Tag Archives: target markets

It’s Summertime! Where are the Kids?

Kids

It is finally summer and everyone is happy to be outside enjoying the sunshine. However, along with the freedom of warm weather comes concerns of parents about their children’s whereabouts. This is especially important when the kids are at the beach and can easily wander too far from their home base.

Nivea addressed this problem, developing an innovative way to track children at the beach. Nivea’s sun screen product was marketed in Brazil using a clever advertisement that contained a tear-out bracelet with an embedded tracking device. The bracelet was constructed from a humidity-resistant paper that could be placed on a child’s wrist and used more than once. Parents could then down-load a special app, link it to the bracelet, and set boundaries and alerts to track the child’s movement. If the child gets too far away, the bracelet triggers an alert to the parents’ smart phone, which could then locate the child.

While this ad was specifically targeted for young mothers living near Rio de Janeiro’s beaches, it would be a great app for other markets as well.

Group Activities and Discussion Questions:

  1. View the video: http://youtu.be/nZ532wkhHYs
  2. Divide students into groups.
  3. In groups, have students determine other products that could use this technology in its advertisements.
  4. In groups, have students brainstorm other applications for this technology.
  5. Finally, have each group develop an ad based on their decisions.

Source: Ad Age Daily

 

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Coffee Goes to College

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College students and alumni are notoriously loyal to their alma mater schools. In any college town there are labels, logos, mascots, decals, flags, and clothing that all promotes the hometown favorite. And for far-flung alumni, newsletters and emails help keep attention focused on the college and promote logo-bearing products. And there is no better way for a sleep-deprived college student (and alumni) to show their school pride than with a coffee machine labeled with their alma mater’s logo.

Green Mountain Coffee Roasters is now selling a version of its Keurig K-Cup Mini Plus brewers decorated with the logos of 10 different Division 1 colleges. The new coffee brewers are also available in multiple colors for those whose college decals are not yet available. And, if a customer already has a brewer and wants just a logo, they can be purchased separately.

It’s a great way to promote school pride along with solidifying the coffee-drinking habits of students and alumni alike.

Group Activities and Discussion Questions:

  1. Discuss the importance of clearly defining a target market.
  2. View the Web site and video: http://www.keurig.com/college#.UsyDGtGA2M8
  3. For this product, what is the target market?
  4. Divide students into teams and have each team develop a profile for the target market. Include demographics, psychographics, behaviors, values, and attitudes.
  5. Based on the profile, what makes this product unique for these customers.
  6. Debrief the exercise and discuss how the elements could apply to additional target markets.

Source:  Branchannel.com, 12/13

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Global Media and Feminism

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Many companies shy away from addressing the sensitive topics of gender inequality and feminism. Not Pantene though – it recently launched an advertisement in the Philippines that quickly went viral and gave feminism a boost. The video, called ‘Labels Against Women’, has been viewed more than 26 million times already, and is still growing. The ad makes a strong statement against the negative language used to describe powerful women in business by showing the contrast with terms used to describe males in business.

 

The ad has continued a discussion brought into the spot light by Facebook COO Sheryl Sandberg with her book and movement for women called ‘Lean In’. Sandberg posted statements in support of the Pantene ad’s messages, as have other feminist leaders. But not all are in favor of the ad, implying that the marketing message is only masquerading as supporting feminist issues in the workplace. Nonetheless, the ad is unique in the way it directly hits on the topic of women, work, and language. View it and decide for yourself how effective it is.

Group Activities and Discussion Questions:

  1. Discuss the importance of clearly defining a target market. What is Pantene’s target?
  2. View the video: http://youtu.be/kOjNcZvwjxI
  3. Discussion: did Pantene hit the mark; what are the key messages; is there a negative to this type of ad?
  4. Using the approach in this ad, have students work on similar messages for other consumer product goods directed at specific target markets (i.e., teens, ethnicities, genders, etc.)
  5. Debrief the exercise. What are the key learnings from students?

Source:  Brandchannel.com, Ad Age Daily, 12/71/13

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