“A Clip-and-Save Renaissance,” The New York Times, September 23, 2009. There are lots of stories about how increasingly frugal consumers are responding to the current economic downturn. Coupon redemption has declined since its peak in 1992, but in 2008 and 2009 that trend seems to be reversing. The article offers examples that could be used in discussions of consumer behavior, the economic environment, segmentation, and pricing.
“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.
“Instant Starbucks – What the Drinkers Say,” (1:42) The Wall Street Journal, September 29, 2009. This particular video at the Wall Street Journal website asks coffee drinkers to sample the new Starbucks instant coffee. This was a pretty hot topic for a week or so and you could certainly go to Google news to find an article with more background. This video can motivate a discussion of the new product and its implications for the Starbucks brand and sales.
This short (2:47) video, “Doggy Day Care Beats Recession,” from CNN.com (July 23, 2009), provides a nice supplment to one of the great new videos in our books’ video package. I really like “Targeting the Premium Dog Market: Cashing in on ‘Doggy’ Love” – and students can relate to it as well. This provides a confirmation or shorter alternative and addresses issues of consumer behavior, product (service) design, and pricing.