box is closed, wrapped in wrapping paper, and finally placed into a gift bag for presentation. Customer feedback indicates that customers prefer simpler and more environmentally friendly packaging. Apply one specific modification to the packaging structure to address this issue.

Tick ALL that apply

Remove the plastic wrapper and retain only the food-safe paper for each individual piece

Replace the plastic wrapper with a biodegradable or compostable alternative

Remove the outer gift bag and present in the closed box only

Reduce the inner paper lining from two layers to one

Eliminate the outer wrapping paper layer

Add a heavier gift box for a more premium feel

Question 13

You ordered 200 white lilies but received 200 white chrysanthemums. The supplier claims that your order, placed via phone call, mentioned 200 white chrysanthemums. Apply one operational control measure that you should implement for future orders to prevent such errors.

Tick ALL that apply

Confirm all supplier orders in writing (email or formal purchase order) after any verbal / phone order

Send a written order summary to the supplier immediately after a phone order specifying exact product, variety, colour, and quantity

Use a formal purchase order document that the supplier must acknowledge before fulfilling

Continue placing orders by phone call only without written follow-up

Part 2

Case Study — LumiHome

About LumiHome

LumiHome is a Singapore-based home fragrance brand specialising in scented candles and diffusers. Products are priced between $40 to $90, targeting the mid to upper market segment.

Part 1 — Market Research

LumiHome is planning to launch a new candle collection targeting wellness-focused working adults aged 25–40. Market research findings for their target demographic (environmentally conscious working adults aged 28–40):

There is a growing demand for clean-burning, non-toxic candles
Customers are willing to pay up to 25% more for natural ingredients (e.g. soy wax, essential oils)
They prefer subtle, calming scents (e.g. lavender, sandalwood)
They favour minimalist, aesthetically pleasing packaging
They are influenced by peer recommendations (word of mouth) and online reviews
They primarily use Instagram and TikTok
They prefer 1–2 days delivery and are comfortable spending between $50–$85 per candle

Costing guideline: Direct material and delivery costs must not exceed 40% of retail price.
Fixed delivery cost: $10 per item.

	Supplier A	Supplier B
Soy wax (per 100g)	$8	$6
Essential oils (per 100ml)	$25	$20
Lead time	Next day	7 days
Ordering process	WhatsApp + invoice	Website + invoice
Natural certification	Yes	No

Case Study — Question 1

Using the market research findings provided, identify one product development strategy that LumiHome should adopt, and explain how a specific product feature based on this strategy addresses a current market trend.

Market trend (tick ALL that apply)

Growing demand for clean-burning, non-toxic candles

Customers willing to pay a premium for natural ingredients

Preference for minimalist, eco-friendly packaging

Declining demand for scented candles overall

Product development strategy (select one)

New Product Introduction

Product Improvement

Line Extension

Product feature (tick ALL that apply)

Use soy wax and essential oils (natural, non-toxic ingredients)

Use eco-friendly minimalist packaging

Offer subtle, calming scents such as lavender or sandalwood

Use synthetic fragrance oils for a stronger scent throw

Case Study — Question 2

Based on the profile of wellness-focused working adults aged 25–40, propose one suitable product specification for the new candle collection.

Tick ALL that apply

Subtle, calming scents such as lavender or sandalwood

Minimalist, aesthetically pleasing packaging

Natural / non-toxic ingredients (soy wax, essential oils)

Compact form factor suited to small living / working spaces

Bold, vibrant packaging to stand out on shelves

Case Study — Question 3

Using the supplier quotations and specifications provided, select the most appropriate supplier for the new collection and justify your choice using one supplier selection criterion.

Supplier Choice (select one)

Supplier A

Supplier B

Selection criterion (tick ALL that apply)

Natural certification — meets target demographic's preference for natural/non-toxic products

Next-day lead time — aligns with customer preference for 1–2 day delivery

Lower cost per unit — maximises profit margin

Website ordering process — more systematic and traceable than WhatsApp

Part 2 — Products Launched

After a month of product development and marketing strategy development, they have launched the following products in 2 different formats:

	Glass Jar Candle	Travel Tin Candle
Description	200g soy wax candle with essential oils	200g soy wax candle in a metal tin
Wax + Oils (Supplier A)	$18	$18
Wax + Oils (Supplier B)	$13.50	$13.50
Container	Glass jar: $3	Tin: $3

Costing guideline: Direct material and delivery costs must not exceed 40% of retail price.
Fixed delivery cost: $10 per item.

They have launched the product via their website, and are planning to do intensive marketing on social media. They are deciding between the 2 marketing strategies on social media:

Marketing strategies under consideration:

1. Influencer collaborations on Instagram
2. Paid banner ads on news websites

Case Study — Question 4

Using Supplier A's cost together with the packaging and delivery costs, calculate the total direct cost of the Soy candle in Glass Jar. Based on your calculation, determine whether pricing the product at $70 meets the company's requirement that direct material and delivery costs must not exceed 40% of the retail price.

Wax & Oils cost (select one)

$13.50

$18

$21

Container cost (select one)

Delivery cost (select one)

$10

$15

Total direct cost (select one)

$28

$31

$36

$41

Percentage of direct cost (at $70 retail) (select one)

38.5%

40%

44.3%

51.4%

Meets costing guideline? (select one)

Yes

Case Study — Question 5

Using the brand's price range ($40–$90), the target demographic's spending range ($50–$85), and the company's costing guidelines, determine a suitable selling price for the soy candle in a glass jar. Based on your proposed price, assign the product to the appropriate product category.

Proposed pricing

Product Category (select one)

Entry level

Mid-tier

Premium

Case Study — Question 6

LumiHome is considering two marketing strategies as per the case study. Select the more appropriate strategy based on the brand identity and target demographic, and state ONE reason for your choice.

Marketing strategy (select one)

Influencer collaborations on Instagram

Paid banner advertisements on news websites

Reason (tick ALL that apply)

The target demographic primarily uses Instagram and TikTok

The target demographic is influenced by peer recommendations and online reviews

Influencer content feels more authentic and trusted than banner ads

Banner ads on news websites are more cost-effective for this demographic

Banner ads reach a broader audience which suits a mass-market brand

Case Study — Question 7

LumiHome intends to market its candles as "natural" and "non-toxic" and charge a premium based on these claims. Identify one legislative consideration the company must address before making these claims publicly.

Tick ALL that apply

Ensure claims are accurate and supported by verifiable supplier certification before publishing

Comply with Singapore's Consumer Protection (Fair Trading) Act — unverified claims may be considered misleading

A disclaimer in fine print is sufficient to publish unverified claims

No verification is required as 'natural' and 'non-toxic' are standard marketing terms

Part 3 — Post-Launch Review

LumiHome has successfully launched their product, and are doing their 3 months post launch review based on sales numbers and customer feedback received.

Units Sold	Month 1	Month 2	Month 3
Glass Jar Candle	80	95	120
Travel Tin Candle	70	50	30

Customer feedback:

"The travel tin so light. Seems like it's made of cheap metal"
"The travel tin's cover keeps falling off!"
"I really like the scents! They make me feel super relaxed"
Packaging is simple and aesthetically pleasing

Case Study — Question 8

Using the 3-month sales data provided, determine which product requires lifecycle intervention and apply ONE appropriate action.

Product for intervention (select one)

Soy candle in glass jar

Soy candle in metal tin

Appropriate action (tick ALL that apply)

Refresh or redesign the product

Reposition it for a different target market

Phase out / discontinue the product

Increase promotional spend to reverse the decline

Case Study — Question 9

Based on customer feedback that the travel tin candle feels less premium, propose one specific product modification that LumiHome can implement to improve customer perception.

Tick ALL that apply

Upgrade to a heavier-gauge, higher-quality tin to improve perceived weight and sturdiness

Improve the lid mechanism / fit so it closes securely

Add a premium surface finish (e.g. matte coating, embossed logo)

Switch to a glass container format entirely

Reduce retail price to match the current customer perception

Case Study — Question 10

LumiHome has selected Supplier A and submitted the order via WhatsApp. The supplier has sent an invoice for confirmation. Apply ONE operational step LumiHome should take before approving the invoice to minimise ordering errors.

Tick ALL that apply

Cross-check all invoice details (product type, quantity, scent variant, delivery address) against the original order before approving

Confirm all line items on the invoice match the agreed specifications before signing off

Approve the invoice immediately to avoid delivery delays

Ask a colleague to verbally confirm the order details

Practice Worksheets

Short Answer Questions

Case Study — LumiHome

About LumiHome

Exercise Summary