Our Experior Project – Team InnoVE

In a few meaningful keywords, we would like to express what the Experior Project experience has been for us:

  • challenge

Which are the main company problems? Which are the ones that matter most? How can we solve them thinking out of the box?

  • team building

Working together, collaborating and sharing ideas to find solutions.

  • active learning

Putting into practice the notions we went over in class.

  • self-awareness

Confronting a real case has improved our capabilities and adjusted our attitudes by pushing us not only into developing new skills, but also into facing our weakness and exploiting our strengths. Moreover, we could learn how things are actually done in the “real world” – or at least we think and hope so.

InnoVe Team.JPG

 

In conclusion, we would like to thank Ca’ Foscari University, our professors and Fish and Friends for the support and the collaboration.

InnoVE

Alida Carli, Riccardo Daidone, Camilla Maggio, Anna Peron, Giulia Pretto, Elena Rizzo

Fish&Friends – Receiver’s Response Model and Learning Mode

Our project continues through an analysis of Fish&Friends’ receiver’s response model and target audience learning model.

From our analysis, it appears that the company regrettably does not implement a clear advertising strategy and thus it does not follow a specific path in consumers’ response process. Therefore, we could not apply to Fish&Friends’ advertising a unique, standard and traditional response model.

This situation seems particularly clear in the analysis of the social media advertising posts, as you can see from the images below, where there is not a well thought-out scheme of stages. Here, the only step of the process which appears recurrent to us is the cognitive stage.

Fish&Friends InnoVE 21.04 (1)Fish&Friends InnoVE 21.04 (2)

 

However, the results are often just feeble attempts to spread awareness and generic information about Fish&Friends’ products, without deepening the knowledge about, for example, its technologies and its offer.

In other social media advertising, such as the following post on Instagram,

Fish&Friends InnoVE 21.04 (3)

it emerges an attempt to access to the affective stage, which should reach for the receiver’s feeling. Nevertheless, it appears to be insufficient to obtain enthusiastic response from the audience.

Furthermore, the absence of a clear call to action in almost every post denotes a lack of planning of the behavioural stage, which usually is a relevant part of a communication strategy.

 

On the other hand, we were still able to trace the AIDA receiver’s response model for the personal-selling strategy in supermarkets:

Fish&Friends InnoVE 21.04 (4)

Does our point of view convince you? A widespread quote says that what we learn becomes a part of who we are, so: what we can learn from Fish&Friends’ strategy?

If you want to find out more about our analysis, in particular about the learning mode observed in the target audience, look for further information in our presentation!

Fish & Friends – InnoVE

InnoVE

Fish&Friends – External Analysis

“Value innovation places equal emphasis on value and innovation. Value without innovation tends to focus on value creation on an incremental scale, something that improves value but is not sufficient to make you stand out in the marketplace. Innovation without value tends to be technology-driven, market pioneering, or futuristic, often shooting beyond what buyers are ready to accept and pay for. In this sense, it is important to distinguish between value innovation as opposed to technology innovation and market pioneering.”

W. Chan Kim, Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant

InnoVe is working on the case of Fish&Friends. Starting from a wide range analysis of consumers’ attitude, potential target and positioning, our main achievement is to find the right balance between value and innovation to better exploit company’s potentialities.

 

You will discover more about our work on the 21st of April and, in the meantime, our presentation of yesterday is avaiable on the following attachment:

Fish & Friends – InnoVE

Cheers!

InnoVE