separate case study essay responses for the topics below
1. Dunkin Donuts – Dunkin Donuts and Mobile Location Plus Messaging and Apps
2. Pantene’s Solution for Bad Hair Days
3. Samsung Share to Go
4. Proctor & Gamble: Oral-B and iconmobile for Oral-B
I prefer the same writer for these 4 case studies. Questions are included in the instructions. See rubric grading. Each case study should be 2 pages + reference page with 3 sources (including class text).
TOTAL PAGES = 8 (4 topics x 2 pages)
TOTAL SOURCES = 12 (4 topics x 3 sources)
Marketing Case Studies
Dunkin Donuts Case Study
Dunkin Donuts appeals to time-starved clients by providing the location of nearby shops to customers. The company’s mobile application also allows users to make orders before joining a queue in a particular shop. The case study elaborates on marketing strategies such as social media and the efficacy of the app to increase the presence of the brand. Moreover, it discusses the appeal of the company’s app to innovators. The incorporation of smart technology using applications in healthcare for data collection by various hospitals has been covered as we. Further, the study explains the use of Google assistant for GM used by drivers to text, play the radio, change the car climate, close the door of the garage and make calls. The approach of mobile applications has been adopted by many industry players to ensure the knowledge of their products and services reach the consumer.
Dunkin Donuts – Dunkin Donuts and Mobile Location Plus Messaging and Apps
Mobile is a crucial aspect of an extensive and beneficial digital campaign. Social media has advanced to become popular as a communication and business tool (Becker et al., 2018). Organizations identify the importance of mobile marketing as a method to engage with customers on a personal level in implementing marketing strategies and improving the brand of various products. In a world of connectivity and social interactions, numerous brands use marketing strategies such as social media to engage customers through sharing relevant content. Dunkin Donuts and Starbucks own a significant share of the coffee market in the United States. Specifically, the company enjoys 24% of the industry (Lavoie, 2015). The social media approach used by the company is aimed at maintaining and growing an international community of fans. The company is consistent in providing essential content and promotion. The company leverages opportunities such as social media for various consumers and fans to engage in contests and occasions.
Dunkin Donuts App Appeal to today’s Tech Adopters
Dunkin Donuts has adopted the innovators’ approach to ensure the success of the company. Lee and Son (2017) posit that innovators are fast adopters of products and services in comparison to followers. As a result, they facilitate the efforts of a company to spread such products. To increase the market share of products, organizations such as Dunkin Donuts should mobilize a particular consumer segment that targets those inclined to adopt the products of the firm in its early stages. Dunkin Donuts embraces the use of technology by incorporating digital platforms. The company’s mobile app allows individuals to search for the nearest shop that provides various products and services that appeal to time-starved consumers (Jones, 2015). Additionally, the mobile app allows individuals to view nutritional data of the available products, which is informative as the current generation is health conscious about their consumptions.
Industries that guarantee Convenience for Consumers in a Hurry
Advancement is technology unlock the use of smart health and transformation in practices both in and out of the hospitals for both patients and staff. Such technological interventions enable patients to collect data with the use of mobile apps on smartphones and other wearable devices in any time zone and physical location. The use of such data is the future in healthcare as it enables users to seek services conveniently (Kim et al., 2018). Moreover, current approaches for such technologies focus on the intelligence of the technology and the management of a condition or disease. Opportunities for individuals in the health system to gain the benefits of innovations is limited. Kim et al. (2018) suggest that the industry should focus on enchanting experiences that occur when the aspect of monitoring offers users comfort and satisfies their needs.
Mobile Applications for GM
Korosec (2019) elaborates that the GM infotainments that use Android will include a Google assistant used by drivers to text, play the radio, change the car climate, close the door of the garage and make calls. The integration of the Google assistant will evolve, where drivers will use their voice to interact with the vehicle in the future.
Conclusively, the use of mobile has become extensive in all industries that seek to expand their market reach. Dunkin Donuts has an essential branding strategy, including the use of its mobile application and social media to engage consumers. Convenience is a crucial aspect of everyday life for consumers. As a result, the use of the Dunkin Donuts mobile app to locate a shop quickly or identify the nutritional content of products saves on time. Moreover, advancement in technology is evident in the automotive industry with the inclusion of Google assistant that makes it easier for drivers to interact with their vehicles.
Becker, Berney, Hanley, & McCabe. (2018). Mobile Marketing Essentials. Stukent, Incorporated
Korosec, K. (2019). TechCrunch is now part of Verizon Media. Retrieved 9 February 2020, from https://techcrunch.com/2019/09/05/google-assistant-navigation-and-apps-coming-to-gm-vehicles-starting-in-2021/
Kim, J., Kam, H., Park, Y., Yoo, S., Oh, J., Kim, Y., & Lee, J. (2018). Enchanted Life Space: Adding Value to Smart Health by Integrating Human Desires. Healthcare Informatics Research, 24(1), 3.
Lavoie, K. (2015). Instagram and Branding: A Case Study of Dunkin’ Donuts. Elon Journal Of Undergraduate Research In Communications, 6(2). Retrieved from http://www.inquiriesjournal.com/articles/1364/2/instagram-and-branding-a-case-study-of-dunkin-donuts
Lee, J., & Son, J. (2017). The Effects of Consumer Innovativeness on Mobile App Download: Focusing on Comparison of Innovators and Noninnovators. Mobile Information Systems, 2017, 1-13. doi: 10.1155/2017/3894685
Pantene’s Solution for Bad Hair Days
Pantene hair products use technological approaches, such as the company website to reach their clients. Consumers can observe weather forecasts on their phones since Pantene incorporates ‘Haircast’ and the relevant solution for individuals to consider on days where the weather conditions are deemed hostile for hair. The case study identifies the market considerations leveraged by Pantene that led to the establishment of technological marketing approaches to expand brand recognition. Further, a description of the various tools and metrics utilized by Pantene to achieve the above objective have been covered. The tools include location and geo-targeting techniques in addition to the inclusion of social media marketing. Additionally, the study explains how geo-targeting through geofencing has enabled Starbucks to grow its market reach by providing convenience to consumers in a quick manner. Geofencing is a location and geo-targeting technique currently used by many companies to attract nearby customers to specific shops. The inclusion of the technique allows companies to expand and increase brand loyalty in the global market.
In the current international marketplace, organizations must communicate with agents and individuals from diverse nations. The growth and expansion of companies in other nations and the concept of globalization have necessitated the need for improved approaches in communication (Schmidt, 2016). Such strategies have several benefits in advertising and on an international scale. Pantene is the number one beauty brand for Procter & Gamble. The company has advanced its brands over the years, with the incorporation of mobile site technology to reach the global marketplace.
The Market Considerations that Lead to Pantene’s Movement in Mobile Strategies
Technology plays an essential role in the facilitation of the commercialization of various innovations that can transform undersized market segments to potential corporate markets (Foroudi, Jin, Gupta, Melewar & Foroudi, 2016; Becker et al., 2018). When organizations use technology to drive both external and internal innovation, marketing strategies based on brands are necessary for commercialization. Brands such as Pantene that undertake activities such as the identification of specific markets while matching the needs of customers with specific products facilitate the development of product knowledge among customers. Pantene incorporates the use of its mobile site to gain insights into the customer experience of their hair products; hence, fulfilling the expectations of the stakeholders (Procter & Gamble, 2018). Pantene collaborates with the weather channel to offer consumers a mobile solution for challenging hair days based on the weather (MMA, 2014).
Metrics and Tools Utilized in the Mobile Strategies
The weather is determined by nature. As a result, Pantene can prepare women for the uncertainty of weather conditions concerning the safety and aesthetic of their hair. In this connection, the company provides solutions for bad hair days to women in various neighborhoods. Pantene incorporates several channels to leverage social, mobile, in-shop, and digital marketing to deliver the message of the brand to customers seeking to make purchases. According to MMA (2014), the program reaches the audience targeted by the company as a daily routine of observing weather patterns. Consumers can check forecasts on their smartphones while Pantene incorporates ‘Haircast’ and the appropriate solution to ensure individuals are informed about the weather conditions.
Local and Geo-Targeting
From the inception of modern approaches to retail, many retailers use geographical data to determine the region of trading around their shops (Streed, Cliquet & Kagan, 2014). Lewin (2017) elaborates that geofencing is an aggressive approach to geo-targeting technology, which is currently incorporated in numerous industries. Geofencing includes the creation of a zone around the trading area of a business where they focus their advertising efforts. Starbucks incorporates the above technology with the use of its mobile app to send notifications on offers and coupons based on the customer’s location. Customers can order before they get to the queue in various stores. Additionally, customers can get directions to other stores and view the orders made regularly by other consumers.
Conclusively, Pantene incorporates mobile site technology to reach its hair products. The company’s site leverages weather patterns to ensure that its customers; hair is not affected by bad weather. The company achieves the aforementioned objective by collecting data on its site and manipulating such data to ensure that consumers have a good experience with the company products. Moreover, location and geo-targeting have enabled Starbucks to increase its market reach by making it easier for consumers to locate stores and observe offers and coupons.
Becker, Berney, Hanley, & McCabe. (2018). Mobile Marketing Essentials. Stukent, Incorporated
Foroudi, P., Jin, Z., Gupta, S., Melewar, T., & Foroudi, M. (2016). Influence of innovation capability and customer experience on reputation and loyalty. Journal Of Business Research, 69(11), 4882-4889.
Lewin, K. (2017). How brands are using: Geolocation Marketing. Retrieved 9 February 2020, from https://creativepool.com/magazine/technology/how-brands-are-using-geolocation-marketing.13034
MMA. (2014a). Pantene Weather Program. Retrieved 9 February 2020, from https://www.mmaglobal.com/case-study-hub/case_studies/view/31812
Procter & Gamble. (2018). P & G Annual Report. (2018). Retrieved from http://www.annualreports.com/HostedData/AnnualReports/PDF/NYSE_PG_2018.pdf
Schmidt, K. (2016). Standardization of International Advertising Strategies: A Content Analysis of Pantene Pro-V. Elon Journal Of Undergraduate Research In Communications, 7(1).
Streed, O., Cliquet, G., & Kagan, A. (2014). Optimizing Geofencing for Location-Based Services: A New Application of Spatial Marketing. Ideas In Marketing: Finding The New And Polishing The Old, 203-206. doi: 10.1007/978-3-319-10951-0_73
Samsung Share to Go
Share to Go allows users of the Samsung SIII to share information by tapping two individual devices or pointing the device towards a “Near Field Technology” to obtain various downloads such as music and e-books. The case study identifies the marketing strategies incorporated by Samsung to increase the downloads among the users. Millennials as the target market for the company and information on how the company targets such individuals have been covered. Also, the out-of-home experiences of users and the out-of-home approaches that include targeting of the millennials, and individuals who could walk into kiosks that have the NFC point of interaction to download various data and information are essential marketing strategies adopted by Samsung. The targets of Samsung marketing included locations where individuals are characterized to have free time such as airports, campuses and subways.
Becker et al. (2018) elaborate that mobile marketing is about the experiences created when customers and brands interact in real-time. The Samsung campaign strategy of Share to Go allows the tapping of two phones to instantly share content using Near Field Technology (NFC) (MMA, 2014). Moreover, to spread information about the technology, Samsung simulated such behaviors through creating billboards that provided quick and free content to its customers. The above strategy was aimed at increasing the downloads of the application and the use of Samsung within the market.
Samsung Targeting Millennial Audience
The owners of the Galaxy SIII have a unique feature on the phone that allows for quick sharing of content with a simple touch. NFC enables the targeting of Millennials in specific locations. In this connection, such locations had relevant content to such individuals enhancing downloads (MMA, 2014). Millennials are mobile dependent and often consult content on their mobile phones to obtain particular information or conduct various tasks to identify ratings, comparison of products, and payments. Share to Go allows for rapid download of content by tapping; as a result, individuals can find the information they require from the content provided over the internet. Millennials refer to individuals born between 1980 and 2000 (Mosquera, Juaneda-Ayensa, Olarte-Pascual & Pelegrín-Borondo, 2018). They are identified as quick adopters of new devices and have experience and expertise in scouring through the internet. The Millennial generation is considered a digital group.
Samsung enhancing Sharing of Downloads
Samsung targeted Millennials in its Share to Go tool. Millennials entail individuals who are under 35 years of age and are constant mobile users (Garikapati, Pendyala, Morris, Mokhtarian & McDonald, 2016). Moreover, such users adopt new technologies in real-time, such as methods of sharing media. The capabilities of the Share to Go tool shows the rapid adoption of innovation and improvement in product awareness for the Samsung phone (MMA, 2014). Samsung used posters featuring big-sized pictures of individuals holding the new Galaxy SIII. Samsung leveraged the technology to allow users to hold their SIII phones next to the posters, allowing them to download a video, free song, or e-book to their phones to increase downloads.
Mobile and out-of-Home Interaction
Samsung was aiming to develop brand loyalty in establishing the NFC tool; hence, it changed the known out-of-home by integrating traditional media approaches and advancing mobile technology (Lai, Cheng & Lansley, 2017). Within substantial markets across the world, Samsung used the ‘out-of-home’ media in locations characterized by high-traffic where individuals were likely to have free time. Such locations include transit stations, campuses, cinemas, and malls (MMA, 2014). Kiosks were identified as vending locations for various digital content. Users could use their SIII phones to browse through an e-book, video, or music catalog. When one finds content that interests them, the user held the phone to the NFC platform at the kiosk to download the content. The use of 4G allowed for instant downloads.
In conclusion, the marketing campaign by Samsung signified an advancement in out-of-home media since the posters were vastly used by incorporating NFC. The outdoor approach was a crucial component of the company, making it successful by increasing downloads. The Share to Go tool allows for instant downloads and sharing of content by tapping two phones together or tapping the SIII to an NFC point of interaction. The tool targeted Millennials since they spend the majority of their time on smartphone devices.
Becker, Berney, Hanley, & McCabe. (2018). Mobile Marketing Essentials. Stukent, Incorporated
Garikapati, V., Pendyala, R., Morris, E., Mokhtarian, P., & McDonald, N. (2016). Activity patterns, time use, and travel of millennials: a generation in transition?. Transport Reviews, 36(5), 558-584. doi: 10.1080/01441647.2016.1197337
Lai, J., Cheng, T., & Lansley, G. (2017). Improved targeted outdoor advertising based on geotagged social media data. Annals Of GIS, 23(4), 237-250. doi: 10.1080/19475683.2017.1382571
MMA. (2014b). Samsung: Share to Go (CRM, Innovation). Retrieved 9 February 2020, from https://www.mmaglobal.com/case-study-hub/case_studies/view/27294
Mosquera, A., Juaneda-Ayensa, E., Olarte-Pascual, C., & Pelegrín-Borondo, J. (2018). Key Factors for In-Store Smartphone Use in an Omnichannel Experience: Millennials vs. Nonmillennials. Complexity, 2018, 1-14.
Proctor & Gamble: Oral-B and iconmobile for Oral-B
Oral-B is a dental brand that leverages the knowledge of dentists using patient data to provide recommendations to patients on various approaches to the process of brushing their teeth using an electric toothbrush. Elements of the electric toothbrush that include management of brushing approaches based on dentists’ recommendations allow users to observe their dental hygiene and maintain healthy habits of caring for their mouth and teeth. Moreover, products for use in the household, such as the “Behmor connected 8-cup Brew System” that enables the user to manage the temperature of their coffee and allows them to turn on the machine in a remote location within the house. Additionally, there are various products, which are linked to Oral-B such as playing music, checking the weather, and news by asking Alexa for such information. Furthermore, the connection of dentist recommendations to the functionality of the application elaborates on the need for users to frequently consult professionals while conducting everyday activities. Dental health is important since teeth are sensitive to various factors that require the dentist’s intervention. Lastly, brushing regimen is an essential aspect of the technology; As a result, the research identifies various achievements of using Oral-B.
Due to corrupt brushing habits, many people cause adverse effects on their teeth. To aid consumers in improving routines for oral hygiene, Oral-B introduced the SmartSeries, which is a technology that integrates an electric toothbrush and a mobile application to leverage technology and data to communicate with individuals while they brush their teeth (MMA, 2014). The aforementioned technology encourages individuals to brush for an average of two minutes and provides an alert in case of hard brushing. Oral-B incorporates professional advice to the technological approach and allows dentists to offer particular instructions on the app. Moreover, the technology allows patients to communicate with their dentists via email.
Daily use Products linked to the Internet
Mcmanus (2018) identifies that the “Behmor connected 8-cup Brew System” is a smart integrated system that leverages the internet of things technology to provide services to users in their homes. The system integrates a mobile app that allows a user to turn on the system using their phone or tablet with the inclusion go the internet from a remote location. The machine allows the user to adjust the water temperature and the period of preinfusion while moistening the coffee for better flavor extraction before water begins to flow (Sethi & Sarangi, 2017).
Products that can Connect to Oral-B in the Household
Oral-B allows users to control their smart homes and order brush heads by asking Alexa (Brunsman, 2020). The technology of the system includes a water-resistant base designed to fit in the sink and an internet connectivity tool, which allows users to interact with Alexa within any location of their home. Moreover, the device allows users to play news or music while showering or brushing their teeth. Additionally, Oral-B enables a user to check weather conditions or sporting events’ results by communicating with Alexa.
Oral-B and Dentist Recommendations
Max (2014) elaborates that dentists recommend Oral-B products because of their high levels of performance. The devices are designed to specific attributes recognized after intensive research into the issue of dental hygiene and the strategies of cleaning the mouth and teeth. Oral-B is recommended based on specific dimensions, including small-sized brush heads that offer deep cleaning and precise cleaning that reach tight spots within the mouth. Moreover, other products, including the cleaning devices and the electric toothbrush, are recommended depending on the dental health of the patients, their history, and individual dexterity.
Influence of Achievement Icons to Personal Brushing Regimen
The best approach for the removal of physical plaque from an individual’s tooth is when the tips of the bristle on the brush head disrupt such a plaque and eliminates it. The electric toothbrush by Oral-B uses a unique rotating approach that uses speedy motion with a specific tufting pattern and delivers removal of plaque in comparison to regular toothbrushes (Max, 2014). The toothbrushes have a pressure control tool that helps to halt aggressive brushing. As a result, the patients have a comfortable and unique experience.
Oral-B is an electric toothbrush that incorporates the technology of the internet of things to ensure that users have a personal experience while brushing. The system incorporates data sent to dentists by the user using a mobile application to the dentist who recommends various parameters to be set in the electric toothbrush. Additionally, the technology includes other application links for playing music, listening to the news, checking weather conditions, and obtaining sporting events’ results, giving the user a better experience. The user can interact with Alexa verbally to seek the aforementioned services without pressing any button within any location of the house.
Brunsman, B. (2020). Retrieved 9 February 2020, from https://www.bizjournals.com/cincinnati/news/2020/01/14/p-g-unveils-230-toothbrush-with-alexa-speaker.html
Jones, A. (2015). How Dunkin Donuts Is Embracing Technology – Market Realist. Retrieved 9 February 2020, from https://articles2.marketrealist.com/2015/04/dunkin-donuts-embracing-technology/#
Max. (2014). Why Do So Many Dentists Recommend Oral-B Toothbrushes?. Retrieved 9 February 2020, from https://www.ligo.co.uk/blog/many-dentists-recommend-oral-b-toothbrushes/
Mcmanus, L. (2018). Testing Behmor Connected 8-Cup Brew System. Retrieved 9 February 2020, from https://www.cooksillustrated.com/articles/658-testing-behmor-connected-8-cup-brew-system
MMA. (2014). Oral-B SmartSeries Mobile App. (2014). Retrieved 9 February 2020, from https://www.mmaglobal.com/case-study-hub/case_studies/view/36585
Sethi, P., & Sarangi, S. (2017). Internet of Things: Architectures, Protocols, and Applications. Journal of Electrical And Computer Engineering, 2017, 1-25. doi: 10.1155/2017/9324035