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Is this the dark side of Amazon? At the center of plenty of channel conflict

March 5, 2020 by Joe Cannon Leave a Comment

I know, I know, we always seem to be using Amazon as an example. Well the company gets plenty of press–both good and bad. This probably falls better into the latter category. The article, “More brands are leaving Amazon, but the strategy could backfire,” (CNBC, January 11, 2010) describes how some bigger brands–including IKEA and Nike–have stopped selling through the online giant. These brands have become frustrated with Amazon’s failure to police counterfeit products or are concerned with competition from the retailer or its third-party sellers. The brands might leave, but because third-party sellers still offer the brands, their departure does little if anything to harm Amazon–and may do greater harm to the brand. A bit of a catch-22 for large brands.

This situation provides a good example of vertical conflict (between Amazon and the brands) and horizontal conflict where third-party sellers are competing with brands trying to sell direct through Amazon. It also offers an opportunity to discuss how a brand can lose control of its strategy when third-party sellers set their own pricing and messaging. Thus, it has relevance to Chapters 3 (competition and Amazon chapter-opening case), 8 (branding), 10 (channels of distribution and channel conflict), and 12 (retailing). With that much relevance I couldn’t hold back.

Filed Under: Chapter 03, Chapter 08, Chapter 12

Adweek’s “The 25 Best Ads of 2019”

January 30, 2020 by Joe Cannon Leave a Comment

Earlier this week I posted a list of the “8 Best Brand Moments of 2019” from CMO by Adobe. Today, I have Adweek‘s “The 25 Best Ads of 2019” (I am not sure if you will have to sign up to get access — but you should not have to subscribe because I don’t but I do get 5 free articles per month). Once again, an expert identifying a bunch of great examples. Of course advertising examples can fit anywhere (the McDonalds ad below could add to our Place Chapters 10, 11, or 12), but work particularly well to demonstrate positioning (Chapter 4), segmentation (Chapter 4), branding (Chapter 8), Promotion (Chapters 13 and 15). Check out the full list.

I love this commercial for Jif Peanut Butter…

And of course McDonalds always has great advertising campaigns…

Filed Under: Advertising, Chapter 04, Chapter 08, Chapter 13, Chapter 15

“8 Best Brand Moments from 2019” (including some good #M4BW examples)

January 27, 2020 by Joe Cannon Leave a Comment

It’s that time of year when “best of” lists come around. I enjoy these lists because an expert (hopefully) pulls together some great marketing examples from the last year. The result is “brand storytelling [examples]… from the deadly serious to the seriously silly.” The list includes a bunch of examples that slipped past me–maybe I am not the target market, but it looks like our students often were. So check out “8 Best Brand Moments from 2019” (CMO by Adobe), where you can learn more about fascinating campaigns from Gillette, Taco Bell, Volvo, Nike, IKEA, P&G, Adobe, and Wendy’s — most of which have pretty cool videos you could show in class to stimulate laughter and/or discussion.

To whet your appetite, I am posting the Volvo video, “The EVA Initiative: Equal Vehicles for All” (#M4BW) below:

Filed Under: #M4BW, Chapter 08, Chapter 13, Chapter 15, Chapter 16, Video, Viral campaign

Internet of Things: Comfort vs Privacy in a Connected World

January 16, 2020 by Joe Cannon Leave a Comment

The Internet of Things (IOT), which we cover in one of our What’s Next? boxes (see Chapter 8) offers some promising consumer benefits. IOT connects devices (your sprinkler system, coffee pot, thermostat, and more) to the Internet. From there, the devices get smart — so for example, your sprinkler system sees there is a 90% chance of rain today and so it doesn’t water the lawn for the next three days. Yet there are tradeoffs as consumers lose privacy. This short (less than 3 minute) Bloomberg video can be assigned to students or shown in class to stimulate discussion. It might work well with Chapter 8 as you discuss Product or in Chapters 7 or 19 where we dig more deeply into privacy.

Filed Under: Chapter 07, Chapter 08, Chapter 19, Product Tagged With: Privacy, Technology

Some #M4BW examples for you…

December 3, 2019 by Joe Cannon Leave a Comment

As regular readers know, through this blog and the forthcoming 17th edition of Essentials of Marketing (publishing in February 2020) we have taken on the mission of highlighting organizations that are marketing for a better world (#M4BW).

Businesses are getting the message. McDonald’s has announced that it will soon buy all of its coffee from sources that meet international sustainability standards certified by Fair Trade and Rainforest Alliance. Consumers are concerned about plastic containers—we throw away lots of plastic. Recently, Unilever, Procter & Gamble (P&G), Nestlé, Häagen-Dazs and PepsiCo began testing reusable containers for their products. PepsiCo will use refillable glass bottles for its Tropicana orange juice, and P&G will use aluminum bottles for its Pantene shampoo and stainless steel containers for Tide detergent. Products will be delivered to customers’ homes with empty packaging returned, cleaned, and refilled. For more see “The World’s Biggest Brands Want You to Refill Your Orange Juice and Deodorant,” Wall Street Journal, January 24, 2019; “McDonald’s Transitions to Sustainably Sourced Coffee,” brandchannel, October 12, 2016; “Beyond Sustainable: The Growing Demand for Ethical Fashion,” The Robin Report, April 3, 2018. These examples can be used when you cover sustainability (Chapter 3), packaging (Chapter 8) and reverse channels (Chapter 10).

Filed Under: #M4BW, Chapter 03, Chapter 08, Chapter 10, Sustainability

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