IB Business Management Case Study on Marketing - Promotion, Assignments of Business

Download IB Business Management Case Study on Marketing - Promotion and more Assignments Business in PDF only on Docsity! Case study : Olympus targets youth with i-snap Olympus, the camera maker, made its first venture into the youth market with the launch of a colourful kid’s camera, the i-snap. Olympus did not actively advertise the camera, which is white with green or pink trim, until several months after it was launched. Marketing director Sara Cubitt hoped that the camera’s unusual design, high – profile packaging and point of sale displays would set it apart from its rivals. As well as window and in store displays, point of sale promotions included floor stickers directing customers to the cameras, which were priced at around $ 40. 1. Explain the term ‘point of sale displays’ [2] 2. Do you think it was a good idea not to use above the line promotion in the first few months after the launch of this product? Explain your answer. [5] 3. Assume that this camera is launched in your own country. Prepare a fully justified recommendation to Olympus for the promotional mix they should use. [8] Case study : :Hot when you want’ Nescafe Nestle is to put at least $ 10 million behind its Nescafe original Hot When You Want self-heating coffee brand when it launched later this year. Nestle believes this is the biggest technological innovation in the sector since the development of instant coffee more than 60 years ago. Nescafe’s advertising agency will be responsible for a $ 7 million campaign that will include launching Hot When You Want on TV. It will also promote the brand below the line and possibly on the internet. Hot When You Want, which will cost $1.19 for a 210 ml can, will be trialled in one area next month, before a potential national launch. The packaging of the product is crucial to its success. Not only is it attractive and appealing to consumers, it gives details of contents and how the novel heating system works. The can contains an internal heat engine that is activated by pressing a button on its base and turning it upside down. After the can is shaken, it reaches drinking temperature in three minutes. Hot When You Want is available in milk or milk and sugar variants. ‘Nescafe aims to deliver great quality coffee, accessible to consumers, whenever and wherever they want it,’ said the Nestle Beverage Division Managing Director. ‘Consumer reaction to Hot When You Want has been phenomenally positive and stockists are delighted to see a refreshing new category being developed by a brand leader.’ The launch of Hot When You Want follows last year’s introduction of Nescafe Ice, which targeted 16 to 24 years olds. 1. Suggest another name for this product that you think would be popular in your country. [2] 2. Outline two ways in which below the line activities might be used to support the launch of this product [4] 3. Explain why the packaging of this product is likely to be an important factor determining its success [ 6] 4. Evaluate the most important factors, apart from packaging, that might determine the sales success of this product [8]