Friday, October 29, 2010

How can we persuade Gen Y to put their money where their mouth is?


While Gen Y consumers (18 – 34) are more likely to join advocacy groups, attend rallies, and write to politicians, they are 15% - 25% less likely to base their actual purchasing decisions on the issues they deem to be important.

Instead they are five times more likely to purchase products perceived as prestigious, as they attempt to show others that they are successful. (Lukovitz, 2010)

So, how to we get them to buy green?

Lukovitz, K. (2010, October 21). External Validation Drives Gen Y Purchases. Retrieved October 27, 2010, from

Thursday, October 21, 2010

Can Social Media Turn Things Around For Just My Size?


Even though more than half of American women are plus-sized, with an average women wearing a size 14, sales of plus-size clothing are not bouncing back as quickly as those for the total category (+2.4% versus +4%).

Hanes has decided to try a new approach to support its Just My Size line -- increasing its use of social media. Specifically it is courting plus-sized fashion bloggers with a New York fashion event.

Just My Size already has 80,000 Facebook fans. And their research has shown that plus-sized women spend time online, so they think this is the best way for them to connect with their users. (Mahoney, 2010)

Do you agree? Would a partnership with More magazine online be a better option? Or how about one with Weight Watchers? Or do you have a different idea altogether?

Mahoney, S. (2010, October 19). Hanes Just My Size Bonds With Bloggers. Retrieved October 20, 2010, from

Thursday, October 14, 2010

Will focusing on just three markets be a successful strategy for Jaguar?


For its latest campaign, Jaguar, who seems to be on a roll with a +13% sales increase versus last year, has decided to concentrate their limited budget in their three best markets – L.A., Miami and New York. Together these markets represent 13% U.S. And, as Jaguar points out, these are heavy travel markets so their plans include a significant billboard presence in airports.
(Greenberg, 2010)

Do you think this strategy will work? Or would they have been better off sponsoring Meet The Press?

Greenberg, K. (2010, September 10). Jaguar’s Marketing VP Dishes On Strategy. Retrieved October 13, 2010, from

Thursday, October 7, 2010

Will an emotional approach work for Truvia?


What’s Truvia, you ask. It’s a zero calorie sweetener that was introduced by Cargill in 2008, as an alternative to aspartame and other artificial sweeteners.

The introductory ads were designed to be educational and informative, and convey that message. But now Cargill has decided to use an emotional approach to connect with women. While the ads are not yet available on YouTube, apparently the approach is to tell women longing for chocolate that now they can have Truvia – a healthier indulgence -- instead.

Given that 68% of people have never heard of Truvia, do you think this is a good move?

Wong, E. (2010, October 4,). Cargill gets to the Heart of Stevia. Retrieved October 6, 2010, from