Beyonce, Peloton strike multiyear content partnership, sending bike maker’s shares higher

Posted by & filed under Consumer/Buyer Behavior, Product Brands and Branding, Relationship Marketing, Services Marketing.

Description: The bike maker Peloton announced Tuesday morning a multiyear partnership with singer-songwriter Beyonce to produce exclusive content with her music for its streamed workout classes.

Source: CNBC.com – video report

Date: Nov 10, 2020

Link: https://www.cnbc.com/2020/11/10/beyonce-and-peloton-in-multiyear-content-deal.html

Questions for discussion:

  • Explain the fit between these two brands.
  • Why has the stock done so well?
  • What further advice would you suggest to management of each brand?

If Restaurants Go, What Happens To Cities?

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

Description: When the Church Brew Works opened in 1999, it amounted to a rare bit of good news for the Lawrenceville neighborhood of Pittsburgh. Its population had shrunk by half since 1960. A quarter of its residents were over 65, mostly old-timers who once worked at the steel mills that hugged the Allegheny River.

Source: NYTimes.com

Date: Nov 03, 2020

Link: https://www.nytimes.com/2020/11/03/business/economy/cities-restaurants.html

Questions for discussion:

  • Summarize what the article says about the loss of small restaurants and bars.
  • Why are they so important to developing the culture of the community?
  • What can communities do to mitigate the impact the coronavirus is currently having on these businesses?

Advertising Directly to Consumers in Their Homes

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

Description: Americans have settled into a pandemic-induced homebody existence, and advertisers can recalibrate their content to reach consumers in every room of the house

Source: AMA.org

Date: Oct 27, 2020

Link: https://www.ama.org/marketing-news/advertising-directly-to-consumers-in-their-homes/

Questions for discussion:

  • What does the report say about consumer behavior and the reasons?
  • How stable do you think the new behaviors are and what does this mean for marketers?

How to Turn Your Customer Base Into a Community To Help Your Business Succeed

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

Description: When people feel like they are part of something, good things happen.

Source: Entrepreneur.com

Date: Nov 04, 2020

Link: https://www.entrepreneur.com/article/355841?utm_source=newsletter&utm_medium=email

Questions for discussion:

  • In a general sense, what does the report suggest to marketers?
  • Create a sample for each of the three areas for a firm like Apple?

Canopy Growth launches new CBD drinks in Canada, U.S. challenges loom

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

Description: Canopy Growth (WEED.TO)(CGC) has launched CBD-based drinks aimed at pushing beverage-based pot beyond occasions where it’s socially appropriate to get high. While the Canadian pot giant continues to expand its infused drinks lineup at home, challenges lay ahead as the company looks toward the American market.

Source: Yahoo.Finance.com

Date: Nov 05, 2020

Link: https://ca.finance.yahoo.com/news/canopy-growth-launches-new-cbd-drinks-in-canada-us-challenges-loom-112046506.html

Questions for discussion:

  • What are the legal problems facing managers attempting to develop North American distribution?
  • What strategy would recommend?

 

Increased Screen Time for Children and Teens Is Likely Here to Stay

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

Description: The screen-time wars are over in many households, with parents having surrendered en masse. In a period when large numbers of parents and school kids are stuck at home with one another, this is one battle many parents choose to forego, at least for now.

Source: eMarketers.com

Date: Nov 04, 2020

Link: https://www.emarketer.com/content/increased-screen-time-children-teens-likely-here-stay?ecid=NL1001

Questions for discussion:

  • What does the report say is happening to the personal use of electronic devices in households?
  • What does this mean for businesses?
  • How will this trend affect development of online products and services?
  • Which businesses are likely to thrive as a result?

Why Isn’t Your Brand Bigger? The Data Point to One Answer

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

Description: Gallup’s workplace data suggest that the most likely cause of your brand problems is not related to marketing dollars.

Source: Gallup.org

Date: Nov 04, 2020

Link: https://www.gallup.com/workplace/323165/why-isn-brand-bigger-data-point-one-answer.aspx

Questions for discussion:

  • What does the Ed Boyle say is misunderstood by most businesses?
  • What should management focus on in order to improve their brand and profitability?
  • Do you agree with this assessment?

Coronavirus Spurs Brand Innovation

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

Description: As miserable and devastating as coronavirus is, there is exceptional creativity happening around us. When we finally arrive at the other side of a national vaccine, we will see a changed brand-business world of remarkable new ideas. What is amazing is that some of this innovation is already underway.

Source: Forbes.com

Date: Oct 26, 2020

Link: https://www.forbes.com/sites/larrylight/2020/10/26/coronavirus-spurs-brand-innovation/?sh=2f1443ac2a07

Questions for discussion:

  • Summarize what the article says is happening during this period of innovative and creative marketing?
  • Do you think the changes described in the report will endure after the pandemic has lifted and customer behaviors begin to return to what they used to be?

Americans Plan to Scale Back on Holiday Spending This Year

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

Description: WASHINGTON, D.C. — Americans predict they will spend an average $805 on Christmas gifts this year, significantly below their estimate a year ago ($942) and the lowest October holiday spending projection Gallup has measured since 2016. The sharp decline in Americans’ spending intentions since 2019 points to weak holiday sales for retailers.

Source: Gallup.org

Date: Oct 27, 2020

Link: https://news.gallup.com/poll/322796/americans-plan-scale-back-holiday-spending-year.aspx

Questions for discussion:

  • What does the report say about consumer spending plans this year and the reasons?
  • What does this mean for marketers and what would you advise them?

The Resurgence of Branded Recipes for Home Cooks

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

Description: As consumers return to their kitchens and lean on reliable brands during an uncertain year, we revisit the great American marketing tactic: the branded recipe

Source: AMA.org

Date: Oct 09, 2020

Link: https://www.ama.org/marketing-news/a-tablespoon-of-trademark/

Questions for discussion:

  • How does the marketing aimed at “cook-at-home” of yesterday compare to the strategies being used today?
  • What are the similarities between the target markets then versus today?
  • Which other businesses could benefit by this growing trend in consumer behavior?