Miruna Codeanu

Posts Tagged ‘business strategy’

Twisting the news – 47th edition

In cappuccino on February 9, 2016 at 5:51 am

Let’s talk about China, let’s not stop talking about China, because it’s about the economy, you occidental. China became the world’s second largest economy, but world’s biggest market for many western businesses and that is why we are going to keep the hype around China. For example, being the world’s largest car market, China can fuel rapid adoption of electric cars throughout the world and make the technology more affordable. I dare make a bet: let Tesla manufacture in China and in one year you are going to see a Chinese rival. For the record, Elon Musk was considering a manufacturing plant in China in 2014.  Do not only see this matter as one sided, as the Chinese are lacking creativity and the ability to invent something, it is part of their culture to take the prototype and make it perfect. However, look at the matter from another angle, it also means liberalization and affordability for that certain good.

And obviously, Happy Chinese New Year! May the Monkey be with you. Read the rest of this entry »

Twisting the news 6th edition

In cappuccino on October 28, 2015 at 7:40 am

Another day in which we’re grateful for the interesting times we live in. Grab a coffee because there’s another interesting day ahead.

W150210_CHAKRAVORTI_COUNTRIESBUILDINGDIGITAL1Talking about the future of the European Union, Greek debt and refugee crisis, we ignore another crisis: the digital crisis. Countries are very uneven when it comes to their digital capabilities, bu the European Union has to build even policies for all its member states. Of the 50 countries studied, only 3 made it to the “stand out” category. Will we make it?

You thought China is the biggest actor in the climate change? Read the rest of this entry »

Twisting the news 3rd edition

In cappuccino on October 13, 2015 at 7:13 am

Amazon Readies Kindle Fire Update to Keep Up With Apple, GoogleSteve Jobs wasn’t the only leader lacking empathy. Amazon’s Jeff Bezos may be even worse, or better. Amazon managed to be on the 828th position out of 907 in terms of environmental, social and governance factors, which is usually hard for a service company. Only that they might be doing something about it: Amazon is reported to survey corporate staffers everyday about their job satisfaction. Amazon needs its reputation, more as a service company than a manufacturer.

In the competition for the next Steve Jobs, we also have Elon Musk, the Iron Man. Probably closer in terms of vision and compulsive obsessive behavior to Jobs, than Bezos, Elon Musk has a vision. Read the rest of this entry »

Designed in San Francisco, sold in Africa

In Uncategorized on September 2, 2015 at 7:08 am

made-in-sans-franciscoWhile Apple and Samsung have relied on the Chinese growth, some other companies are looking for other markets. I have previously explained that China is a tough market: half government controlled, so called free market where the massive state PR machine can interfere at any moment. It happened to Apple and many other companies. Meanwhile, some other companies are looking towards the African horizon.

Meet Obi. Obi is a company founded by former Apple CEO John Sculley Read the rest of this entry »

The sharing economy in business

In cappuccino on March 24, 2015 at 7:51 am

sharing-economyThe sharing economy. The sharing economy is a type of collaborative society where individuals share their resources. Uber, airbnb and other such platforms are manifestations of the sharing economy. The sharing economy has been mainly targeting individuals, but is it possible to apply the same principles in the business world? How would it look like? Read the rest of this entry »

Fixing advertising

In espresso on September 26, 2014 at 5:29 am
What’s Ello?

billboard-advertisementEllo is a new social network. What’s new about a new social network?Ello claims to be different because it has no advertising. Here’s how Ello defines itself: “Ello is a simple, beautiful, and ad-free social network created by a small group of artists and designers.We originally built Ello as a private social network. Over time, so many people wanted to join Ello that we built a public version of Ello for everyone to use.” 

Why’s Ello special?

I am under the feeling I heard that story before. A social network that was founded for the use of a certain group and then grew to be more popular. Could that be about that Harvard student who started a social network to be used withing the university, that guy Zuckerberg?

Remember Facebook back in the days? When I joined, there was little advertising on Facebook. I remember that simply creating a Facebook business page could have a viral effect, if your audience was on Facebook. Later, audiences started coming to Facebook and content started being shared, more advertising money coming to Facebook.

Advertising on social networks

I always compare Facebook with television and I’ve always said the next kind of television will be socially influenced. So, you have one tv channel. Half the people on Facebook have more than 200 friends in their network and have definitely hit some like buttons on some pages, be those business pages or public persons. Unlike traditional television, every other page or person you follow is another channel and a new content generator and this creates noise around the message, this makes your brand or personal message be jammed by many other posts. On top of all that noise we have advertising. Advertising is a source of money and profit for Facebook. Against charging its users, Facebook chose advertising. Facebook’s big problem is that it hasn’t yet figured out a way to make advertising relevant, and neither did any of the other social networks. Google could be somewhat closer to that, but not there yet. Raise your hand if you have ever found an irrelevant ad in Google. You probably did, at least once in your life. But when a social network means to sell itself by the lack of advertising, it means that marketers, we have a problem.

Adverising, the scarecrow

Although social networks have an incredible amount of information on targeting people, advertising is still sometimes irrelevant. People are not sick of advertising, people are sick of bad, irrelevant advertising. People want to find things when they need them, and advertisers would want to reach those people who need or would need their products. We, as marketers, we’d rather spend our money on relevant advertising for relevant people. Advertising became the scarecrow in the last few years. Most of adults using social networks have watched tv during their lifetime and this means they carry a baggage on advertising. Advertising in old media always offered little means of targetting appropriate audience which led to irrelevant advertising. Those people have a reflex: “Oh it’s commercial break, let’s find something else to watch” or “Oh, It’s commercial break, I’m gonna go powder my nose now”. Advertising on TV became something to be ignored because most of the times it was irrelevant. Men watching TV did not need tampons. People without new born kids did not care about the latest Milupa milk. This created a bad image on advertising. Now, advertising has to work some PR magic on itself.

Fixing advertising

How do we make the ugly frog become prince charming and who has to kiss the frog? Dear social media users, you might think you hate advertising, but you don’t. Remember that time when you really needed winter tires and an ad just popped in front of your eyes? Remember that time when you looked at a hotel for your next trip and Booking.com emailed you with the best offer that matched your criteria? Remember you actually like watching good commercials? Dear marketers, first step is admitting we have a problem: advertising has reached a point where it has a negative image. Advertising needs to be fixed. Fixing advertising is really simple and it will benefit both marketers and buyers: make it relevant. Consumers will be happy with relevant advertising and marketers will be satisfied to spend their money in the right places. Dear social media networks, give marketers more accent to targeting criteria in order to be able to kiss this frog.

Back to Ello:

Here’s Ello’s manifesto:“Your social network is owned by advertisers.Every post you share, every friend you make and every link you follow is tracked, recorded and converted into data. Advertisers buy your data so they can show you more ads. You are the product that’s bought and sold.We believe there is a better way. We believe in audacity. We believe in beauty, simplicity and transparency. We believe that the people who make things and the people who use them should be in partnership.We believe a social network can be a tool for empowerment. Not a tool to deceive, coerce and manipulate — but a place to connect, create and celebrate life.You are not a product.” More on Ello soon. Will Ello be able to sell itself by not advertising and where will Ello’s money com from?

Read the rest of this entry »

Can’t beat them? Buy them!

In espresso on January 20, 2014 at 10:12 am

L’Oreal is not giving up the Chinese market. L’Oreal may have seemed that they are pulling back from the Chinese market, withdrawing Garnier. However, this move was only apparent. A few days ago L’Oreal got its governmental approval to buy Chinese skincare company: Magic Holdings International.

This was a very interesting morning lecture. Summarizing it, a Chinese flight attendant gives up her job also because flying was causing dry skin. Something is clear: Chinese women do treasure their skin, as a historical trait. Although Garnier was a failure on the Chinese market, L’Oreal is not giving up, as it has one research center and two manufacturing plants and affirmed it plans to develop tailored cosmetics for the Chinese market. Read the rest of this entry »

The tech market from a marketer’s POV

In espresso on January 15, 2013 at 7:39 am

Its been 6 years since the launch of the Iphone.  The hype on the market these days is around: Google Television, Samsung foldable screen and Facebook. While Google, Samsung and Facebook seem to announcing innovations, Apple is basically announcing the re-issue of a product as a cheaper product: Iphone mini which is rumored to be a smaller Iphone2.

Apple has been all about the hype, the innovation. Samsung attacked Apple’s position: “the next big thing is here” Samsung claims and is clearly attacking the Apple. Apple does not usually confirm rumors about the next product, so nowadays everyone can write an article saying whether Apple should launch a cheaper Iphone or not, including myself.  Apple was  one of the great absents at CES 2013, along with Microsoft. Other companies made it for their absence: Google announced the tv that watches back and chooses shows based on your behavior. That’s innovative. Samsung presented the foldable screen: the screen that could solve all our issues with dropping our smartphones, innovation again. Read the rest of this entry »