Tag Archives: retail

ReUse and ReCycle IKEA Products

Sustainability is an important topic to consumers and companies alike. We all hate to waste products and materials if they might have a future use. And, yet, it sometimes seems as if certain products are made to deliberately fall apart sooner than we consumers thinks they should. What should a consumer do? Well, one answer is to repurpose the aging item. Case in point: IKEA’s Stockholm carpet.

IKEA continues its efforts to help consumers think of ways to reuse its products (remember the “Big Blue Bag” article we wrote recently?). The latest idea from the company is 18 different ways to turn an old Stockholm carpet into new items, instead of just throwing it out. Some of the creative ideas include:

  • Doormat
  • Dog blanket
  • Shopping bag
  • Snowshoes
  • Stair carpet
  • Punching bag
  • Compost insulator
  • Scratching post

Think of items in your house. Can they be reused instead of tossed in the trash?

Group Activities and Discussion Questions:

  1. Discuss how companies can take initiatives on recycling and reusing worn items. What are examples that students can think of?
  2. Show IKEA’s Stockholm blog: https://m2.ikea.com/no/no/ideas/-ebc301c155a511e7b6087300b3bddef9, and play the video.
  3. What are other products and companies that could use a similar approach to recycle and reuse?
  4. Divide students into teams. Have each team work on a product that could be reused into a new product.
  5. Alternative: Bring in old rugs or other products and have each team work on repurposing the item into something new.

Source:   Creativity Online

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Amazon Buys Whole Foods’ Grocery Stores

By now you have likely heard about Amazon’s planned acquisition of Whole Foods for $13.4 billion. The combined companies will span the breadth of online shopping, and add 460 physical outposts in hundreds of communities across the United States.

The grocery business today accounts for approximately $800 billion in annual spending in the U.S. Yet, in its current form, Amazon has not been able to make a major inroad to selling groceries online. The Whole Foods purchase would give Amazon direct access to consumers, and their information, as they shop in stores for their foods. On average, groceries are purchased five times per month.

It seems somewhat incongruent that a 23-year old company funded on shopping over the Internet is now investing heavily in brick-and-mortar stores. Yet, Amazon has been opening some stores in select locations – bookstores and food-to-go. The combined companies would become the fifth largest grocery retailer, but only account for 3.5% of grocery spending in the U.S.

Where – and how – will you shop for groceries?

Group Activities and Discussion Questions:

  1. Discuss with class: Why did Amazon purchase Whole Foods?
  2. Which retailer(s) will be most pressed by this acquisition? Why?
  3. Discuss how grocery retailers will compete with the combined Amazon/Whole Foods.
  4. Is the Whole Foods acquisition a good move by Amazon?
  5. Discuss the four primary marketing strategies: market penetration, market development, product development, and diversification.
  6. Which strategy is Amazon using by purchasing Whole Foods? Why?

Source: New York Times, Wall Street Journal, other news sources

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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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