Coca-Cola is bringing back its successful “Share a Coke” initiative, first launched in Australia in 2011 and brought to the US in 2014. This time, the company will include over three times the names and expand its package varieties in an attempt to increase sales volume primarily from Millennials.
Category: Chapter 4 – Understand Business-to-Consumer Markets
Companies Found Creative Marketing Opportunities this April Fool’s Day
April Fool’s Day is a small holiday that presents a big opportunity for companies to promote themselves in creative ways. This April Fool’s Day, many corporations announced mock products and/or made fake commercials in order to gain brand recognition and publicity.
Heinz-Kraft Merger To Create Giant Company With Lean Marketing
The Heinz-Kraft merger announced Wednesday will form the fifth biggest food and beverage company worldwide. While the marketing budget will not take a big hit, the combined firm will implement a lean marketing strategy based on zero-based budgeting: spending money on advertising that is proven to work and generate a strong return on investment.
“Transformers: Age of Extinction” Receives 2015 Award for Most and Worst Product Placement, While “Lego Movie” Succeeds with Strongest Product Placement Impact
Featuring 55 brands, Transformers: Age of Extinction recently won both the 2014 Award for Achievement in Product Placement in a Single Film (that is, the most product placement) and Worst Product Placement by Brandcameo. It also tied for first in Unwanted Product Placement. The Lego Movie saw greater success, winning the 2014 Award for Product Placement Impact.
Kellogg’s Faces Marketing Challenges as Consumer Preferences for Breakfast Foods Evolve
Kellogg’s U.S. morning-foods net sales fell 8 percent in the fourth quarter of 2014—the division’s seventh consecutive quarterly decline. While this is partially explained by changing consumer trends, what does it say about the company’s marketing abilities?
Google’s Launch of YouTube Kids has Important Implications for Advertisers and the YouTube Brand
Google is launching its YouTube Kids Android app on Monday, February 23rd. The easy-to-navigate app will show only approved content. While this may present good opportunities for advertisers to reach children, companies will have to comply with the Children’s Online Privacy Protection Act.
How Traditional Marketing Principles Hold True in the Black Market: A Look at Stolen Health Care Records
Black market internet sites for stolen health care records employ a system in which buyers can rate sellers, similar to many mainstream customer-centric models such as Yelp’s. The value proposition for medical records is much greater than for credit card numbers, making medical records more expensive.
The Value of a Super Bowl Ad: Smartphone Game Marketers Enter the Fray in Search of New Frontiers; While Some Familiar Brands Look towards Other Tactics
With the largest audience ever for a television event at about 114.4 million viewers (according to preliminary figures from Nielsen), this year’s Super Bowl provided marketers with a prime opportunity to promote their brands. One […]
Nurturing Customer Value: Investments in Content and Marketing for Amazon Prime Mean an Increase in Customers with a Tendency to Spend More
Amazon has increased its spending on the development of original content and the acquisition of exclusive content for Amazon Prime. Increased advertising as well has led to significant growth in memberships to the service which boasts a user base that spends on average more than double the amount than non-Prime users spend annually within Amazon. Customers of the service are potentially stickier to the brand as well as they expand the range of services they use that are provided by the organization.
Facebook and YouTube Seek Ways to Capitalize on Super Bowl Ad Excitement: Why Join the Party When you can Host your Own?
For platforms like YouTube and Facebook opportunities to capitalize on the excitement and massive audience that surrounds the Super Bowl may both work with and against the broadcasting of the game, its halftime show, and the advertisements that fill all the spaces in between.
Marketing Management 