Browsing Archive: January, 2012

Bush's New Product - Urban Drinkers Only?

Posted by Joseph Mignano on Saturday, January 28, 2012, In : Marketing Strategy 
Anheuser-Busch InBev will focus two of their six Super Bowl commercials on a new product, Bud Light Platinum. This new beer is targeted toward "younger, urban drinkers" in an attempt to boost revenue, currently being adversely affected by a general market shift toward liquor amid younger consumers and poor or flat performance within rural markets.

ABI's Marketing VP is quoted as saying, "With Platinum, we feel like we can come up with compelling propositions that can compete on image and that...
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How to Expand into a New Market

Posted by Joseph Mignano on Tuesday, January 24, 2012, In : Marketing Strategy 
Without question, any company not looking to expand their product offerings is losing market security and possibly market share to other competitors (both current and future). I've seen the affects of breaking into new markets first hand at the two companies I've worked for since graduation, and I'm convinced through experience this is a true statement.

Starbucks recently announced an expansion of its own (or at least the testing of one). Now instead of coffee and breakfast/desert food and be...
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Rejuvenating Image

Posted by Joseph Mignano on Sunday, January 22, 2012, In : Marketing Strategy 


Two interesting things happened this week in the world of business. The first and most noteworthy (especially for anyone located in Western New York) was the news of Kodak's bankruptcy. After over one hundred years, a brand as associated with America as Chevrolet and Ford has dropped all the way from the top. The second piece of interesting news actually involves Chevrolet. After years dominated by lost revenue and government bailouts, General Motors has regained its title of top selling auto...

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Branding vs. Feature Advertising

Posted by Joseph Mignano on Sunday, January 22, 2012, In : Marketing Strategy 
I took notice of two new commercials while watching football this weekend. Both commercials were different in their approach to advertising their product.

Take a look at the first ad for Motorola's new Droid Bionic: http://www.youtube.com/watch?v=RVnxUJuRPTU.

This ad focuses on a particular product differentiator: the ability to access all files on a computer (even immediately after download), without manually synching the phone. Whether or not this is the only phone that can do this is irrelev...
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