After reading Rachel Thexton’s blog about companies making costly mistakes due to Twitter, I completely agree with her that social networking for a business is risky because of the likelihood of a post being construed as offensive to individuals. However, because the Internet is the most efficient medium for communication, the pros of promoting a company through social networking outweigh the cons.
As a user of Twitter myself, I know how fast a controversial tweet can become widespread in the online community. Cases of this have been seen in politics, celebrities, and corporations, one example being when the former CEO of General Electric posted a tweet implying the insincerity of people working for the US Department of Labour – it spread like wildfire.
However, when Twitter is used by companies and their associates in a professional and promotional manner, great improvements in sales can be seen due to the convenience and popularity of Twitter. The best piece of advice that Thexton provides in her blog post is for members of a company to create separate twitter accounts for personal opinions and professional promotions. If this advice is followed, companies can greatly reduce their risk in facing controversy over social media.

Sources:
http://www.bcbusinessonline.ca/social-media/twitter-era-nothing-record

http://www.huffingtonpost.com/2012/10/10/jack-welch-conspiracy-jobs-tweet_n_1954176.html

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In response to Trina Wang’s post about JC Penny’s controversial Father’s day ad, it is clear that JC Penny is not only successful in marketing, but a leader in generating social equality for minority groups.

The father’s day ad, featuring a real life gay couple with their two children, are shown with the caption: “First Pals: What makes Dad so cool? He’s the swim coach, tent maker, best friend, bike fixer and hug giver – all rolled into one. Or two.” This caption especially normalizes the notion of having two fathers, and the fact that they are no different than any other parents. While JC Penny is not specifically a social entrepreneurship, they are promoting social equality at the risk of their own sales due to protesters against the campaign. Additionally, this is not JC Penny’s first time to feature same-sex couples in print. The company ran an advertisement featuring a lesbian couple in May 2012. Though conservative groups protest the advertisements, JC Penny continues the marketing, as seen in their Father’s day ad.
Although JC Penny may lose some customers due to their disagreement with the campaign, they are redefining social norms, which may be an even greater accomplishment than generating high profits.

Sources:
https://blogs.ubc.ca/trinawang/2012/09/13/jcpenneys-controversial-ad-campaign-business-ethics/

http://www.sheknows.com/parenting/articles/961979/jcpenney-fathers-day-ad-normalizes-gay-parenting

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While reading blogs from my fellow classmates, one that really caught my eye is Ariel Liu’s blog about Aritzia expanding into e-commerce. As a shopper at Aritzia myself, I am surprised that the company is entering the e-market this late, as online shopping has become a norm within the last decade.

However, despite the late entrance to the market, it is important to note the fact mentioned that the online Aritzia store will have “a completely different approach than that of our bricks-and-mortar stores.” according to Brian Hill, CEO of the company.
The extra wait will all be worthwhile though. With the intention of inspiration alongside shopping, Aritzia online will not only aspire to be a highly efficient distributor of products, but also showcase the newest fashion trends like a magazine. New photo studios have been built for the company and management systems have been updated to accommodate the new market.
Though Aritzia may be late in the game in entering the online industry, their updated technology will increase efficiency and therefore decrease costs in the long run. The fashion forward image of the website will market new arrivals to the Aritzia collection and therefore increase sales. It will be interesting to see the progress of Aritzia as the company enters the online market within the next year.

Sources:

Aritzia Finally Catches The E-Commerce Train

http://www.theglobeandmail.com/report-on-business/rob-magazine/aritzia-fashionably-late-to-internet-retailing/article4572317/

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Gender targeted marketing is seen in a vast number of products we buy today. From toys, to books, to clothing, to beauty products, there always seems to be a divide in the types of products that are marketed towards men, and the products marketed towards women.

In the article, “Surge in gender-targeted products creates marketing headaches for companies”, the author agrees with the divided marketing in products where men and women have different needs, but states that it is an issue when ‘feminine’ products are developed for a product that has no need for differentiation, such as pens.

While I agree that it may be unnecessary for the item’s practice, I do believe that marketing feminized versions of everyday products is a good way of increasing sales. Though it may only be a change in colour from blue to pink, women may be more inclined to buy the product simply because it is more visually appealing, shopping as if shopping for clothes. For a company, sales are sales. While there may be no difference in the functions a blue or pink pen, creating a pink line may increase profit simply due to the visual appeal to women.

Sources:
http://www.theglobeandmail.com/report-on-business/industry-news/marketing/surge-in-gender-targeted-products-creates-marketing-headaches-for-companies/article5358521/

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Garage is a Montreal retail clothing chain aimed at girls ages 10-20. Having worked at Garage myself, I realized after our class on organizational behaviour that Garage does an excellent job at maintaining a consistent ‘feel’ for both employees and customers. Garage is modeled around a fun loving, fashionable, sixteen-year-old girl named Alexia. From the employees, to the music, to the décor, the entire store is designed to represent the lifestyle and personality of Alexia. Most of the employees are teenage girls, the music is composed of radio hits, and the décor includes couches and bright wallpaper to create the atmosphere of a teenager’s room.

Not only is the young and fun atmosphere of the organization beneficial for the workers because it creates an exciting work environment, it is beneficial for customers as well because the target market is teenage girls like Alexia. Creating an organizational culture that was akin to both employee and customer satisfaction has been the key to Garage’s success.

Sources:
http://www.garage.ca/home/index.jsp

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