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Bodo Lang

13 Podcast Episodes

Latest 18 Jun 2022 | Updated Daily

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Word of mouth is analysed by Marketing expert Assoc. Prof. Bodo Lang

Smart Talk

Marketing expert Assoc. Prof. Bodo Lang explains what word of mouth is, why it works, and how much it can be trusted. And he reveals that whether it's online or face to face really matters.

50mins

12 Jun 2022

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Bodo Lang: Marketing expert says outrage caused by the Coca-Cola's move shows how attached people become to brands

Best of Business

Some consumers are fizzed up over Cocoa-Cola's decision to axe two of its soft drink flavours.Coke Zero and Coke No Sugar will soon be merged into one new flavour, Coke Zero Sugar.Auckland University marketing expert Bodo Lang told Kate Hawkesby outrage caused by the move shows how attached people become to brands.He says you'd expect the criticism over a change to a product such as a car, but it's surprising to see it happen over a soft drink.LISTEN ABOVE

3mins

24 May 2022

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Bodo Lang: Marketing expert says outrage caused by the Coca-Cola's move shows how attached people become to brands

Early Edition with Kate Hawkesby

Some consumers are fizzed up over Cocoa-Cola's decision to axe two of its soft drink flavours.Coke Zero and Coke No Sugar will soon be merged into one new flavour, Coke Zero Sugar.Auckland University marketing expert Bodo Lang told Kate Hawkesby outrage caused by the move shows how attached people become to brands.He says you'd expect the criticism over a change to a product such as a car, but it's surprising to see it happen over a soft drink.LISTEN ABOVE

3mins

24 May 2022

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Bodo Lang: Auckland University Marketing Lecturer expects major overhaul for supermarket industry today

Best of Business

New Zealand's supermarket industry could be in for a major overhaul today. The Commerce Commission will release its final report from its market study of the industry this morning. Last year's draft found a lack of competition between supermarkets. The commission could make a range of recommendations, including asking supermarkets to divest their wholesale divisions. Auckland University Marketing Lecturer Bodo Lang told Kate Hawkesby he's expecting meaningful change to come from this. “I think we will see something that is a fairly deep restructuring of the sector, otherwise a lot of people will say ‘why didn’t we do more?’ We had the study conducted, a lot of investigation.” LISTEN ABOVE

3mins

7 Mar 2022

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Bodo Lang: Auckland University Marketing Lecturer expects major overhaul for supermarket industry today

Early Edition with Kate Hawkesby

New Zealand's supermarket industry could be in for a major overhaul today. The Commerce Commission will release its final report from its market study of the industry this morning. Last year's draft found a lack of competition between supermarkets. The commission could make a range of recommendations, including asking supermarkets to divest their wholesale divisions. Auckland University Marketing Lecturer Bodo Lang told Kate Hawkesby he's expecting meaningful change to come from this. “I think we will see something that is a fairly deep restructuring of the sector, otherwise a lot of people will say ‘why didn’t we do more?’ We had the study conducted, a lot of investigation.” LISTEN ABOVE

3mins

7 Mar 2022

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Bodo Lang: University of Auckland Senior Marketing Lecturer- Mandatory vaccinations a good P.R move

Early Edition with Kate Hawkesby

A senior marketing lecturer sees mandatory vaccinations as a good P.R move. The Government is requiring 40 per cent of our workforce to be vaccinated. Staff will have to be vaccinated at any business that requires vaccine certificates. Auckland University marketing expert Bodo Lang told Kate Hawkesby the vast majority of Kiwis have done the right thing and got the jab. He says now they're just waiting on a few others to do the same. “I think the vast majority of New Zealanders will be viewing this very positively.” LISTEN ABOVE

3mins

26 Oct 2021

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Dr Bodo Lang: Marketing professor says brands should show support for causes all year round

Early Edition with Kate Hawkesby

We’re seeing more and more businesses and corporations coming out and taking stances on social issues.Basically, they want to show everyone how woke they are.A perfect example of that is pride month.Many brands launch new campaigns and products, to show, yes we too love gay people.But there's growing criticism for companies that use social issues as a way of promoting their business.Marketing professor Dr. Bodo Lang told Kate Hawkesby customers become sceptical when organisations appear to show support during periods that they know they're being watched.“Brands want to be seen as authentically supporting a cause. I think it really comes down to not just showing support not just in that month or on a particular day, but actually making an effort and showing the company’s commitment throughout the year.”LISTEN ABOVE

3mins

3 Jun 2021

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Bodo Lang: Suez Canal blockage a branding problem for Evergreen

Early Edition with Kate Hawkesby

The Suez Canal blockage is more than just an international trade problem,The company that owns the Ever Given - Evergreen - has made headlines for all the wrong reasons, as the company's name is plastered across the ship in giant letters. To make matters worse, a truck carrying an Evergreen container blocked traffic in China over the weekend, adding to the company's woes. Bodo Lang, from the University of Auckland marketing department, told Kate Hawkesby it is a brand disaster for the company.He says that the public will remember the name, and it may trend on social media, but the wider public isn't really Evergreen's target market. "The big question is whether importers and exporters, the customers of Evergreen, will ship business elsewhere."Lang says that the company's share price hasn't been impacted so far by the incidents. He says that any further issues could worsen the impact, such as containers falling off the ship while it's stuck there. LISTEN ABOVE

3mins

28 Mar 2021

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Bodo Lang: Sports sponsorship in the age of Covid

Early Edition with Kate Hawkesby

Australian rugby has taken another blow with major sponsor Qantas cutting ties with the code after a 30-year partnership.Support for Cricket Australia and the Football Federation Australia by Qantas will also be reduced but the Wallabies will suffer the major pain.The national airline will end its financial support of the code in December due to spending cuts because of COVID-19 which has included massive job losses.Rugby Australia interim CEO Rob Clarke said Qantas' decision was "disappointing" but also "understandable"."There aren't many 30-year partnerships in Australian sport, and I want to thank Qantas for everything they have done for our great game," Clarke said."Alan (Joyce) and his team have been transparent and collaborative in their discussions with us and they have now given us the opportunity to prepare for 2021 and beyond."While we have all felt the effects of COVID-19, Rugby in Australia is entering a very exciting new chapter."Both CA and the FFA will still receive "in kind" benefits such as free flights and marketing, but Qantas will not pay any sponsorship fees for the next 12 months.Qantas chief customer officer, Stephanie Tully said: "In an environment where thousands of our people have lost jobs and thousands more are stood down while they wait for flying to restart, we can't maintain these sponsorships in the way we have in the past."While we're dealing with this crisis and its aftermath, the cash cost of our sponsorships has to be zero."Without exception, our partners have been incredibly understanding of the situation, particularly as most are facing their own COVID challenges."Qantas has had a very long association with Rugby Australia and the Wallabies ... Unfortunately, this pandemic has been the undoing."

4mins

24 Sep 2020

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Bodo Lang: Ecostore's recall stunt a 'disaster'

Heather du Plessis-Allan Drive

Ecostore is in hot water after a marketing stunt which has riled consumers.The company yesterday announced a bottle recall on its social media but failed to explain it's because they're changing the way bottles are recycled.It's caused an uproar from customers online who believed the products, which are used for cleaning and personal hygiene, were dangerous.Auckland University marketing expert Bodo Lange told Heather du Plessis-Allan it's a disaster."What they've done is use a teaser campaign and tried to instill some excitement, but the problem is they've done it in a negative way, they've used this word 'product recall'."He says Ecostore is a brand which presents itself as virtuous."They're trying to be sustainable and eco-friendly, so people buy them for various social reasons, so I think the adveristing campaign unfortunately worked against that."In response to the flood of messages, Ecostore sought to clarify the situation by responding to comments to let customers know that the "recall" was a change to the brand's recycling strategy and that all products were safe."All ecostore products are completely safe, but we know there are always ways we can improve the impact our packaging has on the environment, which is why we are launching the Permanent Bottle Recall," they wrote."Simply finish the product and hold on to your bottle. All information will be revealed this Wednesday."

2mins

11 Aug 2020

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