Is it the end of term already?
My group chose Groupon for our project because we thought it would be interesting since they rely mostly on word-of-mouth marketing.
In Assignment 1, we researched Groupon using a variety of sources: company website and statements, library resources and online databases, like eMarketer. It was interesting for us to learn how Groupon’s business model works and how many partnerships Groupon has with other companies. It wasn’t surprising to us that an overwhelming majority of Groupon users were women; as a group we discussed heavily our own Groupon experiences :). Because we had all used Groupon before, sometimes we had trouble keeping our experiences separate from the facts about the company and its competitors, but tried to be as objective as possible.
In Assignment 2, we targeted males of the same demographic and lifestyle of Groupon’s existing female consumers. We had to justify the segment by finding data that supports the male segment to be substantial, profitable, reachable, and responsive. An interesting subject that we ended up reading about was differences and similarities in female and male consumer behaviour.
The video or Assignment 3 was probably the most enjoyable experience. Our group came up with many ideas during our brainstorming meeting, and was extremely productive in writing the script, filming, and editing the video. We created an investigative news story, filmed completely at UBC. Somehow, with five group members, we were able to portray 11 characters with the help of disguises and props.
Charlie and Thomas in disguise 🙂
Katarina and Thomas in the paintball scene
Me and Angela as news anchors
Overall, I think the marketing plan assignment was well-designed and got students to apply the frameworks and concepts we had learned in class.