COFFEE BEAN PRODUCT
YOUR ROLE: You represent a full-service marketing and advertising agency that does everything from product development to pricing and distribution, to branding and promotions. If a company has an idea or invention, you are the expert at presenting that product to consumers and maximizing profits.
SITUATION: You have been approached by a potential client that is entertaining pitches from multiple marketing agencies. The company has traditionally been a beverage manufacturer, but it recently cornered the market on a special type of coffee bean. Here are a few of the coffee bean’s characteristics:
Provides 4 times the energy of regular coffee beans
Clears your body 100% in 3-4 hours (meaning no jitters, no buzz, and 4 hours later you can sleep like a baby, even if you are normally caffeine-sensitive)
Legal in every country and every sport (NCAA guidelines apply)
Tastes like the highest quality coffees on the market
Patent-protected (nobody else can grow this variety of bean)
DELIVERABLE – Part 1: Create a marketing campaign to help the company launch this product. The campaign must include the following components:
A primary target group with high potential: Include a demographic and psychographic description. Describe the segment as vividly as possible.
Product format and design: What should the product be? Coffee beans can be made into a number of different products, and your job is to target your target market most effectively. Should this company produce and market a traditional coffee drink? Some other kind of coffee-flavored drink? Shots? Gel? Food products? You decide. Pick one kind of product only. Also, how will the package look and feel? Does it reflect your target market?
Distribution partners and channels: Where will the product sell and why are these the best places for your target audience to find the product? Details.
Slogan: Time to get creative and capture the essence of your brand. Think this through!
One print ad: Include headline, visual, and copy. Could be a magazine, newspaper or billboard. Define where these ads would run, when, and how often. Also, explain why you chose what you chose.
One TV ad: Presented using storyboards or acted out in person (this needs to be rehearsed, if so). Define where these ads would run, when, and how often. And, as above, why?
Social strategy: You do not need to create materials for social media, but rather discuss how social media will be woven into the campaign in a way that will increase return on investment and maintain customer relationships.
Finally, you need to discuss how the marketing choices you have chosen will bring the client the highest return on investment (ROI) for their company.
DELIVERABLE – Part 2: Develop and record a presentation of your campaign, between 10-15mins. Stick to the big takeaways from each section. And make it as professional as possible, as if you were pitching directly to your client.
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