Instruction.docxInstruction: In response to at least two of your peers, discuss trends that may affect their chosen companies and possible impacts on their branding image and business success.
Student 1 Lamb:
MillerCoors is one of the biggest beer companies in the United States. They are facing a similar result of Kellogg as in sales are declining, and trends are moving in another direction. Millennials are drinking less beer and alcohol in general. A survey conducted by Bank of America Merrill Lynch reported that 31% of Millennials are less alcohol which is a 10% increase from 2018. Coors light had 3.9% decline in sales while Miller Lite dropped by 1.3%. The reason for the decline is the younger generation isn't drinking alcoholic beverages at the rate that other generations were. The Millennial generation is drinking Kombucha, coffee, and healthier option beverages. Companies like Health-Ade Kombucha, Daily Harvest, Dirty Lemon, and Suja Juices are competing against MillerCoors because of their non-alcoholic drinks. Also beer drinkers are buying craft beer from local businesses rather than big beer companies like MillerCoors and Budweiser. MillerCoors is cutting 400-500 salary jobs to try to expand their brand beyond beer. MillerCoors is making new beverages such as sparkling-cocktail brand Cape Line and Hard Cold Brew Coffee to attract the younger generation. The Millennial generation is more into healthy options which could be the reason why MillerCoors and Kellogg is losing sales. (Taylor, 2019)
Response:
Hey Everyone,
After reviewing the resources regarding Kellogg, it seems one of the biggest impacts on the company's success was that society is prioritizing healthy eating habits. Due to this new trend, the previous consumers of Kellogg's brand items are turning to freshly made breakfasts and smoothies instead of grab and go or cereal. This trend is not just impacting Kellogg but the industry. I can remember growing up and having a bowl of cereal for breakfast before getting on the bus for school. It was a quick and easy way to have something to start your day. However, healthy fresh breakfasts are more readily available, and the population has taken up food prepping for the week. Food prepping is done with fresh, cage free or dietary restrictions like vegan and vegetarian in mind. This can also be cheaper and more nutrient dense than stocking up on different cereals or breakfast bars.
In my previous coursework I have focused on Apple Inc. joining the mobile health app industry. However, I have had a goal of opening my own holistic health wellness center. So, moving forward, I am going to combine the two and recommend Apple Inc. open holistic health wellness centers that beautifully integrate technology with integrative therapies to focus on the whole patient.
Apple has been one of the top leaders in the tech industry. Their brand is often related to luxury and status. This image along with its private ecosystem is a larger driver for loyal consumers as well as new. The largest source of competition comes from companies such as Samsung, Windows and HP. Apple is moving toward the healthcare industry. Their Health app already offers consumers a fun and efficient way to track important health behaviors such as sleep, activity, nutrition and mindfulness. This offers the holistic approach focusing on the mind and body as important priorities. They have recently released a feature in the Health app that allows you to connect with your healthcare organization and have quick access to your medical records right in the app. There watch collects data and with permission of the user allows that data to be used in innovative and ground-breaking research studies with prestigious groups such as Harvard Medical and Brigham and Women's. (Apple Inc., 2019)
After reading about the industry trend negatively impacting Kellogg, I can see how this trend is positively affecting Apple Inc. The technology and software offered by Apple promote a healthier lifestyle.
Response:
