Applied Marketing Final

What is the primary challenge Layla’s Delicacies faces in this case?

Layla had fallen far short of its founder’s growth goals

Which marketing research method is most likely emphasized in the case for gathering consumer insights? - Layla’s Delicacies

Surveys and questionnaires

What is a key competitive advantage of Layla’s Delicacies mentioned in the case?

High-quality, artisanal products

Which target market does Layla’s Delicacies primarily focus on?

High-income, luxury-focused customers

What strategic decision does the case explore to scale up the business? - Layla’s Delicacies

Positioning Layla’s products to their most promising segments

What was the primary objective of the Pillsbury Cookie Challenge?

To revitalize the brand and increase market share

What was a key insight from consumer research highlighted in the case?- Pillsbury

Time-saving products appealed to busy families.

Which segment of consumers did Pillsbury primarily target in the case?

Families with young children

What marketing strategy did Pillsbury use to address the challenege?

Launching an advertising campaign focused on emotional connections

Overall, consumer demographics and family structure were very similar between Canada and the U.S. - Pillsbury

True

What was Chase Sapphire’s primary goal in creating its credit card brand?

To build a strong emotional connection with millennials

Which feature of the Chase Sapphire Reserve card most appealed to millennials?

Travel rewards and exclusive experiences

Which marketing strategy did Chase use to make Sapphire Reserve a cult brand?

Targeted social media advertising and influencer partnerships

What was a major reason millennials were drawn to the Chase Sapphire credit card?

Its reward program and minimalist design

What significant challenge did Chase face in maintaining the popularity of the Sapphire Reserve card?

Balancing high customer acquisition costs with profitability

What was the primary groal of Michelin’s digital service platform initiative?

To diversify from selling tires to offering digital solutions

What did Michelin and Dickinson both do?

The rise of data-driven decision-making in fleet management

Which customer segment was Michelin targeting with its digital services?

Large fleet operators

What was a significant challenge Michelin faced when implementing its digital service platform?

Resistance by Michelin dealers

What competitive advantage did Michelin aim to achieve through its digital platform?

Providing predictive analytics and fleet efficiency insights

What was the primary challenge Crocs faced before its resurgence?

Declining interest in its iconic product due to its unconventional design

What marketing strategy did Crocs use to transform its brand image?

Community-centric marketing and collaborations with influencers

What was one of the key elements of Crocs’ marketing?

Allowing customers to customize their shoes with Jibbitz charms

What is an example of how Crocs turned its perceived “ugliness” into a marketing strength in 2010?

Emphasizing comfort and functionality over traditional beauty standards

What was a key outcome of Crocs’ community-centric approach?

Becoming a globally recognized, trend-setting footwear brand

What was the primary purpose of Google Glass?

To provide hands-free access to augmented reality and information

What was a significant technological feature of Google Glass?

A head-mounted display for real-time notifications

What marketing strategy did Google initially use to promote Google Glass?

Limited release through the “Explorer Program” targeting early adopters

Which concern was a major barrier to Google Glass adoption?

Privacy issues related to its recording capabilities

Who was the initial target marketing for Google Glass?

Tech-savvy early adopters and innovators

What was the primary challenge Harley-Davidson faced in the case?

Declining interest among younger consumers

What strategic initiative did Harley-Davidson implement to attract a younger audience?

Introducing more affordable and lightweight motorcycle models

How did Harley-Davidson aim to strengthen its connection with customers?

By organizing community events and riding clubs

Who were Harley-Davidson’s traditional customers before the brand rejuvenation efforts?

Middle-aged and older riders who valued the brand’s heritage

What role did Harley-Davidson’s brand community play in its rejuvenation strategy?

Building loyalty through events like rallies and group rides

What was the primary pricing challenge Netflix faced in the case?

Balancing customer satisfaction with profitability

What was a major factor influencing Netflix’s pricing decisions

All of the above:

• The cost of licensing and producing content

• Competitors pricing for similar services

• Customer sensitivity to price increases

How did Netflix justify its price increases to customers?

By emphasizing investments in original content and user experience

What pricing model did Netflix predominantly use?

Subscription-based pricing with tiered plans

What role did competition play in Netflix’s pricing strategy?

It pushed Netflix to differentiate through original content

What was the primary area of competition between Amazon and Walmart in the case?

Dominance in the e-commerce and retail sectors

What was Walmart’s key strength in competing with Amazon?

Its vast network of physical stores

What was Walmart’s response to the rise of e-commerce?

Expanding its online platform and improving delivery capabilities

What was a significant challenge for Walmart in competing with Amazon?

Higher operating costs associated with maintaining physical stores

What is the primary market focus of both Headspace and Calm?

Meditation and mindfulness

How did Calm differentiate itself from Headspace?

By focusing on sleep stories and relaxation content

Which primary strategy was used by both Headspace and Calm?

Freemium model with in-app subscriptions

What percentage of the total mindfulness app market did Headspace and Calm jointly hold by 2021?

70%

How did Headspace position itself in the mindfulness app market?

As the approachable educator for novice meditators

Which of the following was a strategy Headspace used to expand its reach?

Investing heavily in athletics partnerships and business-to-business services