mandyCHOW

Our last class of Marketing (boohoo) was on ethical/unethical marketing. What inspired me to look more into unethical marketing towards children was from reading Lauren’s blog!

According to Lauren’s blog, it’s all about the toy, who cares about food’s nutrition? Only their parents. If it’s all about the toy, the idea of toy guns marketing to children could be unethical. Like what Elaine said, it’s a gray area, and I agree because it all depends on how you look at the marketing’s intention. In my opinion, I find there are number of toys that could be unethical towards children. For example toy guns for boys and make-up dolls for girls. Because there is no right and wrong answer, I believe what commercials are advertising to children tends to stick into the children’s mind and influence their behaviour. Could toy guns have an affect of violent behaviour towards boys? If I were to do research on this correlation then I would be able to find out the answer, but it’s marketing we are talking about. What I’m trying to get here, is that I was one of the fallen victims of playing with Barbies. I remember playing Barbie dolls with my best friend was about driving the hot pink convertible car, dressing up extravagant matching outfits, had a good looking male friend (Ken), and applying makeup to look pretty. As a child, I thought applying make up was the way to look pretty, until my mom told me make up is not healthy. If you follow make up trends, even MAC has a Barbie line (you see what I mean?)

<http://www.gizmodiva.com/entry_images/0307/29/Barbie_Loves_Mac_make_1.jpg>

These are the subconscious aspects of marketing that affect a children’s behaviour and thoughts. Although the toys are fun to play with, I recognize that advertising to children is easy. With the right strategies in TV commercials such as colour, recognizable people or cartoons, music, and function of the toy has a powerful effect on children.

Reading the Brand Channel blog, what really caught my eye was a post on Diet Coke. Why? Because Karl Lagerfeld, a famous luxurious brand name designer (Chanel), has his image on the coke bottles!

<http://www.brandchannel.com/home/image.axd?picture=2011%2f4%2fdiet_coke_lagerfeld_2011_bottles_450.jpg>

Coca Cola has been a leading brand of beverages; however, they appear to aim for new approaches to attract a variety of consumers to buy their products. For example, people are more conscious of the fashion industry, which means that they are more aware of how they look and have the desire to be “skinny”. Consequently, many individuals try to set an unrealistic standard for themselves: to appear to have a model look. Moreover, according to Lagerfeld, he lost weight by strictly eating vegetables and drinking Diet Coke! Now with Karl Lagerfeld’s icon on their newly designed Coke bottles, Coca-Cola has a huge advantage in the market. With a fashion-oriented icon to represent Coca Cola, the brand can “upgrade their image to a more classy and sophisticated brand, which is co-branding. Firstly, their target consumers would be both the consumers that are “fashionable” and the drive to look “skinny” or is weight concerned. The bottles are skinnier, a whole new packaging design, to capture more audience and attract new consumers in a whole different look. By changing their classic red bottles to a classy looking pink and white bottle illustrates a more feminine approach to attract consumers who more self-conscience with their appearance. Not only did Coca-Cola increase their target market but by co-branding with Karl Lagerfeld, its brand maintains its quality and may have upgraded in a sense of “higher class”.

After reading through numerous classmates’ blogs, I would like to refer to Lisa Andrew’s blog on product placement. It influenced me to seek what other bad examples of product placement are out there. I define “bad example” as in too obvious and in-your-face advertisements, which are annoying to consumerss.

Take a look at the video I found on YouTube:

When I watched Sex and the City, it was more of a subconscious and expected thought about high-end brands being brought up in the movie. Since Sarah Jessica Parker stated out-loud “Louis Vuitton” and “Chanel” makes it further notable.  Of course during the entire movie there were numerous luxurious brands’ products being shown by the actors in the movie, creating a more subtle product placement.

In the Superman part, needless to say Marlboro and Coca-Cola explicitly flash their huge logo.

What I notice is the most over used product placement tactic, and it’s so normal that probably consumers don’t even need to deliberate about the product presented, are cars used in movies. The James Bond Ford was exactly like any car commercial on TV zooming by until you see James Bond himself. This also applies to Will Smith’s driving the Mustang.

Although the products are not subtle at all, it is so obvious that it sticks into the consumer’s mind. Highly effective but irritating.

As you may all know UBC has launched an iPhone app!

I recognize that the UBC iPhone App strengthens its brand awareness of UBC’s brand equity. The UBC App enhances UBC brand awareness because the app opens up to a greater market (UBC staff, prospective students, current students, professionals, etc) to get familiar with UBC. Although I am a current student, I find the perceived value of the UBC App not highly valuable, since it’s free for everyone to download and it’s not exclusive to just only UBC students, there is not much value to myself but valuable to external UBC members. The content of the App I would say is valuable. The UBC App logo is UBC itself, however if you are not a current student or staff of UBC you would not be familiar with the information given off from the events or updates and associate yourself with it but only recognize that is the university logo.

I find the app convenient because I am able to find my way through faculty buildings and streets located all around campus. I can locate the closest place to eat or to study. In addition, it is effective because all students are kept up to date with campus events and other UBC related news. UBC iPhone App generally is a benefit to both consumers (applies to anyone who downloads the app) and to UBC, with the App you have UBC in the palm of your hand!

As an employee of Godiva Chocolatier, I could very well relate our Advertising: Sales Promotion tactics learnt in class to Godiva. One of Godiva’s best sales promotions is through their customer loyalty program called “The Rewards Club”. By joining Rewards Club, the customers receive are entitled to: free piece of Chocolate every month; free gift each month you spend $10 or more; free standard shipping for 1 online order; exclusive online special offer every month. In their loyalty program, Godiva promote its high end chocolate through coupons (from time to time received in their email updates), samples (free piece of Chocolate every month), and deals (online special offers).  Aside from being a Rewards Club Member, Godiva’s retail store is persistent in pushing its sales promotions. One of my roles are delivering samples whenever customers walk into Godiva, informing about what the chocolate they are about to sample by its taste; texture; presentation; and adding on the sales promotion currently happening in the store. In addition, Godiva’s point-of-purchase is an excellent way to stimulate customers in purchasing more products. Dipped chocolate macaroons, chocolate bars, on-sale chocolates and truffles, and many more are placed at the point-of-purchase displays to up sell. I believe Godiva is not only famous for their prestigious brand for chocolates and their high end savor, but their sales promotion tactics and customer loyalty are remarkably effective.

There was a time when I woke up in the morning, started preparing for school as usual, and then I came to realize that my daily makeup essentials, such as eyeliner and mascara, are all used up. From then on, I thought to myself: what happened if Sephora did not exist?! Deliberating about where I should buy my makeup, there was a brief time in which I had thought that it wouldn’t matter, many places such as The Bay, Murale, or even Shoppers would have their own boutique. Personally, I really like the way Sephora designed their stores; they often set up testers, allowing customers to try out makeup remover and any other products that come from the store. Because of these facts, I believe that Sephora has a successful and well-branded multichannel strategy. The first time I heard about Sephora was when I was shopping in their store which had me discovering their store website. The site in my opinion served the best way to deliver their information to customers. Each product I clicked on provided me the details of related products that may interest me, ingredients in case customers have the fear of getting allergies from the materials, ratings and review to prove that the products actually work, and even a Faceboook site. Ordering from Sephora is also convenient with price and quantity – therefore, purchasing cosmetics through the store is simple and efficient. Finally, the most fascinating way of purchasing Sephora products is from the vending machines I have encountered at the Las Vegas Airport.

I have only seen vending machines for food, drinks, and toys, but never for cosmetics. Because of this surprising incident, I recognized that Sephora is successful in their multichannel strategy. To put it simply, when I got off the plane looking tired and weary, I had a vending machine to my convenience! What do you guys think, are vending machines suitable for cosmetic products?

All commercials are produced to target specific consumers; in my opinion the most interesting commercials are the ones that focus on children.

Today my friends and I were comparing how McDonalds Happymeal commercials rarely show in Canada while in Japan their marketing style is opposite. Take a look at this appealing Spongebob Happymeal toy!

This McDonalds commercial illustrates the marketers’ intentions of encouraging children’s enthusiastic perception and attitude from obtaining a toy. Demographically, it targets toward the young children who posses the mindset to obtain anything they find appealing on television.

The kids in the commercial portray an over the top exciting attitude towards the toy. Children watching this commercial influences them to desire the toy, therefore they would nag their parents to buy Spongebob. More specifically, when a child wants something they would nag for it until the parent would finally give up and agree to buy it for them.

Not only is the commercial adorable, but it portrays the Spongebob toy so amazing that it can talk when you drink from the straw or lift the cup as though it has a mind of its own.

My family is very traditional when it comes down to Chinese New Year. It is mandatory for me to attend not just both my mom’s and dad’s side of the family dinners, but also our family friends’. As I was happily eating with my cousins, marketing came into my mind. The question was, because Chinese is currently a growing minority population, how can companies market their products and services to us? Have they been successful?

I decided to do some research and stumbled across Chinese New Year Marketing. Agreeing to her third point, the New Year’s Eve dinner is important to our family, and restaurants has an advantage to market their deals, such as their ready-made meals, to save time for my family. Restaurants know who and when to target consumers, because Chinese tradition celebrations and generations are changing. Families (like mine) are busy with their school, work, and other family commitments. Ordering food and ready for pickup, the party starts right when the food arrives.

How can FaceTiming have the power to influence a consumer to feel positive? I mean, it’s only webcam, what is so special about it?

Well then, you’re mistaken if you think iPhone 4 FaceTime is pointless. I have fallen in love with the iPhone 4 and I always enjoy FaceTiming with my friends. After watching this ad, I realize that the ad has successfully accomplished the Maslow’s Hierarchy of Needs in marketing to the consumers.

Typically when teenagers (or anyone) first get their braces, it is uncomfortable and could be humiliating. One feels insecure about their image, exactly how the daughter portrays herself. However, according to this iPhone 4 advertisement, many individuals can relate to it because they have experienced what the daughter is going through, the embarrassing “wire-teeth smile” which could lower one’s self-esteem. For consumers, even myself, this ad emits a thoughtful environment. The factors that has met Maslow’s Hierarchy of Needs are:

Self-Actualization: The dad’s reassuring words influence the daughter to not feel embarrassed of how she looks when she smiles. Of course I can’t tell whether the daughter is completely satisfied with her life, but the ad allows my thinking process to lead to this accusation.

Esteem: With the dad’s reassurance about the daughter’s smile, it gives back the daughter’s self-esteem with her new braces and to feel satisfied with her look.

Love: FaceTiming allows the daughter and dad to communicate and bond, the daily interaction for anyone’s needs. Their family love is nicely illustrated in this ad.

Twitter is a phenomenom.

I am currently a new user to Twitter, and now that I am a Tweeter myself I recognize that Tweeting is more than just for personal use and microblogging. Twitter is a bridge to the business world. With Twitter you are open to building your personal brand, networking, marketing your company, keeping up to date with political figures and news (e.g. Barack Obama), and the list goes on..

In my perspective, as a consumer, following a company’s Twitter would greatly impact my consumer decision (The Consumer Decision Process). The most influencing aspects would be my psychological factors, specifically the perception, learning, and lifestyle of the company’s products and services. Because I enjoy shopping I desire to follow my favourite brands, and I will use Juicy Couture as my example.

Following Juicy Couture’s Tweets influence my perception of their products, because their tweets allow me to observe and compare their products with my previously purchased products. My perception of their quality, style, and whether their brand and product is worth more than other products I purchase from alternate brands.

While reading tweets, usually features of the product advertised, I am also learning what is currently in style and popular within the fashion industry.  My thought process and behaviour of the products will alter from the fascinating clothes and accessories that are introduced in the fashion world. For example, I was previously considering buying a Juicy Couture necklace, but as soon as I discovered their newly advertised pair of earrings, I changed my decision and went for the earrings instead.

Last, but not least, lifestyle is what empowers my overall purchasing decision. Where and when to I spend my time and money? I admit the products I purchase align with the lifestyle I live in and what I wear is how I would like to portray my sense of lifestyle. Lifestyle plays an important role as a social factor.

When companies use Twitter, it’s an effective way to both interact with customers and maintain customer loyalty. Companies should definitely take advantage of Twitter.