http://wpmedia.business.financialpost.com/2013/06/new.jpg

My marketing group did an analysis and a recommendation for Mountain Equipment Co-op. We were told to film a video that briefly includes our analysis and recommendation. My group members generally worked really well together, however, our main problem was to match everyone’s schedule. I am the most free one in the group since I only have school. My other members have school, clubs executive meetings, work, and many more work that take away their time. Not all our schedules are perfectly compatible. We’ve had quite a few meetings that didn’t have the whole group there, which we updated the missing member(s) at the end of the meeting on our Facebook Group.

Aside from schedule compatibility, commitment has also become a problem in a group. There were members who said they are free for a certain time at a certain date, but they ended up leaving the group meeting early. Although this didn’t provide us a big problem, since we planned our meetings as if the assignment is due a week earlier, I think that it would be less time consuming for all the group members to commute out again on another day just to finish off the meeting.

Like I mentioned from the previous paragraph, my group tends to TRY our best to finish the assignment at least 1 week beforehand. We do so in case of technical errors that can occur, and also due to final edit. For our video, if we didn’t plan earlier beforehand, our video wouldn’t be as it is now (it would have been way worse).

Aside from time compatibility and commitment problems, our team worked very well together. Once we get together and update each other about recent extra-curricular activity, we immediately get into the no-procrastination-work-fast-and-precise mode. Once we get into this mode, we work non stop and discuss until we have a common decision as of what we analyzed and recommended correctly. After coming up with a decision of what to write, we separate the work and all work on our own assigned parts together during the meeting. Usually it only takes each of us 30-40 minutes to finish our part. Afterwards, one person formats everything and puts everything together. I believe my group may have flaws, but my group members are yet the best ones i’ve had so far.

According to Teresa’s blog, Apple used unethical ways to promote their iPhone 5C. As iPhone 5C launched, I’ve been hearing negative feedbacks from my friends, on the internet, and on the media. However, Apple doesn’t seem to think so; or at least, they are trying to manipulate others into buying the iPhone 5C.

http://9to5mac.files.wordpress.com/2013/08/iphone-5c-colors.png?w=453&h=290

From Teresa’s blog, she mentioned “Apple was so clever to have allowed for pre-orders, having cameras ready to capture the lines of consumers waiting to get their hands on a new phone.” It is clear that Apple uses an illusion of long lineups for iPhone 5C to make people believe that the new iPhone is actually not too bad. Although it may be unethical, but is this type of advertisement fair to Apple’s main competitor, Samsung?

Many will say that it is unfair. However, Samsung has also used an unethical advertising method to defeat Apple.

https://www.youtube.com/watch?v=QR8A3T6sPzU

I feel that the fairness between the competitors are based on the scale of ethical/unethical advertisement. Samsung’s advertisement is MORE unethical due to mocking of Apple. Apple’s advertisement is unethical is because it tried to mislead the public on how good their new product is.

Apple may be unethical in its use of manipulation, but I think that Samsung should also be responsible to Apple’s action, since Samsung’s ad is probably what triggered Apple to also use advertisement to mislead the public (Samsung’s mocking advertisement was released before Apple’s misleading advertisement).

Pictures/Information From:

http://9to5mac.files.wordpress.com/2013/08/iphone-5c-colors.png?w=453&h=290

https://blogs.ubc.ca/teresaliao/

After reading “Dove’s New Viral Ad “Real Beauty Sketches” Hopes to Change the Way You See Yourself,” I can finally see why Dove’s new target market is so successful. As mentioned in the blog, Dove’s campaign “show[s] that loving and being happy with yourself are integral part to self-care.” Between the time period of the development of the brand (Dove) and now, the company has tried to get through with different messages. And this message is by far the most integrated one with its products.

Let’s look at the evolution of Dove’s message:

http://1.bp.blogspot.com/-Duu1TkVIX3g/UIssSDcWCyI/AAAAAAAAAEw/OwtNMQDFJk8/s1600/dove+pink.jpeg

The above ad shows that Dove used to cared only about the appearance.

http://dalybeauty.ca/wp-content/uploads/2013/03/vintage-Dove-soap-ad.jpg

From the first ad to 2nd ad, we can see the change in Dove’s message. It moved on from JUST appearance to how its product will benefit the skin.

https://www.youtube.com/watch?v=XpaOjMXyJGk

From the youtube video, Dove’s current message is  – to be real beauty, people have to change how they look at themselves.

Notice the change of message? Dove’s change of message is what made their brand so much more well known. If they were to keep their old messages, Dove will be no different from other brands, such as Secret. Dove is currently bringing out what this generation is missing, the thinking of oneself. AND THIS is what made them different from other brands. Their current messages greatly influence people, especially females; increasing the value of their product.

I totally agree with Dove and the blog writer that “[it is great] to be who you are and not mentally draining yourself to be someone you aren’t!”

Picture/Information From:
http://www.chpcanada.ca/en/blog/doves-new-viral-ad-real-beauty-sketches-hopes-change-way-you-see-yourself
http://1.bp.blogspot.com/-Duu1TkVIX3g/UIssSDcWCyI/AAAAAAAAAEw/OwtNMQDFJk8/s1600/dove+pink.jpeg
http://dalybeauty.ca/wp-content/uploads/2013/03/vintage-Dove-soap-ad.jpg

As I recall from my high school courses, I remembered there was a course called Tourism 11/12. This course talked about variety of topics, which most of them i dont remember. But, there was this one topic that caught my eyes and my ears during class. This topic is “how do brands grasp public attention and how do brands make people remember the brand.” As I take Marketing class, this topic always floats around my head; it is probably because I finally realized that this topic is a sub-topic in the marketing course. Not that I’ve been exposed to the same topic or anything in Commerce 296, but I just feel like bringing this topic up since it suits what I am studying – Commerce.

My high school teacher who taught Tourism 11/12 once said, “Brands catch your eyes and ears by catchy slogans/phrase.” She then proceeded with a worksheet and pure melody music recordings, wanting us to identify the brand off the worksheet after listening to the recording once. At that time, I thought that I probably wouldn’t be able to identify any brands by their slogan music. However, as my teacher played the recordings, I recognized the tone and slogan right away. That is when i started to assure that catchy slogans with music actually grabs a lot of attention. And this kind of attention grabbing is considered as marketing. It is how they market their brand, making it more recognizable.

Here are several catchy slogans with music that almost EVERYONE can identify.

https://www.youtube.com/watch?v=4mBtOYYCrGY

http://subdelivery.com.sg/Subway-eat-fresh-US.jpg

Pictures/Information From:

http://subdelivery.com.sg/Subway-eat-fresh-US.jpg

As I enter 2nd year of university, I finally understand more about marketing. Since young, I’ve only thought of marketing as television advertisements. Being in Commerce 296 Marketing course has changed my thinking. Being exposed to other factors of marketing, I realized that marketing is not JUST about advertisements. It is about promoting value to customers. These values make up the marketing 4 Ps (Product, Price, Place, and Promotion).

Product: what is the product? Does it create value to satisfy customer?
Price: Is this what customers want to pay for the product? (value of product in terms of currency).
Place: Is it convenient to buy the product? (convenience will increase of value in the product in customer’s eyes).
Promotion: How is the marketer communicating with the potential buyers to remind them about the product?

http://www.logomaker.com/blog/wp-content/uploads/2013/09/Starbucks-Logo.png

Starbucks is one of the companies that I’ve always thought that they have very bad marketing. It is obvious that after learning about the 4 Ps, I realized that Starbucks’ marketing is very well planned and implemented. In fact, Starbuck’s marketing is brilliant. Although their product is not that much of a difference between other cafes, it is more well known. Let’s have a break down of their 4 Ps:
Product: Different types of coffee, pastries, and different types of tea.
Price: Relatively expensive compared to other places that sell coffee.
Place: It can be found almost EVERY few blocks.

Promotion: Their green logo on the cups reminds people of Starbucks. They have effective communication with their customers by offering discounts/buy-one-get-one-free offers/gift cards/GOLD card (VIP card).

As mentioned in one of the 4 Ps above, Starbuck’s prices are relatively high, but why is that? It is because of the value added. What added the value? It is the convenience. As analyzed before, Starbucks’ shops are EVERYWHERE. You can see Starbucks almost every 10 minutes as you walk down a street. Starbucks is so successful due to its convenience. Its convenience pulls up the price. Also, there are other effects of the prices on customers. Some customers are willing to pay high prices for the value. Some of them wants to pay high prices because high prices make it as if it is higher class coffee. And some consumers are paying high prices because of convenience (they don’t want to walk another block/drive another 5 minutes for cheaper coffee).

Like I said before, marketing is NOT JUST advertising. Many other factors are thrown into consideration.

Pictures/Information From:

http://www.logomaker.com/blog/wp-content/uploads/2013/09/Starbucks-Logo.png

Google map

Starbucks website

Many companies have different sets of marketing campaigns to increase businesses.  Lately, there is a specific strategy that many commercials have in common. This strategy is the use of opposite sex attraction. Many of the companies that choose to use this tactic are fragrance and deodorant companies such as Axe, D&G, Gucci, and Emporior Armani. Here are some examples of television commercials and hardcopy advertisements that use sexuality/opposite-sex-attraction:

Emporio Armani Diamonds Ad

Gucci Guilty Ad

Calvin Klein Encounter

https://www.youtube.com/watch?v=-TcbIZg1HR0

Recently, the use of sexuality in advertisements is very common; and as seen, almost all products that promote pleasant odor/scent apply this marketing approach. Compared to advertisements from few years back and advertisements from Dove, is the trend of manipulating sexuality in advertisements ethical? This has been talked about by a lot of people, who were born in the 1940s-1960s, today. Take a look at the following print advertisements from 1970 & 1980 fragrance companies and digital advertisement from Dove:

A 1970 perfume ad

A 1980 Cologne Ad

It is obvious that to adults who were exposed to less sexuality involved advertisements since young will think that the “new” marketing tactic is unethical. Conversely, to my generation and many later generations that are/will be exposed to more sexuality involved advertisements from a young age can/will take this marketing approach in a more accepting manner.

Aside from that, fragrance companies always claim that their product will make the wearer irresistible to opposite sex (as seen in the first batch of advertisement examples). But do the perfumes/colognes actually help wearer attract others? This kind of claim makes the use of the sexuality tactic in advertisements unethical. Although the strategy may be acceptable in current generations, this marketing strategy is still considered unethical due to unrealistic claims.

Pictures/Information From:

http://toriaheath.gdnm.org/files/2012/01/evan-rachel-wood-gucci-guilty-fragrance-ad.jpg

http://www.designscene.net/wp-content/uploads/2010/11/Mathias-Lauridsen-for-Emporio-Armani-Diamonds-For-Men-Fragrance-01.jpg

http://www.usmagazine.com/uploads/assets/articles/53211-see-alexander-skarsgards-steamy-calvin-klein-fragrance-ad/1339175470_alexander-skarsgard-zoom.jpg

http://file.vintageadbrowser.com/l-yzcjpwqzu76shb.jpg

http://file.vintageadbrowser.com/l-pbbpxzbfu9tfll.jpg

http://www.lemay.qc.ca/img/projects/courdappel7.jpg

The issue between brand names and the Quebecois de la Langue Francaise was brought into legal action by companies such as Walmart, Best Buy, Gap, Old Navy, Costco, and Guess. As we all know, Quebec and its surrounding cities use French as their main language; and many citizens there would say to adding or changing the company’s brand name with French description/name of store – such as, “Le Magasin Walmart” which means “The Walmart Store”.

According to the material I’ve learned in Commerce 101 class, I agree with Yahel Jarus-Hakak’s comments from his blog – Post #9- Walmart, Costco, among businesses taking Quebec government to court over French signs. He mentioned that “a marketing professor from Concordia university claims that the companies are going through this trouble to protect the look and feel of their logo.” From a business perspective, a logo and a brand name is known as brand recognition. Taking legal actions is a way that the companies use to protect their brand names.

http://boogiestudio.com/blog/wp-content/uploads/2009/04/adidaslogo.jpg

A change in brand name can decrease the demand and sales made in the future. For example, Adidas is one of the brand that is known to have a fake spelling in Asia – Addidas. The extra “d” that showed in Addidas actually decreased the sales from customers who actually know the brand. Therefore, I support the companies into taking actions to protect their brand names.

Information from: http://www.calgaryherald.com/business/businesses+heading+court+against+Quebec+government+over+French/7567073/story.html

http://theworkingdog.files.wordpress.com/2011/07/translinklgo1.jpg

Out of most of the countries that I’ve been through, Canada’s public transit costs the most to ride in. Prices of public transit fairs were once changed a few years back due to Hostage of Vancouver’s Winter Olympic. This time, they will be rising the price by 10% starting in the coming January – an adult fair will go from $2.25 for one zone to $2.75 for one zone. This percentage of increase is estimated to generate $32 million for the transportation authority.

To many of the transit users in the city, this is very unfair. Going from zone to zone is more expensive than paying for the distance travelled. For example: Going from Richmond Brighouse to Waterfront will cost the same as going from Bridgeport to Marine Drive on the Canada Line. This is what causes many of us to rather drive than take the transit.

http://media.greenradio.topscms.com/images/4b/a1/9c1494d04fdbb6cc60377d1f2caa.jpg

However, problems will be solve soon, since the Compass Card will be introduced soon to citizens. With the Compass Card, many of the transit users will be more willingly to take public transit rather than driving, which may be able to increase TransLink’s long term revenue. The issues with unfair pricing will be solved when Compass Card comes in effect, providing a more fair way of payment.

Information From: http://www.surreyleader.com/news/179203301.html

http://www.cbc.ca/news/canada/british-columbia/story/2012/11/13/bc-translink-fare-increase.html

https://blogs.ubc.ca/luaighazi/files/2012/11/EnergyAware-01.png

Today in class, we went through a very entertaining, interesting lectures with successful Sauder graduates. We were lucky to have Janice, the founder and the CEO of Energy Aware to come in and share to us her path to success.

Janice graduated from UBC Sauder School of Business in 2006. She majored in Marketing and took a special class called “New Venture Design”. New Venture Design is a 4th year class opened to Engineering and Commerce students. They are put into groups and are expected to design a new product and create a business plan for this product. From this class, she carried away the new technology that she and her group developed – the energy aware product – into her future plan after graduating from university.

Janice mentioned that the challenge into starting the business would be financial issues. Money is always the question to the start of a business. Young ones might say that bank will lend money out. Truth is, why would bank risk their money to invest in someone that is just starting a new business? Janice said that the opportunity to participate in the Business plan competition and winning the competition helped her with the start up cost of the product. Although at the start, she couldn’t pay her first engineer, she offered him a flight to Singapore to present in a Business Plan Competition. I’ve realized that the start of a business will be the biggest challenge if I ever plan to start a business.

Information From: Janice (class guest speaker)

http://blog.castsoftware.com/wp-content/uploads/2011/08/honda-software-failure.jpg

A political issue can highly affect the demand of certain products. Rupinder Ahluwalia’s blogpost, Honda Forecasts a drop in yearly net Profit, summarized the political problem between China and Japan currently has that greatly reduced the demand of Japanese products. The dispute over islands in the East China Sea has aroused some protests in Japan. Many businesses were forced to shut-down for a period of time, causing a declining demand in goods from Japan. Many of the car companies’ sales dropped, and Honda’s drop in sales was considered the largest – 40.5% drop. Shares of Honda also dropped greatly to a 9-months low – “dropped nearly 6 percent on Monday, and last traded down 4.3 percent at 2,408 yen.” (cit: yahoo).

The support of the citizen in China can be greatly seen by their huge decline in buying Japanese products. As we can see, forecasting is very difficult. Political events, as such, can also greatly intervene the operation and sales of businesses. From this, I agree to Rupinder that many external factors and unexpected factors, such as natural disasters, are what make forecasting hard.

Information From: https://blogs.ubc.ca/rup02/2012/10/29/honda-forecasts-drop-in-yearly-net-profits/ (Rupinder Ahluwalia’s blog)

http://sg.finance.yahoo.com/news/honda-slashes-net-profit-forecast-031712823.html (Yahoo)