Tag Archives: Walmart

Most Disliked Companies in America


There are companies that everyone loves, and then there are the ones that are intensely disliked, even hated, by consumers. Most of the companies consumers dislike are on the “bad” list for reasons of quality, customer service, stock performance, poor management decisions, and generally bad employment practices.

Which companies are the most disliked in America? Some of these may surprise you, but most will have consumers nodding their heads in agreement. The company, 24/7 Wall St., analyzed metrics for customer satisfaction, stock performance, and employee satisfaction, using data from the Consumer Reports Naughty and Nice list, the American Customer Satisfaction Index, management decisions in the past year, and more.

Top (or should it be bottom) ten companies include familiar brands: McDonald’s, Abercrombie & Fitch, Electronic Arts, Sears, DISH, Walmart, JP Morgan Chase, Lululemon, BlackBerry, and JC Penney.

Group Activities and Discussion Questions:
1. Divide students into teams. Have each team agree on a top ten list of companies they cannot stand.
2. Build a complete list of the hated companies on the white board. Note the differences and which lists contain the same companies.
3. What companies are on the classes’ top ten most disliked list?
4. Show the lists compiled by 24/7 Wall Street and Consumerist.
5. Class discussion: what put these companies on the disliked list? What can these companies do to improve their images?
6. Assign each team one of the disliked companies. What would the students suggest to get these companies onto a list of most admired companies?

Source: 247Wall Street.com, Brandchannel.com, Consumerist.com

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Orapup – Toothbrushes for Dogs

Orabrush is a company that knows its way around the Web. It began selling its tongue-cleaning brushes on a Web site, and eventually though innovative guerrilla marketing, worked its way into a multi-million dollar distribution agreement with WalMart. And today, after more than 50 million hits on its human videos, Orabrush has come up with a new target for its brushes – dogs!


Actually, it was Orabrush customers and fans (called “Orabuddies”) who had suggested that the company make tongue brushes to help eliminate doggie bad breath. The company tested the idea through crowd-sourcing site www.indiegogo.com, and raised $60,000 by selling the product, plus getting feedback and market buzz along the way.

The new product uses Orabrush’s success with humans to develop a new product and market. The company has found a formula using geo-targeted YouTube advertising to drive sales near stores carrying the products. Orabrush generates online awareness and sales first, then works on offline distribution channels (such as WalMart).

And what a market it is – the pet care industry is worth tens of billions of dollars! While Orapup is still a small player in the market, the continuing growth of pet ownership and spending sets it up nicely for continued growth.

Group Activities and Discussion Questions:

  1. Start with a discussion about the four basic market strategies: product development, market development, market penetration, and diversification. How can each of these strategies be used for a company?
  2. Next, discuss Orabrush in relationship to the four strategies. Which strategy is Orabrush pursuing with Orapup?
  3. View the videos and Web site for Orapup’s doggie toothbrush: www.orapup.com
  4. Why, or why not, will this be a successful strategy?
  5. What other tactics should the company use to penetrate this new market?
  6. For more on the background of Orabrush and how they got noticed, view the story online: http://www.youtube.com/watch?v=p4tuTi8_z6Q

Source:  Ad Age Daily, 2/22/13

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Getting into Walmart – Orabrush

Orabrush was the brainchild and invention of Dr. Bob Wagstaff. Similar to a toothbrush in size and shape, Orabrush is a tongue brush with bristles that thoroughly clean the crevices of the tongue – the area that gives us our “bad breath” smell! This company is a unique case study of how to grow a company using the powers of innovation, marketing, and the Internet. Using a small, dedicated group of marketers, the company grew from sales of several hundred orders to millions of units sold at mass retails including Target, Walmart, CVS, Walgreens, and more.

Start here at the story of Orabrush and learn about this innovative company’s products and marketing tactics:


Group Activities and Discussion Questions:

  1. Have students view the Orabrush website: www.orabrush.com
  2. Ask students if they have heard of this company, or other companies in this market?
  3. Show a series of YouTube videos about the company and its products.
    1. http://www.youtube.com/watch?v=nFeb6YBftHE
    2. http://www.youtube.com/watch?v=T9Cw-UrMhZ0
    3. http://www.youtube.com/watch?v=SVvFD5JFnP4
    4. Many more videos are available on the company Web site and on their YouTube channel. (note the high number of views!)
    5. Show the case study of how Orabrush got picked up by Walmart.
      1. http://www.youtube.com/user/curebadbreath?annotation_id=annotation_633711&feature=iv&v=4oKYeWf3dPA&lr=1
      2. Have students discuss what worked for Orabrush with its marketing campaign.
      3. What elements could be duplicated for other products?
      4. Have students use the elements in the Orabrush marketing to build a marketing campaign for another product of their choosing.
      5. Discuss the marketing mix for this product: pricing, promotion, distribution, and packaging.


Source: Orabrush company: www.orabrush.com


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