Marketing Discussion
Please watch the following videos and read the accompanying articles (if applicable) in preparation for this week’s discussion board.
1. Every Costco brand is Called “Kirkland Signature” (Article)
2. Boxed CEO shares the 3 things making his ‘Costco for millennials’ soar (Video and article)
3. How Boxed CEO built a $100M+ company from his parents’ garage
https://www.youtube.com/watch?v=jf-zgLcnfH0 (Links to an external site.)
4. Inside Boxed’s Secret Weapon to Defeat Amazon
https://www.youtube.com/watch?v=n5de4y_adFk (Links to an external site.)
Discussion Board Questions
1. Discuss the success of Costco’s Kirkland brand. Are there other companies that could benefit from this same strategy? Other companies like Walmart and Target have their own in-house brands, called Equate and Up and Up. What is the difference between the Kirland in-house branding model and the Walmart/Target in-house model?
2. The Boxed CEO says that for the last 30 years, “value=price.” The Boxed definition of value is “price, convenience, and a little bit of brand.” Discuss the difference between the two definitions of “value”. Is there anything else that you would add to the definition of value at Boxed?
3. Boxed has been described as “Costco for Millenials.” Why is Boxed so successful with Millenials? Do you think it will be just as popular for the next generation (Gen Z) of shoppers? Why or why not?
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