Wednesday, October 30, 2013

Food Schema


Food Schema

Campaign - Guilty Pleasures – Spoil yourself during the holidays!
Product – Spiced Pumpkin Pie
Negative -Bad diet leads to obesity and health issues
Market ideas – Positive family and cultural ideologies, happy holidays, comfort food, diet after the holidays, healthy options/substitutes. Smells like grandmas kitchen.  Looks like a feast fit for royalty.  Tastes like a cloud of heavenly spice.       

Colors – Brown, green, orange, red

Images: pumpkins, leaves, fall/autom décor’ 




Nostalgia In Marketing


Nostalgia Marketing is a common way to market products.  It relies on reconnecting the past with the present in hopes to catch the interest of a buyer and their inner nostalgic passions.  It helps consumers identify with a product.  

Depending on the product and how popular the nostalgia is, it can make or break the marketing campaign.  Consumers may not identify with the nostalgia at all, leading to a broken campaign.  But, I would argue that they work more than they don’t, because just like other social trends, there are also nostalgic trends among different societies.  A popular one which never fails is music – there are so many songs that are attached to a product for it’s nostalgia.     

I think nostalgia marketing can be a marketing strategy for all products and brands because nostalgia speaks to such a large mass of consumers.  It an work for any age group too, even children!  It’s a great way to market a product or a brand. 



Harley Davidson Case Study –


Brand communities such as Harley Davidson’s most defiantly help create more involvement with the brand.  Brand communities help consumers identify with the brands they love. 

The elements within the Harley Davidsons Posse Ride enhance the meaning of the brand for the riders by offering an in-group feel, offering guidance, acceptance, belonging, and teamwork.  The Posse Ride is something for riders to look forward to, because many riders form close bonds and relationships with other riders who live in other places. 

Harley’s involvement to the ride is crucial.  Being more involved won’t dilute the meaning because the brand and identifying with the brand community is what it’s all about.  However, it is possible to create a new vibe with new marketing which could disturb the original culture. 

In addition to Posse Rides, Harley could also work to increase involvement in the brand by adapting its marketing strategies and offing more brand sponsored events.  Offering special volunteer opportunities with the Harley Davidson brand. They could offer mechanic clinics for brand community members, and monthly raffles, and charity/fundraising events. 







Understanding Consumer Behavior


Consumerism is a large topic involving social and economic order.  In our culture, consumerism is EVERYWHERE!  Now that I think about it, the only places I go where I’m not bombarded by the urge to consume are when I go walk on the beach or hike in the Santa Cruz Mountains!  I often wish that I didn’t live in such a consumerist culture, but then again…I’m sure that I would miss it terribly if I didn’t have the opportunity to buy something I wanted or needed.

Thinking of human behavior related to consumerisms is an even more involved topic!  When I break it down I note that social forces have a huge impact on consumerism. Trends within different cultures and subcultures are largely shaped by what our media culture influences us to desire or feel the need to have. 

In Santa Cruz, my hometown – the surf culture is very highly valued and it’s common to see people wearing surf brand clothing even though they do not surf.  Likewise, in larger cities brand names are highly regarded, and it’s common to see the majority wearing brands like; Gucci and Prada. 

To be honest, I’m not a very good consumer!  I shop mostly at second hand stores!  I do however remember a Hershey’s candy bar that was delicious, but for some reason it’s shelf life was extremely short. 



In my 3rd link the writer states; But then the taste of Cookies ‘n’ Mint bars changed. Long before Hershey’s stopped making them, they seemed to go bad. 

I find this very interesting, because I felt the same way!!!  The quality of the product changed, for the worse and I believe that is why people stopped consuming then, leading to it’s untimely doom!


Another theory is that the candy bar was mass-produced and overtime they went “bad” after being on the shelf for a long period of time. Either way, consumers stopped buying them and as a result, Hershey’s discontinued their production.  What a tragedy!











Environmental campaign using digital technologies


DotGreen Foundation



What an amazing idea!  .GREEN will be/is a new domain which will better catorigize green business and green movements!  Below is a discrpition of what is on their homepage! 

Founded in 2007, DotGreen was the first organization to propose an environmental Top-Level Domain initiative among Internet industry and international environmental groups.  .green signifies a Global Response to Environmental and Economic Necessities (.GREEN), which will soon be the online representation of the green movement and the world’s focus on environmental solutions and humanitarian good at this significant time. Governments, companies, non-profits, and individuals are all valuable contributors to our planet’s sustainable future through the .green Top-Level Domain.

DotGreen Community, Inc. recognizes the Internet as a powerful tool to advance green business, green technology, environmental stewardship, and green ideas. DotGreen works toward understanding and forwarding the movement of what Green means for people, businesses, and sustainability for our planet. We value our position as a trusted member of the global Green Community.