Aihra Lloyd S.

Elducal

Special Topics
Case 1: Cincinnati Zoo
1. What are the problems with the existing system of the Cincinnati Zoo?
- They use of four separate legacy point-of-sale with a single platform to provide data on
all admission, membership, retail and food services sales.
- Management had a limited knowledge and understanding of what was happening in the
Zoo on day-to-day basis.

2. What are the data that are available to the zoo management and staff?
- Cost of the food, quantity and date.
- Visitor’s Zip code
- Entrance number, entrance information, Zoo’s loyalty reward

3. How can these data be used to help the following perform their work better to achieve the
business objectives of the Cincinnati Zoo?
a. Zoo administration – it helps to provide proof of billing and to give the visitors loyalty
cards. Also to provide real-time analysis and reporting.
b. Zoo staff – To compiled a spreadsheet that collected visitor’s zip code to use the data.

4. What solutions can be provided for the following stakeholders so that the business
objectives of Cincinnati Zoo are achieved? Explain in detail the proposed solution for each
stakeholder. In each solution, identify which type of analytics will be applied (i.e.,
descriptive, predictive or prescriptive)
a. Zoo visitors – By sharing their experience to their companion or close friends. They can
even invite people who will go there to experience also what they have experienced. So
with this, they can maximize the attendance of that company, they can help them
improve their sales to maximize their profit. Then the analytics use in here is
descriptive.
b. Zoo management – They need to come up with a marketing strategy that will ensure the
Cincinnati Zoo to become a well known to everyone not only their location but all over
the world. Then the analytics use in here is prescriptive.
c. Zoo staff members – They should be aware to anything that is in the zoo and every
happenings there for them to perform well their work. They should have at least enough
knowledge about the zoo for them to do their responsibilities better. Then the analytics
use in here is predictive.
Aihra Lloyd S. Elducal

Special Topics
Case 2: Kraft Australia

1. What are the problems that Kraft Australia would like to address?
- Analyze the issues and challenges in naming a brand (new brand, brand extension,
rebranding).
- Construe the effectiveness of crowd sourcing in branding decisions.
- Appreciate the importance of marketing research in branding decisions.
- Construe the pros and cons of using social media as a marketing tool to generate
publicity for a product.
- Analyze why the target segment rejected the brand name ‘iSnack 2.0’ for the brand
extension of the iconic Vegemite brand.
- Explore ways in which Kraft could have made the branding campaign more effective and
also explore branding strategies that Kraft’s marketing team can adopt in the future.

2. What are the data available that can be used for analytics solution?
- Sales report
- Strength and Weakness
i. Strength
1. Strong Brand Image and Product Innovation
2. Strong distribution Network
3. Focus on Research and Development

ii. Weakness
1. Declining Profitability
2. Geographic Concentration
- Feedback

3. How can these data be used to identify the customers view and use Vegemite?
- Sales Report can be used to monitor product standing in the market if it is still
profitable and if it is declining the management will able to make ways how the product
will be profitable again. The organization may know who are their customers based on
the sales report, those who always buy and those who frequently buy. This will also lead
to the conclusion if the customers like the product or not.
- Knowing the strengths and weaknesses of the product enables the organization to
determine how the customers will react on product and who is the real market of this
product and if they could innovate it, to target other markets.
- Feedback is the most important data in identifying the customers view and use of the
product because the organization will able to know what exactly the customers wants
on the product and what are the others factors may affect the product.

4. What are the possible solution that can be provided for Kraft Australia to help them solve
their problems?
- Descriptive Analytics
 i. Kraft Australia is headquartered in Melbourne and has sales revenue of over a
$650 million.(1926)
ii. Vegemite considered an Australian national icon.(1926)
iii. The ‘Happy Little Vegemite’ jingle is adapted into a television commercial
featuring famous marching band. (1950 – 1960)

- Predictive Analytic
i. Although Vegemite becomes famous and earn Australians customers loyalty,
Vegemite should have deeper insights in immigrants like their language,
culture, hobbies, and personal backgrounds so that vegemite will not be only
patronize by local customers but also other country.

- Prescriptive Analytic
i. Kraft Foods should aware where the majority of immigrants came from and
conduct analysis for what culture and food they usually eat.
ii. Based on our research 2011 Census most of the immigrants came from New
Zealand (16.2%) of totaled 158,021
iii. Kraft foods may established a food systems that will enables them know how
their customers consume their products and they may also share it to a more
larger market.
iv. Also they could provide recipes in the label of the product that will help new
customers know how they could use the product.
v. Kraft Foods may also use advanced algorithms (based on patented technology)
to extract insights from user generated content posted on the Web in the form of
blogs, message boards, and online news sources. Its purpose is to monitor the
online “chatter” associated with their brands, and thus enable them to detect
and react to content reputation and has ability to:
1. Identify market opportunities at a very early stage
2. Detect and respond to threats to Kraft’s brands and corporate reputation
3. Increase sales and customer loyalty through more targeted brand
advertising campaigns.