Coconut water is the new soda?

As a growing phenomenon, coconut water is known to be the most natural drink that keeps you hydrated and is loaded with electrolytes.  Vita Coco is the leading coconut water brand in the United States with a revenue of $400 million out of the $100 billion revenue of nonalcoholic drinks.  After only seven shorts years this company had expanded world wide and is in close competition with Zico, the second leading coconut water brand.


Coca-Cola has gone public about their recent investments in Zico to expand their products, although they have not announced the amount they are investing they assure that it reaches Zico's revenues.  While Vita Coco remains untouched, PepsiCo Inc. has ifound themselves investing in the third coconut water company O.N.E.  


Rumor is said that coconut water sales sky rocketed after Rihanna was featured on a billboard for the water.  The billboard read "Hydrate naturally from a tree, not a lab" to express the artificial ingredients found in sports drinks such as Gatorade.


It seems that Coca-Cola and PepsiCo have fiercely been competing to be the largest drink market across the globe.  With coconut water creating a new market, what actions do you think the two companies will take in order to be #1 in coconut water sales?

In Response to Tim...

Do you think this marketing challenge is also a marketing strategy? Do you believe that you would benefit from participation in this challenge?


http://21stcenturypox.blogspot.com/2012/02/google-online-marketing-challenge.html


In the terms and conditions of the website for the Marketing Challenge, all companies being used must give permission to the students before they proceed with their project. So, why not take advantage of a free marketing plan?  Companies who allow students to use their organizations to form a marketing plan that will be viewed throughout the nation have no reason to turn down this opportunity.  It seems that this is a marketing strategy for any company that is asked permission.


  I do believe that I, as well as any other student would benefit from a challenge like this.  Being able to work in groups to form a real marketing plan using what have been taught in the classrooms is 100% beneficial for any student.  However, I could see trouble happening when the stress of this challenge floods over the group and causes tension.  It may happen that students put in groups don't get along and troubles forming the plan begin to put stress on the fun challenge.
How would you lay out your marketing plan with your group? How would you handle the common stress that comes with group work in both a school and professional environment?

In Response to Brooke's Post on Grocery Stores.

Do you believe the tricks work? Have you ever fallen for these tricks?

            I wouldn’t call them tricks as much as I would call them a strategy, but yes.  I think almost everyone falls into the trap that grocery stores set up for their customers.  It’s their marketing strategy to bring more money into the store than they would get for randomly placing items on selves.  Stores not only set up products in a way specific way for their target markets, they also emphasize sale items on shelves which are usually placed next to the same product of a different brand not on sale.  For example, if Hidden Valley Salad Dressing is on sale, it is more likely that Newman’s Own Dressing which isn’t on sale will be placed next to one another to draw customers to Hidden Valley.

            While grocery stores seem to have their marketing strategy mastered, other types of stores are starting to pick up on the trend.  For example Ikea, not only are you being lead through a maze forcing you through the entire store, at the end you are brought into the massive gallery where you can pick up the items you saw throughout the store.  You also find all of the sale items in one area and the larger furniture in the “lumber yard”.  Ikea seems to have created a brilliant marketing strategy for their stores and have also started to thrive from it.  Many times I find myself going to Ikea for simple room decorations and walk out with way more than I bargained for, and I am absolutely positive I am not the only one.  What other stores have you noticed focusing on the set-up of the store as the marketing strategy?

Superbowl Commercials

http://www.nytimes.com/2012/01/24/business/media/marketers-tease-super-bowl-commercials.html?ref=superbowl

Last week an article was released regarding Super Bowl commercials and the new approach they are taking to market their products.  Some companies, Volkswagen especially, have been releasing bits of their commercials to the public to create more of an audience for the actual air date of the full commercial.  Although some may think this is a waste of money to preview a commercial, Volkswagen is claiming that previews will promote conversation from customers to spread the word about the upcoming debut.  By showing pieces of a commercial it is allowing the company to advertise their business through word of mouth and internet sharing.

                The article states that doing this creates a “Halo Effect” on its viewers by encouraging them to watch their commercial as well as makes viewers feel in on the “joke” being made.  Companies know how to maintain their relationships with their customers, and they also know that the Super Bowl is the ultimate way to advertise their products.

                I agree that by releasing pieces of these commercials will make people want to watch their commercial to see the outcome, however, what happened to the element of surprise? I believe that many people look forward to the advertisements because it is a brand new commercial targeted for that specific audience.  I do not think that companies should be previewing their commercials in order to gain excitement from their customers simply because it seems like wasted money.  Companies are 100% aware that there will be millions of people watching the Super Bowl this coming Sunday, and they also know that millions of people are excited for the commercials. 

Do you think companies should be previewing their commercials before the Super Bowl? How might it help affect their marketing strategy?

In response to Georgianne L

http://georgiannelblog.blogspot.com/2012/01/if-i-were-product-how-would-i-market.html


In response to: Is it necessary to craft your resume for each job you apply for, highlighting specific areas instead of others, or will just one resume be sufficient for all the jobs you apply for?


When applying for jobs I think it is very important to show the organization your experience in a way that stands out to them.  Organizations want to hire the candidates who excel in areas employers strive for within their work place.  For example, an organization hiring a graphic designer may like to see a creative way to present their resume that shows their talent and experience. 
      I think that by reworking your resume to fit specific jobs helps companies to see your interest in their company.  When companies notice that you have made it a point to emphasize interest, their interest may increase in you as well.  It always helps you get a feel for the atmosphere of a company, knowing that an organization wants to see your experiences relevant to their work shows you that they only want the most qualified individuals. Hiring candidates who go out of their way to please a perspective employer may show that the organization has a passion for the job.


Thinking as an employer, who would have more of an advantage; the applicant who makes it a point to show his talent and experience by making them stand out more, or an applicant who submits a more generic, universal resume? Why?

My life as a product

Think of yourself as a "product".  Describe the other 3 P's of the marketing mix -- that is, how will you market yourself to a potential employer.


Product: As the only Molly Keereweer in the Unites States, I am a rare and unique item.  I bring a different background to the table in order to open the minds of others. I take all parties opinions into consideration when making work-related decisions in order to accurately choose the best option.  I have many different settings, with a flick of a switch I can go from joking around to focusing on the task at hand.  I take every moment of work seriously, but still let my sense of humor shine at appropriate times.  I am a high functioning product that completes tasks promptly and professionally. 


Place: Located just twenty minutes south of Hartford, Connecticut I can make a quick and easy commutes into New York City, Boston and of course, Hartford.  One day ground delivery to anywhere in New England free of charge.  For cross country delivery please allow four-six business days with your choice of transportation.  I work well in colder climates due to my manufacturing in New Hampshire and Connecticut.  No blizzard will stop me from traveling- guaranteed.

Promotion:  Surf the web for my Facebook and Twitter pages as well as my work background on Internships.com.  This is the best way to get to know me on a friendly level and understand my oddly charming personality.  Though I may be rough around the edges (not intended for children under the age of 5) my websites show the soft teddy bear I am.  Interviews are available upon request along with copies of my resume.  Co-workers past and present are willing to take emails or phone calls to answer any questions you may have about me.  They will answer truthfully to insure that you are getting the whole package- whether it is good or bad.  Contact any of my pages for more information!

Price: Hurry up and grab me before someone else does.  My background in customer service and sales gives me advantage against other leading competitors.  The creativity I will bring to the table is one of which you've only dreamed of.  Interested? shoot me a phone call or email and name your price! I negotiate.  Benefits and vacation time required.  Not intended for micro managing companies.

Transforming myself into a product seemed tricky at first, until I realized it was an opportunity to talk about myself in a way that employers may like to see.  My product reflects who I am and how exactly I am as unique as I claim.  Being able to lay out my qualities in these four P's I learned a little bit more about what my life may turn into within the next couple of years.  This put into perspective my comfort zones with distance and my ability to market and advertise.  If I am lucky enough to get a career in marketing or advertising I know from this blog that I am good at it.  So tell me, When did you realize that what you want to do with your college degree is something you are naturally talented at?

Marketing, Advertising and Propaganda: What's the difference?

What is the difference, in your opinion between marketing, advertising, and propaganda?

Marketing, advertising and propaganda are three types of media that never seem to sleep.  They are always there for us when we are in need of a new product or service, but how can someone tell the difference between the three?  Although very similar, these three types of media each have significant differences from one another.  

To me,it seems that marketing is the first step a company takes before they begin advertising and propaganda.  In order to be able to advertise, companies need customers that are interested in their products.  In order to find loyal customers, companies must develop a marketing strategy to gain and maintain relationships with customers.  Once a company has done that, I feel like advertising plays the next key role.  Advertising seems to be the way companies convey their products to customers through different mediums; whether it is television, radio, magazines or billboards.  When advertising, companies must find a way to effectively bring the service or product to customers attention.  As for propaganda, I see it as a form of advertising in a persuasive manner instead of just stating facts and information about the product or service.  It also seems that propaganda could be more about one company bringing down another company that produces a similar product in order to better their own product.  

Do you feel that propaganda is a way of advertising? why or why not?