Target And Sephora Sharpen Their ‘Trading Down’ Game

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

Description: People are increasingly stressed about the way rising prices are wrecking family budgets, with 50% reporting that they have traded down to a private-label product in the last year. New research from Gartner highlights opportunities for both retailers and the national brands trying to hold onto sales and how chief marketing officers can take advantage of the shifting landscape.

Source: MediaPost.com

Date: Feb 27, 2023

Link: https://www.mediapost.com/publications/article/382920/target-and-sephora-sharpen-their-trading-down-ga.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=129421&hashid=7T9TCmQZSDGbnu-424RuBQ

Questions for discussion:

  • What does the report say about changes to consumer buying behavior in an inflationary environment?
  • How have firms responded?
  • What else might explain changing consumer buying behavior?
  • What would you advise marketers?

Google blocks news in some Canadian searches, in response to proposed media law

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

Description: A bill under consideration in Canada would require platforms like Google and Meta to negotiate payments with publishers when they link to their content. In response, Google, which opposes the proposed law, is testing blocking news in a small number of searches.

Source: niemanlab.org

Date: Feb 23, 2023

Link: https://www.niemanlab.org/2023/02/google-blocks-news-in-some-canadian-searches-in-response-to-proposed-media-law/

Questions for discussion:

  • What does the report say about the actions taken by the parties involved?
  • What are the issues?
  • What would you recommend as a fair arrangement to the parties involved?

The Future of Human Agency

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

Description: Experts are split about how much control people will retain over essential decision-making as digital systems and AI spread. They agree that powerful corporate and government authorities will expand the role of AI in people’s daily lives in useful ways. But many worry these systems will diminish individuals’ ability to control their choices

Source: Pewresearch.org

Date: Feb 24, 2023

Link: https://www.pewresearch.org/internet/2023/02/24/the-future-of-human-agency/?utm_source=AdaptiveMailer&utm_medium=email&utm_campaign=23-02-24%20Future%20of%20the%20Internet%20-%20Human%20Agency&org=982&lvl=100&ite=11207&lea=2319428&ctr=0&par=1&trk=a0D3j000012lvb5EAA

Questions for discussion:

  • Summarize the key predictions about human control of the future, according to the research report.
  • Which businesses and areas of business will be most affected?
  • What do you think about this line of thinking?

Covid’s ‘legacy of weirdness’: Layoffs spread, but some employers can’t hire fast enough

Posted by & filed under Ethics, Integrated Marketing Communications (IMC), Marketing Research, Retail Marketing, Services Marketing, Supply Chain.

Description: Job cuts are rising at some of the biggest U.S. companies, but others are still scrambling to hire workers, the result of wild swings in consumer priorities since the Covid pandemic began three years ago.

Source: CNBC.com – video reports

Date: Feb 21, 2023

Link: https://www.cnbc.com/2023/02/20/weird-job-market-layoffs-hiring.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail

Questions for discussion:

  • Summarize the employment trends and hiring taking place at the businesses mentioned in the report.
  • What does this mean in terms of management and marketing decisions at these firms and industries?
  • How should investors deal with this information?

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 think it will be successful in rejuvenating the brand?
  • What else would you recommend?

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 see any risks, from a marketing point of view?

Advertisers remain committed to Google as TikTok and AI-powered Bing try to become search competitors

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

Description: Digital ad costs are rising, the online ad marketplace is becoming more saturated and the way people look for information on the internet is changing, popularizing new ways to search beyond Google. It’s left advertisers thinking about diversifying their search spend away from Google, agency executives say.

Source: digiday.com

Date: Feb 22, 2023

Link: https://digiday.com/marketing/advertisers-remain-committed-to-google-as-tiktok-and-microsoft-try-to-become-search-competitors/?utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter

Questions for discussion:

  • What does the article say about state of digital advertising competition and marketers’ attitudes toward digital advertising?
  • What do you see arising in the future?

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 discussion:

  • Why would the firm be making this decision at this time, in your opinion?
  • Do you think it is a wise strategic move?
  • How do you think the decision will impact the client base, revenues and future operations?

The Future Is AI-ncredible – Why Every Organization Needs To Embrace AI Technology

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

Description: Here’s my hot take on ChatGPT and other AI-assisted writing and editing tools: I know they work, mostly because no one has been able to notice when I am (or when I am not) using them (like right now?). And, if that isn’t the power of helping to create better work (with what feels like a hint of magic), well… I don’t know what is.

Source: SixPixels.com

Date: Feb 23, 2023

Link: https://www.sixpixels.com/articles/archives/the-future-is-ai-ncredible-why-every-organization-needs-to-embrace-ai-technology/

Questions for discussion:

  • Summarize the key points Mitch Joel makes about the value of AI as a tool for business.
  • What do you believe is the most useful application of AI for business?
  • Which businesses are likely to be disrupted by the growth of AI applications?

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 and plan will succeed?
  • What would you advise at this time?