GO GLOBAL
ENTERPRISE DAY
create AND PRESENT
a marketing plan
for the Go Golbal
board game
GO GLOBAL
ENTERPRISE DAY
INTRODUCTION
By now you will have played the Go Global board game and so will have some idea about
why the game has been produced. You and your company will now need to work together
to create a marketing plan to advertise and sell the game. By the end of the day your
company will be expected to give a short presentation (3-5 minutes).
TIPS – THINGS TO HELP YOU WITH THIS TASK
When you market a product you have to keep in mind the FOUR Ps
P = PRODUCT
P = PRICE
P = PROMOTION
P = PLACE
= Your product is the Go Global Board Game.
4 PRODUCT
4 PRICE
= The price should take into consideration how much the board game costs to make. To ensure a
profit you must make sure that the selling price is more than the manufacturing cost. You should also take into
consideration any other costs such as advertising.
4 PROMOTION
= Promote by advertising the board game: posters, press release, web-site etc.
4 PLACE
= Where are you going to sell the game? In the UK and overseas? If you are going to try and sell it
overseas you need to think about cultural and language differences.
COMPANY JOBS
The following are jobs available within the company -
4
4
4
4
4
4
P
roject Manager
M
arketing Manager-Product
M
arketing Manager-Advertising
A
ssistant to Marketing Manager-Promotion
F inance Manager
C
ultural Communicator
Before you choose a job, remember to think about the qualities required for each post e.g. if you are creative and good at design you are the
ideal candidate for the Marketing Manager. If there are more than 6 people in your team, you should appoint them as assistants to the Project
Manager/Finance Manager/Marketing Manager or wherever they are needed most.
GO GLOBAL
ENTERPRISE DAY
JOB DESCRIPTION AND PERSONAL SPECIFICATIONS
PROJECT MANAGER
Qualities
4 Good listener
4 Good communicator
4 Able to motivate and lead people
4 Able to meet deadlines
Job Description
•Y
ou need to appoint the other members of your team to suitable posts within the company and give them their job
descriptions (found in this pack).
• Think of a suitable name for your company making sure you involve all team members in the decision.
•C
hoose which staff will be involved in performing the presentation at the end of the day (one person from each
section) and make sure they know exactly what is expected of them. (See seperate information sheet for tips on how
to make a presentation).
• Ensure that every member of the team is clear about what they should be doing and understands the task.
• Call team and individual meetings when you think it is necessary.
• Coordinate and oversee all activities.
• It is your job to make sure that everyone in your team is doing what they need to do to finish the task on time.
• If any member of the company finishes their task, assign them to another job.
• You have overall responsibility for the successful completion of the task.
GO GLOBAL
ENTERPRISE DAY
JOB DESCRIPTION AND PERSONAL SPECIFICATIONS
Marketing Manager (Product)
Qualities
4 Knowledgeable and enthusiastic about the product
4 Excellent communication skills –written and spoken (preferably in more than one language)
4 Explain clearly the benefits of the product
Job Description
• Create a clear and concise pitch for the product i.e. describe the Go Global board game during the presentation.
• Explain the purpose of the game.
• Explain the benefits of the game.
• Present your pitch during the final presentation.
GO GLOBAL
ENTERPRISE DAY
JOB DESCRIPTION AND PERSONAL SPECIFICATIONS
Marketing Manager (Advertising) 2-3 posts
Qualities
4 Creative
4 Artistic
4 Innovative ideas
4 Persuasive
4 Good copywriting skills
Job Description Below are some examples of how you can promote/market your product.
For all of the tasks below, there is scope for using a foreign language.
•D
esign a poster promoting the product (see separate information sheet on ideas for making an attractive and
persuasive advert/poster).
• Design a mock homepage of your website to promote the product.
• Write a script for a radio advert promoting the product.
• Write a press-release for the launch of the product (see separate information sheet for an example of a press release).
• Write a jingle for a radio or television advert.
GO GLOBAL
ENTERPRISE DAY
JOB DESCRIPTION AND PERSONAL SPECIFICATIONS
Finance manager
Qualities
4 Numerate
4 Good at problem solving
4 Entrepreneurial
Job Description
•R
esearch (using the information sheet given in this pack) the cost of manufacturing and selling games in the
educational market.
•P
rice the product, taking into consideration how much it costs to make, the competition, the cost of materials, cost of
advertising.
• Involve other team members when making financial decisions.
•P
resent your decision about the cost of the product in the final presentation, explaining how you have reached your
decision.
GO GLOBAL
ENTERPRISE DAY
JOB DESCRIPTION AND PERSONAL SPECIFICATIONS
Cultural Communicator
Qualities
4 Culturally
aware
4 Globally
minded
4 Good
at languages
4 Excellent
communication skills
4 Excellent
research skills
Job Description
• Liaise with the Marketing Team to ensure in-depth knowledge of the product.
• Think about possible countries in which you could sell the board game.
•D
ecide how you will promote the product in these countries i.e. via a radio advert / direct to schools or Local
Education Authorities etc. (take into consideration each country’s customs and culture).
• Be prepared to report back during the presentation about why you have chosen these particular countries.
GO GLOBAL
ENTERPRISE DAY
INFORMATION
Finance Manager
Your budget is £30,000
Cost to buy games from manufacturer
1 game =
50 games =
100 games =
200 games =
£22.91 (10 games at this price costs £229.10)
£21.00 per game (50 games at this price costs £1050)
£19.00 per game (100 games at this price costs £1900)
£15.00 per game (200 games at this price costs £3000)
Retail Price (this is where you make the profit)
Example
If you buy 100 games at £19.00 per game, it will cost £1900
If you sell 100 games at £25.00 per game, you will make a profit of £600
How to work out the profit
100 games x £25.00 = £2500 (total after selling)
100 games x £19.00 = £1900 (total cost to buy)
£2500 - £1900 = £600 (total profit)
Examples of retail prices for other educational games
River crossing
Chinese Checkers
Domino Rally
Monopoly Electronic
KLOO’s Learn to Speak Spanish Language Board Game
£25.99
£29.99
£26.99
£26.99
£29.99
Other Costs
TV advert
Radio Advert
Posters for distribution in educational establishments
(there are over 215 comprehensive schools in Wales)
Translating the board game into a different language
£10,000
£3,000
£5.00 each
£1,500
GO GLOBAL
ENTERPRISE DAY
INFORMATION
Marketing Team (ADVERTISING)
Creating a Poster/Advert
Think about
4
4
4
4
The
product you are advertising
The
aim of your advert
The target audience
Colour
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4
Avoiding
Stereotypes
Language
Images
Layout
Language tips
Select words from the appropriate language below to make your advert/poster more interesting and accessible.
English
Board games Hand made
Made in the UK Strategic
tactics
Great design
Challenge
Welsh
Gemau Bwrdd O waith llaw
Wedi ei greu
yn y DU
Tactegau
strategol
Dyluniad
Gwych
Her
Spanish
los Juegos de Hecho a
mesa
mano
Hecho en
Reino Unido
Las Tácticas
Estratégicas
Diseño
fantástico
Desafío
German
Brettspiele
Handgemacht In Großbritan- Strategisches Toelles
nien gemacht taktikspiel
Design
Die Herausforderung
Italian
I giochi da
tavolo
Fatto a mano Prodotto nel
Regno Unito
Las tatticas
strategias
Sfida
French
Les jeux de
société
Fait main
Les tactiques Conception
stratégiques formidable
Fabriqué en
Grande
Bretagne
Pezzi da
giocho
Défi
GO GLOBAL
ENTERPRISE DAY
INFORMATION
Marketing Team (ADVERTISING)
Press Release
A press release is a statement issued to newspapers and other publications to tell them about a product or event.
It is written in the third person and includes all the important facts about a product or event.
It should include the following information:
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The
company name and logo
4 The
subheading
4 History
and description of product to be launched
4 Notes
for Editors
The
contact details of the company
The
date of issue
The
headline (no more than 5 words)
The following is an EXAMPLE of a press release for a DVD which highlights the benefits of studying abroad:
PRESS RELEASE
Project: DVD resource launch
Date: 31 October 2011
FOR IMMEDIATE RELEASE
LEARN A LANGUAGE, LIVE ABROAD!
Routes into Languages Cymru has been working closely with partner institution, University of Glamorgan, to create an exciting new resource for schools and colleges which
highlights the opportunities to study and work abroad.
The job to create this DVD was awarded to students from the University of Glamorgan’s BA in Media Production course. Over the past 18 months they have been travelling
the country, filming interviews with students from Bangor, Aberystwyth and Cardiff universities.
The result is this fantastic DVD resource, Learn a language, live abroad! Broaden your horizons. It is aimed at young people and highlights the opportunities available to
study and work abroad with the Erasmus and Leonardo student mobility programmes. The DVD showcases students in Wales who have all recently returned from trips
abroad. They share their stories about learning languages, feelings of apprehension and excitement, the challenges they faced and overcame and how they plan to use their
experiences abroad to embark on their careers.
This snapshot of experiences abroad will raise awareness of the Erasmus and Leonardo mobility programmes amongst young people in Wales. It will give them a taste of
the exciting opportunities on offer to students in Europe and will reinforce the message that skills in another language can enhance experiences abroad and also employability
at home.
The resource will be launched on Wednesday, 2nd November 2011. A copy of the DVD will then be provided to each Secondary School and Further Education College in
Wales. It will also be made available to Careers Wales organisations.
ENDS
Press enquiries to: Ellie Jones, Routes Cymru Project Manager, email: [email protected], tel: 029 2025 5655
Interviews with the Director of Routes Cymru are available on request from Ellie Jones. At the launch event interviews will also be possible with the film makers and students who were interviewed
for the resource.
Routes into Languages website: www.routesintolanguages.ac.uk/cymru
Notes for editors:
1. The launch of Learn a Language, live abroad, Broaden your horizons will take place at The ATRiuM, Adam Street, Cardiff CF24 2FN, 17:30-19:00.
2. Routes into Languages Cymru is funded by the Higher Education Funding Council for Wales (HEFCW). Led by CILT Cymru in partnership with 11 universities across Wales, the specific aim
of the Routes into Languages Cymru project is to increase the take up of languages from school to university. It encourages young people to have a positive attitude towards their language
learning and promotes languages as an essential skill.
GO GLOBAL
ENTERPRISE DAY
INFORMATION
Cultural Communicator
Some facts to consider when doing business in other countries:
To do business in the Spanish market, it is very important to meet people face-to-face.
Spaniards appreciate a personal relationship with suppliers.
Spain is currently experiencing high unemployment rates and is likely to be one of the last of the Euro-zone
markets to emerge from recession.
In France, an ability to speak even just a little French goes a long way.
It is important to at least learn some basic greetings prior to doing business in France.
French is spoken in every continent of the world.
Italians are very personal in their business dealings.
Using a personal contact to make introductions and set up initial meetings will give a significant boost to your
credibility.
Long credit payment terms are common (60 to 90 days)
Under the German packaging regulations, suppliers are under an obligation to take back and recycle up to 70% of
their packaging.
Germany is a key economic power on the global stage.
Things to consider:
Be careful when naming your company or translating slogans. A badly translated brand name or advertising slogan can
have embarrassing or even offensive consequences in the target language.
These companies made funny but costly mistakes:
• When Parker Pen marketed a ball-point pen in Mexico, its ads were supposed to have read, “It won’t leak in your
pocket and embarrass you.” The company used the word “embarazar” (to impregnate), so the advert read: “It won’t
leak in your pocket and make you pregnant.”
• Clairol introduced the “Mist Stick,” a curling iron, into Germany. “Mist” is slang for manure.
•General Motors had a very famous fiasco in trying to market the Nova car in Central and South America. “No va” in
Spanish means, “It Doesn’t Go”.
• Pepsi’s “Come Alive with the Pepsi Generation” translated into… “Pepsi Brings Your Ancestors Back From the Grave”
in Chinese.
GO GLOBAL
ENTERPRISE DAY
INFORMATION
PROJECT MANAGER
Presentation
At the end of the enterprise day, your company will give a short presentation (3-5 minutes). A multi-lingual presentation
will be looked upon favourably by the judges.
Things to remember during the presentation
4 The
product should be described.
4 The
advertising processes should be shown and explained (i.e. posters, radio advert, television advert, jingle)
4 The
cost of the game and other aspects explained.
4 The
countries chosen for marketing the product should be explained.
Tips for planning and practising your presentation
4 Work in groups, discuss each others’ ideas.
4 Remember that you will be marked on your presentation skills as well as your content.
4 Try not to read a script.
4 Keep eye contact with the audience.
4 Remember that you will be marked on all promotional materials which you have created throughout the day.
GO GLOBAL
ENTERPRISE DAY
INFORMATION FOR TEACHERS AND PUPILS
Judging Criteria
The whole marketing campaign will be judged using the criteria given below. A prize will be awarded to the company
with the highest score.
Workability
Will the plan, press release and poster
achieve their purposes? Will they
promote and sell the game?
International dimension
and use of language
Comments
Score
Comments
/10
Score
How has the group thought about
making the game appealing to other
nations?
Creativity
The range of ideas and quality of
promotional ideas that have been
generated
Comments
Score
Team work
How well and effectively have the
team worked together?
Comments
/10
/10
Score
/10