- 09 Jul 2008
- Research & Ideas
Starbucks’ Lessons for Premium Brands
After building a great franchise offering a unique customer experience, Starbucks diluted its brand when it overexpanded and offered too many new products. John Quelch thinks the trouble began when the company went public. Closed for comment; 0 Comments.
- 16 Jun 2008
- Research & Ideas
Seven Tips for Managing Price Increases
Consumers get hit with the price-increase hammer every time they drive past a gas station. John Quelch offers tips on how marketers can cope with inflation and consumer sticker shock. Closed for comment; 0 Comments.
- 21 May 2008
- Research & Ideas
Going Negative in Political Advertising
Companies rarely run negative ads against competitors, but political candidates often do. Why the difference? It's a byproduct of our political system's winner-take-all approach, says professor John Quelch. Key concepts include: Negative ads ask us to vote against someone rather than for someone, an approach that sometimes works in political advertising. Companies rarely run negative ads against competitors; typically competitors won't be mentioned at all. In politics the winner takes all, an environment that encourages desperate candidates to go negative. Closed for comment; 0 Comments.
- 01 May 2008
- Research & Ideas
The Marketing Challenges of the China Olympics
The Olympic Games are normally a marketer's dream. Not so much this year, given widespread protests against the Chinese government. Professor John Quelch outlines the branding challenges posed by this year's Games in Beijing. Key concepts include: Political pressure directed at the Chinese government will also pose challenges for Olympic Games sponsors, who don't want to be associated with the controversy. Given the prominence of China as a supplier and customer, it is unlikely that we will witness grandstanding boycotts of the Games by any company. Some marketers are employing a dual marketing approach, with China-specific campaigns inside the country but less Beijing-centric messaging outside. Marketers are not over-committing funds to Olympics-related brand advertising and promotions. The normal Olympics year advertising boost may be less than expected. Closed for comment; 0 Comments.
- 02 Apr 2008
- Research & Ideas
Four Companies that Conquered America
Any self-respecting global company needs to compete in the United States, but many have floundered on its shores. Professor John Quelch spotlights the strategies of four that succeeded: Royal Bank of Scotland, IKEA, ING, and Dyson. Key concepts include: Royal Bank of Scotland built strong market share by acquiring regional banks and letting them maintain local identities. IKEA offers a unique furniture buying experience coupled with category-killer prices. ING gave its entrepreneurial general manager the green light to offer retail banking services exclusively on an online basis. Dyson started with a great product, then found a big-bang distributor: Best Buy. Closed for comment; 0 Comments.
- 19 Mar 2008
- Research & Ideas
Finding Success in the Middle of the Market
Let's face it—the middle market isn't sexy. Sears isn't Victoria's Secret. But it can be very profitable to know how to play "midfield" adroitly, says professor and soccer enthusiast John Quelch. Key concepts include: Midfield represents the middle of the market, to which one end of the market aspires to trade up while the other end may have to trade down. A company controls midfield by fielding a complete product line that includes backs and forwards. Cost and service tradeoffs are required of companies that continue to dominate the middle ground. Closed for comment; 0 Comments.
- 03 Mar 2008
- Research & Ideas
Marketing Your Way Through a Recession
In a recession, consumers become value oriented, distributors are concerned about cash, and employees worry about their jobs. But a downturn is no time to stop spending on marketing. The key, says professor John Quelch, is to understand how the needs of your customers and partners change, and adapt your strategies to the new reality. Key concepts include: Brands that increase advertising during a downturn can improve market share and return on investment. Early-buy allowances, extended financing, and generous return policies motivate distributors to stock your full product line. In tough times, price cuts attract more consumer support than promotions. CEOs must spend more time with customers and employees. Closed for comment; 0 Comments.
- 11 Feb 2008
- Research & Ideas
Does Democracy Need a Marketing Manager?
It's more than coincidence that we feel more association with our favorite consumer brands than with our elected politicians or government institutions. Can the power of marketing be used to promote public participation in politics? Harvard Business School professor John A. Quelch and research associate Katherine E. Jocz discuss their new book, Greater Good: How Good Marketing Makes for Better Democracy. Plus: book excerpt. Key concepts include: The core benefits of marketing align closely with the requirements of democracy: exchange, consumption, choice, information, engagement, and inclusion. Voter apathy in the United States could be improved by better marketing of candidates, the political process, political parties, and government institutions. This year's presidential race is increasing voter interest because it offers a diversity of choices. Closed for comment; 0 Comments.
- 17 Jan 2008
- Research & Ideas
If Marketing Experts Ran Elections
Most Americans seem indifferent about the political process, judging by lackluster voter turnout historically, although the primaries so far seem to be bucking the trend. Professor John Quelch discusses what politicians can learn from consumer marketing. Key concepts include: Americans are turned off by the electoral process for a number of reasons including a belief their vote won't make a difference and the mixed messages from candidates. People have stronger relationships with their favorite consumer brands than they do with politicians or parties. Politics needs better marketing, focusing on current and emerging customer needs, developing product and service solutions, informing interested citizens about them, and making them easily accessible. Closed for comment; 0 Comments.
- 14 Dec 2007
- Op-Ed
When Your Product Becomes a Commodity
Like death and taxes, commoditization of your products is a given. Marketing professor John Quelch offers tips for delaying the inevitable and dealing with it once it arrives. Key concepts include: The speed from product launch to maturity is faster than ever before. Innovate, bundle, and segment are 3 things marketers can do to delay commoditization. Managers already in a commoditized market must rethink salesforce compensation and pricing, trim costs, acquire competitors, and fire unprofitable customers. Closed for comment; 0 Comments.
- 10 Dec 2007
- HBS Case
One Laptop per Child
The One Laptop per Child initiative wants to develop and distribute $100 laptops to poor children around the world. Despite eager observers and exciting breakthroughs technologically, it has found the path to customers more rocky than anticipated. Marketing has some answers, as a new case study details. Q&A with HBS professor John Quelch. Key concepts include: The XO laptop is a rugged little computer designed to help kids learn and play collaboratively. Some of its features raise the bar in the computer industry as a whole. Competitors are moving into the same market space to make low-cost laptops. However, the One Laptop per Child initiative is nonprofit. Despite some success, one of the biggest hurdles has been signing up governments to purchase the computer for their country's children. Closed for comment; 0 Comments.
- 28 Nov 2007
- Research & Ideas
B2B Branding: Does it Work?
Does it make sense for B2B companies to take a cue from consumer companies and invest in brand awareness? Many B2B CEOs say no, but HBS marketing professor John Quelch disagrees in his latest blog entry. Key concepts include: Most B2B marketers cannot economically address thousands of small businesses using the traditional direct sales force. If left unattended, individual managers will each do their own ad hoc marketing. B2B marketers are realizing that developing brand awareness among their customers' customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors. Closed for comment; 0 Comments.
- 07 Nov 2007
- Op-Ed
How Marketing Hype Hurt Boeing and Apple
In his latest blog entry, professor John Quelch looks at the examples of Boeing and Apple to investigate why shareholders have little patience for companies that hype high but deliver low. Key concepts include: The penalties for not delivering on marketing promises are fast becoming as significant as not meeting quarterly earnings targets. Do not risk marketing hype unless you are sure of both your supply curve and your demand curve. Hype can hurt stock prices and investor confidence when expectations are not met. Closed for comment; 0 Comments.
- 17 Oct 2007
- Research & Ideas
Why Global Brands Work
Japanese automakers create single products and brands for worldwide consumption, while Ford customizes products for local markets. You know who won. Why do global brands work? What makes them work? Professor John Quelch provides some answers. Key concepts include: For decades, Ford has created specialized products for different countries while Toyota, Nissan, and Honda sold standard products under a single brand umbrella. Ford's strategy resulted in added manufacturing and supply chain costs, a balkanized bureaucracy, and deteriorating market share, financial performance, and stock price. There are 5 characteristics that all top global brands have in common. Closed for comment; 0 Comments.
- 10 Oct 2007
- Research & Ideas
“Blank” Inside: Branding Ingredients
When Intel launched the Intel Inside campaign in the 1990s, many marketers thought the chip giant was nuts. Who cared about the microprocessor inside their PC? Turns out Intel created a branding sensation and raised awareness of the importance of ingredient branding, says professor John Quelch. Today's best example: The Boeing Dreamliner. Closed for comment; 0 Comments.
- 20 Sep 2007
- Research & Ideas
How to be a Customer
Sure, most marketing efforts aim to influence consumer behavior. But consumers can also market themselves to influence vendors, says Professor John Quelch. Want to get a little extra whipped cream from your neighborhood barista? Here are tips to become a valuable customer. Key concepts include: Customers should market themselves to sellers to obtain an advantage over their competition—other customers. Vendors appreciate customers who are demanding, respectful, reliable, surprising, and engaging. Closed for comment; 0 Comments.
- 18 Sep 2007
- Research & Ideas
How Brand China Can Succeed
A series of recent setbacks including the Mattel toy recalls threaten China's new and improving image, says Professor John Quelch. There is just not enough preexisting brand equity among the world's consumers to inoculate Brand China against the current tide of negative publicity. What should the country do to polish its image? Key concepts include: Recent setbacks threaten China's new and improving image. China looks like a country that loves the world's markets but does not play by the world's rules. To fix the situation, China should: Tighten and enforce nationwide manufacturing quality standards and health and safety laws. Move towards an economy based on invention rather than imitation. Use the Olympics as an event for national progress, not just Beijing progress. Closed for comment; 0 Comments.
- 14 Sep 2007
- Research & Ideas
How to Profit from Scarcity
This past summer's launches of the iPhone and final Harry Potter book were textbook examples of companies profiting in part by creating the illusion of scarcity. Professor John Quelch explains the advantages of this strategy when executed well, and tells how to recover from a real product shortage. Key concepts include: Marketers understand that using the illusion of scarcity can accelerate demand by encouraging us to buy sooner and perhaps to buy more than normal. Using false scarcity as a strategy also carries risk: it invites heightened scrutiny and frustrates buyers. Even if you experience a real product shortfall, take steps to mitigate potential disaster. Closed for comment; 0 Comments.
- 27 Aug 2007
- Op-Ed
Mattel: Getting a Toy Recall Right
Mattel has been criticized heavily for having to recall not once but twice in as many weeks 20 million toys manufactured in China. But Mattel also deserves praise for stepping up to its responsibilities as the leading brand in the toy industry. Harvard Business School professor John Quelch examines what Mattel did right. Key concepts include: Mattel's recall of 20 million toys made in China was handled deftly: The CEO took personal charge of the problem. Consumers are being empowered by Mattel's communications. The recall Web site is a model of excellence. Mattel's compensation program to customers may not be sufficient. Closed for comment; 0 Comments.
Long-Tail Economics? Give Me Blockbusters!
Although the Long Tail theory might argue otherwise, HBS marketing professor John Quelch believes in the power of blockbusters to excite consumers, motivate salespeople, and attract top talent. Key concepts include: In a globally integrated market, blockbuster brands that address common consumer needs are more important than ever. Blockbusters help companies excite consumers, motivate salespeople, and attract top talent. What makes a blockbuster? Size, speed, scarcity, sustainability, sizzle. Closed for comment; 0 Comments.