Now it is time to create the promotion piece of your marketing plan.

You are to create a video advertisement.  With your 'commercial' include a write up of where it will be played (where on-line, types of T.V. channels etc).  Also include the advertising goals (brand awareness, reminder etc).  It should be approximately 20-120 seconds.

Now it is time to put your Brand Projects together.  They need to be put together with a full cover page and polished as if you were presenting them to the CEO.  It must include:

A customer profile/target market
Competitive Analysis
Market Research (Questions)
Benefit Analysis
Slogan,
Logo,
Packaging designs
Sample pricing (with justification)
What distribution channel(s) will you use
The 5 countries that you have chosen with evidence why and reasons why you chose these countries. Your 

PROJECTS DUE TUESDAY June 19th 

Next, for your project, explain what distribution channels you will use to distribute your goods.  Please look at pages 308-309

Distribution Channels on page 311-312

Manufacturers, Importers, Wholesalers, Retailers. 

Now that you have chosen a method of distribution, it is time to look at specific countries.  You are to choose 2-5 countries that you are to focus your distribution in.  You may choose to have a base country on several different continents or just focus on one or two continents.  What you need to do is decide what countries will best suit your target market.  You need to include several Statistical Reasons for the countries you have chosen.  Use this LINK for the statistics. 

By now you have your Logo, Slogan, Packaging, as well as a good idea about your Target Market and both Direct and Indirect Competition.

Now it is time to determine the price that you will be selling your product for.  If you have a full line of products, you just need to price one of them.

You will need to write the price and the rationale

Please consider the following.

What is your pricing strategy, are you a luxury brand (higher price) are you a cheaper brand competing on price?

Will you have different prices in different location? Different size packages? Discounts for large purchases etc.

(Luxury brand and government controlled brands <alcohol> will usually not have sales, instead they offer bonuses with purchases)

Commercial Day


Today you are to come up with a Slogan, Logo, Packaging Design and discuss your advertising strategies.  We will look at some campaigns to help you with ideas today. 

Logo:  You are to design a Logo and then include a write up on how it is:

Eye Catching (keep in mind colour),
Relevant to your Brand
Memorable and unique 

LINK

Slogan: Write a slogan and explain how it will relate to your brand and your target market.

Packaging:  Include either a write up or a picture example of what ONE of your packages will look like.  Please include why you chose this packaging with the following in mind.

Shipping, can you easily move it? Stack it etc?
Visual appeal
Cost (is the packaging too expensive)

Today it is time to perform a Benefit Analysis.  That is when you look at your brand specifically and see your benefits of choosing your brand to your customer.  This is very useful in creating your advertising strategy because it will help you know what is 'better' about your brand over your competition.  By doing this you should start to think about how your brand will be packages, shaped etc.  Please see page 202

Now that you know a bit about your competition, it is time to conduct some market research.  You will not be caring our this market research.  Instead you will need to create a market research plan.  The plan will need to include the following

A marketing problem or question. example, where customers shop, their size, income etc.

Secondary research, include a list of possible secondary sources to get the answers to your question

Primary Research: A list of at least 5 questions that you want answered specifically.

A plan for how you will ask those questions in either a survey (postal, phone, internet), face to face interview, focus group or a combination of many.  Include a rationale (reason) for why you will use that method to ask those questions.   

Part one of you new Marketing Plan Project: Create your own brand

With your team, (up to 3 people) you are to brainstorm and come up with ideas for a brand.  You will ultimately have a full marketing plan for this brand including plans for distribution, packaging, slogan, logo, promotion etc but first you need to come up with ideas.  Read page 34 in the textbook and then come up with an brand idea. 


First Step create a customer profile for your Target Consumer.

Read page 80 to help. 

Next, it  is time to size up the competition.   You need to complete a Competitive Analysis.  Start with creating a list of your Direct Competition.  From that list pick two and create a Competitive Analysis Chart (like the one on page 120).  Looking at your competition is good way to get ideas for your own brand


Here is a list of all that will be in your Final Project when we are done.

A customer profile/target market
Competitive Analysis
Market Research (Questions)
Benefit Analysis
Slogan,
Logo,
Packaging designs
Sample pricing (with justification)
What distribution channel(s) will you use
The 5 countries that you have chosen with evidence why and reasons why you chose these countries. 
A promotions plan.
You must include a video commercial for your brand to be presented to the class.

Sorry for being away today.  You will be looking at different forms of media to advertise with.  

 Read pgs 357-367 about different types of media then create a chart with the following.  Point form

Medium (Description)                            Advantages                              Disadvantages

Commercial Day

Notes

Now it is your turn to find 2 examples of ads that match each of the following categories:

Brand Awareness
Brand Trial
Brand Reminder
Brand Repositioning
Brand Preference.

Please email your examples.

Hello, I'm sorry for being away today.  I hope you enjoy the rest of the movie.  Here are the questions.  

1. What is a lobbyist?

2. What do lobbyists do?

3. In paragraph form, explain the positives and negative of lobbyists on companies and society. 

Talk on personal selling. 
Points to remember:  Eye contact, hygiene, remember names, body language (yours and theirs), repeat business,  friendly, customer complaints iceberg, upselling. 

Next  answer the following questions. 

1. When is personal selling important or used? (what types of products)

2. What are 3 examples of sales positions that will need personal selling skills?

3. What is upselling? 

4. Why are customer complaints dangerous if you do not deal with them? 

5. Why is repeat business important?

6. Briefly describe the sales process.  (textbook pages 376-381)

7. What is a digital footprint? (you should check yours)

8. Thinking question. In business, many deals are done face to face.  The communications for those deals are often done via, email, fax, phone, conference call etc but at some point there is a face to face meeting to facilitate the deal; even if someone has to fly halfway around the world.  Do you think that on-line interactions in business will fully replace the face to face interaction?

Video

Go on-line and finds 3 examples of product promotion in conjunction with music.

Good morning, today we will be looking at Crisis Management.  This ususally falls on the shoulders of management and marketing.

To start, read the case study about Tylenol from 1982.  This is seen as one of the more successful ways that a company has tackled a very damaging incident to their brand.

Questions

1, What did Johnson and Johnson do to tackle the problem and rebuild trust in their brand (point form)?

Here is a more recent example.  Chipotle restaurants have had several customers become seriously ill from e.coli (a bacteria from the digestive system).  This LINK explains part of what the company is doing. By closing stores they are taking a risk of highlighting a problem or appearing proactive.

2. What is Chipotle doing to tackle the problem?

3. Thinking of what J and J did  (Tylenol).  Do you think that this plan will help or hurt the brand?  Why or why not