Blue Apron has launched an aggressive integrated marketing campaign with digital media being the central component. This article and podcast should generate a good discussion about digital marketing and its impact on consumer purchase behavior.
Discussion Questions:
- The central theme of Blue Apron’s promotion is that it is “more than a meal in a box.” Do you think this is a good positioning strategy? Why or why not?
- Watch the podcast. What is your impression? What are the advantages and disadvantages of using podcasts to promote the brand?
- After reading the article, do you think digital marketing is the best approach for Blue Apron? Why or why not?
Clow/Baack 