Marketing

Portfolio
Tommy Tang
Bachelor of Arts in Business Administration
Concentration: Marketing
 Table of Contents
Executive Summaries
Comparative Advertisement Analysis
Client: Cover Girl ................................................................................................................................... 1
Personal Contributions ....................................................................................................................... 2
Innovative ATM Boba Store Concept
Client: Omomo Tea Shoppe ................................................................................................................... 3
Personal Contributions ........................................................................................................................ 4
Evaluating Market Potential for New Dating Application
Client: Vibe! ........................................................................................................................................... 5
Personal Contributions ........................................................................................................................ 6
 1

Comparison of Past and Present Advertisements

Client: CoverGirl
Consumer Behavior
Description and Goals of the Assignment
Our team, No Rice Left Behind includes team members Tommy Tang, Ashley Jiang, Gin Davies, Joyce Kwon,
and Nancy Li. We have chosen to compare old and new advertisements from the beauty company, CoverGirl.
We chose this product due to its inclusivity, rich history, and usage of celebrity endorsements. The beauty
industry is profitable nowadays and as a team we wanted to identify marketing trends that led to CoverGirl
being a global company.
Objectives
To research and identify the trends of consumption in the past and current target markets. This includes
components such as hedonic vs. utilitarian needs, celebrity endorsements, and gender identity.
Methodology
Our team held multiple group meetings to complete this extensive project. With a team of five, we decided to
assign each team member different tasks. These tasks included watching CoverGirl advertisements, researching
historic feats for the company, and gather more details about the industry. We used online resources to conduct
our research because it was instantaneous and quick to retrieve.
Findings
With the data we compiled, we identified that there has been a shift from utilitarian needs to hedonic needs
within a few decades. CoverGirl first started off with medicated makeup that focused on nourishing the skin,
improving complexion, and reaching towards a naturally glamorous look. CoverGirl shifted their focus onto
hedonic needs, gender identity, and celebrity endorsements from various types of ethnic backgrounds. We
believe the new generation such as millennials are more open to seeing different types of people on CoverGirl’s
advertisements. Also, having someone that a person can relate to is an important factor in CoverGirl’s global
success.
Conclusion
Overall, CoverGirl is changing their marketing strategies based on the demographics that they are targeting.
Creating an inclusive environment is important to their consumers nowadays and the idea of femininity is more
diverse than what it used to be. The idea of “Equal is Beautiful” is something that other companies are starting
to use in their marketing strategies. Other male makeup artists have created or collaborated with makeup
companies to create new products. CoverGirl is shifting to a new era of implementing their marketing strategies.
They want to focus on inclusion not exclusion and by doing so they will entice new and younger users to be
aware of the company’s values.
Recommendation
Based on our research, we recommend that CoverGirl should start implementing more strategies to target
influencers. Due to the rise and advancement of social media, influencer marketing is a new strategy that
CoverGirl can invest in. Choosing to work with a variety of ages will not only target the young and the old but
it can maximize the outreach for their products. CoverGirl should see if it is feasible to implement this strategy
and conduct market research to see if people would be cognizant of it.
 2

Personal Contribution to the Comparative Advertisement Analysis

• Project Team Member (5 members)
o Compiled data from various scholarly articles and sources, outline the presentation, adhere to
specific deadlines to ensure completion of the assignment
o Structured the presentation with humor, eye catching graphics, and videos
• Brainstormed various ideas to be used in our Comparative Advertisement Analysis
• Worked collaboratively with professor and team members to ensure we were on the right track
• Concentrated on comparing the old and new advertisements
• Recommended what Covergirl should do next based on our findings
 3

Innovative ATM Boba Store Concept

Client: Omomo Tea Shoppe
Consumer Behavior
Description
Omomo Tea Shoppe is new to the bubble tea market compared to its already established competitors. There are
currently only two Omomo Tea Shoppe locations. Omomo’s goal is to expand their business as well as open
several locations across the country. Combining Omomo’s drinks with an ATM concept would be not only
innovative but have a competitive advantage against our competitors. The promise of delivering only the
highest quality of drinks to consumers and the efficiency of technology would be an essential factor in
Omomo’s business operations.
Objectives
To research and experience the process of starting a concept store from idea to reality, including components
such as market research and strategy, customer service, and business operations.
Methodology
Our team used internet resources to conduct research on our market analysis and identify our competition,
consumers, and overall company. We used a perceptual map that identified several companies and their price of
one regular sized milk tea. Then, our team released a survey and documented each answer of the price a
consumer would pay for and if they would like to see a boba ATM. Finally, our team created a conjoint analysis
with four attributes: packaging, price, payment, type, and customization. The sublevels of were three levels of
packaging: plastic bottles, plastic cups, and reusables, three price points: $3.99, $4.99, and $5.99, three payment
types: credit card, cash, and apple pay, and two customize choices: yes and no. We used several applications
such as Google Documents, Google Surveys, and Microsoft Excel to compile our data and create feasible
answers to create the business.
Findings
Based on our findings, we would use various marketing strategies such as social media to implement and
generate hype for our concept. Also, we would use word of mouth strategies to increase our presence as the
boba ATM concept. We believe our target market which includes high school students, Millennials, and Asian
American Gen Z will be interested in our concept store. We will take input, suggestions, and online reviews and
word of mouth strategies mostly.
Conclusion
We believe that our ATM with Omomo drinks will prove to be a leader in capturing the market share for quick
and convenient boba drinks for our consumers. We will strengthen our reputation through reviews and have
better knowledge of what our target market wants.
Recommendations
Based on our findings we see the Omomo ATM with high potential in high traffic areas such as shopping
centers and campuses. We will focus on customer feedback and work with those suggestions to ensure each
customer is happy with their drink
 4

Personal Contributions
• Project Team Member (5 members)
o Compiled data from online resources
o Created survey and asked multiple participants to fill it out
• Brainstormed various ideas and marketing strategies for the Omomo ATM
• Worked collaboratively with professor and team members to ensure we were on the right track
 5

Evaluating Market Potential for New Dating Application

Client: Vibe!
Marketing Research Methods
Description and Goals of the Assignment
Our team, Asian Boba Group include team members Tommy Tang, Ashley Jiang, Bradley Wong, Yunoske
Shigeta, Emily Elpedes, and Ricky Quang. As a group we have decided to introduce a new dating application
called Vibe!, where users can meet people based on music tastes and artist preference.
Objectives
To research and identify the trends through qualitative and quantitative data.
Methodology
Our team held multiple group meetings to complete this extensive project. With a team of six, we decided to
assign each team member different tasks. We used Google Forms, Qualtrics, one on one interview, and focus
groups to retrieve our quantitative and qualitive data. Then, we used Microsoft Excel and IBM SPSS to create
visual graphs and regressions.
Findings
1. Age Range: 18-24 year were our target consumer
2. Gender Ratio: Majority of our potential user is male
3. Status of Relationships: 62% are single
4. Usage of dating apps: 54% use dating apps
5. Music Dating App interest: mixture of responses
6. Personal Values: 22 people Somewhat Agree
7. Similar Music Tastes: 21 people says it is Moderately Important
8. Music can bring people together: 33 people agreed
Conclusion
We recommend moving forward with Vibe! And learning what features our users want. We will then take those
suggestions into consideration and implement them in future software updates. Based on our findings we
believe general consumers will use this application. We want to stand out with unique features such as
partnering with various streaming companies to include a feature where users can listen to music together while
using the application and pair people through music related events.
Recommendation
Based on our audience feedback, we recommend that we should include a feature where users can add “proof of
purchase” concert tickets attached to a person’s profile which makes it easier to rother users to meet up with
other users at events such as concerts. Choosing to work with younger audiences is strongly recommended and
will seem most feasible to our application. The company be able to allow users to connect with people from
different areas to ensure maximization of outreach. Vibe! will take into consideration all feedback to make sure
our users experiences are seamless.
 6

Personal Contribution to the Comparative Advertisement Analysis

• Project Team Member (5 members)
o Compiled data from various surveys and interviews, outline the presentation, adhere to specific
deadlines to ensure completion of the assignment
o Structured the presentation with eye catching graphics and charts
• Brainstormed various ideas to be used in our Project Research
• Worked collaboratively with professor and team members to ensure we were on the right track
• Concentrated on surveys, one on one interviews, and focus groups
• Accurately inputted data in IBM SPSS and Microsoft Excel