Posts Categorized: Marketing Research

‘Make noise’: How Tubi’s disruptive Super Bowl ad happened

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

Description: Tubi caused many of the 113 million US viewers watching the Super Bowl Sunday night to frantically search for their TV remote. The ad-supported streaming platform’s fake-out ad simulated a connected TV (CTV) platform exiting the big game, scrolling to Tubi, and opening the app. Source: insiderintelligence.com/emarketer Date: Feb 14, 2023 Link: https://www.insiderintelligence.com/content/make-noise-how-tubi-disruptive-super-bowl-ad-happened?utm_source=email&utm_medium=email&utm_campaign=eDaily%202.15.2023&utm_id=eDaily%202.15.2023&utm_term=eMarketer%20Daily%20CORE/EMEA%20%28Mon-Fri%29 Questions for discussion:… Read more »

Profit slips for Tim Hortons restaurant owners amid high commodity costs, inflation

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

Description: Tim Hortons’ parent company released new details on the financial performance of its Canadian coffee shops on Tuesday that appear to shed light on concerns raised by some franchisees about restaurant-level profitability. Source: BNNBloomberg.com – video report Date: Feb 14, 2023 Link: https://www.bnnbloomberg.ca/profit-slips-for-tim-hortons-restaurant-owners-amid-high-commodity-costs-inflation-1.1883602 Questions for discussion: Overall, how is the franchise performing? What are… Read more »

Turmoil In Toyland? Mattel Sales Tumble, Hasbro Has Layoffs

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

Description: Toyland is a treacherous place these days, and Mattel is the latest victim. Quarterly sales for the company plummeted 22%, and earnings missed forecasts. Source: MediaPost.com Date: Feb 10, 2023 Link: https://www.mediapost.com/publications/article/382432/turmoil-in-toyland-mattel-sales-tumble-hasbro-ha.html?utm_source=newsletter&utm_medium=email&utm_content=readnow&utm_campaign=129253&hashid=7T9TCmQZSDGbnu-424RuBQ Questions for discussion: Is this a marketing, management or financial problem? What are the possible explanations for these financial results? How does… Read more »

Chick-fil-A will test a cauliflower sandwich in its first plant-based pilot

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, Supply Chain.

Description: Chick-fil-A will test its first plant-based entree: a cauliflower sandwich.The new sandwich closely resembles its famous chicken sandwich, but uses breaded and pressure-cooked cauliflower in place of meat. Source: CNBC.com Date: Feb 09, 2023 Link: https://www.cnbc.com/2023/02/09/chick-fil-a-cauliflower-sandwich.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail Questions for discussion: Do you think this decision is a good one for the firm? How might it… Read more »

Super Bowl ads are officially sold out and beer is spending big

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

Description: The hottest ticket in town for advertisers is officially sold out. Fox said Monday that in-game ads for Super Bowl LVII have all been sold. Source: Fortune.com Date: Feb 06, 2023 Link: https://fortune.com/2023/02/06/super-bowl-ads-sold-out-beer-crypto/?utm_source=Iterable&utm_medium=email&utm_campaign=campaign_6113321&tpcc=crmsubpromo Questions for discussion: What does the report suggest about the commercial value of the Super Bowl broadcast experience? Which metrics are most important… Read more »

YouTube Gave Me Everything. Then I Grew Up.

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: My life so far has often been distilled to numbers: 1.7 million subscribers, 1.8 million total followers, 155 million views. At 12 years old, I started posting videos on YouTube. In November, at 24, I quit. Source: NYTimes.com Date: Feb 05, 2023 Link: https://www.nytimes.com/2023/02/05/opinion/elle-mills-youtube-quit.html?smid=em-share Questions for discussion: What can marketers learn from this first-person narrative about the… Read more »

A look at the sneaky fees at Canada’s biggest tourist spot that some call ‘a total cash grab’

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

Description: With around 14 million annual visitors, Niagara Falls is already a potential cash cow to the many area businesses serving tourists. But at some of them, visitors are finding contentious fees added to their bills — and CBC Marketplace has found they’re growing. Source: CBC.ca Date: Feb 10, 2023 Link: https://www.cbc.ca/news/business/marketplace-tourist-fees-1.6739759 Questions for discussion: What is… Read more »

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 »

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 »