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:

  1. 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?
  2. Watch the podcast. What is your impression? What are the advantages and disadvantages of using podcasts to promote the brand?
  3. After reading the article, do you think digital marketing is the best approach for Blue Apron? Why or why not?

About Dr. Ken Clow

Co-author of textbook.

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