係 Advertising Age 既 "Readers' choice of marketing disasters".
值唔值得恭喜呢？
Showing posts with label business. Show all posts
Showing posts with label business. Show all posts
Tuesday, May 19, 2009
Thursday, May 14, 2009
肯得基的故事
當肯得基不是炸雞而是烤雞，結果可能未有定案，但推出時卻受了一個慘痛的教訓！
近日肯得基在老家推出 Kentucky Grilled Chicken。要放棄上將家傳秘方，當然會受到不少的阻力。過去可口可樂就嘗過改變原有產品配方而大敗一仗。肯得基公司為了成功推出新產品，準備了一個大型廣告計劃，推廣 "Unthink KFC"。成功與否未可得知，但一個沒有深思的試食推廣卻先令公司倒了一大交！
事緣於5月4日，肯得基透過名咀 Oprah Winfrey 在電視推出試食，觀眾只需於兩天內在名咀的網站下載換領劵，便可以換取2件烤雞連同2款小食及鬆餅。結果在兩天內共有一千多萬張的換領劵被下載，更有不計其數的換領劵影印本。快餐店外大排長龍，食客投訴店員服務態度差劣，更有分店亁脆不接受換領劵。
兩天之內，肯得基共送出了4百多萬份套餐。在一片亂子之後，公司發覺最少還有6百萬份套餐未有送出！為此，肯定基只好宣佈收回試食的承諾。
這KGC成功得罪了三大 Stack holders：未能換到食物的顧客自然臭駡白衣上將；傳媒（特別是 Winfrey 小姐）亦不爽；而因於是次推廣中特計經營店需自費負責送出的食物成本，亦相當的不快！
其實差不多的蝦轆推廣香港近來亦出現了一次。九龍香格里拉酒店上月接受頭條日報訪問時，便承諾了一個自助餐的推廣：任何人於生日當天惠顧自助晚餐，全台即享與壽星公／女年紀的同等折扣，即假如是30歲，全台30％ off。推出後很多人帶同七八十歲的爸媽去慶祝生日，拿它一個2-3折的大優惠！結果酒店在數天後設限，優惠最多為半價，而加一小費亦以正價收取......
（話說小弟便拉了老爸及一家人去了，連同長者優惠及小孩優惠，加一亦以折扣價計算；結果是平均每人約$120結帳... :))
近日肯得基在老家推出 Kentucky Grilled Chicken。要放棄上將家傳秘方，當然會受到不少的阻力。過去可口可樂就嘗過改變原有產品配方而大敗一仗。肯得基公司為了成功推出新產品，準備了一個大型廣告計劃，推廣 "Unthink KFC"。成功與否未可得知，但一個沒有深思的試食推廣卻先令公司倒了一大交！
事緣於5月4日，肯得基透過名咀 Oprah Winfrey 在電視推出試食，觀眾只需於兩天內在名咀的網站下載換領劵，便可以換取2件烤雞連同2款小食及鬆餅。結果在兩天內共有一千多萬張的換領劵被下載，更有不計其數的換領劵影印本。快餐店外大排長龍，食客投訴店員服務態度差劣，更有分店亁脆不接受換領劵。
兩天之內，肯得基共送出了4百多萬份套餐。在一片亂子之後，公司發覺最少還有6百萬份套餐未有送出！為此，肯定基只好宣佈收回試食的承諾。
這KGC成功得罪了三大 Stack holders：未能換到食物的顧客自然臭駡白衣上將；傳媒（特別是 Winfrey 小姐）亦不爽；而因於是次推廣中特計經營店需自費負責送出的食物成本，亦相當的不快！
其實差不多的蝦轆推廣香港近來亦出現了一次。九龍香格里拉酒店上月接受頭條日報訪問時，便承諾了一個自助餐的推廣：任何人於生日當天惠顧自助晚餐，全台即享與壽星公／女年紀的同等折扣，即假如是30歲，全台30％ off。推出後很多人帶同七八十歲的爸媽去慶祝生日，拿它一個2-3折的大優惠！結果酒店在數天後設限，優惠最多為半價，而加一小費亦以正價收取......
（話說小弟便拉了老爸及一家人去了，連同長者優惠及小孩優惠，加一亦以折扣價計算；結果是平均每人約$120結帳... :))
Sunday, February 15, 2009
Microsoft Shop?
報導說 Microsoft 有意開設零售點。
Microsoft 有這構思，明顯是受到Apple Shop 的成功例子所影響吧。Apple Shop 無疑為 Apple 的產品披上更高級的型像，但同樣的策略於 Microsoft 同樣可行嗎？
Apple 賣的多是硬件及配件，這樣的產品確實需要一個零售的地方讓顧客可以 touch & feel 有關產品；而零售點的設計及裝璜等的確可以為顧客對產品之感覺來個錦上添花。可是，Microsoft 賣的以軟件為主，如何可以借零七點增強顧客的感受？即使Microsoft 有少量的配件產品，但也大多是爛東西，跟本對零售業務沒大幫助。
且看M$店的下文如何吧！
Microsoft 有這構思，明顯是受到Apple Shop 的成功例子所影響吧。Apple Shop 無疑為 Apple 的產品披上更高級的型像，但同樣的策略於 Microsoft 同樣可行嗎？
Apple 賣的多是硬件及配件，這樣的產品確實需要一個零售的地方讓顧客可以 touch & feel 有關產品；而零售點的設計及裝璜等的確可以為顧客對產品之感覺來個錦上添花。可是，Microsoft 賣的以軟件為主，如何可以借零七點增強顧客的感受？即使Microsoft 有少量的配件產品，但也大多是爛東西，跟本對零售業務沒大幫助。
且看M$店的下文如何吧！
Tuesday, September 23, 2008
Saturday, September 20, 2008
Microsoft's "i'm a PC' commercial
Since when Microsoft became the follower, huh? Very sad for the industrial leader, who owns >90% of market share in OS.
it follows Mac's "Get a Mac" TV Campaign which 'd been more than a year ago!
it follows Mac's "Get a Mac" TV Campaign which 'd been more than a year ago!
Monday, September 15, 2008
Tuesday, August 14, 2007
咩都加價
豬牛羊雞咩都加, 連罐頭食品都話要加價, 歸根到底又係薯仔總統做既好事, 真係多得佢唔少!!
呢個加價潮始於2006年薯仔發表左個政策, 要大大增加汽油代用品既數量達目前既4倍. 汽油代用品中最重要既一種係乙醇 (ethanol), 生產乙醇既最重要材料係粟米, 所以呢個政策令粟米價不斷上升, 至今超過一倍 (自發表該政策起計). 由於粟米為主要既飼料, 所以養豬牛雞既成本大增, 導致乜都要加價既局面.
搭飛機去旅行麻麻煩煩都係因為阿薯仔, 都算! 畢竟我唔係成日搭飛機. 而家朝朝食既餐蛋麵要加一蚊雞, 茲事體大, 一定要朝朝咒薯仔, 等佢夜夜眼眉跳, 以發洩我心頭之不快!!
呢個加價潮始於2006年薯仔發表左個政策, 要大大增加汽油代用品既數量達目前既4倍. 汽油代用品中最重要既一種係乙醇 (ethanol), 生產乙醇既最重要材料係粟米, 所以呢個政策令粟米價不斷上升, 至今超過一倍 (自發表該政策起計). 由於粟米為主要既飼料, 所以養豬牛雞既成本大增, 導致乜都要加價既局面.
搭飛機去旅行麻麻煩煩都係因為阿薯仔, 都算! 畢竟我唔係成日搭飛機. 而家朝朝食既餐蛋麵要加一蚊雞, 茲事體大, 一定要朝朝咒薯仔, 等佢夜夜眼眉跳, 以發洩我心頭之不快!!
Wednesday, July 25, 2007
It's 'Hard' to Believe
偉哥既廣告 headline....
你會點譯做中文 headline 呢? 早大約半年海底隧道口有個同樣既廣告牌, 上面譯做 "硬到你唔信!". 而家地鐵廣告牌就凈番英文 headline, 好明顯係唔滿意個中文翻譯.
我就會咁譯: 信 "硬" 佢!
你會點譯做中文 headline 呢? 早大約半年海底隧道口有個同樣既廣告牌, 上面譯做 "硬到你唔信!". 而家地鐵廣告牌就凈番英文 headline, 好明顯係唔滿意個中文翻譯.
我就會咁譯: 信 "硬" 佢!
Monday, July 23, 2007
Friday, March 30, 2007
A story of interactive marketing
Quoted from Adage.com:
--------
Jan Leth, executive creative director of OgilvyInteractive North America, told a funny little story about an agency assignment for Six Flags.
"They had a promotion for their 45th anniversary. They wanted to give away 45,000 tickets for opening day to drive traffic. So we got a brief to do whatever: ads, microsite, whatever. But our interactive creative director just went off and posted it on Craigslist. Five hours later, 45,000 tickets were spoken for.
"No photo shoot. No after-shoot drinks at Shutters," he adds, with faux regret. Then, with somewhat less irony: "Now, the trick is, how do you get paid?"
--------
Jan Leth, executive creative director of OgilvyInteractive North America, told a funny little story about an agency assignment for Six Flags.
"They had a promotion for their 45th anniversary. They wanted to give away 45,000 tickets for opening day to drive traffic. So we got a brief to do whatever: ads, microsite, whatever. But our interactive creative director just went off and posted it on Craigslist. Five hours later, 45,000 tickets were spoken for.
"No photo shoot. No after-shoot drinks at Shutters," he adds, with faux regret. Then, with somewhat less irony: "Now, the trick is, how do you get paid?"
Friday, February 09, 2007
More on Super Bowl TV commercials
I havn't finish watched all commercials, but find some interesting commercials as listed here:
Snapple - Wiseman (funny!)
Budweiser - King Crab (not exactly a new idea, but still funny)
Toyota - See-Saw (it's a big work to produce this commercial)
Snickers - Mechanics (Won't have a chance to be aired in HK. HK society is so 'closed' nowadays)
Doritos - Live the Flavor (consumer created commercial. there were 3 or 4 more.)
Blockbuster - Mouse Click-Click Away (I can't stop laughing when I watch this)
There are also some really awful commercials. Really can't understand why companies spent multi-millions USD in the commeical time, but refuse to get a pro to make the commerical right?!
Snapple - Wiseman (funny!)
Budweiser - King Crab (not exactly a new idea, but still funny)
Toyota - See-Saw (it's a big work to produce this commercial)
Snickers - Mechanics (Won't have a chance to be aired in HK. HK society is so 'closed' nowadays)
Doritos - Live the Flavor (consumer created commercial. there were 3 or 4 more.)
Blockbuster - Mouse Click-Click Away (I can't stop laughing when I watch this)
There are also some really awful commercials. Really can't understand why companies spent multi-millions USD in the commeical time, but refuse to get a pro to make the commerical right?!
Wednesday, February 07, 2007
Tuesday, February 06, 2007
Thursday, January 25, 2007
Wednesday, January 24, 2007
Beckham lossing his popularity
As expected by advertisers. So Gilette is replacing him with somebody else.
Tuesday, January 23, 2007
Motorola Razr - crap product or crap brand??
Analysis said that Motorola has loss an opportunity to build a brand when it has the 'good' product Razr.
Is it?
I say the Motorola phones suck. Some friend are using Motorola phones. Most of the time when I talking with them on phone, it's very difficult for me to hear clearly what they are saying. The DSP (or mic?) sucks and the background noise amplified too much and you just can hear what the user is saying.
Motorola fail because the product is crap. Not the brand.
Is it?
I say the Motorola phones suck. Some friend are using Motorola phones. Most of the time when I talking with them on phone, it's very difficult for me to hear clearly what they are saying. The DSP (or mic?) sucks and the background noise amplified too much and you just can hear what the user is saying.
Motorola fail because the product is crap. Not the brand.
Saturday, January 13, 2007
Live TV broadcast to your mobile phone
New initiative launched in CES 2007.
Do you really want to watch the TV show on the 2.5" screen of your mobile phone? Honestly, I find the 4" screen of my Palm TX to be too small for watching movie; and the mobile phone screens are *much* smaller.
Do you really want to watch the TV show on the 2.5" screen of your mobile phone? Honestly, I find the 4" screen of my Palm TX to be too small for watching movie; and the mobile phone screens are *much* smaller.
Tuesday, January 09, 2007
LA Time new TV ad is designed to fail
As commented here.
Tradtional newspaper has suffered a lot, in US and other matured region. In HK, the circulation of Apple Daily has been dropping quite dramatically in recent few years (I don't have the actual data, and hope my memory serves). Although Oriental Daily News' CLAIMED circulation reported steady circulation, it's unaudited. However, these drops can be accounts by the new free newspapers, and the impact of Internet on HK papers is yet to be seen.
So, watchout for the web, local papers!
Tradtional newspaper has suffered a lot, in US and other matured region. In HK, the circulation of Apple Daily has been dropping quite dramatically in recent few years (I don't have the actual data, and hope my memory serves). Although Oriental Daily News' CLAIMED circulation reported steady circulation, it's unaudited. However, these drops can be accounts by the new free newspapers, and the impact of Internet on HK papers is yet to be seen.
So, watchout for the web, local papers!
Sunday, January 07, 2007
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