Tag Archives: marketing

Vehicle Dependability Study

Cars are one of the most expensive and involved purchases that consumers make. They have an extended decision-making process, use multiple information sources, and include multiple evaluation criteria before making a final decision. The decisions that car buyers make impact not only their immediate budgets, but also their long-term budgets with respect to repairs and vehicle dependability (post-purchase behavior).

One source often used by consumers is the J.D. Power Vehicle Dependability Study. According to the most recent study, car buyers avoid models with poor reputations for dependability. The good news is that buyers do not have to spend a lot of money in order to get a dependable vehicle.

The study examines problems experienced over the past 12 months by original owners of 3-year cars. Eight categories are examined, including exterior, engine/transmission, audio/communication/entertainment/navigation, interior, features/controls/displays, the driving experience, heating/ventilation/air condition, and seats. The survey examined responses from 35,186 original owners of 2014 auto models.

Check out the report and see where your vehicle placed.

Group Activities and Discussion Questions:

  1. Review key aspects of developing a product positioning map, including determining the axis labels for positioning.
  2. Poll students: What are factors that influence consumer purchases of cars?
  3. Divide students into teams.
  4. Have each team select two criteria and draw a positioning map for automobiles using those criteria (Ex: price and reliability).
  5. Show the J.D. Power report and video:
  6. http://www.jdpower.com/cars/awards/Vehicle-Dependability-Study-%2528VDS%2529-by-Category/1882ENG
  7. Based on the J.D. Power ranking, how could different auto manufacturers use the rankings to reposition their products?

Source:  J.D. Power, Manufacturing Business Technology

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Super Bowl 2017 Advertising

superbowl

With hundreds of millions of viewers worldwide, the Super Bowl has become one of the premier venues for marketers. The thrills, the chills, the laughter, the tears – and that’s just the advertisements! At a cost of $5 million for 30 seconds of air time, the Super Bowl is also the most expensive advertising placement of any event or show. Add the costs of designing and producing ads, plus the integration into other marketing tactics, and a company can easily spend upwards of $6 million at a single event.

Love them or hate them, Super Bowl advertisements have become a talking point during and after the game. It’s a big stage, and can also be a big risk. With an audience of 111.3 million viewers, the 51st Super Bowl is now ranked as the third most watched TV program in U.S. history. And, days later, we are still watching ads and measuring results.

Watch the ads – which company do you think did the best, and worst, job on their advertisements?

Group Activities and Discussion Questions:

  1. Bring up one of the Web sites that have all the Super Bowl ads: http://adage.com/article/special-report-super-bowl/ads-super-bowl-li-a-z/307736/#Gentlemen
  2. Divide students into teams. Have each team select a Super Bowl ad to analyze and present in class.
  3. What is the target market, key message, and offer from the ad?
  4. How does the ad integrate with a company’s other advertisements?
  5. Are the messages integrated with a company’s Web site and social media?
  6. As a class, after each commercial have students assign one to five stars for the advertisements. Which advertisement won the class vote?

Source:  Ad Age Daily, Brandchannel.com, USA Today, other news sources

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Most Marketable Athletes of 2016

athletes

Athletes and sports events play a major role in marketing. An individual celebrity who endorses a product can often be seen as an effective spokesperson.  But not always… Think back on athletes who have been dropped as spokespeople after a fall from grace (Tiger Wood, Lance Armstrong…).

What does it take to make the public view an athlete as a positive role-model, and when do companies employ these people? According to Nielsen Research’s N-Score Talent Tracker, in order for a celebrity to be marketable he or she needs to be likeable, influential, stylish, savvy on social media, and have a strong public following. Not an easy feat to achieve when the athlete is not on their home court.

The following is the list of the top marketable athletes in the U.S. in 2016:

  1. Peyton Manning – for his Super Bowl 50 victory.
  2. Michael Phelps – for his record-breaking Rio 2016 Summer Olympics.
  3. Simone Biles – the world’s top gymnast in the Rio 2016 Summer Olympics.
  4. Serena Williams – an enduring tennis great and the highest paid female athlete in the world.
  5. LeBron James – who brought Cleveland its first NBA Championship in 2016.

It’s not always easy for any celebrity to become an effective brand ambassador. The celebrity’s built-in fan base usually comes with specific consumer behaviors and purchases.

Who is your preferred athlete to be a brand spokesperson?

Group Activities and Discussion Questions:

  1. Discuss the communication process: sender, encoding, message, medium, decoding, and receiver.
  2. What role do celebrity endorsements play in the communications and marketing roles?
  3. What features make an athlete an effective spokesperson for a product or brand?
  4. Divide students into teams. Have each team identify 10 different athletes that they have seen endorse products.
  5. Are these successful, or unsuccessful, spokespeople?
  6. Finally, select a number of industries or products and have students discuss which athletes best fit the product.

Source:  Nielsen Research

 

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