Case Studies

Question 1

BMW Films

Answer 1

Most loyal customers are 7 series, the brand is doing better than ever due to marketing momentum.
Cars are fashion products.
Media vehicle made it intentionally more difficult for older crowds to connect.

Question 2

Eddie Bauer

Answer 2

Was synergy a good choice or bad?
Recommend to combine media and catalog as a single thing, retails separate
Customize promotions and pricing to incentivize users
Change the return policy to decrease costs and increase channel synergy

Question 3

Linkedin

Answer 3

Monthly fee with services or direct contacts with a fee

Immediate problem is lack of liquidity,long term problem of a sustainable pricing model

Question 4

Ford ka

Answer 4

Product management, easy to segment the market

Question 5

Red Bull

Answer 5

Positioning case, brand management as a kickback drink.

Question 6

Snapple

Answer 6

Became successful because of advertising pulsing: huge blips of advertising followed by nothing, followed by another blip, etc.
Revitalize the Snapple brand, not by expanding internationally. Warm channels a supermarket chains and cold channels are street vendors.

Question 7

Product (Red)

Answer 7

Brand image spillover: when two brands work together and one influences the way the other is perceived
Problem: build the brand without being a fad, improve a moderate awards and address criticisms
Increasing brand awareness increases customer base, rotations and promotions help reduce brand fatigue. Matching the demographic and making good CRM choices

Question 8

Boston Fight Drugs (A)

Answer 8

Different allocations to resources, how does the solution address emotional response?
The effectiveness of designing the surveys

Question 9

Burberry

Answer 9

Should Burberry move to a more restrained use of the check?
The classic fluctuates in the fashion industry.
Brand repositioning