Marketing Video Gallery 2006
Marketing, 4th Edition
Solomon/Marshall/Stuart
Title / Duration / Chapter
1 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10 / 11 / 12 / 13 / 14 / 15 / 16
Reebok / 8:50 mins / X / X / X / X
American Express / 9:00 mins / X / X / X / X
NFL / 9:00 mins / X
Burke / 8:30 mins / X / X
Wild Planet / 9:00 mins / X
Eaton / 9:30 mins / X / X
Swiss Army / 10 mins / X / X / X / X
Motorola / 14:30 mins / X / X / X / X
Marriott / 9 mins / X / X / X / X
Song Airlines / 8:50 mins / X / X / X
Sony Metreon / 9:30 mins / X / X / X / X
AFLAC / 8:05 mins / X / X / X / X
eGO Bikes / 7 mins / X / X
Hasbro / 9:30 mins / X / X / X / X
Dunkin' Donuts / 10:30 mins / X / X / X / X
Honest Tea / 7 mins / X / X / X / X
Nextel / 9:45 mins / X / X
VIDEO GUIDE
Marketing Video Gallery 2006
Marketing 4th edition
Solomon/Marshall/Stuart
Title: Reebok
Speaker: Pat Lore
Applicable Chapters: 7, 9, and 15
Summary:
Reebok has reinvented itself from one fitness craze to the next,from aerobics, to Step, to hip-hop. Today, the company is focused on creating a pop culture around its product. It even went as far as creating a new brand (RBK) targeted at the teen market. The strategy is to start the customer relationship earlier and develop that loyalty over the years. To re-brand Reebok, the company signed big-name rappers to represent the brand. Instead of taking the athletic approach, Reebok is taking the lifestyle approach because rappers are as influential as big-name athletes.
The lifestyle approach is a significant differentiator for Reebok compared to other sports shoe companies. The results of the new brand have been staggering with product launch events as well attended as record releases. Reebok is creating product lines based on the rappers’ preferences and styles, which are directly targeted at the teen market. Due to the rapid change in trends, Reebok has had to learn how to launch products faster and speed up the product development cycle. Additionally, Reebok has expanded its distribution channels to include a larger variety of retailers.
Discussion Questions:
#1 – What is brand loyalty and how does Reebok hope to gain it from teen customers?
Brand loyalty is a pattern of repeat product purchases, accompanied by an underlying positive attitude toward the brand that is based on the belief that the brand makes products superior to its competition. Reebok is hoping to start this process early with its customers so they grow with the brand as they get older.
#2 – What did Reebok do to rebrand itself? Why?
The original brand had lost its marketplace relevance. While it kept up with the trends from the 80s, it did not transition well in to the 90s. The company took an innovate approach to leverage the existing brand, but give it a new look. Tactics included changing the name to RBK, signing celebrity rappers, redesigning the product, and approaching the product from a lifestyle perspective instead of an athletic perspective.
#3 – What is Reebok’s target market strategy? Undifferentiated, differentiated, concentrated, or customized?
Based on the information in the video, Reebok’s target market strategy is concentrated. The company is focusing all of its efforts on offering one or more products to a single segment. More than likely, Reebok also targets other segments in the market, but these activities were not addressed in the video.
Teaching Suggestions:
Have students list ten brands, preferably in sports and sporting goods, then discuss why each brand is significant. What are the elements that make the brand strong? What are the marketing activities that are associated with reinforcing the brand? Have students list the names of five bad or poor brands. Why is the brand conceived negatively?
Title: American Express
Speaker: Pat Lore
Applicable Chapters: 2, 7, 10, and 11
Summary:
Consumers are choosing how and when they want information from organizations, like American Express. Marketers need to be where consumers want them to be when they want to hear about their product or services. With the thousands of messages people are bombarded with daily, getting through to customers is becoming a huge challenge for American Express.
American Express is an established brand that defines itself by the needs and wants of its customers. It has responded to the market over the years by leveraging its brand name into different customer segments through different card and program offerings. Even with this niche segmentation strategy, it still had an image challenge to overcome.
Consumers thought of American Express only for special occasions, but American Express wanted customers to use the card all the time. The company launched a big promotional campaign to change public perceptions and consumer behavior, as well as add a new product for a new customer group. The promotional campaign was highly successful at repositioning the brand. To maintain its position, the company is always looking at how to provide more value to its customers, such as its differentiated rewards program. The key to American Express’ success is to stay close to the customer, understanding his/her needs and wants, and creating programs/products that create value.
Discussion Questions:
#1 – How does the company offer value through this customer commitment and segmentation? Do you think the customer segmentation is apparent to the consumers? If so, how? If not, how might American Express better communicate this strength to potential clients?
According to the video, American Express is solely devoted to meeting customer needs. It does so by customizing offerings and services provided to specific customer segments. American Express offers specific types of cards, services, and reward programs to specific customer groups. Students’ perceptions of American Express may be different and answers will vary.
#2 – How does marketing management differ between products, such as cell phones, and services, such as those provided by American Express?
Products are tangible while services are intangible. Marketers of products need to manage the product and product mix, labeling, packaging, product support services, and other uses of the brand name outside of the product itself. Marketers of services need to manage the entire service-profit chain to position themselves strongly in their market.
Teaching Suggestions:
Understanding what customer value really means is critical for students to grasp, as it is the building block for successful companies. Ask students to think of a company, product, or service that they really like, purchase often (if applicable), and would tell their friends about. What are benefits they receive from the product? How does the product meet their needs? What does the company do to continue to meet those needs? What suggestions would the student have to improve the company’s customer value?
The video referred to the launch of American Express’ new card – Blue. Ask students to develop a mini integrated marketing communications plan for Blue using Figure 12.4 as a guide. Students should use a complete promotional mix in their plan.
Title: NFL
Speaker: Pat Lore
Applicable Chapter: 3
Summary:
The NFL is more than just an association of football players and teams. It is an organization that supports and emphasizes community involvement through community service, outreach, volunteerism, and fundraisers. Each team takes on a different non-profit cause, and nationally, the NFL has a partnership with the United Way. The NFL understands that the success of its organization comes from the communities that support it, which is why it is so important for the NFL to give back. Its community giving is inline with its corporate values. If a corporation is going to be successful, it has to give back and be a good corporate citizen. The power behind the NFL’s activism is that fans have an emotional tie with their teams. The NFL uses this strength to not only motivate its players to support charitable work, but to get other people to do the same. The strong initiative to be a good corporate citizen comes from the top of the NFL. By setting a good example for its players, the players set a good example for the fans.
Discussion Questions:
#1 – Why is it important for businesses to be active and support their communities? What are some examples of companies that you know that are giving back?
Student answers will vary.
#2 – What do some of the NFL teams do to be good corporate citizens?
Teams support a variety of different charities including United Way, elder homes, and public service such as building parks, education, and healthcare. It also created a campaign to get fans involved, “Join the Team,” and directly donates through auctions of merchandise.
#3 – Do you think that the community service emphasized by NFL management positively impacts the company overall? Does it change the way you think about the NFL?
Student answers will vary, but it is important to guide the discussion around whether philanthropy helps the core business. Also, help students discuss their own consumer perceptions of the NFL. Some will be fans and some will think the players are greedy.
Teaching Suggestions:
Ask students to look up and learn about how and what the NFL is doing through this effort. Based on this information, ask students to pick a company and develop a community service program that is inline and supports the company’s values and ethics.
Title: Burke
Speaker: Mary Mendoza
Applicable Chapters: 2 and 4
Summary:
Burke is a century-old market research firmthat uses a reliable research process and cutting-edge technology to helps its clients. Burke does not just provide data collection, but takes clients full circle in the market research process. The first, and most important step, is to define the research problem. Burke works with clients to help them identify what information is needed to make a decision they are facing. With a series of creative methods, Burke makes sure that what the client thinks is the problem, really is the problem. Once the research question is defined, Burke develops a blueprint for the research process.
The blueprint guides everyone through the research process and it includes 1) a problem audit, 2) identification of the objectives, and 3) field research. Roughly 70% of the data collection is done through telephone studies. Other methods include mall intercepts, Web surveys, and direct mail. To provide clients with faster information and results, Burke uses a Digital Dashboard, which allows the client to see the results as the data is collected, and analyze it after the collection is complete. Finally, Burke produces a summary report, which is not just a summary of the data, but provides a decision to the problem that was defined. Burke emphasizes the following four points to successful market research: 1) a clear line of questioning, 2) attention to detail, 3) clear communication with the client, and 4) efficient use of technology.
Discussion Questions:
#1 – What is the difference between primary and secondary market research? Which does Burke do?
Secondary research is information that already exists somewhere, which has been collected for another purpose. Primary research is collected for a specific purpose at hand. Burke does primary research for its clients. It researches and collects data to answer a specific question.
#2 – What are the three different types of objectives a market research problem might have? What is an example of each?
1)Gathering preliminary information that will help define a problem or suggest a hypothesis – exploratory research. Example: Why are sales for Sims Online lagging?
2)Describe things like market potential or attitudes – descriptive research. Example: What is the potential market size for the new Tablet PC?
3)To test the hypothesis about a cause-and-effect relationship – causal research. Example: If Sprint reduces its long-distance rates, will it see an increase in customer to offset the reduction?
Teaching Suggestions:
Ask students to imagine they are the marketing manager for VW, which is looking into developing and producing an electric car for the 18-24-year-old U.S. market. In small teams, students need to define the research problem, establish the research objectives, and develop a research plan (how to collect the data) in order to help VW decide if this is a good product idea.
In this digital era of information overload, data collection is becoming increasingly difficult. Ask students to discuss the pros and cons of each of the following primary data collection methods: mail, telephone, personal interview, focus groups, and online. What are some additional primary research methods that students think might be more effective?
Title: Wild Planet
Speaker: Pat Lore
Applicable Chapter: 5
Summary:
Wild Planet is more than a toy company; the company thinks of itself as selling a positive play experience. Its products are more than just toys; they are created to make kids think, take them outdoors, and explore the world around them. To keep innovating and creating more toys that are attractive to kids, the company continually does market research. In fact, it interviews and works with more than 5,000 children per year, executing ethnographic and exploratory research.
So what makes a toy successful? According to Wild Planet, being the schoolyard buzz is the best product developers and marketers can ask for. With thousands of toys competing for attention, a winning product needs to be so successful that kids will tell their friends about it. These successes are found only because Wild Planet focuses on obtaining feedback from their consumers every step of the way.
Discussion Questions:
#1 – For Wild Planet, market research is a key activity for all product development. What are the different ways the company collects market research?
Wild Planet has a kids advisory panel, a database of families who will test toys in their homes or at play groups, the kids inventory challenge, and the kids shopper, where children are given $30 to spend and their decision making is observed.
#2 – Analyze the likely buying behavior of these buyers. Who are they? Why are they interested in Wild Planet? What prompts them to buy?
Wild Planet knows that children are the influencers in the buying process, but ultimately the parents make the decisions. Therefore, the products need to be cool enough for kids, but also appeal to parents. According to the video, kids buy Wild Planet toys because they are so different than other toys on the market. They appeal to a different side of kids and push their imagination. In addition to being cool, toys have to be appealing to the child’s peer group because they have a big influence on buyer behavior.
Teaching Suggestions:
Finding good online resources for secondary research can be difficult, and primary research can be expensive. Ask students to find three broad online kids’ consumer resources. What types of questions can these resources help answer? What types of questions can they not answer? Instructors can combine all students’ resources to provide a set of data sources for future research students will have.
Ask students to compare to What are the similarities between these to companies’ marketing strategies? What are the differences? Ask students to look closely at each of the 4Ps for both companies. Which do they think is more appealing to kids? Why?
Title: Eaton
Speaker: Pat Lore
Applicable Chapters: 6 and 15
Summary:
Eaton Corporation is a large business-to-business industrial manufacturer. With over $8 billion in sales, the company manufactures everything from car valves to circuit breakers. Words such as trusted, reliable, quality, and high value are used to describe Eaton, a brand that enhances other products. It has four main product groups with 10,000+ products total. Eaton’s challenge is to communicate consistently, yet segmented, across its departments and product categories.
B2B is a very sophisticated marketing environment with educated customers often playing a big role in product development. Additionally, there is often more than one decision maker in the customer’s organization. Eaton’s marketing department has to understand who all the influencers are on a purchasing decision and reach each one. Trust, confidence, and problem solving are more important than price to most of Eaton’s customers. They want to know Eaton can help them if something critical goes wrong. Overall, Eaton is successful at beating out its competition because it focuses on understanding its customers’ business needs, meeting that need, and providing additional value in its solutions through product innovation.
Discussion Questions:
#1 – Eaton’s marketing department understands there are multiple decision makers in their customers’ companies. Based on the chapter, what are the six different roles in a business-buying center? Does Eaton deal with all six roles in all buying situations?
The roles are 1) the initiator, 2) the user, 3) the gatekeeper, 4) the influencer, 5) the decider, and 6) the purchaser. Depending on the type of buying decision, Eaton may deal with six different individuals. However, more importantly, its marketing material needs to communicate messages that address each role in the buying process.