The most challenging economic and competitive force for service organizations appears to be the globalization of service markets.
Indicate whether the statement is true or false
Question 2
Appleberry Farms Organic Jam has been the number one jam in the jam and jelly category for several years. Although still a number two in this category, Blackberry Valley Organic Jam is gaining a strong foothold. Appleberry had 39,466,000 in sales last year, while Blackberry had only 16,301,000, but that was 11 percent higher than its
2008 sales.
Organic jams and jellies are important to marketers because they appeal to health-conscious consumers and have a fresh taste that many consider superior to traditional fruit spreads.
Appleberry Farm has been put on notice. Blackberry Valley Jam's move up came despite lower ad spending than
Appleberry Farm Jam. The Blackberry brand spent about 972,000 in measured media during 2010, compared to
1,553,000 spent by Appleberry. Blackberry also underwent an aggressive re-launch last year with reformulated flavors, revamped packaging, new ads, and additional media.
Money spent on advertising jam and jelly products in 2010, by brand: Appleberry Farm Jam 1,553,000
Blackberry Valley Jam 972,000
total for product category 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand: Appleberry Farm Jam 39,466,000
Blackberry Valley Jam 16,301,000 total for product category 81,732,000
Blackberry Valley's ad agency has come up with a series of ideas through which they are planning to target people who are health-conscious and are looking for organic options. The agency has decided to use the social media to find out detailed behavioral information about customers. The agency also plans to turn these individuals into advocates of their brand. Which of the following is the company using?
a. Continuous scheduling
b. Media mix
c. Below-the-line promotions
d. Big Data
