Tuesday, May 2, 2017

Marketing Case Study


April 27th, 2017

Our Businesses

The Walt Disney Company was founded on October 16, 1923 in Los Angeles, California. The founders that shaped this entertainment juggernaut were Walt and Roy Disney. One of Walt Disney's most prestigious accomplishments included his creation of the Pirates of the Caribbean theme park ride. This ride inspired the creation of the motion picture franchise Pirates of the Caribbean. Today, Pirates of the Caribbean is known as one of the most successful and well known franchises in both the U.S. and around the world. It grossed $1.27 billion domestically and $3.7 billion dollars worldwide. Also, the ride is celebrating its fifty years of pirate adventure. Recently, Johnny Depp surprised visitors by incorporating himself in the Pirates of the Caribbean themed ride. While part of the ride, he stood still until the time was right to give tourists a good scare.

Dangling from a dog's mouth is the key that would free jailed pirates of the Caribbean

It's a pirate's life for a skeleton surrounded by stolen treasure

For the most recent installment of the franchise Dead Men Tell No Tales, the movie has a budget of $320 million dollars. Also, Geoffrey Rush, Keira Knightley, and Orlando Bloom are all reprising their roles in the new film. Knightley and Bloom weren't in the fourth movie which contributed to the poor reviews and negative public attention for On Stranger Tides. On Stranger Tides received a rating of 6.7/10 on IMDb and 32% on Rotten Tomatoes. With veteran actors and actresses returning, new characters, and fresh directors Joachim Rønning and Espen Sandberg the public is keeping a keen eye on the new motion picture. 

I believe it's genius of Disney to have Johnny Depp portray Jack Sparrow while visitors are on the Pirates of the Caribbean themed ride. It caught many people off guard since people on the ride were able to experience the authentic Captain Jack Sparrow in person. Seeing a figure such as Depp would make me want to go see the film myself! 

As a marketing manager, the only thing I would do differently is invite a few more supporting cast members to accompany Johnny Depp on the Pirates of the Caribbean ride. Some suggestions I would make include adding characters Mr. Gibbs, Marty, Ragetti, Pintel, and Jack(the monkey). 

Discussion Questions: 

1) What do you guys think of Disney's new marketing strategy?
2) Will this marketing tactic motivate people to go watch the new film in theaters?  
3) How would you react if you saw Captain Jack Sparrow in person? 

Thursday, April 13, 2017

Week 2 Marketing Blog Forum


The brand I selected was Bob's Red Mill.

The value proposition of Bob's Red Mill includes their whole grains, non-whole grains, gluten free options, healthy, fresh, taste, and a positive atmosphere.  

On Bob's Red Mill Facebook page one person stated, "World's best steel cut oats. If you need gluten free this is the place for you. Restaurant menu is simple and tasty and the factory tour is well with the time." In the past, I've visited Bob's Red Mill Whole Grain Store & Restaurant which is headquartered in Milwaukie, Oregon. Stepping foot into the store was overwhelming at first since they have a plethora of whole grain and non-whole grain options. Additionally, Bob's Red Mill sells breakfast items such as pancake and waffle mix. Bob's Red Mill is currently performing well due to their wide variety of gluten free options which are limited in many restaurant locations in Oregon and across the U.S. A company which too has a wide variation of products and flavors is Chobani. Chobani has a wide variety of options including yogurt, yogurt flips, dips, smoothies, and yogurt for children. Another customer commented, "We always enjoy visiting Bobs Red Mill!! Food is good and it's so much fun shopping for grains and healthy items. And the staff is ways so friendly and helpful. You can tell they love their jobs"😁 Not only are their products superior to other competitors, but they highly emphasize a consumer-based environment by employing staff that care for their customer’s needs. In addition, the staff promotes an ethical culture inside the store by seeking out to assist customers in the store who seem lost finding a specific product. Another company that goes above and beyond to strongly promote a friendly atmosphere is the Walt Disney Company. Located in Anaheim, California, Disneyland employees are always friendly to their customers; especially employees who dress up as Disney characters. From my experience at Disneyland, the employees in character go above and beyond to respect all visitors. An employee in character will approach a visitor with ease acting out their role and then taking photos with people of all ages. Another customer commented, “Really disappointed in the gluten free pizza dough mix. I followed the directions and got a mashed potato like mess that had to be tossed.” The customer who wasn’t satisfied with the gluten free pizza didn’t receive a response from a Bob’s Red Mill associate. 

The customer posted his comment on March 4th! Even though Bob’s Red Mill currently has a ranking of 4.8/5 stars, the company can still be vulnerable to negative comments due to some of their poor performing products and lack of communication to all customers. After all, no company wants to pull a Blockbuster by not listening to customers!!!

The marketing implications of Bob’s Red Mill include continuing to improve gluten free products. Also, Bob’s Red Mill should respond to every customer who comments on their Facebook page to build their positive customer relationship.  

If I were the brand manager for Bob’s Red Mill, I would explain to my marketing team the benefits of responding to every customer. Each customer’s opinion counts and one negative comment about one’s brand on social media can negatively impact sales. Once a negative comment is posted on any social media outlet, it has potential to spread like wildfire! 


Recently, the Walt Disney Company and Lucasfilm released both the new teaser trailer and official poster for Star Wars: The Last Jedi. Writer of the article Ann-Christine Diaz explains, “The curious imagery leaves us with some big questions: Why is Luke's face so much bigger than that of Ren, who practically recedes into the background? Why does Rey's saber change to red, the color associated with the Darkside, and why is red so dominant in the image overall?” (“The Stunning 'Star Wars: The Last Jedi' Poster Is Such a Tease”). The new movie poster somewhat copies the very first released Star Wars film poster; Star Wars: A New Hope. Both the most recent and original Star Wars poster show Rey and Luke at the center of attention. Both main characters raise their lightsabers’ in the air. Also, Rey and Luke’s lightsabers display a beam of spherical light at the base of the fictional weapon. The beams of spherical light create an upside-down “T formation”. Different from the original Star Wars movie poster, the most recent movie poster hints a major plot twist that everyone is taking note of. Also, there is a slight possibility it could result in a reverse psychology tactic that Disney and Lucas initiate to get the public talking about what they think will happen. There is a chance the two companies are faking out the entire audience purposefully; not revealing too much about the outcome of the film.    

The marketing challenge both Disney and Lucasfilm are facing is targeting all demographics.  

The value proposition is new, revealing, and suspenseful.  

Deciding to take the safe route in marketing is risky since it can lead to public criticism via social media. People who publicly poke at films can turn a clip, picture, or even a movie poster into an entertaining gif. One of the main reasons the most recent Star Wars movie poster can be used in gifs is due to partially copying the movie poster of Star Wars: A New Hope.


Thursday, April 6, 2017

Marketing Class First Post Spring 2017


I enrolled in this class not to fulfill any elective or Pre-business credit. I signed up for the class because I'm very interested in Marketing and would love to get an exclusive sneak peek on what Marketing entails and how it relates to the business and political world.

Currently, I'm a dual enrolled student at both Linn Benton Community College and Oregon State University. I'm a Pre-Business major and I'm very interested in majoring in Marketing for Pro-School! My father has a profession in Marketing and he has provided me some insight on the world of Marketing.

I'm fascinated in learning more about the promotion aspect along with additional information about Marketing!

Outside of college, I like to go hiking. I've hiked at numerous locations in Oregon. This includes Mt. Hood, Mt. Bachelor, Spencer's Butte, Black Butte, Mary's Peak, Multnomah Falls, Punchbowl Falls, and the Metolious River. I'm excited to be going to the Grand Canyon this summer to get experience on hiking in extreme conditions along with taking in the scenery of one of the most well known natural wonders in America.


Throughout the entire video that PepsiCo decided to pull the plug on, the song "Lions" is played by Skip Marley. The video begins with showing a bird's eye view from a rooftop of a large metropolitan area for a few seconds and then zooms in on a peaceful protest. Protesters located on the street are people of different races and ethnic backgrounds along with singers, dancers, and musicians. While people are peacefully protesting, model Kendall Jenner poses for a mini photo shoot which is in a somewhat remote location safely away from protesters. Later on in the commercial, Jenner becomes curious about the protest. The musician shown at the start of the video playing the cello is also a part of the protest and looks at Jenner. She stares back at the protester and decides to join in. Jenner makes her way to the area where protesters collide with policemen. Deciding to be bold, Jenner approaches a policeman and hands him a Pepsi. The police officer pulls up his face guard, takes a sip, and gets a stimulated sensation of having a taste of the Pepsi. The product shows that no matter who you are, it can bring the best in people. In this case, the protesters cheer because the policeman lightens up therefore promoting peace.

This recent video known as "Jump In" resembles PepsiCo's "Live for Now" campaign. Commercials that promote a product can play a vital role in business and marketing. One commercial can impact sales in a positive or negative way. This is due to a certain demographic reacting either positively or negatively. One way to increase sales is to get a celebrity on board to help promote the product. In Pepsi's case, since their new commercial received negative opinions from the public, Pepsi decided to
pull the controversial video. The value proposition in this video is "live bolder, live louder, live for now." In addition, drinking Pepsi is for the new generation.

I learned that in order to get people buying a certain product, commercials and videos through social media are beginning to tie into U.S. politics more than ever before. A way companies are trying to get people to buy their product is by doing their best to relate to certain demographics through their promotional campaigns.