...Table of Contents Dedication …………………………………………………………………….. 01 Acknowledgement …………………………………….…………………….. 02 Executive Summary ………………………………………………………….. 03 Introduction …………………………………………………………………… 04 History …………………………………………………………………………... 05 Brands ………………………………………………………………………….. 06 Values ………………………………………………………………………….. 09 Vision Statement …………………………………………………………….. 10 Mission Statement …………………………………………………………… 11 Aspiration Statement ……………………………………………………….. 12 Situation Analysis …………………………………………………………….. 14 Competitive Analysis ……………………………………………………….. 14 Current Market Need ………………………………………………………. 15 SWOT Analysis ………………………………………………………………… 17 Objectives …………………………………………………………………….. 20 Scanning Environment ……………………………………………………... 21 Market Segmentation ……………………………………………………. 22 Target Market ………………………………………………………………. 28 Marketing Mix ………………………………………………………………. 30 Product Attributes ………………………………………………………… 31 Brand Positioning …………………………………………………………. 32 Brand Personality …………………………………………………………. 32 Features Analysis Chart ………………………………………………….. 33 Implementation …………………………………………………………… 35 Evaluation ………………………………………………………………….. 38 Budgeting ………………………………………………………………….. 41 Media Strategy ……………………………………………………………. 48 ...
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...Advertising Plan and Creative Brief Advertising Plan and Creative Brief The management of Baderman Island, Boardman Management Group, has commissioned Team B Advertising Agency to create an advertising campaign that will position Baderman Island as the premier destination for romantic getaways by highlighting its tone, rational, and emotional appeals, brand, relationship between consumer behavior and couples, special features, strengths, and weaknesses, communicated messages, style, and created brief. Initially, Baderman Island was established for the purpose of providing supreme customer satisfaction through a luxurious vacation experience. The organization plans to develop a new positioning strategy that will compete against other resort destinations, and identify a new target market. Advertising plays a crucial role in developing Baderman Island’s evolution. Notably, advertising is a paid, impersonal, one-way marketing communication of persuasive information from an identified sponsor circulated through channels of mass communication promoting products, services or ideas. Objectives Statement Team B’s advertising objective is to increase market share, and create new marketing strategies for the management of Baderman Island. Team B accomplishes this goal by developing a new positioning strategy against competing resort destinations, identify new target market, and promote Baderman Island as the ideal destination for romantic getaways. Team B provides a rationale for each...
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...I. Executive Summary 4 II. Situation Analysis 4 Company (Product/Service) Description 4 SWOT Analysis 5 Strengths 5 Weaknesses 5 Opportunity 5 Threats 6 Industry Analysis 6 Target Market Description 7 Market Segments 7 Market Characteristics 8 Marketing Mix 8 Competitive Analysis 9 III. Advertising Objectives 10 Communication goals 10 Purchasing behavior 10 Positioning 10 IV. Advertising (Creative) Strategy 11 Product Concept 11 Target Audience 11 Communications Media 11 Media Objectives 12 Media Plan 12 Communication Effectiveness 13 Advertising Message 13 V. Testing and Evaluation 13 Advertising Research 13 Effective Measurement 14 VI. References 14 I. Executive Summary The retail sales of t-shirts are a $150 billion a year industry in the United States with growth expected at a rate of 4% to 5% annually. The Company is bringing out a new line of organic cotton t-shirts printed with water-soluble ink available in white, black, chocolate, city green, independence red, light blue, natural, navy, silver, and smoke in sizes extra small to 2x large. Consumers in the United States are becoming more and more aware of issues, such as global warming, pollution, and environmental protection. Conventionally grown cotton consumes 10% of all agricultural chemicals on 1% of all agricultural land in the U.S. Research has shown that synthetic fertilizers pollute the soil, water, and air. Organic cotton in general still represents...
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...Services Marketing at Ice Cream Shops: Baskin-Robbins, Ben & Jerry’s and Cold Stone Creamery Introduction This purpose of this paper is to compare and contrast services marketing at three ice cream scoop shop companies: Baskin-Robbins, Ben & Jerry’s, and Cold Stone Creamery. In a Mintel report on ice cream shops published in 2009, “roughly seven out of 10 respondents say that ice cream is the first thing that they think about when wanting a tasty treat” (Ice Cream). Given that consumers are easily drawn to ice cream as a product, ice cream shops are not necessarily challenged at attracting customers to eat ice cream, but instead must focus their marketing efforts on selling the experience and service that comes with a customer’s visit to an ice cream shop. Some focus is also placed on marketing the quality of the product as an extension of the service experience. As described throughout this paper, all of the companies use both similar and differing tactics to market their service experience to their customers. Company Overviews Baskin-Robbins is a subsidiary of Dunkin’ Brands, Inc., based out of Canton, MA. It was founded in 1945 in Glendale, CA by Burt Baskin and Irvine Robbins. At the end of 2009, the company consisted of 6,207 franchised locations worldwide, in 33 countries and 46 states (Dunkin’ (a)). It has created over 1,000 flavors of ice cream in its lifetime, and serves over 300 million customers each year (Dunkin’ (b)). Ben & Jerry’s is a wholly owned subsidiary of...
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...Executive Summary In today’s economy so many of us find ourselves in difficult circumstances and in situations we never thought we would be in. So many people are wondering where their next meal will come from, the problem is these individuals are not even unemployed. Employed people in this economy are facing many economical hardships and have to change their way of living. WIC, The Special Supplemental Nutrition Program for Women, Infants and Children is a Federal assistance program of the Food and Nutrition Service of the United States Department of Agriculture (USDA) for healthcare and nutrition of low-income pregnant women, breastfeeding women, and infants and children under the age of five has seen increase in the past five years growing from 8,088,005 to 9,176,736 participants [ (FNS USDA, 2011) ]. Many families that participate in the WIC program are military families in the U.S. military, I find it sad that the families who sacrifice for our freedom are stretched so thin that they need programs such as WIC. Many families use all of their coupons given to them to purchase food however many have found that the foods are sometimes what they don’t need, many wish they had more variety of fruits and vegetables instead of cereal, juice and peanut butter. Many families can’t use all the items they receive because their families don’t like what they are able to get or they don’t know what to use it for. A cookbook that allows moms to use the ingredients that they normally...
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...“Earth's Bounty” is a restaurant that severs vegetarian westernized food. The food is kept at a low priced to reach out to not only vegans and vegetarian’s, but also a younger generation seeking to try something different. Earth Bounty will be open 24 hours and mostly populated within the suburban area. Earth's Bounty goal is to attract a younger audience from the ages of 16-24, research shows that this age demographic makes up the largest vegetarian/vegan population. Another target audience Earth's Bounty is tying to market to are people that are looking for a healthier food alternative when deciding to dine out because vegetarian food is known for being healthily. By being located in suburban area’s it’ll make eating healthier an option over the abundant amount of fast food restaurants. Both vegans and vegetarians need more local restaurants to go to so they don’t have to worry about food cross contamination. Knowing that vegetarian food is healthier then most non vegetarian dishes, the market for healthy eaters would likely help the success of this brand. Few restaurants offer vegetarian meals but in my personal experience their is a huge market that hasn’t been fully exploited. With Earth’s Bounty being urban, warm and inviting with the use of toned down greens and warm browns, customers will feel welcoming and come in and try food maybe a little out of there comfort zone. A competitor Earth's Bounty is up against is Nuba Restaurant on 207B West Hastings. This restaurant...
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...Advertising Plan Of Submitted to: Shumaila Kashif Submitted by: Hajra Qadri (1318191) | Acknowledgement: Most especially to Allah, that made all things possible. I would like to acknowledge and extend my heartfelt gratitude to the following persons who have made the completion of this Report possible: Our Teacher, Ms Shumaila Kashif. Last but not the least my institute i.e. SZABIST (Shaheed Zulfikar Ali Bhutto Institute of Science and Technology). Table of Contents Company History 4 Company’s current marketing situation 4 Company’s Product 5 MARKETING Objectives, Plan & Strategy 6 Marketing Mix of Dairy Milk: 7 SWOT Analysis of Cadbury Pakistan 8 Advertising Strategy 8 Creative Strategy & Media Strategy: 8 Media Strategy 10 Advertising budget of the Dairy milk 11 Advice/ Conclusion: 12 Company History Cadbury Dairy Milk was introduced in the England in 1905 and currently has number of products. It is a variety of milk chocolate presently made by Cadbury. Each artifact of the Dairy Milk line is prepared with entirely milk chocolate. The Diary milk chocolate which was introduced in 1904 is the chocolate which is made with pure milk in grater quantity not made previously and in 1914 the Cadbury Dairy milk became the companies’ best selling product which it is still to date. The Cadbury Diary milk was introduced in 1964 in Pakistan by importing its chocolate in Pakistan. Then it develops its manufacturing factory in HUB, Pakistan...
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...Introduction: In this phase we have to arrange the data for three different stores which we have selected for our final project of retail. We have to analyze all those factors which are important to understand while we as marketers visits to any store for any purchase purpose and to determine the availability of all those things which works as the eye catching view and leads customer to purchase from that particular store. Saddique departmental store Saddique department store is located in Zahid Colony near dhula chunk. This is one of the oldest shops which started its business in 1999. Then they expand in 2010 into a large retail store have the 2 shops and various warehouse near the store where they store all that martial which consume more space like the bags of flour and rice. Their target consumers for that particular store are all those households near there shop which include the Kashmir road, colony, calimaxabad and its surroundings. They started their business with the purpose to reduce the efforts of the households by providing their products near to them and they are tended to charge the minimum margin on their products while they are serving both types of customers. One who purchase on the bulk and the 2nd category is for those individuals who purchase for in minimum quantity. Selected Product: A We have selected two products in FMCG’s sector which Colgate and Close-up. We have going to do a complete audit of these two products on the mentioned shops on the prescribed...
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...Strategic Plan for QUICK KWEK-KWEK VISION To set up itself as the best advertising kwek-kwek place in the marketplace of Ormoc. Also augment its existence in the locality of Ormoc within the next 5 years. MISSION Quick Kwek-kwek sees itself to provide the finest feature of Kwek-kwek dishes with a lesser cost and quality service. For QUICK KWEK-KWEK, Specific Objectives: 1. To establish itself as a rough rival in its existence in the City of Ormoc. 2. To convey excellent financial proceeds to its owners. 3. To satisfy its customers with its products. KEY RESULTS AREA: 1. To establish itself as a rough rival in its existence in the City of Ormoc. 1a. Quantity of kwek-kwek stalls here in the City of Ormoc. 1b. Quantity of sales. 1c. Marketplace portion in the City of Ormoc. 2. To convey excellent financial proceeds to its owners. 2a. Total net profits documented for the next 5 years. 2b. Return on Equity. 2c. Return on Assets. 2d. Return on Sales. 3. To satisfy its customers with its products. 3a. Boost of sales. 3b. Percentage of repeating customers. 3c. Number of customer suggestions and recommendations. PERFORMANCE INDICATORS OF QUICK KWEK-KWEK | KRAs | PI’s | | | 2012 (now) | 2013 (one year later) | 2014 | 2015 | 2016 | 2017 (5 years later) | 1a.1b. 1c. | Quantity of kwek-kwek stalls here in the city of Ormoc..Quantity of sales.Marketplace portion in the City of Ormoc. | 1Php.7,0004% | 3Php.9,0006% | 4Php.12...
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...seek support, as required. 5. Where your work has been deemed as unsatisfactory, you will be permitted to resubmit the assessment. Refer to RGIT reassessment policy and procedure. 6. Unless the assessment task specifically allows pair work or group activities such as brainstorming, you must submit their own original work and are not permitted to copy the work of other students. Plagiarism is never acceptable. 7. Assessments must be submitted on their due dates. 8. Extensions are permitted in consultation with the trainer. Performance objective Candidates will demonstrate knowledge and skills required to influence groups and individuals. Assessment description Using the workplace scenario information provided, you will plan the implementation and resourcing of an organisational change strategy, consult with various stakeholders, and implement a key part of the change strategy. At all stages, you will build support for the implementation. Note: You will need to keep copies of the work you undergo in this Assessment Task for further use in Assessment Task 3. Procedure 1. Review the simulated business documentation, including policies and procedures, in Appendix 1 ‘Max Lionel Realty’. Review templates contained in Appendix 2 ‘Templates’ for possible use or adaptation in completing assessment task requirements....
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...Basic Planning Basic planning is the process used by management to evaluate the organizational goals. The planning process also includes creating a plan so the set goal can be successfully achieved. The basic planning process is made up of seven steps. The steps are: setting objectives, analyzing and evaluating the environments, identifying the alternatives, selecting the best solution, implementing the plan, controlling and assessing the results. The South Carolina Beauty Bar does not have different managers or departments. Therefore, the owner, manager, and assistant manager play a role in the basic planning process. There are no three levels of management. • Setting Objectives - "Objectives set out what a business is trying to achieve....
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...sub-contracting different stages of the project to leaders in their respective fields. This venture aims to deliver a first of its kind development combining a theme park and a hotel resort under one roof .All under the brand “Forever Young” (FY). Scope of Work Based on its large scale primary research on qualitative and quantitative issues, NPEG went onto to carry out secondary research using meta-analytic statistical techniques. Asmar construction (AC) have already presented the initial design for FY and won the bid. They will not only see their proposed structure brought to life, they will also manage the construction stage of the project on NPEG’s behalf. NPEG will create a subsidiary company Forever Young Co (FYC) which will begin by advertising and marketing the FY brand and go on to manage FY’s theme park and hotel resort. As mentioned above, NPEG will sub-contract the construction stage of FY on the basis of certain stages of the project being delivered by specific pre-agreed deadlines that AC architects and their NPEG counterparts will agree on. NPEG will use the world leader Arrow Dynamics (AD) as the theme park building specialist who will construct the rides for the park. Period of Performance FY’s construction will take a total of 24 months with works starting on the 1st of Jan 2014. All works up to schematics design having been completed by that date. Any changes or delays will be presented in writing as per standard and then reviewed and considered by NPEG...
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...Learn how to successfully plan and manage a wedding! Run your own wedding planning business, or plan your own wedding Learn about the tasks involved in managing a wedding event - hiring the band, liaising with the photographer, organising catering, finding the best deal for hiring venues and equipment, and much more! Learn procedures that will enable you to be VERY well organised Learn about all the different options open to a bride and groom when planning what kind of wedding they would like to have. The wedding planner needs to be able to stay calm when everyone around is not... and this course will show you how! Lesson Structure There are 9 lessons in this course: Introduction: Covers the nature, scope, opportunities and options available when planning a wedding. Looks at different types of weddings, understanding ceremonies (different religions, celebrants etc), receptions and working with wedding photographers, reception centres, churches etc. Planning: Choosing locations, services, products to use from reception centres, rings, the church or venue, catering and flowers. Also covers themed weddings, destination weddings and off-beat weddings. Managing People: Handling different personalities and the role of different members of the party. Managing Locations: Reception, Church, Photo Shoot Location, Pre Wedding Hen/Stag Parties etc. Managing the Programme: Arrivals, Departures, Ceremonies, Speeches, Entertainment, Eating, Drinking, Dancing etc. Other Issues:...
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...The success of Belle Meade will depend on the strategic plan that the stakeholders have put in place. As previously mentioned regarding the various types of social entrepreneurships and the various areas to focus on in order to be effective, these should be at the forefront of any discussion. As a member of that strategic planning group, I would focus on the areas which have been the most beneficial, but also look at those areas that are creating challenges. Based on the case study, there were numerous challenges that Belle Meade was facing or could see as potential challenges to their growth. Some of the challenges they were facing, specifically related to the following: managing the establishment for continued growth, legal implications...
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...solely be solely based on just that. Most events are held to raise money or awareness of a new product line. Some events could be to raise money for charity and could also improve customer service. There are various purposes for events, these include the following: * Celebrations (fairs, parades, weddings, reunions, birthdays, anniversaries) * Education (conferences, meetings, graduations) * Promotions (product launches, political rallies, fashion shows) * Commemorations (memorials, civic events) Planning Planning is the first stage of the project life cycle, this is because you cannot say you want to hold an event and do nothing about it, or expect everything to come to fruition just by doing nothing whatsoever. One has to plan for an event way ahead of the event date to accommodate for any mishaps and unexpected issues. Planning for an event will entail the delegation of work amongst those involved in the project, now in regards to launching a new product delegation of tasks and activities will have to be a build up to main event. For example within the project officials you may want to delegate different tasks in association with their departments, so in this...
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