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Serenity Shine Marketing Plan 1980s – 1920s Scott Mitchell Yi-Ran Xin Anna Gabard-Durnam
Ideas of the Era-  <ul><li>December 24 1906 - First extended broadcast of human voice over a radio transmission  </li></ul...
Ideas of the Era- <ul><li>Amidst a booming economy, affluent members of society saw consumer goods as a symbol of status <...
Ideas of the Era- <ul><li>Youth began connecting with one another on a peer to peer level. </li></ul><ul><li>Nightlife bec...
<ul><li>Musical Commercial Saves Wheaties From Extinction </li></ul><ul><li>With creation of radio, new media for advertis...
Product Example #2 <ul><li>Kodak camera print ad </li></ul><ul><li>Showed a move towards  </li></ul><ul><li>advertising di...
Successful Products <ul><li>Marketing boom means more consumerism overall </li></ul><ul><li>Advances in science leads to a...
Serine Shine® <ul><li>A soap product (Serenity Shine ®) that sponsored a soap opera on the radio </li></ul><ul><li>Serine ...
Competition <ul><li>Other soap companies </li></ul><ul><li>Lever Bros. Co. LUX </li></ul><ul><ul><li>Pros: directions for ...
Competition <ul><li>Super Suds </li></ul><ul><ul><li>Pros: radio soap opera, “ you can use more because it costs less” </l...
Positioning <ul><li>Serenity Stories would be one of the first soap operas (airing in 1929) </li></ul><ul><li>Soap operas ...
Communication Strategies <ul><li>The ad is distributed through the radio (sponsors the soap opera “Serenity Stories”) </li...
Packaging & Fulfillment <ul><ul><li>$.10 per bar </li></ul></ul><ul><ul><li>Marketed through the radio by sponsoring a soa...
Advertising <ul><li>By using the radio and a soap opera to advertise maximized company profit for reasons such as: </li></...
Works Cited: <ul><li>&quot;Emergence of Advertising in America.&quot;  Duke University Libraries . Duke University. 16 May...
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Serentity Shine Marketing Plan Ppt

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Serentity Shine Marketing Plan Ppt

  1. 1. Serenity Shine Marketing Plan 1980s – 1920s Scott Mitchell Yi-Ran Xin Anna Gabard-Durnam
  2. 2. Ideas of the Era- <ul><li>December 24 1906 - First extended broadcast of human voice over a radio transmission </li></ul><ul><li>Older Crystal set radios were replaced by more effective vacuum tube technology, facilitating the spread of radios into homes across America </li></ul>The Advent of Radio Broadcast
  3. 3. Ideas of the Era- <ul><li>Amidst a booming economy, affluent members of society saw consumer goods as a symbol of status </li></ul><ul><li>Consumers across the country sought to best one another with new and expensive goods and services, and also with their leisure times. </li></ul>Conspicuous Consumption
  4. 4. Ideas of the Era- <ul><li>Youth began connecting with one another on a peer to peer level. </li></ul><ul><li>Nightlife became far more prevalent </li></ul><ul><li>Birth of Jazz </li></ul><ul><li>Conservative reactions </li></ul><ul><li>Parental distrust for societies new direction </li></ul>Youth Culture v. Traditions
  5. 5. <ul><li>Musical Commercial Saves Wheaties From Extinction </li></ul><ul><li>With creation of radio, new media for advertisement </li></ul><ul><li>Illegal to directly advertise on the radio </li></ul><ul><li>Incorporation of upbeat music </li></ul>Product Example #1
  6. 6. Product Example #2 <ul><li>Kodak camera print ad </li></ul><ul><li>Showed a move towards </li></ul><ul><li>advertising directly at women </li></ul><ul><li>(starting segmentation) </li></ul><ul><li>Limited color in print ads </li></ul><ul><li>Catch phrase: “Kodak as you go.” </li></ul>
  7. 7. Successful Products <ul><li>Marketing boom means more consumerism overall </li></ul><ul><li>Advances in science leads to a market for health products (i.e. soap, disposable cups, paper towels, and feminine hygiene) </li></ul><ul><li>More leisure time made entertainment products more successful (mainly the radio) </li></ul><ul><li>Standardized food products were readily available and easy to use (i.e. Coca-Cola, Wheaties, etc.) </li></ul>
  8. 8. Serine Shine® <ul><li>A soap product (Serenity Shine ®) that sponsored a soap opera on the radio </li></ul><ul><li>Serine Shine® thoroughly cleans dishes leaving them clean while being gentle on skin, allowing the user maximum comfort while using the most effective product on the market. </li></ul>
  9. 9. Competition <ul><li>Other soap companies </li></ul><ul><li>Lever Bros. Co. LUX </li></ul><ul><ul><li>Pros: directions for product usage on ads </li></ul></ul><ul><ul><li>Cons: ads are dull, full of text, doesn’t grab one’s attention, only advertises in newspapers </li></ul></ul><ul><li>Swift & Co. Wool Soap </li></ul><ul><ul><li>Pros: no free alkali in the product, ads feature a large picture </li></ul></ul><ul><ul><li>Cons: made of wool, only advertises in magazines </li></ul></ul>
  10. 10. Competition <ul><li>Super Suds </li></ul><ul><ul><li>Pros: radio soap opera, “ you can use more because it costs less” </li></ul></ul><ul><ul><li>Cons: would not be the first soap opera (aired in 1931), therefore Serenity Shine would have an edge in developing a larger audience </li></ul></ul>
  11. 11. Positioning <ul><li>Serenity Stories would be one of the first soap operas (airing in 1929) </li></ul><ul><li>Soap operas - dramas sponsored by a soap company, had a plot involving some aspect of the product </li></ul><ul><li>Radio advertising: popular and catch consumer’s attention </li></ul><ul><ul><li>“ With Serine Shine®, your dishes will never be dirty again and your hands will feel as smoother than with those other soaps.” </li></ul></ul>
  12. 12. Communication Strategies <ul><li>The ad is distributed through the radio (sponsors the soap opera “Serenity Stories”) </li></ul><ul><li>Listeners of soap operas were generally middle to upper class females </li></ul><ul><li>Therefore the items advertised tended to relate to household chores </li></ul>
  13. 13. Packaging & Fulfillment <ul><ul><li>$.10 per bar </li></ul></ul><ul><ul><li>Marketed through the radio by sponsoring a soap opera </li></ul></ul><ul><ul><li>Therefore no picture is provided of the product </li></ul></ul>Serenity Shine
  14. 14. Advertising <ul><li>By using the radio and a soap opera to advertise maximized company profit for reasons such as: </li></ul><ul><ul><li>A broadcasted radio program costs less to produce than print ads </li></ul></ul><ul><ul><li>Radios were very popular (most families had one) and the advertisement could easily reach a wide audience </li></ul></ul>
  15. 15. Works Cited: <ul><li>&quot;Emergence of Advertising in America.&quot; Duke University Libraries . Duke University. 16 May 2008. <http://library.duke.edu/digitalcollections/eaa/>. </li></ul><ul><li>Goodwin, Danny. &quot;Old Time Radio Commercials.&quot; OTR Website Internet Articles . 15 May 2008. <http://www.old-time.com/commercials/>. </li></ul>

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