Monthly Archives: November 2015

Jetman Dubai Takes to the Sky

Jet

This is one that you have to see to believe! What does it take to risk it all as a “jetman” in the skies and fly next to an A380 jet? A lot of nerve, practice, and attention to detail. Taking on the challenge were Jetman Dubai and Emirates A380 who combined forces to push the boundaries of air travel with an incredible feat of precision, skill, and risk.

With two human “jetmen” wearing Kevlar wings with four engines, and flying close to an A380 aircraft, the stunt showed how planning, daring, and vision could combine for a unique experience to promote Emirates Air.

Over a period of three months, Emirates and Jetman Dubai worked closely to plan and coordinate the project. Watch the video and marvel at the daring and planning needed to pull off this stunt.

Group Activities and Discussion Questions:

  1. Show the video: https://youtu.be/_VPvKl6ezyc?list=PL9Xlh2Jq9l7UV9FW94kcao6eL1CR8snEC
  2. Show the behind-the-scenes video: https://youtu.be/dFCQJ5sYGtI
  1. Jetman Dubai Web site: http://www.jetman.com/
  2. Discuss with students how this video can be used to promote the brand of Emirates Air.
  1. Discuss the various promotional tactics that can be used for launching a product.
  2. Have students come up with tactics and list all the tactics on the white board (ex: billboards, print, direct mail, etc.).
  3. For Emirates Airlines, have each team select three different tactics. For each tactic, explain why it was selected and how it will be used/

Source: YouTube

 

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Best Global Brands of 2015

Brands

What is a brand? Does a brand have a financial value? These are critical questions that drive the strategic marketing decisions of corporations around the world. In general, marketers define brand as the position that a company/product holds in the minds of the consumers. It follows then that if the brand holds a position in consumers’ minds, then it would definitely translate into a financial value for companies.

Each year, Interbrand does a financial analysis that seeks to define, in dollars, the value of a company’s brand – the result is the annual Best Global Brands ranking. In order to be included in the analysis the brand must be global – it must have successfully crossed geographic and cultural boundaries:

  • At least 30% of revenue must come from outside the brand’s home country.
  • It must have presence in at least three continents as well as broad geographic coverage in emerging markets.
  • There must be sufficient publicly available data on the brand’s financial performance.
  • Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s operating and financing costs.
  • The brand must have a public profile and awareness above and beyond its own marketplace.Interbrand’s brand valuation methodology seeks to determine, in customer and financial terms, the contribution of the brand to the company’s business results. There are three key components in the methodology for the valuations: analyses of the financial performance of the branded products or services, of the role the brand plays in the purchase decision, and of the competitive strength of the brand.The results – well, see for yourself by viewing the interactive report at http://interbrand.com/best-brands/best-global-brands/2015/ranking/. The top global brands may surprise you. Group Activities and Discussion Questions:
  1. Ask students to define “brand.” What is it? Does it have value to a company?
  2. Have students take out a piece of paper (or write answer on laptops). Ask them to choose what they thing are the top 10 most valuable brands in the world. Then show the top 10 list from the Global Brand report.
  3. Bring up the Web site: http://interbrand.com/best-brands/best-global-brands/2015/ranking .
  4. Show students several of the sections within the site and view some of the videos as a class.
  5. Divide students into teams and assign each team an industry category to examine: automotive, apparel, beverage, electronics, energy, etc.
  6. Have each team present key findings from the industry sector they examined.
  7. How can these findings be applied in marketing strategies?

Source: Brandchannel.com, Interbrand.com

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The Ultimate Pizza Delivery Car

Pizza

Most people like their pizza delivered piping hot to the door. But sometimes traffic delays cause the pizza to be a little cooler than desired. Domino is addressing this issue head-on with its new pizza-delivery vehicles, called Domino’s Delivery Expert (DXP), that boast a built-in oven that can keep up to 80 pizzas hot.

The vehicle is based on a Chevrolet Spark and was developed using a crowd-sourced design competition. The DXP has a built-in oven that can be heated to up to 140 degrees, has easy loading and unloading, and is accessible and secured from a key fob (making sure that pizzas are safe from hungry college students). The new delivery vehicles are being rolled out in 25 markets across the U.S., including Boston, Dallas, Detroit, Houston, New Orleans, San Diego, and Seattle.

Why design its own car? Domino’s delivers about 400 million pizzas a year and its U.S. drivers cover roughly 10 million miles a week. But if you want to ride along with the delivery person, forget it – the car may seat up to 80 pizzas, but it holds only one driver.

Group Activities and Discussion Questions:

  1. Poll students about their pizza eating habits and pizza delivery experiences. What are the problems with pizza delivery?
  2. View the Pizza DXP delivery car video: http://bcove.me/wslyeqnc
  3. Bring up Domino’s Web site: http://www.dominosdxp.com/
  4. Divide students into teams. Have each team select another product or service that requires home delivery.
  5. What changes could be made to cars to help with deliveries?
  6. Have teams develop a key message pyramid and marketing campaign for Domino’s.

Source: Manufacturing Business Technology, Brandchannel.com, other news sources

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