As I read through Drew’s Marketing Minute blog, I came across a post about an Ipad case that can basically replace a briefcase, and takes up much less space. It’s removable dividers, and elastic pockets allow you to customize storage of your possessions, making their transportation much more convenient. The company, Case Simple, has created significant value for their target consumers, by focusing on their exact needs and the benefits that they seek from their product. Case Simple was able to develop this new value by having a very strong understanding of their target market.

Such a specialized product reminds me of a product that I recently purchased which I found incredibly useful in my daily life. I wear jeans almost every day, and I usually stick with Levi’s because I find they fit me well. However, the new 511 Commuter Jeans that I recently purchased are even more tailored to my needs than previous pairs, as they focus on comfort and convenience for bike riders. First of all, they are made with stretch fabric that is also water repellent, which keeps me dry and facilitates maneuverability. They also have a utility waistband that can hold my bike lock, and a higher rise in the back for greater coverage. The feature that impressed me the most was the reflective tape on the interior cuffs, which provides greater visibility to vehicles at night.

Finally, they have reinforced belt loops, as well as double layer back pockets and seat, providing stronger material in areas that usually wear down after frequent bike riding. Overall, I was amazed at how perfectly these jeans fit my needs, and desired benefits. Such great attention to detail on the part of Levi’s has definitely led me to even further value their products.

While reading through some of my classmates blogs, Diane Guo’s first blog post really caught my attention. She basically told a story about two friends simultaneously ordering a Canadian, and when asked “Why?” they both replied “Because I am Canadian”. She then went on to describe how effectively Molson has developed a great customer value based marketing approach by focusing on some key values in Canadian culture.

My interest in this story comes from the fact that I too am Canadian, and I absolutely agree that Molson’s marketing strategy is extremely effective in appealing to Canadians. Considering the fact that quality-wise, I wouldn’t say it’s any better than Budweiser, Kokanee or Coors (mind you, I am by no means a beer savant), Molson’s ability to very clearly differentiate their product is quite impressive. They do so by representing their beer, primarily in their advertisements, as the pinnacle of Canadian living. Like many Canadians, I associate my country with things like cold winters, excessive politeness, pond hockey, mountains, and all other kinds of natural beauty, and although I don’t experience all of these things on a daily basis, I still feel a great connection with every one of them. Seeing these things in Molson’s advertisements remind me of home no matter where I am, and for that reason I am a loyal consumer of their beer. Here’s a clip with three of Molson’s older commercials that pretty effectively demonstrate their representation of Canadian values:

Just searching some of these commercials on Youtube gave me chills. I can’t think of any other brand that has managed to do the same thing.

In response to Teah Caze’s post: Icebreaker.

I agree that the marketing strategy used by Jeremy Moon in promoting and selling his brand is innovative, and likely very effective. However, I would like to know how well Icebreaker’s performance apparel compares to products made by less environmentally conscious competitors such as Nike and UnderArmour. Of course, operating under such high ethical and manufacturing standards creates a very strong appeal for consumers looking for the most sustainable product available, but for those who don’t think of preserving the environment as a priority, a lower quality product would likely have no appeal. That being said, it is safe to assume that consumers who would consider purchasing this product value nature seeing as they use the product for outdoor activities.

Another factor that needs consideration when trying to determine the likeliness of Icebreaker becoming a successful product is their price difference relative to competitors. For the most part, companies that attempt to operate in an environmentally sustainable fashion have to increase their prices due to greater costs of production. This could be a significant factor in the decision making process of consumers; especially those who are indifferent when it comes to being eco-friendly. Unless the product offers significantly better, or different performance than it’s competitors, I think it’s not likely that they will be able to break through to consumers outside of their current target market.

All things considered, I think the marketing strategy of Icebreaker is a very smart one and will be successful in creating significant value among their target market.

Hockey has been a popular sport in Canada and the US for many generations, and with a rise in young super stars, Warrior has shifted their advertising and product appearance goals towards younger consumers (ie. Teens). Unlike other companies (Easton, Nike, Bauer) who convey their products as high tech, efficient machines, Warrior tries to appeal to the immaturity of teenagers, and avoids the scientific jargon. With a stick that’s essentially named after marijuana and an added stickiness called “Nipple Grip” it’s fairly clear that their target market is teenage boys, whereas other brands target an older, more sophisticated demographic. Warriors marketing mix isn’t all that different than other hockey brands; they sell a variety of quality products at similar prices and locations to competing brands, however it is the way that they promote their products that differentiates them from the others. I believe that this strategy (not tactic) is very smart. By targeting a younger group of consumers, Warrior can effectively create a long lasting and profitable consumer relationship as long as they continue to deliver quality goods. Like all high-end hockey sticks, Warrior uses the latest in carbon-fiber technology however, they understand that to most consumers this doesn’t mean a lot so they made their products more appealing by removing the confusion from their advertising. http://www.slapshotonlinestore.com/ProductDetails.asp?ProductCategoryID=26&ProductBrandID=9&ProductID=423