Carvana stock tanks in continued sell-off

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

Description: Shares of Carvana were briefly halted Monday morning due to volatility, down by as much as 24% at one point to below $7 per share — its lowest point on record.

Source: CNBC.com

Date: Nov 07, 2022

Link: https://www.cnbc.com/2022/11/07/carvana-stock-tanks-in-continued-sell-off.html

Questions for discussion:

  • Explain the company’s rapid decline in stock value, from a marketing point of view?
  • What are the primary factors that determine demand and supply for this market?
  • What would you advise the firm do to deal with the situation?

How to Get the Most from Your Customer Data

Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Metrics/Analytics, Relationship Marketing.

Description: ‘The Customer-Base Audit,’ co-authored by Wharton’s Peter Fader, argues that firms cannot make fully informed decisions without first understanding their customers’ buying behavior and the actual health of their customer base.

Source: knowledge.wharton.upenn.edu/ – podcast

Date: Nov 01, 2022

Link: https://knowledge.wharton.upenn.edu/article/how-to-get-the-most-from-your-customer-data/?utm_campaign=KatW2022&utm_medium=email&utm_source=kw_campaign_monitor&utm_term=11-2-2022&utm_content=How_to_Get_the_Most_from_Your_Customer_Data

Questions for discussion:

  • What is a customer-base audit, as you understand the meaning of the term?
  • Why is it a critical first step for marketers?
  • What are your inputs to this conversation?

This Popular Way to Pick Winners Can Make You Miss the Biggest Opportunities

Posted by & filed under Consumer/Buyer Behavior, Marketing Research, Metrics/Analytics.

Description: Revolution’s Steve Case explains why the best ideas often have no precedent.

​Source: INC.com

Date: Nov, 2022

Link: https://www.inc.com/steve-case/revolution-megan-glover-business-venture-capital.html?utm_source=newsletters&utm_medium=email&utm_campaign=IncThisMorning-Nov%2002,%202022&leadId=261346&mkt_tok=NjEwLUxFRS04NzIAAAGH3D4kHMUiS710WafxgY9huCzdNh9Th9lZqO0lNHdoWt8H7Pig2jfhHy_tqRIjTu0QMc-5TSYypVoW6aWYNcuPofE-NglIHIsqwoLnXw

Questions for discussion:

  • What are the key points marketers should take away from this article?
  • Should marketers avoid following patterns? What are the risks?

Want to live in a van down by the river? Ford has a new vehicle for that

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

Description: DETROIT — Ford Motor wants to make “living in a van down by the river” a bit more comfortable than late comedian Chris Farley — a cousin of the automaker’s CEO — made it out to be in a well-known “Saturday Night Live” sketch from the early 1990s.

Source: CNBC.com – video report

Date: Nov 03, 2022

Link: https://www.cnbc.com/2022/11/03/ford-transit-trail-2023-targets-boom-in-rv-van-life.html

Questions for discussion:

  • Who are the target markets for purchasing versus occasionally renting these vehicles?
  • Do you think the SNL connection should be used to promote the vehicle and brand?
  • How would you go about designing a marketing message to each target market?
  • How should dealers be included in the planning?

Tim Hortons: RBI CEO discusses challenges facing the brand in Canada

Posted by & filed under Consumer/Buyer Behavior, Metrics/Analytics, Pricing, Product Brands and Branding, Retail Marketing.

Description: Restaurant Brands International Inc. Chief Executive Officer Jose Cil said its Tim Hortons brand faces a number of headwinds.

Source: BNNBloomberg.ca – video report

Date: Nov 04, 2022

Link: https://www.bnnbloomberg.ca/tim-hortons-rbi-ceo-discusses-challenges-facing-the-brand-in-canada-1.1841554

Questions for discussion:

  • Summarize the key marketing points presented by CEO Jose Cil.
  • What do you believe the firm should be doing to deal with the current inflationary environment?

Yeezy Roller Coaster Ended With Two-Minute Phone Call at Adidas

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

Description: Their lucrative Yeezy collaboration accounted for more than an estimated 40% of the shoe giant’s profits. But the partners had been bickering for years.

Source: Bloomberg.com

Date: Nov 01, 2022

Link: https://www.bloomberg.com/news/articles/2022-11-01/kanye-west-adidas-split-was-brewing-for-years?leadSource=uverify%20wall

Questions for discussion:

  • What are the lessons to be learned from this partnership between Ye and Adidas?
  • Can Adidas ever afford to again become so dependent on a single celebrity?
  • Should the company keep selling Yeezy-designed shoes, under the Adidas brand?
  • If so, will consumers still want to buy the sneakers?
  • How can Adidas win back customers in China?

 

Twitter is now owned by Elon Musk — here’s a brief history from the app’s founding in 2006 to the present

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

Description: A decade ago, Twitter’s future was looking bright. The company was benefiting from a flood of funding into the social-networking space, eventually leading to an IPO in 2013 that raised $1.8 billion.

Source: CNBC.com

Date: Oct 29, 2022

Link: https://www.cnbc.com/2022/10/29/a-brief-history-of-twitter-from-its-founding-in-2006-to-musk-takeover.html

Questions for discussion:

  • Why do you think Musk bought Twitter?
  • Do you think there are revenue models that have yet to be tried on the platform?
  • Do you think Musk bought Twitter with expectations of generating profits one day or reselling the brand?

Why You Should Try the Troy Aikman Approach to Launching a Product (and a Successful Business)

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

Description: While sales skills can be critical for entrepreneurial success, the success of EIGHT shows ‘selling’ can be a lot easier than you might think

​Source: INC.com

Date: Oct 27, 2022

Link: https://www.inc.com/jeff-haden/why-you-should-try-troy-aikman-approach-to-launching-a-product-a-successful-business.html?utm_source=newsletters&utm_medium=email&utm_campaign=IncThisMorning-Oct%2027,%202022&leadId=261346&mkt_tok=NjEwLUxFRS04NzIAAAGHvVd8sCxIXpRHzNqwJzQRAnOl3X0X8ZJCaao5i61L32-ur4Sx8thccHwDkyBmw3oV48_2b5a8i2ul10g7joXTeJmdvvAwdxfdD03HHg

Questions for discussion:

  • What does Troy Aikman have to say about selling beer?
  • Do you think the brand would have been as successful if Aikman was not part of the promotional effort?

Apple beats but comes up light on iPhone sales and services

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

Description: Apple reported fiscal fourth-quarter earnings on Thursday that beat Wall Street expectations on revenue and earnings per share. However, Apple came up short versus revenue expectations in core product categories including the company’s iPhone business and services.

Source: CNBC.com – video report

Date: Oct 28, 2022

Link: https://www.cnbc.com/2022/10/27/apple-aapl-earnings-q4-2022.html

Questions for discussion:

  • From a marketing point of view, how good are Apple sales of  products and services?
  • What would you recommend to the company to boost sales?

On Car-Free Streets, Many New York Restaurants Thrived

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

Description: By promoting outdoor dining, the city’s Open Streets program has helped some eating and drinking establishments survive the pandemic, a new report finds.

Source: NYTim.com

Date: Oct 26, 2022

Link: https://www.nytimes.com/2022/10/25/nyregion/ny-open-streets-restaurants.html

Questions for discussion:

  • Why was this concept successful, in your opinion?
  • How does it change consumer thinking about the restaurant experience?
  • Should other neighborhoods consider the same strategy?
    ​