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)

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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 »

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 »

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 »

Law Professor Urges FTC To Regulate Ad-Tech

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Description: Many online ad practices are “unfair, deceptive, and privacy-invasive,” Brooklyn Law School professor Jonathan Askin says in a petition filed this month with the Federal Trade Commission. Source: MediaPost.com Date: Jan 19, 2023 Link: https://www.mediapost.com/publications/article/381747/law-professor-urges-ftc-to-regulate-ad-tech.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=129023&hashid=xIhhTnG4Qdmubrqstxmgaw Questions for discussion: What is the goal of the petition? Do you think it is justified and regulations should be adopted?… Read more »

Why Florida Makes $20M A Year From Gatorade

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

Description: The Gatorade shower is a post-game ritual seen from the Sandlot to the Super Bowl. Celebrations aside, Gatorade is the most popular sports drink in the world, bringing in billions of dollars every year to its parent company, PepsiCo. But Pepsi doesn’t get to keep every dollar. Over the last few years, Pepsi has… Read more »

Nest smart thermostat co-founder is back with a new device for the home, focused on food

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

Description: Matt Rogers has always liked to look at areas that are overlooked. Before he left Apple to start smart device company Nest Labs in 2010, for instance, no one thought twice about their home thermostat and took its technology for granted. Nest’s smart thermostat, which allows users to control their home’s heating from an app on their… Read more »

How the secret $40 billion food fraud market works

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Description: The food in your kitchen cabinets may not be what it seems. Fraudsters motivated by economic gain secretly infiltrate the global food market through a variety of means, including counterfeits, dilutions, substitution and mislabeling, according to the Global Food Safety Initiative. This not only adds to your food bill, but can put your health… Read more »