Marketing Profile: Rolex
Nothing telegraphs success like a Rolex. Well, maybe a Bugatti, but you have to leave it with the valet. Life is even better if you didn’t buy your Rolex for yourself.
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Marketing Profile: Emirates Airline
Emirates Airline was founded in 1985 and has grown to serve 155 airports in 81 countries. Emirates operates a wide body only fleet of 119 Airbus 380s and 145 Boeing 777s. It is currently operating at 80% of pre-pandemic capacity and plans to be at full capacity by the end of 2023.
Read MoreBeverage Industry Wrap
The criss cross tangle of relationships that can impact marketing strategy can be. In addition to the brand, the product, and the customer, the competition, the environment, the government, and cultural issues are all in the room. And we have not even gotten to that guy on the team, and it’s always a guy, that is reading The Art of War for the first time and wanting to talk about somebody’s enemy’s enemy.
Read MoreMarketing Profile: Bud and Coors
With 10,000 beer breweries in the US alone, Bud and Coors have plenty of competition. Reaching customers is complicated by government regulations that differ from state to state and 3,000 independent distributors. And what about wine and craft cocktails? Despite all of this, Bud has 40% of the market and Coors has 20%. It may be simpler to just focus on growing the demand for all beers and continuing to get their share of a growing pie.
Read MoreMarketing Profile: Red Bull
Before anyone knew that experiences were a thing, Red Bull was building a brand about experiences. Thirty five years later 11.5 billion cans of Red Bull are consumed each year by young, energetic, experience thirsty customers. Red Bull has such a strong relationship with this highly desirable demographic that other companies want to be a part of it. The Red Bull Racing team is fully subscribed for sponsors for the 2023 Formula 1 season. Red Bull marketing makes experiences a growth engine.
Read MoreMarketing Profile: Coke and Pepsi
Coke and Pepsi spend ten times more on pouring rights agreements than they do on advertising. And they each spend about $4 billion per year on advertising! These agreements with everywhere you could possibly want a soft drink amount to between $20 - $30 per year per potential customer. By the time you show up, one or the other company has bought the exclusive right to sell you a soft drink. Meanwhile, the world is running out of clean water and filling up with plastic. So for Coke and Pepsi, marketing is about negotiating exclusive pouring rights agreements and mixing in some environmental stuff.
Read MoreMarketing Profile: Starbucks
Wanting to get unstuck from a flat spot in their growth trajectory, Starbucks has put its money on China. Starbucks already knows how to deliver its brand in any corner of the earth, and the customer in China values western brands. The ever rising temperature between China and the west, will a giant third party to consider. So for Starbucks, marketing is about government relationships. In the US labor relationships are the big focus, which may in the end also be the government.
Read MoreMarketing Profile: Dutch Bros Coffee
With the wind at their back from their millionaire, billionaire in one case, making IPO, the business strategy is centered on growing as fast as possible. The marketing strategy is retaining the cool factor. And the key metric is job applicants. Now more than ever young people want to work for a company they think is in line with their values. And having grown up in front of their own cameras, they value cool.
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