Republ

i
coft
hePhi
l
ippi
nes
PARTI
DOSTATEUNI
VERSI
TY
Camar
inesSur
PSU-
TQF-
MKTG2

Name:
Cour
se/Year
/Sect
ion: DateTaken:
Campus: Resul
t

I.CaseAnal
ysi
s.Readt
hor
oughl
yandanal
yzet
hecase,
thenanswert
hequest
ionsatt
heendofeach
case.(50 poi
nts)

Case1wi
llhavef
ourquest
ionsand30poi
nts

Case1IWalk2.
0–Medical
/ATDev
iceDi
str
ibut
ionNet
wor
kwi
thI
ntenseCl
ini
cianTr
aini
ng
Suppor
tfr
om TheManuf
actur
er

Peoplewithlowerlegnon-wei
ght-
beari
nginjur
ieswhowi shtoremainambulator
yhav elongused
standar
dcr ut
ches.Theuseofst andardcrut
chesispredicat
edonone’sabil
ity 
touset hei
rarms
andhandst osupportthei
rweightast heynav i
gat
ear oundintheirsur
roundings.Theuseof
standar
dcrutchesdoesnotallowthef r
eeuseofy ourhandsandarmsf orotheracti
vi
ti
es.Itwas
notedthatther
ewasaneedf oradev i
cethatall
owedonet oremai
nambul at
oryandst i
l
lhavethe
fr
eeuseoft hei
rarmsandhands.

TheiWalk2.0wasdev elopedassuchadev i
ceandi sahands-freecrut
chsubstit
ute(i
Wal k-
Free,
n.
d.)
.Itisafi
rst
-of-
it
s-kindmobi l
itydevi
cethatfr
eesaper sonfr
om theli
mitati
onsofconventional
cr
utches.Rat
herthanmar ket
ingthisnewdev i
cedir
ectlyt
ot heconsumer,t
hecompanyel ectedto
marketthedevi
cedirectlytocli
nicianswhowouldordinar
ilybebefi
tt
ingthetar
getpopul
ationwi t
h
st
andardcrut
ches.

Commonmi sconcept
ionsfrom justlooki
ngatt heiWal k2.
0rangefrom t hati
tisunst
ableandy ou
maybei njuredusi ngit
,tothati
twi l
lbedi f
fi
culttolearnanduse.Sohowi sthi
saddressedforboth
thecli
nicianandt heconsumer?Fi r
st,thecompanypr ovi
dedahighl
yi nformati
vewebsitet
oser ve
asar ef erencef orcli
nici
ansandconsumer s.Next,thecompanyper sonallyt
eacheseachr et
ail
er
aboutt hedev ice,how toselli
t,andhow t of i
tit.Thecompanypr ov i
desawebi narandcer t
if
ies
cli
nici
ans ( dealers)to become i Wal kf i
tter
s.The pr oducttypicall
y outperf
orms consumer
expectat i
ons,so t he dealerhas t o be armed wi ththe knowledge t o di
sarm consumer
misconcept i
ons.

Thei Walk2.0dist
ri
butionchanneli
sthatofbeingsoldbyt hemanufact
urerdirectl
ytot r
ained
dealerswhointurnselltheconsumerontheproduct.Ther
eisnopromotionstrategyotherthan
enteri
ngintonewmedi caldevi
cecompeti
ti
onsatv ar
ioustr
adeshowsthroughoutt henati
onand
winningthem.TheiWal k2.0hasalsobenefi
tedfrom publ
i
cit
yonitsusebyhi ghpr ofi
l
ef i
gures
suchasHar ri
sonFord.Mr.For
dusestheiWalk2.0duetoaninj
uryhei
ncurr
eddur i
ngf i
lmingofthe
newSt arWarsmov i
e.

Ef
fect
ivi
tyDat
e:Febr
uar
y3,
2014 Rev
.No.
:00 Page1of1
 Republ
i
coft
hePhi
l
ippi
nes
PARTI
DOSTATEUNI
VERSI
TY
Camar
inesSur
PSU-
TQF-
MKTG2

Case1quest i
ons:
1–7.I dentif
yandexpl ainthepr oductstr
ategyusedi ndev
elopi
ngtheiWalk2. 0productandassessifit
was ef fecti
veandsuccessf ul.
8-14.I dentifyandexpl ainthedistri
buti
onstrategyusedfori
Walk2.0productandassessifitwaseffect
ive
and successf ul.
15- 20.I dentif
yandexpl ainthepr omoti
onalst r
ategyusedforiWalk2.0pr oductandassessi fitwas
eff
ect i
veand successf ul
.
21-30.Expl ainy ourtopf i
vel essonsy oulearnedinthecasestudyregardingproductdevelopmentand
di
stribution st rategy.

Case2wi
llhave2quest
ionswi
th20poi
nts

Case2:TheLi
neBut
ler
 –E-
Commer
ceOnl
yADLDi
str
ibut
ionChannelWi
thAMi
nimalMar
ket
ing
Campaign

Withthegrowingpopul ati
onof‘ AginginPlace’seni
ors,telephonecommuni cati
onwit
hfamilymembers
andothersisofpar amounti mportance(KT4TT,2009b) .Itwasdi scover
edthatmanyolderadul
tswere
exper
ienci
ngbr eaksi ntheirtel
ephoneser v
iceduet oacci dental
l
yl eavi
ngal andl
i
netel
ephone‘of
fthe
hook.
’Anoppor tuni
tywasi denti
fi
edt odevel
opauni quetelephoneaccessorythatwoul
denableal
andli
ne
tel
ephonetoreceiveincomingcallsevenwheni ti
s‘offthehook’.

Thepr i
mar ymar ketwasi dentifi
edasol deradul t
sorpeopl ewi t
hdisabil
it
ieswhoar el i
vingal oneandmay
accidental
lyknockorl eavet het elephone‘ of
fthehook’ .Inadditi
on,indiv
idual
swi thchildrenorpet swer e
foundt obeasecondar ymar ketaschi l
drenorpet smayacci dentall
yleaveorknockt het elephoneof fthe
hook,causingani nconv eniencet ot hepar ent/petowner .Par entsandpetowner swer edeemedl i
kelyto
buyt hi
sdev i
cef orthemsel ves, whi l
et headul tchildren(BabyBoomer s)ofolderadultswer edeemedl i
kely
tobuyi tfortheirpar ent
s’use.Asear chofr ecent lyintr
oducedandsuccessf ulproduct sint hetel
ephone
accessorymar ketplacer evealedt hatexi sti
ngdev icesdidnotpr ovidetheplannedf unctional
ityoft he
proposeddev ice.Thecompet i
ngpr oductanal ysisal sodemonst r
atedthatthet argetpr i
cef ortheLi ne
Butl
erwoul dhav et obei nli
newi tht elephonecal leridenti
ficat
iondev i
cesandpr i
cedunder$30.

Thedev i
cewasi ntendedtobesol dforpr of
itthr ought heE-
commer cemar ketplace.Attheonsetoft hi
s
project,
theincreasinguseofcellphoneswasnotamaj orconcern.Atthet i
me, theolderadultsegmentof
thet ar
getmar kettendedtoresisttheuseofr adi call
ynewt echnologysuchascel lphones.Howev er,t
he
adventofcel lphones and VOI P( Voice overI nter
netPr ot
ocol)t echnologies acted as disr
uptiv
e
technologiesint hemainstr
eam segment soft het argetmarket.Theadv entofcel lphonescausedt he
mai nst
ream mar ketpl
acefortr
aditi
onallandl
inet elephonestoshrinkrapidl
y.

Asmal lnumberofuni tsoft heLi neButlerwereproducedi nani ni

ti
altri
alproduct ionr un.Thedev i
cewas
l
aunchedonv ari
ousE-commer cecompani es’productwebsi t
eswi t
houtthebenef itofamaj orcr oss
medi amar keti
ngcampai gni nfor mingthegeneralpublicoft hepr oduct’
sexist ence.I nli
ghtoft hemar ket
changes,anext ensi
vemar ketingcampai gntotheadul tchil
drenofol deradultswoul dhav etobemount ed
toencour aget hem topur chaset heitem asagi ftfort heirolderadul tpar ent s.Thet eam car ef
ull
y
evaluat
edt henew mar ketcondi ti
onsanddet erminedthatl ar
ge-scaleproduct ionwoul dnol ongerbe
feasibl
e.Ev enwithasuccessf ultarget
edmar ketingcampai gn,thelossoft hel argersecondar ymar ket
(parent
swi thchi
ldr
enorpet s)duet odisr
upti
v etechnologiescr eatedasi tuat ionwher emanuf actur
ers
woul dnotbeabl etorecoupt hehi gh-doll
ari nvest
ment sneededt ocontinuet hrought heproduction
phase.Withpot enti
alr
ev enuesdecl i
ningascellphoneusagei ncreased,theproj ectwast erminat
ed.

Ef
fect
ivi
tyDat
e:Febr
uar
y3,
2014 Rev
.No.
:00 Page2of2
 Republ
i
coft
hePhi
l
ippi
nes
PARTI
DOSTATEUNI
VERSI
TY
Camar
inesSur
PSU-
TQF-
MKTG2

Case2quest
ions:

31-41.I denti
fyandexpl
aint
hepri
cingstr
ategyusedf
orLineButl
erpr
oductsandassessi
fitwas
ef
fect
ive.Didthe companypr
ovi
dear easonabl
epri
ceforthepr
oduct?Expl
ainy
ouranswer.

42-50.Assessifthedeci
siont
otermi
nat
ethepr
oject(
LineBut
ler
)wasagoodf
inanci
alst
rat
egyf
ort
he
pr
oject
. Explai
nyouranswer.

Ef
fect
ivi
tyDat
e:Febr
uar
y3,
2014 Rev
.No.
:00 Page3of3