ProgramsBusiness Capstone (Fall 2024)ProjectsSales & Marketing Strategy

Project Title: Sales & Marketing Strategy

Globowl

Details
Project Title Sales & Marketing Strategy
Project Topics Entrepreneurship Market Research Marketing Sales & Business Development
Skills & Expertise
Project Synopsis: Challenge/Opportunity
Globowl, a company focused on delivering high-quality, nutritious meal bowls, seeks to enhance its sales and marketing strategy by gaining a clearer understanding of its target audience. Identifying key customer demographics will enable Globowl to refine its product positioning and expand its distribution reach. The company also aims to determine where it should seek to earn additional shelf space and distribution to maximize brand exposure.
Project Synopsis: Activities/Actions Required
Conduct Market Research:
  • Analyze current trends in the health-conscious food industry.
  • Conduct surveys to gather insights from existing and potential customers.
  • Compare Globowl’s brand with competitors in the baby eating/ meal space and health food sectors to identify differentiation opportunities.

Define Target Audience:
  • Develop customer personas by segmenting the data gathered from market research and surveys.
  • Identify characteristics such as age, lifestyle, geographic location, and purchasing behavior that align with Globowl’s offerings. Answer the question: Who is the Globowl shopper?

Distribution & Shelf Space Strategy:
  • Explore potential distribution channels where Globowl can increase its shelf presence, including health-focused grocery stores, organic markets, schools, and daycares. They must allow for allergens.
  • Evaluate e-commerce strategies and partnerships that could bolster online sales.

Competitive Analysis:
  • Benchmark Globowl against similar products in the market.
  • Examine pricing, packaging, and promotional strategies used by competitors to understand their impact on market share and customer loyalty.

Marketing Campaign Recommendations:
  • Propose digital marketing strategies, including social media campaigns, influencer partnerships, and content marketing that align with the target audience’s values.
  • Identify potential collaborations with health and wellness influencers to increase brand visibility- must be classified by micro and large influencers and the age of their child, as well as type of content they create, reach/ engagement, and what do they tend to post (gifted/ sponsors/ or promo codes).
Project Synopsis: Expected Results
Measuring Success:
  • Surveys & Customer Data: Collection of statistically significant data about the brand’s target audience, including buying habits and preferences.
  • Distribution Opportunities: Clear identification of potential retail and distribution opportunities for expanding Globowl’s presence.
  • Competitive Insights: Comprehensive analysis of how Globowl compares with competitors and recommendations for market positioning.
  • Marketing Strategy: Actionable marketing tactics designed to attract new customers and retain existing ones.

Project Timeline

Touchpoints & Assignments Date Type

Kickoff Evaluation

 Sep 13 2024 Evaluation

Program Kickoff

 Sep 17 2024 Event

Temp Check #1

 Oct 25 2024, 12:00 PM Evaluation

Temp Check #2

 Nov 20 2024, 12:00 PM Evaluation

Peer Evaluation

 Dec 12 2024 Evaluation

Self Reflection

 Dec 12 2024 Evaluation

Program Managers

Name Organization
Laureen Mgrdichian Biola University

Teams

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