Topic 1: Social Listening

The brand selected in this case is Apple, which is considered as the most valuable brand in the world. Its value proposition involves the use of its brand to enter into competitive markets both locally and internationally to sell its products that have significantly evolved. Its key competence is based on delivery of exceptional customer experience through excellent user interface.

            According to most of the customers, one positive thing about Apple is that it is the largest and the best mobile device company in the world. This fame was achieved after it changed its name from Apple Computer to Apple Inc. with the objective of showing that it does not only produce computers but other products as well (Mooij54). The second positive thing is that it produces less complicated mobile devices as compared to other competing firms. Moreover, its strategy is focused on emotions. The brand personality revolves around hopes, dreams, innovation, and aspirations (Mooij78). For instance, people using Apple products often become emotionally attached to the products since they are humanistic and have a heartfelt connection with the customers.

            The aspect that relates to marketing is the idea of advertising innovative products to its customers who are spread all over the world. One challenge faced by the brand is the increased level of competition caused by the introduction of new competing firms producing innovative and competitive products (Mooij 98). However, Apple has always responded by producing new products to counter those of its rivals. Arguably, it would be advisable to design ways of attracting new customers while retaining the current ones. This strategy involves giving discounts and incentives to loyal customers thereby making them feel appreciated and improving the level of attachment between them and the company.

Topic 2: Marketing in the News

In the article titled Coke Replaces 'Open Happiness' with 'Taste the Feeling' In Major Strategic Shift, Schultz highlights changes in advertising by Coca-Cola company. The key objective of the modification was to improve its brand image. Marco de Quinto, the new global marketing officer’s aim is to switch from the old global campaign through the launch of a new advertisement named Feeling the Taste in Paris (Schultz 1). It is expected to reach clients in more than 200 economies.  Therefore, the firm anticipates a cut-down on its marketing cost by merging the ads for Coke Zero and diet coke, along with other brands. 

            The challenge addressed by the manager is the idea of focusing on the product rather than the brand through changing the ad message. Considering that Quinto consulted other key stakeholders who have given him their backing, the project becomes noble. Apart from giving the challenge a good response, there is a high chance that the marketing approach will be successful. The value proposition for the brand is to enhance an emotional attachment between the customers and the company. There is a close focus on Diet Coke and Coke Zero, along with other brands (Schultz 1). Through the new ad, the firm wants to communicate to all clients that Coke is a brand for everyone. Through that, the manager hopes to increase the sales and revenue volume during his tenure as the marketing chief.

            Among the issues learned that could be applicable include the importance of paying close attention to a brands performance, consulting, and coming up with a new marketing strategy to enhance the firm’s economic motive. De Quinto analyzed the previous ads and realized that it was necessary to come up with an ad that will focus on the brand. Through his leadership approach, he has won the backing of other senior employees who expect the new ad to improve the company’s competitive advantage.

Works Cited

Schultz, E.J. “Coke Replaces 'Open Happiness' with 'Taste the Feeling' In Major Strategic Shift’”. Adage.com. 2016.  http://adage.com/article/cmo-strategy/coke-debuts-taste-feeling-campaign-strategic-shift/302184/. Accessed 18 January 2018.

Mooij, Marieke K. Global Marketing and Advertising: Understanding Cultural Paradoxes.           Thousand Oaks, Calif: SAGE, 2014.