McD's targets students

McDonald's UK knows that students often need to research companies for class projects--why shouldn't it be a McD project? The company has special web pages for students and instructors, with downloadable information packs about customer service, marketing, financials, franchising and entrepreneurship, stock control, recruitment and work experience.

The info packs have a surprising amount of detail. In the 'Finance at McDonald's' info pack, for example, is an illustration of how to calculate ROI. The pack also mentions McD's long-term ROI targets for new restaurants and restaurant renovations.

The 'Marketing at McDonald's' info pack is a mini-tutorial on marketing, including a brief glossary defining benefits, brand, market research, marketing mix and other terms. I was particularly interested in the mini-SWOT analysis (see below). I'd say that providing good material for school projects is an example of how McD's keeps its brand strong and relevant.

• Strengths: The brand, and detailed market research to create the right marketing mix.
• Weaknesses: McDonald's has been around for a long time (therefore important to keep innovating).
• Opportunities: Increasing numbers of customers looking for food that is served in a quick and friendly way.
• Threats: New competitors. Changing customer lifestyles.

Times 100 case studies

If you haven't seen the Times 100 case studies, click on over to take a look. Each shows how an interesting company approached an important business challenge or opportunity. Consumer and B2B companies are both represented (Tesco, Kellogg, Siemens, Nivea, Vodafone and many more).

One of the reasons these cases are so valuable is because they're classified by organisation name as well as by type of business issue, so you can browse and find exactly the kind of case you need, when you need it. Plus the Times provides links to company websites as well as instructors' materials and quizzes. Thank you, Times.

Checking in: Hotel Chocolat

Careful segmentation + multichannel marketing + ethics + customer feedback = Hotel Chocolat's recipe for marketing success.

Visit the company's home page and you'll see how it segments the market for luxury chocolates by occasion (such as birthday or wedding), by person (such as male, female, child, business associate), by product attribute (such as milk or dark chocolate), by product (such as hampers or special packaging), and by pricing (choose your pricing level).

Customers can click to order online or order a printed catalogue or visit one of Hotel Chocolat's UK stores or buy when at an airport World Duty Free shop. One of the most distinctive points of differentiation is the Engaged Ethics programme. The company imports cocoa grown in eco-friendly conditions from its own Rabot Estate in St. Lucia and from Ghana, paying above-market prices and participating in local community improvement efforts.

Hotel Chocolat is constantly testing new chocolates. It sends samples of new treats to the 100,000 members of its Tasting Club and decides, based on their feedback, which to include in its full product range. Sweet research for a company that likes to hear directly from its customers.

Belu's green marketing

Belu (pronounced like the colour blue) uses deep-green marketing to sell its carbon-neutral water in biodegradable bottles made from corn.

The website's .org domain reflects the underlying motive of putting profits toward a social goal--in this case, to provide clean drinking water to areas that need it.

More than 1,000 UK stores already carry Belu, despite intense competition from Nestle, Coca-Cola and other corporate giants that market bottled water as well.

In an interview with the Telegraph, Belu's founder says: 'We started the business with the view that we are going to use our profits for different purposes', meaning the development of clean-water sources for villages India and Africa. Can Belu's green marketing attract sufficient customers to build significant profits for its green causes?

The New Face of Burberry

Emma Watson is the new face of Burberry, a signal that the company is targeting younger buyers with an affinity for the upmarket brand's iconic chic. The Harry Potter star is working her magic in Burberry's latest ad campaigns, which the company has also posted on its website.

Burberry has moved into a stylish new London headquarters building, adding to its green credentials. It's also switched its New York base of operations, part of a push to increase US turnover.

Although most luxury brands are suffering during the global economic downturn, Burberry's broad appeal has served as a cushion and helped keep its momentum going. What's next for the BB check?

Nissan's new Leaf

Nissan have just introduced the new Leaf hatchback, an all-electric car that will require no petrol and have no gear shift. The fully-charged Leaf will be able to go for 100 miles, a range that Nissan's experts say will meet the daily travel needs of 70% of drivers.

By 2012, Nissan's plan is to be manufacturing 2oo,000 Leaf units per year for the global market.

Chief executive Carlos Ghosn expects electric cars to become commonplace during the next decade. Of course, only when numerous recharging stations are available in public places will the Leaf and its competitors be able to win over car buyers.

Interestingly, Nissan may lease the lithium-ion battery that the Leaf will require for recharging. The idea of leasing the battery month-to-month could confuse buyers at first, although it may turn out to be a marketing success if Nissan upgrades leased batteries for free as technology improves.

Nissan's Zero Emission website, which explains the drive for zero emissions and introduces the Leaf, is worth a visit.