From fat-free chips to flavor contests, market research has both failed and supported the well-known potato chip brand, Lay’s, in their product development process. The Wow! “healthy” chip disaster shows that promising market tests don’t always spell success. Crowdsourcing campaigns, while beneficial for increasing customer engagement and boosting short-term revenue streams, can provide inaccurate insight into long-term consumer preferences. This year, Lay’s has released a new product line, Lay’s Layers, but only in two flavors presumably as a large-scale market test for their brand-new chip design.
Known for their tradition and scientific method to pouring the perfect pint, Guinness has mastered product differentiation and strategy. The successful brand originating from Ireland operates globally, brewed in over 60 countries and available in over 150. With a diverse range of products, packaging, and labelling, Guinness sets an example to marketing managers promoting consumer products internationally. By adjusting their products to suit the trends and preferences of different markets, Guinness has been able to appeal to a variety of consumer tastes for over 260 years.
Wearable tech, such as smartwatches, Fitbits, and Oura rings, were already gaining traction as medical monitors even prior to the pandemic. When the pandemic bloomed across the globe, wearable tech as a medical monitor took on a new urgency. The US Navy wants to use wearable tech to monitor social distancing – and they’re not the only ones either; many companies have already launched systems incorporating wearable tech to aid with social distancing in the workplace.
Product placement, a substantial marketing strategy, is one of the most direct attempts to gain commercial benefit from the environment and context within which a product is displayed or used.
The wearable technology market has grown tremendously in the past several years. With all these new wearable devices, marketing departments face difficulties not only in differentiating their products from competitors but also in creating marketing strategies for these devices.
The NFL has been able to still capture a large fan base amidst negative media attention. Through increasing the number of digital and mobile routes to view football games, the NFL has seen its revenue and viewership increase steadily.
A significant decline in diet soft drink offerings has led top companies, Coca-Cola and PepsiCo, to refocus their efforts.
Marketers are attempting to overcome consumers’ negative perceptions associated with frozen food brands, which have experienced declining sales for the past several years.
Marketing as one of the outward facing functions within an organization often finds itself executing strategies and tactics that will be viewed by significant portions of the population. When an advertisement (for instance) is being […]