Victoria Pilate, Ph.D.
Shoebox Projects (4-6) - Supplement Information
Shoe Box 4 – Aquatics Shows for Inner City
Your job is to organize an aquatics show for inner city children. The show
will launch a swimming education program. You have received funding
from a private foundation to cover 75% of the estimated cost. Your group
must consider sources for funding the remaining costs. Some options are
other foundations, state and city governments as well as local businesses
and religious/civic organization. Develop a marketing pitch to seek
funding.
Another option is to charge admission. Balance that option against
expected changes in attendance. Counter to intuition, free admission
does not always guarantee high attendance. Speak to this and how to
maximize attendance.
Ultimately, your group will need to market the program to children and their
parents. Would the same marketing campaign suffice for parents and
children? Address ethical constraints of marketing to children. Is this or
should this program be any different than food companies that market
snack foods to children?
In addition, consider the following.
See the data from the American Red Cross. In your marketing campaign,
how do you use these data in the campaign?
Consider the demographic data on decision making. How can you use this
information to market to immigrants, urban youth and their parents? Would
your marketing campaign differ if you were marketing to middle class
families or affluent families? If so, speak to any ethical implications of
these differences?
In addition to coming up with a marketing plan for inner city American
youth, your job is also to come up with a similar program for Indian Ocean
countries such as Malaysia, Indonesia and Bangladesh. Noting the brief
article in your shoebox, the December 2004 tsunami claimed the lives of
mostly women and children. Experts believe the high proportion of women
dying is due to the few number of women who knew how to climb trees or
swim. Suppose your job is also to develop a marketing program for one or
more of these nations for the aquatics show and to develop a similar
swimming education program. Identify the unique obstacles you would
find in developing a program there as opposed to the U.S. Remember to
take swim lessons women and girls would need to wear bathing suits and
such outfits could offend the strict observers of Islam who frown on
immodest clothing.
Shoebox 5 -- Magazine Launch
Consider the data in your shoebox and data of this website. 949
magazines are launched annually; 60 percent will fail. Most often when
magazines are launched, they are not monthly publications—generally
bimonthly or quarterly and often they can be regional or sold only in high
population urban areas like New York City.
You must choose a name for the magazine, the targeted market of
readers, and the targeted market for selling the magazine.
Consider the advertising budget information in the shoebox. Develop a
budget for advertising the new magazine; make initial decisions on how
and where to advertise.
Consider where to get advertisers for the magazine. Consider again the
advertising budget information in the shoebox. Make decisions on which
industries to target for advertising in your magazine. Speak to why one
industry is better than another for this magazine.
Consider ethical standards for advertising; note the article enclosed about
a controversy about one prospective advertisement. When should these
standards be developed and how should questionable advertising be
handled?
Suppose your magazine will be an international magazine, being sold in
the United States, Canada and England. Consider the English magazines
of the shoebox. What do you notice that differs in those magazines from
American magazines?
Shoebox 6 -- Grippable Soap
The enclosed is a recently developed product by Johnson & Johnson. In
its research and development it was planned to be sold for use by
toddlers. For this product, the domestic launch and the international
launch will occur about the same time. The international launch is
occurring earlier than normal as J&J wants to tie this product into a new
line of soft foods for toddlers, a new baby stroller model and a new
biodegradable diaper. It’s an ambitious multifaceted campaign rather than
a single product line campaign (e.g., food only, diapers only).
Discuss some issues regarding domestic marketing and international
marketing. Despite anti-American sentiment on American international
political events, American products maintain their international market
share and popularity.
Consider this. Strollers are viewed by Africans negatively. See website
article. In light of this information, what do you recommend regarding the
African campaign? Cultural differences can be large and small; some can
be overcome by building cultural bridges or by some avoidance or
education. Can a cultural difference of this nature be overcome with a
given ad campaign?
Consider this. The current packaging of this product is similar in shape
and color to a food product for toddlers provided to foreign countries. In
late in the Clinton administration, the U.S. established a program to export
packets of nutritional crackers (as well as milk and other products) to
developing countries as part of an international school lunch program
administered by the USDA in conjunction with foreign governments and
international nonprofit organizations. Suppose early in the pilot of the
international campaign an illiterate parent tried to use the soap as food
and a child became ill. Speak to this. Literacy in some countries can be as
low as 30 percent, even lower.
Your job is to organize an aquatics show for inner city children. The show
will launch a swimming education program. You have received funding
from a private foundation to cover 75% of the estimated cost. Your group
must consider sources for funding the remaining costs. Some options are
other foundations, state and city governments as well as local businesses
and religious/civic organization. Develop a marketing pitch to seek
funding.
Another option is to charge admission. Balance that option against
expected changes in attendance. Counter to intuition, free admission
does not always guarantee high attendance. Speak to this and how to
maximize attendance.
Ultimately, your group will need to market the program to children and their
parents. Would the same marketing campaign suffice for parents and
children? Address ethical constraints of marketing to children. Is this or
should this program be any different than food companies that market
snack foods to children?
In addition, consider the following.
See the data from the American Red Cross. In your marketing campaign,
how do you use these data in the campaign?
Consider the demographic data on decision making. How can you use this
information to market to immigrants, urban youth and their parents? Would
your marketing campaign differ if you were marketing to middle class
families or affluent families? If so, speak to any ethical implications of
these differences?
In addition to coming up with a marketing plan for inner city American
youth, your job is also to come up with a similar program for Indian Ocean
countries such as Malaysia, Indonesia and Bangladesh. Noting the brief
article in your shoebox, the December 2004 tsunami claimed the lives of
mostly women and children. Experts believe the high proportion of women
dying is due to the few number of women who knew how to climb trees or
swim. Suppose your job is also to develop a marketing program for one or
more of these nations for the aquatics show and to develop a similar
swimming education program. Identify the unique obstacles you would
find in developing a program there as opposed to the U.S. Remember to
take swim lessons women and girls would need to wear bathing suits and
such outfits could offend the strict observers of Islam who frown on
immodest clothing.
Shoebox 5 -- Magazine Launch
Consider the data in your shoebox and data of this website. 949
magazines are launched annually; 60 percent will fail. Most often when
magazines are launched, they are not monthly publications—generally
bimonthly or quarterly and often they can be regional or sold only in high
population urban areas like New York City.
You must choose a name for the magazine, the targeted market of
readers, and the targeted market for selling the magazine.
Consider the advertising budget information in the shoebox. Develop a
budget for advertising the new magazine; make initial decisions on how
and where to advertise.
Consider where to get advertisers for the magazine. Consider again the
advertising budget information in the shoebox. Make decisions on which
industries to target for advertising in your magazine. Speak to why one
industry is better than another for this magazine.
Consider ethical standards for advertising; note the article enclosed about
a controversy about one prospective advertisement. When should these
standards be developed and how should questionable advertising be
handled?
Suppose your magazine will be an international magazine, being sold in
the United States, Canada and England. Consider the English magazines
of the shoebox. What do you notice that differs in those magazines from
American magazines?
Shoebox 6 -- Grippable Soap
The enclosed is a recently developed product by Johnson & Johnson. In
its research and development it was planned to be sold for use by
toddlers. For this product, the domestic launch and the international
launch will occur about the same time. The international launch is
occurring earlier than normal as J&J wants to tie this product into a new
line of soft foods for toddlers, a new baby stroller model and a new
biodegradable diaper. It’s an ambitious multifaceted campaign rather than
a single product line campaign (e.g., food only, diapers only).
Discuss some issues regarding domestic marketing and international
marketing. Despite anti-American sentiment on American international
political events, American products maintain their international market
share and popularity.
Consider this. Strollers are viewed by Africans negatively. See website
article. In light of this information, what do you recommend regarding the
African campaign? Cultural differences can be large and small; some can
be overcome by building cultural bridges or by some avoidance or
education. Can a cultural difference of this nature be overcome with a
given ad campaign?
Consider this. The current packaging of this product is similar in shape
and color to a food product for toddlers provided to foreign countries. In
late in the Clinton administration, the U.S. established a program to export
packets of nutritional crackers (as well as milk and other products) to
developing countries as part of an international school lunch program
administered by the USDA in conjunction with foreign governments and
international nonprofit organizations. Suppose early in the pilot of the
international campaign an illiterate parent tried to use the soap as food
and a child became ill. Speak to this. Literacy in some countries can be as
low as 30 percent, even lower.
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