Procter and Gamble Italy: The Pringles
Launch
1. What should the target market be for Pringles in
Italy
when it is first introduced? Should it be
consistent with the Global Business Unit guidelines or
different in Italy? List some alternative target
markets along with pros and cons for each, then make
a recommendation. What data support your recommendation?
2. How should Pringles be positioned in Italy? Discuss some alternative ways to position, with pros and cons, then make a recommendation. What data support your recommendation?
3. What flavors should Pringles offer in Italy? What are the options, along with pros and cons? What is your recommendation? Why? What data support your recommendation?
4. Do you think Pringles will be successful in Italy? Why or why not?
Nutrasweet in China
1. Evaluate the mainland China market for NutraSweet? Do you think NutraSweet will be successful in China? Why or why not? (List positives and negatives) How about Hong Kong? Taiwan?
2. Who should be the target market for NutraSweet in China? Evaluate several alternatives and recommend one.
3. How should NutraSweet be positoned in China? What should the message be?
4. What kinds of promotions would you recommend to sell NutraSweet in China (or the other markets discussed)
Nippon Vicks - Clearasil in Japan
1. What were the causes of Clearasil's decline in market share?
2. How should Clearasil be positioned in the Japanese market?
3. How should the advertising for Clearasil in Japan be executed? (Suggest some specific executions by sketching out some ads - you can use stick figures if you wish. Portray your ideas using a format similar to those in the case exhibits).
Heiniken N.V. - Global Branding and Advertising
1. What are Heiniken's strengths and weaknesses in a global marketplace?
2. Is Heineken a global brand (according to Anholt - consistent positioning, corporate name, similar consumer needs worldwide, etc.)?
3. Evaluate the research. What has been learned? What could have been done better? Will it help with the creation of effective advertising? How or why not?
4. Based on the research and other facts in the case, how would you modify the advertising?
Reebok
1. Should the Planet Reebok campaign be launched in Europe, given the facts in the case? Give arguments for and against use of the campaign and make a recommendation.
2. Given that Reebok executives seem to have already decided to launch Planet Reebok in Europe, what else could be done to make this campaign more successful? Should any additional modifications be made in the campaign?
3. Should local campaigns be retained in Europe, along with the Planet Reebok campaign. Offer pros and cons of retaining vs. not retaining and make your recommendation.
Kodak
1. Outline all the factors that you think should be considered in deciding between the two alternatives.
2. Based on the information in the case and your response to question 1, which course of action do you recommend Kodak initiate and why? Outline pros and cons of each program and make a recommendation (please assume you have to do one or the other and choose between the kitten poster and the price campaign.)
3. Would a price reduction with the advertising campaign be a solid idea or not?
4. Based on your analysis of the situation, can you suggest a more effective solution that those proposed by the company? Explain why your proposal would be better.
Mastercard and Championship Soccer Sponsorship
1. List the benefits derived by MasterCard from the sponsorship of the 1995-1998 Soccer Championships.
2. Discuss the pros and cons of MasterCard’s sponsorship of the 1999-2002 Soccer Championship season.
3. Recommend an investment strategy to MasterCard based on the above analysis. Should MasterCard sponsor the 1999-2002 Soccer Championship Season? Why or why not? If not, how should they spend the equivalent amount of money?
Pepsi Blue
1. Why has Project Blue been conceived? Discuss the research and findings that led to this decision.
2. How well have the new identity and logo been tested? Why use Bahrain as a test market?
3. Do you think the global rollout of Project Blue will go as planned? Why or why not?
Pokémon
1. As of the end of 1999, has Pokémon been a successful franchise for Nintendo of America and 4Kids? Support your statement.
2. Discuss key factors and actions that led to Pokémon’s success level?
3. Is Pokémon a sustainable phenomenon? Can this become a long-term brand franchise or is it destined to be a short-lived fad? Why? What factors will determine which it becomes?
4. Discuss several alternative plans (some you agree with and some you don’t) for moving the Pokémon franchise forward in 2000.
5. Recommend action you would take to move the
Pokémon
franchise forward in 2000.
Computer Concepts
1. What
are the advantages and disadvantages of each organizational alternative
facing Computer Concepts?
2. Which
organizational alternative do you recommend and why?
Nestle
Infant Formula
1. Should Nestle change its promotion practices? If so, how? If not, why not?
2. What types of new or additional promotions do you think Nestle should use?
3. Could Nestle have avoided the accusations and the boycott and still effectively marketed infant formula in the Third World? How might they have better done this?
4. Should Nestle be considered to be responsible for the killing of babies in the Third World? What are the responsibilities of companies in this or similar situations?