Blend Case Study - A Division of K-Tec - Management Assignment Help

Assignment Task:

Case study on ‘Will it blend?’ 

Blendtec is a division of K-Tec, Inc. and sells commercial and residential blenders. The company was founded in 1975 and it’s popularly known for its ‘Will it blend’ marketing campaign. Blendtec’s signature series and stealth line of blenders were awarded the 2013 Gold innovation award. 

The ‘Will it blend’ series (Blentec, 2013) is often viewed as a great example of a brand turning their marketing materials into something the consumers want to share. It features the simple premise of using one of the company’s blenders, to see if something seems difficult or impossible to blend, will blend. Items previously blended include everything from the latest iPhone to magnets, there is a particular focus on items in the zeitgeist or that is the topic of discussion at that moment in time. One such example is the blending of the much-maligned vuvuzela which was so talked about during the 2010 World Cup (VOA, 2010). The Blendtec blender has successfully blended everything to date with videos still ongoing.

The end result is a viral that is current and interesting; it makes consumers want to share it with each other. At the same time, they have put their product at the centre of the campaign and made it look best in class, demonstrating the lack of risk associated with the product. Blendtec’s campaign exploits the fact that not many consumers know much about blenders; not many consumers have a favourite blender brand. By appealing to the mainstream in such a simple, yet interesting way consumers are exposed to a brand of blender that holds a high level of social standing and carries no performance risk in that it will seemingly never fail to blend something. In this way Blendtec has grasped the consumer’s attention and provided a compelling argument to be the consumer’s favourite blender brand.

According to Peter and Olson (2010), there are three elements for Consumer analysis:- Consumer affect and cognition, Consumer Behaviour and Consumer environment. Each element is critical for developing a complete understanding of consumers and selecting strategies to influence them. 

In the context of Blentec, learners should clearly establish the relationship between three elements of consumer analysis and should be able to establish how these three elements help Blentec develop effective marketing strategies by answering the following questions:-

1. Critically evaluate the three elements of consumer analysis for Blentec. I.e. Consumer affect and cognition, Consumer Behaviour and Consumer environment.

2. Analyse the processes involved in brand management of Blentec and evaluate how they influence consumer Behaviour.

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