Kraft spent $540 million on domestic ads last year, and Heinz spent more than $40 million. The combined figure is expected to drop—and be spread among fewer agencies—as the conglomerate strives for greater efficiency.
Case Study: Social Influencers and the New NormalMediaPost
Join Honda’s Head of Social Media, Jessica Fini, to discuss the role of influencers in Honda’s social marketing and explore how the brand’s campaigns have evolved in a changing media environment. Honda’s “Kitchen Derby” activation, featuring influencers photographing Honda Hot Wheels vehicles in their homes, garnered more than 500,000 Instagram impressions.
Through three years of being the "Diversity Champion" for the state of Florida, appointed tittle for being a committed advocate for Diversity And Inclusion, conducting over 20 different seminars and training for sales associates and managers. Also, fostering strong relationships within the community and participating in countless community service events. My store earned the highest recognition for community service in the company with the Inaugural Culture Award in 2017.
Kraft spent $540 million on domestic ads last year, and Heinz spent more than $40 million. The combined figure is expected to drop—and be spread among fewer agencies—as the conglomerate strives for greater efficiency.
Case Study: Social Influencers and the New NormalMediaPost
Join Honda’s Head of Social Media, Jessica Fini, to discuss the role of influencers in Honda’s social marketing and explore how the brand’s campaigns have evolved in a changing media environment. Honda’s “Kitchen Derby” activation, featuring influencers photographing Honda Hot Wheels vehicles in their homes, garnered more than 500,000 Instagram impressions.
Through three years of being the "Diversity Champion" for the state of Florida, appointed tittle for being a committed advocate for Diversity And Inclusion, conducting over 20 different seminars and training for sales associates and managers. Also, fostering strong relationships within the community and participating in countless community service events. My store earned the highest recognition for community service in the company with the Inaugural Culture Award in 2017.
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
Running head BUSSINESS PLAN DRAFT1BUSSINESS PLAN2Bu.docxsusanschei
Running head: BUSSINESS PLAN DRAFT
1
BUSSINESS PLAN
2
Business Plan Draft
BUS 599
Avery Clementin
Dr. Daniel Goldsmith
November 29, 2016
TABLE OF CONTENTS
COMPANY DESCRIPTION AND SWOT ANALYSIS 3
COMPANY NAME AND SIGNIFICANCE 3
WEFIT’S COMPANY MISSION STATEMENT 3
TRENDS IN THE NON-ALCOHOLIC BEVERAGE INDUSTRY 3
WEFIT’S STRATEGIC POSITION 4
OVERVIEW OF WEFIT’S DISTRIBUTION CHANNELS 5
RISK ANALYSIS OF WEFIT COMPANY 5
SWOT ANALYSIS 6
MARKETING PLAN AND SALES STRATEGY 6
SALES STRATEGY 7
COMPANY’S TARGET MARKET 8
ANALYZE THE TYPES OF CONSUMERS 8
COMPANY’S MARKET COMPETITION 10
COMPETITION FACTORS 11
JUSTIFICATION OF COMPANY STRATEGY 11
WEFIT DIET DRINK FIVE FS 12
ETHICS AND SOCIAL RESPONSIBILITY 13
COMMITMENT OF THE COMPANY 13
EFFECTS OF WEFIT ACTIVITIES ON THE ENVIRONMENT AND HOW TO MITIGATE THEM 13
CHOICE OF PACKAGING 13
DISPOSAL OF BOTTLES 14
HEALTH ISSUES 14
COMPANY’S PLAN TO REACH THE APPROPRIATE MARKET 15
BUSINESS PLAN FINANCIALS 15
STRATEGIC FINANCIAL PLANNING TECHNIQUES 15
BUDGETING 16
PRICING ANALYSIS 16
EVALUATING COSTS 16
CASH FLOW MANAGEMENT 17
PERFORMANCE ANALYSIS 17
REFERENCES 18
Company Description and SWOT Analysis
Company Name and Significance
The name of my Non- alcoholic beverage (NAB) company is WeFit Diet Drinks. This company deals with the production and the manufacturing of the non-alcoholic beverages that have zero calories content. The significance of this beverage is to provide soft drinks to the people who enjoy the various tastes of different sodas, but they are no longer willing to indulge in drinks that have the calories as a measure of ensuring a healthy lifestyle. This company will provide drinks with different flavors just like the other sodas. These drinks will aid in meeting the needs of the people who have decided to adopt healthy lifestyles such as avoiding the high-calorie content drinks.
WeFit’s Company Mission Statement
The mission statement of the WeFit Diet Drinks is to ensure the provision of sophisticated and inviting diet soft drinks that do not mislay the authenticity of the people health habits. As a company, we are committed to ensuring that we meet the various needs of our customers through the provision of high-quality products, to ensure that they are satisfied and also provide a high level of professionalism. In addition to this, we are also aiming at making a difference and ensuring the creation of value as a company.
Trends in the Non-Alcoholic Beverage Industry
One of the trends in the non-alcoholic beverage industry is that there is a revolution whereby the sugary drinks and juices sales are likely to slip. This is a result of the increasing need for the development of new and healthy beverages and other brands that are much healthier than the prevailing ones. In the developed countries, many people have become more sensitive to health ...
The REGGIE Awards have been showcasing the best and most inspirational marketing campaigns since 1983. What does it take for your brand to win a REGGIE? Find out with this handy presentation!
I need two pages for CUSTOMER ANALYSIS (Check Banana Republic fideladallimore
I need two pages for CUSTOMER ANALYSIS (Check Banana Republic Fit - SAMPLE FINAL
REPORT)
Page 1: Market Size & Consumer Behavior
Page 2: Forecast & Discussion of Marketing Challenges and Opportunities
Hypothetical Concept
Nike x Oceana collaboration
Introduction
After Nike was founded in 1964 by Bill Bowerman, the company has distinguished
themselves as a market leader for all athleisure wear, footwear, and accessories. Nike was built
on innovation, product- development, fashionable trends, and marketing endorsements by major
athletes such as Michael Jordan. As consumers are becoming more aware of sustainability and
the effects of their carbon footprint; we believe that Nike should collaborate with an environment
based nonprofit to uphold their sustainable and trusted reputation. In which, the nonprofit
Oceana whose vision is to “seek to make our oceans as rich,healthy, and abundant as they once
were” would be a smart marketing decision for both companies. Throughout our proposal we
give deeper thought on our marketing plan that will include our marketing research along with
external and internal analysis regarding this collaboration.
Environmental Context/ Background of Problem:
With oceans making up 71% of our globe, there is a strong emphasis for consumers and
businesses to be socially responsible for maintaining the ocean’s health. Oceana states, “The
oceans are vast, but they are not immune to human influence. We have already altered or
destroyed marine ecosystems and driven million-year-old species to the brink of extinction.”
Society as a whole has progressively destroyed these oceans and changes need to be made soon.
In a study by Science only four percent of the ocean remains unaffected by humans. Humans are
becoming more aware of environmental issues by the popular outlet of social media. It has given
society a platform to share pictures, videos, news articles and more about issues occurring
worldwide. With so many posts now going viral, consumers are taking more conscious steps to
help the ocean. The National Geographic suggests stopping the use of plastic and that consumers
purchase reusable straws or paper ones given by restaurants.
Nike as a whole is making changes and has a campaign “Nike Move to Zero” with a
mission that states, “We exist to serve athletes everywhere and that’s why we’re on a mission to
help ensure a healthy planet.” Nike understands the importance of helping the planet and that
staying healthy is a key factor in why it is beneficial for both Nike and Oceana to collaborate on
a clothing line. The reason being, “studies show consumers want socially responsible businesses
and will actually choose these companies over their competitors. They may even seek out
responsible products and services as alternatives. Up to 66 percent of consumers are willing to
pay more to a company that reflects these values' ' (Dolye, 2018). With this collaboration ...
Today’s consumer is raising their voice on social platforms and testing the limits of individual influence. They are empowered and enabled, and on a mission to matter. They’re no longer just complaining – they’re flexing social muscle to force brands to change. Whether an individual is campaigning for a cause, or on a quest for influence, or joining a rage-in on social media they can cause irreparable damage to a brand.
We are in a brutal cultural moment when the good, bad and ugly are indistinguishable to a call-out culture that can seem to care very little for the ‘why’ behind the ‘what’. Whether a brand has made an honest mistake or taken an ill-judged decision, social media enables and amplifies cycles of cruelty. To survive in the call-out culture world, brands need to think differently about how they react when they’re put under the spotlight, and how to make their brands less likely to be called out in the first place.
Tom Selleck Health: A Comprehensive Look at the Iconic Actor’s Wellness Journeygreendigital
Tom Selleck, an enduring figure in Hollywood. has captivated audiences for decades with his rugged charm, iconic moustache. and memorable roles in television and film. From his breakout role as Thomas Magnum in Magnum P.I. to his current portrayal of Frank Reagan in Blue Bloods. Selleck's career has spanned over 50 years. But beyond his professional achievements. fans have often been curious about Tom Selleck Health. especially as he has aged in the public eye.
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Introduction
Many have been interested in Tom Selleck health. not only because of his enduring presence on screen but also because of the challenges. and lifestyle choices he has faced and made over the years. This article delves into the various aspects of Tom Selleck health. exploring his fitness regimen, diet, mental health. and the challenges he has encountered as he ages. We'll look at how he maintains his well-being. the health issues he has faced, and his approach to ageing .
Early Life and Career
Childhood and Athletic Beginnings
Tom Selleck was born on January 29, 1945, in Detroit, Michigan, and grew up in Sherman Oaks, California. From an early age, he was involved in sports, particularly basketball. which played a significant role in his physical development. His athletic pursuits continued into college. where he attended the University of Southern California (USC) on a basketball scholarship. This early involvement in sports laid a strong foundation for his physical health and disciplined lifestyle.
Transition to Acting
Selleck's transition from an athlete to an actor came with its physical demands. His first significant role in "Magnum P.I." required him to perform various stunts and maintain a fit appearance. This role, which he played from 1980 to 1988. necessitated a rigorous fitness routine to meet the show's demands. setting the stage for his long-term commitment to health and wellness.
Fitness Regimen
Workout Routine
Tom Selleck health and fitness regimen has evolved. adapting to his changing roles and age. During his "Magnum, P.I." days. Selleck's workouts were intense and focused on building and maintaining muscle mass. His routine included weightlifting, cardiovascular exercises. and specific training for the stunts he performed on the show.
Selleck adjusted his fitness routine as he aged to suit his body's needs. Today, his workouts focus on maintaining flexibility, strength, and cardiovascular health. He incorporates low-impact exercises such as swimming, walking, and light weightlifting. This balanced approach helps him stay fit without putting undue strain on his joints and muscles.
Importance of Flexibility and Mobility
In recent years, Selleck has emphasized the importance of flexibility and mobility in his fitness regimen. Understanding the natural decline in muscle mass and joint flexibility with age. he includes stretching and yoga in his routine. These practices help prevent injuries, improve posture, and maintain mobilit
ARTIFICIAL INTELLIGENCE IN HEALTHCARE.pdfAnujkumaranit
Artificial intelligence (AI) refers to the simulation of human intelligence processes by machines, especially computer systems. It encompasses tasks such as learning, reasoning, problem-solving, perception, and language understanding. AI technologies are revolutionizing various fields, from healthcare to finance, by enabling machines to perform tasks that typically require human intelligence.
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Ve...kevinkariuki227
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Verified Chapters 1 - 19, Complete Newest Version.pdf
TEST BANK for Operations Management, 14th Edition by William J. Stevenson, Verified Chapters 1 - 19, Complete Newest Version.pdf
Ozempic: Preoperative Management of Patients on GLP-1 Receptor Agonists Saeid Safari
Preoperative Management of Patients on GLP-1 Receptor Agonists like Ozempic and Semiglutide
ASA GUIDELINE
NYSORA Guideline
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Title: Sense of Smell
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the primary categories of smells and the concept of odor blindness.
Explain the structure and location of the olfactory membrane and mucosa, including the types and roles of cells involved in olfaction.
Describe the pathway and mechanisms of olfactory signal transmission from the olfactory receptors to the brain.
Illustrate the biochemical cascade triggered by odorant binding to olfactory receptors, including the role of G-proteins and second messengers in generating an action potential.
Identify different types of olfactory disorders such as anosmia, hyposmia, hyperosmia, and dysosmia, including their potential causes.
Key Topics:
Olfactory Genes:
3% of the human genome accounts for olfactory genes.
400 genes for odorant receptors.
Olfactory Membrane:
Located in the superior part of the nasal cavity.
Medially: Folds downward along the superior septum.
Laterally: Folds over the superior turbinate and upper surface of the middle turbinate.
Total surface area: 5-10 square centimeters.
Olfactory Mucosa:
Olfactory Cells: Bipolar nerve cells derived from the CNS (100 million), with 4-25 olfactory cilia per cell.
Sustentacular Cells: Produce mucus and maintain ionic and molecular environment.
Basal Cells: Replace worn-out olfactory cells with an average lifespan of 1-2 months.
Bowman’s Gland: Secretes mucus.
Stimulation of Olfactory Cells:
Odorant dissolves in mucus and attaches to receptors on olfactory cilia.
Involves a cascade effect through G-proteins and second messengers, leading to depolarization and action potential generation in the olfactory nerve.
Quality of a Good Odorant:
Small (3-20 Carbon atoms), volatile, water-soluble, and lipid-soluble.
Facilitated by odorant-binding proteins in mucus.
Membrane Potential and Action Potential:
Resting membrane potential: -55mV.
Action potential frequency in the olfactory nerve increases with odorant strength.
Adaptation Towards the Sense of Smell:
Rapid adaptation within the first second, with further slow adaptation.
Psychological adaptation greater than receptor adaptation, involving feedback inhibition from the central nervous system.
Primary Sensations of Smell:
Camphoraceous, Musky, Floral, Pepperminty, Ethereal, Pungent, Putrid.
Odor Detection Threshold:
Examples: Hydrogen sulfide (0.0005 ppm), Methyl-mercaptan (0.002 ppm).
Some toxic substances are odorless at lethal concentrations.
Characteristics of Smell:
Odor blindness for single substances due to lack of appropriate receptor protein.
Behavioral and emotional influences of smell.
Transmission of Olfactory Signals:
From olfactory cells to glomeruli in the olfactory bulb, involving lateral inhibition.
Primitive, less old, and new olfactory systems with different path
New Drug Discovery and Development .....NEHA GUPTA
The "New Drug Discovery and Development" process involves the identification, design, testing, and manufacturing of novel pharmaceutical compounds with the aim of introducing new and improved treatments for various medical conditions. This comprehensive endeavor encompasses various stages, including target identification, preclinical studies, clinical trials, regulatory approval, and post-market surveillance. It involves multidisciplinary collaboration among scientists, researchers, clinicians, regulatory experts, and pharmaceutical companies to bring innovative therapies to market and address unmet medical needs.
NVBDCP.pptx Nation vector borne disease control programSapna Thakur
NVBDCP was launched in 2003-2004 . Vector-Borne Disease: Disease that results from an infection transmitted to humans and other animals by blood-feeding arthropods, such as mosquitoes, ticks, and fleas. Examples of vector-borne diseases include Dengue fever, West Nile Virus, Lyme disease, and malaria.
Title: Sense of Taste
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the structure and function of taste buds.
Describe the relationship between the taste threshold and taste index of common substances.
Explain the chemical basis and signal transduction of taste perception for each type of primary taste sensation.
Recognize different abnormalities of taste perception and their causes.
Key Topics:
Significance of Taste Sensation:
Differentiation between pleasant and harmful food
Influence on behavior
Selection of food based on metabolic needs
Receptors of Taste:
Taste buds on the tongue
Influence of sense of smell, texture of food, and pain stimulation (e.g., by pepper)
Primary and Secondary Taste Sensations:
Primary taste sensations: Sweet, Sour, Salty, Bitter, Umami
Chemical basis and signal transduction mechanisms for each taste
Taste Threshold and Index:
Taste threshold values for Sweet (sucrose), Salty (NaCl), Sour (HCl), and Bitter (Quinine)
Taste index relationship: Inversely proportional to taste threshold
Taste Blindness:
Inability to taste certain substances, particularly thiourea compounds
Example: Phenylthiocarbamide
Structure and Function of Taste Buds:
Composition: Epithelial cells, Sustentacular/Supporting cells, Taste cells, Basal cells
Features: Taste pores, Taste hairs/microvilli, and Taste nerve fibers
Location of Taste Buds:
Found in papillae of the tongue (Fungiform, Circumvallate, Foliate)
Also present on the palate, tonsillar pillars, epiglottis, and proximal esophagus
Mechanism of Taste Stimulation:
Interaction of taste substances with receptors on microvilli
Signal transduction pathways for Umami, Sweet, Bitter, Sour, and Salty tastes
Taste Sensitivity and Adaptation:
Decrease in sensitivity with age
Rapid adaptation of taste sensation
Role of Saliva in Taste:
Dissolution of tastants to reach receptors
Washing away the stimulus
Taste Preferences and Aversions:
Mechanisms behind taste preference and aversion
Influence of receptors and neural pathways
Impact of Sensory Nerve Damage:
Degeneration of taste buds if the sensory nerve fiber is cut
Abnormalities of Taste Detection:
Conditions: Ageusia, Hypogeusia, Dysgeusia (parageusia)
Causes: Nerve damage, neurological disorders, infections, poor oral hygiene, adverse drug effects, deficiencies, aging, tobacco use, altered neurotransmitter levels
Neurotransmitters and Taste Threshold:
Effects of serotonin (5-HT) and norepinephrine (NE) on taste sensitivity
Supertasters:
25% of the population with heightened sensitivity to taste, especially bitterness
Increased number of fungiform papillae
3. Activate Water Activate Water is a Los Angeles based company selling a special type of vitamin water. Unlike other vitamin waters, Activate keeps the vitamins “hid in the lid”, keeping them more potent. A simple turn in the cap and they fall into the drink. Working with a partner our goal was to come up with a complete marketing strategy for expanding Activate Water among Southern California in just a little over three weeks. The next 6 slides showcase: S.W.O.T. Analysis Competitive Analysis: Vitamin Water, Red Bull and Gatorade Media planning strategy News release designed for a media/press kit
4.
5. Competitive Analysis: br /> The Vitamin Water Company, Glacéau, was introduced into the market in May of 1996. Since then they have quickly grown to incorporate 15 different flavors each with a different focus such as endurance, focus, and balance. Vitamin Water’s main goal is to help people on the go feel better, perform better and live healthy lives. Today their products are available throughout the United States and Australia as well. They have been able to expand their brand and include Smart Water, Vitamin Energy, and Fruit Water. The Glacéau Company, owned by Coca-Cola, uses celebrity spokesmen such as 50-Cent and Kelly Clarkson in television and magazine advertisements to reach their target consumers. (Glacéau)
6. Red Bull began as Krating Daeng in Thailand and was an extremely popular drink among working class men and taxi cab drivers. Red bull quickly grew to markets all over the world and was introduced into the United States in 1997. The drink is aimed at young people with active lifestyles and improves performance, increases concentration, and reaction speed. Today, Red Bull is available in over 100 countries and they sell more than a billion cans a year. Red Bull holds a 70% share of the worlds market for energy drinks or functional beverages. They’re extremely involved in extreme sports such as snow mobile racing and dirt bike racing and have become popular among the club scene. (Red Bull GmbH) Competitive Analysis:
7. Gatorade was created in the summer of 1965 at the University of Florida as a means to end college football players heat illnesses. Gatorade quickly gained popularity among football players and is now seen on the sidelines of many games. Now Gatorade is sold in more than 50 countries and can be purchased in more than 30 flavors. Gross retail sales of Gatorade have surpassed $3 billion dollars alone in the United States and only continue to grow. Gatorade offers protein shakes, powders, and some drinks containing vitamins but all are designed to taste best during physical activity. The goal of Gatorade is to equally balance carbohydrates and electrolytes that are lost through sweat and exercise to keep people healthy. (Gatorade®) Competitive Analysis:
8. Media Planning Strategy: Each form of advertisements will be strategically placed in order to gain attention from our target market. Using inserts for our magazine advertisements we will select Los Angeles, San Diego and other key locations in the Southern California area. We plan on saturating the market with these advertisements by running them one time in the April issue of several magazines. The placing of these magazine advertisements will be located in the front half near the contents pages. Our selection of magazines will include Self, Cosmopolitan, Oprah, and Men’s Health in order to reach the target of men and women. We plan on having ten billboards located in the Southern California Area. Five of these billboards will be located in Los Angeles while the other five will be spread among the area in locations such as San Diego and Orange County. Most will be located off of main highways near exits where stores carrying the water is located while the next majority will be in cities at stoplights catering to heavy traffic. The other billboards will be located near parks and beaches to reach our target market. Our radio advertisement will be featured on family friendly radio stations such as The Coast because it will be targeted to the segment of young mothers more so than the others. The radio advertisement will run for the morning drive and the evening drive when our target market will be mostly in her vehicle.
9. For Immediate Release Contact: Ashley Vance | 213.532.5490 AVance@activate.com ACTIVATE WATER TO TEAM WITH THE SUSAN G. KOMEN FOUNDATION Los Angeles, CA. February 5, 2009- Activate Water has announced that it plans on hosting a marathon with the Susan G. Komen Foundation to help raise money and awareness for breast cancer. The marathon will be a one-day event held on Sunday May 24th, 2009. The marathon, Walk for a Cure, will start at 8am and will be a ten-mile course held in the streets of Los Angeles. Participants of the marathon will pay a fee of $100.00, which will include their food, drinks, and a shirt. All money collected by participants of the Walk for a Cure will be donated to the Susan G. Komen Foundation in the name of the winner along with the winner receiving a year supply of Activate Water. Walk for a Cure will also host two special guest, Sheryl Crow and Christina Applegate, whom have both faced breast cancer in their past. After the marathon, a luncheon will take place in a remote grassy area under pink tents. The luncheon will feature catered food and Activate Water. ### News Release:
10. Turning Leaf Turning Leaf is an organic and eco-friendly denim line I worked closely with a group to create. The slogan, “You’ll never be able to turn a new leaf if you turn the other cheek”, is in regards to being environmentally conscience of your habits in all aspects of life. The next 4 slides showcase my work to market the brand through promotional programs including: Sponsorship Public Relations Endorsements Alternative Media, Viral Marketing, Marketing at Touch Points
11. Sponsorship: Because Turning Leaf is an eco-friendly denim line, we will sponsor environmentally friendly organizations in order to reach our target market and help make a difference in our world. Our biggest sponsorship will be with Global Green USA, a non-profit organization aimed at raising awareness for our environmental issues and what we can do to help. Each year Global Green USA has many special events to promote their causes, which usually brings out many people including a-list celebrities. During Global Green USA’s benefits we could have our logo on the banner that appears behind the guest on the “green” carpet. Since many celebrities attend their special events people would see photos and our logo behind them, which would in turn get people thinking about our company. At these events we would also present all of our guest with special gift bags, which would include our denim. Giving away jeans at these events would prove to be beneficial for our company. First, guest would wear them and potentially become loyal customers of our brand and secondly celebrities would wear the jeans in everyday life and get photographed. This would create interest in the minds of people who would see these particular celebrities wearing the jeans and they would then go out and buy a pair for themselves. One of the main events hosted by Global Green USA is the San Francisco Benefit. The San Francisco Benefit brings out many celebrities to highlight green design solutions and also includes an eco-friendly fashion show. Turning Leaf could not only sponsor this event but also take part in their fashion show. We could show all of the attendees our line firsthand and include the benefits and attributes. Not only will this generate press and awareness for our line but will also get the attention of everyone at the benefit whom supports this group and eco-friendly clothing.
12. Public Relations: Public relations will be extremely important to Turning Leaf in order to provide information, build product awareness, create interest, and stimulate demand. Our first step will be media relations, which will include publicizing our product to television news programs, local newspapers, magazines, and on the Internet. Creating stories and information on our products will gather media coverage and will create credible knowledge for the consumers. Secondly we will have a media tour, which will include a company spokesperson. We will research which cities in the United States are taking the most action in becoming eco-friendly such as Los Angeles, San Francisco, and New York City. Our spokesperson will go to all of these cities and conduct interviews on television shows, radio shows, or in local magazines to get our product out in the market. Our last effort in public relations will be speaking engagements. We will speak at colleges all across the United States located in or near larger American cities. We will have our company experts explain what’s going on with our environment and the benefits of our eco-friendly denim. We will also take any other step in order to secure our position in the market and create a credible line that people will trust.
13. Endorsements: Our company will hire celebrities to endorse our products in order to reach a higher percentage of our target market. Because these celebrities will be representing our brand we will look for people who are respected among the public, successful and of course people who are actively participating in the go green movement. Celebrities such as Anne Hathaway, Hayden Panettiere, and Natalie Portman would be idea matches for our company. Our celebrity endorsers are young people who aren’t out endorsing multiple products, but rather just our product or a couple others. They would be considered credible among our consumers and would be able to increase product knowledge to our target market. By having endorsement deals with celebrities our target market will feel connected to these particular celebrities and they’ll feel that they can take part in changing our world with them. They will speak of how they’re living an eco-friendly lifestyle and include our denim line in doing so.
14. Alternative Media, Viral Marketing, Marketing at Touch Points (Such as In-Store Experience) Because typical media advertisements are sometimes thought of as being biased we will use alternative media in order to reach our target market with a different approach. Alternative media will provide a different viewpoint from that of magazine advertisements and our website. We will be in magazines that aren’t considered mainstream in order to get our product out there. Seeing publications on our product in something other than mass media will help with the loyalty of our product. Consumers will see that it’s a fashionable yet respected product in another form. Consumers will trust this form more because it’s not something that our company is obviously trying to make look good. We will also use viral marketing as a way to communicate with our target audience. Word-of-mouth can a lot of times be the most powerful way of communicating, which means viral marketing will be increasingly useful to our brand. We will have video clips of consumers talking about our jeans and why they like them, which will cut out all of the fancy-talk and really speak with other consumers. We will also use social networking sites such as MySpace and Face Book to reach the market. Face Book in particular has fan pages, which members subscribe to. We could have a fan page of our denim line that members of Face Book could look at. When members subscribe to the fan pages it appears on their profile and everyone will see it, can look at it, and also subscribe to it. This will help reach more people and strike interest in other peoples minds. Lastly we will stand out to our consumers by our service. By provoking importance and change to the consumers we will be making them feel like this is something they can easily do. We will show the consumers that people are satisfied with their purchases by testimonies of other consumers. Our brand will also be easy to contact and communicate with. We want everything to remain simple and we want to put our customers first. We will go above and beyond their expectations and make sure they are always pleased. If they’re not happy with a product we will help them find a better match. We want to stand out and make sure we’re the first company people think of when going to buy their jeans. By putting our consumers first we’ll be making their experiences lasting ones.