Tag Archives: innovation

New Google Glass Enterprise Edition for Business

It’s been a while since Google Glass has been in the headlines. Remember Google Glass? In case you are not familiar with the product, it was pulled from the market in 2015 after complaints about the technology, usefulness, price, and privacy. The original product was focused on consumers as wearable technology to augment and share daily activities. The glasses had a smart heads-up display and camera, allowing users to connect to data and share information and images.

Google Glass was reformatted a few years ago to the ‘Enterprise Edition’ where the focus was on helping workers in a variety of jobs such as manufacturing, medicine, technology, and other areas. This was a departure from the original consumer-based product, and moved Glass into the business-to-business category. The new version of Glass Enterprise Edition 2 sells for $999 (compared to $1,500 for previous version) and has a new processor, improved camera, and other updates for safety and greater battery.

Repositioning is often difficult, and this repositions Glass from the consumer market to organization buying.

Group Activities and Discussion Questions:

  1. Discuss the organizational buying process. Who would influence the decision-making?
  2. Show the newest incarnation of the product: https://www.blog.google/products/hardware/glass-enterprise-edition-2/
  3. Show Glass video: https://youtu.be/5IK-zU51MU4
  4. For Glass, have students work on the actions taken in each of the five steps.
    1. Problem recognition?
    2. Information search?
    3. Evaluative criteria?
    4. Purchase decision?
    5. Post-purchase behavior?
  5. What are key considerations in each step?
  6. Debrief the exercise.

Source: The Verge, Google

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Taco Bell’s New Hotel (for a limited time)

Taco Bell has very loyal customers. In fact, some customers love Taco Bell so much that they never want to leave! Unfortunately, there are store hours to maintain. But fear not Taco Bell loyalists – if you really want to live at Taco Bell, try its new boutique hotel called (appropriately) The Bell.

Yes, the Taco Bell Hotel and Resort opens this summer in Palm Springs! The resort is open for a limited time only, but promises a “destination inspired by tacos and fueled by fans.” According to the company, this will be the flavor getaway of the year as everything from the rooms, food, and cocktails will have a Taco Bell twist.

Feeling a little stressed? Then this is the place for Taco Bell lovers to relax. The on-site salon will offer nail art, fades, and a braid bar all inspired by the Taco Bell theme. Few details have been announced so far, but reservations open in June for the adult-only (18 and older) hotel.

This isn’t the only unique hotel in the new era of experiential marketing. There is also a Trivial Pursuit Hotel in Russia where guests get rooms, food, and more by correctly answering trivia questions!

Where do you want to stay?

Group Activities and Discussion Questions:

  1. Poll students: What are their hotel experiences?
  2. Discuss travel, hotels, resorts and what today’s young travelers are looking for in their hotels.
  3. Show the Taco Bell Hotel Web site: https://www.tacobell.com/the-bell-hotel
  4. Also show video for the Trivial Pursuit Hotel: https://youtu.be/TPLORyhEBGQ
  5. Divide students into teams: If they could design a new, experiential hotel, what would it be like?
  6. Have teams identify the target market and the marketing mix for their new hotel idea.
  7. Debrief the exercise and vote on which resort the class will visit!

Source: Griner, D. (16 May 2019). Taco Bell is opening a boutique branded hotel called the Bell. Ad Week.

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P&G Introduces New Detergent ‘Swatches’

Tide Pods were a revolution when they launched in 2012 and have since spawned a new look for many detergent and soaps as pods took over the laundry room. But what’s next? Could P&G top the Tide Pod craze? Perhaps. And the answer may be in producing a new product line without using a key ingredient – water.

The innovative products are not in the old soap and detergent forms; instead, they come in small swatches that look like fabric, but foam when water is added during washing and cleaning. The new product form substantially reduces the size and weight of detergents, making them lighter and smaller to package, ship, and store. There are eight types: hand soap, face wash, body wash, shampoo, conditioner, laundry detergent, surface cleaner, and toilet cleaner.

Think about it. Instead of carrying home (or shipping) a gallon of detergent that can weight upwards of eight pounds, the new product can be carried home in a small box that weighs ounces, and is packaged in biodegradable boxes. This new size would allow P&G to sell direct to consumers. Pricing is higher than standard products though. A box of 60 body wash swatches are $19, while laundry detergent costs $29 for 30 swatches (compared to 81-pack of Tide Pods at $19).

One remaining topic is how to brand and name the new product line. It is currently being called EC30. P&G is still considering whether to create a new brand, or use another well-known P&G product name.

What is your opinion of the new product line?

Group Activities and Discussion Questions:

  1. Discuss the importance of clearly defining a target market.
  2. Show the IndieGoGo campaign that P&G used for proof of concept: https://www.indiegogo.com/projects/ds3-next-generation-cleaning-for-body-and-home#/
  3. A video of the product can be found at https://youtu.be/ToPjozrz6ME
  4. The product can also be found on Web site: https://ds3clean.com/
  5. For this product, what is the target market? Include demographics, psychographics, behaviors, values, attitudes, etc. (Note: Can the product be sold to organizations also?)
  6. Based on the target market profile, what makes this product unique for these customers?
  7. Poll students: How should P&G brand/name the new product line?

Source: Terlep, S. (22 April 2019). Forget Tide Pods. P&G bets water-free soap ‘swatches’ are the future. Wall Street Journal.

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