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MKTG 190 Jamie Merkrebs

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Jamie Merkrebs

on 4 June 2014

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Transcript of MKTG 190 Jamie Merkrebs

The Process
Comparison
Benchmark
Companies
Succinct mission statement
Repeatable and memorable tagline
Clear path for customer to learn how he or she directly makes a difference
Repeatable and memorable tagline
Visual representation of tangible results
Simple but purposeful design
What We Liked
How does FashionABLE operate?
The Problem
Unclear Company
Mission
Customer couldn't describe what the company does
Helping women or creating sustainable business?
Led to consumers believing and spreading the wrong ideas about the company
Truth is not as simple, and for this reason the current information is confusing
TAGLINE & MISSION
WEBSITE CHANGES
Results
Why will our changes produce results?
-A clearer message will make public appearances and print features more beneficial
-This will create more publicity and demand
-It will also avoid any misconceptions and transparency issues
-We also feel it can increase adoption rate as the consumer will experience a shorter and clearer information search
We foresee that our changes will prove to be a small investment that will yield results:
Why is the spokeswoman
confused?
"Sustainable Business"
What is it?
Difficult to explain
It's more of a concept or idea
Not a tangible goal that the customer can identify
How does it relate to...
1
2
"Vulnerable Women"
How does helping women fit in with "sustainable business"?
Do the women knit the scarves, own the business that knits them, or both?
FashionABLE has these answers, just not explained clearly to customer
Our Goal
To
clarify
and
simplify

fashionABLE's messaging
It must reference both aspects of FashionABLE:
sustainable business
and
vulnerable women
messaging
Jamie
Merkrebs
David
Rochelle
Ryan
Roberts
Haley
Cassriel
Luke
Colbert
Your purchase of a FashionABLE product
c
reates a new world of opportunity for exploited workers in Africa. An
ABLE
africa. Penis penis penis cats meow
-Note handouts
These partnerships provide the time and funds to continue fashionABLE's core mission:
helping vulnerable women...
to
mend
to
learn
scarves and business
to
earn
a fair living
2
Q1: What is FashionABLE's core mission?
Empowering vulnerable women
80-90% of effort into rehabilitation, training
Q2: What is the sustainable business part?
Means to accomplishing core mission that creates the most positive change in Africa
Q3: How does this work?
Understanding
FashionABLE not just about scarves, helping women, or business

About creating a
new world of industry
based on economic empowerment and, most importantly, helping vulnerable women
Understanding
The Proposal
What does this translate to?
What We Liked
Meeting with Mr. Ward
Your purchase of a FashionABLE product empowers vulnerable women by creating a new world of opportunity for exploited workers in Africa. An
ABLE
africa.
Your purchase of a FashionABLE product empowers vulnerable women by creating a new world of opportunity for all. An
ABLE
africa
Agenda
-
Identify the
problem
we were given
-
The
process
we took to solve it
-
Our
solution & results
3 Part Solution
(1)
A tagline that is easily
repeatable

(2)
A new mission statement

(3)
A reorganized and
updated website
Recap
Problem

Unclear Mission Statement
Process
Solved by
comparing
with Tom's and (RED), and by
understanding
FashionABLE better
Proposal

3 Part Solution
(1)
A tagline that is easily
repeatable

(2)
A new mission statement

(3)
A reorganized and
updated website
Adaptability:
can handle expansion
Marketability:
simpler, catchier, and flows with
the company name
FashionABLE provides
demand
for Ethiopian Businesses
These businesses must sign
economic empowerment contracts
all workers will be treated fairly
work to employ more women
As more businesses operate under these contracts,
a new world of fair industry
begins to emerge in Africa
1
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