...Executive Summary 2 Problem Statement 2 Situation Analysis Company Objectives 2 Company Background 3 S.W.O.T. Analysis 4 Market Analysis 5 STEEPL 6 Consumer Analysis 7 Case Keys 8 Alternatives 9 Recommendation 10 Action Plan 10 Contingency Plan 11 Appendix A Exhibit 1 Segmentation Chart 12 Bibliography 12 Executive Summary MMI Product Placement Inc., established in 1985, is the pioneer in the business of product placement in Canada. MMI leveraged its relationship with the Canadian entertainment industry to incorporate its clients’ brands into films and TV shows. Greyhound, the country’s largest provider of intercity bus transportation, recruited MMI services to provide cost-effective ways to communicate its marketing message to consumers. Philip Hart, president of MMI, was preparing to make a final pitch to sign up Greyhound as client. For Greyhound, the major competitors include VIA Rail, owned automobile, and airline transportation companies. The consumer segmentation can be divided into three groups including college and university students, newer professionals and established professionals. The target market will be age 18 to 24 college and university young professionals. Philip Hart needs to decide which promotional vehicle would be best for Greyhound’s product placement. The alternative choices include to stick with traditional advertising, or product placement on TV series shows like “Corner Gas” or “Canadian Idol”. We would recommend...
Words: 2713 - Pages: 11
...statement, purpose and objective of the study, significant and also limitation of the study. The definition concept of product placement is also discussed. 2 1.2 Background of the study According to PQ Media (2007) the practice of placing branded products within films for commercial purposes has developed into a distinct marketing tactic and has truly gone global. This situation happens due to product placement is cost-effective compared to other types advertising and it allows marketers to avoid clutter. Placing product in film is not new, it has becoming established in North America in the 1980s, on television program but began to receive serious attention in the UK in the late 1990s.(Chris Fill,2004).One of the example is the increase in sales of Reese’s Pieces chocolate after an on-screen in E.T on 1980s (Karh,1998). Generally product placement is about placing brands in films or TV show. Chris Fill (2004), defined product placement as the inclusion of products and services in films for deliberate promotional exposure, in return for an agreed financial sum. It is a cheap way to obtain some brand exposure in a mainstream without paying for airtime like any other promotion. Placing a product in film can overcome the irritation factor associated with advertisements screened in cinemas. There are varieties of product can be place including drinks, foods, sports equipment and even holiday destinations. Product placement can create a positive image...
Words: 7602 - Pages: 31
...1. Title The effect of brand placement on brand recall and buyer behaviour. 2. Introduction Brand placement is an art in itself. Correct placement of a brand may give flying colours to the company and on the other hand wrong placement may ruin the image of the brand and then a considerable investment may be again required to re-build the lost brand image. Huge amounts are spent every year by various organisations worldwide in order to build their brand. Companies have placed their brands in various television programmes, movies, internet, music videos and many other sources according to their need. Apple laptop computers have been used in more than 1500 movies and TV shows. Brand Placement can create both a positive as well as negative impact on the buyer behaviour and brand recall (Karrah 1998). 3. Research Background Brand placement is an attractive option for marketers for some of the advantages such as low cost, substantial reach, low competition and longer shelf life. Placement can provide a competitive edge to the brand as compared to competing brands. The use of Nokia mobile in The Dark Night has given tremendous amount of publicity and reach to the Nokia 5800 before the launch of the handset (Bartlett,1932). There is a unique relation which carries the brand to the consumer which modifies the buyer behaviour as well as the brand recall process. TATA has been selling all its products in the name of one single brand i.e. TATA whereas if any other company...
Words: 1624 - Pages: 7
...BUZZ MARKETING Article #1: What’s the Buzz about Buzz Marketing? – Buzzing: What is it? “People are buzzing about buzzing,” says Barbara Kahn, a marketing professor. Buzz Marketing is simply the practice of gathering individuals to try a product and let them do the talking, in other words, the word-of-mouth used to tell experience. The idea is, when people see other people are using a certain product, the probability of that person going to buy is higher. Words-of-mouth is recently developed by companies. However, “Buzzing isn’t really new. The hype about these different kinds of buzz agents is what’s new,” says Kahn. Buzz marketing takes a few forms known as ‘influencers’ or ‘early adopters’ and ‘mavens’, these are those who sets the global cultural trends example, teenagers although there are some buss marketers that rely on trendsetters and ‘connectors’-a person that have a large network different circles, namely Oprah. Kahn says, “Oprah is the king of all connectors. Basically, these are people who have bigger rolodexes than the rest of us. They have lots of contacts in different circles, so word will spread. Fast.” Article #2: Buzz Marketing: How to create and manage it? Red Bull, founded 20 years ago by Dietrich Mateschitz, proved a big marketing success worldwide with more than 70% of the energy drink market. Many entrepreneurs and companies tried to fabricate the success of Red Bull. The principle of Buzz Marketing is not to use one specific media. It targets all...
Words: 2031 - Pages: 9
...DOI: 10.2501/IJA-30-3-479-507 Young adults’ responses to product placement in movies and television shows A comparative study of the United States and South Korea Taejun (David) lee Bradley University Yongjun Sung and Sejung Marina Choi University of Texas at Austin This research examines young adults’ attitudes towards product placement in films and television shows from two countries that represent contrasting cultural distinctions: the US and Korea. The results suggest that young adults in both countries perceive film product placement in a similar way but, with respect to television, Korean respondents tend to perceive it as less effective in enhancing content realism and more unethical and misleading. In addition, the findings suggest that, for both film and TV, material- ism, attitude towards advertising, and realism enhancement appeared to be significant predictors of consumer cognitive response to product placement. However, cross-cultural differences were observed for TV product placement. In the US, materialism and real- ism enhancement were found to be most powerful predictors of cognitive response to product placement. In contrast, attitude towards advertising and materialism were found to be the strongest predictors in Korea. Implications for both advertising researchers and practitioners are provided. Introduction Movies have almost always been a popular medium for product placement. Product placement in movies can be an effective international marketing strategy...
Words: 10824 - Pages: 44
...Research of Objective-C October 9, 2012 Introduction There is little doubt in today’s dynamic and fast moving technology market that Objective-C is a powerful, high-level, flexible programming language that has been around since the early 1980s and has the staying power to last a long time. Objective-C is an extension of the programming language C developed by Brad Cox and Tom Love to support the object oriented features of Smalltalk another programming language. Objective-C is the main language from which Apple’s MAC OS X for Desktops and laptops and iOS for iPhones and iPads are derived. There have been variants to this language as well, Objective-C++ and Objective-C 2.0 which proves the sustainability of this language. Due its portability, Objective-C has shown its flexibility and the ability to adapt to the ever changing and fast moving arena of mobile devices especially from Apple. What is Objective-C? Objective-C is a reflective programming language which aims to provide object orientated concepts and Smalltalk messaging to C. GNU Compiler Collection (GCC) provides a compiler for Objective-C, however due to the rich library support on OpenStep based operating systems (Mac OS X, IPhone, GNUstep) it is typically only used on these platforms. Objective-C is implemented as an augmentation to the C language. It is a superset of C which means that any Objective-C compiler can also compile C. To illustrate what Objective-C looks like as a language I will show you...
Words: 2068 - Pages: 9
...Techniques in Performance Appraisal Encourage Discussion Research studies show that employees are likely to feel more satisfied with their appraisal result if they have the chance to talk freely and discuss their performance. It is also more likely that such employees will be better able to meet future performance goals. Employees are also more likely to feel that the appraisal process is fair if they are given a chance to talk about their performance. This is especially so when they are permitted to challenge and appeal against their evaluation. Constructive Intention It is very important that employees recognize that negative appraisal feedback is provided with a constructive intention, i.e., to help them overcome present difficulties and to improve their future performance. Employees will be less anxious about criticism, and more likely to find it useful, when the belief is that the appraiser's intentions are helpful and constructive. In contrast, other studies have reported that "destructive criticism" - which is vague, ill- informed, unfair or harshly presented - will lead to problems such as anger, resentment, tension and workplace conflict, as well as increased resistance to improvement, denial of problems, and poorer performance. Set Performance Goals It has been shown in numerous studies that goal-setting is an important element in employee motivation. Goals can stimulate employee effort, focus attention, increase persistence, and encourage...
Words: 4601 - Pages: 19
...| Peter F. Drucker is the management scholar. He is thought to be the establishing father of current management. Peter Drucker, whose life crossed the previous century (1909 – 2005), was an exceedingly instructed native of the world: an innovative soul who composed thirty-nine books including numerous fantastic chips away at business management. He was a man of numerous parts: a sharp eyewitness, a long lasting understudy, an educator, mentor of eminent corporate pioneers, and the organizer of an official school in Claremont, California, that bears his name. Peter Ferdinand Drucker was an author, management advisor and college teacher. His written work concentrated on management related writing. Peter Drucker made well known the term information specialist and is thought to have unknowingly introduced the learning economy, which viably challenges Karl Marx's reality perspective of the political economy. George Orwell credits Peter Drucker as one of the main journalists to foresee the German-Soviet Pact of 1939. Much has been said and composed of his accomplishments, but then there is a lesser-known side to Peter Drucker; that other side is the subject of this paper. He was hesitant about his own reasoning of life. He additionally emphatically protested being known as a ‘management master’ – a sobriquet frequently attached to him. As opposed to being a supplier of answers, Drucker constantly remained an examiner: his showing strategy was Socratic. What mattered most was the...
Words: 3933 - Pages: 16
...1.1 Background Product placement is increasing into movies, TV programs, and computer games. The marketers and movie producers now frequently use placement as the promotion medium for products or brands. They communicate the product properties to targeted customers by the way of involving the actors or actress with marketing use of the product or with mention of the brand to eliminate the audiences’ resistance and also enhance consumer preference for the product or brand. 1.2 Conceptual Underpinnings of the Study Our study is focus on what product placement strategies should be employed by marketers and used in different media. A general definition of product placement for different media such as movie, television program, magazines, radio, and etc... , that product placement is a paid product message aimed at influencing audience by the planned into different media. In the literature most of the research focused on categorization or characteristics of different placement or their impact in consumers’ brand memory. Gupta and Lord (1998) propose that any of those modes can be distinguished. In the scene or where the product is made highly visible by size or power and the position on screen. Babin and Cater (1996) found evidence of product recognition in film whereas the research of Gupta and Lord (1998) is more fine-tuned; they found a higher recall of the product after distinguished product placement than after subtle product placement. Chartier (2000) brand recognition...
Words: 1539 - Pages: 7
...Research Product placement effectiveness: revisited and renewed Kaylene Williams California State University, Stanislaus Alfred Petrosky California State University, Stanislaus Edward Hernandez California State University, Stanislaus Robert Page, Jr. Southern Connecticut State University ABSTRACT Product placement is the purposeful incorporation of commercial content into noncommercial settings, that is, a product plug generated via the fusion of advertising and entertainment. While product placement is riskier than conventional advertising, it is becoming a common practice to place products and brands into mainstream media including films, broadcast and cable television programs, computer and video games, blogs, music videos/DVDs, magazines, books, comics, Broadway musicals and plays, radio, Internet, and mobile phones. To reach retreating audiences, advertisers use product placements increasingly in clever, effective ways that do not cost too much. The purpose of this paper is to examine product placement in terms of definition, use, purposes of product placement, specific media vehicles, variables that impact the effectiveness of product placement, the downside of using product placement, and the ethics of product placement. Keywords: Product placement, brand placement, branded entertainment, in-program sponsoring Product placement effectiveness, Page 1 Journal of Management and Marketing Research INTRODUCTION In its simplest form, product placement consists of an advertiser...
Words: 12521 - Pages: 51
...[pic] MMI Product Placement, Inc. Marketing Plan Marketing Plan Executive Summary MMI Product Placement Inc. (MMI), with over 20 years of experience is a forerunner of product placement in Canada. MMI has tasked themselves with selecting the best placements for their clients, negotiating contracts for the brands and offering value by providing exposure at an extremely attractive cost per thousand viewers. MMI is currently working to attract the business of Greyhound Canada, who requires cost-effective marketing champagnes in order to effectively communicate their message. There are three significant issues that must be addressed: 1. MMI must develop a promotional vehicle to achieve the best exposure for its potential client, Greyhound Canada. 2. MMI must convince Greyhound Canada that there are positive benefits to product placement, so that a contract between the two parties can be signed. 3. MMI must prove the results of how using product placement can increase product exposure and awareness. With the growth of product placement in the film and television industry MMI has a greater chance of succeeding. That is proactive product placement is becoming more popular. In order to satisfy Greyhound Canada the following five alternatives were presented: 1. Promote the Greyhound brand within the reality-based TV Serial “Making the Cut”. 2. Promote the Greyhound brand within an established TV show such as Corner Gas. 3...
Words: 6246 - Pages: 25
...Peter Drucker is generally regarded as the godfather of modern management. Drucker’s major contribution to management is not a single idea, but rather an entire body of work that has one massive advantage: virtually all of it is fundamentally right. The third question in “The Five Most Important Questions by Peter Drucker” is ‘What Does Your Customer Value?’ You cannot arrive at the right definition of results without significant input from your customers. (Drucker, 1998) What satisfies their needs, wants and aspirations is so complicated that it can only be answered by customers themselves. (Economy, 2013) There are no unfair customers, at least in terms of their own reality and situation. Customer needs are material and psychological well-being. Wants are when, where and how service is supplied. Aspirations are preferred long-term outcomes. What does the customer value, is the least often asked question yet it is most important to know. Providing value to the customers includes making products or delivering services that offer solutions to their problems. The better the solution is the more value that can be produced. (Kloeber, 2011) People are so convinced that they are doing the right things. Instead of asking ‘Does it deliver value to our customers?’ they ask, ‘Does it fit our rules?’ And that not only reduces performance but also destroys vision and dedication. Methods of understanding what customers value involve collecting or analyzing customer information, gathering...
Words: 336 - Pages: 2
...1. Self-Managed/ Directed Team Self-directed work teams, also known as self-managing teams, represent a revolutionary approach to the way work is organized and performed. It is a group of people working together in their own ways toward a common goal which is defined outside the team for example - James River Corporation’s Kendallville Plant ALPHA team. They manufacture cardboard boxes as defined by executive leadership. Team does their own work scheduling, training, rewards and recognition, etc. Minnesota-based 3M is among an increasing number of companies that involve employees in the daily management of their business through work teams. These teams are empowered to take corrective actions to resolve day-to-day problems. They also have direct access to information that allows them to plan, control and improve their operations. In short, employees that comprise work teams manage themselves. At 3M, the movement toward self-managed or directed work teams has been driven more by initiative and need than by corporate directive. Now most of 3M's manufacturing facilities, while at different levels of empowerment and different degrees of involvement, employ a team-based approach. In 1994, 3M's new Brockville, Ontario, facility came on-line as the organization's first "greenfield" site. It was designed and built to operate with self-directed work teams. Many work groups in line divisions and staff groups are moving more and more into self-direction. 3M's commercial office...
Words: 3679 - Pages: 15
...Job Analysis Deborah Fischer-Hansen PSY/435 April 16, 2013 Deborah Hesselbein Job Analysis Job analysis refers to an approach for explaining a specific job and the tacks necessary to fulfill the requirements of the job. One of the main goals is to define the requirements and characteristics of a particular job. The job analysis needs to consider who, what, where, when, and how the job might relate to an individual. Many methods provide different types of information about the jobs and human attributes needed for jobs (Spector, 2012). There are two different categories of job analysis; they are job oriented and person oriented (Spector, 2012). Job oriented emphasizes the responsibilities needed for a job, whereas, person oriented concentrates on the individual particular characteristics needed for the job. The author will further discuss a job with Trinity Teen Solutions, specifically life coach for struggling teen girls and young women. Life Coach Job Analysis Life Coaching is a profession that compliments consulting, mentoring, therapy, and counseling. According to "What Is Life Coaching?" (2012), the coaching process addresses specific personal projects, business successes, general conditions and transitions in the client's personal life, relationships or profession by examining what is going on right now, discovering what your obstacles or challenges might be, and choosing a course of action to make your life be what you want it to be. The...
Words: 918 - Pages: 4
...14882: 1998. The standard was amended by the 2003 This language is an essential part of the .NET framework, so developers who use Microsoft heavily will find it critical, according to Duqaine. 2. Java An object-oriented programming language developed in the late 1990s by James Gosling and colleagues at Sun Microsystems. This “beautiful” programming language is central for any non-Microsoft developer, i.e. any developer who focuses on the non-.NET experience. It is mostly derived from C and C++ but has a more basic object model. It ranked first on TIOBE’s list of most popular programming languages. 3. Objective-C This object-oriented programming language created first by Brad Cox and Tom Love at their company Stepstone in the early 1980s, adds Smalltalk-like messaging to the C programming language. This language is most used on the Apple iOS and Mac OS X. Objective-C is the principal language used for Apple's Cocoa API as well. 4. C++ is a general purpose multi-paradigm spanning compiled language that has both high-level and low-level languages’ features. It was started as an enhancement to the C programming language, Bjarne Stroustrup in 1979. It is one of the most popular programming languages, winning fourth place on the list, with application domains including systems software, application software, server and client applications, and entertainment software such as video games. The...
Words: 404 - Pages: 2
