Tag Archives: retail

World’s First Nutella Café

Fans of the hazelnut spread Nutella are very happy right now – at least they are if they live in or are visiting Chicago. While the company has often had pop-up stores in locations, it now has its first permanent café located on Michigan Avenue opposite Millennium Park in Chicago. This is the first restaurant that is owned and operated by the company, but it surely will not be its last.

Customers enter the store through a Nutella jar-shaped door, with light fixtures shaped like hazelnut flowers, and waves on the ceiling.  The new café has a specialty menu of food items that demonstrate the ways in which the beloved spread can be used. Picture (and smell) warm grilled baguettes with Nutella, roasted hazelnut and blueberry granola with yogurt, along with other dishes including salads, Paninis, and more.

The company view the new café as both a revenue stream as well as a prominent advertisement for the many qualities of Nutella spread. While other cafes are being considered in various locations, none have been formally announced.

Are you hungry yet?

Group Activities and Discussion Questions:

  1. Discuss favorite foods. Any Nutella lovers in the room?
  2. Discuss how food companies are expanding their reach in various ways (ex: pop-up cafes, Wienermobile, etc.)
  3. Show the Nutella Web site: https://www.nutella.com/en/us
  4. Show the Nutella Café Facebook page: https://www.facebook.com/NutellaCafeChicago
  5. Ask students their opinion of the new café. How does this fit into an integrated marketing campaign.
  6. Divide students into teams. Have each team select a favorite food and come up with a similar way in which marketing could be expanded into consumer experiences.

Source:  Brandchannel.com

 

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Technology Embedded in Daily Life

If consumers were asked what are the top companies embedded in their daily lives, most would quickly list the top five as Amazon, Apple, Facebook, Google, and Microsoft. These five companies are counted among the world’s most valuable companies, worth trillions of dollars collectively. (Apple, alone, has a market capitalization of $800 billion, plus is rolling in billions of cash.) Four of these five companies are all in the top 10 most valuable global brands, with the fifth company ranked as number 15 in the 100 list.

Think about it:  how do we shop, do research, write documents, and stay in touch with friends, family, and world events? What devices do we reach for and carry around continually? It would be difficult for today’s consumers to imagine a world without the technology from these companies. And it has all happened relatively quickly.

What do you use every day? And, can you do without it?

Group Activities and Discussion Questions:

  1. Discuss the role of technology and branding in today’s world.
  2. Poll students about the technologies they use the most. Tally the votes and see if their top companies matches the ones in this article.
  3. Break students into five teams: Amazon, Apple, Facebook, Google, and Microsoft. Have each team research facts about one of the companies.
  4. Show the global brand value: http://interbrand.com/best-brands/best-global-brands/2016/ranking/
  5. Have each team debrief the class as to the importance of its technology.
  6. Which company would students give up? Why?
  7. Which company would students keep the longest? Why?
  8. Finally, discuss factors that make these companies successful.

Source: New York Times

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The Power of Packaging

Do you use packaging to help determine the quality and value of a product? If so, you are not alone. In marketing, we discuss the four Ps – product, price, place, and promotion. In reality of course, there are more than just four – a powerful fifth P is “packaging.” Packaging has the power to guide and influence consumer behavior. A creative package has the ability to totally change how a consumer perceives a product. Case in point: Suave.

Suave’s mission was to get beauty bloggers to try – and love – Suave’s low-cost shampoo. But instead of telling the bloggers it was Suave, the company repackaged and renamed the product “evaus.”  (Suave spelled backwards.) The beauty bloggers were then sent the new product and asked to use it for two weeks. Their responses were overwhelmingly positive. When the bloggers later attended an event in New York, it was revealed to them that they were using Suave, and not a premium-priced shampoo.

The subterfuge helps the company position itself for price-conscious millennial women. It also reinforces the notion that we can’t judge a book by its cover, or a shampoo by its bottle.

Group Activities and Discussion Questions:

  1. Discuss the role that packaging plays in marketing a product.
  2. Show the Suave case: https://secure.suave.com/campaigns/trying-is-believing/
  3. Divide students into teams. Have each team identify at least three products with packaging they like, and another three products with poor packaging.
  4. How does packaging influence perception about the product and quality?
  5. Next, assign each team a common household product and have them design new packaging.
  6. Debrief the exercise by showing the packaging and asking for responses.

Source: Brandchannel.com   

 

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