Group 3

COOL BURST

HISTORY

• Over a decade, most successful juice in South East

• Restaurant menus and school vending machines

• Success mainly due to being at the right place at the right time & efficiency

STRUCTURE

• Target: Schools & Restaurants

• Purchasing agents & plant operations in Atlanta

• Efficient operations with minimal cost of production

• Salespeople all over South-East

• IT system for placing orders served by a fleet of drivers

• Lab located in Chicago

PROBLEM AT LARGE

• Annual revenues stuck at $30 million

• Profits flattened for four straight years

• Chicago (conglomerate HQ) inquired about budgets, expenses & personnel changes

• New competitors gradually making a dent (Drink-Ups radio jingles, Thirst Smasher’s carts)

• No creativity as employees (straight from Miami school/college) were conservative, traditional and formal

• Perception that Cool burst is for kids

PROBLEMS

Product

Same flavors New flavors

PromotionIn-house ads at Point of Purchase TV ads by NY agencies

DistributionSchools & Restaurants New Channels like airport

If it ain’t broke, don’t fix it

VS

Innovate or evaporate

DISTRIBUTION & FLAVORS

Velez should be promoted and provided with more resources to develop new flavours/tastes to cater to a wider range of age groups

Concentrate on more distribution channels like Beaches Airport Push-Carts Retail chains Colleges Events

VELCRO ORGANIZATION• In this world of disruptive change, a company's infrastructure needs be like Velcro

• Cohesive and workable when in place, but capable of being easily re-arranged when circumstances and strategy call for it

VELCRO ORGANIZATION• Luisa, the CEO should envision, empowers & energize

• Gradual Change

• Informal setting

• Cross-departmental collaboration

• Encourage ideas and reward them by minimizing rules and regulations

• Make them aware of rising competition

• Leverage on their loyalty

• Hire Jenkins back; hire more creative heads

HARRY POTTER MARKETING1. Develop a Strategic Approach:

As a marketer, it is important to develop a strategy. Create goals, and execute your strategy with those goals in mind.

J. K. Rowling knew how she was going to shape her characters through the course of her 7 books

Luisa should know who her competitors are & how to tackle them through proper mission, vision and goal statements

HARRY POTTER MARKETING

2. Viral Marketing:

Marketers need to utilize inbound marketing to create buzz over their product, service or company.

Positive reviews and promotions that come straight from consumers are more valuable than content that comes from the company. This is what has happened in Harry Potter’s case, fans took over and created many viral campaigns on the internet

Utilize the different social media tools that are available online to create the hype that you need to be successful.

HARRY POTTER MARKETING3. Multi-Channel Approach:

J.K. Rowling used multiple channels to reach her audience. She recognized that her audience ranged from young children to adults, and she needed to cater to their interests. Amusement Parks like the Wizarding World of Harry Potter Social Media – Pottermore Harry Potter Trailers on YouTube.

Marketers should follow her example by using many channels to get their message out

Different parts of your audience are more attracted through different means making it necessary to use a healthy mix of promotional tools.

HARRY POTTER MARKETING4. Play Off Your Audience's Personality:

After a few book releases, J.K. Rowling knew how to reach her audience. She knew the anticipation. she used this knowledge to generate more buzz about anything relating to Harry Potter

Marketers need to do a lot of research to understand and connect with their audience. The more knowledge you have, the easier it will be to execute your strategy.

Ex: If your audience is attracted by a certain channel, use it. If your audience is attracted by a certain message, use it

HARRY POTTER MARKETING5. Create a Distinct Brand:

When you think of Harry Potter a few keywords come to mind. They could be wizard, lightning bolt scar, Quidditch, or "the boy who lived." These characteristics of this book series are recognized by people who aren't even fans

Marketers need to follow this lead and create specific and identifiable brands for their company or cause. What message does your brand have? What is your brand supposed to symbolize? How will other people connect with your brand? What does your brand mean to your audience? Identifying all aspects of your brand is important at the start of any campaign.

PROMOTION• Use an Ad agency for TV ads

• Unconventional advertising campaigns (Guerilla)

• Radio jingles for brand recall

GUERILLA ADS

THANK YOU