Tag Archives: promotion

Best Global Brands of 2018

What is a brand? Does a brand have a financial value? These are critical questions that drive the strategic marketing decisions of corporations around the world. In general, marketers define brand as the position that a company/product holds in the minds of the consumers. It follows then that if the brand holds a position in consumers’ minds, then it would definitely translate into a financial value for companies.

Each year, Interbrand does a financial analysis that seeks to define, in dollars, the value of a company’s brand – the result is the annual Best Global Brands ranking. In order to be included in the analysis the brand must be global – it must have successfully crossed geographic and cultural boundaries:

  • At least 30% of revenue must come from outside the brand’s home country.
  • It must have presence in at least three continents as well as broad geographic coverage in emerging markets.
  • There must be sufficient publicly available data on the brand’s financial performance.
  • Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s operating and financing costs.
  • The brand must have a public profile and awareness above and beyond its own marketplace.

Interbrand’s brand valuation methodology seeks to determine, in customer and financial terms, the contribution of the brand to the company’s business results. There are three key components in the methodology for the valuations: analyses of the financial performance of the branded products or services, of the role the brand plays in the purchase decision, and of the competitive strength of the brand.

The results – well, see for yourself by viewing the interactive report at https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/.

Group Activities and Discussion Questions:

  1. Ask students to define “brand.” What is it? Does it have value to a company?
  2. Have students take out a piece of paper (or write answer on laptops). Ask them to choose what they thing are the top 10 most valuable brands in the world. Then show the top 10 list from the Global Brand report.
  3. Bring up the Web site: https://www.interbrand.com/best-brands/best-global-brands/2018/
  4. Show the video explaining the report: https://www.interbrand.com/best-brands/best-global-brands/methodology/
  5. Show students several of the sections within the site and view some of the videos as a class.
  6. Divide students into teams and assign each team an industry category to examine: automotive, apparel, beverage, electronics, energy, etc.
  7. Have each team present key findings from the industry sector they examined.
  8. How can these findings be applied in marketing strategies?

Source: Brandchannel.com, Interbrand.com

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What Women Want (from Cars)

It’s an age-old question: What do women want? While the answers to this question could fill a set of encyclopedias, let’s limit the question somewhat and just discuss what ‘cars’ women want. Last year, Edmunds.com researched this topic and came up with a list of cars that almost no women drive. Can you guess which car was at the top of the list? It’s a sports car, very pricey, very fast, and starts with “L” ….

Yep, you guessed it. Number one on the list was Lamborghini with male owners accounting for 93% of the buyers (tied with McLaren also at 93%), Ferrari at 92%, Maserati at 84%, and Tesla at 83%. Indeed, 90% of ALL sports car buyers are men. Although men seem to prefer loud, fast, impractical cars, this is a problem for automotive manufacturers as women play a significant role in roughly 85% of all car purchases.

So, what cars do women buy? Overwhelmingly, women prefer cars that are affordable with good fuel economy – and these tend to be mostly from Korean automakers such as Kia and Hyundai, along with Japanese automakers Nissan and Mitsubishi. These findings are based on automotive research company iSeeCars.com which analyzed 54 million car sales and more than 500,000 consumer inquires over a nearly three-year period.

The average price of the top 10 cars preferred by women is $14,870 compared to the average price of cars on the top 10 list preferred by men at $49,224. Let’s compare.

The top five cars women want:

Rank Car Ave. Price Inquiries by Women
1 Hyundai Tucson $16,722 66.2%
2 Nissan Versa $12,144 64.0%
3 VW Beetle $18,179 63.9%
4 Kia Forte $13,730 62.8%
5 Ford Fiesta $13,237 62.8%

 

The top five cars men want:

Rank Car Ave. Price Inquiries by Mean
1 Nissan GT-R *40,450 99.1%
2 BMW Me $35,763 92.2%
3 Porsche Cayman $43,303 91.9%
4 Porsche 911 $65,081 91.5%
5 Lexus GS 350 %33,004 91.3%

 

There are no overlaps on the top ten list. Lest we think this is an inconsequential difference, consider the size of the automotive industry. There isn’t any car company that wouldn’t like to increase the size, and diversity, of its customer base.

Think about it – what do women want?

Group Activities and Discussion Questions:

  1. Ask students about their car preferences.
  2. Divide the class by gender. Ask women what cars they think the men will prefer, and what cars they prefer. Ask men what cars they think the women will prefer, and what cars they prefer. Why these choices.
  3. Ask the women to list the factors they look for when buying a car. Ask the men the same question. Compare the findings on the board.
  4. Still in gender-based teams, have the teams examine the marketing mix of the top companies, and adjust the mix to attract the opposite gender.
  5. Debrief the exercise.

Source:  Ad Week, Edmunds.com, Market Watch, iSeeCars.com

 

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Cheetos Flamin’ Hot Pop-Up Restaurant

Cheetos have long been a favorite snack food in America, but it has a fairly limited menu application. Or so one might have thought. After all, it’s just a snack food, right? Wrong!

In a new promotional campaign this fall, Cheetos is launching a Flamin’ Hot pop-up restaurant in Hollywood for three-days in September, featuring meals developed by celebrity chef Roy Choi. The restaurant is named The Flamin’ Hot Spot and all the dishes are inspired by Flamin’ Hot Cheetos. (The concept is similar to one that Cheetos did a year ago with a pop-up restaurant in New York City with a menu developed by Chef Anne Burrell.)

According to Cheetos, they noticed a trend among customers and restaurants with Cheetos finding its way into creative menus including bagels, sushi, and burritos. The Flamin’ Hot Spot will have appetizers, main courses, and desserts.

Some of the menu highlights include:

  • Hot Ap-Paw-Tizers
  • Flamin’ Hot Elotes
  • Flamin’ Hot Chipotle Ranch Wings
  • Flamin’ Eats
  • Xxtra Flamin’ Hot Rice Bowl
  • Hot Cheetos Burrito
  • Cheetos Sweetos Hot Cakes
  • Chester Cheetah’s Churros

Unfortunately, if you want to dine there, the three-day event is already sold-out and has a long wait list! But don’t worry – all of the recipes will be available for free in a digital cookbook on the Cheetos Web site. Ingredients are also available on Amazon Fresh.

Are you hungry for something flamin’ hot now?

Group Activities and Discussion Questions:

  1. Poll students: Who eats Cheetos?
  2. View video: https://youtu.be/-RWb_8G6Eyo
  3. Show Web site: https://www.cheetosflaminhotspot.com/#menu
  4. How does the restaurant fit into a promotion plan for Cheetos?
  5. Does this new restaurant change the positioning of Cheetos in the product life cycle?

Source:  Ad Week

 

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