Carbon is a proposed soda bar concept that allows customers to create their own customized sodas. Customers will select from an assortment of natural syrup flavors lined up on the walls. They can then add varying levels of carbonation to create their drink. The soda bar aims to recreate the fun experience of customizing sodas from childhood. It will have a lounge-style atmosphere for socializing. Marketing will focus on millennials and include promotional materials, social media engagement, and an interactive iPad menu interface in the store. The financial projections estimate the business will break even within 2.44 years.
The document summarizes a thesis titled "The influence of hurdles and benefits on the diffusion of online grocery shopping." It discusses key factors that influence consumers' adoption of online grocery shopping. The thesis concludes that hurdles to online grocery shopping have a higher impact on resistance than benefits have on increasing adoption. It identifies three consumer segments with different preferences regarding price benefits, quality/delivery options, and time savings. The thesis recommends food retailers understand consumers at each stage of adoption and address the most important hurdles of delivery options, fees, and quality to drive increased usage of online grocery shopping.
Marketing Plan for Brock University Badgers Women’s VolleyballJonathon Matouk
The document provides a marketing plan for Brock University Badgers Women's Volleyball. It outlines the team's mission, current state, target markets, and weaknesses in promotional strategies. The plan identifies students, family of players, and local volleyball clubs as primary customers and evaluates factors affecting game attendance like price, location, and team performance to develop goals and tactics to improve marketing and fan engagement.
Kicak Media Holdings will run Snickers' 2013 advertising campaign with the goal of increasing sales by 15% and market share by 0.2% through a "Spin to Win" promotion. The $178.5 million campaign uses fully integrated media like TV, radio, internet and direct mail featuring a prize wheel. Consumers can enter codes from packages online for a chance to win prizes totaling $520,000, including $100,000 grand prize. The promotion aims to reinforce Snickers' fun image and reinvigorate consumers from June to September 2013. Post-campaign evaluations will assess awareness, recall and customer feedback.
I) Ben & Jerry's focuses on natural and fair trade ice cream, frozen yogurt, sorbet, and novelty products. It uses a premium pricing strategy for unique flavors sold in recognizable cups. The brand targets health-conscious urban consumers aged 15-50 with busy lifestyles through humor in TV, magazine, and social media advertising. It employs a niche global marketing strategy going for global depth over national breadth.
Our team worked to make an advertising booklet with a brand activation plan for Harvest Snap Peas. In our plan we made ad placements and marketing recommendations for Harvest Snap Peas.
This document provides an overview of the energy drink market in India. It notes that energy drinks are the fastest growing sector within the beverage industry in India, with Red Bull and Cloud 9 controlling most of the market share. It also summarizes that energy drink consumers are primarily males aged 20-35, though this is changing. Additionally, it provides a breakdown of beverage category values in India and identifies unmet needs, new offerings, and a marketing strategy for introducing an energy drink for diabetes patients using natural ingredients like jamun seeds.
This document summarizes a study on consumer perceptions of health drinks and factors influencing purchase intentions of leading brands in India. The key findings are:
1) The top factors influencing consumer choice are clinical approval, taste, nutritional benefits, and price.
2) Most consumers would continue purchasing their regular brand even with a price rise due to trust in the brand and perceived nutritional benefits.
3) Horlicks has the highest customer satisfaction levels while Complan and Boost compete on taste.
4) Brand image and nutritional benefits have a very strong positive correlation for Horlicks. Taste does not correlate with brand image.
So in summary, the document analyzes consumer preferences for health drink brands in
Digiday Programmatic Marketing Summit | Huge Inc. Digiday
The document discusses the future of advertising in a world where ads may no longer exist. It notes that the chief brand officer of P&G said at CES 2019 that the days of advertising as we know it are numbered. There are three existential threats to traditional advertising: fake traffic, annoying ads, and AI/IoT enabling machines to do shopping. The document advocates evolving from paid advertising to considering the full customer journey, from promotions to solutions, and leveraging IoT devices as new ad platforms. It concludes that brands must evolve from programmatic media to programmatic thinking in order to thrive in this changing landscape.
The document summarizes a thesis titled "The influence of hurdles and benefits on the diffusion of online grocery shopping." It discusses key factors that influence consumers' adoption of online grocery shopping. The thesis concludes that hurdles to online grocery shopping have a higher impact on resistance than benefits have on increasing adoption. It identifies three consumer segments with different preferences regarding price benefits, quality/delivery options, and time savings. The thesis recommends food retailers understand consumers at each stage of adoption and address the most important hurdles of delivery options, fees, and quality to drive increased usage of online grocery shopping.
Marketing Plan for Brock University Badgers Women’s VolleyballJonathon Matouk
The document provides a marketing plan for Brock University Badgers Women's Volleyball. It outlines the team's mission, current state, target markets, and weaknesses in promotional strategies. The plan identifies students, family of players, and local volleyball clubs as primary customers and evaluates factors affecting game attendance like price, location, and team performance to develop goals and tactics to improve marketing and fan engagement.
Kicak Media Holdings will run Snickers' 2013 advertising campaign with the goal of increasing sales by 15% and market share by 0.2% through a "Spin to Win" promotion. The $178.5 million campaign uses fully integrated media like TV, radio, internet and direct mail featuring a prize wheel. Consumers can enter codes from packages online for a chance to win prizes totaling $520,000, including $100,000 grand prize. The promotion aims to reinforce Snickers' fun image and reinvigorate consumers from June to September 2013. Post-campaign evaluations will assess awareness, recall and customer feedback.
I) Ben & Jerry's focuses on natural and fair trade ice cream, frozen yogurt, sorbet, and novelty products. It uses a premium pricing strategy for unique flavors sold in recognizable cups. The brand targets health-conscious urban consumers aged 15-50 with busy lifestyles through humor in TV, magazine, and social media advertising. It employs a niche global marketing strategy going for global depth over national breadth.
Our team worked to make an advertising booklet with a brand activation plan for Harvest Snap Peas. In our plan we made ad placements and marketing recommendations for Harvest Snap Peas.
This document provides an overview of the energy drink market in India. It notes that energy drinks are the fastest growing sector within the beverage industry in India, with Red Bull and Cloud 9 controlling most of the market share. It also summarizes that energy drink consumers are primarily males aged 20-35, though this is changing. Additionally, it provides a breakdown of beverage category values in India and identifies unmet needs, new offerings, and a marketing strategy for introducing an energy drink for diabetes patients using natural ingredients like jamun seeds.
This document summarizes a study on consumer perceptions of health drinks and factors influencing purchase intentions of leading brands in India. The key findings are:
1) The top factors influencing consumer choice are clinical approval, taste, nutritional benefits, and price.
2) Most consumers would continue purchasing their regular brand even with a price rise due to trust in the brand and perceived nutritional benefits.
3) Horlicks has the highest customer satisfaction levels while Complan and Boost compete on taste.
4) Brand image and nutritional benefits have a very strong positive correlation for Horlicks. Taste does not correlate with brand image.
So in summary, the document analyzes consumer preferences for health drink brands in
Digiday Programmatic Marketing Summit | Huge Inc. Digiday
The document discusses the future of advertising in a world where ads may no longer exist. It notes that the chief brand officer of P&G said at CES 2019 that the days of advertising as we know it are numbered. There are three existential threats to traditional advertising: fake traffic, annoying ads, and AI/IoT enabling machines to do shopping. The document advocates evolving from paid advertising to considering the full customer journey, from promotions to solutions, and leveraging IoT devices as new ad platforms. It concludes that brands must evolve from programmatic media to programmatic thinking in order to thrive in this changing landscape.
As a brand strategist and content marketing specialist, my clients hire me to be their brand champion and creative problem solver.
I am a highly-motivated, energetic, tech fluent, and passionate print and digital creator who works across multiple verticals including: interior design, home, healthcare, lifestyle, fashion, beauty, luxury, social good, automotive, ecommerce, technology, non-profit and education.
My work has been published in Yoga Journal, National Geographic, HGTV, Lonny, Better Homes and Gardens.
I’ve consulted on million dollar marketing programs, worked with Fortune 500 brands, and appeared as an influencer and brand expert for the New York Design Center, BRIDES Magazine, HGTV, Restoration Hardware, and The Architectural Home Show.
The media plan aims to reinforce Starbucks' brand image and increase profitability through a targeted media strategy. The plan will advertise Starbucks specialty coffees across traditional and non-traditional media outlets to develop brand awareness and ensure repeat purchases. The target audience is Americans ages 15-49, with a focus on magazines, newspapers, television, outdoor and internet advertising that will reach consumers in their daily media consumption. Recommended magazines and newspapers target professionals with high incomes matching Starbucks customers. The plan seeks to actively involve consumers and maximize brand exposure through various media channels.
This document describes a case study for a youth marketing campaign by Letsintern.com for JBL headphones. The objective was to create brand awareness and trials among college students by recruiting 20 student influencers as brand ambassadors. Ambassadors promoted JBL at college events and parties, created social media content, and gave discount coupons to friends. This drove hundreds of product trials and conversations online. The campaign successfully created a new JBL property at colleges and converted trials into sales.
This document provides an overview of how to profit from the health and wellness industry by targeting baby boomers. It discusses who baby boomers are, noting they were born between 1946-1964, accounting for around 76 million Americans. As this generation ages, they are increasingly focused on health and wellness, creating a huge market for these products. The document suggests that by understanding baby boomer trends and demands, one can position themselves strategically to succeed in this lucrative industry early on, before it becomes saturated. It aims to teach readers how to identify emerging trends and make money through this growing market.
This one sentence document provides no meaningful information to summarize in 3 sentences or less. It contains an unintelligible title followed by a date with no other text.
HelloFresh is building the leading global online consumer food brand by disrupting the traditional food supply chain. They deliver more than 4 million meals per month to customers in several countries. Their vision is to establish a new category of home cooking delivered to customers' doorsteps. They have a subscription-based business model that is already profitable in some markets. Their just-in-time supply chain model allows them to source high quality ingredients and deliver meals with zero inventory. They see significant potential for growth by increasing penetration in current markets and expanding into new geographies.
NYU 2016 Fall Managing Product & Brand final project-new product development and brand strategy
Presented by Avril Chang, Barbara D‘Agosto, Muriel Wiedenkeller, Xin Zhang
Instructor: Sekou White
Product: a new female beer brand
Content:
I. AB InBev Background
II. Situation Analysis
III. The Opportunity
IV. The New Product
V. The Brand
VI. GTM Strategy
Snickers Ad Campaign “You’re Not You When You’re Hungry”Edmund Siah-Armah
The results indicate that contingency approach followed by the global advertising strategy contributes to the powerful effect of advertising through the best delivery of the value to the consumers.
This document provides a segmentation, targeting, and positioning strategy for packaged food products in India. It includes insights from market reports and consumer surveys. Three product lines are proposed under the Knorr brand: Knorr Exotica to offer authentic Indian cuisine recipes; Knorr Mom's Food for easy daily meals; and Knorr Ezee for on-the-go instant foods. The strategies target different consumer groups and leverage Knorr's brand equity through innovative packaging, flavors, and distribution channels including kiosks for sampling. Challenges around preferences for fresh food and competition are addressed.
The document is a marketing plan by Coca-Cola Company to introduce a new product called "Bubble Buzz". Bubble Buzz will be a bottled bubble tea product positioned as the only ready-to-drink bubble tea on the market. The objectives of the marketing plan are to create strong consumer awareness of the new product, establish wide brand recognition to capture market share in the functional drinks segment, and become the top market leader in that segment. The plan analyzes the industry, trends, demographics and economic conditions to guide marketing strategies to reach the targeted market size and sales growth forecasts over four years.
Dissertation on Integrated Marketing Communication of Coca Cola India and What changes can be considered in their promotional activity.
I have tried to cover the details of Mass Communication, Advertising, Sales Promotion, Online Marketing, Direct Selling, Television Commercials, Print Ads, Public Relations, Crisis Communication, Strategic Communication, Strategic Planning etc in this Project. It is based on hard core research and the information are more in depth updated.
Market research on Health drinks in indiaAnimesh Gupta
This document presents the findings of market research on health drinks in India conducted by a group of 5 students. It discusses the major players in the Indian market for health drinks, the research methodology used, and key findings from their analysis. The group analyzed data on consumer demographics, brand preferences, and behavior using chi-square analysis and found no significant relationships between brand and factors like gender, age, education, or income.
I am just uploading the Project report of Pepsi co about how to expand the business and how to create more profit in the market in comparison of other brands.
I hope you will find something helpful for you.
The document provides an integrated marketing communications plan to promote Fayrouz soft drink brand during the summer season. The plan includes segmentation targeting adults aged 10-35 in key cities. Strategies use a push-pull approach combining increased distribution with a mass promotional campaign. Tactics proposed include TV, radio, outdoor, print, online, and event marketing. The budget totals over 6 million Egyptian pounds focused on summer campaigns and activities to maintain brand perception and refreshment positioning.
digital marketing of coca cola adidas and american touristerStudent
This document provides an analysis of the digital marketing strategies of Coca Cola, Adidas, and American Tourister. It begins with an acknowledgement and table of contents, then discusses each brand's social media presence and campaigns. For Coca Cola, it examines strategies on Facebook, Twitter, Tumblr, Pinterest, and campaigns like "Share a Coke." For Adidas, it discusses building hype on launches through social media and user-generated content. For American Tourister, it outlines campaigns on Twitter, Facebook and YouTube. The document also lists malls chosen for the study and discusses branding strategies used by Coca Cola.
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
Digital 2022 Singapore (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Singapore in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Singapore, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
LG L Integrated Marketing Communications UK Launch ProposalJuan Mejia
The target audience is young women ages 15-20 who enjoy fashion and social media. They influence purchase decisions through online research and consulting friends. They are open to switching smartphone brands and have not decided on an operating system. They share photos and videos online and use their phones for communication. Retailers should enhance the shopping experience through interactive features. The campaign aims to drive 400k units of LG's L series phones between March to August 2012 by positioning the phones as fashionable and affordable for young women.
The retail consumer survey helps retailers analyze how consumer behavior in the US is influenced and how they can develop a CX strategy that brings ROI.
The Indian bottled water industry has grown rapidly in recent decades. Consumption has tripled from 1999 to 2004 and India now ranks among the top 10 consumers worldwide. This growth is due to failures in public water infrastructure that leave many urban and rural citizens without reliable access to safe drinking water. Bottled water companies have risen to fill this need, though the water can be hundreds of times more expensive than tap water. While the market is dominated by large national brands, many local and unregulated vendors also operate. Issues around the sourcing, treatment, and regulation of bottled water quality remain an ongoing concern.
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on mindset, lifestyle and values over demographics.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences of discovering one's "Snapple side."
FINAL HOOOVER & SHAKER NSAC 2016 PLANS BOOK CMYKAlex Friedl
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on their mindsets, lifestyles, and behaviors.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences on social media.
The campaign goals
As a brand strategist and content marketing specialist, my clients hire me to be their brand champion and creative problem solver.
I am a highly-motivated, energetic, tech fluent, and passionate print and digital creator who works across multiple verticals including: interior design, home, healthcare, lifestyle, fashion, beauty, luxury, social good, automotive, ecommerce, technology, non-profit and education.
My work has been published in Yoga Journal, National Geographic, HGTV, Lonny, Better Homes and Gardens.
I’ve consulted on million dollar marketing programs, worked with Fortune 500 brands, and appeared as an influencer and brand expert for the New York Design Center, BRIDES Magazine, HGTV, Restoration Hardware, and The Architectural Home Show.
The media plan aims to reinforce Starbucks' brand image and increase profitability through a targeted media strategy. The plan will advertise Starbucks specialty coffees across traditional and non-traditional media outlets to develop brand awareness and ensure repeat purchases. The target audience is Americans ages 15-49, with a focus on magazines, newspapers, television, outdoor and internet advertising that will reach consumers in their daily media consumption. Recommended magazines and newspapers target professionals with high incomes matching Starbucks customers. The plan seeks to actively involve consumers and maximize brand exposure through various media channels.
This document describes a case study for a youth marketing campaign by Letsintern.com for JBL headphones. The objective was to create brand awareness and trials among college students by recruiting 20 student influencers as brand ambassadors. Ambassadors promoted JBL at college events and parties, created social media content, and gave discount coupons to friends. This drove hundreds of product trials and conversations online. The campaign successfully created a new JBL property at colleges and converted trials into sales.
This document provides an overview of how to profit from the health and wellness industry by targeting baby boomers. It discusses who baby boomers are, noting they were born between 1946-1964, accounting for around 76 million Americans. As this generation ages, they are increasingly focused on health and wellness, creating a huge market for these products. The document suggests that by understanding baby boomer trends and demands, one can position themselves strategically to succeed in this lucrative industry early on, before it becomes saturated. It aims to teach readers how to identify emerging trends and make money through this growing market.
This one sentence document provides no meaningful information to summarize in 3 sentences or less. It contains an unintelligible title followed by a date with no other text.
HelloFresh is building the leading global online consumer food brand by disrupting the traditional food supply chain. They deliver more than 4 million meals per month to customers in several countries. Their vision is to establish a new category of home cooking delivered to customers' doorsteps. They have a subscription-based business model that is already profitable in some markets. Their just-in-time supply chain model allows them to source high quality ingredients and deliver meals with zero inventory. They see significant potential for growth by increasing penetration in current markets and expanding into new geographies.
NYU 2016 Fall Managing Product & Brand final project-new product development and brand strategy
Presented by Avril Chang, Barbara D‘Agosto, Muriel Wiedenkeller, Xin Zhang
Instructor: Sekou White
Product: a new female beer brand
Content:
I. AB InBev Background
II. Situation Analysis
III. The Opportunity
IV. The New Product
V. The Brand
VI. GTM Strategy
Snickers Ad Campaign “You’re Not You When You’re Hungry”Edmund Siah-Armah
The results indicate that contingency approach followed by the global advertising strategy contributes to the powerful effect of advertising through the best delivery of the value to the consumers.
This document provides a segmentation, targeting, and positioning strategy for packaged food products in India. It includes insights from market reports and consumer surveys. Three product lines are proposed under the Knorr brand: Knorr Exotica to offer authentic Indian cuisine recipes; Knorr Mom's Food for easy daily meals; and Knorr Ezee for on-the-go instant foods. The strategies target different consumer groups and leverage Knorr's brand equity through innovative packaging, flavors, and distribution channels including kiosks for sampling. Challenges around preferences for fresh food and competition are addressed.
The document is a marketing plan by Coca-Cola Company to introduce a new product called "Bubble Buzz". Bubble Buzz will be a bottled bubble tea product positioned as the only ready-to-drink bubble tea on the market. The objectives of the marketing plan are to create strong consumer awareness of the new product, establish wide brand recognition to capture market share in the functional drinks segment, and become the top market leader in that segment. The plan analyzes the industry, trends, demographics and economic conditions to guide marketing strategies to reach the targeted market size and sales growth forecasts over four years.
Dissertation on Integrated Marketing Communication of Coca Cola India and What changes can be considered in their promotional activity.
I have tried to cover the details of Mass Communication, Advertising, Sales Promotion, Online Marketing, Direct Selling, Television Commercials, Print Ads, Public Relations, Crisis Communication, Strategic Communication, Strategic Planning etc in this Project. It is based on hard core research and the information are more in depth updated.
Market research on Health drinks in indiaAnimesh Gupta
This document presents the findings of market research on health drinks in India conducted by a group of 5 students. It discusses the major players in the Indian market for health drinks, the research methodology used, and key findings from their analysis. The group analyzed data on consumer demographics, brand preferences, and behavior using chi-square analysis and found no significant relationships between brand and factors like gender, age, education, or income.
I am just uploading the Project report of Pepsi co about how to expand the business and how to create more profit in the market in comparison of other brands.
I hope you will find something helpful for you.
The document provides an integrated marketing communications plan to promote Fayrouz soft drink brand during the summer season. The plan includes segmentation targeting adults aged 10-35 in key cities. Strategies use a push-pull approach combining increased distribution with a mass promotional campaign. Tactics proposed include TV, radio, outdoor, print, online, and event marketing. The budget totals over 6 million Egyptian pounds focused on summer campaigns and activities to maintain brand perception and refreshment positioning.
digital marketing of coca cola adidas and american touristerStudent
This document provides an analysis of the digital marketing strategies of Coca Cola, Adidas, and American Tourister. It begins with an acknowledgement and table of contents, then discusses each brand's social media presence and campaigns. For Coca Cola, it examines strategies on Facebook, Twitter, Tumblr, Pinterest, and campaigns like "Share a Coke." For Adidas, it discusses building hype on launches through social media and user-generated content. For American Tourister, it outlines campaigns on Twitter, Facebook and YouTube. The document also lists malls chosen for the study and discusses branding strategies used by Coca Cola.
Marketing Monster Energy Drink Presentationjderemo
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.
Digital 2022 Singapore (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Singapore in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Singapore, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
LG L Integrated Marketing Communications UK Launch ProposalJuan Mejia
The target audience is young women ages 15-20 who enjoy fashion and social media. They influence purchase decisions through online research and consulting friends. They are open to switching smartphone brands and have not decided on an operating system. They share photos and videos online and use their phones for communication. Retailers should enhance the shopping experience through interactive features. The campaign aims to drive 400k units of LG's L series phones between March to August 2012 by positioning the phones as fashionable and affordable for young women.
The retail consumer survey helps retailers analyze how consumer behavior in the US is influenced and how they can develop a CX strategy that brings ROI.
The Indian bottled water industry has grown rapidly in recent decades. Consumption has tripled from 1999 to 2004 and India now ranks among the top 10 consumers worldwide. This growth is due to failures in public water infrastructure that leave many urban and rural citizens without reliable access to safe drinking water. Bottled water companies have risen to fill this need, though the water can be hundreds of times more expensive than tap water. While the market is dominated by large national brands, many local and unregulated vendors also operate. Issues around the sourcing, treatment, and regulation of bottled water quality remain an ongoing concern.
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on mindset, lifestyle and values over demographics.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences of discovering one's "Snapple side."
FINAL HOOOVER & SHAKER NSAC 2016 PLANS BOOK CMYKAlex Friedl
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on their mindsets, lifestyles, and behaviors.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences on social media.
The campaign goals
The document provides details about a social media marketing campaign for Bayfield Coffee Company. The objectives are to upgrade their social media presence to increase sales and position them for future success. Bayfield Coffee is a specialty coffee brand originally from Wisconsin that is looking to expand its market. The campaign will target younger gourmet coffee drinkers and utilize platforms like Twitter, Como mobile app, and Tumblr to showcase the company's passion for coffee and education. The goals are to enhance Bayfield Coffee's brand and online presence in a cost-effective manner.
This document provides details about opening a coffee shop business called JKV Bun Cafe. It includes sections on the business name and logo featuring bunnies, menu items and pricing for coffee and drinks, acknowledgements thanking suppliers, and strategies for branding and marketing the cafe to different types of coffee drinkers. The conclusion discusses how animal cafes are popular in some countries and the business will allow customers to spend time with bunnies while enjoying coffee, milkshakes and other drinks.
Here is the plans book from my capstone class at The University of Georgia. I worked primarily as the account executive on the project, however much of the work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were so lucky to have worked with 22squared and Baskin Robbins for this class. Hope you enjoy!
Here is the plans book from my capstone class at The University of Georgia. I worked as the Account Executive for this project, although much of the actual work was a collaborative effort. As an advertising student at UGA, it is our responsibility to deliver a full campaign to a real client given to us by a local ATL agency. We were lucky enough to work with 22squared and Baskin Robbins for this class. Hope you enjoy!
Big Cola Communication Plan Pitch DocumentDaniel Emeka
Driving Growth and Engagement for Big Cola
Key Objectives:
Increase brand affinity through product differentiation: The creative approach and storytelling associated with each product segment will differentiate Big Cola and create a strong emotional connection with consumers.
Increase everyday consumption of Big Cola: By showcasing Big Cola as the ideal companions for various aspects of consumers' lives, we aim to increase their daily consumption and make Big Cola a part of their everyday routines.
Establish the brand's proposition in the minds of consumers: The consistent advertising of the big idea will reinforce the brand's positioning and create a memorable and distinctive identity in the minds of consumers
The document provides an executive summary and marketing plan for Snapple to revitalize its brand image and appeal to younger consumers. The key points are:
1. Snapple's brand is considered "dated" by younger target audiences and needs to be modernized.
2. The plan is to host "Snapple Revival" music festivals in four cities featuring popular and "revival" artists to engage millennials and generate 4.3 million in TV, social media, radio, and merchandise spending.
3. Surveys found millennials value live experiences and the festivals aim to make Snapple part of shared experiences and increase sales nationwide.
Premier Advertising has created an advertising campaign for KIND bars to increase sales by 8% by the end of the year. Their big idea is "Be our KIND" which aims to appeal to their target market's sense of belonging by portraying personas of hardworking real women like moms, athletes, and students aged 18-49. Most of their $14 million budget will go towards television advertising starting in January to capitalize on health resolutions. Primary research found their target prefers taste over price/nutrition and secondary research showed the top 3 bars and KIND's social media popularity but lack of advertising. The objectives are to increase awareness, create a positive brand image, and have 75% understanding and 60% conviction from their target audience
Coffee and Ready-to-Drink Coffee in the U.S.: Retail & Food Service, 8th Edit...MarketResearch.com
Make no mistake, coffee is big business: Packaged Facts forecasts that retail and foodservice sales of coffee will top $48 billion in 2014. Of this amount, we expect $11.2 billion (or 23%) to come from retail sales and $37 billion (or 77%) to come from sales at foodservice establishments.
Snapple is launching a campaign to expand its popularity throughout the US by having Snapple travel to different cities and encourage people to share local facts about their hometown. The campaign will use TV, digital, radio and out of home advertising featuring Zooey Deschanel to promote user generated content and sweepstakes. The goal is to build connections with consumers outside of Snapple's core New York market while maintaining its quirky brand personality.
Developed a campaign for Starbucks, with a new strategy in mind. Emphasizing that Starbucks only offers high-quality coffee, and ingredients. "Only the Best".
This document provides an overview of Dorset Tea's marketing plan and research. It includes sections on secondary research on Dorset Tea, their competitors, target audience insights from questionnaires, and a proposed marketing strategy. Key findings from the primary research show the target audience of 16-24 year olds are anxious about their future plans and careers. They feel pressure to succeed due to economic uncertainty. The document aims to develop a marketing strategy that addresses these concerns and builds an emotional connection with the target audience.
Fresh City operates in 4 states on the East Coast. Their mission is to diversify their menu while serving fresh, natural ingredients. They aim to support local schools and non-profits. Their target demographic is ages 18-44, who make up 40% of their customers. Fresh City uses social media like Facebook, Twitter, and Foursquare to promote their business and engage customers.
POLO, a popular mint candy brand in Indonesia known for its hole and mint flavor, will be launching a new package size with added mint taste after being idle for 3 years. The communication strategy aims to create awareness of the new POLO and increase sales through roadshow activations. The strategy involves push programs like retail branding and self-displays to increase visibility, as well as pull programs like product sampling and challenges at events to encourage trial and purchases. A key part of the strategy utilizes digital sharing on Instagram to amplify the brand's message and experiences.
Impact of Soft Drinks Advertisement on Consumers’ buying BehaviorAI Publications
The principle of the study was to review on the impact of soft drinks advertisement on consumers buying behavior, a case study of SBC Tanzania Limited. Specifically, the researcher intended to `evaluate the effects of digital advertisements on consumers' buying behavior of Pepsi product, to assess the effects of print advertisements on consumers' buying behavior of Pepsi product and to assess the effects of outdoor advertisements on consumers' buying behavior of Pepsi product. This study used both descriptive and inferential statistics research approach because it can cover more than one method of data collection including questionnaires to get information from the customers of SBC Tanzania Limited .The researcher collected data from a total number of 159 respondent’s Primary data were collected using questionnaires method of data collection. Data were analyzed using SPSS. The researcher revealed that the organization applies digital advertisements in attracting consumers of Pepsi product. The most used kind of digital advertisements applied by the organization in attracting consumers of Pepsi product includes display advertising. The study also revealed that digital marketing contributes in a large extent on influencing the buying behavior of the customers. The study recommended that; cross-promotion is crucial and can help to extend the personalized, targeted experience that the advertising has already provided. Display adverts should be supported with a structured follow-up such as email and backed up within other channels, not only does this offer consistency to the customer and a nudge down the sales funnel, it can offer retailers with extremely useful insights. If SBC Tanzania Limited already have a control of the Pepsi product data, SBC Tanzania Limited can use this content outside of digital advertising.
The document provides a marketing plan for Fourth Wheel Coffee, a small coffee company. The plan includes a market analysis showing growth in the US coffee market, consumer analysis of specialty coffee drinkers, and an overview of Fourth Wheel Coffee's products and sustainable growing practices. The proposed campaign is called "The Bitter Truth vs. The Better Truth" and aims to differentiate Fourth Wheel Coffee by exposing "bitter truths" of competitors while promoting Fourth Wheel Coffee as offering a superior fresh alternative through educational creative strategies across various channels. The plan details target audiences, branding, goals, and an integrated campaign approach across different mediums to raise awareness and sales for Fourth Wheel Coffee.
A study on consumer behaviour towards lay'sSoumya Anchi
The document summarizes a study on consumer behavior towards Lay's potato chips in Dharwad, India. The study collected data through surveys of 100 respondents. Key findings include:
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3. Most respondents, 76%, felt Lay's had enough flavor varieties and consumed the chips often or very often.
4. Taste was the main compelling factor for 86% of respondents when purchasing Lay's, rather than brand, price or other
This document outlines an integrated marketing communications campaign for Cheerwine soft drink aimed at increasing brand awareness and sales in the Northeast region of the United States. The campaign will target middle-class 18-34 year olds and position Cheerwine as a tradition cherry soda brand that is "bold enough for the North." Jimmy Fallon will be the celebrity spokesperson. Objectives include increasing social media followers, brand awareness among Generation Y to 100%, and sales by 65% in the Northeast. Television commercials featuring Fallon out of his element in the South but enjoying Cheerwine in New York will air during primetime. Social media with the hashtag #boldenough will also be utilized.
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Volunteer Lehigh Valley engaged over 21,961 volunteers in the Greater Lehigh Valley area through various programs in 2015. Their mission is to engage the community to care for one another through volunteerism. They served over 400 agencies and educated 152 volunteers and agencies. Their financial highlights show program service revenue of $94,535, contributions and grants of $80,272, and other support and revenue of $90,093 for total support and revenue of $264,900 against total expenses of $269,927, resulting in a change in net assets of ($5,027).
Carbon is a proposed soda bar concept that allows customers to create their own customized sodas. Customers will select from various natural syrup flavors to pour into a cup, then add carbonated water to taste. The soda bar will have a lounge atmosphere encouraging socialization. Payment will be via scan cards and purchases will be tracked digitally. The founders conducted market research finding millennials enjoy customization and health-conscious options. They propose pricing cups at $4 with unlimited refills, and appetizer prices from $5-15. Marketing plans include flyers, banners, and emphasizing the social experience and customization on social media.
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Orange Creative is a marketing agency that helps brands stand out through unique strategies. They have a team of creative and marketing professionals led by Mallory O'Conor as Creative Director. The document provides information on their services, team members, and sample designs demonstrating their focus on originality and quality design.
The Baltimore Child Abuse Center provides services to victims of child abuse and trauma. Their mission is to prevent future trauma through comprehensive treatment. They conducted a SWOT analysis and see opportunities in developing a cohesive brand and using social media. Their target market is children, families, and professionals in the community. They developed a new name - Project CAPE - to rebrand the organization, with the brand promise of "Equipped to Conquer Childhood Trauma." Their rebranding and marketing plan includes developing a new logo, colors, stationery, social media presence, and website to raise brand awareness through campaigns and building signage.
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Carbon the Soda Bar Business Plan
1. A Concept By:
Ankur Naik, Joche Angbazo, John Coates,
Natalie Costa, and Sam Griffith
2. 2 | Carbon: The Soda Bar
Introduction
Description of Concept
Mission Statement
Consumer and Market Analysis
Pro Forma Financials
Marketing Plan
Pricing and Position Strategy
Menu
Interactive Interface
Marketing Materials
Social Media Strategy
Additional Content
Store Design
Interior
Exterior
Conclusion
Bibliography
Contents
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3. 3 | Carbon: The Soda Bar
Introduction
Remember the times as a kid when you tried to make your own soda, walking up to the giant soda
machine and moving through the line, adding every flavor to your cup before sitting down for your
meal? What if we told you that we could bring that childhood creativity back into your life? Carbon
is a soda bar meant for the millennials. With an assortment of syrups lining the wall, customers are
encouraged to create their own blend while enjoying the social aspects of a bar.
Our team consists of five students at the University of Maryland, College Park. Leading our team is
Ankur Naik, who is a senior Marketing major. He can be contacted at ankur.u.naik@gmail.com, or
301-518-0982. The rest of our team is made up of:
• Samantha Griffith, a junior Marketing and Supply Chain Management double major
(samagriffith@gmail.com)
• John Coates, a junior Marketing and Operations Management & Business Analytics double
major (coates95@gmail.com)
• Joche Angbazo, a junior Marketing major (angbazoj@terpmail.umd.edu)
• Natalie Costa, a junior Marketing major (gcandsc@gmail.com)
Together, we feel that the “make your own” idea of Carbon will reconnect everyone’s love of soda
with the “I did it myself” mentality all millennials love.
4. 4 | Carbon: The Soda Bar
Description of Concept
Carbon will encourage consumers to take soda making into their own hands. When you enter
Carbon, the walls will be lined with soda syrup dispensers, with a button meting out a full shot, half
shot, or quarter shot. Customers can combine soda flavors from a wide variety of soda syrups —
from simple classics such as cherry, cola and lime to more exotic flavors such as saffron, lavender
and chutney. These soda syrups are made naturally, using only authentic ingredients, essential
oils, natural flavorings and cane sugar. Once the customer has poured two shots worth of syrup
into their cup, they can then go to the “carbonation station” where they will add the carbonated
water and bring their soda to life. This will consist of various levels of carbonation, from heavy
carbonation to light carbonation. There are also tables where consumers can sit and mingle, with
an open and spacious environment encouraging conversation amongst guests. Shareable bar
items will be served as well.
All payment will be done through “scan-cards” that consumers will be given once they enter the
store. They will use this card to touch pads on the tables (for food orders) or a cup dispenser (for
soda mixes) to receive their items. These purchases are recorded on the card and before leaving,
the customer must return their card and pay the balance.
Customers will pay once to receive a cup in which they can pour unlimited soda during their
current stay. The cup will be priced at a flat $4 rate which is priced to be competitive to the
costs of premium drinks at similar locations. Due to the fresh and natural ingredients used, we
believe consumers will be willing to pay this amount for the sodas. Due to the relatively low cost
of producing a simple soda syrup mix, this will give us significant profit potential. If consumers
wish to receive a new cup, they can put their used cup into a slot to receive a fresh new cup at no
additional charge.
Consumers will choose Carbon not only because of the fun and childlike concept, but because
of the experience that the lounge provides. It is no doubt that the millennial generation is one that
enjoys expanding their social network, as they grew up with the rise of Facebook, Twitter, and
Instagram. Carbon allows consumers to kickback, relax, and tap into their inner childlike sense
of carefree exploration and experimentation, as well as share in this experience while building a
community. This is a combination that our competitors simply cannot match.
5. 5 | Carbon: The Soda Bar
Our concept for the soda bar is timeless because soda has and will continue to be a large part of
consumers’ daily diet. Our new spin on the age old product will allow consumers to continue to
enjoy soda in a fresh and innovative way. Coupled with the bar experience, Carbon is a mixture of
new tastes and new experiences which will keep millennials coming back for more.
Mission Statement
Our mission at carbon is to create a social atmosphere where adults can kick back, relax and
enjoy the great taste and healthy spin on customized soda.
6. 6 | Carbon: The Soda Bar
Consumer and Market Analysis
Primary Research
We conducted a survey through the website survey monkey. Over 10 days we received 92 total
responses. We received 64 responses from women and 28 from men. While the response varied
from 18-years-old to 74-years-old, most of the responses were from people between 18 to
24-years-old, which is the age group of our target audience.
From our survey we were able to see that people do still drink soda, with about 50 percent of
the participants stating that they drink a carbonated beverage either a couple times a week or a
couple times a month. When asked what the most important characteristic of soda is, the majority
of our sample said that they value the quality of ingredients that go into creating the drink. At
Carbon, we are creating soda that is naturally made, which goes hand in hand with the quality that
our target market is interested in purchasing. This information shows that we have an actual market
that will want our beverages.
Additionally, the survey shows that the best form of advertisement to reach our target market is
through family and friends, social media, and television. This information helped us to create a
social media and marketing plan that will adequately reach our target market. Lastly, the survey
gave us a better idea of what type of food to serve at the restaurant. Pizza was mentioned 21
times, hamburgers 20 times, chips 8 times, and sandwiches 3 times. We will use this information
to construct a menu of items that will properly compliment our carbonated beverages.
Amount of People that Drink Carbonated Beverages
7. 7 | Carbon: The Soda Bar
Foods that Complement Carbonated Beverages
The Most Effective Modes of Advertising (ranking)
8. 8 | Carbon: The Soda Bar
Secondary Research
When studying the market and target consumer for a soda bar, there isn’t really a comprehensive
database available because, not many people have created a soda bar. Therefore, in our analysis,
we used the coffee and snack shop industry to understand how our idea would compare in the
marketplace because, both coffee and snack shops also serve primarily caffeinated beverages with
food as an addition. Coffee and snack shops typically have an eat-in lounge style environment and
typically only serve small portions of foods alongside their beverage options.
The target consumer for Carbon is a millennial, aged 21-35, with a high disposable income.
According to Mintel, young adults aged 18 - 30 are delaying marriage and having children, which
is allowing them to spend more on eating out. “Consumers are spending more on luxuries such
as eating out, but still desire convenient and affordable food options.” Additionally, per capita
coffee consumption is expected to grow by .4% from 2014 to 2019. This, though not directly related
to soda, reflects an expected increase in caffeine consumption by consumers. In 2013, 76.8% of
spending in coffee and snack shops came from the top 60% of incomes, and 61.3% came from the
top 40%. This highlights the need to target high income demographics and be located near those
consumer bases as they are the high spenders in the market. Overall, white-collar workers in high-
income, urban locations will be the primary drivers of growth and the primary focus for Carbon.
When it comes to Millennials, the most important aspect of a product is the price. Millennials
tend to lean towards something that costs less than something that is better quality, due to the
higher debt and lower incomes the generation as a whole faces. Recent trends also suggest that
Millennials are more health obsessed than other generations. They look to eat healthier foods and
drink healthier drinks, while also exercising regularly. Mintel expects that the Healthy Eating Index, a
measure of how healthy consumers are eating,will increase by 2.6% from 2014 to 2019.
When it comes to deciding what brand to buy, millennials look for brands with a strong social
media presence. According to Forbes, millennials look at blog reviews before deciding to make a
purchasing decision, as well as value brands that interact with them through social media. Instead
of just having a minimal social media presence, millennials want brands to actively interact with
their consumers. Forbes also states that millennials want to be a part of the creation process of the
products they purchase and consume.
As stated previously, the market research for a soda bar does not exist, but we were able to use
the coffee and snack shop industry as an analog due to the similar business models. The coffee
and snack shop industry has had annual growth of 4.3% from 2010 to 2015 and has projected
9. 9 | Carbon: The Soda Bar
growth of 2.7% from 2015 to 2020. The “demand for coffee and snack shops has increased at
a faster rate than most segments of the food service sector as consumers seek convenience at
an affordable price” compared to sit-down restaurants and other kinds of establishments. One of
the fastest growing segments within the coffee and snack shop industry has been so called “3rd
wave coffee shops.” These shops offer high quality espresso and other coffee based beverages
at higher prices. These beverages are branded as artisanal products and are lauded over for their
high quality of flavor and ingredients. They typically have higher priced menu options concerning
other beverages and food. This relates to Carbon because it shows that there is a market available
for high-quality, craft beverages. Carbon’s main market will be focused around this idea — an
artisanal, high-quality product that uses healthy ingredients and tastes great, all for just a bit extra
in price.
Concerning in-store operations, the coffee industry has seen that the implementation of technology
greatly increases the user experience. Consumers can use apps to pre-order, they can use tablets
in-store to speed up the buying process, and they can use a holistic app to track spending and
gain rewards. This integration of technology into the buying process allows the coffee shops to
provide a more encompassing purchasing experience, meaning the consumer has purchasing
options at every touch point in their daily lives (typically a combination of good location, take-home
products, and on-the-go mobile compatibility). Carbon will have a high technological component in
the buying process with our easy to use touch cards and iPads.
Common success factors for coffee and snack shops are a clear market position, effective
cost controls, high profile locations, healthy food options, and a good supply of employees.
Competition is typically based on location, food quality and consistency, style and presentation,
food range, variety, and service. Though there are typically little barriers to entry, rent is high than
usual and there are significant barriers to success (staying open for longer than 2-3 years).
10. 10 | Carbon: The Soda Bar
Pro Forma Financials
Cash Flow Year 1 Year 2 Year 3
Revenue $1,001,368 $1,144,420 $1,287,473
Cost of Goods Sold $330,451 $377,659 $424,866
Gross Profit $670,916 $766,762 $862,607
Operating Expenses:
Office Supplies $5,000 $6,000 $7,000
Labor $315,000 $315,000 $315,000
Lease $71,496 $71,496 $71,496
Utilities $15,000 $15,000 $15,000
Advertising $50,000 $50,000 $50,000
Insurance $6,000 $6,000 $6,000
Permits $5,000 $5,000 $5,000
R/D for Soda $2,000 $2,000 $2,000
Tech Licenses $1,000 $1,000 $1,000
General SG&A $10,000 $12,000 $15,000
Operating Profit $190,420 $283,266 $375,111
Capital Expenditures:
Construction/Renovation $450,000 $20,000 $-
Tables/Furniture $50,000 $2,000 $-
Tablewear $60,000 $5,000 $-
Intial Food Costs $10,000 $- $-
Tech Initial Outlay $10,000 $2,000 $-
Grand Opening $20,000 $- $-
Office Supplies $10,000 $- $-
Net Income -$419,580 $254,266 $375,111
Net Cululative Income -$165,314 $209,797
Breakeven Timeline 2.44 Years
11. 11 | Carbon: The Soda Bar
Marketing Plan
Pricing and Positioning Strategy
When the customer comes into Carbon to order soda, the cup will be priced at a flat $4 rate which
is priced to be competitive to the costs of premium drinks at similar locations. Due to the fresh and
natural ingredients used, we believe consumers will be willing to pay at this price for the sodas. If
consumers wish to receive a new cup, they can put their used cup into a slot to receive a fresh
new cup at no additional charge.
The pricing of our finger food and appetizers will be between 5 and 15 dollars depending on the
food that is ordered. We want to serve food that not only complements soda but also uses farm
fresh meats and produce.
The Menu Price
Margherita Pizza $12
add meat $15
Chicken Fingers $7
Sliders (beef or turkey) $15
Hummus and Vegetables $10
Potato Wedges $5
Sweet Potato Fries $7
Nachos $8
add meat $10
Chicken Wings $7 / $9
Interactve Interface
In order to add to the overall ambiance of our bar and to take advantage of the benefits that
technological advances has brought about, Carbon will be using an iPad to create an interactive
meu experience for those in the bar. Each seating area will have an iPad, where individuals will
be able to look at the different food and drink options. Rather than have a server for each table,
Carbon is giving its customers the freedom to look over the menu and place an order without the
feeling of a server pestering him.
12. 12 | Carbon: The Soda Bar
When the customer sits at the table, he will be greeted with an iPad that says “Welcome to Carbon
The Soda Bar.” From here, the customer will be able to login to his account if he has saved mixes,
checkout the menu and access our free in house wi-fi.
To access the menu, the customer has two options. One labeled “SODA” and the other labeled
“EATS.” In the “soda” section, the customer can check out all the different mix options we have
and put it together virtually if he doesn’t feel the need to try out the mixes and knows exactly what
he wants.
In the “eats” sections, we will list the different food options that we offer. Because this is a bar that
stresses the community atmosphere, all of our food options are equivalent to appetizers that are
made to share. We kept our options small to not bog customers down with the extended list of
flavors we offer. When a customer opens the eats option, a screen with our 8 different appetizers
and an option to return to the soda screen is displayed. When a customer clicks on a menu item, it
is enlarged on a sidebar with a picture, description, and price of the item.
In order to show that we value our community and their feedback we also list reviews on the food
as well as the most recent drink pairings a customer had with the item. Only customers who have
bought the item can rate the item and leave their choice mix pairing. This feature allows customers
to share ideas with their peers and try new mixes.
13. 13 | Carbon: The Soda Bar
From there, the customer can either add the item to his/her cart and continue shopping, or he/
she can go into a quick check out if you only want one thing. The customer can input credit card
information at the table or go to the cashier who can pull up his/her order and thus the customer
have the option to pay with card or cash. Once the order has been placed a server will then bring
the customer’s order to the table.
Marketing Materials
There are a lot of marketing materials involved in getting our customers to want to come into Carbon.
Our marketing materials consist of flyers, banners and website promotions. We will have flyers hung
up around the DC area to generate interest in our soda bar. We will also have a large banner hung
over our storefront to excite people about our grand opening date and the specials we have to offer.
Our website will include the flavors of soda we have to offer, our food menu, the events and specials
we have coming up throughout the month and a customer interaction portal where customers can
comment on their favorite flavors, mixtures and tell us about their experience at Carbon.
The design of our marketing materials will stay consistent. We will be using neutral tones with a
pop of color when we show the sodas. We want the designs to showcase the minimalistic and
rustic design of our stores while also bringing attention to the vibrant colors of our soda blends.
Washington DC is the location of many restaurants, so our goal is to make sure consumers come
into our doors when they want a dining experience. We will accomplish this by gaining name
recognition, creating a strong grand opening week, and creating a satisfying user experience.
14. 14 | Carbon: The Soda Bar
Having name recognition is very important because it’s what makes people pick one brand over
another. Therefore, before we open we will work hard on making sure people know who we are
and where we are. We will do this through flyering in local neighborhoods, having a grand opening
sign over our storefront to excite customers, and creating a social media presence so we can start
growing our network and alert future customers about the opening and future events.
Nothing beats a good first impression, so that is something we really want to focus on when we open
Carbon. We want to have a two weekend long event that creates that great first impression people
value. In order to prepare, we will train the staff so they know exactly what’s on the menu, how the
process works, and how to treat the customers. If everyone knows what they are doing then they
can easily answer and questions a customer has and create a relaxing experience for them.
In order to have to opportunity to create a first impression, we need to get the customers inside
the door. We want to open our doors on a Friday, because we believe that is the day were going to
get the most amount of traffic. Opening day, we will have half off all food, soda samples outside the
restaurant, and a local band or artist playing music at night. The half off food will bring millennials
in because no one likes anything better than good, but cheap food. Then the music and samples
will draw customers towards the restaurant. The next day, Saturday, we will have free soda
the entire day. The free soda will let them try out the customization process free of charge,
enticing them to sit and experience the rest of the Carbon experience.
The next weekend on Friday we will have a happy hour time between 4-7. During this time they can
get our food half off. This will get customers to want to sit down and try our food. If this goes over
well we will continue using this every Friday. Then, that second Saturday we will screen a film of a
local artist. Since nothing goes better with soda then popcorn and candy, we will serve an unique
assortment of candies and popcorn. This will not only attract people to come but show the public
that we are apart of the community and want to help it thrive. Overall, the two first weeks of our
opening will give customers an idea of our brand and give us name recognition.
The last step to our plan is to create a good user experience. The minute the customer walks in we
want them to feel relaxed and at peace. The restaurant will have clean lines, good lighting, and comfy
seating that lets customers relax and hang out with their friends. Then each weekend we will try to
create events that interest our customers such as weekly happy hour, monthly movie screenings,
local bands or artist playing, or local artist showcasing their artwork. Events like this will make Carbon
known as a place where you can hang out and experience something new, which will urge customers
to share their experience with friends and family through word of mouth or on social media.
15. 15 | Carbon: The Soda Bar
The beauty of U Street, is that it has a very community like feel. We want to create a relationship
with the businesses around us so that people will want to make a day or night out of their trip,
instead of just stopping for a quick drink or going to a furniture store to redecorate their home.
We want to work with the apparel stores, secondhand shops and furniture stores that make up U
Street, to help us promote Carbon. To execute this, we will ask these stores to supply flyers and
promotional cards or coupons in exchange for us doing the same for them. This will not only create
a good relationship with us in the community, but will also expand our marketing to people who
might have not known about us otherwise.
Social Media Strategy
Because Carbon is targeting the young adult or millennial population, we must have a strong social
media presence in order to reach our audience where they already are. This generation is one
that loves to stay connected with their peers no matter where they are, and the rise of Snapchat,
Twitter, Instagram, and Facebook has helped foster that culture. Carbon has no choice but to
capitalize on this avenue in order to hold a stake amongst our competition. Carbon has created a
Twitter, Facebook, and Instagram page and while we are not on Snapchat yet, our store will have a
Snapchat geofilter.
16. 16 | Carbon: The Soda Bar
Carbon’s main effort will to get the most engagement from the young adult population
through social media interaction. We will mainly use our Twitter for this purpose. Our Twitter @
carbonsodabar will be a great way to let our consumers know of random sales promotions we
will be having. This will include contest giveaways and special nights with discounted prices. One
example of a Twitter push we will use is to have our customers tweet pictures of them enjoying
their favorite mixes with the hashtag, #WhatsYourCarbon. We would choose the a few winners who
will then win a $25 dollar gift card to our facility. This would get our customers connecting with
each other and our staff members to share their unique soda mixes.
We will use our Facebook to foster more of a community feel within our customers. We will
encourage our customers to use our Facebook page as a forum to communicate with each other
and our staff. We would like our customers to use our Facebook as a way to ask questions to
our staff concerning customer service issues because we want to be as transparent with our
customers as possible. We believe so deeply in our product and concept that we are willing to
have customers post their issues on our page. If there are complaints we want our customers to
feel validated and understand that we are working on it.
We would also host events in our bar. For example, we would have certain themed nights or parties
within the bar and we would create Facebook event pages for these occasions to raise awareness.
This way our Facebook community will be able to let their friends know that they will be at Carbon,
17. 17 | Carbon: The Soda Bar
which gives us more publicity as well as gives the customers another way to connect with new
people who are just as excited about our product and bar environment as we are.
Instagram has emerged as a leading social media platform based purely on still and motion
graphics. We will use our Instagram account, @carbonsodabar, to share the story of our unique
bar and the people that we interact with every day. Connecting with our audience on Instagram
is a great way to humanize the corporation and show that we are just as much a member of the
community that we inherently created through the soda bar. On Instagram, we will be able to reveal
new flavors and additions to the store as well as share the interactions that our customers have
every day. We kept our Twitter and Instagram handles consistent in order to make the customers
social media experience with us as simple as possible.
Snapchat is the final social media platform we would like to start off with. While we don’t believe
having a Snapchat account for Carbon will be effective at reaching our audience, we understand
that the platform is a booming network where users are able to share their daily go-abouts and
check in with their friends on a daily basis. We will take advantage of this network by using the
Snapchat geofilter feature for our bar. Snapchat allows users to upload pictures with different
preset filters, based on their geographic location. We will create a snapchat filter that users will be
able to access from our bar that will let their followers know they are spending their time at Carbon.
Not only do users love using filters in order to enhance their photos, but using our filter will be a
tool to spread the name and fun of Carbon to the community.
18. 18 | Carbon: The Soda Bar
Additional Content
These photos show how when customers visit our webste they’re greeted with our iconic logo and
name. When they press enter, the screen animates with bubbles as they are transported to our
home page. The final image is an example of what our menus will look like — simple and modern,
they reflect the essence of Carbon.
20. 20 | Carbon: The Soda Bar
Store Design
For our store design we want to design a modern, relaxing atmosphere that also creates an easy
user experience. Immediately when you walk in, you will be greeted by the person at the front
desk. They will be able to answer any questions and also hand out the customer the “scan-card.”
The customer will enter right into the soda section. Here they can get a cup and add their ice,
flavors, and then their level of carbonation. After that, they will be lead to the seating area if they
choose to stay. There will be a variety of seating options for customers to choose from, including,
tables and chairs for guests that want a harder surface to hang out on and soft chairs and
couches that lead to more comfortable experience.
Interior Design
Front Door
21. 21 | Carbon: The Soda Bar
As for the actual design scheme of Carbon, we are going to rely on natural colors and textures.
For the walls, we will use a cool gray color that will create a relaxing atmosphere, and allowing
the colors of the soda syrups to pop. The floors will be a medium wood tone, which will provide
warmth but be light enough to bounce off the light. Will have steel elements throughout the
restaurant, like in the table and chairs, light fixtures, and exposed beams in the ceiling. This will
create a cool and modern atmosphere. Additionally, will use dark brown leather for our couches
and chairs which creates a family room feel. Lastly, we will install huge windows that let in as much
natural light as possible. They will have the ability to move up during nice days in the spring and
summer so guest can enjoy the fresh air or eat outside.
Image: Jane Kim Design This is our room of inspiration. It has exposed beams, natural walls,
leather couches and medium wood tones
22. 22 | Carbon: The Soda Bar
This photo shows
an example of how
we would install
our windows. They
are floor to ceiling
windows, so that
during the warm
months they can be
open and customers
have the ability to
walk in and out freely.
Image: Joe Fletcher
23. 23 | Carbon: The Soda Bar
Exterior Design
Room for Expansion
If a customer prepares a mix they want to save, they can go to our bottling station where they can take
larger quantities of their specialized drink home. They can also build a profile with us to join our free
membership list. By doing so, the customer will be able to pre-order their personalized mis to be picked
up whenever it’s convenient. The bottle and mix will be branded as “(customer name)’s Soda” and
serve as a customizable takeaway for them to drink whenever and wherever they choose. Customers
hosting events at their own locations will also be given the opportunity to request orders of our sodas
and have them delivered at an additional cost. We also will partner with local retailers should they
choose to stock our healthier soda option in place of or in addition to the standard sodas.
24. 24 | Carbon: The Soda Bar
Conclusion
Carbon is the experience young adults have been craving, but just haven’t found yet. Our healthy
and invigorating soda mixes will create a buzz in the popular U Street corridor, and our flavorful
dishes will be a fun, social and delicious meal for all to share. From our modern and inviting
atmosphere to our playful and fun eating experience, customers will find themselves coming back
for more. Featuring live bands and community oriented events, Carbon will serve as a community
gathering spot to have fun, socialize and get in touch with one’s inner kid. As we expand, Carbon
can partner with local retailers to stock our soda on their shelves. Moreover, if customers like their
mixes they can join our membership list and we can make their sodas for them to pick up whenever
is convenient. Carbon is an idea that can spread across America, all it needs is a chance.
25. 25 | Carbon: The Soda Bar
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