Steve Shu // Steve Shu is a management consultant and business development professional. He is also an Assistant Professor of Marketing at Irvine University.
Steve holds an MBA from the University of Chicago and both an ME and BS in Electrical Engineering from Cornell University.
Steve currently has a primary professional blog at http://steveshu.typepad.com and can be found on Twitter at http://twitter.com/steveshu
A good commerical and, more importantly, total product/service program put forth by Hyundai. The program reflects responsiveness to the environmental and economic context - in this case the recession. In the U.S., Hyundai was once a laggard, but its position has improved dramatically. This program reflects a market leader-type move.
This video may be used during discussions of 3C/STP of marketing strategy framework discussions.
I had given students a number of options for developing marketing plans for new product launches. Before I came up with list, I did not know that DIY DNA testing had progressed so far. Here's just one ad that I uncovered. It is clearly targeted at a specific segment, but there are other products out there that are targeted and positioned at other segments.
Saatchi & Saatchi Los Angeles worked with Toyota to create the #1 most-liked ad in May 2009 according to Nielsen AG Research (see http://adage.com/article?article_id=137386). This video goes into how this ad was made. Other critical context for marketing students is that the Prius dominates in terms of U.S. market share, hybrid and electric vehicle penetration is still low overall relative to all passenger autos (when including gasoline), and this video is for the 3rd generation Prius. Students can pay attention to how factors like product lifecycle, primary versus secondary demand is addressed, social responsibility, and what brand associations are created.
What kinds of forces are driving the need for change? Will "The Hut" work? Are the intentions of the new logo, new branding efforts, updates to product portfolio, brand image, case-by-case treatment of restaurants, etc. clear? What things may work? What things won't?
Use for marketing class on segementation strategy and advertising.
Use in marketing course with respect to brand management, brand recall, brand recognition, anthropomorphism, and consumer behavior relative to purchase processes.
What are the limits of the Burger King brand? To what extent do people want to smell like flame-broiled meat?
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For Marketing class on brand building activities via social media, creating brand associations, and using borrowed interest techniques.
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