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Running Head: THE CASE OF COW WOW COMPANY
The Case of Cow Wow Company
A Sweet Breakfast Memory That Connects With the Wrong Market
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THE CASE OF COW WOW COMPANY
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Abstract
Doing business in any economy has become a challenge in the 21st Century. There is the
completion and a pool of consumers who already know what they are looking for in the market.
For a company to thrive the completion therefore there is the need to come up with unique
strategies that give it an edge over other companies in the market. Some of the strategies that can
make an organization standout within other companies are the use of the perfect marketing
strategy, investing in the right target groups and coming up with the unique products. In the case
of Cow Wow, things looked a little different (Turner & Meyer, 2015). The company had or
rather has the right product, but according to the founder, it channels all its advertising energy
towards the wrong audience and readers. With such an argument, there is therefore, the urgency
of the company to change its marketing strategy, to cater for the needs of the preferred consumer
target group. To do so, there is the need for partnerships with the right investors, to cater for the
financial needs of the company.
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Introduction
The article titled, “A Sweet Breakfast Memory that Connects with the Wrong Market, “is
the work of John Grossmann. In his article, John tells about Cow Wow, a company that
specializes in the making of Milk in Breakfast Cereal flavor. According to the author, Mr. Pouy
who is the founder of the company followed his desires and preferences, which started in
childhood (Levy, 2015). He loved cereal infused milk as a child and to follow his desires, he
decided to come up with a company, which dealt with something that he really loved and
enjoyed. He had the knowledge and was a big fun of the products he was involved with.
Summary
In pursuit of his dreams, Mr. Pouy came up with the brand of Cow Wow and his
advertisement channel involved the use of a child friendly cow. He infused a number of flavors
into his product to make it better. Some of such flavors included fruity Trudy and chocolate chip.
They were all flavors that children would love. The taste of his product was impeccable, likely to
be liked by his target group and market. In his marketing campaign, he targeted five to twelve
year-old children, who were lovers of milk (Levy, 2015).
Mr. Pouy had the vision, the product and the market, but there was a c challenge. Despite
his impeccable product, his advertisement was to the wrong people. Those who were supposed to
getting to know the existence of the product he had come up with were not getting the message
and as such, hos sales and market penetration remained low (Levy, 2015). He never met his sales
targets and the audience reached by the channels he used was not as effective.
As a businessperson and entrepreneur, He was dedicated to penetrate the markets at all
costs. To do so, he decided to collaborate with a silent partner, who would help him market his
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product even better. He wanted incubators and to have his hands on such equipment, Mr. Pouy
had to look for a sponsor. One finally came in and they discussed a number of strategies, all
geared towards having a better market penetration and share (Turner & Meyer, 2015). With his
partner, they talked about staying on course and delivering, the possibility of changing course
and the possibility of coming up with a hybrid plan, that would ensure a smooth tap into the
market share.
In the market, things were challenging. Due to the nature of his product and partners he
had to sell his product with twenty cents more, compared to other similar products in the market.
Despite all his efforts, he was not able to even provide discounts and coupons, as other giants in
the market did. He was really struggling. Then there were the product critics. People said that the
product of cow wow was not the ideal product for children, owing to the fact that it had one
hundred and fifty calories per 8.5 ounces (Turner & Meyer, 2015).
Coming up with the perfect IT technology
According to David Aaron during his presentation on creating the Wining It Strategy,
there is the need to come up with a strategy and plan, than ensures that the right technology is put
in place, to ensure success of any business. Strategy is accompanied with goals and objectives,
with the drive to achieve at the end of the day. In the modern day corporate world, David agrees
that the best strategy is the one that touches on the people, who form the consumer base for the
market (Grembergen, 2004). In the implementation on any technology therefore, there is the
need to come up with IT technologies that ensure service delivery to consumers in the right time
scope. The best technology to invest in is the one that has the best ROI ratio, to ensure expensive
ventures.
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The Stack technologies and Cloud Front
Amazon uses this IT technology in its advertising platforms. It is a platform, which is
centralized and fully distributed. With the technology in place, it is possible for Amazon to come
up with services tailored to cater for their need of consumers from different platforms. With the
technology, databases have been created to support a large number of consumers and products.
In the same pool created by this amazing technology, there is the possibility of other
international organizations to advertise their products to consumers, thus providing a wider
network of advertisements (Simon, 2016). The stack technology has made it possible for the
creation of an even more effective advertisement channel called Amazon’s Cloud Front. This
technology provides an entire web of marketing links, backed with database technologies to
provide the best marketing tool to consumers. This is the kind of technology that Cow Wow
needs to improve on its poor marketing strategies.
The Amazon Advertising Platform (AAP)
This is a technological move by Amazon to have its marketing and advertising platforms
all under one roof. With their desktop and mobile applications, it is possible for one to get ads
whenever he or she is at (Simon, 2016). The adverts are tailored in such a way that they meet the
preferences of the consumer in a timely manner. They are target tailored and accompanied with
marketing videos that appeal to consumers. This is the same technology that Cow Wow could
use to appeal more to its consumers and target groups. It is a technology wide reaching and
effective in the manner in which information is tailored to meet the specific preferences of the
consumers.
ENGAGE cx technologies
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This is another technology that Cow Wow can use to increase its interaction with
customers and effectively reach out to its target group. Developed by Oracle, the technology is
used to create a direct connection with customers. Over the years, Schiff man’s Jewelers have
been used this technology, and it has never failed. With the technology at hand, it then becomes
easy for any business owner such as Mr. Pouy to know what customers are looking for and
deliver as per customer preferences (Turner & Meyer, 2015). It is a diverse technology, with a
feedback portal, which can help you listen to your customers and what they prefer as consumers.
Besides its ability to provide an avenue where a business can talk directly to consumers,
Engage.cx makes it possible to use social media as a marketing tool, as it has been integrated
with other platforms such as Instagram, twitter and Facebook in its architecture.
Conclusion
For any business to thrive there is the need to come up with marketing strategies that are
effective and cost conscious. There is the need for a business to embrace technology, as it creates
the best avenue for putting your product on the map (Grembergen, 2004). With the technologies
recommended for Cow Wow, it will be possible for the company to increase on its customer
base, and effectively reach out to its target market share.
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References:
Grembergen, W. V. (2004). Strategies for information technology governance. Retrieved from
https://books.google.co.in/books?hl=en&lr=&id=IleHOs41iIMC&oi=fnd&pg=PP1&dq
Levy, G. (2015). Real-Life Case Study in Real Time: Detailing the Marketing Process for Cow
Wow Milk. Retrieved from
https://grewallevymarketing.com/2015/01/20/a-real-life-case-study-in-real-timedetailing-the-marketing-process-for-cow-wow-milk/
Simon, P. (2016). The age of the platform: How Amazon, Apple, Facebook, and Google have
redefined business. Retrieved from
https://books.google.co.in/books?hl=en&lr=&id=U09VDQAAQBAJ&oi=fnd&pg=PT9&
dq=amazon
Turner, J. & Meyer, N. (2015). Cow Wow Cereal Milk Case Study. Retrieved from
http://shotofjamison.com/wp-content/uploads/2015/08/Cow-Wow-Case-Analysis-.pdf