Tonight's edition of "Con_carne Posts His Marketing Homework" includes Snuggie, Quaker Oatmeal To Go, Netflix Original series, Tropicana, and Domino's
Posted by
con_carne
Mar 18 '11, 20:05
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LYC!
New to the world: the Snuggie
The Snuggie is a successful new product that has created a new kind of product never seen before in the world: the sleeved blanket. It is a blanket with sleeves, which can be worn while relaxing around the house, and yet won�t fall off when you stand up. You can use your arms and hands while still being covered by the Snuggie. The Snuggie�s target market are consumers who want to stay warm with a blanket while relaxing at home, yet want to be able to walk and use their arms and hands while wearing the blanket. Competitors of the Snuggie include the Cuddle Blanket and NAP Comfy, which are Snuggie copycat products.
New category offerings: Quaker Oatmeal To Go
Quaker is a well-known brand of oatmeal and oatmeal products that has been around for as long as I can remember. Oatmeal is a pretty straightforward commodity product, but Quaker has added some new product categories over the years (a personal favorite is the instant oatmeal pouches, with all their available flavors). Recently, Quaker introduced yet another new category to its line of oatmeal products: breakfast bars. The brand name for the breakfast bars is Quaker Oatmeal To Go. This is a new category offering for Quaker because the firm has never before offered a single serving packaged breakfast bar. The target market for this new category offering is consumers who want to have the dietary benefits of whole grain oats in their morning breakfast, but want it to come already sweetened and flavored in a prepackaged bar form. This target market does not want to deal with microwaving or cooking, which is what you would have to do in order to consume Quaker�s other products. Competitors to Quaker Oatmeal To Go include Nature Valley Bars and Kashi cereal bars.
Addition to product lines: Netflix Original Series
Netflix is the well known movie rental and online streaming service. In 2010, Amazon introduced a video streaming service that competes with Netflix. In response, Netflix had to give its customers a reason to stay on their service and not be lured by Amazon. Netflix decided to produce exclusive content its customers would not be able to find anywhere else. The firm struck a deal with Oscar-nominated director David Fincher to produce House of Cards, its first ever television series, which will only be available on the Netflix service. Netflix Original Series is an addition to product lines, because this is the first time the company has attempted production of its own entertainment. Netflix�s target market for its original series is consumers who want convenient, inexpensive entertainment and like to watch it streaming on the internet from their computer or other streaming device.
Repositioning an existing brand or product: Tropicana orange juice and Trop 50
Two years ago, Tropicana attempted a bold but short-lived rebranding and repositioning of its orange juice brand as Trop 50. This was an attempt by the firm to give the orange juice packaging a sleek, modern look, as well as to make the name punchier. I remember seeing this new branded product in stores, and it barely even looked like orange juice to me. It was white and cold looking, without much indication that orange juice was inside. Yesterday, I saw a billboard that indicated yet another rebranding and repositioning of Tropicana. The billboard prominently displayed another new package for the orange juice. The Tropicana brand name, well-known for decades now, is back. The Trop 50 name is now done away with. The package is now clear and curvaceous. The clear bottle shows the consumer that orange juice is inside. Tropicana has rebranded and repositioned the product because consumers were confused by the Trop 50 brand�s odd appearance and name. The target for this latest rebranding and repositioning are consumers who want orange juice and remember the well-known brand name of Tropicana. Tropicana�s competitors include Minute Maid orange juice and Simply Orange.
New and Improved: Domino�s pledge to increase quality of delivered pizzas
Recently, Domino�s started an ambitious ad campaign with a purpose to address a problem: bad pizza delivery service. The spokesman was the CEO of Domino�s. He asked consumers to submit photos of their bad experiences with the quality of Domino�s pizza delivery, so that Domino�s can respond with better quality pizza and pizza delivery for their customers. The CEO showed one photo that shows a pizza with the toppings stuck to the top of the box, and he looked into the camera and said �That�s unacceptable.� The message in the ad campaign is that, while Domino�s service is known to some as being spotty and mediocre, Domino�s is making a sincere pledge as a company to improve their food and service. It�s still the same brand name, still the same phone number to call. It�s just that the product is new and improved, so to speak in order to bring customers back, while still relying on their well-known name. The target market are consumers who want pizza delivered fast, and who also remember Domino�s as a brand, either good or bad. Domino�s competitors include Pizza Hut and Papa John�s.
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