Month: October 2010

CSR Project: Screwing Around (Plan)

Post author By Valerie Song
Post date October 19, 2010
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In class last week, we had an in-class “CSR Project.” I suggested an idea that I am very passionate about to our team. Here’s a rundown for the sheet we handed in, modified for blogging purposes:

PROPOSAL: Operation Reusable Chopsticks

The disposable chopsticks that we are all familiar with.

PLACES (Organization Name): Cafeteria, SUB food court (Manchu Wok), Village

OPPORTUNITY:

Save money by terminating disposable chopsticks purchases
Profits from selling reusable chopsticks (for a good cause or just for benefit)
For health-conscious and eco-friendly people (students are perfect targets)

Screwable, Reusable and Portable Chopsticks

WHY CHOPSTICKS?

The plan I propose primarily targets UBC’s residence cafeterias. The cafeteria has already been doing their environmentally friendly part, for instance offering metal forks, knives, and spoons next to the disposable ones. These eating utensils are then dropped off in a soap-water box during tray and garbage disposal. They also have a Tupperware system, which allows for each Place Vanier or Totem resident to pick up one free Tupperware, get more “bang for the buck,” receive a discount, AND get their containers washed for free. However, they do not have any such system for chopsticks, though UBC’s cafeteria offers sushi, not to mention an entire Asian cuisine section.

INITIATIVES:

Add metal chopsticks to the rest of the utensil suite
Add a fee for using disposable chopsticks while also reducing its availability
Offer reusable chopsticks that can be bought with the meal card or with cash (elaborate on next post).

Marketing Strategies

Jimoco Pasta’s Success: A Brief Analysis

Post author By Valerie Song
Post date October 10, 2010
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Today, I went to Jimoco Café & Pasta with my parents for lunch. Because the place is extremely popular but relatively small, with about 4 booths and 6 tables each fitting 3 or 4 people, people have to call in for reservations (refer to picture below).

You can see on the poster pasted on the window that Jimoco has a “Grand Opening: 2 for 1 Pasta Special.” This is quite peculiar, as the restaurant has been open for a year already. This deal, however, is what I attribute largely to Jimoco’s popularity.

The pricing of each pasta ranges from $9 to $15. After the special, each pasta comes down roughly to $5 to $7, which is still outrageously cheap. So where does the revenue come from? Aren’t the customers benefiting much more than the restaurant owners?

First of all, the special being “2 for 1” is critical (in comparison with “buy 1 get 1 free,” “buy 1 get 1 half off,” “20% off between 12 and 1…” etc.). With this special, customers almost always come with another person. Oftentimes, people will come in large groups after school, a big gathering, or church events. Then, as more people come, the chances of them purchasing appetizers and drinks increase. Furthermore, the breakfast prices are very cheap as well- before 9:30 AM Every Tuesday to Friday, meals are only $3.00. The low pricing strategy is definitely a smart idea, as the consumer flow is large enough (it is situated on a busy road with many stores, though parking can get tough), and customer loyalty is very easily built.

This clever tactic is not only the reason for their success, however. The chef is outstanding, having trained in Parma, Italy.

Here’s what I had to eat.

You can check out the restaurant at:

Insight Product Positioning & Branding Technology

Progression of Social Media

Post author By Valerie Song
Post date October 9, 2010
1 Comment on Progression of Social Media

“People don’t change behavior or positions based on what they know. They change based on what they feel.” — Oprah Winfrey.

After an engaging lesson about social media in class, and especially watching the captivating introduction video on Social Media Revolution, I became very curious about the actual standings for the most visited social media websites.

Top 10 Social-Networking Websites & Forums for January 2009

I soon came across a website with charts illustrating the market shares of visits to social media websites for every month of the year since early 2008. I found the progression of Facebook very intriguing. Here are a few of the charts below:

Top 10 Social Networking Websites & Forums - April 2009

Top 10 Social Networking Websites & Forums - August 2010

It is amazing how a ~~fad~~ necessity can be adapted so quickly across one nation. In early 2009, MySpace had surpassed Facebook in market shares by a long shot. However, Facebook and Youtube caught up rapidly within a mere year. As of last year, Facebook had announced that it had reached more than 250 million users, 20% of which were acquired within the last three months of the count.

So what are the effects of social media on companies? In essence, it has become harder and slower for companies to react to community activity and negative publicity.

Insight

Insight Conference Part 2: Sailing Ships

Post author By Valerie Song
Post date October 5, 2010
1 Comment on Insight Conference Part 2: Sailing Ships

Following Trina Mousseau’s presentation, the conference attendees were split into separate workshops. I attended the market research workshop with Nick Black, the Vice-President at Concerto Marketing Group.

The PowerPoint presentation itself was interesting, but what was most intriguing was definitely the insight he offered in addition to the accessible presentation. He explained an aspect of marketing, which he knows best, that is rarely discussed in classroom situations.

Two categories, he said, fell under marketing: Agency and Client.

Agency

Client

Research

Strategy Media

ATL

BTL

(Concerto, Inventa)

P&G

Coca Cola

AXA

“ATL” is short for above the line, which refers to press releases, television and the like which are targeted mainly towards the masses.

“BTL” stands for below the line, which targets more specific individuals with catalogues, mail, promotions and can gather a bit more specific insight.

Credit to: http://www.rahbaridea.com/about.php

Nick then proceeded to talk about the pros and cons of starting out in each section, and this immediately led me to recall a past Commerce class when the table of income for entrepreneurs and employees was displayed. The question posed as to whether or not one should work in an environment of structure and monotony, or enter into a field with relatively less pay to start with, but is a job that is more individual and enjoyable.

Insight

Insight Conference Part 1: Inspiration

Post author By Valerie Song
Post date October 4, 2010
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On Saturday (September 2nd), I attended a conference held by AdvertisInc themed “birth to prosperity of an idea.”

At this event, there were manyenlightening keynote presentations that are worth sharing. This review will illustrate some of the important ideas outlined in the conference, and will be posted in two parts, each underlining a stressed aspect throughout the conference.

Inspiration

“We are all springboards for ideas.” – Trina Mousseau

As a Creative Account Manager at Inventa, Trina Mousseau knew everything to the invention of ideas. She shared with the audience the general creative process; what specifically engaged the audience was her insight into the brainstorming process (in essence, coming up with the ideas themselves).