Marketing for UniShop Potsdam during SS2016

UniShop Potsdam During The Summer Semester Of 2016Organization And Planning Of Psychographic Tasks

By The Marketing-Communication Team

IntroductionWhat Exactly Is The Unishop?

2016-07-28 University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 2

University of Potsdam >> UniShop 2016 >> Jan Kopankiewicz 3

What Is The Unishop Potsdam?Offers University of Potsdam (UP) branded:• Apparel• Stationary• Bags• Cups• Gifts

Goals of the UniShop:

• Buyers representing the university• Emotional connection with UP• Heighten awareness of the

university

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Goals Of The Project In The Academic Setting

• Improving individual key skills, such as:• Teamwork• Communication• presentation skills• etc.

• Application of theoretical knowledge• Improving entrepreneurial

thinking• Commercial success of the shop

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Structure Of The ProjectUniShop Administration

Communication Research

Marketing

Sales

Task:Psychographic and

economic marketing goals

Recommendations for communication and

sales

Sales activities, economic goals,

logistics

Teams:

Department:

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Marketing Communication Tasks Within The Project

• Using various marketing channels• Finding partners and

collaborators• Making use of existing partners

• Design for POS• Planning events and sales• Printing and designing flyers,

posters, etc.• Taking respective photographs

of products• Developing new designs

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Team organizationThe Allocation Of Tasks



Team Organization >> Prerequisite

• 8 team members• Various academic backgrounds• Different progression of

academic career• Diverse fields of knowledge

• Academic schedules not overlapping• Members spread across 3

campuses and 2 cities• No free riders

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Team Organization >> Team Communication

• Bi-weekly in person meetings to discuss progress• Slack for internal team

communication and data exchange• Email for team external

communication with administration• Telecommunication as backup

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Task IIITask IITask I

Internal structure >> Model >> Benefits

Pool

Lead

Sub-Lead Sub-Lead Sub-Lead

Benefits:

• Mix of knowledge and skills• Allows for autonomous pursuit

of tasks• Better allocation of time,

more dynamic• Sub-group is infinitely

expendable

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Internal structure >> Model >> Pool

• Pool is coordinated by team leader

• Pool contains all members of the group

Pool

Lead

Task IIITask IITask ISub-Lead Sub-Lead Sub-Lead

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Task IIITask IITask I

Internal structure >> Model >> Tasks

• Members split up into sub-groups with specific tasks

• Members are part of multiple sub-groups

• Each sub-group has one sub-group lead

Pool

Lead

Sub-Lead Sub-Lead Sub-Lead

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Internal structure >> Organigram

Partn

ers /

Sp

onso

rs

Flyer

Raffl

e

Stall L

ayou

tPh

otog

raph

y

Commun

ication

Pool of Marketing-Communication Members

Team Leader

Docum

entati

on

Prod

uct

Develo

pmen

t

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TasksMarketing-Communication’s Scope Of Duties



Interdependent Nature Of TasksPartners / Sponsors

Flyer Raffle

Stall Layout

Photography

Communication Product Development

Marketing at POSOff Site MarketingSupporting Efforts,

Minimizing Expenditures

Sustainability

Documentation

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Photography & Partners

Supporting Efforts And Minimizing Expenditures



Supporting Efforts And Minimizing Expenditures

Photography• Horse mask for attention• Reusability & anonymity • Uni campus as location• Pictures for:• Flyers• Posters• Web• Outdoor screen on campus

Partners• Successful acquisition:• shopping center• sports facility

• No success with:• More prominent sport clubs• Restaurants• Bars & Pubs

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Communication & Flyers

Funneling Potential Costumers



Funneling Potential Costumers

Communication• Social media channels• Finding and directing online

student groups with posts

• Outdoor screen with UniShop Ads• Direct Marketing and

Conversation

Flyers• Design• Image manipulation software

• Print • External print shop

• Distribution• Campus• Canteen• Dormitory

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Stall layout and RaffleMarketing At The Point Of Sale



Marketing At The Point Of Sale

Stall Layout• Symmetrical layout of sales

point• Mannequin as attention getter• Two students manning the stand

Raffle• Raffle at a uni festival to push

sales• Prizes:• UniShop surplus• Vouchers, Stationary

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Documentation & Product Development

Sustainability - Ensuring Success For The Future



Sustainability - Ensuring Success For The Future

Documentation

• Staying on track• Documentation for next team to

take over marketing-communication tasks

Product Development• Prototypes:• Wallet• Sweatpants• Key chain• Bowls

• Research team to analyze sentiment and response

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Lessons LearnedTakeaways For Future Teams



Takeaways For Future Teams• Good internal and external Communication

are key.

• Planning helps tremendously.

• Incorporate alternative goals as Plan A will

not always work out.

• Failure gives you a chance to be better.

Recover quickly and move on.

• Act first. Ask for permission later.

• Make use of your team’s expertise,

knowledge, resources.

• When things move slow, give a helping

hand.

• Set reasonable goals

• Work on tasks that benefit the final goal.

• Keep a positive attitude.

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Thank YouAnd Good Luck

Marketing for UniShop Potsdam during SS2016

Leadership & Management

Transcript of Marketing for UniShop Potsdam during SS2016