Georgia Food Tours is a walking food tour company in Athens, Georgia that offers tours highlighting local restaurants and food. They lack brand awareness and recognition. The creative campaign will use the theme "Taste the Town" and tactics like printed brochures, stickers, and sponsored events to increase awareness of Georgia Food Tours and their services by 20% by Spring 2014, especially among college students.
The 5 Rules of Local Hospitality Branding by Amor MaclangHomer Nievera, CDE
This document outlines 5 rules of local hospitality branding according to Amor Maclang, a branding expert from the Philippines. The rules are: 1) Your target market and actual users are not the same. 2) The food is just one part of the customer journey. 3) Branding elevates the discourse. 4) Cultural relevance is an important cog. 5) Local is the new premium, provenance is the new branding. Case studies are provided for how brands like Jamba Juice, OVN bakery, and Krispy Kreme applied these rules to succeed in the local market. The overall message is that local branding must consider local culture and customers to elevate both the brand and community.
Rene Arrillaga is a proud Puerto Rican who enjoys movies, baseball, and helping companies with marketing strategies. He has a bachelor's degree in business administration and a master's in strategic communication. His work experience includes positions in marketing, public relations, and account coordination. He is fluent in English and Spanish.
This document profiles Amor Maclang as a brand architect, strategist, and advocate for Mindanao. It then summarizes the key lessons from 5 rules of local hospitality branding based on case studies of launching foreign brands in the local market. The rules are: 1) Target market and actual users are different, 2) Food is one part of the customer journey, 3) Branding elevates discourse, 4) Cultural relevance is important, 5) Local is new premium and provenance is new branding. The purpose is to help local brands champion local resources to drive tourism, agriculture and prosperity in Mindanao.
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.Mimansha Bahadur
The document provides information on Paper Boat drinks, an Indian beverage brand. It discusses the brand's product strategy, differentiation, mix, map, packaging, pricing, distribution channels, and promotional activities. Some key points include:
- Paper Boat targets urban Indian customers aged above 20 with nostalgia-focused drinks in 9 flavors.
- It differentiates with natural ingredients and unique flavors not found in competitors' products.
- Promotional activities include advertising, digital marketing, sponsorships, and initial sales through airlines and hotels.
- Recommendations include expanding availability, introducing winter drinks, and gift packs containing multiple flavors.
During one day, 141 Diageo employees and partners in Colombia visited 101 important off-trade outlets in Bogotá to promote Baileys Day. They executed brand exhibitions and provided samples to over 5,000 consumers. Additional activities included flashmobs and live performances using Baileys bottles. The efforts achieved 95% employee engagement, reached 101 retail customers, and led to a 38% year-over-year sales increase for Baileys in November. The low-cost activity generated a 20% return on investment.
- Paper Boat is an Indian beverage brand that was launched to target urban Indian customers aged above 20, particularly those living away from their native homes.
- It differentiates itself by offering 11 unique flavors made from natural spices and ingredients, including flavors not provided by competitors.
- Paper Boat uses storytelling and emotional branding focused on nostalgia and simplicity to build awareness and connect with its target audience.
This business plan proposes starting a business selling cheese bread (pão de queijo) at farmers markets in Los Angeles neighborhoods. The plan is to begin by selling the cheese bread, produced by a supplier, from a small cart equipped with an oven at the markets. Over time, if successful, the plan is to transition to selling through retail stores modeled after French cafes. The brand aims to position the cheese bread as a family-oriented product and associate it with social and environmental responsibility. Pricing and costs are estimated based on the Los Angeles market. Regulations for selling prepared foods at farmers markets are also outlined. The initial focus is on testing the product and business model at the markets before considering expansion.
Comprehensive media plan for expansion of Austin based Big Top Candy Shop into the Hillsborough Village area of Nashville by myself and 5 other classmates from UT. Includes research and analysis of local area including demographics, available media, and competition. Identified primary and secondary targets, and planned out 8 month campaign that established Big Top brand and met all impression, transaction, social media, and interaction objectives. Then effectively pitched this media plan to prospective client.
The 5 Rules of Local Hospitality Branding by Amor MaclangHomer Nievera, CDE
This document outlines 5 rules of local hospitality branding according to Amor Maclang, a branding expert from the Philippines. The rules are: 1) Your target market and actual users are not the same. 2) The food is just one part of the customer journey. 3) Branding elevates the discourse. 4) Cultural relevance is an important cog. 5) Local is the new premium, provenance is the new branding. Case studies are provided for how brands like Jamba Juice, OVN bakery, and Krispy Kreme applied these rules to succeed in the local market. The overall message is that local branding must consider local culture and customers to elevate both the brand and community.
Rene Arrillaga is a proud Puerto Rican who enjoys movies, baseball, and helping companies with marketing strategies. He has a bachelor's degree in business administration and a master's in strategic communication. His work experience includes positions in marketing, public relations, and account coordination. He is fluent in English and Spanish.
This document profiles Amor Maclang as a brand architect, strategist, and advocate for Mindanao. It then summarizes the key lessons from 5 rules of local hospitality branding based on case studies of launching foreign brands in the local market. The rules are: 1) Target market and actual users are different, 2) Food is one part of the customer journey, 3) Branding elevates discourse, 4) Cultural relevance is important, 5) Local is new premium and provenance is new branding. The purpose is to help local brands champion local resources to drive tourism, agriculture and prosperity in Mindanao.
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.Mimansha Bahadur
The document provides information on Paper Boat drinks, an Indian beverage brand. It discusses the brand's product strategy, differentiation, mix, map, packaging, pricing, distribution channels, and promotional activities. Some key points include:
- Paper Boat targets urban Indian customers aged above 20 with nostalgia-focused drinks in 9 flavors.
- It differentiates with natural ingredients and unique flavors not found in competitors' products.
- Promotional activities include advertising, digital marketing, sponsorships, and initial sales through airlines and hotels.
- Recommendations include expanding availability, introducing winter drinks, and gift packs containing multiple flavors.
During one day, 141 Diageo employees and partners in Colombia visited 101 important off-trade outlets in Bogotá to promote Baileys Day. They executed brand exhibitions and provided samples to over 5,000 consumers. Additional activities included flashmobs and live performances using Baileys bottles. The efforts achieved 95% employee engagement, reached 101 retail customers, and led to a 38% year-over-year sales increase for Baileys in November. The low-cost activity generated a 20% return on investment.
- Paper Boat is an Indian beverage brand that was launched to target urban Indian customers aged above 20, particularly those living away from their native homes.
- It differentiates itself by offering 11 unique flavors made from natural spices and ingredients, including flavors not provided by competitors.
- Paper Boat uses storytelling and emotional branding focused on nostalgia and simplicity to build awareness and connect with its target audience.
This business plan proposes starting a business selling cheese bread (pão de queijo) at farmers markets in Los Angeles neighborhoods. The plan is to begin by selling the cheese bread, produced by a supplier, from a small cart equipped with an oven at the markets. Over time, if successful, the plan is to transition to selling through retail stores modeled after French cafes. The brand aims to position the cheese bread as a family-oriented product and associate it with social and environmental responsibility. Pricing and costs are estimated based on the Los Angeles market. Regulations for selling prepared foods at farmers markets are also outlined. The initial focus is on testing the product and business model at the markets before considering expansion.
Comprehensive media plan for expansion of Austin based Big Top Candy Shop into the Hillsborough Village area of Nashville by myself and 5 other classmates from UT. Includes research and analysis of local area including demographics, available media, and competition. Identified primary and secondary targets, and planned out 8 month campaign that established Big Top brand and met all impression, transaction, social media, and interaction objectives. Then effectively pitched this media plan to prospective client.
The document provides an overview of a revitalized marketing strategy for Gloria Jean's Coffees focusing on the 2014 FIFA World Cup in Brazil. The strategy involves partnering with FIFA to promote Gloria Jean's as the official coffee sponsor of the World Cup. Key elements include developing a fantasy football game and mobile apps to engage customers, advertising through various media channels, and initiatives to support local soccer programs and global hunger relief to strengthen the brand's image and community ties. The strategy aims to address issues with the previous "Celebrate Summer" campaign by leveraging the large global audience and passion for soccer to create a unified marketing campaign across countries where Gloria Jean's operates.
Marketing project on Gloria jean's coffeeRaja Rockii
Gloria Jean's Coffees was founded in 1979 in Chicago and has expanded to over 1,000 locations worldwide. It was established in Australia in 1995 and focuses on specialty coffee, teas, and pastries. The company vision is to be the most loved and respected coffee company globally by serving high quality products and personalized service. In Pakistan, the first store opened in 2007 in Lahore and there are now 24 locations. Key competitors include Starbucks and Dunkin' Donuts, larger global chains with thousands more locations but Gloria Jean's maintains its niche with a focus on quality and customer experience.
This document provides background information on DareDevil Dogs, a gourmet hot dog restaurant located near Ohio State University. It discusses the company's mission, history, partnerships, and current marketing strategies. A SWOT analysis identifies DareDevil Dogs' strengths like quality ingredients and proximity to campus, as well as weaknesses like lack of funding and negative location perceptions. Secondary research examines factors that influence college students' purchasing habits, like valuing experiences and convenience. Primary research reveals DareDevil Dogs wants to partner with Greek life to establish brand awareness through their food truck. The proposed campaign will conduct further research on Greek events and food preferences to help DareDevil Dogs connect with students.
Cora is a Canadian restaurant franchise that focuses on breakfast and lunch. A new Cora location is opening in the Windermere area of Edmonton. To promote this new location, an advertising campaign called "A New Sun is Rising" will use various promotional elements like advertising on transit vehicles and shelters, sales promotions like loyalty programs and discounts, and public relations partnerships. The campaign aims to raise awareness of the new location and drive trial among its primary target audience of local families with young children.
Big Top Candy Shop Media Plan- A ProjectCamy Greisel
Big Top Candy Shop is opening a new location in Nashville, Tennessee and has hired Chain Link Media to develop a media plan for the launch and first 8 months. The plan includes a grand opening event supported by radio advertising, billboards, print ads and guerilla posters. Big Top will also participate in local events like the Tennessee State Fair and Christmas in the Village. Continuous social media presence on sites like Facebook, Twitter and Foursquare will keep customers engaged. The goal is to introduce Big Top Candy Shop to Nashville families and children and achieve weekly sales of $9,775 with 1150 visitors spending an average of $8.50 each.
This document outlines a PR plan to reshape Chick-fil-A's image after an anti-gay controversy. The plan has three main objectives: 1) decrease negative media coverage by 35% by promoting diversity and recycling initiatives, 2) decrease affiliation with Dan Cathy by 20% through employee recognition and a food drive, 3) position Chick-fil-A as the most eco-friendly fast food restaurant. Strategies include diversity picnics, social media campaigns, employee awards, and promoting green building practices. The goal is to make Chick-fil-A known for its diversity, community involvement, and environmental stewardship.
Dunkin' Donuts Final Presentation without namesHallie Mach
Dunkin' Donuts aims to be the leading provider of quality beverages and baked goods through a convenient and friendly experience. As America's largest coffee retailer, Dunkin' sells over 30 cups of coffee per second worldwide. To stay ahead of competitors, Dunkin' focuses on innovation, value promotions, and leading the digital space through mobile ordering and rewards programs. Dunkin' targets middle-class, on-the-go consumers and has maintained strong brand loyalty through consistent quality and service.
Gloria Jean's Coffees is revising its marketing strategy to address issues with its brand equity and execution. The new strategy will feature Olympic swimmer Ian Thorpe to appeal to consumers and advocate a healthy lifestyle. It will include a summer-themed staff uniform and social media competition using the hashtag #GloriaJeansCool to increase engagement. Out-of-home advertising on buses and trains will promote the summer campaign messaging to broaden awareness. The goal is to differentiate Gloria Jean's and rebuild its brand through an integrated marketing approach.
The "Do Us A Flavor" campaign by Lay's allows customers to submit and vote on new potato chip flavors. In 2012, the winning flavor was BLT, and in 2013 it was Cheesy Garlic Bread. This year's campaign encourages submissions between January 13th and April 5th, and voting on finalists will take place from July 28th to October 18th. The goal is to generate customer engagement while gathering feedback on favorite flavors. Past campaigns saw increased sales and social media attention, demonstrating the success of allowing customer input in new product development.
This document contains the menu and branding ideas for Pizza Hut's Team 118. It includes a variety of new pizza options with creative names like "Skinny Slice Pizza", "7-Alarm Fire", and "Buffalo State of Mind". The menu showcases fresh and bold ingredients like spinach, cherry peppers, sriracha, and pretzels. It aims to satisfy millennials' demand for adventurous flavors. The document also discusses Pizza Hut's goals to be the top choice for digital ordering and reach 75% of orders online/mobile by the end of 2015.
This document outlines a marketing plan for Johnnie Walker scotch whiskey to target younger college-aged drinkers. It recommends that Johnnie Walker partner with Starbucks to create a coffee-infused cocktail, build its online and mobile presence on platforms popular with students, and promote its "Keep Walking" slogan across social media and search engines to attract more of the lucrative 21+ college demographic. The goal is to sell more bottles of the affordable Red Label scotch and gain brand loyalty with a new audience, using approximately 1% of Johnnie Walker's $3 billion annual advertising budget for this campaign.
Ansoff's Matrix outlines four strategies for corporate growth: market penetration, product development, market development, and diversification. It is illustrated using the example of Gloria Jeans Coffee, an Australian coffee shop franchise. Gloria Jeans has used strategies like expanding to new markets, developing new products like smoothies and teas, and diversifying into items like coffee mugs and training centers. Through strategies like promotions, new stores, and developing new products, Gloria Jeans has increased sales and traffic to their stores and website.
Public Relations PR Campaign, PR Strategyzeshan596
This PR campaign document proposes a marketing campaign for "Oye Hoye", a brand of potato chips, to help it compete with leading snack brands and become a market leader. The campaign aims to build an "Oye Hoye Community" by engaging the public through various interactive initiatives. These include opening stores offering free merchandise with purchases, launching a Facebook app for discounts, donating to cancer hospitals based on sales, sponsoring cricket matches by providing tickets to those who buy Oye Hoye packs, and offering factory tours. The campaign will use cricketers Shoaib Malik and Sania Mirza as its ambassadors.
This document discusses food marketing strategies used by fast food companies and how they target different demographics. It notes that food companies spend billions of dollars on marketing each year to promote unhealthy foods to children and questions whether this type of marketing should be regulated more. The document then instructs students to get in groups and develop marketing campaigns to promote healthy food options to various audiences.
Advertising & Brand Management Project in which we understand the recent trends in market with industry analysis and then in depth study of the market leader i.e FritoLays. Then we analyse their ad campaigns. Moving on we create our own Quick Snack brand Crispies with proper SWOT, brand associations and Pricing Strategy. Lastly, we have created our own ad campaign for our brand.
Gloria Jean's Coffee originated in Australia but has expanded internationally, including to Northern Cyprus where it opened locations in Nicosia, Famagusta, Kyrenia, and EMU between 2007-2011. It serves hot drinks like coffee, chocolate, and teas as well as cold drinks. To maintain market share in the competitive coffee industry, Gloria Jean's focuses on creating a comfortable atmosphere for customers and uses strategies like competitive pricing and centrally-located stores. A SWOT analysis identifies strengths in brand recognition and variety of offerings, weaknesses in high costs and reliance on coffee sales, opportunities in expanding locations and co-branding, and threats from competitors and changing consumer preferences.
Our integrated communications campaign aims to make Snapple relevant again during its 45th anniversary year. The campaign objectives are to grow Snapple's brand relevance nationally, increase television presence, use public relations, and grow purchase frequency. The campaign mission is to have consumers associate Snapple with positive life experiences they will continuously thirst for by creating scenarios where consumers step out of their comfort zone and experience favorable outcomes tailored to their desires. This will increase sales, maintain brand loyalty in core markets, and increase loyalty nationally.
Frito-Lay is a major manufacturer and marketer of salty snack foods that had nearly $3 billion in net sales in 1985. The company sells various potato chips, corn chips, and dips. In the 1980s, Frito-Lay introduced several new cheese-based dips and recognized the growth of the vegetable dip market, seeing an opportunity to expand their product line. The company has a strong national distribution system and brand recognition that could help new product lines succeed if launched and positioned correctly.
Johnnie Walker aims to reach new audiences by embracing new digital technologies and media. The 200-year old Scotch brand wants to move beyond its traditional older, wealthier customer base and find success with younger generations. To do so, it plans to increase its interactive content online, like cocktail recipes, and launch innovative mobile apps to promote the brand and drive awareness on new digital platforms. Johnnie Walker believes engaging customers through new media is key to remaining the top Scotch label in the world for the next 200 years.
Lady Lee Corporation is a large Honduran conglomerate with diverse business units including retail stores, food franchises, and real estate. It operates various retail brands like Lady Lee, Lady Lee Express, Forever 21, as well as food franchises like Wendy's. The corporation has a real estate division that develops and operates shopping malls across Honduras. Lady Lee Corporation directly employs over 2,500 people and supports over 15,000 indirect jobs in Honduras. It aims to be a leader in its industries and promote economic development through its diverse business operations.
This document summarizes the branding and marketing strategy developed for White Tiger Gourmet restaurant. The strategy addressed two key challenges: a lack of cohesive branding across platforms and low brand awareness among college students. To tackle this, the team redesigned the logo, website, menu and photography to create a consistent brand image. They also increased social media presence on Instagram and Facebook through contests, user-generated content and events. This led to an 844% increase in Instagram followers and growth in Facebook interactions. Overall sales increased by 38% after implementing the new branding and marketing strategy.
This document provides a case study and summary of a marketing campaign for White Tiger Gourmet, a restaurant in Athens, Georgia. The campaign aimed to address two key challenges: a lack of cohesive branding across platforms and low brand awareness among college students. To tackle this, the team redesigned branding elements like the logo, website, and menu to create a consistent brand image. They also increased social media presence on platforms like Instagram and Facebook through contests and engaging content. These efforts led to growth in social followers, interactions, and sales, establishing White Tiger Gourmet as a popular local restaurant.
The document provides an overview of a revitalized marketing strategy for Gloria Jean's Coffees focusing on the 2014 FIFA World Cup in Brazil. The strategy involves partnering with FIFA to promote Gloria Jean's as the official coffee sponsor of the World Cup. Key elements include developing a fantasy football game and mobile apps to engage customers, advertising through various media channels, and initiatives to support local soccer programs and global hunger relief to strengthen the brand's image and community ties. The strategy aims to address issues with the previous "Celebrate Summer" campaign by leveraging the large global audience and passion for soccer to create a unified marketing campaign across countries where Gloria Jean's operates.
Marketing project on Gloria jean's coffeeRaja Rockii
Gloria Jean's Coffees was founded in 1979 in Chicago and has expanded to over 1,000 locations worldwide. It was established in Australia in 1995 and focuses on specialty coffee, teas, and pastries. The company vision is to be the most loved and respected coffee company globally by serving high quality products and personalized service. In Pakistan, the first store opened in 2007 in Lahore and there are now 24 locations. Key competitors include Starbucks and Dunkin' Donuts, larger global chains with thousands more locations but Gloria Jean's maintains its niche with a focus on quality and customer experience.
This document provides background information on DareDevil Dogs, a gourmet hot dog restaurant located near Ohio State University. It discusses the company's mission, history, partnerships, and current marketing strategies. A SWOT analysis identifies DareDevil Dogs' strengths like quality ingredients and proximity to campus, as well as weaknesses like lack of funding and negative location perceptions. Secondary research examines factors that influence college students' purchasing habits, like valuing experiences and convenience. Primary research reveals DareDevil Dogs wants to partner with Greek life to establish brand awareness through their food truck. The proposed campaign will conduct further research on Greek events and food preferences to help DareDevil Dogs connect with students.
Cora is a Canadian restaurant franchise that focuses on breakfast and lunch. A new Cora location is opening in the Windermere area of Edmonton. To promote this new location, an advertising campaign called "A New Sun is Rising" will use various promotional elements like advertising on transit vehicles and shelters, sales promotions like loyalty programs and discounts, and public relations partnerships. The campaign aims to raise awareness of the new location and drive trial among its primary target audience of local families with young children.
Big Top Candy Shop Media Plan- A ProjectCamy Greisel
Big Top Candy Shop is opening a new location in Nashville, Tennessee and has hired Chain Link Media to develop a media plan for the launch and first 8 months. The plan includes a grand opening event supported by radio advertising, billboards, print ads and guerilla posters. Big Top will also participate in local events like the Tennessee State Fair and Christmas in the Village. Continuous social media presence on sites like Facebook, Twitter and Foursquare will keep customers engaged. The goal is to introduce Big Top Candy Shop to Nashville families and children and achieve weekly sales of $9,775 with 1150 visitors spending an average of $8.50 each.
This document outlines a PR plan to reshape Chick-fil-A's image after an anti-gay controversy. The plan has three main objectives: 1) decrease negative media coverage by 35% by promoting diversity and recycling initiatives, 2) decrease affiliation with Dan Cathy by 20% through employee recognition and a food drive, 3) position Chick-fil-A as the most eco-friendly fast food restaurant. Strategies include diversity picnics, social media campaigns, employee awards, and promoting green building practices. The goal is to make Chick-fil-A known for its diversity, community involvement, and environmental stewardship.
Dunkin' Donuts Final Presentation without namesHallie Mach
Dunkin' Donuts aims to be the leading provider of quality beverages and baked goods through a convenient and friendly experience. As America's largest coffee retailer, Dunkin' sells over 30 cups of coffee per second worldwide. To stay ahead of competitors, Dunkin' focuses on innovation, value promotions, and leading the digital space through mobile ordering and rewards programs. Dunkin' targets middle-class, on-the-go consumers and has maintained strong brand loyalty through consistent quality and service.
Gloria Jean's Coffees is revising its marketing strategy to address issues with its brand equity and execution. The new strategy will feature Olympic swimmer Ian Thorpe to appeal to consumers and advocate a healthy lifestyle. It will include a summer-themed staff uniform and social media competition using the hashtag #GloriaJeansCool to increase engagement. Out-of-home advertising on buses and trains will promote the summer campaign messaging to broaden awareness. The goal is to differentiate Gloria Jean's and rebuild its brand through an integrated marketing approach.
The "Do Us A Flavor" campaign by Lay's allows customers to submit and vote on new potato chip flavors. In 2012, the winning flavor was BLT, and in 2013 it was Cheesy Garlic Bread. This year's campaign encourages submissions between January 13th and April 5th, and voting on finalists will take place from July 28th to October 18th. The goal is to generate customer engagement while gathering feedback on favorite flavors. Past campaigns saw increased sales and social media attention, demonstrating the success of allowing customer input in new product development.
This document contains the menu and branding ideas for Pizza Hut's Team 118. It includes a variety of new pizza options with creative names like "Skinny Slice Pizza", "7-Alarm Fire", and "Buffalo State of Mind". The menu showcases fresh and bold ingredients like spinach, cherry peppers, sriracha, and pretzels. It aims to satisfy millennials' demand for adventurous flavors. The document also discusses Pizza Hut's goals to be the top choice for digital ordering and reach 75% of orders online/mobile by the end of 2015.
This document outlines a marketing plan for Johnnie Walker scotch whiskey to target younger college-aged drinkers. It recommends that Johnnie Walker partner with Starbucks to create a coffee-infused cocktail, build its online and mobile presence on platforms popular with students, and promote its "Keep Walking" slogan across social media and search engines to attract more of the lucrative 21+ college demographic. The goal is to sell more bottles of the affordable Red Label scotch and gain brand loyalty with a new audience, using approximately 1% of Johnnie Walker's $3 billion annual advertising budget for this campaign.
Ansoff's Matrix outlines four strategies for corporate growth: market penetration, product development, market development, and diversification. It is illustrated using the example of Gloria Jeans Coffee, an Australian coffee shop franchise. Gloria Jeans has used strategies like expanding to new markets, developing new products like smoothies and teas, and diversifying into items like coffee mugs and training centers. Through strategies like promotions, new stores, and developing new products, Gloria Jeans has increased sales and traffic to their stores and website.
Public Relations PR Campaign, PR Strategyzeshan596
This PR campaign document proposes a marketing campaign for "Oye Hoye", a brand of potato chips, to help it compete with leading snack brands and become a market leader. The campaign aims to build an "Oye Hoye Community" by engaging the public through various interactive initiatives. These include opening stores offering free merchandise with purchases, launching a Facebook app for discounts, donating to cancer hospitals based on sales, sponsoring cricket matches by providing tickets to those who buy Oye Hoye packs, and offering factory tours. The campaign will use cricketers Shoaib Malik and Sania Mirza as its ambassadors.
This document discusses food marketing strategies used by fast food companies and how they target different demographics. It notes that food companies spend billions of dollars on marketing each year to promote unhealthy foods to children and questions whether this type of marketing should be regulated more. The document then instructs students to get in groups and develop marketing campaigns to promote healthy food options to various audiences.
Advertising & Brand Management Project in which we understand the recent trends in market with industry analysis and then in depth study of the market leader i.e FritoLays. Then we analyse their ad campaigns. Moving on we create our own Quick Snack brand Crispies with proper SWOT, brand associations and Pricing Strategy. Lastly, we have created our own ad campaign for our brand.
Gloria Jean's Coffee originated in Australia but has expanded internationally, including to Northern Cyprus where it opened locations in Nicosia, Famagusta, Kyrenia, and EMU between 2007-2011. It serves hot drinks like coffee, chocolate, and teas as well as cold drinks. To maintain market share in the competitive coffee industry, Gloria Jean's focuses on creating a comfortable atmosphere for customers and uses strategies like competitive pricing and centrally-located stores. A SWOT analysis identifies strengths in brand recognition and variety of offerings, weaknesses in high costs and reliance on coffee sales, opportunities in expanding locations and co-branding, and threats from competitors and changing consumer preferences.
Our integrated communications campaign aims to make Snapple relevant again during its 45th anniversary year. The campaign objectives are to grow Snapple's brand relevance nationally, increase television presence, use public relations, and grow purchase frequency. The campaign mission is to have consumers associate Snapple with positive life experiences they will continuously thirst for by creating scenarios where consumers step out of their comfort zone and experience favorable outcomes tailored to their desires. This will increase sales, maintain brand loyalty in core markets, and increase loyalty nationally.
Frito-Lay is a major manufacturer and marketer of salty snack foods that had nearly $3 billion in net sales in 1985. The company sells various potato chips, corn chips, and dips. In the 1980s, Frito-Lay introduced several new cheese-based dips and recognized the growth of the vegetable dip market, seeing an opportunity to expand their product line. The company has a strong national distribution system and brand recognition that could help new product lines succeed if launched and positioned correctly.
Johnnie Walker aims to reach new audiences by embracing new digital technologies and media. The 200-year old Scotch brand wants to move beyond its traditional older, wealthier customer base and find success with younger generations. To do so, it plans to increase its interactive content online, like cocktail recipes, and launch innovative mobile apps to promote the brand and drive awareness on new digital platforms. Johnnie Walker believes engaging customers through new media is key to remaining the top Scotch label in the world for the next 200 years.
Lady Lee Corporation is a large Honduran conglomerate with diverse business units including retail stores, food franchises, and real estate. It operates various retail brands like Lady Lee, Lady Lee Express, Forever 21, as well as food franchises like Wendy's. The corporation has a real estate division that develops and operates shopping malls across Honduras. Lady Lee Corporation directly employs over 2,500 people and supports over 15,000 indirect jobs in Honduras. It aims to be a leader in its industries and promote economic development through its diverse business operations.
This document summarizes the branding and marketing strategy developed for White Tiger Gourmet restaurant. The strategy addressed two key challenges: a lack of cohesive branding across platforms and low brand awareness among college students. To tackle this, the team redesigned the logo, website, menu and photography to create a consistent brand image. They also increased social media presence on Instagram and Facebook through contests, user-generated content and events. This led to an 844% increase in Instagram followers and growth in Facebook interactions. Overall sales increased by 38% after implementing the new branding and marketing strategy.
This document provides a case study and summary of a marketing campaign for White Tiger Gourmet, a restaurant in Athens, Georgia. The campaign aimed to address two key challenges: a lack of cohesive branding across platforms and low brand awareness among college students. To tackle this, the team redesigned branding elements like the logo, website, and menu to create a consistent brand image. They also increased social media presence on platforms like Instagram and Facebook through contests and engaging content. These efforts led to growth in social followers, interactions, and sales, establishing White Tiger Gourmet as a popular local restaurant.
This document provides a case study and summary of a marketing campaign for White Tiger Gourmet, a restaurant in Athens, Georgia. The campaign aimed to address two key challenges: a lack of cohesive branding across platforms and low brand awareness among college students. To tackle this, the team redesigned branding elements like the logo, website, and menu to create a consistent brand image. They also increased social media presence on platforms like Instagram and Facebook through contests and engaging content. These efforts led to growth in social followers and sales, establishing White Tiger Gourmet as a popular local restaurant.
The document discusses the holistic marketing concept and provides details about the beverage brand Paper Boat and its marketing strategies. Key points include:
1) Holistic marketing involves interconnected marketing activities to project a unified business image and ensure customer purchase over competitors.
2) Paper Boat uses storytelling and nostalgia in its marketing campaigns to build emotional connections with its target audience of urban 20-40 year olds.
3) The brand's integrated marketing strategy includes social media campaigns encouraging customers to share childhood memories.
Cooking Up a Storm - Using Design in Food Innovation Seymourpowell
It’s no secret that we have become a nation of foodies. Enticing new food and drink experiences litter the pages of our lifestyle magazines, making consumers ever more demanding.
Despite being famed for transportation and product design, Seymourpowell’s designers often work with a different raw material – food. Whether creating the future of beer, chocolate, coffee, orange juice or crackers, it’s the same team of talented designers turning their hand to the future of food who were, the day before, working on the design of a TV or a train.
The document outlines a marketing strategy created by a team for Collette Tours to promote guided tours in South Africa to baby boomers. The strategy includes researching baby boomers' travel preferences and conducting a situation analysis of Collette and its competitors. It then presents a marketing plan with objectives to increase awareness of South Africa tours by 25%, including a creative brief, advertising campaign executing across television, magazines, newspapers, airports and social media. The plan allocates a $5 million budget and schedules ads primarily from May to August to target winter travel planning. It suggests evaluating effectiveness through online metrics and surveys.
The document outlines a brand refresh campaign for Juicy Fruit gum. The strategic framework aims to re-establish Juicy Fruit as an iconic and fun brand and increase sales among 18-25 year olds. Research found millennials value meaningful brand interactions and savoring sweet moments. The campaign will bring Juicy Fruit fun to consumers through partnerships, experiential activations like a music festival experience, and content creation to inspire life's sweetest moments. It will be measured on market metrics, media coverage, social engagement and category relevance.
South Lincon County, Marketing PresentationTravel Oregon
The document provides an overview of tourism marketing strategies for small organizations on a limited budget, outlining topics such as developing a marketing plan, defining the visitor experience, branding and positioning, cooperative marketing opportunities, understanding target markets, and communication strategies. Attendees will learn tools and resources for creating a tourism marketing plan and how to maximize financial resources through partnerships. The workshop aims to teach participants how to effectively communicate with visitors and develop familiarity with marketing concepts.
Marketing on the Move: A PBJS Guide to Navigating Experiential ToursPBJS
Brands are taking notice of experiential’s significant value and are shifting their budgets to allocate more funding for it every year. In this paper, we’ll explain why tactics like food trucks, pop-up shops and mobile tours make an impact, reveal our secrets to success, and introduce you to brands doing it well.
Like what you see and want to learn more? Contact Linsday.Rowe@pbjs.com.
Minglewood Brewery is a craft brewery and pizzeria located in Cape Girardeau, Missouri that opened in 2015. It aims to educate customers about craft beers and increase younger clientele through various promotional strategies. The marketing plan proposes advertising through billboards, giveaways at local sporting events, brochures, contests with email registration, and hosting events like painting and puppies nights. The $1000 budget will cover a billboard, newspaper ads in the Southeast Missourian, and a slogan redesign to "Home of Your Favorite Pint & A Pie" to promote the full menu. The goal is to increase visibility, market presence, and drive food and beer sales in Southeast Missouri through an integrated media
Upstate Wine Country is a small events planning business that organizes wine festivals in Northeastern Pennsylvania and New York's Southern Tier. It has grown rapidly and transitioned from the introduction to growth stage of the product lifecycle. The marketing plan aims to further increase sales and customer preference as the company expands into new regions. Tickets can be purchased online, through local banks, at venues, or the company office. Revenue comes primarily from ticket sales, though the company reinvests profits to support further growth.
Cultureye proposes rebranding Beth's business from "Beth's Famous Egg Rolls and Empanadas" to "Nanay's Kitchen" with the tagline "Filipino Food from the Heart". The new name positions the business as an authentic Filipino cuisine experience that will appeal to adventurous customers looking to expand their tastes. Cultureye recommends developing a new logo, website, signage and promotional materials to communicate the rebrand and tell Beth's story in order to increase awareness and sales.
Ali Hassan Arshad is presenting a PR campaign to refresh the image of Nice Ice, an iconic ice cream brand, and help it compete in the ice cream market. The campaign involves creating a "Create a Flavour" competition where consumers submit and vote on new ice cream flavors. It will be promoted through social media like Facebook and Twitter, videos on YouTube, and regional supermarket tours with Ms. Nice Ice. Regular meetings will evaluate the campaign's progress and success in increasing sales and brand awareness.
This document provides a strategic plan for an advertising campaign for V&A Market on the Wharf to increase awareness and sales during the winter season. It includes research on macroeconomic trends, markets around the world, and food retailers and markets in Cape Town. Key insights from the research were that many people were unaware of V&A Market on the Wharf and it lacked a distinct identity. The document sets objectives, identifies target markets and competitors, and provides a strategy and recommendations to create a successful winter advertising campaign centered around addressing these insights.
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RTS John Day River Territory Marketing on a ShoestringTravel Oregon
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The SweeTruth Bakery aims to purchase a food truck to transform into a mobile bakery selling cheesecake cupcakes and other desserts. Operating as a mobile bakery will allow the business to establish its brand, expand its customer base, and introduce an alternative bakery concept. The business model involves selling cheesecake cupcakes by the dozen to allow customers to try different crusts, fillings, and toppings. A food truck is chosen to increase mobility, productivity, and visibility in order to widen the customer base and achieve financial sustainability.
The annual report summarizes the activities of the Enactus team at the University of Virginia for the 2014-2015 year. It provides details on 7 projects the team worked on to empower entrepreneurs and strengthen local businesses and nonprofits. Across these 7 projects, the team impacted over 29,000 people, contributed over 1,400 volunteer hours, and involved 42 members. The projects addressed issues like women's economic empowerment, social enterprises, food waste, and supporting local artists and businesses. For each project, the report outlines the target audience, opportunities identified, actions taken, and progress enabled.
This document provides details for a marketing campaign called "Celebrating a Sizzlin' Summer" to promote events at Fair Grounds Race Course & Slots during the summer of 2017. It includes an industry review of Fair Grounds, current measures of success, competitors, segmentation and targeting, communication objectives, creative strategy and execution plans, traditional and social media strategies, an evaluation plan, budget allocation, promotional items, and a media kit. The goal is to increase summer attendance by 50% through a series of monthly themed events focusing on food, drinks and music. Effectiveness will be measured through event attendance, social media engagement, website analytics and post-event surveys.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
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How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
3. Account Executive -‐ PatJice Boswell
Assistant Account Executive -‐ David Amkhinich
StJategist -‐ Shanice StewarT
ArT Director -‐ Jordan Simpson
CopyXriter -‐ Lindsey Gaff
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4. Georgia Food Tours is the original walking food tour. The company appeals to a more cultred,
sophisticated, and matre audience (and those that are hung./).
Aſter owner, Mar_ Charles Howard, stmbled upon a food tour she was eager to intJoduce the
serbice to the Universit_ of Georgia and Athens communit_. Thrilled by the excitement and
adventre that walking food tours gave her, Mar_ wanted others to enjoy that same exderience.
The company offers walkable food tours around Athens’ neighborhoods visiting only locally-‐
owned and sourced restaurants. Georgia Food Tours goes beyond just walking food tours; the
company also offers farg tours, cycle tours, and picnics.
The goal is to bring gJoups of people together. Family, hiends, and stJangers unite over one
common interest – food.
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5. StJengThs
- no competition
- repeat customers
- stJong word-‐of-‐mouth presence
- plentifl food during tours
- historical value of the town
Weaknesses
- no budget
- low brand recogjition
- low brand awareness
- no physical location
- product price
OpporTnities
- exdand target audience to UGA stdents
- exdand target audience to visitors of Athens
- use of local food bloggers/writers
Threats
- weather conditions
- restaurant parTicipation
- drawback of gJoup selings
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6.
- UGA stdents
- Those who are active and enjoy spending time outdoors
- People who enjoy a good time while eating gJeat food
- Those interested in the historical and
environmental value of food and the town
- Males and females betXeen the ages of 30 and 60
- Athenians who are looking to host gJoups or hiends when
they come into town
- Tourists coming to Athens who are looking for a
different way to have dinner while learjing about the
rich cultre of the town
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7. Client Name:
Georgia Food Tours
Serbice:
A walking food tour, highlighting local restaurants and locally-‐sourced food
Objective:
Raise brand awareness and the recogjition of Georgia Food Tours in the Athens area
by 20% by Spring of 2014; Exdand the target audience to college stdents.
Insight:
“I’m ver_ outgoing and I love spending time outdoors. I really enjoying tJ_ing new
things, with reglar acquaintances or stJangers and nothing creates beler
memories than food.” – Mar_ Charles Howard
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8.
Promise:
We promise that a food tour with Georgia Food Tours will be well worTh the cost, and
that our customers will end the tour with a satisfied appetite and memories of a good
time.
SupporT:
-‐ Previous customers gave raving reviews
-‐ Local restaurants give off positive impression for mutal benefit
-‐ Well-‐tJained tour gides are both knowledgeable and inviting to the exderience
Mandatories:
-‐ Website
-‐ Logo
-‐ Video Spot
-‐ Social Media
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9. Problem:
Georgia Food Tours has many serbices to offer its customers, but the company has lille to no
brand awareness and brand recogjition. They need help positioning themselves as an
energizing exderience, creating awareness of the company and their serbice in the Athens
market.
Communication Goals:
- Communicate Georgia Food Tours as the business that will bring the family (old and new)
together in an interactive seling through local restaurants that families are already loyal to,
as well as ones they have not tJied yet.
- Communicate the different tours of Georgia Food Tours and its other serbices.
- Use social media to reach out to college stdents.
- Increase brand awareness and brand recogjition of Georgia Food Tours by
20% by Spring 2014.
9
10. Creative Campaigj:
- “Taste the Town”
- With Georgia Food Tours exdanding to other towns, we want to use the overarching idea “Taste
the Town” to apply to each town where tours will be given.
- We want the customers to view this exderience as an opporTnit_ to learj about the histor_ and
cultre of the food where they they live, all while having a good time with family and hiends.
Tactics:
- Print inforgational brochures and distJibute in areas where the target audience is likely to visit:
visiting centers, hospitals, hotels, and local restaurants with hopes to increase brand awareness.
- Create handouts to be printed and inserTed into on-‐campus publications of the paper (The Red &
Black).
- DistJibute branded stickers in local restaurants to bring the GFT logo to top of mind to those in
the Athens market. This idea capitalizes on the possibilit_ of a “collectible item,” as stickers are
perfect for adorjing laptops or water bolles and would increase awareness.
- Sponsor and host events to bring awareness to the owner, Mar_, and the company.
10
11. We created brochures to distJibute among the Athens communit_. Places
included hospitals, hotels, and restaurants.
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12. We created handouts to give to the customers on the tour. This gave a lille more
insight into the brand as well as inforgation on different tours offered.
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13. In addition to the idea of distJibuting these stickers in restaurants, we hoped to
put them on Jiler_ Joe’s coffee sleeves to build awareness.
13
14. We created “Rack Cards” to help rebrand GFT. These would be placed throughout
the Athens communit_ in areas where a fll brochure is not necessar_.
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www.GeorgiaFoodTours.com/Athens
706-410-1111
eat@GeorgiaFoodTours.com
15. We created a special wedding card to help promote that Georgia Food Tours has
broadened their serbices and now caters weddings.
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wedding parties
and
bridesmaid luncheons
16. We went on a tour and shot video footage for a 1-‐minute spot to be added to the new
GFT website. The spot will highlight different t_des of tours and to give the consumer
an idea of what the exderience is like.
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17. FARMeander is a tXo-‐day event sponsored and hosted by Mar_ and Georgia Food
Tours. The event will be held in April 2014 in Madison, Georgia (30 minutes south of
Athens) and will focus on meeting the owners of local fargs and eating the food
gJown there.
Since FARMeander is a car tour, we created a Google Map to be available to the
customers to easily navigate the 15 different destination. Each tour consists of 6-‐20
people and a dinner prepared with farg-‐sourced food for all parTicipants.
17
18.
We created event flyers for FARMeander as well as promotional inserTs.
18
19. With a budget limited only to print costs, we craſted creative items to reach an older
demogJaphic.
We oſten stmbled over obstacles due to communication barJiers with the client, but
aſter geling first-‐hand exderience of the serbice and reaching a mutal understanding
we slowly made progJess.
Raising brand awareness was our main goal for Georgia Food Tours and we worked to
accomplish this through many low-‐cost tactics.
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20. We were able to help Georgia Food Tours establish itself as a brand that encompasses more
than just Athens Food Tours by contJibuting to its exdansion to Atlanta and St. Simons. We
worked alongside Mar_ for the starT-‐up of a new serbice line, FARMeander, which will soon be
moving out of the initial development stages.
We were able to rebrand the GFT interjet image via social media by creating a new Facebook
account which has received 213 likes in 2 months and a Twiler account which has gained 236
followers in 1 month.
The ultimate goal of this client was to help with rebranding in the middle of the contJact. We
contJibuted gJeatly to brainstorging sessions, with respect to the new logo and creative tactics
for GFT. In addition, we have increased awareness of both new and existing products and
serbices that GFT offers.
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21. To coincide with the rest of our marketing plan, we have several suggestions that we believe
will allow Georgia Food Tours to continue to gJow. Firstly, we would suggest investing time to
work with local businesses and restaurants as an outlet to distJibute promotional items. From
an events perspective, we would suggest specific events to build both sales and awareness,
such as serbing dishes to families at sororit_ and haterjit_ parents’ weekends.
These ideas coupled with a few that are more general are sure to provide Georgia Food Tours a
boost in the coming months. In an efforT to solidif_ the presence of the brand, we suggest that
the company continue to monitor gJowth in social media outlets. To that same end, Georgia
Food Tours will need to continually examine its brand image (in adverTising, social media,
and the website) as it exdands to new cities. Keeping a consistent brand image as a whole
while also displaying local nuances based on location will be key.
With these recommendations in mind, Georgia Food Tours will keep serbing up
deliciousness in the Southeast!
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