Marketing Exam Notes

Section 1: Key Definitions

• Market Segmentation: Dividing a market into distinct groups of buyers with

di9erent needs, characteristics or behaviours who might require di9erent
marketing strategies or mixes [Source: Kotler, as cited in 161].

• Positioning: The act of designing a company's o9ering and image to occupy a

distinctive place in the target market's mind [Source: Kotler, as cited in 161].

• Product Lifecycle (PLC): The stages a product goes through from when it was
first thought of until it finally is removed from the market. It is split into five
stages: product development, introduction, growth, maturity, and decline.

o Product Development Stage: The initial stage in the product lifecycle,

characterized by investment in research and development, but with no
sales and negative profits. The key question during this stage is financing.

o Introduction Stage: The product is launched into the market and sales
slowly begin to grow, but heavy expenses remain and profit is still
negative. Priority is placed on distribution, generating awareness, and
encouraging trial.

o Growth Phase: Sales increase rapidly and profits rise, with a focus on
increasing market share and outpacing competitors. Strategies often
involve introducing new features or varieties, expanding distribution, and
building brand loyalty.

o Maturity Phase: Sales growth slows down, but profits continue to rise.
The focus shifts to defending market share, entering new markets, and
developing new products. Common strategies include product line
extensions, price adjustments, and finding new use cases.

o Decline Phase: Sales and profits decline, and a decision must be made
whether to divest, harvest, or maintain the product.
• Brand Equity: The di9erential e9ect that brand knowledge has on consumer
response to the marketing of that brand [Source: Kotler, as cited in 160].

• Customer Satisfaction: The extent to which a product's perceived performance

matches a buyer's expectations [Source: Kotler, as cited in 160].

• Consumer Behaviour: All aspects of consumer's purchase behaviour, from pre-

purchase to post-purchase. This includes factors influencing choices, the
decision-making journey, and cultural influences.

• SWOT Analysis: The assessment of an organization's strengths, weaknesses,

opportunities, and threats [Source: Kotler, as cited in 160].
• Marketing Mix (4Ps): The set of controllable, tactical marketing tools that the
firm blends to produce the response it wants in the target market. It consists of
everything the firm can do to influence the demand for its product. The many
marketing activities can be collected into four groups: product, price, place,
and promotion.

• Value Proposition: The set of benefits or values a brand promises to deliver to

consumers to satisfy their needs. It answers the question "Why should I buy this
product or service?".

• Marketing Myopia: A short-sighted approach to marketing that focuses on the

company's needs and products rather than on the needs and wants of
customers.

• Customer Journey: The sum of the experiences that customers go through when
interacting with a company and its products and services. Mapping this journey
allows businesses to understand the touchpoints and optimize for a positive
experience.

• Push Marketing Strategy: A promotional strategy that focuses on pushing the

product through distribution channels to reach consumers. This involves working
closely with retailers and wholesalers to encourage them to stock and promote
the product.

• Pull Marketing Strategy: A promotional strategy that focuses on creating

consumer demand and pulling the product through the distribution channels.
 This is done through advertising, public relations, and other marketing activities
that create consumer awareness and interest in the product.

• Integrated Marketing Communications (IMC): Carefully integrating and

coordinating the company’s many communications channels to deliver a clear,
consistent and compelling message about the organization and its brands.

• Return on Investment (ROI): The net return from a marketing investment divided
by the costs of the marketing investment. It is a measure of the profitability of a
marketing investment.
Section 2: Case Study Analyses

Case Study 1: Grand Champion Dog Food

• Marketing Challenge: Grand Champion, a premium dog food brand,

experienced declining sales during an economic downturn and became
unprofitable.

• Strategies Implemented:

o Re-evaluate the Value Proposition: Conduct market research to

understand new customer needs and wants.

o Adapt the Value Proposition: Shift from "premium food for premium dogs
at premium prices" to "a9ordable quality food" to cater to a wider market
segment with increased price sensitivity.

o Expand the Target Market: Include all dog owners interested in

a9ordable, high-quality food.

o Update Marketing Mix: Potentially adapt product, pricing, distribution,

and communication strategies to align with the new value proposition and
target market.

• Outcomes: The case study implies that Grand Champion likely reversed their
sales decline and returned to profitability by adapting to the changing economic
environment and evolving customer needs.

• Concepts Applied: This case highlights the importance of market research in

understanding customer needs, the concept of marketing myopia (failing to
adapt to changing customer preferences), the process of repositioning a brand,
and adjusting the marketing mix to align with the revised strategy.

• EXectiveness: Adapting the value proposition to "a9ordable quality" and

expanding the target market was a strength of this strategy as it addressed the
core challenge of declining sales due to price sensitivity.

• Lessons Learned: This case emphasizes the need to continuously monitor

market conditions and customer preferences, the importance of flexibility
and adaptability in marketing strategies, and the power of aligning
the marketing mix with the defined value proposition and target market.
Case Study 2: Verdure Health Club

• Marketing Challenge: Verdure Health Club needed to select a new market (city)
to enter and develop a marketing strategy to ensure success.

• Strategies Implemented:

o Market Research: Conducted focus group discussions to understand

customer motivations, lifestyles, decision journeys, and preferred
information channels.

o Target Market Selection: Identified and targeted high-income single

individuals in Canton who prioritize "quiet living" and "self-actualization".

o Value Proposition Definition: Positioned the brand on "self-actualization"

benefits with the tagline "Create your best self at Verdure Wellness Club".

o Marketing Mix Adaptation: Added childcare services to cater to a

secondary target market of families, developed communication strategies
based on the insights on customer motivations and preferred channels,
and aligned the media strategy with the identified influencers and
decision journey.

• Outcomes: The case suggests that Verdure Health Club likely experienced
successful entry into the new market by leveraging insights from market research
to tailor its marketing mix.

• Concepts Applied: This case demonstrates market segmentation (identifying

specific customer groups to target), positioning the brand based on unique
benefits, the use of qualitative research methods (focus groups) for insight
gathering, and the importance of adapting the marketing mix based on research
findings.

• EXectiveness: The use of focus groups to gather deep insights into customer
motivations and decision journeys is a strength, along with adapting the product
(adding childcare) and tailoring communications to specific customer needs.

• Lessons Learned: This case underlines the importance of thorough market

research before entering new markets, the need to develop a strong value
proposition that resonates with the target audience, and the power of a data-
driven approach to marketing decisions.
Case Study 3: Coca-Cola's "New Coke"

• Marketing Challenge: Coca-Cola was facing increasing competition from Pepsi,

which was gaining market share through the "Pepsi Challenge" taste tests.

• Strategies Implemented:

o Change the Formula: Develop a new, sweeter formula ("New Coke")

based on blind taste tests where consumers seemed to prefer the taste of
Pepsi.

o Aggressive Marketing Campaign: Launch "New Coke" with significant

fanfare and discontinue the original Coca-Cola formula.

• Outcomes: The launch of "New Coke" was a major failure, leading to consumer
backlash and ultimately the return of the original formula.

• Concepts Applied: This case exemplifies the risks of relying solely

on quantitative data (taste tests) without considering the emotional and
cultural significance of a brand. It also highlights the dangers
of underestimating brand loyalty and the potential for negative consumer
reactions to drastic changes.

• EXectiveness: Coca-Cola's strategy was ineXective because it did not account

for the emotional connection consumers had with the original Coca-Cola. The
blind taste tests revealed a preference for a sweeter taste, but this did not
translate to overall preference when the brand and its history were considered.

• Lessons Learned: This case emphasizes the need to understand the deeper
emotional and cultural factors that influence consumer behaviour, the
importance of brand equity beyond just taste or functionality, and the risks
associated with drastically altering established products.
Case Study 4: Euro Disney

• Marketing Challenge: Disney encountered significant challenges when

launching Euro Disney (now Disneyland Paris) due to cultural di9erences and
misaligned assumptions.

• Strategies Implemented: Disney initially attempted to apply a standardized

American theme park model to the European market. This included restrictions
on alcohol, limited operating hours, and a design aesthetic that lacked local
cultural relevance.

• Outcomes: Euro Disney faced low attendance, financial losses, and negative
press coverage due to the misalignment between the park's design and European
cultural preferences.

• Concepts Applied: This case demonstrates the importance of

considering cultural context in international marketing, the risks of applying
a standardized approach without adaptation, and the need to conduct
thorough market research to understand local customs and preferences.

• EXectiveness: The initial strategy was ineXective due to the Self-Reference

Criterion – Disney unconsciously projected their own cultural values and
assumptions onto the European market.

• Lessons Learned: This case underlines the need for cultural sensitivity and
adaptation in global marketing, the importance of avoiding ethnocentric biases,
and the value of localizing products and experiences to resonate with target
audiences.
Case Study 5: Airbnb's Entry into the Israeli Market

• Marketing Challenge: Airbnb sought to analyze the competitive landscape and

develop an e9ective marketing strategy for entering the Israeli market.

• Strategies Implemented:

o Competitive Intelligence: Utilized website analytics to gather data on

competitor activity, focusing on identifying key players, their growth
strategies, and marketing tactics.

o Data Analysis: Analyzed website tra9ic, keyword usage, social media

engagement, and referral sources to understand competitor strengths and
weaknesses.

o Strategic Insights: Identified specific marketing channels and tactics

used by successful competitors, including partnerships with niche sites,
AdWords campaigns, local social media advertising, and digital news
publisher partnerships.

• Outcomes: Airbnb gained a comprehensive understanding of the Israeli market

and its competitors, enabling them to develop a targeted and e9ective entry
strategy.

• Concepts Applied: This case highlights the use of secondary data (website
analytics) for competitive intelligence, the value of data analysis to extract
actionable insights, and the importance of developing a data-informed
marketing strategy.

• EXectiveness: The use of website analytics to understand the competitive

landscape was a key strength, providing Airbnb with valuable insights to inform
their market entry strategy.

• Lessons Learned: This case emphasizes the value of leveraging publicly

available data for market research, the importance of analyzing competitor
strategies before market entry, and the benefits of a data-driven approach to
decision making.
Case Study 6: Wonderbly

• Marketing Challenge: Wonderbly, a personalized children's book company,

needed to gain visibility into competitor activity, expand into new markets, and
achieve growth with a limited marketing budget.

• Strategies Implemented:

o Secondary Data Analysis: Examined competitor audience demographics

and seasonal trend keywords to identify opportunities.

o Targeted Campaign Strategy: Adjusted audience profiles and campaigns

based on insights about competitor strengths.

o New Product Development: Created a new product line (wedding and

anniversary books) to capitalize on an emerging market category identified
through keyword analysis.

• Outcomes: Wonderbly achieved significant growth, expanded their customer

base, and successfully entered new market segments.

• Concepts Applied: This case demonstrates the use of secondary data for
competitive analysis and market opportunity identification, the power of data-
driven decision making, and the e9ectiveness of adapting marketing
strategies based on research findings.

• EXectiveness: The use of secondary data to understand competitor activity and

identify an underserved market segment was a major strength.

• Lessons Learned: This case emphasizes the value of data analysis for small
businesses, the ability to achieve growth through strategic insights, and the
importance of continuous monitoring and adaptation in dynamic markets.
Case Study 7: LEGO

• Marketing Challenge: LEGO discovered that only 9% of their users were female,
indicating a significant untapped market segment.

• Strategies Implemented:

o Primary Market Research: Conducted extensive research involving 3,500

girls and their mothers to understand playing habits and preferences.

o Product Line Development: Launched the "LEGO Friends" line based on

insights from the research, featuring themes, characters, and colours that
appealed to girls.

• Outcomes: The "LEGO Friends" line was highly successful, significantly

expanding LEGO's market reach and attracting a new generation of female
builders.

• Concepts Applied: This case showcases the importance of market research in

identifying and understanding target segments, the power of product
development based on customer insights, and the potential for growth through
targeted marketing eXorts.

• EXectiveness: Conducting primary research to understand the needs and

preferences of girls was a key strength, allowing LEGO to develop a product that
resonated with this demographic.

• Lessons Learned: This case emphasizes the importance of identifying and

addressing underserved market segments, the value of tailoring products and
marketing messages to specific target audiences, and the potential
for significant growth through insightful product development.
Case Study 8: Innocent Smoothies

• Marketing Challenge: Innocent Smoothies, a startup company, needed to

successfully launch their product and navigate the di9erent stages of the product
lifecycle.

• Strategies Implemented Across the PLC:

o Product Development: Identified a customer need (healthy and

convenient food options) and developed a product to meet that need
(bottled smoothies with natural ingredients and ethical values).

o Market Test: Conducted a simple market test at a music festival to gauge

consumer interest.

o Introduction Stage: Focused on building distribution through

partnerships with sandwich bars, bakeries, and eventually supermarkets.
Utilized personal selling to distributors and emphasized point-of-sales
communication.

o Growth Stage: Introduced new flavours, enhanced product quality,

increased distribution coverage, and entered new channels. Focused on
building awareness through creative and engaging campaigns while also
nurturing loyalty with existing customers.

o Maturity Stage: Expanded to new product categories (kids' smoothies,

juices, coconut water) and new markets (Paris and Amsterdam).
Continued to focus on increasing usage rates by launching larger packs
and value packs.

• Outcomes: Innocent Smoothies achieved remarkable success, becoming a

leading brand in the smoothie market and ultimately being acquired by Coca-
Cola for £500 million.

• Concepts Applied: This case provides a comprehensive example of product

lifecycle management, demonstrating how marketing strategies need to adapt
at each stage to achieve continued success. It also highlights the importance
of market research, product development, branding, distribution strategy,
and promotional tactics.

• EXectiveness: Innocent Smoothies' success is attributed to their customer-

centric approach, innovative product development, strong branding and
messaging, and ability to adapt their marketing mix throughout the product
lifecycle. Their creative and engaging marketing campaigns, often utilizing humor
and word-of-mouth tactics, were particularly e9ective in building brand
awareness and loyalty.
• Lessons Learned: This case demonstrates the importance of having a clear
understanding of the target market, developing a unique and compelling
value proposition, and building a strong brand identity. It also highlights the
importance of adaptability and innovation in response to market changes and
the benefits of creating positive emotional connections with customers.
Case Study 9: Desigual

• Marketing Challenge: Desigual, a Spanish fashion brand known for its vibrant
and eclectic designs, needs to manage its distribution strategy to ensure brand
consistency and reach the target market.

• Strategies Implemented:

o Selective Distribution: Desigual utilizes a selective distribution strategy,

carefully choosing authorized dealers and retailers that align with the
brand's image and target market.

• Outcomes: By controlling distribution, Desigual maintains brand exclusivity and

ensures that its products are available in appropriate retail environments that
enhance the brand's perceived value. This strategy helps create a sense of
scarcity and desirability.

• Concepts Applied: This case illustrates the concept of selective distribution,

where the company strategically chooses a limited number of retail outlets to
distribute its products. This approach helps maintain control over brand image
and pricing, while also ensuring a certain level of exclusivity.

• EXectiveness: Selective distribution is an eXective strategy for Desigual as it

allows them to control the brand experience and maintain a premium image.

• Lessons Learned: The case demonstrates how distribution strategy can play a
key role in brand positioning and creating a desirable image in the minds of
consumers. By carefully selecting retail partners, companies can ensure that
their products are presented in the right context and reach the intended target
market.
Case Study 10: Heinz

• Marketing Challenge: Heinz, a global food company, needs to e9ectively

distribute its products across multiple channels and markets to ensure product
availability and meet diverse consumer needs.

• Strategies Implemented:

o Multi-Channel Distribution: Heinz uses a variety of distribution

channels, including supermarkets, convenience stores, food service
channels, online retailers, and their own direct-to-consumer service
(Heinz-to-Home in the US).

o DiXerent Channel Models: Heinz employs di9erent channel models

depending on the market and product, ranging from direct sales to
consumers to multi-tier models involving wholesalers, distributors, and
retailers.

• Outcomes: Heinz's multi-channel approach allows them to reach a wide range

of consumers, providing convenience and accessibility. By adapting their channel
strategies to di9erent markets, they can e9ectively serve diverse customer
segments.

• Concepts Applied: This case exemplifies multi-channel distribution and the

use of diXerent channel lengths(number of intermediaries) to optimize reach
and e9iciency in various markets.

• EXectiveness: Heinz's multi-channel strategy is eXective in maximizing product

availability and catering to diverse consumer preferences.

• Lessons Learned: The case highlights the need to tailor distribution

strategies to di9erent markets and the importance of adapting channel
lengths to the specific product, target market, and competitive environment.
Case Study 11: Fisherman’s Friend

• Marketing Challenge: Fisherman’s Friend, a UK-based manufacturer of

lozenges, needs to expand its global reach while maintaining control over
distribution and building strong relationships with channel partners.

• Strategies Implemented:

o Exclusive Distribution: Fisherman’s Friend utilizes exclusive distributors

for each country, choosing small-sized, family-owned partners with good
market coverage.

o Long-Term Relationships: They focus on building exclusive, long-term

relationships with their distributors to ensure commitment and stability in
the distribution network.

• Outcomes: By partnering with exclusive distributors, Fisherman’s Friend ensures

dedicated focus on their brand within each market. The emphasis on long-term
relationships fosters trust and collaboration, facilitating e9ective distribution and
market penetration.

• Concepts Applied: This case showcases exclusive distribution, where the

company grants exclusive rights to a single distributor or a limited number of
distributors within a specific territory. This strategy is often used to maintain
control over brand image, pricing, and service levels.

• EXectiveness: Exclusive distribution is eXective for Fisherman's Friend as it

allows them to build strong relationships with distributors and ensure dedicated
focus on their brand.

• Lessons Learned: The case demonstrates how the selection of distribution

partners and the nature of the relationships built with them can significantly
impact a brand's success in international markets. The focus
on exclusivity and long-term partnerships can create a competitive advantage
by fostering commitment and alignment between the manufacturer and its
distribution network.
Case Study 12: Nespresso

• Marketing Challenge: Nespresso needed to establish a successful distribution

model for its innovative co9ee capsule system, which was initially met with
resistance in traditional channels.

• Strategies Implemented:

o Initial Exclusive Distribution: Nespresso opted for exclusive Nespresso-

owned stores to provide a controlled brand experience, showcase the
product, and o9er a "one-stop shop" for machines and capsules.

o Evolution to Multi-Channel Strategy: Over time, Nespresso expanded to

a multi-channel approach, including online sales, boutiques, and
partnerships with select retailers.

• Outcomes: The initial exclusive distribution strategy was crucial for Nespresso's
success, allowing them to establish a premium brand image and educate
consumers about the new system. By later expanding to a multi-channel
approach, they were able to reach a wider audience while maintaining brand
consistency.

• Concepts Applied: This case demonstrates the evolution from exclusive

distribution to a multi-channel strategy.

• EXectiveness: Nespresso's initial focus on exclusive distribution through their

own stores was an eXective strategy in the early stages of the product lifecycle.
This approach allowed for tight control over the brand experience and customer
education. Later, as the brand gained recognition, expanding to multiple
channels was necessary to reach a broader audience and capitalize on the
growing market.

• Lessons Learned: The case highlights the importance of adapting distribution

strategies over the product lifecycle. In the introduction stage, controlled
distribution can be critical for building brand awareness and educating
consumers. As the product matures, expanding distribution channels can be
necessary to meet increasing demand and reach a wider market.
Case Study 13: Carrefour

• Marketing Challenge: As a large multinational retailer, Carrefour faces the

challenge of adapting its distribution and retail strategies to diverse global
markets, particularly in culturally distinct regions like China.

• Strategies Implemented for Success in China:

o Decentralized Business Organization: Established four regional areas

with local managerial sta9, empowering in-country teams to make key
decisions about sourcing, pricing, promotions, and store layout.

o Adaptation to Local Demands: Adjusted store sizes and product

o9erings to suit local preferences, for example, selling live fish in coastal
cities and frozen fish in the mainland.

o Blending Practices: Introduced French practices strategically when

market conditions allowed, such as wine education programs after wine
taxes were reduced.

• Outcomes: Carrefour achieved significant success in China by understanding

local cultural nuances and adapting its business practices to suit local
preferences.

• Concepts Applied: This case demonstrates the importance of glocalization,

balancing global brand consistency with local market adaptations. It highlights
the value of decentralized decision-making and the need to understand
cultural diXerences in consumer behaviour and preferences.

• EXectiveness: Carrefour's decentralized, localized approach was a

key strength contributing to their success in China. By empowering local teams
to make decisions based on their understanding of the market, Carrefour was
able to tailor its o9erings to meet specific customer needs and preferences.

• Lessons Learned: The case emphasizes the importance of avoiding a

standardized, one-size-fits-all approach in global retail. Companies need to
understand the cultural dynamics of each market and be willing to adapt their
strategies accordingly.
Case Study 14: Walmart

• Marketing Challenge: Walmart, known for its low-price strategy and e9icient
supply chain, faced challenges expanding its successful model into culturally
distinct markets like Germany and China.

• Strategies Implemented: Initially, Walmart attempted to apply its standardized

model, focusing on low prices and a wide selection of goods.

• Outcomes: Walmart struggled to gain traction in these markets and ultimately

exited Germany in 2006 and sold a majority stake in its Chinese operations.

• Concepts Applied: This case illustrates the limitations of a standardized

approach to global retail and the di9iculties of transferring a successful business
model to markets with di9erent consumer preferences and cultural norms.

• EXectiveness: Walmart's standardized approach was ineXective in these

markets. Factors contributing to the challenges included:

o Price Sensitivity: While low prices are generally appealing, consumers in

some markets, like Germany, prioritize other factors such as quality, brand
reputation, and shopping experience.

o Cultural DiXerences: Walmart's corporate culture and business

practices did not always align with local customs and employee
expectations.

o Competitive Landscape: Established local retailers with strong brand

recognition and well-developed supply chains presented formidable
competition.

• Lessons Learned: The case highlights the need to carefully consider cultural
factors when expanding internationally. Companies should assess the
alignment between their business model and local market dynamics, and be
willing to adapt their strategies to ensure relevance and competitiveness.
Case Study 15: Dove's "Campaign for Real Beauty"

• Marketing Challenge: Dove, a personal care brand owned by Unilever, wanted to

di9erentiate itself in the highly competitive beauty industry and connect with
consumers on a deeper level.

• Strategies Implemented:

o Repositioning: Dove repositioned itself from focusing solely on product

features to promoting a message of "real beauty" and challenging
conventional beauty standards.

o Integrated Marketing Campaign: Dove launched a multi-faceted

campaign that included:

§ "Point of View" Advertisements: Featured real women of diverse

ages, sizes, and ethnicities, challenging the idealized images often
portrayed in beauty advertising.

§ Social Media Engagement: Utilized social media platforms to

build a community and encourage conversations about body image
and self-esteem.

§ Public Relations EXorts: Generated media coverage and public

discourse around the campaign's message.

• Outcomes: Dove's "Campaign for Real Beauty" was a resounding success,

generating significant brand awareness, improving brand perception, and
fostering a strong emotional connection with consumers.

• Concepts Applied: This case demonstrates the power of brand

repositioning and the e9ectiveness of purpose-driven marketing. It highlights
the importance of authenticity, emotional storytelling, and social media
engagement in building brand loyalty.

• EXectiveness: Dove's strategy was highly eXective as it:

o DiXerentiated Dove from competitors: In a market saturated with

unrealistic beauty imagery, Dove's focus on "real beauty" stood out and
resonated with a wide audience.

o Built Emotional Connections: The campaign sparked conversations and

fostered a sense of community among women, building brand loyalty
based on shared values and experiences.

o Generated Positive Media Coverage: The campaign's message and

execution attracted significant media attention, amplifying Dove's reach
and reinforcing its brand positioning.
• Lessons Learned: The case underscores the importance of understanding
consumer values and aspirations, the power of challenging industry norms,
and the need for consistent messaging across multiple channels. It also
emphasizes the value of creating long-term brand equity through purpose-
driven initiatives.
Case Study 16: Mastercard and Samsung

• Marketing Challenge: Large companies like Mastercard and Samsung need to

leverage real-time data and insights from social media and online conversations
to make informed marketing and customer service decisions.

• Strategies Implemented:

o Mastercard's "Conversation Suite": Established a digital intelligence

command center in New York to monitor and analyze online conversations
across multiple markets and languages. This allows them to identify
trends, understand consumer sentiment, and respond to issues in real
time.

o Samsung's "War Room": Created a dedicated team to monitor social

media activity surrounding the launch of Apple products. This allows
Samsung to quickly identify consumer reactions, address concerns, and
adapt their marketing strategies based on competitor activity.

• Outcomes: These real-time data analysis initiatives enable both Mastercard and
Samsung to be more responsive to market dynamics, understand consumer
preferences and perceptions, and make agile marketing decisions.

• Concepts Applied: These cases illustrate the use of social media monitoring
and analysis for marketing intelligence and competitive intelligence. It also
highlights the importance of real-time data analysis for making informed
decisions in today's dynamic digital landscape.

• EXectiveness: Both Mastercard and Samsung's approaches are eXective in

helping them stay ahead of market trends and understand consumer
conversations. This allows them to be more responsive, proactive, and data-
driven in their marketing and customer service e9orts.

• Lessons Learned: The cases demonstrate the value of investing in social media
listening tools and analytics capabilities to gain valuable insights into
consumer behaviour, competitor activity, and market trends. They also highlight
the importance of having dedicated teams and processes in place to monitor,
analyze, and act on these insights in a timely and e9ective manner.
Case Study 17: Jarslberg Cheese and Lego’s Glocal Approach

• Marketing Challenge: Jarslberg Cheese (local) and LEGO (global) need to

develop marketing campaigns that are e9ective in di9erent cultural contexts,
while maintaining brand consistency.

• Strategies Implemented:

o Jarslberg Cheese: This Norwegian brand utilizes a localized marketing

approach, tailoring its campaigns to resonate with specific cultural
preferences and consumer behaviours in each target market.

o LEGO: This global toy company takes a "glocal" approach to marketing,

combining global brand positioning with adaptations to creative materials
to suit local cultures and regions.

• Outcomes: Both brands aim to achieve success by tailoring their marketing

e9orts to resonate with specific target audiences while maintaining a consistent
brand image.

• Concepts Applied: These cases illustrate the concepts of localization, where

campaigns are adapted to specific markets, and glocalization, where global
strategies are combined with local adaptations.

• EXectiveness:

o Jarslberg Cheese's local approach is likely eXective in markets where

cultural relevance and targeted messaging are highly valued.

o LEGO's glocal approach is eXective in maintaining global brand

consistency while ensuring cultural relevance across diverse markets.

• Lessons Learned: The cases highlight the importance of understanding cultural

nuances when developing marketing campaigns. Companies need to assess the
degree of standardization versus adaptation required to achieve success in
di9erent markets, considering factors like cultural sensitivity, consumer
preferences, and competitive landscape.
Case Study 18: Bud Light

• Marketing Challenge: Bud Light aimed to promote its beer with a message that
resonated with its target audience, but their campaign faced challenges due to
misinterpretation and cultural sensitivities.

• Strategies Implemented: Bud Light used a tagline suggesting that their beer
could help people overcome inhibitions and be more spontaneous ("the perfect
beer for removing 'NO' from your vocabulary for the night").

• Outcomes: The campaign backfired, generating outrage and criticism as the

message was interpreted as promoting irresponsible behaviour and potentially
encouraging sexual assault, given the cultural context of concerns about alcohol-
fueled rape culture where "No Means No" is a crucial message.

• Concepts Applied: This case illustrates the importance of cultural sensitivity in

marketing communications and the potential for misinterpretation when
messaging does not align with societal values or sensitivities. It also highlights
the need to consider the broader cultural context when developing marketing
campaigns and the potential risks of using humor or suggestive language.

• EXectiveness: Bud Light's campaign was ineXective and damaging to the brand
due to its insensitivity and misalignment with the prevailing cultural context.

• Lessons Learned: This case emphasizes the critical need to thoroughly

consider the potential interpretations and social impact of marketing
messages. Companies need to be aware of cultural sensitivities and societal
values to avoid causing o9ense or unintended negative associations with their
brand.
Case Study 19: Eli Lilly

• Marketing Challenge: Eli Lilly, a pharmaceutical company, sought to explore

new ways to reach patients and provide access to medications.

• Strategies Implemented: Eli Lilly began selling drugs directly to consumers

through its website and app, o9ering an alternative to traditional pharmacy
channels.

• Outcomes: This approach provides patients with greater convenience and

potentially lowers costs by cutting out intermediaries. However, it also raises
concerns about patient safety, medication adherence, and the role of
pharmacists in providing guidance and counseling.

• Concepts Applied: This case exemplifies disintermediation, the removal of

intermediaries from a distribution channel. It also highlights the potential
benefits and challenges of direct-to-consumer models in the pharmaceutical
industry, including increased access and convenience but also potential risks
related to patient safety and medication management.

• EXectiveness: The eXectiveness of Eli Lilly's strategy is still evolving, with both
potential advantages and concerns to be addressed.

• Lessons Learned: The case highlights how technological advancements are

changing distribution models and creating new opportunities for companies to
reach consumers directly. It also underscores the need to carefully consider the
implications of disintermediation, including potential benefits like increased
access and reduced costs, but also potential challenges related to service
quality, safety, and the need for new support systems.
Case Study 20: Cisco

• Marketing Challenge: Cisco, a technology company, relies heavily on its network

of channel partners (resellers) to distribute its products and reach customers
globally.

• Strategies Implemented:

o Channel Partner Program: Cisco developed a comprehensive channel

partner program, called "Velocity," to support its resellers and equip them
with the tools and resources needed to e9ectively sell Cisco products.

o Marketing Portal: The program includes a marketing portal o9ering free

customizable marketing campaigns, campaign analysis tools, and a
marketplace to connect with demand generation agencies.

• Outcomes: Cisco's channel marketing e9orts have been highly successful, with
the company attributing 85% of its revenue to its channel partners. The Velocity
program has proven to be e9ective in empowering partners and driving sales
growth.

• Concepts Applied: This case highlights the importance of channel marketing,

the strategies and activities used to support and incentivize channel partners to
e9ectively sell a company's products. It also showcases the use of digital
marketing tools and resources to empower partners and drive lead generation.

• EXectiveness: Cisco's investment in channel marketing is highly eXective, as

evidenced by the significant portion of revenue generated through its partner
network. The Velocity program, with its focus on providing partners with valuable
resources and support, demonstrates a strategic and successful approach to
channel management.

• Lessons Learned: The case emphasizes the value of building strong

relationships with channel partners, the importance of providing adequate
training and support, and the need to align incentives to drive mutual success