Ziglar Final Rough Draft

Ziglar Final Rough Draft - Zig Ziglar Corporation Analysis...

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Zig Ziglar Corporation Analysis Consumer Behavior Group 2: Garrett Barnes, Olga Kozhevnikov , Malcolm McCarty, and Julia Yarbrough Reviewed and Edited by: Professor I. McClung Paper Resource Center Professor Cindy Powell 1
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Table of Contents 1. Introduction Overview of Ziglar Corporation Page 4 2. Product Analysis - EXAMPLES Books Page 5 o Selling 101 Page 5 o Biscuits, Fleas, and Pump Handles: download or book Page 6 CD’s Page 6 o A View From The Top: CD Page 6 o Christian Motivation for Daily Living: Vol. I, II, and III Page 7 Webcasts Page 7 Website Page 8 3. Survey Questions Page 29 Survey Results Page 33 Focus Group Questions Page 39 4. Findings of Survey and Focus Group Survey Findings Page 11 Focus Group Findings regarding Ziglar’s Website Page 13 5. Research & Service Design Page 15 2
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Book on Beginning Career Page 15 6. I. Social Media Presence Page 17 Banner Ads Page 17 Welcome Packets from new college students Page 18 Facebook, Page 19 Twitter Page 20 II. Social Presence Page 21 SIFE Page 21 7. Summary Page 23 8. Conclusion Page 23 Appendix Page 25 Ziglar Paper Format Page 26 Survey Questions Page 29 Survey Results Page 33 Focus Group Questions Page 39 Work Cited Page 40 3
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I. Introduction The Ziglar Corporation began in 1970 and specializes in motivational and performance training. The company’s vision is to be the worldwide leader in principle-based training, and its mission is to make a difference in people’s personal, family, and professional success. Ziglar values a cohesive team embracing the Golden rule and serving with integrity. (Ziglar.com) Its current products include training for a broad client base including Fortune 500 corporations, such as U.S. Government agencies, small and mid-size businesses, schools, and non-profit agencies. Ziglar uses a variety of mediums such as CDs, DVDs, books, downloads, webcasts, blocks, and seminars. According to Ziglar, building better companies begins by building better people. The focus of this research is to examine the marketing strategies that will aid Ziglar in reaching a younger demographic such as college students between the ages of 18 and 30. This marketing research paper will analyze and review Ziglar’s current products, current marketing techniques, and current advertising techniques. To reach the younger generation, Ziglar needs to attract consumers through different media sources that appeal to that particular customer base. For Ziglar to reach the younger generation, it will need to change its mindset to the way the younger generation thinks and behaves. Our group believes the key element to achieving brand awareness is through advertisement, which is a powerful tool for reaching younger consumers. Advertising methods such as Internet, SIFE, and college bookstores will be the main focus in this 4
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research paper. Bettering Ziglar’s advertisement method will help broaden
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This note was uploaded on 09/01/2011 for the course BUSINESS 101 taught by Professor Jones during the Spring '11 term at Southern Nazarene.

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Ziglar Final Rough Draft - Zig Ziglar Corporation Analysis...

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