Team:British Columbia/marketing

From 2013.igem.org

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   var DEVPROJECT = "Phage contamination plagues the process of milk fermentation in British Columbia's large dairy industry. We therefore sought to focus our human practices section on this problem and the potential of genetically modified organisms (GMOs) to combat this issue. We designed a flowchart of steps that would take us from identifying the main challenges surrounding the use of GMOs in combating phage contamination, developing GMOs in the lab, and creating a marketing strategy for their commercial application. ";
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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.";
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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 = "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. 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= "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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  var GATHERINFO = "We began by aiming to gain a better understanding of the factors we needed to consider in our public survey. To achieve this, we chose to interview industry professionals and academics with backgrounds in Genetically Modified Organisms, the Dairy Industry, Food and Nutrition, Marketing, and Ethics.";
 
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  var INDUSTRY = "Through interviewing industry professionals, we gained a better understanding of their needs, concerns, interactions between farmers, suppliers and consumers and their opinions on genetically modified organisms. Some individuals interviewed also offered suggestions regarding the marketing strategy for dairy products. <b>Click to view the interview questions.</b>";
 
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  var ACADEMIC = "In choosing the academic professional, we selected our interviewees to be individuals whose opinions were expected to be bias based on their academic background. Professors in land and food systems, ethics and philosophy and microbiology who have studied genetically modified organisms were asked to participate in our professional interview. Their responses opened our eyes to factors that we had not considered previously. <b>Click to view the interview questions.</b>";
 
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  var MARKETINGPROFS = "We spoke with two marketing professors, Tim Silk and Joey Hoegg and discussed our human practices mission statement. They assisted us in considering all of the marketing aspects of our project and helped us in developing our professional interviews with various other professors. After the academic interviews, having gained some perspective about the opinions individuals may express, we sat down with two marketing professors to lay down the basics of a public questionnaire. ";
 
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  var DEVSURVEY = "We developed a Survey composed of three sections: General yogurt purchasing habits such as price and size and consumer use, Factors buyers consider when making yogurt purchase and What factors individuals would consider in choosing to buy a genetically modified yogurt as opposed to a non modified yogurt. <b>Click to view the survey.</b>";
 
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  var ETHICSAPPROVAL = "To conduct our survey at Telus World of Science, we needed to obtain Ethic Approval from the UBC Behavioral Research Ethics Board. We submitted our application to the board, obtained approval from the Microbiology and Immunology, and with the help of Research Ethics analysts, we obtained the approval within two weeks. <b>Click to view the steps we followed to obtain our approval and the approval document.</b>";
 
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  var SCIENCEWORLD = "We decided to conduct our public survey at Telus World of Science. We met with Mila Cotic, the manager of community connections at Science World and discussed the steps required leading up to the day when we would conduct the survey.";
 
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  var CONDUCTSURVEY = "We conducted our survey at Telus World of Science on September 25th and 26th.  We set up a booth in the atrium on the upper floor and had some of our team members walk around the facility, asking individuals if they would like to take part in our survey. Anonymous results were collected.";
 
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  var ANALYZESURVEY = "The survey results were entered into Excel and graphical analysis was conducted. Figures show the general purchasing habits as well as the factors considered when buying yogurt in general and genetically modified yogurt. <b>Click to view the data collected and their analysis.</b>";
 
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  var DESIGNMARKETING = "Based on the results collected from the survey, we designed a marketing strategy for a genetically modified yogurt. We took into account the factors individuals consider when purchasing yogurt and how their choice may be swayed dependant on changing those factors.";
 
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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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