Live Case – Project

Develop a Marketing Strategy for Herby PoP

A Collaboration Between

Project Synopsis

Herby PoP is seeking your help to develop a marketing strategy for identifying and formalizing a marketing strategy that aligns with their overall business goals and the current and projected trends given the pandemic and post-pandemic environment. An effective plan will help them to establish tasks and timelines, and ensure they are using their resources efficiently and effectively. It will also give investors and lenders a good idea as to how they plan to sustain and grow your business.

Project Topics

Marketing

Company Information

CompanyHerby PoP
HQChicago, IL 60604
RevenueUnlisted
Employees1-5
StageEstablished Startup
Hiring PotentialN/A
Websitehttps://www.herbypop.com/

Company Overview

Herby PoP is a start-up company founded and operated by a husband-and-wife-team that specializes in gourmet herbed popcorn in a variety of artisan flavors inspired by global cuisine. Our hand-crafted organic popcorn is made from natures finest ingredients to take your tastes buds on a delicious and healthy trip around the globe. Inspired by their mission work and travels around the globe, Herby PoP is more than just popcorn; it’s a lifestyle brand that synthesizes flavor, wellness, culture, and community to create a flavor of life!  At Herby PoP we say NO to the nasty stuff so you can say YES to all the flavor! LinkedIn: https://www.linkedin.com/company/herby-pop/ Facebook: https://www.facebook.com/HerbyPoP Twitter: @herbypop  

Experiential Learning Program Details

SchoolNorthern Illinois University (NIU)
Engagement FormatLive Case - Think "Hackathon" or Case Competition with a whole class of students! This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives.
CourseBusiness in Action, Fall 2021 (Collum) – Herby Pop
LevelUndergraduate
Students Enrolled68
Meeting Day & TimeJacie: Online, Mondays & Wednesday 3:30 - 4:45 PM CT
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration13.57 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
REMINDER OF CONFIDENTIALITY

REMINDER OF CONFIDENTIALITY

During this program, you'll be working on a real project posed by a real industry partner. By registering for the CapSource system and participating in this Program, you are bound by the Rules of Engagement, including strict confidentiality of information shared with you. Please be respectful and professional.
September 3rd, 2021 Event na
KICKOFF SURVEY DUE

KICKOFF SURVEY DUE

September 5th, 2021 Evaluation evaluation
OFFICIAL PROJECT LAUNCH

OFFICIAL PROJECT LAUNCH

September 6th, 2021 Event na
Deliverable #1 Due Deliverable #1 Due
September 20th, 2021 Submission Required submission-required
TEMP CHECK #1 DUE

TEMP CHECK #1 DUE

September 27th, 2021 Evaluation evaluation
Deliverable #2 Due Deliverable #2 Due
October 4th, 2021 Submission Required submission-required
TEMP CHECK #2 DUE

TEMP CHECK #2 DUE

October 13th, 2021 Evaluation evaluation
Deliverable #3 Due Deliverable #3 Due
October 18th, 2021 Submission Required submission-required
TEMP CHECK #3 DUE

TEMP CHECK #3 DUE

November 2nd, 2021 Evaluation evaluation
Deliverable #4 Due Deliverable #4 Due
November 15th, 2021 Submission Required submission-required
TEMP CHECK #4 DUE

TEMP CHECK #4 DUE

November 29th, 2021 Evaluation evaluation
OFFICIAL PROJECT END

OFFICIAL PROJECT END

December 10th, 2021 Event na
SUBMIT FINAL DELIVERABLE SUBMIT FINAL DELIVERABLE
December 10th, 2021 Submission Required submission-required
PEER ASSESSMENT DUE

PEER ASSESSMENT DUE

December 12th, 2021 Evaluation evaluation
SELF ASSESSMENT DUE

SELF ASSESSMENT DUE

December 12th, 2021 Evaluation evaluation

Key Project Milestones

  • September 20, 2021 - Deep Dive in Herby PoP

    • Learn about the Herby PoP brand, the company’s history, mission and values and how these are “lived” by the company.
    • What is the company’s target demographic, product, and business model? Highlight your understanding of products and customer segments relevant to the current project objectives?
    • What are Herby PoP’s marketing goals? For instance, are they wanting to increase brand awareness, increase sales, target new customers, etc.?*

    Note: All Herby PoP projects begin with a “deep dive” into the company that includes 3 shared objectives and 1 objective unique to the focus of the project topic (*).


    Suggested Deliverable:

    Summary report and presentation (internal)

  • October 4, 2021 - Conduct Target Market Analysis

    • Research the market for Herby PoP’s products. Consider using a combination of primary and secondary research. Some strategies for profiling and identifying market segments include:
    • Demographic: age group, gender, education level, occupation, income range, martial status, family size and cultural background.
    • Psychographic: personality, values, interests, behavior, opinions and lifestyle. Consider conducting interviews with existing customers or reviewing website analytics.
    • Further define customers by learning
      • What types of features they like
      • Where and how they like to select products and make purchases
      • What kind of experience they want to have when consuming the product
      • How much they are willing to spend

    Suggested Deliverable:

    Target Market Analysis Report, including demographic, psychographic, and behaviors of target customers

  • October 18, 2021 - Conduct Competitor Analysis

    • Using the results from your earlier research to identify Herby PoP’s top competitors.
    • Conduct additional research to gather  competitors information in terms of:
      where they are located
      how long they have been in business
      their target market
      what percentage of market share they currently hold
      their product – size,pricing, packaging and variety
      their strengths and weaknesses
    • Create a comparison chart to analyze competitors information in relation to Herby PoP
    • Identify the company’s strengths, weaknesses, opportunities and threats in comparison to your
      competitors.
    • Identify the competitive advantage your company has over its competition.
    • What is the company’s USP (unique selling proposition)?

    Suggested Deliverable:

    Competitor Analysis Report & Presentation

  • November 15, 2021 - Propose a Marketing Strategy

    • How can Herby PoP promote their brand and products to make customers aware of and interested in their business and brand, and make them want to purchase their products? What should their promotional strategy look like in the current and prospective environment?
      • The strategy should be directly informed by the company’s marketing goals and objectives (e.g. new customers, retain customers, encourage repeat purchases and build customer loyalty) and customer profiles. For example:
        • What are the fast, easy and convenient processes and methods for customers to find, select, and purchase Herby PoP products?
        • What do you suggest to make customers feel good about the process and their experience?
        • What will likely reward repeat purchases to encourage loyalty?
    • How can Herby PoP best communicate the value of their products to your customers through their
      promotional strategy?

      • What are the opportunities and advantages of different methods and channels? Consider networking, direct marketing, news releases, publicity, trade shows and websites to form your promotional strategy.
    • What are the estimated costs associated with the strategy and related tactics?
    • What are the key performance indicators you recommend using to assess marketing objectives?

    Suggested Deliverable:

    Marketing Strategy

Project Resources

There are no resources currently available

Industry Mentors

There are currently no supervisors assigned.

Academic Mentors

There are currently no supervisors assigned.

Assigned Students

There are currently no students assigned.