teachthe4ps.com » External market environment

Video: “Starbucks takes on coffee competitors”

Joe Cannon — Thu, 25 Mar 2010 14:37:48 +0000

One more clip (4:26) from CNN’s Poppy Harlow’s interview with Starbucks CEO Howard Shultz. Of the series I have posted here at Teach the 4 Ps, I like this one best. It addresses how Starbucks is responding to its growing competition. Our books address this in the opening scenario in chapter 1. But the video might work best when talking about competition. To see this in a slightly larger format click here.

“Why Bertolli Is Using Webisodes to Promote Frozen Dinners”

Joe Cannon — Thu, 11 Mar 2010 18:02:04 +0000

“Why Bertolli Is Using Webisodes to Promote Frozen Dinners” (Brandweek, March 4, 2010) is the text of an interview with Gaston Vaneri, the marketing director who oversees Unilever’s U.S. frozen food business. Vaneri provides a nice explanation of Bertolli’s rationale for this campaign — which can be viewed at www.intotheheartofitaly.com — feature some celebrities head to Italy and learn about Italian food.

What happens when Rocco DiSpirito, Marisa Tomei, and Dan Cortese travel to Italy to unlock the secrets of Italian Passion for food and life and uncover the inspiration behind Bertolli Frozen Meals? The new web series – Into The Heart of Italy!

It might be fun to show one of the webisodes and then discuss why Bertolli is doing this type of marketing. With the insights from the article and your own thoughts, it could lead to an engaging discussion on Promotion.

“The Future of Marketing”

Joe Cannon — Sat, 13 Feb 2010 15:02:54 +0000

I found Gareth Kay’s post at TalentZoo.com, “The Future of Marketing,” very insightful. While he posted this article last May, I just found it myself. Kay identifies four trends — and I think he is on track here. We are watching these trends as we think about revising our text books. Of course with all the changes in technology and customer behavior, we need to be preparing our students for an evolving marketing world. What do you think of Gareth Kay’s prognostication?

External Market Environment: Economic, Cultural/Social Environment Hurts Burger King Sales

Joe Cannon — Thu, 11 Feb 2010 22:21:20 +0000

In our text books we discuss the external market environment, including the economic and social and cultural environments in chapter 2. This Wall Street Journal article (subscription required — or search the web using the article title and you will get “back door” access), “As Sales Drop, Burger King Draws Critics for Courting ‘Super Fans,’” (February 1, 2010) describes how two external trends are having a negative impact on sales for the fast food giant.

Thanks to high unemployment and healthier eating habits, those super fans haven’t been so super lately. Burger King has felt the impact more acutely than its main rival, McDonald’s Corp., whose sales are growing.

This might provide a good example to use when discussing chapter 2. The article also questions Burger King’s targeting strategy. The chain has focused on its “super fans,” those 18-34 year old, mostly male customers who account for half of all visits to Burger King.

“Subway’s $5 Footlong”

Joe Cannon — Sat, 21 Nov 2009 21:02:35 +0000

This video (below)/article (“The Accidental Hero,” BusinessWeek.com, November 5, 2009) combination tells the story of a very successful Subway promotion. The promotion was originally the idea of a Miami franchisee who successfully launched it locally. It was later picked up nationally and has helped Subway provide more value during hard economic times. The video can be used as an example of sales-oriented pricing objectives or as an example of odd-even pricing. The story also shows the value of listening to franchisees.

“The Hard Sell” and “Retail’s New Normal”

Joe Cannon — Sat, 21 Nov 2009 17:22:35 +0000

Retailers are trying many new strategies to deal with the economic downturn. Many are concerned that they are witnessing the beginning of a long-term shift in consumer behavior. This BusinessWeek combo includes an article (“’The Hard Sell,’ How retailers are fighting for the hearts and minds of the new consumer,” BusinessWeek.com, October 15, 2009 ) and video interview (”Retail’s New Normal,” BusinessWeek.com, October 15, 2009, 2:08 — see video below) with the story’s primary author. There are several related articles on specific retailers. The video is an interview with the story’s author primary Jena McGregor.

“Brandweek’s Grand Marketer of the Year ’09: Joel Ewanick of Hyundai”

Joe Cannon — Sat, 21 Nov 2009 03:33:22 +0000

“Brandweek’s Grand Marketer of the Year ’09: Joel Ewanick of Hyundai” Brandweek, September 14, 2009. This is a great package of story, audio, and video content. The article describes how Hyundai came to understand that customers weren’t buying new cars because they feared losing their jobs. So Hyundai promised consumers that they could return the car if that happened. Below you can see the television commercial Hyundai used on the Super Bowl to launch the program. The program resonated with consumers and spurred sales.