Tag Archives: shopping

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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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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Amazon Go – The New Corner Grocery Store

amazon

Amazon is taking on another new aspect of the retail industry – the corner grocery store. Ok, it’s not exactly the corner store, but it is a store where consumers walk in, grab what they need, and then leave without going through any checkout lines. Yep, that’s right – no lines, no checkouts, and no registers.

The 1,800 square foot concept store in Seattle uses an Amazon Go app combined with technology the company calls “Just Walk Out.” Whatever item the customer picks up is automatically entered into a virtual shopping cart. If he changes his mind – no problem, the item is deleted from the virtual cart automatically when it is placed back on the shelf. When he leaves the store, the cart is added up and the amount is placed on his Amazon account with the receipt is sent directly to the app.

The store is currently only open to Amazon employees, but the company plans to open the store to the public early this year.

Amazon Go gives new meaning to the phrase “grab and go.” What’s in your basket?

Group Activities and Discussion Questions:

  1. Discuss product positioning and perceptual maps.
  2. Show the video of Amazon Go store in Seattle:

https://www.amazon.com/b?node=16008589011

  1. Review key aspects of developing a product positioning map, including determining the axis labels for positioning.
  2. Review Amazon Go. What companies and stores are competitors?
  3. Divide students into teams and have each team develop a positioning map for Amazon Go.
  4. Have each team draw their map on the board.
  5. Debrief exercise.

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

 

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