Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
Requirement:
This group case assignment will be similar to first assignment in this course however you are
required to go into much detail and apply your knowledge from this course and teaching you
were taught throughout the semester. You will need to read the case study report for this
assignment and develop communication campaign based on case information and budget.
You will need to develop campaign report and the following must be included, overview of
case, SWOT/PESTEL analysis in chart format, recommendation and implementation report
that explain your campaign and how it will be done with 4-5 campaign examples, control and
feedback and contingency plan. You may have more than one different styles of campaign
and use various marketing platforms. This assignment you only need to do a written report. If
you have a team you would like to work with let me know if not I will choose your team.
Marking scheme:Case overview with problem statement-10 marks
SWOT/PESTEL analysis-10 marks
Alternatives and Evaluation of alternatives-10 marks
Decision Criteria- 10 marks
The campaign-50 marks
Control and feedback and contingency plan-10 marks
Problem statement
How to expand the sales and increase the brand awareness in Beijing and the country?
Campaign (short/midterm/long term)After considering all potential alternatives for the Carvel Ice cream, the online advertising
through different social media platforms, specifically by tiktok and Weibo, which are two
major media platforms in China, becomes the main marketing plan. Tiktok, as a platform
used to take some short videos to attract customers and promote their consumption while
Weibo will increase the brand awareness and build supporter online. The influence of online
social platforms can allow more customers know our brand and decide to come to our offline
store for consumption. At the same time, we will also process membership cards according to
the consumption of different consumers with different types of welfare, and hold events on
special days or prepare surprises such as birthdays for them.As Wang believed that, the little
love had a potentially wide appeal will reduce the purchase risk by hesitant customers.
Therefore, it shows the importance for the existence of membership to prepare surprise.
Moreover, different social media platforms have their goals to achieve. For Tiktok, the plan
wants to achieve to get 3000+ fans at the first month, then it will increase by 5- 10 percentage
each month, and can cooperate with some internet celebrities, or the video content about
Carvel Ice Cream in Beijing that has received thousands of likes will have discounts for
buying ice cream in the offline store. This action, will maximum the brand awareness. In
addition, since the Carvel Ice Cream needs to develop in the Beijing market, affected by
geographical locations with the VPN restriction, the platform cannot use the instagram or
twitter, thus the marketing plan choose Weibo instead.Weibo as one of the most popular
social media platform in China, it has the similar functions with Instrgram. People can share
their moments on the platform and everyone can see it. As a result, the goal for the Weibo
platform should have 2000+ fans initially, and increased by 10-15 percent each month. More
importantly, during the process of operating Weibo, we can combine the hot spots of different
periods and form the hashtag discussion, for example, #Carvel Ice cream#. It is best to
become a hot search list, so as to be followed by more people and get more attentions from
others, arousing people’s curiosity and desire to buy our products.
Goal
Overall, the short, midterm and long term goals for our campaign is to change the thinking
that many Chinese people think that eating ice is harmful to the health, more importantly,
increase brand awareness, thereby increase consumer groups and expand sales, eventually
achieve successful development in Beijing market, and maybe transfer the successful
experiences in other regions or countries.
Short term (0-6 months)In order to create the brand awareness initially, the marketing plan choose to advertise
through online social media platforms, which are Tiktok and Weibo. On both platforms, we
promote more people to take interesting photos and videos for Carvel Ice cream, and people
who are willing to show their moments on platforms with 1000+ like will get a 5% discount
or an mini ice cream. Moreover, we courage people to sign in an account on our official
website, and they will get a free taste on any flavors they want to try. Also, it shows the
concept of the Rule of Reciprocity, as the psychology of consumers.That means, when they
receive free products or services, they will have a sense of responsibility, which will promote
them to consume in the store, and many marketing plans use this psychology to manipulate
customers buying behaviors. Thus, for Carvel Ice cream, this marketing strategy can not only
use the tasting free ice cream to attract customers to help us advertise the store, but also
strengthen customers’ desire to buy and have a certain degree of loyalty to our products and
services.Moreover, there is another advantage for customers sign in our website. From the customers’
basic information, the system will have the complete sheet for their birthday date and phone
numbers. Therefore, our store can send some small gifts or tell them promotion discounts
during some special festivals, especially for customer’s birthday date, will get a surprise like
free ice cream cake as their birthday present. Moreover, introducing our store to their friends
online will also get a 5% discount for their friends and customers themselves. Overall, all the
publicity and preparation in the early stage is to increase the brand’s popularity in Beijing
marketing.Mid-term (6months – 1.5year)
The short-term plan above ensures the increase of Carvel products’ publicity; the free tasting
activities have accumulated some customers for the company and made more people know
about our products. Because of this effect, some part of customers will become loyal
customers of Carvel corporation. When these loyal customers appear, the company needs to
retain these customers and expand its loyal customer base. In order to build a more
considerable following, we decided to set up memberships on our social account. This
membership is feedback on the customers’ spend on Carvel products. Members can enjoy
some particular welfare than regular customers. The Carvel corporation institutes the rules of
membership.
Membership rules:1Rmb = 1 point (Customers who spend 1 Rmb on Carvel products can accumulate 1 point)
When their points reach 100, they are eligible to achieve membership. They can achieve a 5%
discount.
When their points reach 300, they are eligible to achieve membership. They can achieve a
10% off discount.
When their points reach 600, they are eligible to achieve membership. They can achieve a
15% off discount.In this mid-term plan, the goal of the Carvel corporation is to increase the sale of its products.
And the memberships can attract more people to join the group of loyal customers while
retaining the original customers. In addition, when people become hold the membership of
Carvel, they will reduce chances to consider other similar products, such as Baskin-Robbins
and Haagen-Dazs, which are both strong competitors in Beijing. The product of Carvel will
become their members’ first choice. A stable and loyal customer base is the guarantee of the
sales volume. Furthermore, when customers realize they will achieve more discount by
spending more money, it will stimulate people to spend more to achieve their goal.
When the company has accumulated a certain number of members, we will organize regular
online lucky draw to give back to customers and Carvel corporation’s social popularity. In
conclusion, both setting up membership and organizing online lucky draw is helpful to
increase sales of Carvel products.Long-term (1.5+ years)
Based on the short-time and mid-time plan effect, Carvel products’ publicity and sale have a
certain degree promotion. And the Carvel account in Tik Tok and Weibo has been mature.
Therefore, the corporation hopes to increase social awareness by running these social
networking accounts. In the long-term, they also hope to change Beijing people’s traditional
cognition of ice cream and increase their acceptance level. At the same time, they hope to
increase the added value of their products.
Based on the company’s social account has accumulated a certain number of followers, we
decide to make an online survey of customer groups to collect public opinions on Carvel
products, such as ice cream, ice cream cake, classic cake and other products. The objects of
the survey are not limited. Children, teenagers, adults and the elderly are all our objects. This
survey can help the corporation to know more details about the Beijing market. Moreover, we
will shoot people of different ages’ opinions on our products. And publish the short video on
Tik Tok and Weibo.
Since the differences in food culture between Chinese and Americans, many Chinese still
misunderstand and cannot accept cold food. These videos’ goal is to change the traditional
thought of Chinese and make more Chinese accept cold food, like ice cream. Only when the
Chinese truly accept ice cream in mind and psychology can they truly become Carvel
corporations’ customers.Alternatives
Alternatives Pros Cons
Offering free
sample in
supermarket
-Increasing potential customers
since the ice-cream cakes are not
popular and acceptable in China.
-Free samples can offer all
customers a chance to try the
product and have a sense of the
product’s quality.
-The passenger flow in the
supermarkets is huge and diverse
which helps to reach different
groups of people.
-It might not be cost-effective. The
budget for wang is limited. The budget
may go over if the samples are
consumed in large quantities.
-The target audience of carvel is the
middle-upper class of people.
However, the types of customers in
the supermarket are completed.
-This event will not be effective if the
samples are mostly consumed by
lower-class people.
Releasing a
collaboration
product line
with The
Imperial
Palace
-In recent years, a lot of brands
have achieved great success in
sales after releasing the
collaboration line with The
Imperial Palace. It will be a great
opportunity for Carvel company
to build brand awareness in China
since The Imperial Palace is one
of the most iconic historical
buildings.-The most sales of collaboration
products are generated by young
teenagers in China. As Wang
mentioned, the “Little Emperor”
can drive the sales largely. This
event can help to reach the
younger group.
-The collaboration costs, the designing
cost for packages, and the marketing
cost for this single product line can be
expensive. It is hard for Wang to make
this kind of decision while he has a
limited budget for marketing.-The retail stores are only a few in
China. Besides Beijing, very few
people know about the brand in other
locations in China. The collaboration
products are often released online. If
Carvel wants to generate more sales
on this product line, they will have to
do the online marketing first to make
more people have a general idea about
who they are and what they sell.-In this way, the expatriate residents
will not be reached because of the
different cultural backgrounds.
Joining in the
local fooddelivery
and
food-review
platform such
as “Meituan”
delivery
-It offers customers greater
flexibility in buying the products.They can order the products
online if they are not willing to go
to the store.
-The “Meituan” delivery and other
food-review platforms have a
large client base. Joining these
platforms can attract more
customers.
-Due to the special feature of icecreams,
there are a lot of risky factors
existed in the delivery process such as
weather and longer delivery time.These factors may impact the flavors
of the product and result in negative
comments. The stores will have to
face problems like a refund, lower
store rating, and customer loss
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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