RYAN BENDER – CURRICULAR MARKETING WORK

RYAN BENDER – CURRICULAR MARKETING WORK (CLICK TO VIEW)

Selected slides from Generating Valuefrom CSR Team 6 David Nam, Emilie Yang, John Weisz, Li Ding, and Ryan Bender

Elements of CSR

Adding Value Retention Trust Expansion

Labor Initiatives

Target Zero 50% drop in lost time injuries NO FATALITIES

Evaluating CSR success • Completeness • Credibility • Communication http://www.ceres.org/Document.Doc?id=596

These changes are affordable! ONLY 1.3%! http://newcrest.ice4.interactiveinvestor.com.au/newcrest1001/index.html http://www.newcrest.com.au//reports/gri_report/en/GRI_EN_overall.asp

United States SRI (socially responsible investing) market alone estimated to reach $3 Trillion by 2011 published by Celent on March 13, 2007

Strategic Benefits • Make expansion easier • Boost productivity and our bottom line • Strengthen Global Brand Image • Stimulate stock price growth Return to Menu

BRITA - Written Case Assignment Introduction to Marketing – C55.0001 New York University Stern School of Business Professor Alter – Fall 2010 Group 8 Samantha Altshul, Ryan Bender, Gerald Castaldo, Matt Roche, & Krupa Shah Excerpt from Section 1 We recommend that Brita focuses on the Assertive Self Improvers segment identified in a previous study. The segmentation method we are using focuses on user status (whether somebody is a user, nonuser, ex-user, etc.). We chose this segment because we believe that they have the largest number of potential users. The members of this segment aim to take control of their lives and do things that lead to self-enrichment. The primary disadvantage of targeting this segment is that they encompass only 10.4% percent of the total population, making them the smallest segment. This is offset by the fact that they drink up to 14 glasses of water per day (Exhibit 1), which is by far the largest water consumption of any segment. Because the Assertive Self Improvers drink so much water, they would have to replace their filters far more often than other groups, leading to higher revenues for Brita. Another minor disadvantage of this segment is that they have low to medium incomes and may not wish to spend their discretionary income on water filters. To offset this disadvantage there is the fact that these people are very health conscious and fairly indulgent, so are more likely to buy a filter to keep them healthy. Currently the Assertive Self Improvers consume approximately an even split of filtered water, tap water, and bottled water (Exhibit 2). As shown, market penetration of filtered water is relatively low, but there is already a market established. Members of this group are generally satisfied with their tap water and often believe it is reasonably healthy. We will target the consumers who do not use Brita filters and explain to them how our filtered water is healthier. We can rely on some word of mouth advertising from those who already own Brita filters, increasing the effectiveness of our advertising. We believe with the proper health-focused positioning strategy we can convince many of these people to switch to Brita filters instead of drinking out of bottles or from the tap. Return to Menu

Excerpt from Move Collective, LLC. Chief Executive Officer (CEO): Laura Colavita Chief Operating Officer (COO): Philip Chan Chief Marketing Officer (CMO): Ryan Bender Head of Research & Development (R&D): Sophie Cape

strategic market research • what do consumers look for in a water bottle? • portability, convenience, ease of use, style • world-renowned industrial designer Karim Rashid • prestige marketing: water bobble – fashion accessory • targeting societal influencers to attract a larger audience of trend-savvy consumers                  

campaign strategies • almost no traditional advertising • replaced by aggressive event marketing to social influencers • product launch parties, PR spots • fashion & women's event sponsorships • celebrity partnerships • only traditional advertising: window display                  

soho window displays • window displays in SoHo, NYC; only form of traditional advertising • utilize qr codes for consumers with smartphones that link to website • second display is partnership with sophia bush and nature conservancy • limited edition green-topped bobble, live plants in the window                  

future marketing ideas • continue celebrity partnerships, PR appearances and event sponsorships • new product: collapsible bobble+ • IPO funds –> expand into print and TV marketing • product placement in TV shows and movies Return to Menu                  

Rebranding AA Post-Bankruptcy Current Project Course: Advertising Management Return to Menu

How Can Management Better Maximize Profitability? RYAN BENDER MELISSA CHIEN MICHAEL SEDWICK JASON TSAI

What Is Tenka? Tenka is a way for people to find great local deals without the burden of paying upfront. CONSUMERS BUSINESSES • 50% of pre-paid deals are never redeemed • Add deal to “pocket,” redeem on first come, first serve basis • Combination of free and discounted items • Alternative promotional tool • Can see effectiveness of marketing efforts • Listing and commission fee for deals redeemed WHAT IS TENKA? | PROBLEM & RESEARCH | RESULTS & ANALYSIS | RECOMMENDATIONS

Problem Definition How can Tenka maximize its profitability? • What types of businesses should Tenka partner with? • What is the best way for Tenka to advertise its service? • How can Tenka get users to redeem more deals? WHAT IS TENKA? | PROBLEM & RESEARCH | RESULTS & ANALYSIS | RECOMMENDATIONS

Research Methods WHAT IS TENKA? | PROBLEM & RESEARCH | RESULTS & ANALYSIS | RECOMMENDATIONS

WHAT IS TENKA? | PROBLEM & RESEARCH | RESULTS & ANALYSIS | RECOMMENDATIONS

Customers Also Pay Full Price • 66% of people who tend to redeem deals at places where they’ve already been, 75% likely to buy full-priced item • For the 34% of people who go to places they’ve never been to, 64% say that they will buy a full-priced item. • Tenka is an excellent way to draw in new customers WHAT IS TENKA? | PROBLEM & RESEARCH | RESULTS & ANALYSIS | RECOMMENDATIONS

Attributes Highly Correlated WHAT IS TENKA? | PROBLEM & RESEARCH | RESULTS & ANALYSIS | RECOMMENDATIONS

RECOMMENDATIONS

Key Findings • Dessert & food deals - most popular • More repeat customers • Spa deals - more loyal customers • Desserts more popular amongst women WHAT IS TENKA? | PROBLEM & RESEARCH | RESULTS & ANALYSIS | RECOMMENDATIONS

Recommendations to Tenka • Targeted deals using Facebook analytics • Contact users when deals are about to expire • Desserts - Buy One, Get One • Focus less on entertainment, services, and spas • Capitalize on spontaneity and loyalty associated with food/drink/dessert deals Return to Menu WHAT IS TENKA? | PROBLEM & RESEARCH | RESULTS & ANALYSIS | RECOMMENDATIONS

Tracing the Adoption of Macson College Campuses Group 2-9 Cindy Bark Ryan Bender Genevieve Cenower David Niederhoffer Sean Sy

Hypothesis:Aggressive Marketing Campaign+Social Pressures=Increased Collegiate Mac Sales

Survey Design/ Administration Promotion/ Distribution

Results Computer Brands Owned by Respondents

Perceptual Map

Respondents who answered that more of their peers owned Macs rated Macs higher in every category

The importance of brand perception

Apple’s use of direct comparative advertising

The effect ofbrand-choice congruency ?

Macs as status symbols …leading to fraudulent symbols Return to Menu

RYAN BENDER – CURRICULAR MARKETING WORK