Take a look at the above: Both product lines are within the Clorox family of products – one is branded Clorox and the other is branded Green Works. Although the image of Green Works does not show it, Green Works also offers disinfectant wipes and detergent. Essentially, the Green Works line has the same product types as the Clorox line. This is an example of both price discrimination and line segmentation. Below I will walk through both price discrimination and line segmentation in action so that you can learn and hopefully develop creative ways to utilize the same strategies in your small business marketing strategy.
Have you ever wondered how large brands such as Popchips, Virgin America, Kraft, etc. have maintained a steady conversation flow on their social media accounts? There is more to social media conversations than posting on the whim. Although posting on the whim is within the rulebook, there is a deeper strategy to the daily tweets or posts that your favorite brands make. The best thing about this is that you can take this social media marketing strategy right out of the playbook of these large brands so that you can adopt these for your small business social media strategy.
Food Trucks and Touch Screens?
Burger King is creating a good amount of marketing buzz around their new menu and the experience that consumers will have. They have redeveloped their menu, which is somewhat reminiscent of McDonald’s to be more health conscious by adding salad and wraps options. They will somehow be incorporating a touchscreen into their point of sale and using food trucks to get their product out to the masses.
Doritos and Taco Bell have teamed up to deliver the Doritos Locos Taco. Why does this makes sense? I’m not exactly sure but, I can tell you that Taco Bell of Yum Brands has not been as successful as they have been in the past and they definitely needed a marketing program that will make or break them. What was the benefit to partnering with Doritos? Good question.