Running Head: THE CASE OF COW WOW COMPANY The Case of Cow Wow Company A Sweet Breakfast Memory That Connects With the Wrong Market 1 THE CASE OF COW WOW COMPANY 2 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. THE CASE OF COW WOW COMPANY 3 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 THE CASE OF COW WOW COMPANY 4 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. THE CASE OF COW WOW COMPANY 5 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 THE CASE OF COW WOW COMPANY 6 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. THE CASE OF COW WOW COMPANY 7 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