In my Principles of Advertising class, we were assigned a semester-long group project. The objective of this project was to research and analyze a brand of our choice in order to make an advertising campaign targeting our selected target market.
My group and I choose the Italian luxury fashion brand, Gucci. We performed research of the brand, looking up competitors, financial statistics, brand equity, brand heritage, target markets, and more. We analyzed our data in a SWOT analysis and developed possible target markets. Out of the target markets we came up with, we decided to target Millennials. We created a positioning statement and then worked on developing a TV and print ad for our advertising campaign. To create the ads, we first established things such as an advertising objective, and unique differentiating proposition. Finally, we created a storyboard for our TV ad and made a print ad in Photoshop. After coming up with our advertising campaign, we developed a promotional campaign to create even more recognition for our brand and to generate more sales.
Our professor was very impressed with our project and claimed it was one of the best she's ever seen. We successfully created a unique, complete, viable campaign.
2019-1 - 2019-5
Chipotle in Japan - Market Penetration Strategy
While I was studying abroad in Tokyo I took a Global Marketing class. In this class, our professor assigned us with a semester-long group project. The objective of this project was to create a market penetration strategy for a company trying to enter Japan. My group and I chose Chipotle.
In order to create a viable market penetration strategy, we researched and analyzed the company, their history, controversies, their brand, target markets, mission statement, market share, and more. We created consumer personas, customer profiles, and heavily researched Japanese people's food habits, how they feel about ethnic food, how often they would eat ethnic food, their ideal diet, etc. In addition, we performed traditional marketing analyses such as the positioning matrix, Porter's Five Forces, and PEST. (All of these listed points constitute only a few things we researched for our project.)
After all our analysis and research, we successfully created an initial market penetration strategy for Chipotle in Japan, as well as plans for the long run.