Please use this forum to discuss the 221BC's case studies located at the end of Chapters 8 and 9 of your textbook. See link fo r textbook below. Answer the two questions below in XXXXXXXXXXrooms each
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Q1. Please review 221BC's case study at the end of the Chapter 8. Should 221BC consider the zone of social entertainment as a social media strategy? Why or why not?
Q2. Please review 221BC's case study at the end of the Chapter 9. What other social commerce strategies and tools would be useful for 221BC? What recommendation can you make for the brand?
Please give your thoughts on Discussion 1, Discussion 2, and Discussion 3 in XXXXXXXXXXrooms
1.
2. Discussion #1
3. Based on the insights from their social listening, 221BC may want to tweak their target audience slightly. As they were initially focused on a segment that closely mimicked the organic consumer wellness market segment, there seems to be an opportunity to target wellness gurus and casual dieters through further promoting the probiotic benefits of kombucha. So, the change in targeted audience would be expanding the age range of their primary target audience to include an older demographic to capture the whole-body health focused individuals. As well as potentially focus on lower middle class as well. Although the product is priced for an affluent market, individuals with health conditions will often forego other costs for potential remedies. Although protein is mentioned in 20% of health trends, it is certainly a major focus for fitness fanatics, as my weightlifter son would say, “…protein equals maximum gains.” Protein supplement may appeal slightly to the casual keto dieter as well. But since there is lower engagement from the fitness fanatics and the casual dieters can be swayed with probiotics, 221BC should keep protein as an option and exhaust their probiotic focus on existing products. And lastly, in geographic areas such as Florida, where the brand has gained positive recognition, 221BC should minimize the education focus and change tactics to contributing or serving to nurture that brand aware customer base.
Discussion 2
1. After reviewing 221BC’s social media metrics, it seems as if the dimensions of involvement and interaction are being achieved. They are garnering visits and "likes" but aren’t yet measuring the dimensions of intimacy or influence. But with that said, they are off to a great start. At this point, they should continue to measure content views to assess and refine the type of content that they should post. This will help them ensure that they maintain the involvement that they desire. They are obtaining value from measuring their number of “likes”. Knowing that their posts are appreciated significantly reinforces their current actions. However, they do need to begin a data mining effort to capture and assess aspects of intimacy and influence. Specifically, they should measure positive and negative comments as well as chart their ratings and reviews over time to understand if there are any trends/ event worth pursuing.
Discussion # 3
Since Kombucha wants to amplify its brand associated with health, clean eating, digestive health, and outdoor living, then have images of consumers engaged in exercising, social sports/games and similar activities. These images can be shared across various social media platforms. What is seen on its main pages are those who seem in good health, and testimonials, but nothing that shows consumers that others using the drinks are refreshing themselves after a vigorous workout, or participation in exercising, and/or sports activities. Repeated messages, images, short videos promoting its brand with physical activity. The idea that kombucha is seen as a panacea for some of the physical symptoms people experience, such as illness and diarrhea appears to limit its interest among consumers. The idea that you consume these drinks to limit or treat diarrhea is fine but I doubt it does much to start a conversation on the healthy benefits of kombucha products. If the firm wants people talking about kombucha and the 221BC brand with positive sentiment, then sponsoring sports activities such as 3 on 3 basketball as an example and announce on social media accepting entries in markets you want to expand into as a means to broaden your brand’s appeal.