NUIM & NKU create International Marketing Teams to work on P&G Tide Coldwater / Ariel Project!

Over the past year (2012/13) I have been working with my colleague Dr David Raska at the Northern Kentucky University (NKU) in the United States to collaborate on a live International Marketing project set within our respective classrooms. As of September 2013 all this planning give way to implementation. Over the past number of weeks, my final year International Marketing students have been working with students in NKU to work on a P&G client project. The designated task is to work in International Teams (Irish / American) to create a Global Marketing Strategy for P&G's Tide Coldwater / Ariel product. This has been a big change for students in this class, who have never had the opportunity to work on a P&G task nor in International teams, with the use of technology Continue reading here [...]

INTERNATIONAL MARKETING CASE STUDY: MERU HERBS KENYA

I had the pleasure today to listen to the business story of Sally Sawaya, Deputy Manager of Meru Herbs Nairobi, Kenya about the successful establishment and development of their Tea and Jams business. This is a fascinating story of how a coop of farmers in a small regional setting came together to build a successful business which now exports internationally. Started over 10 years ago, this business employed 35 farmers. Today it employs 265 farmers, on average 10 people per household who are involved in the farming and factory production. The local people in the Meru region decided to utilise the water access they had created by generating income through the growing of Hibiscus, Carcade and Lemongrass tea. Today this business exports about 90% of its produce to Italy, Japan and Ireland Continue reading here [...]

OBAMA’S SOCIAL MEDIA SUCCESS

On 20th January 2012, Barack Obama took oath-of-office and stepped into his second term as President of the United States of America, in a swearing-in ceremony at the White House, Washington D.C. This was followed by a public swearing-in ceremony in front of 800,000 people on Jan 21st. In contrast to four years ago, this ceremony was much more subdued to that of the frenzy and excitement in 2008. But what has stayed the same and possibly increased since the first time around is the USE OF SOCIAL MEDIA in the marketing and promotion of Obama for President. Below is an excellent example of social media in action- a picture of the victory hug – titled ‘4 more years’ uploaded and spread through social media by Obama’s team. Emotive and embracing... a private moment made public. In Continue reading here [...]

Five Tips or Just One? Marketing to Potential University Students

Ask Me About Marketing - Gillian, Tim and Michelle (BBS Marketing) As a Lecturer in Marketing, I always enjoy reading about new marketing ideas or stories. One such article caught my attention last week which highlighted ‘Five Tips for Marketing to College Students’ (http://www.entrepreneur.com/article/217344). There are: Consider mobile marketing - because students are always on the move and often travel to University, the best way to reach them is by SMS or by cell phone. Get to the point, fast- simple, straight use of wording to attract students. Don’t try to be cool if you’re not – students are critical thinkers and can sniff out a phony. Get your product right before bragging about it – focus on product development first. Students operate in a community driven by word-of-mouth! Win Continue reading here [...]

Just not really up to the ‘app’ for Apple Maps…

So they challenged themselves to find their own answer to Google maps in the form of the IOS 6 map application but the results so far have proven far from satisfactory... and in fact has attracted somewhat funny story lines!   Tweets and news reports highlighted stories based on the inaccuracies of the map system from Dublin Zoo to Airport. One such novelty but (actual) serious error by the Apple app relocated Dublin Airport to a farm. Airfield is a 35-acre estate which sits in the Irish Justice Minister Alan Shatter's constituency, and he was led to issue a statement... "Airfield, a 35-acre estate with working farm, formal gardens and cafe is of course a famous and immensely popular, important local amenity. Clearly the designation is not only wrong but is dangerously misleading in Continue reading here [...]

The Gold Medalist of the Olympics… the brands!

It would be remiss of me to not blog about one of the biggest spectacles coming to our shores in only a matter of days... Friday 27 July 2012 marks the beginning of the end of a 7-year wait for the Olympics to arrive in London. 17 days of sheer sporting excellence is anticipated as top athletes travel worldwide to compete for the all illusive Olympic medal. Behind all this excitement, anticipation and countdown has been a somewhat anxious and highly publicised breakdown in security and transport in more recent weeks. But focus has largely been on the sponsors and the associated branding with the Olympics over the past year.   The most current and intriguing debate has been centred on the policing of branding when Lord Coe, the Chairman of Locog controversially asked how the brand Continue reading here [...]

One Titanic Step for Belfast

Has Northern Ireland Tourism and Belfast missed the boat on this one, or is there still time to resurrect some future in the celebration of the Titanic for years and generations to come? It has been the longest wait, but the arrival of a Titanic landmark has eventually docked in Belfast. After one hundred years of waiting, Belfast now boasts a new building which one could describe as ‘an architectural masterpiece’ in the Belfast’s Titanic Quarter. This stunning visitor attraction is the first real visible landmark of the ship, accompanying the iconic Harland and Wolff crane which has graced the Belfast skyline for many generations. Undoubtedly Belfast lagged behind other countries in celebrating the Titanic, but the £77 million (92 million euro) investment into a new Tourism attraction Continue reading here [...]

Looking at the world through Google glasses…

Many people ask what's the difference between radical and incremental innovation; the difference between 'renovation' and innovation.  The study of innovation has not been well served by definitions and the language that describes types of innovation can be ambiguous.  You often hear phrases like game-changing, breakthrough and disruptive used interchangeably.  But, as is often the case, one of Google's projects illustrates the difference better than a bookshelf full of Harvard textbooks (or whatever is the collective pronoun). Google Glasses is a perfect example of radical innovation.  The term 'radical' implies not just that the sponsoring organisation is embracing new technology or has a new offering to the market - but it also requires that the customer segment being targetted be new Continue reading here [...]

What does the Apple dividend say about it’s strategy?

In January I predicted that we would see Apple deliver dividends in Q3 2012. I got it wrong, they are going for Q2 (that July 1 which is Apple’s fiscal Q4 2012) and this table is going to look very different for the foreseeable future. So what does that mean for Apple’s future [...] Continue reading here [...]

How even the biggest brands can lose their sparkle

I have just two words to say to companies who think they don’t need to innovate on their brand: Waterford Glass.  Innovation is at the top of every business agenda.  Peter Drucker says that companies should concentrate on innovation and marketing –‘everything else is just costs.’  But many businesses are justifiably cautious about investing in innovation.  There is a fine balance between, on the one hand, the imperative that companies that don’t innovate die and, on the other, 90% of innovations fail.  Moreover, there is often considerable organisational discomfort around embracing the chaos that is necessarily a part of the innovation process.  Let’s face it, it doesn’t take long in any meeting for someone to innocently ask ‘how, exactly, are we going to measure that?’ Continue reading here [...]