Dexter Lee's Blog

RE: “RIM still thinks Marketing is Advertising”

Post author By Dexter Lee
Post date March 12, 2012
No Comments on RE: “RIM still thinks Marketing is Advertising”

This post is a response to David Huynh’s post on how RIM still thinks marketing is advertising.

I was actually thinking about this in class today. What does the general public think marketing is all about? And I personally think that in a nutshell, everyone still thinks that marketing is advertising. People don’t have a clear understanding of the intrinsic concepts that make the advertisements. Marketers don’t just make the pretty pictures and slogans. There is a lot more research that goes on in the background to create the final product which is the advertisement.

For example, when making an advertisement, marketers need to consider the factors that affect consumer behaviour. Culture: social class; Social: Family, roles and status; Personal: age and life cycle, occupation, economic situation; Psychological: motivation.

BLOG 2 | “RIM still thinks Marketing is Advertising”

Uncategorized

Blog 5: RE: Starbucks Grinds Out New Territory with Its Own Single-Cup Coffee Maker

Post author By Dexter Lee
Post date March 12, 2012
No Comments on Blog 5: RE: Starbucks Grinds Out New Territory with Its Own Single-Cup Coffee Maker

Starbucks is the go-to coffee shack. Blenz? Artigiano? Tim Hortons? All a “class” down in everyone’s eyes. Similarly what is the top notch home made coffee machine that everyone is talking about now? NESPRESSO!

This article brings to light that Starbucks is trying to expand, Starbucks is going for vertical integration in which they are introducing Verismo, their own coffee maker that would make a single cup of coffee.

“We have long believed that the biggest prize within the [premium single-cup segment] is a high-pressure system that would give us the opportunity to deliver Starbucks-quality espresso beverages at home and at work,” Schultz said. (Starbucks CEO)

(http://www.brandchannel.com/home/post/2012/03/09/Starbucks-Verismo-030912.aspx)

Uncategorized

Blog #4: Spence Diamonds

This has to be the best advertisement I have ever seen, hands down. It appeals to the current consumer behaviour, specifically, the age and life cycle. Where men in serious relationships are always saying to themselves as an excuse to delay the impending contract known as marriage, that “I need a sign”. Spence Diamonds very directly targets these men as the advertisement clearly says, She’s the one (you said you needed a sign).

I believe that this is a really good marketing strategy because it appeals to both, men and women in society. I’m currently not in a serious relationship right now and seeing this sign gave me a chuckle. It made me smile and wonder if anybody really took this as a “sign” and bought a ring to propose to their one.

Marketing

Blog #3: Nintendo

Nintendo, the multinational Japanese corporation that is best known for its gaming system Wii, is the focus of today’s blog.

I was just surfing the web one day and I stumbled upon a whole list of products and services Nintendo tried to offer. People probably only know Nintendo as the gaming company. But what they don’t know is that Nintendo was founded as a playing card company. It then went on and set up a taxi company, a love hotel chain, a TV network and a food company. Many of these ventures failed and it took Nintendo a couple years to enter into its niche market, which is gaming.

This topic relates to the central definition of marketing, where they were trying to satisfy the needs of too many customers and because of that, they were unable to provide the quality of services that was expected from them. It was not until they realized that they needed to focus on one target market and position themselves in a way where consumers see them as the superior gaming company, did they succeed as a company.

Marketing

Blog #2: Red Bull

Red Bull is an energy drink sold by an Austrian Company: Red Bull GmbH. According to BBC, it is the “most popular energy drink in the world, with 3 billion cans sold each year.”

I still remember the first time I heard of Red Bull. It was when I was in high school and I had to study pull an all-nighter to write my History paper. I was getting really tired and when I turned on the TV to take a break, the Red Bull advertisement came up with it’s famous slogan “Red Bull gives you wings”.

In correlation to what we are learning in class about Consumer Behaviour, I believe it appealed to me through the psychological factor: perception. I really enjoyed the fact that it was a very simple advertisement. It is very simple because it looks like a moving sketchbook, and similar to the youtube video posted below, it is very humorous at the same time.

I believe that Red Bull became so successful because of its effective marketing strategy of repetition. To further explain this, Red Bull never strays from their slogan and their sketch-like video advertisements. This differentiates Red Bull from all the other energy drinks such as NOS.