Swiss Trade Mediamatics (Sample for year 2017)

Transcription

1 Swiss Trade Mediamatics (Sample for year 2017) Marketing with Web, Print and Video 1 Introduction The Swiss-Trade Mediamatic runs under the short title: Marketing with Web, Print and Video. This description already shows that the task is composed of several of the topics mediamatics are supposed to know. The candidates should be in a position to show during the competition different practices concerning the marketing of a product and to implement three measures connected to the planned concept. 2 Brief Description The competitors have to solve the following tasks: Create a short communication concept (Marketing) Invent a name for a company and create a logo Plan marketing activities with milestones (Project Management) Create screen layouts for a website (Web) Create a poster (Print) Create a storyboard for a video clip (Multimedia) The competitors may use the Adobe CS6 Master Collection and Office In addition, photos and sheets for the storyboard as well as a pencil will be provided. 3 Rules Internet access is prohibited during the competition Use of any communication is prohibited (mobile, tablet, and so on) Communication/discussion with other candidates is forbidden Sound device (with no possibility to connect to the internet) is tolerated/recommended 1

2 4 Task for Swiss-Trade Mediamatic 4.1 Situation / Overview The consumption of coffee has slightly increased over the last decades. The following facts show that the EU, and especially Switzerland, are now more or less saturated markets. Some other facts, which you will perhaps need later, are also in the table below. Features EU: Imported coffee bags of 60 kg (2012) EU: Imported coffee bags of 60 kg (2015) CH: Imported coffee bags of 60 kg (2012) CH: Imported coffee bags of 60 kg (2015) CH: Average consumption of coffee per person CH: Price of roasted coffee CH: Price of a totally automatic coffee machine (depending on possibilities) Facts 41,018,000 bags 41,638,000 bags 1,047,000 bags 1,096,000 bags 2.7 cups per day / 7.8 kg per year CHF to per kg CHF 300 to about Likewise, the preparation of coffee has also developed. Our grandparents mainly prepared their coffee by using a filter. The coffee was ground (milled) at home or bought as ground (milled) coffee. The type and the amount of the coffee was important to determine the taste of the brewed coffee. Later, espresso machines were constructed. They pressed the hot water through the ground (milled) coffee. Different types of machines were invented. From the very simple machine, in which you had to fill in the coffee powder yourself through to the totally automatic machine, which ground and prepared the coffee according to your desire. There are already machines on the market which are able to make different sorts of coffee (Espresso, Ristretto, Latte macchiato, Cappuccino, Caffee Latte, Espresso Macchiato) as well as steam/hot water and hot milk. In 1986, Nespresso introduced their capsule system. The capsule system has since firmly established itself on the market and has successfully grown over the years. Some other companies subsequently copied the idea (Tassimo, Delizio, Cafissimo and so on). The advantage of this system is, that everybody can buy their prefered coffee (according to the taste and strength) using the same machine. The two disadvantages are, that firstly the capsule is not really eco-friendly (aluminium or plastic), although the companies try to recycle it. Secondly the machines are relatively cheap but the capsules, containing about 6 grams of coffee, are very expensive (about CHF 0.40). However, once you have the machine, you can hardly change to another system. A startup company has now come up with the idea of combining the advantages of the totally automatic machine together with the capsule system. 2

3 Information on the company and their products: The founders have a start capital of CHF 1,000,000. At the end, different coffee machines have to be developed and sold. The Swiss market should be the entry point of the campaign, and in a first step, one machine will be developed according to the target group. At least two sorts of roasted coffee beans should be held in separate bean chambers and processed by the new machine(s). The consumer can decide the sort of coffee (Espresso, Ristretto, Latte macchiato, Cappuccino, Caffee Latte, Espresso Macchiato) as well as the taste and strength by choosing a mixture of coffee beans. 4.2 Targets to be achieved with the development of the coffee machine(s) and the market entry of the new company The executive board of our startup company is convinced, that in three years they can gain a market share of 3% (percentage of the sold coffee machines) with their full automatic coffee machine on the Swiss, and later on, the European market, provided they can persuade people of the advantages in comparison to the other sellers and to the capsule system. You get the task to: work out the marketing elements plan the milestones invent a name and create a logo for the company create a claim create a poster for the marketing activities create a proposal for a simple website create a storyboard for a short clip The first machines should be sold not later than November

4 4.3 Tasks for the Swiss-Trade Mediamatic The documents/solutions have to be written in English. Note: Please consider also the assessment grid at the end of this document as a help. Task 1: This task has to be finished and handed over in the morning. Describe the vision, the aims as well as the target group you want to address with the launch of the new coffee machine in Switzerland. Make a SWOT analysis (strengths, weaknesses, opportunities, threats) with a conclusion. Describe your strategy and the marketing mix. Describe the measures that you apply according to the vision and the SWOT analysis. The company wants to sell their machines not later than November Create a plan with the following points: Activities (at least 8) Time frame (date from till) Amount of work Milestones (at least 4) Invent a name for the new company. Please describe briefly, why you have chosen this name. Create a simple logo for the company. Create a claim (English) which you will use for the promotion/advertising. Argue/discuss which sales cannels you want to utilise and justify your choice(s). Please also consider the assessment grid for this task at the end of this document. Duration: about 2.5 hours Products: The short communication concept includes 2-6 pages and the document is written in Word or Indesign. Please save the document as a PDF at the end. The logo has to be stored in the original format and as a PDF. Rating: Score 31 points Note: Task 1 has to be handed over to the judges before lunch-break. 4

5 Task 2: Create a print-ready, English poster. Please pay attention to the media-specific criteria for the use of posters. Please also consider the assessment grid for this task at the end of this document. Duration: about 1 hour Product: The poster is stored as a print-ready PDF (with crop marks, bled-off, with colour profile and fonts as paths) Rating: Score 19 points Task 3: Create a proposal for the website, in which you will present and promote the company as well as the coffee machine(s). The proposal consists of the following parts: Create a useful content architecture (sitemap) of the website. Create screendesigns for the website. The proposals should already show possible (meaningful) content. The screendesigns cover: - access page (view of a desktop and a mobile screen) - one page with the presentation of the product (view of a desktop and a mobile screen) The screendesigns can be created with a program of your choice using the available software. An implementation in HTML is not required. Consider also the assessment grid for this task at the end of this document. Duration: about 1.5 hours Products: Document with the content architecture (sitemap). Two screendesigns for the website. Each screendesign as a desktop and a mobile version. (Names of the files: FirstPageDesktop, ProductPageDesktop, FirstPageMobile, ProductPageMobile) Rating: Score 22 points Task 4: Sketch a storyboard as a basis for a promotional video clip that can be used to promote the new company as well as the coffee machine(s). This video lasts max. 20 seconds. It reflects the strength of the company and/or the products and is aimed at the Swiss market. Please also consider the assessment grid for this task at the end of this document. Duration: about 2 hours Product: Storyboard. Can also be submitted as hand-sketched (template sheets and pencils are available) Rating: Score 23 points 5

6 Additional evaluation for consistency (look and feel) The jury evaluates the factual and technical accuracy as well as the consistency (look and feel) of the work submitted. Please also consider the assessment grid for this task at the end of this document. Products: all Rating: Score 5 points Delivery of the tasks/solutions The documents have to be saved at the end of the trade as PDF documents. The documents are to be packed (zipped) and are to carry the name and surname of the competitor and be saved on the USB flash drive. Duration: max. 30 minutes 6

7 Rough assessment grid Task 1 Assessment criteria Score Create Communication concept / planning / logo Vision (1), Aims (1), Target group (1) Complete SWOT-analysis (at least one factor per quadrant) incl. conclusion (1) Strategy (1) and Marketing- Mix (4 Ps) Measures (applicable to vision and SWOT) Planning of activities (2), time frame (2), amount of work (2), milestones (1) Company name (2) and logo (4) Original and appropriate claim Sales channels with justification Max. 5 Max. 7 Max. 6 Total points 1 7

8 Task 2 Assessment criteria Score Create a poster Creativity: choice of subject and content (Text, Pictures, Graphics); suitable to the sales channel(s) Professionalism of implementation (e.g. crop photos; interplay of text, picture and graphic elements; overall composition; precision; quality impact) Important information of product included In compliance with typographical rules Error-free texts (no grammar, spelling/punctuation mistakes etc.) Max. 4 Max. 6 Print-ready PDF Total points Max. 19 Task 3 Assessment criteria Score Create screendesigns for a website Content architecture is created and logical Creative performance of the screendesigns (including Look and Feel) Max. 4 Professional implementation (work out) of the screendesigns Quality Assurance (error-free, logic, use of additional aids) Max. 12 Total points 2 8

9 Task 4 Assessment criteria Score Create a storyboard Message of the video obvious/apparent Target group(s) addressed Emotions generated Timing / dramaturgy Execution of the storyboard (Description of scenes, drawings and so on) Max. 15 Total points 3 Additional evaluation Assessment criteria Score Additional evaluation for consistency (Look and Feel) The concept and the derived products (poster, screendesigns and storyboard) pursue a unified strategy, and transfer/project a consistent/uniform Look and Feel (Total Quality Assurance) Max. 5 Total points Max. 5 Overall total points Max