Windows 7 Marketing Wars

While we're on the topic of marketing wars has anyone seen the Mac/ PC war now that Windows 7 is out? Here's the a commercial for Windows 7:



Windows 7 based it's ad campaign on 'regular' people who came up with ideas that would make their life easier. They probably got these brilliant ideas from using a Mac, but that's not the point. The point is that this marketing campaign is trying to reach the Average Joe by saying that Windows 7 is an organic creation of what 'the people' want. Windows 7 boasts speed, simple interfaces, and a better overall experience.

Take a quick look at Apple's response:



Obviously Apple's market dominance is clear, and they simply respond by making fun of Windows. If I were Apple, I'd probably laugh too. The bottom line is that people who want a seamless overall experience will be willing to pay the price for a Mac.

I wonder how long it will be until business actually start to adopt Mac's too.

Corporate Simulation

For our Understanding Organizations course, we were involved with an all day corporate simulation, which many other MBA's do as well. Each person received the company's 10k, and each individual took a role that was no less than a Senior VP. Before the simulation, each student received a set of email correspondence between their role and other VP's; however, this also meant that we all had a different set of knowledge and priorities.

Overall, I thought the day was particularly useful and relevant. Everyone worked hard to analyze what the primary issues with the company were (product sale slumps, poor budgeting in R&D, production and warehouse issues and marketing to the right audiences). Because we had to pitch our top recommendations for 2010 to the board of directors, I thought, as a group, we worked quickly and efficiently, and I anticipated more clashing priorities and personalities. However, we all seemed to agree and most conversations were really amicable - so much so, that we all thought it was a bit odd.

I took my ideal position of VP of Sales & Marketing, which was particularly interesting because the company faced issues with products and how they were marketed. In terms of the products, some consumers looked for a 'healthy' option, while others preferred taste. Even a 1% change in sodium consequently would change sales. We decided that we would revamp one of the products for a 'lite' choice, and an 'original' option - similar to the Coca Cola Classic marketing harkening back to the original formula versus the new one with artificial sweetener. Additionally, the company used general messages when advertising globally, and some messages were not appropriate to certain audiences. We decided that we'd take a more localized marketing approach to specifically reach the target consumers. Devising a plan that took all of the facets of the business was exciting.

However, one thing that stuck out to me from the simulation day was who 'held' the weight when it came to the presentation. The other VP of Marketing and I sat as we watched 6 members of our team present and noticed it was comprised of all alpha males and one female. At first I didn't think much of it, but then started questioning why the SVP of International was presenting on Marketing, and why the Marketing VP's weren't discussing the implications of the new marketing strategy. When it came time for the debrief, this exact point was discussed, and it apparently hadn't even crossed the mind of these alpha males.

Besides this situation, I found the day useful and hope that we'll actually be doing more of these. I think they are important reminders of situations that we could face in the near future.

3G Network Wars

Verizon has been slamming AT&T recently regarding their nationwide 3G coverage, which is undoubtedly poor, despite their marketing for being "the fastest 3G network". Verizon's "There's a map for that" commercial has stirred up some controversy, and AT&T has sued Verizon claiming that the commercials are "misleading" and therefore resulting in the loss of "incalculable market share".

So who is the fastest 3G network?



In response, here's AT&T's rebuttal:



Although AT&T's response really has nothing to do with Verizon's point, I think they've done a fair job in holding their position through the use of celebrity (Luke Wilson) and humour. However, AT&T is merely stating where there is cell phone coverage, rather than where 3G coverage is.

Everyone knows that AT&T's ,service is subpar, but the reason why people choose AT&T is and has been for the iPhone. True, they do provide a better selection in smartphones. However, I'd also like to point out that the iPhone drops a lot of calls not only because of the provider, but there has also been speculation that some of the components could be part of the problem as well - not to mention that AT&T users tend to be big data users.

I wonder what will happen when Apple's contract expires with AT&T, which is due in 2010. Some say Apple will stay with AT&T for the forseeable future, but we'll see.

Holiday Commercials

The best commercial of the holiday season goes to Gap. Not only are these kids ridiculously cute, but the quintessential American brand has some unconventional, cool and funky commericals this winter!




Although this is the first time the brand has had a holiday commercial in 3 years, Gap has stepped out of their typically conventional style with an energetic campaign with choreographed dancers and catchy cheers.

Gap North America's president, Marka Hansen said in a Gap press release that the company performs best when connected with the "pulse of how Americans are living their lives today". Hansen stated, "We are sending a strong message that we're proud to offer cool, American design with products that will stand the test of time -- something we believe will resonate with shoppers this holiday season."

The upbeat and catchy ad remains true to the classic image of the brand with products that always remain popular such as plaid, denim, scarves, and tshirts. However, the abundance of color and details shines a new light on the brand.

I don't know about you, but I either need something plaid in my closet immediately, or I need to learn how to look cool with that many colors, stripes and polka dots all at one time.

Good work Gap. Clever ad. Talk to the moose.

Why is Branding a Big Deal Today?

In today’s fast-paced society, businesses are seeing vast changes with how their businesses are run, compared to 50 years ago. Companies today have become so information rich, and the economy has moved away from a mass production model (i.e. Ford) to a mass customization model (i.e. the apps on your iPhone). While technology continues to advance, it's really been pushed to the limits to provide maximum efficiency and productivity for their customers.

Because of the limits that lie within businesses' attempts to provide the latter qualities, companies are currently forced to look elsewhere in order to make themselves stand out from competition. "Creativity" and "innovation" are sources of many ways in which businesses attempt to be seen as prominent. Currently, many businesses are looking to innovative strategies not only within the company (such as with management and procedures), but they are also thinking of more creative products and means of advertising for those products; hence, the emergence and importance of branding. Because much of the playing field has been leveled out in regards to the access of knowledge with the spreading of the internet, creativity and brand management have become the essential drive for successful business.

So the million dollar question is: how are businesses doing it? The important point for companies to realise is that purchasing a product has symoblic meaning for the customer. People want to know what the product looks like, what 'group' of people buy it, and what people are saying about it. Just yesterday I was speaking with a fellow MBA and he asked me how to play iTunes on the professors Mac. My first question was "Wait, don't you have an iPhone?!" When he said "No" and in fact, he had zero Apple products, my jaw dropped to the floor. What 20 something year old doesn't own an Apple product?! (This statement is sort of California specific because I realise that there are a lot of other products once you get out of the US).

At any rate, the bottom line is that consumers attach a feeling with the product, and this feeling resides as a large determination point in whether or not the product will be purchased. Companies who know how to target a group of people and attach positive feelings to their products will help to separate the “good” from the “great” companies.

Beauty Pressure

Here's a provocative video on the beauty industry from Dove. I wish more brands could adopt messages that were aimed to raise women's self esteem, rather than the majority of marketing aimed to tell us what women should look like or what women should wear - brands like Abercrombie.



Below is an advertisement from A&F. Despite their "all American" brand, the company sells more sex appeal than anything. The brand utilises attractive models with rock hard bodies to sell their clothing line. Obviously consumers want to buy a brand that they relate to - and what person doesn't want to be sexy?

While I have to admit that they've done a fantastic job, I think it sells the wrong image for young people, especially young girls - not to mention that their products are WAY overpriced. At any rate, here is the commercial:



I think that both of the brands pose a really interesting and different view of beauty, and they market the brand accordingly. I've got a lot more to say about A&F, so look forward to more posts on them!

Welcome!

Hello world. So I've started this new snazzy MBA blog, and I'm hoping to look at marketing over the next two years. Specifically, I'm hoping to focus on brand management, brand loyalty, product marketing and how social media fits into all of it. I'm also hoping to cover issues we discuss in class, or relevant business matters.

So I guess I should briefly tell you where I came from and why I'm here now. I did my undergrad at UC Santa Barbara with a double major in English and Communication. I loved Santa Barbara, but felt like I really needed to get out of the country when I graduated. I was lucky enough to land a job with NB Real Estate in London. I started as a Marketing Analyst on the brokerage floor, which gave me great experience with the Corporate Consulting division of the business, as well as the office and industrial sectors. Corporate Consulting was a lot of fun because I started working with them when the markets first began contracting.

Then I was offered the opportunity to work in their Marketing Department and launch their first e-marketing campaign, rebuild their website and come up with the contents and features on the site (i.e. news articles, email marketing, blogs, etc.) Because I was well versed in my social media, I started to realise that they had a big need for a marketing plan. So I put myself to work and started devising a strategy. The company had rebranded in 2007 and were still trying to get their feet on the ground with what to do next. So in my last few months with the company I researched what competitors were doing and got the chance to advise top management! It was quite an honour, and they began to see the importance of social media and the impact that it could have (both positive and negative) in the near future. When I left they started to adopt my strategy and even started a 'net natives' group for young people to come up with new ideas and advise the directors about what's new, what's changing, and what they should be paying attention to.

At any rate, the experience was beyond rewarding, and I have been so fortunate to work with a lovely group of people. It really gave me a solid perspective from the UK and Europe, as well as commercial real estate. Sadly, I had to leave them! Hopefully our paths will cross again some day soon.

Now I am in my 7th week of my MBA at the University of San Francisco. I know. Where did the past 7 weeks go? I'm not quite sure either, but it's going well so far. There is a lot of work, and I am still trying to get to grips with it all. I've met many interesting people with a wide variety of backgrounds - a lot of international students too, which I love!

Anyway, I've got papers and finals. Time to go buckle down and complete the assignments.