Marketing Capstone Homework 3. 30 possible points. Due June 16.
The Assignment—
You need to study the PDF of the Harvard Case you purchased, “Glossier: Co-Creating A Cult Brand with A Digital Community.”
You need to cite specific information from the Harvard Case.
You need to carefully study my PowerPoints. You need to click on all the links in included in the slides and study them.
How to Write the Homework—
You need to title your homework, Your Last Name, Capstone, Homework 3.
If you do not title it correctly, you earn Zero points until you correct it and resubmit it.
At the top of the homework., you need to write your full name, the name of the class (Marketing Capstone), and the title of the Case.
If you do not follow these instructions, you earn Zero points until you correct it and resubmit it.
I am going to ask you a series of questions, titled Q1, Q2, etc.
When you write the homework, you have to write a separate section to answer each question
Do it like this, “Q1—I learned……”.
If you do not format the homework correctly, you will earn Zero points until you correct it and resubmit it.
You must use an 11-point font of your choice.
You must use 1-inch margins on all sides.
You must double-space the homework.
You must use a spell-checker.
You are only allowed to submit a Word file or a PDF. Pages files are not accepted.
If you do not follow these instructions, you earn Zero points until you correct it and resubmit it.
Your homework must be 2 full pages (or more) in length. If your homework is not 2 full pages, you can only earn 20 points.
Q1—Emily Weis
Describe Emily Weis’ background.
Describe how, at age 25, she was able to launch this huge brand!
Discuss what you learn from her story about how young people can create start-up disruptor brands.
Describe the concept for the “Into the Gloss” blog.
Discuss how that blog created the foundation for the Glossier company.
Q2—Taking on Big Beauty.
Describe the traditional beauty brands that dominated the industry before Glossier was created.
Describe how the traditional beauty brands generated most of their revenue.
They depended on women going into traditional stores and buying products in-person. They didn’t use e-commerce.
Describe the weaknesses in traditional beauty brands that Glossier was able to exploit.
Discuss the extent to which traditional beauty brands meet the needs of young women (or not).
Q3—Connecting with Young Women
Describe the Glossier concept of “no make-up make-up” and why that idea connects with young women.
Describe how Glossier built strong relationships with young women.
Describe how Glossier was able to co-create so many new beauty products by listening to what young women want.
Discuss the tactics you might use to co-create products with loyal customers for any other type of brand.
Q4—Glossier’s Social Media Tactics
Describe specific ways in which Glossier was able to be so successful in marketing via Instagram.
Explain why Instagram marketing worked so well for the brand!
Describe other specific social media in which Glossier succeeded.
Focus on how social media saved money for the brand.
The case points out how Glossier avoided buying a lot of paid ads because its owned media and shared media worked so well!
Describe how they achieved such great results.
Describe how the logo and the colors Glossier used in marketing created an iconic look for the brand.
Discuss how their unique look benefited the brand.
You need to compare how Airbnb benefited from rebranding with how Glossier succeeded in building its brand.
Q4. The Cult
Describe the extent to which Glossier created a “cult following” for its brand.
Describe why Glossier’s fans love the brand so much.
Describe what constitutes a cult brand.
Read the weblink on my slides about how Harley Davidson created a cult-like following for its brand.
Discuss what you learned about the tactics brands use to create and maintain a cult-like following.
Discuss 2 other brands that have a cult-like following.
Identify 1 or more brands that you really love and discuss why you are so loyal to that brand.
