Business Advertising
babysnow
Bus117-FinalProject.docxThe assignment should be no longer than 13-15 pages, double-spaced, 12-point Times font, 1” margins. An additional 2-page appendix may be used to present figures, calculations, mock advertisements, etc. Be sure that all the members of the group have their names on the final document. Writing should be clear, articulate, and concise.
Target: UCR students who are looking to eat healthier while on a budget.
Dining Establishment: Healthy Asian Food inspired by Chipotle
Position: We are looking to provide an alternative to Panda Express by providing healthier Asian food that is cheaper with quicker service.
Group Project
BUS 117- Advertisement
Step 1 Choices can be either good or bad and hungry students that are on a tight schedule and budget are always having difficulty in making the healthiest(good) choice when they are on an empty stomach. The few establishments on-campus usually offer unhealthy food options and students tend to have a difficult time in finding a place where they can purchase healthy, fast, and affordable food. Therefore, the dining establishment that we would be pursuing for this project is the casual-dining restaurant Bibigo. This restaurant is known for providing a healthy and delicious korean cuisine at very affordable prices. We were inspired to pick this particular restaurant because we want to provide a healthier Asian food alternative to the Panda Express that we have on campus. The typical Bibigo experience allows consumers to build their own bowl from a variety of ingredients
Step 2 – Do a consumer analysis. Try to better understand the typical “eater” at UCR. Use concepts from the consumer lecture to guide your thinking. Questions to consider: What does the decision-making unit look like? How do consumers go about the purchase process? What motivates them when dining? What attitudes do they carry towards dining, and how might you change them? (+2 points)
Step 3 – explain how you would segment based on each variable. Now that you know which segments are out there, which one(s) do you select to target? Explain your decision. (+3 points)
Geographically: (UC’s) UCLA, UCR, UCI, UC Merced
We want to focus on individuals from the University of California Riverside because
Demographically: (Age) >18, 18-24 , 25-30, 30+
We want to focus on individuals ages 18-24 because we known that people around this age tend to be the busiest and have less time to think about their food options.
Psychographic: (Needs) Quality, Service, Price, Convenience
Psychographically we want individuals that care about the price. We want to focus on people that have a low budget, but are looking for healthy and affordable food options. This is very important because
Behavioral: (Usage Rate) Light User, Medium User, Heavy User
Step 4 – Determine the positioning of your product/service. Construct a clear, convincing positioning statement for your company. Explain how your choice of unique value appeals to your target market, and explain how your reasons to believe support that value. (+2 points)
Step 5 – Determine your advertising objective and strategy. In terms of objectives, are you trying to inform, persuade, or remind? Explain your thought process. Next, regarding strategy, what’s your major selling idea? Any brand features? Explain your choices. (+3 points)
Step 6 – Determine which media platforms you will be advertising on – TV, digital/social media, support media. Explain your choices. For whatever media option(s) you select, what kinds of advertising will you run? (e.g., if you decide to advertise on Facebook – Facebook posts, Facebook Live, carousel ads, etc.) Explain your choices. (+2 points)
Step 7 – Determine the actual content of your advertising. What kind(s) of appeals are you going to use? How will you execute your appeal(s)? Explain your decisions. (+3 points)
Step 8 – Any final comments. Anything you learned from this project, anything you discovered while applying advertising principles to the real world, anything you gained from this experience.
