Month: February 2011

Televisions in many homes including my own have often frequented the christmas fire log channel.  Nobody ever really seems to be watching this intently however the image has been instilled in all of us over the years as it often appears in the background of gatherings and holiday events.   Subtly it has developed into a cultural sign of the holiday season.  Recently one company in particular has taken this idea and ran with it.  Swiss Chalet a Canadian restaurant know for its chicken plans to picture its chicken roaster 24-7 to Rogers Digital subscribers in Ontario.  Talk about in your face marketing!  This wheel of revolving chicken will be seen by many eyes with the hopes of leaving a lasting impression.  TV is obviously a powerful marketing tool but how well do you think consumers will respond to this trial? Personally I am a little skeptical about this plan as it may be difficult for it to mature and catch on.  On the other hand who would have thought a digital fire would become so popular….

Are you hungry yet?

In the past physical fitness has sometimes been perceived to only be done within the confines of a gym surrounded by hulking body-builders and unique pieces of equipment.  However, in recent years this perceived image has altered drastically and physical fitness has taken on an entirely new meaning.  As fellow blog writer Travis Martell describes it, physical fitness is a process of education.  One must develop a strategy which entails their desired level of training and nutrition and continuously work through this process gathering new information along the way.  This entails reading labels and finding ways to workout in untraditional methods.

To some this may sound appealing but others definitely do not share the same opinion.  Sketchers has recognized this trend and again has altered the definition of physical fitness with the launch of their latest shoe.  The Sketchers Shape-up assumes the position of being a convenient and easy form of physical fitness.  Designed for those who don’t have time to work out, want to but are not educated or simply want to increase their workouts, Sketchers claims to have the answer.  The Shape-up line helps to tone your muscles from your back to your abdomen; buttocks and calves, may help you lose weight and improve circulation and finally offers a level of convenience.  With the ever evolving definitions of physical fitness companies such as Sketchers are able to appeal to different market segments in an attempt to gain a competitive advantage over others in the related market.

Men in the past have typically been stereo-typed to be rough, rugged and least of all not worried about the condition of their skin….

See if your perception is altered after this short clip ?

http://https://www.youtube.com/watch?v=shURMv7mTr8/watch?v=shURMv7mTr8

Through this advertisement Dove has tried to capitalize on one of the biggest motivators of the buying cycle to promote their new mens line. Family as we discussed in class is a major influence on consumer purchasing habits.  Dove has pin-pointed an opportunity to market to different segments as they have focused on changing social trends, especially in men as more men are using or “admitting” to use  these types of products.

With this campaign Dove has also established positive brand imaging by teaming up with highly respected NHL player Brendan Shanahan.  Shanahan to some may be nothing more than a name, as by no means did he have superstar status while playing the game; However I believe this is the exact message Dove is looking for.

“By featuring Shanahan we see a glimpse of the real man behind the sport. While they have real professional successes, you see that their real successes come down to their roles within their families. To showcase them in that way makes it more relatable to our consumer.” (Carol Robinson, Senior brand manager for Dove,href=”http://www.marketingmag.ca/news/marketer-news/dove-chronicles-nhl-stars’-journey-to-comfort-22124″>

Although his association with the NHL doesn’t hurt, Brendan was only a slightly above average player.  This shows the prospective buyers that this product is applicable for the average family man. Dove has successfully used family, social and aspirational tactics to get to their selected target market.