BLENDTEC’S “WILL IT BLEND”
                    BLEND”
  A VIRAL MARKETING
INTRODUCTION
WHAT IS BLENDTEC
Blendtec is a division of K-TEC.
                          K-
 In 1975, Tom Dickson, the company
founder,...
CONT’D
The response to Blendtecs products
has been great!
You can now see Blendtec blenders,
dispensers, and mixers in som...
PREVIOUS CONDITION OF
             BLENDTEC’S
In 2006 they have low sales of US$40mn blenders,
despite their superior qual...
MAGIC OF BLENDTEC’S VIDEO
Blendtec discovered that the videos had a broad
appeal that helped it reach out to new customers...
CONT’D
They soon found more ways to cash in on
the popularity of its videos.
Everyday they got calls from people that
woul...
POSITIVE ASPECTS OF
         VIRAL MARKETING
VIRAL MARKETING-- It is a marketing techniques
that use pre-existing social n...
NEGATIVE ASPECT OF
     VIRAL MARKETING
VIRAL MARKETING IS THAT WHEN YOU PUT IT
OUT THERE, THERE’S NO WAY OF TAKING IT
BAC...
CONCLUSION
Industry observers noted that the
increase in the sales of the “total
blender”, though significant, did
not tra...
THANK YOU
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Blendtecs 1 St Project [Compatibility Mode]

  1. 1. BLENDTEC’S “WILL IT BLEND” BLEND” A VIRAL MARKETING
  2. 2. INTRODUCTION
  3. 3. WHAT IS BLENDTEC Blendtec is a division of K-TEC. K- In 1975, Tom Dickson, the company founder, revolutionized the way homemakers would forever mill wheat into flour. The K-TEC Kitchen Mill provided the K- infant company the start it needed. Blendtec introduced a number of innovations that would change the way the world blends. Some of these ways include the most powerful blenders, electronically controlled blenders, programmable blend cycles, and in-in- counter motors.
  4. 4. CONT’D The response to Blendtecs products has been great! You can now see Blendtec blenders, dispensers, and mixers in some of the best restaurants, juice bars, ice-cream parlors and gyms all over ice- the world. Blendtec introduces its Fine Living Products line of home appliances. There's a good chance you've had a smoothie, cappuccino, milkshake, or other frozen drink made with a Blendtec blender. But did you also know the blenders can be used for a variety of tasks including: making whole vegetables and fruits juices, grating cheese, chopping onions, cooking soups, freezing homemade ice cream and much more!
  5. 5. PREVIOUS CONDITION OF BLENDTEC’S In 2006 they have low sales of US$40mn blenders, despite their superior quality, to the fact that the company had poor brand recognition. In early 2006 GEORGE WRIGHT Head of Marketing & Sales brought a ray of hope to Blendtec by creating brand awareness through viral marketing. They prepared a video in joke and it got successful. So, he decided to make a videos of the blender process & post it online. With this in mind he invested US$50 on buying the domain name willitblend.com. He also bought a white lab coat, a few marbles, a 12-pack of diet coke, a couple of 12- McDonald’s Extra Value Meals, & Safety glasses. In nov2006, these videos were posted on the new website & on You Tube.
  6. 6. MAGIC OF BLENDTEC’S VIDEO Blendtec discovered that the videos had a broad appeal that helped it reach out to new customers increasing the sales of the “TOTAL BLENDER by 500% by 2008. The popularity of the videos was such that when Blendtec attempted to sell the scraps of a iPod & iPhone on eBay,210,000 people accessed the listing pages. On dec28,2008 they released a new iPhone application based on its popular “WILL IT BLEND” Video series. This video help them to generate a new revenue stream, increased the sale & help in social welfare. The Blendtec channel on You Tube become the 34th most subscribed channel of all time.
  7. 7. CONT’D They soon found more ways to cash in on the popularity of its videos. Everyday they got calls from people that would like to use the ‘Will it Blend?’ campaign in a new way. The video were uploaded to another video sharing site called revver.com. Ads were featured at the end of the video clips & the revenue from the Ads was split between Blendtec & revver.com. The campaign was also discussed in the media,& even profiled by major publications like Street Journal & Fortune Small Business.
  8. 8. POSITIVE ASPECTS OF VIRAL MARKETING VIRAL MARKETING-- It is a marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computr viruses. Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. It is Cost effective. Low risk method for Small Companies to reach out to new market segments & geographical areas, because of latitude. If the message is HONEST, there’s no risk.
  9. 9. NEGATIVE ASPECT OF VIRAL MARKETING VIRAL MARKETING IS THAT WHEN YOU PUT IT OUT THERE, THERE’S NO WAY OF TAKING IT BACK- BACK- ITS GONE. VIDEOS not only bring good publicity for the company, but they also provided an opening for people to criticize the company & its products in new ways. Bad publicity also spread faster, making damage control more difficult. EX- Blendtec’s was embarrassed EX- at the Internet Retailer 2007 conference when its attempt to blend a garden rake failed. Big companies struggle with viral marketing because it’s edgy out there.
  10. 10. CONCLUSION Industry observers noted that the increase in the sales of the “total blender”, though significant, did not translate into high market share for Blendtec. It may be due to reasons like, Viral marketing is not working properly. More number of competitors New promotions are required More seriousness and dedication is required towards work.
  11. 11. THANK YOU

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