Month: February 2011

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Comm 296

The Power of the Little Blue Box

Are diamonds really a girl’s best friend?

Given the long-term success of the Tiffany & Co. brand, it sure seems like it! Tiffany & Co. has been around for over 170 years and somehow has remained popular among women all over the globe to this day. Their jewelry is quite expensive despite it’s simplicity, so how have they managed to build their enormous success?

The answer: an incredibly strong and recognizable brand.

After reading Mikayla Chan’s post titled “Tiffany & Co.: STP” I was inspired to do a little research of my own about this company for which I have always had a great love for (despite not owning a single piece of jewelry from there…well yet). I definitely agree with her STP analysis and in the fact that they have successfully positioned themselves as a high class upscale jewelry retailer mostly to men looking for a special gift; however, would like to add my insights as to their branding and why it has helped them achieve such incredible success.

What differentiates Tiffany’s is their brand reputation and brand associations. Their brand awareness is extremely high among consumers and according to their management, “the Tiffany & Co. brand is the single most important asset of the company”. When the name Tiffany & Co. is mentioned, the words romance, luxury, and class all come to mind, and because of this high perceived value, consumers are willing to pay a premium.

Their advertising is simple yet chic and their reputation for quality is undeniable. The brand identity, higher prices and luxurious store atmosphere all help Tiffany & Co. stand out in the industry. And after all who wouldn’t be absolutely thrilled to untie the white ribbon on the unmistakable little blue box!

Another interesting blog post: “How to Succeed like Tiffany & Co.”

Pictures: http://make-upoverdose.blogspot.com/2010/07/tiffany-co-launches-bag-collection-in.html

http://blog.tonyjohnston.biz/?p=2350

Categories
Comm 296

Super Bowl Advertising Showdown

As many of you may know, this weekend’s Super Bowl XLV beat the all time record for number of viewers by recording an estimated average viewership of 111 million! However, what you may not have considered is the huge impact this has on companies who had the remarkable opportunity to advertise during the game. With a record breaking 111 million viewers, the ads played during the game now consist of the most watched ads of all time.

Although I am not a big football fan, I must admit that even I usually tune in once a year to the Super Bowl, although maybe not for the game itself. And after doing a bit of online research it seems that I’m not the only one who has ulterior motives. According to a poll conducted by television audience researcher Nielson of Super Bowl viewers last year, 51% tuned in more to watch the commercials than the game itself.

With such a large number of viewers tuning in and the majority of them watching because of the ads themselves, it seems to me like a golden opportunity for companies to take advantage of. However, realistically the 3 million dollar price tag for a 30 second ad spot is just not feasible for any company. Only the biggest and best companies come out to play during the Super Bowl in an all out battle for the minds and attention of their captive audience.

This year, one of my favourite ads was for Pepsi MAX titled “Love Hurts”. The scenes depicting a controlling wife prove to be quite comical and also quite effective in repositioning Pepsi MAX as a low calorie yet great tasting alternative that also appeals to men.

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Another ad that I found absolutely hilarious yet very bizarre at the same time was an ad for Doritos called “The Best Part”. Although slightly odd, it was certainly unique and quite memorable (a quality that I’m sure all marketers strive for in their advertisements).

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Who will have the best ad in next year’s Super Bowl, we’ll just have to wait and see!

Categories
Comm 296

Iphone vs. Blackberry – A Battle of the Fruits

Iphone or Blackberry? It is tricky question that I’m sure almost every consumer looking to invest in a new phone has asked themselves or their friends at least once in their decision making process.

Since a phone may be classified as a shopping good and requires a certain degree of financial and psychological risk, I knew that when personally making this decision it was going to require quite an extensive search for information. The only two phones that were part of my evoked set and that I was actually considering as my alternatives were of course the two most popular: the iPhone or the Blackberry. First things first, I needed the facts.  I began my research process internally by examining my prior knowledge and experiences with both of the products, and then quickly moved on to my external search by asking people I knew and trusted.

Of the many influencing factors, my social reference groups were certainly the most significant. I got mixed reviews from friends, however was very biased right off the bat from my family’s rave reviews of the iPhone. Of course there were other factors that were a part of my evaluative criteria and that influenced me as well. The design of the apple phone is much more unique and the promotions are quite impressive to say the least. My busy student lifestyle also factored into the equation as it is crucial that I be able to have the necessary applications and texting functionality. The price wasn’t really an issue as it was going to be a gift, however, contract promotions from different companies made certain options more affordable.

With so many things to consider, the decision was a tough one, but when it came down to the final purchase decision the winner was………

The iPhone.

One month later and I can honestly say I’m one satisfied consumer. No post-purchase dissonance for me!

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