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- Creators: Department of Marketing
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
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 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
Study abroad provides an opportunity for students to grow, earn academic credit, and explore the world. The experience helps students develop a new set of skills and engage in another culture. However, only a small percentage of students across the United States participate in this opportunity. The purpose of this thesis is to investigate why students study abroad or choose not to. More specifically, this study examines the motivations and obstacles students have to studying abroad. The other questions that contribute to this study are: Why are students unable to study abroad? How do certain personality traits affect a student's choice to study abroad? How can university study abroad organizations attract more students to participate in their programs? Before conducting research, the author reflected on her reasons for studying abroad, the problems she encountered, and her overall experience. Based on her experience and knowledge as an ASU Study Abroad Recruiter, she identified the different types of students who have not studied abroad. These are: students who plan to study abroad, are unable to study abroad, and who do not want to study abroad. To address the purpose of this study, the author created survey questions based on her experience and background research. She conducted research through a survey on Qualtrics and administered it to college students in the W.P. Carey School of Business. After reviewing the results, she came to several conclusions that can serve as guidelines for marketing study abroad to different types of students. Based on these conclusions, the author developed marketing messages to appeal to students with certain personality traits as well as to students who have not studied abroad. For each message, she created a sample of an ad that can be used in print materials or social media campaigns.
ContributorsRefermat, Gianessa Marie (Author) / Eaton, John (Thesis director) / Olsen, Douglas (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
DescriptionWondering Wanderer: A Collection of Personal Reflections is a creative project that captures the lifestyle and nuances of Florence, Italy through photographs paired with nonfiction flash captions. Excerpts from the novel, The Stones of Florence by Mary McCarthy served as the inspiration for these pieces.
ContributorsCiancio, Catherine Rose (Author) / Popova, Laura (Thesis director) / Dombrowski, Rosemarie (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This is a book proposal for a Study Abroad Survival Guide entitled "A Guide to Conquering Study Abroad: My Experience in Western Europe." It includes both a proposal and manuscript. The proposal is directed at Avalon Travel, a large publisher. The manuscript follows the book proposal and would also be sent to the publisher. My book highlights key things that students must know about going abroad before they go, while they are there, and when they get back. This information will be presented in a hard copy and an eBook. This book's purpose is to encourage students to study abroad and help prepare them for the adventures ahead. While studying abroad in Rome for a semester, I realized I wanted to help persuade students that studying abroad is an unbelievable opportunity, and wanted to help answer their questions that arise before and along the way. Distribution for this book will begin locally at Arizona State University before moving to other college campuses. The marketing focus will be on other Pac-12 Universities. Scouring the internet and library databases reveals no book that fills this niche of advising college students thinking about, or already studying abroad. Part of the reason I am the best person to write a study abroad survival guide is because I went abroad and had a very successful trip.
ContributorsPfeiffer, Ryan Edward (Author) / deLusé, Stephanie (Thesis director) / Foy, Joseph (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor)
Created2014-05
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
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
C.C. Silver & Gold Inc., a local precious metals and coin dealer, is introducing a new product line, Tooth Fairy Tokens. This one year marketing plan aims to clearly define the business goals of this new venture by outlining the company's current market position and providing it with a competitive marketing strategy that relies on niche market opportunities and established supplier relationships. By providing the firm with a solid foundation of research and direction, this marketing plan will help the company achieve its goals of gaining a market presence and increasing company revenue within the first three years of introduction.
ContributorsBlackmer, Courtney Lauren (Author) / Montoya, Detra (Thesis director) / Ostrom, Amy (Committee member) / Brown, Steven (Committee member) / Barrett, The Honors College (Contributor) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor)
Created2013-05
Description
Arizona State University students are currently out of the loop when it comes to hearing about events being held in their community. This is because there is no established service that provides an inclusive list of both on and near campus events. What's worse is that the current methods for event marketing rely heavily on who one knows. Currently, ASU students hear about events through word of mouth, email chains, Facebook pages, and posters around campus. Thankfully, there is now an event marketing method that is available to everyone. UniEvents is a newly developed event service that live-tracks events around ASU's Tempe campus. UniEvents consists of a webpage that accommodates all screen sizes and is accessible by all devices including smartphones, tablets, and desktop computers. The website offers a user-friendly interface and useful features. Students are able to scan through event listings on a calendar or they can use an interactive map to find events nearest to them. Furthermore, UniEvents also offers the option for users to submit events to be advertised through the service. This way, students and organizations can easily spread the word about events on campus. Through UniEvents, ASU students will finally be able to see a conclusive list of upcoming events in one convenient site. Students will be able to save time and hassle by not having to rely on numerous sources to learn about events. UniEvents is committed to help students learn about events and get involved in campus activities!
ContributorsDeegan, Taylor (Co-author) / Nguyen, Lilian (Co-author) / Ostrom, Lonnie (Thesis director) / Schlacter, John (Committee member) / Harrington Bioengineering Program (Contributor) / Economics Program in CLAS (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / School of Accountancy (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05