PART III
CASE SOLUTIONS
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
for mass appeal.
Light green – this is a larger market that is not as concerned about brand names as are
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
pay more for eco-friendly products. Cynical about corporate green efforts – viewed as
merely marketing tactics. This group is roughly equivalent to the green consumer
segment.
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?
When celebrities such as Brad Pitt consume a brand’s products but are not an official
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
b) What celebrity would be a good endorser for Patagonia? Justify your answer.
A variety of answers are acceptable here, but the main criterion is that it should be a
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.
Experiencers are good candidates to make up a target market for Patagonia apparel because
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
CASE 3-2 DOMINO’S REFORMULATION
1) Domino’s is repositioning its brand with new recipes and extensive advertising and
promotional campaigns.
a) Why can repositioning the brand be very difficult?
Repositioning a brand or product means making a deliberate decision to significantly
b) What characteristics of Domino’s rebranding effort may help it ultimately succeed in the
long term?
Repositioning often requires drastic action. That is exactly what Domino’s did by
2) What message structure characteristic discussed in Chapter 11 does Domino’s use in its
campaign? What consumer emotions are stimulated by this type of message structure?
Domino’s is using a two-sided message approach by presenting both positive and negative
3) Chapter 9 discusses several learning theories. What learning theory is Domino’s using to
teach consumers that its product is improved?
One way is operant conditioning. Domino’s is attempting to use operant conditioning in
4) Using the demographic information given in Table A and your own experience and
knowledge, characterize the segment of “high–frequency” user that Domino’s would want to
target.
In order to convert occasional users to high-frequency users, Domino’s should target their
5) Develop a brand “schema” for the old version and the new version of Domino’s brand image.
Discuss the marketing implications of the differences.
The schemas, and their implications, will vary from student to student. However, the
6) Is Domino’s new pizza recipe an innovation? If so, what type of innovation is it? Explain
your answer.
Domino’s new pizza recipe is an innovation because it is technically new. It is classified as a
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
following celebrities. Justify your answer.
a. Michelle Kwan
b. Beyoncé
c. Shaquille O’Neal
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.
Justify your selection.
b. Choose three celebrity/product pairs that you feel are the worst in terms of fit.
Justify your selection.
c. Compare and contrast your choices from part a and part b.
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? How about for the celebrities discusses in the case?
a. Missing Information and Ethical Concerns is the aspect of consumer inferences
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
as brands.
a. Michelle Kwan
b. Beyoncé
c. Shaquille O’Neal
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
could be correct)
7) Chapter 4 discusses several generational groups.
a. Which of the generational groups is the target market for the Let’s Move!
Campaign?
b. Based on what you know about the generations listed in chapter 4, make
suggestions about how the Let’s Move! Campaign might better communication
with the generation you selected in part a.
a. The target market for Let’s Move! is generation Z, who are currently school
CASE 3-4 ATTENTION MILLENNIALS! AUTOMOBILE
MANUFACTURERS ADAPT FOR YOU
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?
a. Clutter
b. Program Involvement
a. Millennials, as well as all consumers, encounter a lot of clutter in a crowed
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.
Evaluate those advertisements based on:
a. Appeal characteristics
b. Message structure characteristics
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
b. Intensity
c. Attractive visuals
d. Color and movement
e. Position
f. Isolation
g. Format
h. Contrast and Expectations
i. Interestingness
j. Information Quantity
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
b. Message involvement
c. Mood
d. Reinforcement
e. Repetition
f. Dual coding
a. Importance refers to the value that consumers place on the information to be
6) Chapter 9 also discusses brand image and product positioning. Think about Ford and
other automobile manufacturer’s brand images. Then, construct a perceptual map that
includes several automobile manufacturers that are targeting Millennials.
7) Chapter 12 discusses VALS. To which category (ideals, achievement, self-expression)
does Ford’s approach appear to be targeted in attracting Millennials? Explain.
CASE 3-5 IS YOUR DOG A CHEESEHEAD? TARGETING THE
PREMIUM PET MARKET
1) Visit Complete Natural Nutrition’s website (www.completenaturalnutrition.com). What types
of attitude change strategies it is utilizing? Do you think they are effective?
As of 2014, they utilized primarily a cognitive approach. The website focused heavily on the
2) What learning approach and principles would you use to teach consumers about Complete
Natural Nutrition’s products such as Cheese Please and Real Food Toppers? Is this reflected
in the company’s website?
Answers will vary. The key is that students defend their answers based on various factors
3) Develop a psychographic profile relating to the type of person who would be most likely to
purchase pet food products from Complete Natural Nutrition. That is, generate a list of
attitudes, values, activities, and interests that are specifically related to having a dog that
Cheese Please and Real Food Toppers buyers would likely possess.
This is an interesting exercise. The case provides a sketch of some of the behaviors exhibited
4) Based on the demographic data in Table A, what would be the best target(s) market for
Cheese Please and Real Food Toppers, assuming the company is targeting the premium
market?
The data suggest that the demographics of the premium market include married, middle age
5) Develop an ad or marketing approach to create a positive attitude toward Cheese Please or
Real Food Toppers, focusing on the following components:
a) Cognitive
b) Affective
c) Behavioral
6) Develop an ad or marketing approach to create a positive attitude toward Cheese Please or
Real Food Toppers, using the following:
a) Humor
b) Emotion
CASE 3-6 HELLO KITTY MANIA
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?
a. Some brands mentioned in the case include: Target, Sephora, McDonalds,
Walmart, Forever 21, Tervis, Fender, Uglydoll, Kidrobot, the NFL, the MLB,
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
category from the co-branded Hello Kitty products and brainstorm a short list of
competitors in the market for that product category
c. Construct a perceptual map that includes a Hello Kitty co-branded product and
your list of brainstormed products in that category.
d. Write a short narrative describing the process you used to develop the perceptual
map and your interpretation of the content of the perceptual map.
a. Hello Kitty’s brand image is young, innocent, sweet, and cute. Basically, Hello
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?
Students may choose a variety of motives, but the important part is that they provide a
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?
The strongest of these characteristics for Hello Kitty are aspirational aspects and meaning
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.
b. Think about the concepts of actual self-concept, ideal self-concept, private self-
concept, and social self-concept. Using her quotes in the case, interpret how these
self-concepts may differ for Ms. Goldsworth.
a. For Ms. Goldsworth, Hello Kitty has become intimately integrated with her
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?
Obsessive collectors would likely fit in the Experiencers category. They are high on
CASE 3-7 XEROX’S ONGOING BATTLE TO REPOSITION
NOTE: This case could be used very effectively in conjunction with Chapter
19 on B2B or Organizational Buyer Behavior.
1) Chapter 9 discusses schemas, which are also known as schematic memories and
knowledge structures. Construct a schema diagram for Xerox.
2) Chapter 9 also discusses product positioning, repositioning, and perceptual mapping.
a. Construct a perceptual map that includes the Xerox brand before 2008 (before
recent repositioning efforts)
b. Construct a perceptual map that includes the Xerox brand in current times.
c. Discuss how Xerox’s position differs (or does not differ) between the two
perceptual maps from part a and part b.
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
advertising campaigns. Evaluate those advertisements based on:
a. Appeal characteristics
b. Message structure characteristics
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
b. Intensity
c. Attractive visuals
d. Color and movement
e. Position
f. Isolation
g. Format
h. Contrast and Expectations
i. Interestingness
j. Information Quantity
6) Discuss aspects of learning (Chapter 9) which have made it difficult for Xerox to change
the brand perceptions held by consumers.
There are many. Students may mention:
a. Strength of learning – Xerox did such a great job the first time around, that
consumers have a hard time “re–learning.”
CASE 3-8 DELL TAKES AN EMOTIONAL APPROACH
1) Dell is using emotional appeals in the “More You” advertising campaign. Chapter 10
identifies three basic emotions.
a) Which of these three primary emotions is Dell trying to elicit with this campaign (can
select more than one)? Justify your answer.
b) Table 10-4 gives examples of various emotions that are covered within the three primary
dimensions. Using this list, as well as other descriptors, describe the specific emotions
that the “More You” campaign could elicit.
2) Chapter 11 discusses source characteristics,
a) Other than Dell, who serves as the source in the “More You” advertisements?
b) What is the technical term for the types of sources that are present in the “More You”
advertisements?
c) How does this type of source impact source credibility?
3) Dell’s “More You” advertisements feature customers talking about how they use Dell
products to satisfy a need. Chapter 10 discusses Maslow’s hierarchy of needs. Which of these
needs could Dell products help satisfy for consumers? Justify your answer.
Three possible answers may be correct, given that the students give a logical justification for
4) Dell is targeting members of generation Y with their “More You” campaign. Using what you
know from Chapter 4:
a) How well does Dell’s approach align with the characteristics of Gen Y?
Gen Yers have a sense of independence and autonomy, so the ideal that Dell products
will help them express their independence and unique personalities appeals to them.
b) What else could Dell do to better reach this demographic?
Gen Yers are not as responsive to mass-marketing approaches as previous generations.
5) Chapter 11 discusses the appropriateness of value-expressive versus utilitarian appeals in
various contexts.
a) Are Dell’s products functional products or are they designed to enhance self-image or
provide other benefits?
Some students may consider computers and other Dell products to be functional, while
b) Based on your answer to part a, what does the text suggest is the most appropriate
appeal?
If the student answers that Dell products are functional in part a, then the correct answer
6) At the time of the writing of this case, Dell had just launched the “More You” campaign. Go
online and research the consumer reactions and impact for the brand that the campaign
produced. Summarize your findings and comment on how they relate to this case.
The correct response will depend on the instructor’s subjective interpretation of the quality of
CASE 3-9 CAMPBELL’S TARGETS GROWING MALE GROCERY
SHOPPERS
1) Images of men shown performing duties that were traditionally considered to be feminine,
such as the Walmart example, encourage an attitude shift about what roles are acceptable for
men and women. How does this relate to the attitude change strategies discussed in Chapter
11?
The mere exposure effect could explain the attitude change, since the more often consumers
2) Interpret the information contained in Table A:
a) Describe similarities and differences between how men and women grocery shop.
Men shop for groceries more frequently than women. Men are more likely to be shopping
b) Using this knowledge, how could a marketer of a packaged-good grocery item effectively
target men?
To effectively target men while grocery shopping, marketers could make their product,
3) Campbell’s and the NFL have joined forces in advertising and promotional campaigns and
by forming the Campbell’s Chunky/NFL Tackling Hunger program that provides canned
goods to food banks.
a) What branding strategy are Campbell’s and the NFL using?
b) Chapters 8 and 9 discuss fit among branding partners. How well does the NFL fit with
Campbell’s Chunky Soup?
Students will likely feel that there is a good fit. Men are often highly sports interested.
4) Chapter 9 discusses product positioning.
a) What is Campbell’s Chunky Soup’s product positioning?
Product position is the brand image in the consumers’ minds relative to the competition.
b) Create a perceptual map that includes Campbell’s Chunky Soup and other soup brands.
Use masculine/feminine as one axis and be creative with the other axis.
5) Chapter 6 discusses the nature of family purchase roles. In a grocery-shopping context, how
might each of the roles differ in a family consisting of a husband, wife, and child, based on
traditional gender roles versus evolving gender roles?
a) Initiator
The initiator could be any household member, but in modern times, men may be more
b) Information Gatherer
The information gatherer about groceries is more likely to be male than in the past, but
c) Influencer
d) Decision Maker
e) Purchaser
f) User