1. Business Operations Research Advanced Marketing Class Fall 2013

2. What is a Brand? Not just a Logo or Symbol, but the EFFORTS a company uses to be known in the Market!Logo or Symbol brand (brnd) n. a. A trademark or distinctive name identifying a product or a manufacturer. b. A product line so identified: a popular brand of soap.

3. Logos & Symbols – Their Brands DECA Companies – Kinko’s/FedEx – FedEx Office – McDonald’s – KFC – Apple – Walmart PostNet

4. Local Companies How do you know them? How do you recognize them? What is their BRAND? King George WeldingMary’s CakeryWillley’s Bar-B-QueWalmart*Dicks*Outback King George House of PizzaTattletale Coffee ShopThe Charleston Company Home Builders Gamestop Rankins True Value Hardware Roma’s PizzaVinny’sSheetz Burgess Hauling & Excavating The Photography SmithsRick’s on the RiverSubway Fox StoxDaycareDNA Garage DoorsWestmoreland State Park

5. How can they Enhance or Up-Date their BRAND/Organization? To ADD VALUE to the Brand/Organization To gain more – MARKET SHARE – CUSTOMERS – PROFIT

6. The “HOW” answer requires RESEARCH

7. Business Operations Research Step 1 – Understand Direction – What is the PROBLEM? – How will you RESEARCH Interview – Survey – Focus Group – Complete the RESEARCH – What did you FIND? – What is your PLAN to IMPROVE? Steps – Timeline – Budget

8. Step 2 – Select an Actual LOCAL Business Operation – You have to be able to contact & talk with the Business Owner Business Operations Research Make contact to set up Appointment to discuss project & interview. Phone Script & Letter of Request.

9. Step 3 – Design a Research Study – Interviews – Surveys – Focus Groups – Observations Business Operations Research

10. Step 4 – Conduct a Research Study – Conduct face to face interview & discovery with the business owner – Conduct employee surveys – Conduct customer surveys – Conduct focus groups – Conduct observations Business Operations Research

11. Step 5 – Analyze the results of the Research Study – What did you find/discover about the business’s current Branding Efforts from each of the different research tools you used in your study? Business Operations Research

12. Step 6 – Prepare a DETAILED PLAN to ENHANCE OR REBRAND the business/organization with the GOAL of ADDING VALUE – This is the Written Plan for the Project – Review the packet passed out – Keep notes on everything you do Business Operations Research

13. Step 7 – PREPARE A PROPOSED BUDGET – This is part of the Written Plan. Business Operations Research

14. Step 8 – PRESENT YOUR PLAN! – This is the presentation of your Written Plan Business Operations Research

15. SUCCESS will be yours! Just follow the Format Guidelines as you prepare your paper. Also, review the Written Event Evaluation and Oral Presentation Evaluation Forms to be sure you have completed all necessary parts for a high score. Your mission is to EXCEED EXPECTATIONS! Business Operations Research