Over the years, our human civilization has evolved technologically. From the origins of the printing press to the first televised airdate to the creation of the internet, our society has begun a new era of innovative technology mediums. Our current generation has recently taken an interest in social media usage.
Now-a-days, companies have begun using various types of social mediums for several different reasons. Two main reasons revolve around obtaining insightful consumer information as well as creating a completely new experience for them. Personally, I think it is very important to look at social media in both contexts; in order to gain consumer insight, the individual or company must first create a unique experience for the consumer. I believe companies use their homepages to create a personable consumer experience. This homepage site allows consumers to explore various products of the company and gain a better understanding of its history and goals. I feel the company needs to exercise their most innovative skills on their homepage because this presents the opportunity to create a new experience for the consumer outside their physical locations. The consumer may be more attentive to various aspects they were oblivious to within the store. In addition, this can create a competitive advantage for the company, offering various benefits for the consumer their competitors lack thereof.
Furthermore, after creating the unique consumer experience, it is vital for the company to research and gain insights about their customers. Facebook, MySpace and Twitter are examples of social media techniques both consumers and companies are using. These examples are personal devices for the consumer allowing them to express their interests and opinions about various topics. Companies can therefore, search through these mediums and gain a better understanding of products that have a strong correlation. The company is able to target a greater mass of consumers. Also, it presents the opportunity for the company to discover any complaints a consumer may have and directly address them about it. As we discussed in class, within in an hour of a posting of a negative comment, companies have contacted the consumer to address their complaint and create a solution benefiting both the consumer and company. Given how technologically savvy our society is now, I think these social media techniques are a good way to contact the consumer. A very important factor, I think, new social media creates, is more transparency within companies. Transparency is exactly what consumers look for and thrive on. I believe a company that is transparent with their consumers is able to create a more personable relationship as well as life-long customers. However, I think I will always praise the traditional approach, gathering consumer feedback in a face-to-face interaction, very highly. I think it is a stronger approach to interact with the customers on a face-to-face basis because the marketer may gather insightful information, such as facial expression, that social media lacks.
Moreover, after putting myself in the shoes of an actual marketer, I began my journey research the company General Mills. Personally, I have strong interest in the consumer market industry. At first, my ultimate goal was very broad. I wanted to get a very general idea of what consumers though about General Mill’s performance and its products. Using the blogsearch, I found only 2 blogs contained useful information. In fact, one of the articles discussed 2 specific social media tools: My Block Spark and Psssst, both inviting connected consumers to share their feedback about the company and its products. In addition, the article states the company hopes to build early awareness and involvement within their consumers, providing fast word-of-mouth when new products launch. An interesting finding I found was, the company solely used new social mediums to launch their Progresso Broth product, which now is doing well. The remaining results discussed very abstract subjects, barely referencing the company.
All in all, social media tools allows a company to create unique customer experience outside their physical store location and gain consumer insight based off those experiences.
Wednesday, November 11, 2009
Wednesday, November 4, 2009
How Far is too Far?
Wal-Mart is one of the nation’s leading retail giant, contributing a whopping 2% of America’s profit. That said the company utilizes very valuable resources to gain a competitive advantage over its competitors. For example, the company began using “predictive technology.” After a natural disaster had occurred in a town, Wal-Mart took note of all the consumers’ buying history and began allocating their products appropriately to each individual store. The predictive technology allowed Wal-Mart to gain an insight scope on consumers’ true needs in a time of a natural disaster. Also, as I mentioned earlier, the company was able to realize that each Wal-Mart location requested different needs of a consumer from another location. Having this technology allows the company to gain a step ahead of its competitors and “start predicting what’s happening, instead of waiting for it happen.” In addition, Wal-Mart’s access to an enormous amount of data provides the opportunity for the company to have access to consumer insight oblivious to competitors such as, the importance of strawberry pop-tarts in a state of preparation for a natural disaster. In the end, Wal-Mart efficiently uses the data they collect in order to provide themselves with the best competitive advantage.
Furthermore, I became aware of the thin silver-lining between a customer’s intimate privacy and necessary data to a corporation after reading the article. I always knew a company was capable of obtaining consumer’s purchasing history of specific products within the company’s store; however, I was unaware of the extensive amount of personal information easily obtainable by the company. Personally, I feel there are few concerns of Wal-Mart having the ability to obtain very personal information from individuals. To begin with, the article mentions that the company uses systems that are custom built by their own employees. This is an immediate threat. Since Wal-Mart’s employees are creating their information systems, there is even less transparency in the type of information obtained. The employees created this system to hide their strategies and data from their competitors. However, they are also concealing very valuable information from consumers. For instance, Wal-Mart may have the capabilities to look at consumer’s credit card history and observe purchases consumers have made at other stores and create a trend from that. Although, that information is given in our credit card bills, that information is strictly private and between the consumers, the store they bought the product from and the credit card company. Also, since the system is created without any external help, there is the possibility the company is extracting personal information like bank account information, past credit history and possibly social security information. If Wal-Mart continued to partner with Information Resources Inc. and ACNielsen, allowing a third party to participate and be knowledgeable of information Wal-Mart is extracting, I would feel more comfortable with Wal-Mart’s ability to extract data.
Finally, I must acknowledge Wal-Mart’s success in obtaining a massive amount of data from its consumers. They have taken small steps to collect information regarding purchase trends of their products to knowing a full background history of the consumer. It is not fully known how Wal-Mart uses the immense data it collects from its’ consumers; however I feel they are utilizing the technology they have to its fullest. With the systems they have created within the company, Wal-Mart can gather extensive consumer insights and can use that to create the ultimate consumer experience within the store. However, I can always say there is room for improvement and exclaim there are better ways to utilize Wal-Mart’s technology and data collected to its fullest.
Thus, Wal-Mart efficiently uses the data they collect, however I must end this blog with a question of how far is too far in the amount and type of data the company collects?
Furthermore, I became aware of the thin silver-lining between a customer’s intimate privacy and necessary data to a corporation after reading the article. I always knew a company was capable of obtaining consumer’s purchasing history of specific products within the company’s store; however, I was unaware of the extensive amount of personal information easily obtainable by the company. Personally, I feel there are few concerns of Wal-Mart having the ability to obtain very personal information from individuals. To begin with, the article mentions that the company uses systems that are custom built by their own employees. This is an immediate threat. Since Wal-Mart’s employees are creating their information systems, there is even less transparency in the type of information obtained. The employees created this system to hide their strategies and data from their competitors. However, they are also concealing very valuable information from consumers. For instance, Wal-Mart may have the capabilities to look at consumer’s credit card history and observe purchases consumers have made at other stores and create a trend from that. Although, that information is given in our credit card bills, that information is strictly private and between the consumers, the store they bought the product from and the credit card company. Also, since the system is created without any external help, there is the possibility the company is extracting personal information like bank account information, past credit history and possibly social security information. If Wal-Mart continued to partner with Information Resources Inc. and ACNielsen, allowing a third party to participate and be knowledgeable of information Wal-Mart is extracting, I would feel more comfortable with Wal-Mart’s ability to extract data.
Finally, I must acknowledge Wal-Mart’s success in obtaining a massive amount of data from its consumers. They have taken small steps to collect information regarding purchase trends of their products to knowing a full background history of the consumer. It is not fully known how Wal-Mart uses the immense data it collects from its’ consumers; however I feel they are utilizing the technology they have to its fullest. With the systems they have created within the company, Wal-Mart can gather extensive consumer insights and can use that to create the ultimate consumer experience within the store. However, I can always say there is room for improvement and exclaim there are better ways to utilize Wal-Mart’s technology and data collected to its fullest.
Thus, Wal-Mart efficiently uses the data they collect, however I must end this blog with a question of how far is too far in the amount and type of data the company collects?
Tuesday, October 13, 2009
To Fast Food Dine, or Not to Fast Food Dine?
Time for my third blog! As I begun thinking about this assignment, I wanted to capture an experience I thought was very creative, yet an experience we all seem to think very simple and take advantage for. Sometimes the experience we are surrounded by on a day-to-day basis, what we perceive to be ordinary is the most innovative and unique experience. The experience I am specifically referring to is the infamous “fast food dining” experience.
A few factors drew my attention to this specific experience. In fact, after brainstorming all the attention-getters, I was drawn suddenly to better understand the ultimate consumer experience with various fast food joints. That said I am considering using this as my topic of interest for our individual research paper assignment for the class. As I was saying, the diversity of several fast food restaurants contributed to one of the few factors that captured my curiosity about this unique consume dining experience. Thanks to our research & development and marketing team, these individuals have created an experience from going through a “drive-thru” to parking one’s car and enjoying a fast snack in the car. A few examples I wanted to touch on were McDonalds, Sonic, and Pizza Hut. These three examples provide a very individual and unique experience from one another. They provide the consumer with a different feeling and opinion through their own methods.
To begin with, McDonalds’ presents a straightforward “drive-thru” experience. This method is broken down into three main segments. Segment one, the consumer drives through a small road, entering this ultimately time-savor experience. When they first enter, the individual encounters a full menu of the restaurant, where a speaker box lays allowing the consumer to communicate (however, not always effectively) their order to the restaurant employee. From there they proceed to the second window, where they pay for their order. Finally, in the third window they receive their meal and request any other condiments or drinks. This whole process typically occurs within 5-10 min max. Hence, the beauty of this creative model. As civilians, we tend to perform actions that are most efficient, but allow us to save a generous amount of time (allocating the free time to other projects). To be able to receive a full-filling main meal, dessert, and a beverage all within 5 minutes is a phenomenal concept to me. On the other hand, to cook a well three-course dinner at home will take individuals over an hour to prepare and make, costing them a fortune as well.
Furthermore, Sonic’s drive-thru experience differs slightly from McDonalds. Sonic creates a stationary experience, allowing the individual to park their car and order from one of many several stationary speaker boxes. Once ordered, a restaurant employee comes out (occasionally in roller-blades) and personally delivers the person’s meal. This experience delivers similar results to McDonalds. The consumer is able to save their time and money.
Lastly, Pizza Hut offers yet another unique “fast-food dining” experience. This type of experience allows consumers to enjoy the whole experience right from their own home, never leaving the couch (except of course to receive the pizza from the deliver and pay for it). There are steps, the first being ordering the meal over the phone and the final step is to receive the meal at one’s door while paying for the meal.
All three experiences are very different from one another and provide the consumer with a unique experience; however, they all provide similar benefits: time efficiency, money saver and a full-stomach. I believe research analysts took advantage of one important element-technology. As discussed in the article “The New, Faster Face of Innovation,” technology has been improving significantly every decade. Given the ever-changing technology, researchers developed a concept that would also allow companies to mass-produce and to become used daily in our lives all over the globe. This idea ultimately revolutionized a consumer’s lifestyle, pushing more people to focus on their career and delay starting a family. This creative idea has now become a necessity and part of our daily lives; we seem to take advantage of how creative and innovative this concept really is.
I believe the concept and opportunity to order a meal all within 10 minutes and taking another 5 minutes to gobble it down mesmerizes me.
A few factors drew my attention to this specific experience. In fact, after brainstorming all the attention-getters, I was drawn suddenly to better understand the ultimate consumer experience with various fast food joints. That said I am considering using this as my topic of interest for our individual research paper assignment for the class. As I was saying, the diversity of several fast food restaurants contributed to one of the few factors that captured my curiosity about this unique consume dining experience. Thanks to our research & development and marketing team, these individuals have created an experience from going through a “drive-thru” to parking one’s car and enjoying a fast snack in the car. A few examples I wanted to touch on were McDonalds, Sonic, and Pizza Hut. These three examples provide a very individual and unique experience from one another. They provide the consumer with a different feeling and opinion through their own methods.
To begin with, McDonalds’ presents a straightforward “drive-thru” experience. This method is broken down into three main segments. Segment one, the consumer drives through a small road, entering this ultimately time-savor experience. When they first enter, the individual encounters a full menu of the restaurant, where a speaker box lays allowing the consumer to communicate (however, not always effectively) their order to the restaurant employee. From there they proceed to the second window, where they pay for their order. Finally, in the third window they receive their meal and request any other condiments or drinks. This whole process typically occurs within 5-10 min max. Hence, the beauty of this creative model. As civilians, we tend to perform actions that are most efficient, but allow us to save a generous amount of time (allocating the free time to other projects). To be able to receive a full-filling main meal, dessert, and a beverage all within 5 minutes is a phenomenal concept to me. On the other hand, to cook a well three-course dinner at home will take individuals over an hour to prepare and make, costing them a fortune as well.
Furthermore, Sonic’s drive-thru experience differs slightly from McDonalds. Sonic creates a stationary experience, allowing the individual to park their car and order from one of many several stationary speaker boxes. Once ordered, a restaurant employee comes out (occasionally in roller-blades) and personally delivers the person’s meal. This experience delivers similar results to McDonalds. The consumer is able to save their time and money.
Lastly, Pizza Hut offers yet another unique “fast-food dining” experience. This type of experience allows consumers to enjoy the whole experience right from their own home, never leaving the couch (except of course to receive the pizza from the deliver and pay for it). There are steps, the first being ordering the meal over the phone and the final step is to receive the meal at one’s door while paying for the meal.
All three experiences are very different from one another and provide the consumer with a unique experience; however, they all provide similar benefits: time efficiency, money saver and a full-stomach. I believe research analysts took advantage of one important element-technology. As discussed in the article “The New, Faster Face of Innovation,” technology has been improving significantly every decade. Given the ever-changing technology, researchers developed a concept that would also allow companies to mass-produce and to become used daily in our lives all over the globe. This idea ultimately revolutionized a consumer’s lifestyle, pushing more people to focus on their career and delay starting a family. This creative idea has now become a necessity and part of our daily lives; we seem to take advantage of how creative and innovative this concept really is.
I believe the concept and opportunity to order a meal all within 10 minutes and taking another 5 minutes to gobble it down mesmerizes me.
Sunday, September 27, 2009
Abnormality Affects Consumer's Experiences
After reading Predictably Irrational by Dan Ariely, the author provided several insightful examples to express his main theme. Personally, I think the primary lesson of the chapter revolves around the idea that our previous experiences and expectations play a very contributing factor in our purchases and likes/dislikes of items. In addition, I believe the chapter emphasizes the importance of using a “blind” approach to extinguish all stereotypes the individual may have.
The examples Ariely provides in the reading are the foundation for discovering valuable insights about consumers. For example, in his Budweiser vs. MIT Brew challenge, the MIT Brew had a hint of balsamic vinegar in it. Ariely discovered the participants were more accepting of the alien MIT Brew beverage when they were unaware of the ingredients included. Human perception tends to be skewed when an event occurs abnormally or ‘outside the box’. In other words, society is accustomed to following a normal and standard path all through their lives. This ‘normal’ path is what our personal experiences and expectations are based on. When that path is tampered with, we skew our perceptions, based on our personal experiences, in order to reach that ‘normal’ state again. Learning vinegar was included in a beer beverage is an abnormal ingredient, thus influencing students to dislike the beverage. I believe conducting similar experiments allows us to understand several societal ‘norms’ and what provide them comfort. Also, these experiments provide leverage in broadening society’s normal bubble and introducing them to several new combinations.
Ariely’s primary lesson also allows us to comprehend several presentation tactics and the importance of marketing brand recognition for products. For instance, in the Pepsi vs. Coke example, there were two experiments where A had two plastics cups labeled differently and the person could not distinguish between the two beverages. In B, one cup was labeled with the Coke symbol and the other the Pepsi symbol, which instantly skewed the person’s perception of the beverage. The experimenters learned the true value of brand recognition and how that plays into people’s expectations. More people favored Coke, because they recognized and favored the brand more than Pepsi. Thus, this proves consumer carry a particular stereotype with brands as well as other products. Only when the experimenter hides information pertaining to the variable, will the consumer choose the product they most desire.
Moreover, the main example Ariely provides revolves around the Budweiser vs. MIT Brew challenge. As I motioned above briefly, the experimenters discovered most students favored the MIT Brew if they were: 1) “blind” or unaware of any ingredients added 2) discovered the real contents of the drink after they drank the beverage and established their liking for it. On the other hand, the students told before drinking the beverage typically made an unfavorable facial expression and choose the Budweiser beer instead. This example proves how people’s expectations influence their experience. Aware an abnormal ingredient was added to the beer-skewed people’s perception in a negative way and changed their experience, making them dislike the MIT Brew drink.
One example exemplifying Ariely’s primary lesson involves a food experiment. This experiment concentrates on brand recognition ultimately and how that in turn affects an individual’s expectations and experience. The two variables tested is the well known Honey Nut Cheerios made by General Mills vs. the generic brand, HEB’s Cheerios. There have been several well-known brands vs. generic brand experiments conducted and in the majority of every experiment, consumers explained both brands tasted the same and would equally purchase either. However, when the experimenter presented the brand name, most consumers favored the General Mills cereal, implying better brand and better quality food. Thus, the consumer’s experience is tweaked by their individual expectations. If there is no information provided in the decision, consumers chose the product they undoubtedly desire. However, once information is provided about one product or the other that ultimately influences their purchase decision.
Wednesday, September 9, 2009
My Characteristics Blog
When I had to think of ten specific characteristics of myself that would be interesting, yet subtle, I realized I could only come up with one immediately. This blog topic provided the best opportunity for me to discover my hidden layer of traits that make up my personality.
As I mentioned earlier, the trait triggered in my mind immediately is being over-analytical. All while growing up, when my teacher would give instructions, I would constantly raise my hand to ask the teacher more detailed questions regard our assigned project. In other words, at times, I would turn a simple assignment into a complex jig-puzzle.
After giving more thought, I find a hidden characteristic of mine is my level of loyalty. The first thing I express to my close friends and loved ones, is how I will be there for them in any time of need, day or night. Personally, I thrive and grow as a person because of all family and friends surrounding me. Since they have a huge impact on my life, I would always be the first person by their side. Furthermore, if I have also made a commitment with someone previously and the next day a different opportunity arises, I will stand by my commitment and fulfill until I have accomplished it thoroughly and completely.
Hand in hand to loyalty, I am a very honest person. It is not my belief to portray a fake persona to someone if you dislike them. However, I am very aware of all the “politics” surrounding our society and understand in certain times we all need to put aside our deep egos and compromise with one another. At the same time, I believe everyone deserves an honest prospective, whether friend or foe, honesty towards our peers helps them grow and become more secure about any possible insecurities.
Also, I have a very driven and determined focus in life. When I set my mind to a task, I try to overcome any and all obstacles that come in my path. I am always pushing myself to the extreme limit and discovering new strengths I have. Being driven and focused allows me to build a strong integrity and take a step ahead of the crowd.
In addition to being driven and determined, passion is one of my main mottos for pursuing any interest, whether it is career, extra curriculum, or educational oriented. I personally believe that in order to accomplish true success, you must derive a passion for task. For instance, a few years ago, I wanted to pursue Law School and eventually become a successful corporate lawyer. However, when my brother asked me, directly, why I wanted to pursue law school, I could not respond with an immediate answer. The only thought that occurred in my mind was the opportunity to get fast money. It was at this point that I promised myself I would only pursue all my interests in life if I had a true passion for it. As my relatives and peers have explained me, law school is one of the most competitive environments to be in and if I do not have a passion or a real reason to be there, I would not see myself learning or growing as an individual.
To add, I am a very enthusiastic individual. As I mentioned above, when I have my heart set on a task, I try to deliver the results in a “Niyanthi” type of fashion. I put my enthusiasm, heart, and soul into every project and task assigned. I am always excited for new changes, new people, and new challenges.
A trait not easily noticed, when someone first meets me, is how observant I am. I must confess my inner passion to talk, but at the same time, I take the necessary time to observe the situation and people around me. I found it is very important to have a solid understanding of both the big picture and finer details with every task. Observing others’ actions and reactions helps guide me in the right approach I should take.
Express empathy is also a prominent hidden trait of mine. I feel my first initial impression is someone who is friendly, yet contains a small wall front. After time, will one notice my deep empathy towards my family, friends, and peers. Personally, I think we can only grow as individuals if we truly understand the perspective our peers have. As the old saying exclaims, “two heads are better than one.”
Hidden deeper inside me, is my philosophical side. I think the best connection with an individual is the one-on-one interaction. Also, I love to engage in topics of conversation concerning personal beliefs ranging from, moral beliefs, career paths, and culture traditions.
Lastly, courage is special characteristic I have learned from my father. All my life, I have been taught to be courageous in all the endeavors I pursue and that confidence and courage come hand in hand. When I think about courage, I immediately think of the phrase, “Sticks and stones may break my bones, but word will never hurt me.” I believe there is a lot truth in that phrase, no matter how light-heartedly we interpret it. Being able to overcome small insignificant matters will help develop one’s courage. Perhaps growing up with an older brother, who would constantly tease me, allowed me build a strong wall of courage and confidence. Although, in my times of weakness, the first two people I think of are my brother and father, and suddenly I have regained the strength I lose for that split second.
As I mentioned earlier, the trait triggered in my mind immediately is being over-analytical. All while growing up, when my teacher would give instructions, I would constantly raise my hand to ask the teacher more detailed questions regard our assigned project. In other words, at times, I would turn a simple assignment into a complex jig-puzzle.
After giving more thought, I find a hidden characteristic of mine is my level of loyalty. The first thing I express to my close friends and loved ones, is how I will be there for them in any time of need, day or night. Personally, I thrive and grow as a person because of all family and friends surrounding me. Since they have a huge impact on my life, I would always be the first person by their side. Furthermore, if I have also made a commitment with someone previously and the next day a different opportunity arises, I will stand by my commitment and fulfill until I have accomplished it thoroughly and completely.
Hand in hand to loyalty, I am a very honest person. It is not my belief to portray a fake persona to someone if you dislike them. However, I am very aware of all the “politics” surrounding our society and understand in certain times we all need to put aside our deep egos and compromise with one another. At the same time, I believe everyone deserves an honest prospective, whether friend or foe, honesty towards our peers helps them grow and become more secure about any possible insecurities.
Also, I have a very driven and determined focus in life. When I set my mind to a task, I try to overcome any and all obstacles that come in my path. I am always pushing myself to the extreme limit and discovering new strengths I have. Being driven and focused allows me to build a strong integrity and take a step ahead of the crowd.
In addition to being driven and determined, passion is one of my main mottos for pursuing any interest, whether it is career, extra curriculum, or educational oriented. I personally believe that in order to accomplish true success, you must derive a passion for task. For instance, a few years ago, I wanted to pursue Law School and eventually become a successful corporate lawyer. However, when my brother asked me, directly, why I wanted to pursue law school, I could not respond with an immediate answer. The only thought that occurred in my mind was the opportunity to get fast money. It was at this point that I promised myself I would only pursue all my interests in life if I had a true passion for it. As my relatives and peers have explained me, law school is one of the most competitive environments to be in and if I do not have a passion or a real reason to be there, I would not see myself learning or growing as an individual.
To add, I am a very enthusiastic individual. As I mentioned above, when I have my heart set on a task, I try to deliver the results in a “Niyanthi” type of fashion. I put my enthusiasm, heart, and soul into every project and task assigned. I am always excited for new changes, new people, and new challenges.
A trait not easily noticed, when someone first meets me, is how observant I am. I must confess my inner passion to talk, but at the same time, I take the necessary time to observe the situation and people around me. I found it is very important to have a solid understanding of both the big picture and finer details with every task. Observing others’ actions and reactions helps guide me in the right approach I should take.
Express empathy is also a prominent hidden trait of mine. I feel my first initial impression is someone who is friendly, yet contains a small wall front. After time, will one notice my deep empathy towards my family, friends, and peers. Personally, I think we can only grow as individuals if we truly understand the perspective our peers have. As the old saying exclaims, “two heads are better than one.”
Hidden deeper inside me, is my philosophical side. I think the best connection with an individual is the one-on-one interaction. Also, I love to engage in topics of conversation concerning personal beliefs ranging from, moral beliefs, career paths, and culture traditions.
Lastly, courage is special characteristic I have learned from my father. All my life, I have been taught to be courageous in all the endeavors I pursue and that confidence and courage come hand in hand. When I think about courage, I immediately think of the phrase, “Sticks and stones may break my bones, but word will never hurt me.” I believe there is a lot truth in that phrase, no matter how light-heartedly we interpret it. Being able to overcome small insignificant matters will help develop one’s courage. Perhaps growing up with an older brother, who would constantly tease me, allowed me build a strong wall of courage and confidence. Although, in my times of weakness, the first two people I think of are my brother and father, and suddenly I have regained the strength I lose for that split second.
Tuesday, September 1, 2009
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