Monthly Archives: July 2011


Distribution and Supply Chain Concepts
providing time, place, and possession utility for consumer and business buyers. Strong and carrying inventory-key factors in ensuring prodcuts availability for customers

Marketing Channels-An organized sytem of marketing institutions through which products, resources, information, funds, and/or product ownership flow form the point of production to the final user.  Some channel members or intermediaries physiclaly take possession or title of products (wholesalers, distributors, retailers) whereas others simply facilitate the process (agents, brokers, financail institiutions)
Physical distribution-Coordinating the flow of information and products among members of the cahnnel to ensure the availabiliyt of products in th eright palces, in the right quantities, at the right times, and in a cost-effecient manner.  Phycial distribution or logistics includes activities such as customer service/order entry, administration, transportation, warehousing (storage and materials handling), inventory carrying, and the systems and equipment necessary for these activities.

This supply chain process is designed to increase invetnory turns and get the right products to the right place at the righ ttime, maintaining th eapporcpriate service and quality standards.

Marketing Channel Functions
The most basic beneift of marekting channels is contact efficiency, where channels reduce the number of contacts necessary to exchange prouces.   Contac efficiecny allows companies to maximixe produ distribution by selling to selct intermediatires.

Sorting-intermediaries overcome this discrepancy of assortment
Breaking bulk-intermediaries, retailers particularyly, overcome this discrepancy of quantity.
Maintaining inventories-intermediaries overcome theis temportal time discrepancy.
Maintaing convenient locations-intermediaries overcome this temporal (time) discrepancy.
Maintaining convenient locations-channle must overcome spatial discrepancy by making products available in convenient locations
Provide services-offer facilitating services and standardizing the exchange process
Channel effectiveness and efficiency
Distribution decisions are being evaluated using two critereia
1)Channel effective?
2) Channel efficient?
Effectiveness invoes meeting the goals abnd objectives of tboth the firm and its customers.  The key effectiveness issues is wheeter the channel provides exceptional time, place, and possession utility.
Exceptional place utility remains elusive for many firms.  Primary reason is expense.
Key issue in channel effectiveness with respect ot possession utiliyt is the ease of the actaul pucrchase process.

Strategic issues in distribution and supply chain management
With traditional channel, eahc channel mmebr has it s main concern how much profuts it maekes, or tht size of its peice of th epie.  In a supplyu chain, the pormary concern i sth eshere of th emarket tht eentire channel caputres.
Any single firm can demand a larger portion of the  profit made form the channels’s activities, but if th echannesl’s share of the marekts shringks then tha fimr will earn less profit.  On the other hand, if the channels’s shaer increases, a firm mayu get a sammller share or maintain a constant shar, yet still earn more profuts.
Key strategic aspects of any suply chain: the structure of the cahnne, channel integration, and the maeasn to build value in the supply chain.

Marketing Channel Structure
Distribution often becomes highly inflexible dute to long-term contracts, sizabel investments, and commitments among channel members.

Exclusive distribution-usuall 1 to 1 marketing.  level of involvement is less riskier.  It is the most restricitve type of market coverage.  Fimrs using this stargegy give on e merchant or outle the sole right to sell a c poduct within a defined geographinc region.  This cahnel structure is most comonlhy associated with proestige proudcvts, major industreial equipment, or with firms tha attempt to give their producs and exclusiver or prestige image.  Firms that purse exclusive distribution usually targetr a single, well-defined market segement.  Exclusive distribution is a necessity in cases where the manufacture demandsa a significant amount of input regarding the presentation of its products to buyers.
Selective distribution-give several merchants or outles the right to sell a product in a defined geographic region.  Used in clothing, cosmetics, electronics, and premium pet food.  Allows the manufacturer to have more control over prices product display, and selling techniques.
Intensive distribution-makes a product available at the maximun number of merchants or outlets in each area to gain as much exposure and as many sales opportunities as possible.  Option of choice for most consumer convenience goods, such as candy, soft drinks, over-the-counter drugs, or cigarettes, and for business office supplies like paper and toner cartidfres.  Manufactures must give a good dgeress of control over pricing and product display.  Direct vehicles of the Internet and showcase store.  Firms that emply a mass marketing approach to segmentation often opt for intensive distribution strategy.
Channel Integration
Through informational, technological, social, and structural linkages, the goal of channel integration is to create a seamless network of collaborating suppliers, vendors, buyers, and customers.

Connectivity-the informational and technological linkages among firms.  Can access real-time information about the flow in the supply chain network.
Community-the sense of compatitible goals and objectives among firms in the supply chaine networks.  All firms must be willin gto work together to achieve a commmon mission and vision.
Collaboration-the recogniton of mutual independence among members ot th esupply chain network.
Creating adn Enhancin g Value in the Supply China
Synergy (the idea that the whole is greater than th eusm of the parts) is th edriving foce bedhind value creation in the supply chain.  By combining and integrating their unique capabilities, channel members can create synergies that enhance communication and sales, imporve after-sale services, incresase the efficeiinty of porduct delivery, add procuts enhancements, or offers solutions rather than indiuvial porudcts.  This type of vale bilidng can be done at any level of the suppply cahin.

Conflict and Collaboration in the Supply Chain
Move form a ‚Äúwin-lose‚ÄĚ competitive attitude to a ‚Äúwin-win‚ÄĚ collaborative approach in which there is a common realizatoin that all firms in the supply chain must prosper.

The basis of Conflict in the Supply Chain
Each firm in a supply chain has its own mission, goals, objectives, and strategies.  Self-seeing interests behavior is natural in both business and everday life.  Second, the recognitona and acceptance o fmutial interdepndence within th esupply chain goes against our natural self-interest-seeking tendencies.
Conflict also arises in a supply chain because each frm posseses differen resources, skills, and advantages.  Power can be defined as the influence one channel member has over others in the supply chain.

Legitimate power-firm’s position in the suppply chain.
Reward power-the ability to help other parties reach theri goals and objecties the curx of reward power.  rewards may come in terms ofhihger volume sales, sales with more favorable margins, or both.  Inidudivaul salespeople at the buyer of th echannel may be rewarded with cash paymntes, merchandise, or vacations to gaim more favorable presentation of a manufafcturer’s or wholesarler’s porducts.  Free goods or services.
Coercive power-abilit to take positive outcomes away from ohter channel members, or th eability of inflict punishment on ohter channel menbers.  Legislatevie and judicails activons.  A manufacturesr may slow down dleivers or postpone the availiabiliy of some portions of a product ot  a woolersaler or retailer.  A a retailer can decide not to carry a product, not to promote a product, or to give a product unfavorable palcement on its shelves.
Informaiton power-having and sharing knowlege.  Makes channel membrs more effective and efficietn.  Stems from knowledge concerning sales foresctasts, market trends, competitive inteligence, product uses and usage rates, or other critical pieces of information,  In may supply chains, retailers hold th emost information power
Referent power-personal relationships and the fact that one party like another.
Firms want to sell a product for as much as possible, porived as few additional services as it can get away with obtain payment in advance, and deliver the proudct at its own convenience.  By contrast, buers want to purchase a proudct for as little as possible, get a larger numbe of additional services both now and in the future, pay montsh o even years later with no interest, and get immediate deliver.  Need for effective development, communication, and utilization of information.

Collaborative Supply Chains
Trust appears at the center.  Other keys include top management commitment and investment.
One of the best and most widesperead collaborative supply chain initiatgvis is category management and ongiong and highly successful initiative by innovative members of food product distribution channels.  Category management is a supplier process of managein categories of products as strategic business units, producing enhanced business results buy focusing on delivering continously enhanced consumer value.

Customer driven
Strategically driven
Multifunctional-finance, logisitcs, quality control, and facilities management.
Financially based
Systems dependent
Focouse on immediate consumer response
Trends in Marketing Channels
The growth of electronic comerce
Created new methods for placing and fillin orders for both busines buyers and conusumers.  Radio frequency identifiaction (RFID), which involves the use of tiny computer chips with radio trasnmission capabiliyt that can be attached to aprouct or its packagin.  The radio signals reflected from the chip can be used to track inventory levels and product spoilage, or prevent theft.  They also can be used for instantaneous checkout of an entire shopping cart of imtes.  Large retailers and pacakged goods manufacturers have funded researach tio develop RFID, which will evetnaully replace bar codeas a means to manage inventory.  Innovations in web-based communiacton technoliges, such as global postions, are also takin rail and trcuk equipment to a new level o fserviec in supply chain integration.  Conusmer demnads for oconvenience, as well as increased pressures on channel members to cut ditribution expenes, have been the primary sparks for the growth in technoliges like e-commerce and RFID.  Faster, better, and cheaper.  Internet has become a critical channel component for both manufactures and reatailers to consider.

Shifting Power in the Channel
The scarcity and popularity of many produts allowed manufactures to dictate stargety thougthouth the supply chain.  Manufactures wer the best soucre oc infrmaton about sales, product trends, and customer preferecnes.  Teh power of manfuctures eroded as UPC barcode technoligy, point-of-sale systems, and invetnory management systesm converged to give retailers control over information at th epoint o f sale.  Today, dscount mass merchandise retailers and catergory-focused retailers (category killers) hold the power in most consumer channels.  First, the sheer size and buying power of these firms allows them to demand price conscessions from manufacturers.  Second, these firms perform their own wholesaling funcionts, thererfore they receive trade dsiscounts traditionally reserved for true wholesaertls.  Third, their contol over retail shelf space allows them to dictate when and where new products will be introduces.  mANUFAFCTURES TYPICALLY MUST PAY HEFTY FEES, CALLED SLOTTING ALLOWANCES.  fiANLLY , THEIR CLOSENESST OT MILLIONS OF CUTOMERS ALLOWS THESE LARGER TRRATIARLS TO GATEHR VALUABLE INOFRMATION AT TH EPOINT OF SALE.

Outsourcing channels
Ousourcing shifing a work activites to businesses outside the firm.  By outsourcing noncore activies, firms can imporve their foucs on what they do best, free resourrse for other purposes, and enhance product differentiation-all of which lead to gerater opportunities to develop and maintain competitve advanteages.  Developing countresi have imporved theri manufacturing capabiliites, infrastructure, and technical abd business skills, making them more attractive regions for gloabal sourcing.  Firms that outsource give  up  ameasure of control over key factors such a sdata security and the qualiyt of servie delivered to customes.  Offshoring is when companies set up their own offshoer operations (called captives) to handle task such as IT, business pricess, or customer servie in foreing countries hwere wage rates are lower.  Information technoloyg is the primary activity outsourced today.  These supporting processes include administargive activites, distribuiton, human resources, financial analysis, call centers, aned even sales and marekting.  when a frim has significant needs and insufficient in-house expertise, the importance of outsourcing will increase.  (39ls) third party logistics porviders has emerged in the United States and Eeurops as retailers look toward outsided experise as a way to reduce costs and make their products more readily available.

The growth of DIrect Distribution and Nonstore Retailing
Customers demands for lower pricea and greater convenience have put pressure on all channle intermediaters to justify their existence.  The cahnnel must evlove into a more direct ofrom or ristk its very survivla.  Nontraditional channles include nostore reatailing, or activities taht occur outside the traditional brickas and morterar of physical stotes.

Catalog and Direct marketing
Direct selling-sells through face-to-face contact with sales associates.
Home shopping networks
Direct Response Advertising-infomercials, a cross between an advertisement, a news program, and a documentary, are alos popular programs for products such as exercise equipment and kitchen appliances.  Distribution activities have also changed as manufactures expand their direct offerings to customers.  In some cases, manufacturers have increased direct distribution by opening their own retail outlets.
The growth of Dual Distribution
Supply chain strategy often requires multiple channels to reach varioius markets.  Multiple channels enable a manufacturer to ofeer tow or more lines of the same merchandise through two or more means, thus incresing slads coverage.  Example Hallmakrs extensive use of dual distribution.  Dual distribution requires considerable resouces to implement as it spresads time, effort, and money across tow or more channles.  Dual distribuion also increases the risk if disintermediation, where customres dela directly with manufacturesa and bypass traditional channel intermediaries.  The use of dual channels can create conflict between the manufacturer and its supply chain members.  This is particularly true when target market segments do not have clear definitions or distinctions for each channel.

Legal and Ethical Issues in Supply Chain
Dual Distribution
Concerns arise when a manufacturer usues its own physical or online stors to dominate independent retailers or to drive them out of business.  To avoid these issues, manufacturers should not undercut the prices that independent retailers can charger with a reasonable margin.  Because most manufacturers do not watn to run a complex retail system, their relationships with retail intermediaries are critical to sucess.

Exclusive Channel Arrangements
Benefit a manufacturer by limiting the distribution of its products in one of two ways.  First, manufacturers can limit distribution by allowing intermediaries to sell their products in restricted geographic territiories.  Second, manufacturers can require that wholesalers, brokers, agents, or retailers not carry or represent products from any competing manufacturer.  Exclusive arrangements give manufacturers control over pricing, distribution, and sales activities.  Such arrangements are useful when brand image or quality control are critical ti the manufacturer’s sucess.  First, the arrangement cannot bloc competitors from 10 percent or more of the overall market.  Second, the sales revenue involved must not be so sixable that compettion could be disrupted.  Finally , the manufacture cannot be much larger (and therefore more intimitdiating) than the intermediary.  Regulators view exclusive arrangements most favorably when consumers and business buyerts have access to simialr proucts form otherr channles or when the exclusivity of a relationship strenghthens the otherwise weak market positon of the manufacturer.

Typing Arrangements
Occur when a firm ¬†conditions the availability of one product (the tying product) on the purchase of a diferrent prodcut (the ‚Äútied‚ÄĚ product). ¬†Tying arrangements, which are considered to be illegal in certain circumstances, can occur at any level in a marketing channel. ¬†First, the arrangement is more likely to be legal if the tying and tied proudctss are in close relation to each other, required rfor th eporper funcionting of th eother proudct, or part of a total package or solution. ¬†Franchisors can often successfully arguer for tying arrangements when rw material or components are required for market power of the fimr reqinrg th arrangement. ¬†Powerful firms are less likely to be successful in tying becaue it gives them an unfair advantage. ¬†Finally, tying arrangement are illegal if they restarin trade or competition in a meaningful way.

Counterfeid Products
Clothing, Audio, and vido products, and computer software.
The loss of tax revenues has a huge impact on governments, as they can’t collect both direct and indirect taxes on the sale of counterfeit products.  Likewise, counterfiet products leech profits necessary for ongoing product development away from the channel, as well as thousands of jobs at legitimate companies.  Customers also feel the impact of counterfeit products, as their quality almost never lives up to the quality of the original.


I. Problem
There remain over one billion people without access to an adequate water supply and 2.4 billion who lack basic sanitation, leaving millions to die every year from otherwise preventable water-related diseases.  Countries highly affected by catastrophes and natural disasters also don’t have the necessary emergency relief services, sustainable water purification systems, and storage devices for water.
“These projects will greatly improve the health of families and offer them the simple dignity of a clean private place to do the necessities of life.”

-Rob Bell, Executive Director of Nicaragua for El Porvenir

II. Approach to the Problem
The people of these poor countries need help. ¬†Water needs in each country must be researched. ¬†For example, ¬†People of Payacuca came to El Porvenir asking for help to support a new gravity flow water system (clean, safe and closer to their homes) and new sanitary facilities in their community of Nicaragua. ¬†Coca-Cola has the opportunity of extending lives by bringing clean water within physical and economic reach. ¬†Supplying water purification systems/the means to produce clean water to third-world countries who’re victims of recent disasters or at high risk of natural disasters through the Red Cross and world vision. ¬†Includes: Purification systems, distribution methods, company support, Includes: Branded water bottles, and themed products. ¬†Creating an IMC initiative to support the charitable investment.

III.  Research Methodology
A. Primary Data
Primary data for this project was conducted through e-mail marketing.  Below are the e-mails that were sent to better understand the problem at hand.

Coca-Cola North America

Lauren Pettus

Sr. Marketing Activation Manager at Coca-Cola Co.

March 23, 2011

Dear Ms. Pettus,

I am currently working on a Business Spanish Project for introducing a new idea into Spanish speaking countries. ¬†My group and I speculate that Coca-cola may have a future problem and need for finding new sources of water. ¬†Thus, it was our collaborative idea to find people affected by catastrophes and natural disasters that have lost viable sources of water. ¬†It has been prominently noticed that Central America is known for hurricanes and other disasters that continually destroy sources of water. ¬†¬†Example countries include Honduras, El Salvador, Guatemala, and Nicaragua. ¬†Do you feel that Coca-Cola’s image could be better enhanced with its expertise in massive water system equipment developments and intellectual know-how? ¬†Do you think that a promotional strategy for helping these countries in a relief sustainable water PR project would be feasible with Coca-Cola’s diverse portfolio of assets?

Our idea is to deploy emergency water solutions through Coca-Cola as a new promotional activity and product extension that will create even better publicity for Coca-Cola. ¬†Do you think Coca-Cola can also re-position their image to these Spanish-speaking countries that need clean drinking water and also create a new relief bottle? ¬†Also, if you could give me any knowledge you have of Coca-Cola’s best water purification systems as well as countries mentioned above, it would be greatly appreciated. ¬†Looking forward to hearing back from you soon.

Kind Regards,
Benjamin Kepner

Hi Benjamin ‚Äď

Sounds like a great project.  Unfortunately, this topic is totally outside of my area of expertise, but I can tell you that water conservation is something that the Company is VERY involved with on a worldwide scale.  The Company views it as our responsibility to all the communities where we do business and produce our products.  Coca-Cola is a leader in water conservation not in an attempt to enhance our corporate image or promote our brands in any way, but truly because it is the right thing to do and critical to our business moving forward.  In fact, I would caution you against any sort of recommendations in your project around Coca-Cola using our sustainability initiatives for promotional gain.  It just really goes against what the Company is truly trying to accomplish and could actually creative negative PR. However, any recommendations around building upon our sustainability initiatives and helping the company get the word out probably make good sense.

I hope this is of some help.  If you need to dig deeper with someone internally, I would recommend that you reach out to Bruce Karas who leads a Sustainability team in our Coca-Cola Refreshments division.  Bruce’s email address is  Bruce leads the efforts for North America but should be able to connect you with the Latin American lead for the Company as well.  Also, you can probably find a great deal of information on our water conservation efforts on our corporate website.

Good luck with your project!

Dear Laura,

Thanks so much for your help and putting me in contact with someone I can talk more about the idea with. ¬†If you don’t mind, I’d love to send you the project when I am finished with it? ¬†Again, thanks for all your kind efforts and I look forward to building a better long-term relationship with you as I embark on my future career endeavors.

Benjamin Kepner

Dear Mr. Karas,

Hello, my name is Benjamin Kepner.  I am a Senior graduating from the Terry College of Business at the University of Georgia.  Laura Pettus passed your e-mail along to me in hopes of helping me with my Advanced Business Spanish Project that I will be presenting this Friday.  I understand that you lead a Sustainability team in the Coca-Cola Refreshments division.  I also understand that you lead the efforts for North America, but that you should be able to connect me with the Latin American lead for the company as well.

Through my understanding, Coca-Cola is a leader in water conservation not in an attempt to enhance their corporate image or promote their brands in any way, but truly because it is the right thing to do and critical to their business moving forward. ¬†However, any recommendations around building upon Coca-Cola’s sustainability initiatives and helping the company get the word out probably makes good sense.

Thus, it was my groups collaborative idea to find people affected by catastrophes and natural disasters that have lost viable sources of water.  It has been prominently noticed that Central America is known for hurricanes and other disasters that continually destroy sources of water.   Example countries include Honduras, El Salvador, Guatemala, and Nicaragua. Our idea is to deploy emergency water solutions through Coca-Cola as a new promotional activity and product extension that will create even better publicity for Coca-Cola as a humanitarian company.  By creating sustainable water resources, Coca-Cola will also help to improve the standards of living for these poor countries. Do you think something like this would be feasible?  Also, what sources of funding could Coca-Cola possibly obtain to perform this huge promotional idea of providing sustainable water purification systems.  Thank you again for your kind attention in this matter and I look forward to hearing back from you soon.

Kind Regards,
Benjamin Kepner

B. Secondary Data
Notes on Water
Lack of access is disproportionately borne by rural populations, women, and children. 84% of the global population without access to an improved source of drinking water lives in rural areas. The impact on female students is likewise severe, as more than half of all girls who drop out of primary school do so because they lack separate latrines (toilets) and access to clean water.  Distant waterholes from which the women and girls carry water are distant. Among children, the leading cause of death in the world is diarrhea, a water-borne disease that is entirely preventable with access to clean water and basic sanitation. The projects hosted on the Global Water Network are working to provide water and sanitation to all peoples, one latrine and tap stand at a time.
Water Purification Units
Reverse osmosis, sand filters, chlorine components, and pressure osmosis.
Emergency Water Filtration
Stocking water reserves and learning how to purify contaminated water should be among your top priorities in preparing for an emergency.  Water from wells, cisterns and other delivery systems in the disaster area are unsafe until tested. You can prevent contaminated water from entering your house by closing the main incoming water valve. The tank of your hot water heater or water pressure tank can supply many gallons of emergency water too. You could also use water in your plumbing and in ice cubes. As a last resort, you can use water in the reservoir tank of your toilet (not the bowl), but purify it first.
Whole House Reverse Osmosis Systems

  1. A Reverse Osmosis Unit to produce the daily household requirements. For example, a 500 gallon-per-day system would produce purified water at the rate of about 20 gallons per hour. Since 20 gallons per hour is not enough to supply the demands of all normal household functions, a supplementary storage system is required so that ample water will be on hand when needed.
  2. The Storage Tank needs to have an atmospheric (non-pressurized) storage tank large enough to provide ample water for daily activities. The reverse osmosis unit refills the tank as water is taken from it. The water is stored at atmospheric pressure and must, therefore, be re-pressurized for use.
  3. A Re-pressurization System can consist simply of a pump that comes on automatically when water is needed and supplies pressurized water to the home. Ideally, however,it should include a smaller bladder or diaphragm tank that is filled to house pressure by a pump and gives a more even supply of water.

*See Appendix for diagram
How Much Water to Store
In an emergency, an ample water supply is a priority. Needs differ depending upon age, physical condition, activity, diet, and climate.  But most people need to drink at least 2 quarts or 8 cups of water each day. Hot weather conditions can double the amount needed, and children, nursing women and ill people also will need more.  In general, We recommend storing a minimum of one gallon (preferably two gallons) of water per person per day, for two weeks of drinking and food preparation and other limited uses such as hand washing, brushing teeth and dish washing.

We do not recommend storing water in glass containers, used milk or thin water containers sold at most supermarkets. They become brittle with time. Also never-ever use any previously used plastic containers or barrels, even ones used for syrups and concentrates. These containers absorb and retain the residual of anything put into them regardless of how much prior cleaning you give them, thus contaminating your water reserve (and causing it to taste terrible).  Beware of savvy people selling used containers as being safe. Do not use pool, spa or water bed water for drinking; the acids, algaecides and other chemicals can be harmful or deadly if ingested.
Collapsible Water Storage Containers
Our water storage containers are 5 gallon size for a women or child to be able to carry. They allow you to safely and affordable store your emergency drinking water. Our five gallon water containers can be stored indoors or out and are made to withstand hot and freezing temperatures. We never sell used containers. We only brand-new, food-grade, FDA, DOT, and UN certified containers. This rating is added insurance that your water container will be able to to take extra abuse and still provide excellent protection for your water reserves. ¬†Each container comes with a cap that is 3/4″ threaded in the center to allow the use of our faucets (spigot) (sold separately) that can easily be attached for convenient pouring withour lifting the container. ¬†Excellent for emergency drinking water storageWeigh 44 lbs when fullCan be stored inside/outside. ¬†For colabsible water containers these 5 gallon water storage containers are made of the best material and approved for the storage of drinking water to insure water containment even in an earthquake. Fold-down handle to insure safe portability and containers have a heavy duty cap with 3/4″ thread to attach spigot. A knock-out plug is provided with each cap, simply use a knife to cut the plug out, (be careful not to damage 3/4″ threads) than a spigot may be installed. Be sure to purchase a 3/4″ threaded plug (see water container accessories) to plug the 3/4″ opening after removing the spigot. It is not a good idea to store your water container for long periods with the spigot installed. ¬†Dispense what you need and preserve the rest with these blow-molded, FDA approved HDPE five gallon jerrican water containers. Closed-head plastic, square water storage containers allow you to dispense as much water as you need while safely preserving what remains. Made from 100% high-density polyethylene (HDPE), rugged closed-head plastic water storage container can withstand temperatures well below freezing and can be hot filled. Light, strong, recyclable and suitable for foods materials. UN-rated, FDA-approved. Color will be similar to Coca-Cola.
Material: FDA approved plastic Usage: 5 gallon water container
size: 14″H x 10″W x 10″D Color: Coca-Cola Colors DOT and UN Approved

Notes on Coca-Cola
On May 8th, 2011, Coca-Cola and our fans around the world will celebrate our 125th anniversary. Look more closely to the expressions of our consumers as a better measure of our success in keeping the world’s most valuable brand relevant for the next 125 years.

The company’s approach to consumer engagement as we work to double our business by 2020. ¬†In the near term, “consumer impressions” will remain the backbone of our measurement because it is the metric universally used to compare audiences across nearly all types of media. ¬†Awareness is fine, but advocacy will take your business to the next level. ¬†Much of business is driven through personal referrals and advocacy by individuals for their agent. ¬†So, in addition to “consumer impressions,” we are increasingly tracking “consumer expressions.” ¬†An expression is any level of engagement with our brand content by a consumer or constituent. It could be a comment, a “like,” uploading a photo or video or passing content onto their networks. We’re measuring those expressions and applying what we learn to global brand activations and those created at the local level by our 2,700 marketers around the world.Local bottlers have emergency equipment. ¬†The Coca-Cola Company (TCCC), in partnership with WWF, has set ambitious new global targets to improve water efficiency and reduce carbon emissions within its system-wide operations.

The partnership also is promoting sustainable agricultural practices and helping to conserve seven of the world’s most important freshwater river basins, which include the Yangtze, Mekong, Danube, Rio Grande/Rio Bravo, Lakes Niassa and Chiuta, Mesoamerican Reef catchments, and the rivers and streams in the southeastern region of the U.S. ¬†The partners announced an agreement to extend their work two years through 2012 with an additional $3.75 million in funding from TCCC.
Coca-Cola key expression points

  1. Accept that consumers can generate more messages than you ever could.

Feed Coca-Cola Puro with content that touches consumers’ passion points. We can’t match the volume of our consumers’ creative output, but we can spark it with the right type of content.

  1. Develop content that is “Liquid and Linked.”

Liquid content is creative work that is so compelling, authentic and culturally relevant that it can flow through any medium. Liquid content includes emotionally compelling stories that quickly become pervasive. Coca-Cola Puro will be a leader in water conservation not in an attempt to enhance the Coca-Cola corporate image or promote their brands in any way, but truly because it is the right thing to do and critical to Coca-Cola’s business moving forward.  Any recommendations around building upon our sustainability initiatives and helping the company get the word out probably make good sense.  Coca-Coal Puro must link to Coca-Cola brand strategies and our business objectives to the content. No matter where consumers encounter it, linked content supports overall strategy.
When content is both “Liquid and Linked,” it generates consumer expressions and has the potential to scale quickly. An example of “Liquid and Linked” is the FIFA 2010 World Cup program, the largest-ever Coca-Cola activation in history. More than 160 countries used a common World Cup Visual Identity System, a pool of television commercials, and a common a digital platform. All were linked by the common thread of celebration.

  1. Accept that you don’t own your brands; your consumers do.

Facebook page is growing by about 100,000 fans every week. ¬†¬†Increasing consumer expressions requires many experiments, and some will fail. Build a pipeline so you can quickly replicate your successes in other markets and share the lessons from any failures. Ex: “Happiness Machine” video was Make a hit on YouTube so we turned it into a TV commercial, and we’ve replicated that low-cost, viral concept in other markets.

  1. Be a facilitator who manages communities, not a director who tries to control them.

Launch expedition again in 2012, we launched Expedition 206.Consumers voted for the three people they wanted to see travel the world as Coca-Cola Ambassadors, visiting most of the 206 countries where Coca Cola is sold and driving an online conversation about what makes people happy around the world.

  1. Speak up to set the record straight, but give your fans a chance to do so first.

IV. Consumidor Presunto

  1. Primary Target Market: Countries in need of sustainable water purification systems to store and have better access to viable sources of water.  Specifically, rural areas of poor countries.
  1. Secondary Target Market: Coca-Cola Consumers who will drink Coca-Cola Puro bottles.
  2. Competitors: Beverage industries and companies that provide emergency relief funding (Tide).  Olympicas and Fifa World Cup.

VII. Product
Sustainable water purification systems and new Coca-Cola Puro bottle.  Coca-Cola will store their emergency water through plastic, glass, fiberglass or enamel-lined metal containers that are suitable for storing water supplies.  Intact, durable plastic containers, such as soft drink bottles or those you purchase water in, are best. You can also purchase food-grade plastic buckets or larger containers. Collapsible water containers should also be used.  All pumps should be at source of river, generator, and filtration units.  Emergency outdoor water services such as streams, rivers and other moving bodies of water, ponds, lakes, natural springs, and rainwater will need to be utilized.  A 20 oz. Coca-Cola bottle will be created with these purification systems.
V. Consumer Needs Match Coca-Cola Benefits:
Families need better access to water————–>Pumps and systems closer to rural areas
Storage for water————————————–>Disposable Storage Water Containers
Emergency disaster relief—————————->Providing sustainable emergency water systems
Purified Water—————————————–>Coca-Cola Puro is ‚Äúpurest‚ÄĚ water quality
VI. Place
The water sites and rights of passage will be acquired from their present owners and title/deed will pass to the community. The systems will bring water into people’s homes, or at least very close to them. The rollout strategy for Coca-Cola Puro will start with Central America.  As time goes on, Coca-Cola will expand globally.  Key countries in Central America include:

  1. Guatemala: El Naranjo River
  2. Honduras
  3. Nicaragua
  4. El Salvador

VII. Price
1) Donations, Partnerships, and Coca-Cola will allocate costs for Coca-Cola Puro for:

  • 1 Latrine = $325
  • 1 Water Station = $560
  • 1 Water Collapsible Water Storage =

2) Price of Coca-Cola Puro Product will be same pricing as normal brands.

VIII. Promotion
The promotional strategy for Coca-Cola Puro will be a model for international relations and public relations.

Building Partnerships For Sustainable Solutions

  1. Global Water Trust
  2. Campaign for Haiti
  3. Doctors without borders
  4. Campaign for Haiti
  5. Japanese Relief International Aid
  1. WWF
  2. El Fundacion Solar

IX. People

  1. Coca-Cola Contacts:
  • Laura Pettus
  • Joe Tripodi-Executive Vice President and Chief Marketing and Commercial Officer of the Coca-Cola Company.
  • Lisa Manley,, 404.676.4571
  1. WWF
  • Amanda Carufel,, 202.294.6408
  1. Red Cross Contacts
  3. Central America Community

X. Marketing Strategy and Implementation
Goal: To provide sustainable water systems to disaster relief countries and launch a new product extension.
Project Objectives:
· Create clean water for approximately 100,000-200,000 people within each project region
· Create a minimum of 100-200 short-term and long-term jobs within each project region
· Provide training for local people to perform the required jobs
· Provide an in-country supply chain for consumables and spare parts
· Create long-term support businesses in manufacturing and assembly
· Establish a long-term presence in rural communities by creating Community Water Trusts
· Document the process in order to provide transportability to other project regions
Sell x amount of Coca-Cola Puro bottles

XI. Appendix
1. Understanding Reverse Osmosis

2. Collapsible Water Storage Systems

1.’s%20and%20Men’s%20Water%20Needs%20in%20the%20’El%20Naranjo’%20River%20Watershed%20Organization%20(Guatemala).pdf ¬†¬†¬†Guatemala Water Needs
2. Storing Emergency Water
3. Reverse Osmosis Filtration Systems
4. Initiatives and requests for aid Water Supply and Sanitation in Guatemala
5. Global water purification initiative
6.  collapsible water containers
7. Coca-cola marketing shifts
8. Marketing Strategy of Water Projects
9. Coca-Cola Fan page
10. What WWF is doing
11. Dasani
12. Coca-Cola bottle
Dasani more
Honduras Collapsible again


Additional Notes:

Most Valuable Global Brand. ¬†7 MM Coolers (New Vending Machines-250 options). ¬†#1 in Beverages. ¬†206 Countries. ¬†300+ Franchise Bottling Partners.¬†500 Brands. ¬†Own Syrup Formula. ¬†‚ÄúNext 100 Years‚ÄĚ-Book to Read

WATER CONTROL-Sustainable Water Use-Currently donating water to African Clean Water programs

Brands: Georgia Cofee, Tea, Sprite, Coke, Diet Coke, Fanta, Simply Orange, Vitamin Water, Minute Maid, Sparkling beverages most important, monster, powerade, coke zero, evina, nestea, v8,¬†Anticipate Issues¬†Do more business outside U.S.-only about 30% in U.S.Highest Spenders in market (3rd highest/Larger Facebook)¬†My Coke Rewards Innovation:¬†Coca-Cola Freestyle: simpler user interface, same space as a standard 8 valve machine, more than 100 regular and low calorie beverages/All of them have ID so they can be maintained. ¬†Digitizing taste-measuring oranges. ¬†Problems: Optimization. ¬†Fruit Juices made for Juices-ODWALA. ¬†How to grow beverage purchases? ¬†China-Law not protected about patents. ¬†coke Digital Network-Billboards change for specific time of day. ¬†Organic Marketing-without paying thingsFIFA Integrated Marketing Approach-Different Goal CelebrationsTorch Relay SponsorsItalian Designers¬†¬†EVERRIJSSEN@NA.KO.COM. ¬†Beth acors¬†Joe Cunningham. Matthew Cox, ¬†Nataile¬†What is the main ingredient in all of our products?-water¬†Company vision¬†1886¬†Bottlers¬†Our brands¬†Partnerships: sixflags, amc, mcdonalds, Kroger, whole foods, wal mart, Disney¬†Brand equity: nba finals, American icdol. ¬†How they deliver products:¬†The ‚Äúreal thing‚ÄĚ covered in Recycle Today magazine. ¬†Sustainable communities. ¬†Crs-corporate responsibility and sustainability. ¬†5 strategic areas. ¬†water neutral, air instead of water, advanced water filtration systems, communities to harvest. ¬†recycle 60 percent aluminum come fromcarbon footprint. ¬†energy¬† saving solar energy, hydroelectric trucksDiverse culture. ¬†John brock-ceo. ¬†Beverage calories, full calories removed from school systems. ¬†Good image. ¬†Ceo of the newly formed Coca-Steve Cahillane. ¬†CCNA AND CCE Integrate North Americato Drive sustainable Value Growth. ¬†Coca-cola refreshments, hot-fill (Powerade, Nestea, and glaceau). ¬†Consumer Marketing. ¬†Housed in Europe. ¬†UTP-University Talent Program. ¬†Leadership capabilities. ¬†Learning quickly, exceeding performance


Red and Black Recommendations and Conclusions:

Stories need to be meaningful stories.  By being active in your reporting with the dean of students,  football arrests, and the police crackdown in the wake of the No. 1 Party school ranking you can create your strengths. The crime streets projects was amazing from beginning to end, and the fake ID and Nights of Athens week long series were smart and well written.

But we struggled showcasing some stories as well as we could ‚Äď too often we didn‚Äôt have the pictures, or the forethought with design or graphics or sidebars to make a good story better. Here is some advice I have going forward:

Ask more questions: We are great at getting the right aspect of the initial story, but sometimes stories are left with unexplored areas. There are some stories where we stopped and looked at it and took it as far as we could go. ¬†But there were others ‚Äď the $100,000 carpet, profiles of athletes, freedom of speech issues on campus ‚Äď that we came up short and missed some good opportunities for strong stories. When getting an assignment or following a story, take a moment and think about all the aspects of what‚Äôs in front of you. It‚Äôs not that I‚Äôm looking for us to find a ‚Äúgotcha‚ÄĚ aspect to what we cover, but we do a disservice to ourselves and our readers by not telling the whole story. I‚Äôm always here for a consult, sometimes talking about a story before doing it makes it easier to report.

Plan for how it will be played in the paper: Reporters and editors need to think about what the story will look like on the page. Is there a photo opportunity? Is there a graphic that can be done, or a box to pull out? Are there little sidebars that make this story better? What can I do to make on online presence? Can I add audio, are there documents, a map? We‚Äôve had some great stories that were didn‚Äôt have the affect in the paper because they didn‚Äôt have graphic items to go with it. The reason the crime streets came out so well was because there was a plan in place from the start ‚Äď but we should be doing this every day. The centerpiece should not be decided at 4 p.m. the day of.

Online: Fifty percent (and maybe more) of your job at any news organization will involve working online, whether it’s filing breaking stories or shooting video or editing audio. Can you take a good picture? Do you know how to get it ready for online? You should. These are where the jobs are. We are taking a different approach to online next semester, and online editor Jessica Roberts has some great ideas on how to proceed. We are bringing in some blogs, and allowing comments on them, to add another voice to what we do. Jessica will also work with more social media and come up with ideas that can enhance our stories online. When people ask me if we have an online staff, I tell them we don’t need a separate online staff, because online is something everyone on staff should already be doing. If you’re not, you’re behind.

Be daring, but be a little wary too: Do you think a professional newspaper would ever let the term ‚Äúclustercluck‚ÄĚ appear in a strip headline? Or write about masturbation in such detail? Or have a Fourth & Forever where two editors throw word darts at one another? Or write a tongue and cheek obit for tailgating? We‚Äôve had moments of risk this semester, and I like to see that. Our opinions page could be more daring, sometimes we run policy papers which are boring and ill-informed. Our news stories should always have some bent of daring to them, we run some meeting stories because we feel we need to, even though nothing comes out of them. There‚Äôs a feeling we need to have one must-see story in the paper every day, but I think every story should be a must read. We also need to have some more fun with our display type. A good headline will stop people and make them read ‚Äď the New York Times is a master of this. The One and F— headline was a perfect example. Everyone knew what the story was about, but they picked it up anyway.

But we had some issues where we inserted ourselves in the story this semester, and we can‚Äôt do that. If the journalist becomes part of the story, then the journalist has failed. People will gripe at us for not liking what we write, but if what we write is based on reporting that is not influenced by us, then people have no cause to complain. And also understand that as a member of The Red & Black you belong to a group that people are watching ‚Äď the same standards we hold for SGA, or football players, or members of Greek organizations we hold for ourselves as well.

Help one another: Remember that a bad headline or a wrong credit line can ruin a great clip for someone. A misspelled name in a story ends any chance of the writer gaining credibility with the reader. ¬†Thanks to some of the best collegiate journalists in the country. ¬†It’s never easy writing a story, or shooting pictures, or editing a section, designing pages, copy editing, assigning stories. The Red & Black has been a force for 117 years because of what you bring every day.


1. Is your brand Benjamin Kepner or Global Social Media Marketing? ¬†In 2011, I launched the original blog under the name as a way to expand my personal brand after attending an IABC event my last semester at UGA (Advanced Chinese 2, Advanced Business Spanish 2, International Finance, Marketing Capstone). I started attending Terry Talks and got published in the school newspaper to begin my digital footprint in storytelling.¬† It was at that point I ran with the idea of experiential marketing and social media. There weren‚Äôt classes to learn how to do social media so I attended events instead to connect with the thought leaders in the space. I only worked on the website part-time and used it more as a marketing portfolio to employers starting out. After suffering at 5 independent contractor roles, I realized my dreams of living abroad and moved to Spain to get fluent in Spanish. I remember vividly talking to my dad when I first moved to Spain about the future of my website after 3 years when my blog was receiving 303 visits/day; almost 10,0000 website visits/month. He thought I had to learn to monetize and create an advertising revenue stream. At that point, I changed the domain name which lost a lot of my subscribers and original traffic. He said why don’t you incorporate your expertise in social media marketing and love of international business into the name? I chose Global Social Media Marketing because no one is really doing it and Hubspot, my favorite marketing company, wrote an ebook on it in 2014. It also has the keyword social media marketing in it. Because less than 1% of the U.S. can fluently speak Mandarin Chinese there is also a huge potential to carve out that niche as one of the only social media marketing agencies in the U.S. to develop content in Mandarin on Chinese social networks for U.S. brands looking to expand globally. In 2014, I reached the peak of traffic after getting my first online certifications and job at Tourico. In 2015, I was sued by a copyright infringement case for a globe I used on my website for $1,500. At that point, my mom made me delete all my images on my website and I stopped working on my website for about a year while I traveled the world for Tourico and created my first social media department for a billion dollar company. I was also super poor and couldn‚Äôt afford to pay for hosting and any other foreseeable problems. When I got fired from Tourico in July 2016, I relaunched my website. That website would include a 30,000 word PS training manual from Tourico Holidays I wrote about the travel industry and a 130 Marketing Plan during my time at the design agency Lift Creative. Since then, I‚Äôve acquired 16 digital marketing online certifications that I repurposed my notes into blog articles. Recently, I started inserting original images from my social media networks over the last 6 years of travel and experiences (Twitter Media, Facebook Posts, Google+ Albums, and Instagram photos) to make my website visual again and improve SEO. Long story short, the brand was Benjamin Kepner and has always been. However, the vision is to become Global Social Media Marketing as a company where I can lead the vision for a team one day. If there was a team in place, I could potentially make more money than I ever could in my day job.


Screen Shot 2017-11-06 at 8.55.43 PM.png

2. Is your revenue generator going to be consulting services? Also what is more important to the site, you, and your network‚Ķblogs or the revenue generator? If growth gets huge, I hear webinars are great. To date, I‚Äôve leveraged the website primarily to showcase my portfolio of freelance marketing work and thought the leadership of my event marketing and certification experiences. The primary revenue generator should be the services offered on the services page. Over the years, I‚Äôve done too much and not focus enough on being an expert at a few services. I gotten to charge up to $40/hr this year, but was recenlty told by a peson in Technology I should be charging closer to $8-$100/hr. Thing is you can hire a freelance social media on a thrid party freelance marketplace for about $22/hr. I started doing website development, video production and editing, and photography. This year, I now have social media marketing plans developed, experience creating e-commerce sites, and running Google Adwords Campaigns. However, I think affiliate marketing (where I get a commission of selling other people’s product on my website; aka speedy bees to start) and advertising could generate just as much revenue if I focus on the SEO. Finally, creating a training or certification program or book product that I can sell.

3. Have you been done blogging outreach and do you have an up to date ‚ÄúHit List‚ÄĚ? Funny thing is I have done blogger outreach/link building for other companies, but have never done it for my website. If I was to even get just 100 inbound links from other social media marketer bloggers, my website could break top 150,000 websites in the U.S. out of the current 400,000,000 websites. Worldwide, I‚Äôm currently ranked 1,270,0000 out of 1,300,000,000. See 2017 Internet Statistics to see the potential I have: I need to create a Hit List but also have developed my Linkedin to a powerhouse network of 8,000 connections and Twitter of 4,000 followers. I could also leverage my 2400 Facebook friends or 1,000 Instagram Followers to share posts.

Current Suggestions:


1. Make a brand logo and place it in the top left where the wave. Do you think you could hook me up with your freelance graphic designer you mentioned for a cheap rate. How much? I could feature her as an article on the website and link to her website so she gets more traffic and leads as well. I’d like to incorporate a globe, space feel of starts or a satellite (STS9 :)), and nerdy social media marketing feel to the brand.

2. Write the brand name after out next to your logo. Your home page does not have Global Social Media Marketing Written anywhere. My Home page does now have the words Global Social Media Marketing at the top of every page and in text on the home page for SEO.

4. Join the page navigation tabs. The Home, International Business, Marketing Strategy, etc. is on the left side but the contact, blog, and resources is almost hidden in the top right. It’d be easier if it was all in one place. I readjusted the taps and put all navigation in one place.

5. Add more juice to the tabs’ animation (color, hover color, drop down feel; optional borders). I created a hover color. I can research the psychology of colors and fonts and put that into a blog post for next year

6. Put some of the most recent blog posts/articles and maybe the 5 or 10 most recent posts on the front page. Done at the bottom of front page.

7. Change the ‚ÄúAbout Us‚ÄĚ to ‚ÄúAbout [Brand Name/Brand Abbreviation]‚ÄĚ and make separate it as its own navigation tab. Done

8. The Bold International Business, Marketing Strategy, etc. categories need to also be clickable links to the pages. They are, but not all 300 articles are categorized.

9. I think the Kepner Lost in Wanderlust video should be in your About section or lower on the homepage so it’s not the center piece of your homepage as it is more of a personal experience. It does add a lot to you credibility with international markets and I think it is important to your brand. I may be biased because when I see you an Hanner with Bash Bros next to it I think of near blackout glass smashing experiences. The Home Page now has a thought leadership video of me this year in Kansas City. I moved the #Kepnerlostinwanderlust to it’s own blog post.


1. Somewhere in the blogs section have a tab labeled archive which all your posts are order by time. As things progress you and your users will want a way to go back in time. I think i have this?

2. All of your posts have art under the title before your article when you go to the page. As you know from Linked In or any article, the artwork adds personality and makes it more appealing. Add artwork to the left side of your article titles on the blog home page. I think you mean featured image here?

3. A. Categorize the blogs or B. have tabs under them that include what topics the article hits on. (SEE EXAMPLE 4 of an ultimate blog I follow. the orange under each are the clickable topics which will take you to all of the articles with that topic included. Both A. and B. work so it’s purely how you want to segment them. I’ll categorize all blog post before Thanksgiving.


I think the following would help with measurement. There are a ton more that should be used but these are the first I was thinking of: Visitors PER new post, Visitors to that post PER Hours spent researching and writing post, and Visitors PER topic. Obviously all of the geographic, behavior, bounce rates, session duration, new/returning users, peak hours, medium (mobile v PC), etc. standard analytics need to be synced up. This is where you could help me Analyst ūüôā I do have a website development plan for this here.


Selling ads is passive income but the more advertising, the more spammy the site looks so you have to be careful. It would probably be a case by case if you are open to allowing advertising. I have read that selling your own products/services or commission from sales funnels has a much higher return but it obviously takes more work. I plan on doing both, but less advertising, and more selling other products.

Content Organization:

You said you had no business model or organization strategy implemented yet. Creating a framework would be really beneficial. This industry is so fast paced it will have to also be adaptive. This is the beginning of my business plan for next year to take this to the next level. I want to present the business plan to my mom before December and I am also trying to hire my UGA mentee as an intern this Wednesday for 10 hours of Sales/link building help.


Just curious because you mentioned this, what areas do you need help with (research, writing, etc.)? Sales, Editing, Analytics, Link Building

Just reply with anything you got. I am still jotting down grammatical errors while I go through all the writing. Grammarly now exists to help with my gramatical errors. Have been working on that, SEO, and certifications this year to hit the ground running for next year.

Elements of a Business Plan

1. Cover sheet

2. Statement of purpose

3. Table of contents

I. The Business

A. Description of business

The Red & Black is UGA’s award-winning newspaper established in 1893 as an independent business.  It is the largest college newspaper in Georgia and the 10th largest newspaper in the state.  It receives no student activity fees or other funding from UGA.  The Red & Black’s mission is to provide a training platform for students interested in gaining experience in various aspects of newspaper publishing and to produce a high quality daily newspaper for the University of Georgia community.  The Red & Black is governed by a volunteering board of directors who appoint the publisher, four full-time staff positions, student managers, and editors to perform the necessary tasks for a daily newspaper.  As the strongest, most trusted brand among UGA students, The Red & Black is an influential part of their college experience (Red & Black).

It’s business level strategies should be to match its strengths with its opportunities.  UGA is the source for UGA news and sports information with readership among UGA students.  Editorial content is relevant to target audience.  The Red & Black also has 117 year history that provides a strong reputation and brand name.  Opportunities of increasing revenue on content published online during break periods must be captured.  Explore other revenue sources outside of ROP through cost-effective methods such as referrals.  Campaigns to sell to cold advertisers across media platforms must be established better to establish the Red and Black as a media brand.  Increase distribution locations of ROP.  Value Chain analysis. Core competencies.  Resources and Capabilities

The Marketing department at the Red and Black creates a service for local businesses to create advertisements that can be used to raise revenue for their growth.  Overall marketing and sales strategy have been implemented for the newspaper to be self sufficient by raising revenue through the sale of advertisements.  The Red & Black Ad Agency contains developing tools for training on how to transform the ad department from a sales force into an ad agency.

B. Marketing

The Red & Black currently provides a newspaper specifically directed to UGA students, faculty, and staff.  This newspaper is in print and online form.  The core beneficial target market for The Red & Black is UGA students on campus, specifically white over 21 non-Greek female students who are juniors/seniors.  Psychological study behaviors must be conducted to better understand this target population.  Including all total students at the University of Georgia, the projected growth market is 34,885 students.  The current market is growing every year based upon enrollment restrictions per semester.  The demand for The Red & Black is based upon editorial information and advertising media.  Habits for student picking up The Red &Black is about 97 percent, once a week.  Preferences for students to pick up The Red & Black include learning about the football team, current UGA news, filling out the crossword and sudoku, classified/advertisements, interesting variety, opinions and commentary, and finding jobs.  However, current students are not completely satisfied with the current newspaper.

Not enough of students have created a loyalty toward the paper.  Although The Red & Black are easily integrated into other products and services, integration needs to be increased.  The Suppliers for the The Red & Black are not funded by UGA.  However, The Red & Black does have technology in place to reduce costs. Pricing Strategy for advertisements.  A Marketing Research Project should be constructed to gain better knowledge by obtaining information from customers, suppliers, distributors, managers/independent sales representatives of others businesses, and competitors.

The Red & Black needs to use a differentiation strategy as a clear strategic plan.  Cost-leader tactics are to be put in place under small areas of growth due to The Red & Black not controlling their manufacturers and restrictions on distribution.  The Red & Black therefore must be innovative by guerrilla marketing, portability, social networks, mobile, event marketing, sponsorships, location based marketing, and niche publications.  Management should be unrestricted in the number of advertisers they can have.  Yet, advertisements still need to be chosen carefully to create better brand recognition.  While editorial content can be hard controversial news, advertisements need to be managed ethically.  Problems dealing with advertisements that cause bad brand image for the Red & Black need to be taken into consideration.  The Advertising Agency will charge a flat fee for the research, strategy and creative and a cost + 15 percent fee on the media buy.The Red & Black also needs to obtain acquisitions or partnerships with HSBT advertising agency, Studio 120, UGA Creative Consultants, or other media providers to increase market share of the advertisement market.  A joint venture will lower your costs, enabling you to enter into new markets and create new distribution opportunities.

In order for the Red & Black to create better brand recognition it also needs better marketing channels through videos, word of mouth, and distribution to increase brand usage for its brand reputation as a respectable brand name. ¬†The brand can add value if it uneasy to imitate, rare, and valuable. ¬†Brand can also increase brand identity by being better structured. ¬†The Red & Black can create better adds by…. ¬†It can also create better circulation by…..

Short-term Marketing Tactics:

  • Raise up the boxes of distribution
  • 4 square
  • Scavenger-facebook page, social media utility used to complete activities based on geographic locations
  • Marketing Department
  • Smart phone application
  • Advertise more of the rewards Red and Black
  • Day events for specific reader days
  • guerilla marketing-moon bounce of Red and Black
  • VW fund theory
  • Speed lottery
  • Horoscopes

Need Help With Brand Valuation!!!!!!!!!!!!!!!!!!!!!

Economic Use Financially driven method to calculate the Red & Black’s brand value, “Role of branding index”

“Brand discount rate”

“Brand strength score”

Different medias for Red and Black:

Advertising Rates

Long Term Objective РCulture of Learning and Social Aspect.  I think a flow chart or other action objectives would be good to point out here i.e. what can we control?  =the hiring process.  By evaluating and enhancing the information a student receives upon being hired, we can promote the company culture and social aspect at the earliest point ontact.  This is a universal benefit

Short Term Objective РPeriodical Events.  Calendar or time line/topics.  This idea could also be used as a recruiting, training and longevity tool.

Brand Subgroup

Long Term Objective РIncrease exposure of brand to target audience. Market the Brand. Brand Guidelines.  I would love to see this further conceptualized with a loose action point plan of how it would be done, even ahead of the brand valuation, it what ways might we increase exposure and market the brand?

Product Subgroup

Long-Term Objective РEnsure quality of the product. Set recommendations. New Products. Optimize distro systems.  I think these objectives are an easy tie-in to the brand valuation in terms of building value and it would be a benefit to the Advertising Department to work on these early next semester.

Advertising Subgroup РThis looks good all around.  This area is where I can take the most action personally; I am excited to share this Creative lab group with our clients and create some hands-on case studies.  Aside from that, I would only ask that you also consider another short-term objective of investigating sponsorships and partnerships with other media and related events in Athens.  In the same vein as the concert series CNBAM entry, we could also do a better job of using events to market ourselves and getting involved with the community and local initiatives; could also be a good tie-in to the Culture of Learning and Social Aspect.

Yet this strategy will face dynamic problems for The Red & Black. ¬†In a generation of technological efflux, students are moving away from newsprint. ¬†Other forms of social media such as Facebook, Twitter, youtube, ipad, and iphone have made students acquire information more rapidly. ¬†As ‚Äúmultitaskernots,‚ÄĚ the current generation of students must be able to obtain information simultaneously. ¬†Therefore, The Red & Black must be highly integrated in all facets of media.

Competitive Advantages must be obtained with innovative new products and services.  Improved Features/Services for competitors must also be taken into account to create added value to the business. New markets can be better reached with new and improved delivery.

C. Competition

The Red &Black contains many competitors.  Due to its competitors in vast markets, it must differentiate itself.  Leading competitors for The Red & Black include AJC, New York Times, University newspapers, Power 100.1, Flagpole Magazine, WNEG-TV, The Athens Banner-Herald, Magic 102.1, and Wuog 90.5.  These competitors must be researched and understood in order for The Red & Black to achieve sustainable competitive advantages in the market.

D. Operating procedures

Marketing Department will be reporting weekly to the ad director.  Business is managed on day to day basis by decentralized management.  Human resource management.  Production and delivery.  The equipment necessary

E. Personnel

The Red & Black staff has been segmented into individual departments:

Production: Production Manager, Student Production Manager (1), Production Assistant(4)

Advertising: Advertising Director, Student Ad Manager, (2) Territory Managers, Inside Sales Manager, (5) Account Executives, (3) Sales Associates, (2) Advertising Assistants, Classified Representative, Circulation Manager, Creative Assistant, Assistant Production Manager, (4) Production Assistants, Production Manager, Publisher, Office Manager, Assistant Office Manager, and Cleaning Person

Marketing: 6 CREATIVE LABS PEEPS ūüôā

Editorial: (6) Editorial Board Members, News Editor, Associate News Editor, Sports Editor, Variety Editor, Photo Editor, (2) Design Editors, (3) Copy Editors, Online Editors, (2) Online Copy Editors, (5) Editorial Cartoonists, Adviser, Editorial Assistant, Recruitment Editor, Senior Reporter, (58?) Staff Writers, Chief Photographer, (11) Photographers, (7) Page designers

F. Business insurance


II. Financial Data

The budget must be allocated efficiently to advertising (radio, TV, Internet, print), outsourcing (telemarketing, PR), printing (brochures, business cards, collateral materials), market reports, development (website, logo, collateral), conferences, seminars, customer events, hosting services (website, conferencing), SWAG or other promotional products, leads and direct mailers. ¬†¬†Currently, we conduct 3+ case studies on an “experimental” basis with current advertisements.

A. Loan applications

Can be applied for contingent on completion of Business Plan.  Not accounted into under current Financial Data.  Lenders prefer low debt-to-asset and debt-to-worth ratios and high current ratios. These indicate financial stability.

B. Capital equipment and supply list (Spreadsheet of each broken down)

Printing of newspaper, installation of machines, layout of plant printing procedure, schedule, loading and other matters relating to printing, postage, paper, envelopes, legal pads and other office supplies. (Elliot)

Subscription rate of 195 per year?—What‚Äôs that

C. Balance sheet

Insert Excel Spreadsheet Here

D. Break-even analysis

E. Pro-forma income projections (profit & loss statements)

F. Three-year summary

Does not exist

G. Detail by monthly operating budget for first year

Expected Return on Investment and monthly cash flow for the first year.  The accounting records will be maintained by accounting and finance students at the University

H. Detail by quarters, second and third years

I.  Assumptions upon which projections were based

J. Pro-forma cash flow

The Red & Black has dual revenues. ¬†Circulation as an indirect revenue and advertising sales a direct revenue. ¬†The AD Agency controls who the Red and Blackl currently has as advertisements from Restaurants Yoguri AND Papa John’s, Outfitters Cheeky Peach, Housing Carriage House Realty, University Related UGA Georgia Center – Independent Distance Learning (these are the online classes offered through UGA), and Service (hair, nails, tan, car, wash & fold, etc.) Sunshine Tan. ¬†But it needs to expand advertisements in Bars, Career Minded, Venues, Sin (sex, tobacco, package stores), Rec & Leisure (Movies, sports, outdoors, etc), and Retail

III. Supporting Documents

A. Tax returns of principals for last three years Personal financial statement (all banks have these forms)

B. For franchised businesses, a copy of franchise contract and all supporting documents provided by the franchiser

C. Copy of proposed lease or purchase agreement for building space

D. Copy of licenses and other legal documents

E. Copy of resumes of all principals

F. Copies of letters of intent from suppliers-Who are the suppliers of the Red and Black?

Sample Plans

One of the best ways to learn about writing a business plan is to study the plans of established businesses in your industry-Atlanta journal Constitution.  Executive summary, supporting documents, and financial projections. management are the most important things for readers in business plan (SBA)

II. Budget Level Set at 2,500

In order for The Red & Black to obtain profit maximization it needs to use resource optimization to increase brand recognition from its advertisers.  It will need increased investment in the newsroom to increases circulation revenues and create adds for advertising revenues.  When a newspaper has increasing advertisements, circulation tends to grow; and when a newspaper has a circulation increase, advertising tends to rise. U.S. are read as much for the advertising as for the news content (Reynolds).


A. Build Your Referral Business

The Red & Black must maximize referrals from satisfied customers as the most cost-effective method of reaching new customers.   A satisfied customer telling others about The Red & Black is more effective than any fancy ad campaign. Spend time to get customer referrals on a weekly basis.  Referral marketing reduces your sales expenses and sales cycle. With less time calling cold prospects, your small business can focus on customers and their circle of influence.

Referrals can be set as a key target for business growth for The Red &Black.  The Red & Black must set a clear goal with a time line. For example, 10 percent increase in referral business over the next 10 weeks.  The Red & Black will allow clients time to experience service or product before asking for a referral.  The Red & Black will also try to narrow your referral canidates to the top 20 percent that are ecstatic about your business and ask them for referrals. Networks should be the appropriate channel that you would want.  The Red & Black will give clients extra service and follow-up support before asking for referrals.  It will also tell referring  clients of the type of customers The Red & Black can help.  The Red & Black will also establish a Rewards Program by providing special rewards to your referring customers on a regular basis. If a customer provides you with 5 sales, offer them something special discounts.  The Red & Black will also create a basic thank you letter that can be personalized and sent to each referral they receive (Elliot).


Works Cited

Editorial Staff Interview with Miim and Rachel

Abrams, Rhonda and Kleiner, Eugène. 2003.  The planning shop. <>

Elliot. ¬†‚ÄúHow to Budget for a Marketing Department.‚ÄĚ 2010.<>

Red and Black.  Copyright © 2010 The Red and Black Publishing Company Inc.   <>

Reynolds, Donald W.  January 22, 2010.  University of Missouri. <>

Zahorsky, Darrel. ¬†‚ÄúLow-Budget High-Impact Marketing Plan.‚ÄĚ 2010 New York Times Company.

SBA.  Write a Business Plan.  <>

Long Term Objective РCulture of Learning and Social Aspect.  I think a flow chart or other action objectives would be good to point out here i.e. what can we control?  =the hiring process.  By evaluating and enhancing the information a student receives upon being hired, we can promote the company culture and social aspect at the earliest point of contact.  This is a universal benefit

Short Term Objective РPeriodical Events.  Calendar or time line/topics.  This idea could also be used as a recruiting, training and longevity tool.

Brand Subgroup

Long Term Objective РIncrease exposure of brand to target audience. Market the Brand. Brand Guidelines.  I would love to see this further conceptualized with a loose action point plan of how it would be done, even ahead of the brand valuation, it what ways might we increase exposure and market the brand?

Product Subgroup

Long Term Objective РEnsure quality of product. Set recommendations. New Products. Optimize distro systems.  I think these objectives are an easy tie-in to the brand valuation in terms of building value and it would be a benefit to the Advertising Department to work on these early next semester.

Advertising Subgroup РThis looks good all around.  This area is where I can take the most action personally; I am excited to share this Creative lab group with our clients and create some hands-on case studies.  Aside from that, I would only ask that you also consider another short term objective of investigating sponsorships and partnerships with other media and related events in Athens.  In the same vein as the concert series CNBAM entry, we could also do a better job of using events to market ourselves and getting involved with the community and local initiatives; could also be a good tie-in to the Culture of Learning and Social Aspect.


Coca-Cola Image Here

Laura Pettus, Sr. Marketing Activation Manager at Coca-Cola Co., is a woman with a great heart.  Her Terry Talk with the students was innovative and good feeling.  Coca-cola is an aspiring brand that took Laura a great time to achieve to be a part of.  She went back to advertising, journalism school, agencies, and different industries to give herself as an aspiring strategist to be in an array of experiences.

Laura defined Marketing Strategy intelligently as executing a plan.  Finance and Accounting are also important in your strategy to be well rounded.  Corporate international management strategy can be very involved.  It is important in determining objectives, executing sponsorships, and initiating affiliate programs.  Advertising funds can help us to show the importance of better understanding customers.  Customer marketing is best sold through personal selling.  Coca-cola is constantly questioning their business on how to activate local marketing assets.  March Madness, NASCAR, Olympics, the sprite slam dunk contest, FIFA, movies, and the American Music Awards have all be great successes for Coca-Cola.

However, the Agency client side is more crucial now than ever.¬† What strategy links the brand to sponsorships? ¬†The media landscape is a very different beast today than it was even 5 years ago. Then agency-led television commercials dominated how we channel our marketing. The very fact you are reading this here proves that things have changed. Coca-Cola has always been at the forefront of innovation. In this Coca-Cola Content 2020 video Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company is the person responsible for leading global creative vision and strategy for the Company’s portfolio of global brands. In this video, he explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives.

“Every contact point with a customer should tell an emotional story”.

Having the department for that allows making it easier to manage all aspects of your brands.  Your marketing strategy depends on who your targeted consumer is making the brand to life, attention to detail, management, creative, strategic, and creating a long-term relationships-and ultimately making the choice brand.  It is also important to use your celebration toolkit, what you can and should like.


Connections innovation, Cingular, Dream of the 90’s. Innovating connections. Coca-cola is the world’s most socially discussed brand. In 1969, you had the benches billboard that was a cultural segregation of Coca-Cola.¬† In 1973, Hilltop in Italy came to be.¬† In 2013, Small World Machine broke down the barrier and share the experience.¬† We are now in a collaborative story around brands.¬† The Hub-Listen was launched to listen, analyze, and engage and fans.¬† The Global Strenght, Awareness (70% in English) Predictions (Opportunity of engagement), Consistency (Access to the message), Standards (KPI’s/volcano velocity).¬† Listen and analyze knowing which one’s matter.¬† Knowing which ones matter for listening and analyzing is important.¬† Positive moments that are opportunities to engage.¬† We want to transform our customers into brand advocates from like to love.

The Coca-Coal journey is a media solution of 19,000 pieces of consent.¬† Wendy Clark and the Surge Movement.¬† There were petitions, emails, twitter and delivered via Amazon.¬† Direct distribution via real-time marketing at Surge.¬† Content is what inspires conversation.¬† To have a conversation Jonathan the CMO It’s more food to the pot-luck that is social.¬† 25-34 largest network #AMERICAISBEAUTIFUL.¬† Have the cultural conversation storyline.¬† You need to have socially seeded sentiment.¬† Haters hate.¬† A retweet is neutral, not influence.¬† Time is based on natural listening. Lovers like and leave. Force Multiplier and Classarket.

Final Thought:

‚ÄúBetter networking is¬†not just done by¬†finding people online.¬† It’s about making connections that help create long-term relationships.”