Author Archives: Medusa Gamble

Keeping up with “The Joneses” Reflection

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

I would categorize the way the Jones family lives as personal selling. The reason being that they partake in self-marketing, which is even encouraged by their boss, KC, at LifeImage Enterprises. It is their job to market themselves to make people like them, therefore want to be like them and have what they have in the form of material possessions. Their decorated house, lifestyle, the quality time they spend with others in the neighborhood, the parties they throw and how they present themselves in public were like an inescapable billboard. Every interaction each Jones family member had with a stranger(s) was their opportunity to convince them to buy something, as was seen numerous times throughout the movie – this is considered personal selling. But they did it so casually and without pressure, that nobody even noticed.

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.

There are some celebrities who became famous from one profession or for another reason, and then decided to create their own brand of products that they market by wearing it themselves. A good example of this is Kim Kardashian’s line KKW beauty, or her SKIMS brand of shapewear that she advertises and markets by wearing on her social media accounts. Another brand that comes to mind is Emily Ratajkowski and her swimwear brand, iNamorata Woman – she also models her own product. A very famous example I can think of is when Michael Jordan collaborated with Nike to release his line of Air Jordan sneakers and wore them while still playing in the NBA. This works and convinces people to buy from them because these celebrities were, and still are, well liked, before launching their own brand and marketing it.

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

I think the Jones family marketed their products in an unethical way. There was one particular scene in the movie, not long after the dinner party, where Kate and Steve are sitting in the kitchen on their day off. Kate mentions to Steve that although his selling numbers increased after the party, he could do better. She specifically states, “create a ripple effect to get others to sell for you”. While that could be interpreted as a commission, I don’t believe it is because Kate was fine with Steve doing this unbeknownst to the ones they are targeting to sell for them. So in a sense, Steve would make money while others don’t, Steve does little to no work while making maximum profits. This sounds like one sign of a pyramid scheme, although I may be wrong.  Mick was marketing alcohol to underage teens, which was illegal and highly unethical. Larry Symonds, one of the Joneses neighbors, committed suicide due to the consequences of his bad decisions trying to make his wife happy – a result of getting too caught up in Steve’s lifestyle. Although Mr. Symonds made that decision, it probably wouldn’t have happened if the Joneses never stepped foot in the neighborhood.

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

The only person I could really see myself being friends with is Mick Jones because he seems to be the most laid back character. He made some mistakes and wasn’t perfect, but was more tolerable in my opinion compared to the other Jones characters (Steve would be second, Kate third and Jenn last). If I found out that him and his family were not actually a real family and that their only goal was to sell products to people in the neighborhood, I would be weirded out by it I guess. I don’t think I’d want to be friends because there would always be concerns that his only primary goal was to sell something, or get me to sell in a sneaky way, and not at all have an authentic friendship.

The Role of PR Assignment

Big Bear Mountain Press Release
August 1, 2022

THRILLS FOR THE WHOLE FAMILY! GET READY FOR AN ADVENTURE IN THE SMOKY MOUNTAINS AS DOLLYWOOD PRESENTS ITS LONGEST, LARGEST, MULTI LAUNCH ROLLERCOATER NEW FOR 2023

Pigeon Forge, T.N. – Dollywood® will unveil its longest, largest family-friendly multi-launch rollercoaster new for the 2023 season. With an investment of over $25 million, it is part of the biggest expansion in the park’s 62-year history. Guests of all ages have even more to discover at Wildwood Grove, as they continue their travels in search of the mysterious Big Bear, a black bear who wanders Wildwood Grove but has never been seen. As a resident and wilderness explorer of Wildwood Grove and having hidden knowledge of this area, Mr. Ned Oakley has made it his mission to assist travelers whom have the same curiosity as him in finding the legend that is Big Bear. He has set up the Adventure Outpost Base Camp, where he welcomes others to join him in his four-wheel drive SUV as they make the journey to the Grove’s Hidden Hollow.

Built by Dutch manufacturer Vekoma, Dollywood’s tenth rollercoaster provides completion to a margin of the Wildwood Grove section which debuted in 2019. The coaster measures at a whooping length of 3,990 feet over a span of 6 acres of land, as well as being the first audio coaster to be built at Dollywood, relaying musical beats and announcements from our friendly neighbor Ned Oakley. It will feature ten vehicle-styled cars per train with two seats across a single row, allowing for 20 guests per train. Riders will get the thrill of a lifetime as they accelerate at speeds of up to 48 miles per hour in 1.04 seconds.

Expect a surprise as riders are immediately catapulted into a twisted frenzy of huge steel track. They will then race horizonally before soaring through hair-raising 90 degree overbends and s-curves with views of the hillside terrain, all while the voice of Ned Oakley leads the way. Hold on tight while dashing full throttle into a dark tunnel and over the sparkling waterfall. After navigating through more scream-inducing bends, riders will be lifted out of their seats in the sky as they descend down 66 feet (6 stories) through the Tennessean smoky gorge. Nearing the end of their wild, crazy excursion with more airtime-fueled twists and turns, do they make it back to the station unscathed. Will any of them be lucky enough to find Big Bear?

STATS

Name: Big Bear Mountain

Type: Steel/ Multi-launch coaster

Location: Dollywood

Ride Manufacturer: Vekoma

Duration: 1.04 seconds

Height Elevation: 66 feet

Maximum Speed: 48 miles per hour

Length: 3,990 feet

Minimum Height Requirement: 39 inches

Opening Date: May 12, 2023

Stay tuned for updates on Big Bear Mountain in the coming months. Guests can improve their park experience by purchasing a Dollywood season pass. Our gold, silver and summer splash passes offer the gift of unlimited access to events and award-winning festivals you won’t want to miss.

Dollywood® is a family-oriented theme park located in Pigeon Forge, Tennessee – just 12 miles from Great Smoky Mountains National Park. Owned by world famous country-singer Dolly Parton, Dollywood was named the best theme park in America during the 2022 Travelers Choice Best of the Best Awards and was ranked the eighth best amusement park in the world.

References

Big Bear Mountain. 2023. Dollywood. Web. Accessed 4 May 2023. Dollywood.com

https://www.dollywood.com/themepark/rides/big-bear-mountain/

Gregory, John. “Dollywood Opening Multi-Launch Coaster Big Bear Mountain in 2023”. 5 Aug 2022. Theme Park Tribune. Web. Accessed 4 May 2023. Themeparktribune.com

Dollywood opening multi-launch coaster Big Bear Mountain in 2023

Kasko, Brittany. “Dolly Parton Announces New Rollercoaster Attraction at Dollywood Theme Park”. 5 Aug 2022. Fox News. Web. Accessed 4 May 2023. Foxnews.com

https://www.foxnews.com/lifestyle/dolly-parton-announces-new-roller-coaster-attraction-dollywood-theme-park

Murphy, Cindy. “Dollywood Named #1 Theme Park in U.S by Trip Advisor Awards”. 14 Jun 2022. Fox News. Web. Accessed 4 May 2023. Foxnews.com

https://www.google.com/amp/s/fox17.com/amp/news/local/dollywood-named-1-theme-park-in-us-by-tripadvosor

Product Concept Assignment

After watching season 14 episode 20 of Shark Tank and viewing all four pitches, the one that reasonated with me most was Hector Saldivar and his product line called Tia Lupita Foods. The reason why I loved his product and pitch is because I love how the food he created comes from his cultural background and how he decided to use clean ingredients that help him stand apart from other hispanic food brands at the supermarket. I like to try foods from different cultures myself, to use in my home cooking, but I’m the type who really cares about what I put in my body. I like that Mr. Saldivar cares about making his brand both tasty and healthy and chooses not to add unnecessary ingredients. I also liked that he incorporates ingredients that are unfamiliar, such as the nopal cactus. It is a native plant to Mexico and used in plenty of Mexican dishes, but this was the first time I heard of it.

Hearing about the backstory of Tia Lupita Foods, like how Mr. Saldivar explained that his mother would send him their family hot sauce recipe after he moved to the states from Mexico, was relatable and made me think about the closeness of my relationship with my mother as she would send me home cooked food whenever we spent time apart. Overall, I thought his presentation was funny, engaging and his product is one I would be most likely to buy and invest in if I were a shark. I actually will be trying Tia Lupita Foods in the near future.

I think a lot of people want to eat healthy, but sometimes are short on time due to busy schedules so it’s easy to reach for an unhealthy snack. So I like that Tia Lupita makes healthy chips and tortillas that are convenient to have at home to snack on or make quick meals in a half hour’s time. Mr. Saldivar mentioned that both the chips and tortillas are a low glycemic food, meaning that it is slowly digested while being absorbed by the body and causes a small, slower rise in blood sugar levels, which is good for those who are diabetic. Eating low glycemic foods can also help prevent negative health effects such as heart disease, stroke and damage to our nerves and kidneys.

This is a good product for people who are health conscious, and like food to take on the go or to have at home for parties, special occasions, or simply a quick healthy meal and snack while watching TV or doing their work. For me personally, chips are one of my mother and I’s favorite snacks. I used to eat Lays, Doritos and Ruffles chips all the time growing up. But as I got older and started reading the back of the ingredients lists, I would get turned off by things I did not recognize. I started doing research on the ingredients in these chips and realized I was doing my health a disservice by eating them so I stopped buying them. I still love chips but now I look for those that have simple, few and easy to recognize ingredients. My mother absolutely loves chips but she is a diabetic, and I try to encourage her to eat snacks that she might enjoy that also won’t be bad for her health. The Tia Lupita cactus tortilla chips would be perfect for her.

Products like Tia Lupita Foods shouldn’t just be a want, but it should be a need for consumers because our food, especially processed foods, are so unregulated here in the United States. Food agencies apart of the government allow food companies to put synthetic ingredients and chemicals into our food, and this has been linked to certain cancers, infertility, hormone disruption, developmental delays, obesity, heart disease and much more in both sexes. There was also a study done in 2022 by Datassential stating how younger people in the United States now prefer Mexican food over other cultural cuisines.

Keeping all of this in mind, consumers need products like this because as interests shift to certain cultural cuisines, knowing the store bought versions can sometimes be unhealthy, it’s important if they want to maintain their health and possibly change the landscape of the food industry. The pharmaceutical industry makes millions of dollars each year profiting off of people’s health issues with medication. A lot of this comes from what we eat, and even supermarket food is a huge culprit of bad health like the problems mentioned, especially due to cheap processesed food.

If we put our dollars towards a product like Tia Lupita Foods, that has ingredients that are simple and non-GMO and stop buying other brands that are junk, we would do good for our body long-term. We would also stop supporting bad food brands that only care about making profit and nothing else. I bet the CEOs of these unhealthy brands don’t even eat the foods they market and sell. They probably eat foods similar to Tia Lupita Foods instead. Consumers do need more foods like these on the shelves at the supermarket, simply because in a perfect world (or country) we shouldn’t have to worry about what we are literally consuming. It’s great to have a brand like Tia Lupita that cares about making a difference health wise, and I can definitely support that.

Mr. Saldivar joked on the Shark Tank episode that eating good should be easier than trying to touch your ears with your elbows, and I think that would be a great way to play on marketing tactics for his business. Tia Lupita Foods has distinguished itself from other similar hispanic food brands by its quality ingredients because it contains superfoods, but I would not be aware of it by just looking at the packaging. While the packaging is colorful and vibrant, so are other brands on the shelves selling the same products. I like the packaging, but nothing catches my eye so I think it could be better.

If I were in Mr. Saldivar’s shoes with a goal to get more eyes on Tia Lupita, I would add special label(s) to the packaging, perhaps one or two, emphasizing it’s healthier ingredients, or that it does not contain any bad stuff. I’m more likely to take a second look at a product while shopping when it has extra labeling on the front. If the packaging just contains its brand name with a design and nothing else it does not make me look twice.

Even with labels such as “gluten-free”, “___g of fiber”, “vegan” or “non-gmo”, those labels are often small and not noticeable. A major brand like Lays potato chips can afford to market with TV commercials and that’s why people buy it. When you are a small business trying to grow you won’t be able to do that at first, but you can get creative with your packaging to attract consumers. Even if extra labeling is costly, it would differentiate Tia Lupita Foods from many other brands in its category at supermarkets. A label that tells us that the tortilla chips and tortilla wraps are packed with superfood ingredients, in a short simple wording could go a long way.

References:

Kingson, A. Jennifer (2023). Latin and Tex-Mex Overtake Italian As America’s Go To Food Order. Axios.com. Accessed 30 April 2023.

https://www.axios.com/2023/04/14/food-trends-us-restaurant-menu-tacos

Consumer Decision-Making Writing Assignment

So imagine this: I just made a cross-country move from New York City to Salt Lake City, Utah. Packed my bags, had moving services set up for my furniture to arrive at my new apartment, and said goodbye to New York and got on a plane. I arrived in Utah safely, and although I’m excited I don’t know anyone in the area. I’m tired from the long travel so grocery shopping is out of the question. With nothing in my fridge and feeling hungry, I decide that I’m craving Italian food. Specifically, I would like to get a small pepperoni pizza pie for the night. I have no idea what restaurant to choose, but I would prefer to order from an establishment with good food reviews based on my cravings, and that is also within close proximity to my new apartment. Delivery or pickup doesn’t make a difference to me personally because I’m extremely picky about where I eat and picking a restaurant that suits my standards is very important. This is the first stage of the consumer decision-making process called problem recognition.

Now that I know I would like a pepperoni pizza pie, I start taking the necessary steps. Step one is to do some research online to find a restaurant nearby that I deem (based on customer reviews) to be clean, serve delicious fresh out of the oven pepperoni pizza that isn’t dry, doesn’t have an overly hard crust or isn’t greasy, is within a decent price range for my budget and still has an open delivery window for that day. For my research I utilized search engines like Google, less commonly I use a website like Yelp. I simply typed into Google, “salt lake city utah pepperoni pizza” which provided many results. The first thing I looked at is photos of the food and the establishment to see if it meets my standards. I wanted to buy from a casual setting that looked clean and provided fresh pizza that doesn’t look like it’s drowning in grease. After a few pass the test I looked at customer ratings and reviews. There must be an overwhelming amount of good reviews versus bad reviews or I won’t bother. Customer service is important to me, but not as important as the food being good and clean. Out of over 40 options, I narrowed it down to two pizza restaurants. This is the second stage of the consumer decision-making process called information search.

The first restaurant I picked was Free Wheeler Pizza with a 4.4 rating at 386 reviews and the second restaurant was Villaggio Pizzeria with a 4.6 rating at 668 reviews (and apparently the owner grew up in Little Italy in the Bronx, the borough where I’m also from). This told me that Villaggio was a bit more popular than Free Wheeler but I still had to consider other factors. Both met my expectations for cleanliness and delicious looking pizza in photos, and this was also confirmed by previous customers of both restaurants who left reviews. The size of the pizzas were also large and about the same. The next thing I looked for are the price points and if they offer delivery, pickup or both. Free Wheeler offered both delivery and pickup but Villaggio only offered curbside pickup. The price from Free Wheeler was $14.99 for a 14″ pie ($1.84 extra for additional topping such as pepperoni) bringing the total to $16.83 with free delivery. Villaggio charged $15.50 for a plain 14″ cheese pizza pie ($3.00 extra for pepperoni) bringing the total to $18.50 for pickup. My next thought was about how far away both restaurants were from the apartment, but to be honest I’m willing to travel far if I feel like the food is worth the hype. Both restaurants had varying times they were open depending on the day of the week, with Villaggio having earlier closing times on average. I estimate that I would have still been able to make the delivery window for Free Wheeler and take a bus or Lyft car service to pickup my pizza pie at Villaggio, assuming my car hadn’t arrived to Utah yet and assuming it wasn’t within walking distance. However, that wouldn’t have been cost effective to add extra transport fees. This is the third stage of the consumer decision-making process called evaluation of alternatives.

In the end, based on all the factors taken into consideration including budget, I decided to choose Villaggio Pizzeria for a pepperoni pizza pie. The reason why I choose Villaggio over Free Wheeler Pizza is because I felt Free Wheeler’s pizza was slightly greaser looking, and there were some very slight complaints about customer service. I figured it wouldn’t be so bad, if Villaggio Pizzeria wasn’t within walking distance, that I could take the Utah TRAX bus for $5.00 total ($2.50 both ways) and pick up the pie. In total I would’ve paid $23.50 for a 14″ small pepperoni pizza from Villaggio versus $16.83 at Free Wheeler. Some may say this is highway robbery for the price, but I’m a very picky eater and honestly felt Villaggio’s pizza looked better, so I am willing to pay extra. Plus I’d have the pizza all to myself and hardly eat out so not too bad. My budget was $30.00 (especially since inflation has occurred everywhere and eating at restaurants is getting more expensive) and I would have enough money left over to buy water or juice with my order. I didn’t mind the pricier option because eating out is a rare occasion for me, as well as a luxury. I perceived Villaggio as the better option because it had more glowing reviews and the presentation of the food appealed to me. This was the fourth stage of the consumer decision-making process called purchase.

As a consumer who has never been to Utah, I did not find it difficult to find a restaurant that fits my wants and needs. Both restaurants are not well known or heavily advertised (that I’m aware of) but I feel that anyone who is well versed with technology (a computer) can easily find these restaurants online within two minutes of research. Even if someone didn’t have the same preferences as me, perhaps they were looking for more affordable pizza options in Salt Lake City which is understandable, they would likely go with a less pricier option, especially if they are feeding a family. It really comes down to certain variables like how much you are willing to spend, how many times a week/month do you eat out and how many people are you ordering for. These are the differences in how consumers make decisions, in addition to what they like. I learned that in order for a restaurant (and businesses in general) to maximum their profits and word of mouth, it’s important to offer good service, competitive pricing, high quality food/products, listen to feedback from consumers to give them what they want, and offer as many attractive options as possible to beat other competitors. As a restaurant/business, you have to ensure that your consumers feel happy and satisfied with their purchase, as well as the customer service, and would buy it again and recommend your business to others. This is the final stage in the consumer decision-making process called post-purchase behavior.

Ethics, Social Responsibility and Employee Relations at Ulta Beauty

I have been a frequent customer with Ulta Beauty over the last few years. I do a lot of online shopping with them for both makeup and skincare items. What makes me a loyal customer are their affordability and friendly store atmosphere, but I was curious to know more about how this particular brand operates behind the scenes and what they value as a company. Founded in 1990 and with over 1,300 stores across the United States, Ulta Beauty is the largest beauty retailer in the country.

When delving into Ulta’s social responsibility and sustainable business practices, I found them to be surprisingly consistent when it comes to embracing a safe work space for all employees, not to mention they do care about the environment. Making profits is not their only bottom line.

Ulta Beauty’s code of ethics is a standard that should be enforced in every business. In their own words and for the benefit of all employees, “We’re proud of our company. With a broad array of products and services, we offer guests unrivaled ways to feel beautiful. But it’s not only our products and services that make us their most loved beauty destination – it’s also the way we conduct business. Integrity inspires our actions and strengthens our reputation, not only with guests, but also with communities, partners, investors – and you. That’s why at Ulta Beauty, we live our values and work to do what’s right every day.”

Ulta Beauty states that if for any reason their code, policies or law are broken, they would encourage an associate to speak with their manager depending on the store location. If that manager is not being cooperative the associate is then encouraged to speak with another manager or a human resources partner. There is also an option to phone in the ethics hotline anonymously or call the “We Care! Let’s Talk” line to speak with a human resources team, in addition to emailing a chief compliance officer about any concerns. Termination would be imminent for any person(s) whom attempt to retaliate against any associate(s) filing a complaint or found to be going against the code of ethics. Ulta Beauty promotes an inclusive space for all employees with a speak up culture and zero tolerance for harassment, discrimination or violence. They only choose to do business with vendors, suppliers and other third-party organizations who share the same values as them.

In a world where reducing carbon footprint has now become more important than ever, Ulta Beauty works to ensure that their stores, distribution centers and corporate offices comply with carbon neutrality. Ulta Beauty has a partnership with Pact Collect, an organization that works to prevent the accumulation of hard-to-recycle beauty empties in landfills. So far with their help 14,800 tons of waste have been diverted from landfills. Customers are able to purchase clean, sustainable products from their Concious Beauty line in stores.

Not only does Ulta have an energy management system (EMS) that they have invested $1.6 million into, but they follow the Science Based Targets Initiative (SBTi) standard in terms of air quality, energy-efficient lighting, temperature control and water usage (at hair salons) in stores. In their corporate offices they host electronic recycling drives, recommend paperless work practices, provide reusable coffee mugs and frequently upgrade recycling systems. Since 2018 they have been recognized as a Green Lease Leader by the Institution for Market Transformation and the US Department of Energy (DOE) for maintaining energy-efficient sustainable buildings. They have also raised charitable funds for Save the Children, Dress for Success and the Breast Cancer Research Foundation.

I think in order for them to continue to meet their goals of being environmentally green, they should eliminate plastic bags from retail stores and implement reusable bags, as well as recyclable brown boxes at their distribution centers for shipping and eliminate plastic in shipping supplies. Instead of just recommending their employees go paperless, it should be mandatory to work digitally only. More education for customers about recycling and encouragement to recycle items with every purchase would also be great.

Many would agree that standard business practice should include a safe, equal and fair work place for all employees, and should also make strides to be sustainable as part of corporate social responsibility, especially since our world now heavily depends on it. Ulta Beauty has proved that they care by putting their code of ethics in place to the benefit of all employees, being environmentally and economically responsible and making philanthropic efforts. As Ulta Beauty continues to expand with store locations nationwide, perhaps globally in the future, it is my hope that they will increase sustainability with said recommendations on bags, packaging and working digitally, and continue to grow positively as a business overall.

Medusa Gamble

Hi, my name is Medusa. Nice to meet you all and I look forward to learning more about marketing this semester. I am from the Bronx and am studying nursing at bmcc. I love art, cooking, exercise and traveling.

My BMCC email is: Medusa.Gamble@stu.bmcc.cuny.edu