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Kara Blakley

Basics Get Luxury Treatment - WSJ.com - 5 views

mk473 product merchandising_branding

shared by Kara Blakley on 21 Oct 13 - No Cached
  • Kara Blakley on 21 Oct 13
     
    This article dives into the "product" category of the Marketing Mix and explains what Proctor & Gamble is doing to get consumers to purchase elite versions of their everyday products. In class on Thursday, I will give a detailed explanation of what retailers, such as Walmart and Target, are doing to promote and display these items in their retail stores as part of their merchandising and brand strategy.
  • ...3 more comments...
  • Kara Blakley on 21 Oct 13
     
    I used the "capture" tool to post the article from the Wall Street Journal in case some didn't have a subscription to WSJ.com. When you click on the image, click on ORIGINAL SIZE to make the article larger and readable!
  • Sarah Wesp on 24 Oct 13
     
    I find this article interesting because I do think consumers are often willing to pay a higher price for certain items, especially if they are proven to work better than other brands, even if they are "everyday products." Also, it is amazing how much hype and advertising something such as paper towels get, which also drives consumers to buy the product. I look forward to hearing exactly what retailers are doing to promote these items!
  • Carly Foley on 24 Oct 13
     
    I completely agree with Sarah! I will pay a lot more for a product if the quality is better. I would rather buy a product that will be more expensive but last longer than have to go out all the time and get a new one. It is a time saver and just convenient. I mean when it comes to shoes, something I where everyday. I can buy a $10 pair and they wear out in a month. I would rather spend $100 on good Nike's that will last me a few years. You know what they say...you get what you pay for.
  • Krista Lawson on 24 Oct 13
     
    I thought this was really interesting as well and instead of the paper towel example I thought of trash bags. Generally I tend to buy the cheapest option possible of these type of house items given that they will do a decent job, but trash bags are a different story for me. I don't know the exact price of the trash bags I buy, but I do know they are of the "higher end"- as far as trash bags go. I think this is more of a quality issue for me because cheap trash bags have the tendency to breaking meaning they lose their purpose. Overall, I think there are some things where I would be tempted to buy a luxury basic item due to the convenience for me. I think it's also interesting to note that I have observed people with large disposable incomes buying the item on the shelf that seems most luxurious because they have the money. I think it is an interesting concept that can be utilized well for the right market.
  • Thomas Holmes on 24 Oct 13
     
    One question I would have would be why P&G still push to have a higher-high end product with the duratowel. This article even mentions that the normal Bounty is considered a high end towel. Is the R&D and new advertising for the dura towel needed or would a simple focus on the normal Bounty be sufficient since it is already a high end paper towel? Its clear that they want to be the strongest presence in the higher tier and they have already released substitutes on the lower end of the spectrum so is it a smart choice to try and push the boundaries on premium paper towels or even necessary?
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