Month: October 2010

When Mercedes-Benz introduced the new C-Class, they used a diversification strategy for the growth of their brand. C-Class is an entry-level luxury sedan which is a new category of vehicle products to a new market segment. Mercedes, who is a known brand for their luxurious and expansive vehicles recognized the need to target new market segments who can’t afford the expansive $100,000 vehicles but wishes to drive a car with a name that “looks good” in front of their peers. C-Class granted the wishes of these segment groups with prices starting at only $31,975, yet it still offers the customers with the brand image of being Mercedes-Benz.

This TV commercial gets this point across to the consumers in a short but filled with strong facts that shows their brand image which gives the customers the trust, value and reliability of their brand: 

As the commercial says “Why? Because we promise you a Mercedes-Benz.”, the brand of Mercedes-Benz is a promise to their customers. So even with the less luxurious and cheaper products that they offer, the C-Class, this promise of their brand is strongly kept. That phrase almost gave me goose bums that implemented a powerful feeling of attraction to the brand. Also, the usage of the word “we” gave me a feeling of closeness and trust of having a relationship with the brand.

As Eileen has addressed in her blog post “Crabtree & Evelyn launches Breast Cancer campaign“, Crabtree & Evelyn is running a promotion strategy that offers its market with values in two areas: consumers who are aware and caring of the seriousness of breast cancer and consumers who simply go for the special offers. This promotion should reach out and attract new segment groups in the market.

In addition to the campaigns Eileen has mentioned, Crabtree & Evelyn is also donating $1.00 to the world’s largest breast cancer organization called Susan G.Komen for the Cure for each Limited Edition Pink 60-Second Fix® Kit for Hands sold in the US in October with $25,000 guaranteed minimum donation. As well, Crabtree & Evelyn is helping to spread the awareness of the breast cancer along with educational tips on staying healthy.

I think this promotional strategy of holding a breast cancer campaign is a clever move in a marketing prospective and will result in an effective outcome in business for Crabtree & Evelyn.

As for their post-purchase service, I agree with Eileen in the satisfactory level. When I purchased a hand cream for my girlfriend from their retail store, I received a $10 off coupon!

In a group of commercials, Nike produced a special contribution for the 2009 NBA Playoffs that features two of the highest performers and most popular NBA superstars today: Kobe Bryant and LeBron James. Only, not the players themselves but as PUPPETS!

As an NBA/Kobe Bryant fan, I enjoyed these commercials a lot. There are many episodes that are “short and sweet”, which are humorous as well as a right-on portrait in representation of the superstars’ characteristics, achievements and products. These features of the commercials kept me entertained and I just couldn’t stop watching them.

This is one of the commericials:

Nike spokesman Kejuan Wilkins stated about these commercials that “this is about celebrating two of the game’s best players and giving fans a glimpse into their personalities, not only on the court, but away from the game.”

These types of commercials are what makes Nike. The brand image and the value of the brand it gives out to their target markets; in this case of commercials, the NBA/basketball fans. Even without featuring their products in the commercial, Nike does an effective job of selling their brand and creating value to the customers by representing it with popular stars such as Kobe and LeBron. All the commercial needs is one simple Nike logo at the end to show that these superstars represent Nike Basketball.

If you are either a Kobe or LeBron fan like me, you can enjoy all the episodes of these commercials at MVPs – Kobe & Lebron Puppet All Episodes

According to the Wall Street Journal on October 11th, it has been announced that the ex-CEO, Fredric D. Rosen will be the CEO of Outbox Enterprises LLC.

This new ticket selling company, Outbox Enterprises brings in a different type of ticket selling model called the white-level service which offers direct selling of tickets from the websites of their clients.  Ticketmaster uses its one, centralized website to provide all the tickets for the consumers. This model which is the works of Rosen in the 90’s is considered outdated according to Rosen himself. Due to the high usage of search engines such as Google and other social-media sites, Rosen claims that “The middle-man model is dead,” and that “You have to evolve.”

I find this statement made by Rosen very ironic. A business model that led a company to being the most popular in its industry until now is described as “dead” by the CEO who built the very model. This shows that the market trend is growing rapidly with both internal and external factors. These changes in the market can go so far to the necessity of taking down the entire business model for a new one.

Rosen observed the society in North America and recognized the change of market behaviors and trends. This analysis evolved into a new idea which created the model, white-level service. Along with the change of market trend of consumers, the sales of tickets has been decreasing this year. Rosen takes these two market change and takes them as an opportunity for Outbox Enterprises to compete against Ticketmaster. “I view that as an opportunity,” Mr. Rosen says. “If everything’s good, and everyone is happy, and everyone is making money, it’s a lot harder to break in.”
It would be interesting to see after several years how the ex-CEO of Ticketmaster positions his new company, Outbox against his formal company in the ticket sales industry.

As a fellow “baller” as John said in his blog post, “MJ’s Back“, I was thrilled about the new release of NBA 2K11 reliving Michael Jordan when I saw the commercial for it. It is just like how John described. I can “barely able to contain” myself. Especially as I was watching the NBA 2K11 Michael Jordan Premiere Trailer, my heart was pumping with adrenaline rush and my hands, sweaty.

The creator of NBA 2K11, 2K Sports did an excellent job in their marketing strategy to effectively deliver the value of NBA 2K11 to their target market. Their target market being basketball or NBA fans, they created a product and a commercial that pinpoints their targets’ interest and value. Being a basketball/NBA fan myself, I was attracted and persuaded by their marketing strategy.

The commercial features some of the popular NBA stars today simply enjoying a game of NBA 2K11 and remembering all of the great moments of Michael Jordan at the same time. They create a humorous, fun and “chill” atmosphere that makes the viewers say “I can’t wait to gather with my friends and play that game and have fun just like how they are doing!”

They also used the slogan at the end of the commercial, “Become the Greatest” which gives a feeling to the consumers that they can be “great” by “becoming” Michael Jordon, one of the greatest basketball players himself.

I very much agree with John in that 2K Sports created a commercial that effectively sells the game, as well as featuring comical and humorous scenes that captures the attention of the consumers. Going further, this commercial is able to give an engaging feeling and experience in a short 1:23 minutes of time to their target groups.

For improvement, if 2K Sports can recruit the actual Michael Jordan himself to be in the commercial, I think I would be running to the store at instant.