Burger King recover the "Chicken Fries" by the pressure of social networks.

The arrival of the “Chicken Fries” another time to the restaurants of Burger King is preceded for a big demand by USA people, who were claiming since the withdrawal of the product in 2014 the return of this “snack”. The Social Networks were de main way of demand, one example it’s the twits rate that achieved 40 tweets per second, with people calling for the return of the product.

In Spain, after his retirement in January 2014, will have a limited character, Chicken Fries only will be available for seven weeks.

Consequently office employees of Burger Kings abandoned their offices for one day to work around 12 restaurants in the US capital to support the return of this famous product. During the day more than 40 workers from different kind of departments like Human Resources, Marketing, Business Development or Innovation dressed with a special uniforms, became waiters of Burger King.

The launching of Chicken Fries, the most famous snack in US last year it’s inside the strategy of the enterprise to diversify their product says Elena Mayer, Marketing Director of south Europa. With this activities King’s generate the necessary engagement between customers and brand.

In our opinion Burger is trying to do their best using ingenious marketing strategies. Present a new product in 2014 that in a few months became the most famous snack in the country and after remove it to put it back at the beginning of 2015 is really good to create desires into your consumers. In this case is really easy to see the powerful of Social Networks.

Cap Roig Festival

The July 10 will take place the most important music event of the Costa Brava, which will feature with 21 national and international artists to act in the beautiful gardens of Cap Roig until August 16. These stunning gardens are located in Calella de Palafrugell, Girona.

Referring the main sponsor of the event, is “La Caixa” together with the organization and promotion of Clipper’s Live. Others sponsors of the show are Estrella Damm, Bombay Sapphire, Racc, Audi and “Gas Natural Fenosa”, among others. 

This event is covered by one of the most important and recognized restaurants in Barcelona with a Michel Star, Via Veneto.

Moreover, the people who want to attend to the event can book a room at the hotel associated with the event, which is the Hotel Guitart Monterrey located in Lloret de Mar.

According to the performances of this year, the artist that will cover the event are artists like Lady Gaga and Tony Bennett, Alejandro Sanz, Pablo Alborán, Sting, Passenger, Miguel Bosé, Gemeliers, and others.

So, which is the most important thing of this event? Personally we think that this event is an important way to promote the tourism of the Costa Brava environment, and also it is the opportunity to show to the world how important is to take care of every small aspect of our culture.

Damm: A market leader

Damm, a company that has managed to reach the top in the world of beer. They have a communication strategy that has make his business an absolute leader.

They think that comunication and publicity are the key of their success, as the brand is clearly associated with the mediterranian lifestyle as we can see in its TV advertisements, that have became really famous among the public of this geographical area.

In the current economic situation, Damm has focused on innovate in all its departments improving the product, the presence in the social media, investing more in publicity, the relaunching of old brands and limited editions...etc 

One of the other key points is that the company has managed to optimize the production process and to improve its enviromental care, as they are working for a more sustainable activity.

Under the slogan: Mediterráneamente, the company has managed to position the brand Estrella Damm under the value of tradition, culture, a healthy lifestyle, the passion for gastronomy and unique environment to be happy.

We are talking about the most important beer company in Catalonia, and probably in Spain and the Mediterranian, because the power of the brand is huge, thanks to the positioning and its brilliant publicity, and the quality of the product is stunning.

Dreams came true by WestJet

Westjet known as a low cost Canadian airline founded on 1996 has developed several marketing campaigns. However we are going to talk about a special one, the christmas campaign.

Located in Calgary 2 years ago, the Westjet team started thinking about how they can promote a fantastic idea, with brand new ideas and giving to the customers a extra value service. Finally, they obtained a fantastic idea that consist on giving a gift to all the people that were involve in Westjet flight during this day.

How this strategy work? Well, after several hours talking about the action plan, the company decided to put a big present on the departure airport and offering to all the customers the opportunity to say what they really want for christmas. When they arrive to the destination, and after a good job done for Westjet members, they were surprised with the thinks that they ordered few hours ago.

The aim of this marketing campaign was to promote the smiles on the christmas time, where everybody can obtain everything that they want even if is material or not. As you can see on the video, there are tablets, tv's, socks or a flight ticket, between others.

Do you think that is a good way to feel good on christmas time? Is a successful strategy for the company?

In our own opinion, this marketing add is a way to promote that the company take care of the passengers and that they are involve with the people satisfaction and needs.

Thank you for reading us!

RED INVADES MADRID

Coinciding with the World Day of Happines, Coca Cola resolved last Friday the mysterious campaign created during last three days. Under the slogan “La Felicidad tiene un color”, Coca Cola has filled with red exterior, TV announcements and digitals. Today starts the new marketing strategy of Coca Cola.

A red storming lit Callao square with the different new cans versions of Coca Cola. Coca Cola lit other emblematic builds of the place and some famous artists act in the middle of the square like Jorge Blas or Maldita Nerea. Hundreds of citizens could enjoyed the spectacle during all night.

Spain is the first country in the world where this enterprise will start his new marketing strategy trying to show his brand using internet sites, television, social networks or exterior supports.

Finally Coca Cola will show a new commercial on TV, under the name Familias created by McCann with an emotional character. This announcement will explain the actual society with different kinds of families and a group of kids dialoguing with their parents trying to explain that the happiness don’t have an exactly formula.

In our opinion this is an aggressive strategy of this business well done. They start creating emotion and mystery during 3 days around the city and finally show the result with a free party showing the red to the world. As always Coca Cola is doing his job.

Volvo bottles the Swedish air

Carmaker Volvo has surprised with a campaign where they have bottled the air of Sweden as an excuse to promote the new one XC90. With this campaign, they try to be more environmentally friendly and respectful with the environment.

According to the magazine Campaign, Grey London has taken responsibility of the campaign. The agency has developed for the advertiser a bottle that comprises an inhaler with which the people can breathe air of Sweden with the objective of associating the purity of the air with the new vehicle.

The campaign also counts with a number of movies that seeks to promote the technological innovation of the XC90 with an environment of the beautiful Swedish landscapes and the sound of the nature.

In our opinion this is the begining of the new revival plan of Volvo. This enterprise is trying to extend his market share and at the same time clean his brand showing their compromise with the environment and nature. The marketing campaign is not an original commercial or a brilliant idea but on the other hand is a magnificient design work and it' is very well done.

Mercadona, leading brand in national supermarkets

In 1981 Juan Roig bought the company owned by his parents since 1977 with the goal to fully satisfy the needs for food, household cleaning and personal hygiene of their clients, as well as the needs related to the care of their pets.

This company meets two antagonistic strategies according to consumer perceptions that are: always low prices and total quality. To get the lowest possible price, Mercadona saves money in its supply chain. Thus, saving moves to the basket of the customers. For Mercadona customers are “the bosses”, everything is done to achieve customer’s satisfaction.

Mercadona doesn't compete for variety, but offers a small selection of products as it has its own brands of food, cosmetics, pet food and perfume, among other things.

Mercadona’s brand offers very good quality in their products, that's why there has been a positive boom for the chain on the market, ranking the first choice for customers when they going to purchase.

The social revolution for the companies

Instagram known as the social network for shearing photos is nowadays one of the most powerful media to promote a company.

The “instagramer” phenomenon involve thousands of followers, who treat as a model all these people that promote the places that they visited, the clothes that they were or the restaurants where they eat.

Considering this factor, lot of entrepreneurs are trying to focus the business publishing photos on their profiles and selling the products via e-mail. However, not just the entrepreneurs have a profile, if you are looking for some current shops they are involve in this media. For example, one of the most popular shoes shop, “Un paso más”, has the profile where they post photos from their customers.

This phenomenon has developed a new advertising model, where the companies (usually the clothes ones) give to the “instagramers” their products for creating the necessity to obtain these products in a viral way through the social networks.

For example, If we talk about the trends of the market is compulsory to mention Ninauc, who is with 215k followers, a fashion “instagramer” or related with the life in general context with 41.9k followers Joanpalargemi.

Wallapop, the second hand world

One day more, we are covering a marketing issue about one of the most successful companies in the market.

Wallapop is a company that currently is involve in the market as a responsible to get in contact buyers and sellers of second hand products. Wallapop started their activity as a Spanish start-up and after six months of activity ,they decided to promote the company by advertising it.

But how can they cover a huge market? It is possible to obtain a financial benefit? Before publishing this campaign, Atresmedia decided to buy share of the stock and the first campaign was an amazing succeed.

Referring to the marketing campaign, Wallapop advertise the idea of shearing in a social media any product that actually you are not going to use anymore. The marketing campaign was advertised on the TV, newspaper and also in all the social channels of Atresmedia.

As the CEO of the company says; "you can't imagine what kind of products you can find in this platform". 

So, in our opinion Wallapop has the opportunity to be strong in this market creating the necessity of buying a second hand product and not new ones. What do you think about? Do you think that this business is the first one in the second hand market on-line? What about the competition?

Nike and Adidas: No more millionaire deals in the NBA

Nike and Adidas have reconsidered their strategy in terms of sponsorship deals with the most important basketball players. Lately, this kind of deals were turning a little insane because this companies were paying huge amounts of money so players represent their brand.

Kevin Durant, one of the most important players in the USA, received an offer by Under Armour, another brand, that was willing to pay more than 60 milion dollars to Durant.

Nike realised that they were losing money, so they have adopted a different attitude, just like Adidas: no more insane sponsorship deals. The brand is strong enough to lose Kevin Durant without any important consecuences.
On the other hand, Adidas has adopted a similar attitude, as they think that they are losing money with players like Derrick Rose, who has got injured many times during the last seasons and he's not a good representative of the brand, at least if we consider the amount of money that he's getting.

The entrance to the market performed by brands like Under Armour or Li-Ning, brands that are starting important sponsorships with Kevin Durant or Lebron James, for instance, has crushed the market.

The Starbucks Experience

The international chain of coffee, Starbucks, has managed to get the loyalty and engagement of the customers and make them the center of its strategy.

Its principal strategy is the differentiation, but this is based in a strategy called emotional marketing. The base of this type of marketing consists in a strong connection between the brand and the customer. This is because the most buying decisions are based on emotion and creating an emotional connection with the consumer. The success of this brand is based on addressing unmet needs, and Starbucks has done it by examining the individual demands of each consumer.

The main value of Starbucks lies in guiding their brand to a buyer who wants to belong to a select community. This people are women and men between 25 and 45 years, urban, which like new technologies and personalization and they are awared of the latest trends.

The strategy of Starbucks has made its public consider selling coffee as a service called Starbucks experience, not as a product. The priority of this experience is to create an emotional connection with the consumer, so consumers want to belong to Starbucks community, the company consist in involve the customer into the whole experience.

The power of E-Commerce and Hawkers

A few years ago it was impossible to think about a world where the business trades its products through the internet in large scale. Nowadays, all important companies have different ways to commercialize their products using internet sources as websites, Facebook, online shops... This kind of market and activity is called E-Commerce and, at the moment, one of the most important enterprises who use this market strategy in our country is Hawkers CO.

Hawkers is a sunglasses enterprise that start the business in Elche during 2013 by the hand of four young boys who wanted to sell high quality products with a low price. Using just E-Commerce

focusing on Facebook, they reached 3 million likes in this social network just behind Ray-Ban. Hawkers trade all their sunglasses by the internet and nowadays it's one of the most potential sunglasses brand in the world, because a few days ago this company became the official sponsor of Los Angeles Lakers, the NBA basketball team.

It's the first time that a Spanish brand sponsors an NBA team, is it true that some brands sponsor the NBA league in a little commercials but not a team. We think that with the internet power of Hawkers earned during the last years and this new business with Los Angeles Lakers this company will increase the image of his brand and consecuently their sells, revenue and fame.

This is the power of internet, the soul of the E-Commerce.

Flat or Not by KLM

Known as the latest campaign of KLM, Flat or Not try to develop a strategy to publish the new seat that currently the company is offering for the long distance flies.  

The main idea was to install a model of these amazing seats, designed by Hella Jongerius, in the middle of the T4 of the Madrid airport.  But… how can they take benefit of this? They develop a strategy which consist to record how the people reacted when the seat start leaning.

After several hours and many people that jump out the seat, they found the person that will win the amazing prize. KLM offered as a reward to the first person that lay down in the seat till this was 100% stretched.  

Finally, after recording all the people that was on this seat, a girl won the award!! Two seats on the World Business Class of KLM for any international fly.

But… Do you think that the only objective is to promote these seats? In our own opinion this campaign try to develop a media campaign where all the social networks must to be involve. Where every person can join this company feeling that they are traveling in the best option at the long distance flies. 

Beauty is a state of mind

Is marketing the only way to succeed in the market? The answer is not, but is so helpful. Nowadays there are a lot of physic disorders and especially in the female sector. Due to this fact we decided to post this publication where it is prove that a good marketing campaign can provide the customers with a confidence that initially they haven’t.

Dove the cosmetic company tries to prove how the female sector could be self-confident without any patch that provide you, without any magic component, the power that you need to feel beauty.

The video shows how a psychologist provide to some beauty women the RB-X, a revolutionary product that using it every day would cause a radical change in them. These persons are supposed to record a video explaining how they feel every day, the first day they don’t feel like anything is happening but the following days they feel better, more beauty and also they were happier with themselves.

After one week they met with the psychologist, who shows them that the patch has anything on it, and she proved that how they feel now is just the state of mind and not the products that they were willing to buy.

So… the most important thing is; how many marketing campaigns sell us what they want creating a necessity that we really don’t have? Do we need all the products that are we using? Are all the cosmetic products a placebo?

Try to answer this question and you will find the necessity of the marketing at the industry. 

IKEA.... Strategy and tricks

Ikea is a world leader in the furniture industry.

The mission of this company is to offer a wide range of furnishings with good design, functional and cheap prices. This strategy of low price get it from lowering costs of labor, raw materials and furniture come apart and not have to carry.

Ikea prioritizes the functionality before the exclusivity.

The Swedish company has 6 tricks that are the foundation of its business:

1. The trick of the track: go straight to a product is virtually impossible in Ikea, the track will guide consumers through the store forcing him to look at other products, which ultimately makes him into temptation.

2. The trick of the offers: since you get the home is everywhere offers, many of them very attractive, which translates into greater purchasing opportunities.

3. The trick of bags: over the shop, there is a lot of bags to keep the products you have accumulated. This leads the client to always keep his hands free to buy more, and buying more products than he expected.

4. The trick Restaurant: the Ikea restaurants are not only a great source of income in themselves, but also help to sell more furniture.

5. The trick of decoration: Ikea offers furnished and natural rooms to make customers can identify and find solutions to their problems with this type of decoration.

6. The trick of name: naming furniture give the company a certain sympathy, which helps to sale.

Ikea establishment in Valencia

The GoPro miracle: How to exploit a market niche

In 2002, Nick Woodman was bankrupt. He tried to launch an online marketing company, but it didn'tgo well. He decided to travel to Indonesia and Australia, as he is a great surf lover. Once he was there, he realised that surfers were having problems to take pictures of their achievements on the water. While sitting on the sand, he understood that he had to create a camera wich is useful for any extreme sport. He created a primitive holder for his little Kodak that day. That was the beggining of a huge business, and he knew it.

Nick started to sell some necklaces and belts in California. This products were bought in Bali for no more than 2 dollars. He sold each for 60. That money was used to finance his start-up. He realised that he could exploit an empty market niche.

In 2005, Woodman could get a GoPro corner in a sports fair in San Diego. he had a lot of success and the company had billed 350.000 dollars only a year later, and the rest is history. 

The company keeps on growing until nowadays, as the 21% of digital cameras that are sold in the States are manufactured under this brand.

Our multimillionaire friend, Nick Woodman, with his family.

Marketing or reality?

A marketing post mixed with a problem of the real life.  Can this be possible or is just a marketing campaign?

As you know nowadays the radio is a mass media that is currently growing. Few days ago the ACR “Associació Catalana de Radio” developed a strategy with the aim of proving the efficiency of this media and also to attract the attention of potential advertisers. Nevertheless, the ACR didn’t want to make a regular ad campaign, they wanted to prove how a real case apparently unsolvable, could be resolved.

At that pointe the ACR met Pere, the real case that could promote the radio to the possible advertisers if they succeed.

Couples of weeks ago, the radio audience began to listen an old man sought help to surprise his granddaughter at her wedding. The real case was that her granddaughter was getting married with an Eskimo man and the groom’s family would come for the event. This old man wanted them to feel at home and also to cause a huge illusion to her granddaughter making a speech in this special dialect. But the problem was that he couldn’t find anyone in Catalonia who spokes Kalaallisut.

Finally, thanks to the power of the radio and after these words: “ Hola, em dic Pere, I això és un missatge per a qui conegui el dialete esquimal Kalaallisut”, the man obtain several calls or help him with their purpose where at the end a Eskimo man called Jan who lives in Vic helped Pere, that at last spoke in Kalallisut at the wedding.

Through our own point of view, not only this campaign shows the power of the mass media but also that we are a society committed with the older generations.

McDonald's has changed its image

Mcdonald's brand has turned into green

During the last seasons, McDonald’s has been changing some aspects about its company image. For instance, they are trying to improve their brand by making some internal and external renovations in terms of colours (they have changed the main colour of the brand from red to green), atmosphere, client comfort and a more personalized service. Regarding to the new brand colour, green changes the ambience, reminding the customers of healthy and ecological food, inner peace and cosiness.

McDonald's establishment in Manchester, UK

Furthermore, the company has included breakfast products to its product line so they can expand their schedule and optimize the company selling volume. On the other hand, the service quality has been highly increased; They even bring the food to your table or let you order while you are queuing. We could personally check it by ourselves, as we are regular customers of the company.

In short, McDonald’s has radically changed its brand image to the right way, as they are adapting it to the current times, where ecological and healthy food is taking more global repercussion.

It seems like we won't see this guy anymore.

1€ Telepizza promotion

Two years ago Telepizza develop a new strategy to increase the sales due to this promotion. For the first time the campaign known as “Santa Margarita” was held on 20 and 21 February 2013.

The base of this promotion was selling pizzas for 1€ including just 1 ingredient like mushrooms, jam, bacon or meat apart of mozzarella and tomato. However this special offer was just available if you pick up the pizzas at the local and not in all of them.

This new way of selling products generated long time of queues and also a social movement on the networks which consist on publish some photos with the huge quantity of pizzas. Thanks to this social movement the brand obtains indirect advertising and multiplied the customers who bet for this company.

Finally, in our opinion we think that this type of campaign generates new customers, brand advertising and a big quantity of incomes. So, could be a good point to develop this strategy several times during the year. 

Welcome to our blog!

First of all we want to present our group. We are third year tourism students and our names are Anna Serena, Edgar Iglesias, Hector Perucha and Anais Sanchez.

This blog is thinked to be a part of school project where every week we are going to post some news or curiosities about some companies and their activities on the market. 

We hope that you enjoy our blog and don't be afraid to post your comments and we will reply you.