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

Commercial Day

Today you will be looking at Distribution and Logistics. Using Chapter 8

1. Please define:

Channels of distribution

Logistics

Intermediaries

Intensive distribution

Selective distribution

Direct channel

Importers

Wholesalers

Retailing

Specialty channels

Channel captains

Free on Board (F.O.B.)

2. Please create a chart that has the 4 distribution policies, a description and an example from the textbook (pages 287-291)

Distribution Policy                                 Description                                         Example from the Textbook

1. What is guerrilla marketing?

2. Give three examples of Guerrilla Marketing?

3. Go to the following link and explain what each of the campaigns were and WHY they failed/backfired.

guerrilla marketing gone wrong.

LINK

Today we will be Listening to a radio show called Under the Influence about personal selling.

We will then discuss it and answer the following question.

Question.  In point form, list 5 things that you have learned about personal selling and personal branding.

Here is where you can hear the episode.  You will have to scroll down to #20

Hello,

I'm sorry for being away today.  We are going to carry on with pricing today but with a little bit of a twist.  Please start by watching the 8 min video at the link below.  She talks about pricing but mostly of people and services.  It can also be applied to services.  She also gives good advice though for yourselves in the future.  Don't sell yourself short!  You are in control of your own 'Brand' and can influence peoples perception of your value.

VIDEO LINK

Questions

1. Why do some people get paid less than they are worth?

2. At both the beginning and end of the video, she says 'people will never pay you what you are worth, only what they think you are worth'.  What does she mean by this and can it apply to products as well as services?

3. Around 2min 30 sec in the video she lists some questions she asked in trying to determine the value (price) of her services.  What are those questions?

4. Now it is your turn to think of some examples.  Can you think of an example of one product or service that you know of (maybe bought) that was undervalued?  In other words, very cheap for what you get? Please explain.

5. Now come up with an example of a product/service which is over priced.  Explain.

Today we will be carrying on with Pricing and Pricing Policies.  (You will need to pick which pricing policies you will be using for your Final Brand Project). 

Please read through pages 267-273.

For each of the following, provide an example of the pricing policy. (You may do in partners)

Leader Pricing
Price Lining
Everyday Low Prices
Super Sizing
Negotiated Pricing
Interest Free Pricing
Combo Pricing
Psychological Pricing
Return on Investment
Purchase Discounts. 

Today we are going to start  looking at pricing.   
Read pages 245 -248   
1.  What are Variable costs, Fixed Costs, Gross profit, net profit.   


Next read pages 255 to 257. 
2. What laws govern pricing? 
3.  What are marketing boards and how do they operate?   


Go to the LINK 
4. How does this marketing board promote eggs? 

Today we are carrying on with Positioning.

We will start with a video call how the kids took over.

Questions.

1. How were children viewed in the average North American household before 1950?

2. Why are T.V. shows and movies important for toy sales?

3. Do you feel that there is any truth in the statement that T.V. and Commercial 'raise our children to be consumers'?

4. More and more,  children have the power to make their own purchases but also influence other major family decisions.  Explain how 3 types of companies position themselves to appeal to children, in order to influence their parents decisions.

May 2

Discuss

Brand extensions (Facebook dating?)

Brand Licensing


Co-Branding


Brand Acquisition. 



For each of the above terms, make sure you know what they mean.

Assignment.

Read pages 232-235 on packaging.

Next compare 2 packages of products on the basis of Consolidation, Protection, Information, Brand Identity and Sales promotion. You can use the chart provided as a hand out if you wish.  Which one is better, why? 

Sorry for being away today.

Today we are looking at Positioning in Marketing.

1. Read the following definition of Positioning at this LINK.  Next, use it in a sentence of your own similar to the examples at the bottom of the page.

2. Next, read about some of the different types of positioning that exist at this LINK.  Then, for each of the following categories, come up with an example of each type of positioning.

Target Demographics
High-Priced
Low-Priced
Distribution
Competitive Comparison.

Starting in a couple of weeks, we will be moving on to our Final Project.  For it, you will be creating a Marketing Plan for a Brand.  You will be in teams of 3-4.  You should be thinking of who you would like to work with and think of a type of brand you want to create (clothing, food, service, entertainment etc).

See you tomorrow.