Google Four Seasons Hotels & Resorts. The result shows the website link of this company on top left corner and more detail about this corporation on top right corner. Inside the frame is the Google Engagement Ad.
Step2
Google Engagement Ad shows 3 unique selling points in terms of hospitality services. These interactive ads work as a catalogue which introduces more detail of their services.
Step3
Clicking on the photos of the Ad engages viewers to discover Extraordinary Experiences, Private Jet Experiences, and Signature Sleep services by using appealing images, and video. These ads are linked directly to the microsite offering best deals.
04 | ATENA PIZZA
Research Objectives
Measure customers’ awareness of Atena Pizza brand in order to re-brand.
Which marketing strategy can be applied for Atena on the penetration business stage?
Research Methodology
32 respondents participate in a Focus Group and Questionnaire
Qualitative Research
Focus Group
Measure customer’s usage of social media to determine which kinds of interactive advertising would be appropriated for Pick-up & Delivery.
Quantitative Research using a Closed-Ended Questionnaire
Data Analysis & Findings
Atena's branding rating vs their competitors: Domino's, PapaJohns, Pizza Huts, Johnny's Pizza, and Jason Deli
Opinion on how Atena’s brochure looks and feels
Opinion on how Atena’s website looks and feels
Opinion on how Atena’s logo looks
In customers’ point of view, these marketing collateral need to get done
Marketing tactics for expansion stage
What do customers think Atena needs to get improved on?
Social Media options for Pick-up & Delivery
Conclusion & Recommendation
Re-branding
- Modernize the logo
- Redesign the layout of the website and marketing collateral
- Send coupons and deals to the customers via email
- Make coupons available on company website
- Continue to use loyalty card
- Apply the Track Your Pizza” program
- Invest in interactive advertising
- Place virtual banner on high traffic websites
- Sponsor local event
Social Media
- Utilize current forms of social media (Facebook, Twitter, FourSquare etc)
- Become active on LinkedIn
- Start a blog
Sources
BARRETT, LIZ. “Pizza Power 2013 State of the Industry Report.” PMQ Pizza magazine. N.p., Dec. 2012. Web. 20 Mar. 2014. Path: <http://www.pmq.com/ December-2012/Pizza-Power-2013-State-of-the-Industry-Report/>.
“Pizza Industry Analysis 2014 - Cost & Trends.” Franchise Help. N.p., 2014. Web. 20 Mar. 2014. <https://www.franchisehelp.com/industry-reports/pizza -industryreport/>.
Muhlner, Kristin. “Why measuring social media is key to growing fast casual pizza brands.” FastCasual.com. newBrandAnalytics, 26 Aug. 2013. Web. 20 Mar. 2014. <http://www.fastcasual.com/article/218411/Why-measuring-social-media-is-key-togrowing-
| ARDEN’S GARDEN
Company Background
Company name:
Arden Zinn decided to start selling homemade juice in 1994, two years after having purchased an expensive Norwalk juicer and making juices for her family and friends. Before sales began to pick up in earnest, disappointment set in as it became clear that the short shelf-life of the homemade juices limited company prospects, a family friend suggested that Zinn peddle her products at local hair salons. The suggestion worked and Arden’s Garden was born.
Ownership
Arden’s Garden is a private company. Arden’s Garden is a family-owned business, but this is no ordinary family. The company was founded by exercise pioneer Arden Zinn, who had over 2-dozen exercise studios in Atlanta in the 1970s and 1980s and was a correspondent on CNN in the network’s early days.
Location
Arden’s Garden products are distributed in Georgia, Florida, Tennessee and both North and South Carolina in U.S. Our juice is available at supermarkets such as Whole Foods, Publix and Kroger. It’s also available at coffee and bagel shops, health food stores, restaurants, and health clubs – even a car wash! Our Arden’s Garden retail stores are in Midtown across from Piedmont Park, in Little Five Points on Euclid Avenue, in the heart of Kirkwood, on Roswell Road in Buckhead, on Main Street in East Point, in Midtown behind the Margaret Mitchell house, in Sandy Springs, and at Emory Village. We offer business and home delivery as well.
Business Type
Arden’s Garden is Atlanta’s premier fresh juice manufacturer. From our East Point processing plant we make fresh juice five days a week and deliver it all over the city.
Goals for the product
Increasing Arden’s Garden’s brand awareness nationwide with the goal of increasing revenue of 25% in 2015 by utilizing the advantage of social media, maximizing Arden’s Garden image via other medium such as outdoor billboard, magazine ads, PR articles, sponsorship and specialty ad items such as T-shirts, give-away promotion gifts, and so on.
Marketing message
Arden’s Garden – The Art of well-being.
Mission Statement
All of our fresh juices and smoothies are made from fruits and vegetables. Making juice from a wide variety of fruits and vegetables maximizes these benefits.
Stakeholders
Internal
Owner versus employees.
External
• B2B: Arden’s Garden firm versus suppliers, retail grocery stores, competitors, marketing agencies, and advertising agencies.
• B2C: Arden’s Garden firm versus online customers, and retail grocery markets’ customers.
Vision Statement
Expand our market throughout the U.S.
Key contact person: Leslie Zinn – CEO of Arden’s Garden.
Personality: Open-minded, Social class: Middle class + Lifestyle
Professional, health-conscious, social media users
Attitudes/ Beliefs
Thinkers. These consumers are the highresource group of those who are motivated by ideals. Their leisure activities center on their homes, but they are well informed about what goes on in the world and are open to new ideas and social change. They have medium to high incomes but are practical consumers and rational decision makers.
Achievers. These consumers are the high-resource group of those who are motivated by achievement. They are successful work-oriented people who get their satisfaction from their jobs and families. They favor established products and services that show off their success to their peers.
In brief, Arden’s Garden is targeting two groups of people, who is social media savvy (from 25 to 38 year-old), and audiences of traditional media (from 39 to 65 yearold). These two groups are unified by one characteristic, which is health conscious. The target audiences are mature, responsible, well-educated professionals. The way that Arden’s Garden products have been made reflects target customers’ beliefs about health, which are purest, and using wide variety of fruits and vegetables. Thank to healthy consuming trend, Arden’s Garden has a large potential market throughout national of US.
Professionals, who tend to use their time productively, seeking a healthy solution in addition to working out.
Purchasing Habits & Characteristics
They take advantage of online purchases because of its convenience. They also consider high-end retail groceries for shopping, where they could find the best organic, healthy, low sodium, non-fat, low calorie, and gluten free products. They are concerned about go-green and cruelty-free concepts too.
Market share and competitors
- Good concept of product development
- Well endorsed manufacturing processes
- Variety of high quality products
- Respectable reputation
- Well designed brand identity
- High projecting growth rates and profitability every year
- Great reviews and online rating based on measurable diet solution
- Medium family-owned company
- Zero abundant financial resources
- Human resources are limited with a small management group
- Brand awareness is still low compared to competitors
- There is a growing demand for a healthy lifestyle
- Investment opportunities exist because of high prestige business
- Expanding the market
- Increasing career opportunities when market grows within the U.S.
- Forming the tendency of eating better and living healthier lifestyles
- New niches join and share the market place
- Giant competitors invest in their manufacturing processes that challenge the unique element of Arden’s Garden’s products
- Competitors spend lots of their budget on doing marketing including social media heavy dominance campaigns, which could narrow down Arden’s Garden image expansion
- Increasing costs on the manufacturing industry
Source: frandata.com
Direct Competitors Indirect Competitors
Arden’s Garden and these direct competitors share 2% of market segment national of United State.
1. Naked Juice
Distribution places: Walmart, Publix, Kroger, Whole Foods market, and online.
2. Suja Juice
Distribution places: Target, Publix, Kroger, Whole Foods market, and online.
3. Dr. Smoothie
Distribution places: Online (Wholesales account and Individual Account)
4. Bolt house Farms
Super Target, Publix, Kroger, Whole Foods market, and online.
5.Sambazon
Distribution places: Super Target, Publix, Kroger, Whole Foods market, Planet Smoothie café, and online.
These indirect competitors share majority of market segment national of United State. Their distribution places including independent retailers, retail grocery markets, drug stores, convenient stores, Franchise stores and online.
1. Smoothie King 17%
2. Jamba Juice 14%
3. Planet Smoothie 13%
4. Maul Wowl 9%
5. Yohen Fruz 8% 6. Tropical Smoothie 8%
7. Surf City Squeeze 7%
8. Orange Jullus 6%
9. Frullati Cafe & Bakery 4% 10. Juice It Up 4% 11. Robeks Juice 3%
1%
Marketing Mix
Arden’s Garden marketing mix is comprised of the following marketing statics: pricing, products, distribution, and advertising and promotion.
Media Strategy
Media objectives
We recommend running a media campaign that’s cost-effective. We must deliberately spend a limited budget to maximize the reach using social media and other vehicles.
Pricing
Maintain the reasonable prices of high quality products that express the idea of good branding.
Product
Maintain current health and weight loss juices and smoothies; Invest more in R&D activities to develop new product lines of health and instant weight loss foods.
Distribution
Arden’s Garden will be distributed in retail grocery markets such as Whole Foods, Publix and Kroger, independent retailers, and franchises nationwide.
Advertising & Promotion
Utilize the advantage of social media; maximize Arden’s Garden image via other media such as outdoor billboards, magazine ads, PR articles, sponsorships and specialty ad items such as T-shirts, give-away promotion gifts, and Promotion events.
Media tactics
1. Social media
• Create Pinterest Account for Arden’s Garden; build up more networking via LinkedIn; Google+, Blog, YouTube starting on February 2015 and will be updated year-round
• Make Vine videos to post on YouTube in March 2016
• Create Google engagement ad and ad placement on FaceBook ASAP. Pop-up banner with discount codes
• Couponing and PR articles on healthylivingmagazine.us in monthly basic
• 30 second TV commercial aired during talk shows such as The View (ABC Channel), The Talk (CBS Channel), and Home & Family 2-hour lifestyle show (Hallmark Channel).
Positioning
Arden’s Garden will position itself as high quality health-conscious products with reasonable pricing and measurable results.
By the end of 2015, Arden’s Garden will increase up to 130,000,000 followers of all social media vehicles combined.
2. Other vehicles
Sampling campaign in Whole Foods, Publix, Kroger, and health food stores. The sampling campaign in 2015 will focus on capital in each state nationwide, except for Georgia, Florida, Tennessee, North and South Carolina. The sampling campaign will interchange while taking place in each location for four quarters in 2016.
For instance, we will start delivering samples in Whole Foods during the spring, and Publix in the summer, and so on.
Mobile outdoor billboard placed on trucks. The themes and designs will be changed based on the seasons, because each season has their own variety of fruits.
Sponsorship for Rock ‘n’ Roll USA marathon contest. Timing depends on event organizer.
Arden’s Garden T-shirt for volunteers and cheer teams, who have served for the Rock ‘n’ Roll USA marathon contest and have delivered giveaways to the audience of this event.
Currently, Arden’s Garden has FaceBook, Twitter and Instagram. They have little traffic and the designs are not appealing.
Atlanta Mission consistently strives to offer programs that will meet the unique and pressing needs of those facing homelessness.
BED NIGHTS FAMILIES SERVED VOLUNTEERS INDIVIDUAL COUNSELING SESSIONS
298,358 595 880,109 487 738 327 3,702 10,417
CASES OF HOMLESSNESS ENDED GRADUATES
MEALS SERVED MEN & WOMEN FOUND JOBS
• Being well-known throughout the city of Atlanta, which was established in 1938
• It’s a well-organized non-profit organization with a clear mission and a good reputation amongst communities
• Although their brand identity is not so appealing, they’re sufficiently established compared to other non-profit organizations
• The 5k Race to End Homelessness is a good and wellknown campaign
• The support of Christian communities throughout Georgia
• Huge potential from multi-million businesses or sponsors, which want to give back, and contribute for a better community
• High percentage of college student volunteers, who want to develop leadership skills and gain credits in charity jobs
• Take advantage of emerging media and social media to increase brand awareness and Atlanta Mission’s current activities in a cost-effective manner
• Get donations in terms of advertising services from ad agencies in Metro Atlanta
• The thrift store’s business operated by volunteers could be upgraded to a higher level, such as online business
• No long-term volunteer commitments
• Limited budget to run a large scale campaign
• No guarantee for employee loyalty due to low pay and low benefits.
• Lack of unique concept
• Many more new non-profit organizations participated in For-the-good industry, which would share the sponsorship and volunteer resources
• The 5k Race to End Homelessness and other charity concepts of Atlanta Mission have been used several times and competitors could apply the same formula for their activities. Therefore, their concept is not unique causing less power to draw attention of sponsors and volunteers.
• Besides Kroger, their other sponsors range from small to medium businesses, which don’t have many stable fiscal resources to support Atlanta Mission
challenge SOLUTIONS
TACTICS
SOCIAL MEDIA CAMPAIGN
EXECUTION PRESS RELEASE
SOCIAL MEDIA
PROMOTE CLOTHINGDRIVE VIA FACEBOOK
RUN
CLOTHING-DRIVE CAMPAIGN IN AIA CAMPUS
DIRECT MAILING
Direct Mailing Postcard to encourage volunteer participation and sponsors in local areas. It targets for-profit businesses to gain sponsors and volunteers.
CREDITS
Task, Aaron. “Arden’s Garden: Atlanta juice maker takes on national brands and wins.” YAHOO NEWS!. N.p., 12 Apr. 2012. Web. 17 Jan. 2015. <http://news.yahoo.com/blogs/driven/ardengarden-atlanta-juice-maker-takes-national-brands-145559412.html>.
“DC: Events details.” Rock ‘n’ Roll Marathon series. N.p., n.d. Web. 25 Jan. 2015. <http://runrocknroll.competitor.com/usa/event-details>.
“U.S. and World Population Clock .” United State Census Bureau. N.p., 24 Jan. 2015. Web. 25 Jan. 2015. <http://www.census.gov/popclock/>.
“Education.” The New York Times. Ed. Richard Perez-Pena. N.p., 23 Feb. 2012. Web. 25 Jan. 2015. <http://www.nytimes.com/2012/02/24/education/census-finds-bachelors-degrees-atrecord-level.html?_r=0>.
“Occupational Employment Statistic.” Bureau of Labor Statistics. N.p., 1 Apr. 2014. Web. 25 Jan. 2015. <http://www.bls.gov/oes/current/oes_nat.htm>.
“ABC’s Ad Rates For Katie Couric’s New Talk Show Prove A Little Pricey.” CINEMABLEND. N.p., n.d. Web. 8 Feb. 2015. <http://www.cinemablend.com/television/ABC-Ad-Rates-Katie-CouricTalk-Show-Prove-Little-Pricey-37074.html>.
“RATINGS: ‘The Chew,’ ‘The Talk,’ ‘The View,’ ‘Price’ and ‘Deal’ – IT’S ABOUT TIME! Read more: RATINGS: ‘The Chew,’ ‘The Talk,’ ‘The View,’ ‘Price’ and ‘Deal’ - IT’S ABOUT TIME! Soap Opera Network.” SOAP OPERA NETWORK. N.p., n.d. Web. 8 Feb. 2015. <http://www.soapoperanetwork.com/2014/10/ratings-talk-view-price-deal-time>.
