Tag Archives: environmental scan

Target Launches New Athleisure Clothing Line

It’s a new year and a new time to set some resolutions, right? Target thinks so and has come up with a set of resolutions about the joy of movement, being inclusive and accessible. These resolutions are a lead-in to a new Target brand of athleisure apparel.

Athleisure apparel sales in the U.S. have grown 140% in the last decade and is expected to reach $83 billion. Athleisure is a crowded market however, with loyal followers of brands such as Lululemon and Athleta. What will Target need to do to create value for customers of its new “All in Motion” line of active wear and sporting goods?

The company did extensive research for the new line. Target gathered data from more than 15,000 men, women, and kids, from all areas of the country, to gain insights into what customers want from their sporting apparel. The result is a new brand of sports apparel that was developed for the entire family, at all stages of fitness, and in diverse sizes.

All in Motion also uses sustainably-sourced materials, and includes features such as water-resistant, UPF50+ sun protection. Designs include secure zippered pockets, thumbholes in sleeves, and is a broad range of sizes. But the best part is that prices will be mostly under $40.

Ready to move?

Group Activities and Discussion Questions:

  1. Discuss the components of a situation analysis: company, general industry, trends, key competitors, technology, legal, etc.
  2. Review Target’s new line of athleisure clothing: https://www.target.com/b/all-in-motion/-/N-4apdi?lnk=Madeforeverymov
  3. Ask students what data they would need in order to make a marketing decision to start this product line.
  4. Divide students into teams. Have each team do secondary research to answer the questions such as industry overview, size, growth, competitors, social trends, new technologies, environmental impact, etc.
  5. Debrief the exercise by compiling information on the white board. Does this give a good picture of how Target arrived at its decision?

Source:  Ad Week; Minneapolis Star Tribune; other news sources

Leave a comment

Filed under Classroom Activities

Peloton’s Holiday Ad: The Peloton Wife

 

It must be the time of year for controversial advertising campaigns. Earlier this month we wrote about South Dakota’s “Meth. I’m on it.” campaign, which provoked many people to post their reactions on social media. The “Meth. I’m on it.” campaign was designed to focus attention on combatting the prevalence of meth in South Dakota and starting conversations about the problems of meth addiction.b

But now, with a seemingly straightforward advertising campaign, Peloton has entered the social media collective consciousness and has generated a lot of negative buzz. The company’s new holiday campaign features a woman receiving a Peloton bike for Christmas, and chronicles her experience over the next year.

At first glance, the ad shows a lovely holiday scene of a husband giving his wife an exercise bike for Christmas. However, viewers quickly made their negative opinions known on social media, criticizing the company for being sexist as well as being elitist. The wife is thin and attractive; the house looks large and luxurious. (A Peloton bike is priced at $2,245, plus a monthly video subscription for interactive classes at an additional $39/month.)

Peloton has stated it stands by the ad and that it hears regularly from customers about how the bike has changed their lives for the better. The actors also stated that the commercial was a very positive experience, despite the pushback from social media. So why the criticism? And what should happen when a company offends people?

One company that quickly followed up on the controversy was Aviation Gin, owned by actor Ryan Reynolds. The same actress was cast in a humorous commercial that seemed to show her a little shell-shocked after the first commercial and in need of a little relaxation.

What’s your opinion?

Group Activities and Discussion Questions:

  1. Discuss the importance of developing a clear, concise message for marketing programs.
  2. Show the Peloton Website: https://www.onepeloton.com/
  3. Show the original ‘peloton Wife’ video: https://youtu.be/pShKu2icEYw
  4. What are the students’ opinions? Have the students use their phones and devices to search for commentary about the campaign online.
  5. Next, show the same actress in the Aviation Gin commercial: https://youtu.be/H2t7lknrK28
  6. What are student’s opinions about this ad and message?
  7. How does this ad play off the original ad?

Source:  Advertising Week; Bloomberg News; New York Times; Wall Street Journal; other news sources

Leave a comment

Filed under Classroom Activities

Where’s the Meat?

In case you haven’t noticed, there are a growing number of meatless ‘meat’ products now available at both grocery stores and restaurants. In the past few months alone, several fast food chains launched chicken-free chicken and meatless burgers to their offerings, and all seem to delight customers who are looking for plant-based alternatives to meat.

In one instance, KFC supplied an Atlanta franchise with faux-meat chicken from Beyond Meat called the ‘Beyond Fried Chicken’. Customers arrived before the doors even opened and the restaurant sold out of its supplies in just five hours! Of course, social media was responsible for the rush to test, but nonetheless, selling out what was supposed to be a several day experiment in less than a day says a great deal about the changing consumer tastes.

Burger King is already established in the meat-free burger category and has been selling the ‘Impossible Burger’, using the plant-based patties from Impossible Meats. White Castle is also in the mix with its ‘Impossible Slider’ (also from Impossible Meats), also sold nationwide.

And last, but not least, McDonald’s has jumped into the meatless game with its ‘PLT’ burger from Beyond Meat – plant, lettuce, and tomato. While today the PLT is only available in Ontario, Canada, it seems likely to make the move to a national distribution as well.

What’s going on? What are these new ‘meats’? The term ‘meatless meats’ is a contentious point, but the products are made by combining plant-based fats, binders, fruit and vegetable-based colors and flavor to create a fibrous texture of meat (no animal components). While these types of products have existed for a number of years, they were commonly marketed only to vegetarians and vegans. Today’s new plant-based meats are aimed directly at meat-eaters, particularly consumers who are concerned about climate change and eliminating animal products from their diets. However, plant-based meats are not typically as healthy as eating unprocessed vegetables and beans and meat consumption is still increasing worldwide. The burgers are often high in calories and fats.

Are you hungry?

Group Activities and Discussion Questions:

  1. Review meatless meat products and meals as needed:
    1. McDonald’s PLT burger: https://youtu.be/StVR1njx2ow
    2. KFC meatless chicken: https://youtu.be/U-imMy7Ohik
    3. Burger King Impossible Whopper: https://youtu.be/N9FED3jkNTo
    4. Impossible Whopper: https://www.bk.com/menu-item/impossible-whopper
    5. The Better Meat Co: https://www.bettermeat.co/
    6. Beyond Meat: https://www.beyondmeat.com/
    7. Impossible Foods: https://impossiblefoods.com/
    8. Carl’s Jr Burger calorie: https://www.carlsjr.com/menu/nutritional_calculator/beyond-famous-star-with-cheese
  2. Discuss the five factors of an environmental scan: Social trends, technology trends, competition, economic trends, and legal/regulatory factors.
  3. Divide students into teams. Have each team use their laptops or mobile devices to discover at least two points in each of the five categories of an environmental scan.
  4. Debrief the exercise by compiling information on the white board.
  5. Do these factors show why companies are embracing the new foods?
  6. Extra video: If students are interested, a scholarly video about climate change and food can be found at: https://youtu.be/8miQs3mPGu8

Sources: New York Times, Wall Street Journal, Advertising Age, Associated Press, and other news sources

 

Leave a comment

Filed under Classroom Activities