Week Four BOC: Hawaiian Tropic
After 30 years of tradition, Hawaiian Tropic has retired their annual bikini competition. The brand used to hold a yearly Miss Hawaiian Tropic Pageant to find the new face for their product. “Ending the pageant underscores a shift that began when the personal care division of Energizer Holdings acquired Hawaiian Tropic in 2007.”
Instead of having a bikini competition, Hawaiian Tropic will chose “the new face of Hawaiian Tropic” for their brand. There was much shock amongst the public; it's hard to imaging ending a thirty year tradition! The brand is attempting to go a for a “neck up” approach to beauty.
“Bikini contests as a tactic just don’t resonate with our consumer and don’t fit with who the brand is now,” said Danielle Duncan, the brand manager for Hawaiian Tropic.
It is, however, understandable that the brand would want to steer away from a stereo type Hawaiian Tropic girl. Maybe Hawaiian Tropic hoping to show the public that beauty can come is all shapes and sizes. Even though the competitions are exciting and men love them, it just isn’t the image that Hawaiian Tropic wants anymore.
These days social media is ginormous. Almost everything is tied with social media in one way or another. Moving the contest to Facebook is saving time and money. Girls on Facebook are counting the days until the competition starts; there are many girls excited to be a part of the change.
“ I believe in Hawaiian Tropic, and it's new innovations to change the face of the company.” Says a comment on the Hawaiian Tropic Facebook page. It will be interesting to see the effects of the new change.
BOC Final: Yonanas
What if you could make your favorite flavor of ice-cream or sorbet without all of the calories, chemicals, and sugar? A device called Yonanas came up with a solution. Yonanas allows you to make sorbet and ice-cream type treats using fresh fruit right from the freezer. The way Yonanas works -without going into extreme detail- frozen fruit goes in the top, it is smashed and swirled around in the middle, and squeezes out the frozen concoction right into the bowl.
The Yonanas recipes typically call for bananas, because they create the best flavor and ice-cream-like texture, however many ingredient and fruits may be used i.e. strawberries, mangos, pineapple, peanut butter, chocolate chips, etc.) Depending what is added to the mix, Yonanas creates a healthy treat to satisfy the ice-cream lovers cravings. "When you add in other fruits and nuts like raspberries, strawberries, blueberries, peanuts, almonds to the base of bananas, you add more nutrition including: vitamin C, vitamin K, magnesium, folate, iron, calcium, protein, manganese, more potassium and dietary fiber, and loads of antioxidants, making Yonanas a super Superfood."
Yonanas, America's favorite small appliance for the kitchen that turns frozen bananas and other frozen fruit into a healthy, delicious treat that looks and tastes like soft-serve ice cream, is getting colorful this spring.
Now that Yonanas is becoming popular, they are adding excitement to their product by coming out with a variety of colored Yonanas machines. "The new colored machines are a great addition to the Yonanas family and add a fun twist to the Yonanas-making process," said Eileen McHale. “And just like the frozen treat, the new line is a pleasure you don’t have to feel guilty about.” The colored machines are a great idea to add personality to the product. “Our eyes and our taste buds are so closely aligned…it’s only natural to round out the bounty of fruity colors Yonanas churns out with a set of vibrant machines to match them.”
I own a Yonanas maker myself, and I enjoy it. It allows me the satisfaction of my ice-cream craving, yet doesn’t leave me feeling guilty. I have tried a few recipes such as bananas with Reeses, peanut butter and jelly Yonanas (strawberries, bananas, and peanut butter), strawberry pineapple, mango, and even attempted making strawberry margaritas. My only complaint towards Yonanas is that it can be a bit messy, and requires a little more effort than I had hoped for. "If the machine was a little quieter and easier to clean, it would be amazing. As is, it's pretty cool. I imagine it would be loads of fun with kids. But even my 30-year-old friends were into it." This is a review from a customer that I would say I agree with. However, I’d rather work slightly harder for a frozen treat, rather than eat a sugary high calorie guilt trip. I would recommend Yonanas to any health conscious ice-cream lovers out there! In fact, I’m eating Yonanas right now!"Quick, easy, fun to use - thats Yonanas!"
Week Three BOC: Apple Juice Scandal
Many are aware that companies may not always tell the entire truth in their advertisements or marketing. A smart person will know not to always trust a label. Business is business and companies have to make a profit, even if it means bending the truth a little. A smart consumer will know how to read between the lines when they hear a brand slogan. But what if a company skipped right over bending the truth and completely lied to its consumers. As if that wasn't bad enough, what if their consumers were babies? Beechnut Apple Juice completely lied to it's customers back in a case during 1987. The company made their juice from sugar water and a little flavoring, and had to the nerve to call their product apple juice.
Beechnut was a trusted brand by mothers who fed apple juice to their babies when doctors would recommend the sweet drink to their patients children who needed more fluid. Moms thought they were purchasing apple juice made from actual apples, when all they were really buying was colored/flavored sugar water. "The product that Beech-Nut had been marketing as 100 percent apple juice was actually made from beet sugar, cane sugar syrup, corn syrup and other ingredients, with little if any apple juice in the mixture. Prosecutors said at the time of the indictment that the bogus apple juice cost about 20 percent less to make than real apple juice."
''We believe that Beech-Nut's fine represents the largest fine ever paid under the Food, Drug and Cosmetic Act by at least sixfold since the act's enactment in 1938,'' Richard K. Willard, the Assistant Attorney General in charge of the civil division, said in Washington.The phony juice caused the company to pay a $2 million fine. "He said that the misrepresented juice, although not pure apple juice, contained only ''safe food ingredients'' and had presented no danger to health." It is still dishonesty. Sugar isn't good for babies to have to much of; the company basically “poisoned” their consumers and has forever scarred their brand. Niels L. Hoyvald and John F. Lavery were the men responsible for such a scandal. They were both sentenced to jail time and owed thousands of dollars for their dishonesty. It's amazing what people will do for an extra buck.
Beechnut was a trusted brand by mothers who fed apple juice to their babies when doctors would recommend the sweet drink to their patients children who needed more fluid. Moms thought they were purchasing apple juice made from actual apples, when all they were really buying was colored/flavored sugar water. "The product that Beech-Nut had been marketing as 100 percent apple juice was actually made from beet sugar, cane sugar syrup, corn syrup and other ingredients, with little if any apple juice in the mixture. Prosecutors said at the time of the indictment that the bogus apple juice cost about 20 percent less to make than real apple juice."
''We believe that Beech-Nut's fine represents the largest fine ever paid under the Food, Drug and Cosmetic Act by at least sixfold since the act's enactment in 1938,'' Richard K. Willard, the Assistant Attorney General in charge of the civil division, said in Washington.The phony juice caused the company to pay a $2 million fine. "He said that the misrepresented juice, although not pure apple juice, contained only ''safe food ingredients'' and had presented no danger to health." It is still dishonesty. Sugar isn't good for babies to have to much of; the company basically “poisoned” their consumers and has forever scarred their brand. Niels L. Hoyvald and John F. Lavery were the men responsible for such a scandal. They were both sentenced to jail time and owed thousands of dollars for their dishonesty. It's amazing what people will do for an extra buck.
Week Three EOC: Discussion Questions
1. Explain the VIP concept, and compare it to the traditional Four Ps.
"VIP concept: where V = Value, I = Identity, and P = Product Mix." The VIP concept can be compared to the four P's, as they are very similar concepts. It would definitely seems that VIP comes after the four P's (Product, Price, Place, Promotion). A business obviously must first have a product and decide how they want to sell it and for how much before they can get too in depth about the brand. VIP has to do with branding, and the four Ps have to do with sales.
2. Explain the concept of co-branding; give examples.
"Co-Branding is the practice of using multiple brand names together on a single product or service."
A few examples of co-branding are laundry detergent adding the Febreze scent to the mix. Another example is toothpastes adding Arm and Hammer to their product. Companies use co-branding so that a customer can feel reassured they are getting quality of both brands.
3. How do licensing and brand extensions compare as growth strategies?
3. How do licensing and brand extensions compare as growth strategies?
Brand licensing allows further distribution of a brand. Brand extension is when a brand will ad more types of products t they product line to ad more variety to the product mix. Licensing tends to be more of risk.
BOC Midterms: Clinique Chubby Stick
A moisturizer, gloss, and lipstick all in one - Clinique's Chubby Stick Moisturizing Lip Colour Balm is a favored product amongst Clinique customers. The Chubby Stick is a colored lip crayon used to add moisture to lips while leaving a tint of color. "A lip crayon is kind of a mix between a lip liner and lipstick in the shape of a jumbo crayon. You get the benefits of a lip liner, but it goes on smooth like a lipstick or lip balm."
"The Chubby Stick Moisturizing Lip Colour Balms are sold worldwide and each country has a favorite. Here in the US it's Super Strawberry, in the UK it's Woppin' Watermelon and in Russia, Whole Lotta Honey" Chubby Stick comes in a variety colors: Woppin' Watermelon, Pudgy Peony, Whole Lotta' Honey, Mega Melon, Fuller Fig, Richer Raisin, Graped-Up, Super Strawberry, Chunky Cherry, Heaping Hazelnut, Bountiful Blush, Two Ton Tomato, Oversized Orange, Mighty Mimosa, Curvy Candy, and Voluptuous Violet. The funky names all use an alliteration of words that are synonyms to "big", hence the larger size of the lip crayon. The large size and sheer color of the stick makes the product easy to apply on-the-go, even without a mirror.
Clinique did a job well done coming out with a product that is for everyone. Because it is a three-in-one product, the cubby stick is well rounded making it more likely to suffice to anyone who purchases one. If lipsticks dry out a woman's lips, she could use Chubby Stick allowing her to apply the color she desires without the drying and clumping affects of lipstick. According to the reviews on Clinque.com 93% of clients are pleased with the product.
"I have several chubby sticks and I love them. Perfect on those days when I don't feel like wearing a lot of makeup. Pudgy Peony is my favorite, adds a pop of color that is not too heavy!" says a customer in her review on her experience with Chubby Stick.
The customers who were not pleased with the product, felt that, "The color doesn't stay on long and barely shows up." So maybe Chubby Stick isn't for everyone; however, it wasn't made to have a heavy color pigment.
Like any product, Chubby Stick has its competitors. Brands like Neutrogena, Covergirl, E.L.F., Revlon, and Sally Hansen, have their own verisons of a “Chubby Stick.” The biggest competition for Clinique is price. Being a luxury product, Clinique has a much higher price point than its competitor's brands which are available through lower cost retailers (i.e. Walmart, Target, Walgreens.)
CLINIQUE Chubby Stick Intense Moisturizing Lip Colour Balm, $16.
NEUTROGENA MoistureSmooth Color Stick, $6.49.
E.L.F. Essential Jumbo Lip Gloss Stick, $2.
REVLON Just Bitten Kissable Balm Stain, prices vary.
SALLY HANSEN Colorfast Tint + Moisture Balm, prices vary
I personally own the Pink Peony Chubby Stick, and love it as much as the other's who've reviewed. I am curious to try other brands and compare it to - the one and only - Chubby Stick. It will be interesting to see how Clinique holds up to it's lower cost competition. "Super-nourishing balm is loaded with mango and shea butters. Just what dry, delicate lips need to feel comfortably soft and smooth. Eight mouth watering lip tints in all, each with a subtle sheen." Personally, regardless of the brand, I would recommend a Chubby Stick for any woman's makeup kit or purse!
"The Chubby Stick Moisturizing Lip Colour Balms are sold worldwide and each country has a favorite. Here in the US it's Super Strawberry, in the UK it's Woppin' Watermelon and in Russia, Whole Lotta Honey" Chubby Stick comes in a variety colors: Woppin' Watermelon, Pudgy Peony, Whole Lotta' Honey, Mega Melon, Fuller Fig, Richer Raisin, Graped-Up, Super Strawberry, Chunky Cherry, Heaping Hazelnut, Bountiful Blush, Two Ton Tomato, Oversized Orange, Mighty Mimosa, Curvy Candy, and Voluptuous Violet. The funky names all use an alliteration of words that are synonyms to "big", hence the larger size of the lip crayon. The large size and sheer color of the stick makes the product easy to apply on-the-go, even without a mirror.
Clinique did a job well done coming out with a product that is for everyone. Because it is a three-in-one product, the cubby stick is well rounded making it more likely to suffice to anyone who purchases one. If lipsticks dry out a woman's lips, she could use Chubby Stick allowing her to apply the color she desires without the drying and clumping affects of lipstick. According to the reviews on Clinque.com 93% of clients are pleased with the product.
"I have several chubby sticks and I love them. Perfect on those days when I don't feel like wearing a lot of makeup. Pudgy Peony is my favorite, adds a pop of color that is not too heavy!" says a customer in her review on her experience with Chubby Stick.
The customers who were not pleased with the product, felt that, "The color doesn't stay on long and barely shows up." So maybe Chubby Stick isn't for everyone; however, it wasn't made to have a heavy color pigment.
Like any product, Chubby Stick has its competitors. Brands like Neutrogena, Covergirl, E.L.F., Revlon, and Sally Hansen, have their own verisons of a “Chubby Stick.” The biggest competition for Clinique is price. Being a luxury product, Clinique has a much higher price point than its competitor's brands which are available through lower cost retailers (i.e. Walmart, Target, Walgreens.)
CLINIQUE Chubby Stick Intense Moisturizing Lip Colour Balm, $16.
NEUTROGENA MoistureSmooth Color Stick, $6.49.
E.L.F. Essential Jumbo Lip Gloss Stick, $2.
REVLON Just Bitten Kissable Balm Stain, prices vary.
SALLY HANSEN Colorfast Tint + Moisture Balm, prices vary
I personally own the Pink Peony Chubby Stick, and love it as much as the other's who've reviewed. I am curious to try other brands and compare it to - the one and only - Chubby Stick. It will be interesting to see how Clinique holds up to it's lower cost competition. "Super-nourishing balm is loaded with mango and shea butters. Just what dry, delicate lips need to feel comfortably soft and smooth. Eight mouth watering lip tints in all, each with a subtle sheen." Personally, regardless of the brand, I would recommend a Chubby Stick for any woman's makeup kit or purse!
Week Two EOC: Chapter 2 Discussion Questions
1. Describe the relationship between branding and marketing.
The relationship between branding and marketing is an essential relationship. Although the two go hand in hand, they are different concepts. Branding is about giving the product value and basically a personality. Marketing are the stages of communicating the brand to the its audience. "Marketing supports the development of brands in all of its stages."
2. How does the decision-making process differ between that of luxury brands and mass-market brands?
The decision making process can differ between luxury and mass-markets because the value and quality of the products are different. Luxury brands with make decisions on how to keep their brand luxurious and high quality. Mass-market brands will concentrate on how to inexpensively and efficiently sell their merchandise and keep up with trends.
3. Explain the meaning of “brand identity” and highlight its role in the positioning strategy.
A product is given a brand identity which reflects the brands values. The identity helps the brand become distinguished and communicate its benefits to customers. Brand identity is the "meaning of the brand."
Week One EOC: Discussion Questions
1. Explain in your own words why we need brands.
According to Fashion Branding Unraveled by Kaled K. Hameid, it is written that:
A brand creates a visual identity and a mental reference to the product.
• A brand offers a promise of a certain value and a contract or guarantee that it will be consistently delivered.
• A brand makes our choices easier and less risky.
• A brand allows us to identify with and belong to a certain lifestyle or image.
A strong brand can create an entry barrier for competitors to enter the market and challenge it.
In my opinion, we need brands so that consumers can develop trust for what they are purchasing. Brands give different options for similar products and a variety of choices.
2. The promise of value is an important element of any brand. Explain the concept and its relevance to the brand.
Value is important in a brand because it helps the company grow and gain a name for itself. Aside from that, customers are able to trust that they are getting quality out of their purchase. People want to know they are getting their money’s worth for what they are purchasing.
3. Innovation and consistency may seem to be two contradicting notions. What does each term mean in relevance to the brand, and how do these terms work together in defining it?
A brand needs to be innovative by keeping up with the changing times and trends, and technology. They need to stay consistent, however, to they’re brand and what they are known for. For instance, a clothing company can continue to change with the trends and the current fashions, however their target market, demographic, sizing, and theme should not change. A brand must have consistency to be a brand, but should also be innovative in order to be successful and useful.
Week One EOC: Slip! Slop! Slap!
BOC #1: SLIP! SLOP! SLAP!
In 1981, skin melanoma rates were becoming higher and higher in Australia. Skin cancer was being caused mainly by UV radiation. The Anti-Cancer Council of Victoria decided to come up with a campaign encouraging Australians to protect themselves from the sun’s harmful rays.
The Anti-Cancer Council partnered with an ad agency, a composer, and a designer/animator to create a jingle and short advertisement. The commercial featured cartoon seagull named Sid. Sid sang the catchy jingle:
‘Slip, Slop, Slap!
It sounds like a breeze when you say it like that
Slip, Slop, Slap!
In the sun we always say 'Slip, Slop, Slap!'
Slip, Slop, Slap!
Slip on a shirt, slop on sunscreen and slap on a hat
Slip, Slop, Slap!
You can stop skin cancer - say: 'Slip, Slop, Slap!'
The commercial was an immediate hit amongst children and parents. Throughout the decade the Slip! Slop! Slap! advertisements were produced as advertisements as well as community service announcements. The slogan became so popular it is now a part of the Australian language. Slip! Slop! Slap! changed the attitude of sun protection amongst Australians.
Slip! Slap! Slop! reached much success in achieving the dream of the idea. According to the book Fashion Branding Unraveled: The idea is the concept; it's the vision of the brand or the initial dream upon which an entire venture is created. Any product (or service) is meant to solve a problem or satisfy a need. The Anti-Cancer Council of Victoria had a vision - to encourage people to be safe in the sun and to lower the rates of skin cancer. They did just that with their Slip! Slap! Slop! campaign. The book also states: There are two elements, or components, that create a brand's identity: personality and symbols (we can also call these symbols attributes or visual/audio identity). Obviously these two elements work hand in hand and complement each other to form the brand's identity.
I believe Slip! Slap! Slop! was successful because they targeted their advertisement at Children. Doing so, also targeted the children’s parents and so on. Having a catchy slogan and a cute cartoon made the ad appealing towards generally everyone.
Week One EOC: My Voice
Fashion is art. We see fashion every day, everywhere, on everyone. It expresses our personalities, our mood; it is creative, artistic, and always changing. Fashion is one of the most important ways of marketing one’s image. Image is everything, and first impressions are the key to having good business and personal relationships. The constantly changing fashion industry is something I have discovered to be a passion of mine. I get a rush from everything about fashion- the trends, sketching, history, styling, and of course shopping. The beauty industry goes hand-in-hand with fashion and is another on of my long-lived passions. There’s something about enhancing a person’s appearance and watching their confidence glow when they find the mirror.
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