Poor and good marketing examples
Module 6 – Marketing Strategy (Pre-Assignment)
By Mohamed Waseem Hemmoudeh
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Poor Marketing Examples
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Example P1: The Campaign: McDonald’s “I’d Hit it”
Publishing such advertisement limited regular customers who used to pay at least 5 – 6 USD per meal to the one dollar mean, so they would never get interested in such AD. On top of that, “I’d Hit it” might be misinterpreted among teens who where the main segment of the market for this type of meals as they would imagine talking about sleeping with a girl, where no one is interested to do a sandwich.
Using any term without considering the way how the target market understands this term might take the AD to places nobody can forecast. 2
Example P2: IKEA
The furniture retailer took some heat in September after IKEA Saudi Arabia decided to use Photoshop to remove all the women from its catalog. IKEA later apologized, saying, "We should have reacted and realized that excluding women from the Saudi Arabian version of the catalog is in conflict with the IKEA Group values."
Women in the ME are the main buyer of furniture and house hold items, so when a retailer like IKEA ignores women in their ad’s, they are upsetting the main part of their target market.
Example P3: SPY
Glasses3
This "Happy to sit on your face" billboard, for Spy sunglasses, was supposed to stay up in its Encinitas, Calif., location for five weeks. It was taken down in September after just one week due to complaints.
No matter what is the relation level between glasses supplier and their customers, they cannot talk to their customers this way. No one will accept telling him/her, our product is happy to sit on your face. They should have used more live slogan like “See your life through our glasses” or “let our glasses color your life” etc…..
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By Mohamed Waseem Hemmoudeh
__________________________________________________________________________________________________________________________________________________________
Poor Marketing Examples
1
Example P1: The Campaign: McDonald’s “I’d Hit it”
Publishing such advertisement limited regular customers who used to pay at least 5 – 6 USD per meal to the one dollar mean, so they would never get interested in such AD. On top of that, “I’d Hit it” might be misinterpreted among teens who where the main segment of the market for this type of meals as they would imagine talking about sleeping with a girl, where no one is interested to do a sandwich.
Using any term without considering the way how the target market understands this term might take the AD to places nobody can forecast. 2
Example P2: IKEA
The furniture retailer took some heat in September after IKEA Saudi Arabia decided to use Photoshop to remove all the women from its catalog. IKEA later apologized, saying, "We should have reacted and realized that excluding women from the Saudi Arabian version of the catalog is in conflict with the IKEA Group values."
Women in the ME are the main buyer of furniture and house hold items, so when a retailer like IKEA ignores women in their ad’s, they are upsetting the main part of their target market.
Example P3: SPY
Glasses3
This "Happy to sit on your face" billboard, for Spy sunglasses, was supposed to stay up in its Encinitas, Calif., location for five weeks. It was taken down in September after just one week due to complaints.
No matter what is the relation level between glasses supplier and their customers, they cannot talk to their customers this way. No one will accept telling him/her, our product is happy to sit on your face. They should have used more live slogan like “See your life through our glasses” or “let our glasses color your life” etc…..
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