The document discusses the development of a new berry-based product concept targeted at millennials. It analyzes berry jam and proposes a "detox spread" made from the same berries as an alternative product. Facebook ads are used to test marketing messages and target audiences for both products. The detox spread outperforms berry jam, selling at a higher price with lower marketing costs. Further testing of packaging, messages, and sales channels is recommended to optimize the new product concept before commercialization.
What is social media marketing? Why social media marketing and blogging is important for companies? How companies implement those strategies to better engage with customers?
Strategy Proposal: 365 by Whole Foods MarketSabina Leybold
This project consisted of creating a marketing campaign proposal to help 365 by Whole Foods Market to launch effectively. I contributed to this strategy by establishing target audience, brand persona, overall campaign strategy, and timeline.
What is social media marketing? Why social media marketing and blogging is important for companies? How companies implement those strategies to better engage with customers?
Strategy Proposal: 365 by Whole Foods MarketSabina Leybold
This project consisted of creating a marketing campaign proposal to help 365 by Whole Foods Market to launch effectively. I contributed to this strategy by establishing target audience, brand persona, overall campaign strategy, and timeline.
Marketing Research Analysis--Power Bar
The objective of this report is to aid Power Bar’s management in understanding how Power Bar customers use the product; how they rate it; and what value they are getting from the product.
Any differences in attitude, usage and value perception between fitness types and those of dieters will be quantifiable and provide valuable insight on Power Bar buyers.
Bellissimo ice cream is made with natural flavours and 10% milk fat for unmatched taste and creaminess.
Cheaper ice creams use artificial flavours and vegetable oil.
At Bellissimo, we strive to create international standard ice creams that are dense, rich, creamy and flavourful, made with real milk fat and real ingredients.
This is a new look towards the Business and Consumer Behavior, It enables a path of 'Business righteousness', one can say so.This term is going to be the Ruler-Green Branding, The Green Ruler.
For Public Relations, we had to design a public relations plan for a Bulgarian Yogurt brand, Trimona. My main part of the project was to design and create the whole book.
The consumer research proposal to introduce a new energy drink to the market was the final assignment for the Marketing 554/Consumer Behavior course during the MBA (marketing concentration) program.
The Assignment: You are the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company.
Your client, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new high sugar, high caffeine energy drink.
You must develop marketing strategies to attract 18 to 25-year-old customers. Push it to the Limit Energy Drink has a $25 million advertising budget for the new product.
Please visit my blog at www.stephenzoeller.com
Follow me on twitter @stepzoellermktg
Pinterest @stephenzoeller
As strategy director, I was responsible for leading a team of six people in devising a research-backed strategic plan for a comprehensive marketing campaign.
I wrote over 90% of the content and organized the layout for pages 3 through 6, but did not take part in the overall design or production of the plans book.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Marketing Research Analysis--Power Bar
The objective of this report is to aid Power Bar’s management in understanding how Power Bar customers use the product; how they rate it; and what value they are getting from the product.
Any differences in attitude, usage and value perception between fitness types and those of dieters will be quantifiable and provide valuable insight on Power Bar buyers.
Bellissimo ice cream is made with natural flavours and 10% milk fat for unmatched taste and creaminess.
Cheaper ice creams use artificial flavours and vegetable oil.
At Bellissimo, we strive to create international standard ice creams that are dense, rich, creamy and flavourful, made with real milk fat and real ingredients.
This is a new look towards the Business and Consumer Behavior, It enables a path of 'Business righteousness', one can say so.This term is going to be the Ruler-Green Branding, The Green Ruler.
For Public Relations, we had to design a public relations plan for a Bulgarian Yogurt brand, Trimona. My main part of the project was to design and create the whole book.
The consumer research proposal to introduce a new energy drink to the market was the final assignment for the Marketing 554/Consumer Behavior course during the MBA (marketing concentration) program.
The Assignment: You are the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company.
Your client, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new high sugar, high caffeine energy drink.
You must develop marketing strategies to attract 18 to 25-year-old customers. Push it to the Limit Energy Drink has a $25 million advertising budget for the new product.
Please visit my blog at www.stephenzoeller.com
Follow me on twitter @stepzoellermktg
Pinterest @stephenzoeller
As strategy director, I was responsible for leading a team of six people in devising a research-backed strategic plan for a comprehensive marketing campaign.
I wrote over 90% of the content and organized the layout for pages 3 through 6, but did not take part in the overall design or production of the plans book.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Case Study, using fictional “Gray’s Cookies” brand to complete a business review, which is the first stage of our overall Beloved Brands planning process.
Here is the ideal Brand plan format that includes the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. We use both a 20 page PPT slide deck and a plan on a page format
Module 5 The 5 Phases of New Product Development.pptxcaniceconsulting
NPD stands for New Product Development.
New food product development is the process that creates a new product, produces it, and brings it to market.
How does it differ from food reformulation?
Food reformulation changes the existing food products to meet the new demands.
Why do we need NPD?
To maintain or grow market share for food businesses/SMEs.
This slideshow will share with you our executive summary, identify the problem in the diet market, our solution, business model, our identified competition, distribution channels, marketing strategy, market research, timeline, financial projections, competitive advantages and management team.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
Having a plan is crucial for business success, especially when establishing a new business. Writing a business plan helps outline the direction where the company is going, how the company will achieve its goals, and provides a method to measure the company‟s pursuit of these goals. Business plans can also help the entrepreneur(s) communicate to possible investors; authorities whom may need to approve of or regulate the business, interested co-founders, and future employees. The business plan should include a description of the service or product, market analysis, the short and long term goals of the business, and competitor analysis.
“Fruit লাগবে?” is a new brand of packaged fruits that aims to provide fresh and hygienic fruits. To establish this new brand in marketplace we designed integrated marketing communications plan. The plan consists of promotions, competitive analysis, target market analysis, opportunity analysis, corporate strategies, IMC objectives as well as all relevant advertising, promotion, selling, public relations, sponsorship. The IMC plan describes the media plan in full detail as well as the methods to evaluate the success of the IMC plan.
“Fruit লাগবে?” has a huge opportunity to make an impact in fruits the market of Bangladesh. As the use of marketing and advertisements are very limited in this sector. So “Fruit লাগবে?” has the opportunity to pioneer in pack aged fruits category. Comprehensive integrated marketing design can better establish “Fruit লাগবে?” brand name and create a positive image in consumer mind. Furthermore, distribution channel model is created to reach the target market and create greater brand awareness and in the long run growth sales.
“Fruit লাগবে?” service will use public relations events like launching ceremony, campaigning, social media, and conventional advertising and word of mouth as its primary communication strategies. A coordinated media plan is created to convey our brand message to the target audience.
Overall, the application of integrated marketing communication components will allow “Fruit লাগবে?” to create a unified marketing strategy that potentially delivers incredible benefits. Not only does it boost sales and profits, but it will also sharpen competitive edge, and improves brand loyalty.
Ang Chong Yi Navigating Singaporean Flavors: A Journey from Cultural Heritage...Ang Chong Yi
In the heart of Singapore, where tradition meets modernity, He embarks on a culinary adventure that transcends borders. His mission? Ang Chong Yi Exploring the Cultural Heritage and Identity in Singaporean Cuisine. To explore the rich tapestry of flavours that define Singaporean cuisine while embracing innovative plant-based approaches. Join us as we follow his footsteps through bustling markets, hidden hawker stalls, and vibrant street corners.
Roti Bank Hyderabad: A Beacon of Hope and NourishmentRoti Bank
One of the top cities of India, Hyderabad is the capital of Telangana and home to some of the biggest companies. But the other aspect of the city is a huge chunk of population that is even deprived of the food and shelter. There are many people in Hyderabad that are not having access to
Hamdard Laboratories (India), is a Unani pharmaceutical company in India (following the independence of India from Britain, "Hamdard" Unani branches were established in Bangladesh (erstwhile East Pakistan) and Pakistan). It was established in 1906 by Hakeem Hafiz Abdul Majeed in Delhi, and became
a waqf (non-profitable trust) in 1948. It is associated with Hamdard Foundation, a charitable educational trust.
Hamdard' is a compound word derived from Persian, which combines the words 'hum' (used in the sense of 'companion') and 'dard' (meaning 'pain'). 'Hamdard' thus means 'a companion in pain' and 'sympathizer in suffering'.
The goals of Hamdard were lofty; easing the suffering of the sick with healing herbs. With a simple tenet that no one has ever become poor by giving, Hakeem Abdul Majeed let the whole world find compassion in him.
They had always maintained that working in old, traditional ways would not be entirely fruitful. A broader outlook was essential for a continued and meaningful existence. their effective team at Hamdard helped the system gain its pride of place and thus they made an entry into an expansive world of discovery and research.
Hamdard Laboratories was founded in 1906 in Delhi by Hakeem Hafiz Abdul Majeed and Ansarullah Tabani, a Unani practitioner. The name Hamdard means "companion in suffering" in Urdu language.(itself borrowed from Persian) Hakim Hafiz Abdul Majeed was born in Pilibhit City UP, India in 1883 to Sheikh Rahim Bakhsh. He is said to have learnt the complete Quran Sharif by heart. He also studied the origin of Urdu and Persian languages. Subsequently, he acquired the highest degree in the unani system of medicine.
Hakim Hafiz Abdul Majeed got in touch with Hakim Zamal Khan, who had a keen interest in herbs and was famous for identifying medicinal plants. Having consulted with his wife, Abdul Majeed set up a herbal shop at Hauz Qazi in Delhi in 1906 and started to produce herbal medicine there. In 1920 the small herbal shop turned into a full-fledged production house.
Hamdard Foundation was created in 1964 to disburse the profits of the company to promote the interests of the society. All the profits of the company go to the foundation.
After Abdul Majeed's death, his son Hakeem Abdul Hameed took over the administration of Hamdard Laboratories at the age of fourteen.
Even with humble beginnings, the goals of Hamdard were lofty; easing the suffering of the sick with healing herbs. With a simple tenet that no one has ever become poor by giving, Hakeem Abdul Majeed let the whole world find compassion in him. Unfortunately, he passed away quite early but his wife, Rabia Begum, with the support of her son, Hakeem Abdul Hameed, not only kept the institution in existence but also expanded it. As he grew up, Hakeem Abdul Hameed took on all responsibilities. After helping with his younger brother's upbringing and education, he included him in running the institution. Both brothers Hakeem Abdul Hameed and Hakim Mohammed
Vietnam Mushroom Market Growth, Demand and Challenges of the Key Industry Pla...IMARC Group
The Vietnam mushroom market size is projected to exhibit a growth rate (CAGR) of 6.52% during 2024-2032.
More Info:- https://www.imarcgroup.com/vietnam-mushroom-market
4. Who are the Millennials?
1. Millennials were born between 1977-2000
2. Millennials constitute 25% of populations
3. Millennials make 21% of consumer purchases
4. Millennials are 2.5x more likely to be an early adopter of
technology than other generations
5. Useful is the new COOL. Millennials value brands that enhance
their lives. New tech must serve a purpose in order be considered
“COOL”
6. Objective: Transform a Product
Since only 3% of new products
become profitable….
The objective is to discover a new
product form, intelligent positioning,
plus visually and linguistically sharp
messages for successful launch of a
berry jam replacement made of the
same berries...
Constraint: no capital investment!
Traditional berry jams must cater to the “millennial” food
preferences
8. Creation of Product Concept
Methodology & its Algorithm
Origin product - new version product
Facebook page
The same budget
Diferent audience
Facebook adv with function of sales
Original Product
Berry Jam
New Product
Made of Berry
Marketing Modeling
Facebook page Facebook page
Choosing
audience
Choosing
audience
Facebook ADV Facebook ADVThe same budget
Comparison of
the results
9. Why Facebook is the Analytical Tool
Coverage
66% of all millennials (15-34 year olds) use
Facebook
Segmentation is a result of Artificial
Intelligence
Target audience is shaped by interests of users.
Facebook tracks the viewing of sites through
application Facebook Pixel and groups of
people united according to their needs.
Purchasing Tool
Facebook is capable of generating full process
from advertising to sales in 1 click
10. List of Parameters
Parameter Description
Size of Audience Quantity of users to which we can potentially show our
advertising. If quantity of users is below 200 000,
advertising campaign will not be effective
Involvement Quantity of “likes”. This parameters shows emotional
involvement into the content. The results of this
experiments can be further on used in outdoor advertising
where competition and price of placement are very high
Click to Buy Quantity of clicks to the “buy” button. Based on this
parameters we can predict and model future sales.
Cost of Purchase Obtained by dividing the total advertising budget by the
number of clicks to the “buy” button. This parameter
enables the advertising messages’ impact on the P&L’s
outcomes and the final profit
11. What We Can Test
Product idea
Product form
Packaging design
Sales messages
Audience
Geography
Price
By comparing different options we obtain rating
and thus base for marketing decisions
17. Style for a Detox Product Design
Main principles for creating a
package for a detox product
Industry Standards:
1. Why do you need it? – the
answer must be the key title
2. Strict style
3. No images, only words
4. Unisex design
22. Detox Spread: Target Audiences
Name of target
audience age Interests
Size of
audience
Coverage
of ADV Involvement Budget
01 Detox 18-65 detox, detox center, diet food 55 000 702 73 5$
02 Healthlife 20-44
aerobics, pilates, fitness and healthy lifestyle,
fitness, yoga, meditation 4 200 000 16855 12 5$
03 Detox blogger 20-40 Nusrat Fateh Ali Khan (> 3 million subscribers) 1 000 325 5 2$
04 Geolocation 20-60 geo location of 10 restaurants 9 900 000 7134 11 2$
05 Fastfood 20-55 restaurants , fast food 2 800 000 520 43 2$
06 Modeling 18-40
Model, actor, beauty contest, beauty, profession
model, modeling agency, stewardesses,
supermodel, acting skills, magazines:
Cosmopolitan, Harper's Bazar, Modeling, Vogue 5 100 000 207 38 2$
07 Beauty &
Family 25-50
People with children, Pregnancy, Shopping and
fashion, Parents, Family and relationships,
Maternity, Family 6 800 000 7 256 15 2$
08 Business
20-60
Demographic interests> Work> Positions:
Manager; Founder; Director general; Senior
management; Business, Marketing,
Entrepreneurship, Individual entrepreneur,
Information technology, Logistics, Top
management, Freelancer, Online purchases, Small
business owners 7 200 000 685 90 5$
11,5% involvement
Interest match
! 13% involvement,
marketing gap
! 18% involvement,
marketing gap
23. Detox Spread: Messages
01 Detox
02 Healthlife
08 Business
03 Detox blogger
04 Geolocation
05 Fastfood
08 Business
24. Comparison: Detox vs Jam
Product/price Coverage Involvement
(Likes)
Clicks
to buy
Marketing budget
(USD)
Cost of 1
purchase
Detox (5 euro) 48,041 325 20 28,22 $ 1,40
Berry Jam (3 euro) 34,658 181 6 16,00 $ 2,67
Grand Total 82,699 506 26 44,22
Detox sold at 1,5 higher price vs. Berry Jam
Detox sold 3 times better than Berry Jam
“Cost of purchase” of Detox is lower by 50% than that of Berry Jam
25. Detox Spread: Rating the Audience
Name of target
audience
Coverage
of ADV InvolvementClick to buy Budget
detox 48041 325 20 28.22
01 Detox 702 73 2 3.88
02 Healthlife 16852 12 8 5
03 Detox
blogger 325 5 0 1.34
04 Geolocation 7120 11 0 2
05 Fastfood 520 43 1 2
06 Modeling 207 38 2
07 Beauty 7200 15 3 2
08 Business 685 90 0 5
Involvement is not sales.
26. Demography
Name of target
audience
Coverage of
ADV Involvement Click to buy Budget
detox 53112 344 21 58.23
female 9610 125 5 20.36
18-24 1558 25 1 3.56
25-34 3565 27 1 6.82
35-44 3313 25 2 4.89
45-54 840 25 0 3.15
55-64 297 21 0 1.8
65+ 37 2 1 0.14
male 42806 218 15 37.36
18-24 11234 78 6 8.56
25-34 17373 58 5 14.13
35-44 11747 43 3 8.34
45-54 2181 26 1 3.47
55-64 264 12 0 2.81
65+ 7 1 0 0.05
unknown 696 1 1 0.51
An underappreciated audience is the young men. They are 4 times more
than women and make 75% of sales in absolute numbers.
27. Second Level of Analytics
Name of target
audience
ADV’s
Coverage Involvement Click to buy Budget
02 Healthlife
price (5 EUR) 16,852 12 8 5
09 Healthlife
price (8 EUR) 14,430 38 6 5
1/ Price elasticity
(a new price is tested at the same target audience, all other parameters stay constant)
Detox spread
has inelastic
price
2/ Geography sensitivity
(the same target audience at a new location in English language)
Name of target
audience
ADV’s
Coverage Involvement Click to buy Budget
Amsterdam* 2104 8 0 15
London* 2967 11 1 15
Turkey 48041 325 20 28
* Note: Amsterdam and London have been tested in the end of November. It is low season for detox products
because of pre-Christmas eve time
Turkey has
unsatisfied
demand
29. Conclusions
1. Detox Spread made of berries is a more profitable
product than berry jam
2. Design of Detox Spread packaging should be unisex in
order to include male audience with its high potential
3. For target audiences “Models” and “Business” the
right messages/price/format are crucial for further
conversion of involvement into clicks to buy.
4. Detox Spread has low price sensitivity, its price is not
elastic. This requires additional testing in actual sales.
5. Sales channels should include location of “Health life”
audience, i.e. fitness centers and sport food stores.
30. Next Steps
Recipes
“Actual sales”
Testing
Processing
Recipe creation
• No sugar
• Product cost should
be equivalent to
that of berry jam.
• Taste adaptation to
local preferences
done
Sales in test points
• Taste check
• Price check
• Check sales in real
life environment vs.
competition
• Repeating sales
check
Manufacturing of the
novelty product
• Technical
specifications
• Processing line plan
• Investment plan
• Launch new
products
scheduled in development
31. Kseniia Zazhyhina
Applied Math Practitioner
Marketing and PR Director
CMYK Ingredients JSC/ Ukraine-Bulgaria
+38 067 464 63 83
k.zazhigina@gmail.com
https://www.linkedin.com/in/zazhigina
www.cmykingredients.com
Contact information