Posts Categorized: Product Brands and Branding

Aiming For Reinvention, JCPenney Taps Designer Prabal Gurung

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

Description: JCPenney is looking to elevate its style game, teaming up with designer Prabal Gurung for a surprising capsule collection. Source: MediaPost.com Date: Feb 17, 2023 Link: https://www.mediapost.com/publications/article/382646/aiming-for-reinvention-jcpenney-taps-designer-pra.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=129328&hashid=7T9TCmQZSDGbnu-424RuBQ Questions for discussion: What is the strategic thinking at the firm, as suggested in the article? Does this represent a change in the target customer? Do you… Read more »

Starbucks Is Making a Very Big Bet on a Very Strange Idea, and I Can’t Decide if It’s Brilliant or Bizarre

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

Description: The coffee giant thinks adding olive oil to your latte is the next big thing. Source: INC.com Date: Feb 23, 2023 Link: https://www.inc.com/jason-aten/starbucks-is-making-a-very-big-bet-on-oleata-olive-oil-in-your-coffee.html?utm_source=newsletters&utm_medium=email&utm_campaign=inc%20-%20this%20morning%20newsletter.newsletter%20-%20inc%20-%20this%20morning%202-24-23&leadid=261346&mkt_tok=njewluxfrs04nziaaagkimezx0mmtfq8plilxhtngurkiykwljlynjt2lmgsju-cww_bozkupayokclv-fjxfn_dq3msk5tcf3kxubhay9pyzhq7uxqtpdch-ry Questions for discussion: What do you think of the idea? Do you think this opens the door to a variety of “health-related” additions that could boost consumption at Starbucks? Do you… Read more »

Hootsuite to ditch free plan, begin charging users for social media tool

Posted by & filed under Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Metrics/Analytics, Pricing, Product Brands and Branding, Services Marketing.

Description: Hootsuite says it will eliminate the free tier of its social media management tool next month.The Vancouver-based technology company says the tool, which allows  users to browse, manage and schedule social media posts, will come with a fee beginning March 31. Source: BNNBloomberg.com – video report Date: Feb 23, 2023 Link: https://www.bnnbloomberg.ca/hootsuite-to-ditch-free-plan-begin-charging-users-for-social-media-tool-1.1887983 Questions for… Read more »

Inside Peloton’s rapid rise and bitter fall — and its attempt at a comeback

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

Description: The fitness company is now a year into an aggressive turnaround plan under CEO Barry McCarthy that has altered the company’s identity. Source: CNBC.com Date: Feb 19, 2023 Link: https://www.cnbc.com/2023/02/19/peloton-rise-fall-attempted-comeback.html Questions for discussion: Summarize the turnaround effort at the firm and the directions management is now pointing towards. Do you think the revised orientation… Read more »

The Brewing Backlash Over Rewards Programs

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

Description: Customers are unhappy when their favorite retailers make it harder to earn rewards, as Starbucks, Dunkin’ and Best Buy have recently done. But firms have to walk a fine line between customer loyalty and profits, says Wharton’s Raghuram Iyengar. Source: knowledge.wharton.upenn.edu/ Date: Feb 14, 2023 Link: https://knowledge.wharton.upenn.edu/podcast/knowledge-at-wharton-podcast/the-brewing-backlash-over-rewards-programs/?utm_campaign=KatW2023&utm_medium=email&utm_source=kw_campaign_monitor&utm_term=2-15-2023&utm_content=The_Brewing_Backlash_Over_Rewards_Programs Questions for discussion: What does the research… Read more »

‘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 »

By the numbers: Super Bowl LVII

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

Description: Takeaways from the big game’s ads, including breakdowns by social engagement, popularity and more. Source: MarketingDive.com Date: Feb 13, 2023 Link: https://www.marketingdive.com/news/by-the-numbers-super-bowl-lvii-2023/642322/?utm_source=Sailthru&utm_medium=email&utm_campaign=Issue:%202023-02-15%20Marketing%20Dive%20Newsletter%20%5Bissue:48091%5D&utm_term=Marketing%20Dive Questions for discussion: What do the numbers say about SuperBowl advertising? What do you think of “ The Farmer’s Dog” ad? What was the message communicated to the target audience?

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 »

Haunted By Kanye Deal, Adidas Posts Warning

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

Description: Adidas is launching a new line with actress Jenna Ortega Adidas unexpectedly updated its financial guidance for the coming year, warning investors that the aftershocks of its dealing with Ye, the rapper formerly known as Kanye West, keep on coming. If it does not sell the existing Yeezy stock, it could lower sales by… Read more »