Marketing Management

Case 1

1. What have been the key success factors for Nike?

(a.) C e l e b r i t y e n d o r s e m e n t i s t h e k e y f a c t o r . N i k e m a n a g e m e n t h a s b e e n f i n d i n g t h e r i g h t s y n e r g y between celebrity and product. There’s one fact that advertisers need to keep in mind when using celebrity endorsements and that is to never let the celebrity become your brand. If so, you’ll run the risk of killing the brand no sooner has the hype around the celebrity faded. It’s also important to be clear about why a brand should use a celebrity so unacceptable quality cannot be masked by a celebrity presentation. Is it to boost sale or to boost image it is about selecting a spokesperson whose characteristic are congruent with the brand image

2. Where is Nike vulnerable? What should it watch out for?

A ) T h e r e i s o n e f a c t t h a t N i k e a d v e r t i s e r n e e d t o k e e p i n m i n d w h e n u s i n g c e l e b r i t y endorsement and that is to never let the celebrity become your brand. If so, you run the risk of killing the brand no sooner has the hype around the celebrity faded.

B) Selecting a spokesperson whose characteristic are congruent with the brand image

3. What recommendations would you make to senior marketing executives going

forward? What should they be sure to do with its marketing?

A) Find the right synergy between celebrity and product.

B) Market potential indicator i.e. going global and evaluate cur rent posture frequency

Case 2

1. What have been the key success factors for Disney?

a. Marketing family entertainment, products, and services targeted to specific age groups within the family.

2. Where is Disney vulnerable? What should it watch out for?

a. Claims of exploitation of products to the very young, and uninformed consumers (children).

b. Societal changes regarding marketing to children as expressed by protest groups, churches, and local or national laws.

3. What recommendations would you make to their senior marketing executives going

forward? What should it be sure to do with its marketing?

a. Monitoring societal opinions regarding marketing to children.

b. Monitor the proliferation of Disney co-branding so as not to over saturate the brand’s exposure.

Continue to understand the culture of its target markets (especially the growing Hispanic community).

b. Continue to understand consumer buying decision-making and consumer behavior.

c. Continue to understand the buying processes of its target market(s) especially the post-purchase use and disposal of their products.

Case 3

1. What have been the key success factors for HSBC?

a. Advertising campaigns that illustrate HSBC’s local connection to the countries and markets that they are doing business.b. HSBC’s success rests on its ability to understand the local markets and niche markets in the countries that they reside.

2. Where is HSBC vulnerable? What should it watch out for?

a. It must continue to understand the local market and to continue to make the “connection” with local communities.

b.Rapid changes to their target markets (demographic changes, psychological changes, etc.) in the local and national levels.

3. What recommendations would you make to senior marketing executives going

forward? What should they be sure to do with its marketing?

a. Do not get complacent or overly comfortable with their successes. Avoid becoming “big” for “bigness sake.”

b. Continue to capitalize on niche markets, local connections to the communities, and continue to investigate the marketing forces of their markets on an individual basis. Do not try to create “generalizations” for the sake of internal efficiencies.

CASE 4

1. What have been the key success factors for Krispy Kreme?

1) a. Careful brand positioning.

b. Local marketing.

c. Careful brand image (fresh, hot donuts).

2. Where is Krispy Kreme vulnerable? What should it watch out for?

a. Change in diet preferences (low carb).

b. Replication of their corporate image and brand positioning by their competitors.

c. Change in diet preferences.

d. Change in consumer tastes and emotional appeals that donuts have (reward or indulgent).

3. What recommendations would you make to senior marketing executives going

forward? What should they be sure to do with its marketing?

a. Watch for changes in diet (fads, fashions, trends) and respond accordingly.

b. Care in expansion of their products through third parties such as convenience stores.

c. Over exposure prevalence of the brand.

ii. Continue to craft their image and positioning carefully.

CASE 6

1) What have been the key success factors for Wal-Mart?

a. The strategic concept—offer low prices to everyone; low prices, vast selection, and superior services.

b. Unrivaled logistics.

c. “Hub-and-spoke” network of distribution centers.

d. Advanced information systems: icon of just-in-time inventory control.

e. IT systems that work together.

f. Suppliers that tie-in to Wal-Mart’s Inventory Management System to analyze customers’ regional buying habits.

2) Where is Wal-Mart vulnerable?

a. Competitors duplicating or improving upon Wal-Mart’s strategic concept—low prices, vast selection and superior services.

b. Changes in consumer buying patterns—technology (the Internet).

c. Increases in private label products to more than 50 percent of selection.

d. Community backlashes to the concept of superstores, “big-box retailers.”

e. Internal cannibalization caused by too many stores located too close to each other.

3)What recommendations would you make to senior marketing executives going forward? What should the company be sure to do with its marketing?

I a. Do not rest on past successes—continue your strategic direction.

b. Monitor changes in your target market’s definition of “service” and adapt to those changes.

ii a. Resist opportunities to expand your market (width and breath) that you begin to “lose” your “identity” with the consumer as to what your company means to them.

b. Emphasize your strengths in variety, selection, service, price, and convenience.