Marketing Currents - Business and Marketing Current Events

Use the New Panera Purse to Carry a Better Sandwich


I’m a gal on the go, which has often meant scarfing down a bodega turkey sandwich unearthed from the bottom of my tote bag between commitments.

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Discussion Questions:

  1. What is a marketing stunt?
  2. What is publicity?
  3. How do you think marketing stunts help to generate publicity for a business or brand?
  4. Do you believe the concept that “all publicity is good publicity” is legitimate? Why or why not?
  5. How would you describe the publicity that Panera might generate with its “baguette bag” marketing stunt?
  6. What do you think Panera’s goal is with this marketing initiative?
  7. Why do you think they are only producing a limited quantity of the baguette bags?
  8. Why do you think they are including a gift card with the purchase of one of the bags?
  9. Do you think Panera will achieve its marketing objectives with this stunt? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.