http://www.theglobeandmail.com/report-on-business/industry-news/marketing/why-thanking-mom-is-a-marketing-must/article14859680/

(Associated Press)

The article discusses the remarkable success of Proctor and Gamble’s “Thank you, Mom” marketing campaign during the London Olympics. The success of the campaign was linked to mothers of the world feeling unappreciated.  Market research conducted by Environics Communications and Citizen Optimum indicates the need of mothers to receive recognition for their work. Recognition of one’s work is one of the big motivators for employees in any company. Apparently it is a big motivator for mothers as well as evident from the half a billion dollars of increased sales. P&G is planning an Olympic “Thank you, Mom” redux for the Sochi Games.

The campaign was successful because Proctor & Gamble made an honest, genuine connection with mothers. They understood that everyone wants recognition for what they do, especially mothers, since people want to validate their self-worth. By portraying mothers realistically rather than idealistically, Proctor & Gamble was able to make an emotional connection with mothers and influence their target market into using their buying and decision making power within the household to purchase more Proctor & Gamble products. Now with more and more stay-at-home dads, will we be seeing a “Thank you, Dad” campaign in the future?

http://www.reuters.com/article/2013/09/10/us-apple-iphone-idUSBRE98908I20130910

(Reuters/Stephen Lam)

The article focusses mostly on the new upgrades and features of the IPhone 5C and 5S but also discusses the negative criticism that has been made in regards to the new models. Although this new model has been developed in order to become an affordable luxury, critics have stated that Apple’s “new” products are becoming easier to replicate, allowing competitors to catch up to their product designs and unique features. The article also mentions that Apple has had difficulty compared to its competitors in reaching out to the global market, faltering in sales to companies such as Samsung.

I believe Apple’s attempt to create a product that is more inexpensive compared to its older models is a poor strategy to target emerging markets. One of Apple’s strengths is the strength of its brand, for being known to provide high quality innovative products that are “cool” and useful. In order for it to succeed, shouldn’t Apple develop a marketing strategy that enables them to allow consumers to believe in the strength of the brand? Should price be considered, or should segmentation, targeting, and positioning be re-evaluated in each of the global markets/demographics in order to develop a marketing strategy that customers will buy into? It is also dependent on whether the current CEO Tim Cook wishes to continue on with Steve Job’s image of Apple, of “thinking differently,” or whether he wishes to lead the company in a different direction.