2008 Business Cases

koolageLogo

Problem Statement

Koollage is a next-generation mini-blogging and micro-media aggregation platform for the web and iPhone. Your task is to develop the right marketing mix (The 4 Ps of Product, Price, Place, and Promotion) for a teencentric version of Koollage.

Objectives

  • Analyze the current product offering and brainstorm around the elements of the website, the Koollage pod, and/or messaging.
  • Package the product to market it to the target audience (ages 12 – 16).
  • Devise the most compelling viral use cases of the product.
  • Distinguish the product from competitors’ products.
  • Determine methods to generate revenue and select pricing mechanisms. • Consider both new methods and twists on conventional ones (e.g., shared revenue models).
  • Think outside the box and keep in mind that pods can integrate PayPal and other e-commerce applications.
  • Place and proliferate pods throughout the market.
  • Determine plan to get your first million users.

Constraints

  • Time to market should be as short as possible.
  • Develop this site in the most cost-effective manner possible.

Outcomes

  • Demonstrate how this product will resonate with ages 12 – 16.
  • Sell to schools and educational organizations.
  • Interest other organizations that work with teens and could benefit from a mini-blogging tool.

wateroosLogo

Problem Statement

The mission of Maddie’s Beverage Company is to provide conscientious parents with safer, more sustainable, healthier beverage options for their children. Your task is to create a line extension for Wateroos targeted toward kids ages 7 – 12.

Objectives

  • The new product line must support our current brand positioning: healthy, fun, first (i.e., not another me-too product), earth-friendly, and priced for everyday consumption.
  • The new product line must be something that appeals to moms and kids ages 7 – 12.
  • The beverages must meet current school beverage guidelines so they can be sold in middle and high schools.

Constraints

  • Choose a packaging type that is already in use.
  • Include the Wateroos logo in package design.
  • Do not infringe on any known copyrights or trademarks.
  • Do not include artificial sweeteners in drink formulation; should contain low amounts of sugar, or none at all.
  • Choose an existing co-packing plant in the USA for manufacturing.
  • Minimum gross profit margin should be 40%.
  • Total budget for complete package design and print setup, raw materials, and first production run (minimum quantity for initial run will be set by the manufacturing plant) should not exceed $125,000.

Outcomes

  • Describe this new Waterloos beverage and its features/benefits to tweens.
  • Create a marketing plan to sell this new product to both moms and kids 7 – 12, including specific tactics to drive sales.
  • Product design must align with current brand positioning, and should especially distinguish itself from other brands.
  • Use storyboarding, slides, video, or other approaches to a creative presentation of product strategy, tactics, and schedule in a visual, compelling way.