Team:British Columbia/marketing

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   var FIND = "The first step is to determine the target audience for our yogurt. When producing a food product, we are particularly interested in the member of the family that purchases groceries. This individual may be making a purchase for personal use or on behalf of friends and family members.";
   var FIND = "The first step is to determine the target audience for our yogurt. When producing a food product, we are particularly interested in the member of the family that purchases groceries. This individual may be making a purchase for personal use or on behalf of friends and family members.";
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   var RESEARCH = "The second step is to research and understand the target audience. Information that we need to know include how many people are mothers, what percentage can we feasibly market our yogurt to, and what are their psychological and behavioral motivators? We need to know what percentage of mothers are strictly against genetically modified (GM) yogurt thus decreasing the percentage of the target audience we can feasibly market to? In terms of motivators, we need to research what key benefits GM yogurt need to offer so as to be marketable?  For our public survey, we will be targeting mothers in order to address these questions.  .";
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   var RESEARCH = "To better understand our target audience, we must do research and learn about this group. Information to consider include the number of individuals in the group and the number of realistically marketable individuals. Knowledge regarding opinions on Genetically Modified foods is key in our marketing strategy.";
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   var DETERMINE = "After brainstorming a list of motivators, we need to determine the important motivators to focus on. Through our public survey, we identified key motivators that drive mothers. Of the five motivators we tested (Health Benefit, Health Hazards, Environmental Impact, Price, and Taste), the most important motivators were determined to be Health Benefit, Price, and Taste. In order to be marketable to mothers, GM yogurt must be safe and beneficial to health and free from health hazards. In addition, it should have a lower price and better taste so as to be competitive. ";
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   var DETERMINE = "We must consider all potential factors that may influence the decision of our target audience. Concluding from our preliminary research and public survey, we would shortlist the motivating factors and thoroughly study their effect.";
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   var CREATE = "In today's world, people are bombarded with advertisements everywhere. After consulting with industry marketing professionals, one success tactic that they always employ is creating a compelling story to market the product. The product needs to have its own distinct style in terms of advertisement artwork and product mascot. Not only that, there needs to be a compelling story illustrating why the consumer should buy the product. A compelling story can be developed either internally by our iGEM team members or externally though marketing companies. An external source that is well known for helping organizations create compelling stories for marketing is Epipheo Studios.  In addition, the story must be relatable to mothers; feedback from industry professionals suggest that stories with health messages are highly poignant with mothers. ";
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   var CREATE = "In today's world, people are bombarded with advertisements everywhere. To succeed in marketing our yogurt, we must have a story; a compelling and appealing image that would set us apart from our competitors. This compelling story can be developed either internally by our iGEM team members or externally though marketing companies. A strong emphasis would be put on relatibility to our target audience. ";
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   var DEVELOP = "The Integrated Communication and Marketing Plan is composed of a set of instructions detailing who, what, where, why, and how to market our yogurt. In addition, it also outlines the 4 P's of our marketing strategy: Product, Price, Place, and Promotion.  ";
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   var ASSESS = "As structures as a marketing plan may seem, it must truly possess flexible and dynamic qualities: Once implemented, the strategy must be reviewed and assessed on an on going basis. With changes to our economy, environment and society, we can anticipate that individual’s habits and beliefs are also constantly going through changes. ";
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   var TEST= "We need to qualify and quantify key motivators. In terms of health benefit, which form of health benefit is most attractive to mothers? As an example, is a yogurt that helps lower blood cholesterol better than one that provides vitamins?  Through our public survey, we found that the health benefit of providing vitamins is more important to mothers than lowering cholesterol and blood sugar. The next step in understanding mothers is to determine how much health benefit needs to be present before mothers are convinced to buy our yogurt? Does our yogurt need to have a therapeutic effect on a medical condition or simply be a form of nutritional supplement? ";
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   var TEST= "To narrow down the factors we would focus on, we would consider various aspects of each factor closely: for example we would question which particular health benefits appeal most to our target group. ";
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<h2> Genetically Modified Yogurt </h2>
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<h2> Flowchart of Marketing Approach </h2>
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<p> Through our interviews with UBC Marketing professors and dairy industry professionals from the BC Dairy Association, we were able to gain feedback toward developing a marketing strategy outline for our GM yogurt. The flowchart below details the steps that we will follow to market our yogurt in the future, and it is based on data collected through our public survey. <p/>
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Latest revision as of 02:31, 29 October 2013

iGEM Home

Marketing Strategy

Flowchart of Marketing Approach

Through our interviews with UBC Marketing professors and dairy industry professionals from the BC Dairy Association, we were able to gain feedback toward developing a marketing strategy outline for our GM yogurt. The flowchart below details the steps that we will follow to market our yogurt in the future, and it is based on data collected through our public survey.

Roll over parts of the flow chart to read more!


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