Last Chance to do Ad Presentations.....

Discussion of Nudge Marketing

Notes on Goals of Advertising.

Read pages 378 to 381 on personal selling. 

Question.  Write a short story, comic, or skit about someone doing a good job and all of the steps in the sales process. 

Discuss

Brand extensions (Facebook dating?)

Brand Licensing


Co-Branding


Brand Acquisition. 



For each of the above terms, make sure you know what they mean.

Assignment.

Read pages 232-235 on packaging.

Next 

Question 1. Compare 2 packages of products on the basis of Consolidation, Protection, Information, Brand Identity and Sales promotion. You can use the chart provided as a hand out if you wish.  Which one is better, why? 

Today we are looking at Positioning in Marketing.

1. Read the following definition of Positioning at this LINK.  Next, use it in a sentence of your own similar to the examples at the bottom of the page.

2. Next, read about some of the different types of positioning that exist at this LINK.  Then, for each of the following categories, come up with an example of each type of positioning.

Target Demographics
High-Priced
Low-Priced
Distribution
Competitive Comparison.

Starting in a couple of weeks, we will be moving on to our Final Project.  For it, you will be creating a Marketing Plan for a Brand.  You will be in teams of 3-4.  You should be thinking of who you would like to work with and think of a type of brand you want to create (clothing, food, service, entertainment etc).

Commercial Day

Marketing advertisement presentations:

Each student is to choose on advertisement and present it to the class. Your presentation must include:

* the ad itself

* the target market

* advertising strategies that are used

* strengths of the ad

* weaknesses of the ad

* at least one question for the class and then you are to guide the class in a discussion.

OUT OF 30 MARKS!!!!

Commercial Day

Market Research Project.

Now that you know a little bit about Market Research, it is time for you to conduct some of your own.

First Step: Decide a topic to 'research' or find out about?  Think about who your target research group will be (probably 13-18 year olds)

Second Step: Do some internet research to see if there is any SECONDARY research on your topic.  Record what you find.

Third Step: Conduct PRIMARY Research.  You are to create a survey of at least 5 questions and ask at least 30 different people your questions (half can come from this class).  You can do this on paper, or on-line.  You may use social media if you wish.  You may use Survey Monkey or Google Forms.

Final Step: You are now to compile a report of your findings.  Include, what questions you asked.  What were the Hard Data (numbers) results.  Include at least one graph.  What secondary evidence did you find.

Out of 25

10 marks for questions and the survey (proof of survey)
10 for the summary of your findings including summarizing where your secondary came from
5 marks for your graph.

DUE THIS FRIDAY

Today we will be looking at Market Research.

Questions.

1. What is a customer tracking device?  Give and example.

Use the following links to help you with questions 2 and 3.  LINK 1    LINK 2

2. What are some of the companies that will pay for market research?  Why would they do this?

3. (this question is not mandatory).  Sign up or download an app for market research.  What type of questions do they ask you?  Why do they ask you this information?  Do you think that your answers while signing up will affect what survey's you receive? Why/why not. 

4. Conduct some Secondary Market research on your own.  Pose a question, any question, then use the internet to answer your question.

NOTES from today LINK

Today we will be looking at Crisis Management.  This usually falls on the shoulders of management and marketing.

To start, read the case study about Tylenol from 1982.  This is seen as one of the more successful ways that a company has tackled a very damaging incident to their brand.

Questions

1, What did Johnson and Johnson do to tackle the problem and rebuild trust in their brand (point form)?

Here is a more recent example.  Chipotle restaurants have had several customers become seriously ill from e.coli (a bacteria from the digestive system).  This LINK explains part of what the company is doing. By closing stores they are taking a risk of highlighting a problem or appearing proactive.

2. What is Chipotle doing to tackle the problem?

3. Thinking of what J and J did  (Tylenol).  Do you think that this plan will help or hurt the brand?  Why or why not

Quiz Friday! (Terms below)

Go to the following link and answer the following questions.

https://www.virgin.com/

1. What is the product mix for the Virgin brand (list some of the things they are interested in?

2. What challenges would such a diverse product mix present for the people in charge of marketing?

4. What type of person is Richard Branson, what are his characteristics, and do you think that his personality has contributed to his success? Explain.

5. Explore the virgin website. What are 5 things that you find interesting or ways that they market themselves in a not typical way?

CHAPTER 3 and 5 STUDY TERMS

All of the following are fair game for Friday's Test!!

innovation
invention
freasability study (study to see if it can be made and if it will make money)
utility
form utility
information utility
place utility
possession utility
product mapping
knock off
word of mouth marketing
tween
age compression
ergonomics
What can be done in store layout to Increase sales and Decrease Shrinkage.
loss leader
Product Life Cycle (introduction, growth, maturity, decline/decision point)
Economic Cycle
Free Market and some benefits
Command Economy

Tue Nov 13

Commercial Day

Read pages 193 - 197

Define the following terms in your own words.  Show Mr. Southwell for completion marks. 

Direct Competition (give 2 examples)
Indirect Competition (give 2 examples)
Benefit Analysis (including what issues they address and activities they involve)

Next activity: Review Bingo

Thursday Nov 8

Commercial Day

Please read pages 189-190 and answer questions 1-3 at the bottom of 190.  Please hand in.

Have a great long weekend.

For Thursdays Test!!

innovation
invention
freasability study (study to see if it can be made and if it will make money)
utility
form utility
information utility
place utility
possession utility
product mapping
knock off
word of mouth marketing
tween
age compression
ergonomics
What can be done in store layout to Increase sales and Decrease Shrinkage.
loss leader
Product Life Cycle (introduction, growth, maturity, decline/decision point)
Economic Cycle
Free Market and some benefits
Command Economy

Start by reading 'Product Mapping' on pgs 191 - 193 in your textbook.

1. Define Product mapping in your own words.

2. Look at Figure 5.26 on page 193. This is an example of a product mapping chart. You are to create your own chart (ON PAPER) using the following Information:

The TOPIC is Snack Foods

Use the same category rating scales:

messy ---------------------------- easy to eat

unhealthy/fattening -------------- healthy/low fat

boring/traditional ---------------- fun/interesting flavours

expensive ----------------------- inexpensive

The snack foods that you are to put on the chart are:

pudding (chocolate, vanilla, etc)

cut up veggies

fruit (apples, bananas, etc)b

granola bars (and similar products)

cheese snacks (handi snacks, cheese strings etc)

crackers (saltine, ritz, etc)

chips (tortilla and potato)

3. When you are done, share your results with someone else. Explain how similar or different your chart was.  

Hello, Sorry for being away, my face is very sore and it is difficult to talk.  Today we are starting a new project.  You can work in pairs for this.  I have done this for several years and many students have been able to predict what products will become popular.  

New Products /

Igniting the Buzz

We have been looking at Product Development.  Some products are Fads, some are Niches, and some are here for the long haul.  In this assignment, you are to take your knowledge as a marketing professional and predict one of the newest ‘hot’ products in on the market.  In other words, you are to find one product that is less than a year old (or has only been available to the general public in the future) that is not currently popular, but you think it will become popular and successful. 

You may do this in partners. 

Your assignment should include:

• Name and description of the product/service (what it does, a picture, price etc)
• Who do you think the intended target market for this product/service are? Will it be a niche, fad/trend, or a main stream product?
• Next you must describe the Products Utility.  (Form Utility: material, scent, flavour, colour, design, packaging, Information Utility, Place Utility, Time Utility, Possession Utility)  Some of these may not apply to all products
• You must then write a paragraph, using the information that you have presented above, to explain why you think the product will be successful.  Remember to take into account how the product is being marketed.  Sometimes good products do not sell well if they are marketed poorly and poor products can sell well if they are marketed well. 

Here are some links to help get you started finding New Products (You are welcome and encouraged to find products on your own as well)

Great new product site of products that are just hitting the market

https://www.shopify.ca/blog/best-products-sell-2018

https://www.livescience.com/topics/invention

Due Next Wednesday.