Culture and marketing
Yan Zhang January 2016
The culture like an intangible hand influence the marketing. It is
obvious that holidays offer a chance to stimulate the marketing and
consumption. Most holidays have deep historical and cultural myth such as
Valentine's Day or Christmas Day. These holidays persist because the meaningful
elements attract to people. (Bettelheim, 1976)
when the Valentine's Day coming, a variety of the methods
appeared in order to catch the opportunity to make maximum profits by
companies. According to the gift-giving rituals in Valentine's Day, new product
launch becoming a strategy to win the favor of customers. The popular coffee
brand Starbucks has three new frappuccinos on their secret menu on this
special festival. Tony Aguilar, a barista who works at a Starbucks said that new products
can give people an amatory feeling. At the same time, new products get a favourable
reception from the customers. (Reddit, 2016) Starbucks used smart way to
combine the culture with new products to increase a special experience for
customers. The angle from the customers, the special products launched on
Valentine’s Day could be the meaningful gifts for each other.
And John Lewis used the similar
way to help customers to celebrate the Christmas Day. The successful advert had
been made in 2014 Christmas by John Lewis about toy penguins. (Guardian, 2014) It
was surprised that penguins was sold out with high price. It suspect that penguins
launch in any other days, they are common toys without huge sales volume.
Whatever the new beverages from
Starbucks or special toys from John Lewis, they both involve the culture in
marketing. These methods will get more potential customers. While the culture
as a society’s personality give an orientation for
marketing.
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| Penguins (John Lewis) |
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| Starbucks new products |
Links:
http://greatideas.people.com/2016/01/12/starbucks-valentines-day-frappucinos-secret-menu/
http://www.theguardian.com/media/2014/nov/06/channel-4-john-lewis
