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

Description: Jason Helfstein, Oppenheimer & Co Managing Director – Head of Internet Research, joins Yahoo Finance Live to talk about Netflix’s password-sharing crackdown and the outlook for the company’s stock.

Source: Yahoo.Finance.com – video report

Date: Mar 14, 2023

Link: https://ca.finance.yahoo.com/video/netflix-investors-too-pessimistic-paid-204758846.html?contentType=VIDEO

Questions for discussion:

  • Why does Jason Helfstein think Netflix will succeed with its tier pricing and advertising plans?
  • What business model do you think Netflix and other streaming services should develop?
  • Are there strategies other than subscriptions and advertising?
  • Is Netflix a good investment at this time, in your opinion?

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

Description: Bud Light Seltzer is out with a new campaign, “100% Hard Seltzer, 0% Beer,” designed to dispel the misconception that the beverage contains beer, the brand said in a press release.

Source: MarketingDive.com – video report

Date: Mar 08, 2023

Link: https://www.marketingdive.com/news/bud-light-seltzer-marketing-game-misconceptions/644408/?utm_source=Sailthru&utm_medium=email&utm_campaign=Issue:%202023-03-08%20Marketing%20Dive%20Newsletter%20%5Bissue:48613%5D&utm_term=Marketing%20Dive

Questions for discussion:

  • What do you think of the decision to use the “Bud” brand as part of this beverage category?
  • Do you think management expected confusion in the consumer’s mind?
  • Do you think the messaging will affect sales or the rate of adoption?
  • Who is the target audience?
  • Do you think the ad is effective?

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

Description: It’s no surprise that 18- to 24-year-old TikTok users spend a lot of time on the app—79 minutes per day, according to our latest forecast. But what’s not so obvious is that millennials and Gen X users are gobbling up tons of TikTok videos, too.

Source: Insiderintelligence.com

Date: Mar 03, 2023

Link: https://www.insiderintelligence.com/content/gen-zers-aren-t-only-tiktok-addicts?utm_source=Newsletter&utm_medium=Email&utm_campaign=eDaily%203.6.2023&utm_id=eDaily%203.6.2023&utm_content=eDaily%203.6.2023&utm_term=eMarketer%20Daily%20CORE/EMEA%20%28Mon-Fri%29

Questions for discussion:

  • What does the research say about Tiktok and the competition?
  • Why is this important and what does it say about audience viewing behaviors?
  • Where do you think this phenomenon is headed?

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

Description: Marketers believe boomers are unlikely to switch up brand choices, with only 5% of U.S. advertising targeting them, according to Havas Group. And yet, boomers have the greatest wealth, drive the most actual spending, and aren’t as hidebound as marketers think.

Source: MediaPost.com

Date: Mar 07, 2023

Link: https://www.mediapost.com/publications/article/383188/dont-overlook-your-most-lucrative-consumer-segmen.html?utm_source=newsletter&utm_medium=email&utm_content=readmore&utm_campaign=129510&hashid=sEI_WGOFRPC9S2yOZBKY8g

Questions for discussion:

  • What does the report say about the differences and similarities between the generations?
  • What is the advice to marketers?
  • What else would you suggest?

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

Description: Major grocery chain CEOs say profit margins are as thin as ever, even as they’re raking in record profits

Source: CBC.ca – video report

Date: Mar 11, 2023

Link: https://www.cbc.ca/news/business/grocery-price-analysis-1.6774669

Questions for discussion:

  • What does the report say about food inflation, supply issues and grocery chain profits?
  • How should consumers be expected to respond to food price inflation?
  • Do grocery chains deserve public shaming, as displayed in the videos and press, in your opinion?

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

Description: At Bluebird Backcountry, you can feel the thrill of making fresh tracks without the constant fear of avalanches. And you can bring your dog.

Source: NYTimes.com

Date: Mar 10, 2023

Link: https://www.nytimes.com/2023/03/10/travel/colorado-backcountry-skiing.html

Questions for discussion:

  • Summarize the approach taken to explore the concept and then establish the alternative ski experience?
  • How is this a different operations, management, marketing and financial enterprise?

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

Description: Footwear retailer Allbirds on Thursday unveiled a broad overhaul of its strategy and an executive shake-up after failing to post year-over-year quarterly sales growth for the first time in its history.

Source: CNBC.com – video reports

Date: Mar 09, 2023

Link: https://www.cnbc.com/2023/03/09/allbirds-bird-q4-earnings-2022.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail

Questions for discussion:

  • Explain the drop is share value?
  • How much was this due to management’s strategic decision-making to boost growth?
  • What would you advise the company do next?
  • What is likely to happen next, in your opinion?

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

Description: A couple years ago, artificial intelligence still seemed like a somewhat far-off, sci-fi version of reality. And it certainly didn’t seem like something that would completely transform how marketers work within the next few years.

Source: hubspot.com – video report

Date: Feb 27, 2023

Link: https://blog.hubspot.com/marketing/will-ai-replace-marketing-or-search-engines?utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter

Questions for discussion:

  • What does the article say about AI and marketing?
  • What do you believe are the main take-aways from this report?

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

Description: According to our forecast, US display ad spend will grow by 15.7% this year, reaching $163.29 billion. Here are five charts that offer a closer look at what display ad spending looks like in 2023.

Source: Insiderintelligence.com

Date: Feb 27, 2023

Link: https://www.insiderintelligence.com/content/display-advertising-5-charts-programmatic-retail-media?utm_source=Newsletter&utm_medium=Email&utm_campaign=eDaily%2002.28.2023&utm_content=eDaily%2002.28.2023&utm_term=eMarketer%20Daily%20CORE/EMEA%20%28Mon-Fri%29

Questions for discussion:

  • What do the charts say about display advertising?
  • What are the likely reasons for these trends?

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?