Weekly Discussions on Marketing

This article covers weekly discussions on marketing topics such as consumer behavior, product life cycle, franchise businesses, and promotion strategies. It includes insights on VALS consumer groups, eBay's influence on consumer behavior, and marketing mix for Denny's Inc. The article also features a case study on Old Spice's successful promotion campaign.

Running Head: WEEKLY DISCUSSION POST ON MARKETING
Weekly Discussions on Marketing
Student’s Name
Institution
Date

WEEKLY DISCUSSION POST ON MARKETING 2
Week 3 Concept Discussion
1) Which category did the survey say you were closest to - primary and
secondary.
Based on the results, my primary category is experiencers consumer group and my
secondary category is innovators consumer group.
2) Do you think this is accurate?
Firstly, according to VAL’s website, experiencers consumers want everything. They
are also first in and first out of trend adoption. Experiencers also go against the current
mainstream and are up on the latest fashions. They also love physical activity (are
sensation seeking). Another attribute is that they see themselves as very sociable and
believe that friends are extremely important. They are spontaneous and have a heightened
sense of visual stimulation (Strategic Business Insights 2018). On the other hand,
innovators are always taking in information (antennas up) and are confident enough to
experiment. In addition, they make the highest number of financial transactions yet they
are skeptical about advertising. They also have international exposure and are future
oriented. Another attribute associated with innovators consumers is that they are self-
directed consumers and believe science and R&D are credible (Strategic Business
Insights 2018). They also enjoy the challenge of problem solving and have the widest
variety of interests and activities (Strategic Business Insights 2018). Based on these
attributes, I believe the results should have been the other way around. My primary
category should have been innovators consumer group while my secondary category
should have been experiencers consumer group.

WEEKLY DISCUSSION POST ON MARKETING 3
3) If you were going to develop a marketing campaign to market to yourself,
what sort of marketing tactics do you think might be effective based on this
profile?
If I were going to develop a marketing campaign to market to myself, I would adopt
experiential marketing. This marketing approach is based on the principle that it is not
enough to satisfy the client by emphasizing the quality and benefits of the product or
service, but it is necessary to dazzle him with actions full of emotions that motivate him
to make decisions. Therefore, experiential marketing (also known as experience
marketing or emotional marketing) is a key ingredient when planning a marketing
strategy, and technology is a great ally to enhance people's emotions.
As revealed from survey, I am a person who like experimenting. Experiential
marketing strategies help to establish a strong connection between brands and consumers
before the purchase and during the use of the product, which strengthens loyalty
(Schmitt, 2011).
I also believe that experiential marketing is appropriate because in order to
surprise and captivate an increasingly demanding consumer, the actions generated by the
brands must be overcome day by day to reach the surprise effect with each action. For
this, technology plays a fundamental role since it makes it possible to break the limits to
achieve the long-awaited " wow effect " (Smilansky, 2018). In addition, this form of
marketing generates sensations, feelings, and emotions. It activates all the senses of
consumers (sight, smell, hearing, taste, and touch) while interacting with the brand, to
generate a positive memory and differentiation from the competition (Smith & Hanover,

WEEKLY DISCUSSION POST ON MARKETING 4
2016). This memory then increases the conversion, since when buying, emotional
intelligence and sensations act faster than rationality.
VALS screenshot results

WEEKLY DISCUSSION POST ON MARKETING 5
Week 4 Concept Discussion
eBay is one of the main web pages of auctions that exist internationally and from
which every day more sellers make use, not only as auxiliary sales, but sometimes use it
as exclusive means of sale. One of the main tricks that Ebay has is the number of users it
has, and another is the number of people who are attracted to the auctions within this
famous website where many people sell new products every day from a single euro.
Consumer behavior would be influenced by the nature of eBay format in many
ways. Firstly, eBay offers more options to develop a brand that people will remember,
with personalized HTML code and other design tools available to the seller. This gives
more space to sellers to improve their profile and to separate themselves from their
competitors in visual ways.
In addition, eBay has a shipping calculator that helps you determine how much it
will cost to deliver an order, giving smaller sellers greater visibility and control of your
margins. This is a characteristic that other small markets like Bonanza have also
implemented so that sellers reach their maximum potential.
eBay tries to influence the stage of recognition of a need, want to awaken the
feeling of need in consumers even when they do not need any product. They will seek to
awaken these needs thanks to the combination of their applications with the items
offered, with great interest in their users using their platforms when they have what they
call downtime, such as waiting to buy a coffee or while sitting waiting for a cut. hair.
Providing more opportunities for consumers to find what they want eBay captures more

WEEKLY DISCUSSION POST ON MARKETING 6
market share, and not only that, but also the dynamics of their applications that can detect
future needs taking into account the alternatives studied by the consumer.
But the real reason why eBay influences these stages of the consumer decision-
making process is because it has the highest level of participation of its consumers thanks
to its complete package of applications, the corporation reflects its effort to meet the
needs of consumers. your clients including them in a high participation situation that
allows you to evaluate the result of one decision compared to another. This idea of
participation raises a loyalty on the part of the consumers towards the own decisions that
they take and towards eBay (Martínez-López, 2014).
eBay influences the amount of information that the consumer already has
experiences and other sources to identify their alternatives. In the evaluation of
alternatives, it allows consumers to evaluate them, including as many criteria as are
convenient. Thanks to eBay's search, the purchase decision is influenced by convenience
of location, accessibility to the merchandise, price and speed of service (Mohr, Sengupta
& Slater, 2010).
The inclusion of the special distinctions, such as "eBay Top Rated Seller” is a
powerful strategic idea that can enable eBay attracts and even retain more customers.
Consumers tend to associate themselves with great things such as “Best”, “Top”, No.1
etc. This means that eBay Top Rated Seller is a way of challenging new consumers to
buy more in order to be rated among the top (Leibtag, 2013).

WEEKLY DISCUSSION POST ON MARKETING 7

WEEKLY DISCUSSION POST ON MARKETING 8
Week 5 Concept Discussion
The stages of the cycle of a certain product usually last different period. In
addition, the duration of each stage varies according to the product. Some products take
years to pass through the introduction stage and, on the other hand, others are accepted
after a few weeks (Aaker, McLoughlin & John Wiley & Sons 2013). Moreover, not all go
through all the stages. Some fail in the introduction and others cannot be introduced until
the market is in the development or maturity phase. However, in almost all cases, decline
(aging) and possible abandonment are inevitable. This is due to 1) disappearing the need
for the product (as when the frozen orange juice generally eliminated the juicer market);
2) a better or less expensive product is developed to satisfy the same need (thanks to
electronic circuits it was possible to produce many spare products); or 3) the public
simply tires of a product (a style of clothing, for example), so that it disappears from the
market.
The life of a product can be extended during the maturity stage of its life cycle if
it is rejuvenated through modifications, a new promotion and price changes. An example
of this is found in the refrigerator industry, considered static and mature even by some of
those who work in it. One company, Admiral, rejuvenated this very formal product by
incorporating features that allowed the user to make ice cream, cold soup and drinks. The
company also built a section for wines and trays for microwave storage (Sinek, 2011).
There are many other ways of extending the product life cycle. The first way is to
improve the product in a functional way or revitalize it in some way. The second way is
to make sure that the marketing and production programs are as efficient as possible. The
third way is to purify the product range by eliminating unprofitable sizes and models.

WEEKLY DISCUSSION POST ON MARKETING 9
Often this tactic decreases sales and increases profits. Lastly, every marketer needs to be
very selective in product expenses; that is, reduce costs to the minimum level that
optimizes profitability during the short time of life that remains (Blythe, 2009).
The Scott Paper Company gave new life to a mature article (paper towels) when it
introduced a narrower towel (eight and a half inches). The new, thicker, moisture-
resistant Blue Ribbon Pampers helped the company stop its declining sales and market
share in the mature stage of the disposable diaper market.
However, one thing worth mentioning is that before launching to apply suitable
strategies for each phase of the life cycle of the product , you need to ask yourself if you
have the necessary tools to know, at all times, which is the stage that your product or
service goes through, and which is that of the consumers . In this way you will be able to
apply the actions that are necessary to obtain the maximum performance of your
marketing efforts (Schneiders, 2011).

WEEKLY DISCUSSION POST ON MARKETING
10
Week 6 Concept Discussion
The Franchise businesses selected for the discussion is Denny’s Inc, which offers
family restaurant. To reap the most benefits from the market, Denny’s Inc. has to adopt
appropriate marketing mix. The first element of marketing mix that is appropriate for
Denny’s Inc is product. In order to win and attract many clients, Denny’s Inc should offer
not only food, but a source of entertainment for her customers (Tehrani, 2008). This will
offer all customers a satisfactory experience. The customer service should also be
improved. Customer services adds value to the food products offered. Denny’s Inc
should therefore ensure that the employees are responsible for being in the establishment
and making sure that all customers are satisfied and are enjoying their experience.
Additionally, as a way of adding value to the products, Denny’s Inc should make sure
that all the food that comes out of your kitchen looks presentable and meet the chain's
standards. Still under product, Denny’s Inc should offer customers a fun, casual place to
dine. This is one of the main benefits because most of the customers are looking for a
place where they enjoy food and entertainment. This means that Denny’s Inc should have
TV in all section of the restaurant.
Promotion is another marketing mix that should be considered. There are many
promotion tactics that Denny’s Inc can adopt. Firstly, it can adopt digital mobile
marketing promotions. McDonald's is a company that has understood this very well, and
therefore always takes out coupons or discounts that involve a new interaction with the
mobile of their customers. An example of this is the coupons that can be obtained with
simple screen captures that are undoubtedly a good way to incorporate technology into
our commercial activity, which goes unnoticed since in this way it becomes more fun and

WEEKLY DISCUSSION POST ON MARKETING
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interactive. Another effective promotion strategy is to reward customer loyalty with
discounts and offers (Zimuto, 2012). Denny’s Inc can adopt customer loyalty program
like the one launched by Burger 21 with a mobile app that allowed members of their
Faithful Customer Club to get a free cheeseburger on National Cheeseburger Day. In
addition to downloading the app to get this free food, customers also opted for an
interesting promotional package with discounts on several products. For this, customers
had to participate in Burger 21's #BChessy Photo Sweepstakes, a contest whose goal was
to share a picture of your hamburger on the Facebook or Instagram channels of the
restaurant. The winner would enjoy free hamburgers from the Burger 21 for a whole year.
Lastly, Denny’s Inc can remind customers of the promotion through an application or an
email and, in this way, convince them to go there for dinner. The customization options
are very broad and provide information about the tastes and characteristics of the
customers (Westman & Sowyrda 2016).
Apart from product and promotion, other elements that should be adopted include
the place and price. I have realized the place plays a crucial role in any marketing
mission. Setting a business in a strategic place will ensure that any promotion done is
effective and economical (Silk, 2006).

WEEKLY DISCUSSION POST ON MARKETING
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Week 7 Concept Discussion
Old Spice: "The man your man could smell like this" is one of the promotions that
uses humor to achieve its goal. This mythical campaign of Old Spice debuted in the
Super Bowl in 2010 and immediately managed to get the public in your pocket with its
charismatic protagonist and his wise combination of humor, sex appeal and intrigue.
Thanks to "The man your man could smell like", Old Spice managed to increase sales by
107% in just 30 days.
With the ambient heat, it is nice to take a shower, but no matter how. To be on
top, the man must use the Old Spice Shower Gel (Procter & Gamble) as advertised in the
old spice. This advertisement concerns a male product but it is addressed to the beloved
males. " Good morning ladies, look at your man, then come back to me,order the
handsome boy , unfortunately, your man is not me but if he stops using a shower gel girls
and uses Old Spice, he will feel like me . "And that's how we discover everything that you
can do it if you feel like the man washing with Old Spice, the message is simple, tinged
with so British humor and the realization hits the mark.In the other video of Old Spice,
the same strategy is used and seduces us once again. " We are not saying that this shower
gel will make your man feel like a romantic millionaire and plane pilot, but we insinuate,
" is the slogan of Old Spice .
The actor who lends his body and manly voice to this advertisement is Isaiah
Mustafa, former American footballer. The award-winning spot for shower gels suddenly
made this man famous, he has been seen more than 11 million times on the Internet and
thus opens the doors of cinema and television.

WEEKLY DISCUSSION POST ON MARKETING
13
Humor can be effective in advertising especially if it is designed to hold the
consumer's attention. It also helps to establish a relationship between the brand and the
recipient (strategy) (In Valero, 2010). Humor does not have the same effect on everyone
but if it matches the type of product and the strategy, the humor will be a positive point
for the campaign (Beard, 2007). For that it is necessary that the words have an impact and
that it is short sentences (In Yļmaz, 2017) . The Old Spice ad managed to overcome the
challenges where viewers may be distracted by humor by adopting many strategies.
Firstly, the protagonist places himself in the right setting. Obviously, by seeing a person
from bathroom, viewers will create perception that the product has to do with gels. In
addition, the protagonist manages to pass all information within 6 seconds. This is crucial
because buyers are on demand, impatient and annoyed by the promotion .In addition,
protagonists manages to share a sensation and pique curiosity on a longer story. This is
evidenced by statement such as We are not saying that this shower gel will make your
man feel like a romantic millionaire and plane pilot, but we insinuate. This will enable
the audience to take time and reflect the ad even after the ad is over. Lastly, protagonists
succeeded in making the viewers feel a particular texture

WEEKLY DISCUSSION POST ON MARKETING
14
Week 8 Concept Discussion
Non-price competition implies more progressive and modern methods. Among
them is the isolation of their products among similar products from competitors, the
introduction of special characteristics, the expansion of the range, the improvement of
quality, the increase in advertising costs and warranty service. The use of methods of
non-price competition generates conditional monetary stability. An important positive
point is also that competitors often can not immediately take retaliatory measures, giving
the opponent an advantage. If innovations are successful, all spending on non-price
options for competition not only pays off, but also serves as a source of income. If a
company is working on its non-price competitiveness and on its brand image, it can
justify a higher price for its products. A plethora of examples go in this direction to the
image of Apple products whose prices are higher than those of the competition.
The tactics used by Apple is innovation. Innovation has always been at the heart
of Apple's strategy. Apple meets a number of criteria of the innovative firm as stated by
Lepak et al. (2007): evolution in an uncertain technological environment, management by
entrepreneurial managers, the benefit of broad social networks, and an organizational
capacity to transform knowledge into new knowledge. The iPhone is characterized by the
aggregation of various features (telephony, Internet, playback of music and video files,
etc.). This aggregation is backed by strong design and marketing, as Apple had already
experienced with the iPod or the release of the iMac in 1998. The latter product contained
quite a few substantial technological changes, but differed from existing personal
computers by a radical design (Petkova & Rindova, 2006). Innovation can obviously be
in the aesthetic aspect of the product, which captures the consumer by playing on its

WEEKLY DISCUSSION POST ON MARKETING
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sensory, cognitive and emotional reactions, and this aestheticism is likely to create value
for the consumer or even to capture it (Bowman & Ambrosini, 2000). Beyond its own
characteristics, the iPhone is part of a kind of ecosystem, to build a true digital
convergence. One of the best illustrations of this convergence is the activation procedure
of the iPhone as consumers discovered it. It goes through the iTunes platform (and even
in principle by creating an account on iTunes), which can be considered as being at the
heart of this convergence. The strategic asset character of the iTunes platform is difficult
to contest. Apple's strategy is based on this interconnection of products and services, the
value of the network increasing through consumer demands for complementary products
or services (for example iTunes for an iPhone user), and vice versa (Sharpe &
Olufunmilayo, 2007). In this context, the animation of the user community is crucial,
especially to gather their opinions on the products, the possible improvements, and even
to encourage the development of the value of the network increasing through consumer
demands for complementary products or services (eg iTunes for an iPhone user), and vice
versa (Sharpe & Olufunmilayo, 2007).
Clearly, based on the sales revenue, innovation tactics works perfectly. That is
why Apple remain one of the best companies. However, to improve it, more research
needs to be done in order to understand and keep up with ever-changing consumer needs.

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References
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management: Global perspectives. Chichester: WILEY a John Wiley and Sons,
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Beard, F. K. (2007). Humor in the advertising business - theory, practice, and wit.
Rowman & Littlefield
Blythe, J. (2009). Key Concepts in Marketing. Los Angeles, Calif: SAGE.
eBay. Retrieved from: http://www.ebay.com
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cultural studies and translation. València : Publicacions de la Universitat de
València
In Yļmaz, R. (2017). Narrative advertising models and conceptualization in the digital
age. Hershey, Pennsylvania IGI Global
Leibtag, A. (2013). The digital crown: Winning at content on the web. Amsterdam:
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Martínez-López, F. J. (2014). Handbook of Strategic e-Business Management. Berlin,
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Mohr, J. J., Sengupta, S., & Slater, S. F. (2010). Marketing of high-technology products
and innovations. Upper Saddle River, N.J: Prentice Hall.
Petkova, AP, & Rindova, V. P. (2006). When Is New Thing a Good Thing?
Technological Change, Product Form Design and Perceptions of Value for

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Product Innovations. Wonderground Annual Conference on Innovation and
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Strategic Business Insights (2018). US VALSTM Framework. Retrieved from:
http://www.strategicbusinessinsights.com/vals/ustypes/Experiencers.shtml

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Tehrani, N. (2008). Contemporary marketing mix for the digital era. Bloomington:
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Westman, J. C., & Sowyrda, P. (2016). Launching new products: Best marketing and
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LAMBERT Academic Publishing.

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