Final Blog Post: Reflect

What did you learn about your team, yourself and marketing? 

I’ve always had a misconception of what marketing really was. When someone said they were a marketing student, I thought they did sales, promotion and advertisement. I learned that marketing is more complex and has an analytical aspect to it as it involves strategizing and researching.  It was difficult at first because in the start it was a “getting to know you” process but as we learned individual strength and weaknesses, we used that to our advantage. For myself, I learned that it’s good to take initiatives but don’t over do.

What skills did you enhance or develop, if any? 

I enhanced my team-working skills because as I got to know each team member more, I learnt what worked with our team the best. I also developed better editing skills. I have not written essay’s since last year so my writing was a bit rusty at first but as we worked through the assignments, I started becoming more aware of my mistakes.

What would you do differently next time? 

I would match the assignments with the rubric more closely next time. For the first assignment, I did not realize that the rubric was in the assignment submission folder.

What are you top takeaways? 

Do a lot of research on your company but be clear and concise. Also, grammar is important! Don’t neglect your grammar! Start early and finish great.

Response to Jeffrey Tso’s Blog: The Convergence of the Tech Market

I’m not your hard core technology geek but I do like technology, especially phones. Here’s a collection of my phones since Grade 7 I believe, missing my Iphone 4, Samsung Galaxy S2 and Iphone 5 since this picture was taken a few years back. 

 

When I read Jeffrey’s blog post, and his question “Could there really be a single product, which when marketed to multiple market segments, will be able to fulfill all consumer needs?. I think at the rate of which technology is advancing, a single product will or probably has already fulfilled all consumers need. Twenty years ago, a simple hand held flip phone fulfilled consumers needs of communicating from far distances but consumers wanted more, they not only wanted to communicate verbally but textually. Along came texting, all phones moved into the stage where they not only able to communicate but as well as text. If we fast forward to now, we have phones ( ie. Iphone 5) equipped with calling, texting, games, camera, calendar, bill payments, etc. From a touch of a button, we could have ordered a pair of tickets to a Rhianna concert instead of waiting in lines for hours. A simple palm size device fulfills a bucket-list full of needs. I agree that with such innovation and advancement, not all companies have the wealth or abilities to compete amongst each other. It’s the survival of the fittest, in this case, survival of the wealthiest. The niche market will become smaller and smaller, and eventually wealthier and  innovative companies will kick out the competitors that can not compete.

Response to Drew’s Marketing Minute [comment on an external marketing blog]

In class, we learnt that Brand is the sum total of a consumer’s experience with the product, leading to Brand = Trust. On Drew’s marketing minute blog, I read a post “They’ll buy when they trust”, he proposed a equation that every business owner needs to understand: Know+Like+Trust = Buy. A customer must be able to 1) Know you you are, 2) Like who you are, 3) Trust you to make a purchase. I agree with this equation that a customer must be able to have some knowledge of your product/brand, like what you’re product is providing them and trust that your product will fulfill their needs.

 

Drew proposed,

Know = Search

If consumers can not find you, then you don’t exist.

Like = social network/blogs

Through online blogs and social networks (Facebook, Twitter), people are responding to the product and this will help shape your impression on the product.

Trust = consistency online and off .

Is the product providing you consistency and fulfilling your needs. Is it just a one time thing or can fulfill the same benefit everything you use it.

These are what I interpreted from reading Drew’s blog. After reading this, Drew speaks of products or brands as if it’s a person. It’s interesting because when you endow trust into a brand (brand loyalty), you are somewhat forming a relationship with it. If you have one bad incident with your brand (product), even though you may be forgiving because of your loyalty but you don’t give complete trust in that brand again. We can think of a relationship between a brand and a person like dating.

Trust is extremely important when it comes to branding. A company must be able to deliver its product consistently. Not only in terms of distribution channels  but the quality of the product in order to capture the consumer’s trust.

 

 

Kraft Cracker Chips?

I went to Walmart and walked down the cracker section, I noticed “Special K’s  Cracker Chips”.  First, Kellogg! A known cereal brand is making crackers chips?  Second, what is a cracker chip?

The  packaging looks similar to Kellogg’s cereal box. If I just took a glance, I might have mistaken it for the cereal.

Kellogg signature cereal, Special K is known for helping women to “slim down”. Kellogg introduced it’s cracker chips two years go, trying to adjust itself to the trend of the market. Sanjeev Khan, head of specialty at Kellogg’s, explained:

We believe Special K Cracker Crisps will be the next big driver of such growth by tapping into the huge market of women who want the best of both from crisps – all of the want and taste but none of the worry or guilty

 

Special K cereal is more tailored towards women, primarily mid 30’s because that’s when family forms and women’s life gets too hectic to keep track of their diet.  I think what Kellogg is doing is great with product development (current market, new product). Special K cereal is a successful “weight-watcher” cereal so introducing a snack in replacement of competitor’s brand can aid in their brand image of not only being a cereal brand. This brand extension of a cracker chip may be confusing to some consumers because when looking for a snack to satisfy your cravings but as well as maintaing your weight, you might associate chips with being bad and saturated in fat but a cracker can be whole grain, less sodium and a healthier choice. It may only be for me but I tend to associate chips with party snacks and crackers to snacks throughout the day.

 

Goodbye Apple?

Would you have ever thought that day would come when Apple was no longer cool? Apple, one of the world’s leading brands and innovators of new technology has been called “uncool” by future adults. According to a research conducted by Buzz Marketing Group,

Apple is just too popular to be popular 

Teens favor Samsung’s Galaxy smartphones and would rather choose a Microsoft Surface tablet over the Apple Ipad. While Apple has done a great job to embrace Generation X and the Millennial Generation, it has failed to connect with the Millennial kids.

Microsoft and Samsung, on the other hand, have spent millions on advertising campaigns that portray the iPhone as a device for older generations, sending a message that teens should move on to the “next big thing.

Samsung emphasis on “communication, media experiences” associated with the phone. If this study holds true to the whole population, then this could have a negative impact on Apple’s business long-term as today’s teens age enter the buying demographics. Apple’s have been here for generations, with their classic looks so many of their demographic of consumers are Generation X and Y. Apple has successfully been able to capture a wide group of Generation X and Y consumers, creating a loyal customer base but the Millennials dont want the same device as their mom, dentist or coffee barista. They want the never seen devices.

Apple has recently experienced several technological glitches (iOS 6 map, which is horrible I have to say) which competitors have stepped up their game, offering innovative and coo products at a much lower cost. Samsung has poured millions of dollars in advertising in the last few months that paints the idea that iPhone is for parents and late adopters. Samsung poking fun with the iPhone 5 in their new ads, pointing out the differences between these two devices might have just worked with the young audiences.

The litigation floodgates are open and Samsung definitely wants to go to war, so they’re more aggressive than ever with their media for that prized [youth] demographic.

 

“Bro’s over Yo’s”

During my break at work, I was reading the Vancouver sun and came upon this article, Brogurt: The manly yogurt Chuck Norris would eat probably. Yogurt, has always been captured in the eye of consumers as a feminine product. We should all know the infamous Activia commercials of women eating Activia with an image of a belly dancer’s over their own stomach. Packed withB.L regularis, probiotic culture, exclusive to Danon. The yogurt market is expanding so quickly with consumer trends moving towards lower fat, lower calories types of yogurt. Last year, Iogo and Pepsico entered the competitive yogurt market.

Target Audience: Men 

You rarely see men boast about their favorite yogurts or how yogurt is o-so-yummy! Men don’t want to slim down, they want to build up. A U.S. Brand , Powerful Yogurt has introduced its own version of yogurt for men. Powerful Yogurt emphasizes on its “zero fat, man-sized” snacks that deliver all the health benefits but none of the risk of emasculation. Food media has given the name of this masculine yogurt, “brogurt”. Rephrasing the tagline “bros before ho’s” into “bros before yos” in attempt to position themselves in the untapped segment for men. Rebecca  Tuvel, PhD candidate commented that “If men are to buy in, Powerful yogurt cannot be portrayed as also for men, but only for men.”. Women’s participation in men’s product has been socially celebrated but for a men to participate in a female-idolized product is another story. Powerful Yogurts has positioned itself in the market where few or no yogurt companies has targeted, men. They are allowing men to celebrate their consumption of yogurt by building their yogurt with an image of masculinity, power and strength

Positioning Statement

Powerful Yogurt defines itself as a manly yogurt, differentiating itself from other competitive yogurt brands such as Activia, Iogo and Astro. The yogurt taste might not differ from other brands but how it promotes itself does. “For Men, By Men”, this strong and clear statement might only be understood by men.

 

 

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