by | Tuesday, May 15, 2018 · 6:44 am

Stories from a Vending Machine

 

There are many crazy vending machines that can be found around the world. Recently, we wrote about the world’s largest vending machine hosted by Alibaba and Ford in China – it dispenses Ford cars! And of course there are the more common vending machines that provide beverages, foods, supplies, electronics, and many more choices. But, here is one that is very unusual – a vending machine that dispenses short stories. Yes, short stories are available from vending machines that offers a selection of timed literature in increments of one, three, or five minute stories to be read and shared.

The story began in 2016 in Grenoble, France, with a company called Short Edition, a French publisher of short-form literature; to date, they have installed more than 150 vending machines around the world. And, now, the vending machines are available in more than 30 locations around the U.S. at restaurants, schools, universities, libraries, transportation hubs, and government offices.

The vending machines dole out literature and expose more people to the creative and stress-reducing power of the written word. Push a button and a story unfurls on a long strip of paper (kind of like a register receipt). More than 100,000 original submissions are stored on a computer catalog, and genres include children’s stories, romance, holidays, and more. Short Edition procures the stories by holding writing contests, often under specific themes such as “new beginnings.”

If you want one for your school, the dispensers cost $9,200 plus $190 per month for content and software. Most stories are shared and read by multiple people.  And the best part – the stories are free of charge to print and read!

Group Activities and Discussion Questions:

  1. Poll students. Have them list all the different types of vending machines that they have encountered.
  2. Show video: https://youtu.be/1Rq0eDc52g0
  3. Short Edition Web site (in English and French): https://short-edition.com/en/
  4. Note that stories are available online from the Web site also. Select one in class to have students read and comment on.
  5. Divide students into teams. Have each team come up with a promotional tactic that could be used to promote the vending machine and gain readers.

Source: Holson, L. (16 April 2018). The vending machine that spits out short stories. New York Times.

 

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by | Friday, May 11, 2018 · 5:44 pm

Mayo + Ketchup = Mayochup!

Who likes mayonnaise? Who likes ketchup? Who combines the two? If you are like millions of other consumers in the U.S., then you like combining the two products into a single sauce. And, now, Heinz wants to bring the combined taste to you in one convenient bottle!

Yes, a new condiment that combines the two sauces is being developed for the U.S. market. Heinz recently taunted consumers, asking people to vote using Twitter if they want to see a new product – ‘mayochup’ – in grocery stores. Millions of people voted yes for the mash-up, and Heinz has said it will produce a new sauce.

There is a controversy about mayochup though. Claims that Heinz has invented a new condiment has been disputed. Other countries have long used the combined condiment in their cultures and foods. A combination of mayo-ketchup is popular across Latin America and in the Caribbean. However, there is no similar product available in the wider U.S. market. (A close cousin might be Fry Sauce, very popular in parts of the U.S. and around the world, where it is considered a staple condiment on the table.)

If you don’t like the mayochup name, Heinz is taking suggestions for alternative names. Maybe ‘ketchannaise’ will catch on instead!

Group Activities and Discussion Questions:

  1. Discuss the four primary marketing strategies: market penetration, market development, product development, and diversification.
  2. Show information about mayochup:
    1. Twitter: https://twitter.com/HeinzKetchup_US/status/984133260216332302
    2. Mayochup news video: https://youtu.be/C-ZYv-TDh3Y
  3. Which strategy is Heinz using for this product? Why?
  4. Divide students into teams. Have each team select one of the four different strategies and explain why that strategy could be used to market mayochup.
  5. Have each team determine the marketing mix (4Ps) to support their strategy choice.
  6. Debrief the exercise.

Source: Schmidt, S. (13 April, 2018). Heinz promotes its new ‘mayochup’ and sparks an international controversy. Washington Post.

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by | Wednesday, May 2, 2018 · 6:45 am

The Ultimate Vending Machine Contains Cars

What was the last item you purchased from a vending machine? Most consumers purchase convenience items such as drinks and snacks at the ubiquitous machines. Maybe in an airport or mall there might be a vending machine for electronics such as headphones and chargers, movies, or prepared meals for people on the go. And, speaking of “on the go”……..

Alibaba’s Tmall recently unveiled what is possibly the world’s largest vending machine, for the world’s largest car market. The product sold in the machines? Cars!

The automobile vending machine, located in Guangzhou, China, is a partnership between Chinese e-commerce company Alibaba and American car manufacturer Ford Motor. The program offers a three-day test-drive to potential customers shopping for a new car. The giant vending machine contains more than 100 vehicles, including small cars, family cars, sports cars, and SUVs. Cars include those made in China as well as imported from the U.S. The goal for the new program is to improve the car buying process for consumers.

The process starts with a mobile app (of course) called the “Super Test-Drive” app. Consumers use the app to research, browse available models, and select a car and pick-up time. Snapping a selfie picture provides facial recognition that is used to confirm the booking and borrow the car from the vending machine. And, if the customer’s credit score is good enough, then the three-day test-drive is free.

This sounds a lot more fun than just getting a snack from the local vending machine!

Group Activities and Discussion Questions:

  1. Poll students: Where are vending machines? What do they buy form vending machines? Why buy from vending machines?
  2. View video of the process: https://youtu.be/zFDDcTOFkEA
  3. While the buying process may vary slightly for different products and target markets, the basic 5-step process remains the same: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
  4. Does this vending machine fit the model? Or does the model need to change?
  5. Consider assigning different student groups to work on different target markets. Then the process for the different target markets can be compared and contrasted.

Source: Brandchannel.com (26 March, 2018). Alibaba and Ford launch China’s first Tmall car vending machine.

 

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