The fickle thing called an industry

I think it's hard to really wrap your head around how many macro-issues are present when you really get into the upper-echelons of management and decision making. True visionaries who enact real changes in people's lifestyles and who give birth to and kill entire industries are the unknowns at the helm of major (or currently minor, soon to be major) organizations around the world.

Longtime Intel leader Craig Barrett is retiring as the company's chairman, and an article in BusinessWeek that chronicles his legacy gives a very interesting look at how the PC industry has evolved, and the role that Intel played.

What jumped out at me was the statement that the PC industry is "relatively mature." Besides the initial shock that an entire life-altering technological sector can be created, grow, and mature between grade school and my early twenties, this is an important statement about the need to be constantly aware of the environment in which you are operating.

Another interesting point to note is the whole netbook phenomenon. Netbooks are stripped down laptops that can basically only run the internet. They are extremely popular and cheaper than a regular laptop, but have very thin margins for manufacturers and sellers. So this is just a reminder that just because something will sell like hotcakes doesn't mean you should make it. The netbook can ravage the industry. Afterall, if you buy a netbook, you don't need to buy a nicer, bigger, more equipped (and more profitable for the seller) laptop or desktop computer. Sometimes introductions like this are lose-lose (for manufacturers...consumers probably do alright).

A little more about strategy in a downturn from a related article:

The PC makers that stand to do best include Hewlett-Packard (HPQ), Acer, and Apple (AAPL). HP has a well-balanced portfolio of products. Acer operates with a super-lean Taiwanese cost structure that allows it to price its products aggressively. Apple seems content to stick with making ever-more-powerful PCs for premium prices.

But will marketing high-powered computers featuring slick industrial design still work in the bust? That's debatable. Market researcher NPD Group says sales of Macintosh computers declined 1% in November, which could be a harbinger of trouble.

Companies have to know who they are, what they are best at, what their core competency is, and stick to it, grow it, live it. (Until it's not working anymore...then feverishly work to change it).

Cliff Edwards. "Craig Barrett's Mixed Record at Intel." BusinessWeek. January 23, 2009. http://www.businessweek.com/technology/content/jan2009/tc20090123_272377.htm.

Steve Hamm. "Recession Comes to the PC Makers." BusinessWeek. January 15, 2009. http://www.businessweek.com/magazine/content/09_04/b4117082616113.htm.

Who is who?

Check out these photos I took on my most recent trip to Fortinos:






I remember seeing the commercials for Knor first, but I was super surprised to see V8 introduce the EXACT same thing. Ok, ya, on one hand you're building off the equity of the brand, but honestly I think it makes you seem like a copier, and that's just lame. Funniest part was that V8 didn't even have a "red" soup, which to me seems the most fitting for them. Very weird indeed.

And then what's up with the whole colour soup thing anyways? I mean, yes, you read that it's important to eat "brightly coloured" foods because of their variety of nutritional content. But aren't the people who are reading those types of articles in magazines and other sources (my source: runnersworld.com) also a bit too informed to fall for this type of thing? I feel like it's too obvious of a marketing ploy.

Personally, I don't like buying products that have marketing campaigns or strategies that I don't like because I feel like they should be punished. You know, for not doing a good job of marketing. And somehow my boycott of them will teach them a lesson. Then again, maybe that's just me.

Verdict? I bought the Knor Orange.

....

I like pumpkin and curry and they had a dollar off coupon!

Interesting site

Sign up on www.thewisemarketer.com It offers much interesting reading.

GET READY APPRENTII!

As you prepare to set forth on this journey remember this is a test of endurance, integrity, creativity and team work. You have already WON by becoming a part of this experience, NOW you must focus on embracing learning, letting adversity or challenge excite you and making your inner spirit your face. Be true to yourself and be true in your deeds. There are no shortcuts, no tricks, no magical solutions. What will speak for you is the character that you demonstrate - curious, honest, engaging, trust worthy, and empowered by principles. I will be with you all the way.

The Cassies - I love this site!

When I was solving the Frito Lay challenge last year, I think I stayed up late with the group one night checking out the website of the Cassies, the Canadian Advertising Success Stories. This gave us a lot of inspiration about how to create a successful marketing campaign. I love the videos and the pages and pages of reasoning why the particular campaign was selected as the best.

I think my favourites are the Pepsi "Forever Young" commercials, and the Juicy Fruit case. Not only were these hilarious, but they also got the job done (and not just in a small way) The analysis, strategy, and the creative together prove CATEGORICALLY that the marketing efforts caused an increase in sales. If you are one of those who believes that marketing doesn't work, take some time and spend it on this website! Not all in one place, though.

The crossover notes are practically required reading for any marketing student (hint, hint Apprentices!). So get to it!

P.S. JAN Kelley Marketing won a Cassie for work on a small budget in 2006 with RiteRate.ca, check out the Case Library. I can still recall their catchphrase from the radio..."Those who get it, save." :)

What's Eating Wendy's?

Wendy’s will cease to serve breakfast at more than half of the 850 locations in the United States. What are they serving instead? Market share of course, to their aggressive major competitors: Tim Horton’s, McDonalds, Second Cup and Starbucks. These companies are continuing to battle it out in the breakfast war, using pricing strategies and product differentiation strategies. With a major player taking a time out, it can only be an ominous sign for the industry: the oven is getting really hot, so get fierce or get out.


http://business.theglobeandmail.com/servlet/story/RTGAM.20090113.wrbreakfast14/BNStory/Business/home

What a day!

WOW!

I will preface this post by saying that I am aware I am a huge nerd because I am so invigorated by productivity.

Confirmed our Keynote Speaker for the MARS Apprentice Season Premiere on January 20th, 6:30pm CIBC Hall. Mr. Adam Grogan will be speaking on "Marketing in Challenging Times" and how Maple Leaf Foods has grown as a brand post-recall.

Wednesday, January 14 (TONIGHT!)

A Coaching Workshop held by our great friends and long-time supports Cheryl Breukelman and Simon Geohagan at Epiphany Coaches. The 12 Apprentices were able to learn more about how to create and sustain a high performing team: overcoming struggles, removing team toxins, and working at your best. The Apprentices had a great time, learned so much, and feel so much more prepared heading into the first Boardroom Challenge, presented at the Season Premiere.

Thursday, January 15, 2009
Pick up an issue of the Hamilton Spectator to find our FULL PAGE FEATURE about MARS Apprentice. Apprentice Bios, words from our sponsors and Apprentice Alumni, and an announcement and general invitation to our Season Premiere.

HUGE thank you to JAN Kelley Marketing and BlackBerry Rogers for supporting this feature. We could not have done it without your support. We look forward to putting on a great show for you on Tuesday, January 20th!

THANK YOU TO EVERYONE AND SEE YOU ON JANUARY 20TH