Posts Categorized: Product Brands and Branding

This 24-year-old has raised more than $600,000 for charity — by asking for beer money on national TV

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

Description: Anheuser-Busch and Venmo are matching donations to the University of Iowa children’s hospital Source: MarketWatch.com Date: Sep 20, 2019 Link: https://www.marketwatch.com/story/this-24-year-old-has-raised-100000-for-charity-by-asking-for-beer-money-on-national-tv-2019-09-18?mod=mw_theo_homepage Questions for discussion: What does this story say about the power of social media? Why were the firms involved quick to contribute funds? What lessons should marketers take away? Could the story have… Read more »

Why Volkswagen is betting big on electric

Posted by & filed under Global Marketing, Innovation, Marketing Research, Product Brands and Branding.

Description: History of Volkswagen up to the present. Source: eMarketer.com – video report Date: Sep 20, 2019 Link: https://www.cnbc.com/video/2019/09/19/the-rise-of-volkswagen-and-its-big-bet-on-electric-vehicles.html Questions for discussion: What marketing advantage does VW have over competitors? How should management deal with the global introduction of electric vehicles?

The Potentially Wide World of Esports

Posted by & filed under Global Marketing, Integrated Marketing Communications (IMC), Product Brands and Branding.

Description: eMarketer sales executive Michael Bruckenthal, account manager Brandon Galindo and vice president of content studio—and author of our recent report, “Esports 2019: eMarketer’s Forecast for US Audience, US Ad Revenue Growth”—Paul Verna discuss the burgeoning world of esports. They chat about how different stakeholders are investing in this space, who’s watching, how large are the… Read more »

How Tim Hortons became a coffee shop darling in Canada but not in the US

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

Description: Tim Hortons is Canada’s one-stop shop for coffee, breakfast, lunch and doughnuts. In 2018, it supplied more than 60% of the revenue of its parent company, Restaurant Brands International, which also owns Burger King and Popeyes. Source: CNBC.com – video report Date: Sep 04, 2019 Link: https://www.cnbc.com/2019/09/04/why-tim-hortons-isnt-as-popular-as-starbucks-or-dunkin-in-the-us.html Questions for discussion: Why has Tim Hortons struggled establishing itself… Read more »

15 Minutes to ‘Mayhem’: How a Tweet Led to a Shortage at Popeyes

Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Metrics/Analytics, Pricing, Product Brands and Branding, Relationship Marketing, Retail Marketing, Services Marketing, Supply Chain.

Description: The “chicken sandwich wars” with Chick-fil-A captivated the internet and drove record sales. Then they became a logistical headache. Source: NYTimes.com Date: Aug 29, 2019 Link: https://www.nytimes.com/2019/08/29/business/popeyes-chicken-sandwich-shortage.html Questions for discussion: What does the report say what happened? Was this a “problem”? Do you think it was planned? What should the firm do about the… Read more »

Apple, Disney and other media giants are ready for battle against Netflix…

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

Description: Netflix, Hulu, Amazon Prime Video and others are about to come head-to-head with the likes of Disney Plus, Apple TV Plus, HBO Max and CNBC’s parent company, NBCUniversal. It’s been dubbed the streaming wars. In 2017, 61% of adults 18 to 29 said they primarily watch TV through a streaming service, compared to just… Read more »

Battle of the Bubbles

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

Description: The early darling of fizzy water is losing ground to big soda, and shareholders are questioning its management. Source: Bloomberg.com Date: Aug 22, 2019 Link: https://www.bloomberg.com/features/2019-lacroix-sparkling-water-wars/?srnd=businessweek-v2 Questions for discussion: Summarize the reasons for growth in this sector in terms of changing consumer behaviors. Explain the positioning of the brands mentioned in this report.