Tag Archives: global marketing

Subway Wins Big on Product Placement

If a brand wants to get a customer’s attention, marketers know that there is no substitute for showing the customer how a product fits into real lives in the real world. And to show a lot of prospective consumers this at one time, brands need to show them the product on a large scale such as in a television show or a movie. This can be globally, not just in the U.S.

Take Subway’s experience in South Korea. South Korea prevents TV stations from inserting commercial breaks into programs. This limitation has caused many companies to get very creative in how they showcase their wares. As a result, Subway has placed its products, stores, and logos in at least 17 different shows. And, when the shows eventually get released on Netflix, millions more viewers will see Subway product placements.

A U.S. show, Cobra Kai, began on YouTube but moved to Netflix distribution last summer. The product placements in that show reached consumers who don’t usually watch network TV, but will stream shows, where advertising is either scarce or expensive. Top product placements on Cobra Kai were Coors, Mercedes Benz, and Dell.

Product placement has grown to more than $10 billion a year in the U.S. as brands search for new ways to reach consumers. Streaming is now estimated to account for nearly 25% of total TV viewing. While there are times that the product is very noticeable (such as BMW cars in James Bond movies), there are many times when products are used subtly (but still get our attention).Companies that are able to get their products shown on the big screen – or even a small screen – bring their products to the attention of millions of viewers, all of whom have opted-in to watching a show or movie.

What products catch your eye?

Group Activities and Discussion Questions:

  1. Discuss product placement as a promotional tactic.
  2. Show BEN website: https://ben.productplacement.com/
  3. Ask students to name their three TV shows and/or movies that they recently viewed.
  4. Next, ask them to name at least three products that they can recall seeing in the show. Were those products there by accident?
  5. Show a video clip of one of the TV shows or movies. Most clips can easily be found on www.hulu.com, www.youtube.com, and other sites.
  6. Divide students into teams. Have each team choose two products they would like to have placed in a TV show.
  7. How would these products be incorporated? What is the desired result?

Source:  AdWeek; Media Daily News; New York Times

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New “PJ Suit” for Working From Home

What are you wearing? Hmmm…that is rather a provocative question, and we’re not sure you should ask your co-workers. But, in these days of work-from-home attire, people around the world have been impacted and have adopted new types of ‘business’ attire. Some wear sweats, some wear suits, some wear pajamas, and then there are a unique set of people who want the combination of BOTH business and sweats.

Enter: the WFH Jammies, designed by Japanese firm Whatever.

The concept began with the recognition that Zoom calls and virtual meetings require workers to dress up for the video, but the rest of the day they wanted the comfort of pajamas. WFH Jammies is a unisex suite of a shirt-and-sweat combination that comes in white, pink, and polka-dot. It’s not the only solution; Aoki’s Pajamas suit is in a flexible knit fabric that looks dignified enough to stand-in for a suit jacket and turtleneck, and doesn’t wrinkle from your afternoon nap. Other fashion brands are following suit with their own comfy-but-formal-enough attire.

Wear these PJs and give a presentation online right after you get up, take a nap in comfort at lunch time, and still look professional for the evening Zoom wrap-up meeting.

So… what are you wearing?

Group Activities and Discussion Questions:

  1. Discuss new product development. What are the steps that go into developing a new product or service?
  2. What are key considerations?
  3. Show the WFJ Jammies on Kickstarter: https://www.kickstarter.com/projects/197719879/wfh-jammies
  4. WFH Jammies page: https://whatever.co/work/wfh-jammies/
  5. Show Whatever’s website: https://whatever.co/
  6. Video: https://youtu.be/ishqJgmy4Ao
  7. Divide students into teams. Have each team list other work-from-home problems that need new solutions.

Source: Wall Street Journal

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Suez Canal Blockage: Big Impact on Global Supply Chains

Q: What is a marketing channel, and how important is it?

A: A marketing channel is how companies get products into the hands of consumers and the channel is absolutely critical to sales. No channel. No revenue.

But, before delving into the marketing channel, let’s back up a little and consider the enormous impacts on businesses from the full supply chain – not only moving the finished products to market, but also getting raw materials/semi-finished goods to manufacturers. If these materials don’t make it to companies on time, then there is no way to effectively keep the manufacturing operation at full-force or keep the marketing channel functioning.

Consider also that an effective supply chain is a global issue. An estimated 90 percent of global retail products move around the world in containers through oceans, seas, and canals. One of the most important of these is the Suez Canal – a 120-mile long channel in Egypt, running between the Mediterranean and Red Seas, linking shipping transportation between Africa and Asia. The Suez Canal provides a direct route between the seas and reduces the trip from the Arabian Sea to London by 5,500 miles (8 days). Eight days is a lot of time in today’s global economy, plus fuel costs for ships average $25,000/day! In 2020, more than 18,500 ships traveled the canal.

This March, a container ship named ‘Ever Given’ blocked the Suez Canal after it was knocked sideways by a strong southerly wind.  The ship, at more than one-quarter-mile long and a weight of 224,000-tons, held 20,000 containers worth $9 billion, and was stalled for nearly a week in the canal, holding up billions of dollars of international commerce! More than 400 ships were backed up to use the canal, with dozens of other vessels deciding to forego the canal and take the long way around the Horn of Africa. For those in line at the canal, it could take weeks to get all the ships clear and return to normal operations.

And, the work done to free the ship is a story unto itself. For six days tugboats and dredgers cleared away 30,000-cubic meters of sand and mud from around the ship’s bow and stern. Whew.

Supply chains are critical in marketing!

Group Activities and Discussion Questions:

  1. Discuss the importance of the supply chain and logistics in marketing.
  2. Show video of the Suez Canal blockage: https://youtu.be/8BSdmIhB9wc (Note: Make sure to look for more recent videos as the story gets updated.)
  3. What is the impact of the Suez Canal blockage on trade?
  4. Have students research how raw materials, semi-finished goods, and finished products move to market.
  5. What commodities and materials are shipped via container and the sea?
  6.  

Source:  Associated Press; CNN; New York Times; Wall Street Journal; other news sources

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