Part III

International Marketing Project

Looking to market gum in another country allowed us to elaborate on what we learned in class. In order to decide on whether gum would be sold in my specific country, France, I had to research the different customs and beliefs to see if gum could be sell-able.

I needed to look up the important information such as culture and customs, technology, consumer characteristics, political and legal structure and economic environment which are considered barriers for trade. Getting to know these barriers of France gives me the ability to find ways to work with this information in order to put my product in France.

I decided on marketing within France because France shares many similarities with the United States, where my company is based from. This project strengthened my knowledge on how to deal with countries other than the United States and effectively sell my certain product.

Marketing Campaign

This project covered the realms of our last unit on Advertising and Promotion. We had to create a new advertising campaign for a local business in the Pittsford Village, Breathe, in order to increase its target market to a regional level. We had to create two different ads and included what kind of formatting we were going to use. An example would be the photo to the left where we used omnibus formatting. We also explained the essentials of an ad which are the headline, copy, illustrations, and signature. Along with that, we created a magnet for alternate advertising, promotional coupon, and a billboard which had an informational objective. Lastly, we made a straight announcement radio and commercial. At the end of this project we were able to create a new, fresh image for Breathe and with our knowledge gained through Unit Eight, our different advertising avenues intensified our message for our regional market.

 Individual Marketing Activity

For this project I decided to work with my dance teacher to create a new way to market her company, Fitzsimmons Dance Factory (FDF). I started with figuring out my target market for an FDF lanyard, after discussing with my teacher we decided that dancers from ages 14 to 18 would be the best demographic for this product. From there I used a website to create the rough draft of the lanyard, this was the prototype for the product. 

Finalizing distribution methods became simplified after my second meeting with my teacher. Together we decided on making it a gift for the girls in touring groups, girls and boys ages 14 to 18. Having this be a gift instead of product to be bought allows for a larger amount of people to see the lanyards being used. The name Fitzsimmons will become a more recognizable name and people will be interested in knowing what is offered at this company.The marketing for Fitzsimmons is through the girls and guys that have the lanyards.

Reflection

By the end of the year, the necessities involved in many of the previous projects were also plugged into these three projects. What was once difficult, like finding the target market, is now one of the easiest parts of an assignment. The International Marketing project, however, was the one project of these three that involved brand new information. I enjoyed working on this project because I was able to work on an international market level and learn about one of my favorite countries. It was easy to learn about the information because France has easy relations with the United States so there were a plentiful amount of websites with good information. The Advertising Campaign was overall the best project of the year for me. It was a great way to reestablish all the information learned throughout the year back into the front of my mind. All the aspects of this project dealt with information learned from the beginning to end of the year which I liked. Lastly, the Individual Marketing activity allowed me to put forth my marketing capabilities into the real world. This forced me to make my own decisions and be in charge of my own due date.