The document provides recommendations for marketing Mini Oreos and other mini snacks to young adults in China. It analyzes the snacking behaviors and needs of high school students, university students, and young professionals. Key insights are that young adults snack to relieve stress, build social bonds by sharing food, and prefer snacks that have good visual presentation when shared. The document recommends positioning Mini Oreos as a sharable snack that helps build friendships during class breaks. A marketing plan is proposed using social media, celebrities, and events to connect Mini Oreos to bonding behaviors.
INTELLECTUAL PROPERTY
All work created as part of this competition remains the property of AiiM and can be made available for use by the Sponsor and Supporters. Any violation of the intellectual properties will be subject to legal action.
SỞ HỮU TRÍ TUỆ
Tất cả những ý tưởng/ sản phẩm được tạo ra trong suốt cuộc thi thuộc quyền sở hữu của AiiM. AiiM có quyền cho phép Nhà Tài trợ và các Đơn vị Hỗ trợ sử dụng những ý tưởng, sản phẩm này. Bất kỳ hành vi vi phạm quyền sở hữu trí tuệ nào cũng có thể dẫn đến trách nhiệm pháp lý.
INTELLECTUAL PROPERTY
All work created as part of this competition remains the property of AiiM and can be made available for use by the Sponsor and Supporters. Any violation of the intellectual properties will be subject to legal action.
SỞ HỮU TRÍ TUỆ
Tất cả những ý tưởng/ sản phẩm được tạo ra trong suốt cuộc thi thuộc quyền sở hữu của AiiM. AiiM có quyền cho phép Nhà Tài trợ và các Đơn vị Hỗ trợ sử dụng những ý tưởng, sản phẩm này. Bất kỳ hành vi vi phạm quyền sở hữu trí tuệ nào cũng có thể dẫn đến trách nhiệm pháp lý.
INTELLECTUAL PROPERTY
All work created as part of this competition remains the property of AiiM and can be made available for use by the Sponsor and Supporters. Any violation of the intellectual properties will be subject to legal action.
SỞ HỮU TRÍ TUỆ
Tất cả những ý tưởng/ sản phẩm được tạo ra trong suốt cuộc thi thuộc quyền sở hữu của AiiM. AiiM có quyền cho phép Nhà Tài trợ và các Đơn vị Hỗ trợ sử dụng những ý tưởng, sản phẩm này. Bất kỳ hành vi vi phạm quyền sở hữu trí tuệ nào cũng có thể dẫn đến trách nhiệm pháp lý.
INTELLECTUAL PROPERTY
All work created as part of this competition remains the property of AiiM and can be made available for use by the Sponsor and Supporters. Any violation of the intellectual properties will be subject to legal action.
SỞ HỮU TRÍ TUỆ
Tất cả những ý tưởng/ sản phẩm được tạo ra trong suốt cuộc thi thuộc quyền sở hữu của AiiM. AiiM có quyền cho phép Nhà Tài trợ và các Đơn vị Hỗ trợ sử dụng những ý tưởng, sản phẩm này. Bất kỳ hành vi vi phạm quyền sở hữu trí tuệ nào cũng có thể dẫn đến trách nhiệm pháp lý.
The document discusses plans to launch a new RTD tea brand in Vietnam aimed at children ages 6-16 and their parents. Key points include:
- The target is children of wealthy urban parents who want the best for their kids but lack time.
- Insight is parents want a drink that satisfies kids and strengthens their bond.
- The brand will position itself as a drink that promotes understanding and compassion between parents and children.
- The launch plan involves three phases - raising awareness through social media, engaging parents through a digital platform, and spreading compassion through experiential events.
The document is a questionnaire about consumer buying behaviour towards branded shirts. It contains 17 questions seeking information about respondents' shopping habits, preferences for certain brands and retailers, factors influencing purchase decisions such as price, quality and design, and the role of advertising. It aims to gather data for an in-depth study on consumer purchasing of branded shirts.
Chobani is running a campaign called "Give to a Friend, Receive from Chobani" where customers purchase Chobani yogurt, give a coupon to a friend, and if their friend uploads a picture on social media tagged with the customer, the customer receives a free pack of Chobani yogurt. The campaign aims to increase brand awareness and loyalty among college students aged 18-25 through packaging, food blogging, and social media platforms like Facebook, Instagram, and Twitter with a $10,000 budget.
The document discusses a marketing campaign for the Diva Cup menstrual product. It outlines the target audience as young, active women like Joanna. It then discusses influencers like fitness blogger Samantha Cutler who could promote the Diva Cup. The campaign goals are to get 20,000 new purchases and increase weekly sales 10% through online and social media contests. Bloggers will complete tasks over 4 days promoting the Diva Cup and their followers can win prizes. The campaign will be measured based on engagement, post conversions, and promo code usage.
INTELLECTUAL PROPERTY
All work created as part of this competition remains the property of AiiM and can be made available for use by the Sponsor and Supporters. Any violation of the intellectual properties will be subject to legal action.
SỞ HỮU TRÍ TUỆ
Tất cả những ý tưởng/ sản phẩm được tạo ra trong suốt cuộc thi thuộc quyền sở hữu của AiiM. AiiM có quyền cho phép Nhà Tài trợ và các Đơn vị Hỗ trợ sử dụng những ý tưởng, sản phẩm này. Bất kỳ hành vi vi phạm quyền sở hữu trí tuệ nào cũng có thể dẫn đến trách nhiệm pháp lý.
INTELLECTUAL PROPERTY
All work created as part of this competition remains the property of AiiM and can be made available for use by the Sponsor and Supporters. Any violation of the intellectual properties will be subject to legal action.
SỞ HỮU TRÍ TUỆ
Tất cả những ý tưởng/ sản phẩm được tạo ra trong suốt cuộc thi thuộc quyền sở hữu của AiiM. AiiM có quyền cho phép Nhà Tài trợ và các Đơn vị Hỗ trợ sử dụng những ý tưởng, sản phẩm này. Bất kỳ hành vi vi phạm quyền sở hữu trí tuệ nào cũng có thể dẫn đến trách nhiệm pháp lý.
INTELLECTUAL PROPERTY
All work created as part of this competition remains the property of AiiM and can be made available for use by the Sponsor and Supporters. Any violation of the intellectual properties will be subject to legal action.
SỞ HỮU TRÍ TUỆ
Tất cả những ý tưởng/ sản phẩm được tạo ra trong suốt cuộc thi thuộc quyền sở hữu của AiiM. AiiM có quyền cho phép Nhà Tài trợ và các Đơn vị Hỗ trợ sử dụng những ý tưởng, sản phẩm này. Bất kỳ hành vi vi phạm quyền sở hữu trí tuệ nào cũng có thể dẫn đến trách nhiệm pháp lý.
INTELLECTUAL PROPERTY
All work created as part of this competition remains the property of AiiM and can be made available for use by the Sponsor and Supporters. Any violation of the intellectual properties will be subject to legal action.
SỞ HỮU TRÍ TUỆ
Tất cả những ý tưởng/ sản phẩm được tạo ra trong suốt cuộc thi thuộc quyền sở hữu của AiiM. AiiM có quyền cho phép Nhà Tài trợ và các Đơn vị Hỗ trợ sử dụng những ý tưởng, sản phẩm này. Bất kỳ hành vi vi phạm quyền sở hữu trí tuệ nào cũng có thể dẫn đến trách nhiệm pháp lý.
The document discusses plans to launch a new RTD tea brand in Vietnam aimed at children ages 6-16 and their parents. Key points include:
- The target is children of wealthy urban parents who want the best for their kids but lack time.
- Insight is parents want a drink that satisfies kids and strengthens their bond.
- The brand will position itself as a drink that promotes understanding and compassion between parents and children.
- The launch plan involves three phases - raising awareness through social media, engaging parents through a digital platform, and spreading compassion through experiential events.
The document is a questionnaire about consumer buying behaviour towards branded shirts. It contains 17 questions seeking information about respondents' shopping habits, preferences for certain brands and retailers, factors influencing purchase decisions such as price, quality and design, and the role of advertising. It aims to gather data for an in-depth study on consumer purchasing of branded shirts.
Chobani is running a campaign called "Give to a Friend, Receive from Chobani" where customers purchase Chobani yogurt, give a coupon to a friend, and if their friend uploads a picture on social media tagged with the customer, the customer receives a free pack of Chobani yogurt. The campaign aims to increase brand awareness and loyalty among college students aged 18-25 through packaging, food blogging, and social media platforms like Facebook, Instagram, and Twitter with a $10,000 budget.
The document discusses a marketing campaign for the Diva Cup menstrual product. It outlines the target audience as young, active women like Joanna. It then discusses influencers like fitness blogger Samantha Cutler who could promote the Diva Cup. The campaign goals are to get 20,000 new purchases and increase weekly sales 10% through online and social media contests. Bloggers will complete tasks over 4 days promoting the Diva Cup and their followers can win prizes. The campaign will be measured based on engagement, post conversions, and promo code usage.
Survey Questionnaire on celebrity endorsementSanober Khan
This document contains a survey about consumer attitudes towards celebrity endorsements. It lists 17 statements about buying products endorsed by celebrities and asks respondents to indicate their level of agreement on a 5-point scale from strongly disagree to strongly agree. It collects demographic information like gender, age, education level, and marital status. The purpose is to understand how celebrities influence consumer purchasing behaviors.
Welcome to Wanita's Garden, offering Seeds of Hope for children with Type 1 Diabetes. This garden is intended to help families living with diabetes to be able to reach out and share their stories, offer a source of support and guidance as well as pay tribute to the challenges and triumphs of raising children with diabetes.
Come help us grow our garden!
Cyberbullying involves threatening or humiliating another child online or through mobile phones. There are two types: direct attacks or using others to cyberbully. Kids cyberbully for reasons like anger, revenge, boredom, or accidentally. Preventing cyberbullying involves educating kids about consequences and respecting others. While schools teach about it, cyberbullying occurs outside of school so their role is limited. Parents need to build trust so kids discuss problems with them, and be informed about their online activities to address cyberbullying.
Advertisers use several techniques to appeal to audiences. They use attractive people to make audiences want to look like them and buy beauty products. Celebrities are used in ads because people want to emulate celebrities they look up to. Deserted islands are featured to make a sunny paradise look more appealing than a rainy home environment. Advertisers also try to make audiences feel unique by buying a product or visiting an advertised place. Rhetorical questions are used to make audiences think and potentially feel guilty into donating to charities. Statistical claims make products seem more trustworthy, while unfinished claims still promote confidence in a company.
The document discusses kindness and ways to show it. It defines kindness as being friendly, helpful, and nice to others. Some suggestions for demonstrating kindness include smiling at people, helping someone who has fallen, and giving hugs if wanted. The text encourages sharing kindness with others, noting that it makes people happy and helps form friendships. World Kindness Day on November 13th celebrates kindness around the world.
Sammy is a college student who studies a lot and relies on caffeine to stay focused. She comes from a wealthy family and lives in a college town. Her goals are to do well in school while maintaining an active social life, but she finds it challenging to balance her responsibilities without getting distracted or tired. Starbucks helps Sammy by offering caffeinated drinks and snacks at campus libraries, providing a quiet place to study at multiple locations on and off campus.
The document examines the differences between how kids (Junior Citizens) and parents choose brands. Kids are motivated by brands that their friends use and that are popular, while parents prioritize brands that are healthy, safe, and provide value. There is often conflict between kids wanting fun brands and parents restricting junk food/candy. However, convergence also occurs as parents become more like friends to their kids and share interests in dreams, celebrities, and health consciousness. Ultimately, compromise or surrender happens frequently as parents give in to kids' desires to feel empowered and individualistic or kids find creative ways around parental resistance through negotiation.
About
Young Marketers là một sân chơi mang tính trải nghiệm & định hướng cho những marketer tài năng của Việt Nam trong tương lai.
Mission
Young Marketers - Empower the next marketing generations
Description
Dự án Young Marketers là 1 sáng kiến và được thực hiện bởi công ty REDDER Advertising, và được cố vấn bởi các tên tuổi hàng đầu lĩnh vực marketing & advertising tại Việt Nam.
Young Marketers đến 2013 bao gồm 2 hoạt động chính là Young Marketers Contest & Young Marketers Elite Development Program nhằm mục đích định hướng, tìm kiếm và phát triển thế hệ marketing tiếp theo của Việt Nam.
This document summarizes an assessment of Starbucks' marketing landscape conducted by student teams. The teams identified Starbucks' competitive advantages as its strong brand loyalty, commitment to ethical sourcing and community, and rewards programs. The teams recommended Starbucks target college students by positioning itself as "Coffee with a character" and emphasizing its compassionate, responsible, and bold brand character. To boost sales on a college campus, the teams suggested increasing breakfast and lunch options to attract more customers who would visit frequently and spend around $5 per trip.
This document summarizes an assessment of Starbucks' marketing landscape conducted by student teams. The teams identified Starbucks' competitive advantages as its strong brand loyalty, commitment to ethical sourcing and community, and rewards programs. The teams recommended Starbucks target college students by positioning itself as "Coffee with a character" and emphasizing its compassionate, responsible, and bold brand character. To boost sales on a college campus, the teams suggested increasing breakfast and lunch options to attract more customers who would visit frequently and spend around $5 per trip.
This document summarizes an assessment of Starbucks' marketing landscape conducted by student teams. It outlines Starbucks' competitive advantages as its strong brand loyalty and commitment to ethical sourcing. The teams identified Starbucks' target customer as college students who value community and care about health and social issues. The teams recommended Starbucks boost sales by offering more breakfast/lunch options, a more culturally diverse menu with healthier choices, and supporting causes important to students.
The document examines the differences between how kids (junior citizens or JCs) and parents approach brand preferences. For JCs, brands that are popular with their friends and seen as cool or rebellious are preferred. Moms prefer brands that are healthy, safe, educational, and good value. There is often conflict between what JCs want and what moms restrict, but sometimes convergence occurs over shared interests in health, lifestyle trends, or parents becoming more like friends to their kids. JCs can be persuasive in getting their preferred brands by finding ways around parental resistance, and parents may surrender to the child's preferences.
The document outlines a sales strategy for introducing Oreo cookies to the Indian market. It discusses conducting market analysis and researching competitors. The proposed strategy includes establishing distribution through various retail outlets, developing culturally appropriate marketing and sales pitches, and negotiating deals. Follow up activities such as creating healthy products and sponsoring sports are also recommended to support ongoing sales.
This document provides information about Mondelez Inc., the parent company of Oreo cookies. It discusses the company's background, mission to be consumers' primary snack food brand, objectives like maintaining customers and introducing new products, and target market of health-conscious consumers of all ages. It also outlines Oreo's product, segmentation strategy, distribution places, promotional activities, pricing, and competitors like Nestle. The conclusion recommends a new Fancy Mini Oreo Milk's Favourite Cookies product to change perceptions and provide health benefits.
1. The document discusses five golden rules for creating powerful brands in today's marketing world. It covers topics like the customer not being fully in charge, simplifying brand positioning but not oversimplifying, the importance of great products over storytelling alone, and mixing marketing activities around a clear brand promise.
2. Each rule is explained through examples of brands like Nike, Volvo, BMW, Subway, and Coca-Cola. Key aspects of brand positioning like points of difference, points of parity, and brand mantras are also defined.
3. The importance of blending functional and emotional benefits is stressed. Strong products and value propositions, as well as continually innovating, are said to be
New Balance is a US-based company founded by William J. Riley that aims to be a leading manufacturer of athletic products. It has an 11.6% market share in the US and focuses on quality and technological innovation in its products. New Balance differentiates itself from competitors like Nike and Adidas through superior quality, multiple width options, and mid-price range products. It uses various marketing strategies like partnerships, branding, and product line extensions to grow in the competitive athletic shoe market.
The document summarizes market research conducted on Oreo cookies in India. A survey found that 90% of respondents like Oreos, with the top flavors being plain, chocolate, and strawberry. Most respondents were interested in new flavors, especially mango, orange, and pistachio. As a result, Cadbury will launch new Oreo Mango, Orange, and Pistachio cookies, as well as variety packs. The cookies and packs will be promoted and sold in metro and sub-metro cities of India, targeting kids and youth.
The document discusses the marketing strategies and global expansion of Oreo cookies. It provides background on Oreo's origins and mission to cater to consumers' health needs. Current strategies include product development and introducing new flavors. Marketing objectives are outlined as maintaining demand, creating brand awareness, and retaining customers. Oreo is positioned as a childhood nostalgia item that twists, licks and dunks. Global sales are over $1.5 billion annually. The document then discusses Oreo's marketing campaigns promoting family bonding in various countries.
A brief analysis of the Oreo Brand. A brand that started with just a cookie and nowadays consists in an empire of 30+ varieties, many countries and participation in many other brands and products such as Ice Creams, pizzas, fudges and pretty much every thing which is chocolate-cookie-related-thingy..
The data presented here was a result of the work of many people including myself.
If you sell to the corporate marketing, having a strong value proposition is critical.
It helps you set up meetings with crazy-busy prospects. And, it helps them understand the value they get from changing from the status quo -- something they're loathe to do.
In this presentation, you'll discover how to craft powerful, customer-enticing value propositions that change everything.
This document discusses product and service differentiation. It defines differentiation as distinguishing a product or offering to make it more attractive to a target market compared to competitors. Differentiation is done to defend prices, build a product range within firms, and drive innovation. Products can be differentiated based on attributes, relationships with customers, and linkages between firms. Key factors for differentiating products include price, form, features, customization, performance, quality, durability, reliability, reparability, and style. Service differentiation factors include ordering ease, delivery, installation, customer education, consulting, and repair.
Survey Questionnaire on celebrity endorsementSanober Khan
This document contains a survey about consumer attitudes towards celebrity endorsements. It lists 17 statements about buying products endorsed by celebrities and asks respondents to indicate their level of agreement on a 5-point scale from strongly disagree to strongly agree. It collects demographic information like gender, age, education level, and marital status. The purpose is to understand how celebrities influence consumer purchasing behaviors.
Welcome to Wanita's Garden, offering Seeds of Hope for children with Type 1 Diabetes. This garden is intended to help families living with diabetes to be able to reach out and share their stories, offer a source of support and guidance as well as pay tribute to the challenges and triumphs of raising children with diabetes.
Come help us grow our garden!
Cyberbullying involves threatening or humiliating another child online or through mobile phones. There are two types: direct attacks or using others to cyberbully. Kids cyberbully for reasons like anger, revenge, boredom, or accidentally. Preventing cyberbullying involves educating kids about consequences and respecting others. While schools teach about it, cyberbullying occurs outside of school so their role is limited. Parents need to build trust so kids discuss problems with them, and be informed about their online activities to address cyberbullying.
Advertisers use several techniques to appeal to audiences. They use attractive people to make audiences want to look like them and buy beauty products. Celebrities are used in ads because people want to emulate celebrities they look up to. Deserted islands are featured to make a sunny paradise look more appealing than a rainy home environment. Advertisers also try to make audiences feel unique by buying a product or visiting an advertised place. Rhetorical questions are used to make audiences think and potentially feel guilty into donating to charities. Statistical claims make products seem more trustworthy, while unfinished claims still promote confidence in a company.
The document discusses kindness and ways to show it. It defines kindness as being friendly, helpful, and nice to others. Some suggestions for demonstrating kindness include smiling at people, helping someone who has fallen, and giving hugs if wanted. The text encourages sharing kindness with others, noting that it makes people happy and helps form friendships. World Kindness Day on November 13th celebrates kindness around the world.
Sammy is a college student who studies a lot and relies on caffeine to stay focused. She comes from a wealthy family and lives in a college town. Her goals are to do well in school while maintaining an active social life, but she finds it challenging to balance her responsibilities without getting distracted or tired. Starbucks helps Sammy by offering caffeinated drinks and snacks at campus libraries, providing a quiet place to study at multiple locations on and off campus.
The document examines the differences between how kids (Junior Citizens) and parents choose brands. Kids are motivated by brands that their friends use and that are popular, while parents prioritize brands that are healthy, safe, and provide value. There is often conflict between kids wanting fun brands and parents restricting junk food/candy. However, convergence also occurs as parents become more like friends to their kids and share interests in dreams, celebrities, and health consciousness. Ultimately, compromise or surrender happens frequently as parents give in to kids' desires to feel empowered and individualistic or kids find creative ways around parental resistance through negotiation.
About
Young Marketers là một sân chơi mang tính trải nghiệm & định hướng cho những marketer tài năng của Việt Nam trong tương lai.
Mission
Young Marketers - Empower the next marketing generations
Description
Dự án Young Marketers là 1 sáng kiến và được thực hiện bởi công ty REDDER Advertising, và được cố vấn bởi các tên tuổi hàng đầu lĩnh vực marketing & advertising tại Việt Nam.
Young Marketers đến 2013 bao gồm 2 hoạt động chính là Young Marketers Contest & Young Marketers Elite Development Program nhằm mục đích định hướng, tìm kiếm và phát triển thế hệ marketing tiếp theo của Việt Nam.
This document summarizes an assessment of Starbucks' marketing landscape conducted by student teams. The teams identified Starbucks' competitive advantages as its strong brand loyalty, commitment to ethical sourcing and community, and rewards programs. The teams recommended Starbucks target college students by positioning itself as "Coffee with a character" and emphasizing its compassionate, responsible, and bold brand character. To boost sales on a college campus, the teams suggested increasing breakfast and lunch options to attract more customers who would visit frequently and spend around $5 per trip.
This document summarizes an assessment of Starbucks' marketing landscape conducted by student teams. The teams identified Starbucks' competitive advantages as its strong brand loyalty, commitment to ethical sourcing and community, and rewards programs. The teams recommended Starbucks target college students by positioning itself as "Coffee with a character" and emphasizing its compassionate, responsible, and bold brand character. To boost sales on a college campus, the teams suggested increasing breakfast and lunch options to attract more customers who would visit frequently and spend around $5 per trip.
This document summarizes an assessment of Starbucks' marketing landscape conducted by student teams. It outlines Starbucks' competitive advantages as its strong brand loyalty and commitment to ethical sourcing. The teams identified Starbucks' target customer as college students who value community and care about health and social issues. The teams recommended Starbucks boost sales by offering more breakfast/lunch options, a more culturally diverse menu with healthier choices, and supporting causes important to students.
The document examines the differences between how kids (junior citizens or JCs) and parents approach brand preferences. For JCs, brands that are popular with their friends and seen as cool or rebellious are preferred. Moms prefer brands that are healthy, safe, educational, and good value. There is often conflict between what JCs want and what moms restrict, but sometimes convergence occurs over shared interests in health, lifestyle trends, or parents becoming more like friends to their kids. JCs can be persuasive in getting their preferred brands by finding ways around parental resistance, and parents may surrender to the child's preferences.
The document outlines a sales strategy for introducing Oreo cookies to the Indian market. It discusses conducting market analysis and researching competitors. The proposed strategy includes establishing distribution through various retail outlets, developing culturally appropriate marketing and sales pitches, and negotiating deals. Follow up activities such as creating healthy products and sponsoring sports are also recommended to support ongoing sales.
This document provides information about Mondelez Inc., the parent company of Oreo cookies. It discusses the company's background, mission to be consumers' primary snack food brand, objectives like maintaining customers and introducing new products, and target market of health-conscious consumers of all ages. It also outlines Oreo's product, segmentation strategy, distribution places, promotional activities, pricing, and competitors like Nestle. The conclusion recommends a new Fancy Mini Oreo Milk's Favourite Cookies product to change perceptions and provide health benefits.
1. The document discusses five golden rules for creating powerful brands in today's marketing world. It covers topics like the customer not being fully in charge, simplifying brand positioning but not oversimplifying, the importance of great products over storytelling alone, and mixing marketing activities around a clear brand promise.
2. Each rule is explained through examples of brands like Nike, Volvo, BMW, Subway, and Coca-Cola. Key aspects of brand positioning like points of difference, points of parity, and brand mantras are also defined.
3. The importance of blending functional and emotional benefits is stressed. Strong products and value propositions, as well as continually innovating, are said to be
New Balance is a US-based company founded by William J. Riley that aims to be a leading manufacturer of athletic products. It has an 11.6% market share in the US and focuses on quality and technological innovation in its products. New Balance differentiates itself from competitors like Nike and Adidas through superior quality, multiple width options, and mid-price range products. It uses various marketing strategies like partnerships, branding, and product line extensions to grow in the competitive athletic shoe market.
The document summarizes market research conducted on Oreo cookies in India. A survey found that 90% of respondents like Oreos, with the top flavors being plain, chocolate, and strawberry. Most respondents were interested in new flavors, especially mango, orange, and pistachio. As a result, Cadbury will launch new Oreo Mango, Orange, and Pistachio cookies, as well as variety packs. The cookies and packs will be promoted and sold in metro and sub-metro cities of India, targeting kids and youth.
The document discusses the marketing strategies and global expansion of Oreo cookies. It provides background on Oreo's origins and mission to cater to consumers' health needs. Current strategies include product development and introducing new flavors. Marketing objectives are outlined as maintaining demand, creating brand awareness, and retaining customers. Oreo is positioned as a childhood nostalgia item that twists, licks and dunks. Global sales are over $1.5 billion annually. The document then discusses Oreo's marketing campaigns promoting family bonding in various countries.
A brief analysis of the Oreo Brand. A brand that started with just a cookie and nowadays consists in an empire of 30+ varieties, many countries and participation in many other brands and products such as Ice Creams, pizzas, fudges and pretty much every thing which is chocolate-cookie-related-thingy..
The data presented here was a result of the work of many people including myself.
If you sell to the corporate marketing, having a strong value proposition is critical.
It helps you set up meetings with crazy-busy prospects. And, it helps them understand the value they get from changing from the status quo -- something they're loathe to do.
In this presentation, you'll discover how to craft powerful, customer-enticing value propositions that change everything.
This document discusses product and service differentiation. It defines differentiation as distinguishing a product or offering to make it more attractive to a target market compared to competitors. Differentiation is done to defend prices, build a product range within firms, and drive innovation. Products can be differentiated based on attributes, relationships with customers, and linkages between firms. Key factors for differentiating products include price, form, features, customization, performance, quality, durability, reliability, reparability, and style. Service differentiation factors include ordering ease, delivery, installation, customer education, consulting, and repair.
5 Levels of Market Differentiation StrategiesGraham McInnes
Every brand faces the dual challenge of positively influencing growth (by capturing new customers) and doing it in a way that promotes loyalty to the brand. Here is my view of the 5 Levels of Market Differentiation Strategies
SF SCORE provides business consulting services to startups and SMEs in San Francisco. However, it has relatively low brand awareness for these services. The document proposes developing a business consulting app that connects business owners with mentors for in-person or phone meetings. It would provide educational content and match users with nearby mentors based on their business needs to build the SF SCORE brand and drive traffic.
Dinner in America isn't what it used to be, and only understanding shoppers emotional connections to dinner today will help retailers gain a seat at the dinner table. Brace will help retailer attendees define their growth objectives and develop strategies to create the right story for the desired audience.
The document outlines Johnson's Baby's social media strategy and objectives. It aims to strengthen the emotional bond between Johnson's and mothers by providing helpful content for different stages of child development. The strategy has three components: create social value by building trust and reassurance for mothers, own the newsfeed by producing engaging mother-centric content, and measure performance through key metrics like fan growth and engagement.
The Opportunities and Challenges of a Social Residence Life CurriculumPaul Brown
Originally presented as a keynote at the 2104 ACPA Residential Curriculum Institute at Virginia Tech, this presentation provides an overview about how you can integrate social media as a learning and community development strategy in student affairs and informal learning contexts.
From Like to Loyalty SheSpeaks at M2W ConferenceSheSpeaksInc
SheSpeaks CEO Aliza Freud and Paine PR's Kara Gaffney present at M2W Conference in Chicago. "From Like to Loyalty - So They Like You, Now What?" - P&G Future Friendly Case Study.
To assist you with building parental friendship, MIT Vishwashanti Gurukul have mentioned the best 5 ways below. Have a look.
To know more details you can visit here:
https://www.mitgurukul.com/how-to-encourage-parental-friendship-with-teenager-children/
1) ABC Vietnam is launching a platform and solutions to provide support services for people with disabilities or challenges in life. The goal is to enhance the value of disabled people and help them integrate into society.
2) The platform will share inspiring stories of disabled people to change perceptions that they are helpless. It will show that disabilities give people strength and bravery to overcome daily challenges.
3) A key initiative is an "Experience Course" where teenagers interact with disabled mentors and complete challenges to strengthen their willpower and learn life lessons. The course aims to teach positive thinking and dealing with challenges.
The document describes a student project to run a mock business venture selling breads and Polaroid photos to raise funds for the Breast Cancer Welfare Association. It discusses objectives to donate all profits to BCWA to support women with breast cancer. Products, pricing, distribution, job roles and green measures are outlined. Promotional strategies included slogans and a mobile store. Competition and target markets of local university students are analyzed. The project provided practical business experience for the students.
MY TEENAGE LIFESTYLE HUB: ENHANCES INTEGRITY OF LIFEIUEDS
What kids need, how to spend quality time with family and dinners, and the importance of being supportive of their choices are all topics I'll be covering in this short booklet on my teenage lifestyle hub. It is a common belief among teenagers that they will be granted the opportunity to make their own judgments at some point in their future.
Learn more here: https://iueds.com/style/my-teenage-lifestyle-hub/
Marketing Yourself and Veganism Online by Leigh-Chantelle at Animal Activists...Leigh-Chantelle
Leigh-Chantelle from Viva la Vegan! gives her Marketing Yourself and Veganism Online presentation at the Animal Activists Forum.
Saturday 15 October, 2016
Southport, Australia
The blurb:
Being vegan is not enough, we need to be using our skills to promote the positive and inclusive elements of the vegan lifestyle every chance we get. Leigh-Chantelle shares her expertise on how to effectively use our time to promote the core ethics of veganism online, and inspire others to become more effective activists in every possible arena.
Learn more about working together, dealing with trolls, online etiquette and leading by example from a 20-year vegan veteran. Find out more about how you can help promote and market yourself, your product, your brand or your vision for a better world using Social Media and other means online.
WESTBRIDGE Seminar for Teachers: May 19 & 22Mann Rentoy
This document discusses the importance of character formation for students, especially in the digital age. It begins by noting that students are increasingly exposed to highly sexualized culture through various media. The document then outlines some principles for teaching character, including that every teacher is a character formator and that the best way to teach character is through personal example. It provides tips for building character in students, such as establishing classroom rules and expectations, insisting on respect, building community, and emphasizing volunteerism. The document argues that character formation must continue, even in online schooling. It closes by emphasizing the nobility of the teaching profession and calling teachers to model excellent character.
Pinky Chan Pin Qi
Roles and Responsibilities
- Finance and Accounting
- Liaise with suppliers
- Monitor sales and inventory
- Human Resource Planning
- Marketing and Promotion
- Operations and Logistics
- Documentation and Reporting
- No assistant hired
During the charity drive
Group Members
Roles and Responsibilities
Woo Wen Jian
- Finance and Accounting
- Monitor sales and inventory
- Documentation and Reporting
Benny Tan Shiowee
- Operations and Logistics
- Marketing and Promotion
Macy K
- Liaise with suppliers
- Human Resource Planning
Pinky Chan Pin Qi
- Operations
You will get to know the insight of consumer behavior with the help of big 5 trait of consumer as well it also deals with family life cycle and how family which is group of consumer are willing to spend their income as per their requirement .
How To Write Speech Essay. How To Write AJoaquin Hamad
The document provides instructions for writing a speech essay in 5 steps:
1. Create an account and complete a request form providing instructions, sources, and deadline.
2. Writers will bid on the request and the client can choose a writer based on qualifications.
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4. The client can pay for the paper if satisfied or request a refund for plagiarized work.
5. Choosing this service allows clients to get high-quality original content and ensure their needs are met.
The document discusses the marketing potential of mom bloggers, noting that over half of women participate in social media regularly and influence most family purchasing decisions. It provides tips for pitching mom bloggers, such as personalizing the pitch, offering incentives like samples or giveaways, and avoiding inappropriate pitches. Examples are given of both effective and ineffective pitch emails to mom bloggers from various companies.
Team 1 discussed issues with nutrition in schools including lunch choices, vending machines, and rewards. They proposed allowing student input on school food options through suggestion boxes and taste tests of new foods. The group discussed expanding whole fruit and snack options and providing more notice of lunch menus.
- The document outlines a new social media and branding strategy for Nature Valley. It notes the current strategy is too focused on nature promotion and ignores products.
- The proposed strategy aims to promote products while still promoting sustainability. It will utilize influencers and focus on increasing brand reach, engagement, and loyalty through social media.
- The strategy identifies key digital goals of promoting products, increasing engagement, and improving consumer experience. It provides detailed plans and guidelines for social media channels to achieve these goals.
Sprite is studying consumer behavior to determine how to appeal to customers and increase sales. There are three main forces that influence consumer behavior: individual characteristics, social factors, and marketing strategies. Sprite will use segmentation, identity appeals, and strategies to address consumer irrationality and social influences to keep Sprite the top choice. Physical product design must also be considered to attract consumer attention.
The document discusses the author's reasons for pursuing a career in marketing:
1) Security - The author wants a stable career to support her family and potential grandchildren financially and emotionally.
2) Personal fulfillment - The author developed a passion for food and cooking after becoming a mother. She wants to share her love of food with others.
3) Enjoyment - The author finds enjoyment in making people happy through food. She hopes to open her own catering business and food truck to travel with her family while sharing food.
Similar to Mini Oreos Launch Strategy for China (20)
Garments ERP Software in Bangladesh _ Pridesys IT Ltd.pdfPridesys IT Ltd.
Pridesys Garments ERP is one of the leading ERP solution provider, especially for Garments industries which is integrated with
different modules that cover all the aspects of your Garments Business. This solution supports multi-currency and multi-location
based operations. It aims at keeping track of all the activities including receiving an order from buyer, costing of order, resource
planning, procurement of raw materials, production management, inventory management, import-export process, order
reconciliation process etc. It’s also integrated with other modules of Pridesys ERP including finance, accounts, HR, supply-chain etc.
With this automated solution you can easily track your business activities and entire operations of your garments manufacturing
proces
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
HR search is critical to a company's success because it ensures the correct people are in place. HR search integrates workforce capabilities with company goals by painstakingly identifying, screening, and employing qualified candidates, supporting innovation, productivity, and growth. Efficient talent acquisition improves teamwork while encouraging collaboration. Also, it reduces turnover, saves money, and ensures consistency. Furthermore, HR search discovers and develops leadership potential, resulting in a strong pipeline of future leaders. Finally, this strategic approach to recruitment enables businesses to respond to market changes, beat competitors, and achieve long-term success.
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How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
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Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
Dive into this presentation and learn about the ways in which you can buy an engagement ring. This guide will help you choose the perfect engagement rings for women.
4. Agenda The Research Framework 1 Taking a Look at the Consumer 2 Insights 3 4 Additional Recommendations 7 Reaching Young Adults Summary 5 Where do Minis Fit 6
8. Daily Life and Need Before Dinner Early Morning During Class/Work Class/Work Break Evening Pressure Release Social Acceptance Social Connections Concentration Hungry Hungry Bored Lonely Snacking Munching Before Bed
9. Overlap of Foods Before Dinner Early Morning During Class/Work Class/Work Break Evening Before Bed Snacking Munching
17. Summary Munching and snacking behavior is determined by daily life, emotional needs and relationships Young adults emulate a family relationship though sharing foods with friends Presentation of shared snacks is important A clear line does not exist between munching and snacking foods Girls snack more than boys Connecting and hanging out with friends in real life and online are both vital Young adults plan for the mindless munching moments by purchasing food in advance
34. Mini You & Me Web Site 1. User-Generated Videos 2. Online Photo Contest
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39. Public Relations Event Goal: To build awareness and drive traffic to social media sites for young adults to share funny photos and videos. Mini Oreo/Chips Ahoy Cooper Wrap Cargo Display
民以食为天 People Regard Food as Their Heaven Ancient Chinese Proverb Since the days of ancient China, food has been a very important part of life for the Chinese people. For centuries meals have created an occasion for families and friends to bond and share their finest foods. The food and ingredients are cut small and they share from multiple dishes placed in the center of the table. Although it is the food that is literally shared, laughter, toasts and, most importantly, love are also shared in this cherished bonding experience. In the past, Chinese people only regarded regular meals as food, and the attitude toward snacking was negative. It has only been within recent years that snacking outside of meals has become acceptable and part of many Chinese young adults’ lifestyles. Young adults emulate a family relationship with their friends through sharing snacks. It is no surprise that Chinese youth, raised in single-child homes, emulate this familial bonding experience with their friends during social gatherings. To young adults, friends are family and are literally referred to as “xiong di” and “jie mei”, or brothers and sisters. Snacking situations provide an opportunity for them to care for their “brothers and sisters” as well as to be cared about in return. They are building bonds, bite by bite. We think the ancient Chinese proverb “People Regard Food as Their Heaven” doesn’t literally mean that food is heaven—but rather the experience of sharing time with loved ones is a form of heaven. Recently this “heaven” of sharing time with loved ones has extended into the online world through social networks and chatting programs. Young adults are constantly connected with their “brothers and sisters” throughout the day, forging their bonds further. During these online connection times, it is also common for young adults to “munch” (mindless eating) because it reminds them of the sharing moments with friends and family. The report you are about to read details our findings from interviews with 239 young adults in China during July 2009. We were asked to explore in depth this munching behavior (mindless eating) of young adults. And what we learned wasn’t just about food, flavors and munching—we learned how vital bonding with and caring for “brothers and sisters” is in a young adults life.
Mini will be a success. It is the perfect snack for young adults, particularly female, because it is shareable, cute, fun, tastes good and comes from well-known brands. If we were going to make a product to introduce, it would be a mini. We are excited to tell you what we learned about young adults and how minis can fit in with their lives.
Context Before arriving in Shanghai, we started with a global analysis of the snack food industry and consumer trends. We also reviewed relevant existing research and information to guide our work. This helped us to develop hypotheses and questions that we explored while we were in Shanghai. Immersion Once we arrived in Shanghai, we immersed ourselves into the world of young adult snacking and munching. We went to several retail locations to observe the variety of products available and to see who was purchasing them. After we had a good understanding of the market, we targeted several locations throughout Shanghai where young adults could be found: Fudan University Huaihai Road Nanjing Road Shanghai Museum People’s Square Oriental Pearl Yu Yuan Garden Throughout these locations, we interviewed 239 young adults who gave us their stories. We discussed their lives, values, what makes them happy and how eating is a part of their life. The learning and insights from these interviews will be discussed in the following sections.
Here are some of the people we talked to. You might have already read their stories in the research report. By talking with 239 young adults, we learned that indeed both of munching and snacking behaviors clearly exist. However, the foods that they are eating for munching and snacking are very similar, and there is little difference. So this led us to the question: if the foods for munching and snacking are similar, then what is the difference between munching and snacking?There are three distinguishing characteristics that helped us differentiate munching and snacking that are centered on the consumer. The Consumer Young adults ages 15-28 fall into different phases of life and have different lifestyles. They can’t be treated as one target. A closer look must be taken into each phase of a young adult’s life and how it affects their snacking and munching behavior.
We know that there is a snacking and munching behavior, but what really makes them different? Life stage (who they are) Who are they with Daily life schedule These three things determine whether they are munching or snacking. Our point is that high school students, university students and young professionals are all different from each other, and so their behavior is different as well BUT the products they are consuming are the same. High School Students Munching behavior is very different for high school students (ages 15-18) than for other young adults. High school students in China are under a lot of pressure to prepare for college entrance examinations and spend most of their day at school or at home studying. University Students Munching behavior for university students (18-24) is heavily focused on sharing with classmates, friends and roommates. University students spend most of their day rushing to classes and studying, but enjoy the social life of dormitories and use this moment to connect with their friends. Young Professionals Munching behavior for young professionals (22-28) is centered on connecting with colleagues. Young professionals spend the majority of their day on their computers and eating with colleagues is a way for them to take a break from work and to socialize Main POINT: We are dealing with three different targets, who engage in different behavior, but whose products are the same. Products aren’t necessarily different.
This chart shows daily life of young adults and the need states they are in during the time of day. The middle section is primarily when young adults are with people, and it has the most need states. Insights: The Foods for Munching and/or Snacking As we looked at the needs and time of day, we also took a look at the foods for these times of day and needs. And munching and snacking is not as clean cut and differentiated as our original hypothesis suggested. Our original hypothesis is that there would be a distinct set of foods for munching and after we analyzed all of the interview responses, we realized that there is a lot of overlap of the actual foods that are eaten for munching and snacking.
As you can see, there aren’t any sets of foods that are primarily munching or snacking. There is a lot of overlapping of the foods in these categories. The point is that consumers don’t think to themselves “I am in need state ‘ Lonely ‘ or ‘Bored’” and only choose one thing for that need. They simply enjoy eating the same foods that are already in their consideration set out of habit or from a friend’s recommendation. Yes, there are need states, but more importantly, people don’t think like marketers. They think they will eat what they feel like, when they want to. There is not a distinct line between foods for munching and snacking, and therefore, occasion/daypart with an emotional benefit is the best approach for marketing new products and to get them into a consumers consideration set.
Purchasing The purchasing of food by young adults (or their parents) is planned in advance and well thought out. Although the actual munching behavior is “mindless”, young adults are planning for this moment to occur in advance and purchase the foods that they want for their “munching moments” out of habit or from the recommendation of friends. As discussed above, the consumers’ daily life, emotional needs and relationships will determine whether young adults are munching or snacking. These three factors also determine the purchasing behavior of the food. But the main reasons they purchase are out of habit, from the recommendation of friends or from a list they make for their parents.
Our team spent hours talking with 239 young adults from all over China. Not only did we learn about what they eat, but we learned who they truly were as individuals. And even though we heard many different stories, the same themes began to jump out at us story after story:
Only child—create their own mini family—share snacks in the way they share meals Young adults emulate a family relationship with their friends through sharing snacks. It is no surprise that Chinese youth, raised in single-child homes, emulate this familial bonding experience with their friends during social gatherings. To young adults, friends are family and are literally referred to as “xiong di” and “jie mei”, or brothers and sisters. Snacking situations provide an opportunity for them to care for their “brothers and sisters” as well as to be cared about in return. Just as food for a family meal is cut small to share, food for snacking must also be shareable. Young adults love their “brothers and sisters” and want to share with them the best tastes, packaging and brands available. And although chopsticks and a table may not be present, young adults still pass around their snacks and enjoy the conversation as everyone eats freely. Need to Give and Receive Attention Young adults want to be noticed and cared about. Eating situations provide an opportunity for them to care for friends and for them to be cared about in return. This need to give and receive attention also extends into the online and virtual world. The section “How to Reach Young Adults” provides deeper understanding on this insight and discusses the ways that young adults are connecting with each other. Food for family meal Small size Good presentation Many dishes Easy for everybody to get Food for snacking Shareable Good packaging and brand Multiple flavors Easy to pass around
Packaging matters: We found that there is no difference between the foods that are eaten alone and shared. But young adults like their shared food to have good presentation. Good presentation to young adults means high quality brand, good packaging, food that is not messy and food that is easy to share.
Males SAY They Don’t Snack All males that we interviewed said that they don’t eat outside of meals. However, as we questioned further they did admit to eating if something was put in front of them or provided by a friend. They also believed that snacking and munching was for females. “ Girls often don’t like sports and just eat snacks to kill time. They are also afraid of the sunshine and prefer to stay inside and just eat them while they are inside.” “ There is not motivation for me; I just don’t like to snack.” “ Snacking is not healthy or nutritious.” “ I don’t snack between lunch and dinner because snacks are for ladies. Men like to smoke instead.”
Reaching Young Adults Internet, TV, word of mouth, magazine, newspaper, radio and mobile are the most widely used information sources for young adults. Young adults are constantly connected to their friends using these methods, and their need to for and to give attention extends here. Internet The different life stage young adults are in also determines their usage of Internet. High school students use the Internet after school for fun or to study. University students use the Internet in no-class-daytime and largely during the night. The Internet is their most important source for information and channel of indulgence. Young professionals use the Internet during the day for work, in the evening and weekend for fun. Chatting Young adults interviewed showed similar patterns of Internet usage regardless of what stage of life they were in. Chatting with friends in QQ and/or MSN is the most common behavior mentioned. Young adults in their earlier life stages (i.e. high school) use QQ more than MSN. As they get into the more professional life stages (i.e. university students and young professionals), young adults prefer MSN more than QQ because it is allowed in the work place. However they will keep QQ to get in touch with old friends and classmates. “ I use both because some of my friends are using either QQ and others are using MSN and I want to get in touch with all of them.” : “I use MSN because QQ is banned in my working place, but MSN is not.” Movies and TV Watching movies and/or TV programs online is also popular among young adults, especially with university students. The dorms in campus are usually not furnished with TV sets so University students watch movies and TV online instead. Some free programs, such as PPStream and PPLive, and some video watching Web sites, such asToudou.com and Yuku.com, allow audiences to watch shows for free. Young adults usually watch movies and TV programs online during the night and weekends. “ While watching TV or on the computer I eat all kinds of things. Some chips because I am bored and want some movement of the mouth. There isn’t a reason why, it is just my habit. Also, when I find something that tastes good I continue to eat it.” Social Networks Online social networking is also a very important part of young adults’ life. Xiaonei.com, Facebook.com, Kaixin.com and QQ Space are commonly used among Chinese young adults. Chinese young adults pay great attention to friends and communities. They share their pictures, articles and videos, play interactive games with friends and check their friends’ status throughout the day. Quote:“It is so boring to be without Facebook, because I am addicted. We’re addicted because we are glad that we’re paid attention to by someone else.” Games A lot of the time that young adults spend on the Internet is devoted to online gaming in the evening. Males spend more time playing games online than females and prefer war games such as World of Warcraft and Counter Strike. Females prefer games on QQ and MSN such as “Happy Farm” with cute graphics. “ One of my friend’s mothers even plays ‘The Happy Farm’ game. But these games have a time limit on when you can collect other people’s crops. So she had to get up really early everyday to make sure the plants didn’t die. It was so funny! But it isn’t about the game itself. It is because you are playing with other people that makes it so fun. “ News Gathering information such as news and gossip is the fifth most popular function of Internet among young adults. Sina.com, Sohu.com and Xinhua.com are some commonly mentioned news Web sites and Douban.com is the most popular product evaluation Web site among young adults. Study Studying and research are important functions for both students and young professionals. Students and young professionals use local area networks and public search engines, such as Baidu.com and Google.com, to research for their studies and work. Blogs Sina.com is the most commonly used Web site for blogging and it contains millions of blogs not only from common citizens but also from celebrities. “ If I didn’t have my computer or phone, then I would write to express my emotions. Computers help express my emotions because I can communicate with others.” Music Music Web sites such as 9sky.com allows users listen to music online and download music for free. Shopping Shopping Web sites such as Taobao.com and Dangdang.com are widely used for online shopping among young adults. TV and Movies TV and movies were ranked as the second most widely used information source among Chinese young adults. For high school students and some young professionals, TV sets are usually available in their home. High school students watch news at dinner time with their parents. Young professionals watch news, travel programs and entertainment programs during the night and weekend. For university students and young professionals without TV sets, laptops and computers are used as a replacement for TV. Young adults watch a variety of western, Korean and Taiwan TV series. Some popular TV series include: Prison Break, Desperate Housewives, Gossip Girl and Friends. The chart below shows the breakout of popular TV shows and was created using responses from the interviews: “ The life without Internet is boring, but I could get used to it if there was TV. The life without TV is like the life without light. I would die.” Word of Mouth Chatting with friends, classmates, co-workers and families is the third most popular information source. The chat can either be face-to-face or online with QQ and MSN. Recent national and worldwide news, gossip about celebrities, fashion, food and clothing are discussed during chats. Young adults also like to talk about popular food and drinks. Product evaluation Web sites such as Douban.com and Dianping.com also play a channel for word of mouth. Word of mouth information from friends and Web sites has a strong influence over young adults’ purchase behavior. Magazines Magazines are a surprisingly large information source for Chinese young adults. Magazines related to fashion, gossip and pop stars, sports, studies, lifestyle and articles are widely read. Some of the most popular magazines include Vivi, Rayli, CoolMusic, Slam Dunk and Reader. Young adults buy magazines from newsstands and convenience stores and share them with friends. Magazines are primarily read during the late afternoon in the school library (university students) or at home (high school students). “ My friends and I always buy expensive magazines and then share them. They get passed around to so many friends that the magazines get lost and we have to buy more. Eventually we find them when we are packing to move out of our dorms! “ Newspaper Newspapers are the fifth most popular information source among Chinese young adults. High school students read newspapers for their studies. One example is 21 st Century , an English study newspaper. University and young professionals read more diverse newspapers that are related to their studies, industry or for entertainment. Radio Most high school and university students listen to the radio every night before going to bed to help them sleep with music and English channels being the most popular. High school students also like to listen to music on MP3 players while going to and from school each day. For young professionals, radio is primarily listened to during the morning and while commuting to and from work. Mobile Mobile phone use is extremely popular with young adults in China. It was easy to see how important mobile phones are to young adults because most of them had a mobile in their hand during our interview. Besides using their mobiles for calls and text messages, most young adults use their mobile to access the internet for QQ and games. They also like to download e-books and read them on their mobile devises. “ If I didn’t have my phone, it would be like I am losing my heart! It is ‘my precious’ [Lord of the Rings]. I can’t take my PC everywhere, but I can take my cell phone.” Celebrities Celebrities are very influential in China, particularly with high school and university students. Most young adults said they would buy something or pay attention to an advertisement if it had something to do with one of their favorite celebrities. Below is a list of the most popular celebrities listed during the interviews: China/Taiwan/HK Korea US/UK Wang Xinling DongBangShinKi Tom Cruise Zhang Shaohan Lee Jun Ki Harry Potter Xu Jinglei Kim Hyun Joong Annbaby Zhao Wei Super Junior Wentworth Miller Jing Boran Song Hae Kyo Wang Fei Liu Yu Fei Lunhai Lin Zhiyin Maggie Q Advertisements Online, magazine and TV advertisements seem to have the most influence on young adults. While many young adults say they skip or ignore advertisements, the following list details advertisements that are enjoyed: Cosmetic and Fashion Cosmetic and fashion advertisements are very appealing to all females. They enjoy reading about new trends and products. They like cosmetic advertisements to have nice colors and imagery. Celebrities Advertisements with celebrities are highly noticed by all young adults and many said that is the largest factor for them to pay attention to the advertisement. Placement Advertisements placed at the beginning or end of a magazine were said to be more noticed by young adults. TV Advertisements It is important to young adults to see an advertisement on TV for a product. Young adults associate a TV advertisement with a quality brand that can afford to advertise. “ I wouldn’t buy a product if it didn’t have advertisement on TV. This is because I don’t trust it unless I know the company has the power to do advertising.” “ I love to play games on my computer like Counter Strike and World of Warcraft. But there are a lot of ads on the platform that I use to access the games and I don’t like it. I never click on them.” Activities Young adults are extremely busy with their studies or career and have little time to pursue and enjoy hobbies. The following list details activities that young adults enjoy outside of school or work. You will notice that the majority of these activities are centered on friends and relationships and spending time with others: Shopping KTV NBA Traveling Sports (basketball, swimming, football, badminton, jogging) Hanging out with friends Playing games Eating with friends
Celebrities Celebrities are very influential in China, particularly with high school and university students. Most young adults said they would buy something or pay attention to an advertisement if it had their favorite celebrities in the ads. High school girls are more interested in Korean stars and university girls are more attracted by western stars. Korean group Dong Bang Shin Ki is the most frequently mentioned favorite by both age groups. These pictures are of the most commonly mentioned celebrities who young adults enjoy. In Korea, promotions with celebrities work very well. A great example of a “prize” is for a consumer to be invited to visit their favorite star shooting an advertisement for the product.
Summary -- So let’s summarize what we’ve learned so far: 1. Munching and snacking behavior is determined by daily life, emotional needs and relationships. Young adults are in different phases of life and can’t be treated as one target because their munching and snacking moments are different. 2. Young adults plan for mindless munching. Although the actual munching behavior is “mindless”, young adults plan for this moment to occur and purchase food out of habit or because of a friend’s recommendation. 3. Young adults like to share snacks with friends. Sharing relieves stress and provides social acceptance. Sharing moments provide an opportunity for them to care for friends and for them to be cared about. 4. Presentation of shared snacks is important. While there is little difference between the foods that are eaten alone or shared, young adults want good presentation when they share: quality brand, good packaging, food that is not messy and food that is easy to share. 5. A clear line does not exist between munching and snacking foods. There is much overlap of the actual foods that are eaten for munching and snacking. 6. Girls snack more than boys. Outside of meals, boys consistently said they don’t snack. However, in the evening they may eat something that is put in front of them or provided by a friend. 7. Connecting and hanging out with friends is vital. Young adults are extremely busy with their studies or career; however they use social networks, mobiles and chatting to constantly stay in touch throughout the day. Additionally, they spend their rare leisure time with their friends. Now that we know all about young adults, where do Kraft minis fit in the munching and snacking picture? The following section will explain how and where minis will fit with young adults’ lifestyle.
Who are we reaching out to? We are reaching out to female high school and university students that share snacks with each other as part of a bonding experience. These groups snack more than males, and expressed a higher level of interest in the form and taste of minis. Additionally, their status as students provides perfect snacking occasions every day, between and following classes. Who Female high school and university students that share snacks with each other as part of a bonding experience. Why They snack more than males They like form and taste of minis Student status provides new snacking occasion Sharing between and following classes
School life for a young woman in China is intense, with little time to relax. Days are filled with classes, exams, projects and homework. Minis are perfect for a mini break, the sharing of snacks with friends. To these young women, friends are family, and they all enjoy occasions to share with those they are close to. Food isn’t the only thing that gets shared during a mini break. Gossip, laughter, fashion tips, entertainment and complaints get shared as well.
What do we really want to happen? We want young, female high school and university students to have a unique, fun and tasty experience during and following their school days. What’s stopping that from happening? Aside from the fact that minis do not yet exist in China, these young women may not perceive minis to be different from the regular sized products – size and usage occasion. They simply might view minis the same way they view the original forms. In addition, there are many competitive products that young women already like to eat and share.
Minis provide an easy and tasty way for groups of young women to briefly escape from the pressure and demands of school through its: Convenient packaging, Bite-sized pieces, Brand
Why Believe? The sharing of food with friends emulates a family relationship, where people are trusted and loved. It is no surprise that Chinese youth, raised in single-child homes, emulate this familial bonding experience with their friends during social gatherings. Regular sized biscuits are too filling to be enjoyed in many situations. They are too awkward to share since they must be broken into pieces, creating somewhat of a mess. Minis fit perfectly into a mini break, because they taste good, and because their size and form are more convenient for sharing.
The minis should be a brand extension into existing brands. Through our interviews we found that people still go for the brand, rather than just the size of the product. What will differentiate minis from original products are the new usage occasions. As we have been discussing, the new usage occasion that we identified with young adults (female students) are the breaks between and after class. We recommend launching mini Oreos and Chips Ahoy to this target, for this new usage occasion. Y oung adults view Ritz as a “Grandpa brand” and UGUAN as “kids brand.” Based on those learning's, we don’t recommend using Mini Ritz or Mini UGUAN for this target. Our launch plan and positioning is based on Mini Oreos and Chips Ahoy only. We see Mini UGUAN and Mini Ritz having their own usage occasion and target, which would be an extension of their original brands.
Young adults emulate a family relationship with their friends through sharing snacks. It is no surprise that Chinese youth, raised in single-child homes, emulate this familial bonding experience with their friends during social gatherings. To young adults, friends are family and are literally referred to as “xiong di” and “jie mei”, or brothers and sisters. Snacking situations provide an opportunity for them to care for their “brothers and sisters” as well as to be cared about in return. They are building bonds, bit by bit. Just as food for a family meal is cut small to share, food for snacking must also be shareable. Young adults love their “brothers and sisters” and want to share with them the best tastes, packaging and brands available. And although chopsticks and a table may not be present, young adults still pass around their snacks and enjoy the conversation as everyone eats freely. And Mini Oreos and Chips Ahoy are prefect for their mini break. This ties very well into the “moments of connection” that Oreo has already established. Sharing a Mini Oreo is the act, and the benefit is bonding. And the “bite by bite” shows us more of an execution thought that there is a ritual to sharing and then bonding. It is a ritual to class breaks to open a package, pass it around and share Mini Oreos “bite by bite” to start the bonding and moments of connection.
To high school and university girls , Mini Oreos is the sharable snack that helps build bonds with “brothers and sisters” during class breaks .
Advertisements Online, magazine and TV advertisements seem to have the most influence on young adults. While many young adults say they skip or ignore advertisements, the following list details advertisements that are enjoyed: Cosmetic and Fashion Cosmetic and fashion advertisements are very appealing to all females. They enjoy reading about new trends and products. They like cosmetic advertisements to have nice colors and imagery. Celebrities Advertisements with celebrities are highly noticed by all young adults and many said that is the largest factor for them to pay attention to the advertisement. Placement Advertisements placed at the beginning or end of a magazine were said to be more noticed by young adults. TV Advertisements It is important to young adults to see an advertisement on TV for a product. Young adults associate a TV advertisement with a quality brand that can afford to advertise. “ I wouldn’t buy a product if it didn’t have advertisement on TV. This is because I don’t trust it unless I know the company has the power to do advertising.” “ I love to play games on my computer like Counter Strike and World of Warcraft. But there are a lot of ads on the platform that I use to access the games and I don’t like it. I never click on them.” Celebrities Celebrities are very influential in China, particularly with high school and university students. Most young adults said they would buy something or pay attention to an advertisement if it had something to do with one of their favorite celebrities. Below is a list of the most popular celebrities listed during the interviews: for it. An advertisement to them means that the company produces a quality product because they can afford to advertise.
First day of launch, Google uses mini oreos/chips ahoy instead of the “OO”. Provide link to main “Mini You & Me” Web site
“ Mini You&Me” Web site is central place for young adults to share dancing videos and funny pictures with each other. It has two 2 primary functions: 1) Viral video and 2) Photo Contest. 1. This is an example of a viral video where young adults can upload headshots of themselves and three other friends. The faces are then transplanted onto the bodies of dancing minis. The videos are made on our “Mini YOU&ME” site and can be downloaded to their xiaonei and QQ accounts and sent to friends. 2. User-generated online photo contest. Viewers submit photos of their own pictures, with them and a package of Minis on our “Mini YOU&ME” Web site. We want pictures of the craziest and most creative ways to eat minis with friends. A winning finalist is chosen by viewers through an online voting system The winner and up to 4 friends win a trip to Shanghai to spend the day on a Mini commercial photo shoot with a celebrity.
QQ allows the user to see whether friends are online or not. Allows user to invite friends to a game competition---. Haoduoyu has done a great job of using the a famous racing car games a method to get consumer involvement. It is still a very new idea for a company to do something like this, and minis need to be present on this gaming platform. QQ games are great because young adults are actually sharing time together while they are chatting online. These games need to have an end, as the user only plays while they are chatting online while their friends are present.
Young adults are addicted to Xiaonei. They use it to get in touch with friends through out the day. Recently not only young adults but also celebrities and organizations opened their Xiaonei account(See pictures on the right side). They get millions of visits and comments during the first several days. What Minis can do better is use its account not only as a place to publish news but also interact with visitors. Link to the website that allows young adults play games and download gifts to send to their friends.
Several people told us that it isn’t about the games on Xiaonei, it is the fact that they can do something to their friends. These games need to be continuous where young adults can spend 5 minutes at a time, several times a day to check on what has happened with their “mini planet”.
Similar to how Oreo launched its newly formulated Oreos in 2007, ambassadors can help spread the word about minis on major university campuses. We want this to happen before the products are on the shelves so that it creates a buzz that they and their friends have something that no one else has. Ambassadors are chosen at several universities to share minis with their friends during or after school. In order to generate a buzz, the ambassadors will tell friends that minis are not available yet, and it is exclusive for them to enjoy first.
For the launch of Mini Oreo/Chips Ahoy, we will have a Mini Cooper wrapped to resemble the respective brand. Much in the same way racecars are in United States to display sponsors. We will park the car(s) in front of selected Universities/Schools during the morning hours before classes and at events sponsored by Kraft Foods China/Oreo. The Audiovisual equipment will be running “Mini You & Me” videos that customers can make and upload as part of the Mini-Experience. The samples of Mini’s will be for promotional purposes and given out away as people pass by. The size of the pack is to be 25 grams.
In store giveaway of “mini” cell phone charms with purchase of Minis. Why: Young adults (especially females) will want to try minis because they are smaller, cuter versions of familiar biscuits they enjoy. They will be more tempted to buy if an appealing freebie is attached. This will increase trial of the mini product. It will also help with brand awareness when teens use the mini cell phone charms when their friends see their new mobile charm and ask about it. By having a friend’s photo or group photo inside the charm, it can also act as another common bond friends can share with each other. How: In-store promotions can be held especially on weekends, when young women are more likely to be shopping and stocking up on snacks for the week. A cute charm in the shape of a Mini can generate excitement to buy, and the use of the premium will be a great conversation starter in bringing people together and creating awareness about the new mini product line, while also allowing the premium to be personalized.
We used three criteria in determining what products in the Kraft brand portfolio would most likely be able to meet the munching behavior of young-adults in China: A product that is not already in China (new and exciting) The snack must be hand-to-mouth Already available in multiple flavors best summarized as salty, savory and/or spicy The product must not be as filling as a biscuit or cracker After reviewing Kraft’s global brand portfolio, we believe that at least one of the three products here would be most successful in meeting the munching behavior of Chinese young-adults. We believe these products to be ideally situated to address the munching needs of Chinese young adults because they meet all three criteria .
The Mini Cup makes it easy for young-women to share their mini’s with friends by simply passing the cup amongst their friends. Sharing their minis is simply a matter of sitting the cup of mini’s in the middle of a group of friends and sharing at will. There is a concern over the quantity provided both ion terms of perception, as it relates to the packaging, and overall quantity. We feel be putting a smaller bag inside the cup the target will feel deceived because of the disparity between the size of the cup and the amount included within the bag. The second concern is that the quantity on mini’s contained within the cup is not enough for an individual let alone sharing with friends. Our research gave us no indication for dual-usage, that is we didn't find a situation where the consumer would use the packaging in a manner that was described to us. Also, many young adults are price sensitive and the cups premium pricing may influence their purchasing decisions.
Because we are treating Mini Oreos as a brand extension, we think it could easily do something similar to Kit Kat. Although all KitKat branded materials are red and white, these “Lucky Littles” have been packaged using shades of the blooming cherry blossoms. Consumers then c ount the pieces how many are white, and how many are pink and go to the brand website and type the results to see their fortune based on the color proportions. Kit Kat’s corporate colors are Red and white, but this packaging differentiates this fun product for its target. We think Mini Oreos or Chips Ahoy could also do this. Its target is young women, and they LOVE cute packaging. This also reinforces the goal of friendship and sharing. It could also incorporate a game into the packaging to add more interactivity. Additionally, it reinforces that this new product is used for a different occasion than regular Oreos.
Pocky came out with a limited run of six packages dubbed the "Adult Relaxation Masterpiece Gallery," each featuring the work of a famous painter(Van Gogh, Klimt, Manet, Monet and two by Renoir) and a bit of history text to illuminate the apparently culture-hungry adults and younger consumers who use the boxes afterwards as bedroom decorations. In addition to the intended target of office women and housewives, it was found that younger consumers were purchasing the product as well, using the boxes as bedroom decorations or desktop pen/pencil holders. Frito Lay went with a more traditional snack package when they released Caffeine Snacks in the Japanese market. The Caramel Macchiato and Green Tea Latte flavor corn chips pack two cups of coffee's worth of caffeine into each bag. Dars Chocolate believes that their product is best enjoyed at 22 degrees Celsius. To assure that consumers know what temperature the product is at all times, the company attached temperature-sensitive stickers to their packages. At around 22 degrees, the label dot is a deep pink. Below 19 degrees, it reads purple, and above 25 degrees, it appears light pink. The new technology creates a PR opportunity along with a reason to buy, especially amongst teens and kids who will likely use the package as a conversation starter or as a toy.