Have you noticed over the past couple years all the innovation that has been swirling around beer cans? It all started with Coor’s Light and their vented can and their mountains that turned blue when they were just chilled enough to get consumed. At first, Coor’s Light caught some flack for introducing such innovations to their beer can, but it seems that competing companies such as Anheuser-Busch and Miller Brewing Co. are also trying to get in on the mix.
Coor’s Light started this innovation craze by introducing their “vented” and “cold activated” can. Recently they have introduced their new double vented can which is quite hilarious. It seems that Coor’s Light is even aware of this hilarity as they put out commercials that are seemingly mocking their new innovations. Not to be left behind, Budweiser is introducing the latest innovation with their “Bow tie” can. It is designed with a kink in the middle of the opening to allow for easier drinking. The interesting thing about this can is that it actually holds less beer than their traditional can. Another smaller competitor, the Boston Beer Company ,which brews Samuel Adams, reportedly spent over a million dollars in trying to design their own innovative can.
It is interesting to see all these brewing companies investing so much into providing so many innovations when in reality it does not change the actual product that is being consumed. Beer seems to be a product that is defined simply by consumers choosing it for its user-based and value-based aspects of quality. There is no secret to why people buy beer. Top executives at Anheuser-Busch are claiming that with their innovations they are trying to target consumers who are “trend-setters” and like to be ahead of the curve. Surely the companies realize they they are not changing the product, but instead trying to differentiate it by adding to the experience of drinking. By adding certain innovative features to the can, companies are trying to add quantities to their product attributes. In reality, the actual beer is the primary product and its primary characteristics are not being changed or altered by the changes being made to all these different beer cans. If anything, the changes to the beer cans appeal to the dimension aspect of quality since they are creating additional secondary characteristics for a simple can. Adding features that supposedly allow for easier, faster, and colder drinking does not change what the end result will be from consuming beer out of these innovative cans.
Next time you find yourself ordering a beer, keep in mind that the new can you might have in your hand has been designed to help you with your beer drinking experience.
A recent report suggests that YouTube will begin charging viewers for subscriptions to certain channels. It is rumor that has been circulating in the past week that YouTube will allow certain channels the opportunity to charge subscribers or viewers of their channels a small monthly fee. If YouTube indeed enters this market, they will be joining Netflix, Hulu, and Amazon.com as companies that provide content that would otherwise be found on cable television.
YouTube already has partnerships with certain companies such as Disney, Viacom and Paramount and offers a rental service but the content is not as vast as other similar services. With this deal, YouTube is expected to announce anywhere from 25 to 50 premium channels that will charge viewers for their content. Some of the expected channels include content aimed at children such as a Sesame Street channel to channels for sports such as one featuring the UFC.
This seems to be a process management utilizing incremental changes since YouTube will reportedly test out the paid subscription service with only a few partners at first. YouTube is stated to be exploring this approach to see if there is other methods to generate revenue other than the heavy reliability they have from advertisements. It will be interesting to see the reaction of people that use YouTube. It will be interesting to see if people who utilize the site for its free content will subscribe to the premium channels to view content they would have generally only been able to see on TV package they already pay for.
Do you think YouTube, with over a billion monthly viewers, could potentially have an impact on the way cable providers offer their services to their customers? When it comes to a service, quality is very important because every customer wants to be satisfied. With only a few major cable companies, do you think customer loyalty is only due to the fact that there only a limited number of providers from customers to choose from?
It is interesting to note that in class it was mentioned that in regards to service quality “giving customers some extra value will delight them by exceeding their expectations and insure their return.” I believe this could ring true for YouTube is they offer premium channels that offer popular content that could otherwise only be viewed if your a cable subscriber. By charging a small fee to view these premium channels, YouTube could challenge the cable market and force the large cable companies to reconsider their business models and offer packages that customers truly want instead of forcing them to sign up to bundle packages like many companies do. With the YouTube service, you would be able to pick and choose what content you would like to subscribe and pay for.
Would you consider testing out a premium content channel from YouTube if it offered content you already watch on cable television?