7-1 Blog: Green for Profit or Green for the Environment

Warby Parker is a retail brand that I believe is socially or ethically responsible. One reason I believe that they are socially responsible is because they have a program called Buy a Pair, Give a Pair. This program is to work with a handful of partners worldwide to ensure that for every pair of Warby Parker glasses purchased, a pair of glasses is distributed to someone in need. There are two models they employ:

1) Empowering adult men and women with training opportunities to administer basic eye exams and sell glasses for ultra-affordable prices. (This accounts for the majority of our distribution.)

2) Directly giving vision care and glasses to school-age children in their classrooms, where teachers are often the first to spot issues.

However, due to Covid-19, they’ve had to suspend this program in order to not jeopardize the health of their employees and the people on the receiving end of this program. However, this didn’t mean they stopped giving back. For the majority of Warby Parker glasses sold, personal protective equipment and preventative health supplies have beeen distributed to healthcare workers and communities in need.

Warby Parker is also following the California Transparency in Supplies Chains Act. This is where the company is committing to making sure that working conditions throughout their supply chain are safe and that employees are treated with dignity. They require that their products comply with all applicable local and international laws, including laws related to labor, human rights, public health, and workplace safety. On their website they state the steps they are taking to ensure that their products are being ethically and socially responsibly made.

I feel that the company is being “green” for both, environment and profit. I believe that they want to help people succeed and physically see, but I also believe that they realize this will naturally bring customers to purchase from them over potentially a big box eye wear business. But I believe that if I had to choose one for a reason of Warby Parker choosing to be green, I would choose environment over profit.

5-1 Blog: Top Dog Versus Underdog

Microsoft vs. Apple

The Microsoft vs. Apple brand rivalry was number 3 in the top 10 business rivalries on the watchmojo.com video. This has always been the largest rivalry in regards to home computing. Microsoft would have other competitors like Sony and Nintendo and gaming and Google online, however Apple has always been their largest competitor. Microsoft was successful until Apple surpassed them with mobile devices and tablets. Apple is using a strategy of uniformity, branding, quality, and style while Microsoft focuses on ubiquity. Microsoft is the top dog world wide, but nationwide, Apple beats Microsoft. As stated before, Microsoft focuses on ubiquity, which is why I believe it leads them to be the top dog world wide. But, because of what Apple chooses to focus on, it’s the exact reason they are more successful in America, than Microsoft.

One way that Apple could improve their strategy is to offer products with better price points. I believe this would be a game changer for them to be able to surpass Microsoft worldwide. Apple recently has begun offering iPads with better price points. The regular iPad can be purchased as low as $329.

Worldwide, I think that consumers prefer Microsoft because of the price point. I have family in Poland, and when we spoke, I remember my cousin talking about how Apple is super hard to afford. While Apple is still expensive in America, they know how to target well and focus on the correct areas to make themselves very appealing to the American market. And now with the majority of cell phone companies, when you purchase the phone, you have the ability to pay on the phone monthly. As far as I go, I am an Apple user. I enjoy the compatibility between all of their products and the simplicity of it. I also love the appearance of their products. They offer slick, modern products.

References
Top 10 Business Rivalries
Apple iPad

2-1 Blog: Under Armour: Where do We Go From Here?

Written by: Lidia Bronkowska


Market segmentation is the process of dividing the large and diverse mass market into subsets of consumers who share common needs, characteristics, or behaviors, and then targeting one or more of those segments with a distinct marketing mix (Kardes, p.39). According to the Under Armour case study, the founder, Kevin Plank, realized that a small portion of the sales came from women’s apparel; specifically only $500 million sales out of $2.3 billion sales in 2013. With that in mind, Plank was ready to expand into the female market segment. In March 2013, Under Armour’s competitor, Adidas, had launched a campaign geared toward the female market but was considered a failure. However, this didn’t discourage Plank as he continued to pursue a campaign to pursue the female market; Under Armour launched the “I Will What I Want” campaign in 2014 (Murray). 

I think Under Armour used demographic characteristics to create one market segment. Looking at the demographic characteristics would be things like age, gender, income, education, occupation, social class, marital status, household size, family life cycle, and culture or ethnicity (Kardes, p. 41). Under Armour also took in consideration psychographics. Psychographics is a term variously used to describe the measurement of lifestyle, attitudes, beliefs, and social values (Kardes, p. 50). Leanne Fremar, senior VP and creative director of women’s business stated that the overall goal of the campaign was to celebrate women “who had the physical and mental strength to tune out the external pressures and turn inward and chart their own course” (Murray).

I think some key points to remember when implementing segmentation strategies is to remember who your marketing too. Create a few personas and market to those people. Another point to remember is what is the goal? Are you trying to get your brand out to the public? Are you selling a product or a service? Are you trying to reach people’s emotions and relate to them? Are you reaching a new market segment? Like Under Armour did with the “I Will What I Want” campaign. A third point is to remember is are you marketing to the mass or are you marketing to a niche group of consumers?

A new market segment that has been targeted to me recently that hasn’t before are clothing items specific to the southeastern conference. I think this is because I’ve taken over my company’s instagram account and we are a company heavily involved in the collegiate market. I create graphics that sometimes require me to search current and retired player stats. I’ve also started playing fantasy football this year with a few of my friends and so I’m also following the NFL more than I normally have in the past. I think this would be a fun market to explore; new football fans and to narrow it down even more, new female football fans. One of the first things I would do is create personas, one of them would be similar to me, as whatever these other companies are doing are working and reaching me as their consumer. 


References

Kardes, F. R., Cronley, M. L., & Cline, T. W. (2015). Consumer Behavior (2nd ed.). Boston, MA: Cengage Learning.

Murray, M., & Saghian, M. (2016). Under Armour’s Willful Digital Moves. Charlottesville, VA: Darden Business Publishing

1-2 Blog: Consumer Who? Consumer You!

written by: Lidia Bronkowska


There are two types of consumers: individual and organizational. An individual consumer purchases goods and services to satisfy their own personal needs and wants or to satisfy the needs and wants of others. While an organizational consumer purchases goods and services in order to produce other goods or services, resell them to other organizations or to individual consumers, or help manage and run their organization (Kardes, 2013, p. 8). Out of the two, I am definitely an individual consumer.

Since I don’t have bills like rent/mortgage, electric, water, etc. my spending is a little less frugal than others. I tend to buy more things that I want than I probably should, however, the things that lead into actually purchasing something are packaging designs and whether or not I am interested in something. For example, with grocery items or beauty items, packaging is a big component in what product I choose. When it comes to clothing, such as graphic tees, then it’s something I’m super interested in than I’m more likely to buy it, even if I don’t really need it. For example, the FRIENDS tv show celebrated their 25 year anniversary last year, so a lot of companies were and still are doing things with FRIENDS such as Pottery Barn, Target, and The Coffee Bean & Tea Leaf. I have purchased something from each of those places. Another aspect that influences my buying decision is whether or not something is supporting a cause, in particular non-profits who fight against human trafficking. 

Purchase activities are those through which a consumer acquires goods and services (Kardes, 2013, p. 9). This is everything from researching the product or service to the reviews of said thing. If I’m looking into making bigger purchases like running shoes or a paddle board or even activities in other cities, I research all I can to make sure I get the best quality of product or service within my budget. For example, last November, I took my boyfriend to Chicago to visit my family, but I also wanted to take him around the city. I did all of my research on which buses and trains to take and when to take them. I also looked up all of the prices of all the museums and buildings we would visit and found out that a CityPass would be cheaper than purchases tickets for each place individually.

When it comes to being influenced to make a purchase, one of the first things to grab my attention is design. The way a product is marketed, as well as packaged, is an almost sure way to get a sale from me. I think this stems from being a graphic designer, and naturally having an eye for things like this and then appreciating the work behind it. I have tried things I absolutely hate, just because I loved the packaging so much. For example, I am not a fan of kombucha. The benefits of it appeals to me, but the taste does not. However, one time the packaging of a certain brand of kombucha was so appealing to me, that it shifted my mindset into believing that it would taste different; however though, that was not the case.

Post-purchase behavior is how a consumer feels after their purchase; whether they feel satisfied or dissatisfied (Boundless). Majority of the time my post-purchase behavior is positive, as I’m satisfied with my purchase. Very rarely am I dissatisfied, and that is due to my research prior to making purchases, especially on big purchases. With smaller purchases, I am usually still satisfied, because I’m either purchasing something that is a need or I’m purchasing something I have a high interest in or a deep passion in.


References

Boundless. (n.d.). Boundless Marketing. Retrieved from https://courses.lumenlearning.com/boundless-marketing/chapter/the-consumer-decision-process/

Kardes, F. R., Cronley, M. L., & Cline, T. W. (2013). Consumer Behavior (2nd ed.). [Cengage Learning]. Retrieved from https://mbsdirect.vitalsource.com/#/books/9781305161689/