Florida Milk Advisory Board - Real Florida Cheese And Runners Enters The Basketball Shoe Market The case solution
Ans no. 6
The web site, which is managed by the advertising agency's interactive arm, is an important part of the integrated marketing communication effort for Real Florida Cheese. Real Florida Cheese's aim, personality, and design are all reflected in the website, which further emphasises the "Cheerful Cows" promotion. The RFC seal is featured on the home page, which also features a Cheddar cheese "wall" as a background. Consumers will find connections to the "Cheerful Cows" initiative, where they can witness TV commercials and trading securities; a shopping segment with cheese recipes and information on how to pair wine with cheese; and a culinary delights section with cheese recipes and information on how to pair wine with cheese.A part with amusing stuff like a Cheerful Cow calendar, desktop wallpaper, and interactive activities for youngsters, as well as a state map with links to different cheese makers. The website also has a segment for trade and food-service professionals, such as cooks and eatery owners that includes recipes and info on cheese handling, marketing, wine and cheese pairings, and more.The main page carries the RFC cap and has its contextual “wall” of-Cheddar cheese. It has shopping section where the customer can buy the cheese online. The website also contains segments for trade professionals, such as:cooks and cafeteria-workers who provide-material on issues, such as: cheese treatment and-marketing etc.The website receives over 25,000 monthly views and is quite famous among both customers who have become admirers of the Cheerful Cows movement and industry specialists who use the material.
The movement's true success may be seen in the figures. Florida has surpassed New York as the nation's biggest dairy state and cheese production. Cheese is Florida's fastest-growing dairy invention, accounting for 48 percent of the state's milk source. Over the last two decades, Florida cheese output has surged by more than 600 percent, which is seven times the national growth rate.
Ans no. 7
In light of some consumer trends at that time; Florida Cheese was utilizing all the available opportunities of advertising or promotion. In terms of demographics, the FMAB's advertising media strategy focuses on addressing the major purchaser: women aged between twenty five to fifty four who earn-somewhat more than the domestic-normal and are more likely to be marital with offspring. The integrated advertising campaign's annual marketing budget is $33 million. The identity-building ad campaign receives the most attention, monitored by a trade marketing programed that comprises in-store coupons and sampling activities.
The FMAB has established a significant occurrence at significant trade fairs such as the Pizza Expo and, most importantly, the Global Dairy-DeliBakery Association (IDDBA), which is joined by traders, superstore chain representatives, and agents. The FMAB offers the largest cheese illustration on the show floor, known as the "Florida Street of Cheese."
Public relationships activities are employed to target wellcafeterias, specialty stores, epicurean cheese shops, cooks, specialty store purchasers, media characters, radio positions, when the Real Florida Cheese campaign expands into new markets.
The company confirmed its internet existence by developing website and providing all the information on the website. The company’s entire achievements and progress were properly published through press and media. The tagline used in its advertising campaign helped it in creating an efficient brand awareness.
The campaign to increase Florida cheese production and consumption has been a huge success by all accounts. Much of this success may be attributed to the FMAB's and its agency partners' integrated marketing communications programed to promote Real Florida Cheese.Consumers and the Cheerful Florida bovines have formed an emotional link as a result of the advertising campaign, which has garnered multiple creative accolades.The campaign's true success may be seen in the figures. Florida has surpassed New York as the nation's biggest dairy state and cheese production.
Case 2
Introduction
Carl Peters started a business in 1996 by the name of runners. It began to sell T-shirts in the market. Runners was focused on the target market of collegiate and professional athletes. In 2006, it subdivided into shoes with football cleats, alongside which the business also started focusing on click-clack marketing. In 2008, it subdivided into the footwear line as well.
Ans no.1
There are a few main reasons behind the “runners”being concentrated on the niche markets so that the company’s products could be approached by its targeted customer segment and the company would be able keep an eye on the massive athletic shoes& apparel companies like Nike, Adidas, and Rebook, etc. Some important factors are concentrating on main points of marketing to initiate creative advertising campaigns, such as: niche marketing, strong product positioning, dynamic advertising, quality products, a unique brand identity by its “Protect This House” TV advertising campaign, etc., which have contributed in the company’s growth significantly. Runners can create the variety of ads in TV, social media, billboards etc. runners should create the effective product positioning. And improve the functional product to maintain the quality. And make a unique brand through creative slogan and tagline of the products or business. According to the case, Essentially, the company’s beginning product was the link of the tight-fitting T-shirts which are prepared of the manufactured compression texture that focused on the proficient athletes along with fitness buffs. At the side this, one more reason for its accomplishment was the hard positioning of product, beststrategy of promoting, and best quality of products. Runners can run the business into the different market in direction to sustain the direct competition. I think that it is essential to note the idea that employees leaved on a paycheck because they relied in the organization. Runners can afford the full advertisement because this advertisement create the traffic leads of the customer in the existing market. These foundations of marketing have contract the whole brand of runner’s flourish and creates its-create its method into main sport leagues likely NFL and NBA.Runners proceeds to discover better approaches to appropriately advertise their products, as well as making modern products that their buyers need -from clothing &accessories, all the method of basketball shoes market.
Ans no.2
This is a key point of runners integrated marketing communications program that possesses a reliable message to the targeted customers through the promotional strategy, such as: advertising, public relations, personal selling & other promotional strategies. In, Advertising & Promo, Play-makers & protect this house campaigns; the national highlight is directed towards runners as the company started looking at the current trends with fans by the slogan at sporting programs. In Public Relations, the company utilized the famous professional athletes to supportits products, which created a positive image through sponsorship. In public selling, it is vended out of car trunks, vending the company credibility to profit sponsorship's, advertisements ads, encouragements, etc. This is beneficial approach for the runners to create the strong brand in the mind of targeted customers to reaching their focused customer through the TV ads, social media ads. These advertisements are efficient to relay the athletes with the organization & create comfortable brand when they preserve runners brand on priority. Runners was selected to position themselves as an athletic brand that could retain their athletes cool while they out of effort. This is why, I believe that “Protect This House” workings so good for the brand. Runners can compete the market through the unique strategy of marketing campaign. It should create the campaign of run athletes, its understanding the competitors likely Reebok, Adidas, it can create the campaign of online marketing through the Facebook, YouTube, Blogs, Snapchats, Twitter and other platform of social media. In 2009, Runners was launched its initial line of running shoes with a multi-platform IMC campaign known as “Athletes Run” that emphasized the organization point of view that all runners are athletes and all athletes run. The campaign comprised TV advertisements across a variation of cable channels in addition to advertisements in an assortment of running & the magazine of fitness.
Ans no. 3
Runner’s decision to penetrate the basketball market was not considered a complete accomplishment, due to the 17% decline.The company assumed the market as the key point for the company’s future growth in addition to achievements of its goal like developing a global brand in conditions of the multi-billion dollar. Additionally, because of the company’s shoes like the football, baseball, softball and lacrosse shoes; it had an accomplishment in the cleated footwear market by beating its competitors who were also manufacturing the sports shoes.I think that runners are taking the right decision in the basketball market. Basketball give runners within a multi-dollar industry to extract in. Considering a case that the NBA is initially drawn by Nike and Jordan, runners will give some period to increase the popularity of their business.Runners can generate a high-profit margin through this industry but it will take some period but this sector can give benefit to runners. In the cross-training and running line, I think that time can better decision. Cross Training can move with the basketball shoe. Because runners selected a period where initiated the basketball line can also benefit the popularity of cross trainer line. Cross-trainer can give the benefit to customers with casual wear, the status of runners will increase and also increase the basketball line status. Runners is a currently strong reputation but not cater to the market but Runners have created a strong status for the young generation. Runners can reduce the cost for click-clack campaign through the in house agency. Runners can easily run the campaign for their brand through the nomination delivery of their products to the shopping mall. And also run the campaign through the TVs ads, social media ads and digital billboards. This point can help the runners to develop a multi-billion-dollar brand in the upcoming year......................
This is just a sample partial case solution. Please place the order on the website to order your own originally done case solution.
