Author Archives: Duriana Vivar

The Joneses

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Would you categorize the way the Jones family lives as personal selling? Why or why not?

I feel like it’s a complicated question because in the Jones family a lot of things happen. But, I think for the most part they do a good job at personal selling. They all make people around them feel no pressure in buying their products because they are good at convincing and influencing people. The Joneses had conversations which is a common technique to influence or make sales. But what they are mostly doing is selling products as a team. For that reason they aren’t doing personal selling. 

What similarities do you see between the sales tactics the Jones family employs and the marketing tactics of some of your favorite brands? Give an example.

The similarities that I see between the sales tactics the Jones family employs and the marketing tactics some of my favorite brands use are persuasion. And the personal selling techniques they use are conversations which build up relationships and demonstrations which demonstrates how a product works and the benefits that it offers.

Based on what you read in the course materials and what you observed in this movie, do you think the way products are marketed in this movie is ethical?

I don’t think the way the products are marketed in this movie is ethical because they lied to people about them being a family so that they can help raise their sales.

How would you feel if you were friends with someone in the Jones family before you found out their secret? What about afterward?

If I were friends with someone in the Jones family before I found out their secret I would just think they are kind people recommending me products. But if I found out about their secret after persuading me to buy their products, I would feel used and sort of betrayed.

 

Promotion

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For Immediate Release: December 6, 2021

Emelie Ericson

H&M Hennes & Mauritz 

+46 8 796 55 00

mediarelations@hm.com

H&M Celebrates Their New Sustainable Clothing

Mäster Samuelsgatan, Sweden Stockholm: H&M announced today new sustainable clothing, fitted jackets. Fitted jackets, Shell: Polyester 83%, Rayon 15%, Spandex 2% Lining: Polyester 100%. This offers a new way for sustainable conscious people to buy clothing that makes them feel good. 

“We also have our Conscious concept: pieces created with more consideration for the planet. They’re made from at least 50% sustainably sourced materials — like organic cotton and recycled polyester — but many Conscious products contain a lot more than that” says the H&M Sustainability Group.

“By being open to new possibilities and embracing collaboration and partnerships, H&M Group has the power to change something much bigger than ourselves” said Helena Helmersson CEO H&M Group.

Features and benefits of sustainable fitted jackets

  • Recycled polyester 50%
  • Lining: Recycled polyester 100%

Fitted jackets will be available starting on December 15, at $49.99. For more information on fitted jackets, visit https://www2.hm.com/en_us/sustainability-at-hm.html

Making fashion and design accessible to everyone, in a way that’s good for people, the planet and our industry, means being accountable. In our Sustainability Performance Report, we openly and transparently report on our progress, challenges and learnings – to do better business and inspire meaningful change in our industry.

Place

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  1. For the first example, what were the main reasons that the firm reversed their decision and returned to their initial channel mix?

For the first example the main reasons that the firm reversed their decision were that there was no real change in their profitability. And they were concerned with the impact that their new distribution mix was having on their brands integrity. The stores need to be in a place where there’s a lot of people that are interested in high-quality jeans. 

  1. Do you agree with their decision?

I do agree with their decision because their profitability wasn’t increasing and they were concerned that their distribution mix was impacting their brands integrity. 

  1. In the second example, do you agree with their choice of channel for their new watches? Why?

In the second example, I don’t agree with their choice of channel for their new watches which are their own cheap digital watches because they want to distribute them through jewelry stores at premium prices. Instead they should sell their new cheap digital watches at convenience stores.

  1. Do you think that most of their existing jewelry stores will be willing to stick and sell these new watches?

I think most of their existing jewelry stores will not be willing to stick and sell the new watches because of the difference between premium prices and cheap prices. It will look bad if you go into the store and you expect to see only premium prices but then you see cheap prices, which will make you question why they are selling such different products. Instead the cheap digital watches should be sold at convenience stores. 

  1. What other channels (retailers) should they also consider?

I think other channels (retailers) that should be considered are B2C and wholesalers considering that they are new cheap digital watches. And they could quickly see an increase in profitability. 

Product Concepts

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After hearing the 4 pitches which were Sparketh a learning platform to empower students in order to receive their creative potential through art. Granola Butter is an oat-based spread. Flasky flowers are an incredible way to enjoy a beverage of your choice while holding your bouquet. And Incredible Eats is a fun and edible innovation designed to reduce single use plastics. The one that most resonated with me was Incredible Eats because of its sustainability and their mission. Now more than ever we need to switch to things that are eco-friendly and that’s exactly what IncrEDIBLE Eats does or in other words targets.

Dinesh Tadepalli starts off by saying, “A staggering amount of people are eating their food with single-use plastic utensils. But why do we use something just for a few minutes, if it’s going to take hundreds of years to decompose?” After that he goes on to say, “That’s why we came up with IncrEDIBLE cutlery, the world’s first mass-manufacturable, totally edible utensils. Which means that now “ you may eat your spoon, eat your straw, eat your spork and even eat your chopsticks!” Then DInesh gets asked about the decomposition and he says that “each spoon stays firm for up to 20 minutes in hot food, and about an hour in ice cream.” He goes on to mention the flavor of the utensils because a ‘shark’ asked about the taste of the straw which is flavorless and he says that “they don’t want to change the food you eat it with.” Before he mentioned the flavors he said, “ Our concept is to keep them subtle, because our initial first year of our sales is completely focused on food service, because that’s where the heaviest usage of plastics is and they wanted it to be very subtle, not too overbearing.” He talks about the price difference, “A plastic spoon trends to around 1 to 2 cents per spoon” and IncrEDIBLE spoons started off by selling a spoon for 35 cents, then they brought it down to 20 cents and he says, “We’re going to bring it down to 15 cents.” Dinesh has sold 1.2 million spoons so far for 2 to 2 ½ years” which is about $170,000. 

What gap does this product fill?

The IncrEDIBLE eats utensils replaces or fills the single-use plastic utensils.

What process does this product make easier?

The process that IncrEDIBLE Eats makes easier is the decomposition process compared to plastic utensils because they take hundreds of years to decompose. And on the other hand Incredible eats utensils decompose at a rapid paste with spoons being firm in hot food for about 20 minutes and in cold foods for an hour. But no matter the temperature of the food, Incredible Eats utensils can be eaten without anything. 

Why should consumers not only want this product, but feel that they NEED it?

I think consumers should not only want this product, but feel that they NEED it because it will help and benefit the Earth immensely. Dinesh said that he feels proud that he reduced or replaced 1 million plastic utensils. And this is why consumers should want this product.

Explain how this product could be best positioned to appeal to consumers?

I think IncrEDIBLE could be best positioned in branding and packaging because those two will bring in more consumers or customers. Without good packaging and branding new consumers will have a struggle deciding whether or not to buy or want the product. But with good branding and packaging they will get closer to their target.

 

Consumer Decision Making

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Consumer Decision Making 

The first step is to recognize a problem or a need. In my case I need to find an Italian restaurant to get food from. The second step is to search for information and I will research Italian restaurants in Salt Lake City, Utah. The third step is evaluation of alternatives and I think that means that I will compare the Italian restaurants I find. 

I know my need/problem so that means I can move on to the second step. I searched up “Salt Lake City Italian Restaurants” then I scrolled down and found Yelp. I looked at a few restaurants based on their pricing and reviews. Then I decided to look at Google reviews. I checked out one of the two ads while also looking at the others that weren’t ads. The ones that weren’t ads had the same ratings as those that were ads. 

After reading a couple reviews that were good I had to make my decision. I picked Stoneground Italian Kitchen. Their rating (4.5/5) and the reviews from people made me choose it. They have one of the most google reviews compared to others. Stoneground Italian Kitchen has 810 google reviews which includes first time customers and local guides. Local guides really make an impact because they know the place and for them to leave a good review is persuading. The customers also recommend foods that they enjoyed/loved. 

Chelsea Nelson, a Local Guide left a review saying,“20 years laters and still one of THE BEST Restaurants downtown! Everything we ate tonight was Divine!! The Pork Tenderloin was my favorite though!” Just like that review by Chelsea, many others also left pleasing reviews. What I liked about reading the reviews was that they recommended their favorite food plate. 

Beth Johansen said, “A waitress told me the lasagna there was the best she’s ever had. That seemed like a rather lofty statement to me, but she was totally right. I’m going to remember that lasagna for a very long time- it was the perfect blend for everything. Tangy, chewy, saucy, carb-loaded heaven in a bowl.” This review in particular made me choose lasagna as my food choice. Before reading that review I saw that others also loved the lasagna the restaurant made. 

I realized that the consumer decision making process is important to know and that the reviews are really helpful to making a choice. After reading people’s love for the lasagna I looked at the menu and I saw the price. The price for homemade pasta, lasagna, is $24.00. I will judge the price until I taste the lasagna. But I have high hopes that it will turn out to be good because of  the amount of reviews that were convincing. I think my preferences might compare to different consumers by the past experiences I have or don’t have compared to those who do have the experience that I don’t have. Like if I’ve never tried lasagna from a lot of other places then I won’t really know if it’s the best pasta I will ever have.

Ethics

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For this topic, I will be talking about H&M’s corporate social responsibility. H&M’s social corporate responsibility is based on their participation in social activities which helps improve the quality of life of the communities that are around. They have a sustainability vision which means that they put effort into fixing the needs of the communities in which they are located. 

Water & Sanitation, Education & Environment, Empowerment and Livelihood are the activities the company mainly focuses on to make/create the most of their value. In India H&M focuses on water and sanitation because India is known as the most water stressed region. The way they help make this situation better is they raise awareness, they also provide access to clean water. 

H&M values the education of their employees as well as the environment. They make sure to use everything in their power to create projects that focus on environmental issues/education and their next level focus is on refusing, reducing, and recycling. As well as promoting quality education. 

Additionally, H&M is aware of unemployment being a major problem affecting our society, for that reason their focus is on livelihood enhancement as well as empowering the youth including women and girls. I find this to be very encouraging. 

H&M does not profit off of these corporate social responsibility activities/programs. They state, “Surplus arising out of the CSR projects or programs or activities shall not form part of the business profit of the Company.” In other words, H&M truly shows that they stand by what they care for and they won’t let money control their moves for their company.

All of H&M’s focuses are very good for their company because overtime it will make them grow/expand even more than how it is now. I believe H&M’s focus on Water & Sanitation, Education & Environment, Empowerment and Livelihood are amazing social corporate responsibility. I believe they should keep focusing on the environment because we are facing a climate crisis at the moment. Although H&M has some sustainable/conscious clothing/products, the majority of their clothing is still fast fashion and they have to change that part of their company. It will affect us majorly if they don’t find a solution.

Even though H&M promotes environmental issues, they need to come forward and be more truthful than how they think they are. This is the only way that they will be able to make an impactful change to our only home meaning our Earth.

And that will ultimately help improve their company as well as making an impact on other clothing companies. If H&M makes these moves and other companies see it, they will feel the need to change as well. H&M has to keep improving their corporate social responsibility. 

H&M has an animal welfare and material ethics policy. They care about animals because they don’t condone animal testing nor the use of animal skin/fur. This is an important ethical choice from H&M because there are still big companies that condone animal testing. H&M making this a priority is impactful to the rest of the clothing companies.

H&M should keep expanding their ethical policy of animal welfare. In other words they should promote animal welfare. This will make them a better company compared to a company that doesn’t have an animal welfare policy.

Sources:

https://www2.hm.com/en_in/customer-service/corporate-social-responsibility/corporate-social-responsibility-csr-policy.html

https://about.hm.com/content/dam/hmgroup/groupsite/documents/masterlanguage/CSR/Policies/HM%20Group%20Animal%20Welfare%20and%20Material%20Ethics%20policy%20-%20April%202019.pdf

Is H&M Ethical and Sustainable?