MBA 5012 Discussion Posts

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Feb 20, 2024

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As the world changes and the way people consume information shifts, it is important that marketing techniques change as well. The original 4 P’s are product, price, place, and promotion. The new updated version is people, processes, programs, and performance (Kotler & Kelly, 2016, p. 12-13). They are similar in that the “programs” includes all 4 of original P’s as those have not become obsolete but just are not the main focus anymore. Some differences include that people care about the company itself not just the product, consumers want to know the people who work for the company are good people and the morals of the company match with the consumer. The price is still very important in today's market and discounts. Just this week Amazon, Target and Walmart are competing with their deals and trying to outprice the other companies. Quality is also important, while consumers want to spend less money they also want to ensure the product is worth the price. I often see on social media different “dupes” that are cheaper than name brand products but are made with the same or similar ingredients or fabrics. The new four P’s show the evolution of marketing. In years to come, utilizing cell phones for ads will be a major way consumers are advertised to. The attention span of consumers is shrinking, and so quick ads rather than longer commercials will peak the population's attention more. As stated above the importance of a company's morals will also heighten. Resources: Kotler, P. T., & Keller, K. L. (2016). Framework for marketing management (6th ed.). Boston, MA: Pearson. Week 2 Marketing communication is defined as “the means by which firms attempt to inform, persuade, and remind consumers...about the products and brands they sell” (Kotler & Keller, 2016, p.222). Similarities between communication with consumers and business customers are that you are trying to make the product known, you want both to know the product exists and what it is used for. Communication is the voice in which a company is able to form relationships with consumers and business customers (Kotler & Keller, 2016, p. 222). Technology has changed how consumers obtain information; it gives brands easier access to a large population. However, this also means that some may see “3,000 to 5,000 ad messages a day” (Kotler & Keller, 2016, p. 222). That

is a large amount of information and so a company needs to make short and attention-grabbing ads to ensure they are memorable in a consumer's mind. Social media ads are a great way to reach audiences especially since most apps track what we do and can push ads that are relevant to us. While it is a bit creepy to think everything we do is tracked, it is helpful when it comes to marketing for companies. As I am currently in the middle of job searching, I utilize LinkedIn quite a bit. Before an interview, I will look up the person who is interviewing me, just to have general knowledge about them, like the title they hold or how long they have worked for the company. When I have made it further in the process, I have also looked up hiring managers and sent messages prior to interviews just so they have a little more information on me besides what is just on my resume. Social media has made creating connections significantly easier. Resources: Kotler, P. T., & Keller, K. L. (2016). Framework for marketing management (6th ed.). Boston, MA: Pearson Week 3 The name used to describe the generational cohort after Millennials is Gen Z, they include those born between 1995 and 2012. Although, as someone born in 1998, I personally do not identify with that generation, and many born between 1995-1999 agree. Gen Z’s grew up in a time of rapid changes. Technology was part of most Gen Zs early lives, along with social medias. While Millennials did not have phones until their late teens or twenties, Gen Zs had phones in elementary school. While the biggest difference between Millennials and Gen Zs is that of technology, there are quite a few other differences as well. First, Gen Zs are less social, this could be from social media, it could also be effects of the pandemic occurring during important developmental times in their lives. Most Gen Zs were in middle school, high school, or college during the pandemic. Gen Zs are also more tolerant, one study showed that 81% of Gen Zs rated themselves as tolerant to others with strong beliefs versus Millennials at 73% (Pichler et al, 2021). This could be due to the easy access to information and how more normalized it has become to talk about differing opinions. One way the two generations are similar is in mental health, both have high rates of anxiety and depression (Pichler et al, 2021).

Growing up with technology has shortened the attention span of many Gen Zer's, so marketing to them has to be flashy and quick. Grabbing their attention right away and giving them short and easily digestible information. Of course, social media will play a large role in marketing to them as well. Most of the information they consume is from social media so using influencers to market a product will target the population. Pichler, S., Kohli, C., & Granitz, N. (2021). DITTO for gen Z: A framework for leveraging the uniqueness of the new generation. Business Horizons, 64 (5), 599-610. https://doi.org/10.1016/j.bushor.2021.02.021 Week 4 Amazon has disrupted how products are being brought to the general consumer today. Find and review an article on Amazon as a logistics disruptor. Reflect on their influence on channels, logistics, and the global environment. Name the article by title and source. What are three points from the article that are significant to marketing leadership today? The article I used is “Analyzing The Amazon Success Strategies” and it was published in the Journal of Process Management-New Technolgies. Amazon utilized a customer-centric approach, they wanted to know what the customer wanted, but they also wanted to find what the customer did not know they wanted as well and deliver both to their front door. Amazon was able to collect knowledge on it’s customers and supply them with whatever it is they need in a short period of time. Putting the customer first has enabled them to continue to grow their customer base and maintain their old customers . Amazon’s marketing strategy is made to strengthen the brands name, build loyalty, and encourage repeat purchases. What started as an online book store, was able to be turned into a e- commerce for essentially any product one may need. Amazon revolutionized the ability to buy books, by giving customers 4.5 million books to choose from. While it isn’t Amazon’s main money-maker now, they still remain one of the top sellers of books. Sadq, Z. M., Sabir, H. N., & Saeed, V. S. H. (2018). Analyzing the Amazon success strategies. Journal of process management and new technologies , 6 (4). Week 5:

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Cobranding involves the collab between two or more brands when introducing a new product. It creates a relationship between the two brands and allows a product to reach multiple different markets that a brand may not have access to on its own (Nguyen et al, 2020). In recent years, the use of influencers or famous people in collaboration with brands has become big. The most recognizable would be the creation of Yeezy which is a cobranding between Adidas and Kanye West. The partnership enabled Adidas to reach all of Kanye’s fans, however there is a downside to putting a singular face on a product. While Yeezy once brought in nearly $2 billion in sales, Adidas had to drop the rapper as the face when he made antisemitic comments online. The end of the partnership left $1.3 billion in Yeezy products in a warehouse (Brooks, 2023). Adidas has more equity in Yeezy as they are the producers of the shoe while Kanye was the creative director and face. The ending of the partnership cost Kanye money, however it had a much larger impact on Adidas and their stock prices. Adidas had their own designers who designed Yeezy, however Kanye had a say in the creation as the creative director. Yeezy would not have had the same success had Kanye not been the face, with a large fan base, he was able to bring a lot of product awareness that Adidas did not have access to. Yeezy makes up about 10% of total sales for Adidas, I do not believe they could have reached that type of success without Kanye. References: Brooks, K. J. (2023, February 11). Adidas says split from Yeezy will cost it $1.3 billion . CBS News. https://www.cbsnews.com/news/adidas-kanye-west-yeezy-partnership-loss/ Nguyen, H. T., Ross, W. T., Pancras, J., & Phan, H. V. (2020). Market-based drivers of cobranding success. Journal of Business Research, 115 , 122-138. https://doi.org/10.1016/j.jbusres.2020.04.046 Week 6  What is the primary product or service being marketed by the business?  What are the core competencies of the business?  What are the characteristics of the workforce in this business?  What are the SIC and NAICS codes for the business? The primary product for MSH Brands is their newest line called Healthy Pet. It is a grain-free, all organic dry food product. The core competencies of the business is supplying a fairly priced, healthy pet food option. MSH Brands also relies on creating positive relationships with their

customers and ensuring repeat customers. Customers view their pets as family and should feed them like part of the family as well. MSH Brands offer a hybrid work environment, only requiring in-person days when there are important meetings. We are also a pet friendly workplace, meaning all pets, within reason, are welcome at the office. MSH Brands strives to create a culture of positivity and creativity. The SIC Code for Healthy Pet is 2047 for “Dog and Cat Food”. The NAICS code is 311111 for “Dog and Cat Food Manufacturing”. MSH Brands is just a manufacturer of pet food and does wholesale to pet food retailers. References: Executive Office of the President. (2017). North American industry classification system [PDF]. https://www.census.gov/naics/reference_files_tools/2017_NAICS_Manual.pdf United States Department of Labor. (n.d.). Standard industrial classification (SIC) system search. https://www.osha.gov/pls/imis/sicsearch.html Week 7 The Census Business Builder can be utilized to assist in finding an ideal location for a business. It can show where similar businesses are located in a district. It can also show median household income and the population of the area. These measurements are important because they can ensure a business has the ability to succeed in a location before they begin. In my research I have found that Google has a website called “Google Analytics”. The website can assists businesses in understanding how their website and products are performing relative to user engagement (Fox, 2022). The website can help businesses target specific markets and it can show companies which of their products are gaining attention. For companies, utilizing free data can make a large difference in sales. References: Fox, M. (2022, January 7). Council post: 5 ways teams can use google analytics to improve business . Forbes. https://www.forbes.com/sites/forbesagencycouncil/2022/01/06/5-ways- teams-can-use-google-analytics-to-improve-business/?sh=28263de27f9f Week 8 D1 The younger generations are an appropriate market for social media advertisement. As Gen Zs have spent most of their life with technology, they utilize social media often. Millennials and the younger Gen Xs also have had technology for a good portion of their lives. As the age goes up, social media usage goes down. One study showed that, “ 84% of adults ages 18 to 29 say they ever use any social media sites, which is similar to the share of those ages 30 to 49 who say this (81%). By comparison, a somewhat smaller share of those ages 50 to 64 (73%) say they use social media sites, while fewer than half of those 65 and older (45%) report doing this” (Atske,

2022). This means that younger adults are more affected by social media marketing than older generations. While percentages across the board are relatively higher, older adults will be reached less if social media is the main marketing campaign. Utilizing multiple marketing avenues will ensure more audiences are reached. Atske, S. (2022, May 11). Social media use in 2021 . Pew Research Center: Internet, Science & Tech. https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/ Week 8 D2 Three Approaches to Social Media 1. Relationship Building-social media can create a community for customers. Enabling companies to communicate with consumers and form relationships. 2. Advertising-social media has become a large source for companies to market. Some studies have shown that we see 4,000 to 10,000 ads a day (Simpson, 2022). That is a lot of information to digest in a singular day and most often we do not remember most of the ads we see so companies need to have quick and attention-grabbing ads. 3. Brand awareness-social media can help companies show what their company is about. Consumers want to know companies' morals and social media can help showcase that. Studies have shown that, “consumers will pay more for the products produced by corporates which have carried out social responsibilities” (Deng & Xu, 2017). Ensuring the company has good morals can change whether a consumer buys the product. Three Approaches to Social Media for Job Searches 1. Building relationships-so much of the business world nowadays is knowing people. Often, people get jobs because they know someone in the company who vouches for them. Sites like LinkedIn were built for people to build their network and create connections. 2. Company awareness- social media can be a tool to research a company and ensure you want to work with them. You can find past employees and current employees who will give honest feedback on what it is like to work for the company. Before taking a job, it is important to know the company you will be working for and ensure you want to work for them. 3. Building your portfolio-social media can be a great tool when trying to expand your knowledge. Personally, I am in a Facebook group for nurses who are trying to leave bedside and people often post different certificates or workshops they took to better their resume. I am currently job searching and use LinkedIn almost daily to find job postings or connect with managers that I am interviewing with. LinkedIn is also used by recruiters so having an updated profile can allow jobs to find you.

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References: Deng, X., & Xu, Y. (2017). Consumers' Responses to Corporate Social Responsibility Initiatives: The Mediating Role of Consumer-Company Identification: JBE. Journal of Business Ethics, 142 (3), 515-526. https://doi.org/10.1007/s10551-015-2742-x Simpson, J. (2022, October 12). Council post: Finding Brand Success in the Digital World . Forbes. https://www.forbes.com/sites/forbesagencycouncil/2017/08/25/finding-brand-success-in-the- digital-world/?sh=63f381de626e Week 9 The different generations are heavily affected by when social media and technology were introduced to them. Gen Zs have spent most of their teen and adult lives with social media in their hand. Most do not remember a time when they did not have access to technology. Millennials have had technology and social media for most of their adult lives, making them suspectable to media marketing. One study showed that, “ 84% of adults ages 18 to 29 say they use any social media sites, which is similar to the share of those ages 30 to 49 who say this (81%)” (Atske, 2022). The 4 I’s can be useful in creating appropriate digital marketing campaigns for these generations. The 4 I’s are individualize, involve, integrate, and initiate. Digital marketing offers insights into consumer behavior that other traditional marketing does not, that is consumers’ time and place (Kaplan, 2012). This allows for specialized marketing campaigns that can target very specific markets. With the number of ads that we see daily, standing out is hard to do for these companies. Resources: Atske, S. (2022, May 11). Social media use in 2021 . Pew Research Center: Internet, Science & Tech. https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/ Kaplan, A. (2012) . If you love something, let it go : Mobile marketing and mobile social media 4x4 . Business Horizons https://doi.org/10.1016/j.bushor.2011.10.009 . Discussion 2 MSH Brands will rely heavily on the use of digital marketing, as over 50% of pet owners are between 18-36, this is our largest target market (Cozma et al, 2022). We will be utilizing multiple different digital marketing strategies for our new product. One of those will be the use of influencer whose brands revolve around their pets. The influencers will receive discount codes that their followers can use to get 10% off their first purchase. Using discount codes can help track the success of this campaign. We will, also, launch a campaign from our CEO explaining why she started the company and the benefits of our pets eating organic, grain-free food. Since most 18-36 years olds get most of their information from online and social media, traditional print ads such as magazines and newspapers will be the least effective for MSH Brands. Resources:

Cozma, A. T., Cosma, S. A., & Văleanu, M. (2022). Work place influence on purchase behavior of pet food products in the pandemic period. Studia Universitatis Babeș-Bolyai Negotia , 67 (2), 71–90. https://doi.org/10.24193/subbnegotia.2022.2.04 Week 10 MSH Brands will be utilizing digital marketing as its largest form of marketing for our new product. Measuring the effectiveness of the marketing campaign will assist MSH Brands in ensuring we are marketing appropriately. There are multiple ways to determine the effectiveness of a digital marketing campaign, one is by online purchase intention (OPI). There is immediate OPI and Long-Term OPI, MSH goal is to create long-term OPI. Consumers can determine the perceived quality of a product from marketing campaigns, such as ads or the use of influencers. There is a proportional relationship between a consumer's perceived value of a product and immediate OPI. Immediate OPI can lead to trust and customer loyalty which will then lead to long-term OPI. Other users’ positive experiences can help a company gain trust, using influencers to market our product will help with this. References: Li, C. H., Chan, O. L. K., Chow, Y. T., Zhang, X., Tong, P. S., Li, S. P., Ng, H. Y., & Keung, K. L. (2022). Evaluating the effectiveness of digital content marketing under mixed reality training platform on the online purchase intention. Frontiers in Psychology, 13 , 881019-881019. https://doi.org/10.3389/fpsyg.2022.881019

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