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

Description: Peroni Nastro Azzurro, an Italian beer owned by Molson Coors, launched its first TV campaign in two years this week. The campaign comes at a time when the demand for imported beers is growing, especially among younger drinkers.

Source: MarketingDive.com

Date: Mar 15, 2022

Link: https://www.marketingdive.com/news/peroni-appeals-to-millennials-wanderlust-as-it-looks-for-us-foothold/620339/

Questions for discussion:

  • What is Peroni doing to position its brand?
  • Do you think the ad will appeal to millenials and high end living?
  • What would you advise the firm?

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

Description: Tim Hortons is expanding, bringing its double-doubles and Timbits to India as the chain looks to open hundreds of new locations around the world.

Source: Yahoo.Finance.com

Date: Mar 15, 2022

Link: https://ca.finance.yahoo.com/news/tim-hortons-to-open-first-india-location-as-it-expands-internationally-163156660.html

Questions for discussion:

  • What are the expansion plans at the firm?
  • Do you think they will be successful in India? Explain your thinking.

Posted by & filed under Global Marketing, Innovation, Marketing Strategy, Services Marketing, Supply Chain.

Description: The region is home to the largest concentration of online shoppers in the country. The facilities, key to delivering packages on time, are reshaping neighborhoods.

Source: NYTimes.com

Date: Mar 16, 2022

Link: https://www.nytimes.com/2022/03/16/nyregion/ecommerce-warehouses-nyc.html?

Questions for discussion:

  • What is happening in the NYC area and why?
  • What are the benefits and drawbacks?
  • Are there alternatives to this development?

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

Description: KEARNY, New Jersey — Inside of a warehouse in this factory town neighboring Newark, thousands of strawberries grow in rows beneath bright lights.

Source: CNBC.com – video report

Date: Mar 15, 2022

Link: https://www.cnbc.com/2022/03/15/bowerys-vertical-farming-strawberries-go-on-sale-in-new-york-.html

Questions for discussion:

  • What are the competitive advantages and disadvantages for this type of agriculture?
  • What sort of customers would be supportive of higher prices for these commodities?
  • What sort of investors would be interested in this development?

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

Description: “Take the Floor” marks the DTC brand’s first national campaign and emphasizes the freedom of being at home.

Source: MarketingDive.com

Date: Mar 11, 2022

Link: https://www.marketingdive.com/news/campaign-trail-ruggable-rejects-restrictions-in-debut-brand-effort/620189/?utm_source=Sailthru&utm_medium=email&utm_campaign=Issue:%202022-03-11%20Marketing%20Dive%20Newsletter%20%5Bissue:40314%5D&utm_term=Marketing%20Dive

Questions for discussion:

  • What does the report say is the messaging to the target audience?
  • Do you think this message resonates with them?
  • Do you think it is sufficient to trigger purchases?

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

Description: Lululemon is venturing into footwear, marking a new product category for the maker of leggings and sports bras and deepening its rivalry with giants like Nike and Adidas.

Source: CNBC.com – video report

Date: Mar 08, 2022

Link: https://www.cnbc.com/2022/03/08/lululemon-footwear-marks-new-product-to-take-on-nike-adidas.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail

Questions for discussion:

  • What are the challenges and advantages Lululemon has by entering this market?
  • How would you go about building sales?
  • Do you think footwear will become a complementary product for the Lululemon customers?

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

Description: If you understand buying a new pair of running shoes, you can figure out how to price your product

Source: INC.com

Date: Mar 10, 2022

Link: https://www.inc.com/joe-procopio/how-to-price-a-new-product-in-a-competitive-market.html

Questions for discussion:

  • What is the primary factor to consider marketers develop price for a disruptive new product, according to the article?
  • Do you agree with this thinking?
  • What advice would you give entrepreneurs?

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

Description: Canadian Tire Corp. has announced a multi-billion dollar plan to improve customer service and bolster sales.

Source: BNNBloomberg.ca – video report

Date: Mar 11, 2022

Link: https://www.bnnbloomberg.ca/canadian-tire-unveils-3-4b-plan-to-improve-customer-experience-drive-growth-1.1735668

Questions for discussion:

  • What are the plans presented in this report and what do you think of them?
  • What else would would advise the firm do strategically?

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

Description: A “major overhang” on Tesla’s stock has been removed after German authorities said the carmaker could start production at a new factory in Berlin, according to Wedbush analyst Dan Ives.

Source: CNBC.com – video report

Date: Mar 07, 2022

Link: https://www.cnbc.com/2022/03/07/tesla-berlin-gigafactory-approval-removes-major-overhang-on-the-stock.html

Questions for discussion:

  • What is so significant about this announcement for the company production plans and the marketing of the brand?
  • How do supply issues play into this analysis?
  • Would you be a buyer of the stock at this time?

Posted by & filed under Services Marketing, Supply Chain.

Description: The war in Ukraine has highlighted the risks of doing business with authoritarian countries — not just Russia, but also China.

Source: NYTimes.com

Date: Mar 07, 2022

Link: https://www.nytimes.com/2022/03/07/business/cars-russia-china-trade.html?

Questions for discussion:

  • What does the article say about supply chains, globalized manufactuering issues and the current crisis?
  • What are the possible changes going forward, in your opinion?
  • What do you think major businesses will do?