Steve Shu’s posterous (Marketing class site)

Steve Shu’s posterous (Marketing class site)

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

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Jul 20 / 11:45am

Superfast Stunt (Samsung Jet Video)

via youtube.com

Here is a Samsung video recently hitting the web. Samsung has posted viral videos before, like the one I referenced earlier regarding "extreme sheepherding". See here http://steveshu.posterous.com/samsung-extreme-sheep-art . The earlier video was more about branding and creating associations. The video here is more closely tied to the Samsung Jet phone. Not clear to me that it will go as viral on the web as the earlier one, but let the net be the judge.

Filed under  //  Marketing  

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Jul 19 / 8:23pm

You Wouldn't Run a Business This Way. Here's Why Dartmouth Does.

via youtube.com

Interesting web video promoting the unique, world-class education provided by Dartmouth at exceptional discounts defying traditional thinking and made possible by generous donations. The piece held my attention for the full-length, although I am not sure I am in the target market (which I presume is for Dartmouth alums that may be in a position to give money to the school). Both some very negative and very positive comments posted, so it is important to keep in perspective who the target audience the message is trying to reach.

Filed under  //  Marketing  

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Jul 16 / 11:38am

Baja Fresh eyes bigger dinner sales with new prototype – Nation’s Restaurant News
via nrn.com

Baja Fresh looking to adapt according to changing consumer tastes by prototyping Korean barbeque tacos in Irvine, CA. Korean barbeque tacos may have come into the vernacular of Los Angeleans largely because of the cult following and Twitter media breakout of two, Kogi BBQ taco trucks (not affiliated with Baja Fresh). Kogi BBQ soliciting their customers for feedback here ... http://kogibbq.com/2009/07/16/so

FWIW - seems like the move by Baja Fresh is confirming evidence that there may be a broader trend developing. When I think about Kogi BBQ taco trucks, it is interesting to think about whether any lessons can be taken from the In-N-Out Burger model?

Edit update: Based on Twitter activity, it looks like Baja may consider changing the name for a variety of reasons, including having a misunderstanding of the Korean word for "beef" ... http://twitter.com/boldbajafresh/status/2682075312

Filed under  //  Marketing   Strategy  

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Jul 13 / 10:35pm

Recycle Can - Discovery Channel

via youtube.com

This video is a visually-gripping, 2-minute short by the Discovery Channel promoting social responsibility and recycling.

Filed under  //  Marketing   Social Responsbility  

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Jul 13 / 1:07pm

United Breaks Guitars - Customer Music Video?

via consultantninja.com

After having a bad experience with United Airlines, a customer (?) makes a music video that has gone viral on the web.

Edit: CNN video providing more context on history and response by United ... 

Filed under  //  Marketing  

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Jul 8 / 11:13pm

Microsoft Bing Commercial

via youtube.com

One of the first commercials for Bing, the new search engine by Microsoft to compete with Google. What are your impressions and assessment of the brand? What kind of distance has Microsoft kept with the Bing name/logo relative to Microsoft? What is the value proposition in the commercial? How does the content of the commercial relate to the product lifecycle? What kinds of issues could Bing run into with respect to customer use/acceptance? Note: according to Mashable (http://mashable.com/2009/07/08/bing-numbers), Bing is now the 13th most visited site on the web after 1 month!

Filed under  //  Marketing  

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Jul 8 / 11:19am

Mexico "Discover The Magic Of Mexico" 2009 TV Commercial

via youtube.com

Another interesting case of marketing tied to immediate environment concerns. In this case it is for the country of Mexico and was done in response to the swine flu outbreak in 2009. A very gutsy issue to try to take head-on because it could be viewed as drawing attention to a problem more than helping a subsegment of persons that are closer to formulating travel plans and weighing discretionary travel. What type of techniques are used in this video to educate and build support? Are the techniques effective in your opinion? What prerequisites, marketing research, and/or alternatives might one want to explore before launching such a campaign?

Filed under  //  Marketing  

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Jul 7 / 4:51pm

Stephon "Starbury" Marbury And His New Shoe (Actually A Whole Product Line)

via youtube.com

Starbury basketball shoe to be covered as part of my marketing class on pricing. Listed at $14.98 (not street price)! Note that one of the marketing people that was involved with Nike's Air Jordan shoe was involved with the launch of the Starbury shoe. I have no personal experience with the Starbury brand, but it would be interesting to get some hands-on experience with it.

Filed under  //  Marketing  

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Jul 7 / 11:37am

Hyundai Super Bowl Commercial: "Contract" (2009)

via youtube.com

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.

Filed under  //  Marketing  

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Jul 5 / 10:54pm

Do-It-Yourself DNA Test Kits

via youtube.com

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.

Filed under  //  Marketing  

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