Blendtec
Illustrated with Case Study
Author: Team Einstein
Marketing Management
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Blendtec

Manufacturing Company

Founded : 1975

Parent Company : K-Tec
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Headquarters : Orem, Utah, United States

Founder and CEO : Thom Dickson
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Products : Home and Commercial Blenders

ERP System : TIBCO Cloud

Main Competitor : Vitamix

Revenue 2018 :
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Home Blenders
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Designer 600

Designer 625

Designer 675
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Designer 725
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Original designer
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Classic 475

Classic 560

Classic 570

Classic 575
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Total Blender Classic 2016
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Professional 750

Professional 800
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Commercial Blenders

Stealth 875

Stealth 885

Connoisseur 825

Chef 775

EZ 600

Chef 600
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Blendtec Consumer Analysis

Unrecognizable brand
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Low Sales

Lack of product awareness

Good product
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“Will It Blend?”
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Started in 2006
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Initial Budget $50.00
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Created a domain name,“ Will it blend?”

http://www.willitblend.com, estimated 300M+views, Created by
George Wright, (Jan 2006 to Apr 2012), VP – Marketing and sales.

https://www.pinterest.com/Blendtec/, has 363k subscribers and 44k
followers.

https://www.blendtec.com/, company website.

https://www.linkedin.com/company/blendtec/about/, 2679
followers.
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“Will It Blend?”

“Will it blend” Facebook has 193k likes,
https://www.facebook.com/willitblend/

Blendtec Facebook page has 193k likes,
https://www.facebook.com/Blendtec/

You tube Channel 878k subscribers, 183 videos,
https://www.youtube.com/user/Blendtec

Twitter Page 35.5K followers, https://twitter.com/blendtec?lang=en

CEO, Tom Dickson, wore white Lab court, blended items in lunch
room.
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Creates Social media fun, makes videos that people enjoy watching
and get them talking.

Videos posted on all these social media accounts.
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Why Campaign was a Success
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CEO, Tom Dickson(funny).
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The videos(fun).
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Ordinary and real items blended,
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Listened to the audience, what to blend next.
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The blender worked.

Ads were compiled on DVDs with extra info.
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The websites attractive advertising revenue.
Marketing Management
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Blendtec Consumer Affect
and cognition

Blendtec created a stimuli through videos.

Consumers started paying attention, blending
unbendable.

Consumers started liking the product, showcased
quality and strength of different types of blenders.
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Blendtec Consumer Behavior

Blendtec produced videos in line with popular
media events.

Blendtec created market persona through their
videos.
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Consumer Environment

Blendtec built community through consumer
engagement.

Blendtec videos are showcased across all social
media platforms.
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Conclusion

Blendtec has adopted
the three aspects of
consumer analysis.

Good quality product
put through quality
test in front of
consumers.

Blendtec created
environment the
consumer feels
involved and
important.
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References

https://www.slideshare.net/hiepnguyen215/blendtec
-case-study-how-one-company-used-videomarketing-to-increase-sales-by-700.

Peter and Olson(2010), Consumer Behavior and
Marketing Strategy; Available at
https://www.academia.edu/6078770/CONSUMER_
BEHAVIOR_and_MARKETING_STRATEGY_CON
SUMER_BEHAVIOR_and_MARKETING_STRATE
GY

http://www.blendtec.com/blenders

https://en.wikipedia.org/wiki/Blendtec

https://en.wikipedia.org/wiki/Will_It_Blend%3F
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Thank you
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