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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It was a great pleasure

Only today, two weeks after the Experior Project’s exposure, and after long and intense study days, we can finally realize how successful this collaboration between University and companies was.

We could see that after our advice, Thea, CEO of ACTIVE LANGUAGES, evaluated and decided to continue with the collaboration beyond what could be a mere university group work.

This for us means not only that what was initially a home-made task turned out to be a real team work, but above all that the suggested result was up to the expectations of the company.

The adventure never ends.

Congratulations to all!

We would like to thank professors Hu and Vescovi, and tutor Rizzo for giving us all of the help!

Thank you all and good luck for tomorrow!!

 

Alfa Experior

 

Wassup?

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It’s been two weeks since the Experior project presentation of Branding and Communication at Ca’Foscari, an experience that involved 12 groups of students coming from all over Veneto, Italy and the world, the two professors Vescovi and Hu, and tutor Rizzo, as well as two companies that needed our help.

Around The World (that’s the name of our group) is a remind of our different nationalities, in particular Italy, Russia, Germany, France and Korea. Probably we would’ve never met without this opportunity Ca’Foscari University gave us. Too different cultures and languages to get together someone may say, but each one of us tried their best to handle the ‘quietly silent’ English of Sara, the ‘bossy’ Virginia, the ‘almost never’ present Eleonora (that helped from distance, though), the ‘picky’ Giulia, the ‘I’ve got a call’ Sophie and the ‘peaceful’ Katja.

We are all glad we have worked together, learning the meaning of being in a group, and see with our own eyes the problems a real firm faces. In our case, we had the opportunity to work for Thea, the CEO of Active Languages, a really nice and kind woman with a lot to give to the world. We would like to thank Ms. Gardellin for her patience and the touching speech she gave us at the end of the event. We hope she will get the best out of all the six groups and remember all our efforts when her business will be one of the most important in the sector!

We never imagined that the Experior project would be such a big event, and we kind of regret we didn’t do more than just a poster and a short report. We were newbie and this is what the tutor told us to do, but next time we will come more prepared, competitive and determined… watch out!

Good luck for the exam of tomorrow to all the brave ones!

Around The World

BRAND MANAGERS: WE DID IT!

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After the final presentation,we had the chance to rethink about the experience we have gained during the experior project. We worked for months on Active Languages and, as a group, we all feel satisfied with the final outcome.

The Experior project gave us the opportunity to experience for the first time a “real” case by trying to solve problems of a real firm. Along the way, we learnt to stand on our own feet, to generate ideas, implement them and especially to believe in such ideas. It wasn’t easy sometimes, but the passion and enthusiasm that Mrs Gardellin transmitted (to) us inspired our group to find possible solutions for improving her firm. In this respect, we really appreciated the support that Thea Gardellin showed us during this project and we would like to thank her for being always available for information and clarifications. We were touched by the speech she gave after the presentations because she seemed to trust our work and the ideas proposed.

We also would like to thank prof. Vescovi for organizing such project, prof. Hu for the guidelines provided in class and the tutor Giorgio Rizzo for the support.

In order to approach the problem we started from a competitive analysis in order to have an idea about the industry in which Active Languages was operating. Then, we focused on the main channel that the firm uses to reach its potential clients. By putting ourselves into the shoes of a potential client we quickly understood that finding out what Active Languages is about just by looking at its website is really difficult. Our proposed solution rotates around the idea that it is necessary to effectively communicate the company’s values in order to guarantee an effective positioning. The proposed solution finds its main strengths in its quick implementation and its low cost. In fact, we primarily focused on existing communication channels and we mainly gave advice on how to give a more professional and effective image. We tried to propose a sound solution which purposely did not aim to amaze the CEO. It was a more thoughtful approach to ensure a quick and effective position in order to reach in the shortest amount of time the targeted customers. Our strategy aims at quickly attacking the main weaknesses of the firm in order to set the bases for a more structured strategy.

Experior Project? Done ✔

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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:

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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!

Experience recap- The Random Five

Good afternoon everyone, we are The Random Five team… for one last time!

We have indeed reached the end of this journey, passing through nice and bad moments, but all of them helped us to improve ourselves, as students and as marketers.

It was not easy for us to find a solution, especially because we are still naïve and unexperienced, but as we moved through each step we felt as we grew up a little bit every time, and that we were able to put into practice the concepts we learned during the lessons.

Furthermore, since we didn’t know each other at the beginning of the activity, we end up meeting new people and learning how to work with them, discovering each other’s opinions and ideas. For this reason, the most amazing part was finding an idea all together, and then seeing it develop, grow up and become a real project, which has at the end been presented to the company.

We are thankful for the opportunity we have been given, and we hope that everyone enjoyed it as much as we did.

We wish everyone good luck with the exams, and a nice summertime!

Giovanni, Corinna, Silvia, Anna, Seo Hyun, Sonia

P.S. The two PDF files of our WIP presentation can be downloaded here: first and second

Receiver’s response – Active Languages

adeleHi again everybody, CommuniAction team here! This is the link where you can find our presentation about the receiver’s response for Active Language.

Let us give you a brief explanation of what it is (no jokes this time, we promise :). The response of the receiver is how a potential consumer reacts in front of the message provided by the sender. One thing must be said: the probability that what the sender wants to communicate and what the receiver understands coincide is very low. Most of the time there is a discrepancy between the two, but an efficient communication aims at reducing this difference as much as possible.

For Active Language there is something that we are not worried about, even though we didn’t experience that personally: the broadness of the services offered and the high professionalism of the teachers have a huge contribution in increasing the total quality of their job, given also the effort and the motivation that can be perceived in every single action of Thea (the founder). What is missing, however, is an efficient way to let the people know this dedication and quality: the message delivered lacks consistency and substance to strike the receiver.

For a deeper analysis and for the whole presentation, check the link above. We pointed out the main features of the communication channels used by the school, the learning model that we think is followed by the potential and actual customers and the response process they be subject of.

We would like to end this post by saying that we feel super wound up by tomorrow’s presentation, ready and excited to welcome Active Language’s team and show our work, beyond listening what our classmates have been working on during this challenging 3 months.

Stay tuned for updates, and see you tomorrow!

CommuniAction team

Touchpoints(Fish&Friends)

Good morning, everyone! We would like to present a new material about Touchpoints:

What we did was to take each step of the consumer decision process and think of possible touchpoints for each step so as to be more precise.

 

The first step is need recognition. So, we wanted to activate consumes’ need and thus, their decision process. This could be done by stating clearly what we do better than our competitors. For example, a TV ad referring to the products as “healthier” and by using other comparative words can make the consumer realise that the product is better than the competitor which is the competitive advantage over our rivals. Also, in the same ad it can be said that the company supports domestic market and Italian fishermen by using phases such as “domestic goods”.

 

Next up is information search and we assume that internal search is insufficient as the products were not previously purchased by the consumer. We will focus on the external search which briefly includes: personal sources (family and friends), public sources (consumer reports) and market-dominated sources. The target is market-dominated focus such as to have a point-of-purchase display in supermarkets such as Coop. There can be a desk with Fish & Friends products and the representative of the firm can give to the consumers cooked fish so as to test it. Undoubtedly, the more information about a product, the more consumers will trust the firm and buy the product offered.

One of the most crucial steps in the consumer decision-making process is the evaluation of alternatives. It is really important for the company to get into the mind of the consumer and understand the evaluative criteria that consumers use when comparing brands before proceeding to the actual purchase. The goal is to be included in the consideration set of the consumer and be one of the brands that he/she has in mind. As in the first step, comparative words can be used in ads on the radio or TV such as healthier, opens easier etc.

The forth step is the actual purchase. A question that should be answered is when the consumer will go and buy the product. Our goal is to make the products look so delicious that the consumer will go to the supermarket and buy it immediately. So, actually our goal is to make consumers feel hungry. This can be done through social media, specifically through Instagram. Photos and recipes can be uploaded, as well as live videos from university students using the product.

Last but not least, the fifth step is post-purchase evaluation. Our goal is to activate repeat-purchase behaviour and maximise consumer satisfaction. Ads or follow-up calls from salespeople can be used, to comfort buyers that they made the right decision. Also, coupons or “thank you” cards can be placed inside the package so when the consumer takes the product at home, he/she can find the card inside as a surprise. Finally, a review website can be set up, where the consumers will have the opportunity to review the product and suggest improvements.

Thank you for your attention!

Here you can find a presentationTouchpoints

Competitive analysis (Fish&Friends)

Good morning! Our group Internationals is happy to publicize a material  about competitive analysis for Fish&Friends.

There are some main competitors of Fish&Friends. Firstly, Findus is a frozen food brand which was sold at the first time in Sweden in 1945. In 1963 Nestlé and Unilever formed a frozen foods joint venture in Italy, which sold products under the Findus name. Unilever acquired Nestle’s stake in the joint venture in 1985, giving it full ownership of the Findus brand in Italy. The Italian Findus includes four Salti in Padella (literally “four jumps in a pan”, Italian for “stir frying”), a microwavable or easy cooking version of classic Italian dishes, such as carbonara, amatriciana and tagliatelle al ragù. Secondly, ESCA is the first company in Italy which specializes on packaging frozen seafood for supermarkets.  Thirdly, NAI. This company sells fresh seafood from Italian city and frozen goods from another countries. Another one is Tagliapietra. This company imports Norwegian dried cod, cod from Denmark and directly from local producers in the Lofoten Islands in Norway.

Observing a communication strategy of competitors, they use a combination of personal and nonpersonal communication channels: personal selling and word-of-mouth marketing when people taste product and then share their emotions with others and give recommendations. Another style of communication is social nets: Facebook, Instagram posts, Youtube where companies can collaborate with customers, publicize information and show receipts on Instagram and Youtube.

Here is our presentation: Fish&Friends Competitive Analysis