Author Archives: May Turgeman

Week H assignment – May Turgeman

week H

Marketing- week H

I would categorize the way that the Jones family lives as personal selling from the reason that everything they are trying to do in their everyday life is selling their lifestyle to the people around them- which leads the other people to want to buy the same things as they have to be like the Jones family. The movie’s title was aptly named after the phrase “keeping up with the Joneses.” They are using all of the techniques of personal marketing to sell goods and products, from lipstick to a car. The movie presents all the “Personal Marketing” techniques, such as sales presentations, conversations, demonstrations, addressing objections, field selling, retail selling, door-to-door selling, consultative selling, and reference selling. They pretend to be a perfect family, wearing the best clothes, living in the biggest house, driving the best cars, and using the best products. This way, they interest the people around them in the neighborhood. The people get to see the products, try them, get familiar with them, and eventually want to buy them to be like the Jones family.

I can see the similarities in the marketing and selling tactics between the Jones family to the brand “Revolve.” Revolve is a large online clothing store company that sells high-quality clothes and designers for every occasion- from jeans to black tie events. Their most common marketing tactic is sending different clothes to famous models/ influencers with many followers on Instagram. The girls are wearing the clothes and posting pictures wearing the clothes and tagging “revolve” so all the followers will know where they can get the same clothes themselves. They choose good-looking girls with good taste and style to make their followers more interested in the clothes and create the thought in their heads that if they get the clothes, they will look like them. The Jones family is also a good-looking family that creates a “perfect life” to make the rest of the people in their neighborhood interested in their lifestyle and want to be like them. They used good-looking people to wear certain clothes and use certain products in order to make the products more attractive.

I think the way products are sold in this movie is unethical because the Jones family’s marketing and selling method is to rely on their “friends” insecurities and weaknesses and capitalize on their hobbies. Their way of selling starts by making “friends,” asking and learning about their needs, concerns, and wishes, and knowing exactly how to talk to them, what to sell them, and when. They use their “friends” weaknesses to sell them the goods that will fit the situation and will respond to what they are seeking and make them think they need certain things that they don’t actually need or desire before.

If I was a friend of someone in the Jones family, before I found out about their secret, I think I would be feeling a lot of pressure to keep up and a little bit frustrated that I am not good enough and that I don’t have enough. It would make me feel jealous, uncomfortable, and insecure, and it wouldn’t matter how good my life was and how much I had because they would always be better than me and have more than me. These people are getting everything they want, always look good, always look happy, have fun, and appear to be more successful and better than everyone else. After discovering their secret, I would feel that I was fooled and misled by a fairy tale the whole time. The revelation would explain everything to me, as it doesn’t make sense that life is perfect without any problems. I would feel dumbfounded that I was letting the Joneses affect and disturb me because no one is perfect. Not everything is as it seems – and social media can be a daily reminder of this. People post the highlights of their lives, leading to everyone only seeing the good things in their lives and not the whole situation. This causes people today to feel the same insecurities as I would feel if I was one of the Jones family friends. This poses the question – if everything is so perfect all of the time, then what am I missing that they might have?

Product Concept Assignment – week F

Week F Assignment – Product Concepts

The product that resonated with me the most is Bridal Babes. The reason is that it is a fashion pitch. Fashion is my favorite thing, especially dresses. I love styling, shopping, and designing clothes. As a dress lover, finding a nice evening dress that will fit you perfectly at an affordable price is really hard to find. Brides Babes is a fashion brand that sells evening dresses to “multi-cultural women and women with curves that change the bridal fashion game”, which means, for all types of women, all sizes, and races, and in diverse colors that will flatter different skin tones. Bridal Babes offers a convenient shopping experience online from home, and live online consultations. They also have a big social media community that helps them communicate and understand their customer’s needs. Finding a dress that will fit all of your bride’s maids is a super hard, challenging, exhausting experience, and very expensive as well. Bridal Babes is solving all of these problems with their dresses brand. They have many different dress styles, colors, and high-quality fabrics that flatter every body type, from curvy to skinny. They have online live consultation, which helps to make the picking and fitting process convenient and easier for the bride. And the most attractive thing is their prices. Bride’s maids’ dresses are very expensive and can be a big expense. Bridal Babe’s prices range is super affordable, and I would even say cheap compared to the amazing quality of the dresses. They also have two price range options, a cheaper option of 44.05$ for a dress, or the premium option of 228$ for a dress. As a familiar consumer of the dress industry, I think that even the more “expensive” option is very cheap and affordable for such a good quality dress. Consumers feel that they need this product even if they are not bride’s maids because of the special fabric that Bridal Babes creates and sells. It looks like satin, which is a very thin fabric that only flatters very skinny women, but it’s a stretchy and lifting fabric that flatters every body type and looks amazing as satin at the same time. The “trick” that makes you want to try it as well and see if it works on you too. Every woman wants to look good, and Bridal Babes is selling a product that promises you that you will look good in it. I think that Bridal Babes is well-positioned in all aspects. I think that the name of the brand is good and illustrates the product and its meaning. I like their logo and branding, the pink color is feminine and attracts females/addressed to women. They didn’t mention what their packaging looks like in the episode, so I think that for the packaging it would be attractive to send the dress in a nice big box with the logo on top. Inside the box have a letter to each bride mate, and maybe offering 10%/15% on their next purchase. This is a way to attract more customers and earn new customers. I think that their Prices are super attractive to consumers and very affordable. My favorite thing about Bridal Babe’s marketing strategy is its activity on Instagram. Bridal Babe’s main advertising platform is Instagram, and they have a community of 90,000 followers. In my opinion, Instagram is the best advertisement platform these days, it’s a very effective way to attract potential customers and it helps to navigate your account to the right people that are looking for the product. Bridal Babes post on Instagram every day and it keeps their followers tuned and connected to the brand. It also helps to attract more customers. They also have 60,000 followers on TikTok which is also a great platform to promote products.  I personally was very impressed by this pitch and I’m sure that they are doing very well.

Week D assignment – Consumer decision making

 

MAR100 – Assignment week D

Unit 5: Consumer Decision Making & Unit 6: Business Marketing.

The consumer decision-making process is a process that I am going through every day in my life, and I think that is very relevant to me and everyone daily. If I moved to Salt Lake City, Utah, and wanted to order Italian food for takeout, I would be going through the consumer decision process to choose the best fit for me. The first step of the need recognition is that I am looking for a good Italian restaurant that delivers the food to your address and has gluten-free pasta. For the second step of the information step, I would be searching on google for “the best Italian restaurants in Salt Lake City, Utah, gluten-free pasta with delivery”. Since it’s a new city and I don’t know who is making the food in these restaurants, I feel more comfortable relying on restaurants that are shown in articles as good restaurants and that people are writing good reviews on and recommend going to. I have celiac so I can only eat gluten-free pasta, so even if the restaurant is amazing but it doesn’t have gluten-free pasta I won’t consider the restaurant as an option. If I am ordering takeout, I only want it to be delivered to my home and not have to go out to get it especially since it’s a new city that I am not familiar with, so I searched for delivery only. For the third step of the evaluation of alternatives, I looked at the search results. In google, you can see next to each restaurant the stars that people rated the restaurant and the reviews that they have received. I found 3 restaurants that attracted my eye, and they are – Caffé Molise, Stanza Italian Bistro & Wine Bar, Tuccis Cucina Italiana. All these three restaurants are rated very high and have wonderful reviews. They all look clean, and the pictures of the food look very good and attractive. But one of them doesn’t deliver so it won’t be a good fit for me even though their food looks great, they have gluten-free pasta, and they are rated very high. It would be a good option for me on a day that I want to go out to sit at a restaurant for dinner. So Stanza Italian Bistro & Wine Bar is going off my options. Now both the restaurants are a good option for me, I am looking at the rates/prices and see which one of them has better prices. Caffé Molise is delivering and looks like a beautiful restaurant that I would like to go out to, but the prices there are a little bit more expensive and since I am not going to enjoy their service and atmosphere, it doesn’t worth it for me to pay the price if I can find the same gluten-free pasta that is as good in Tuccis Cucina Italiana that is also delivering. So, for my fourth step, I would choose Tuccis Cucina Italiana as my takeout Italian restaurant in Salt Lake City, Utah, for the good reviews and ratings, the delivery, the gluten-free pasta, and the price. The process was very easy for me. When I first move to Manhattan a year ago, I also didn’t know anything here and was looking for restaurants to order a delivery from. To find a restaurant in Salt Lake City, Utah I did same thing. I searched online for an Italian restaurant in this location and wrote my priorities in the search which were – the best restaurant, gluten-free pasta, and delivery. After I searched for my need, I evaluate my options, considering the Advantages and Disadvantages, and deciding which of the options is the best fit for me. When I was looking at the options of my search, I saw so many options and I had to decide relying on my opinion which one to consider as an option. I think that the consumer decision-making process is something that we do automatically when we have a need for something/problem because the first thing I did when I read the assignment was to think about my needs and my preferences in this situation and research it online. We do this every day without even noticing, marketing is such a big part of our life. My preferences would probably be different from other people in the same situation since I’m searching for the best Italian restaurant and looking specifically for gluten-free pasta. It might also be similar in terms of looking for delivery only since we are new in the city and prefer to get the food straight home and not get lost. I think that the stages in the consumer decision-making process are the same for everyone, but the result of the decision will be different most of the time since each person is different and has different needs, and preferences while making a decision. Depends on his knowledge, personality, and traditions.

 

 

May Turgeman

My name is May Turgeman, I am 21 years old and I am an international student from Israel.
I love fashion, art, and design. I am very interested to expand my knowledge in the Marketing field.
I love traveling the world, spending time with my family and friends, and learning new things. My BMCC email is: may.turgeman001@stu.Bmcc.CUNY.edu