Global Group – The end

Hello everybody!

Now that the course has ended, we would like to share some personal comments regarding the Experior Project we’ve been working on as a group during the last few months.

From the beginning, the project gave us a lot of motivation, because for the first time we were asked to show in a practical way what we had learned during the course, acting like real consultants who were asked to give marketing and communication advices directly to the companies.

It wasn’t easy to immediately identify the problems that the company was facing: we had to attend classes to gain the right tools for marketing and communication, we had to contact the CEO of the company we were working on in order to gain a deeper understanding of the situation, and we also had to frequently meet together to exchange views and ideas.

Working on the project wasn’t easy, especially because most of us had a background in Linguistics and very little experience with marketing, but using our skills, our abilities and the knowledge we had acquired in class, we managed to come up with a final presentation we were proud of.

In conclusion, in spite of all the difficulties we went through, we’re happy we have been part of such an interesting project. It was an educational and challenging experience we would like to recommend to all the future students.

It’s been a pleasure,
Global Group

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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

Experior Project? Done ✔

ApeExperior2017

Only 3 days left and the Ca’ Branders want to wish you all good luck!

After 10 weeks of happy, crazy, sad, exciting or tense moments, we reached the end of this beautiful experience. The Experior Project has been a mean to apply and implement our knowledge into a real case, with all the problems that arise during the journey.

It’s not a secret that working in team may be difficult, since each one of us is different, but how much is thrilling to see your own project taking shape? We challenged ourselves day per day in order to reach together an original and satisfying solution. This has been the perfect opportunity to learn not only from the mere theory on books but from real company problems.

Thank you all for this memorable experience, we will remember it for a very long time.

Leonardo, Jessica, Charlotte, Viviana, Giada

Last WIP Presentation: Source, Message and Channel Factors

Hi guys, here is Ca’ Branders team!

Since the exam is coming up, we want to share our last WIP presentation about source, message and channel factors.

First of all, source factors can be direct or indirect. A direct source factor is a spokesperson who actively participate in an advertisement, meanwhile the indirect is generally a model who do not take active participation in the commercial. In the Fish and Friends case there is no use of the source factors, but we can observe that brandcompetitors like Findus use a spokesperson; for example “Captain Findus” for “Bastoncini Findus” and “Carletto” for “Sofficini Findus”. The qualities of the Findus_Carletto_01spokespersons are reflected in the products, for example the actor who represent the captain for “Bastoncini Findus”, through the years, is always been a tall, strong and old white beard man which was immediately associated in the mind of the consumer with one of the first slogan of the product which was “Buon Pesce, tanto gusto, tutta forza”.

Regarding social media, in analyzing Fish and Friends, we can notice that all posted pictures simply represents the cocked and finished product. There is no spokesperson or indirect source who draws the attention of the consumer towards the qualities of the product, hence Fish and Friends is missing an important communication opportunity. As we can see from the pictures there is a substantial difference in the perception we get from Fish and Friends and Findus, the latter definitely carries more meaning and seems more close and friendly than the former.

Hence, if Fish and Friends want to use a source factor this should be coherent and consistent with the sector they are in and with the quality they want the consumer to perceive. This will guarantee credibility and trust to the product and help the diffusion of it.

Then, we analysed the pros and cons regarding the selection of possible Fish and Friends testimonials:

tabellaprocons

Among the arguments in favour of the use of a testimonial we found the enlargement of the targeted audience through the use of an attractive model or known Chef; the creation of a loyal community of customers which shares the qualities and values associated with the testimonial personality and finally the perception of a quality product through the use of a sectorial expert or again a Chef. Among the arguments in contrast with the use of a testimonial we thought about the highly required budget which is in contrast with the low we dispose of; the complete lack, inside the organization, of a dedicated marketing sector and therefore of knowledge about the selection and evaluation processes of a testimonial and finally considering the already low awareness of the product the arise of an overshadow problem.

There are many possible approaches to create a story, for example: showcase the people who produced the product, which in this case is a well-established group, the Cam group, with a long history and a trustful and established relationship in the Business to Business market; highlight how the product is made and explain how your raw materials are different; we can let consumers know what inspired the creation of this product and finally give buyers the story behind the product’s name. We believe that the strongest storytelling approach would be that of creating and delivering a message, with one of this approaches, through a testimonial or a source who can be connected with the Italian food culture and history. The message should develop a strong and positive brand image and evoke, in the potential consumer, an emotional response, making the story a vehicle to create a trustful connection between the consumer and the product.

Then, we analyzed the way in which Fish and Friends communicate their message. Knowing the best way to promote your products is fundamental in order to have an effective communication.

Fish and Friend’s advertising relies mainly on visual messages transmitted through their products’ packaging and social networks. The packaging is designed to appeal to the rational and logical aspect of the consumer’s decision-making process. Fish and FriendsInsieme-piccole_0140--1024x666 wants to communicate clear and positive features of taste, convenience, safety and duration. Therefore, in their packages they underline the short cooking time required and the easiness to use. Moreover, they keep the wrapping as simple as possible, to evoke the idea of a non-industrial, fresh product. However, we are not sure if their intention is correctly addressed.

Regarding the advertising on social media, they use products’ pictures and short messages where they recall the brand name, without involving the consumer’s emotional reaction.

The messages are one-sided, as usual in the food market, and comparative advertising is not used, even if it could be particularly useful for new brands since it allows the new market entrants to gain a position against the more established brands.

Now, let’s focus on the channel used to deliver the message. First of all, channels can be classified into personal and nonpersonal. Personal channels usually are more persuasive since the sales message is more flexible and the salesman can adapt the message to the customer’s reactions. This is why Fish and Friends largely uses the in-store promotion as the main advertising channel. They affirm to have positive results from this kind of advertising since the salesman has a deeper knowledge about the product than the supermarket employees. Regarding the nonpersonal channel, Fish and Friends relies on the promotion through the social networks. In this case, the major factors to be analyzed are how information is processed and how communications are influenced by the context or environment.

First of all, information which comes from written ads as well as from Internet is self-paced, i.e. readers can process the ad at their own rate and study it as long as they desire. This is usually used to present an advertising with lots of information, since it is easier for the message receiver to process a long, complex message. Fish and Friends, however, uses these networks only to recall the brand name and to post pictures of ready meals, without adding relevant detailed information about the primary resources or the processes involved in the production process.

Finally, since the resources are focused on the same advertising channel, which is not so well developed, we cannot say that there is a qualitative media effect because the only medium used is not able to give a strong brand image and a clear message in the way in which it is used at the moment.

That’s all folks, see you at the next post!

EXPERIOR presentation – Photo album

Here they are the pictures taken during the final presentations of EXPERIOR project to Active Languages and Fish&Friends on 5 May.

Foto 05-05-17, 15 23 07

Thanks to Alberto Cerato for taking some of the pics uploaded!

Link to the Flickr page of the Department of Management:

https://www.flickr.com/photos/dip_management/sets/72157680502778964

Receiver’s Response

The purpose of this article is to analyze the Receiver’s response that is to say the stages of the receiver’s reaction toward the promotional activity by the sender, in this case, by Active Languages. To describe the stages a consumer pass through in moving towards a specific behavior, we can use different models. Each model can be reduced to three broad stages: Cognitive, Affective and Behavioral. The first stage, Cognitive stage, is the stage related to awareness or learning. In this step, the consumer becomes aware of the brand and its services. The second stage is Affective and is related to feeling, interest or desire. The consumer becomes interested by learning about brand benefits and how the brand fits with lifestyle. He develops a favorable disposition toward the brand. At the end, there is the Behavioral stage which is related to Action and during which the consumer forms a purchase intention, shops around, engages in trial or makes a purchase.
In the case of Active Languages, since they especially use Personal Selling to promote their services, we used AIDA model to explain the Receiver’s response. As the AIDA model suggests, a promotion to be effective has to attract Attention, secure Interest, build Desire for the product and obtain Action. The effectiveness of promotion depends upon to what extent the advertising message is received and accepted by the target audience.
The first moment of AIDA model is Attention and belongs to Cognitive moment.This is a crucial phase because only if the consumer is aware of the existence of the service he will consider purchasing it. Senders can grab consumers’ attention through different channels and in the particular case of Active Languages, they use personal selling that is to say mails, calls and meetings but also brochures and leaflets to show their offers.

The second stage is the “interest” stage. Once the consumer is aware of the service, the next challenge for the sender is to establish the need of their product in their mind and get them interested enough to desire to purchase it. This is a crucial phase, since awareness of a product does not always mean interest in the product. The one key way Active Languages generates interest in its services is contacting personally the potential clients, meeting with them to describe them its high quality services, its advantages and benefits.

The next stage is the “desire” stage. At this point the consumer has hopefully developed a favorable disposition towards the company, and their interest for the service offered has become a need. In the particular case of Active Languages, after the company has met the potential costumers to describe its offering, most of them express their desire for their specific services. Therefore, we may say that this first meeting is successful in establishing a desire for the services in the mind of the consumer.

Once the sender has attracted consumers’ attention and built their desire, consumers will form a purchase intention, shop around, engage in trial or make a purchase.

In the case of Active Languages, companies usually call them back to fix an appointment and later sign a short or a long term contract. In general, 80% of the companies Active Languages work with become loyal customers.

Referring to the learning model we used, we used the Foote, Cone and Belding model, which is based on a chart dividing 4 types of learning processes. These four types of learning processes are characterized by two dimensions: apprehension and implication. Regarding the implication, a customer can have a high involvement or a low involvement in the obtaining of the service offered. In the case of Active Language, we can identify that both groups of customers, privates and companies, have a high involvement in obtaining this specific service. In the other hand, the apprehension refers to the mode the customers perceive the reality, which can be an intellectual apprehension or an emotional apprehension. This is the dimension where we can distinguish both groups of customers.

This system of learning processes is also characterized by three phases of the customers’ attitude: cognition (referring to the learning part), affectivity (referring to the feeling part) and behavior (referring to the action part).

If we talk about the potential customers as companies, we can award them to the first group: with high involvement and an intellectual apprehension; this means that the companies are “thinkers” and in a learning category. The important thing is to be economic, first learn about the service offered and then, once the customer has enough information, purchase it. It’s not a spontaneous action, but a wisely though one. The companies see this service more as a need than a “want”. The process would start with the learning phase, after the feeling phase and at the end, the action phase.

Regarding the privates we still talk about high involvement but in this case led by emotions. So now we refer to our consumer as “the feeler” since what leads them to buy a particular product or in the case of Active Languages, a service is if this one makes them feel good or not. The sequence defining the purchase process followed by the privates is “Feel, Do, Learn”, according to which first the consumer “feels” so has some sensations about the service; then they “do”, so they use the service, they begin to be confident with it; finally they “learn”, so they understand if this service really makes them feel good, if it is actually suitable to what they are looking for. Thus, this process is more spontaneous compared to the one the companies go through as they are guided by material needs and not by emotions.
Speaking of the advertising strategy for this category tends to focus on visual and emotional appeals. Above all, that means highly interactive websites and brochures.​

After our analysis, we have come up with some suggestions to be adopted in the advertising campaign. So having realized that Active Languages have two categories of consumers very different between each other, the company should develop two different kind of advertising strategies: one focused on the business needs required by the companies, for example by using more professional brochures and providing detailed information for each particular service and one aiming at raising emotions in consumers such as the privates that could be children, parents, students, ect., by using catchy, funny and colourful brochures in order to impact positively on their feelings.
Moreover, the website should also be more differentiated and concise in describing the services offered as the social media should be more consistent with the company’s activities and more focused on promoting them.

Have a look at our PPT about the Receiver’s Response Analysis: Receiver’s Response

 

Global Group – Analysis of Promotional Program Situation of “Active Languages” – External Situation

This article is about the Analysis of Promotional Program situation of Active Languages with focus on External Analysis. To begin, we want to point out that information and data we used, were collected during a phone call with Ms Thea. In the first part, we studied the consumer behavior, then, we proceeded talking about market segmentation and market targeting and we concluded dealing with Active Languages’s positioning in the market.

In Consumer Behavior part, we explained how and why a consumer chooses Active Languages or not. Actives Languages has two main categories of consumers: Companies and Privates. Companies are companies with subsidiaries abroad (Expatriates companies) or Import-Export companies. Privates are ambitious people, students, retired people.
The first stage to comprehend the behavior of our consumer is to understand its needs. We made a classification of Companies’ needs and Privates’ needs. On one hand, Companies’ needs are language courses, for example executive courses, especially for expatriates companies’ employees, translation and interpreting services, for import-export companies and at the end, the Internationalization service. In this case Active Languages proposes itself to help companies which want to start their business abroad.
On the other hand, we defined Privates’ needs. A private leans on Active Languages to achieve linguistic certifications and for Linguistic after school homework help.

As there are factor influencing consumers in their buying decision process such as personal, cultural, psychological and social factors: if we specifically analyze Active Languages case, many Companies (as a consequence of those factors) address to Active Languages in order to acquire a good knowledge of the languages to communicate with their subsidiaries abroad. Furthermore, turning to a company like Active Languages offering high level services, means also acquiring a professional image and a competitive advantage compared to the other firms operating in the same area.

While Privates refer to Active Languages to attend courses as an hobby as many retired people do in their free time or to communicate with their family members as in the case of mixed families. Besides, Privates address to Active Languages to keep pace with nowadays society, since the use of foreign languages is becoming more and more common in everyday communication, but also for those people interested in starting a study of work experience abroad, who may need at least a basic knowledge of the languages they’re going to use once abroad.

Speaking of the consumer’s decision process, first we have to consider their research of information about the services they are interested in. In the particular case of Active Languages, there are different kinds of channels through which the consumer can get information about the services offered by the company. In fact, since  Active Languages uses “Personal Selling” as the main tool to communicate its services and activities to consumers, this is in turn an important channel for the consumer to get information. Then there is the “WOM” (“Word Of Mouth”), which can occur between clients that have already had a good experience with Active Languages and other potential clients that receive positive feedbacks from the former. Anyway, what happens most of the time is that the employees of the companies working with Active Languages talk with their family members, relatives and friends about Active Languages’ services and if these people are interested in linguistic services they get in touch with the company as privates. Of course, Internet is also a relevant channel in the research of information process, indeed by looking at Active Languages website or its Facebook page, but also by receiving its Newsletter, the consumer can obtain info about the company performance. There is to say though that the website would necessitate some adjustments as there are too long descriptions for each section, creepy images ect. Also the Facebook is not so consistent with the services the company provides although it is constantly updated.
The consumer can get a sum up of the services provided also by looking at the brochures or the leaflets that the company distributes around the cities, in the companies where they work or in the schools.

After having accomplished the research of information about a company’s services the consumer arrives to the final phase, namely when they decide which service to purchase. Yet, before getting to this final decision, first they have to make a comparison, in this case between Active Languages’ and its competitors’ offers, quality brand image and price, so as to have the possibility to choose the most suitable alternative to their necessities. Thus, since the majority of the competitors are franchisee, what the consumer will have in front of them after having made this comparison will be: on one hand what Active Languages offers, so high-quality services, high quality teaching materials, professional teachers and cultural insights, considering how important it is in its activities; while on the other hand, what the competitors offer, namely cheaper prices, a stronger brand image, stronger feedbacks and the possibility to take online classes.

Afterwards, we proceeded to segmet the market.
Veneto is the eighth largest and fifth most populated region in Italy. It has about 4.9 million inhabitants.
Vicenza, the city where Active Languages is based, is the third-largest Italian industrial centre as measured by the value of its exports, and is one of the country’s wealthiest cities. In spite of the economic crisis, export rates have been increasing  staedily in the past few years.

As for the demographic segmentation, people turning to language schools are usually teenagers, collegiates, but also adults or seniors, so the age range of the customer base is pretty wide. They’re usually high scool or university graduates. They’re ambitious, achievers, strivers and most of them want to learn a new language to be more competitive in the academic or business environment. Therefore they look for high quality services at low prices, if possible.
As the owner of Active Languages herself told us, most private customers (teenagers, retired people, etc.) turn to the company to take just one language course and that’s it, no more than one usually. Whereas companies are more likely to establish long-term business relationship with the language school.

Then we proceeded to analyze the different targets of the market. We identified 2 main sectors: companies – comprising expatriates who need to learn the language to work for their company’s subsidiaries abroad, and companies involved in import and export transactions –  and privates.
Active Languages – just like most of its competitors – offers a number of services ranging  from  language courses, to translation, interpreting, assistance in the internationalization process, certifications and after-school homework help.

Ultimately, we determined that the target that our company may want to select is the one comprising companies, for a number of reasons: because the compan is company is based in Veneto – that, as we know,  is one of the most industrialized Italian regions; because the companies’ market size is bigger – according to the Italian national statistical institute (ISTAT) the region had 437,130 active enterprises in 2015; and also because ofmarket’s steady growth, the lower cost of reaching the segment and the compatibility with the oranization’s obectives and services offered.

As for the positioning, in spite of its 10 years of experience, our company is not well know yet. However, its perception in the minds of its existing customers is the one of a company offering high quality services at high prices. Opposed to the perception of its competitors, who offer lower quality services at lower prices.

See our PPT here: Global Group Analysis of Promotional Program Situation

Humor and Advertising

IdealPesca adv2

Have you already decided what to do tonight? We would like to make a suggestion (even if it is not Valentine’s Day)!

When created and executed properly, humor in advertising improves customer’s attention and awareness in regard to a product. However, it can be very difficult to pull off.

This advertising made by IdealPesca shows how humor can be used to sell products even in the fish industry.

Internal Analysis of Fish&Friends

This article is about the internal analysis of Fish&Friends

First we want to explain you the strengths dividing them into two categories: brand and product strengths.

As concern the brand strenghts, one  positive aspects is the fact that Fish and Friends is part of the Cam group, that is present in the fish market since the end of the ‘60s as mollusc breeder in the south lagoon of Venice. This is a strength the firm can exploit because it acts as a kind of guarantee for the distributors thanks to the consolidated notoriety of the Cam Group. Having such an innovative product gives to the the brand has the possibility to cover a unique position in the market. This is the consequence of the fact that the brand has few direct competitors in Italy; others like Findus have different payoffs.

Talking about the product’s strengths, we know that this is a new and innovative product and the price is not so high, so it is affordable also to young people. Thanks to the specific pre-cooking and conservative process, this product is fast and easy to prepare, so everyone can cook it without spending too much time and without being an expert in creating recipes. For these reasons, this kind of product results attractive to all people interested in eating a wealthy dish without spending too much money and time for it.

Referring to the weaknesses of the brand, first of all the brand is not known enough, so the firm has to work on it in order to create brand awareness; they have an agency that manages all the social media platforms, but they are not always updated and interactive. Fish and friends, from our point of view, has to implement and develop better its social image and reorginize the images of the logo, keeping the same payoff in all its social pages. We can say the same thing for what concerns the website. It is used to spread information and describe the product but it is not attractive and at the same time it doesn’t give any information on where you can find the products if you want to buy them and its blog is not updated. In addition, the firm doesn’t have a promotional department organization and they don’t have a manager that is dedicated to the marketing sector. 

Talking about the product weaknesses, people don’t know this kind of product very well and they are not aware of the quality. For this reason they’re not willing to buy it. Another negative aspect is that the packaging has a poor design and this doesn’t help people in acquiring the product.

Looking at the IMC, we can see that the firm communication doesn’t exploit all the possible tools. For example the firm doesn’t have any kind of advertising on the traditional channels as newspaper and magazines. It only advertises through the social media and the website that are, as we said before, outsourced. So it means that the firm doesn’t have a direct control on the advertisement of its products. Other elements of IMC such as sponsorship and public relation are not implemented.

The only marketing strategy used since now is the in-store promotion. The commercial manager has several times underlined the importance of this direct promotion inside the supermarket. Indeed, this type of strategy is important to overcome the diffidence of the consumers in respect of this new kind of products.

For what concerns the analysis of the previous program, since the firm hasn’t a clear implemented  marketing strategy we focused on the in-store promotion.

In particular in the last month FF organized in the pam and panorama supermarket some events where people could taste the fish. These tasting events coincide with the launch of the products in the pam distribution chain and they are inclined to propose these events again in parallel with the development of this new distribution relationship. They  are doing the same with Coop nord-ovest and unicoop Toscana focusing more about the soups. Results seem to be positive, even though they don’t have enough data to quantify them.

These promotions also lead to an improvement of the relationship with the distributor chain and their workers. With the organization of such events the expositive space dedicated to FF products inside the supermarket is expanded and also the interest of the supervisors and the workers grows. Indeed often the supervisors themselves are suspicious about  packed fish and in this way they can gain more confidence with the products.

That’s all folks!