Cases

Question 1

Callaway Problem/Questions

Answer 1

Revise the way it approached retailer relationships to
make them more mutually beneficial?

To address possible market confusion, should the
communication strategy shift?

And how should CGC balance the catch-22 of new-product development as both the company’s lifeblood and its burden?

Question 2

Callaway Class Objectives

Answer 2

Increase retailer loyalty and knowledge
Increase R&D Budget
Increase customer knowledge & communication strategies

Question 3

Callaway Class Recommendations

Answer 3

Volume Discounts for Retailers
Seasonal Training Programs
Increase R&D from 5 to 6% of net sales
Shift R&D focus to Putters
Reduce endorsement budget–> reallocate funds
Budget: $100 million
Demo Days Renovation- 50 days per year (1/2 off course)

Question 4

Keurig Class Recommendations

Answer 4

Maintain a universal, single-cup strategy
2. Price the K-Cup @ $.39
3. Price the B-100 at-home brewer @ $199
4. Distribute through the KADs and Internet
Retail Market
5. Expand demonstration marketing
6. Continue building partnerships

Question 5

Keurig Case Problems

Answer 5

1. Switch to single cup approach?
2. What is the right price for the brewer?
3. What price is optimal for at home portion pack?
4. Is the marketing plan good?

Question 6

Emotiv Objectives

Answer 6

1. Partner with Sony to launch EPOC headset at a price of $299 in 12-14 months
2. Sell 1 mill EPOC headsets by 2011
3. Increase Emotiv’s ROI to 53.6% by end of 2010

Question 7

Emotiv Recommendations

Answer 7

Launch on Playstation
Target 13-35 year old hard core gamers
Retailers and Etailers

Question 8

New Beetle Recommendations

Answer 8

Target consumers aged 16-30
Create an original ad campaign
Expand accessories and color options
Optimize the advertising budget

Question 9

New Beetle Objective

Answer 9

Sales of 55,000 beetles w/in 1 year
Ad recall to 80%
overall opinion to 75%
unaided purchase consideration to 20%

Question 10

New Beetle Case Problem

Answer 10

successfully define a target audience,
position the product
develop innovative advertising and media plan
(sell 55,000 units w/in 1st year)

Question 11

Polyphonic Class Key Questions

Answer 11

What is the best target market for this piece
of technology?
How should HSS be positioned, priced, and
marketed?

Question 12

Polyphonic Class Objectives

Answer 12

Directly target record labels
Position as a high-quality service of
value at $17,640
Capture 7.5% of the album production
market through promotional efforts

Question 13

Polyphonic Recommendations

Answer 13

Price at $17,640 per album
Personal Selling- Hit Song Scientists
Advertising budget of $150,000
HSS Promo Tour

Question 14

Fashion Channel Goals

Answer 14

1. Increase Ad Revenue by at least $75,000,000 in 2007
2. In 2007 Increase the price of advertisement sales by at least 20% from $2.00 to $2.40
3. Increase ratings by At least 10% From 1.0 to 1.1 Through
   Reprogramming In order to Increase viewership, consumer interest, awareness, and perceived value

Question 15

Fashion Channel Main Decisions

Answer 15

1. Do we change our target market in order to meet our goals and objectives? If so, how?
2. Do we change our positioning strategy in order to meet our goals and objectives? If so, how?

Question 16

Fashion Channel Recommendations

Answer 16

Target Fashionistas/ Shopper & Planners
Rearranging old programming
• Designing New Programming
• Take back market share to increase
viewership
Increase market share for females 18-34
Increase market share for males