GoldieBlox Toys

This marketing ad campaign introduces a new market segment to the world of children's toys. Infiltrated with fuzzy pink boas, dainty tea sets, and barbie dolls, the market segment for little girl's toys has been somewhat homogenous. Goldieblox, however, has introduced new products that "aim to disrupt the pink aisle and inspire the future generation of female engineers." The company continues by stating that "construction toys develop an early interest in these subjects, but for over a hundred years, they've been considered "boys' toys.” GoldieBlox is determined to change the equation". Introducing a line of products that engage little girls' problem solving, spatial,  skills, and creative innovation, CEO Debbie Sterling has targeted little girls form ages 4-9 and has created products that adhere to the feminine culture, while presenting empowering skills at an early age. In this sense, she is challenging a sense of traditionalism  and creating a market for her products. Reaching a seemingly untapped consumer base, Sterling is devoted to fostering future female engineers and is positioning itself unconventionaly amongst boy's toys to do so. 

http://youtu.be/IIGyVa5Xftw
http://www.goldieblox.com/pages/about

New Samsung Ad Capitalizes On Apple's iPhone 6 Plus Bending Problem

This article emphasizes the idea of the market challenger strategy spoken of in class early the semester.  Capitalizing on mainly the iPhone 6's inability to withstand much pressure without bending, Samsung, a direct competitor released ads mocking Apple in a clever, yet powerful way. Showing consumers that the company has a mix of humor alongside a clearly superior product, the company was able to capitalize on the iPhone's faults in order to gain some market share.

Below this snippet of an article are more examples of how social media was used by other companies to follow this trend. Including Heineken, Kit Kat, and LG, Samsung created a short lived- but incredibly effective marketing campaign that showcased how their company can produce quality, comedy, and efficiency at the expense of their top competitor.
http://www.ibtimes.com/new-samsung-ad-capitalizes-apples-iphone-6-plus-bending-problem-1694861

The Extraordinary Science of Addictive Junk Food

Though a bit long in length, this article speaks to come concepts we have covered in marketing. Assigned in a class I took outside of the Hotel School, this article emphasizes the power of marketing when discussing the desire to change consumers views of health food while presenting the detrimental success of many junk food company's ability to create both a scientific and consumer desire for their unhealthy products. This is discussed in comparing the introduction of Cheetos, Go-Gurts, Lunchables, and, at the very end, baby carrots.

Using scientific research to achieve the most addictive, desirable aspects of a food product, product optimization is key, and from a marketing standpoint, is a driving force behind neuromarketing. Capitalizing on what they call “sensory-specific satiety”, Cadbury Schweppes has produced some of the most lucrative products,  Coca-Cola and Doritos as "complex formulas pique the taste buds enough to be alluring but don’t have a distinct, overriding single flavor that tells the brain to stop eating". As with these products, Lunchables also play victim to neuromarketing with high amounts of salt and sugar that drive the consumer's mind to crave more. Though targeting kids' ability to make their own lunches, these prepared lunches are charged with scientifically proven formulas that stimulate the consumer's brain. Because of this, this company is creating, producing, and succeeding from a manufactured desire in the food market. 

At the very end, however, one ex-Coca Cola worker shows another side of strategic marketing, one that positions healthy food amongst its competitors for the product class of snack foods. Marketing baby carrots with junk food behavior, without junk food health costs, this man exemplifies the intricacies of marketing in the snack food industry and the dangerous power it can hold. 

http://www.nytimes.com/2013/02/24/magazine/the-extraordinary-science-of-junk-food.html?pagewanted=all&_r=0

Gucci struggling in luxury market

This is an interesting article on Gucci's struggle with current luxury market.
I thought the article was interesting because it talks about balance between exclusivity and growth as a company. Luxury consumers are turning towards lesser known names for more exclusivity in their purchases. How will Gucci recover from the declining performance?

http://online.wsj.com/articles/guccis-luster-fades-in-tough-luxury-climate-1414117772?mod=WSJ_hp_LEFTWhatsNewsCollection

Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines.

The title of the article is: Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines.

the article talks about how preparing a media plan aimed at opinion leaders instead of targeting general consumers is more effective. Since opinion leaders read more fashion magazines and " have significantly more affinities with such media than nonopinion leaders." This article is related to what we have talked in class about the opinion leaders, and also about targeting. 

link to the article:
http://web.a.ebscohost.com/ehost/detail/detail?sid=57b26569-7ce9-4825-9565-bb5fa106c03a%40sessionmgr4004&vid=0&hid=4204&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=13046380

Women and "Diet Coke" Advert

After speaking about "Coke-Zero" is class, and how it is marketed more towards males,  I remember seeing this advert targeting coke towards women. In this instance they are marketing with "Diet-Coke", a more feminine product. It is clear from the advert that the approach to the video was targeted towards a modern women, and their perception of luxury and fun. Turning the economy class into what they perceive as first class value.

Anti Smoking Commercial with Children

https://www.youtube.com/watch?v=CO0qwl5k9R4

In the video, children walking up to adults that are smoking and ask them to light their cigarette. Every single adult says no and reminds the child that smoking is bad. So then why do they smoke? The commercial was really interesting because it showed a perspective that many people know but don't acknowledge. Smokers know smoking if bad for them but they do it anyway. It is only seeing someone they care about (or a child) start to make the same mistake that they realize they have wronged. I very much admired how the producers of this commercial went behind the physical issues with smoking (such as lung cancer and emphysema) and tackled the psychological issues (such as a subconscious addiction and denial of risk).

An interesting podcast on "how not to pitch a billionaire"

This morning, I was listening to this podcast episode on "how not to pitch a billionaire" while driving. When half of the groups were making short speeches on your ideas in class today, I was fondly reminded of this podcast, developed by Alex Blumberg who also created some other famous/popular podcasts such as This American Life and Planet Money. With a sense of humor, this episode is a candid illustration of how bad he was in pitching his business ideas to a billionaire and what he learned from this seasoned billionaire to make a successful 2-minute speech. I thought you may find it quite intriguing, humorous, and helpful.    

To listen to the podcast, please click: #1 How Not to Pitch a Billionaire

ABC nightline clip for IDEO (shopping cart design)

 

This ABC nightline clip nicely follows the new product design process at IDEO (http://www.ideo.com/). Note that this is a very old clip, but it is still much better than more recent ones because it nicely illustrates the concrete steps involved in the new product design process in a relatively short time. Because we will discuss the new product development process on 10/27 in class, it will serve as a nice preview of the entire process. Also observe their non-hierarchical corporate culture and communication that significantly contribute to the creativity of this firm.

 

*Here is the original ABC nightline clip (21 mins), which I highly encourage you to watch: IDEO shopping cart design

 

*In case you're under time pressure, here is a shortened version (8 mins): IDEO shopping cart design (shortened)

 

 

 

Toiletries at the Dumont Affinia New York City

By: Kate Fishbin and Kayla Sherwyn

Over fall break we stayed at the Dumont Affinia in New York City. This is a four star hotel in located mid-town. We have discussed in class that companies will have hotels use toiletries as a way to market their product. Guests commonly will take the products home with them. However, at the Dumont Affinia the shampoo, conditioner, and body wash was attached to the shower wall in pump dispensers. We found this to be strange and thought we would class.

Maybe the company who producers the toiletries wanted to conserve resources. While this may be cost efficient, it does market the company, or the product.

Three Ways Hotel Marketers Can Tap Into The Authenticity Trend

By: Kate Fishbin and Kayla Sherwyn

Recently we came across an article illustrating three ways to attract the millennial generation. As our world is evolving, so are the current travelers. The millennial generation wants experience versus stuff. This generation believes that “experience is the thing and stories are clearly winning over stuff”. This new view on travel is good for differentiated destinations. Marketers need to grab the attention of experience craving travelers. In order to accomplish this the articles suggested three ways to succeed.

First, Take inventory of the unique experiences all around you. This means marketing the unique events that the area has to offer. Marketing quirky events occurring in an already known area can work to your advantage. Off the beaten path activities have become more praised on social media and among the new generation.

Second, Integrate with your local community. For marketers, this means partnering with local tour guides and ambassadors. This will provide you with promotional deals. Additionally, marketers should create packages which will attract guests to the area. Marketing for this could include real customers enjoying the area and the quirky events.

Lastly, Celebrate past guest experience on social media. Again, social media is playing a large role in the new millennial generation. By utilizing past customers hotels can gain future ones. These past customers can strongly influences future guests through reviews and pictures. They are a free form of marketing for the company.

To conclude, this articles describes ways hotels can better market themselves to the current traveler. As members of the new generation we feel these tactics will improve the marketing for various companies and in turn the companies will receive more business.

To read the full article go to this link: http://www.tambourine.com/blog/three-ways-hotel-marketers-can-tap-into-the-authenticity-trend/?utm_source=facebook&utm_medium=banner&utm_campaign=authenticitytrend

Positioining Strategy: Another Virgin Atlantic Commercial

 

This is another commercial from Virgin Atlantic. I think they went slightly overboard on this one, boasting their employees' supernatural abilities to serve people. But still, it is a departure from ordinary airline commercials and positions the brand on the "people" factor as the one we watched in class today. Would love to hear what you think of this commercial!

 

 

 

Influencers: How Trends & Creativity Become Contagious

Influencers: How Trends & Creativity Become Contagious

Influencer’s film is a great documentary that looks at how trends and creativity become contagious. The documentary looks at music, fashion, and the entertainment industry to examples of how someone ‘trends’ in today’s world. The film attempts to understand the essence of influence, what makes a person influential without taking a statistical or metric approach.

Best,

Christopher Anthony 

Link: http://www.influencersfilm.com/#/Home

6 Clever and Offbeat Marketing Tactics Your Business Can Afford

This article addresses creative ways companies can market their product to consumers. These marketing tactics include the following ideas:

 - Skywriting
 - Creating a viral video
 - Staging a flash mob
 - Channeling street art
 - Using hashtags for product promotions
 - Paying it forward

The article goes on to explain successful companies that have utilized each of these strategies.

I found the Hashtag reference to be particularly relevant to class in regards market trends. Companies will try to appeal specifically to the younger market by offering promotions and coupons when they tweet/instagram the suggested keywords. This is an innovating idea that can help companies build stronger relationships with specific customers and allows the corporation to let the consumers contribute to the advertising efforts.

For the full article, access the link below:
http://www.businessnewsdaily.com/7197-unusual-marketing-tactics.html

Hi guys,

Here's the link to the New York Times article on Facebook's experiment manipulating users' emotional states that I shared in class:

Facebook Tinkers With Users’ Emotions in News Feed Experiment, Stirring Outcry

http://www.nytimes.com/2014/06/30/technology/facebook-tinkers-with-users-emotions-in-news-feed-experiment-stirring-outcry.html?_r=1