Tag Archives: perceptual map

Designer Toothpaste, Anyone?

Some products have become so ubiquitous in our lives that we seldom consider how they might be updated to reflect current trends. Consider products such as hand soap, detergent, and toothpaste. After all, when was the last time you truly examined your toothpaste and thought about design and innovation? And what exactly are the ingredients in toothpaste? Go ahead, read the ingredient list and you are likely to uncover it contains components such as triclosan and saccharin. (The FDA has banned triclosan for hand soap, but it is ok to put those ingredients in our mouths? Huh?)

Given how nearly every product seems to be undergoing a make-over, it just seems logical for toothpaste to get an update for today’s consumers. Packaging and ingredients can both be updated, as well as how and where consumers buy it. Today’s newer toothpastes take lessons from the beauty product world, where design and price points vary and make the products more appealing as well.

Of course, revisions may not come cheaply. French company Buly 1803 sells $29 toothpaste in artfully designed packaging and in flavors including orange-clove-cinnamon. Sephora carries a coconut oil dental floss ($8) and a Lush sells a charcoal, kaolin clay, and gunpowder tea tablet that is chewed before brushing. Twice, a brand from musician/artist Lenny Kravitz, has a two-pack of toothpaste (one for morning, another for evening) that sells at $17 for the pair with proceeds going to help Bahama communities.

Go ahead. Read the labels and make your choice.

Group Activities and Discussion Questions:

  1. Review key aspects of developing a product positioning map, including determining the axis labels for positioning.
  2. Show examples of new toothpaste:

Hello: https://www.hello-products.com/

Revolve: https://www.revolve.com/marvis/br/2677a2/?srcType=dp_des2

Sephora: https://www.sephora.com/product/cocofloss-P421244

Lush: https://www.lushusa.com/face/teeth/boom%21/04342.html?gclid=EAIaIQobChMI1-6V-LP33wIVA4vICh1cJAaeEAQYBSABEgIiFvD_BwE

Twice: https://www.smiletwice.com/

APA Beauty: https://apabeauty.com/apa-white-toothpaste.html

  1. Review toothpaste products. What other products are competitors?
  2. Divide students into teams and have each team develop a positioning map for one of the new companies.
  3. Have each team draw their map on the board.
  4. Debrief exercise.

Source: Shapiro, B. (4 April 2019). Is that chic toothpaste worth the price? New York Times.

 

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Employees Tell the Best Places to Work

Looking for a job can be intimidating and confusing. Companies (just like prospective employees) try to put their best foot forward to convince you that they are the best place for you to grow and deploy your talents. But, that is not always true. Working for a company that isn’t a good fit can be a miserable and negative experience for employees.

So, where should I job candidate look for information about a company? Try asking a companies’ current (and previous) employees for information. One such source for this type of information is the Employees’ Choice Awards from Glassdoor. These awards are based on the input from at least 75 employees at a company, and covers topics such as work environment, pay, and more. The list covers the best 100 companies to work for in 2019, as well as best cities for jobs, and highest paying jobs.

This year’s top companies to work for include:

  1. Bain & Company
  2. Zoom Video Communications
  3. In-N-Out Burger
  4. Procore Technologies
  5. Boston Consulting Group
  6. LinkedIn
  7. Facebook
  8. Google
  9. Lululemon
  10. Southwest Airlines

Where do you want to work?

Group Activities and Discussion Questions:

  1. Suggestion: For this discussion, invite someone from the campus career services center to attend class and moderate the discussion.
  2. Discuss what makes a job and company rewarding. What companies are they interested in working at?
  3. Divide students into teams. Have each team develop a list of the 10 things they want from a job.
  4. Build the list on the white board. Where are the common themes?
  5. A brief video can be found at: https://youtu.be/s5BuPaNCbiE
  6. The full report is at: https://www.glassdoor.com/Award/Best-Places-to-Work-LST_KQ0,19.htm
  7. Give students time to explore the site and companies. Now, where are they interested in working?

Source: Protalinksi, E. (4 December 2018). Glassdoor: Zoom dethrones Facebook as the best tech company to work for in the U.S. Venture Beat.

 

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Where Do YOU Want to Work?

Many students get confused when they are searching for jobs. They’re not confused about getting a job – they know this part. But, they get confused about selecting which company they would most like to work for. Some of their questions include:

  • Should I select based on the job offer?
  • Or, should I select based on the company?
  • Should it be a company I admire?
  • Or, is it ok to work for a company I don’t admire, but they will pay me the most?
  • What is the growth potential of the company?
  • How can I research about a company’s attributes?

These topics can stymie even long-time marketing professionals. It can be hard to evaluate a company when not much is known about it. Thus, this is where the network comes into play. Instead of basing decisions only on one’s own limited knowledge, use the power of the network to help research and evaluate choices.

Providing what could valuable information in the evaluation of companies is the power of the LinkedIn network. Based on data from its more than 546 million professionals (146+ million who are in the U.S.), LinkedIn has compiled a list of the companies where professionals would most like to work. The list is based on billions of actions taken by LinkedIn members in regards to four main pillars of engagement: (1) interest in the company, (2) engagement with the company’s employees, (3) job demand, and (4) employee retention.

Here are the top 10 finalists for the 50 companies most want to work at in the U.S.:

  1. Amazon
  2. Alphabet
  3. Facebook
  4. Salesforce
  5. Tesla
  6. Apple
  7. Comcast NBC Universal
  8. The Walt Disney Company
  9. Oracle
  10. Netflix

Where do you want to work?

Group Activities and Discussion Questions:

  1. Suggestion: For this discussion, invite someone from the campus career services center to attend class and moderate the discussion.
  2. Discuss what attributes students look for in an employer.
  3. What do they want most? What do they want least?
  4. Divide students into teams. Based on the attributes the team wants most, have each team list 10 different companies where they would like to work.
  5. Compare the results between teams.
  6. Show the LinkedIn article and list of top companies to work for in the U.S. : https://www.linkedin.com/pulse/linkedin-top-companies-2018-where-us-wants-work-now-daniel-roth/
  7. How many of these companies are on (or not on) the students’ lists?

Source: Roth, D. (21 March, 2018). LinkedIn top companies 2018: Where the U.S. wants to work now. LinkedIn.com.

 

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