Blog #7

One commercial that I really liked was the Geico ad for motorcycle insurance with the cavemen in red and blue leather jumpsuits. I thought it had music that grabbed my attention and a short entertaining storyline. I thought it was unusual and distinct to Geico. Ads that appeal to me must contain a storyline or cool music or both. That Geico ad contains both. The free credit report ads also contain a memorable jingle. My favorite is the one where the guy rides on a bicycle and couldn’t even get a lousy car because his credit cards were stolen. It had a catchy storyline and a fun song to tell the story.

Outdoor Advertising

I don't generally pay attention to outdoor advertisements because I don't like that they take space away from nature and tree that could be there. I think the best use of the space is the giant billboard TV which flips ads every few seconds. It is eye catching because most people don't expect the billboard to change ads and it is space conserving because several ads can be on one instead of having several billboards.

Blog #4 Flat Earth Chips Market Positioning

I believe Flat Earth chips are titled properly, since you can get almost a whole serving of vegetables from those chips. I do agree with their positioning because they seem to fit in the natural/health foods category and that is who they advertise to, a health conscious consumer who wants health benefit from a snack. I thought the commercial was funny and cute. Yes, I do feel that it was a snack definitely targeted to young women, possibly college age. I feel that the company should expand their perspective and target older women and health conscious older men as well. It is likely that the older generations will have the money to try a more expensive chip and will be more concerned about health than younger generations. On the other hand, with obesity at an all time high in younger populations, maybe they should continue to target an even younger audience (parents should give it their kids).

Papa John's Brand Identity Analysis

Papa John’s Brand Identity


Core Identity:

• Value Offering- better quality pizza than the competition and excellent deals for the consumer, one of the first pizza places to include a dipping sauce with any original crust or square pan pizzas.
• Food Quality- pizza made to order, with over 14 original specialty pizzas.
• Users- families, individual customers, and businesses
  

Extended Identity:

• Convenience- short notice availability, carry-out and delivery with some stores offering table and chairs, catering, and multiple same-city locations.
• Scope- Italian influence, focus mainly on pizzas but also carry other items to complete a meal such as chicken wings, salads and sodas.
• Brand Personality- Available anytime, family oriented, and committed o quality ingredients for a finished product that is “better than the competition”.
• Slogan/Character influence- John Schnatter owner and founder of Papa Johns, main slogan used, “Better ingredients, Better pizza, Papa Johns”.
  

Value Proposition:

• Functional benefits- delicious pizza that can be enjoyed anywhere (in-store at some locations) home, work, parties or anywhere else.

Blog #1 Ad Agencies and Campaigns

The ads I found interesting were done by Leo Burnett and J. Walter Thompson. The "Lead India" Campaign by JWT company had a message for India which was quite similar to the message America has heard over the last nine months in the Obama campaign, that it is time for change. The Lead India Campaign had considerable impact on political participation in India.
Some of the ads which also had worldwide impact, were less political. I liked the ideas Leo Burnett created for McDonald's, the simple slogan, "I'm Lovin It". Soft drink cups at McDonald's advertise this slogan in twenty different languages. With Leo Burnett by McDonald's side, no market is left untapped. A simple phrase that sticks in our minds and makes us desire McDonald's.
I also really liked the ads Leo Burnett did for the Toronto Humane society for adoption. One of the ads had a picture of a cartoon dog and it read below it, "I am an excellent source of outside". I liked the ads with a cause the most. I feel that advancing a cause is more important than what McDonald's advertises, but I enjoyed the ads.

Blog #4 Living Beyond Your Means

It has become apparent that the phrase “living beyond your means” does not hold much meaning. This is certainly not everyone, as there are some of us with both feet firmly on the ground. The handbag craze is sweeping the nation and it seems that more are largely aware of and owning designer fashions.

While walking though campus I have even seen several students who appear to have these designer luxury items and I wonder several things. I have learned some hard lessons about finances though some very tragic situations, and in the end I realized a simple concept; everything that happens is a result of a choice made and some people make bad choices.

Does anyone consider their financial standing before making these extravagant purchases? Money in the bank gains interest. A handbag is like a car, while the handbag may last more miles both are a consumable good. And after the extravagant good has been purchased, the happiness is short-lived and then most people are ready for something else new. Search for true happiness, I promise it’s not it a handbag. Remember, a rich man is considered rich because he has lots of money and he has money because he doesn’t spend it on frivolous items. We are entering an era of degree holding citizens, and more money is being made, yet everyone is still broke.

Why do some people struggle financially no matter how much they make? I began reading several financial books in search of the answer and one author seemed to hit the problem right on. He began discussing the differences between the rich and the poor, and he made some amazing points about financial literacy. What can a poor parent teach their child about finances? They can tell their child to go to college-get a degree, so then you can have a good job. So then you get a good job, but remain broke. This is because the crucial information most need to know about how to make money work for you (instead of you working for money), was a lesson not taught in grade school and a lesson that can be easily missed in college. Live within your personal means. Learn from the mistakes of others and critically analyze decisions.
I won’t ramble anymore…as it is unlikely anyone has read this…

If so, I found some great books…if anyone is interested.

Blog #3 Retailer Profile of The Gap, Inc.

The gap has a simple but elegant mission statement…, “Simply, to make it easy for you to express your personal style throughout your life.” The Gap, like most retailers, has only one objective. The objective is to have consumer’s outfitted head to toe in Gap brand clothes. In 2006 The Gap had reached revenues around five billion, falling one billion dollars short of its own internal competition, Old Navy. Some of the Gap’s main competition is internal and some is external. The prices at the Old Navy are comparable to New York & Co. and several other inexpensive retailers, and I would put J. Crew in the same category as Banana Republic, so what class is the Gap actually in? The Gap’s conservative appeal often directly competes with the prices of nearby retailers in department stores.
Despite the fact that there are only mediocre choices in the malls today, the clothes from the Gap rarely look out of style. The Gap has customers of all ages. Gap is a brand that should be considered “Uni-Trend”. Basic colors are almost never out of style and most styles feature a cut or design that doesn’t reveal when the garment was made. So is the Gap sinking? Not anytime soon.

Mission Statement

The timeline of human presence on Earth is quite short in the grand scheme of things. Science can’t tell us how we got here or what our true purpose is. Our meager existence is somewhat irrelevant. For these reasons, I feel that people should do what makes them happy. However happiness should be carefully evaluated.

As Americans, we always seem to be looking for something bigger and better. Infinite money, the best things, and no worries seem to be the American dream. Will attaining these things bring happiness to me? Studies say it’s extremely unlikely. Scientifically, happiness levels in humans maintain a constant. You are as happy now as you ever will be. (That’s good news for some of us.) Studies conducted on lottery winners show that unless you were happy before you won the money, winning the money alone WILL NOT make you happy. Remember, having large amounts of money does not rid us of our problems… it only brings on a new, different set of problems.

My goals are very simple. I believe that no one person should suffer. I feel that the employees of a company are just as important as the leadership. I also feel that there are not enough jobs in the US… and that the lack of strong economic structure is hurting families. I also feel that the people are seriously being hurt by the corporate cutouts – like the lack of retirement and health insurance plans. I also believe that people will be more likely to care if they have a hand in what’s at stakes. I want to create a company which embodies the idea of the employee soaring with the company. When the company prospers, the employees prosper. I also understand the basic needs that drive us as humans.

The Company I would create would be based on three basic types of return; material benefits, solidary benefits, purposive benefits. Material benefits are self explanatory. Solidary benefits the socially derived intangible rewards, such as opportunities to develop relationships with other employees. Purposive benefits are ideological satisfaction an individual receives from seeing the accomplishment of the group’s goals. I would like to create a company which encompasses the old-fashioned idea which evolves from hunting and gathering tribal societies, we all work hard and we all do well.

Blog fog...Low Visibility on the Retail Front

I picked up a copy of The Wall Street Journal on Friday after school. I read most of the publication and by the time I finished was in absolute shock...are the retail markets on that serious of a downturn? I mean, I knew the markets were doing poorly, but when I took the time to think about the implications of the satistics...and of course the media only tells partial truths and they won't use the word recession yet, because it is a verbal economic bomb - but the U.S. economy is in recession and has been on a downward spiral ever since 2001. The S&P Retail index has fallen 29% over the last 52 weeks and the retail market is not the only one sinking...what about the housing crunch? The third quarter of 2007 had the lowest percent of people applying for mortgages since 1989. People aren't buying anything, whether it is products or services. Right now most people are wearing the mental card guard, the one in the back of your mind that reminds you of the bill before you swipe.

Retailers say that they "haven't faced so many difficulties since the deep economic downturn 1990-1991 which pushed many off track" (TWSJ, p B1). These dates all have a similar theme. This all might make sense when you examine our political encounters, both past and present. I believe politics are related to everything we do. Capitol Hill has controls on many aspects of our lives. Lawmakers in create the grounds for business and the markets to operate by.

So, ... What do retailers need to avoid economic recession in 2008? 2008 Elections and a miracle.

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