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EthnograthyMiniPresentationAssignement
- 2. • Audit business • Ethnographic / qualitative analysis
- 3. Elements • Description of business • Description of community • Methods • Findings • Alternatives • Proposed marketing campaign
- 4. • No more than 10 words on a slide • Must approve
- 6. Description of Business • Happy Donuts is a small bakery in downtown Puyallup, WA • Founded in November of 1992 by Coye and Sey-Po Ung • Products include: – Donuts and scones – Espresso – Assortment of beverages
- 7. 7 Description of the Community • Demographic Factors – Population of 36,790 – 12,780 households – Prominent age group, 25-44, 30.8% – Smallest age group 65+, 10.9% Age Breakdown 22.6% 14.9% 30.8% 20.8% 10.9% 15 or younger 16-24 25-44 45-64 65+
- 8. 8 Description of the Community • Demographic Factors – Seven notable race and ethnicity groups – Prominent ethnicity is Caucasian, with 84% – The second largest ethnicity is Hispanic, with 4.5% Race and Ethnicity Breakdown 84.0% 4.5% 3.9% 1.4% 1.0% 3.2% 0.3% 1.8% White African American American Indian and Alaska native Asian Native Hawaiian and other Pacific islander Other Two or More Hispanic
- 9. 9 Research Methods • Ethnography Study of Customers and Employees – Sat in lobby 9:30 AM-3:30 PM for five consecutive Sundays – Studying customer and employee behavior – Recording any behavior that was not eco-friendly
- 10. 10 Research Methods – After noticing harmful behaviors, we used graphs to record the number of: • Potential ceramic mug users • Number of cardboard packaging boxes being used • Weight of garbages • Number of light bulbs being used Follow-up Data Collecting
- 11. 11 Research Methods • Interview with Owner – Sey-Po Ung – October 21st, 2007 • Customer Surveys – To analyze the customer’s attitudes toward possible green alternatives – 13 Questions – 37 respondents
- 12. 12 Findings and Conclusions • Problem Area 1: Happy Donuts is using cardboard boxes and cups made from harmful resource absorbing materials. – Cardboard boxes are not made from recycled boxes • Average of 77 boxes are used to package donuts on Sundays – Paper cups Happy Donuts’ uses are lined with harmful petrochemical lining.
- 13. 13 Findings and Conclusions • Problem Area 2: Happy Donuts is generating an excessive amount of preventable waste. – On Sundays, an average of 38.2 pounds of waste is being generated – No recycle bin – Ceramic mugs are not being used by dine-in customers • An average of 33.8 people are not utilizing mugs each Sunday
- 14. 14 Findings and Conclusions • Problem Area 3: Happy Donuts is consuming a large quantity of unnecessary energy. – Bathroom lights and appliances are continually left on – Happy Donut’s uses 113 light bulbs, none are energy conserving
- 15. 15 Proposed Alternatives • Alternatives for Problem Area 1 (Cardboard boxes and cups made from harmful resource absorbing materials) – Use cardboard boxes made from 100% recycled boxes – Implement Tully’s new International Paper’s Ecotainer Hot Cup • Lined with bioplastic rather than a petrochemical • Only commercially available 100% compostable container
- 16. 16 Proposed Alternatives • Alternatives for Problem Area 2 (Excessive amount of preventable waste) – Place a recycle bin in the lobby – Have dine-in customers use the ceramic mugs instead of disposable cups
- 17. 17 Proposed Alternatives • Alternatives for Problem Area 3 (Unnecessary energy) – Turn off bathroom lights and appliances when not in use – Convert the 113 lights to energy- efficient Compact Fluorescent Lights • Uses 1/3 of the energy • Lasts up to 10 times longer • 56.5 tons of carbon dioxide would not be released into environment
- 18. 18 Goal and Objectives for Proposed Green Marketing Campaign • Overall Goal – Lessen the adverse environmental impact of Happy Donuts – To get customers and employees to utilize these eco- friendly habits Objective Reasoning Ensure that every customer is aware of Happy Donut’s new changes. Improve customer morale and attract them with new changes to generate more money. Reward customers for participating and utilizing the new green alternatives. To increase customer participation and sales. Inform the public of the changes that Happy Donuts’ is implementing. To attract new customers and associate Happy Donut’s name with eco-friendly habits. Get employees trained to adopt and enhance Happy Donuts’ new eco-friendly image. To improve personal selling and attitude consistency.
- 19. 19 Proposed Green Marketing Campaign • Marketing slogan: “Happy Donuts…Thinking Globally, Acting Locally!” – Unify each marketing activity – The customer will easily associate Happy Donuts with the green market
- 20. 20 Proposed Green Marketing Campaign • Personal Selling – Orientation for employees which will train them to: • Participate in each green alternative • Adopt an environmentally friendly attitude • Save energy by turning off appliances at closing • Check that the bathroom lights are off when customers are not using them
- 21. 21 Proposed Green Marketing Campaign • Publicity – Press Release • To the The Puyallup Herald – Reaches 25,500 homes • To the Tacoma News Tribune – Reaches 116,150 homes • Inform public about Happy Donuts’ eco-friendly changes • Title will be the slogan
- 22. 22 Proposed Green Marketing Campaign • Advertising – A-board • Professional and permanent installment • Visible to each entering customer • States new environmental habits • Slogan will be the title
- 23. 23 Proposed Green Marketing Campaign • Advertising – Sticker labels on cardboard packaging boxes – Will be sent out into community • Sales Promotion – 5% discount on total purchase when you use a ceramic mug – Encourage dine-in customers to use the ceramic mugs “Happy Donuts… Thinking Globally, Acting Locally!” 305 2nd St. NE, Puyallup, WA (253) 840-9398 5% Off Total Purchase When you use a ceramic mug! “Happy Donuts…Thinking Globally, Acting Locally!”