3. WHAT IS BLENDTEC
Blendtec is a division of K-TEC.
K-
In 1975, Tom Dickson, the company
founder, revolutionized the way
homemakers would forever mill wheat
into flour.
The K-TEC Kitchen Mill provided the
K-
infant company the start it needed.
Blendtec introduced a number of
innovations that would change the way
the world blends. Some of these ways
include the most powerful blenders,
electronically controlled blenders,
programmable blend cycles, and in-in-
counter motors.
4. CONT’D
The response to Blendtecs products
has been great!
You can now see Blendtec blenders,
dispensers, and mixers in some of
the best restaurants, juice bars,
ice-cream parlors and gyms all over
ice-
the world.
Blendtec introduces its Fine Living
Products line of home appliances.
There's a good chance you've had a
smoothie, cappuccino, milkshake, or
other frozen drink made with a
Blendtec blender.
But did you also know the blenders
can be used for a variety of tasks
including: making whole vegetables
and fruits juices, grating cheese,
chopping onions, cooking soups,
freezing homemade ice cream and
much more!
5. PREVIOUS CONDITION OF
BLENDTEC’S
In 2006 they have low sales of US$40mn blenders,
despite their superior quality, to the fact that the
company had poor brand recognition.
In early 2006 GEORGE WRIGHT Head of
Marketing & Sales brought a ray of hope to
Blendtec by creating brand awareness through viral
marketing.
They prepared a video in joke and it got
successful.
So, he decided to make a videos of the blender
process & post it online. With this in mind he
invested US$50 on buying the domain name
willitblend.com. He also bought a white lab coat, a
few marbles, a 12-pack of diet coke, a couple of
12-
McDonald’s Extra Value Meals, & Safety glasses.
In nov2006, these videos were posted on the new
website & on You Tube.
6. MAGIC OF BLENDTEC’S VIDEO
Blendtec discovered that the videos had a broad
appeal that helped it reach out to new customers
increasing the sales of the “TOTAL BLENDER by
500% by 2008.
The popularity of the videos was such that when
Blendtec attempted to sell the scraps of a iPod &
iPhone on eBay,210,000 people accessed the listing
pages.
On dec28,2008 they released a new iPhone
application based on its popular “WILL IT BLEND”
Video series.
This video help them to generate a new revenue
stream, increased the sale & help in social welfare.
The Blendtec channel on You Tube become the 34th
most subscribed channel of all time.
7. CONT’D
They soon found more ways to cash in on
the popularity of its videos.
Everyday they got calls from people that
would like to use the ‘Will it Blend?’
campaign in a new way.
The video were uploaded to another video
sharing site called revver.com.
Ads were featured at the end of the
video clips & the revenue from the Ads
was split between Blendtec & revver.com.
The campaign was also discussed in the
media,& even profiled by major
publications like Street Journal & Fortune
Small Business.
8. POSITIVE ASPECTS OF
VIRAL MARKETING
VIRAL MARKETING-- It is a marketing techniques
that use pre-existing social networks to produce
increases in brand awareness or to achieve other
marketing objectives (such as product sales) through
self-replicating viral processes, analogous to the
spread of pathological and computr viruses.
Viral promotions may take the form of video clips,
interactive Flash games, advergames, ebooks,
brandable software, images, or even text messages.
It is Cost effective.
Low risk method for Small Companies to reach out to
new market segments & geographical areas, because
of latitude.
If the message is HONEST, there’s no risk.
9. NEGATIVE ASPECT OF
VIRAL MARKETING
VIRAL MARKETING IS THAT WHEN YOU PUT IT
OUT THERE, THERE’S NO WAY OF TAKING IT
BACK-
BACK- ITS GONE.
VIDEOS not only bring good publicity for the company,
but they also provided an opening for people to
criticize the company & its products in new ways.
Bad publicity also spread faster, making damage
control more difficult. EX- Blendtec’s was embarrassed
EX-
at the Internet Retailer 2007 conference when its
attempt to blend a garden rake failed.
Big companies struggle with viral marketing because it’s
edgy out there.
10. CONCLUSION
Industry observers noted that the
increase in the sales of the “total
blender”, though significant, did
not translate into high market
share for Blendtec.
It may be due to reasons like,
Viral marketing is not working
properly.
More number of competitors
New promotions are required
More seriousness and
dedication is required towards
work.
