Students from Dr. Adomaitis’ class will compete in presenting Leifers to select interior design firms, retailers, and catalog companies across the country.
Students would be working with Leifers to create a Marketing Plan that aligns with their marketing strategies. There is direct application to this course as they need to prepare a Marketing Plan that includes the following information:
- The Mission Statement (Executive Summary)
The Organization’s history
The Organization’s distinctive competencies
The organization’s environment (SWOT analyses)
- Develop Organizational Objectives
Create a timeline of achievable goals
- Comprehension of the Organization’s Overall Portfolio Plan
- The Marketing Plan
Target market selection inclusive of:
Primary/Secondary Research
Demographics
Behaviographics
Psycho/Sociographics
- 5. Analyze in depth:
Product Strategy
Promotional Strategy
Class will present their presentations to judges on June 10, 2008. Judges will include, Dr. Adomaitis, Art Instutitute Chair Jal Jobe, Kathy Ellis and Jacqui Penso of Leifers, Pegge Bogle of Pegge Bogle Communications, a marketing, PR, and communications expert in Houston. Winning team will be taken to dinner at Buca de Beppo restaurant.
About Dr. Adomaitis
Dr. Alyssa Dana Adomaitis is an instructor at the Art Institute of Houston in the Department of Fashion Retail Management. Previously, she was faculty in the Fashion Merchandising program in the Department of Family and Consumer Sciences at Texas State University San Marcos and California State Polytechnic University Pomona. She obtained her Ph.D. in 2002 from the University of Minnesota in Social Psychology of Dress and Human Behavior and obtained her MBA from Long Island University/C.W. Post in Marketing in 1997.
Her research area of interest is in the social psychology of dress, consumer behavior, and retail advertising. She investigates people’s perception of dress, self impressions, impression management, along with advertisings impact on consumers’ behavior. Her latest research is inclusive of social responsible advertising and global sourcing and foreign policy and its impact on the fashion industry both domestically and abroad.
About Leifers
Leifers — for the most loved pets in the world! Leifers offers a line of luxury pet furnishings and products designed to compliment your home as well as your pet. The company offers two designer dog and cat houses — NeoClassic and Old Ruins – that combine architectural elements, high-end design, and functionality to create a home accessory. Leifers also offers accessories and comfort items for their doghouses, as well as “Scratchy Butt” health and wellness products. A percentage of all Leifers’ profits are donated to the Houston Spay-Neuter Assistance Program (SNAP) whose mission is to prevent the suffering and death of cats and dogs due to overpopulation. For more information, visit www.leifers.com or by email at kellis@leifers.com