CASE 3-1 PATAGONIA CATERS TO GREEN-APPAREL SHOPPERS
1) Using the information provided in the tables, which of the five green segments identified by
Cotton International would you target if you were marketing a clothing line in each of the
following situations. Explain your choices.
a) Well-known brand name that is moderately environmentally friendly, but has potential
2) The green segmentation scheme presented in this case is particular to green apparel. Compare
and contrast the green apparel segments with the green segments described in Table 3-1 of
the text.
• Eco-Centrists (16 percent): Highly committed to and concerned about the environment.
Beliefs reflected in their consumption behaviors across a wide range of products. Will
Part III Case Solutions-2
family and hard work. This group relates well to the light green segment because they are
moderately environmentally conscious but not likely to go to an extreme amount of effort
to purchase green products.
• Frugal Earth Mothers (18 percent): Environmental efforts focused on running a more
efficient home to save money (buy used; wash in cold water; air dry clothes). Focused on
group could fall under light green or pale green segments because of the emphasis on
style, with a smaller focus on environmental friendliness.
• Green Naives (11 percent): Environmental issues have not registered with this group in
terms of beliefs or actions. This group is most like the light- green or non-green group
because they do not seek out environmentally friendly products.
3) The case mentions that Brad Pitt has been spotted in the media wearing Patagonia clothing.
In what ways is this potentially positive for the brand?
4) Consider that Patagonia was going to sign a celebrity endorser to their brand.
a) What factors should Patagonia consider when choosing a celebrity endorser?
Some factors that Patagonia should consider when they search for the right celebrity
endorser include the celebrity’s attention-getting ability, trustworthiness, expertise,
image, and fit with the brand.
b) What celebrity would be a good endorser for Patagonia? Justify your answer.
5) Chapter 12 outlines the VALS lifestyle segments. Which of these lifestyle segments is the
most likely target market for Patagonia products? Could more than one group be a good
target market? Justify your answer.
6) In terms of Cotton Incorporated’s five green consumer segments for apparel, their purchase
motivations, and their demographics, describe a target market for Patagonia.
Patagonia would appeal to the dark green and green segments because of its well-known
brand name, history of commitment to the environment, fiber content, and other quality
1) Chapter 8 talks about package design and labeling. One of the changes McDonald’s made
as part of its reimaging was changing the packaging of the bags and containers. How
might these changes influence consumer perceptions?
2) Chapter 9 discusses brand image, positioning, and repositioning. Reflect on McDonald’s
brand image prior to and after its repositioning efforts.
a. Make a list of several of McDonald’s competitors
3) Chapter 9 tells us that repositioning of a brand or product is a deliberate decision to
significantly alter the way the market views the brand or product. In your opinion, are
these changes enough to constitute a significant change in public perceptions of
McDonald’s? Justify your response.
4) What difficulties may McDonald’s face when repositioning its brand image?
5) Chapter 7 discusses different types of innovations (continuous, discontinuous, and
dynamically continuous). McDonald’s in incorporating several new technologies as part
of the repositioning effort. What types of innovations are the following? Why?
6) Chapter 10 discusses brand personality.
a. Describe McDonald’s traditional brand personality.
b. Describe McDonald’s new brand personality based on its repositioning efforts.
c. What recommendations would you give McDonald’s in terms of communicating
its new brand personality?
CASE 3-3 LET’S MOVE! CAMPAIGN CELEBRITIES ENDORSING
SODA?!
1) Chapter 11 discusses source characteristics and celebrity endorsements. Three constructs
that influence the effectiveness of a celebrity endorser are expertise, aspirational aspects,
and meaning transfer. Think in the context of the Let’s Move! Campaign.
a. Evaluate Michelle Kwan on these three aspects relative to the Let’s Move!
Campaign.
2) Chapter 11 also discusses fit between a celebrity endorser and the product that he or she
endorses. Do you feel that there is a better fit between the Let’s Move! Campaign and
each of the following celebrities or between their endorsed soda brand and each of the
3) Review the celebrity endorsements listed in the table.
a. Choose three celebrity/product pairs that you feel are the best in terms of fit.
4) Chapter 8 discusses consumer inferences. Reflect on what you read about the Let’s Move!
promotions and the celebrity endorsers’ subsequent behavior.
a. What aspect of consumer inferences in chapter 8 is related to this situation?
b. How might that aspect affect the inferences that consumers draw about the Let’s
Move! Campaign and endorsements discussed in the case?
5) Chapter 9 discusses schemas, which are also known as schematic memories and
knowledge structures. Construct a schema diagram for each of the following celebrities
6) Chapter 10 discusses Maslow’s Hierarchy of Needs. Which of the needs in Maslow’s
hierarchy of needs does the Let’s Move! Campaign hope to activate in young consumers
by encouraging them to make healthy food and exercise choices? (Hint: multiple needs
7) Chapter 4 discusses several generational groups.
a. Which of the generational groups is the target market for the Let’s Move!
Campaign?
CASE 3-4 ATTENTION MILLENNIALS! AUTOMOBILE
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1) Chapter 8 discusses factors that affect consumer attention. How do the following
situational factors play a role in Millennials’ attention to Ford’s promotions?
2) Chapter 11 discusses appeal characteristics in advertising. Use Google Videos or Google
Images to find examples of the advertisements for the Ford Fiesta advertising campaigns.
3) Chapter 8 discusses stimulus factors in advertising. Use Google Videos or Google Images
to find examples of the advertisements for either Xerox’s 2010 or 2013 advertising
campaigns. Evaluate those advertisements based on the following stimulus factors:
a. Size
4) Evaluate the information displayed in the Tables A and B. Imagine you are a marketing
manager for an automobile manufacturer that is targeting Millennials. Your goal is to
gain the attention of your target market. Use that information to answer the following
questions.
a. According to the Table A, which types of media are least likely to be ignored by
Millennials?
b. How does the media that is least likely to be ignored compare with what media
other surveys show Millennials prefer?
c. Assume that television advertising is a part of your promotional mix. How would
you handle the fact that a large part of your target market is multitasking while
watching television?
d. Imagine that your target market is a different demographic, how would your
answers to the previous parts of this question change?
5) Chapter 9 discusses strength of learning. Ford is hoping that Millennials learn that Ford is
focused on their needs and wants. So far, it appears to be working. Strength of learning is
enhanced by the following six factors. Evaluate Ford’s marketing to Millennials on these
factors.
a. Importance
6) Chapter 9 also discusses brand image and product positioning. Think about Ford and
7) Chapter 10 discusses Maslow’s hierarchy of needs. Which of those needs does Ford
attempt to cater to when marketing to Millennials? (hint: more than one answer is correct)
3-5 MEAL KITS ARE SHIFTING HOW CONSUMERS SHOP FOR FOOD
1) Chapter 8 talks about co-branding. Which of the meal kit companies mentioned in the
case uses co-branding and how?
2) Chapter 9 discusses schemas, schematic memory, and schematic diagrams. See figure 9-2
for an example.
a. Draw a schematic diagram for “meal kits” in general.
b. Choose a brand of meal kits for which you are familiar. If you are not familiar with
3) Chapter 9 discusses conditioning as a form of learning. Several brands of meal kits offer
free trials before consumers commit to a subscription. What type of conditioning are meal
kit marketers using when they do this? Why?
4) Chapter 10 discusses Maslow’s Hierarchy of Needs. Which of the needs could be
satisfied with subscribing to a meal kit plan? Why? (Hint: there is more than one correct
5) Chapter 12 discusses the VALS psychographic segmentation scheme. Which of the
VALS segments are most likely to subscribe to meal kit plans? Which of the VALS
segments is least likely to subscribe to meal kit plans? Justify your responses.
6) Chapter 10 discusses using projective techniques, such as laddering, to discover latent
and manifest motives. Assemble a small group of consumers who have used meals kits
and conduct a focus group about their perceptions and motivations for purchasing meal
kits. If you cannot find enough people for a focus group, a depth interview with one
person would also work. Why did they purchase or subscribe to a meal kit? What were
their feelings and experiences? Which one(s) did they try? Why? Would they try the
same brand or another brand again? Why or Why not? These are some sample questions
7) Chapter 7 discusses diffusion of innovations. What type of innovation is the meal kit
concept?
8) Imagine you were going to launch a meal kit business. The case mentions several meal
kit companies that serve market niches, such as vegan and Southern-inspired cuisines.
1) Chapter 8 discusses branding strategies. One of the ways that the Hello Kitty brand
became disseminated so widely is by using a co-branding strategy with many other
brands.
a. What are some of the brands mentioned in the case that partnered with Hello
Kitty?
b. Discuss the perceived fit between each of those brands and Hello Kitty.
c. Discuss the target market for each of those co-branded offerings. Are the target
markets the same? If not, how do they differ?
d. Perform an internet search to discover more brands with which Hello Kitty is
currently partnering.
e. Repeat the analysis in part b and c for the new brands that you uncovered in your
internet search.
f. What characteristics of Hello Kitty make it able to be a successful co-branding
partner with so many other types of brands?
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2) Chapter 9 discusses brand image and product positioning. Reflect on Hello Kitty as a
brand and then answer the following:
a. Describe Hello Kitty’s brand image.
b. Based on your answers from the question about co-branding, select a product
3) Chapter 10 covers McGuire’s Psychological Motives. Review the cognitive preservation
motives, cognitive growth motives, affective preservation motives, and affective growth
motives. Which of these motives could describe why Hello Kitty enthusiasts, such as Ms.
Goldsworth, accumulate such large Hello Kitty collections?
4) Chapter 11 discusses spokescharacters a communication characteristic that influences
attitudes. The case describes how Hello Kitty served as a spokescharacter for UNICEF
for many years, as well as diplomatic tool for Japanese-Chinese diplomacy. Some
characteristics that influence the success of celebrity sources include their expertise,
aspirational aspects, and meaning transfer. How do these characteristics apply to Hello
Kitty as a spokescharacter?
5) Chapter 12 discusses self-concept and lifestyle. Think about Ms. Goldsworth as an
example of an obsessive Hello Kitty collector.
a. Do you feel that her Hello Kitty possessions have become part of Ms.
Goldsworth’s extended self? Explain your rationale.
6) Review the VALS segments discussed in Chapter 12. Which of these segments do you
think obsessive collectors (who are able to fund the purchases required for large
collections) would best fit?
CASE 3-7 XEROX’S ONGOING BATTLE TO REPOSITION
1) Chapter 9 discusses schemas, which are also known as schematic memories and
2) Chapter 9 also discusses product positioning, repositioning, and perceptual mapping.
a. Construct a perceptual map that includes the Xerox brand before 2008 (before
3) Chapter 9 further discusses brand equity and brand leverage. Xerox has strong brand
equity since it has been a well-known and established brand for many years.
a. According to the chapter, successful brand leverage requires that the original
brand have a strong positive image and that the new product fit with the original
product on at least one of what four dimensions?
b. Which of these four dimensions does the business services solutions “product” fit
with the original Xerox brand?
4) Chapter 11 discusses appeal characteristics in advertising. Use Google Videos or Google
Images to find examples of the advertisements for either Xerox’s 2010 or 2013
5) Chapter 8 discusses stimulus factors in advertising. Use Google Videos or Google Images
to find examples of the advertisements for either Xerox’s 2010 or 2013 advertising
campaigns. Evaluate those advertisements based on the following stimulus factors:
a. Size
6) Chapter 10 discusses McGuire’s psychological motives. Which of the motives does
Xerox communicate to business customers could be fulfilled by using its business
services?
1) Chapter 10 discusses the use of emotion in advertising. The three primary emotional
dimensions are pleasure, arousal, and dominance, but there are many other various
emotions under each category. Review table 10-4 and determine which emotions each of
2) Chapter 8 discusses several stimulus factors in advertising that can increase attention to
ads. Look up “Lost Dog” and “Make Safe Happen” and view them online. Evaluate and
compare these two ads based on the stimulus factors in the text.
3) Chapter 8 discusses exposure, in terms of selective exposure and voluntary exposure.
What type of exposure do you think most consumers who viewed the two ads discussed
in this case experienced? Explain your reasoning.
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4) Chapter 9 discusses schemas, schematic memory, and schematic diagrams. See figure 9-2
for an example.
5) Chapter 11 discusses communication characteristics that influence attitude formation and
change. Discuss “Lost Dog” and “Make Safe Happen” in terms of:
a. appeal characteristics
6) Chapter 7 discusses WOM communications and opinion leadership. How did these
concepts play a role in the respective success and failure of “Lost Dog” and “Make Safe
Happen.”
CASE 3-9 THE WORLD SHARES A COKE
1) Chapter 10 discusses Maslow’s hierarchy of needs. Which of the needs does the “Share a
Coke” satisfy? Explain your answer.
2) Likewise, chapter 10 discusses McGuire’s psychological motives. Which of these
motives might lead consumers to be influenced by the “Share a Coke” campaign?
3) Chapter 11 discusses the three components of attitude (cognitive, affective, and
behavioral). Which of these components does Coca-Cola focus on in the “Share a Coke”
campaign? Does your response change based on the context of country in which the
campaign is being used? For example, before the initial Australian 2011 campaign,
4) Chapter 11 discusses sources characteristics, and particularly celebrity sources.
a. How did Coca-Cola use celebrity sources?
b. Why would these celebrity endorsers be effective?
5) Chapter 12 discusses possessions and the extended self. Discuss how the “Share a Coke”
campaign incorporated the concept of self to encourage sales of its products.
6) Chapter 4 discusses generational groups. Which of these segments is Coca-Cola targeting
with “Share a Coke” and why?
7) Coca-Cola appears to have no plans to discontinue the “Share a Coke” expansions in the
near future. What recommendations would you have for future iterations?