SEM Blog Assignment # 7

LeBron Beats Kobe in China With a Title Giving Nike $4 Billion

By Scott Soshnick, Bloomberg.com

LeBron James’s first National Basketball Association championship would help add $4 billion in revenue from China for Nike Inc. (NKE), according to the first sports marketing employee in the country for the world’s largest sporting goods maker.

Adding a championship to a basketball resume that includes an Olympic gold medal in Beijing and two NBA Most Valuable Player awards is imperative for James, the 26-year-old Miami Heat forward, to achieve the marketing might of fellow Nike endorsers Michael Jordan, who won six titles with the Chicago Bulls, and Kobe Bryant, a five-time winner with the Los Angeles Lakers.

“LeBron is white-hot with the Chinese basketball-loving youth, but his popularity and influence outside of that circle is limited,” said Terry Rhoads, who left as Nike’s China sports marketing director in 2002 after eight years to form Shanghai- based Zou Marketing. “One reason is the lack of titles.”

Read the rest of the article here:

http://www.bloomberg.com/news/2011-05-19/lebron-conquers-kobe-in-china-with-nba-title-giving-nike-4-billion-boost.html

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, summarize the article in 5 main points.  Which one of the main points do you feel is the most interesting to you?  Why?  Be specific with your thoughts.  The article breaks down some major factors in what it will take for the LeBron brand to skyrocket and reach Michael Jordan status.  In paragraph # 2, other than winning championships, discuss what you feel is going to put LeBron over the top.  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

ASEM Blog Assignment # 7

Critic's Notebook: The 'Glee' machine

By Mary McNamara, Los Angeles Times Television Critic

Reporting from Las Vegas— Despite its fresh-faced cast, G-rating and untainted, unapologetic air of jubilance (see, please, the two exclamation points, both of which are quite sincere), "Glee Live! In Concert!" seemed very much at home in Las Vegas, where the stars of Fox's hit show kicked off their second live tour.

Certainly the sold-out crowd Saturday at the Mandalay Bay Events Center could not have been more welcoming. The 7,500 fans all but drowned out the opening strains of "Don't Stop Believin'" with shrieks, whistles and general paroxysms of joy, some while wearing red-trimmed jackets in homage to the show's secondary glee club, the Warblers. Later, as cast members threaded their way through a Beatlemania ecstatic audience, it was difficult not to think that this was the rapture everyone has been tweeting about — this is how the world ends, not with a bang but a Warbler.

Read the rest of the article here:

http://www.latimes.com/entertainment/news/tv/la-et-glee-franchise-20110523,0,4471492.story

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, summarize the article in 5 main points.  Which one of the main points do you think is most interesting?  Why?  In paragraph # 2, discuss your thoughts on the long range prospects for the Glee franchine growing even larger than it already is.  What do you think could be next?  Is there room to grow?  Why or why not?  How big can it really get?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Marketing One Blog Assignment # 7

What Oprah Taught Me About Marketing . . . and Pedicures

By Lisa Aurther, Forbes.com

Most people return from a trip to Hawaii with memories of magnificent beaches, lush flora, delectable food and the awe-inspiring volcanoes.
After my 2002 Maui trip, I came back with all those memories –plus one more.

While I was in Hawaii, I shared some “spa-time” with Oprah.  No, it wasn’t planned. And, yes, I’m using the word “shared” a bit loosely. In all honesty, we didn’t even talk. But, when I sat down for a much- needed pedicure at the Four Seasons Spa in Maui, I sat down right beside Oprah . . . the Oprah.

Read the rest of the article here: 

http://blogs.forbes.com/lisaarthur/2011/05/24/what-oprah-taught-me-about-marketing-and-pedicures/

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, summarize the article in 3 main points.  Which one of the main points do you think is the most interesting?  Why?  Be specific with your thoughts.  In paragraph # 2, select one of the 5 marketing lessons discussed in the article.  Write about 3 reasons why you feel this marketing lesson would be important to the overall success of a business.  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Marketing One Blog Assignment # 6 (25 points)

Pay-what-you-want Panera called a success

By Jim Salter, AP

CLAYTON, Mo. — Rashonda Thornton looked up at the menu on the wall, ordered a Caesar salad and dropped a $10 bill in a box. Pretty generous, considering the meal at Panera Bread's cafe in the St. Louis suburb of Clayton sells for less than $7.

It was a year ago that Panera (PNRA) converted the Clayton restaurant into a non-profit pay-what-you-want restaurant with the idea of helping to feed the needy and raising money for charitable work. Panera founder and Chairman Ronald Shaich said the cafe, operated through Panera's charitable foundation, has been a big success, largely because of people like Thornton.

"Sometimes you can give more, and sometimes you can give less," said Thornton, a teacher's assistant. "Today was one of my 'more' days."

Read the reston of the article here: 

http://www.usatoday.com/money/industries/food/2011-05-16-panera-pay-what-you-can_n.htm

In a 2 paragarph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, summarize the article in 3 main points.  Which one of the main points do you think is the most important to the overall success of the operation?  Why?  Be specific with your thoughts.  In paragraph # 2, provide your thoughts on this unique marketing strategy.  What do you like or dislike about it?  Why?  What would you change, if anything?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

SEM Blog Assignment # 6 (25 points)

Stress-busting drinks take off

By Bruce Horovitz, USA Today

In a stressed-out culture, their antithesis, "relaxation" drinks, are emerging as the beverage world's hot ticket but are also drawing their share of critics.

More than 70 of these drinks, heavily marketed as stress reducers in a bottle, have rolled out in the past three years, research specialist Mintel estimates.

Nutritionists warn they may be more marketing than substance. "I don't think there's any mainstream research that would support any of this," says Alice Lichtenstein, professor of nutrition at Tufts University. "If you want to relax, drink chamomile tea."

Read the rest of the article here: 

http://www.usatoday.com/money/industries/food/2011-05-15-relaxation-drinks_n.htm

In a 2 paragraph response (a minimum 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, discuss the general marketing strategy employed by this industry of "relaxation" drinks.  Also, what are some of the obstacles that industry must overcome.  Be specific with your thoughts.  In paragraph # 2, provide your thoughts and opinions on these drinks.  What is appealing or unapplealing about them?  If you were a marketing director for a company competing in this industry, how would you market these drinks?  Why?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

ASEM Blog Assignment # 6 (25 points)

Recently, SONY's Playstation Gaming Network had been hacked into causing multiple problems for consumers and on-line gamers. After being taken offline since April 20, SONY restored its popular PlayStation network amid continued questions of user privacy and security.

After watching the video, in a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, summarize the video in 5 main points and explain each. Which one of the main points do you feel is the going to be the most important issue for SONY to overcome?  Why?  Be specific with your thoughts.  In paragraph # 2, discuss the overall consumers opinions about this public relations nightmare for SONY.  How do you or your friends feel about it?  Do you personally think SONY can overcome this?  Why or why not?  In your opinion, what is the most important step they can take to restore consumer confidence?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

SEM Blog Assignment # 5 (25 points)

Third U.S. lacrosse league in the works

By Terry Lefton, Sports Business Journal

Despite the fact that the two biggest pro lacrosse leagues aren’t models of profitability, another pro lacrosse circuit is being formed in the U.S.

The North American Lacrosse League hopes to begin its indoor season in January, with six to eight teams playing a 12-game schedule that would compete with the National Lacrosse League, the older and established league that traces its roots to the Eagle Pro Box Lacrosse League in 1986.

Former NBA D-League President Phil Evans will serve as North American Lacrosse League commissioner and be based in Somerville, N.J.

“The opportunity we see is for American players, particularly those well-established from their collegiate years,” said Evans, adding that the league’s schedule will enable players from the outdoor Major League Lacrosse to play in the North American Lacrosse League. “There’s a big enough player pool and I don’t see us competing with [the NLL] any more than we are competing with any entertainment option.”

Read the rest of the article here: 

http://www.sportsbusinessdaily.com/Journal/Issues/2011/05/09/Leagues-and-Governing-Bodies/Lacrosse-league.aspx

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, summarize the article in 3 main points.  Which one of the main points do you feel is the most interesting and why?  Be specific with your thoughts. 

The league hopes to differentiate itself from the NLL by offering a considerably lower cost of entry, and Evans said the North American Lacrosse League will be far less tolerant of fighting than the NLL, which permits fisticuffs to the degree the NHL does. “We don’t see fighting as an element that adds anything to the game,” Evans said. “If anything, it detracts, and that will be a factor in attracting American players.”  In paragraph # 2, address the 2 points made above.  How do you feel about this marketing strategy and change in product from the NLL?  In the end, do you feel the NALL will end up competing directly with the already established NLL?  Why or why not?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

ASEM Blog Assignment # 5 (25 points)

Red Bull plans lifestyle magazine

By Bruce Horovitz, USA Today

Red Bull, the energy drink that changed the way many folks consume beverages, now wants to be a player in how people consume media.

Today, the brand with the high-caffeine kick, will announce plans to publish in the U.S. a glossy, lifestyle magazine, The Red Bulletin. The June issue will launch later this week.

The magazine — and concurrent iPad app — are targeted at the very same 18- to 34-year-olds who thrive on sipping from Red Bull's thin, iconic cans that fetch about $2 a pop.

Outside the U.S., The Red Bulletin already is published in nine countries, including Great Britain, Ireland and Germany.

Read the rest of the article here: 

http://www.usatoday.com/money/industries/food/2011-05-06-red-bull-magazine_n.htm

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, summarize the article in 3 main points.  Which one of the main points do you feel is the most interesting and why?  Be specific with your thoughts.  In paragraph # 2, discuss your feelings about the promotions that are being done for the magazine.  What do you like or dislike about them? Why?  Which one do you like best?  Why?  Lastly, in addition to EA Sports, Dyson vacuum, and Zappos, what are 3 other advertisers you feel would be a good match for magazine and its 18-34 year old demographic?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Marketing One Blog Assignment # 5 (25 points)

McDonald's revamps stores to look more upscale

By Bruce Horovitz, USA Today

At a time when most of McDonald's competitors are still shell-shocked from the recent recession, the fast-food giant is undertaking its biggest store-by-store makeover in the chain's 56-year history: The 500-pound clown of fast food is trying to look more like a grown-up.

It's a $1 billion-plus undertaking that McDonald's and its franchisees hope, by 2015, will have the vast majority of America's 14,000 McDonald's looking comfortable enough to hang out in long after you've gobbled down your burger, fries — and smoothie.

For the next generation of McDonald's customers, the notion of what a McDonald's restaurant looks like inside and out could be turned on its head. Goodbye, fiberglass tables and industrial steel chairs. Adios, neon-yellow, bright-red interiors. Hello, wooden tables, comfortable faux leather chairs and interiors newly painted in muted oranges, yellows and even subtle greens.

Read the rest of the article here: 

http://www.usatoday.com/money/industries/food/2011-05-06-mcdonalds-revamp_n.htm

After watching the short video and reading the article, in a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, summarize the article in 3 main points and explain each.  Which one of the main points you discussed do you feel is the most interesting and why?  Be specific with your thoughts.  In paragraph # 2, provide your thoughts on this innovative marketing strategy.  Will it benefit McDonald's?  Why or why not?  Are they risking losing customers?  Why or why not?  With all the changes planned, which one do you think will have the most affect on the McDonald's brand?  Why?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Advanced SEM Blog Assignment # 4 (25 points)

Sponsors Eye the Bigger Prize

As Europe's leading clubs fight for the Champions League final, advertisers look to Asia

By Richard Gillis, Wall Street Journal

As Manchester United and FC Barcelona attempt to secure a berth in the Champions League final this week, the spoils of victory have never been greater. Among them: the iconic silver trophy, a victory parade, and prize money in excess of $100 million.

But there's another group of people who have almost as much to gain as these two superclubs: The sponsors.

Manchester United's Wayne Rooney celebrates scoring against Schalke last week. A place in the final and possible audience of 100 million already awaits sponsors.

A Champions League final between Manchester United and Barcelona would guarantee a huge global television audience. The 2009 final between these two powerhouses of European football was watched by 103 million people across the planet, more than viewed that year's Super Bowl, according to London-based media agency Future Sport and Entertainment.

Those numbers have allowed UEFA, European football's governing body, to market the tournament as a truly global property—with a price tag to match. Five companies pay up to £15 million ($25 million) per year for category-exclusive sponsorship of the Champions League, including beer, payment card, mobile telephone and automobile sponsorships.

Read the rest of the article here: 

http://online.wsj.com/article/SB10001424052748703834804576300672084538838.html?mod=rss_whats_news_us_business

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, summarize the article in 3 main points and explain each point.  Which one of the main points you listed is most interesting and why?  Be specific with your thoughts.  In paragraph # 2, discuss your thoughts about the comparison of the NBA marketing strategy in Asia and how individual European Soccer Clubs are going about their marketing strategy.  What is the significant difference between the two?  Also, what are thougths about using social media to market soccer brands in Asia?  Is there one social media vehicle that you think is a better marketing vehicle than the others?  Why?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

SEM Blog Assignment # 4 (25 points)

Why the fat guy should lose his privilege

By, David Sirota, SF Chronicle

Considering those troubling statistics, Advertising Age's headline this week is welcome news: "Weight Watchers Picks a New Target: Men." The story details how the nation's biggest diet company is using the NBA playoffs to launch its first male-focused advertising campaign. Sounds great - except for one thing: Why only now?

This is a significant question in a country whose debilitating weight problem is more male than female - and "more" means a heckuva lot more. According to the Kaiser Family Foundation, almost 70 percent of men are overweight, as compared with 52 percent of women. Yet, somehow, 90 percent of the commercial-weight-loss industry's clients are female, and somehow, this industry hasn't seen males as a viable business. How can that be?

Read the rest of the article here: 

http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2011/04/28/EDCR1J9887.DTL

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, summarize the article in 3 main points.  Which one the main points you listed do you think is the most interesting and why?  Be specific with your thoughts.  In paragraph # 2, discuss your thoughts on this marketing strategy?  Does advertising during the NBA playoffs make sense?  Why or why not?  What do you like or dislike about it?  Will it work?  Why or why not?  Do you feel men will pay attention?  Why or why not?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Marketing 1 Blog Assignment # 4 (25 points)

Marketers jump into Osama bin Laden death biz

By Bruce Horovitz, USA Today

That is, at least, in the make-a-buck marketing world of souvenirs, collectibles and tchotchkes.

Within hours of bin Laden's announced death, a wide swath of marketers already had latched onto the leader's sudden demise at the hands of U.S. special forces. Most see it as a chance to cash in with T-shirts, pins, coffee mugs and even risqué thongs that — for $10 to $25 — memorialize or even celebrate the May 1 death of the man who was widely regarded as the world's most-wanted criminal.

Between midnight Sunday and 2 p.m. ET on Monday, thousands of consumer-created souvenirs already had popped up for sale on the websites Zazzle.com and CafePress.com, where royalty-seeking consumers go with original ideas for souvenir-like products that are ulitmately produced by the companies.

Read the rest of the article here: 

http://www.usatoday.com/money/industries/retail/2011-05-02-bin-laden-death-merchandise_n.htm

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, summarize the article in 3 main points.  Which one of these points do you feel is the most interesting and why?  Be specific with your thoughts.  In paragraph # 2, pick what you think are going to be the top 3 selling items on the list. List each and indicate why each item will be popular.  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.