Commercials for Group on
Q1. Look at the following three commercials for Group on.
https://www.ispot.tv/ad/wao4/groupon-super-bowl-2018-who-wouldnt-featuring-tiffany-haddish
https://www.ispot.tv/ad/Agf3/groupon-haves-vs-have-dones
https://www.ispot.tv/ad/wApG/groupon-day-with-the-kids
After you watch the ads, please also spend some time exploring Groupon online. Using “The Brand Report Card” please explain if Groupon has strong brand equity. Be sure to elaborate WHY you think or do not think that Groupon has strong brand equity.
Q2. This question asks you to go to either a large grocery store (Jewel, Pete’s, Mariano’s, etc.) or a large discount retailer like Wal-Mart, Target, or Costco. Please go to the aisle where they sell laundry detergent. Now, spend some time just hanging around this particular aisle. Please observe and note down the actually shopping behavior of five times that people put the laundry detergent in their cart. What I mean by this is I want you to observe five occasions where people purchase laundry detergent. For this exercise, I don’t want you to count a mom and two kids as three people. For this exercise, they count as one. Make sense? What behaviors do you see as they shop for detergent? Are they looking all around? Are they going to the lowest priced sale item? Please do this discretely. You don’t want people to freak out, nor do you want to be thrown out of the store! When you are done, please answer the following questions:
Every product has a certain level of involvement. Why is it important for marketers to understand the concept of involvement? What level of involvement does laundry detergent represent? Make the strongest case you can for your classification by using your in-store observations and your understanding of the concept.
Please explain what kind of research you were engaged in. Were you doing qualitative or quantitative research? Is this research primary or secondary research? As part of your answer, explain why it is important for marketers to understand these differences.
Q3. Subscription boxes (i.e., Birchbox https://www.birchbox.com/, Lootcrate https://www.lootcrate.com/ ) are wildly popular because they can nano-target consumers. Create an idea for a subscription box that you think you can (1) segment. Tell me what type of segmentation you plan to use. (2) who is your ideal target market (3) your positioning. Additionally, tell me how you plan to maintain your sustainable competitive advantage over substitute and competitive subscription boxes.
Solution preview for the order on commercials for Group on
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