Farah Gangat

From Our Commons Wiki
Jump to: navigation, search
Farah Gangat

Farah Gangat

Age: 21 DOB: 12/10/1993 Course: BSc Media Production

Is a final year student at De Montfort University, She enjoys her course and the modules within the course especially social media and photography. She hopes to achieve a career within social media in relation to fashion or music, and would further like to develop her photography skills. Farah has studied media at GCSE level and ever since, due to her passion and interest in this field.

More interesting facts about this individual is that she is a twin, enjoys travelling and performing. Her college days had her contributing to musicals and dance performances which are now just good memories. She performed along side Alexandra Burke breaking a world record and further appeared on Barely Legal Drivers in assistance to her twin sister. She has also had some training at the BBC Wood Norton television center. So, she has some performance and television experience.

Farah is an active individual too, she enjoys keeping fit by running and playing badminton all in which are not taken too seriously but for leisure and fitness purposes.

Lastly music is a major part of Farah's life, she enjoys live music the most as this is the best music. Electro dance house music is her favorite type of music and she hopes to go to Tomorrowland one day!

TECH3022 Research Report

Research Question

How do people make sense of mass consumer marketing of chocolate such as Cadbury’s in comparison to an affluent chocolate through social media?'

How

Explore and investigate on popular social media platforms by doing market research and creating surveys for individuals to complete as well as being an observer. Also manage character studies on certain individuals and there food habits- keep an eye out on what individuals are liking, commenting and sharing in relation to food.

When

This will all be done during ‘peak times’ on popular social media platforms.

Who

Individuals who are active participants on social media, coming to an understanding as to why the individual feels the need to share their passion for food. Getting across directly to individuals.

What

Follow and like food pages and monitor their activity, by keeping records of what food they are promoting and uploading. Message these pages directly and find out what they are aiming for from participants.

Where

Social media platforms like Facebook, Tumblr and Instagram which have a common goal which is the emphasis of food.

Having been looking at the topic of food and how sugar affects individuals in various ways and the impact of sugar in people’s everyday lives, the individual set out the task of finding out why Cadbury’s mass consumer marketing is a lot different to more affluent brands of chocolate on social media such as Facebook.

Project Aim

Having been looking at the topic of food and how sugar affects individuals in various ways and the impact of sugar in people’s everyday lives, the individual set out the task of finding out why Cadbury’s mass consumer marketing is a lot different to more affluent brands of chocolate on social media such as Facebook.

Plan of Action Carried Out

The project was carried out as followed

• A survey was created involving a few selected individuals to answer the questions • A observed shopping trip took place • Market Research on social media platforms, in particular Facebook was carried out. • As well as regular blog posts being uploaded regarding this chosen topic of research • The individual even managed to be in tact with Cadbury’s, Thornton’s and Lindor chocolates Facebook pages, seeing who received the most interaction and why. • Vox pops of individual’s attitudes towards Cadbury’s mass marketing approach in contrast to affluent chocolate brands.

Research

This research project was carried out by mainly market research as this project entails huge emphasis on the public and their food behaviors especially with chocolate.

The individual selected a few individuals in which a survey will be carried out identifying their sugar habits as well as their thoughts on Cadbury’s mass consumer marketing in contrast to more affluent chocolates.

Survey for Selected Individuals:

1. Do you notice a different approach in consumer marketing of Cadbury’s chocolate in contrast to Thornton’s chocolate on Facebook? 2. Why do you think Cadbury’s has a larger audience on Facebook in relation to Lindor’s Facebook page? 3. Cadbury’s appear to have more social interaction on their social media in comparison to other chocolate brands why do you think this is? 4. Which is more desirable chocolate Cadbury’s or Thornton’s chocolate?

This project will have a huge emphasis on the social media online being created and obtained for Cadbury’s and other more affluent brands of chocolate.

Interview Transcript:

1. Do you notice a different approach in consumer marketing of Cadbury’s chocolate in contrast to Thornton’s chocolate on Facebook?

Response 1: Yes, Cadbury’s offers this more fun and vibrant element plus, it’s more affordable I’d say they advertise and how they promote themselves is successful as many people purchase cadburys for there everyday and affordable chocolate

Response 2: They do have a different approach I tend to find Thorntons on facebook are a bit boring and really promote and market themselves well during the festive season whereas Cadburys do this all year response

2. Why do you think Cadbury’s has a larger audience on Facebook in relation to Lindor’s Facebook page?

Response 1: Cadbury’s I think is well known worldwide unlike Lindor

Response 2: Because Cadbury’s are marketed well and very wel known

3. Cadbury’s appear to have more social interaction on their social media in comparison to other chocolate brands why do you think this is?

Response 1: It’s the type of content they have on their profile like videos not just images.

Response 2: They share videos which makes them have this normality about them which people can relate to.

4. Which is more desirable chocolate Cadbury’s or Thornton’s chocolate?

Response 1: I’d say in desirabililty Thornton’s would do it for me with it being more of a luxury brand of chocolate

Response 2: Thorntons because it’s not a chocolate I have often as it’s a little pricey whereas cadburys is more of an everyday and affordable chocolate.

Cadbury’s Vs Thorntons

Having looked at both Facebook pages for these chocolate brands it was clear the difference in the marketing strategies being used. Cadbury’s offer more of a mass consumer market targeting all sorts of audience from diverse backgrounds. Thornton’s differently provide this more ‘Privileged appeal’ with a more serious tone with the content posted, some of the content is quite repetitive whereas Cadbury’s offer a more interactive platform with more than just image content being uploaded.

Cadburys offers this more ‘available to anyone’ attitude with its price, availability and marketing strategy. Consumers are able to find a Cadburys bar of chocolate in all supermarkets, newsagents, local convenient stores and many more. However with more elite chocolates in the market such as Thornton’s chocolate they have this more desirable appeal being placed through their price, advertising and availability. Unlike Cadburys who have many advertising campaigns which are very memorable it is different for more elite chocolates with a lack of TV advertising and very memorable adverts. Possibly with the Brand holding such authority with its worth society know of how important and privileged this chocolate is. Also looking at the availability of more elitist chocolate they are not easily located with a quick visit to your local convenience store but a visit to a more upmarket specialized store for the chocolate.

Cadburys Marketing Scheme

Cadburys evidently use a clever marketing scheme in which they have in place which is still proving to be a success. As an existing client, its noticeable on the success the brand holds with it’s current, past and ongoing campaigns.

As a consumer of Cadburys chocolate the brand follows this regime of SMART: Specific Measurable Achievable Realistic Timed

A competitive business would and should use this measure of strategic marketing.

Real World and the Online World

The real world and online world both offer different outputs of a Cadbury’s chocolate bar, What is expected and what is received are two purely different things. Looking at sociological outputs for this scenario individuals possibly accept the difference and view this as a norm of “Shared systems of meaning and practice shape of hopes and beliefs” (Boellstorff, Nardi, Pearce & Taylor 2012 p.1)

So possibly there are not many problematic views of individuals when they receive their bar of chocolate as they are already aware of the chocolate not being as pleasurable the advert made out and choose to accept this.

Differently the marketing for Cadburys and other brands of chocolate and food in general most often offer this desirable and iconic memorability of eating these foods, when in fact this is not necessarily the case.

Netnography:

For this project netnographic principles will be followed through: “Applying a systematic mixed method approach can reveal many facets of culture, such as its hidden social structures. But the grounding element, the core of these methods, should be cultural understanding if that approach is to be termed a netnographic one” (Kozinets,2010,p.182).

The method used to gather information will involve the individual immersed within the setting of a supermarket. Along with observing the shopping habits of individuals and listening to their responses on the chocolate brands they purchase.

“Using the Internet is a culturally located experience” (Hine, 2005, p.9). This entails the internet as being one of the main sources of research for this project.

this key term simplified is the analysis of individuals attitudes and behaviors online.

Ethnography on the other hand is the reverse of this, it can be defined as the analysis of individuals attitudes and behaviors in their natural environments so, offline.

To Conclude:

This project is a contribution to the class project being created in relation to sugar and its involvement and effects it has on everyday society. The segment of the project will be included in the whole class project once carried out and completed.

Farah's Contribution to the project

For the project Farah has provided her contribution by adding content to the social media section, she will be contributing the most to the sections of Instagram and Pinterest. By including content relevant to the food topic etc.

The Instagram page has the username- NoQtrGvn, as No Quarter Given is the main domain the Health 4 Students is the campaign being run. It was appropriate to have an existing domain and just add the campaign to it making it more accessible from existing visitors to the No Quarter Given website.

The first image was uploaded onto the Instagram page,The image was a quote entailing a healthy living. "Eat well, live well" was the quote image uploaded onto the account page. This quote seemed appropriate especially for a motivational aimed quote on a Monday too.

With the build up to the campaign, the individual has uploaded a couple more images entailing what is ready for the campaign such as some boards which will be located on the DMU campus during the week of the campaign. Also the group to decided to captured images for each section of management for the campaign which were then uploaded onto Instagram.

During the campaign week, I involved myself with capturing images for the Instagram page throughout the 3 days of the campaign. Images captured were of the free fruit being offered the students which were purchased of the Leicester market. The team on each day created grab bags with a variety of fruits inside as well as granola pots with fruit and yogurt which was proven to be very popular. I also captured images of the individuals participating in the campaign on each day which included myself on the second day of the campaign.

Blogs

Below are all the blog posts which I wrote up relating to myself, research and articles I have found and lastly blog posts about the Health 4 Students campaign.

http://farahsocialmedia.our.dmu.ac.uk/2015/03/18/social-media-campaign-week/

http://farahsocialmedia.our.dmu.ac.uk/2015/03/12/healthy-eating-among-young-people/

http://farahsocialmedia.our.dmu.ac.uk/2015/03/11/instagram-updates/

http://farahsocialmedia.our.dmu.ac.uk/2015/03/04/meeting-about-health-4-student-campaign/

http://farahsocialmedia.our.dmu.ac.uk/2015/02/19/healthy-eating-campaign-my-role/

http://farahsocialmedia.our.dmu.ac.uk/2015/01/14/social-media-group-project/

http://farahsocialmedia.our.dmu.ac.uk/2015/01/11/how-do-people-make-sense-of-mass-consumer-marketing-of-chocolate-such-as-cadburys-in-comparison-to-an-affluent-chocolate-through-social-media/

http://farahsocialmedia.our.dmu.ac.uk/2015/01/05/food-advertising-and-its-effects-on-children/

http://farahsocialmedia.our.dmu.ac.uk/2014/11/12/pecha-kucha-my-relationship-with-sugar/

http://farahsocialmedia.our.dmu.ac.uk/2015/02/02/eating-disorders/

Health 4 Students Campaign Week

This week consisted of a five day event 2 of which had a stall being set up outside the DMU campus with free fruit for all to take. Free granola pots with fruit and yogurt were created as well as a free grab bag with a variety of fruits in a small bag. All these free ways of offering fruit to the students of DMU proved to be effective as all the fruit was gone. The campaign was proven to be a success as we also received many members of the public asking about the campaign itself.

Conclusion

Overall, Advanced Social Media has definitely been a learning curve for me. I've come to learn so many new things on this module such as using a wiki like this one more effectively as well as new terminology and further social media researchers. the Health 4 Students campaign was also an educational and enjoyable experience which was worthwhile in promoting healthy eating amongst the students of DMU.

This link is a 5 minute video of myself reflecting to the Advanced Social Media overall.

https://www.youtube.com/watch?v=V2dQJJNXtZA