Tag Archives: global marketing

Clear Coffee – No Stains!

How many times have you spilled your coffee, and then had to deal with the dark stain left behind? My desk and papers are littered with coffee stains. But, those days are nearly at an end, thanks to CLR CFF – billed as the world’s first clear coffee drink.

The new beverage is made from Arabica coffee beans and water using a product method that makes the coffee colorless. The coffee does not have any preservatives, artificial flavors, or other sweeteners, giving the drink a low calorie count with only four calories. And of course the best part – if it spills, no stain!

Unfortunately for all U.S. coffee aficionados (who might be a little clumsy), CLR CFF is only available at select locations in the U.K. and Slovakia, or from the company’s Web site. So for now, be careful not to spill your current cup of coffee!

Group Activities and Discussion Questions:

  1. Discuss the importance of clearly defining a target market.
  2. Show CLR CFF video: https://youtu.be/ikZ3vBsewjU
  3. Web site: http://clrcff.com/
  4. For this product, what is the target market?
  5. Divide students into teams and have each team develop a profile of a target market for this product. Include demographics, psychographics, behaviors, values, attitudes, etc.
  6. Based on the target market profile, what makes this product ideal for these customers?
  7. Debrief the exercise.

Source:  Buzzfeed, Brandchannel.com

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‘Bank in a Can’ in Rural Africa

bank

It can tough to get to the bank, especially when customers are located in rural areas that are remote from urban financial centers. Many rural areas lack access to quality banking and important financial services that the population needs. This is the case in rural South Africa where people face challenges in getting to banks and getting sound financial advice.

“Bank in a can” is an innovative solution that is now being used in South Africa. A product of a joint venture between South African FNB Bank and design firm Architecture for a Change, the pre-manufactured units are made from shipping containers and can be located in any rural (or urban) community. The nature of the pop-up units allow organizations to become operational quickly in less than three months. The new pop-up bank branches include teller windows, offices for opening accounts and applying for loans, along with separate ATM areas.

FNB is not the only bank to try pop-up locations. Canadian Tangerine Bank also has opened pop-up locations in shipping containers across Canada as a way to introduce customers to direct banking.

Reusing shipping containers are a clever way for companies to expand their reach into new area.

Group Activities and Discussion Questions:

  1. Discuss the importance of distribution for products and services.
  2. What are creative ways in which companies can expand their reach?
  3. Show photos of the pop-up banks:

Architecture for Change site (South Africa): http://www.a4ac.net/

Tangerine Bank (Canada): https://www.tangerine.ca/en/landing-page/mobilepopups/toronto/index.html

  1. Have students discuss how these solutions can expand a service’s reach and market access.
  2. Divide students into teams. Have each team select another service and work out how a pop-up site might benefit the service.

Source: Branchannel.com

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Top Viral Brand Postings of 2016

brand

It is the start of a New Year, and a good time to examine campaigns from last year. The most compelling advertisements and videos are ones that have a strong story, humor, inspiration, and excitement. They build a bond with the audience, and inspire thoughts and action. It’s not easy to create a short video that engages audiences and inspires them to share the video and view it more than once, so it is worth examining the top videos from 2016.

Here are the most viral brand videos posted to YouTube in 2016. As calculated by Marketer MVPs, these top five brand videos generated the most engagement (likes, comments, and shares) on Facebook, Twitter, Instagram, Tumblr, and YouTube.

  1. Domino’s Pizza (Domino’s DXP): 52+ million views
  2. Geico (Going Up: Fast Forward): 46+ million views
  3. Walmart (Easter Surprise – Jelly Bean Garden): 45+ million views
  4. Nike (Unlimited You): 37+ million views
  5. Gillette (Perfect isn’t Pretty): 34+ million views

Combined, these five videos have generated more than 214 million views last year!

Group Activities and Discussion Questions:

  1. Discuss the importance of branding and brand management. How do the videos fit into branding?
  2. Divide students into teams. Have each team analyze one of the following videos with respect to target market, key message, type of appeal, etc.
    1. Domino’s Pizza: https://youtu.be/lsmmgFxI0Jc
    2. Geico: https://youtu.be/Hk5HT_J3n6k
    3. Walmart: https://youtu.be/2cznl3lkfbM
    4. Nike: https://youtu.be/VEX7KhIA3bU
    5. Gillette: https://youtu.be/xRXfevLDZBc
  3. When teams have completed this, have each team show the video and discuss their analysis with the rest of the class.
  4. What are the commonalities between the videos? What are the differences? What should other companies do to replicate the success?

Source:  Ad Age Daily

 

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