Campaign Trail: Neutrogena lathers up reality TV parody on TikTok

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Marketing Strategy, Product Brands and Branding, Relationship Marketing, Retail Marketing.

Description: Movers+Shakers mined dating show tropes to turn one of the skincare brand’s products into the “bombshell” of “Hydro House.” Source: MarketingDive.com Date: Feb 03, 2023 Link: https://www.marketingdive.com/news/neutrogena-hydro-house-tiktok-movers-shakers-campaign-trail/641901/?utm_source=Sailthru&utm_medium=email&utm_campaign=Newsletter%20Weekly%20Roundup:%20Marketing%20Dive:%20Daily%20Dive%2002-04-2023&utm_term=Marketing%20Dive%20Weekender Questions for discussion: Summarize the TikTok strategy used by Neutrogena to break through the clutter on social media. What do you think about the strategy and the… Read more »

Airbnb is making a simple, but big booking change bringing it closer to hotel check-in

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding, Relationship Marketing, Services Marketing.

Description: Come Spring 2023, Airbnb will require all users booking reservations on its platform to verify their identity to book a reservation, further expanding a program that asks for credentials like a photo of a valid government-issued ID or a legal name and address. Source: CNBC.com – video report Date: Jan 23, 2023 Link: https://www.cnbc.com/2023/02/03/airbnb-will-soon-push-all-vacationers-and-hosts-to-verify-identity.html Questions for discussion: What… Read more »

Ask for Payment Before or After? The Effects of Timing in Pay-What-You-Want Pricing

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Metrics/Analytics, Pricing, Relationship Marketing, Retail Marketing.

Description: Pay-what-you-want is a pricing mechanism where consumers can decide how much to pay for a product or service. Variations of this idea have been employed widely over the years. Public museums, such as New York’s Metropolitan Museum of Art, have long allowed nominally free entry but with requests for donations at entry and/or exit…. Read more »

Nike Sues Lululemon (Again)

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Marketing Strategy, Product Brands and Branding, Relationship Marketing, Retail Marketing.

Description: Nike is suing Lululemon in a Manhattan federal court for unspecified damages, accusing the Canadian company of patent infringements in four of Lulu’s athletic shoe models. Source: MarketingDive.com Date: Jan 31, 2023 Link: https://www.mediapost.com/publications/article/382086/nike-sues-lululemon-again.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=129129&hashid=7T9TCmQZSDGbnu-424RuBQ Questions for discussion: What do you believe is behind Nike’s strategy? Do you think Lululemon will do well in this… Read more »

Jobs report shows increase of 517,000 in January, crushing estimates, as unemployment rate hit 53-year low

Posted by & filed under Consumer/Buyer Behavior, Marketing Research, Metrics/Analytics, Retail Marketing, Supply Chain.

Description: The employment picture started off 2023 on a stunningly strong note, with nonfarm payrolls posting their biggest gain since July 2022. Source: CNBC.com – video report Date: Feb 03, 2023 Link: https://www.cnbc.com/2023/02/03/jobs-report-january-2023-.html Questions for discussion: Where were the main growth areas for employment? What does this say about how the economy is recovering from… Read more »

How a Drug Company Made $114 Billion by Gaming the U.S. Patent System

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Strategy, Pricing, Product Brands and Branding, Relationship Marketing, Supply Chain.

Description: AbbVie for years delayed competition for its blockbuster drug Humira, at the expense of patients and taxpayers. The monopoly is about to end. Source: NYTimes.com Date: Jan 28, 2023 Link: https://www.nytimes.com/2023/01/28/business/humira-abbvie-monopoly.html Questions for discussion: Summarize the issues related to how businesses, governments, insurance companies and consumers are connected to the drug Humira. Is this… Read more »

9 marketing trends to watch as 2023 tests transformation bets

Posted by & filed under Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy.

Description: Pivots to ad-supported streaming, alternative measurement currencies and new social platforms all face challenges as consumers simplify their choices. Source: MarketingDive.com Date: Jan 18, 2023 Link: https://www.marketingdive.com/news/2023-marketing-trends-predictions/640489/ Questions for discussion: What are the key issues facing marketers and the recommendations to deal with them, according to the report? Do you agree with this assessment?

How Instagram, Discord, and other social media platforms balance teen attention with parents’ concerns

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Strategy, Product Brands and Branding, Relationship Marketing.

Description: Last week, Instagram announced Quiet mode, which lets users pause notifications to “set boundaries.” The app prompts teens to enable Quiet mode at night. In the same week, Discord bought Gas, adding the teen compliment-giving app into the messaging platform’s fold. Source: Insiderintelligence.com/eMarketer Date: Jan 23, 2023 Link: https://www.insiderintelligence.com/content/instagram-discord-social-media-platforms-balance-teen-attention-parents-concerns?utm_source=email&utm_medium=email&utm_campaign=eDaily%201.23.2023&utm_id=eDaily%201.23.2023&utm_term=eMarketer%20Daily%20CORE/EMEA%20%28Mon-Fri%29 Questions for discussion: How are these… Read more »

Manage Your Customer Portfolio for Maximum Lifetime Value

Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Marketing Research, Relationship Marketing.

Description: How converting customers to closer relationships, leveraging them, and defending them can drive future revenue and lower costs. Source: Sloan/MIT.edu Date: Sep 13, 2022 Link: https://sloanreview.mit.edu/article/manage-your-customer-portfolio-for-maximum-lifetime-value/ Questions for discussion: Summarize the key ideas and organization of this model. In general, what do you think about the value of applying this model?

KFC Canada unveils winterized outdoor basketball court

Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding.

Description: KFC Canada’s newest activation doesn’t let the weather stop basketball fans from getting some court time in and points to the ongoing relevance of outdoor experiential marketing, even in the winter. Source: MarketingDive.com Date: Jan 26, 2023 Link: https://www.marketingdive.com/news/kfc-winter-basketball-court-sports-marketing/641289/?utm_source=Sailthru&utm_medium=email&utm_campaign=Issue:%202023-01-26%20Marketing%20Dive%20Newsletter%20%5Bissue:47581%5D&utm_term=Marketing%20Dive Questions for discussion: What do you think about this promotion? What marketing goals do you… Read more »