Another Perspective

by Kaylee Astle on January 24, 2011

Having read through numerous marketing blogs to find something that truly caught my attention, I stumbled upon Paul Cubbon’s Blog. The variety of his posts offer different perspectives relating to marketing; however the post that caught my eye was one about a Sesame Street commercial.

Although the Sesame Street persona may initially evoke an era that has long died out, the video proves that Sesame Street is still culturally aware and on top of current trends.

Cubbon’s post, “Sesame Street meets Old Spice”, examines Sesame Street’s ability to reproduce a parody of the popular Old Spice commercials.

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As Cubbon notes in his blog, Sesame did the video “just right”, avoiding any innuendos that are too sexual or too adult. Sesame Street and Old Spice have both successfully expanded to an audience beyond their target market.  The Old Spice commercials have attracted more than just their male-dominated target market by creating humorous commercials that people want to watch repeatedly.

Additionally, as Cubbon explains, Sesame Street has entertained their Preschooler market with Grover and tapped into the adult mind by parodying the ever-popular Old Spice commercial.

These ideas relate to similar concepts discussed in class pertaining to target markets and audiences. As we have examined, the “Baby Carrot” campaign had multiple types of packaging which was geared towards a variety of markets.

Ultimately, Cubbon’s discussion on the Sesame Street viral video proves that the ability to differentiate your marketing to attract different groups is an important factor in contemporary marketing.


The Competing World of Social Media

by Kaylee Astle on January 17, 2011

In light of discussion regarding the use of social media as a marketing tactic, I found that the following article conveys a few of the topics discussed in Comm 296.  The article “News Corp looking at spinout or sale of MySpace” discusses MySpace’s fall to the ever-growing Facebook and what the website’s future holds.

I would bet everyone’s heard of MySpace, but who actually has an account? Obviously not that many people, because the company (News Corp) recently laid- off 47% of their employees and now are looking at the company’s life expectancy in quarters, rather than years.

MySpace didn’t see that one coming.

MySpace was geared towards people under the age of 35 interested in up-and-coming musicians and internet icons like Tila Tequila. This focus on musicians and D-List celebrities generates a much different edge than that of Facebook. This makes me wonder if MySpace figured they were different enough from Facebook to sustain in the ever evolving world of social media.

Ultimately, MySpace’s marketing strategy would have been greatly influenced by its immediate competitors including Hi5, Bebo, Nexopia and the reigning Facebook. However, did MySpace think that they were invincible to their competitors? Or maybe the company failed to clearly define their marketing strategy in regards to their competition?

It makes me wonder, will there be a prevailing website to take down our current social media giant, or is Facebook here to stay?


How Heavily do I Tread on Earth?

by Kaylee Astle on April 4, 2010

1111When people talk about their “carbon footstep” or their “tread on Earth” I never really knew what to think, because I had no idea how much effect I had on the environment. Something I have learned is that I can make a difference!  

                 After listening to James Tansey and Moura Quayle, I was surprised to hear that the average carbon emission per capita is 4.5 tonnes. However, I wasn’t surprised to learn that my emissions were lower, around 3.792 tonnes per year. My lack of surprise is because I have always been aware that my sustainable choices have direct impact on the environment.

Growing up, I paid strict attention to the efforts of people around me to make a difference. I watched all the documentaries on the environment, and I have tried to make conscience decisions regarding the environment.  The Carbon Footprint Calculator is a great website because it opens people’s eyes to the effects they have on the environment. Even though initially I believed I was doing my part to lead a sustainable lifestyle, the website has shown me that although my food, travel and shelter have a low impact carbon emission, I have overlooked the fact that I can encourage friends and family to lead a more environmentally friendly lifestyle!


Rewarding: Doing it Right

by Kaylee Astle on March 31, 2010

111It isn’t a secret that rewards systems can be dysfunctional. Whether they are related to the global economic slump, such as the major bonuses given out in the states, or they are long term concepts outlined in On the Folly of Rewarding A, When Expecting B,  these systems can create major controversy. This is not to say that A is a direct failure, but it is not what the company wants.  Evidently, one of the biggest challenges in running a company is how to successfully reward employees in order to maximize profits and satisfaction.

                I believe a reward system don’t only involve incentives such as money, vacation time or stock shares. I believe one of the most powerful motivators is recognition, whether it’s verbally or through an e-mail, employees need to know when they are doing the right thing. Ultimately, when building a business, management must be careful to motivate employees so that they are behaving in a way that is beneficial to the company as a whole.


Reuse, Reduce, Recycle

by Kaylee Astle on March 27, 2010

11Many people are aware of the increasing awareness surrounding sustainability. Everywhere you look, there are “Be Green” posters, recycling bins, or hybrid cars. Although many people are working towards more environmentally friendly lifestyles, some companies are only doing so in order to appease their customers.

Walmart admits to pursuing sustainable efforts in order to maintain a competitive edge, which makes one wonder whether this company collectively believes in environmental sustainability, or whether these efforts have an ulterior motive. Today, “Going Green” is a fad to many companies and Walmart’s expenditure of $500 million a year correlates to the immense pressure they were under from consumers. 

To me, “Being Green” is a lifestyle.  “Being green” means acknowledging that changes need to be made, and altering our lifestyles to make informed decisions. A company which has been discussed in class is the Body Shop, a company with missions focusing on environmental sustainability and animal protection.  It is important that consumers are aware of where their products are coming from and whether or not they can alter their decisions to have a positive impact on the environment.

There is a difference between “Going Green” and “Being Green.”


Organizational Behaviour

by Kaylee Astle on March 20, 2010

1Organizational culture is a concept that affects all business environments, whether employees recognize it or not.  As a topic that has been covered in class, organization culture is something that has sparked my interest.

As the recession ends, people are still in unsteady jobs, and statistics have shown that people who don’t follow corporate culture are more likely to lose their job. This makes me wonder, if I ever own a business, how can I make sure there is a strong culture within the company?

Many present day companies provide as excellent examples to superior corporate culture.

The computer manufacturer, Hewlett-Packard (HP), is recognized for its impressive company culture.

Their corporate culture, known as “The HP Way”, is based on three main objectives

  • Respect everyone
  • Provide a sense of community
  • Work hard

Through extensive training of employees and managers, the company is able to maintain these high standards of corporate culture.

The exceptional culture Hewlett-Packard demonstrates is something all companies should strive for, in order to maximize employee satisfaction and corporate reputation.


Lululemon: Skyrocketing Sales

by Kaylee Astle on March 17, 2010

picture-61The yoga driven company known as Lululemon has faced anything but economic slumps in the past year. The business currently announced fourth quarter earnings significantly above normal. The only thing this company struggles with is keeping up with demand.  

Lululemon has expressed the need for changes within its inventory system, acknowledging that they must re-evaluate their supply chain. Additionally, the company is starting to spend more money in order to airlift goods overseas.  

This company is well known for its success and superiority over other producers in the industry. Lululemon, based in Vancouver, often sets goals above and beyond the average targets in this type of market. But what makes this company so successful?  The company has attributed its success to a few key strategies, including e-commerce and the surge of popularity due to the Olympics, aiding in brand exposure.

So what’s next for this company? An increase in quarterly earnings, and major profits!



3D TV?

by Kaylee Astle on March 4, 2010

25555According to the Wall Street Journal, Sony plans to release a 3D television by the end of 2010. We all know the cult following 3D technology has acquired within the movie theatre industry, but what makes Sony believe they can successfully market a 3D television?

Although Sony has made no official statement regarding the release of this type of product, it makes one wonder how Sony can effectively market this T.V.

The costs are likely to be high, and converting television programs into 3D technology is a time-consuming process.

In order to be successful, Sony must consider its strategy.

Who is Sony going to sell this product to? Sony has strong brand recognition with consumers, and so if they find the right market niche and strategically market their product, they will be profitable. Likely, the market niche will be with younger adults who are technologically savvy.

Additionally, Sony must consider the perception that consumers have regarding their products. How does Sony want to be viewed by consumers, especially with the potential health hazards extensive viewing of 3D can cause.

Ultimately, Sony is currently in a financial slump, so the company must consider whether this type of product can help to increase sales, or whether a 3D television will hinder the company.


The Domino Effect

by Kaylee Astle on February 10, 2010

200452489-001In light of our new approach to finance, my eyes caught an article in the New York Times in regards to the European debt crisis. Within the European Union, twelve countries use the Euro currency, including Greece. Unfortunately, Greece is faced with debt that it cannot pay off; causing many to believe this could have adverse effects on global markets. Currently, these debt issues aren’t a liability to North America, but if they aren’t handled, they could be.

We are all aware of the recovery the U.S. and Canada are currently undergoing, following the recent recession, so news of financial woes in Europe worry many people.

As a first year, I don’t concern myself with how global financial standings will affect my job, because I don’t have one. Unfortunately, I do worry about how my future may be affected by these economical domino effects and financial crises.



by Kaylee Astle on February 2, 2010

apple_islateMany people are aware of the emergence of Apple’s newest and most sought-after product, the iPad. But what makes this product so great? Is it the name? Probably not, as the “iPad” has since suffered criticism. Too bad the “iSlate” was replaced because consumers might think the name implied a heavy product.

The iPad reinvents the concept of a tablet computer, and it blows Amazon’s “Kindle” out of the water, but is this product really worth the $500 entry level price?

It’s not really a computer; rather it’s a block with a ton of gizmos. I raise the question, when is your technology enough? Do I need to read my textbooks online and use the built in compass on my iPad? Do I really like the built in lithium-polymer, or do I like the shiny-silver of the product itself?  I can honestly say, I don’t even know what lithium-polymer is.

So when did technology become a competition between who has the longest list of features, and the shiniest gadget?