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Burger King Fragrance • “Hint of meat” • www.firemeetsdesire.com • $3.99 at Ricky’s or through the website • Sold out both places - $73, $102, $150 “buy it now” on eBay • After 12/25 - $39.99 PETA Fragrance Gore fragrance from Murder King • evokes the actual aroma of rotting flesh • each vial of the "eau de mort" contains a floating, glow-in-the-dark "maggot" and a dead cow on the label • PETA launched a scent called Viscera in 2001 directed at Vogue editor and fur proponent Anna Wintour What Am I? • It’s the No. 1 health-related killer of women. There’s a month devoted to its awareness. A colorful icon is its symbol. Races, walks, products and promotions raise funds for it, and community organizations and corporate partnerships contribute millions of dollars for research. 1-4 Heart Disease kills 12x more women. Why is it given less attention? • Source: P. Andruss, “’Think Pink’ Awareness Much Higher than Threat,” Marketing News, February 15, 2006, p. 14/15. 1-5 Pepsi Wordplay Motivation & New Year’s in New York • The company surveyed more than 2,000 Americans, as part of the Pepsi Optimism Project, or POP. • 95 percent of millennials feel it's important for them to maintain a positive outlook on life. • Pepsi partnered with MTV to encourage U.S. consumers to "broadcast their messages of optimism and hope for 2009" during the network's New Year's coverage in Times Square. • The messages were broadcast between Dec. 28 and Dec. 31. • Buttons, party favors, balloon launch Pepsi New Year’s Eve • Ad • Microsite Other brands on the optimism train • http://www.youtube.com/watch?v=qsdE9WCd hpk • http://www.youtube.com/watch?v=R1NnyE6D DnQ • http://www.youtube.com/watch?v=Tq4nrmnq Y9o 1-9 Criticisms • Similarity to Obama logo (intentional?) • Frequent packaging changes • Shallow understanding of target audience • The commercial works the whole "let's have a positive new year!" routine a bit too hard. It's a lot like the beverage itself: Sweet and slightly elevating at first (owing to the caffeine, in the case of the drink), but a bit too syrupy overall and liable to leave behind a bitter aftertaste. Now don't get me wrong; the spot isn't actively bad. It's just uninspired and, to extend the cola metaphor, despite its peppy visuals and soundtrack, perhaps a tad flat. --David Gianatasio Video – Pepsi Logo • http://www.youtube.com/watch?v=2LU9cYzuqA0 1-11 Internal Memo >$200 million 1-12 2007 and Old School Cans Packaging Changes “By changing designs so frequently, Pepsi runs the risk of confusing or alienating consumers who rely on familiar visual cues to find their favorite brands among a change sea of products, some marketing experts say. ” “New school marketing says the brand must meet change with change. It must stream with dynamism to stay in touch with dynamism. Thirty-five designs in a year. This is precisely what the new school of marketing has in mind. ” 1-15 Behavioral Targeting • Behaviorally targeting Gen Y • http://www.youtube.com/watch?v=evBXWbcu9Ss In Class Partner Exercise • Pair up with a member of the opposite sex. Select a deodorant brand that you use frequently and list the benefits you receive from using it. Without disclosing your list, ask your partner to do with the same. Compare the two lists and identify the implications for using benefit segmentation to market the two brands. Gillette (P&G) Axe (Unilever) Old Spice (P&G) Right Guard (Gillette Dial 2006) Speed Stick (Colgate-Palmolive) Sure (P&G Innovative) Arm & Hammer (Church & Dwight) Tom’s of Maine (Colgate Palmolive $100M) Degree (Unilever) Trying to fill Gap left by Teen Spirit when Mennen was acquired by C-P Teen Spirit Lady Speed Stick Dove (Unilever) Secret (P&G) Nike Absolut McDonald’s Starbucks Beijing Olympics Other Highjacked Logos Ad Parodies Ethics • Product Placement • Packaging – Short & wide vs. tall and slender – Clear vs. Opaque jars/wrappers – Aroma and visibility • Merchandising strategy • Embeds • Stereotypes Classical Conditioning We now associate this product with strength. BK Boxers and Kellogg’s Hip Hop Street Wear • "While people love • A quarter of marketers Whopper they don't polled said this was the want to parade around "most inappropriate" in underwear that says brand extension of the this is where I got my year. big, fat, &$% from," said Laura Ries or Ries & Ries. More Hip Hop Streetwear Playboy Energy Drink and Rolling Stones Ice Wine • Almost 80 percent of • This legendary rock marketers gave thumbs band certainly did not down to this beverage score a hit with this extension. licensing deal, according to 86 percent of marketers. $125 per bottle Twinings Coffee • Despite its strength in the tea category, some marketers felt Twinings didn't translate in the coffee arena. Coppertone Sunglasses and Mr. Clean High Performance Car Wash • Nearly a third of • A quarter of marketers marketers named this dubbed this the "best the "most innovative line extension" of the and impactful extension year. in harmony with the core brand." Campbell’s V8 Soup • This beverage extension was given thumbs up by three quarters of marketers. Classical Conditioning or Operant Conditioning? • Your car has a red, flashing light that blinks annoyingly if you start the car without buckling the seat belt. You become less likely to start the car without buckling the seat belt. • Your romantic partner always uses the same shampoo. Soon, the smell of that shampoo makes you feel happy. • A customer is satisfied with their shopping experience in your store. They want to return to your store. The Power of Conformity Global vs. local strategy - KFC • Australia • http://www.youtube.com/watch?v=Tm1hSdyJbhM • South Africa • http://www.youtube.com/watch?v=PGl7q29eVZ0 • China • http://www.youtube.com/watch?v=By0akZIFIhQ • Malaysia • http://www.youtube.com/watch?v=PAZsjWNTirE • UK • http://www.youtube.com/watch?v=DC0jwUzIyrw Jack Daniels • http://www.youtube.com/watch?v=1XPCEXuqXvY • Comparative ad based on distinctive competencies Adjusting for Cultural Differences Japan: Those who UK: Local “Peep brag lack class Show” actors Office casual has not “Macs are smug, been adopted preening tossers” Nerds are cool 8 to 14 Creating and Understanding Needs, Wants, Motives • Rolex/Lexus • Post-It Notes • Benefit Segmentation • Projective Techniques • Focus Groups • Dichter - menace to free societies? • “'I am not forcing anyone to do anything. I am simply exploring their motivations.' '' Examples • Put a tiger in your tank • Be smart, get a new start with Ivory soap • Interviewed people about why they take baths and why they use soap • Lots of women told him that the Saturday night bath was very special: they said you never know what can happen, you have to be ready. • Soap was more than soap, and a bath was more than a bath… • cleansing ritual for many people, and he wrote a slogan keying into those feelings Response to Critics • ''Suppose I were as devilish as some think I am,'' Dr. Dichter wrote: ‘’I make no secret of the fact that I obviously don't care whether Lever Bros. has a larger share of the market than Procter & Gamble. While I am engaged in a motivational study, I am a professional. I want to impress my client with how clever I am, but it goes deeper than that. Maybe I am a psychological Peter Falk. I observe the hidden clues; I listen with the third ear; I interpret. I see where others are too blind because they are too close to the trees. I find the solution and produce the sales increases. I have acted as a discoverer, as a general on the battlefield of free enterprise. If my candidate gets elected, I have a feeling of power.'' Tropicana Adjustments – Affiliation Brands shift message in response to economic factors NY Times, January 9, 2009 Campaign Launches as “Premium” Foods Suffer • Costs more than made from concentrate counterparts • Emphasis on value: “For less than 50 cents, you can get an eight- ounce glass and start your day with two servings of fruit,” he added. • Longtime Tropicana symbol, a straw stuck in an orange that stood for the juice’s fresh taste disappears in favor of tall glass filled with Tropicana and an orange-colored twist cap atop large cartons that is shaped like a halved orange Tropicana’s campaign has a new slogan to remind buyers that it is Emotional connection and Functional Benefit • “The whole idea of ‘squeeze,’ ” Mr. Campbell said, is to play up “the functional benefit” of orange juice in providing fruit for people’s daily diets “and the emotional connection people have with Tropicana.” • Squeeze “is the process by which we get our product and the hug, ‘my favorite,’ ‘my squeeze,’ ” said Peter Arnell, chairman and chief creative officer at Arnell. • “There was this notion of owning a simple word that would communicate the love, the care, in this ‘Obama moment’ we’re all going through,” he added. • Adding the phrase “it’s a natural” is intended to address the concerns over the sugar content, Mr. Arnell said, as is the focus on the new packaging of the phrase “100% orange pure & natural” • Help overcome challenges associated with sugar content? Tropicana Discovers Some Buyers are Passionate About Packaging • NY Times, 2/23 • Redesigned packaging is being discontinued • Previous version will be brought back next month • Consumers commented the new packaging is “ugly”, “stupid”, “resembles a generic bargain brand” or “a store brand” • “Do any of these package-design people actually shop for orange juice? Because I do, and the new cartons stink.” Other places where companies responded to the masses • People who complained were a fraction of the people who buy the product, but they were an important fraction – the most loyal customers • The ad campaign will continue to run • Ads will be updated in March • $35 million on the “Squeeze” campaign • http://www.youtube.com/watch?v=WJ4yF4F74vc • Facebook changes to policies (changed back) • Motrin ad for women with pouches used Twitter to respond Relationship to Motivation • True Colors • Through Her Eyes • Onslaught • One Parody Can the same company appeal to different motives? • Onslaught II eGo Bikes • What type of innovation? • Conduct an innovation analysis of the product. What strategies should you undertake to enhance diffusion? Diffusion Determinant Diffusion Enhancement Strategies? Compatibility Relative advantage Complexity Observability Trialability Scrabble Redesign Story from January 9, 2009 Problem • wooden tiles, triple-word scores and beaucoup brainpower has “elitist” written all over it • intellectual image would have to change to stop a sales slump • “It looked like a mature brand,” said Steve Phillips, president of Phillips Design Group, Boston, the agency that handled the project. “The box was very plain and there was no emotional connection to the brand.” Research • 84% of the population is familiar with it, according to company research • While everyone knows Scrabble, not everyone is a fan; the brain game intimidates a portion of the population • Aging factor: Scrabble players are primarily between the ages of 35 and 49 years old and Hasbro had been having trouble getting new, younger players into the game • “How do you make it fun and engage young people, who we need to grow the brand?” Three Options • The first one, “Every word counts,” was predicated on the inclusive idea that everyone’s a winner to counteract the game’s intimidation effect • The second, “Every word spells fun,” stressed Scrabble’s play and social bonding aspects • The third version, “Now it’s your turn,” was a straightforward appeal to youth and pitched Scrabble as “the word game for generation next.” • For each of the three design directions, Phillips explored multiple box prototypes ranging from subtle tweaks to the current plain red ribbon version to wild diversions from Scrabble’s traditional look and feel What would you do? • How would you reposition Scrabble to broaden its appeal among consumers like you? • How would you avoid alienating fans and fanatics? • They have 84% brand awareness, but the image of the brand is not positive. Would you rather have low awareness or have to overcome a negative image? Defend your answer. Decision • Design explorations centered on themes of “everybody winning,” “fun” and “youth” • In the final design (left), Phillips decided to nix showing people on the packaging because it could be polarizing to buyers. • Being a classic game, Scrabble had some equity that Hasbro didn’t want to alter. The brand’s red Scrabble is heritage hue remained intact, while the familiar also available typeface got some minor adjustments. Notably, it on your lost some of its curlicue flourishes and the letter iPhone “E” was changed to lowercase. • Diamond edition Other Tactics • Annual Championship • Social Networks • Classroom program • What’s your word?
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