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Consumer Behavior class presentation

Date post: 01-Nov-2014
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Presentation I created for my Consumer Behavior class at Kennesaw State. Campaign was created and presented to a local coffee shop who was having trouble attracting students to their on-campus location.
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PRESENTS WEEKEND IN ATHENS Simone Pawlukowsky
Transcript
Page 1: Consumer Behavior class presentation

PRESENTS

WEEKEND IN ATHENS

Simone Pawlukowsky

Page 2: Consumer Behavior class presentation

The problems facing Jittery Joe’s Kennesaw State location

Trip to Athens Campaign

How campaign will address problems

Target Market

Channel of Communication

Objectives

Campaign Costs

Closing Remarks

Page 3: Consumer Behavior class presentation

Location: ground level of the freshman dorms Lack of student traffic and purchasing of product

Upperclassman and commuters are generally not in very close proximity to Jittery Joe’s

Shop seemed empty and not very inviting/enticing Students do not have adequate information regarding the campus location

Students have no reason to incorporate Jittery Joe’s into their daily destinations

…So how can we fix this?

Page 4: Consumer Behavior class presentation
Page 5: Consumer Behavior class presentation

Implementation Option #1

Punch CardCustomers get a punch card. Each time a coffee purchase is made, the card getspunched. Most punches during designated contest time-period wins.

Page 6: Consumer Behavior class presentation

Implementation Option #2

ReceiptsCustomer keeps all receipts for the given contest time-period. Receipts getturned in at designated end of contest. Most money spent at Jittery Joe’s wins.

Page 7: Consumer Behavior class presentation

Implementation Option #3

Raffle TicketsEvery time a purchase is made, customer will receive one raffle ticket. The ticket can be filled out immediately with name and contact information, and placed into the raffle jar. Winner is drawn at the designated end of contest period.

Name ______________________

Phone _____________________

Email _______________________

Page 8: Consumer Behavior class presentation

Contest lasts one full semester, from the official first day of class until the last day of finals

All required items (i.e. receipts, punch cards, and/or raffle tickets) must be turned in to Jittery Joe’s no later than the last official day of finals, no exceptions

Student has the following semester to utilize the Weekend in Athens prize

Jittery Joe’s Kennesaw Location

Page 9: Consumer Behavior class presentation

Prize

The winner of this contest will receive a Weekend in Athens trip package for two complete with*:

Two night hotel accommodations for Friday and Saturday night

Two concert tickets

A $50 certificate for dinner for two

*Dates will be decided upon by winning parties in collaboration with Jittery Joe’s owners. Concert tickets vary depending on the date chosen. Hotel is chosen by Jittery Joe’s owners.

Page 10: Consumer Behavior class presentation

Hilton Garden Inn Athens Downtown390 East Washington StreetAthens, GA, 30601  Located in the heart of historic downtown Athens

Within walking distance to downtown restaurants, shops, and world renowned music scene

The Hilton Garden Inn Athens has 185 guestrooms, 3 suites, and 8 floors

Page 11: Consumer Behavior class presentation

New reason to frequent Jittery Joe’s Kennesaw location

Greater awareness of the Jittery Joe’s location

Get Jittery Joe’s involved with student life on campus

Attract new customers with the lure of a big prize

Retain new customersThe more you buy the greater chance at winningStopping at Jittery Joe’s becomes routineStick around for superior coffee

Page 12: Consumer Behavior class presentation

All students at Kennesaw State University including both Residents and Non-residents

Page 13: Consumer Behavior class presentation

FliersDistributed on campus

Distributed to all dorms

Distributed on car windshields

Facebook Promotion event

“KSU Jittery Joe’s” – Add as a friend

Page 14: Consumer Behavior class presentation

Objectives of Fliers: Raise awareness of promotion and location.

Techniques used in Fliers: Front: Warm colors Isolation on the front Contrast with background

Back: Information quantity increase Inform students of the location

The Fliers will be used for: Saturation Repetition Remind

Page 15: Consumer Behavior class presentation
Page 16: Consumer Behavior class presentation

Objectives of Facebook:Raise awareness of promotion and location.

Facebook will be used to increase:Saturation andRemind –Through periodic messages

Page 17: Consumer Behavior class presentation

The Intended Goal

Repetition! Saturation! Remind!

Raise awareness of the campaign

Create Buzz around contest

Raise awareness of Jittery Joe’s

Increase profits for Jittery Joe’s

Page 18: Consumer Behavior class presentation

Costs:

The Fliers:9000 fliers: $148.50 (www.printplace.com)

The Contest:Two nights at Hotel: Averages $100/night

Concert: $50

Dinner: $50

Total: $448.50

Page 19: Consumer Behavior class presentation

The Weekend in Athens Promotion:New reason to frequent Jittery Joe’s Kennesaw location

Greater awareness of the Jittery Joe’s location

Get Jittery Joe’s involved with student life on campus

Retain new customers:The more you buy the greater chance at winning

Making Jittery Joe’s part of a daily routine

The success of the promotion: Not only participation but the rise in awareness


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