Tag Archives: retail

by | Tuesday, September 24, 2024 · 7:57 am

Finally – A High-Heeled Sneaker

Innovation takes many forms – it can be a technological breakthrough that helps to change  how the world communicates. Or it might be a manufacturing change to reduce waste. Or, innovation can also take a common problem and solve it using an entirely new experience.

Let’s take a common problem like, say, uncomfortable high heels. And now we apply innovation to deliver  a new solution to solve the problem. Something along the lines of making high heels that are as comfortable as a sneaker.

Easier said than done, as found out by entrepreneur Sara Blakely, founder of Spanx. Making a high heel as comfortable as a sneaker required changing the shoe design and manufacturing process in an industry long dominated by male designers and owners (who don’t wear high heels).

So what do we get when crossing a stiletto heel with a comfy sneaker? We get Sneex, a new luxury hybrid stiletto. After all, women already wear sneakers even at formal events, so why not a luxury brand to wear? And, yes, just because the word ‘sneaker’ is involved, it doesn’t mean the shoe is cheap. The luxury shoe retails for $395 – $595.  There are only a handful of styles and colors, and the shoe is only in whole sizes 5-11.

Shall we wear it for a run or take it to a gala?

Group Activities and Discussion Questions:

  1. Poll students about their shoes and satisfaction.
  2. Show Sneex: www.sneex.com.
  3. Show video about the product: https://youtu.be/qhHUB9FUJcI?si=22Dp_5N9qqUhO6cV
  4. Discuss the four marketing strategies.
  5. Discuss setting SMART objectives.
  6. Which strategy is being used for this product?
  7. Divide students into teams. Have each team write three objectives for the strategy selected.
  8. Next, have the students define a target market and develop a targeted promotional campaign.

Source: Encinas, A. (28 August 2024). Sneex: Neither a heel nor a sneaker, a new shoe that is dividing the people. USA Today; Jackson, H. (19 August 2024). Spanx founder Sara Blakely wants you to run in (sneaker) heels. Vogue; Spanx founder Sara Blakely introduces Sneex, a sneaker-heel hybrid starting at $395 a pair. People magazine; other news sources.

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by | Wednesday, July 10, 2024 · 8:01 am

Not an ‘Ethnic’ Store, it’s a Grocery Store

How familiar are you with Asian grocery stores? We’re not asking about the ‘ethnic’ food aisles at the neighborhood supermarket, but an entirely different mix of culture, foods, and services that can be found at grocery stores focused on Asian foods and meals.

Growing from tiny mom-and-pop shops in the 1980s, large scale grocery stores such as H Mart, Patel Brothers, and 99 Ranch Market have emerged across the U.S. According to IBISWorld, in the past five years, revenue at ‘ethnic’ supermarkets has grown to $57.6 billion.

They’ve gotten so popular that H Mart, at 96 stores and $2 billion revenue, bought an entire shopping center in San Francisco. Patel Brothers operates in 20 states and 50+ stores, and 99 Ranch has  60+ stores in 11 states. This is not trend behavior, it’s an illustration of the changing demographics and culture across the U.S. as more non-Asian consumers shop at these markets.

Some of the stores also serve as community hubs, food halls, and tea shops. Many now mirror U.S. grocery stores with aisles, signage, and services. But of course, there are foods at these stores that can’t be found at the usual grocery store, including kimchi, frozen dumplings, mochi, different fruits and veggies, meats cut for Korean barbeque, and Chinese cabbages, spices and ingredients. It’s not just Asian foods either. Many stores carry foods for Japanese, Indian and Korean dishes as well. It’s exciting to see and try so many new foods.

Shall we go shopping?

Group Activities and Discussion Questions:

  1. Discuss the evolution of grocery stores and shopping.
  2. Show video about shopping at H Mart: https://youtu.be/W9CVzAl0qN8?si=TV687w5ToIAlCWjn
  3. Show H Mart website: https://www.hmart.com/
  4. Show 99 Ranch Market website: https://www.99ranch.com/
  5. Show Patel Brothers website: https://www.patelbros.com/
  6. For a longer exercise, divide students into teams and have them visit a local American supermarket. They can diagram aisles and take photos of shelves and foods.
  7. If your university has one of these stores in your geography, assign students to go there and do a comparison of these stores versus grocery stores.
  8. What are their observations and conclusions?
  9. Alternatively, have teams develop a marketing plan for the Asian food supermarkets to reach additional shoppers.

Source:  Krishna, P. (11 June 2024). Don’t call it an ‘ethnic’ grocery store. New York Times; Norfleet, N. (16 June 2024). Asian grocers fill void in Twin Cities. Minneapolis Star Tribune.

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by | Wednesday, April 3, 2024 · 7:15 am

Coca-Cola Introduces New Spiced Flavor Drink

Coca-Cola has been selling its soda for more than 132 years. That’s quite a successful run, but the company knows it cannot rest with regards to product development. New products and flavors are needed in order to keep up with changing consumer tastes.

It’s been three years since Coca-Cola launched a new, permanent flavor. That’s about to change with the launch of “Coca-Cola Spiced” – a new drink with flavors of raspberry and spice that comes in both regular and zero sugar versions.

The company stated that the flavor is its “boldest tasting brand innovation” and provides an “uplifting taste experience unlike any other.” Coca-Cola also stated that the new flavor was developed in only seven weeks (it usually takes 12 months to develop a new product). The flavor is part of a product line of Coca-Cola drinks including classic Coke, Coke Vanilla, and Cherry Vanilla.

Why a new flavor? Consumers are on the look-out for something new to drink, and it’s not always a soda they want. There has been an increase in sales of seltzer water and other flavored drinks. The new, spicy drink is in response to changing American tastes for spicier snacks, and also is a way to get younger drinkers to adopt the brand.

According to Beverage Digest, the growth in flavored waters and juices has grown by roughly 3%, while traditional Coca-Cola sodas have grown only 1%. Using data from its Freestyle drink machines, the company noted that raspberry flavor was selected more than five million times in 2020.

While Coca-Cola has sold a number of short-term creations such as Coca-Cola K-Wave Zero Sugar, Coca-Cola Happy Tears Zero Sugar, Marshmello’s Limited Edition Coca-Cola Zero Sugar, and more, none have been permanent additions.

What is your opinion of the new flavor?

Group Activities and Discussion Questions:

  1. Instructors: Bring the new Coca-Cola drink to class for students to sample.
  2. Have students do a taste test about the flavor. What are their opinions?
  3. Show Coca-Cola’s website: https://www.coca-cola.com/us/en/offerings/coca-cola-spiced
  4. Show video of the new flavor launch: https://youtu.be/TFRwYvOFWa4?si=BLuLHBX2jGSD9kmU
  5. Discuss how to develop a product positioning map. Review key aspects of mapping, including determining the axis labels for positioning.
  6. Review Coca-Cola Spiced. What products are competitors?
  7. Divide students into teams and have team develop a positioning map for Coca-Cola Spiced.
  8. Debrief the exercise.

Source: Durbin, D. (7 February 2024). Coke introduces new raspberry flavored ‘Coca-Cola Spiced’. Associated Press; Shafiq, S. (19 February 2024). ‘Coke with a twist’” What is Coca-Cola Spiced and when can you try it? USA Today; Valinksky, J. (7 February 2024). Coke’s first new permanent flavor in years adds a spicy twist. CNN Business; other news sources.

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