Housekeeping Sept 18 - Lecture notes 9 PDF

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Marketing 25010 “Principles of Marketing” Dr. Larry Marks September 18, 2019 Lecture Notes Page 64 • Research Extra Credit #1!! • Credit has been Posted to Blackboard • Mini test Schedule • Mini-test RESULTS • Marketing in the News BUD LIGHT SELTZER IS IN THE WORKS AMID HARD SELTZER SALES CRAZE, By E.J. Schultz. Published on September 13, 2019, AdAge • Anheuser-Busch InBev is poised to launch Bud Light Seltzer as part of a new product blitz, according to reports from two beer trade publications. [New Product Introduction; Growth Strategies; Industry Research] • Beer Business Daily reported that the brewer was developing a seltzer line extension for its biggest brand as well as Bud Light Lemonade and Bud Light Crisp, which it described as a slightly lower-calorie version of Bud Light designed to take on Miller Lite. Also coming are a nitrogenized beer called Bud Nitro and seltzer line extension for Stella Artois, according to Beer Business Daily. [Whew! Keeping up with changing consumers tastes; Dealing with the Competition] Lecture 7 • The brewer already markets two seltzers, Bon & Viv and the recently released Natty Light Seltzer, but it remains far behind the two leaders in the alcoholic seltzer segment. Anheuser-Busch InBev only has about 7 percent share of the hard seltzer market yearto-date. [Competition in the Marketplace] • Marketing in the News BUD LIGHT SELTZER IS IN THE WORKS AMID HARD SELTZER SALES CRAZE, By E.J. Schultz. Published on September 13, 2019, AdAge • More changes could be coming to the brand beyond the line extensions. Citing unnamed sources, Beer Business Daily reported that Bud Light’s medieval themed “Dilly Dilly” campaign “will be phased out after the fourth quarter.” The campaign has not done much for sales, but has generated plenty of buzz, with “Dilly Dilly” emerging as a pop culture reference. [Evaluating and adapting Marketing Communications] • Marketing in the News Lego looks to rebuild creativity with first global campaign in 30 years, By Ellen Hammett, 17 Sep 2019, Marketing Week • Wooden ducks, flying boats and a dragon in Adidas trainers: Lego has launched its first global brand campaign in three decades in an aim to “fire-up” children’s creativity and reconnect people with the roots of the brand. [Getting consumers’ attention & interest] • ‘Rebuild the World’ follows the chase between a clever rabbit and an unlucky hunter. Every character, animal and vehicle featured in the campaign is based on an existing or •

past Lego toy, including a life-size replica of the Lego House in Billund and heads that spin 360 degrees. • Lego’s chief marketing officer Julia Goldin says the need for creative problem-solving skills has never been greater and this is something Lego is looking to change. [Appealing to consumer values] • “The World Economic Forum identified creative problem solving as one of the top skills children will need in a future job market that will be turned on its head by automation and digitization,” she says. • Marketing in the News Lego looks to rebuild creativity with first global campaign in 30 years, By Ellen Hammett, 17 Sep 2019, Marketing Week • “To address this, we’re launching Rebuild the World, a campaign that aims to fire-up children’s creativity so that they have the skills needed to succeed in tomorrow’s world.” • “The most important thing for us is to be known as the ultimate creative experience a child can have. Sometimes, just because we are delivering so many products, growing so much and because we are so big and well-known, people lose sight of the intrinsic value of building as a creative activity,” Remi Marcelli, senior vice-president and head of the Lego Agency, tells Marketing Week. [Reminding consumers of the value provided] • The campaign will run on TV and in cinemas, as well as digital out-of-home in major cities including London, Paris, Beijing, Mexico City, Berlin, San Francisco and New York. It will also run on social media and Lego-owned channels. [Media Strategy; Global Marketing] • Marketing in the News Facebook is launching a $149 camera that sits next to your TV and lets you video chat with your WhatsApp and Messenger friends, by Nick Bastone, 9-18-19, Business Insider • Facebook is doubling down on its hardware for the home. • The social networking giant has just unveiled a host of new devices that it says are right in line with its overall mission of connecting people. [New Product Introduction; Corporate Growth Strategies; Mission-based decision making] • Two of the devices might look familiar: One is a redesigned version of the Facebook Portal, the social network’s video-chat device, first released last year. The second is the Portal Mini, which sports an eight-inch HD touchscreen, compared with the ten-inch screen on the regular model. • The third is all-new: Facebook will also launch an “immersive” video calling device that can sit atop or below a television set, dubbed Portal TV. [Product Innovation vs. adaptation] • Marketing in the News Facebook is launching a $149 camera that sits next to your TV and lets you video chat with your WhatsApp and Messenger friends, by Nick Bastone, 9-18-19, Business Insider • The new Portal devices are also priced lower than their predecessors – $129 for the Portal Mini and $179 for the Portal. Portal and Portal Mini are set to ship October 15th. Portal TV will cost $149 and will begin shipping on November 5th. [Price in the Marketing Mix]

While video-calling is the Portal lineup’s signature feature, the Portal TV also lets users access apps like Spotify or Amazon Prime Video, right on their televisions. In that sense, it’s a bit like the Amazon Fire TV, in the way that it can make any TV a little smarter. And on the subject of Amazon, all the Portal devices support the Alexa virtual assistant for smart home control, music, and other tasks – as well as Facebook’s own virtual assistant, invoked by saying “hey, Portal,” that can do some specific tasks like look up your friends’ birthdays.[Product features that (they hope) bring value to consumers] • Marketing in the News Facebook is launching a $149 camera that sits next to your TV and lets you video chat with your WhatsApp and Messenger friends, by Nick Bastone, 9-18-19, Business Insider • Facebook’s new hardware lineup will also be available outside of the US and Canada for the first time, with the company shipping to other countries including France, Italy, Spain, the UK, Australia, and New Zealand. As part of its international expansion, Portal users will be able to make video calls via the Facebook-owned WhatsApp, joining the already-existing Messenger support. [Global Marketing Strategy] • To address privacy concerns, Facebook allows users to disable the camera and microphone on the devices by physically sliding a switch. A red light will indicate that both have been turned off. There’s also a physical camera cover that can be slid over the lens for users to be absolutely sure no one is watching. [Addressing consumer concerns] • “… our experience has been that people like Facebook and like connecting with other people and this device does exactly that.” [Satisfying consumers’ needs/ wants/desires] •...