The document summarizes the findings of a marketing research study on the "Get Real Get Maine" agricultural branding program. The study found that the GRGM label was only somewhat effective in identifying locally grown apples to Mainers and had no significant impact on perceptions for those in other New England states. It identified four consumer market segments and found that those seeking authenticity and health/freshness were most likely to purchase. The recommendations were to either expand the brand regionally, change the unclear logo, or develop a new state agricultural brand to improve awareness and communication of the program's goals.
The goal of this project was to develop a marketing strategy that will increase sales by 15% and yield a profit growth of 10% for Pillsbury Instant Gravy product.
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Dena Yazzie has decided to go ahead with the main idea of Tahki’s proposal but with one change. The company will not abandon its brand. So they will try to get a more expensive product based on added value but they will build this effort on the existing clientele. The board was satisfied to a large extent with the solution. They felt that they had built this brand and people knew it so it was an asset that should be utilized.
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Managing brands for competitive advantages.what is marketing?market and target marketing.simple process of marketing. branding?types of brand?brand equity?trade marks?developing global brand names and trade marks. brand extensions. new product development strategies. marketing mix? and consumer adoption process,
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Did you know that colors have different meanings around the world? In section 2 of 4, there's details about the significance of colors, how colors affect us and more information that is useful when using colors in marketing.
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Subscription Box Business Plan Skyrocketbpo.pdfSkyrocketbpo
Executive Summary
EcoBox Delights is a cutting-edge Portland, Oregon-based subscription box business that promotes eco-friendliness and sustainable lifestyles. Emily Johnson, an avid environmentalist, started our business so that her members may get a curated monthly box of eco-friendly, high-quality goods.
Mission: We are committed to ensuring that sustainable living is accessible and simple for everybody. EcoBox Delights' mission is to promote a greener way of living by introducing customers to eco-friendly items.
Vision: We see EcoBox Delights as a pioneer in the sustainable subscription box industry, celebrated for its dedication to fair trade, high-quality products, and the promotion of an eco-conscious client base.
Industry Overview:
With a present valuation of $25 billion and an anticipated valuation of $65 billion by 2027, the worldwide subscription box industry is booming at a robust CAGR of 16.5%. The ease, customization, and product discovery that this ever-changing industry provides to customers are what drive its success.
Goals & Objectives:
Establish a Diverse Subscriber Base: In the first year, you should aim to get subscribers from all walks of life, from specialized fans to casual shoppers. One way to do this is to learn about your customers' hobbies and preferences so you can personalize your packaging for each group.
Enhance Brand Recognition: Establish a solid reputation for your subscription box brand. Get involved on social media, build relationships with influential people or related firms, and use focused marketing methods to boost your brand's exposure.
Consistently Deliver Quality Products: Consistently provide high-quality, one-of-a-kind items that are in line with the concept of your company in each subscription box. Establishing trust and cultivating a loyal consumer base are greatly aided by this constancy.
Expand Product Range and Services: Aim to expand your membership offerings to include more themes or specialty boxes within two years. Think of adding supplementary services, such as personalized product recommendations, or limited edition boxes.
Achieve Financial Stability: In the first three years of operation, you should aim to establish a sustainable model that generates consistent revenue growth. Strategic pricing, effective cost management, and prudent financial planning are all necessary components of this.
Create a Community Around Your Brand: Encourage participation from subscribers by providing them with interactive tools like social media groups and invitations to special events. Client loyalty and word-of-mouth advertising may both benefit from this kind of community-building.
Incorporate Technological Advancements: Keep up with the newest developments in subscription management and e-commerce software to improve the customer experience, such as tailored subscription models and frictionless order processing.
2. Background
Created by the Maine Department of Agriculture, Conservation and Forestry in 2000
Previous Marketing Strategies:
- Aired 30 second television commercials statewide
-“Focus on the Farm” cable/channel 6 series
- Products; stickers, signage and logo sharing for printing
- Special events with the Governor
- Promotional Website
Benefits for Farmers using Brand:
-Free postings on the brand website
-Free promotion of the farm’s products/services
- Rights to use the brand logo and other resources for promotion
- Member only forums
Issue: New consumer interaction with the GRGM website has declined from 2014 to 2015
3. Purpose
Goal of Brand: Adding to the value of products coming from the farms that utilize the brand program
Purpose of Research:
1. Determine the effectiveness of the GRGM brand and logo in promoting Maine farmers
2. Understand consumer value perceptions of the brand and brand logo
4. Research Method
Casual Research
Qualtrics
Sample: 719 New Englanders;
● 314 Mainers
● 405 Other New England States
Key Features of Survey:
● Measure of Importance
● Measure of Perception
● Recognition of Brands
● Capturing Respondent Profile Data
6. Findings
Panel 345: GRGM vs Blank Bag: Maine Sample
● GRGM ranks significantly higher than the blank bag in one perception: apples are locally grown
● Broadening to a 90% confidence level, GRGM scores higher than a blank bag in perception scores
for value, and freedom from preservative
Panel 215: GRGM vs New York State Bag: Maine Sample
● GRGM ranks significantly higher than the New York State bag in perceptions of value and of being
locally grown
7.
8.
9. Findings
GRGM vs Blank Bag: New England Sample
● No statistically significant differences
GRGM vs New York State Bag: New England Sample
● No statistically significant differences
10. Market Segments
● Factor Analysis
Factor Structure of Concept Interest Ratings:
● Factor 1: Hedonics and Health Driven
● Factor 2: Authenticity Driven
● Factor 3: Brand Driven
● Factor 4: Value Driven
11. Market Segments
Hedonics and Health Driven
Importance rating:
● Apples are fresh
● Tastes good to eat
● Apples are a healthy and nutritious food
● Purchased at a clean location
● Apples are clean
● Having a crisp texture
● Taste good in pies
Factor 3: Brand Driven
Importance rating:
● Purchased at a supermarket
● Having a branded package
● Apples are free from skin defects
Authenticity Driven
Importance rating:
● Apples are locally grown
● Grown with environmentally friendly farming
methods
● Purchased at a farm stand, pick your own orchard
or farmer’s market
● Apples grown without pesticides
Factor 4: Value Driven
Importance rating:
● Apples are inexpensive
● Apples are a good value for the money
12. Purchase Intent
Definite Purchase Intent
- Authenticity Driven 59.5%
- Hedonics and Health Driven at 22.8%
- Value Driven at 11.4%
- Brand Driven at 6.3%
Indefinite Purchase Intent
- Authenticity Driven at 37.8%
- Hedonics and Health Driven at 27.3%
- Value Driven at 25.2%
- Brand Driven at 9.8%
16. Implications
● The GRGM label, among Mainers, successfully identifies the origin of the
product
● The GRGM label has no significant impact on product perceptions in the New
England Sample
● Authenticity driven & health and hedonics driven respondents have the
highest percentage of definite purchase interest
17. Recommendations Intro
● We have discovered “Get Real Get Maine” is lacking a consumer market that
is aware of the brand.
● This problem stems from a variety of problems which include lack funding
● Having an insufficient marketing campaign which has impacted the
effectiveness of the message GRGM is trying to establish.
● The logo’s message is currently not effectively communicating the message
of the organization to the consumers. Thus this perceived lack of effective
communication is resulting in a deficit of loyal customers.
18. Recommendations
Scenario 1: Regional Brand
● Discontinue the GRGM brand and build a new brand that collaborates with similar
organizations within the Northeast region and Maine. Allows for an aggressive
expansion in the distribution of produce products which would allow to push Maine
produce into new markets
● Promotes cost sharing between several organizations.
● Allow the organization to grow new networks and develop a support community within
organizations who have a common goal of brand awareness and effective distribution
to potential new markets.
19. Recommendations
Scenario 2: Change of Logo
● To help solve the brand awareness issue is to start from the bottom up and build a new
logo. This scenario is the less expensive option but still holds a risk.
● If the logo is changed it would need to incorporate a clear message of what the mission
of the organization is and what they do. We found that “Get Real Get Maine” is very
broad and doesn’t convey a clear picture to what the brand actually does or means.
● The logo change may create a consumer base that is more aware of the mission and
substance of the products which could increase purchase intent.
20. Recommendations
Scenario 3: New State Brand.
● More expensive
● Differentiated identity in the minds of consumers, investors, and competitors may give
overall better results.
● Developing a new brand/company can aim to distance itself from negative
connotations or misinterpretations of the previous branding.
● Changes made to the brand name, the logo, the perception, and other identity elements
will help redevelop this brand to overall communicate to consumers the main intentions
it has.
21. Conclusions
“Get Real Get Maine” is missing a consumer market that is fully aware of the brand
These are our recommendations based on the data analysis our team conducted.
● Brand message could be better communicated with consumers.
● Logo could be changed to a descriptive clear communicated logo.
● Brand driven, value driven and authenticity driven people should be the focus
targets markets.
● Should focus on distributing products grocery stores and farmers markets
