Tag Archives: promotion

Rent and return these shoes

Let’s start with a quiz: How many running or athletic pairs of shoes do you own? How long do they last? How much do you spend?

If your closet is like mine, you probably have at least six pairs, of which five pairs are very used and dirty. It would be nice if we could wear running shoes until they are worn or dirty, and then just trade it them in for a new pair. Well, as luck would have it, Swiss footwear company On Running is now offering a new running shoe called “Cyclon.” But Cyclon is not for sale – only for rent. Yes, rent. Use, wear, and return them for a new pair.

Cyclon is available for a monthly fee of $29.95. It is a subscription service for not only a performance running shoe, but a fully recyclable plant-based shoe. Castor beans are used as the base, and the shoe upper is sewn from a single piece of fabric to help reduce waste. On Running focused on the challenges of not only creating a fully recyclable shoe, but also making sure that the shoes were returned to be recycled. Thus, the subscription model of ‘rent and return’ gives On control of the recycling process.

It seems to have resonated with the market – in the first 48 hours after launching Cyclon On signed 2,000 subscribers! On needs 5,000 people to sign up per region in order to ship the shoes at reduced carbon footprint of the transportation.

Let’s go for a run!

Group Activities and Discussion Questions:

  1. Discuss a subscription business model. Poll students: What subscription services do they use? Other services they can name? (Ex: meal kits, shave clubs, entertainment, etc.).
  2. Poll students: On average, how much do they pay for a running shoe and how long does it last? How many pairs of athletic shoes do they have currently?
  3. Show On Running website: https://www.on-running.com/en-us/cyclon
  4. Show video of founders discussing Cyclon: https://youtu.be/VtosSdRZcsA
  5. What is the target market for Cyclon?
  6. What elements should be in the marketing program for this shoe?

Sources: Outside Online; other news sources

 

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Cheetos Spices Up Mac and Cheese!

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! Cheetos is one of many companies responding to changing consumer behavior patterns brought about the coronavirus pandemic. In this case, the product is in response to a rise in home cooking and the desire for comfort foods. PepsiCo’s new product combines these two desires into “Cheetos Mac ‘N Cheese.” The new product is packaged in boxes and cups and is available in three powerful flavors: Bold & Cheesy, Flamin’ Hot, and Cheesy Jalapeno.

Cheetos Mac ‘N Cheese was already in development prior to the pandemic and was scheduled to be released in 2020. However, the company moved at an accelerated pace once consumer patterns shifted due to the pandemic.

The branding even extends to the shape of the curling pasta noodle, which mimics the corkscrew-shaped tail of brand mascot Chester the cheetah. Currently, the new food is only available from Walmart, but a national retail roll-out is anticipated in 2021. PepsiCo plans to promote the new product using multiple marketing channels including shopper marketing (in store), and strong social media.

Anyone hungry for some spicy mac and cheese?

Group Activities and Discussion Questions:

  1. Poll students: Who eats Cheetos? Who eats Mac and Cheese? Which brands?
  2. Show the Web site: https://www.cheetos.com/products/cheetos-mac-n-cheese-bold-cheesy
  3. Show a video of the new product: https://youtu.be/tcYk6tZ3zeI
  4. Does this new food change the positioning of Cheetos in the product life cycle?
  5. How does Cheetos Mac and Cheese compare with other companies?
  1. Build a product positioning map for mac and cheese dinners and show the competition.
  2. How should Cheetos promote its new product?

Source:  Ad Week

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What does Gen Z Want from Brands Right Now?

“May you live in interesting times.” Is this a blessing or a curse? On the one hand, “interesting times” are full of action and movement (fun!), and of course some drama (not fun). On the other hand, “interesting times” means that we are not bored with a daily routine and our eyes are opened to different situations (fun and not fun).

This year is certainly a year of interesting times with the coronavirus pandemic wreaking havoc in the world. Businesses closed, schools closed, no graduations, proms, or commencement ceremonies, and the daily worry about contracting Covid-19. Now add the social upheaval about policing, riots, and confronting racism, and our stress levels ratchets up to a very high level!

What do consumers want to hear from companies and brands right now? And, specifically, what does Generation Z want to hear? A recent survey of younger consumers aged 13 – 25 revealed that these young people want to see brands make a difference and explain how they are protecting employees, as well as protecting consumers. Here are some of the findings about the type of communications and contents that Gen Z wants:

  • 88% – Brands should be communicating about Covid-19.
  • 59% – Want information about how brands are keeping employees safe and financially protected.
  • 47% – Want positive and uplifting stories.
  • 55% – Want information about how brands are helping local communities.
  • 48% – Want resources to help consumers like accessing mental and health support.
  • 59% – Brands should donate profits from consumer purchases to relief efforts.

Basically, Gen Z wants to see authentic and sincere statements. Gen Z wants to see that the brands they buy are working to give back to local communities.

What messages are important to you?

Group Activities and Discussion Questions:

  1. Poll students: What is their opinion about a brand’s responsibility to the consumers in today’s environment?
  2. Divide students into teams. Have each team identify three messages that they would like to see from a brand. Consider giving each team a different brand to focus on for the messages.
  3. Put the messages together and compare the results of each group.
  4. Show the research infographic: https://www.adweek.com/brand-marketing/infographic-what-gen-z-wants-to-see-from-brands-during-a-pandemic/?utm_content=adoftheday&utm_source=postup&utm_medium=email&utm_campaign=FirstThingsFirst_Newsletter_200615054639&lyt_id=194931
  5. How closely does this match the students’ concerns?

Source: Ad Week

 

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