Topic 1: Social Listening
I selected The Container Store with its value proposition of a happy, organized life; Life is better when you're organized. The Container Store sells storage solutions, shelving, and organizers for every room in your home. The challenge is to come up with new products to attract new consumers and give prior consumers a reason to return. I personally have organized all my closets with their help and have no more closets to do. Bringing in new products regularly keeps me coming back.
One theme of the comments on Instagram is that people love the products and want them even though they don't need them.
The second theme is that they want The Container Store to open one where they live.
The third theme is love for their wrapping paper and decorations in December.
As brand manager, I would let my team know that we are doing well at making our customers want our products. I would let customers know about new store openings, that we ship to where they are, and that we will give their suggestion on new store locations to our team. I would second the love of the December decorations.
Diet Coke has launched 4 new flavors of zero calorie drinks aimed at millennials in North America. Diet Coke dominates the diet soda category (26.3 percent dollar market share), but its sales have decreased in recent years as customers have chosen sparkling water or zero-calorie energy drinks instead. The new flavors Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango were a result of a two-year process based on consumer research that showed younger Americans have an affinity for big, great-tasting flavors in their beverages. More than 30 flavor combinations were tested.
The challenge of this campaign is for Coke to reach their target audience, millennials, without alienating their loyal Diet Coke fan base, primarily women. These new flavors will be packaged in "sleek" 12 oz cans, the same shape and size as DASANI. The marketing campaign by Anomaly features the tagline "because I can." Ads will start later this month and will feature actors like Karan Soni from "Deadpool" instead of A-list pop stars as in the past. The new marketing campaign will be more gender neutral and diverse. The article doesn't say where the ads will appear. Since their goal is to reach millennials, I hope they will spend more time using social media to create interest in their product rather than the traditional methods of TV and print ads.
Diet Coke's value proposition is a thirst-quenching beverage with zero calories that's been around for 36 years. The regular Diet Coke is unchanged. This new Diet Coke will change flavors, but will still use aspartame, the sweetener that some feel are linked to health issues. (When Diet Pepsi removed aspartame in 2015, consumers complained and sales dropped). It is unclear from the article if Coke's focus groups addressed this issue. It will be interesting to see what millennials think about the use of this sweetener in their beverage.
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