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--- report:mkt [2026/06/13 17:11] – [4.5.2 Segmentation and targeting] team1
+++ report:mkt [2026/06/13 23:18] (current) – [4.5.5 Brand] team1
@@ Line 104: / Line 104: @@
 ==== 4.4 SWOT Analysis ====
-A Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, proposed by Nielsen Norman group, was conducted to evaluate the internal strengths and weaknesses of the concept, as well as the external opportunities and threats that may influence its success [(NNGroup2025)].
+A SWOT analysis, proposed by Nielsen Norman group, was conducted to evaluate the internal strengths and weaknesses of the concept, as well as the external opportunities and threats that may influence its success [(NNGroup2025)].
 Figure {{ref>fig:SWOT_Screen2Green}} shows the SWOT analysis of the project, including its strengths, weaknesses, opportunities, and threats.
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 == Promotion ==
-The promotional strategy for Screen2Green should focus on creating awareness, educating consumers, and communicating the emotional and practical benefits of the concept. Since the product introduces a relatively new behavioral approach, promotion must clearly explain how the system works and why it provides value to users. An Integrated Marketing Communications (IMC) approach would be particularly suitable. IMC involves coordinating multiple communication channels to deliver a clear, consistent, and compelling message about the product and brand [(LuisMACOM)]. This is important for Screen2Green because the concept combines technology, well-being, sustainability, and lifestyle elements that must be communicated coherently. Social media platforms such as TikTok, Instagram, and YouTube would likely serve as the primary communication channels due to their relevance for the target audience. Visual content demonstrating plant growth, focus sessions, and real-life student usage scenarios would help communicate the concept effectively. The communication mix could include several promotional tools:
+The promotional strategy for Screen2Green should focus on creating awareness, educating consumers, and communicating the emotional and practical benefits of the concept. Since the product introduces a relatively new behavioral approach, promotion must clearly explain how the system works and why it provides value to users. An Integrated Marketing Communications (IMC) approach would be particularly suitable. IMC involves coordinating multiple communication channels to deliver a clear, consistent, and compelling message about the product and brand [(LuisMACOM)]. This is important for Screen2Green because the concept combines technology, well-being, sustainability, and lifestyle elements that must be communicated coherently. Social media platforms such as TikTok, Instagram, and YouTube would likely serve as the primary communication channels due to their relevance for the target audience. Visual content demonstrating plant growth, focus sessions, and real-life student usage scenarios would help communicate the concept effectively.
-- Advertising: Social media advertisements and short-form video campaigns can build awareness and explain the concept visually.
+The communication mix could include several promotional tools:
-- Public relations: Collaborations with universities, digital well-being campaigns may increase credibility and public visibility.
+  * Advertising: Social media advertisements and short-form video campaigns can build awareness and explain the concept visually.
+  * Public relations: Collaborations with universities, digital well-being campaigns may increase credibility and public visibility.
+  * Sales promotion: Introductory discounts, student bundles, or seed-kit giveaways may encourage early adoption.
+  * Direct marketing: Personalized communication through app notifications, newsletters, and email campaigns may support long-term engagement and customer retention.
-- Sales promotion: Introductory discounts, student bundles, or seed-kit giveaways may encourage early adoption.
+Since Screen2Green is positioned in the introduction stage of the PLC, informative advertising is especially important. The main promotional objective at this stage is to educate consumers, stimulate interest, and create awareness of the new product category [(LuisMACOM)].
-- Direct marketing: Personalized communication through app notifications, newsletters, and email campaigns may support long-term engagement and customer retention.
-Since Screen2Green is positioned in the introduction stage of the Product Life Cycle, informative advertising is especially important. The main promotional objective at this stage is to educate consumers, stimulate interest, and create awareness of the new product category [(LuisMACOM)].
 === 4.5.5 Brand ===
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 <WRAP centeralign>
 <figure flyer_final>
-{{ :report:flyer_screen2green_final_.png?nolink&600 |Final flyer}}
+{{ :report:flyer_final.png?nolink&600 |Final flyer}}
 <caption>Final flyer</caption>
 </figure>
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 == Leaflet ==
-A tri-fold leaflet was also developed to provide more detailed information about the product, its purpose, and its functionality. Compared to the flyer, the leaflet allows for more in-depth communication while still maintaining a visually approachable presentation style. The front panels seen in Figure {{ref>foldedleaflet}} use questions such as “Excessive screen time?”, “Endless scrolling?”, and “Digital overload?” in order to immediately engage users and create identification with common digital well-being challenges. This approach helps establish emotional relevance before introducing the product solution.
+A gatefold leaflet was also developed to provide more detailed information about the product, its purpose and its functionality. Compared to the flyer, the leaflet allows for more in-depth communication while still maintaining a visually approachable presentation style. The front panels seen in Figure {{ref>foldedleaflet}} use questions such as “Excessive screen time?”, “Endless scrolling?”, and “Digital overload?” in order to immediately engage users and create identification with common digital well-being challenges. This approach helps establish emotional relevance before introducing the product solution.
 <WRAP centeralign>