Four Marketing Cases

Paper Summary:

This paper relates that marketing is a vital part of the successful cases of BMW Films, Prozac/Paxil, Sony's EyeToy and Tivo. The author points out that, because BMW's customers are technologically oriented, BMW Films must consider marketing collateral based on pod-casts, blogs and an RSS news/advertisement campaign distributed via the Internet. The paper relates that the strategy of marketing pharmaceutical product for diseases, like "social phobia", whose discovery were at least partially funded by the major pharmaceuticals themselves, is highly effective and creates a market where previously none existed. The author underscores that the strategy of bundling the EyeToy product with Sony's existing computer game stations eliminates the consumer perception that EyeToy is a low cost device. The paper realizes that Tivo's marketing department is limited by the confines of its retail distribution and manufacturing agreements.

Table of Contents:
Abstract
Case Analysis
BMW Films
Marketing Antidepressants Case Study
Sony EyeToy Case
Tivo Case Study

From the Paper:

"BMW's target market differs somewhat with each of its product lines although in all cases its overall target market is considered affluent to some degree. For the 3 series product line, BMW's target market is described as the upwardly mobile, young professional who declaring him or herself to be on the way up the ladder of success. For the 5 series product line, BMW's target market is largely a repeat customer who has reached a degree of established success and can afford the added accoutrement of the mid-range BMW luxury product."

Sample of Sources Used:

• Elberse, A. & Moon, Y. (2005). Sony EyeToy. Harvard Business School, 9-505-024.
• Herman, K. & Moon, Y. (2005). Marketing Antidepressants: Prozac and Paxil. Harvard Business School, 9-502-055.
• Moon, Y. (2005). BMW Films. Harvard Business School, 9-502-046.
• Wathieu, L. & Zoglio, M. (2005). Tivo. Harvard Business School, 9-501-038.

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