Campaign Trail: Ruggable rejects restrictions in debut brand effort

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

Description: “Take the Floor” marks the DTC brand’s first national campaign and emphasizes the freedom of being at home. Source: MarketingDive.com Date: Mar 11, 2022 Link: https://www.marketingdive.com/news/campaign-trail-ruggable-rejects-restrictions-in-debut-brand-effort/620189/?utm_source=Sailthru&utm_medium=email&utm_campaign=Issue:%202022-03-11%20Marketing%20Dive%20Newsletter%20%5Bissue:40314%5D&utm_term=Marketing%20Dive Questions for discussion: What does the report say is the messaging to the target audience? Do you think this message resonates with them? Do you think it is… Read more »

Lululemon launches into footwear as it seeks to take on industry giants like Nike, Adidas

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

Description: Lululemon is venturing into footwear, marking a new product category for the maker of leggings and sports bras and deepening its rivalry with giants like Nike and Adidas. Source: CNBC.com – video report Date: Mar 08, 2022 Link: https://www.cnbc.com/2022/03/08/lululemon-footwear-marks-new-product-to-take-on-nike-adidas.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail Questions for discussion: What are the challenges and advantages Lululemon has by entering this market? How would you… Read more »

How To Price a New Product in a Competitive Market

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

Description: If you understand buying a new pair of running shoes, you can figure out how to price your product Source: INC.com Date: Mar 10, 2022 Link: https://www.inc.com/joe-procopio/how-to-price-a-new-product-in-a-competitive-market.html Questions for discussion: What is the primary factor to consider marketers develop price for a disruptive new product, according to the article? Do you agree with this… Read more »

Canadian Tire unveils $3.4B plan to improve customer experience, drive growth

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

Description: Canadian Tire Corp. has announced a multi-billion dollar plan to improve customer service and bolster sales. Source: BNNBloomberg.ca – video report Date: Mar 11, 2022 Link: https://www.bnnbloomberg.ca/canadian-tire-unveils-3-4b-plan-to-improve-customer-experience-drive-growth-1.1735668 Questions for discussion: What are the plans presented in this report and what do you think of them? What else would would advise the firm do strategically?

Tesla bull says approval of Berlin Gigafactory removes major overhang on the stock

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

Description: A “major overhang” on Tesla’s stock has been removed after German authorities said the carmaker could start production at a new factory in Berlin, according to Wedbush analyst Dan Ives. Source: CNBC.com – video report Date: Mar 07, 2022 Link: https://www.cnbc.com/2022/03/07/tesla-berlin-gigafactory-approval-removes-major-overhang-on-the-stock.html Questions for discussion: What is so significant about this announcement for the company production plans and the… Read more »

Car Industry Woes Show How Global Conflicts Will Reshape Trade

Posted by & filed under Services Marketing, Supply Chain.

Description: The war in Ukraine has highlighted the risks of doing business with authoritarian countries — not just Russia, but also China. Source: NYTimes.com Date: Mar 07, 2022 Link: https://www.nytimes.com/2022/03/07/business/cars-russia-china-trade.html? Questions for discussion: What does the article say about supply chains, globalized manufactuering issues and the current crisis? What are the possible changes going forward,… Read more »

Advertising Acts as Another Vehicle of Protest to Ukraine War

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

Description: Criticism of Russia has become a common feature of advertisements and the marketing industry. Source: NYTimes.com Date: Mar 05, 2022 Link: https://www.nytimes.com/2022/03/05/business/media/ukraine-advertising.html Questions for discussion: What does the report say about the way advertising is penetrating digital barriers? In general, do you think there is any potential problem with advertisers taking a political position… Read more »

TikTok Bumps Up Max Video Length to 10 Minutes

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

Description: TikTok is again cranking up the maximum length of videos users can upload to the platform — more than tripling it, to 10 minutes. Source: Variety.com Date: Feb 28, 2022 Link: https://variety.com/2022/digital/news/tiktok-maximum-video-length-10-minutes-1235191773/ Questions for discussion: What does this change mean for the TikTok brand and its users? Do you think TikTok risks becoming no different… Read more »

Meta Says It Wants to Boost Women-Led Businesses

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

Description: Women launched a ton of businesses during the pandemic, but they still face challenges that men don’t. The social media giant has launched an e-learning platform to help these entrepreneurs get ahead Source: INC.com Date: Mar 02, 2022 Link: https://www.inc.com/rebecca-deczynski/international-womens-month-meta-women-led-small-business.html Questions for discussion: What are the benefits that accrue to Meta brand for providing… Read more »

Shopify says it has removed most pirated content publishers are suing it for hosting

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Marketing Research, Marketing Strategy, Product Brands and Branding, Relationship Marketing.

Description: Shopify Inc. says it has taken down the vast majority of content that five textbook publishers say is pirated and infringes on their trademarks. Source: BNNBloomberg. Ca – video report Date: Mar 04, 2022 Link: https://www.bnnbloomberg.ca/shopify-says-it-has-removed-most-pirated-content-publishers-are-suing-it-for-hosting-1.1732597 Questions for discussion: What are the problems facing Shopify? What damage do you think is done to the… Read more »