YSU Marketing

Marketing concepts from class illustrated using real world examples (mostly). See you in class -  Dr. Fowler

[ysumarketing]

How a home kitchen experiment led to Lily’s Sweets

Founder Cynthia Tice set out to settle her chocolate cravings with stevia and began a no-sugar-added movement.

A great example of how ideas for new product introductions can come from anywhere.

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How a White Lie Gave Japan KFC for Christmas

One cunning business maneuver created a tradition and saved a franchise.

An interesting take on how consumption rituals start!

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The cereal aimed at health-conscious consumers contains organic coconut oil, pumpkin seeds, and dried sugary cranberries.

An interesting pricing example. Link also contains a video showing some branding changes for various cereals.

[ysumarketing]

This is the best answer I ever received to 'Tell me about yourself'—after 20 years of interviewing

It was clear that the candidate was adventurous, curious, goal-oriented, disciplined and had the ability to apply lessons learned from past experiences to new challenges.

For all my students that might be nervous about their upcoming job interviews, some sound advice about being authentic in job interviews.

[helloyoucreatives]

This Autumn, two iconic brands, Diesel and Coca-Cola, have joined forces to create The (Re)Collection; a beautifully crafted capsule collection incorporating recycled materials.

Diesel, known for provoking its audience with irony, boldness and its ability to challenge conformity and Coca-Cola, known for celebrating togetherness and inclusivity, teamed up to merge their DNA and create a remarkable collaboration. The range incorporates materials such as recycled PET derived from plastic bottles and recycled cotton, to create a fresh, modern interpretation of Diesel’s casual-wear aesthetic combined with Coca-Cola’s iconicity to make a statement.

And while other brands launch their collaborations in the fanciest most exclusive Pop-Up stores, Diesel & Coca-Cola are inviting people to get it directly from where it came from: The recycling bins. Yeah, that also means your local recycle bin. The (Re)Collection will be exclusively available for a limited time from September 27 just by scanning any recycling logo worldwide, giving access to an exclusive site on diesel.com to shop the collection before its official release on stores worldwide. Those who want to get early access to the collection must visit https://dieselbin.store/ and follow the instructions.

The collaboration will roll out worldwide with an exclusive opening of the first-of-its-kind recycling bin store of The (Re)Collection taking place at the sidewalk of Galeries Lafayette, on Saturday 28 in Paris. The launch event in Paris will be followed by a series of collateral events that will take place around the world including London, Berlin, Milan, Tokyo, Shanghai, Beijing, Amsterdam, New York, among others.

The collection will be officially released at select Diesel stores worldwide and on diesel.com from October 7. But if you don’t want to wait until that date you just can get it from where it came from now.

[ysumarketing]

Mattel (the makers of Barbie) just announced a new gender neutral doll line called Creatable World. The doll was carefully crafted to target what Time calls Generation Alpha (those born after 2010). Online sales for the doll started on Sept 25, 2019 and reaction was immediately mixed. Lisa McKnight, the senior vice president of the global doll portfolio at Mattel, says “The world is becoming a more diverse and inclusive place, and some people want to do more to support that.” As Mattel, and other large corporations, begin to take a stance on what some see as controversial issues, it will be interesting to see if their targeting approach is financial viable.

[ysumarketing]

One cultural difference that becomes important in international marketing is your smile. In the US it is customary to smile when providing customer service, when passing someone on the street, when talking to your boss... There really aren’t that many occasions when smiling would be out of place. Not so in other countries. An article by the Atlantic suggests that the prevalence of smiling is greater in countries with a large immigrant population and in countries that value happiness and excitement. Examples of how Walmart and McDonald’s dealt with cultural differences regarding smiling are discussed in the article.

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If you’ve seen any of the sassy Twitter posts for Canada’s No Name grocery brand, you’ve probably already started following their account.

And now, as you’ll see, they’ve extended that wonderful idea into outdoor and even back-to-school swag for university students. Really funny and smart.

Agency: john st., Toronto

[ysumarketing]

Disney and Target have announced a store-within-the-store partnership that will create mini Disney “stores” within select Target locations. The partnership allows Disney to capitalize on successful bricks and mortar Target locations and gives Target access to popular Disney-themed merchandise.

[ysumarketing]

How this 120-year-old apparel giant is trying to reinvent retail

From augmented reality mannequins to ultra-customisation, the parent company of Vans and Timberland wants to prove big corporations can embrace change fast and stay relevant in a volatile retail landscape.

An interesting look at how companies are looking for ways to incorporate e-tailing tools and concepts into brick-and-mortar stores.

[businessinsider]

Millennials, baby boomers, Gen X, and Gen Z share their most beloved brands

[ysumarketing]

Are the hyper-specialist shops of Berlin the future of retail?

One shop sells nothing but buttons, another sells only liquorice, and another is ‘the world’s first textile butcher shop’. In the age of Amazon, it seems the way to thrive is to specialise

When making decisions about product mix width and depth, these retailers have gone all in on depth, specializing in just a single product.

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Holy cow. It’s 4/20, and Ben & Jerry’s means business. The ice cream brand is speaking out against the racist enforcement of cannabis laws. You can find out more about their campaign here.

[ysumarketing]

McDonald's Bites on Big Data With $300 Million Acquisition

The fast-food giant's largest acquisition in 20 years is bringing machine learning to the drive-thru.

McDonald’s is looking for ways to use data to personalize the fast food experience.

[ysumarketing]

The Mourning Vending Machine

An unusual vending machine designed to support mourners during funeral ceremonies at Zurich's largest cemetery.

An interesting example of a vending machine and cultural rituals.

[ysumarketing]

Branded Newsstands, Bad Nachos, and the Evolution of Airport Retail

Why are so many airport shops named after news networks?

[ysumarketing]

Levi’s is just one of many manufacturers experimenting with using lasers to “age” jeans. Click on the photo to watch a video that explains the process.