The Case Market Study "Daisy Brand"

Daisy Cottage Cheese

By Todd Marshall

Daisy cottage cheese commercial: https://www.youtube.com/watch?v=O8QonxisSRw

The reason I picked this company is I was sitting and watching tv and heard this Daisy commercial come on. This repeated several times over several weeks. Then I heard this song outside while working in my backyard and instantly knew it was for cottage cheese. The song was stuck in my head! Finally, I was in the store grocery shopping and heard the song come on again. I found myself looking for cottage cheese while I was in the dairy section, but there one problem. I don't like cottage cheese!!!!

Daisy corporation has done a fantastic job on their marketing plan. After listening to their commercial many people really enjoy the commercial for cottage cheese. I looked up several of the comments after the commercial was released. They commented:

“This has been stuck in my head for like 4 days lol.” and “Never in my life have I liked a song for a food commercial. This one is nice”.

The Daisy corporation is a four-generation family run business. It has been in business since 1917. They have a corporate office in Dallas Texas and three distribution centers in Casa Grande AZ, Garland TX and Wooster OH. Daisy brand is the leader in cottage cheese and sour cream as far as sales go. They have maintained good sales on this product for quite some time. In 2018 Americans bought 131 million sour cream and cottage cheese from Daisy.

Sales chart:

https://www.glassdoor.com/Overview/Working-at-Daisy-Brand-EI_IE296871.11,22.htm

The value proposition of this brand is: Daisy passionately strives to provide our customers products in which we take great pride. Our dedication to pure ingredients with no preservatives makes for great-tasting products and sets us apart from others.

The market issue they face is trying to get the brand name out there with so many food brands competing with them. The catchy tunes and family-friendly commercials seem to be working great.

In my opinion, the company needs to continue to come up with new commercials it can show on TV and on the internet, they seem to know who their target market. Getting the brand name out there so people can look for and enjoy this product. It’s hard to keep that brand name out front so they need to keep up the innovation.

If I was the marketing manager, I would maybe show their products by doing sampling at the supermarkets and at Costco’s. Continue with new commercials that have the same type of catchy songs.

Questions:

1.       What new type of marketing could they come up with?

2.       Why was the commercial so effective?

        References:

•        www.daisybrand.com
•       https://www.youtube.com/watch?v=O8QonxisSRw
•       https://www.statista.com/statistics/281822/us-households-most-used-brands-of-sour-cream-trend/
•       https://www.glassdoor.com/Overview/Working-at-Daisy-Brand-EI_IE296871.11,22.htm

Week 2 Blog

Generative Adversarial Network

Digitally recreated painting

People are talking about it on Social media for artwork "La Comtesse de Belamy" that was digitally recreated by an algorithm program that learns to generate new images, by being fed into a database of an existing painting. These paintings were created many years ago by masters and now can be recreated digitally. These paintings look very close to the original.

The company introduces people to great art that looks like the original art but not at the high cost.  People can go and buy a great looking Rembrandt painting for $7000 to 10,000 dollars. It’ allows more people to share a great painting that normally would only be seen in a museum. Not all a buyers of art think this is good. Some people think an AI cannot make a high-quality copy.

People are talking about this on Facebook and have different opinions about a company who can make such a close copy of an original painting. Here are several examples:

Example 1 - Just when you thought an art degree couldn’t lose any more value.

Example 2 -  Let the counterfeiting begin.

Example 3-  Extraordinary. Fantastic notion

https://www.facebook.com/Reuters/posts/2096013883752290

Just think of all the great paintings museums have that this company can copy and make money, selling them over and over. This is just a start of what they are able to do with detailed digital formats.

The biggest challenges this company is facing is people getting ahold of great art and copying it. A lot of artists and art sellers could have a hard time in a few years determining which is the original and what is the copy. So, will this make the ordinary person who is not an expert be afraid to buy? Time will only tell.

If I was a brand manager I would promote the quality of the paintings and try and show customers that they can own a beautiful copy of a great museum piece of art. Just for a fraction of the cost. I would try and show customers we are not here to fool or misrepresent the original artist. It would make their great work of art more available to everyone.

I learned from this assignment is that this company and the future of art is changing quickly. It brings a lot of questions with it. Both good and bad. The people who really love art most likely won’t like this at all, but for the others who want to have a great painting, this may be for them. The future of paintings and digital formats is definitely here.