Country : Australia
Assignment Task
 

Introduction to Marketing
Case Study
Allbirds


ANSWER ALL THREE (3) QUESTIONS AND ALL PARTS OF ALL THREE (3) QUESTIONS.

Question 1:
Imagine that Allbirds has developed an innovative new range of fashion-oriented sneakers using plant-based leather that are specifically targeted at women under 30, who value sustainable products. They plan to run an Integrated Marketing Communications (IMC) campaign aimed at persuading people in this consumer segment to buy the new Allbirds sneakers.
Using an example, discuss how Allbirds could use Advertising to target this consumer segment? Thinking about the advantages and disadvantages of Advertising, explain two advantages and disadvantages for Allbirds if they use Advertising in the way you propose.
Using an example, discuss how Allbirds could use Public Relations to target this consumer segment? Thinking about the advantages and disadvantages of Public Relations, name explain two advantages and disadvantages for Allbirds if they use Public Relations in the way you propose.
Using an example, discuss how Allbirds could use Sales Promotion to target this consumer segment? Thinking about the advantages and disadvantages of Sales Promotion, name explain two advantages and disadvantages for Allbirds if they use Sales Promotion in the way you propose.

Question 2:
Allbirds is a company that relies heavily on Digital Marketing to promote its products.
Provide an example of how Allbirds could use Social Media Marketing as a promotion mix tool and provide two (2) advantages and two (2) disadvantages of Allbirds using Social Media Marketing in the way you propose.
Discuss THREE (3) ways Allbirds could use Search Engine Marketing to drive more traffic to their website.
Allbirds has a rich customer database it has collected from sales made from either their website, or from one of their 23 retail stores around the world. Choose THREE (3) of the (5) possible ways businesses can use databases for marketing and explain how each of them could be applied to Allbirds’ situation.
Allbirds and global footwear giant, adidas see the possibility to turn competition into collaboration for the future of the planet. Together they are creating the lowest ever carbon emissions performance running shoe called Futurecraft.Footprint: Made to fit the planet. The ultimate aim is to prodice a net-zero carbon emissions performance running shoe. Discuss the advantages and disadvantages of Co-branding for Allbirds in their collaboration with adidas.

Question 3:
As a Certified B Corporation, Allbirds needs to operate at the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose.
Allbirds has been approached by the owner of a recently shutdown website that provided product news and updates to people who are passionate about sustainability and sustainable products. They have offered to sell Allbirds offered a list of subscribers from that website that includes their email addresses. Allbirds is considering whether or not to use the list to widen the marketing of their products.
Explain what New Zealand law Allbirds need to follow when considering using email lists obtained from other companies and how it applies to this specific situation?

Allbirds as a company epitomises the sustainable marketing concept by considering the future welfare or their customers and the future needs of the company, in their business and production processes, their products, and the transparency of their impact on the environment. However, no matter how well Allbirds manages its impact on the environment, it could be argued that these actions do not negate the impact of marketing on society as a whole. The marketing system has been accused of adding to several ‘evils’ in society, such as creating too much materialism, too few social goods, and a gut of cultural pollution. Following on from this line of reasoning, one could claim that Allbirds is simply feeding false wants and too much materialism in society by producing shoes and apparel, regardless of their efforts to protect the environment.
Provide arguments ‘FOR’ and ‘AGAINST’ this position on Allbirds.
Imagine if Allbirds was considering reducing its prices due to the onslaught of copycat products, explain two external reactions to price changes that they should consider.

 

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  • Posted on : June 07th, 2019

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