PROFESSIONAL PRACTICE BRIEF (Week 8)

Data Analysis of Survey

Section A (Personal Information)

Sex

Age

Status

Income level

Conclusion (Section A):

Female is more than male; most of them fall in the 25 - 35 age group. 2500 under are ticked the most. Most of them are single.

Section B (The Usage of Collaborative Consumption)

Have you ever heard about “Collaborative Consumption”?

If yes, from :

Are you familiar with any of the following sharing services (Collaborative Consumption)?

(a)Which advantages of collaborative consumption services do you agree with?

(b) What are the sharing services you have used? And how many times have you participated?

Instead of traditional service model (including the services such as accommodation, transportation, food, equipment, and/or others), would you prefer the new sharing model – collaborative consumption?

      What are your concerns that are stopping you from choosing collaborative consumption services?

Conclusion (Section B):

Many answered yes to the question “have you ever heard about Collaborative Consumption?” Most of them found out about Collaborative Consumption from the Internet, with newspaper being the least. Other than that, sharing of accommodation has been ticked the most. Section B, question “3(b)” shows most of them sometimes shares artwork, financial and food and most of them never shared anything art work and financial wise. They don’t prefer the new sharing model – collaborative consumption. We can see the most concerns are the safety and reliability. 

Section C (Further Information)

      Do you agree with the concept of sharing (open source services)?

      What are the eras of information you would like to know more about collaborative consumption?

Conclusion (Section C):

Most of them said yes to “saring”. People would like the found out more about privacy and safety when inquiring about collaborative consumption, with cost and different types of business model being the least.

    Section D – Contact (Optional)

Conclusion (Section D):

      Most of them gave their name as contact.

Overall Conclusion of the Survey:

Many of them have heard about collaborative consumption, mostly from the Internet. Means they are very well connected to the internet and are updated by the news from the net. Very familiar with the sharing of accommodation. Many said no to the new sharing model because they are most concern about the safety and reliability. They also want to know about the privacy and safety when going for a collaborative consumption.

Research on Existing Collaborative Consumption Campaigns

‘Share a Coke’ campaign

Background

With the world flocking to the digital space, the way we connect has started to change, and, it would seem, the more friends we gather online the fewer we see in real life. Coke needed to adapt to this changing environment and needed a campaign that would encourage people to connect with the brand both online and offline. In addition, summer has always been a key sales period for Coca-Cola. With the introduction of new products, brand extensions and the blurring of traditional categories, however, the soft drink market has never been so competitive. So in summer 2011, Coca-Cola wanted a big idea to combat this competitive market and get Australians to sit up and notice Coke. A campaign was needed that would make a big splash and disrupt and excite Australians. It also needed to have mass appeal, while hitting the 24-year-old bull’s-eye target.

Objectives

The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again. The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand.

Strategy

Coca-Cola wanted a core idea that would reunite Australians with the idea of getting together and sharing a good time over a Coca-Cola. They wanted to jumpstart real conversations and remind people of those in their lives they may have lost touch with, or have yet to meet.

Results

The campaign exceeded expectations with millions of Australians getting together and ‘Sharing a Coke’ either virtually or literally. Young adult consumption increased significantly during the campaign, up by 7%, making 2011 the most successful summer ever. The campaign earned a total of 18,300,000-plus media impressions.

Swhopping Campaign: Give Clothes a Future, Shwop.

Marks & Spencers and Oxfam launched shwopping campaign and they achieve a dramatic reduction the number of clothes sent to landfill in the UK by running this campaign. They resale, reuse and recycled all the clothes, and never send it to landfill. Shwopping become the new way of shopping by bringing your unwanted M&S clothes to Oxfam or by dropping off your old clothes at M&S when you buy something new.

They used the methods shown below to encourage people to join this campaign:

·         After people complete a shwop, they can text or scan to enter a weekly prize draw to win a 100 euro M&S gift card.

·         Issue voucher which entitled people to have 5 euro off their next purchase of 35 euro or more on clothing, home and beauty products per visit and per shwop.

·         Register with M&S on Facebook to earn points each time when people shwop and get the prizes.

Conclusion about the campaigns:

Each campaign has different types of aim and objectives in their campaign. The “Share a Coke” campaign is to increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again. So, they are ready to save the planet and also based on people with similar needs or interests banding together to share and exchange less-tangible assets such as time, space, skills, and money.

Other than that, The Shwopping Campaign’s purpose is to engender a one-to-one shopping culture in which consumers will eventually “shwop” a used garment for a new one which is something great. Moreover, by shwopping we can actually save a lot, not just that probably by shwopping we could even be helping someone.

Reflection:

I have learned that, in order to create a successful campaign, one must have a very strong aim for their campaign and also goals. By getting data from primary and secondary research one will be able to get the information that they need in order to move their campaign forward. Moreover, we need to know the approachable target audience, the elements that can support the campaign, how this campaign will help people, social, environment and others. Not only to help people to be more socialize but also to make them be more outgoing and open to others.