Portfolio Lisa

1. Introduction:

My name is Elisabeth (Lisa) Kügel and I'm studying International Business at the Novia UAS Turku. I'm an Erasmus student (originally from Germany) and this is my final year of studies.

In the following I will tell about all the tasks I did as a member of the group idea ladder, including information about Raiso Group, the brainstorming technique “Stepladder” and viral marketing as a modern-media tool. 

(PS: The work I did together with all my other group members can be found in all the other posts of this blog. I don't think it is necessary to post photos etc. twice :)

2. Facts about Raiso:

• Raisio Group is an international expert in plant-based nutrition.
• Raisio’s operations are divided into two divisions: Brands and Raisioagro.
• Their key market areas are in eight countries including Finland, Great Britain and Sweden.
• Raiso Group has plenty of different products/brands, their main ones are: Benecol, Benemilk, Elovena, Nordic and Honey Monster.
• Their strategic target is to grow organically and through acquisitions.
• Raisio’s activities are based on tasty, organically grown and healthy foods.
• They strongly support the idea of sustainable development & an environmental friendly production.
• Raisio's two main competitors are Nestlé and Unilever.
• Raisio's corporate identity is to be seen as a producer of healthy and high quality products while building popular and traditional brands.

3. Brainstorming technique “Stepladder”:

The Stepladder Technique is a step-by-step approach that helps to engage all members of a group to not only participate but also be heard and understand. The technique allows shy, quiet people to present their ideas before other group members can influence them, and it allows everyone to hear many different viewpoints before reaching a final decision.

To make the Stepladder work, there are 5 basic steps that should be followed:

• Step 1:
  Everyone should be given sufficient time to create their own ideas on how to best accomplish the particular task or solve the particular problem.
  
  
• Step 2:
  a core group of two members should be form, they start to discuss the problem.
  
  
• Step 3:
  The group gets a third member who presents his ideas to the first two members BEFORE hearing the ideas that have already been discussed. After all three members have pointed out their solutions and ideas, they discuss their options together.
  
  
• Step 4:
  Repeat the same process by adding a fourth member, and so on, to the group. Allow time for discussion after each additional member has presented his or her ideas.
  
  
• Step 5:
  a final decision/ solution should be reached, BUT only after all members have been brought in and presented their ideas.

4. Viral Marketing – a modern way of marketing

Viral marketing is a special way of marketing communication which “[...] describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands [...]” (Wilson: The Six Simple Principles of Viral Marketing. www.webmarketingtoday.com) of people.

Summing up, viral marketing optimizes the extent to which social networking can increase sales. One of the main advantages of viral marketing is that it enables businesses to reach a global audience by indirectly engaging people to spread a certain marketing message. But on the other hand, same as with every other kind of marketing communication, a company can never be 100 percent sure wether people will interpret the marketing message right or not. If they don't, this can lead to a furious avalanche which is hard to stop and may even cause brand distortion or dilution.¹

5. Individual Goal before the next training session:

In the next days I need to gain a deeper insight into Raisio's previous/existing marketing activities.

After that I will make up my mind about how I could use viral marketing to improve Raisio's marketing activities. And what is in my mind most important, come up with ideas on how Raisio can surprise it's target groups, arise strong emotions in their minds and engage them to be an active part of Raisio's social media activities.