Tag Archives: marketing mix

Fender Teaches Guitar Online

While not everyone is a musician, many other people have longed to learn a musical instrument. Some people do learn, but many others stop learning and playing way too soon. According to research from Fender Guitars, 45% of guitar sales are generated by people who have never used one before – but 95% of people who try guitar give it up in the first year. That dramatically lowers overall industry sales, and gives Fender an opportunity.

Fender Guitar has a new plan to help people learn how to play classics such as The Star Spangled Banner and  other songs. The key is to get future guitarists engaged quickly. The Fender Play web site has a guided curriculum so that students can pick the style of music they want to learn, and then immediately get instruction on songs from that genre. Fender Play includes:

  • A guided learning path for your musical style
  • Hundreds of lessons
  • High quality, close-up videos
  • New songs and lessons added regularly
  • Artists such as Foo Fighters, Elvis, U2, The Lumineers, and more

The service starts with a free 30-day trial period, followed by a  fee of $19.99 per month. Fender Play is not limited to its own guitar players. Any guitar student can learn to play on their own instrument (but, of course Fender hopes to create future good will towards its company).

What are you waiting for? Pick up that six-string and go!

Group Activities and Discussion Questions:

  1. Poll students: Who plays guitar? Who used to play guitar? Who wants to play guitar? What keeps them from playing guitar?
  2. Show FenderPlay site: https://www.fender.com/play
  3. Optional: Additional videos to show:

https://youtu.be/h6ada1kvgEw

https://youtu.be/jnkppFj5Ri4

https://youtu.be/GSvQOodrEpA

https://youtu.be/T4lFt2JWrXk

  1. Discuss the four primary marketing strategies: market penetration, market development, product development, and diversification.
  2. Which strategy is Fender using for this product? Why?
  3. Divide students into teams. Have each team select one of the four different strategies and explain why that strategy could be used to market Fender guitars.
  4. Have each team determine the marketing mix (4Ps) to support their strategy choice.

Source:  Brandchannel.com

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Viral Videos for May 2017

This week’s viral video is a great mix of ideas, with several longer videos in the top spots. Hyundai’s short adventure film features its cars on an icy trip in “Shackleton’s Return.” Heineken also retains a top spot for its short film, “Worlds Apart.” The film pairs strangers (who happen to have opposite viewpoints) working together to build a bar, then finding out who they have really been talking to. It’s time to be open-minded, listen, and talk about differences.

There are three key factors for viral video success:

  1. Reaching the tastemakers.
  2. Building a community of participation.
  3. Creating unexpectedness in the video.

Regardless of the type of product or service, the country of origin, or the importance of the message, what matters is reaching the audience in a way the both entertains and informs. It might be YouTube, and more often now, it’s on Facebook and other social media. Check out this week’s top videos and discuss what makes them “go viral.”

Group Activities and Discussion Questions:

  1. Bring up a recent Ad Age’s weekly Viral Video chart: http://adage.com/article/the-viral-video-chart/viral-video-chart-5-1-17/308885/
  2. How effective is each video at getting the company’s brand and message across to viewers?
  3. In teams, have students design a viral video for a product of their choosing. What are the elements that are needed to go viral?

Source:  Advertising Age

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The Power of Packaging

Do you use packaging to help determine the quality and value of a product? If so, you are not alone. In marketing, we discuss the four Ps – product, price, place, and promotion. In reality of course, there are more than just four – a powerful fifth P is “packaging.” Packaging has the power to guide and influence consumer behavior. A creative package has the ability to totally change how a consumer perceives a product. Case in point: Suave.

Suave’s mission was to get beauty bloggers to try – and love – Suave’s low-cost shampoo. But instead of telling the bloggers it was Suave, the company repackaged and renamed the product “evaus.”  (Suave spelled backwards.) The beauty bloggers were then sent the new product and asked to use it for two weeks. Their responses were overwhelmingly positive. When the bloggers later attended an event in New York, it was revealed to them that they were using Suave, and not a premium-priced shampoo.

The subterfuge helps the company position itself for price-conscious millennial women. It also reinforces the notion that we can’t judge a book by its cover, or a shampoo by its bottle.

Group Activities and Discussion Questions:

  1. Discuss the role that packaging plays in marketing a product.
  2. Show the Suave case: https://secure.suave.com/campaigns/trying-is-believing/
  3. Divide students into teams. Have each team identify at least three products with packaging they like, and another three products with poor packaging.
  4. How does packaging influence perception about the product and quality?
  5. Next, assign each team a common household product and have them design new packaging.
  6. Debrief the exercise by showing the packaging and asking for responses.

Source: Brandchannel.com   

 

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