Tag Archives: performance

2015 Green Rankings in U.S. and World

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Corporate sustainability and environmental impact are concepts that are increasingly becoming key parts of companies’ operations and marketing efforts. Newsweek recently released its annual green rankings, analyzing companies with eight indicators that assess and measure their environmental performance. The indicators include: combined energy productivity, combined greenhouse gas productivity, combined water productivity, combined waste productivity, green revenue, green pay link, sustainability board committee, and audited environmental metrics.

The U.S. top 10 companies may surprise you:

  1. Biogen, Inc. (healthcare)
  2. Allergan, Inc. (healthcare)
  3. Adobe Systems, Inc. (information technology)
  4. Broadcom Corp. (information technology)
  5. Sigma-Adlrich Corp. (materials)
  6. Hershey Comp. (consumer goods)
  7. Ecolab Inc. (materials)
  8. Coca-Cola (consumer goods)
  9. Aflac (financials)
  10. Mead Johnson Nutrition Comp. (consumer goods)

For the full lists of the top 500 largest publicly-traded companies, check out the Newsweek rankings at http://www.newsweek.com/green-2015/top-green-companies-u.s.-2015/.

Group Activities and Discussion Questions:

  1. Poll students: Who buys (or tries to buy) from environmentally-friendly companies?
  2. Have students name companies that they think fits this description.
  3. Discuss how sustainability fits into marketing campaigns.
  4. Show the Newsweek rankings for U.S. and Global companies:

US: http://www.newsweek.com/green-2015/top-green-companies-u.s.-2015

Global: http://www.newsweek.com/green-2015/top-green-companies-world-2015

  1. How can and should this information be used in marketing campaigns?

Source: Newsweek

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Beats Focuses on Athletes

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Beats by Dr. Dre has a very popular product line  for college students, athletes, and music aficionados. The company has successfully used both traditional marketing as well as guerrilla marketing to promote products. This time, Beats is taking the traditional approach of TV advertising to showcase how its headphones help professional athletes prepare for the big game and block out obnoxious fans from the rival teams.

 

The newest video features Kevin Garnett of the Brooklyn Nets and shows  rival fans

Screaming obscenities and waving derogatory signs as the bus drives onto to unnamed arena (that looks strangely like New York). The abuse continues as the players enter the tunnel and the game court. In the video, featuring a new song by R&B singer Aloe Blaac, Garnet uses the Beats headphones to block out noise and help prepare for the game. A similar ad has also been produced featuring San Francisco 49ers quarterback Colin Kaepernick.

 

While the main theme is sports, the message is expected to resonate with people who face challenges and distractions every day at home, work, and school. Music helps us block out the unwanted noise and focus on the positive.

Group Activities and Discussion Questions:

  1. Discuss the importance of clearly defining a target market.
  2. Show the Beats web site: http://www.beatsbydre.com/
  3. Show the TV ads: http://youtu.be/3yUj0Ta44DI http://youtu.be/4Ttsx5squWg
  4. On the white board, have students list all the potential target market segments that might purchase Beats.
  5. Divide students into teams and have each team develop a profile for a different market segment. Include demographics, psychographics, attitudes, values, and behaviors.
  6. Debrief the exercise by comparing the target markets.

Source:  Ad Age Daily, Brandchannel.com, 12/13

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