Your Guideline for This Presentation Look up creative marketing competition at deca.org

Complete section 2 and 3 Primary research Give suggestions for the following Interviews Observations Focus Groups (questions) Survey Google Analytics (Why have you set this up in the first place?) Google Alerts 9ditto)

Complete section 2 and 3 Secondary research Give suggestions for the following Articles Local Data National Data

Email Questions/Remarks from GPI What age groups usually are engaged in environmental initiatives How are the messages of those initiatives communicated to those ages groups I would look at how Graphic could reach various age groups through different forms of media in addition to packaging. Can you develop a marketing brand that can align with various product designs but sends a youthful message on sustainability (i.e. Nike’s Check “Just Do it”, Coca Cola’s “Share a Coke”) I would focus on how today’s market’s receive their message and align that with GPI’s product offerings. The premium would be acceptable if people knew it was the cost of a purchasing a premium brand (i.e. Starbucks recyclable cup holders)

Email from GPI Looking back to the presentation provided to the team, the key questions are #2, #3, #6 relating to perceptions of sustainability and how it affects purchase decisions.  This would lead to a recommendation of how to message/market sustainable packaging to the target demographic.

Question 2 Sustainability seems to be of growing importance to younger consumers. How do these consumers feel about sustainability and why is it important to them?

Question 3 Do younger consumers understand the difference between “Recyclable” and “Recycled”? Do they have a sense of which materials are recyclable? Do they have sense of which types of packaging are most commonly recycled in the US today? How does recycling fit into their current lifestyles and habits

Question 6 How do young consumers think about different packaging materials as they relate to sustainability? Consider paperboard, corrugated board, rigid plastic, flexible plastic, metal, and glass. Which do consumers perceive to be made from the most renewable resources? Which do consumers perceive to be the most recyclable? What role do these packaging materials play in their product purchase decision making

After introducing GPI, answering questions, & creating a survey & website, complete the following. II. INTRODUCTION – CLASS 1 A. Statement of problem B. Significance of the problem studied C. Background information: description of the business, community situation or whatever is necessary to understand the value of the project III. PROCEDURES AND RESEARCH METHODS USED – CLASS 2 A. Description of secondary (library) research conducted: books, articles and other sources on market research, local descriptive data, etc. B. Description of primary research conducted IV. FINDINGS AND CONCLUSIONS – CLASS 3 A. Presentation of findings, data to support findings B. Presentation of conclusions, rationale to support conclusions V. RECOMMENDATIONS – CLASS 3 A. Recommendations resulting from the study – HOW DO WE MAKE THIS APPEALING TO TEENS? B. Projected outcomes from implementing the recommendations C. Plan for implementing the recommendations