Both Marketing 11 and 12

Today we will be looking at Driverless or Automated Cars.

We will Start by looking at the following Links
https://www.youtube.com/watch?v=P1tfOeChenQ
http://www.cbc.ca/news/thenational/driverless-cars-hit-canadian-roads-1.3872032
http://www.cbc.ca/news/business/automated-vehicles-1.3870605

Kitchener Population 219k


Now it is your turn to read the article at the following link and answer the questions.

https://www.wired.com/insights/2013/08/top-5-market-trends-driverless-cars-will-rev-up-in-the-future/

1. Briefly summarise the 5 trends predicted in the article.

2. Whenever there is a major technology shift, it is a loss for some (Blockbuster Video) but can create opportunities for others (such as Netflix, Google Play, Apple on-line Store).  What companies/people/ business will loose because of Autonomous Cars?

3. New technologies create new opportunities.  What are some new or different ways that cars could be used.  Especially if they could be designed like the picture below?



4. What is your take on an autonomous cars?  Are you excited about the idea or apprehensive?  (your opinion)

Mon Nov 28

Marketing 11

Review game, for Quiz tomorrow.

Marketing advertisement presentations:

Each student is to choose on advertisement and present it to the class. Your presentation must include:

* the ad itself

* the target market

* advertising strategies that are used

* strengths of the ad

* weaknesses of the ad

* at least one question for the class and then you are to guide the class in a discussion.

OUT OF 30 MARKS!!!!

Presentation Days Friday or Monday


Marketing 12

NEGATIVE ADVERTISING"

"Negative Advertising"

Sometimes called attack ads have become the staple of political campaigns. Now negative advertising is gaining in popularity throughout the ad business. But do negative ads work? This week, Terry O'Reilly explores the attraction- and danger- of ads that take shots at rivals. He shows how some great campaigns are negative without seeming negative. And he'll recall some notable negative campaigns that backfired. Go to the following link and listen to the podcast, but before you do, watch the video's below as Terry O'Reilly talks about these ads in the podcast. You may use headphones of course. Once you've watched the videos and listened to the podcast, answer the questions below.


Same war, different campaign. Terry explains why this ad featuring MC Hammer was banned in Japan and what Pepsi had to change in the spot to have it air in the U.K.



1. What do you think of negative advertising?

2. Does negative advertising work? why or why not. use examples.

3. What is a potential danger of negative advertising.

4. Find at least one other example of negative advertising, it could be a link to a commercial or website.

CHAPTER 3 and 5 STUDY TERMS

All of the following are fair game for Tuesday's Test!!

innovation
invention
freasability study (study to see if it can be made and if it will make money)
8th stage of product development (market entry)
utility
form utility
information utility
place utility
possession utility
product mapping
knock off
word of mouth marketing
tween
age compression
ergonomics
What can be done in store layout to Increase sales and Decrease Shrinkage.
What can be done to increase sales
Word of mouth marketing
Knock off
loss leader
Product Life Cycle (introduction, growth, maturity, decline/decision point)
Economic Cycle
Free Market and some benefits
Command Economy


Assignment. for BOTH Marketing 11 and 12

Read the following LINK

1. What is test marketing?
2. What is your opinion of McDonalds using Kale in its menu?
3. From a marketing stand point, could it be valuable for McDonalds to offer items even if they are not very profitable?  Why or why not?

Marketing 11

Today there will be some reading and questions.

Start by reading 'Product Mapping' on pgs 191 - 193 in your textbook.

1. Define Product mapping in your own words.

2. Look at Figure 5.26 on page 193. This is an example of a product mapping chart. You are to create your own chart (ON THE COMPUTER) using the following Information:

The TOPIC is Snack Foods

Use the same category rating scales:

messy ---------------------------- easy to eat

unhealthy/fattening -------------- healthy/low fat

boring/traditional ---------------- fun/interesting flavours

expensive ----------------------- inexpensive

The snack foods that you are to put on the chart are:

pudding (chocolate, vanilla, etc)

cut up veggies

fruit (apples, bananas, etc)b

granola bars (and similar products)

cheese snacks (handi snacks, cheese strings etc)

crackers (saltine, ritz, etc)

chips (tortilla and potato)

3. When you are done, share your results with someone else. Explain how similar or different your chart was.

Marketing 12

Today we will be talking a little more about distribution and looking at the idea of using airships.  

First look at the VIDEO of the first flight of the Airlander 10, nicknamed the flying bum.  It crashed, very slowly on its second flight.  

1. Do you think that the nickname and the 'crash' will do permanent harm to the idea of airships or is it just a minor setback.  

Now read this ARTICLE.  

2. This company plans to use a different airship, one made by Lockheed Martin (they make weapons and military products), does there design (not bum looking) give it an advantage over the Airlander 10? Explain.

3. Why is this company planing on using airships for its mining company?

4.  Does this seem like a feasible idea (does it make sense, will it be cost effective)? Explain.  

 Marketing 11 
Today we are going to watch a video on 'lousy labels'.

Questions.

1. Why do companies use the words 'Natural' and 'Organic'?
2. According to Derek Krasnik, the lobbyist for cosmetic companies, who's responsibility is it to buy 'natural' products?  
3. Why does 7th Generation die their diapers beige?
4.  Now it is your turn.  I want you to think of a product, shampoo, snack food etc and then go on-line and research the ingredients and its impact on you, your health, and the environment.  What did you fined?  Was it better that you though?  Worse?  How?

Marketing 12

Today we will be looking at Dollar Shave Club and Companies that have copied its format.

Use this LINK

Questions.  

1. Dollar a month clubs make money by something called ongoing revenue.  What does that mean?

2. Summarise (briefly) the marketing lessons in the article.

3.  We live in a free market economy where people are allowed to take other peoples basic success and try to copy it.  Do you think that other companies/entrepreneurs may try to copy the Dollar/Month format?  

Marketing 11

Please work on packaging assignment.

Marketing 12

Today is presentation day.  

Both Marketing 11 and 12.

Commercial Day (Packaging)

Packaging Assignment.

Please read pages 232 to 235. 

Assignment. You are to create a package for a product of your choice.  It must make sense with cost, protection, information and transport.  etc.  It must promote the product as well.  It may be made of any material you wish but I have included a sample paper cut out to help you.  Good luck

Due Wednesday

LINK to resources

Marketing 11

Please finish your store layouts.

Marketing 12

Good morning, today we will be looking at Crisis Management.  This ususally falls on the shoulders of management and marketing.

To start, read the case study about Tylenol from 1982.  This is seen as one of the more successful ways that a company has tackled a very damaging incident to their brand.

Questions

1, What did Johnson and Johnson do to tackle the problem and rebuild trust in their brand (point form)?

Here is a more recent example.  Chipotle restaurants have had several customers become seriously ill from e.coli (a bacteria from the digestive system).  This LINK explains part of what the company is doing. By closing stores they are taking a risk of highlighting a problem or appearing proactive.

2. What is Chipotle doing to tackle the problem?

3. Thinking of what J and J did  (Tylenol).  Do you think that this plan will help or hurt the brand?  Why or why not

Commercial day

Marketing 11

NOTES on Store layout and design

Next, you are to create a store layout 'blueprint'.  You can either draw it on paper or on the computer.  You can use any type of store you wish.  The goals of the design are:

- to increase customer flow to maximise the time customers spend in the store.
 - merchandise and display products to maximise profit
- have several steps to decrease shrinkage.

Can use www.smartdraw.com but you will need to download it.  

Marketing 12

Finish Presentations

Marketing 11

Review Section 5.4 "Product Development and Utility"

Next go to the following link and complete the activity (NOTE THE LINKS AT THIS SITE DO NOT WORK, USE THE LINKS PROVIDED BELOW)

ASSIGNMENT


CREST


COLGATE

Marketing 12

Marketing advertisement presentations:

Each student is to choose on advertisement and present it to the class. Your presentation must include:

* the ad itself

* the target market

* advertising strategies that are used

* strengths of the ad

* weaknesses of the ad

* at least one question for the class and then you are to guide the class in a discussion.

OUT OF 30 MARKS!!!!

Talk about the election, the Canadian Dollar and the economy

Marketing 11

Today we are continuing with product development and we are going to look at some 'strange' new products that are entering the market.  

First, you will need to open the Document "NEW PRODUCTS" on the shared drive (go to the shared drive, open classes, Mr. Southwell, and then open the NEW PRODUCTS document)

Then answer the following question on TWO of the products. (answer question 1-4 TWO times)

1. Do you think that this product will sell (is it feasible)?

2.  Do you think that this product would have a traditional, niche, fad, or seasonal life cycle?

3.  Who would the target market for this product be? (Be specific)

4.  How do you think this product would best be marketed (T.V., Radio. Internet, Infomercials etc)

Marketing 12

Finish the assignment from yesterday.  

Commercial Day

Marketing 11

Video, marketing in Hip Hop

Question.  (May be done with a partner, but put both of your names on the the assignment) Find 3-5 examples of product placement in music or 'music culture'.  Please email or write them on paper.



Marketing 12

Yesterday we talked about Brand Extensions.  Today you will be looking at an article related to Brand Extensions.

First Read through this ARTICLE

Next answer the following question.

1. Write a brief response to the idea of Apple making its own content (t.v. shows) or teaming up with other companies, in other words, Brand Extension or Co-Branding.  It has worked out well for Netflix.  Will Apple be successful? Are they too late to capture market share away from Netflix or other content providers?

Now watch the Video link HERE

We have talked about the Technology Adoption Cycle, sometimes called the Rogers Bell Curve or the Innovation Adoption Life Cycle.  This life cycle is most often taught using technology as a focus but it can be applied to fashion, health care choices, and simply ideas. 

Questions,

1. Define the following terms in the Technology Adoption Cycle:

Innovators
Early Adopters
Early Majority
Late Majority
Laggards.

2. Come up with an example of a product/technology/idea and explain how it moved through society.  Like the cell phone or smart phone starting with the Innovators

3.  What are some (2-3) examples of products that failed to reach a majority of adoption. 

Discussion on Jumping the Gap/Bridging the gap.

4.  You are to pick a technology that failed to 'jump the gap' (Segway, Google Glass, Apple Newton etc).  Most of these products received a lot of marketing BUZZ and had the support of Innovators and some early adopters.  Why did the technology fail to catch on with the Early Majority? 

5. Explain how the TED Talk says that companies should focus on.  What group?  eg, laggards or innovators?  

Marketing 11

 

Go to the following link and answer the following questions.

https://www.virgin.com/company

1. What is the product mix for the Virgin brand?

2. What challenges would such a diverse product mix present for the people in charge of marketing?

3. Go to the About Virgin Link: write a brief overview of the Virgin company?

4. What type of person is Richard Branson, what are his characteristics, and do you think that his personality has contributed to his success? Explain.

5. Explore the virgin website. What are 5 things that you find interesting?

6. On a scale of 1-10 how would you rate the Virgin website? EXPLAIN

Marketing 12

Read pages 221-225.

1. Define, Co-Branding, Brand Licensing, and Brand extensions. 

2.  Now find 3 examples of failed Brand Extensions. (other than Colgate)

3. Find 5 examples of Brand Licensing and Co-Branding.

4. (talk with a neighbour). Can you think of an oppourtunity for an existing company to extend their brandÉ  Eg, restaurant to grocery store.  Phone technology to home security etc.