I need to complete this assignment for part 2 for my marketing in a Global Enviornment
Assignment 2: Marketing Campaign Slide Deck Part A: Create Slides 1 to 6 Due Week 5, Sunday (Weight: 15%) Part B: Incorporate feedback for Slides 1 to 6; Create Slides 7 to 10; Add References; submit Full Slide Deck Due Week 7, Sunday (Weight: 20%) Overview In this assignment, you assume the role of Director of Marketing at a Fortune 500 company. The Chief Marketing Officer (CMO) has reviewed your Campaign Brief and shared it with the executive team. They have asked for a presentation with details of the proposed Marketing Campaign. This presentation will be developed as a PowerPoint slide deck in Assignment 2 and presented via Zoom in Assignment 3. For Assignment 2, you will create a PowerPoint deck of 10 to 15 slides. To support you in this assignment, there is an Assignment 2 Template available in your Blackboard course. You should use this template as a guide in developing your slides, to ensure that all required content is included. Bear in mind that your audience will be the CMO and members of the companys executive team. As highlevel decision makers, these are very busy people, so you know that you must present your ideas concisely, to respect their time, but also persuasively, to solicit their buy-in and approval for the campaign. Leverage what you have learned in the first seven weeks of your JWI 518 – Marketing in a Global Environment course, including the textbook readings, Lecture Notes, articles, videos, and external resources. You will also build on the work you did in your Campaign Brief in Assignment 1. Note: you are encouraged to attend the tutorial for this assignment. Instructions can be found in the assignment module in Blackboard. Submission of Part A and Part B In Week 5, for Part A, you will create only Slides 1 to 6. Your professor will grade the slides and provide feedback to help you revise the first six slides. Your slides should be as complete as possible. If you still need additional data, note this in your slides, indicating what will be added and where you will locate the data. Assignment 2, Part A is due by Sunday, midnight of Week 5
In Week 7, for Part B, you will incorporate your professors feedback into Slides 1 to 6, create Slides 7 to 10, and add your References. Then you will finalize and submit the Full Slide Deck, as Assignment 2, Part B. Assignment 2, Part B is due by Sunday, midnight of Week 7.
This is the feedback from my professor please read and correct as required see below.
Vanessa, you have done a very nice job on your Campaign Proposal.
Good features and benefits.
Good marketing goals. Remember, your each marketing goal must have a SMART description. There is no corresponding SMART Description for Marketing Goal 5.
Your target audience and competition could have been improved by adding another competitor such as Lyft or some other appropriate ride hailing service.
A good start on the needs, wants, and values. I would have liked to see a more detailed description of customer needs. For instance, you might want to describe what is different about calling an Uber versus calling a taxi, such as knowing when the Uber will arrive and tracking the Ubers progress until arrival. The easy way in which to pay for an Uber is more convenient than paying for a taxi, and so forth. It is not just about getting from point A to point B.
You started off well describing a broad customer value, but you needed to provide significantly more detail what those customer values represent. What role does timelines play in addition to convenience, for instance?
For you brand connection, I like that you mention the Uber App. You may want to feature it more prominently throughout your presentation as it is the centerpiece for what makes the Uber experience different from any other like it.
Remember to remove all the template instructions before submitting the Assignment 2B portion of your complete presentation as we have discussed in the multiple presentations.
Company: Uber Cabs limited
Campaign: On time, in time and secure arrivals campaign
Product or Service: Taxi services
Marketing Director: Enter Student Name here
Chief Marketing Officer: Enter Professor Name here
Submitted on: Enter Date here
CAMPAIGN PROPOSAL
1
Product / Service and Features
PRODUCT / SERVICE DESCRIPTION
Instructions: Include a description of your product or service. What is its core function or purpose? Write a full paragraph.
Replace this box with Logo or Photo representing your Product or Service.
KEY FEATURES & BENEFITS
The service is meant to ensure that the clients get the taxis as soon as possible to ensure there is no delay to the customers by use of the apps the company had previously produced. The company is in the business of ensuring that there are ever available services of taxis that make picking and delivery of the clients to and from the various destinations.
2
Instructions: Name and describe at least three key features of your product or service.
Feature Name Description of Benefit
Uber App modification Creation of a call section for communication in the uber application also allow rating of services by clients.
Emergency call number Created number for security issues for the client, and delayed cabs in urgency
Marketing Goals
CAMPAIGN MARKETING GOALS AND DESCRIPTIONS
Instructions: Provide three to five marketing goals for the campaign. Use the five SMART elements to create a detailed description of each goal.
3
SAMPLE SMART DESCRIPTIONS
Goal: Build brand awareness
Description: Ensure 80% of target segments become aware of the offering within 6 months of launch.
Goal: Growth in market share
Description: Capture at least 3% of the products category share from competitors within Year One.
Goal: Add new accounts or relationships
Description: Increase requests for quotes (in value terms) by 10% in Year One and by 25% in Year Two.
Marketing Goal SMART Description (Specific, measurable, achievable, relevant, time-bound)
Customer attraction The campaign is focused on attracting the larger prospect of the consumers of the services because of the course that we are aiming to pursue.
Promote Quality services The campaign will ensure that the quality of the services by the drivers and the technical teams is improved to meet the on time in time campaign by setting standards to meet.
Competition advantage The campaign will ensure that the company is a mile a head compared to the consumers in providing the quality services.
Embrace technological resource The campaign will ensure that the company exploits it resource of technology to the level best for maximum profit making.
Marketing Goal 5
SAMPLE GOALS
Build brand awareness
Increase in number of items sold
Growth in market share
Capture a new target market
Increase overall company revenues
Increase donations to organization
Add new accounts or relationships
Improve ROI on advertising expenditure
Enhance the companys image
Target Audience and Competition
TARGET AUDIENCE DESCRIPTION
Response: the target audience is the consumers prospects of the company services, and improved services for the current consumers including tourists and local people.
DIFFERENTIATION of your BRAND
Response: the products is different because of the embracing of the advanced technology like the application to interact with consumers being the company is customer oriented
COMPETITIVE CAMPAIGN ANALYSIS
Instructions: Search the Web for the campaigns of two competitors with a similar product or service. Using all the rows in the table below, summarize how your campaign compares to the campaigns of these two competitors.
4
What are the key characteristics of your target audience?
How will you differentiate your brand from the competition?
COMPARISON COMPANY & PRODUCT/SERVICE COMPETITOR 1 COMPETITOR 2
NAME of COMPANY and NAME OF PRODUCT/SERVICE: Response:
Uber Response:
Local taxi Response:
KEY FEATURES and BENEFITS:
What are the top features of the product, from the customer perspective? Response:
Offers taxi services from point to point Response:
Offers taxi services from point to point
Response:
TARGET AUDIENCE:
Describe the best target audience for this product. Response:
Tourists and local people Response:
Tourists and local people Response:
COST:
What is your best estimate of the cost of the product or service? Response:
fixed and depend upon the total mileage Response:
Driver decides on the price and majorly costly Response:
Customer Needs and Wants
CUSTOMER NEED
What customer need does the product or service address? What value does it deliver to the customer? Why would a customer buy it?
CUSTOMER WANTS
What customer wants does the product or service fulfill? How does it reinforce the customers self-image? How does it connect the customer with others?
Response: Customers values the convenience that comes with the usage of the services from uber and the easy access to the ride from the comfort of the consumers.
Response: Customers want to move from one point to another for example from town A to town B
5
Customer Values and Beliefs
CUSTOMER VALUES AND BELIEFS
What are the core values and beliefs of your target audience?
BRAND CONNECTION TO VALUES AND BELIEFS
How will this campaign connect your brand to those customer values and beliefs?
Response: Customers value and believe include the convenience and comfort respectively that the uber cabs offer them.
Response: Our brand connection to customer needs and values is the application that the company has and the very many uber cars and drivers present to offer the very many of the services in the organization. The modification of the uber application and the slogan on time in time will be a motivator to ensure a quicker arrival of cabs plus security needs addressed to ensure quality services for customers.
6
Marketing Messages and Story
MESSAGES
What are the key features you need to highlight in your marketing messages for this campaign?
MARKETING STORY
What is the story you will use to appeal to customers in this campaign?
Response: Avoiding delays(time consciousness), Security and improve communication between customers and the organization.
Response:
Response: in time, on time and secure arrivals.
WORDS AND IMAGES
What words and images will you use to frame your marketing story in this campaign?
7
Social Media Strategy
TOP THREE ADVERTISING CHANNELS, DEMOGRAPHICS and USE of SOCIAL MEDIA
Where will you advertise to reach your target audience for this campaign?
ENGAGEMENT
How will you use social media to engage your audience for this campaign?
Response: Create accounts for friends and employees to share on a policy of tell a friend to tell a friend (referrals) and many other adverts
Response: Encourage tell a friend to tell a friend via massive sharing of the adverts on the social media platforms
EXPAND MESSAGE
How will you use social media to spread your marketing message widely in this campaign?
8
Social Media Channel Universe Size Ideal Demographic(s) Cons of Channel
Twitter universal 330 million It consists of a large population
Facebook universal Three billion Consists of a large population coverage
Linked in universal Over 550 million Made up of working class people who are always traveling and considers time to be of value
Marketing Metrics and Budget Allocation
HOW WILL YOU ALLOCATE YOUR BUDGET FOR THIS CAMPAIGN?
Over 50% of the Budget must be for Digital Marketing Channels versus Traditional. You must have a minimum of 4 Marketing Categories.
SAMPLE CHART: Replace the contents of the chart below with your own budget items.
For Metrics, consider these questions: How will you measure your campaigns performance? What are the key data items you need? How frequently will you collect these data items? What metrics will you calculate, based on the campaign data? Why are these metrics useful?
9
Marketing Category Budget % Type Why This Category? Metric Calculation Frequency of Data Collection Why These Metrics?
Facebook $400,000 29% Digital The large population coverage What Metric(s) can you calculate with this data? Weekly Because our goal is more repeat users
Twitter $200,000 14% Digital The large population coverage What Metric(s) can you calculate with this data? Daily More endorsements will lead to
LinkedIn $350,000 25% Digital The large population coverage What Metric(s) can you calculate with this data? Monthly To build a community on this site, we must measure
Radio $200,000 14% Traditional The large population coverage What Metric(s) can you calculate with this data? Bi-Monthly By knowing which radio programs our buyers prefer, we can
Outdoor Billboards $250,000 18% Traditional Its a reminder for passers-by What Metric(s) can you calculate with this data? Quarterly To determine the best locations for our ads
TOTAL $1,400,000 100%
Conclusion
BENEFITS OF THE PROPOSED CAMPAIGN
Describe the short term and long term benefits of a successful campaign
REASONS TO ENDORSE THE PROPOSAL
Specify the reasons why the executive team should endorse your proposal
Enter description: Introduce a new innovativeness and advancement in the present application.
Specify reasons: The company for quite a while has been eager to achieve the four Cs of marketing which include the cost, consumer, convenience, and communication (Hys,2017).The campaign will ensure that the communication and customer part of the four Cs is achieved as customers can best be achieved if the are kept aware of the service the company is offering that will attract the consumers in need of our services.
Conclude your presentation: Thank you all for the time and cooperation you have given me to present the campaign hope you find time to look into it further and give your considerations. Kindly feel free to ask any question pertaining the campaign.
THANK YOU!
Thank your audience and invite questions
10
References
Hys, K. (2017, October). Mechanisms stimulating actions customer-decision maker on the market: marketing mix instruments. In DIEM: Dubrovnik International Economic Meeting (Vol. 3, No. 1, pp. 566-576). Sveuilite u Dubrovniku. Running head: GLOBAL ENVIRONMENT MARKETING 1
GLOBAL ENVIRONMENT MARKETING 2
Global Environment Marketing
Name
Institutional Affiliation
Coca- Cola and human-centric marketing
Coca-cola is a well renown company in the globe; the company’s fame comes from its advanced marketing. Promotional marketing is an essential platform for all organizations. Coca cola uses the platform to their advantage. The company is known for using storytelling in its brand and marketing. Good advertisements and marketing come down to brilliant storytelling skills. Coca cola recognizes this and applies expertise in their adverts.
To drive a message to its consumers and promote it, Coca-cola uses a story in their marketing (Ling, 2017). This is done mainly using a video in the advert, which shows the daily activities and normal life of the people and why it is essential to use Coca-cola products for refreshment. The company also associates its product with a good feeling. Coca-cola’s main products are beverages, so their target consumers are people seeking drinks.
The company achieves associating the brand with a good feeling mainly through promotions. In most of the adverts, you will hear the message and notion of taste the feeling. Advertisements involving Coca-cola also focus on showing how the products refresh their consumers, especially on hot days, after work, and after physical activities. Through this advertisement, the consumers get the want and need to taste the feeling shown in the promotions.
Coca-cola uses sociability as a human attribute to connect with their consumers. Sociability is used in the aspect that the brand engages with the consumers socially, conversations being the primary method. An example of a Coca-cola advertisement that uses sociability is one that gives people the challenge to share the feeling with their family. Through this advertisement, people can connect socially with the brand and their families.
Emotionality is a human attribute that entails people having feelings of examples, including sadness and happiness. Coca-cola, through its advertisement, connects with consumers using this human attribute. An example of an advert from the company that uses this human attribute involves people celebrating their victories by enjoying drinks. The advertisement connects people through the emotion of happiness.
Reference
Ling, X. (2017). Customer Relationship Management: Case study Coca-Cola Company. Company: Enter Company name here
Campaign: Enter Campaign name here
Product or Service: Enter Product or Service name here
Marketing Director: Enter Student Name here
Chief Marketing Officer: Enter Professor Name here
Submitted on: Enter Date here
CAMPAIGN PROPOSAL
1
Product / Service and Features
PRODUCT / SERVICE DESCRIPTION
Instructions: Include a description of your product or service. What is its core function or purpose? Write a full paragraph.
Replace this box with Logo or Photo representing your Product or Service.
KEY FEATURES & BENEFITS
Enter Description:
2
Instructions: Name and describe at least three key features of your product or service.
Feature Name Description of Benefit
Click to Order capability Allows end-user to submit order updates in real time reducing shipping delays and mistakes by 15%
Marketing Goals
CAMPAIGN MARKETING GOALS AND DESCRIPTIONS
Instructions: Provide three to five marketing goals for the campaign. Use the five SMART elements to create a detailed description of each goal.
3
SAMPLE SMART DESCRIPTIONS
Goal: Build brand awareness
Description: Ensure 80% of target segments become aware of the offering within 6 months of launch.
Goal: Growth in market share
Description: Capture at least 3% of the products category share from competitors within Year One.
Goal: Add new accounts or relationships
Description: Increase requests for quotes (in value terms) by 10% in Year One and by 25% in Year Two.
Marketing Goal SMART Description (Specific, measurable, achievable, relevant, time-bound)
Marketing Goal 1
Marketing Goal 2
Marketing Goal 3
Marketing Goal 4
Marketing Goal 5
SAMPLE GOALS
Build brand awareness
Increase in number of items sold
Growth in market share
Capture a new target market
Increase overall company revenues
Increase donations to organization
Add new accounts or relationships
Improve ROI on advertising expenditure
Enhance the companys image
Target Audience and Competition
TARGET AUDIENCE DESCRIPTION
Response:
DIFFERENTIATION of your BRAND
Response:
COMPETITIVE CAMPAIGN ANALYSIS
Instructions: Search the Web for the campaigns of two competitors with a similar product or service. Using all the rows in the table below, summarize how your campaign compares to the campaigns of these two competitors.
4
What are the key characteristics of your target audience?
How will you differentiate your brand from the competition?
COMPARISON COMPANY & PRODUCT/SERVICE COMPETITOR 1 COMPETITOR 2
NAME of COMPANY and NAME OF PRODUCT/SERVICE: Response:
Response:
Response:
KEY FEATURES and BENEFITS:
What are the top features of the product, from the customer perspective? Response:
Response:
Response:
TARGET AUDIENCE:
Describe the best target audience for this product. Response:
Response:
Response:
COST:
What is your best estimate of the cost of the product or service? Response:
Response:
Response:
Customer Needs and Wants
CUSTOMER NEED
What customer need does the product or service address? What value does it deliver to the customer? Why would a customer buy it?
CUSTOMER WANTS
What customer wants does the product or service fulfill? How does it reinforce the customers self-image? How does it connect the customer with others?
Response: Begin your paragraph with, Customers value
Response: Begin your paragraph with, Customers want
5
Customer Values and Beliefs
CUSTOMER VALUES AND BELIEFS
What are the core values and beliefs of your target audience?
BRAND CONNECTION TO VALUES AND BELIEFS
How will this campaign connect your brand to those customer values and beliefs?
Response: Begin your paragraph with, Customers value and believe
Response: Begin your paragraph with, Our brand connection to customer needs and values is
6
Marketing Messages and Story
MESSAGES
What are the key features you need to highlight in your marketing messages for this campaign?
MARKETING STORY
What is the story you will use to appeal to customers in this campaign?
Response:
Response:
Response:
WORDS AND IMAGES
What words and images will you use to frame your marketing story in this campaign?
7
Social Media Strategy
TOP THREE ADVERTISING CHANNELS, DEMOGRAPHICS and USE of SOCIAL MEDIA
Where will you advertise to reach your target audience for this campaign?
ENGAGEMENT
How will you use social media to engage your audience for this campaign?
Response:
Response:
EXPAND MESSAGE
How will you use social media to spread your marketing message widely in this campaign?
8
Social Media Channel Universe Size Ideal Demographic(s) Cons of Channel
Marketing Metrics and Budget Allocation
HOW WILL YOU ALLOCATE YOUR BUDGET FOR THIS CAMPAIGN?
Over 50% of the Budget must be for Digital Marketing Channels versus Traditional. You must have a minimum of 4 Marketing Categories.
SAMPLE CHART: Replace the contents of the chart below with your own budget items.
For Metrics, consider these questions: How will you measure your campaigns performance? What are the key data items you need? How frequently will you collect these data items? What metrics will you calculate, based on the campaign data? Why are these metrics useful?
9
Marketing Category Budget % Type Why This Category? Metric Calculation Frequency of Data Collection Why These Metrics?
Facebook $300,000 30% Digital With target age of 50.. What Metric(s) can you calculate with this data? Weekly Because our goal is more repeat users
Twitter $100,000 10% Digital Twitter and Facebook.. What Metric(s) can you calculate with this data? Daily More endorsements will lead to
LinkedIn $250,000 25% Digital Because the buyers What Metric(s) can you calculate with this data? Monthly To build a community on this site, we must measure
Radio $100,000 10% Traditional We will focus our radio efforts . What Metric(s) can you calculate with this data? Bi-Monthly By knowing which radio programs our buyers prefer, we can
Outdoor Billboards $150,000 15% Traditional For billboards.. What Metric(s) can you calculate with this data? Quarterly To determine the best locations for our ads
TOTAL $1,000,000 100%
Conclusion
BENEFITS OF THE PROPOSED CAMPAIGN
Describe the short term and long term benefits of a successful campaign
REASONS TO ENDORSE THE PROPOSAL
Specify the reasons why the executive team should endorse your proposal
Enter description:
Specify reasons:
Conclude your presentation:
THANK YOU!
Thank your audience and invite questions
10
References
Your References list should reflect 7 weeks of learning and content, including textbook readings, articles, lectures, and external content you found in your research.
You should conduct research so that you will be knowledgeableon your target market, segmentation and other critical factors in developing a sound campaign plan.
You must list all your References on this slide, but you do not need to use citations on the other slides in your PowerPoint presentation.
References must be included here for any content you obtained from market data or third-party sources.
You may add an extra References slide if needed.
Note that your References slides do not count towards the total of 15 slides. Marketing Campaign Brief
Assignment 2B
Dr. John Kautenberger Dr. JohnnyK
JWI 518 / Marketing in a Global Environment
Your Marketing Campaign part 2B
Why this assignment is so valuable
Success Factors and how to get started
Tutorial Review
Walk through the B2C & B2B Examples
Q&A
Assignment 2B
KEY TERMS
TUTORIAL
BUDGET GUIDANCE
B2B Example Also
Available
Tutorial Demonstration
Tutorial found in the Marketing Toolkit
Company: Purely Inspired
Campaign: Purely Inspired New Product Launch
Product or Service: Purely Inspired Organic Plant-Based Ready-to-Drink (RTD) Protein Beverage
Marketing Director: John Smith
Chief Marketing Officer: Dr. John Kautenberger
Submitted on: February 11, 2020
CAMPAIGN PROPOSAL
1
Product / Service and Features
PRODUCT / SERVICE DESCRIPTION
Instructions: Include a description of your product or service. What is its core function or purpose? Write a full paragraph.
KEY FEATURES
The product that will launch in Q2, 2018, is the Purely Inspired Organic Plant-Based Protein RTD beverage the product is owned by Iovate Health Sciences based in Oakville, Ontario.
The product will be positioned among the brand that offers healthy lifestyle nutritional options that are formulated without artificial ingredients and use natural and organic ingredients where possible.
This plant-based RTD will be available in Chocolate and Vanilla flavors at launch and feature the following nutritional attributes:
20 grams of plant-based, organic protein per serving; 24 vitamins and minerals; 3 grams of fiber; 1-gram net carbohydrates; 0 grams of sugar sugar free; Certified USDA organic nutrition; Non-GMO
2
Instructions: Name and describe at least three key features of your product or service.
Be sure to delete all instructions from every page
Feature Name Description of Benefit
Organic, natural, non-GMO formula Formula as close to nature as possible, without unhealthy processing/manufacturing
20 grams of high-quality, plant-based protein Higher-bioavailability and digestion
24 vitamins and minerals Provides a broad spectrum of daily nutrition support
Only 120 calories Ideal snack or on-the-go meal replacement
Marketing Goals
CAMPAIGN MARKETING GOALS AND DESCRIPTIONS
Instructions: Provide three to five marketing goals for the campaign. Use the five SMART elements to create a detailed description of each goal.
3
SAMPLE SMART DESCRIPTIONS
Goal: Build brand awareness
Description: Ensure 80% of target segments become aware of the offering within 6 months of launch.
Goal: Growth in market share
Description: Capture at least 3% of the products category share from competitors within Year One.
Goal: Add new accounts or relationships
Description: Increase requests for quotes (in value terms) by 10% in Year One and by 25% in Year Two.
Pick 3-5 marketing Goals
Quantify your goals
Marketing Goal SMART Description (Specific, measurable, achievable, relevant, time-bound)
Build and increase brand awareness of company and product Ensure 80% of target segments become aware of the brand and RTD product within 6 months of product launch
Position the Purely Inspired brand to grow market share Capture at least 2-3% category share in year one within the RTD segment to avoid being left behind by the closest competitors
Increase sales for the brand
Add an incremental $5 million in gross sales in the first six months of launch
SAMPLE GOALS
Build brand awareness
Increase in number of items sold
Growth in market share
Capture a new target market
Increase overall company revenues
Increase donations to organization
Add new accounts or relationships
Improve ROI on advertising expenditure
Enhance the companys image
Target Audience and Competition
TARGET AUDIENCE DESCRIPTION
Females between the ages of 25-45 with an annual income range from $70,000 to $100,000. These consumers are considered Millennials and Gen X and include on-the-fringe of Generation Z. Social classes include Middle Class, Upper Middles, and Lower Uppers (7).
DIFFERENTIATION of your BRAND
The product is differentiated from competing products by the following: 1. Zero grams of sugar; 2. Natural sweeteners; 3. More vitamins and minerals; 4. More attractive packaging; and 5. A slightly lower price on promotion
COMPETITIVE CAMPAIGN ANALYSIS
Instructions: Search the Web for the campaigns of two competitors with a similar product or service. Using all the rows in the table below, summarize how your campaign compares to the campaigns of these two competitors.
4
What are the key characteristics of your target audience?
How will you differentiate your brand from the competition?
Be sure to delete all instructions from every page
COMPARISON COMPANY & PRODUCT/SERVICE COMPETITOR 1 COMPETITOR 2
NAME of COMPANY and NAME OF PRODUCT/SERVICE: Purely Inspired
Vega Protein Shake
Evolve Protein Shake
KEY FEATURES and BENEFITS:
What are the top features of the product, from the customer perspective? 1. Organic, natural, non-GMO; Close to nature w/o unhealthy processing; 2. 20 grams of high-quality, plant-based protein; 3. Zero grams of sugar; Natural sweeteners are healthier
Competitive formula that provides 20g of protein, 7g of sugar, 4g of fiber, 16 vitamins and minerals
High-fiber plant-based protein with 20g protein, 6g sugar, 10g fiber, non-GMO formulas
TARGET AUDIENCE:
Describe the best target audience for this product. Millennial females ages 25-45, primarily, Caucasian, income $70,000 plus
Millennial females ages 25-45, income $50,000 plus
Millennial females ages 25-45, income $50,000 plus
COST:
What is your best estimate of the cost of the product or service? $1.99 to $2.99 on promotion
$2.49 on promotion
$2.29 to $2.99 on promotion
Customer Needs and Desires
CUSTOMER NEED
What customer need does the product or service address? Why would a customer buy it? What value does it deliver?
CUSTOMER DESIRE
What customer desire does the product or service fulfill? How does it reinforce the customers self-image? How does it connect the customer with others?
Purely Inspired is a better for you nutritional supplement product line crafted for a healthy lifestyle. Functional needs are that it reduces risk, meaning that it is a better vs unhealthy product. The product is also a quality product which has non-GMO high quality ingredients and is also certified USDA Organic. An additional need is that the product provides sensory appeal meaning that the product is delicious.
By incorporating the drink into their busy lifestyle consumers want to feel that they are doing their best to live a healthier life. The product reinforces the consumers image as someone that makes healthier choices, not just in food products, but in fitness and exercise. According to our marketing research, consumers are turned off by drinks that are high in protein that dont provide a pleasing taste.
5
Customer Values and Beliefs
CUSTOMER VALUES AND BELIEFS
What are the core values and beliefs of your target audience? What does the target market female Millennial consumers value?
BRAND CONNECTION TO VALUES AND BELIEFS
How will this campaign connect your brand to those customer values and beliefs?
They dont want to drink carbonated and sugary products made by Coca-Cola and Pepsi. These consumers are disengaged in these companies for-profit orientation and believe that soft drinks are linked with obesity, contain carcinogenic acids, and cause cancer. Instead female millennials are looking to make healthier beverage choices from companies they respect and trust (4).
You can begin this section by saying the target audience (X State your target audience) values..
The brand connects to the consumers values and beliefs with a focus on the ingredients in the drink no-to-low sugar, fiber, non-GMO, all-natural sweeteners, and 24 vitamins and minerals. The brand is also connected to consumers motivations towards a healthy lifestyle as evidenced by their social media channels including Facebook, Instagram, Pintrest, Twitter, and YouTube (5). On every one of these social media platforms, the brand connects to its target market by showing inspirational quotes, images, and motivational adages.
6
*
Marketing Messages and Story
MESSAGES
What are the key features you need
