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- All Subjects: Media
- Creators: Department of Marketing
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
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Description
This thesis discusses the creation of a new brand of wine. We noticed new trends in packaging and wine labels from different wine producers, and decided to take a deeper look into the current state of the wine industry. We found millennials are growing consumers of wine, and being part of the millennial generation ourselves, we decided our own personal insight could be used in our research efforts to come up with a new concept for wine. Through primary and secondary research, we were able to find relevant trends in the wine industry in regards to millennials. The focus was to create a unique marketing plan for a new wine brand concept that would eventually be sold to an established winery or wine distributor. Key questions we wanted to answer with our primary and secondary research included: What consumer segment in the wine industry is the most attractive to enter? What are the current trends in regards to wine within this consumer segment? What are this consumer segment's preferences for branding in the wine industry? What are this segment's habits in regards to drinking at social occasions? Are there social constructs in regards to what container wine can be served in? What is the ideal container to pursue other than the standard wine bottle for this consumer segment? This paper aims to find related research to support our idea of creating a new brand of wine. We will discuss the background and related readings that we used to create our target market and branding idea, the methodology in which we conducted our surveys, and analyze the data from these surveys in order to finally conclude with our thesis recommendations for how to proceed with a marketing plan.
ContributorsSeeley, Carissa (Co-author) / Haagen, Jenna (Co-author) / St. Peter, Katie (Co-author) / Gray, Nancy (Thesis director) / Eaton, Kathryn (Committee member) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / Department of Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty since millennials are always on the lookout for the next best thing and will "trade up for brands that matter, but trade down when brand value is weak", it poses a challenge for the marketing departments of companies (Fromm, J. & Parks, J.). The airline industry is one of the fastest growing sectors as "the total number of people flying on U.S. airlines will increase from 745.5 million in 2014 and grow to 1.15 billion in 2034," which shows that airlines have a wider population to market to, and will need to improve their marketing strategies to differentiate from competitors (Power). The financial sector also has a difficult time reaching out to millennials because "millennials are hesitant to take financial risks," as well as downing in college debt, while not making as much money as previous generations (Fromm, J. & Parks, J.). By looking into the marketing strategies, specifically using social media platforms, of the two industries, an understanding can be gathered of what millennials are attracted to. Along with looking at the marketing strategies of financial and airline industries, I looked at the perspectives of these industries in different countries, which is important to look at because then we can see if the values of millennials vary across different cultures. Countries chosen for research to further examine their cultural differences in terms of marketing practices are the United States and England. The main form of marketing that was used for this research were social media accounts of the companies, and seeing how they used the social networking platforms to reach and engage with their consumers, especially with those of the millennial generation. The companies chosen for further research for the airline industry from England were British Airways, EasyJet, and Virgin Atlantic, while for the U.S. Delta Airlines, Inc., Southwest Airlines, and United were chosen. The companies chosen to further examine within the finance industry from England include Barclay's, HSBC, and Lloyd's Bank, while for the U.S. the banks selected were Bank of America, JPMorgan Chase, and Wells Fargo. The companies for this study were chosen because they are among the top five in their industry, as well as all companies that I have had previous interactions with. It was meant to see what the companies at the top of the industry were doing that set them apart from their competitors in terms of social media marketing content and see if there were features they lacked that could be changed or improvements they could make. A survey was also conducted to get a better idea of the attitudes and behaviors of millennials when it comes to the airline and finance industries, as well as towards social media marketing practices.
ContributorsPathak, Krisha Hemanshu (Author) / Kumar, Ajith (Thesis director) / Arora, Hina (Committee member) / W. P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
An in-depth analysis of Homeview Realty and Homeview Financial was conducted. A marketing plan for both companies was prepared for this project. Homeview Realty and Homeview Financial are in the midst of dynamic industries. The landscape of doing business in the real estate and mortgage industries are constantly changing and evolving. Thus, it is vital for Homeview Realty and Homeview Financial to constantly be knowledgeable in these fields. With this dynamic aspect, the landscape for marketing has also changed; it became digital in nature. Thus, it is important to analyze Homeview Realty and Homeview Financial currently and create a live marketing plan that can be updated when needed. With a marketing plan in hand, Homeview will be able understand its business model, mission, goals, and objectives and in turn be able to create marketing campaigns compatible with the companies objectives and strategic directions.
ContributorsCrowley, Rachel Victoria (Author) / Ostrom, Lonnie (Thesis director) / Montoya, Detra (Committee member) / Mirshak, Paul (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Department of Chemistry and Biochemistry (Contributor) / Department of Finance (Contributor) / School of Accountancy (Contributor)
Created2014-05
Description
The purpose of this thesis was to undertake the creation of a newsgame to create a new teaching tool for journalism schools to better prepare journalism and mass communication majors for covering minority communities. Give It To Me Straight is a drag-and-drop puzzle newsgame that tasks players with completing real headlines from the past about the LGBT community. The written portion of this thesis analyzes the history of news coverage of gays and lesbians illustrating how the journalism industry readily discriminated against or ignored sexual minorities in the United States. The analysis also includes original research about how Cronkite School students view their role in covering minorities. The results revealed shortfalls in the Cronkite Schools curriculum and raised concerns if the school meets the Accrediting Council on Education in Journalism and Mass Communication's standards.
ContributorsSorrell, Alex Michael (Author) / Hill, Retha (Thesis director) / Corey, Frederick (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The Taglio Academy Marketing Plan is an honors thesis focusing on the information necessary to understand the current market and marketing strategies of Taglio Academy, a cosmetology school. The thesis is comprised of information representing the Current Marketing Situation; Target Market, Customer Analysis, and Positioning; Objectives and Issues; Marketing Strategy; Marketing Programs; Financial and Operational Plans; and Metrics and Implementation Control. These are all of the necessary components of an in-depth marketing plan to be used to communicate Taglio Academy's competitive advantage and positioning within the market. This information focuses on conveying the importance of bringing the Academy to the attention of target cosmetology students and target student-salon service clients.
ContributorsRough, Nicola Kalyn (Author) / Montoya, Detra (Thesis director) / LePine, Marcie (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Entertainment Marketing to the Millennial Generation is an honors thesis project which combines research with a creative application. The thesis consists of four main segments: an overview of data surrounding Millennials, a discussion of three companies that successfully marketed to this generation, the creation and explanation of a proposed marketing modeling framework and an application of the previously found conclusions to a brief advertising strategy for Paramount Pictures. This thesis first looks at the Millennial Generation to answer the question "Who are the Millennials?" and to more clearly understand their role as media and entertainment consumers. Characteristics of technological dependence, fast-moving attention spans, desire for connection, and unique brand perceptions emerged as most significant. The case studies examine the marketing campaigns of Lionsgate Films' The Hunger Games, Nickelodeon's The 90s Are All That and MTV Iggy's Music Experiment. Strategic tactics used to target and foster a strong Millennial fan-base were identified. The previously discovered principles led to the development of a modeling framework to be used to build a Millennial-focused marketing campaign. The framework utilizes the five key elements of connectedness, hyper-advertising, technological leadership, brand currency and cultural edge. Finally, all findings were gathered and applied to Paramount Pictures. The knowledge gained from Millennial research, the case studies and the marketing framework shaped recommendations for a creative advertising brief for Paramount Pictures' Anchorman 2. The general principles of the thesis were also suggested for use in marketing in various industries.
ContributorsHoy, Grace Dorothy Curran (Author) / Ostrom, Amy (Thesis director) / Olsen, Douglas (Committee member) / Brooks, Daniel (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2013-05
DescriptionThis marketing proposal is designed to identify Nonnah Consulting's, a social media marketing company, current position of where they're at, where they want to be, and how they should get there.
ContributorsGilpin, Shannon (Author) / Eaton, Kathryn (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Media and technology are integral parts of today’s society. Unlike in the past, most adults in the United States now have access to the internet via their own personal devices. Technology’s popularity does not stop with adults. The children of this generation are extremely knowledgeable when it comes to media and technology and are exposed to it at a very young age. This paper analyzes the effect that this exposure is having on early childhood development. The research shows that there are several benefits to children using technology at a young age. Some of these benefits include increased learning opportunities, preparation for future careers, and support for children with disabilities. However, there are also several challenges that technology can cause. Some of these challenges include increased violence, exposure to inappropriate content, sleep issues, and an increased chance of obesity. In addition to this paper, a resource website titled Toddlers and Technology was created. The purpose of this website is to give parents insight into the information that is available in regards to technology and child development. The website includes the benefits and challenges of children using technology, recommendations on how parents can combat the challenges, and a list of 10 educational apps for early childhood development.
Keywords: children, technology, media, apps, families
Keywords: children, technology, media, apps, families
ContributorsCave, Mckenna Ann (Author) / Farrand, Kathleen (Thesis director) / Boozer, April (Committee member) / Division of Teacher Preparation (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Ford Motor Company has remained a staple U.S. auto manufacturer in both the American and worldwide markets, ranking 2nd only behind General Motors on the Fortune 500. Ford Motor Company is currently faced with an industry wide shortage of automotive technicians. Successfully addressing this issue and taking action is crucial for Ford to remain competitive in its ability to efficiently service customers' vehicles. Ford must have a comprehensive strategy to interest students in automotive service careers as well as improve their current recruiting tactics. In order to create this plan, I conducted an external analysis of the service technician market as well as internal analysis of Ford Motor Company. It is vital for Ford Motor Company to be aware of the external environmental trends in the technician market. The changing demographic of the technician workforce presents a quickly approaching hurdle for dealers to hire millennial technicians to replace their retiring master technicians. The societal education shift away from vocational training has drastically reduced the number of high school students interested technical careers but opens the opportunity for Ford to create awareness about opportunities in the industry. Ford must also modernize their current recruiting tactics to appeal to millennial candidates through social media and online job postings. This plan will focus on maximizing Ford's strengths in the market including their industry leading number of students receiving Ford TCEP training and excellent field operations teams. Ford will also have to improve current dealership recruiting standards and combat competitors offering higher starting hourly salaries for entry level technicians. My strategy will also explore opportunities for Ford to expand the number of schools with TCEP curriculum, hire a larger percentage of TCEP students at dealerships, and improve high school awareness about the benefits of pursuing a career in the automotive service industry. My technician recruiting marketing plan is intended to be utilized as an integrated effort between Ford Corporate and its network of retail dealerships.
ContributorsGrannis, Nicholas Otis (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Resnick, Dan (Committee member) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
In 1986, Wendy Chapkis published Beauty Secrets: Women and the Politics of Appearance, exploring beauty as it is interpreted through physical appearance, gender, and sexuality. Over thirty years later, many of the trends and problems Chapkis identified still exist or have gotten worse; we still live in a society that praises ideal physical beauty, and creates and reinforces unrealistic beauty standards. This research strives to determine why these problems still exist, and how to solve them. Through a combination of creative writing and analytic research, this project will discuss topics that have helped to create problems like cultural influences, gender norms, and the media, as well as discuss the consequences like mental health and eating disorders, and the unattainable ideal beauty standard. The purpose of this study is to bring new attention to the flaws of a society that teaches people they are defined by their appearance, in order to teach people what actions we need to take to make real progress. Research was conducted using an online survey to allow for anonymous, honest, responses, which were then analyzed to inspire sections of creative writing, as well as fuel the analytical research portions of the paper. In this way, the text mirrors Chapkis’ original style to connect and engage with readers. Research shows that many respondents know there are problems with society’s standards, but feel powerless to change anything. This study provides a platform to restart the conversation, and call people to action, to inspire people not to simply redefine beauty, but teach them that they should not define others or themselves by merely their physical appearance.
ContributorsFast, Elizabeth (Author) / Fontinha de Alcantara, Christiane (Thesis director) / Barca, Lisa (Committee member) / Hugh Downs School of Human Communication (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05