Description: According to Euromonitor International, the gum industry’s market value hit $18.6 billion in 2020. Since 2015, Mars Wrigley has held 25% of the global brand share for chewing gum and a 40% portion in the U.S. The Covid-19 pandemic since it began in March 2020 has negatively impacted gum’s most prominent players and could… Read more »
Posts Categorized: Marketing Research
M&S sees alumni network as latest sign of digital transformation
Description: Describing culture as the “core of its transformation”, Marks & Spencer sees its new alumni network as not just a way to reunite old colleagues, but as a handy tool for planning and strategy. Source: MarketingWeek.com Date: Mar 05, 2021 Link: https://www.marketingweek.com/marks-and-spencer-alumni-digital-transformation/ Questions for discussion: Describe the concept. How can this be used as… Read more »
SPOS #764 – Ethan Kross On The Power (And Problem) Of Self-Talk
Description: Here it is: Six Pixels of Separation – Episode #764 – Host: Mitch Joel. Ethan Kross is one of the world’s leading experts on controlling the conscious mind. A professor in the University of Michigan’s Psychology Department and its Ross School of Business, he studies how the conversations people have with themselves impact their health, performance, decisions and relationships. He moved… Read more »
Planes, trains, and automobiles: Travel ad sales to soar in 2021
Description: Following a year when travel turned taboo and staycations became standard, advertisers are begging stir-crazy customers to come fly with them. Dentsu Aegis Network expects worldwide travel and transport ad sales to grow by nearly 30% this year, the highest out of all the industries it tracked, as the promise of vaccination restores consumer confidence—so don’t expect… Read more »
Amazon Is Millennials’ No. 1 Brand. So Is Purpose-Driven Marketing Fruitless?
Description: Millennials seem to understand the importance of companies striving for meaning beyond profits. The same millennial buyers who tout their loyalty to cause-conscious organizations overwhelmingly spend their discretionary income at Amazon, a flawed behemoth that’s never laid out any ethical consumerism motto, but merely delivers fast service and competitively low prices. Source: MediaPost.com Date:… Read more »
Local news could disappear if Canada doesn’t stand up to tech giants, Winnipeg newspaper publisher says
Description: Federal government expected to unveil legislation in coming months Source: CBC.ca Date: Feb 21, 2021 Link: https://www.cbc.ca/news/canada/manitoba/facebook-google-australia-canada-local-journalism-winnipeg-publisher-1.5922357 Questions for discussion: What does the article say about the news industry at the local level? How can these small local newspaper and radio brands survive, in your opinion? What role, if any, should government play?
Will Clubhouse be the next social media platform for marketers?
Description: The parent company of Burger King and Popeyes jumped on the buzzy new app last week, opening the possibility of another digital channel for brands. Source: MarketingDive.com Date: Feb 20, 2021 Link: https://www.marketingdive.com/news/will-clubhouse-be-the-next-social-media-platform-for-marketers/595156/ Questions for discussion: How is ClubHouse different from other social sites? Create a positioning map to show the relative position of… Read more »
Target’s activewear brand hits $1 billion in sales, as retailer gains ground in apparel
Description: Target launched its own line of workout clothes and exercise equipment about a year ago. Two months later, the pandemic turned much of the country into stretchy pants-wearing remote workers who converted garages into home gyms and cut back on shopping trips. Source: CNBC.com – video report Date: Feb 08, 2021 Link: https://www.cnbc.com/2021/02/08/target-activewear-brands-sales-hit-1-billion-as-retailer-gains-in-apparel.html Questions for… Read more »
According To Super Bowl Ads, Americans Love America, Animals And Sex Sometimes even all at the same time.
Description: Like millions of viewers who tune into the big game year after year, we at FiveThirtyEight LOVE Super Bowl commercials. We love them so much, in fact, that we wanted to know everything about them … by analyzing and categorizing them, of course. We dug into the defining characteristics of a Super Bowl ad,… Read more »
Here’s what really happens to the items you return online
Description: You open up the box. For whatever reason, you don’t like it. So, you send it back…for free. No questions asked. The retailer pays for the shipping costs and already is losing money. Immediately the hourglass of profit turns. Each grain of sand, a few cents dropping from the original price of that air fryer. Source: CNN.com – video… Read more »
Applied Marketing, 2e
Canadian Edition
