youtube/watch?v=DNT7uZf7lew
description
Transcript of youtube/watch?v=DNT7uZf7lew
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INTRODUCING
VEGEMITE
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Situation
Vegemite is more popular in the world than peanut butter.
Americans have never tried it.
Kraft Foods owns Vegemite.
Kraft Foods loves making money
Kraft Foods wants you to figure out how to make Vegemite a HUGE hit in America
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Vegemite history Invented 1922 by Dr. Cyril Callister. He had the task of developing a spread from
the used yeast being dumped by breweries.
Vegemite is one of the world’s richest known sources of B vitamins thiamine, riboflavin, niacin and folic acid.
Sales took off in 1939 when Vegemite was officially endorsed by the British Medical Asssociation as a rich source of B vitamins.
Rationed in Australia during World War II it was included in Australian Army rations and by the late 1940s was used in nine out of ten Australian homes.
Vegemite is produced by Kraft Foods in Melbourne.
Over 22 million jars per year.
The billionth jar of Vegemite was produced in October 2008
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They actually really do like it…
http://www.youtube.com/watch?v=BSiMI5xmR84
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Some Advertising History
http://www.youtube.com/watch?v=0yA98MujNeM
We're happy little VegemitesAs bright as bright can be.We all enjoy our VegemiteFor breakfast, lunch and tea.Our Mummies say we're growing strongerEvery single weekBecause we LOVE our Vegemite.We all ADORE our Vegemite.IT PUTS A ROSE IN EVERY CHEEK!We're growing stronger every week!
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More Advertising History
http://www.youtube.com/watch?v=y6GCmpxo1JM
http://www.youtube.com/watch?v=GoRcU0Ul7tU
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WHAT IS THE PRIMARY PROBLEM YOU MUST SOLVE FOR VEGEMITE
TO BE SUCCESSFUL?
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WHAT IS THE COMPETITION?
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What is a “Blue Ocean Strategy?”
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Name everything good about Vegemite
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What do Americans think about Australia?
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Name everything negative Vegemite
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How might Americans use Vegemite?
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Why do you think Australians LOVE Vegemite?
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What do you advise Vegemite to do to become successful?
Product
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What do you advise Vegemite to do to become successful?
Price
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What do you advise Vegemite to do to become successful?
Place
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What do you advise Vegemite to do to become successful?
Promotion
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Write a positioning statement for
Vegemite
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What’s the BIG IDEA for Vegemite?
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Let’s write the creative brief
What do we want the advertising to do? Who is our target? What do they currently think? What would we like them to think? What is the single most compelling promise we can make them? How do we make it believable? Is there anything else worth considering that may get to great creative
work?
Are there any executional mandatories?