Audio Transcript Auto-generated
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Hi,
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my name is Anna and I'm very excited to
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talk about our background research and what our services about
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um from our name, you can probably tell us about flower.
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So flowers significance has been permanent in the society since the Stone Age.
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And as the society got more progressive flowers
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is um now like one of the most important uh
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and like diverse way to say and express your feelings.
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Um it's no surprise that flowers is one
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of the most popular gift for various occasions.
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And the market value of the British flour is £121 million 2019.
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All of that makes us realize that A. The society will be better with flowers and B.
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We want to make it easier for anyone to get flowers.
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That's why we want to provide vending machine that
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sells fresh local flowers at your most convenient spot,
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which is the station.
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The first thing that we want to understand is the perception of the customer.
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Before we can see what we can do to
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change their perception of flowers to be more specific.
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Um What is perception,
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perception is a group of converting sensory input
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into an understanding of how the world works.
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It is particularly very interesting when we uh
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when we look at flowers for their intrinsic attributes
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Which are appearance sent and longevity.
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Uh survey uh study in 2018 shows that customer will prefer flowers with us was sent.
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Then flower with no scent
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and the longevity guarantees will increase customer.
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We reduce customer dissatisfaction.
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Um
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After understanding what about flowers that people like? We want to see.
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What about them that people don't like?
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And luckily there is a study by um uh bye bye Rome in 2000 and
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11 that shows that um the generational differences
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attitude when it comes to fresh flowers,
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you can see like
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flour is is not entirely regarded by generation Y.
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And this is something we want to change compare to other gift options, such as book,
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food, gift card, et cetera.
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So what about flowers that generation Y I don't like. It turns out to be the price.
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It is unreasonably unreasonably price.
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The product itself is not perceived well by their peers.
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The location is not popular enough and it's hard for them to buy.
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And lastly, their exposure to advertising is slow.
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Um During our awareness campaign,
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we want to slowly change their mindset that flowers is
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well received will reflect that you're a thoughtful gift giver
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and that you you you put a lot of um you put a lot of uh
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emotions into your presence,
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how we do that.
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We're going to use selective attention,
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which is the size that like has relatable questions to capture their attention,
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stimulus selection.
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We want our vending machine to be easily located at high traffic
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spot in the station as well as it has like very clean,
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minimalistic aesthetics.
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We want to use uh we want to leverage semiotics um to our advantage
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by using like very gender neutral color as well as tone of voice.
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The response we want to
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changes the stereotype that women are the only receiver flowers and
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you can only buy flowers to give it to someone else.
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At the end of our awareness campaign, we want to people to understand that, okay,
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a man can also receive flowers and be um, you can also buy flowers for yourself.
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There's no reason why you cannot do that.
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And the end result should look something like this.
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We want the perception of flowers to be closer to self reflection,
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as in like the flowers will be able to convey good qualities of the gift giver,
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as well as being socially accepted by
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millennials. My generation?
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Why?