Condé Nast Knows Faded Glory Is Not in Style

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.

Description: Anna Wintour is the embodiment of the glory days of the magazine dynasty. Now she is pitching its global, digital future. Source: NYTimes.com Date: Dec 04, 2021 Link: https://www.nytimes.com/2021/12/04/business/media/conde-nast-anna-wintour.html? Questions for discussion: What has happened to this business in recent years? How has the company responded? What would you advise the firm do today?… Read more »

From $0 to $7 billion: Here’s how Swiss running shoe company On is becoming one of the hottest sportswear brands

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

Description: On is a Swiss running shoe company that is the brainchild of Olivier Bernhard, a six-time Ironman champion and former professional triathlete. In just 11 years, the upstart company went from zero to a valuation over $7 billion. This is the story about how a two time world champion and his friends landed Roger… Read more »

Olympic diver and knitter Tom Daley launches his own online knitting shop

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

Description: British diver Tom Daley won fans for his habit of knitting between events at the Tokyo Olympics. Now he’s converted that hobby into a business, launching a website that sells knitting kits for sweaters, blankets, accessories and even a pink flamingo named Elvis. Source: NPR.org Date: Dec 03, 2021 Link: https://www.npr.org/2021/12/03/1061179241/tom-daley-knitting-british-olympic-diver Questions for discussion:… Read more »

Doing Capitalism Differently — One Backpack at a Time

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

Description: Davis Smith, founder of sustainable outdoor gear brand Cotopaxi, thinks of protecting the environment as table stakes in his larger mission to alleviate extreme poverty and uplift communities across the globe. Source: knowledge.wharton.upenn.edu Date: Nov 29, 2021 Link: https://knowledge.wharton.upenn.edu/article/capitalism-differently-one-backpack-time/ Questions for discussion: Summarize the marketing strategy of the firm and the brand positioning? Who is… Read more »

China warns Canada Goose may have broken consumer law

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Description: China’s state-run People’s Daily newspaper warned that Canada Goose Holdings Inc. may have violated Chinese consumer law, a sign the clothing company may be facing a difficult period in the world’s No. 2 economy. Source: BNNBloomberg.ca – video report Date: Dec 03, 2021 Link: https://www.bnnbloomberg.ca/china-warns-canada-goose-may-have-broken-consumer-law-1.1690513 Questions for discussion: Summarize the key points presented in… Read more »

Twitter’s New CEO Makes His Mark With Executive Reshuffle

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Description: (Bloomberg) — Twitter Inc. Chief Executive Officer Parag Agrawal, who just took the reins from Jack Dorsey this week, is already shaking up the management ranks. Source: Yahoo.Finance.com/Bloomberg.com Date: Dec 03, 2021 Link: https://finance.yahoo.com/news/twitter-shuffles-executive-team-following-202309898.html Questions for discussion: Explain the shake up at Twitter. What direction would you expect management to take at this time?… Read more »

Walmart CEO Doug McMillon says inflation is opportunity to beat competitors on price

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Description: As the cost of groceries and household goods rises, WalmartCEO Doug McMillon said the big-box retailer will lean into its longtime strategy: Undercutting rivals on price. ​Source: CNBC.com – video report Date: Nov 16, 2021 Link: https://www.cnbc.com/2021/11/16/walmart-ceo-doug-mcmillon-inflation-is-opportunity-to-win-customers.html Questions for discussion: What is the company’s planned response to the head-winds it is facing? Do you think… Read more »

Virgin Media O2, British Gas and Sky demand world leaders tackle climate misinformation

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

Description: More than 250 companies have signed an open letter, which demands world leaders and tech platforms take action to stop the spread of misinformation as data shows the extent of the problem. Source: MarketingWeek.com Date: Nov 09, 2021 Link: https://www.marketingweek.com/letter-tackle-climate-misinformation/ Questions for discussion: What are the social and business issues related to this effort… Read more »

Beyond Meat stock tumbles 17% as analysts worry about the company’s long-term growth

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

Description: Beyond Meat’s stock cratered 17% in premarket trading Thursday as Wall Street voiced doubts over the company’s growth prospects. Source: CNBC.com – video report Date: Nov 11, 2021 Link: https://www.cnbc.com/2021/11/11/beyond-meat-stock-tumbles-as-analysts-worry-about-its-long-term-growth.html Questions for discussion: What is your view about this product category and the company specifically as a leader in the industry? What marketing advice would… Read more »

Amazon-backed EV start-up Rivian set to go public at $98 billion implied valuation

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

Description: Rivian Automotive will make its market debut Wednesday, in what’s expected to be one of the biggest IPOs of the year. Source: CNBC.com – video report Date: Nov 10, 2021 Link: https://www.cnbc.com/2021/11/10/amazon-backed-ev-start-up-rivian-set-to-go-public-.html Questions for discussion: What advantage does the company have by way of its relationship with Amazon and Ford? How should marketers at the… Read more »