Techno by Artic is a new flavored vodka product launched by ILLVA Saronno. To promote the brand, the company plans to organize theme parties in pubs across Italy. These events will have different themes each month and feature photo booths and makeup stations. Attendees will take photos that are shared on social media, with the most-liked photo winning a prize and being used to promote the next event. The goal is to create memorable experiences that make Techno by Artic a recognizable brand and spread awareness of the product through word-of-mouth and social sharing.
Russian Standard Vodka - Advertising Research, Proposal, Media Plan, Sample C...Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Russian Standard Vodka Campaign Proposal Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Russian Standard Vodka - Evaluate Campaign EffectivenessJaddan Bruhn
This document summarizes a marketing campaign for Russian Standard Vodka's new citrus RTD product aimed at 18-25 year olds. It outlines the target audience as thrill-seeking individuals focused on socializing and new experiences. While existing research provides some insights, more study is needed of this group's media consumption, social media influence, and factors impacting alcohol purchase. The document proposes conducting online surveys and a focus group to better understand lifestyle, attitudes, and influences in order to design an effective campaign through impactful digital placements that harness social sharing.
This document outlines a proposed radio advertisement for a new Coca-Cola soft drink with less sugar. The advertisement would be released on radio worldwide in multiple languages and emulate an existing upbeat Coca-Cola ad with a song, people discussing the product, and a concluding slogan. The target audience is people of all ages and genders since Coca-Cola is a well-established global brand familiar to most. The ad will not contain any offensive material to avoid turning people away from the product or offending cultural, religious, or social groups where it is broadcast.
Beyond Eureka How ABSOLUT VODKA transformed the brand using Strategic Insight...Rohit Sharma
Beyond Eureka How ABSOLUT VODKA transformed the brand using Strategic Insights?
What are strategic insights and how did Absolut Vodka search for Strategic Insights leading to product innovation. Insights are key for innovation
The document discusses how operators should view and utilize big data. It provides perspectives from industry experts on how big data analytics can provide value if aligned with business strategy, how different tools may be useful for different business functions, and how big data can integrate with existing analytics environments. The experts discuss starting with pilots and focusing on clear goals, selecting tools based on needs, and emphasizing interpretation of results over just collecting more data.
contratacion electronica y contratacion informaticaSheyla T Nizama
Este documento discute varios temas relacionados con la contratación electrónica e informática. Define la contratación informática como la contratación de bienes o servicios informáticos, y la contratación electrónica como la que se realiza por medio de ordenadores u otros elementos electrónicos. Explica que los contratos informáticos a menudo son contratos de adhesión en los que una parte fija las cláusulas y la otra se adhiere a ellas. También habla sobre las cláusulas abusivas y los vicios del consentimiento que pueden producir
Russian Standard Vodka - Advertising Research, Proposal, Media Plan, Sample C...Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Russian Standard Vodka Campaign Proposal Jaddan Bruhn
Advertising proposal, including research, promotional strategy, media plan, sample creative and evaluation metrics for Russian Standard Vodka 300ml ready to drink (premixed) product.
Russian Standard Vodka - Evaluate Campaign EffectivenessJaddan Bruhn
This document summarizes a marketing campaign for Russian Standard Vodka's new citrus RTD product aimed at 18-25 year olds. It outlines the target audience as thrill-seeking individuals focused on socializing and new experiences. While existing research provides some insights, more study is needed of this group's media consumption, social media influence, and factors impacting alcohol purchase. The document proposes conducting online surveys and a focus group to better understand lifestyle, attitudes, and influences in order to design an effective campaign through impactful digital placements that harness social sharing.
This document outlines a proposed radio advertisement for a new Coca-Cola soft drink with less sugar. The advertisement would be released on radio worldwide in multiple languages and emulate an existing upbeat Coca-Cola ad with a song, people discussing the product, and a concluding slogan. The target audience is people of all ages and genders since Coca-Cola is a well-established global brand familiar to most. The ad will not contain any offensive material to avoid turning people away from the product or offending cultural, religious, or social groups where it is broadcast.
Beyond Eureka How ABSOLUT VODKA transformed the brand using Strategic Insight...Rohit Sharma
Beyond Eureka How ABSOLUT VODKA transformed the brand using Strategic Insights?
What are strategic insights and how did Absolut Vodka search for Strategic Insights leading to product innovation. Insights are key for innovation
The document discusses how operators should view and utilize big data. It provides perspectives from industry experts on how big data analytics can provide value if aligned with business strategy, how different tools may be useful for different business functions, and how big data can integrate with existing analytics environments. The experts discuss starting with pilots and focusing on clear goals, selecting tools based on needs, and emphasizing interpretation of results over just collecting more data.
contratacion electronica y contratacion informaticaSheyla T Nizama
Este documento discute varios temas relacionados con la contratación electrónica e informática. Define la contratación informática como la contratación de bienes o servicios informáticos, y la contratación electrónica como la que se realiza por medio de ordenadores u otros elementos electrónicos. Explica que los contratos informáticos a menudo son contratos de adhesión en los que una parte fija las cláusulas y la otra se adhiere a ellas. También habla sobre las cláusulas abusivas y los vicios del consentimiento que pueden producir
El documento describe las funciones de los hemisferios izquierdo y derecho del cerebro. El hemisferio izquierdo se encarga principalmente del lenguaje y la lógica, mientras que el derecho se enfoca más en la creatividad, las emociones, la intuición y el procesamiento visual y espacial. Ambos hemisferios están conectados por el cuerpo calloso y trabajan juntos para el desarrollo humano completo.
El documento compara el aprendizaje significativo y el aprendizaje tradicional. El aprendizaje significativo utiliza todos los conceptos de manera organizada jerárquicamente y presenta pocas relaciones lineales, mientras que el aprendizaje tradicional no utiliza todos los conceptos y presenta una organización jerárquica incorrecta. El aprendizaje significativo es razonado, mientras que el aprendizaje tradicional es memorístico y acumulativo.
El documento describe varios modelos y teorías sobre los estilos de aprendizaje. El modelo de Curry identifica 21 factores que influyen en el estilo de aprendizaje de una persona, incluyendo preferencias ambientales, de interacción social y de procesamiento de información. El modelo de Kolb se basa en que el aprendizaje implica procesar información a través de la experiencia concreta o abstracta y la reflexión o experimentación. Esto da lugar a cuatro tipos de aprendices.
Nimbuzz is a free messaging application that allows users to call, message, and share files with their contacts for free over WiFi or a data plan. The summary provides an overview of Nimbuzz's key features, including free calling and messaging with contacts imported from other services, adding friends from networks like Facebook and Google Talk, personalizing account settings, and using video and voice calls.
El documento presenta definiciones breves de varios términos en español como radical, devastadores, mística, sutilmente, infiltrando, dosis, palpable y fatalmente, entre otros. Proporciona una explicación concisa de cada palabra.
El documento habla sobre la creación de foros sociales. Explica que el proceso de creación de un foro se ha simplificado con las numerosas plataformas disponibles. Recomienda elegir primero entre una opción paga o gratuita, y luego seleccionar una plataforma específica como Mybb, Phpbb o Xenforo. Una vez elegida la plataforma, el siguiente paso es registrarse y configurar el foro.
Un mercader promete traerle una rosa a su hija Bella de un viaje. Durante una tormenta encuentra refugio en un castillo encantado habitado por una Bestia que lo amenaza con matarlo si no le trae a Bella a cambio de su vida. Bella acepta quedarse en el castillo para salvar a su padre. Con el tiempo, Bella y la Bestia desarrollan una amistad, y la Bestia le pide a Bella que se case con él. Bella acepta para romper el hechizo y devolverle su forma humana
Este documento discute los delitos informáticos relacionados con el fraude. Explica que desde los inicios del ser humano, este ha buscado aprovecharse de la debilidad de otros. A pesar del progreso tecnológico, la naturaleza humana no ha cambiado y la corrupción es predecible. Los delitos informáticos incluyen fraude a través de manipulación de datos para ganancias indebidas, espionaje a través de acceso no autorizado a sistemas y correos electrónicos, y sabotaje inform
Este documento presenta información sobre el manejo de la información II. El tema es presentado por Manuel Murillo Prada con número de identificación 93402496 para la asignatura Gestión Básica de la Información - NRC 971 ante la docente Edna Liliana Barbosa Ríos en Bogotá, Colombia el 29 de abril de 2012.
El documento describe la iniciativa OpenCourseWare, lanzada por el MIT en 2001 para ofrecer material docente de forma gratuita y abierta. Esta iniciativa ha inspirado a otras universidades a crear sus propios proyectos OCW. Actualmente existen proyectos OCW en universidades de Asia, Europa, Estados Unidos, América Latina y España que ponen a disposición del público recursos educativos.
El documento describe el SIDA y el VIH, explicando que el SIDA es una enfermedad causada por el virus VIH que debilita el sistema inmunológico. Se transmite a través del intercambio de fluidos corporales como la sangre y las secreciones genitales. El único método preventivo efectivo es el uso de preservativos durante las relaciones sexuales.
Uber represents a new concept of transportation that allows customers to book a vehicle directly through a mobile app. While Uber has been very successful globally, it has also faced significant legal challenges from traditional taxi services and governments. The document analyzes the challenges faced by different actors in various countries. Taxi drivers argue Uber engages in unfair competition since Uber drivers do not need the same licenses. Governments must determine how to regulate Uber and whether there is room for both traditional taxis and Uber. While Uber is still facing legal issues in many places, its success demonstrates the power of new technologies and business models in transportation.
The document discusses 5 principles of high performing experience brands in today's attention economy:
1. Add value - Brands need to give more than they take from consumers by offering value like helpful information or services.
2. Invite participation - Brands should focus on managing communities of supporters rather than rigid brand standards and invite participation through contributing ideas or influencing experiences.
3. User-first design - Brand experiences need to start with understanding consumers' behaviors and catering to their needs and wants to increase engagement without extra convincing.
4. Inspire sharing - Brands must provide compelling content or causes that consumers genuinely want to talk about and share with others through their personal networks.
5. Be
Brand audit : Baileys Irish cream liquor Ian Adams
This document provides a profile of Baileys brand's target audience and reviews recent creative work for the brand. It finds that while the agencies hired have strong capabilities, the "Cream with Spirit" campaign misses opportunities to change perceptions of Baileys as an occasional drink. Research shows Baileys drinkers are typically social grades B and C1, aged 18-34, but the campaign does not address how to get this audience drinking Baileys more frequently. The creative work focuses on lifestyle rather than changing the social norms around Baileys. In conclusion, the agencies' full abilities are not being utilized to solve the core issue of declining frequency of consumption.
This document discusses plans for a new energy drink brand called Pronto Punch. It considers options for can designs for original and orange flavors, looking at packaging of existing brands. Ideas are presented for the logo, can design, and font. A marketing plan is outlined, targeting 16-30 year olds, especially males. Research shows the global energy drink market was worth $53 billion in 2018 and is projected to grow to $86 billion by 2026. Social media strategies of top brands like Red Bull and Monster are analyzed, with both relying heavily on Twitter promotion.
Mock plan autumn marketing campaign london,ukGeorge Sortanos
This document outlines a plan to launch a new limited edition product called "The Secret Gift Box" to increase online sales and attract new customers. The gift box will be made of recycled wood and include a candle, book, and quill. It will be promoted through social media, press releases, radio, and an in-store launch event. The goals are to sell over 50 boxes, increase market share, and raise awareness of the company's environmental values. The document discusses target audiences, pricing, distribution, and operational details for developing and delivering the product on time and according to health and safety standards.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
This document discusses closing the "experience gap" between what brands promise and the actual experiences consumers have. It outlines 5 principles for improving customer experiences: 1) Add value for consumers, 2) Invite consumer participation, 3) Use user-first design, 4) Inspire sharing of brand experiences, and 5) Create brand content that consumers want to engage with rather than interrupting them. It provides examples of brands like KLM, Ikea, Dove, and Honda that have successfully implemented these principles through campaigns, programs and digital experiences. The overall message is that brands must shift from focusing on marketing messages to focusing on the experiences they provide and the value they deliver to consumers.
An old market research (2009) about selling wine online. Today it should completely reviewed considering the new role of social media. Anyway it is interesting, especially because of the rigorous methodology.
El documento describe las funciones de los hemisferios izquierdo y derecho del cerebro. El hemisferio izquierdo se encarga principalmente del lenguaje y la lógica, mientras que el derecho se enfoca más en la creatividad, las emociones, la intuición y el procesamiento visual y espacial. Ambos hemisferios están conectados por el cuerpo calloso y trabajan juntos para el desarrollo humano completo.
El documento compara el aprendizaje significativo y el aprendizaje tradicional. El aprendizaje significativo utiliza todos los conceptos de manera organizada jerárquicamente y presenta pocas relaciones lineales, mientras que el aprendizaje tradicional no utiliza todos los conceptos y presenta una organización jerárquica incorrecta. El aprendizaje significativo es razonado, mientras que el aprendizaje tradicional es memorístico y acumulativo.
El documento describe varios modelos y teorías sobre los estilos de aprendizaje. El modelo de Curry identifica 21 factores que influyen en el estilo de aprendizaje de una persona, incluyendo preferencias ambientales, de interacción social y de procesamiento de información. El modelo de Kolb se basa en que el aprendizaje implica procesar información a través de la experiencia concreta o abstracta y la reflexión o experimentación. Esto da lugar a cuatro tipos de aprendices.
Nimbuzz is a free messaging application that allows users to call, message, and share files with their contacts for free over WiFi or a data plan. The summary provides an overview of Nimbuzz's key features, including free calling and messaging with contacts imported from other services, adding friends from networks like Facebook and Google Talk, personalizing account settings, and using video and voice calls.
El documento presenta definiciones breves de varios términos en español como radical, devastadores, mística, sutilmente, infiltrando, dosis, palpable y fatalmente, entre otros. Proporciona una explicación concisa de cada palabra.
El documento habla sobre la creación de foros sociales. Explica que el proceso de creación de un foro se ha simplificado con las numerosas plataformas disponibles. Recomienda elegir primero entre una opción paga o gratuita, y luego seleccionar una plataforma específica como Mybb, Phpbb o Xenforo. Una vez elegida la plataforma, el siguiente paso es registrarse y configurar el foro.
Un mercader promete traerle una rosa a su hija Bella de un viaje. Durante una tormenta encuentra refugio en un castillo encantado habitado por una Bestia que lo amenaza con matarlo si no le trae a Bella a cambio de su vida. Bella acepta quedarse en el castillo para salvar a su padre. Con el tiempo, Bella y la Bestia desarrollan una amistad, y la Bestia le pide a Bella que se case con él. Bella acepta para romper el hechizo y devolverle su forma humana
Este documento discute los delitos informáticos relacionados con el fraude. Explica que desde los inicios del ser humano, este ha buscado aprovecharse de la debilidad de otros. A pesar del progreso tecnológico, la naturaleza humana no ha cambiado y la corrupción es predecible. Los delitos informáticos incluyen fraude a través de manipulación de datos para ganancias indebidas, espionaje a través de acceso no autorizado a sistemas y correos electrónicos, y sabotaje inform
Este documento presenta información sobre el manejo de la información II. El tema es presentado por Manuel Murillo Prada con número de identificación 93402496 para la asignatura Gestión Básica de la Información - NRC 971 ante la docente Edna Liliana Barbosa Ríos en Bogotá, Colombia el 29 de abril de 2012.
El documento describe la iniciativa OpenCourseWare, lanzada por el MIT en 2001 para ofrecer material docente de forma gratuita y abierta. Esta iniciativa ha inspirado a otras universidades a crear sus propios proyectos OCW. Actualmente existen proyectos OCW en universidades de Asia, Europa, Estados Unidos, América Latina y España que ponen a disposición del público recursos educativos.
El documento describe el SIDA y el VIH, explicando que el SIDA es una enfermedad causada por el virus VIH que debilita el sistema inmunológico. Se transmite a través del intercambio de fluidos corporales como la sangre y las secreciones genitales. El único método preventivo efectivo es el uso de preservativos durante las relaciones sexuales.
Uber represents a new concept of transportation that allows customers to book a vehicle directly through a mobile app. While Uber has been very successful globally, it has also faced significant legal challenges from traditional taxi services and governments. The document analyzes the challenges faced by different actors in various countries. Taxi drivers argue Uber engages in unfair competition since Uber drivers do not need the same licenses. Governments must determine how to regulate Uber and whether there is room for both traditional taxis and Uber. While Uber is still facing legal issues in many places, its success demonstrates the power of new technologies and business models in transportation.
The document discusses 5 principles of high performing experience brands in today's attention economy:
1. Add value - Brands need to give more than they take from consumers by offering value like helpful information or services.
2. Invite participation - Brands should focus on managing communities of supporters rather than rigid brand standards and invite participation through contributing ideas or influencing experiences.
3. User-first design - Brand experiences need to start with understanding consumers' behaviors and catering to their needs and wants to increase engagement without extra convincing.
4. Inspire sharing - Brands must provide compelling content or causes that consumers genuinely want to talk about and share with others through their personal networks.
5. Be
Brand audit : Baileys Irish cream liquor Ian Adams
This document provides a profile of Baileys brand's target audience and reviews recent creative work for the brand. It finds that while the agencies hired have strong capabilities, the "Cream with Spirit" campaign misses opportunities to change perceptions of Baileys as an occasional drink. Research shows Baileys drinkers are typically social grades B and C1, aged 18-34, but the campaign does not address how to get this audience drinking Baileys more frequently. The creative work focuses on lifestyle rather than changing the social norms around Baileys. In conclusion, the agencies' full abilities are not being utilized to solve the core issue of declining frequency of consumption.
This document discusses plans for a new energy drink brand called Pronto Punch. It considers options for can designs for original and orange flavors, looking at packaging of existing brands. Ideas are presented for the logo, can design, and font. A marketing plan is outlined, targeting 16-30 year olds, especially males. Research shows the global energy drink market was worth $53 billion in 2018 and is projected to grow to $86 billion by 2026. Social media strategies of top brands like Red Bull and Monster are analyzed, with both relying heavily on Twitter promotion.
Mock plan autumn marketing campaign london,ukGeorge Sortanos
This document outlines a plan to launch a new limited edition product called "The Secret Gift Box" to increase online sales and attract new customers. The gift box will be made of recycled wood and include a candle, book, and quill. It will be promoted through social media, press releases, radio, and an in-store launch event. The goals are to sell over 50 boxes, increase market share, and raise awareness of the company's environmental values. The document discusses target audiences, pricing, distribution, and operational details for developing and delivering the product on time and according to health and safety standards.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
This document discusses closing the "experience gap" between what brands promise and the actual experiences consumers have. It outlines 5 principles for improving customer experiences: 1) Add value for consumers, 2) Invite consumer participation, 3) Use user-first design, 4) Inspire sharing of brand experiences, and 5) Create brand content that consumers want to engage with rather than interrupting them. It provides examples of brands like KLM, Ikea, Dove, and Honda that have successfully implemented these principles through campaigns, programs and digital experiences. The overall message is that brands must shift from focusing on marketing messages to focusing on the experiences they provide and the value they deliver to consumers.
An old market research (2009) about selling wine online. Today it should completely reviewed considering the new role of social media. Anyway it is interesting, especially because of the rigorous methodology.
The document outlines a marketing campaign created by the agency "The Agencia" for their client Petit Pot, a French pudding brand. The campaign aims to educate consumers about Petit Pot's products through in-store initiatives like video displays and brand ambassadors providing samples, a social media strategy to engage customers, and events like a food festival. The agency analyzes Petit Pot's strengths/weaknesses and competitors then sets objectives to increase awareness, market share and sales through these offline and online initiatives over three months.
• Introduction
As we now, talking to the consumer and sending specific information to make him aware of a certain product or services can be done through several ways, but the most effective way to reach the consumer is through advertising. Advertiser use different campaigns to communicate with their targeted audiences and make them aware of a product ,service or an idea and what benefit they can get from it.
We are an Anti Alcohol campaign that has one main goal; which is to protect the human being and the society as a whole from any activity that can harm human being and cause any damage to the environment. In addition to that, we want people to feel safe and live and let live.
Our attention today turns to the idea that most of the people, especially young people, damage their life by drinking Alcohol. According to some statistics, almost 23% of people who drink alcohol are the primary cause of public problems and car accidents. Also 8% of the people who drink die immediately after getting trunk.
Thus, we tried to create an Advertisement in which we are promoting neither a product nor a service, instead, we are promoting an idea in which we want to create awareness and make people aware of the danger and the negative impacts of alcohol on their personal life as well as the society as a whole. In this advertisement we show some pictures that give a clear idea about the effects of alcohol and how drunken people can behave in manners that cause enormous problems.
• The objectives
Our primarily aim from creating this advertisement is to educate people about the effects of alcohol. Since, the majority of people don’t have a clear idea about the real impact of alcohol which has double effects, the user as well as the society. We want also from this ad to make young people who drink take in mind these negative impacts in order to stop drinking alcohol or at least minimize the quantity consumed. Another objective that concerns us is to make the society safe from any harmful activities that can damage the public goods shared by the citizens, also make citizen live a stable life without any Annoyance from the other parties. We want also to encourage families to have open and frank discussions about the risks associated with drinking earlier. This is about making sure we put young people in charge of their future - not alcohol.
• The visual techniques & other elements
While creating the advertisement, we think of the visual techniques that can be used appropriately in order to deliver the message as it should and to attract the audience and make him watch the commercial till the end. Also, we tried to use the maximum number of optical effects in order to make the ad look attractive as well as play on the mind of the viewers and make them follow the video. Follows are the visual techniques and the optical used:
Visual techniques
• Vignette and situation: we mention different situations portraying cases of alcohol damages
• Sl
This document provides an overview of Heineken's digital marketing strategies and campaigns. It discusses Heineken's mission, values, market presence, and SWOT analysis. It then summarizes several of Heineken's notable digital campaigns, including #OpenYourWorld, which promoted open-mindedness, #TheCandidate which found a new intern through an unconventional interview process, and #TheNegotiation which rewarded fans with UEFA tickets. The document also reviews Heineken's social media presence on platforms like Facebook, Twitter, and Instagram. Overall, it analyzes Heineken's successful use of creative campaigns and digital platforms to engage customers worldwide.
The integrated Campaign: Pantone annual color launching AshurAnqiHe
This is 01 Social media episode, made by Ashur ( Anqi He) // There are three episodes which introduce the Pantone market campaign, including integrated campaign and social media campaign. The deck shown would be episode one; Episode two and three will be shown in the LinkedIn article and Instagram Series of Memes.
The main aim of making the Pantone episode is to apply the marketing strategy and digital marketing skills into real business society.
This paper is focused on Packaging; one of the relatively long-term component in the many tools of shopper marketing. The more interesting observation is that it is right at the center of brand’s consumer proposition and brand’s shopper proposition – therefore an essential component in communication mix. A good packaging design not just motivates shoppers to choose, but it also builds brand equity and supports what is advertised.
Portfolio riccardo prandi_branding through design and business innovation str...Riccardo Prandi
The document summarizes a workshop focused on developing a brand extension strategy for Lacoste. The proposed concept, Lacoste EB4 Elegantly Brave, is an activewear line aimed at reviving Lacoste's heritage of innovation. EB4 merges leading edge performance technology with minimalist design. It represents four pillars: style, embedded technology, eco-sustainability, and healthwear. An accompanying app allows customers to personalize clothing based on biometric data and customize training packages to practice sports tied to each product line.
The document discusses various tools and frameworks for successful innovation, including the seven chakras of innovation, insights about consumers, coming up with new product ideas, defining a brand's essence, and analyzing a brand using the Brand Diamond framework. It also covers the 5 "U"s model for growing a brand by attracting new users, driving incremental usage, impacting use-up rate, trading users up, and penetrating untapped channels. Finally, it discusses capabilities analysis and innovation explosion events.
This document provides a brand plan for Glorita ice lollies. It includes sections on marketing, operations, finance and more. The marketing section discusses target segments, competitive analysis and yearly marketing campaigns. Operations outlines the production process and supply chain. Finance presents sales projections over three years, with year 1 focusing on Cairo and Alexandria, year 2 expanding nationwide, and year 3 projecting continued growth. It estimates sales volumes, revenues, costs and projected profits. The document provides an overview for launching this new ice lolly product in the Egyptian market.
WVU IMC 625 - Advanced Creative Concepts
Throughout this course, we learned to delve into the creative process and hone the skills to develop and execute innovative brand strategies. We tackled the process of building dynamic and engaging campaigns for future employers and clientele.
Creative execution incorporated:
- Audience & insights research
- Current market research
- Brand audit
- Campaign mood board
- Messaging strategy
- Social media marketing
- Digital ads
Vodafone Romania launched a campaign called "Live. From a Different World" to connect older generations whose traditions are dying to younger connected generations. The campaign used Facebook Live to broadcast live videos of elders in Romania's Carpathian Mountains sharing their traditions and crafts with younger viewers. This helped bridge the cultural divide between generations and preserve valuable cultural knowledge that may otherwise be lost. The live videos received over 1 million views, showing the power of live streaming to engage audiences and share intergenerational knowledge.
This document proposes using Captive Media's technology in bars to promote responsible drinking of Heineken beers. It suggests three game ideas: 1) a myth-busting alcohol quiz, 2) a game identifying the units in drinks, and 3) a reaction time test to indicate impairment. Captive Media's system engages customers in bars through interactive games on screens, extends the engagement to their mobile devices, and aims to educate customers on responsible drinking habits through an entertaining format. Working with Heineken, Captive Media would develop a custom game, deploy it in targeted venues, and measure its impact on sales, brand recall, and customer reactions.
1. Global Corporate Entrepreneurship
1
BUSINESS PLAN
Case Study : TECHNO By Artic
Group 4:
Elena Banchero Assietti
Silvia Grieco
Giacomo Piazza
Index
1. Executive Summary
2. Product Idea (Costumer Need and Business Opportunity)
3. Marketing Plan (Customers Target and Marketing Strategy)
4. Operation Plan (Business system and organization)
5. Financial Projections (Financing)
2. Global Corporate Entrepreneurship
2
EXECUTIVE SUMMARY
Executive summary
ILLVA Saronno S.p.A. is an Italian company leader in the spirits’ business.It is part of the Group
ILLVA SARONNO HOLDING S.p.A., controlled by the family Reina, who is the owner for the
100%.The main product is Amaretto Disaronno, that is sold all over the world, other famous
products are Aurum, Zucca, Isolabella Sambuca and Artic Vodka.
In the last years ILLVA developed inside the brand Artic a new and innovative product: Techno by
Artic. This is a novel product with an edgy tech twist.
Its low alcohol content is favorable for being consumed by a huge range of people.
The core concept of the idea, is to organize several events with Techno by Artic as starring. The
main goal is to create a unique experience that will be able to make this brand a recognizable one all
over the world. Thanks to these event in the entire Italy, the aim is to spread the brand name within
the target consumers.
The goal will be achieve through the creation of theme nights in which the participants can have fun
with their friends and spend a memorable night drinking Techno by Artic.
To reach this objective the idea is to organize a contest.
There will be several nights with different themes, where costumers will be immortalized with their
drink; then all the pictures will be uploaded on Social Networks and the picture with most likes will
be used for representing the future events. This new way of mixing fun, entertainment and colours
can lead to a revolutionary trend in which the target will be highly involved.
All these events will be used as unconventional communication for promoting Techno by Artic,
using three words, colour, fluorescent and fun.
3. Global Corporate Entrepreneurship
3
PRODUCT IDEA
Problem:
A real problem that afflicts our society is the boredom. Many young people often stroll around
without a destination during the weekends’ evening. They tend to do always the same things. And
sometimes their only entertainment is to drink big quantity of alcoholic beverage.
Our aim is to fight boredom moments that characterized their spare time.
And we want do this using new kind of events linked with an innovative and young product:
Techno by Artic.
How to resolve - Innovative event:
Creating moments that will be lived as new special ritual for making the evenings special and
memorable.
It will be like a costume party, but for each event the theme will be different and the aim for each
person, who will be participated, will be to try to be similar at one famous star, picture, politician,
historical personality.
The main aspect of these events is that they are based on the game of similarities.
In this way people could have fun also during the previous weeks try to find the perfect mask for
the event. And during the evening they could make up with fluorescent color that will make the
costume unique and unforgettable.
The costume will be immortalized taking many photos which will be published on the main social
networks.
Through these channels it could be possible to start a race for decide which is the best costume, and
the picture with winner will be used to publicized the next event.
Doing that the thrill for the evening will be overlooked not only that evening, but also the weeks
previous and the following ones.
In this way like a vicious circle will be created around the evenings and the product that will be
protagonist.
What is it innovative?
- Not the ordinary evenings but costume party.
- Introduction of a new aspects: Game of similarities; in this way it could be possible to have fun
together creating also a competition with the others to have the best costume.
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- The expectations related with the evening start weeks before the date of the event, because when
it’ll be communicate the theme of the game will be still unknown.
- Use the social network as main communication channel.
- Use the winner of the race for the best costume as imagine for the next event.
Potential benefit for the company:
With these kind of events a word of mouth about the product will start. So the brand’s
recognizability will be increased. It could imply a major return for the Company.
In addition the brand will not be related with the idea of alcoholic hoot, but with funny moments.
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MARKETING PLAN
Analyze the Market
Emerging markets are becoming increasingly important as consumers of spirits and imported brands
are growing rapidly, being now key markets for the global spirits industry.
Despite the period of crises we are facing and according to latest full year data, the global spirits
market expanded by 7% in volume between 2010 & 2011.
In order to drive a correct analysis, we can firstly observe that the European spirits market has great
similarities with the American one: so, it is possible to be focused simply on data regarding about
the last one.
First of all, it’s important to find out what the costumers are more interested in. The Americans
(and, of course the European too) prefer the category of white spirits, and the most sold white spirits
in these regions is Vodka.
The main trend in the last few years is the Ready To Drink: people are not attracted anymore by
cocktails full of ingredients, but they just want their drink as it is in the bottle. The RTD trend is
represented also by the fact that many of young consumers prefer now to have party at home for
several reasons: it is more intimate, there aren’t crowd bars, there is less hoosle and, most of all, it’s
cheaper (this is why 79% of consumers have drunk alcohol at home in the last 6 months).
A lot of consumers are now looking for low-alcohol drinks; they want a lighter alternative to all the
spirits in the market right now, because of two main reasons: the first one is that they wants to enjoy
more the drinking experience and they couldn’t do this if they drink high-alcohol spirits and the
second is that they want to avoid the high percentage of calories that high-alcohol spirits contain.
As said before, the RTD trend is spreading fast, but, in the meantime, people are fed up with usual
spirits tastes: in fact they would like to have different tastes for usual spirits, this is why flavored
vodkas are increased for the 25% between 2010 and 2011.
What costumers are now attentive of the packaging too: they want something that taste good, but
that is also beautiful to look.
An important phenomenon of last years is the Premiumisation that it actually is recognizing some
brands that are categorized as “Premium”. In order to be part of this category, your product should
fit in some characteristics as:
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Quality
Exclusivity
Authenticity
Packaging
Taste
Celebrity endorsement
Worth
Excitement for consumers
Make consumer look and feel as his best
Why the Premiumisation is now so important? It’s easy to find the answer in the percentage that
represent the value of Premium category in 2011: 21%.
Target
Who TECHNO by Artic is designed for?
In order to define better the segment Artic is focused on, it’s useful to use different criteria as:
Geographic
Demographic
Lifestyle
Behavior
Purchasing Behavior
Thanks to these, it’s easier to mark the preferred target characteristics.
The strategy that TECHNO by Artic has developed will cover for its starter time the entire country
of Italy and it is thought for young costumers: boys and girls indicatively from 18 to 26 years old
that spend the days from Monday to Friday attending school, studying or working at least 8 hours
per day and that wait for the weekend in order to have fun with their friends and to meet new people
to enlarge their network of relations.
This is the main objective: having fun!
About young people that have fun there is an old prejudice: it’s common to think that it’s necessary
to get drunk in order to have fun with friends. The goal is to destroy this prejudice demonstrating
that young people can have fun in a different way, they can have fun responsibly.
As said in the market analysis, costumers now have a clear idea of what they want and how they
want it. Basing on that analysis, TECHNO by Artic responds to all the requests: it is the perfect
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RTD spirit, thanks to its alcoholic content of 14.9° it’s a low-alcohol drink, its range of flavors can
satisfied all the costumers and the innovative design of the bottle is extremely attractive.
More than all, what is noteworthy is the fact that this product contain almost every characteristic of
a classical Premium product: the brand Artic guarantee Quality and Authenticity, the distribution
reserved to Pubs gives an Exclusivity trait to the product, the two main peculiarities of TECHNO by
Artic (several tastes and particular design and packaging) are essential and this is another common
point with a Premium product; other two important Premium characteristics are the excitement and
the good looking & feeling that the product brings: these two concepts are achieved by the theme
nights organized by TECHNO by Artic.
Young people prefer to have party at home because drinks are really expensive: with 2 euros per
shot, here is the opportunity to party in Pubs with friends!
The distinctive trait of the chosen segment is that the people want to feel part of the brand; in order
to realize this wish will be essential the use of social network, as for example Facebook, Instagram
and Twitter.
Marketing Strategy
This section will be about how to reach the goal expressed before.
The idea is to organize theme nights in different Pubs all over Italy to make people have fun
spending time with their friends.
The schema below shows how it will work:
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The TECHNO-Game starts with the creation on the event on the Social Network, in order to let the
people know about it and instill curiosity in them. The special theme will be revealed just 4 or 5
days before in order to create a kind of suspense that will increase the curiosity.
There are two different type of parties: the Winter one will take place in Pubs in all the Italian cities,
while the Summer one will take place in the seaside resorts and Acqua Parks.
During the party, people can have fun thanks to the “Make-up Station” where they can use
fluorescent colors to make up and the “Pic Station” where a photographer will immortalize the best
moment of the night: these picture will be the object of the contest.
In the next days, everyone is invited to give the thumb up to the pic they like most and, at the end of
the month, the photo that has received more likes will win the contest.
What does it win? The winning pic will be the one that will represent the events the month after.
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OPERATION PLAN
The following section is mainly focused on the organization of the actions that are going to be taken
in order to achieve the expected results. Since the plan is based on the creation of an event, one of
the key point that the company should follow is the realization of a solid value chain between the
public relations unit and partners. In order to do that, inside this unit, it is recomandable to nominate
one person as the Artic Techno representative that will be specialized in the promotion of the
events. This figure will be directly trained by the public relations responsible and updated to all the
new trends.
Artic Techno representative duties:
Follow the Artic Techno events;
Build solid relationships between venues and clients;
Represent the Company;
On the behalf of the Company take win-win decisions.
In the process of giving visibility to the product, another key figure will be a social media specialist
that will help advertise the event through the social networks. The expertise requested is again
related to the public relations one.
Social media specialist duties:
Now daily trends;
IT social networks knowledge;
Public relation expertise.
Events will take place in two different seasons and the features will change between winter and
summer. Events in both locations will be free for the company, since it is the location that accept to
do the party. Costs for the company are detected in the salary of various specialist and on the
remittances of gadgets and colours.
Winter Party Summer Party
Pubs Seaside resort
All italians cities Acquapark
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The PR responsible and the Artic Techno representative (ATr) should met once a month and create
a wide range of possible events that will be discussed with the Board of Directors. Events will take
place only once a month in the same venue, but having a multiple choice possibilities could help not
to create time lapses within parties.
1st Step
The public relations unit should contact a graphic designer (GD) in order to create eye catching
flyers and advertisements. In addition he will figure out the frame were Artic Techno's customers
will take pictures. The frame will be transported on the party's evening and it will be in the
proximity of the counter in order to take a picture with the Artic Techno consumers (pic station).
Near the pic station, customers will be entertained by a make up station, were they will make up
with fluorescent colours for all the body.
2nd Step
The Artic Techno representative should select venues in order to organize the events. The event
should take place during weekends and mainly on friday night. In order to create expectation there
will be an “event turnover”; it means that only once a month the event will take place in the same
venue.
Parameters of location selection
Economical Not economical
Revenues Number of clients per night
How many shots does it sell Proximity to big cities
Willingness to buy Artic Techno How many likes on the main socials
3rd Step
Advertise and let the event go public. The support of a social media specialist (SMS) will be very
useful since he will know how the social network can work better. In Italy the suggestion is to focus
the attention on Facebook and Instagram.
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The hashtag # will be the instrument used in order to create a common web environment where the
visibility of the product will be highlighted. There will be one hashtag created and used for every
party; it will be easier to detect the winner of the contest.
Facebook
Create a page on the event. The page will be named both with the Company product and the venue's
one. There are no costs in following the strategy, the only remittance will be the SMS ones.
Source Example: Facebook
Instagram
Using this social it will be possible advertising both the event and the location and in addition,
satisfied customers will be able to post pictures of the party. Moreover at the end of the event, when
the contest will take place, it will be possible to detect the winner by having a look at how many
likes a picture has earned. As a price, the winner will receive a free gadget on the evening of the
next party just presenting himself at the entrance.
4th Step
What the Company should provide to the location will be the Artic Techno at €11 per bottle, colour
packs that contain fluorescent body skin lotion, fluorescent lipstick and various gadgets at €12 and
€8 per packs respectively. Gadgets will include fluorescent glasses and bracelets.
5th Step
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The contest will take place during the event, but the winner will be revealed only at the end of the
party, when pictures will receive their likes. The calculated feedback will be useful in order to asses
prises.
Strategies Timeframe
Person
Responsible
Budget Other resources
PR and ATr meeting Once a month PR and ATr
No budget needed
Salary of ATr:
€500
Time budget
Hire a GD Once a month PR
Salary:
€500
Location Twice a month PR and ATr
The company
won't pay anithing
Time budget
Advertisement Once a month ATr and SMS
Cost related to
paper advertises:
€0.5 per page
SMS expertise and
coordination
Provide all the products
Four times per
month
ATr
Prices:
€12 per colour
pack
€8 per gadget
packs
Transportation
costs, estimated
€10
Contest
After every
party
PR
No budget
requested
Costs related to
the gadgets
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FINANCIAL PLAN
Cost analysis:
Total costs related to gadgets are estimated to be €8; each pack will contain 50 gadgets.
Total costs related to colour packs is estimated to be €10; each pack will contain 100 make
ups.
Graphic designer fee is estimated to be €500;
Total costs related to advertisement is estimated to be €0.5 per pages;
Total transportation costs €10;
Revenue analysis:
Each bottle will be sold at €14;
Each shot will be sold at €2;
Revenues are calculated as a percentage of what is going to be sold during the event. Since a bottle
contains almost 16 shots, total revenues will be equal to €32. Net profit for the pub will be equal to
€8, while €10 will be company's profit (60%).
Projections 2015
Year 2015 Location
contacted by
PR responsible
Location that
will buy Artic
Techno
Bottles sold (3 for each
flavour) over 4
locations
Shots sold (16 per
bottle at maximum
capacity)
January 6 4 18x4=72 1152
February 6 4 18x4=72 1152
March 6 4 18x4=72 1152
April 6 4 18x4=72 1152
May 6 4 18x4=72 1152
June 6 4 18x4=72 1152
July 8 4 30x4=120 1920
August 8 4 30x4=120 1920
September 6 4 18x4=72 1152
October 6 4 18x4=72 1152
November 6 4 18x4=72 1152
December 6 4 18x4=72 1152
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Total 76 48 960 15369
Total revenue €13440 €30720
€ 44.160,00
Total Revenue (Bottles + shots) € 44.160,00
Gadgets cost € 250,00
Colour pack cost € 350,00
Graphic designer fee € 3.000,00
Transportation costs € 500,00
Advertisement cost € 250,00
Total cost € 4.350,00
Profit € 39.810,00
During the first year, profits will be slow down for two reasons:
-High cost related to the creation of events;
-Low customer new brand awareness.
Projections 2016
Year 2016 Location
contacted by
PR responsible
Location that
will buy Artic
Techno
Bottles sold (3 for each
flavour) over 4
locations
Shots sold (16 per
bottle at maximum
capacity)
January 6 4 18x4=72 1152
February 6 4 18x4=72 1152
March 6 4 18x4=72 1152
April 6 4 18x4=72 1152
May 6 4 18x4=72 1152
June 6 4 30x4=120 1920
July 8 4 30x4=120 1920
August 8 4 30x4=120 1920
September 6 4 18x4=72 1152
October 6 4 18x4=72 1152
November 6 4 18x4=72 1152
December 6 4 30x4=120 1920
Total 76 48 1056 16896
Total revenue € 14.784,00 € 33.792,00
€ 48.576,00
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Total Revenue (Bottles + shots) € 48.576,00
Gadgets cost € 150,00
Colour pack cost € 250,00
Graphic designer fee € 1.500,00
Transportation costs € 300,00
Advertisement cost € 200,00
Total cost € 2.400,00
Profit € 46.176,00
During the second year it will be possible exploiting scale economies on the advertisement costs,
useful in order to decrease costs related to print all the flyers. In addition the customer knowledge of
the product will rise and it will be very suitable for the company sell more bottles during the
summer and winter period, where the major events will take place.
Projections 2017
Year 2017 Location
contacted by
PR responsible
Location that
will buy Artic
Techno
Bottles sold (3 for each
flavour) over 4
locations
Shots sold (16 per
bottle at maximum
capacity)
January 6 4 18x4=72 1152
February 6 4 18x4=72 1152
March 6 4 18x4=72 1152
April 6 4 18x4=72 1152
May 6 4 30x4=120 1920
June 6 4 30x4=120 1920
July 8 4 30x4=120 1920
August 8 4 30x4=120 1920
September 6 4 30x4=120 1920
October 6 4 18x4=72 1152
November 6 4 18x4=72 1152
December 6 4 30x4=120 1920
Total 76 48 1152 18432
Total revenue € 16.128,00 € 36.864,00
€ 52.992,00
Total Revenue (Bottles + shots) € 52.992,00
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Gadgets cost € 150,00
Colour pack cost € 250,00
Graphic designer fee € 1.000,00
Transportation costs € 280,00
Advertisement cost € 200,00
Total cost € 1.880,00
Profit € 51.112,00
The third year will be characterized by a slightly reduction in costs, but the consumption will be an
important strength since parties will become even more crowded and there will be a new trend
within clients.
2015 2016 2017
0
10000
20000
30000
40000
50000
60000
Financial Projections
Revenues
Cost
Profit