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Unit 4 Group Project
Consumer Behavior
Unit 4 Group Project
Avery Barnes
Eric Santiago
Fredy Henriquez
Judy Alleyne
Marta Osborne
AIU Online
Outline Summary:
· Describe all recommendations and ideas that went into creating a new product. (Marta Osborne)
· Explain how and why the group chose the product. (Marta Osborne)
· Identify the consensus on the target market. (Fredy Henriquez)
· Give the product’s name and why it was chosen based upon the target market. (Fredy Henriquez)?
· Explain how the group came up with the name of the product. (Avery Barnes)?
· Identify the group consensus on which advertising campaign, slogan, and general theme was more persuasive and motivational, and why. (Marta Osborne)
· Identify what would you change and why. (Eric Santiago)
· Give a detailed description of your group’s final advertising campaign, slogan, and general theme. (Eric Santiago)
· Explain the packaging design and how it will appeal to the target market. (Judy Alleyne)
· Identify what types of media will be used in the campaign. (Judy Alleyne)
· Explain how the advertising will reach the target consumer in terms of motivational or persuasive techniques outlined in the course. (Avery Barnes)
Introduction
As a group we have been asked to create a new product, decide upon a slogan that projects the theme of the target market at which we are advertising too. Our group is also to come to an agreement on as to how to launch our advertising campaign. We are also to make our theme that will conclude with what our product is, the slogan that represents our product and will be persuasive and/or motivational to our target market. Our team worked closely together with much consideration of what to name our product for we wanted a name that would product and what it does with the name of the product being “Pocket Bun Makers”. Than name gives the impression that it will involve baked products without actually describing what type so that should create some curiosity and inspire further investigation of the consumers. Than brand name chosen for the product was “Solutions BakeWare” because for one it is a solution to the messy way we eat subs and hotdogs today. Also, it gives the impression of more products to come with a solution to the baking and cooking industry. The slogan we created was “Making Dough” which has two meanings behind it: as expected the word making represents the process of doing something creative and dough as you may think at first represents baking, but it means much more than that to our target market for it will represent an opportunity to earn money. We are taking all these things into consideration when designing our advertising launch and theme that will reach our target.
Describe all recommendations and ideas that went into creating a new product. (Marta Osborne).
There was only one recommendation submitted for creating the new product; that is until after the group decided to use the product that was suggested. At a later point in the week there was a suggestion of gluten free dough but the decision was already made to use the first suggestion of the idea to design a unique bake-ware set of two sizes for subs and hotdog buns that would create a solution to the problem of slip-sliding away fillings of the sandwiches. As the idea for the project was my creation we spent hours in group meetings describing a design that would create the solution to the problem. As I had already visualized the design in my head without the knowledge or ability to show an actual graph of the design made it more difficult to describe, but we worked together and through communication the visualization was shared by all. We all shared our suggestions for the product and came to a majority vote on which fitted best with our vision of the product, the target market we wanted to reach, etc. It is my conclusion that our product was created and designed by the input of the majority of the group who were able to meet at the scheduled group meetings.
Explain how and why the group chose the product. (Marta Osborne)
As a group we worked hard at designing a product that would reach the needs of consumers. We recognized a need and developed a product that would create a solution. As discussed in previous assignments and described by Maslow’s Hierarchy of Needs our group took the approach that will go beyond the basics or physiological needs of food, water and shelter. We designed a product that could take the baking industry to new level of Self Actualization.
We wanted a product that would reach out to the food industry and give them the visualization of what our products could do for them and what their use of the product would do for their consumers. As we created our product first we thought of a product that could be designed that was different from other designs in the same industry. Second, we wanted our product to be something that would solve a problem in the food/beverage industry. And as this assignment came together I was thinking of how sloppy it is to eat a sub or hotdog and how it seems all you taste with a sub is the bread and together we talked about a way that we could design a product that would surpass this problem and came up with design of the Pocket Bun Makers. We knew that if we could create a pocket formation in the top center of the sub buns and the hot dog buns it would allow the sandwich makers to fill in the ingredients without having to open the buns which will stop the mess and make the consumers happier and feel they have gotten their money worth. Also, with our design it will cut down on the amount of bread used for these sandwiches for without the need to open the buns the traditional way, they will only need enough dough that will create a surrounding that will keep the sandwich intact for consumers without the mess and feeling of frustration.
As we created our design and what it could do we knew our product was a great invention to the food industry and it could bring them to an actual feeling of self actualization. The reason is our product when used by different businesses in the food industry such as bakeries, restaurants, hotels, sub/sandwich shops, etc. they are creating a product that meets the needs of their consumer. So in turn it creates a chain reaction, one design fills the needs of the targeted market that is aimed for while the targeted market uses the product to create a design in the subs and hotdogs they serve to their consumers which creates a healthier, no mess, product that will make all involved happier. Therefore, the chain is complete, and continues.
Our group spend many hours of discussion, thought and creativity to product this product, what to name it, the brand name that would represent it, who our product would best serve, the slogan and theme that would reach our target market and I am happy to say we did a great job at meeting our goal.
· Identify the consensus on the target market. (Fred Henriquez) and
· Give the product’s name and why it was chosen based upon the target market. (Fred Henriquez)
In order to arrive to a consensus on the target market for the launching of Pocket Bun Maker our team discussed industries that have experienced increase related to consumer demand. Such as cooking and baking industries which have seen a surge in popularity especially in the last
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to 6 years. A prime example of this would be the formation of The Cooking Channel in 2010 , a completely new cable channel devoted exclusively to cooking which shows that there is sustainability within this market. (Nytimes.com, 2012).
In addition, we resolved that the product can also be sold to the general masses creating a secondary income stream for the firm that will allow us to reach into different markets and further the aspirations preset for the product. The name of the product is Pocket Bun Makers. The name of our product directly provides our target market with a plain and simple description of what the actual product does. It embellishes on various aspects of the product’s capabilities within the name alone.
This allows for the target market to gain a clear understanding of the product’s functionalities without the need to figure out what the product does. The name Pocket Bun Makers includes the word “Pocket” because it provides a whimsical feel without compromising the integrity of the product. An example of this includes Hot Pockets that are already an existing produced product by Nestlé. (Nestle.com, 2012).
It also includes the word “Maker” to help emphasize the fact that many times workers in the professional food and baking industry are continually innovating food combinations and meals, giving the name a sense of artistry that you wouldn’t find in a product containing a more mundane word such as “pan”. This lends a sense of professionalism to our product that emphasizes the fact that we have an industrial-grade product that will allow our customers to save time, money, and improve overall food quality.
· Explain how the group came up with the name of the product. (Avery Barnes)
On the 25 October the group met on live chat to begin brain-storming on what product we were going to use as our group project .To lead the discussion Marta Osborne came up with the Bake ware product. She began to make an outline to the rest of the group members on how she thought it would work .Since this was her personal idea, she ask the other group members for our input and if we had any other ideas that we might use. After seeing the outlines which Marta had came up with and how detailed it was, we all decided that we were going with the bake ware product.
The task was to come up with a name that would best represent the product that was going to market for sale. Since the bake ware had such a unique design, where the dough surrounding a center rising in the middle of the pan and only comes up a little over half way on the pan so it will be covered on top with the dough for the sub or hotdog bun. It was a bit of a challenge to get a name that would be catchy so that it would be easier for us to market a successful product.
After we worked through the unique design of the bake ware we had to come up with what size the sub would be. We came up with sub sizes 6in. and 12in and the hotdog buns would be 8in. and 12in. Finally we had the design also the size of the sub bun as well as the hot dog bun, now the catchy name was the final part of our project outline.
After another session of brain-storming the group discussed what our group product and brand name would be and came up with the product name for our new designed loaf pans for subs and hotdog buns, which is “Pocket Bun Makers.” The name of the product was chosen because it describes basically what the purpose of the product is designed to serve to the consumers. The brand name for the companies bake ware is “Solution’s BakeWare.” The brand name was given because our bake ware is designed as solutions for consumers losing their stuffing out of the subs and hotdogs.
· Identify the group consensus on which advertising campaign, slogan, and general theme was more persuasive and motivational, and why. (Marta Osborne)
As a group we concluded that the age of our target market would be between 32 – 55years of age and our largest target market would be B2B rather than B2C. The reason behind our decisions was we came to a conclusion that most business owners who are still present on-the-job are mostly between this age group. Although we were unable to find any actual statistics of business owners in the food industry, we based our conclusion on what we know or see in our own personal experiences and just as reviewing research of business owners in the industry of a specific restaurant, bakery, etc. The choice of B2B over B2C is because as a group we felt we would reach a larger market than reaching out the general public. In today’s society, whether it is because of the busy lives the majority of people live are losing the tradition of self-reliance most individual consumers don’t bake on a regular basis, except for during certain holiday seasons like Christmas, Thanksgiving, etc. where families and friends gather together to share the seasonal holiday. For this reason we realized our product would best be served by businesses who service the public.
As we took all these things into consideration we did the following: (1) Use of a catchy slogan – we wanted a slogan that would create an interest and generate a word of mouth about our product (Heitbutzki, R., n.d.). Our slogan “Making Dough”
has the potential to do just that for it opens the consumer to the visualization of creating and baking as well as gives the impression of the potential to earn money. Our decision for the slogan is one that can be used all throughout our campaign launch and all sources of media, such as print, internet, television, radio, etc.
(2) Increasing Revenue – our purpose of launching a campaign is generating an increase in revenue. As one of the most productive companies to report a 31 percent revenue increase in the second quarter of 2010 was Crocs Inc., who said their success was due to the campaign slogan “Feel the Love” (Heibutzki, R., n.d.). Our group used this same technique when choosing a connection of a slogan that would fit our market and increase our sales while these businesses would also benefit from better sales and customer satisfaction as well. It was also the conclusion of our group that this could generate suggestions of new product ideas in the food industry which will increase our business.
(3) General Theme – in conducting a theme for our product we couldn’t think of better way of creating a buzz among the businesses of the food industry than going to the source itself. That is why the choice of using our product by well known chefs and restaurants in the industry would get the attention we need and those visuals can be used on radio commercials as announcements, as well as visuals of the products being used in print of magazines or other forms of print and of course downloading or announced on sources of the internet and other social networks. We also will use families, couples, children, etc. showing the difference of how our product creates customer satisfaction. All – in – all we feel we created a theme that shows the target market the target market the chain reaction of how one hand washes the other.
(4) The final step of our decision was our target approach. As we feel we successfully did this in our creation of choices for the slogan, the product, etc. and pulling it all together to fit with a method of creating an image that fits to meeting a campaign that will feature the image to food industry businesses in a form which they can relate too. By using cooking shows they will be able to see the product in use as well as being represented by some of the most highly respected chefs in the food industry.
· Identify what would you change and why. (Eric Santiago) and
· Give a detailed description of your group’s final advertising campaign, slogan, and general theme. (Eric Santiago)
As a group the advertising campaign that was most persuasive and motivational was one that involved every source of media possible. Consumers cannot be individually identified by what sources of advertisement they can best be reached, therefore we have chosen multiple methods of media to attract and persuade consumers. The target market for the product does not just browse the internet, and use Twitter, but also reads the newspaper , magazines and watches television , and listens to the radio . For this reason, the campaign will go in the direction of every form of media possible. Through repetition from multiple media sources, the consumer will begin to see the brand as being reputable and eventually be convinced that the company does in fact have a great product. Given out target market, bakeries, restaurants, and other food businesses, there will automatically be a good share of consumers that see television shows about food and cooking where the product will be used and advertised. Research as to which form of media is working best will also constantly be underway to determine which form of advertising is drawing in the most consumers. Later, this information gathered can be used to concentrate the advertising to that group of consumers that have made the most impact on sales. A kind of tracking program that literally asks the consumers where they learned of the product would be best. Although we have an idea of which kind of campaign would be best, we would like to continue research while the product is being marketed to know which form is most persuasive and motivational for the consumer and ourselves.
The slogan “Making Dough” was used because of its multiple meanings and forms of use. “Making Dough” stands for the product and what it is actually used for. Our product is a new form of Sub bun maker which literally makes dough in the form of a sub but without being split completely wide open to prevent ingredients from falling out when the sub is being made. For consumers, this is the more obvious slogan used to help them identify the product for what it is. For those consumers that are in the baking and cooking industry however, “Making Dough” will mean something totally different from the obvious. “Making Dough” also refers to making money, but in the sense that this new product has the potential to make a bakery or other company a lot of money due to its unique design and function. For those consumers in the food industry that are creative, this new form of sub bun can certainly be the start of something huge for their business, and it is all up to them where they take it from there. Initial ideas for creativeness will be displayed during cooking shows where our marketing team members appear to get the campaign moving along in the right direction.
The theme and slogan “Making Dough” is most useful to small businesses and bakeries where the opportunity to have a unique product presents itself. The theme revolves around making money by using our product. We have all been witnesses of new products becoming the start of something big, where something simple can turn into a global phenomenon. This new line of cookware has the potential to make a conventional messy sub into a convenient take along sub for any occasion. In a sense we are relying on cooking shows and creative bakeries to take the product to the next level where a trend will be started.
· Explain the packaging design and how it will appeal to the target market. (Judy Alleyne)
The packaging for the Pocket Bun Maker would be silver in color (Schiffman & Kanuk, 2010) stated that the color of silver is considered to be regal, wealthy and stately, which would suggest that the Pocket Bun Maker is a premium priced product that is costly.
In order to appeal to the consumers, the Solution’s BakeWare designed the Pocket Bun Makers package that would arouse the emotional side of the consumers, according to (Schiffman & Kanuk, 2010) when the consumers are frustrated when they are eating the Subway sandwich or Hot Dog and all of the ingredient falls out of the bun, the consumers would be looking for a bun that would hold the ingredients so that they can enjoy the whole Subway sandwich or Hot Dog without getting dirty.
The Pocket Bun Makers would be made sort of like an envelope, the bottom would be flat and the other four sides of the pan would rise up midway to form the bun, and there would be a lid which has a piece that is welded in the center of the lid, so that when the bun is baked and the lid is removed there would be a slit that the consumers can place all of their ingredients in so that they are using to make a sandwich.
In order to draw the attention of the consumer to purchase the Pocket Bun Maker, the Solution’s Bake-ware would evolve the package of the Pocket Bun Makers from that of the regular baking pans, according to (Hulsbosch, 2004) the packaging should evolve around the idea that less is more, so the steel that is used to create the Pocket Bun Makers would be very thin, so that the buns would be baked much quick.
· Identify what types of media will be used in the campaign. (Judy Alleyne)
In order to create the advertising campaign (Belch & Belch, 2012) states that the advertisers must conduct a market research to see where we want to place Solution’s Bake-ware product, and they must also know that the media landscape is going through changes, as we know there is an economic downturn and that would lead to a significant cutback in the media spending so Solution’s Bake-ware would have to create a media budget since the company may have to increase their media budget in the future.
Advertising campaign can be held on multi-platform connection of media in order to communication the Solution’s Bake-ware message about the Pocket Bun Makers to the public. According to (Belch & Belch, 2012) the advertising campaign can use social media via the internet in the way of infomercial on the Facebook and MySpace, where the advertisement would be in the form of banners which is embedded on the pages. In order for the Solution’s Bake-ware advertising campaign to work, Solution’s Bake-ware must also create a media planning frequency goal and reach goal so that Solution’s Bake-ware would share their message a number of times so that our message would be exposure to the public (Belch & Belch, 2012). This way the reach and frequency would exposure the Solution’s Bake-ware’s Pocket Bun Makers product more to the public and to the individuals in the target market which Bake-ware is looking to attract to their new product.
· Explain how the advertising will reach the target consumer in terms of motivational or persuasive techniques outlined in the course. (Avery Barnes)
Whenever there is a new business start-up, is one of the most important goals of advertising, it is to generate awareness of the business and its products. As soon as the business’ has established a reputation and its product or services is well positioned within the market, at this point the company normally reduces the amount of monies spent on advertising as they see their consumer base grows and a certain loyalty is develop also by the consumer for the product. Preferably, as the ever-growing consumer base develops this will ultimately help the company in its efforts to carry their advertising message out into the market, together with repeating consumer and there purchasing actions on behalf of the service or product.
With these concrete objectives, the following elements of the advertising strategy need Essential to this rather abstract process is the development of a “positioning statement,” as defined by Gerald E. Hills in “Marketing Option and Marketing” in The Portable MBA in Entrepreneurship: “A ‘positioning statement’ basically shows the differences between your company’s product (or service) compared to your main competitors.” With this knowledge the company owner can therefore now turns knowledgeable objectives into tangible strategies. In addition, this statement acts as the foundation for the development of a selling proposal, which is composed of the elements that will make up the advertising message’s “copy platform.” This platform delineates the images, copy, and art work that the business owner believes will sell the product.
TARGET CONSUMER: When consumers are targeted it often a very complex combination of thing that you look for with these individuals. This often includes the consumers who will eventually buy the services or product, as well as those who decide what product will be bought (but don’t physically buy it), and those who influence product purchases, such as teenagers, spouses, and friends. In order to identify the target consumer, and the forces acting upon any purchasing decision, it is important to define three general criteria in relation to that consumer, as discussed by the Small Business Administration:
1. Demographics—Age, gender, job, income, ethnicity, and hobbies.
2. Behaviors—When considering the consumers’ behavior an advertiser needs to examine the consumers’ awareness of the business and its competition, the type of vendors and services the consumer currently uses, and the types of appeals that are likely to convince the consumer to give the advertiser’s product or service a chance.
3. Needs and Desires—At this point an advertiser must determine the consumer needs—both in practical terms and in terms of self-image, etc.—and the kind of pitch/message that will convince the consumer that the advertiser’s services or products can fulfill those needs.
ADVERTISING MESSAGE When a company advertises a product or service the message is guided by the “advertising or copy platform,” which is a combination of the marketing objectives, copy, art, and production values. This combination is best realized after the target consumer has been analyzed, the product concept has been established, and the media and vehicles have been chosen. At this point, the advertising message can be directed at a very concrete audience to achieve very specific goals.
References:
Belch, G. E. & Belch, M. A. (2012) Advertising and Promotions: An Integrated Marketing Communications Perspective: McGraw-Hill
Heibutzki, R. (n.d.). What Makes an Advertising Campaign? Retrieved from:
http://smallbusiness.chron.com/advertising-campaign-successful-20117.html
Hulsbosch Case Study> Arnott’s/Tins (2004) B&T Weekly, 54(2472), 14 retrieved October 23, 2012 from
http://search.ebscohost.com/login.aspx?direct=true&db=Buh&AN=13283259&site=eds-live%&scope=site
Nestle.com (2012).Hot Pockets. Retrieved from
http://www.nestle.com/Brands/Pages/BrandsDetail.aspx?brandguid=CB127036-943D-4691- 8E33-2472551F52FB&BrandName=Hot%20Pockets
Nytimes.com (2012).Newcomer to Food Television Tries for a Little Grit. Retrieved from:
http://www.nytimes.com/2010/04/21/dining/21network.html?pagewanted=all&_r=0
Schiffman, L.G. & Kanuk, L.L. (2010), Consumer Behavior. 10th ed, Prentice Hall
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