Category: COMM 296 – Introduction to Marketing

On the third, and final, part of our marketing plan assignment, we had to do make a video depicting the entire assignment as well as criticizing the current marketing mix and providing recommendations. The end result was a professionally-looking video, with very smooth transitions, clear dialogue, and appropriate settings for every scene. This was achieved through creativity, when coming up with the script, but most importantly through our team’s ability to bring forth innovative and logical recommendations made for Blackberry based on the difficult times they are facing.

Although the team had a good performance judging by the quality of the first and final part of the assignments, there are some areas for constructive criticism. Most time team meetings lacked an agenda and the members’ presence and productivity was not ideal. This loss of focus on effectiveness resulted in low performance which resulted in a weak second part of the assignment. In hindsight, therefore, we should have appointed a team leader to facilitate the division of tasks and to improve effectiveness through carefully monitoring each team member’s task.

The video part of the assignment portrayed the incredible team cohesiveness that our team had. We were able to shoot the entire video in a rather short period of time which showed that when following an agenda our team was very productive. In retrospect, however, I would have preferred starting the video shooting earlier to achieve the maximum possible video and sound quality.

Furthermore, I believed we made a great decision when choosing Blackberry since the company is currently undergoing lots of changes making our recommendations extremely relevant and useful. It was interesting having to make some additions and changes throughout the assignment as to adapt to current news updates.

After reading Adweek’s blog entry by David Gianatasio, I felt the urge to further comment on this new initiative by Google. Helpouts is a live video-chat network of more than 1000 experts on a variety of fields such as music, cooking, fitness, home repair and many others. The idea is very straight forward. People who don’t want to leave the comforts of their homes, can just go online and get free or paid tutoring for playing guitar, baking a cake, yoga lessons, etc.

David makes the case that Helpouts makes the relationship between humans and computers stronger than ever. Helpouts slogan is that they deliver customers with “real help from real people in real time”. Although I agree that the “real” component is clearly overstated, considering the fact that you’re interacting with a computer at the end of the day, I can’t help but notice that from a marketing perspective, Google’s marketing team is doing a great job.

Nowadays, in a digitally driven world, having a significant presence online is probably what matters the most in terms of being recognized worldwide. After all, it isn’t mere coincidence that companies all around the world use social media as a means to reach out to their target segments. Thus, this latest addition to Google’s product breadth makes the California-based company even more omnipresent online. Marketing excellence achieved through the expansion of its marketing mix to satisfy even more segments of its customer base.

Lets face it. Nowadays, it is seen as normal by society for human interaction to take place through an online medium, albeit this is not ideal, it is the reality. Like in any competitive industry, therefore, Google must seize every opportunity to remain on top of the game.

After reading Tim’s blogpost on unethical marketing by Audi, I couldn’t help but to agree with Tim on the fact that Audi pushed the ethical boundaries of marketing a bit to much. As the commercial suggests, driving an Audi with a “clean” diesel is supposed to be environmentally friendly. I have to say I was as confused as Tim. Is Audi’s marketing team trying to convey the idea that by buying a car, rather than a bike for example, we will be contributing to the reduction of greenhouse gases. Out of respect to the environment, it would seem that purchasing an Audi diesel car is the best option. Deceptiveness at its maximum level!

Nowadays, it is the new trend for companies to portray the image of being environmentally friendly. Even though some companies are actually doing great work towards this good cause, many are only making fun of worried environmentalists and humans trying to follow sustainable practices. The “Green Police” as mentioned in the ad, is not pure fiction. They do exist. For example, New York officers working under the Department of Environmental Conservation are referred to as Green police. Thus, this kind of marketing is not only deceives consumers but also greatly disrespectful.

I don’t mean to say that every company around the world must sell green products or else. Government and other organizations are dedicated to regulate non-sustainable practices carried out by these companies. What I found quite wrong, however, is the fact that  ads similar to Audi’s “clean” diesel car are not regulated. It should raise great concern that even at a moment were global warming has been scientifically proven, there are companies who don’t take this real threat seriously and are only looking to profit from consumers’ who naively believe they’re purchasing “green” products.

Urban Outfitters (UO) has recently been through very rough times, loosing over $200 million in sales last year. As a true “wannabe” hipsters who loves to shop in UO, I must say that the new mobile marketing approach is simply genius. The Philadelphia-based apparel company, that hipsters hate, realized that with the upcoming holiday season they had to come up with an idea to win over their very young and digitally driven target segment. This segment, which makes up most of todays teenagers and young adults, is characterized by the smartphones industry which makes apps one of the best marketing strategies for any company, if used wisely of course.

As a result, UO launched a new app which provides customers with rewards in return for photos, and social media integration. Through this mobile challenges and rewards system, UO is putting its brand and products out there for everyone in their target segment. Moreover, UO has nearly 1 million followers in both Twitter and Instagram. Thus, through social media integration, most of them will most likely download the app and those who don’t will probably do so after they see their friends bragging about their new UO jacket which was 50% off. In today’s trendy world, this marketing strategy  can only do good as shown by the almost immediate increase in sales after the app was released.

I recently downloaded the app and immediately received an award. What came up to my mind right away was what other challenges I could unlock to gain more rewards. Thus, judging by UO’s marketing team on reading their customers’ trends and lifestyle, I believe it’s only a matter of time until UO is back on the game. If you still have doubts, download the app and enjoy shopping at discount price right away!

It shouldn’t come as a surprise to anyone that Apple has truly revolutionized the technology industry for past decade or so and continues to do so. Leaded until relatively recently by Steve Jobs, the exceptional marketer who passed away in 2011, Apple was able to position themselves in the consumers’ minds as an industry innovator seeking to “transform the way we work, learn, create, and share” as cleverly stated by the new iPad air advertisment. A product that adds significant value to the customers, but at the same time, is simple to use. That’s exactly what Apple product’s are about, and this ad makes the perfect case for it by comparing the new iPad with a pencil, arguably the most used tool by humankind. Brand positioning excellence.
 

Although they are are clearly stretching the truth a little bit with such a blunt statement, from a marketing perspective it can be safely said that Apple does a remarkable job leveraging its comparative advantage through smart advertisements. It reminds customers that apple is present all around the world and used by all kinds of segments of the population: from artists to scientists, from students to important scholars. It is for everyone to use, useful for pretty much every task one can think of accomplishing, while remaining a tool that is as straight-forward to use as it gets nowadays.

Even though some might say that Apple’s groundbreaking innovations are gradually decreasing (particularly judging from the apparent lack of innovation in the iPhone), Apple’s brand definitely remains an example of simplicity excellence. Their marketing team knows this, so they are very likely to keep delivering products and respective ads depicting this key core value. Ken Segall’s book, on Apple’s obsession with simplicity, makes a great case explaining the significance of this value to the company.