The document summarizes the results of an NFL consumer research survey. Most respondents watch football at home and feel fan engagement increases brand loyalty. They spend $1-299 on team merchandise annually and are only willing to pay $200 for a game ticket. Respondents want the NFL to engage fans via social media and gameday activities. The NFL communicates best through social media and television but least effectively through print ads. Its most successful brands are the Super Bowl and Pro Bowl while attempts to brand to women have been least successful. The document then provides recommendations on marketing strategies, expanding the target audience, measuring success and innovations to address issues like concussions.
Social Soup - Understanding Influence in Alcohol MarketingSocial Soup
Social Soup conducted targeted category research across alcohol brands and advertising to understand how to cut through clutter and drive purchase with consumers.
We spoke to 1,500 relevant audience in our community to reveal the do’s (and don’ts) when it comes to alcohol influencer marketing.
The document discusses trends in American eating habits and consumer preferences. It notes that food has become more than fuel and is now a vehicle for self-expression, identity, and political or social statements. Health is also a concern for many consumers but what is perceived as "healthy" can contradict nutritional facts. Restaurants are recognizing that customization, transparency about ingredients, and offering both indulgent and healthier options can attract consumers. Brands must be engaged on social media and responsive to feedback to build loyalty.
This document summarizes research on the consumption, purchase, and selling experiences for wine. It finds that consumers are typically between 25-65, consume wine 2-4 times a week for business lunches and dinners, and purchase wine at restaurants, home, and parties. When purchasing wine, internal factors like taste and price and external factors like friends' advice influence choices. Customers are satisfied by exclusive wines at reasonable prices or tastings, and dissatisfied by expensive average wines or unhelpful staff. Wine is sold through informative labels, staff advice, and tastings to match customer preferences.
AK Kerani is a knit fashion company founded in memory of a close family member to promote mental health awareness and reduce stigma. They sell handmade products and use open dialogue to advocate for mental wellness. The company encourages customers to pursue healthy, productive mental states and was started to honor a loved one who struggled with mental illness but found purpose in life.
Along with three other undergraduate students from Boston University, I conducted primary (in-store observations, focus group discussions, 1-on-1 interviews) and secondary research (brand audit) on the fast-casual industry, focusing on Shake Shack. After a review of the relevant trends, we drafted a creative brief, pointing out opportunities for business growth.
The document summarizes the results of an NFL consumer research survey. Most respondents watch football at home and feel fan engagement increases brand loyalty. They spend $1-299 on team merchandise annually and are only willing to pay $200 for a game ticket. Respondents want the NFL to engage fans via social media and gameday activities. The NFL communicates best through social media and television but least effectively through print ads. Its most successful brands are the Super Bowl and Pro Bowl while attempts to brand to women have been least successful. The document then provides recommendations on marketing strategies, expanding the target audience, measuring success and innovations to address issues like concussions.
Social Soup - Understanding Influence in Alcohol MarketingSocial Soup
Social Soup conducted targeted category research across alcohol brands and advertising to understand how to cut through clutter and drive purchase with consumers.
We spoke to 1,500 relevant audience in our community to reveal the do’s (and don’ts) when it comes to alcohol influencer marketing.
The document discusses trends in American eating habits and consumer preferences. It notes that food has become more than fuel and is now a vehicle for self-expression, identity, and political or social statements. Health is also a concern for many consumers but what is perceived as "healthy" can contradict nutritional facts. Restaurants are recognizing that customization, transparency about ingredients, and offering both indulgent and healthier options can attract consumers. Brands must be engaged on social media and responsive to feedback to build loyalty.
This document summarizes research on the consumption, purchase, and selling experiences for wine. It finds that consumers are typically between 25-65, consume wine 2-4 times a week for business lunches and dinners, and purchase wine at restaurants, home, and parties. When purchasing wine, internal factors like taste and price and external factors like friends' advice influence choices. Customers are satisfied by exclusive wines at reasonable prices or tastings, and dissatisfied by expensive average wines or unhelpful staff. Wine is sold through informative labels, staff advice, and tastings to match customer preferences.
AK Kerani is a knit fashion company founded in memory of a close family member to promote mental health awareness and reduce stigma. They sell handmade products and use open dialogue to advocate for mental wellness. The company encourages customers to pursue healthy, productive mental states and was started to honor a loved one who struggled with mental illness but found purpose in life.
Along with three other undergraduate students from Boston University, I conducted primary (in-store observations, focus group discussions, 1-on-1 interviews) and secondary research (brand audit) on the fast-casual industry, focusing on Shake Shack. After a review of the relevant trends, we drafted a creative brief, pointing out opportunities for business growth.
Mood water is a drink concept that adds different flavors to enhance mood. The flavors cater to different moods like "Lavender Lush" and "Brainy Banana" to attract kids. Its target is young people to hydrate and boost their moods during difficulties. Social media would promote the drinks, which need to be affordable. Launching in spring/summer makes sense as hot weather increases thirst and a mood-boosting drink could refresh and motivate people.
Team #6 consists of 7 members who founded Joe & the Juice in 2002. It has grown to 100 stores across Europe and plans to expand to Asia and the US. In 2003, Valedo Partners acquired a majority stake in the company. Joe & the Juice aims to provide a healthy lifestyle and VIP experience for young, trendy customers through its tasty, premium juices and coffees. It promotes beliefs of health for all and that coffee/juice does not have to be boring. The target demographic includes professionals ages 23-35 who enjoy a healthy lifestyle and are willing to pay more for fresh, premium products. Marketing plans include mystery campaigns and a pop-up store launch in New York City to raise awareness
The document discusses the cognitive components, cultural influences, and target market for the soft drink Thums Up. It analyzes the brand's perceptions, beliefs, social influences, needs and motives that shape attitudes towards the drink. The key aspects that define Thums Up's brand identity are described as iconic, celebratory, brave, and exciting.
This document summarizes Session 2 of a Business Growth Blueprint. It discusses retaining customers through offers, reminders and relationship building. It also discusses making a product shareable through competitions, tools, discounts and other incentives. The document outlines customer journeys and profiles for Janet and Jason who own a small restaurant, and ideal customers Madonna and Malcolm. It suggests brainstorming ideas for adding shareability and implementing them quickly for business growth.
The document analyzes the tea industry and Celestial Seasonings' position in the market. It finds that while tea is the second most consumed beverage globally and specialty teas are growing in popularity, Celestial Seasonings lacks brand awareness and relevance among younger consumers ages 25-35. To address this, it proposes a marketing campaign featuring a genie character to represent how Celestial Seasonings' teas can readily meet people's daily needs. A storyboard shows how a TV ad could use the genie to appeal to working women in the target demographic.
MARKET RESEARCH FROM HUMAN DATA @Twitter
Behavioral Intelligence from Big Data. Predictive insights about Market using Twitter.
A new way to approach marketing research. Get powerful insights quickly on the market and the consumers from Twitter.
The Splenda digital marketing campaign aims to increase brand awareness and loyalty through blogger outreach, social media stunts, and media coverage centered around the theme of Splenda being the "Sweetest Serendipity." Key tactics include developing relationships with bloggers who will create content highlighting Splenda, pop-up stands providing Splenda samples to gather social media posts, and SEO optimization. The campaign's success will be evaluated based on increases in sales, social media followers, and the reach of campaign content. The estimated budget is $1.5-2 million.
The document outlines a campaign plan to increase awareness and involvement for the Eastern Idaho Community Action Partnership (EICAP) food pantry. The plan includes hosting a community event called "Walking in Their Shoes" to educate the public, improving social media presence, implementing regular food drives, and creating a volunteer schedule to better engage the community and increase donations. The year-long campaign aims to reach local businesses, college students, and families to support EICAP's mission of fighting hunger.
Zaconey is a premium bourbon launched in 2013 by Pernod Ricard. It aims to be more than just a beverage but an experience for millennials. To increase brand awareness and online presence, Zaconey plans events like a forest festival and collaborating with clubs popular with their target market. Market research found that their target audience of 20-30 year olds drink weekly and are influenced by price, taste, and convenience. Objectives include increasing online and brand presence through social media and sampling events. A S.W.O.T. analysis identified strengths in taste and image appealing to hipsters but weaknesses in being unknown and threats from loyal competitor brands.
The Garlic Seed Foundation is proposing a strategy to get 1500 existing donors to upgrade their donations by 50% by connecting donors ("sponsors") directly with garlic growers. Sponsors would be matched with an individual grower and bulb, receiving periodic updates on the grower's harvest. Sponsors would receive bulbs from their sponsored grower at harvest time. Additional perks for sponsors include forming an online community, accessing exclusive recipes, and hosting garlic-themed dinner parties to raise additional funds for the foundation.
The document summarizes a 1990 fashion study that identified 5 customer groups - Fashion Enthusiast, Style Seeker, Classic, Timid, and Uninvolved - based on their views of fashion and shopping. It provides descriptions of each group's interests, influences, typical shopping locations, and the key fashion ingredients and retailing strategies that would appeal to each segment. Consumer involvement, self-image, and factors like opinions of others, culture and life stage play a role in each group's purchase decisions.
The social media campaigns document outlines Stephanie Thoma's 2014 social media strategies for Somersaults, including interactive campaigns like "I Spy Somersaults" to engage customers, influencer partnerships under "Somersault Snacking", giveaways, and a weekly quote and informational series to promote the brand's values of fun, nutrition, health and wellness. The campaigns aimed to increase Somersaults visibility, demonstrate its versatility, inspire customers, and develop brand advocates and partnerships through shared social media posts and interactions.
How to Win Consumer Confidence in a Cynical AgeRyan Slack
This document discusses how trust is important for businesses in today's cynical age. It notes that millennials believe the purpose of business is to address societal challenges. Some brands are seen as trustworthy because they have a social mission, do social good, increase social impact, and care about their communities. The document outlines 16 attributes that can help build trust and proposes allowing consumers to certify that they trust a brand through a third-party system.
Layton is pitching a Christmas drink to Coca Cola. The drink aims to bring families together at Christmas. It targets all ages and ethnicities to appeal to a wide audience. Layton researched other drinks and aims to make the product affordable and suitable for different financial and cultural groups. Anthony Joshua will star in the advert to promote the drink, and the soundtrack will be "Somewhere Only We Know". The estimated cost to produce the advert is 2 million.
Cobbs PGN Trader Joe's Case CompetitionHenry Cobbs
This document proposes recommendations to improve Trader Joe's business by focusing on community engagement, technology, and store design. It recommends (1) transforming stores into community hubs with event space and local art; (2) developing a mobile app called "Snap!" for instant self-checkout to reduce lines; and (3) launching a recipe-sharing app and social media presence to foster customer loyalty and discovery. Financial projections estimate these changes could increase annual profits by $2 million within 2 years and raise total sales to $12 billion over 10 years by strengthening the brand in the community.
This document provides tips for motivating yourself to eat more vegetables when you are feeling motivated. It recommends taking advantage of motivated moments to plan easy ways to buy and incorporate vegetables into your diet. Specific tips include buying vegetables from farmer's markets or delivery services, going with others for social commitment, and joining Facebook groups for support and learning. The document prompts the reader to make a plan now to buy vegetables this week from easy local sources.
The document discusses the benefits of generosity. It states that generous people who contribute their time, money and kindness experience greater health, happiness and confidence. Being generous can reduce stress, enhance purpose, improve relationships and increase longevity. The act of giving opens one's heart and shifts the focus away from oneself. While generosity benefits the recipient, it changes the giver even more by allowing them to see the world in a broader way. The document provides tips on being emotionally and thoughtfully generous through acts of kindness, quality time and communication tailored to an individual's needs.
The document discusses plans to launch a new RTD tea brand in Vietnam aimed at children ages 6-16 and their parents. Key points include:
- The target is children of wealthy urban parents who want the best for their kids but lack time.
- Insight is parents want a drink that satisfies kids and strengthens their bond.
- The brand will position itself as a drink that promotes understanding and compassion between parents and children.
- The launch plan involves three phases - raising awareness through social media, engaging parents through a digital platform, and spreading compassion through experiential events.
The document discusses a marketing campaign for the Diva Cup menstrual product. It outlines the target audience as young, active women like Joanna. It then discusses influencers like fitness blogger Samantha Cutler who could promote the Diva Cup. The campaign goals are to get 20,000 new purchases and increase weekly sales 10% through online and social media contests. Bloggers will complete tasks over 4 days promoting the Diva Cup and their followers can win prizes. The campaign will be measured based on engagement, post conversions, and promo code usage.
The document provides information about the Sincere Salad Dressing Company's HACCP program. It includes details about the company, products produced, organizational chart, HACCP team members, prerequisite programs in place, and a finished product profile. The company produces salad dressings and adheres to a HACCP plan and various prerequisite programs to control food safety hazards for its ready-to-eat products.
This document describes the synthesis and in vitro anticancer screening of novel 2-amino benzothiazole derivatives. Several 2-amino benzothiazole compounds were synthesized and tested against nine cancer cell lines. Compound 4i showed promising antitumor activity, with a GI50 value of 7.18 × 10−8 M against non-small cell lung cancer cells. Computational docking was performed to explore if these compounds bind similarly to EGFR inhibitors in the ATP binding site. The synthesized compounds were characterized using techniques such as IR, NMR and HRMS.
Mood water is a drink concept that adds different flavors to enhance mood. The flavors cater to different moods like "Lavender Lush" and "Brainy Banana" to attract kids. Its target is young people to hydrate and boost their moods during difficulties. Social media would promote the drinks, which need to be affordable. Launching in spring/summer makes sense as hot weather increases thirst and a mood-boosting drink could refresh and motivate people.
Team #6 consists of 7 members who founded Joe & the Juice in 2002. It has grown to 100 stores across Europe and plans to expand to Asia and the US. In 2003, Valedo Partners acquired a majority stake in the company. Joe & the Juice aims to provide a healthy lifestyle and VIP experience for young, trendy customers through its tasty, premium juices and coffees. It promotes beliefs of health for all and that coffee/juice does not have to be boring. The target demographic includes professionals ages 23-35 who enjoy a healthy lifestyle and are willing to pay more for fresh, premium products. Marketing plans include mystery campaigns and a pop-up store launch in New York City to raise awareness
The document discusses the cognitive components, cultural influences, and target market for the soft drink Thums Up. It analyzes the brand's perceptions, beliefs, social influences, needs and motives that shape attitudes towards the drink. The key aspects that define Thums Up's brand identity are described as iconic, celebratory, brave, and exciting.
This document summarizes Session 2 of a Business Growth Blueprint. It discusses retaining customers through offers, reminders and relationship building. It also discusses making a product shareable through competitions, tools, discounts and other incentives. The document outlines customer journeys and profiles for Janet and Jason who own a small restaurant, and ideal customers Madonna and Malcolm. It suggests brainstorming ideas for adding shareability and implementing them quickly for business growth.
The document analyzes the tea industry and Celestial Seasonings' position in the market. It finds that while tea is the second most consumed beverage globally and specialty teas are growing in popularity, Celestial Seasonings lacks brand awareness and relevance among younger consumers ages 25-35. To address this, it proposes a marketing campaign featuring a genie character to represent how Celestial Seasonings' teas can readily meet people's daily needs. A storyboard shows how a TV ad could use the genie to appeal to working women in the target demographic.
MARKET RESEARCH FROM HUMAN DATA @Twitter
Behavioral Intelligence from Big Data. Predictive insights about Market using Twitter.
A new way to approach marketing research. Get powerful insights quickly on the market and the consumers from Twitter.
The Splenda digital marketing campaign aims to increase brand awareness and loyalty through blogger outreach, social media stunts, and media coverage centered around the theme of Splenda being the "Sweetest Serendipity." Key tactics include developing relationships with bloggers who will create content highlighting Splenda, pop-up stands providing Splenda samples to gather social media posts, and SEO optimization. The campaign's success will be evaluated based on increases in sales, social media followers, and the reach of campaign content. The estimated budget is $1.5-2 million.
The document outlines a campaign plan to increase awareness and involvement for the Eastern Idaho Community Action Partnership (EICAP) food pantry. The plan includes hosting a community event called "Walking in Their Shoes" to educate the public, improving social media presence, implementing regular food drives, and creating a volunteer schedule to better engage the community and increase donations. The year-long campaign aims to reach local businesses, college students, and families to support EICAP's mission of fighting hunger.
Zaconey is a premium bourbon launched in 2013 by Pernod Ricard. It aims to be more than just a beverage but an experience for millennials. To increase brand awareness and online presence, Zaconey plans events like a forest festival and collaborating with clubs popular with their target market. Market research found that their target audience of 20-30 year olds drink weekly and are influenced by price, taste, and convenience. Objectives include increasing online and brand presence through social media and sampling events. A S.W.O.T. analysis identified strengths in taste and image appealing to hipsters but weaknesses in being unknown and threats from loyal competitor brands.
The Garlic Seed Foundation is proposing a strategy to get 1500 existing donors to upgrade their donations by 50% by connecting donors ("sponsors") directly with garlic growers. Sponsors would be matched with an individual grower and bulb, receiving periodic updates on the grower's harvest. Sponsors would receive bulbs from their sponsored grower at harvest time. Additional perks for sponsors include forming an online community, accessing exclusive recipes, and hosting garlic-themed dinner parties to raise additional funds for the foundation.
The document summarizes a 1990 fashion study that identified 5 customer groups - Fashion Enthusiast, Style Seeker, Classic, Timid, and Uninvolved - based on their views of fashion and shopping. It provides descriptions of each group's interests, influences, typical shopping locations, and the key fashion ingredients and retailing strategies that would appeal to each segment. Consumer involvement, self-image, and factors like opinions of others, culture and life stage play a role in each group's purchase decisions.
The social media campaigns document outlines Stephanie Thoma's 2014 social media strategies for Somersaults, including interactive campaigns like "I Spy Somersaults" to engage customers, influencer partnerships under "Somersault Snacking", giveaways, and a weekly quote and informational series to promote the brand's values of fun, nutrition, health and wellness. The campaigns aimed to increase Somersaults visibility, demonstrate its versatility, inspire customers, and develop brand advocates and partnerships through shared social media posts and interactions.
How to Win Consumer Confidence in a Cynical AgeRyan Slack
This document discusses how trust is important for businesses in today's cynical age. It notes that millennials believe the purpose of business is to address societal challenges. Some brands are seen as trustworthy because they have a social mission, do social good, increase social impact, and care about their communities. The document outlines 16 attributes that can help build trust and proposes allowing consumers to certify that they trust a brand through a third-party system.
Layton is pitching a Christmas drink to Coca Cola. The drink aims to bring families together at Christmas. It targets all ages and ethnicities to appeal to a wide audience. Layton researched other drinks and aims to make the product affordable and suitable for different financial and cultural groups. Anthony Joshua will star in the advert to promote the drink, and the soundtrack will be "Somewhere Only We Know". The estimated cost to produce the advert is 2 million.
Cobbs PGN Trader Joe's Case CompetitionHenry Cobbs
This document proposes recommendations to improve Trader Joe's business by focusing on community engagement, technology, and store design. It recommends (1) transforming stores into community hubs with event space and local art; (2) developing a mobile app called "Snap!" for instant self-checkout to reduce lines; and (3) launching a recipe-sharing app and social media presence to foster customer loyalty and discovery. Financial projections estimate these changes could increase annual profits by $2 million within 2 years and raise total sales to $12 billion over 10 years by strengthening the brand in the community.
This document provides tips for motivating yourself to eat more vegetables when you are feeling motivated. It recommends taking advantage of motivated moments to plan easy ways to buy and incorporate vegetables into your diet. Specific tips include buying vegetables from farmer's markets or delivery services, going with others for social commitment, and joining Facebook groups for support and learning. The document prompts the reader to make a plan now to buy vegetables this week from easy local sources.
The document discusses the benefits of generosity. It states that generous people who contribute their time, money and kindness experience greater health, happiness and confidence. Being generous can reduce stress, enhance purpose, improve relationships and increase longevity. The act of giving opens one's heart and shifts the focus away from oneself. While generosity benefits the recipient, it changes the giver even more by allowing them to see the world in a broader way. The document provides tips on being emotionally and thoughtfully generous through acts of kindness, quality time and communication tailored to an individual's needs.
The document discusses plans to launch a new RTD tea brand in Vietnam aimed at children ages 6-16 and their parents. Key points include:
- The target is children of wealthy urban parents who want the best for their kids but lack time.
- Insight is parents want a drink that satisfies kids and strengthens their bond.
- The brand will position itself as a drink that promotes understanding and compassion between parents and children.
- The launch plan involves three phases - raising awareness through social media, engaging parents through a digital platform, and spreading compassion through experiential events.
The document discusses a marketing campaign for the Diva Cup menstrual product. It outlines the target audience as young, active women like Joanna. It then discusses influencers like fitness blogger Samantha Cutler who could promote the Diva Cup. The campaign goals are to get 20,000 new purchases and increase weekly sales 10% through online and social media contests. Bloggers will complete tasks over 4 days promoting the Diva Cup and their followers can win prizes. The campaign will be measured based on engagement, post conversions, and promo code usage.
The document provides information about the Sincere Salad Dressing Company's HACCP program. It includes details about the company, products produced, organizational chart, HACCP team members, prerequisite programs in place, and a finished product profile. The company produces salad dressings and adheres to a HACCP plan and various prerequisite programs to control food safety hazards for its ready-to-eat products.
This document describes the synthesis and in vitro anticancer screening of novel 2-amino benzothiazole derivatives. Several 2-amino benzothiazole compounds were synthesized and tested against nine cancer cell lines. Compound 4i showed promising antitumor activity, with a GI50 value of 7.18 × 10−8 M against non-small cell lung cancer cells. Computational docking was performed to explore if these compounds bind similarly to EGFR inhibitors in the ATP binding site. The synthesized compounds were characterized using techniques such as IR, NMR and HRMS.
La Agenda 2.0 define una Visión del desarrollo de la Sociedad de la Información y el Conocimiento en el Perú, a ser desarrollada a través de ocho objetivos, con sus respectivas estrategias, las que deben ser complementadas con acciones, proyectos y actividades por parte de las instituciones públicas, entidades privadas, universidades y agentes de la sociedad civil comprometidas en lograr un país con mayor grado social y económico donde las TIC se hayan convertido en un aspecto central para ello, no como fin en sí mismo sino como las herramientas transversales que apoyarán a lograr objetivos institucionales, locales, regionales y nacionales.
The document outlines questions for planning an entrepreneurial idea from concept to reality, including what problem is being solved, the basic concept, why it is being built, who benefits and pays for it, what differentiates it from other options, its social impact, what research has been done, if it has been piloted or prototyped, and how technology could be leveraged for implementation. The questions are from the Lemon School of Entrepreneurship to guide planning an entrepreneurial venture.
The Sweet Nectar Society provides free photography sessions and community outreach programs to medically fragile children and their families. They have a website with information on how to sponsor, donate, volunteer, nominate a child for photography sessions, sign up for their newsletter, and learn about their programs including "Sweet Eats" and "Focus," which provide meals and raise awareness of specific illnesses. The organization shares stories of children they have worked with to highlight their beauty, strength, and resilience.
This document outlines three party packages - Package A, B, and C. Each package includes various amenities such as costumes, venue, invitations, party favors, photography/videography, food items, and activities. Package A costs PHP135,000 for 100 guests plus PHP250 per additional guest. Package B costs PHP160,000 for 100 guests plus PHP250 per additional guest and includes more photography items and additional activities. Package C costs PHP180,000 for 100 guests plus PHP250 per additional guest and features even more photography and decor items as well as additional activities.
El análisis económico del derecho surgió en los Estados Unidos en la década de 1960 y aplica la metodología económica al estudio del derecho. Se basa en presupuestos como el individualismo metodológico, el uso de modelos analíticos y la premisa de que los individuos actúan racionalmente considerando los costos y beneficios. Ayuda a comprender cómo las leyes afectan el comportamiento de las personas y las empresas, y cómo el equilibrio de mercado influye en las preferencias individuales. Se aplica en
This document defines key vocabulary words related to weather including: atmosphere, the air surrounding Earth; temperature, the measure of heat or cold; front, where two air masses of different temperatures meet; wind, the movement of air; anemometer, an instrument that measures wind speed; meteorologist, scientists who study weather; and weather map, a map showing weather data over a large area. It also defines weather as the happenings in the atmosphere at a certain time.
La contratación informática se refiere a contratos de bienes y servicios informáticos, como acuerdos sobre soporte lógico. La contratación electrónica ocurre a través de ordenadores electrónicos, como contratos de arrendamiento por correo electrónico. Los contratos de adhesión son aquellos donde una parte fija las cláusulas y la otra se adhiere sin modificarlas, aunque a veces son abusivos por debilitar la autonomía de la voluntad. La contratación electrónica a través de Internet está relacionada con los contratos
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The document discusses Kengo Kuma's Great Bamboo Wall dwelling located in China near the Great Wall. It analyzes how Kuma used traditional building materials, especially bamboo, to successfully integrate the dwelling with the surrounding physical and cultural context. Bamboo was used in the structure, facade, and interior partitions to promote natural ventilation, framing of the landscape, and cultural significance. The usage of bamboo and other local materials like earth and stone achieved a vernacular design that respected the local environment, traditions, and climate of northern China.
El documento describe cómo el Ministerio de Salud de Perú está implementando tecnologías de la información y comunicación (TIC) como la telesalud y sistemas de información integrados para mejorar el acceso a los servicios de salud, especialmente en zonas rurales. Estas tecnologías permiten prestar servicios de salud a distancia y empoderar a los ciudadanos con información sobre prevención de enfermedades. Compañías como Telefónica y Cisco también están trabajando con el gobierno para aprovechar la infraestructura de fibra ópt
This document discusses key aspects of human development that should guide curriculum planning. It covers five aspects of development: physical maturation, intellectual development, emotional growth, cultural/social development, and the biological basis of individual differences. It summarizes Piaget's stages of cognitive development and Erikson's stages of psychosocial development. It also discusses Kohlberg and Gilligan's models of moral development, noting they differ on whether moral judgements are based on rules or relationships/care for others. The conclusion states curriculum should reflect individual differences in development and provide continuity and sustainability in learning.
The document contains several food idioms and their meanings:
- As busy as popcorn on a skillet means very active.
- As cool as a cucumber means to be calm.
- Food for thought means something to think about that provides mental stimulation.
- Cry over spilt milk means to complain about something that has already happened.
The document describes the ingredients and nutritional benefits of several healthy salad recipes. Shopska salad contains tomatoes, cucumbers, green peppers, onion, and cheese, and is rich in vitamins C and E. Mimoza salad is rich in vitamins A, K, iron, and folate. Mixed salad contains cabbage and carrots, which are rich in vitamin A and good for eyes, as well as beetroot which is a good source of iron, magnesium and vitamin C. Potato salad contains potatoes and onion, which provide iron, magnesium, vitamins C and B6.
IPA is partnering with three rural banks in the Philippines to develop and test credit scoring systems tailored to each bank using historical lending data. The credit scoring systems aim to objectively predict a client's likelihood of repayment based on factors like cash flow, debt capacity, and past repayment patterns of similar clients. Electronic loan applications could provide high quality borrower data to help build these credit scoring models, and would offer benefits like immediate loan decisions, objective decisions, improved client quality, and more accurate data for both clients and banks.
This document discusses food types, spoilage, and preservation methods. It describes two types of foods - perishable foods like milk, fruits and vegetables which have a short shelf life, and non-perishable foods like pulses and cereals which have a long shelf life. It then lists and explains eight common food preservation methods - dehydration, chemical methods using salts/sugars, pasteurization, radiation, cold storage, freezing, wrapping/coating, and canning. For each method, it provides the reason for preservation and examples of foods preserved using that method.
The document outlines plans for a new gaming cafe called G-Zone that will provide a unique video gaming experience in a fun and relaxing environment. It discusses G-Zone's target market of tertiary students, competitors in the market, and provides details on the proposed gaming and food offerings, floor plan, staffing needs, and marketing mix including price, promotion, and placement strategies. The goal is for G-Zone to be a niche gaming destination that caters especially to the needs and preferences of tertiary students in Singapore.
Point of View Document for Newman's Own Lauren Hasse
Newman's Own wants to increase sales to millennials, who currently make up only 9% of their salad dressing customers. Millennials care more about health, social causes, and transparency from companies. They are heavily influenced by social media and packaging. Newman's Own should highlight their charitable mission and healthy ingredients on social media and packaging to better connect with millennial values and shopping habits.
This document outlines a marketing plan for Snapple to grow brand relevance and purchase frequency. Research included a competitive analysis, consumer insights, cultural trends analysis, and SWOT analysis. The plan proposes engaging heavy Snapple users to build loyalty and targeting light users to increase trial through tactics that leverage Snapple's fun brand personality and address the need for an enjoyable break at work.
The document provides a marketing plan to change perceptions of the Ensure brand and create a new identity in the digital space by targeting active older adults. It outlines personas for key consumer segments, digital habits of baby boomers, a consumer journey map, insights on how boomers find exercise boring, and ideas to add excitement through a website with healthy recipes and exclusive workout videos. The plan details initiatives for social media, search, display ads, YouTube, email, referrals, and guerilla marketing like an interactive food truck. Metrics are suggested to measure the plan's effectiveness.
This document discusses conducting audience research for media products. It provides information on measuring audiences through demographic profiles that include factors like gender, age, income level. It also discusses psychographic profiles that examine lifestyle, attitudes and media consumption. The document outlines different audience segments classified by their values, aspirations, and responses to advertising appeals. These include mainstreamers, aspirers, succeeders, reformers, and individuals. It also discusses using a target audience grouping system to categorize audiences based on surveys of attitudes and behaviors. The goal is to help media producers better understand their target audiences.
Orville Redenbacher popcorn sales are declining as the brand is not top of mind for consumers. The document proposes engaging mothers on social media to promote sharing popcorn as a way for families to bond. It suggests a "Share-a-Bowl" campaign on social media where mothers share memories of family moments around a popcorn bowl. In-store displays should focus on creating moments like movie nights rather than price and reinforce popcorn as facilitating quality family time. The goal is to reconnect loyal customers and make Orville Redenbacher synonymous with family experiences.
The document outlines research conducted for developing a marketing campaign to increase sales of Snapple tea drinks. It summarizes secondary research on the tea industry and Snapple's competitors. Primary research in the form of surveys and interviews found that Snapple has strong brand awareness but people don't consider it on shelves, and that consumers want a refreshing drink to help break up dull afternoons at work.
Strategic Communication Plan Synthesis Proposal for TalentiAnna Ferrari
My group designed the strategic plan for the brand "Snapple". We Conducted primary and secondary research. I created multi-media advertisements informed by the groups research (pages 15-18).
Our team's campaign book for Promotions. Promotions is a year-long, 9-credit course at McIntire that centers on creating a campaign for a corporate sponsor to compete in the annual American Advertising Federation's (AAF) National Student Advertising Competition (NSAC).
Snapple is launching a campaign to expand its popularity throughout the US by having Snapple travel to different cities and encourage people to share local facts about their hometown. The campaign will use TV, digital, radio and out of home advertising featuring Zooey Deschanel to promote user generated content and sweepstakes. The goal is to build connections with consumers outside of Snapple's core New York market while maintaining its quirky brand personality.
1. Music producers are interested in the demographics of the audience that a band attracts in order to package and market bands to fit with potential target audiences.
2. Record labels gather information about audiences such as lifestyle, attitudes, and media consumption called "psychographics" to develop marketing plans.
3. Companies like Nielsen conduct surveys to categorize audiences into groups based on psychographics to help media producers and advertisers target specific audience segments.
This document discusses audience research and how it can be conducted. It explains that audience research aims to understand who the target audience is for a media product and how they were addressed. Primary research methods like surveys and questionnaires can be used to gather information about audiences such as demographics (age, gender, income), psychographics (lifestyle and attitudes), and values. Audience segmentation systems help classify audiences into groups. The document provides an example segmentation system and describes its various audience groups. It also discusses how understanding audience values and aspirations can help effectively target different types of consumers.
Fresh direct creative_developement_research_reportshannonmon
The document provides a creative brief and research report for an advertising campaign for FreshDirect, an online grocery delivery service expanding into Philadelphia. The report details 4 advertisement concepts that were tested through online surveys and focus groups of parents. Ad #3, featuring colorful food images, received the most positive feedback and was believed to best convey FreshDirect's message of convenience for parents. The report recommends further refining Ad #3 and launching it as part of a campaign to raise awareness of FreshDirect's services among Philadelphia parents.
UWF 2017 NSAC "Feed Your Inner Dragon" Tai Pei CampaignTiffani Johnson
The document provides an overview of the marketing campaign developed by an agency for Tai Pei's new single-serve entree line targeting younger Millennial consumers. Primary and secondary research was conducted to understand the target audience and competitive landscape. Three key persona segments were identified. The campaign message strategy focuses on authenticity and personalization. The tagline "FEED YOUR INNER DRAGON" will be brought to life through a costumed Chinese Lion Dragon character. The campaign will utilize digital channels like paid social media, streaming services and cable television to increase awareness and engagement opportunities with Millennials.
For 2016 AAF NSAC competition we created a advertising campaign for the Snapple brand. We placed 2nd in our district. I was in the brand activation, account planning, and creative teams.
This document provides insights into Millennial food preferences and behaviors based on research from a marketing firm. It finds that Millennials consider health, sustainability, and family satisfaction as top factors in food decisions. They are heavily influenced by social networks and use social media to share food experiences. Millennials see food as a way to express their personal brand and seek authenticity. They are driving innovation in food technology, home cooking, and restaurants. The marketing firm offers its expertise to provide more insights into this influential generation.
The Choicefuls -Progressive Consumers - 12 Innovative Ways into their Hearts ...Liz Paul
What if there was a group of 50 million Americans who eat, shop and live their values? This presentation will enlighten marketers on what matters most to this group and how to best reach them at retail.
Learning Objectives
- Key insights from proprietary quantitative study identifying a group of progressive consumers (The Choicefuls) who are enthusiastically making choices that are “better-for-me” and “better-for-the-planet.”
- Shopper journeys plus ideas on how to connect with these progressive consumers at retail.
NSAC 2018 Team 352 Final Plans Book: Ocean SprayLauren A Nash
The yearly National Student Advertising Competition (NSAC) collaborated with Ocean Spray this past year.
The collegiate national competition provides a platform for students to pitch their strategic advertising/marketing/media campaign to the corporate client. There are three progressive levels of competition; the district, semi-final, and national levels.
The document discusses the rise of culinary marketing and how consumers have become highly "food-connected". It notes that people frequently discuss food topics and that terms like "foodies" no longer fully capture how engaged people are with food. It then provides examples of different types of food-connected consumers and discusses how brands can leverage this engagement through strategies like celebrity chef endorsements, social causes, social media presences, and television shows. Finally, it briefly touches on emerging food technologies. The overall summary is that food has become deeply integrated into popular culture and daily life, and culinary marketing has grown significantly as a result of this widespread consumer engagement and interest in food topics.
A study on consumer behaviour towards lay'sSoumya Anchi
The document summarizes a study on consumer behavior towards Lay's potato chips in Dharwad, India. The study collected data through surveys of 100 respondents. Key findings include:
1. The majority of respondents, 75%, preferred Lay's chips over other brands like Haldiram's and Bingo.
2. The most preferred Lay's flavors were Spanish Tomato (32%), Hot and Sweet (23%), and Classic Salted (19%).
3. Most respondents, 76%, felt Lay's had enough flavor varieties and consumed the chips often or very often.
4. Taste was the main compelling factor for 86% of respondents when purchasing Lay's, rather than brand, price or other
The document proposes a marketing campaign for Snapple aimed at significantly increasing brand awareness and sales volume. Key elements of the campaign include:
- Targeting millennials through an integrated marketing strategy using digital, social media, local activations, and partnerships.
- Conducting research on consumer perceptions of Snapple, attitudes towards the "Born in New York" campaign, and the brand's position in the RTD tea market.
- Developing personas for the target audiences to focus on mindset, lifestyle and values over demographics.
- Creating a campaign called "#YourSnappleSide" that celebrates the unique personalities of Snapple fans and encourages sharing experiences of discovering one's "Snapple side."
Similar to Newman's Own Salad Dressing Consumer Insight Project (20)
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As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
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Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
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The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
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Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
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The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
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The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
3. 3
Introduction……………………………….4
Secondary Research………………………….………….5
Social Listening……….………………….…8
Primary Research…………………….……………….11
Primary Research Methods……………..12
Qualitative Research Goals……………………..……13
Screener………………………………….14
Focus Group Discussion Guide……………………..15
Focus Groups Findings……………..……17
Shop-a-Longs…………………………………….……20
The Target Profile ………….……..……22
Consumer Insights…………….……….……………26
Tensions……………………………………30
Barriers & Opportunities…….….……………..….…33
Conclusion……………..……………….…38
Sources…………………………….…………….….39
TABLE OF CONTENTS
4. 4
Newman’s Own is a brand that gives all
profits to charity. It has 27 different
salad dressings on the market. It also
has products such as pizza, wine and
lemonade.
It was our goal to pinpoint what
Millennials, specifically people 18-29
years-old, want as a consumer in
general and as a salad dressing user.
Instead of being too narrowly focused
we challenged ourselves to examine all
their purchasing habits.
Over the last three months we have
lived and breathed the consumer and
tried to strip our preconceived notions
in order to be active listeners and
learners.Through secondary research
and various primary research
techniques, we have tapped into some
helpful insights that we hope can make
a difference at Newman’s Own.
While it does face several threats in the
highly competitive salad dressings
market, Newman’s Own also has many
exciting opportunities ahead of it. The
Millennials are in reach. Newman’s Own
might just need to make some changes
to harness them.
Newman’s Own
Introduction
6. 6
Newman’s Own has been in business since 1982.
It was founded by actor, husband and father Paul Newman.
Newman’s Own has given over $450 million to charity in the past 30 years.
It produces over 200 individual products across 20 categories.
“Let’s give it all away” - Paul Newman
1925 - 2008
Newman’s Own prides itself
in good, quality food. While
it isn’t the cheapest on the
market, one has to pay for
the quality of goods one
receives. Its founder, Paul
Newman, pushed for this
same quality from day one.
Paul was humble in saying
he felt “he had been lucky in
life, and helping others was
just the right thing to do.”
Newman’s Own is surprised
by its own success, but
ensures it will not stop
here, and it will continue to
serve charities with its
profits.The brand itself
delivers all of its profits to
the Newman’s Own
Foundation, and it is
responsible for donating the
money. Newman’s Own
Foundation does not
maintain an endowment,
raise funds, or even accept
donations. Its values are:
common purpose, freedom
to dream, trust and respect,
quality, and serious fun. It
strives to live out Newman’s
philanthropic legacy for him.
7. 7
MILLENNIALS
Lifestyle/Demographics/Work
- Millennials are an ethnically diverse generation.
- Only 30 percent of Millennials are married.
- 47 percent of Millennials hold some form of higher education.
- Millennials say the most important things in their lives will be: being a good parent, having a successful
marriage, and helping others in need.
- Millennials are 60 percent white, 20 percent hispanic, 14 percent black, and 5 percent asian.
- Facebook and Twitter are where Millennials turn to for information.
- By 2025, 3 out of every 4 workers globally will be Millennials.
- By 2018, Millennials will have the most spending power of any generation.
- In the last 5 years, 87 percent of Millennial workers took on management roles.
- Millennials have been shaped by technology.
- Millennials value community, family and creativity in their work.
Purchasing
- 1/3 of Millennials said packaging is important - more so than any other generation.
- 62 percent of Millennials are frequently influenced by cause-related marketing.
- Millennials want a connection to the brand.
- Millennials shop by meal and recipe, not by list.
- Millennials use four or more sources to decide what to purchase.
- Millennials want to give back through their purchases, and 75 percent expect a company to have a
charitable component.
- 63 percent of Millennials prefer to make frequent trips to the grocery store rather than one large trip.
- Millennials are more likely than other generations to indicate that single-serve packaging would
influence them to purchase one product over another.
whymillennialsmatter.com
8. 8
Newman’s Own social presence is active but lacking. The company is present on all social media platforms,
but its strategy is not clear. On multiple platforms there are Newman’s Own and Newman’s Own Foundation
accounts that create confusion amongst the consumers when they are tagging the company.
@NewmansOwnFdn:
1287 followers
@NewmansOwn:
25 followers
NOF: 214
followers
31 posts
NOF: 75 followers,
279 pins
NO: 7 followers,
11 articles posted
Last post: May 2015
Average of 43.2
comments per post
NOF: 2,455 likes
NO: 66,411 likes
SOCIAL MEDIA STATS
BuzzFeed
By having a page on BuzzFeed, Newman’s Own can reach a younger audience. But the account has not
been active in four months, and the links in the articles go to various blogs.The reactions to the BuzzFeed
posts vary.
Facebook
People engage most with Newman’s Own on this platform, commenting about Paul, recipes, and why they
love its products. Posts including Paul Newman receive up to 430 likes, compared to posts that include the
product receive 50 on average.The company often replies to positive and negative comments made by
consumers.
Pinterest
While Newman’s Own isn’t very active on Pinterest, consumers tagging Newman’s Own are. Pinners often
pin recipes including Newman’s Own dressing, post about its charities, and even have boards dedicated to
Newman’s Own.
Twitter
@NewmanOwnFdn is the most popular twitter account - tweeting/retweeting about the charities the
company donates to. It does not respond to people who tweet them, but favorites tweets that they are
tagged in.The @NewmansOwn account has not tweeted.
Instagram
Newman’s Own is not active on Instagram, while the Foundation is.The account posts pictures from
different charitable events, but consumers are tagging the foundation in pictures of food with Newman’s
Own products.
9. 9
SOCIAL
LISTENING
Consumers love engaging with Newman’s
Own on social media, and on certain
platforms it appears that
consumers love engaging
with Newman’s Own more
than Newman’s Own loves
engaging with consumers.
This is apparent on Instagram - where
consumers are most likely to post
pictures of their food. Newman’s Own
does not have an active account to reply.
People resort to tagging Newman’s Own
Foundation in their pictures of food.
Consumers engage the most with
Newman’s Own through Facebook. People
share about their love of Paul Newman,
the products, and the charity. Newman’s
Own often replies to the comments on
Facebook, creating a conversation with
the consumer.
10.
10
DIGITAL SHOPPING
By being available on Amazon
Newman’s Own makes itself available
to digital shoppers.
With 44 percent of shoppers
shopping less at supermarkets, and 42
percent of shoppers saying they have
bought groceries online, digital
grocery shopping is a new trend.
Millennials, specifically men, are most
interested in buying groceries online.
By being available for purchase on
Amazon, Newman’s Own is at the
front of the digital shopping trend.
There is also a positive forum on
Newman’s Own products on Amazon.
People comment extensive,
informative, and positive reviews,
encouraging others to try the
products.
63 percent of
Millennial men and 53
percent of Millennial
women have bought
groceries online in the
past 12 months and
would do so again.
12. 12
P
R
I
M
A
Research Methodologies
Y
For our primary research, we needed participants who were
both men and women between the ages of 18-29. In our focus
groups we talked to both users and non-users.We were looking
for participants who had bought salad dressing in the past three
months.
In order to discover these participants, we created a screener
consisting of seven questions. Using Qualtrics we were able to
insert skip logic into the survey.This allowed us to choose
several questions where the answers given defined whether or
not the participants were applicable for our research.The
criteria were age and whether or not the surveyor had
purchased salad dressing in the past three months. All of the
team members distributed the screener through social media,
email and by word-of-mouth to friends, family and peers.
We received 332 responses to the screener with 107 people
meeting the requirements for participation.We ended up with
three focus groups of six people and four shop-a-longs.
13.
13
In order to better understand the potential Newman’s Own consumer, we created a set
of qualitative research goals to guide our primary research.
• Learn how the consumer chose and use their salad dressings.
o Do they use it for marinades? Strictly for salads? Dipping? What’s their primary
use for salad dressing?
• Understand how consumers feel about philanthropic companies.
o Do they trust companies that claim they give to charity? Does it sway their
purchasing choices?
• Discover how the consumers gets their health information and how they determine
what is healthy.
o Do they get it from their friends? Family? Does healthy mean organic or calorie
count?
• Learn if health influences the consumer’s purchasing behavior.
o Do they buy certain products because they perceive them to be healthier? Why
do they perceive it to be healthier than other brands/foods?
• Uncover attitudes and feelings toward salad dressing as a product.
o Are their feelings positive or negative? Do they perceive salad dressing as
something that’s healthy or is it their guilty pleasure?
• Uncover attitudes and feelings toward Newman’s Own salad dressing as a brand.
o What do they know about Newman’s Own salad dressing? What are some of
the things that come to mind when they think of it? Are they aware of its
charitable aspects?
Based off of these goals we chose several different primary research methods.The
majority of our research came from focus groups.We also conducted shop-a-longs to
complement the insights we gathered from the focus groups.We used these goals to help
structure our discussion guide as well.
G O A L S
14. 1. How old are you?
o 17 or younger
o 18 to 20
o 21 to 23
o 24 to 26
o 27 to 29
o 30 or older
2. What is your gender?
o Male
o Female
o Prefer not to answer
3. Have you purchased salad dressing in the past 3
months?
o Yes
o No
4. On average, how much do you spend weekly on groceries?
o $0-$25
o $26-$50
o $51-$100
o $101-$150
o $151-$200
o $201 or more
5. Which of the following salad dressings have you purchased? Check all that apply.
o HiddenValley
o Kraft
o Wish-Bone
o Newman's Own
o Store Brand
o Other (please specify)
6. How much do you value brands that give back/donate to charities?
o Highly unimportant
o Unimportant
o Neutral
o Important
o Highly important
7. If selected, would you be willing to participate in further research?You will be rewarded
for your time.
o Yes
o No
14
S
C
R
E
E
N
E
R
332 Screened
58 % Newman’s
Own users
107 Passed
15. 15
Purpose: To uncover the attitudes and opinions of Millennials towards the salad dressing
category, notably the brand Newman’s Own, and their level of brand awareness.The
information collected will be used to develop consumer insights and drive creative strategy
and a brief.
Introduction: Hello, I’m Hailey and I would like to thank you for coming to our discussion
today. We will be talking about charitable giving in the food category. All answers are valid so
do not feel afraid to speak up. We hope to hear from everyone this afternoon. Don’t worry
about the people taking notes as they are just helping me remember what is said. Please feel
free to get snacks at any point during our meeting.
It’s going to be weird, but let’s get emotional!
Warm Up (5 -10 minutes)
What is your typical meal? Write it down.
What do you eat when you want to feel healthy? Draw and label it.
In-Depth Discussion
1. Eating Healthy
1. Does anyone or anything influence your grocery shopping?
Probe for: natural ingredients, generational encouragements, food for a cause
Listen for: health consciousness, where sources of info come from (blogs, magazines,
friends)
2. What grocery items are you willing to splurge on?
Probe for: what constitutes a splurge?Why these foods in particular?
Listen for: condiments, name brands
3. What constitutes healthy for you, and why do you think you think that?
Probe for: calories, protein, vegetables, sugar, carbs
Listen for: where they get it from?
2. Eating Salads
Exercise: Please describe your idea of a perfect salad. Also, write it down.
Probe for: Is there salad dressing on it? How large or small is the salad? Is there a
difference between the perfect salad and a healthy salad? Perfection = satisfying or
healthy?
Listen for: type of salad dressing (lite dressings, no dressings). Why is this your perfect
salad?
1. Why do you eat a salad?
Probe: protein, health, yumminess
2. What are your salad rituals?
Probe: Is salad the main dish or a side? How often do you eat salad?
3. Where do you buy your salad?
Probe: make salad, pre-packaged salad, whom you’re with
FOCUS GROUP DISCUSSION GUIDE
16.
16
3. Salad Dressing Consumption
Exercise: Draw someone who consumes salad dressing.
1. What do you use salad dressing for?
Probe for: alternative uses besides those known (marinades, pizza/veggie dip)Which
salad dressing is used for what dish
Listen for: food groups paired with dressing
2. What role does salad dressing play in your salad?
3. What type of dressing do you consume?
4. Salad Dressing Purchasing
1. Where do you buy your dressing - what section of the store?
2. What influences salad dressing purchasing decision?
Probe for: price, brand
5. Charity
1. How do you feel about brands that give money to charity?
Probe for: which charities they care about
Listen for: names of companies and charities
2. What brands do you know of that give back to charity?
3. Name the top three causes you care about - write them down.
6. Newman’s Own
1. What do you know about Newman’s Own?
Probe for: where it is bought/sold, who buys?
Listen for: why they buy it, feelings about price
2. Draw Newman’s Own consumer - who is it?
3. Talk about Newman’s Own then ask: Does knowing this information potentially change
your purchasing behavior?
Organizing Focus Groups
Plan for
no-shows
Send
frequent
reminders
Compensate
participants
Talk to a
diverse
group
Speak to all
types of
learners
6-8
people
per group
17. 17
Eating healthy is about feeling good, physically and mentally, during and after a meal.
• “I eat a salad to feel healthy. Whenever you eat something bad you never feel good after.” -
Casey
• “When I eat salads I feel physically better and get the satisfaction of eating healthy and get that
‘go me!’ feeling.” - Dalton
Many young people want quick and easy meals to go along with their
busy schedules.
• “Now that I’m in college I’m all about convenient meals. I don’t
want to spend more than 5 minutes in the kitchen.” - Molly
• “If I’m spending more than 15 minutes making something then it’s
not worth it.” - Jack
Dressing makes or breaks the taste and health factor of a salad. It’s the
most important part of this meal.
• “ The dressing is the most important part of a salad. I’m not going
to eat just leaves.” - Meagan
• “The dressing defines the taste and the health aspect.” - Kourosh
Newman’s partnership with McDonald’s may be hurting the brand’s image.
• “Whenever I think of Newman’s I associate them with McDonald’s
dressing. So I just associate them with being cheaper. It affects my perception of
the brand negatively.That’s really the only thing I know about them.” - Henry
Attractive packaging may have a positive affect on purchase behavior.
• “I’m a really visual person and if it’s packaged really well I will
purchase it over bad packaging regardless of the product.” - Lyndie
Many people are hesitant to fully trust brands’ charitable causes.
• 5 out of 6 of the focus group members felt this way.
In one focus group, not a single member knew who Paul Newman was.
There is a comfort in purchasing brands that parents used.
• “My family always used Ken’s Light Caesar, so I always buy
Ken’s Light Caesar.” - Jennifer
Most Millennials perceive the Newman’s Own user as an older, more
affluent person.
Many Millennials are not yet brand loyal to a specific salad dressing brand, and they do seek variety.
• “There’s definitely brands I’m more familiar with, like HiddenValley, but I’ll try out new dressings if
they look good.” - Brianna
FOCUS GROUP FINDINGS
19.
19
Drawing #1: This focus group member,
Henry, brought up some important
insights. On the right side of the page,
he mentioned the partnership with
McDonald’s and Newman’s Own.This
caused him to assume Newman’s was a
less expensive product as well as an
unhealthy one, since it is associated
with a fast-food restaurant.
Drawing #2: This focus group member,
Megan, was first asked to draw a salad
consumer, which depicted just a
“regular woman.” The second drawing
was when she was asked to draw a
Newman’s Own consumer. Here she
used words like “giving, happy and
knowledgeable.” This showed the
perception a consumer of salad
dressing has of Newman’s Own.
Drawings #3: In this drawing by Nina
and in the majority of the drawings
from our focus groups we saw a similar
trend.When asked to describe their
perfect salad, dressing was always listed.
The members told us that whether
thinking of a healthy salad or their
favorite salad, dressing was most of the
time a deciding factor. Often times, the
healthy and the perfect salad
overlapped.
21.
21
-
SHOP-A-LONG FINDINGS
We did four shop alongs with two men and two women.With this, we wanted
to continue to acknowledge the fact that men and women are the equal targets
in this matter.Through our shop-a-longs we found several commonalities in our
subjects, including the fact they all chose to go to Hy-Vee.
1) Salad Kits are the thing to buy, especially for Millennials that are still in
college.They haven't quite perfected how to make their mom’s “house salad”
and a salad kit just about gets the job done. Also, it is easy and convenient. If
they are a variety seeker, which many claim to be, salad kits give them the
option to not commit to a full bottle of dressing - each salad can be a whole
different meal.
2) Point-of-purchase advertising and sampling works on Millennials. Our
shoppers were all very visual people. If there was a sample, they were going
to try it. If there was a display in store, it was noticed.This speaks to
Millennials’ visual nature.
3) Our subjects each looked at the back of products for the ingredient list
frequently. What was going into their food was important to them, and
while their trips were all relatively short, each being under 25 minutes, they
didn't mind spending time addressing the product information.
4) Based on our focus group finding we weren't surprised our participants
compared prices on items while they were shopping. Price was very
important to them, and the red “SALE” labels were particularly attractive as
they selected items to buy.
5) Our shoppers were all Newman’s Own users. Even if they did not purchase
the brand on this specific trip, they had in the past. However, two of our
shoppers did claim to own other types of salad dressing brands as well. Our
shoppers spent an average of $87 on groceries, purchasing an average of 20
items.
6) None of the shoppers had a written list and were simply going off a mental
list. Their trips seemed routine and memorized rather then a search for
particular items.They knew the aisles well, and they seemed confident in
their purchases.
23.
23
The Striving Soul Seeker is embracing their independence.They are in the
stage of getting their life together to the best of their ability. Since their life
is in transition, they find value in belongings that offer them a sense of
stability. They are looking for more out of life than half-hearted friends and
one-night stands – they are searching for a genuine life. They are over
caring about what others think of them – what do they think of themselves?
They want to be confident in the person they are. This is a new chapter of
their life and a new opportunity to make things right.They are not only
healthy because they exercise and eat well. They are healthy because their
soul is healthy – they are a healthy being. The Striving Soul Seeker wants
purchases that reflect their mindset. They want to genuinely feel good
about the money they spend. For the first time in their life it is their money
to spend and their decisions to make.
The Striving Soul Seeker
TARGET PROFILE
24.
24
What is
the Soul
Seeker
Striving
For?
This Year’s Bucket List
- Run a half marathon
- Donate blood at least twice to the Red Cross
- Master mom’s homemade lasagna
- Cut MSG out of my diet
- Call mom & dad at least once a week
25. 25
The Striving Soul Seeker always
loved coming home from school to
dad making chocolate chip cookies.
The recipe hadn’t changed since
great grandma first wrote it down.
The Striving Soul Seeker thinks back
fondly on the memories of after-
school snacking, but is also looking
forward to the new memories and
recipes to be made. Recipes, like
brands, that have been around and
have stayed true to tradition are
important to the Striving Soul
Seeker. For them, longevity shows
quality.They trust brands that have
stood the test of time just like they
always trust great grandma’s cookies
to be delicious.
The Striving Soul Seeker cares
about others and wants to do their
part in improving the community.
They know about different
charities and have a diverse set of
non-profit groups they like. Special
Olympics and American Red Cross
are a few of their favorites, and
they are always looking for more.
A Closer Look At Our Target…
27. 27
Worth of Well-being
After I come back from the gym, I want to eat something that doesn’t destroy my
workout but is still satisfying. When I eat, I don’t just feed my appetite; I feed my soul.
Whatever I put into my body needs to nourish me from the inside out. I would like for
the foods I eat to be three ingredients or less – the closer it is to the source the better.
Heart of the Insight
“I did a lot of research into healthy diets this summer because I was really overweight for a
long time. So I read a lot of material online…I mainly just searched for recipes on Google…I
would usually do shopping first and then figure out recipes based on what I have.”
- Chris
“You feel physically better and get the satisfaction of eating healthy and get that ‘go me!’
feeling.”
- Alex
28.
28
Heart of the Insight:
“I just started grocery shopping for [Newman’s Own] this summer. I noticed that all of his
stuff is donated to charity, which I didn’t know, so I thought I would do that and be a good
person.” - Chloe
“I’d pick the brand that gave to charity over the other one.” - Jack
Purchase with a Purpose
I don’t just want to feel good physically; I want to feel good about myself as a person. I
want to buy more than a brand. I want to buy into a better world. I don't have a lot of
money, but if I’m already purchasing something the money might as well be going to
charity.
29. 29
Comfort in Longevity
As I’m going through this ever-changing journey, I’ve learned the value of tradition.While
there are a lot of things changing around me, it’s nice to know there are things out
there that can stand the test of time.
Heart of the Insight:
“I only buy OceanSpray brand Craisins, that is all I buy, because it just doesn’t taste the
same. It might taste the exact same and be all in my head, but I always grew up with that.”
- Natalie
“I feel like living at home over the summer is usually what I base [my eating] off of, what my
parents are eating.” - Amy
“My parents influence me a lot. I don’t eat fast food or anything like that. I try to eat as healthy
as possible.” -Sarah
31. Purchase with a Purpose
31
TENSION # 1
I eat a salad to feel and be healthy, but I do put dressing on my salad. It just isn’t perfect
without it. I know that it isn’t super healthy, but I feel that everything else in the salad
outweighs the “bad” in the dressing.
Social Norm: Eating salad to be “healthy.”
Consumer Behavior: A perfect salad is one with good leaves and good dressing, but perfect
doesn’t mean healthy.
Quotes:
- “I can’t eat salad without dressing even though sometimes it isn’t the healthiest.” -
Brianna
- “My perfect salad, I wouldn’t say it was unhealthy, but it probably has no nutritional
value.” - Alex
- “I eat salad when I go out, looking for something lighter to eat. I feel healthy. I don't
think I’m healthy.” - Alyssa
- “My favorite salad is the Caesar salad kit from Hy-Vee because it has the best stuff in
it. But it’s not a healthy salad.” - Bridget
32.
32
I like brands that give to charity, but I’m not sure I completely trust brands that say they give.
I’ll buy the product, but there’s always that seed of ‘what if?’ I need proof.
Consumer Perception: Likes brands that give back to charity.
Consumer Behavior: Cautious about buying brands that claim to give back to charity
as there is doubt in whether or not the brand really does donate.
Quotes:
“People cop out of giving to charities by buying charitable items at the grocery stores.”
- Jack
“They donate all the purchases to charity, but I have no idea what charity it goes to.” -
Molly
TENSION # 2
34.
34
In our primary research we
noticed that consumers are
more critical of companies
that claim to give to
charities. It was mentioned
in a focus group that some
charities didn't give as much
back as consumers had
thought.This negatively
influenced the participants’
views on other charities.
Most of our participants
agreed that brands that give
to charities are looked at
more harshly now than in
the past. In the slogan,“all
profits to charity,” the word
“charity” is vague and
leaves a lot of consumers
wondering to whom or
what causes Newman’s
Own gives.The fact that it
doesn’t have one
benefactor seems to hinder
the company. However, we
believe that it has
opportunities with its
current situation. By using
social media, it can make its
monthly charity donations a
big event as currently the
message is not getting to
the consumer. Millennials
want to see exactly where
their money is going and
catering to this need will be
beneficial to Newman’s
Own.
BARRIERS FOR
NEWMAN’S OWN
35.
35
PAUL NEWMAN
Through our primary and secondary
research, we found that most
Millennials didn’t know who Paul
Newman was or what he was about.
Leveraging Paul Newman’s fame does
not add value to the brand in the
eyes of Millennials.While the image
of Paul Newman on the packaging
was recognized by consumers, they
didn’t recognize it as being Paul
Newman – they couldn’t put a name
to the face.We don’t believe
Newman’s Own should change its
packaging, but it should be aware of
the fact that Millennials aren’t drawn
to the Paul Newman facet of the
brand, but to the charitable
component.
PERCEIVED CONSUMER
Our primary research uncovered that
Millennials do not see themselves as the
current consumers.When prompted, they
drew their idea of a Newman’s Own
consumer as an older, more affluent person.
This idea in the target consumer's mind, that
they are not the ones who are or should be
buying Newman’s Own, can be countered by
using social media to appeal to the target’s
soul-seeking lifestyle. Newman’s Own can
gain Millennial attention by implementing
stronger advertising for its natural
ingredients and stressing its commitment to
charity on social media and on its packaging.
36.
36
To best benefit Newman’s Own we
suggest that the company apply additional
advertisement to its dressing bottles
stating which charities proceeds are
going to at a given time. For example:
“This bottle’s purchase goes towards
helping military families.” Newman’s Own
could be more transparent by allowing the
consumer to see exactly where the money
is going.
We also suggest that Newman’s Own add
quick, easy recipes that require its salad
dressings to the backs of its bottles. Recipes
that are easy to make are enticing to
Millennials who want fast and efficient meals.
All of this new content added onto the
current label could make for a clustered
bottle.This should be avoided as focus group
participants discussed how packaging
influenced their purchasing decisions.To
minimize clutter, we suggest removing the
legends on the backs of the labels.
Newman’s Own should then use that space
for the recipes.
SUGGESTIONS
FOR
NEWMAN’S
OWN
37. 37
Along with these suggestions, repositioning the “All Profits to Charity” slogan from the bottle’s
cap to the top of the front of the label would allow the message to have a longer life as its current
position does not allow the slogan to be seen after the cap has been removed.
Moving away from labeling, we suggest that Newman’s Own branches into a new, yet
complementary, category – salad kits. Primary research informed us that Millennial consumers
want quick and healthy meals that do not take longer than 15 minutes to prepare. By providing
consumers with a Newman’s Own salad kit, the brand is satisfying this need.
It has been mentioned that Newman’s Own struggles with its social media presence.While the staff
is very small and the budget is limited, we recommend that Newman’s Own hire a remote or non-
remote social media intern.The position can be unpaid, as Millennials looking to bulk up their
résumés will likely work for free.This way, Newman’s Own will have regular content posted that is
also designed by and for Millennials.
Also, we think Newman’s Own needs to move away from the humor aspect. We mentioned
removing the legend, but the brand as a whole makes a lot of jokes.What they are doing is amazing,
but there is nothing funny about it. Newman’s Own would be taken more seriously if it took itself
more seriously. Millennials want the facts, and the facts work. Where is their money going and how
can they use this dressing? This is what Millennials want to know.
Positioning Statement:
To the Striving Soul Seeker who is working toward becoming the best version of themself,
Newman’s Own salad dressing provides a wholesome, philanthropic, and timeless product
that allows the mind, body, and soul to feel satisfied.
38. 38
CONCLUSION
Hailey Y:“The Newman’s Own qualitative research project allowed me to better understand how agencies discover a target
consumer, uncover insights and conduct meaningful primary research. By far, the most eye-opening experience was leading
the focus groups. I learned how to ask questions that made people think more deeply about their actions, I saw how
important word choice is, and more than anything I learned more about myself as a researcher and communicator.
Moderating the focus groups gave me confidence in my communication skills and now I am confident that I am in the right
career field!”
Clara K: “The Newman’s Own Brand Project taught me a lot about team work and time management. Being blessed with a
good team is something that is not to be taken for granted, but collaboration takes a lot of work. From working on the book,
I learned a lot about my creative eye, and I thoroughly enjoyed illustrating our thoughts visually and linguistically. I feel a
sense on ownership of Newman’s Own and feel passionate about making a difference for the brand. I might just be inclined
to send them an email…”
Lauren B: “This Newman’s Own project has provided me with a deeper understanding of the extensive, yet rewarding work
that goes into account planning.Watching the evolution of our team’s work has been such a great experience. It is so exciting
to have the opportunity to showcase all of our efforts and findings.Throughout this assignment, each team member’s efforts
flowed seamlessly and ultimately led to the success of the project. As this journey comes to an end, I can confidently say that
I possess greater knowledge of effective teamwork, qualitative research, consumer insights, and consumers’ connections to
the brand.”
Haley H: “Working on the Newman’s Own brand project has taught me many different things this semester, but most
importantly how to work with a team efficiently. Great time management was extremely important during the project and
we executed it to our full extent. On top of teamwork, I was immersed into many aspects of account planning. My skills in
primary and secondary research, focus groups, and consumer insights have been expanded to a level where I feel comfortable
taking this knowledge into the work force. I also have a greater respect for account planners as a whole because I know how
much effort and client involvement goes into their job.”
Claire T: “Through identifying Newman's Own target consumer I learned the simple complexity of insights.The insights, like
a salad not having to be a 'healthy salad,’ is a simple thought, but very insightful into how our target consumers view salad
dressing. Our insights allowed our team to build out a target profile to represent the Newman's Own consumer. This project
allowed me to gain insight into the larger picture of account planning.The Striving Soul Seeker resonated with our whole
team, and I imagine in five years we will all be drinking red wine watching the news in our cozy apartments!”
Lauren H: “After working on this project I have been able to learn a lot about primary research. I had never actually
conducted primary research before and I have been able to learn about actually conducting the different forms of research
and how to analyze it afterwards. I also gained a better understanding of what a consumer insight actually is.This experience
has shown me a different aspect of the advertising process that I didn’t really know about before.”
39.
39
SOURCES
Thank you to our Focus Group
Participants:
Natalie Tatum
Bridget Kelleher
Brooke Branham
Alyssa Black
Jennifer Manning
Jack Frank
Alex Blodgett
Chloe Ridgley
Christopher Dade
Megan Barnes
Sarah Wynn
Amy Dryden
Molly Stoops
Molly De Jong
Amy Dryden
Henry Gentle
Dalton Knes
Brianna Donahue
Lyndie Fischel
Kali Kilcher
Meagan Heaney
Molly Foos
Casey Hurley
Kourosh Mobl
& our Shop-A-Long Participants;
Dalton Knes
Jack Frank
Molly Stoops
Caitlin Fryer
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