marketing in practice applying the case study mmTM method

Transcription

preface
1
marketing
in practice
applying
the case study
mm method
tm
vesna damnjanović
preface
dr Vesna Damnjanović, assistant professor
„Marketing in practice applying the case study mmmethod
CIP - Каталогизација у публикацији
Народна библиотека Србије, Београд
Electronic version
658.8:311.213.2(0.034.2)
Editors
prof. dr Vinka Filipović, full professor
prof. dr Dragana Bečejski Vujaklija, associate professor
prof. dr Goran Petković, full professor
Publisher
Faculty of Organisational Sciences
Belgrade, Jove Ilića 154, www.fon.bg.ac.rs
On behalf of publisher
prof. dr Milan Martić, Dean
Design
Srećko Dimitrijević
Print
Excelsior, Belgrade
First edition
Circulation:
200 copies
DAMNJANOVIĆ, Vesna, 1979Marketing in Practice Applying the Case
Study Method [Elektronski izvor] / Vesna
Damnjanović. - Beograd : Fakultet
organizacionih nauka, 2011 (Beogradf:
Excelsior). - 1 elektronski optički disk
(CD-ROM) : tekst, slika ; 12 cm
Nasl. sa naslovnog ekrana. - Tiraž 200. About the author. - Bibliografija.
ISBN 978-86-7680-242-5
a) Маркетинг - Статистичка истраживања Студија случаја
COBISS.SR-ID 187049484
3
5
marketing in practice applying the case study mmmethod
preface
dr Vesna Damnjanović, docent
„Marketing u praksi – Primena MMMetode studije
slučaja„
CIP – Katalogizacija u publikaciji
Narodna biblioteka Srbije, Beograd
005.322:316.??
Elektornsko izdanje
R e c e n z e n t i prof. dr Vinka Filipović, red. prof.
prof. dr Dragana Bečejski Vujaklija, vanr. prof.
prof. dr Goran Petković, red. prof.
DAMNJANOVIĆ, Vesna, 1979Integrisane poslovne komunikacije / Vesna
Damnjanović,– 1. izd. – Beograd: Fakultet organizacionih nauka, 2011 (Beograd: Excelsior). –??? str.: graf.
prikazi, tabele; 25 cm
Tiraž 200. – Bibliografija: str.???-???.
I z d a v a č Fakultet organizacionih nauka,
Beograd, ul. Jove Ilića br. 154, www.fon.bg.ac.rs
Z a I z d a v a č a prof. dr Milan Martić, dekan Fakulteta
ISBN 978-86-7680-???-7
a) Marketing; b) Studija slučaja
COBISS.SR-ID??????????????
Dizajn korice i knjige:
Srećko Dimitrijević
Štampa
Excelsior, Beograd
Prvo izdanje
Tiraž
200 primeraka
I dedicate this book to my family as a
sign of gratitude for their love and support
in all the important moments in life:
my mother Mirjana, my father Zivko
and my brother Toma.
BELGRADE, 2011.
marketing
in practice
applying
the case study
mm method
tm
vesna damnjanović
8
table of contents
part 1
preface
introduction
15
22
9
the concept and history of
the case study methodmm
1.
The case study methodmm
The case study in education
Teachers and student
28
28
31
1.1
the history of the evolution of the case study
method in marketing
Case studies and debates
Applying the method today
33
34
35
10
part 2
table of contents
applying the case study methodmm
(from the students’ point of view)
2.
Active learning with the case study methodmm
Individual preparation
Working in small teams
Working in large teams
2.1
Results of research on the application of the
case study method for students from the
Faculty of Organizational science
Networking and future opportunities
at competitions
part 3
39
40
41
42
47
49
11
3.
The case study methodmm – teachers’ view
52
3.1
Writing case studies
A) structure
B) length
C) format
54
55
55
56
3.2
Methods of presenting case studies for teachers
Teaching notes and teaching plan
Teaching plan for case studies
case study method among teachers at the
57
60
61
63
12
part 4
table of contents
organizing competitions
in marketing management
– through case studies
4.
Organizing competitions in marketing
management case studies
Requirements
Resources
Types of competition
Participants
Jury
Criteria
4.1
Role of participants at competitions
where case studies are solved
4.2
Research results of company representatives
on the Serbian market
Advantages for companies
4.3
Advantages and problems of participants
at case study competitions
part 5
Examples of case study
67
67
67
67
68
68
68
70
72
73
74
13
77
Segment a)
brand management
Case study 1.
Henkel Serbia – building a corporate brand
through corporate communications
Case study 2.
Adria Media Serbia
Case study 3.
Hyundai brand
Case study 4.
smart brend
78
88
98
104
Segment b)
managing communications
Case study 5.
world of tennis – Serbian tennis portal
Case study 6.
Ponto e marketing 440v – sports sponsorship
Case study 7.
Sponsorship insights group (SIG) – a successful
story with European perspective social media
112
120
126
Segment c)
sales management
Case study 8.
touché solutions
Case study 9.
The company Boki – sales strategy development
Case study 10.
Frikom – the challenges of selling ice cream
136
146
152
14
table of contents
literature
literature from CD
164
170
about the author
message to readers
172
173
15
preface
Dynamic trends in the new business environment are
closely related to the modernization and harmonization
of systems in higher education, often with European tendencies. There is a focus on the advancement of quality in
educational results, teaching and research. The changes
in strategy in higher education in Serbia support the promotion of study programs that afford students skills and
knowledge based on the demands of the job market and
the active involvement of the student as a partner in the
process of education. All of this influences institutions of
higher education to be competitive because it forces them
to adapt their syllabuses (curriculum) and implement
interactive work methods to the educational process.
At Harvard Business School (HBS), the continued implementation of the case study method represents, as an
integral part of the educational process, the connecting
of business schools and colleges with the business
(industrial) sector. Moreover, most business schools and
colleges in the United States often consult representatives
of several industries prior to formulating new or modifying existing curriculum. This encourages collaboration
with institutions of higher education and the selection of
the most successful students for successful companies.
This book was written with the goal of advancing the
knowledge and skills of university teachers and students in the field of marketing management that lack
case studies from our (field of) practice as a supporting
factor to theoretical knowledge. It is also aimed at representatives of the corporate world that apply marketing
management in both theory and practice to their work,
to encourage the development of new case studies in
the local market, and to participate in the organization
of competitions that assign and solve case studies. This
book is also intended for all those interested in the issue
of applying an interactive method of this kind – the
case study in the educational process as an addition to
existing knowledge and experience.
18
19
preface
The book represents years of experience of university
teachers and students at the Faculty of Organizational
Science of the University of Belgrade. The first part of this
book encompasses the conceptual and functional specifics of the case study method, while the second part covers
the role of students in the educational process of analyzing and discussing case studies. The third part of this
book discusses the view points of university teachers as to
the planning (writing) and leading of case study discussions in the educational process. The fourth part explains
the process of organizing competitions: participants and
their roles, advantages and disadvantages for schools,
universities, and students and company representatives in the assignment of real world issues in marketing management case studies. The fifth and last part of
the book shows concrete examples of local and foreign
companies through specific case studies. The latter are
composed and adapted as discussion material for use in
the educational process.
In comparison to available domestic literature in the field
of marketing management, the originality of this book
lies in the presentation of eight practical examples of
companies on the Serbian market and the encompassing of a variety of complete cases that cover the scholastic
subject of marketing management: marketing research,
market segmentation, choice of target market, product
positioning, defining marketing mix (product, price, sales
and promotion) instruments, placement of new brands
on the market, implementation of marketing plans, and
control (analysis) of marketing effect. The book also contains two foreign case studies that analyze the sponsorship of football in Brazil and social networks in the U.S.
The case studies included in this book involve globally
renowned organizations that are present in the Serbian
market and domestic companies, such as independent craft shops, both with the goal of understanding the
specifics of business operations in different organizations
and sectors within the local market.
This book covers examples of several companies in
the Serbian market that range from the chemical,
publishing, food and beverage, automobile, leather
and athletic gear industries. For the reader to have a
better understanding of the case studies represented
here, including their practical applications, additional
visual material has been prepared on the CD that accompanies this book, the structure of which includes
analysis, problem identification and suggestions for
possible case study solutions. Advice for applying
case studies in the educational process is also included for university teachers and students. This advice is
represented in the form of a lecture plan for its application and includes goals and lecture themes, subjects that can be covered by case studies, techniques
and methods that can be applied in solving specific
problems within case studies, skills and knowledge
that is adopted after analysis and discussion of case
studies, and assignments for teachers and students.
Each case study analyzes several scholastic entities that
are affiliated with and, in that manner, affect the advancement of knowledge and skills of both teachers and
students. For example, if the main topic of analysis within
a case study is the positioning of brand X on the Serbian
market, one assumes that it is necessary to analyze the
phases in the process of managing marketing prior to
positioning. These phases include: marketing research,
market segmentation, and selection of the target market. After this first step, it is necessary to analyze possible
strategies as to extending the brand in regard to market
conditions and the profile of previously identified target
groups. Through this process, students are able to connect the syllabus studied throughout the year to concrete
examples from a selected industry. Also, students learn
through the educational process to apply different theoretical techniques and methods in the analysis of a case
study problem and to better understand theoretical standards. Thus, students attain competency, based on experience during lectures and competitions, to apply
20
preface
a new communication model called 3L, which allows me
to recognize the need for listening to others, the need to
learn from others and the skill to link with others (LinkedIn being an irreplaceable tool in this case). All this is possible if and when one works as a teacher with enthusiasm,
actively participates in discussions with students, and
experiences debates and classroom contact as if one were
on stage. The numerous positive experiences that come
from the application of the case study learning method
have enabled me to deepen my perspective and understand how learning and the active exchange of ideas in
my interaction with students can be endlessly interesting.
• Lazar Stojkovic, General Director, touché solutions d.o.o.,
• Filip Spasojevic, Owner, Svettenisa.net,
• Jelena Sredojevic, Director, Svettenisa.net,
• Slobodan Teodosic, Owner, SZR Boki,
• Aleksandar Teodosic, Director of Sales, SZR Boki,
• Renato Geribello de Carvalho, Co-Owner and General
Director, Ponto e Marketing/440v Agency,
• DanBeeman,GeneralDirector,SponsorshipInsightsGroup(SIG).
I would like to use this opportunity to thank Dean Milan
Martic, PhD, the Board of the Faculty of Organizational
Science, members of the Marketing Management and
Public Relations Department and, in particular, Professor
Vinka Filipovic, PhD, my mentor through my post-graduate and doctorate thesis and editor of this book. I would
also like to express my gratitude to the consulting editors
of this book, Professor Dragana Becejski Vujaklija, PhD
and Professor Goran Petkovic of the Faculty of Economics
of the University of Belgrade.
Many thanks also go to experts who have contributed to
the practical issues used herein – the representatives of
companies who placed their trust in my work and transferred their practical knowledge and offered invaluable
information for these case studies:
• Nenad Vukovic, General Director, Henkel Srbija d.o.o.,
• Jelena Sarenac, Director of Corporate Communications, Henkel Srbija d.o.o.,
• Bernd Rademann, General Director, Adria Media Srbija d.o.o.,
• Stevan Vranes, Edition Director, Adria Media Srbija d.o.o.,
• Marko Dacic, Marketing Coordinator, Adria Media Srbija d.o.o.,
• Gojko Djosic, General Director, Frikom d.o.o.,
• Goran Latincic, Director of Sales, Frikom d.o.o.,
• Slavc Habic, General Director, Hyundai Auto Beograd d.o.o.,
• Andjelka Brzulja, PR &Marketing Director,
Hyundai Auto Beograd d.o.o.,
21
I owe a special vote of gratitude to my friends, who have
encouraged me to succeed in everything I do and whose
positive energy and good faith I particularly value. Also,
I would like to offer my thanks to other business partners
who have been lynchpins in the process of transferring
and adopting knowledge in previous years. The creative support and exceptional illustrations here are the
work of Marija Babic and Dusan Tadic and I owe them
my gratitude for their patience and priceless talent,
with which they added to the visual professionalism
of Power Point Presentation.
I truly owe gratitude to the full-time undergraduate and
master studies students at the Faculty of Organizational
Science, as well as the students who have won awards
and new experiences at several competitions and those
who have dedicated their time and effort to actively solving marketing management case studies. Together,
they are my source of constant inspiration for connecting theoretical and practical knowledge in the field of
marketing management.
Many thanks are included herein to Goran Ostojic and
Milica Cicovacki, representatives of WUS Austria offices
in Belgrade, who, as long time partners, have supported
the publication of this book.
I take pleasure in thanking Danica Radisic of Crazy Fish
Consulting, whose practical advice based on her many
years of working and consulting experience has influenced the improvement and form of this book.
introduction
24
25
introduction
As I was looking at shopping windows downtown, a
salesman approached me, carrying in his hand a book
about the rules of business written by the most successful managers of our time. He asked me if I was
interested in purchasing it. I was undecided; I did
not respond in the affirmative.
accomplish something. Always invite successful individuals, in whose development you may have had a role,
to give lecture and in that way allow them to pass on
their experience. Students will believe these individuals.
Trust is attained with time. Stories are written through
results, not work. If there is work and no results, then
you are simply not doing your job well or you weren’t
born for greater deeds.
I keep thinking about the title of the above mentioned
book: Rules of Business. Heavy words: Rules of Business.
Every industry is different. People and markets vary, as
do forms of communication. One thing they do have in
common, however, is that everyone in the world expects
to find a sure formula for success. What I never understood is why people always investigate patterns on which
they could base the advancement of their business.
Most people are accustomed to working by pattern.
Another word that intensely bothers me is pattern. Copy/
paste is a favorite function used throughout the world. I
belong to those people that always stray from the cliché.
This is the reason that many don’t like me and the reason
for which some appreciate me. The risks are greater. Fear
always exists. A word I prefer and one that always gives
me the strength to advance is challenge, something that
moves borders beyond expectation to set something in
motion. That is what we lack.
My lectures have the goal of inspiring students to, instead
of thinking after class about how they will pass an exam,
consider the ways in which they can apply theory and experiences from the Serbian market, what they should be
reading next, what they should be learning beyond this,
who they should be connecting with in a given industry,
which job to apply for, and which workshop, internship
or competition to get involved in. Lectures invoke action.
The goal is to motivate students to do something new
and to channel the potential of these young people in an
interactive form toward real accomplishment.
Motivating people is the hardest task. Often, words alone
will not make people believe that they have the potential to
To be born for greater deeds means to know how to
learn. Constantly upgrading knowledge. I was fortunate.
I was born as a champion and I was determined to learn
something new every single day. At the age of two I said
that I would one day be successful. My parents found this
cute and a bit surprising, and while all the other children
strolled in the park, I constantly ran. No one could catch
up with me.
This stands true today. I’m still running in the park. The
only difference is that I now have you running with me.
We embark on an adventure called the challenge for
knowledge. We race for new and practical experiences,
which give us opportunity to evolve. Desire for new practical knowledge, will give you advantage in comparison
to others. Perhaps I’ve frightened you somewhat with the
word knowledge. Don’t worry. After reading this book,
you’ll be surprised where your desires and possibilities lie.
It will be like not liking when it rains, yet knowing that the
air is cleaner after the rain for a nice walk and all you need
to do is choose good company and an adequate location
from which you can view the colors of the rainbow.
My wish was to love and enjoy everything I do. I relish
life and my work. I love people. I love the colors of the
rainbow. After eight years of active work, I am currently
preparing the top students from the Faculty of Organizational Science to participate in an international competition in Seattle, Washington regarding solving real world
business case studies. My dear brother recently said to
me: Vesna, you are a real Mourinho. It means a lot to me
that the people who love me and are close to me see how
26
part 1.
much energy and effort I devote to my work, while the results are obvious and tangible. Many have already become
accustomed to us winning first place at competitions. The
goal isn’t always to win. What is important is that we apply
our maximum. What matters is to, in the best possible
way, apply the knowledge and skills that we have attained
together and to fulfill our potential to the utmost. I always
emphasize this to the students I work with. One never
knows all the circumstances that will affect the course of
a competition. However, it is always of the utmost significance to present and give one’s best. It’s a difficult task, but
everyone on the team has their role.
The same is true in business. You might have the best
solution for a client, but are unable to arrive in time for a
pitch due to heavy downtown traffic or have colleagues
that are, individually, experts in their field, yet do not represent a synergy of knowledge as a team. I am often asked
how one can become a member of a team for a competition. I always offer the same answer: only the best will be
invited to join the team. I am then asked what the criteria
are for one to be considered among the best. The criteria are
difficult to define. What differentiates the masses from the
few successful individuals? Good presentation skills, creative
ideas, analytical problem solving skills, a charismatic attitude
and a talent for convincing rhetoric. The important characteristics of successful people are competent knowledge
in the field in which they work, the desire to compete with
others in this industry, and the ability to build long-term
relationships through bilateral communication with others.
A professor from Romania told me that at an international
symposium that was held last year in Zlatibor, Serbia. In this
book we will go through all three of these characteristics on
a fast track, regarding the idea of application of case studies as a vehicle to transfer good managerial practices from
companies into the educational process and back into the
companies again. It will be an exchange, another key word
that represents learning from others in a way that offers the
exchange of implementable information that will affect the
further development of business and life in general.
1.
The case study methodmm
The case study in education
Teachers and student
28
28
31
1.1
the history of the evolution of the case study
method in marketing
Case studies and debates
Applying the method today
33
34
35
28
1.
history and concept
29
the case study method
the case study in education
The goal of applying the case study method in the educational and business process allows individuals and teams
to have an overview of a problem and to suggest concrete
solutions drawn from practical experience.
There is no universally accepted definition of the case
study concept. According to author Mihailovicu, the case
study method is comprised of researching all the pertinent aspects of a phenomenon or situation, and taking
the study of individuals, organizations, social groups or
any other group that can be considered a whole, as a unit.
The case study method is successfully used in medical,
psychological, sociological, anthropological, political
economics and management research.
The case study method is the systematic use of several
research methods that are interactively combined and,
together, offer a greater result than the sum of their individual methods and results. Based on further data analysis
and conclusions that can be drawn, multilayered, concentric revisions and verifications of what has already been
accomplished adds to this in particular.
The case study methodmm is methodology which is
implemented in classroom and case study competitions
where students solve business problems in Marketing
Management field. This method was developed by teachers from the Marketing Management and Public Relations
department from the Faculty of Organizational Sciences
in 2002. This method was applied very successful in local,
national, regional and international business case study
competition until 2011 where students were participants
and showed excellent competence to think different understanding the real world situation.
Some world renowned universities that apply the case study
method in the educational process define case studies as „a
description of a real event, which includes a decision, challenge, opportunity, problem or attitude with which a person
or people in an organization are faced with“.
30
history and concept
31
teachers and student
A case study allows the reader to be in the decision
maker’s role in the very business process at hand.
The use of case studies in the educational process represents an interactive method that is done directly through
classes and the basic goal of which is the active participation of students in class, which needs to be stimulated
and guided by the teacher. This method of learning
places the students in the center of attention and is based
on analysis, recognition of problems and procurement
of solutions, as well as giving recommendations for an
organization or entrepreneur. In this manner, students
are afforded the opportunity to face the real problems that
managers would also experience in a practical environment. The decisions to be made by students will most often refer to multiple alternatives and it is thus expected of
students to evaluate individually or in small teams which
of these alternatives has priority based on detailed data
analysis. Students, as decision makers, identify with managers who have high levels of responsibility and, through
solving case studies, stimulate research and the creative effort of students. Through simultaneous interactive
discussions, students attain the self-confidence to make
important decisions and learn to accept the differences in
opinion they may have with other students.
For teachers and students who have only applied traditional
methods to the learning process – lectures and classes
in which the teacher has unilateral communication with
students – the case study learning method represents a big
change in their approach to learning and thinking. As a prerequisite for the successful implementation of the case study
learning method, it is important to have an understanding of
the roles of the teacher and students in the process of preparing for class, methods of communication during the class,
and the activities that lead to case study solutions after class.
Also, the case study method can be combined with other
teaching methods, such as interactive classes, role playing,
and computer simulation. The way a case study is presented
and handled depends on how prepared and competent the
teacher is in organizing a class that uses combined teaching
methods, which can additionally influence bilateral communication, as a means of amplifying motivation and the
active participation of students.
The participants in the application of the case study method are
the students and teachers. Accordingly, the areas of knowledge
and experience that both students and teachers possess differs
and these have to be understood in order for the method to
be adequately implemented. The area of expertise that relates
to the application of case studies assumes that students will
receive an explanation as to their role in the case study method,
which includes preparing for the class, active studying during
the class, and the active evaluation of knowledge after class in
which the case study method was employed.
An adequate title for this area would be: Learning with
case studies. This book will show results of students’
research, their opinions on the advantages and flaws
of the case study method in the field of marketing
management in the educational process, and on their
participation in competitions where case studies are
solved. Three phases of the learning process through
case studies are particularly explained here: the individual preparation of students, working in small teams,
and working in large teams.
32
history and concept
1.1.
The areas that are relevant to lecturers include two specific areas in case studies: Writing case studies and applying case studies in teaching (Teaching with Case). In this
manner, the opinions of teachers on the advantages and
flaws of applying the case study method in the educational process as well as in the organization of competitions in
which case studies are solved are represented. Based on
the afore mentioned areas for students and teachers (table
1), relevant areas for both teachers and students in using
case studies in the classroom are represented.
Table 1. The roles of lecturers and students in applying
case study methodmm
teacher
student
before class
Writing/taking lead of case
studies and teacher notes.
Reading case studies.
Individual study time.
Preparation for class:
Plan curriculum and consult
with other colleagues.
during class
Leading discussions, listening
and guiding student discussions.
Large group work.
Small group work
after class
Evaluating the knowledge
students presented in class,
planning lectures, case studies,
and teacher notes.
Summarizing results
and knowledge.
Comparing individual
analysis with that of peers.
33
the history of the evolution
of the case study methodmm
in marketing
The case study method was first employed, among institutions of higher education, at Harvard Business School
(HBS), which was founded in 1908. The case study method combined with debate now represents 95% of examples
of applying the method in the education process at HBS.
This method has positioned this school as the leader in
this field, as well as in MBA studies.
The first academic article, The Use of Case Studies in the
Teaching of Marketing, which analyzes the application of
the case study method in marketing, was published in the
Journal of Marketing in 1949. According to Coolsen, the
case study in marketing represents the act of defining, describing and presenting current challenges and problems
in the practice of marketing. The activities of analyzing
and solving problems from the field of marketing with the
case study method in the educational process represents
practical preparation for students that will benefit their
future employment.
Other foreign literature by the author Roberta Dolana
shows case studies from marketing practice that were
used in classes at HBS and have been structured as follows:
marketing as a process, product strategy, distribution strategy, integrated marketing communications, and pricing
strategy. Professors Rosenthalandi and Brown have written
a book about case studies in strategic marketing in which
39 case studies were represented from organizations in different industries that operate in foreign markets.
34
35
history and concept
case studies
and debates
applying the
method today
The case study method in marketing has been applied,
aside from several business schools and colleges, at the
Chartered institute of Marketing. This Institute specializes in education in marketing management in practice.
Since 1991, the ECCH has been awarding the best written
case study in Europe in the field of marketing, sponsored
by the Chartered Institute of Marketing. The main criteria
used for analysis and choosing the best case study is the
frequency of the case study’s use in business schools and
colleges throughout the world.
line problems in marketing. After detailed analysis, alternative solutions to the problem will be formed and in the end
they will learn how to choose the best solution.
Aside from the above mentioned, case studies in
marketing are often the subject of student competitions which showcase solutions to real world business
problems, showing an affirmation in marketing as a
scientific discipline that becomes more relevant every
day in the practice of business. In order to promote the
development of new case studies among university
teachers in Southeastern Europe, Emerald has advertised a tender for the formation of collections of case
studies from developing markets in 2011. This database
contains case studies that include different areas of
management, while marketing is regarded as a separate
field. In addition, an organization for the development
of management as a scientific discipline is CEEMAN,
which organizes annual competitions in collaboration with Emerald for the best case study in the field
of management in emerging markets in an attempt to
influence the development of case study writing skills
among university teachers and passing on experiences
to colleagues from similar fields in the region. More
information on these competitions will be covered in
the remainder of this book.
Applying the case study method in the educational
process, in the field of marketing, allows students to find
ways to analyze a problem, suggest possible solutions
and to learn through a working experience with their
peers. Through the case study learning process students
will understand the priorities in solving main and side-
Prior experiences of teachers in the application of the case
study method have led to the recommendation of additional materials that affect the more active participation
of students in the classroom when case studies are being
solved: research in terms of interviews with managers of
local companies that are the subject of the case studies,
lists of additional references, and video material. Additional
material can also include reading other case studies that are
relevant to the subject at hand. Aside from this, guest teachers can present a case study from their company, which
represents a meaningful contribution to students in the
sense of connecting theoretical concepts to the application
of knowledge on a specific real world market. An interesting example would be a professor who wrote a case study
about an airline company based on a second-hand information source. A manager working for the airline company
in question was the father of the next-door neighbor of one
of the professor’s students’, who was given the case study
that students were analyzing in class. After receiving it, the
airline manager contacted the school and held a lecture for
students on the strategy that was implemented by the airline and that did not quite coincide with the second-hand
data included in the case study. The professor recorded
the manager’s lecture so that, aside from the case study he
had written, he would have a realistic version of a representative of the company in question. Creating this video
allows other students to experience the manager’s lecture
and gain knowledge of experience that will be priceless in
future professional endeavors. Students are also stimulated
to find material from their peers, websites, and industry
magazines, in order to have information.
This form of preparation of class materials is also applicable
to subjects that study problems in the fields of management, marketing, finance, production, human resources,
and organization.
37
part 2.
applying the case study methodmm
(from the students’ point of view)
2.
Active learning with the case study methodmm
Individual preparation
Working in small teams
2.1
case study method for students from the
Networking and future opportunities
at competitions
39
40
41
42
47
49
38
student’s point of view
2.
39
active learning with
A class in which the student is passive and isn’t able
to participate in the presentation of learning materials
through active communication represents ex cathedra teaching. Teaching methods in which the student
is more active in the educational process (teaching
through discovery, teaching through problem solving,
programmed teaching, problem teaching, mentored
teaching, research teaching and collaborative teaching) add expression of curiosity in students, promote
the development of motives for research, achievement
and self-development, and raise the level of aspirations.
Research that has been conducted demonstrate the
rule that raising the quality of the educational process
increases the possibility of achieving internal motivation in students.
Employers’ experiences on this market have demonstrated the need for people who possess knowledge and skills
that are applicable in practice. Students who have participated at competitions in solving business case studies
or academic research projects are more sought after than
students who possess theoretical knowledge attained
through passing exams. A student who showed excellent results in solving case studies was recently the only
candidate on the Serbian market to pass the selection
process for employment in an international company
based in Moscow because he demonstrated tremendous
abilities in identifying problems, analytic understanding,
and critical validation of proposed solutions to a problem. Another interesting example is the participation of
six students from the Faculty of Organizational Science
in Belgrade in the Ultra energy soft drink project of the
Coca Cola Hellenic Company, who in fact participated in
a real world marketing project based on previous practical experience attained through working on case studies
drawn from practice. Working with case studies afforded
these students the opportunity to advance their skills in
understanding the problems in placing a new energy
drink brand on the Serbian market intended for the student population.
40
41
working
in small teams
There are three phases in the process of active learning
for students in the case study method:
• Individual preparation,
• Working in small teams,
• Working in large teams.
By the individual preparation of students, one assumes
the determination of the student to engage himself before
a class in which case studies are to be analyzed, while
working in small and large teams, will unfold itself in class
during the educational process.
individual
preparation
The individual preparation of students represents the first
phase in the learning process for students. Most often,
students do not have the habit to prepare for class, which
makes further phases of the in-class discussion more
difficult. If the students understand the significance of
adequate preparation for class, they will be able to actively
participate in further analysis of case studies during class.
There are also reading, analysis, and case study solution
recommendations that can help students to more easily prepare in working with case studies. Regarding the
afore mentioned, recommendations for reading, analysis,
and case study solving include three parts. Each part that
pertains to the role of students and the active learning
process includes steps in the form of practical advice for
individual preparation, working in small teams, and working in large teams.
Working in small teams includes students who are
divided into teams of three to six members in class.
Together, they analyze a case study and give suggestions to alternative solutions.
Discussions in small teams are a bridge between individual preparation and working in large teams. In order
for work in a small team to be most effective, it is recommended to include three to six students in a team. If there
is a larger number of students in class, forming teams of
up to ten students are possible.
The formation of team members is of great importance: it
is necessary for members of the team to have varied sets
of knowledge, skills, and experience. For example, choosing a team member who excels in qualitative analysis and
a member who has exceptional knowledge of quantitative
analysis is required. In relation to the defined discussion
time (if the defined discussion time is 20 minutes and
a team has five members) every member is required to
present his or her opinion in four minutes.
Problems that may occur for students working in small
teams include:
• Discussions that often result in lack of time to check and present solutions – lack of time;
• Not all members of a team will participate in the dis cussion because they have not prepared or read the case study – lack of individual preparation;
• Members of a team may come into conflict due to op
posing opinions – interpersonal issues;
• Members of a team will often not know each other and it may take time to build a sense of mutual trust – lack of
trust among team members.
42
43
working
in large teams
Working in large teams assumes the critical viewing of
solutions and presenting solutions that are a result of
working in small teams. Picture 1 shows the process of active learning for students through the case study method.
Learning
Large team
discussion
Small team
discussion
Individual
preparation
Time
Picture 1. Three phases of studying for students
Discussions in large teams represents the last phase in the
learning process for students and is most often comprised of five parts: introduction, verification of identified
problems, analysis of the external and internal situation,
defining alternatives and decisions, and implementing an
activity plan for a case study. In this phase it is imperative
that results from individual preparation, as well as from
discussions in small teams, are developed further within
the analysis and solving of the case study. Development
is related to viewing the consistency and clear structure
of solutions: defining alternatives that are realistic solutions to problems and explaining solutions to problems
using clear quantitative and qualitative analysis. It is
recommended that only those team members’ opinions
with precise arguments should be presented, as is taking
notes and raising hands when members wish to actively
participate in a discussion. The most important skill in
this phase is the skill to listen and the ability to critically
compare one’s own opinion and ideas to those of others
in solving problems. Apex 1 explains the detailed steps of
the three phases in the case study method for students.
Problems that may occur when working in large
teams include:
• Students only repeat facts and data that are in the case
study – ineffective learning by students;
• Comments to the effect of „I agree„ with no additional
argument – repetition of other students’ comments;
• Hogging the conversation without regard to other team
members – presenting questions to the teacher in regard
to opinion and experience based on the case study in
question that can be counterproductive to the discussion,
monopolizing the discussion;
• Students reading newspaper in class, texting on mobile
phones – apathy to solving problems, as well;
• Conflicts – disagreement with peers whose opinions
differ.
The listed problems were a basis for researching the application of the case study method in marketing for students
shown in Table 6.
44
45
apex 1
directions for the learning process
with case studies for students
Part I.
Individual preparation:
Reading case studies
Step 1. Reading the case study
Step 2. Reading the first and last paragraph again
Step 3. Identifying the decision maker, location, and time
period of the case study
Step 4. Considering the subtitles of the case study (information in case studies is usually represented from general
to specific)
Step 5. Reviewing pictures and graphs in the case study
Step 6. Reading assignments and questions in the case
study if they have been specifically assigned or recognizing them in the introductory or conclusion paragraph, if
they are not given in case study.
Part II.
Working in small teams:
Analysis and problem solving in case studies
Step 1. Defining problems
Step 2. Analyzing data from the case study
Step 3. Generating alternatives
Step 4. Choosing criteria for making decisions.
Step 5. Analysis and evaluation of alternatives
Step 6. Selection of the best alternative based on decision
making criteria
Step 7. Developing actions and plan implementation
1
V. Damnjanović (2006),
Materijal sa treninga: „Trening za
asistente na programu PRISMA: Kako
držati vežbe i radionice: primena Metode studije slučaja“, FON, Beograd.
The problems of working in large teams:
• Students only repeat data and facts that are already
given in case study – ineffective student participation;
• The response „I agree„ without any arguments – just
repeating the comments of other peers;
• Having no respect for others and theirs different opinions – asking questions to professor about his thoughts
on given topic, can be very contra productive for discussion- monopolization of the discussion;
• Students reading newspapers during classes, sending
text messages on mobiles…
– indifferent for solving problems;
• Conflicts – disagreements with colleagues
who do not have the same opinion1.
Aside from this, it is important for students to identify
a list of most commonly used decision making criteria for solving case studies in the field of management
that is expressed in Table 2. It includes quantitative and
qualitative criteria.
Quantitative Criteria
Qualitative Criteria
Profit
Competitive advantage
Expense
Customer satisfaction
Return on investment
Employee moral
Market share
Corporate image
Capacity
Ease of implementation
Delivery time
Synergy
Part III.
Risk
Ethics
Cash flow
Flexibility
Inventory turn
Safety
Step 1. Verification of solutions generated through working in small teams
Step 2. Presenting the case study solutions of small teams
Step 3. Participation in an interactive discussion after
each presentation
Step 4. Class recap: Emphasis of main goals and key terms
in the case study
Productivity
Visual communication
Staff turnover
Obsolescence
Quality
Cultural sensitivity
Growth rate
Motivation
Quantity
Reputation
Table 2. List of most commonly used decision making criteria
46
2.1.
The analysis of criteria in the field of marketing management depends on the problems presented in the case
study. The most common problems assigned cover thematic entities in market segmentation, portfolio analysis,
developing a new brand of products, marketing planning,
forming an entry strategy in foreign market, introduction of information systems into the sales sector, branding
strategy, and formulating promotion mix.
Criteria used in competitions in marketing management case studies can also be classified as quantitative
and qualitative. The quantitative criteria include: market
percentage, return on marketing investment rate, new
product sales percentage, profitability in relation to sales
channels and market segments, and cost of bringing in
new customers. Qualitative criteria in competitions most
often include: customer satisfaction and loyalty, customer
attitude and reaction, corporate socially responsible initiative, and product brand strength.
In order for the application of the case study method to
be better understood by students, the remainder of this
book will show research that demonstrates the opinion of
students on this method in the educational process.
47
results of research on the application of
the case study method for students from
the faculty of organizational science
Research on the application of the case study method was
conducted with the goal of concluding the perception of
students of the Faculty of Organizational Science of the
University of Belgrade as to the advantages and flaws of
the application of this method in the educational process.
Students filled out questionnaires in April of 2009.
A total of 74 students from undergraduate and master studies programs participated. The least number of
students were first year students at 2,7%, second year
students made up 12,2 %, while 17,6% were third year
students. The largest number of participants were fourth
year students, making up 40,5% of the group, while
master program students numbered 20 students, which
represents 27 % of the sample.
The largest portion of those are majoring in management
(77%); followed by information systems and technology
(13,5%); quality control department (6,8%), while operational management responded with 2,7%.
Research results show that 78,4% of students had the
opportunity to work with the case study method during
their regular studies at the Faculty of Organizational
Science, while 24,3% of students had the opportunity
to work with case studies during their master studies
and 32,4% of those interviewed attended extracurricular
classes. 24,3% of the interviewed students participated
in local competitions for solving case studies, while
9,5% participated in national competitions and 6,8%
competed in international competitions.
48
49
networking and
future opportunities at competitions
Table 4.
The advantages of learning with the case study method
Advantages of Learning with the Help of Case Studies
Percent
Students learning from one another – Exchange of opinions and ideas
95,9
Development of problem solving skills and analytical skills
95,9
Theoretical and practical knowledge are combined
95,9
Development of teamwork skills
94,6
Development of presentation skills
94,6
Studying is interesting and more useful than just studying theory
91,9
Students can implement new knowledge and skills
86,5
Development of time management skills
78,4
Employment is easier after completing studies
73,0
Development of agreement making skills
67,6
The flaws of learning with the case study method
(students):
Table 5.
The flaws of learning with the case study method
Lack of Learning with the Case Study Method Percent
Percent
The research particularly analyzed the matter related to the
source of motivation of students in applying the case study
method. Results show that the greatest motive of students
for learning through the case study method is verification
and receiving knowledge (39,2%). Subsequently, answers
according to frequency were as follows: connecting with
company representatives 20,3%; the possibility of student internship opportunities 12,2%; the possibility of employment
at the company which is the subject of the case study 12,2%,
as well as connecting with other students 10,8%. Based on
these results, we can conclude that the students are not well
acquainted with the possibilities of connecting with the industrial sector through participation in competitions, which
will be covered in more detail in the latter part of this book.
Lack of Learning with the Case Study Method Percent
Case studies are written poorly – without
needed
information,
tables, and
79,7
A second
research
effort conducted
forpictures
analyzing effectiveCase studies are badly presented
67,6
ness of case study method was of qualitative character. StuTeachers are not prepared enough fordents
workand
with
students
63,5
teachers
were interviewed
in May of 2009. The
Teamwork results in interpersonal problems
58,1
goal of this research related to collecting the opinions and
Problem evaluating individual involvement
in a team
44,6 enrolled in the Faculty of Organiperspectives
of students
Case study is too long – longer than 2zational
A4 formatted
pages
44,6
Science as to the advantages
and flaws of applying
Case study themes are uninterestingthe44,6
case study method in the Marketing department, as
Case studies are not adapted to the level
knowledge
33,8 who had taken part in
wellofasstudent
the perspective
of students
Case studies studies don’t have just one
result
28,4
competitions where case studies are solved. The results of
Processed examples are not from thethis
Serbian
market
17,6
research
are summarized
in Table 3.
Case studies are written poorly –
without needed information, tables, and pictures
79,7
Case studies are badly presented
67,6
Teachers are not prepared enough for work with students
63,5
Teamwork results in interpersonal problems
58,1
Problem evaluating individual involvement in a team
44,6
Case study is too long – longer than 2 A4 formatted pages
44,6
Case study themes are uninteresting
44,6
Case studies are not adapted to the level of student knowledge
33,8
Case studies studies don’t have just one result
28,4
Processed examples are not from the Serbian market
17,6
Based on the results of the research and recommended
directions, it can be concluded that there are advantages and
issues in working with the case study method in marketing
management for students. The investment of mutual (both
students and teachers) efforts is required in order for certain
disadvantages to be overcome and to ensure a better effect
in learning – to enable students to understand problems that
occur in practice as a basic element of case studies.
In order to evolve the interaction in working with students,
particular attention was given to the research that explains
the advantages and flaws in learning with the case study
method for teachers, as well as the participation of students in
competitions that solve case studies from the field of market-
50
part 3.
Table 6. The case study method
in marketing – students’ opinions
case study
methods
advantages
disadvantages
preparation
before class
Students can link problems with previous
knowledge in areas more easily.
Time must be dedicated to studying
in order to reach the correct result
The result of student work is noticed in previous classes, which significantly influences
the motivation and desire of the student to
further advance.
Case study is not written correctly
(contradictory facts in parts, lack of
information, illogical information...)
Goal setting skills are looked over during
analysis of case studies.
Time management skills are practiced.
discussion/
during class
Theory and practice are linked – easier understanding of theory.
Development of creativity, teamwork, and
analytical skills.
Simulates realistic situations and gives opportunity to study one’s own and another’s
mistakes.
Students are willing to express their personal
opinion, be creative, and give original suggestions and ideas.
Students get feedback from peers, teacher
assistants, or professors, but not a grade,
which allows for the person to express personal observations and interests apart from
textbook knowledge.
Work under pressure
Development of public presentation skills.
after class
Studying through examples is known to be
more effective than studying by interpreting
theories.
Checking one’s own knowledge and capabilities (it is possible to compare one’s own
ideas with solutions from real companies
that were actually implemented).
Fundamentals for participation in competitions for solving case studies about marketing.
Students may view case study work
as only a way to gain points.
Case study topics are not all interesting to students and so students
are not motivated during individual study time for the case study
method.
Team has many participants.
Case study work can be stressful.
Teachers poorly manage time.
Feedback from teachers is not
always adequate.
It is less interesting solving obvious
examples, which do not consist
of more than one answer, and so
you’re looking to apply a certain
theoretical concept (i.e. Doing a
SWOT analysis.)
If the case study isn’t familiar to
students, if the case study is a
foreign example, or from an earlier
time period, results can be worse
than when students solve case
studies that are from the present
time period.
Grading method sometimes isn’t
clear enough to students.
Teachers can be subjective while
grading solutions to case studies
and individual student evaluations.
3.
The case study methodmm – teachers’ view
52
3.1
Writing case studies
A) structure
B) length
C) format
54
55
55
56
3.2
Methods of presenting case studies for teachers
Teaching notes and teaching plan
case study method among teachers at the
57
60
61
63
52
3.
– teacher’s view
teacher’s point of view
53
According to a research study analyzing higher education in Vietnam, teachers can develop skills when using
combined interactive methods in the educational process:
case studies, discussions in teams, as well as computer
simulations. The company L’Oreal, for example, launched
an electronic business online simulation L’Oreal e-Strat
which represents a competition for students in the form
of a software application that presents real world business
problems in the market. Additionally, financial investments
are suggested for different categories of cosmetic products,
choice of distribution channels and promotion. In this
way, students make business decisions, have a simulated
budget, and only those teams who best defined a business
strategy were able to enter the next level of competition.
Based on this simulation, students were able to view when
they were making correct or incorrect decisions, which
will help them in their future development and careers.
The authors Lamb and Baker have emphasized the multiple possibilities of applying the case study method in
subjects from the field of marketing on different levels of
education. The main problem in the teaching process was
how teachers present and lead discussions with students
in class. New preparation methods for learning with the
case study method have been developed that accentuate the importance of how teachers prepare for the class
– whether they are using relevant information from case
studies that are in tune with marketing subjects.
Key skills that teachers should possess include:
1) Preparation of students for working with case studies;
2) Preparation of the teacher for working in class;
3) Defining the teacher’s class plan;
4) Leading effective discussion in class.
Case studies: Writing and presenting
The case study method for the teacher is made up of two
areas: writing case studies and manners of presenting
case studies in class.
54
3.1
55
writing case studies
There are several ways to write a case study. Most commonly, case studies are written using one of three ways, in which
the criteria for choosing the way to write a case study is
directly tied to the source of data to be used in the case study:
• Based on second-hand information sources (data retrieved
from already published sources: It is necessary to include in
detail all footnotes, graphs, pictures, and additional material
presented within the case study). There is also the possibility
of adopting case studies from databases where case studies are
published, such as ECCH or Harvard Business Publishing.
• Based on a first-hand information source and with approval from the organization that the case study is being written
about (it is then necessary to attach a confirmation from the
CEO of the organization as a signed agreement that the data
used in the case study may be published). This is the best
way to prepare a case study for competition that students
will solve in small teams.
• Based on consulting experience, which represents writing a case study in which examples are created based on
the practical experience of the author. Company names are
usually altered.
What is of importance to teachers in writing a case study is
how to write a quality case study that can be published in
magazines, as well as be presented adequately in class.
a) Structure
There are many characteristics to an adequately written
case study. The structure of the study should be clear with
an introductory paragraph in which the decision maker is
identified, as well as the location and the time period that the
case study covers.
The task of the teacher is to select an area that the case study
will cover (marketing, finance, organizational changes, etc.).
More often than not, authors of case studies will lose focus
and there will be no apparent connection between the introductory paragraph and the conclusion of the case study. It is
important to pay attention to the logical and chronological
structure of the case study and make sure the case study is
grammatically correct and that the data is presented in the
order in which it occurred. Relevant criteria for case studies
might be identifying the problem or alternative solutions
o a problem. Case study data that is given but cannot be
analyzed is useless.
b)Length
A quality case study is one that contains people from real
life because this attracts greater interest in students. Another
important characteristic of a successful case study is its
length, which at HBS has been defined as up to 30 pages.
Students on the Serbian market prefer case studies of up to
two or four pages.
The author Chapman explains the difference between short
discussions of case studies as opposed to case studies presented in HBS style. Short case studies are one page long and
focus on a specific problem. HBS case studies require 50 to
100 minutes of discussion in class, while short case studies
require 15 minutes. Case studies written for the CEEMAN
and Emerald competition are 8 to 10 pages long without
annexes, while case studies prepared for publication in the
Emerald databases can be from 1000 to 12000 words long.
56
3.2
c) Format
It is important for a case study to be well structured, easy
to read (more specifically – well composed subtitles, clear
pictures and graphs) and to contain enough data for
students to be able to identify and understand a problem.
There are case studies that contain graphics, pictures, and
additional material that cannot help students make a critical analysis and understand problems in a useful way. I
have had experiences in which teachers print case studies
in color to emphasize their skills in creating diagrams in
the new MS Office environment. What has been particularly interesting is the fact that when data is presented it
can help students to do quantitative and qualitative analysis from which they can create arguments as to suggested
solutions to problems in practice.
What students also like to see is when a case study contains
elements of surprise, when it contains comparison, provokes conflict of opinion, and promotes decision making.
What is expected of the teacher is enthusiasm – to present
the subject of the written case study in an accessible way.
Most students who were interviewed at the Faculty of
Organizational Science, 73% of them, prefer to work with
case studies written by their peers, while 23% of them would
rather have teachers adopt a study from colleagues and
other sources.
Aside from the mentioned criteria for an adequately written
case study, a class plan and teaching notes are requirements
for successful presentation of case studies in class.
57
methods of presenting
case studies for teachers
The most difficult task a teacher has when writing a case
study is to make assumptions as to how students will accept
discussion in class. Teachers can adopt practical examples
from other authors, but it is most important for the teacher to
establish the role of the student in preparing for (‘the’ erased)
class. In that sense, leading a discussion will be focused on
the effects of the students’ learning.
There are several questions that come up for a teacher during preparation for class:
1. ABOUT THE STUDENTS:
Who are the students? How can their prior knowledge be
measured? What misconceptions might students have in
connection to the material in question? How can a particular subject be presented to them again if they have not
understood it correctly? What can students learn in class?
– Class goals.
2. MAIN CONCEPTS:
What are the main concepts that should be presented during
the educational process? Which concrete examples can the
teacher use to explain and emphasize the key areas that are
being demonstrated? Is there an example that students will
best understand based on their prior experience?
3.CLASS STRUCTURE:
Define the manner in which the teacher will define the
main concepts being presented chronologically. The teacher
must use a logical structure and time frame for presentation.
What is the manner in which the teacher will present the
students with the set structure? It is best to use an agenda at
the beginning of the presentation.
58
59
4.CONNECTING KNOWLEDGE:
What is the best way of connecting students’ previous
knowledge with the new concepts and theories? Is it necessary for the teacher during preparation to support existing knowledge or would it be better to present certain new
concepts individually and separately from prior knowledge?
When and how can the teacher help students connect information to the knowledge and skills they already possess?
Recommendations as to the preparation for an effective
class using the case study method also includes that the
teacher should adjust lecture to his target group in order to
focus on the subject at hand – also, the presenter cannot
include all subjects in exercises and classes. A suggestion
would be to create several notes that represent five to seven
main concepts that the teacher plans on presenting in class.
5. SUBJECT PLAN:
How do the exercises and lectures fit into the overall subject
plan and what is their relation to other material also being
studied during the semester?
6. CONTENT AND MANNER OF PRESENTATION:
How will the prepared presentation be different in comparison to previous classes: Power Point, clip chart, white
board, chalk board, posters, video presentation? What
parts will make up the presentation which will be introduced to the class?
It is very important for the person presenting to know how to
handle equipment that is being used to present. Aside from
this, eye contact with the audience is also significant, as well
as use of clip chart diagrams in combination with a visual
Power Point presentation. It is sometimes possible to explain
an example through a poster presentation. What is most
important when choosing tools for a presentation and in the
case of electrical failure or other unforeseeable circumstances
is that the presenter must remain in control of the situation,
which includes the equipment and themselves during the
presentation process, as well as being able to take hold of the
situation and remain interesting and conceivable.
Aside from what we have mentioned thus far, students must
receive an explanation of the key terminology used in the
case study. Presenting this content and presenting its connection to similar subject areas, according to the needs at the
time, the teacher is bound to repeat the key terms whenever
necessary. The presenter must also be aware of the target
group’s expectations – paying attention to their reactions
and leading the discussion in tune with that. To adequately
prepare for a class in which case studies are presented, the
teacher must define an executive plan for the class and
mandatory teaching notes in order to establish and maintain continuity during class.
The tasks of the teacher in preparation and realization of the
case study method are:
• Before class: Defining class goals, choosing adequate study
materials, choosing a starting point for discussion, and in
the end analyzing case study data before the discussion;
• During class: Leading the discussion in that way to always
have focus on the central concept, managing students’ contribution, managing the presentation, managing conflicts
on the main concept, managing the clip chart, blackboard,
managing A/V equipment, summing up the discussion,
and emphasizing the connection between some elements
in the case study.
For the teacher to be able to realize all of the listed tasks, it is
necessary for them to possess listening skills, both verbal
and nonverbal communication, and to know how to motivate students in a discussion.
60
61
teaching notes
and teaching plan
teaching plan
for case studies
Teaching notes can help teachers to facilitate presentation of case studies in class. They represent a kind of
guide in the application of the case study.
A teaching plan in the case study method is a basic element of the teaching notes. The teaching plan, according
to Ivey School of Business in Canada is shown in Annex 2.
The basic elements of teaching notes are:
• Case study title: where the case study name is emphasized;
• Description of case study: a short description of the
particular case study;
• Related problems: Main decisions to be made by the
decision maker in the case study;
• Main problems of the case study: Reasons for the
teacher to apply this case study in the learning process;
• Study goals: Defines the study goals to be accomplished
in class. Several study goals can be defined. There is also
the option of defining priorities within the study goals –
primary as the main goal and secondary as side goals;
• Requirements of students in studying the case study:
Questions that the teacher will focus on during discussion. These questions must be prepared with answers so
that feedback can be given to students;
• Additional materials for the case study (TV commercials, photos, articles, video material, guest lecturers). A
recommended reading list is also a good addition. There
will always be students in any given class who have an
interest in a particular subject that is being presented in
the case study. It is important to offer additional sources:
books, articles, and websites.
annex 2.
(Richard Ivey School of Business)
Case study title:
Subject:
Date: Time:
Work plan:
Students:
List of participants
4.
1.
5.
2.
6.
3.
1. Introduction
2. Next/previous class
3. Comments, questions
4. Additional reading
5. Case study presentation
6. Teaching materials
7. Defining assignments/questions
1. or
2. or
3. or
Total time
The above represented teaching plan is a short overview of
preparation for teachers for a specific class in which case
studies will be presented.
62
63
results of research on the application of
the case study method among teachers
at the faculty of organizational science
Table 7 shows a modified form of that plan for presenting
case studies that can help students and teachers analyze and
solve case studies. The teaching plan is presented through
the ten case studies included in this book.
Table 7. Teaching plan for presenting case studies
Lecture Time:
2 lectures * 45 minutes = 90
minutes
Subject:
Defining subjects which will be
presented as case studies
Theme:
XY
Goal:
To force students apply knowledge from the subject XY
Methods, techniques, and
models:
Defining theoretical concepts
that can be used during class
Key knowledge and skills:
Teamwork, presentation skills,
and time management
Tasks and testing methods:
Defining tasks for students and
teachers
Evaluation methods for students and teachers
This plan is, based on the author’s own experience, easier to
follow and apply with the case study method than the plan
recommended by our Canadian counterparts.
The advantages in this case are: the planned time for executing the class is shown, subjects from practical examples
are presented to students, new concepts will be discussed in
class, study goals, methods, techniques and models that can
be used in analysis and solving case studies are also presented. As a result, students will adopt key knowledge and skills
after the presentation. Additionally, the tasks for both students and teachers are defined, as well as the way students
will be graded for contributing during the case study.
In the previous part of this book, we explained the opinion
of students in regard to the application of the case study
method in marketing. We should also analyze the advantages and flaws as seen by teachers in order to evolve the
educational process.
Results in connection to the opinions of teachers as to the
method in the field of marketing management were collected during research and classified under three groups based
on the dimensions of presenting in class and the teacher’s
role: before class, during class, and after class – Table 8.
Based on the results of the research shown here, we can
conclude that the advantages of applying the case study
method should be promoted among colleagues that do
not use this method in the educational process, as well as
recognize the need to overcome flaws in working with
the method. The best way to improve teaching skills when
working with the case study method is to learn from colleagues, in particular those who have more experience in
working with case studies.
64
Table 8. The case study method – teachers’ opinions
case study
method
advantages
flaws
preparation
/ before
class
Class is easier to plan.
Notes for teachers do not exist
for most case studies from the
national market.
Case studies allow for focus on different
fields of marketing.
Theory and practice are connected.
Teaching can be improved with preparation
for class.
The teacher decides the theme of the case
study and leads discussions.
Case studies are mostly from international markets – other teachers
wrote them.
Teachers don’t have enough time
and resources to provide all additional information for case studies.
Students are not accustomed to
preparing for class.
discussions
/ during
class
Theoretical concepts are easier to discuss.
Control of distribution of information is
dependent on the teacher.
Class is more interesting.
Creativity of students and teachers is encouraged.
Presentation and communication skills are
developed.
Student involvement is greater.
after class
Work in large groups is more difficult – it is impossible to involve
all students in the team.
Student motivation is not always at
the same level for this type of work
if case study tasks are in the same
form.
Students don’t have enough
knowledge to discuss the problem – They don’t have enough
arguments to explain a solution to
a problem.
Transfer of knowledge is better.
Students have problems with time
management skills.
Studying process is easier to control.
Evaluation and grading of students
as individuals is difficult.
Case study methods don’t have one solution
– generation of solutions is an advantage.
Teachers get to know students better.
Excellent method for testing teachers.
Teachers connect with company representatives that are the source of case studies.
Subjectivity of feedback from
teachers: there is a possibility
that the teacher offends students’
different opinions that are not relevant for the case solutions.
Not all students interpret the
teacher’s criticism as constructive
criticism.
part 4.
– through case studies
4.
Organizing competitions in marketing
management case studies
Requirements
Resources
Types of competition
Participants
Jury
Criteria
67
67
67
67
68
68
68
4.1
Role of participants at competitions
70
4.2
Research results of company representatives
on the Serbian market
Advantages for companies
72
73
4.3
Advantages and problems of participants
at case study competitions
74
66
4.
organizing competitions in marketing management –through case studies
67
case studies
A special way of applying the case study method is
through competitions in which students solve case
studies from the field of marketing.
Requirements
Prerequisites for organizing competitions include that
the teacher is prepared and that the student is involved
in the case study method. In addition to regular classes, extra lectures (like workshops and group meetings)
should be scheduled.
Resources
Resources that are necessary for organizing competitions involving case studies include a time and date for
the competition, competitors, infrastructure (venue,
equipment), and financial resources for funding the
competition (awards for competitors, payment for those
who write the case studies, budget for advertising, and
food and drinks).
Types of Competition
At FON there are two basic types of case study competition organizations for students:
1. Competing – where everyone is ranked and the top
three are announced;
2. Case Study Show – where solutions to problems from
the real world are shown and there are no winners.
Levels of competition also differ in relation to the location
of the participants: local, national, regional, and international competitions for case study competitions.
„Solving case studies at competitions on the local level
allows students to apply theoretical knowledge to solve
real-world marketing problems. Aside from that, solving
case studies has great influence on improving communications skills, teamwork, and exchanging knowledge.
68
69
Case studies expose interesting sides of marketing to
students,“ said Ana Ivanović, the best student speaker at
the fourth local marketing competition at FON in 2011.
Balkan Competition Case Challenges – on the local
level organized by WUS Austria and includes the
following criteria:
Participants
• Comprehension of case study problems (16,7%);
• Reality of suggested solution (16,7%);
• Structure and quality of presentation and solution of
case study (33,33%);
• Knowledge and responses to questions from jury (33,33%).
Competitors who solve case studies from marketing
management are faculties (organizers and authors of
case studies), organizations from trade and industry like
sponsors who represent the source of themes for case
studies, competitors, jury, media, student organizations,
and volunteers.
Jury
The jury consists of people who are from organizations
that produce case studies – top management or teacher assistants or professors who wrote case studies. The
composition of the jury is very important: It is necessary that the number of jurists is odd. The jurists need
to be familiar with the case study before presentations
and they need to have competence in the area that the
case study is about. In international competitions on
the global level the jury only consists of the members
of the top management companies that decide the
winning teams.
Criteria
There are different criteria and levels of significance
(panderers) that are taken in consideration when grading student solutions at case study competitions where
marketing problems are solved. At international competitions, the following aspects are graded: case study analysis, presentation of solutions, participants’ responses to
questions from the jury, and teamwork performance.
Criteria for grading students’ solutions and choosing
winners (the best team according to the members of the
jury) at competitions always include teamwork, presentation method, presentation of argument, and the rationality of the solution based on the detailed problem analyses.
The most important quality that should be considered
before selecting the members of the jury should be their
competence and motivation to provide adequate feedback to students so that they can understand what mistakes they made and what areas they need to improve for
their future work.
70
4.1
71
role of participants at competitions
To organize a competition with case studies with subjects from marketing it is important that there is collaboration between companies, teachers, and students
who are active participants in competitions. The roles of
participants are:
• Companies:
They have three roles in competitions: first, as a sponsor,
to provide financial funding. Second, to provide necessary information for case studies, and to participate in
the jury that grades students’ solutions;
• Teachers:
To prepare students, to communicate and make agreements with representatives of companies, to write case
studies, to communicate with students, to prepare materials for competitions, to organize events, and to participate in the jury that grades students’ solutions;
• Students:
To prepare with teachers, to register for competitions, to
solve case study problems in teams, to present solutions,
and to evaluate their knowledge after competing.
Theory
and practice
STUDENTS
LECTURERS
Real
solutions
COMPANIES
Job for students
Picture 2.
Framework for competing with case studies:
subject is marketing –
participants: teachers, students, and companies.
The complete role of teachers in the process of organizing
competitions for case studies in the subject of marketing
is show in picture 2. In relation to students and company
representatives, it is necessary that faculty and trade and
industry organizations consider integrating theory and real
world examples: faculty – students – companies. Teachers
have the responsibility to prepare students for case study
competitions in the field of marketing.
Teachers also have the obligation to communicate with
representatives of companies to provide case studies that
will be solved at competitions. Companies expect solutions from students that are applicable to the real world.
Based on research results, companies have the ability to
recruit and select the best students and to offer them a job.
72
4.2
73
research results
of company representatives
on the serbian market
subtitle: advantages
for companies
Company representatives have a significant role in organizing case study competitions. Company representatives who participated in the jury at the competitions that
involve solving case studies in the subject of marketing
are giving their opinion about the advantages and disadvantages of case studies.
Advantages that companies receive as a member of the
case study competition in the area of marketing include:
Research results show that support for this type of competition is being given by international companies with
51 to 500 employees that are located in Serbia. They are
sponsors of competitions and sources of information for
case studies. All company representatives work on the
top level of management and they participate like members of the jury at competitions involving the subject of
marketing from 2006 to 2010 at the local, national, and
international level.
When the importance of student acquisition skills in
applying the case study method is analyzed, company
representatives mostly evaluate students’ creative solving
skills and presentation skills; while connecting theories
and real-world problems, teamwork skills and applied
knowledge are graded as if they are very important.
Collaboration between companies, higher education
institutions, and company representatives consider time
management very important.
• Opportunity of employing students as the most important company resource;
• Company representatives consider it very important to
connect with teachers and implement solutions in the
real world;
• Sponsorship of educational competitions, connecting
with students, creating a database of student biographies,
and opportunity to participate in student internships:
company representatives consider it a very important
part of business.
Answers from examinees offer solutions to marketing
problems for companies involved in the case competitions for different levels of competition: national competitions, regional competitions: SEE region, including
international competitions at the Europe level. Teachers
who organize case study competitions also identified
advantages and problems they encountered.
74
4.3
75
adventages and problems
of participants at
case study competitions
Advantages and problems are summarized further in this book
in table 9, which shows advice for improving this type of work.
cover different areas of marketing management and rely
on basic theoretical concepts and approaches that assist in
understanding the application of theory in practice.
These case studies analyze the Serbian market, consumer
segmentation, brand positioning, and strategic branding and sponsorships, defining direct communication
and sales strategies, social media and online marketing
strategies, building partner sales models, corporate brand
communication strategies, and so forth.
According to research, the framework for organizing
case study competitions in marketing and suggestions
for overcoming actual problems is given to students,
teaching staff, and company representatives.
Results that are obtained through this method are necessary to
convince the faculty board of directors that this method provides
long-term results. This is especially significant because the faculty
board of directors is responsible for the teacher’s motivation, while
the teacher is responsible for the students’ motivation.
Problems that exist with the company representative, who needs
to financially and professionally support competition organizations, can be overcome with company recommendations and
positive impressions from previous competitions at which case
studies were solved.
This book presents ten case studies, of which eight are
from the Serbian market:
1.
Henkel Serbia;
2.
Adria Media Serbia;
3.
Hyundai Serbia;
4.Frikom;
5.
touché solutions;
6.Svettenisa.net;
7.
Boki Company;
8.
smart Brand.
Two examples are presented from foreign markets:
• Ponto e Marketing 440v from Brazil
• Sponsorship Insight Group from the
United States of America.
Nine of the included case studies were approved for publication by the companies in question, while the tenth
was written based on second-hand sources that have
been mentioned in the bibliography. These examples
Benefits
Faculty
Students
Company
• Improving educational image
• Networking with other
faculties who also work with
case study method
• Improving collaboration
with companies
• Better teaching process –
with valuable quality standard
for students
• Better integration between
teaching staff and students
• Improving teacher’s knowledge
• Evaluation of knowledge
• Networking with company’s
representatives
• Internship
• Employment
• Networking with other students
• Development of analytical
and critical thinking skills
• Awards
• Employment: Selection and
recruiting of the best students
• Many different solutions
• Applying the solutions in
practice
• Creative approach to solutions
• Networking with students
• Networking with faculty
(headhunting)
• Company promotion
Faculty
Students
Company
• Focus on only academic
way of thinking –
theoretical approach
• Lack of time
• Lack of practical knowledge
• Lack of management support
• Lack of money
• Ex katedra teaching style
• Focus only on knowledge
covered by the exam
• Unmotivated students – don’t
want to have additional classes
• Lack of time
• Lack of understanding benefits for them using case study
competition
• Uncertainty: What can
students really provide in the
term of real practice solutions?
• Providing money for competition is not seen as an investment but as costs
• Company managers are usually afraid to share real data
• Lack of experience for case
study competition
Problems
Table 9. Advantages and problems of organizing competitions
involving case studies in the area of marketing
76
the case study method mm
case study overview
part 5.
case study
overview
77
examples
of case
2
Popesku, M., Damnjanovic V.
and Novcic, B, (2010),
Marketing outsourcing and global
crisis: Serbian perspective. 1st EMAC
Regional Conference – ‘Marketing
Theory Challenges in Emerging Markets – MTC 4’ in Budapest, Hungary,
24-25 September 2010
The case studies that are presented in this
practicum cover three key areas of marketing in practice:
•
Brand Management;
•
Communications Management;
•
Sales Management
Key focus in the field of brand management
is on the building of corporate brand on
the example of the company Henkel Serbia,
brand positioning of products on the
domestic market, examples for the products of Sensa and Smart cars, as well as
the Hyundai company example which focuses on the analysis of expansion strategies and extensions of the Hyundai brand
aimed at increasing consumer loyalty.
The examples selected in the field of
communications management present
the online marketing performance of the
tennis portal svettenisa.net, sponsorship
as a way of carrying out marketing communications strategies in football, as well
as the role of social networks in the improved positioning of the company SIG.
The field of sales management analyzes
the small companies Boki and Touché
solutions, which have specific problems
in the traditional approach to sales of
leather goods and high technologies.
Also presented is the example of the large
company Frikom, as well as its marketing
and sales communication activities at the
point of sale, since marketing budgets
of companies on the Serbian market are
becoming increasingly directed towards
BTL activities2.
78
case study 1
segment a)
brand
management
case study overview
Henkel Serbia – building a
corporate brand through
corporate communications
The company Henkel has been investing
for years into development of its corporate
brand, because it represents a vital strategic
element of corporate management,
especially when it comes to companies
that conduct business worldwide.
The goal of Jelena Sarenac, corporate
communications manager for Henkel
in Serbia, is to continue developing the
company’s strategy for corporate brand
communications on the Serbian market during the upcoming year 2010.
What strategy lies behind the creation
of the Henkel corporate brand? What
defines Henkel’s corporate brand communications strategy, and what are the
differences within the global and local
markets? What are the communication
standards that are followed everywhere?
ABOUT HENKEL
The history of the company Henkel begins
far back in 1876 when Fritz Henkel founded a
factory for the production of laundry detergents. Today, Henkel represents one of
the most important company groups in the
world, with a wide range of products. The
company’s product range includes detergents and household chemical products, cosmetics and body care products, construction
adhesives, as well as adhesives for industrial
and manufacturing systems. The Henkel
Group, with headquarters in Düsseldorf,
Germany, employs over 52,000 employees
worldwide, with a presence on 125 markets.
Henkel in Serbia operates within the group
Henkel Central and Eastern Europe (Henkel
CEE), with headquarters in Vienna.
HENKEL IN SERBIA
The company Henkel arrived onto the Serbian market in 2002 by purchasing 70% of
shares of the company Merima from Krusevac. Through purchases of minority shares
and recapitalization, it has obtained 93.48%
of ownership in Merima up to this day. The
takeover of the Serbian detergent factory
Merima represented an important step in
the expansion of the company Henkel.
Several reasons were decisive in the arrival
of Henkel to Serbia: tradition, quality and
reputation of the Merima factory, the strength
of Merima’s domestic brands, the potential of
the domestic market, as well as the possibility
to supply products from Serbia to the entire
South Eastern European region.
Henkel made a commitment through a
privatization contract to invest 43.6 million euro into Merima over a period of five
years, while the total investments so far have
exceeded the given figure and have already
reached an amount of 50 million euro.
79
HENKEL CORPORATE BRAND
The need for achieving greater recognition occurred as a result of the expansion
of Henkel’s activities abroad, especially
in the North American market, as well
as in emerging markets such as Eastern Europe, Africa, Middle East, Asia and
Latin America. Seven years ago (2003),
in order to intensify these activities, the
Management Board of Henkel determined
a strategic goal to develop a distinctive
corporate identity, and use it as a basis for
the development of a corporate brand that
would motivate 53,000 employees, and
contribute to gaining the trust of millions
of consumers and clients worldwide. The
creation and presentation of the corporate
brand has consequently become an innovation of strategic importance.
Since 2002, the company Henkel has been
equally present on all continents with
the oval corporate logo, and the slogan A
Brand like a Friend. Together, these two
components form an umbrella brand
that refers to the entire company, and all
of its services and products. At the same
time, it represents a significant tendency
of Henkel to make people’s lives easier,
better and more beautiful, through the
help of its strong brands and technologies.
Simply put, Henkel wishes to be a friend
at the service of all of its customers. Such
an aspiration is unusual in the business
world, governed by fierce competition.
How can a company, as a complex entity,
be a friend?
80
GLOBAL CORPORATE BRAND COMMUNICATIONS STRATEGY
Corporate design refers to the visual appearance of the company. Apart from this,
an important element in the development
of Henkel’s corporate brand is corporate
culture as well, which includes: leadership style, code of conduct, value system
and corporate spirit. It is also necessary to
analyze the way in which the company
and corporate brand are perceived by the
external public. This represents the
company’s corporate image.
The positioning of Henkel under the slogan
A Brand like a Friend proved to be successful,
and an example of this is the company’s positive development since the moment it associated itself to that slogan. This fact is supported
by detailed economic analyses as well.
The deciding factor was the creation of
a solid foundation within the company
itself. This was achieved through the creation of a Vision (Henkel is a leader with
brands and technologies that make people’s lives easier, better and more beautiful)
and ten Values of the company Henkel:
•
We are customer driven;
•
We develop superior brands and technologies;
•
We aspire to excellence in quality;
•
We strive for innovation;
•
We embrace change;
•
We are successful because of our people;
•
We are committed to shareholder value;
•
We are dedicated to sustainability and corporate social responsibility;
•
We communicate openly and actively;
•
We preserve the tradition of an open family company.
The Henkel corporate brand was built with
the help of a precisely defined corporate
identity that combines and represents the
essential characteristics of the company,
what it represents and how it conducts
business, as well as the directions of its
development strategies. Corporate design
is a segment of the corporate identity.
In order to achieve internal and external
strengthening of the brand, it was necessary to create a uniform global image of
the company and its corporate design.
Various signs and symbols were used
throughout decades, which resulted in
a large number of different looks of the
Henkel Oval logo, which often consisted
of different colors and font sizes.
Henkel’s consistently developed red, ovalshaped logo first appeared as a decorative element on the packaging of Persil in
the year 1912. The name Henkel became
included in the oval logo in the year 1920.
This, if we may say so, represented the
„birth“ of the corporate logo, the most
important symbol of the company. Typographically, the name Henkel had not
been defined up until the year 1959, when
it received a professional design. The logo
was revised on several occasions after
longer periods of time, and its modernization was carried out with care.
Today, Henkel has a uniform appearance
across all world markets, from business
cards to its Internet portal. The repeti-
case study overview
tion and constant use of visual identity
elements represent a major role in the
building of corporate identity. In addition to internal use, corporate brand has a
strategic importance for external communication as well. The corporate brand has
contributed to the presence of Henkel in
international media, as well as in financial
markets and markets for employee recruitment. In recent years, Henkel has become
increasingly attractive to investors, as well
as skilled experts and managers. In addition, numerous studies show that the
corporate value of the company Henkel
has increased significantly in recent years.
This is viewed as the result of intensive
efforts to build the company’s identity,
as well as the company as a brand3.
PUBLIC RELATIONS ACTIVITIES OF THE
HENKEL COMPANY
The company Henkel invests into development of its corporate brand through
public relations activities. On the global
stage, Henkel sponsors a hockey team
from Düsseldorf called the Metro Stars,
which is a member of the German
national ice hockey league. This club
personifies the values that Henkel strives
for: effort, perseverance, fair play, and
a desire to succeed.
The social engagement of the company
can be seen through activities related to
corporate social responsibility and the
Henkel Smile program. Through the MIT
Initiative (MIT = Make an Impact on Tomorrow), Henkel supports voluntary social
engagement of its employees and retirees
81
BBDO Consulting, Henkel Life,
5 years of the slogan „A Brand like a Friend“,
http://www.henkel.co.kr/krk/content_data/78132 _HL5yoABlaF.pdf,
data from 05.06.2008.
3
82
on projects which they propose or supervise themselves. Employees or retirees at
Henkel have the role of team leader on
projects which are related to the community or children, and which are designed
to contribute to the general welfare of all.
Henkel’s support for a project comes in the
form of financial aid, goods, cash donations, or through paid leave.
Mongolian and Korean children, which allow
them to get better acquainted. This includes
regular competitive football tournaments
played in t-shirts with the Henkel logo.
the work of the Small Big People organization, as well as their home for people with
disabilities at the lodgings of the St. Petka
Monastery near Paracin.
Through the independent, charitable
association Henkel Friendship Initiative e.V. (HFI), emergency aid is provided
worldwide to people in need, especially
those who have been affected by a crisis
or disaster. Since 2003, the Independent
Committee of Henkel Friendship Initiative
(HFI) has been made up of the employees
and retirees who volunteer within it.
Henkel Central Eastern Europe (Henkel
CEE), a part of the Henkel Group based in
Vienna, held its seventh annual competition for the Henkel Art Award, intended for
artists from Central and Eastern Europe and
Central Asia. The Henkel Art Award in 2007
was awarded in the category „Artistic drawing“, and the winner received a cash prize.
The Henkel Smile program puts emphasis
on helping others be able to help themselves, and the intention is to achieve permanent improvement of the situation of
those receiving the help, within their social
environment. Henkel’s employees and
retirees play a key role in the following: as
the driving force they are at the very heart
of all Henkel Smile projects – from the selection, planning and organization, to the
phase of implementation. Particular attention is dedicated to supporting long-term
partnerships between Henkel and other
brands on the one hand, and social welfare
organizations on the other, with an aim of
working together in combating difficulties
and overcoming specific crisis situations.
Henkel Smile is based on new forms of
cooperation between the involved stakeholders: between the employees and the
company, social institutions and powerful
Henkel brands, between innovative technologies and industry, or other sponsorship partners and socially responsible
business activities at Henkel’s locations
around the world.
The project sponsored through the Henkel
Smile program represents gatherings between
Henkel’s corporate and product brand alliances operating under the Social Partnership umbrella provide donations for the
support of local communities and social development work. They also cooperate with
partners in the implementation of a great
number of joint projects and initiatives.
CORPORATE BRAND COMMUNICATIONS STRATEGY IN SERBIA –
THE HENKEL ART AWARD
The corporate brand communications
strategy in Serbia consists of a number of
activities: media relations, organization of
tradeshow presentations, sponsorships,
donations, as well as activities related to
corporate social responsibility. Henkel Serbia has donated a medical vehicle to the
Health Center Krusevac. Assistance has
been provided to the Krusevac Theatre, as
well as the basketball club Progress (Napredak). The HENKEL SMILE project helps
case study overview
Moreover, the company Henkel has in cooperation with the organization KulturKontakt from Austria, also chosen a work from
the works of participants of the Artists-inResidence program of this organization,
whose author was awarded the Young Artist’s Prize, a prize for a young and talented
artist from Eastern Europe, which included
a cash prize. A prize was also awarded to
the most promising young Austrian artist,
titled the Young Austrian Artist’s Prize. The
Henkel Art Award Exhibition was held in
Belgrade at the „Heritage House“ Gallery,
from the 21st to the 31st of July, 2007.
The event was attended by:
•
•
•
•
•
57 artists selected by a jury,
5 rooms in the gallery were used for exhibitions of the works,
300 participants (artists, guests, VIPs),
29 representatives of the local
media (TV, radio, newspapers, magazines, web portals),
5 finalists from Serbia were chosen to go to Vienna.
83
In this way, the company Henkel Serbia
uses active participation in events to influence the development of its corporate
brand on the local market as well. Awareness of the Henkel corporate brand in the
region of Central and Eastern Europe is the
most expressed in Serbia, see Figure 1.5.
CONCLUSION
With the slogan A Brand like a Friend and
a clearly defined corporate identity, Henkel
has adopted a new strategy to make its
global image even better and stronger, so
that the company would be perceived as
one entity: Henkel as a corporate brand.
Corporate branding requires numerous
public relation and marketing activities.
Henkel Serbia, led by Jelena Sarenac, is
preparing a corporate communications
plan with a desire to improve its performance on the Serbian market in the year
2010. In addition to the realized activities,
the plan needs to include creative and
innovative ways of communication.
Figure 1.1.
Figure 1.4.
Portfolio of the company Henkel
Laundry &
Home Care
Personal
Care
Exhibition: Henkel Art Award in Belgrade
Adhesives
Technologies
Quality with Brands & Technologies
Figure 1.2.
Development of the Henkel corporate brand
Figure 1.3.
Corporate design
Figure 1.5.
Henkel Serbia: Recognitionof the manufacturer Henkel in Eastern and Central Europe
2008.
(Source: Gfk marktforschung Globo bus)
86
This case study does not represent an effective nor ineffective solution to the managerial
problem. It was written by Vesna Damnjanovic in the form of educational material for
class discussions. The author has altered certain information in order to protect business data of the company. The author expresses her gratitude to Henkel Serbia Ltd. and
Jelena Sarenac for their cooperation during the writing of the case study. No part of this
publication may be reproduced, used in tables or graphs, or transmitted in any other
way – electronically, mechanically, through photocopies, recording devices or by any
other means without written permission. Copyright 2009, Vesna Damnjanovic.
Subjects:
Brand management, Public relations, Marketing
Topics:
Corporate branding, Corporate communications, Integrated marketing
communications, Organization of special events
Goals:
Understanding the process of development of a corporate brand through
application of communications strategies at the global and local level
Determining the difference between the terms: Corporate identity, Corporate
culture, Corporate image, Corporate reputation, Corporate brand
Methods/
techniques/
Models
Gap analysis, Integrated marketing communications development model
(Duncan, 2006.), Model for management of corporate reputation and image
(Gray, Balmer, 1998.)
Key
knowledge
and skills:
Building of corporate brand through a special event: The Henkel Art Award Exhibition,
The process of integrated marketing communications in the function of brand
building, skills for recognizing problems in corporate brand development,
internal and external communication skills
Assignments:
Student assignment:
Analyze the corporate brand building activities of the company Henkel Serbia Ltd.
Define a corporate communications plan with an aim to improve the company’s
performance on the Serbian market in the year 2010
Lecturer assignment:
Explain the relationship between corporate communications directed towards
internal target publics (the employees) and external publics
Present the Henkel Art Award Exhibition special event as a brand building activity
of the Henkel Serbia Ltd. corporate brand in Serbia
case study overview
87
88
case study 2
segment a)
brand
management
case study overview
Adria Media
Serbia
Management of the company Adria
Media Serbia (AMS) is in a dilemma on
how to further develop the new Sensa
magazine brand on the women’s magazines market in Serbia, which it launched
onto the market in early 2008. Prior to
its launch, detailed market research was
carried out on potential customers and
competition. It is very important to perform adequate market segmentation of
the readers and advertisers for the new
Sensa brand, through clear profile descriptions of the target groups and their
expectations. It is also important to design communication activities towards
the Sensa magazine’s target group.
THE AMS COMPANY
Eight major publishing houses exist in
Serbia today (Novosti, Politika, Blic, Press,
Color Press, Adria Media Serbia, Europa
Press and Attica Media). The market is still
in development, and 3 daily newspapers
and 25 new magazines were launched in
2007 alone.
Adria Media Serbia Ltd. was founded in
2006 through a merger of media houses
Gruner und Jahr AG & CO. and Sanoma
Magazines International B. V.
Adria Media Serbia is currently one of the
largest publishing houses in Serbia, as well
as a leader when it comes to sales of adver-
89
tising space [see Figure 2.1]. Income from
the sale of advertising space represents a
significant part of the company’s revenue.
Whether it is healthy habits, psychology,
beauty, travel or healthy food, Sensa is always
positive and celebrates the beauty of life.
AMS publishes magazines which offer
information, inspire readers, and contribute to the quality of their lives. The
current portfolio consists of 13 well known
magazines – Elle, Cosmopolitan, National
Geographic, Men’s Health, Gala Style, Story,
Lisa, Sensa, My home (Moj stan), Life with
flowers (Zivot sa cvecem), My Beautiful
Garden (Moja Lepa Basta), Culinary Secrets
(Kulinarske tajne), and Burda Moden. As for
the readers of AMS publications, in comparison to the average citizen of Serbia they
are more educated, have a higher income
and spend money gladly. They simply
cannot resist buying magazines. Shopping
represents a real pleasure to them, they are
loyal to quality brands, but they like to try
new ones as well. They are well informed
and often asked for advice by others, so in
addition to their own purchase decisions,
they also have a direct impact on the purchase decisions of people in their environment. The following is a brief portfolio
overview of the publishing house Adria
Media Serbia. [Source: TGI Serbia, Period:
May – September 2007, Target group: all
respondents between 15 and 69 years of
age who read AMS publications]
Gala Style is a glossy lifestyle monthly
magazine dedicated to the urban, working
woman with an expressed personal style.
Gala Style deals more with her lifestyle,
and the luxury that makes everyday life
more pleasant, comfortable and beautiful. Informed, relaxing and fun, Gala Style
deals with current issues in culture, as well
as fashion, beauty, celebrities, interiors,
travel, and good restaurants.
PORTFOLIO EDITIONS
Sensa is the first Serbian monthly magazine dedicated to a happier life and inner
beauty. A healthy lifestyle is a matter of
choice, and Sensa is the best inspiration.
National Geographic Serbia is the popular
science magazine with the highest circulation in the world, which has brought its
nearly two centuries old tradition and quality
to Serbia. With its main aim of improving
reader knowledge about the world we live
in, National Geographic Serbia offers great
photos and interesting stories from around
the world, but from Serbia as well, which
deal with the plant and animal world, history, archeology, culture and science.
ELLE is the best selling fashion magazine
in the world, dedicated to sexy, stylish
& spirited women, urban and educated,
who besides their own style and beauty,
find the aesthetics of everyday life as well
as cultural events to be highly important.
ELLE wins its audience through the manner
in which it treats fashion, style and beauty,
through knowledge of the spirit of the times.
Men’s Health deals with all aspects of daily
life of the modern man. It is a magazine
for men who value quality in all fields of
90
life. The first men’s lifestyle magazine in
Serbia, with highest circulation, brings
every month to its readers the latest information on health, fitness, nutrition, sex,
fashion, travel, technology, money...
exterior design, practical gardening, fruits
and vegetables, plant conservation, decorative gardens, trees and shrubs. A variety
of reports and actualities, creative ideas
and inspirational images make the My
Beautiful Garden magazine unique in Serbia. Tips and advice from agronomic and
agricultural engineers, as well as interactivity, are crucial for the relationship with readers
that exudes with cooperation and trust.
Story allows its readers to get acquainted
with the famous. Thanks to its honest and
open approach, a close cooperation with
celebrities and the most exclusive content
that cannot be found elsewhere, Story is
becoming increasingly read by the week! It
reports on the latest developments, trends
and events, and brings intimate confessions from the private lives of celebrities.
Lisa is a magazine that features a new,
modern look, which together with the
ever smiling girl on the cover makes Lisa
unique. The articles are interesting and
practical, easy to read, and full of useful
information. It is a magazine that transfers
positive energy to its readers. Interesting
stories about the lives of people in Serbia,
topics from daily life, health, nutrition, children, fashion, decor, psychology and travel
– are all packed into a single whole.
My home is the highest circulation monthly magazine in Serbia that deals with the
culture of living. My home presents topics
that are related to all aspects of our living
environment, in a popular and entertaining way. It is a magazine that every month
brings the latest trends in modern and interior design, with a pronounced orientation
towards practical advice.
My beautiful garden is the largest European
magazine on gardening. Every month, it
takes readers into the world of interior and
Living with flowers advises readers on
how to decorate a balcony, terrace, garden,
as well as plants in their homes. Interesting
topics such as „for collectors“, „health“ or
„celebrities and flowers“, allow readers to
bring a bit more beauty into their homes
every month. Celebrities reveal the role of
flowers in their lives through interviews,
while experts regularly provide readers
with great ideas and useful advice.
Culinary secrets every month bring actualities in the culinary art, ideas for special occasions, present restaurants and recipes from
all over the world, as well as healthy foods,
practical advice, and the sweetest cakes.
Short and meaningful articles with numerous „mouthwatering“ photographs, as well
as the recipes that accompany each given
dish, make the Culinary secrets a magazine
that readers hold on to for a long time.
DESCRIPTION OF THE WOMEN’S
MAGAZINE SEGMENT
The most dynamic publishing segment is
certainly women’s magazines. Data on advertising and readership in the category of
case study overview
91
women’s magazines are shown in Figures
2.2 and 2.3. In 2008, the market witnessed
the appearance of Sensa, a magazine that
is unique on the market and opens up
an entirely new category – „mind style“
magazine. The opening of this segment
was inspired by growing global movements – a healthy lifestyle and topics such
as beauty, health and psychology, are the
fastest growing global trends in magazine
publishing. The most popular headlines
at the moment are those such as Healthy
Living, Health & Fitness, Psychology, Body
+ Soul, Emotion, Healthy... The goal of
these magazines is to offer something
extra and inspire readers to work on their
own quality of life, healthy habits, sincere
emotions, and search for a deeper meaning of the world that surrounds them.
•
•
•
MAGAZINE SENSA
The answers regarding Sensa, obtained
through focus groups conducted by the
agency SMMRI in October of 2007, on a
sample of three groups of women in Belgrade between the ages of 20 and 49, are
described below:
•
„Optimistic and cheerful...“;
•
„Sensa is a magazine precisely for my taste“;
•
„Beauty and happiness are in us“;
•
„A compilation of wisdom...“;
•
„Sensa inspires me...“;
•
„Sensa – when I want to take time off just for myself...“;
•
„Sensa seems honest to me...“;
•
„Honest and unobtrusive, yet very wise and instructive ...“;
•
„Sensual, séance, chance“ –
meanings that respondents
The launch of the magazine Sensa was
preceded by quantitative and qualitative
market research. The quantitative research
was conducted by the agency Synovate on
a sample of 150 respondents in November
of 2007. It included women between 20
and 49 years of age, with at least a high
school education, and a monthly income
of over 50,000 dinars. The qualitative
research was conducted by the agency
Strategic Marketing through the method
of focus groups, on a sample of 24 respondents with the same demographic
characteristics. The main conclusions of
the research are as follows:
•
As much as two thirds of the
respondents said that they liked Sensa very much or completely.
Almost three quarters of the re
spondents would either almost certainly or definitely buy Sensa!
More than half of the respondents believe that Sensa fully meets
their expectations.
Eight out of ten respondents feel that Sensa holds attention, and provides information that
is personally important to them, easily understandable and applicable in everyday life.
The focus groups were realized in such a
manner where the magazine Sensa was
firstly given out to the respondents for
reading and reviewing, so they could later
exchange opinions within an interactive
discussion.
92
associated Sensa with, starting with the youngest group;
•
„Precisely such a magazine
was missing“;
•
„I found a lot of practical advice that I can immediately implement...“;
•
„Beautiful design and photo
graphs...Sensa is simply different!“;
•
„The positive thoughts at the end are wonderful, as a small summary of everything I’ve read in the magazine...“
there are magazines that deal with
related topics. A review of these magazines is given in Table 2.1.
The Sensa reader is a woman with open
views of the world, honest, without prejudice, employed, modern, intelligent, friendly, independent, and confident. She desires
balance in her life, is curious, and always
in search of inspiration. She is aware that if
she feels good, she will also look good.
The target group for the magazine Sensa
is women between 20 and 50 years of age,
while the narrower target group is women
between the ages of 25 and 40.
The Sensa magazine is divided into five
major units (Rhythm of beauty, 100% real,
Life in harmony, All of the senses, and
the Special) which, each in its own segment, are intended to raise the readers’
quality of life. The magazine’s slogan is
„Sensa – the magazine for a happier life“.
The Sensa magazine has no direct competition on the Serbian market, although
CONCLUSION
The marketing manager of Sensa magazine hired you as a consultant of the
company Adria Media Serbia Ltd. to
think about future promotional activities
for the period between June of 2008 and
June of 2009. The ATL activities (advertising, media appearances) have already
been implemented, so the company
plans to use that period to focus on BTL
activities – sales promotions, organization of special events and promotions at
7% direct communication
the point of sale,
with customers – with respect to the
target groups’ demands.
19%
14%
9%
The total costs of promotional BTL activities amount to 80,000 euro. The marketing department is also in a dilemma on
3%
how to devise the introduction of addi2%
tional
2% product lines for the Sensa brand,
2% obtain
and thus
a better market position.
2%
case study overview
This case study does not represent an
effective nor ineffective solution of the
managerial problem. It was written by
Vesna Damnjanovic in cooperation with
Stevan Vranes and Marko Dacic for the
needs of the Menadzerijada 2008 competition in the field of solving business
case studies. It has been modified to
serve as educational material for discussions in class. The author altered certain
information in order to protect business data of the company. The author
expresses her gratitude to the company
Adria Media Serbia Ltd. and its representatives for their cooperation during the
writing of the case study. No part of this
publication may be reproduced, used in
tables or graphs, or transmitted in any
other way – electronically, mechanically,
through photocopies, recording devices
or by any other means without written
permission. The total costs of promotional BTL activities amount to 80,000
euro. The marketing department is also
in a dilemma on how to devise the introduction of additional product lines for
the Sensa brand, and thus obtain a better
market position.
93
7%
19%
3%
2%
2%
Figure 2.1.
14%
9%
2% 2%
Overview of publishers according to income from advertising for the year 2007*
ADRIA MEDIA SERBIA 19%
(*Source:
COLOR Pradex/SMMRI;
PRESS GRUPAtarget
14% group –
all
respondents
between
12
and
LEPOTA
& ZDRAVLJE 9%
EUROPAPRESS
418, 65
069years
age,
Period
Jan-Dec
2007)
JOY of
201, 568
ATTICA MEDIA 7%
COSMOPOLITAN
139, 884
HALO OGLASI 5%
GRAZIA
102,418
POLITIKA 5%
ELLE
MEDIA MAX BEST HOME63,463
& BEST SHOP 3%
JOLIE
51,712
E PRESS 2%
BLIC 10%
DRUGI 26%
CENE PRIMERKA U RSD
SENSA
VIVA
418, 069
AMS
POLITIKA
201, 568
2008
1990
139, 884
MESEČNO
MESEČNO
102,418
160
119
450000
400000
350000
300000
418, 069
201, 568
139, 884
102,418
63,463
51,712
Table 2.1.
Magazines that deal with related topics*
(*Source: SMMRI; Target group –
all respondents 12-65
years19%
of age; 2007)
GRAZIA
COSMOPOLITAN 20%
ELLE 20%
LEPOTA I ZDRAVLJE 19%
JOY 14%
JOLIE 4%
GRAZIA 19%
COSMOPOLITAN 20%
PROSEČAM BROJ PLAĆENIH OGLASA SENSA
VIVA
ELLE 20%
AMS
POLITIKA
IZDAVAČ
LEPOTA
I ZDRAVLJE
19%
2008
1990
PRVI BROJ
JOY 14%
MESEČNO
MESEČNO
IZDAJE SE:
160
119
CENE PRIMERKA U RSD JOLIE 4%
COLOR PRESS GRUPA 14%
EUROPAPRESS 9%
ATTICA MEDIA 7%
HALO OGLASI 5%
POLITIKA 5%
MEDIA MAX BEST HOME & BEST SHOP 3%
E PRESS 2%
BLIC 10%
DRUGI 26%
PROSEČAM BROJ PLAĆENIH OGLASA
LEPOTA
& ZDRAVLJE
JOY
IZDAVAČ
PRVI BROJ
COSMOPOLITAN
IZDAJE SE:
GRAZIA
LEPOTA & ZDRAVLJE
JOY
COSMOPOLITAN
GRAZIA
ELLE
JOLIE
250000
7%
200000
2% 2%
150000
Average readership of women’s magazines per issue for the year 2007
GRAZIA 19%
COSMOPOLITAN 20%
(*Source: Pradex/SMMRI; Target group –
ELLE 20%
all LEPOTA
respondents
12-65 years of age; Period
I ZDRAVLJE 19%
Jan-Dec
2007)
JOY 14%
JOLIE 4%
100000
3%
2%
2%
Figure 2.3.
0
Women’s monthly magazines –
share in advertising *
COLOR PRESS GRUPA 14%
(*Source: Pradex/SMMRI; Period Jan-Dec
EUROPAPRESS 9%
2007; does not include media barters, SMS
ATTICA MEDIA 7%
or political advertizing)
HALO OGLASI 5%
POLITIKA 5%
MEDIA
MAX BEST
GRAZIA
19% HOME & BEST SHOP 3%
E PRESS
2%
COSMOPOLITAN 20%
BLICELLE
10% 20%
DRUGI 26%
LEPOTA I ZDRAVLJE 19%
JOY 14%
JOLIE 4%
14%
9%
50000
19%
Figure 2.2.
DRUGI 26%
CENA PRIMERKA U EUR
PROSEČNI TIRAŽ
PROSEČNO ČITALACA
STRANA
PROSEČAN BROJ PLAĆENIH OGLASA
AD RATE 1/1 EUR
VITA
ZDRAV ŽIVOT LEPOTA & ZDRAVLJE
POLITIKA
1990
MESEČNO
119
Alt Press d.o.o.
Maj, 2006.
Mesečno
135
Color Press
Sep, 2001
Mesečno
120
2
16.000
/
132
15
1700
1,49
35.000
73.477
100
8
590
VITA
ZDRAV ŽIVOT LEPOTA & ZDRAVLJE
POLITIKA
1990
MESEČNO
119
1,49
35.000
73.477
100
8
590
Alt Press d.o.o.
Maj, 2006.
Mesečno
135
1,69
35.000
42.227
132
16
1200
Color Press
Sep, 2001
Mesečno
120
1,5
50.000
422.848
200
98
1,500*/900**/650***
96
This case study does not represent an effective nor ineffective solution of the managerial
problem. It was written by Vesna Damnjanovic in cooperation with Stevan Vranes and
Marko Dacic for the needs of the Menadzerijada 2008 competition in the field of solving
business case studies. It has been modified to serve as educational material for discussions
in class. The author altered certain information in order to protect business data of the
company. The author expresses her gratitude to the company Adria Media Serbia Ltd. and
its representatives for their cooperation during the writing of the case study. No part of this
publication may be reproduced, used in tables or graphs, or transmitted in any other way
– electronically, mechanically, through photocopies, recording devices or by any other
means without written permission. Copyright 2009, Vesna Damnjanovic.
Subjects:
Marketing, Marketing research, Brand management
Topics:
Marketing research, Market segmentation, Positioning of a new product brand,
Brand extension strategies
Goalst:
Understanding the role of the marketing research process in the process of
launching a new product brand onto the Serbian market
Identifying the specifics of brand positioning of the Sensa magazine brand
Methods/
techniques/
Models
Focus groups, Perceptual mapping, Market segmentation (the Censydiam approach), Loyalty programs
Key
knowledge
and skills:
Development of a new magazine brand through a promotional BTL activity plan,
segmentation skills based on social and individual (psychological) dimensions
Assignments:
Student assignment:
Analyze the target groups for Sensa magazine
Define a BTL promotional activity plan for Sensa magazine
Propose brand extension strategies for Sensa magazine
Explain the difference between qualitative and quantitative marketing research
Present students with the characteristics of the publishing industry in Serbia
case study overview
97
98
case study 3
segment a)
brand
management
case study overview
The Hyundai
brand
Andjelka Brzulja works as the PR & Marketing Director of the company Hyundai
Auto Belgrade Ltd. in Serbia. The Hyundai cafe has been opened in downtown
Belgrade in June of 2008, with an aim of
building customer loyalty.
The company is considering further
expansion of the brand: the introduction
of Hyundai coffee or Hyundai ice cream,
which would be served at the Hyundai
cafe with an aim to become even closer
with its members. There are many advantages and risks in such a decision.
ABOUT THE COMPANY
The Hyundai Motor Corporation was
founded in 1967, while in September of
2000 it grew into the Hyundai-Kia Automotive Group. In 2006, the group sold 3.92
million vehicles, making it the sixth largest
automobile manufacturer in the world,
with more than twenty support services
and branches related to the automotive
industry. Hyundai Motor Co. employs
more than 68,000 people around the
world. In 2006, the Corporation sold a total
of 2,663,998 vehicles. Hyundai vehicles are
sold in 193 countries, through more than
5,000 official distributors and showrooms.
Hyundai Auto Belgrade Ltd. is the authorized distributor of Hyundai vehicles for
Serbia and Montenegro, and has been
present on the domestic market since
October of 2002. As a part of the global
Hyundai network it is obliged to respect all of the high demands set forth
by the Hyundai Motor Company. The
high standards refer to the high quality
of service, and the great attention that
is dedicated to customers through care
about the maintenance and servicing of
their vehicles.
Customers on the domestic market are
increasingly recognizing the quality of
Hyundai vehicles, which is reflected in
an average increase of 19% in total sales
for the year 2005. Hyundai utilizes the
latest advances in engine production,
modern design, provides drivers and
passengers with outstanding safety, with
an excellent ratio of value for money.
99
THE AUTOMOBILE MARKET IN SERBIA
There are many foreign automobile
brands on the Serbian market. In 2007,
Hyundai held a market share of 2.854%
on the Serbian market, selling a total
of 1602 automobiles. The leader on the
Serbian market in 2007 was Zastava
with 30.06%, followed by VW (6.65%),
Skoda (6.54%), and Peugeot (5.31%),
which can be seen in Table 3.1. Customers on the domestic market are
increasingly recognizing the quality
of Hyundai vehicles, which is reflected
in an average increase in total sales by
54% in the year 2007. Since the company was founded in late 2002, and up
until 2008, they have sold nearly five
thousand vehicles.
FOUNDING OF THE HYUNDAI CLUB
Hyundai Auto Belgrade Ltd. possesses a
large showroom as well as a service center
in Belgrade. They have an extensive sales
and service network throughout Serbia as
well.
The service centers are equipped with
standard and special tools, as well as
appropriate equipment for servicing
vehicles, with trained service personnel
in the fields of mechanics, electrics and
electronics of vehicles. All Hyundai service centers possess all of the necessary
parts for servicing their vehicles, during
the warranty period as well as after it.
Hyundai offers a warranty of 5 years or
100,000.00 driven kilometers, as well as a
6 year guarantee against corrosion.
With a desire for the company to become a reliable partner to customers at
every kilometer, the Hyundai club was
established, a place for socializing for
all Hyundai automobile owners. Membership in the Hyundai club brings
numerous benefits:
•
•
•
Free oil filter at regular service inspections of vehicles,
10% Discount on purchase of ad
ditional equipment,
Free vehicle service check-up.
They are pleased to say that Jelena Jankovic, an honorary member of the Hyundai
club, is the brand ambassador for Serbia.
case study overview
101
Figure 3.1.
Invitation letter for opening the
HYUNDAI O POLO CAFÉ
HYUNDAI CAFE – A NEW MEETING
PLACE FOR HYUNDAI CAR LOVERS
Figure 3.2.
Photos from the opening of the
HYUNDAI O POLO CAFÉ
On Thursday, the 26th of June 2008,
the Hyundai O Polo cafe was officially
opened, which would become a future meeting place for Hyundai vehicle
lovers, as well as those who intend to
become one. Many guests, members of
the Hyundai club, media representatives
and public figures were welcomed by
the director of Hyundai Auto Belgrade,
Mr. Slavc Habic and the owner of the
café ‘O Polo, Mr. Aleksandar Dursun. On
that occasion Mr. Habic stated: „We are
extremely pleased to be the first in Serbia
and the entire region to have started
such a project, and provided a friendly
gathering place in the most elite part of
Belgrade for all fans of our brand.“
The opening of the O Polo cafe realized the idea of providing Hyundai club
members with a place for organized socializing, and all visitors of the cafe with
a pleasant atmosphere and a chance to
get acquainted with all Hyundai models.
The Hyundai club exists for several years
now, and its members are proud owners
of Hyundai vehicles, and lovers of this automotive brand. See Figures 3.1, 3.2 and 3.3.
In addition to the many privileges of
being a member, the Hyundai club was
conceived as a place for socializing and
sharing experiences between all owners
of Hyundai automobiles. The opening of
the Hyundai O Polo cafe was also a great
opportunity for Hyundai, the sponsor of
the European Football Championship,
to mark the end of this great sporting
competition by cheering for a possible
winner of the European Championship
in the semifinal match between Spain
and Russia.
The Hyundai Motor Company has been
for many years continuously sponsoring
the biggest football sporting events on
the planet organized by FIFA and UEFA,
such as the FIFA World Cup and the
European football championship. The
company began sponsoring in 1999 and
will continue to do so, seeing as how a
contract has been signed until the year
2014.
CONCLUSION
Andjelka Brzulja and her management
have found that the market has not yet
been researched, and that customer reactions to the introduction of the new
products by Hyundai Auto Belgrade,
Hyundai coffee or Hyundai ice cream,
are unknown.
Examples from international practice
suggest the possibility of failure when
switching to an inappropriate brand
expansion category. An example of
this is the company Harley Davidson
which had during the 80’s of the last
century licensed its name out to Harley
Davidson cigarettes and wine coolers.
Consumers liked the brand, but sales fell
because the consumers were confused
and had doubts regarding the quality of
102
the products. On the other hand, the
introduction of gloves, sunglasses, and
leather jackets as additional accessories
proved to be an extremely successful
brand extension4.
case study overview
BBDO Consulting, Henkel Life,
5 years of the slogan „A Brand like a Friend“,
http://www.henkel.co.kr/krk/content_data/78132 _HL5yoABlaF.pdf,
data from 05.06.2008.
3
You are in the position of marketing consultant. Give your proposal of the activities
that would precede the decision to introduce new Hyundai products, as well as the
advantages and risks of this venture.
Likewise, the marketing management
team is of the opinion that Hyundai needs
to preserve its key brand values and brand
identity. Propose the activities that will
precede the decision to introduce new
Hyundai products, as well as the chances
and threats for such an idea.
Figure 3.3.
Manufacturer
The HYUNDAI logo
Market
share
Market share
without
Zastava
ZASTAVA
30,06%
VW
6,65%
9,53%
SKODA
6,54%
9,37%
PEUGEOT
5,31%
7,62%
OPEL
5,25%
7,52%
FIAT
5,24%
7,51%
CHEVROLET
4,44%
6,36%
DACIA
3,96%
5,68%
RENAULT
3,92%
5,61%
FORD
3,57%
5,12%
TOYOTA
3,42%
4,90%
CITROEN
3,01%
4,32%
HYUNDAI
2,854%
4,090%
HONDA
2,26%
3,23%
MERCEDES
1,89%
2,70%
103
This case study was written by Vesna Damnjanovic for the Ecch Case Writing Workshop in Monaco under the mentorship of Professor James A. Erskine. The author did
not intend for it to represent an effective or ineffective solution to this managerial
problem. Certain names as well as other information were altered in order to protect the company. The author expresses her gratitude to the company Hyundai Auto
Belgrade and Anđelka Brzulja for their active cooperation during the writing of the
case study. No part of this publication may be reproduced, used in tables or graphs,
or transmitted in any other way – electronically, mechanically, through photocopies,
recording devices or by any other means without the written permission of
Vesna Damnjanovic, 2008, Copyright 2008.
Subjects:
Brand management, Marketing
Topics:
Brand extension, Brand expansion, Customer loyalty
Goals:
Understanding of the development of customer loyalty through the expansion of
the Hyundai brand
Methods/
techniques/
Models
Marketing research, Brand extension and expansion
Key
knowledge
and skills:
Determining the strengths and weaknesses of the brand extension and expansion
strategy on the example of the automotive industry
Assignments:
Student assignment:
Explain the manner in which the company can achieve customer loyalty
Analyze the possibility of introducing a new product in the company Hyundai
Auto Belgrade Ltd.
Explain the difference between the strategies of brand extension and
brand expansion
Present students with the example of the company Hyundai Auto Belgrade
– the opening of the Hyundai O Polo cafe
104
case study 4
segment a)
brand
management
case study overview
The smart
brand
The parking problem in Belgrade, and
dynamic pace of life, indicate the need for
an offer of small cars for city driving. Ever
since the Auto Show in April of 2009, management of the company Mercedes-Benz
Serbia and Montenegro began selling and
servicing the brand Smart on the Serbian
market. The latest model, Smart Fortwo, is
in constant development, and the plan of
management is to provide vehicles with
lower consumption and a distinctive design, which are in harmony with environmental trends in the automotive industry.
ABOUT THE COMPANY
The company Daimler AG develops,
manufactures, distributes and sells automobiles, trucks, vans and buses. The company primarily operates on the markets
of the United States and Germany, and
employs 272,382 people. The company
has earned an income of 99,399 million
U.S. dollars.
By the end of 2007, Daimler AG was producing and selling passenger and commercial vehicles which include various
brands. When it comes to the passenger
program they are:
•
•
•
Mercedes-Benz brand;
Maybach brand;
Smart brand.
ABOUT THE smart CAR
The company Mercedes-Benz Serbia and
Montenegro has been operating on the
market of Serbia and Montenegro since
1996, first under the name Inex Interexport, later as MB Yugoslavia, and finally
since 2005 under its current name. It is
100% owned by Daimler AG, and has representation regarding sales and servicing
of vehicles through a network that consists
of 9 partners in Serbia and Montenegro.
The automotive brands that are on offer
are Mercedes-Benz, smart, Setra, and Fuso
Canter.
In 2004, the value of the Mercedes-Benz
brand was estimated at over 21 billion dollars, which at the time made up 1/3 of the
total value of the company.
105
sumption (with no effect on performance
and driving pleasure), a unique design,
as well as the necessary accessories that
make you feel pleased, comfortable and
safe. The car is 2.69 m long, 1.56 m wide,
and consumes an incredible 3.3 l\100km
in the diesel option (4.2 l\100km in the
petrol option). It is available in a coupe
or convertible option, with a choice of 4
petrol engines and 1 diesel engine.
The previous generation of the smart
fortwo car was exceptional in all four of
its main features: comfort, agility, safety
and environmental friendliness. The new
smart fortwo will preserve all of this in the
next dimension. It will still remain a vehicle for people with an individual lifestyle.
POSITIONING OF THE smart BRAND
The first smart car was launched in 1998,
and that first generation earned it cult status in a very short period of time. The new
smart fortwo car sets standards in its class
in the domain of:
•
•
•
•
Comfort,
Drivability,
Safety and,
Environmental protection.
Smart fortwo is the perfect car at a time
of growingly frequent increases in the
prices of fuel and registrations, as well as
ever growing traffic congestions in urban
areas. Consumers in Serbia are showing
a growing interest in smaller, and more
fuel efficient vehicles. Smart fortwo offers
exceptional freedom with low fuel con-
Ushikubo emphasizes two main social
aspects that affect human desires: „affirmation and belonging“ and „pleasure
and control“. These two aspects provide
a framework for the setting in place of
four basic needs: change, participation,
freedom and stability (Figure 10.1). These
needs comprise the consumer „field of
knowledge“, and suggest 12 different life
styles (Table 4.3.).
Consumers in Serbia are showing a growing
interest in smaller and more fuel efficient
vehicles. The buyers of a Smart car are:
•
•
•
Open minded,
Of an adventurous and lively spirit,
Leaders.
106
case study overview
Figure 4.1.
Ivan Miljkovic, representative for
the smart brand in Serbia
BRAND POSITIONING STRATEGIES
Partnership Strategy
A partnership strategy with the rent-a-car
agency SIXT was realized as a brand building strategy aimed at business clients.
The delivery of 10 smart vehicles to the
company SIXT is particularly significant considering the fact that SIXT has a
reputation of being the most prestigious
car rental company in Europe, which had
in advance identified the trend directed
towards environmental vehicles with low
fuel consumption, as well as excellent city
driving mobility.
(http://auto.blog.rs/blog/auto/domacetrziste/2009/09/07/sixt-smartovi-na-beogradskimulicama, data from. 16.07.2009)
Brand building strategy with a celebrity
David Aaker has presented five dimensions and their attributes, which make up
the framework of brand personality. The
use of celebrities in a communications
strategy enables companies to deliver a
message to existing and potential customers, and they are selected on the basis of:
•
•
•
Attractiveness of the celebrity
Credibility of the celebrity
Association of the celebrity’s
identity with the brand
Ivan Miljkovic, one of the world’s best
volleyball opposites, has not changed the
brand of his car for eight full years now.
Although he is 207 cm tall, our renowned
athlete drives a smart fortwo, and as
he says, he does not intend to give up
this „little one“. Miljkovic emphasizes
that he finds it necessary to own such
a car if you live in a metropolis such as
Belgrade, or Athens where he currently
resides. See Figure 4.1.
(http://www.pressonline.rs/page/stories/sr.html?id=7
3755&sectionId=44&view=story, 27.07.2009.)
The „I am smart“ Facebook group has also
been formed, which in January of 2010
had 2128 members.
Conclusion
An explorer’s spirit, a desire of consumers
to be different, and concern about environmentally friendly cars, have created
an opportunity for the positioning of new
brands on the Serbian market. The parking
problem can be solved with a purchase of
the small smart fortwo automobile. New
generations wish to live comfortably, and
be members of the „I am smart“ group in
all segments of life!
107
Figure 4.2.
Figure 4.4.
Field of consumer knowledge
Dimensions of the brand’s personality
Enjoyment
Change
Creation
Participation
KnowledgeB
elonging
Social life
Family and
friends
Diversion
Recognition
Individualit
y
Volontary
solitude
Relaxation
Egoism
Safety
Freedom
Health
Honesty
Excitment
Competence
Sophistication
Strenght
groundness
boldness
reliability
higher class
sturdiness
honesty
spirituality
inteligence
charmfulness
naturaleness
cheerfulness
modernity
successfulness
Stability
Control
Table 4.3.
Figure 4.5.
Subspace of consumer knowledge
and the desire factor
„I am smart“ Facebook group
Subspace
Desire factor
Meaning
Change
Pleasure
I wish to periodically change my style
KnowledgeI wish to know more
Participation
Freedom
Stability
Creation I wish to do something to go forward
Family and friends
I wish to spend quality time with family and friends
Belonging
I wish to be like everyone else
Social life
I wish to hold a company with many different people
Egoism
I wish to live as I want, regardless of others
Individuality
I wish to be different than others
Voluntary isolation
I wish to have my own world, separated from others
Relaxation
I wish to relax and rest
Safety
I wish to be safe
Health
I wish to be of a healthy mind and healthy spirit
110
References for the smart brand
case study
http://www.facebook.com/#/album.
php?aid=118110&id=179418197168
http//www.smart.com, data from: 15.05.2009.
Kotler Philip, Dipak C. Jain, Suvit Maesincee, 2002, Marketing moves, Boston,
Harvard Business School Press, str. 46.
V.Damnjanovic, Doctoral Dissertation:
Integration of the activities of sales, marketing and public relations in the function
of creating additional value for customers, Faculty of Organizational Sciences,
Belgrade, 2007, pg.28;
http://www.smart.com/serbia, data from:
15.05.2009.
http://www.mercedes-benz.co.yu/content/serbia/mpc/mpc_serbia_website/rsng/
home_mpc/passengercars/home/passenger_cars_world/whats_new.html
http://auto.blog.rs/blog/auto/domacetrziste/2009/09/07/sixt-smartovi-na
beogradskim-ulicama
http://www.pressonline.rs/page/stories/sr.
html?id=73755&sectionId=44&view=story
http://rs.sixt.com/footer navigation/vesti/?L=6
Ushikubo K., 1986., „A Method of structure
analysis for developing Product Concepts
and its Applications“, European Research,
14, no.4, str. 174-175.
http://www.datamonitor.com, Daimler
AG, Company Profile Publication Date:
6.03.2009.
case study overview
111
Subjects:
Marketing, Brand management
Topics:
Product branding, Brand personality, Communications strategy
Goals:
Understanding of the automotive brand positioning strategy on the market of Serbia
Introduction to marketing strategies directed towards business and end consumers
Methods/
techniques/
Models
Subspace of consumer knowledge and the desire factor (Ushikubo), Dimensions
of brand personality (Aaker)
Key
knowledge
and skills:
Knowledge and skills in the areas of segmentation, and brand positioning in the
automotive industry
Skills for recognizing product brand positioning techniques
Assignments:
Student assignment:
Analyze the partnership strategy and smart brand development strategy on the market of
Serbia
Apply the field of consumer knowledge for the smart brand
Explain the dimensions of brand personality for the automobile model smart
Present the characteristics of the brand smart and describe the consumers on the Serbian
market
Encourage discussion on a branding strategy through the help of celebrities
Explain the marketing communications strategy with the partner rent a car agency Sixt.
112
case study 5
world of tennis –
Serbian tennis portal
segment b)
managing
communications
Tennis in Serbia has advanced considerably, on the global level as well, thanks to
the good results that our tennis players
have achieved in the past two years in
the senior competition. Filip Spasojevic,
a professional tennis player, created the
World of Tennis website in June of 2006,
which was meant to inform visitors on the
latest developments in the „white sport“,
provide a place for socializing, learning
about tennis, and getting to know other
tennis fans as well. As the website evolved
over time with additional content, it took
up the position of leader by the number of
visits from tennis website users in Serbia,
according to data from September of 2008.
The expert team working on the World
of tennis portal with Philip is considering
options for further development. There are
proposals to introduce an English version
of the website, as well as to modify the existing version with logos of companies that
would advertise on the existing website.
case study overview
About the website
From 2006 to this day, there have been 6
different versions of the website. The first
site was done in a purple color. It was the
wrong color for the sport of tennis and for
the target group that the site is intended
for. The two main tennis colors are brick
red and green. Wimbledon is the oldest
and most renowned tennis tournament.
It is held every June or July (it starts six
weeks before the first Monday in August) and is the third in a row Grand Slam
tournament of the year following the
Australian Open and French Open. This
is the largest tournament played on grass,
which associated the founder of the portal
to make it – the color green. In the previous version of the site, visitors had the
opportunity to choose between a green,
orange or blue theme, but it was ultimately
decided that the site would have only one
main color.
Filip realized this quickly, and began
changing versions of the site. As each
new version came out, the site was getting
better and better. The first version only
offered news, and had one author (Filip),
who as time went on began meeting different people and adding new columns.
It is significant to note that the site has
transferred to CMS (Content Management System) which has made it easy to
add news and upload photos without the
necessary technical knowledge of HTML
and XML.
In order to create an adequate and visited
portal, Filip used ideas from other websites
113
such as MySpace, where he found ideas on
how to improve the offer to visitors through
the use of dynamic content and interactivity, and options of setting up a blog, participating in forums, or creating their own
url profile. Every visitor that registers and
becomes a member of the site gets their
own page which they can set up as they
please. There is also an option for a member to make his or her own link (svettenisa.
net/member’s name), a name that is easily
remembered by other members.
According to a survey conducted in December of 2007 with an aim to find the best
Serbian tennis website, 146 users voted, and
The World of Tennis came in second with
38.36% of the respondents. The most votes
(45.89%) went to the website of our tennis
player Ana Ivanovic. See Figure 5.1.7
114
Note:
the official website of Jelena Jankovic has changed its address to:
http://www.jj-jelenajankovic.com.
The official website of Novak
Đoković has changed its address
to: http://www.novakdjokovic.
rs. The official website of The
Serbian Tennis Federation has
changed its address to:
http://www.teniskisavez.com/,
data from: 1.10.2010.
7
The website’s offer
The offer of the World of Tennis portal varies depending on whether the visitor is a
registered member or guest. Registration on
the site is free and takes less than 2 minutes.
By registering on the portal, your very own
World of Tennis is formed, or to be more
precise, a profile with all of the data that you
entered upon registration (all except your email address). A World of Tennis registered
member profile enables a user to create
friends lists called LINKS, connect with other
members via private messages, and view
people who visit the profile. It also allows for
member activity through participation in
comments and forums.
On September 7th 2008, the portal had 956
registered users who were divided into tennis
fans, recreational players and professional
tennis players and coaches (there are also levels for the purpose of finding a tennis partner
at the same tennis level). See Figure 5.2.
The World of Tennis portal also provides
members with the following services:
•
•
•
Ask the coach (all of your ques
tions are answered by the experi
enced coach Dragan Serer), Ask the players (your e-mail will be forwarded to the e-mail address of the desired player);
School of tennis (useful articles for beginners which introduce you to the little secrets of the sport);
Ads (if you are selling or buying any tennis equipment or other ac
cessories, you can post your ad);
case study overview
•
•
Shop (you can shop online for tennis equipment that will arrive at your home in a few days);
Forum (the first exclusive tennis forum in the Serbian language).
Entertainment which includes:
•
Chat (possibility of interactive conversation);
•
Games (over 30 interesting flash games);
•
TV system – You can watch matches online because the portal has a TV system with sports TV stations
(Eurosport, CNBC, Euro sport2 ...).
Guests and members are allowed to read
news that is updated several times a day
depending on the activeness of the players. There is also a section of the site where
you can follow the results of Serbian
tennis players, rankings, scoring rules at
tennis tournaments, a calendar of upcoming competitions, profiles of our most
successful players, and a list of clubs and
coaches who have worked with successful tennis players. There is also a section
in the menu regarding time zones, as well
as the possibility of going to other links
which include websites of players, tournaments, academies, tennis organizations,
tennis clubs, etc.
115
Team of people
For the current leadership position of the
World of Tennis portal on the online market, the credit goes to the professional and
motivated people who are tennis fans, and
actively participate to make the site better
and more visited every day. Apart from Filip
who is the founder of the portal, there are
the positions of Director of the portal, expert
adviser, editor in chief, two editors for announcements and results, two news editors,
an executive editor, designer and manager.
Their main motto is to provide customers
with reliable and timely information (for
example: immediately after a match – news
are published, and announcements and
results are updated regularly).
Conclusion
The team of people working on the World
of Tennis portal will hold a meeting next
week at which they need to decide on how
they will solve the problem of expanding
the portal onto the entire server, due to the
fact that the number of visitors is increasing by the day. This requires obtaining
additional sources of income. There are
proposals to find companies that would
advertise on the portal. Help the team
of young people choose the advertisers,
as well as the best way to advertise the
companies. An English version of the
portal would allow foreign users to become active members of the portal as well.
This implementation requires additional
resources, as it is necessary to provide
bilingual updates on the portal
116
sample for period :
03.09.-24.09.2008.
the best servian web sites
anaivanovic.com
svettenisa.net
novak-djokovic.com
jelenajankovic.net
tsv,org.yu
tenisyu.co.yu
tenis.co.yu
case study overview
45%
38.35%
8.90%
4.11%
2.05%
0.68%
0%
– 6.035 – 33,7% Internet Explorer 6.0;
– 3.605 – 20,2% Firefox 3.0.1;
– 2.928 – 16,4% Internet Explorer 7.0;
– 2.275 – 12,7% Firefox 2.0.0.16;
– 309 – 1,7% Firefox 3.0;
– 305 – 1,7% Opera 9.51.
Figure 5.3. Browsers used by visitors
when visiting World of Tennis
sample for period:
03.09.-24.09.2008.
– 5.983 – 97,6% Google;
– 122 – 2,0% Yahoo;
– 26 – 0,4% MSN.
Figure 5.4. Number of people that have
arrived to the World of Tennis website
through a search engine
sample for period:
03.09.-24.09.2008. godine:
Figure 5.2. Appearance of the World of Tennis portal
– 1.659 – 27,7% „svet tenisa„;
– 969 – 16,2% „svettenisa„;
– 192 – 3,2% „VIKTOR TROICKI„;
– 132 – 2,2% „rafael nadal„;
– 101 – 1,7% „rodžer federer„;
– 72 – 1,2% „skola tenisa„;
– 53 – 0,9% „oprema za tenis„.
Figure 5.5. Most frequently used
keywords by people trying to reach
the World of Tennis website
117
Rs 12,094 – 67,6% Serbia and Montenegro
ba 1407 – 7,9% Bosnia and Herzegovina
USA 1132 – 6,3% United States
De 723 – 4% Germany
Hr 381 – 2,1% Croatia
Me 249 – 1,4% Montenegro
At 229 – 1,3% Austria
Ca 203 – 1,1% Canada
Si 157 – 0,9% Slovenia
It 155 – 0,9% Italy
Fr 119 – 0,7% France
Ch 119 – 0,7% Switzerland
No 90 – 0,5% Norway
Nl 87 – 0,5% Netherlands
UK 69 – 0,4% United Kingdom
Cl 63 – 0,4% Chile
Hug 48 – 0,3% Hungary
Mk 43 – 0,2% Macedonia,
Former Yugoslav Republic
NZ 39 – 0,2% New Zealand
Se 35 – 0,2% Sweden
za 33 – 0,2% South Africa
Ru 30 – 0,2% Russian Federation
Sk 26 – 0,1% Slovak Republic
Au 26 – 0,1% Australia
Es 23 – 0,1% Spain
Gr 22 – 0,1% Greece
Lu 22 – 0,1% Luxembourg
Ua 20 – 0,1% Ukraine
Figure 5.6. Website traffic
of World of Tennis – statistics –
Sample for period: 03.09 – 24.09.2008.
118
class discussions. The author has altered certain information in order to protect business data of the company. The author expresses her gratitude to Henkel Serbia Ltd. and
Jelena Sarenac for their cooperation during the writing of the case study. No part of this
publication may be reproduced, used in tables or graphs, or transmitted in any other
way – electronically, mechanically, through photocopies, recording devices or by any
other means without written permission. Copyright 2009, Vesna Damnjanovic
Subjects:
Marketing, Internet marketing
Topics:
On line marketing, Internet marketing and marketing mix
Goals:
Understanding how to define an on line marketing strategyIntroduction to marketing strategies directed towards business and end consumers
Methods/
techniques/
Models
Model 7C for the creation of online consumer experience, On line marketing
strategy model (CIM, 2005), SWOT analysis
Key
knowledge
and skills:
Knowledge in the field of on line marketing, segmentation according to business
and end clients
Skills for keeping track of statistics of an on line portal
Assignments:
Student assignment:
Define the target segments for business advertisers and end users of the portal
svettenisa.net (World of Tennis)
Analyze the introduction of an English version of the website
Explain the differences in user involvement in the on line marketing strategy
model
Introduce students with the svettenisa.net (World of Tennis) portal example
case study overview
119
120
case study 6
Ponto e marketing 440v
sports sponsorship
segment b)
managing
communications
ABOUT THE COMPANY
PontoE Marketing 440V is a consulting
company in the field of communications,
which focuses on the application of branding and increasing sales. They achieve the
given through the application of all communication instruments available.
Their philosophy is based on a complete
integration of sports, culture and social
activities aimed towards a corporate commercial and institutional strategy. The main
tasks are the development of instruments
for communication that would monitor
and measure performance, the transformation of corporate sponsorship into effective
results, and the differentiation of products
and services that are provided to clients
from those of the competition.
They are involved in sports sponsorships
at the global level. How do companies use
team sponsorships as a strategic tool in
their business strategy?
WHAT IS SPONSORSHIP?
A general sponsorship can be described
as a mutual business relationship between
two parties: a sponsor (usually a company)
and the recipient of the sponsorship (actors, athletes, education)
case study overview
Sponsorship is the financial support of activities, with an aim of achieving specific
business goals. Sponsorship is the process
in which companies, organizations or
individuals provide individuals or organizations with funds, products or services for
the realization of profit.
SPONSORSHIP IN SPORTS
Growing interest in professional sports
exists on a global level, so the number of
companies that use sports sponsorships as
a way to reach target groups has increased.
In the past two decades, many companies began realizing communication with
customers through sports in the form of
teams, athletes, events and tournaments.
The research conducted by the company
Strategic Sports Ltd in April of 2004 determined the reasons why companies invest
money into sponsorships. Results indicate
that there are three most common goals of
sponsorships:
1. Increasing brand awareness;
2. Building brand preference and loyalty;
3. Increasing market share and sales.
Other goals of investing into sponsorships
which should be mentioned are: building
customer attitudes, building trust of a specific target group, providing differentiation
from competitors, inspiring employees,
launching of a product or service, obtaining
a larger advertising budget than the competition, attracting media attention, and
creating company reputation.
121
WHO TO CONTACT FOR
A SPONSORSHIP?
The departments responsible for sponsorships vary from company to company.
It is very difficult to find the right person
to cooperate with regarding an application for a sponsorship. The best way is
to introduce yourself personally through
someone you know. When searching for
a sponsorship you can try contacting the
following persons:
•
•
•
•
•
Marketing Director: Budgets and sponsorship related activities are usually within the marketing !
~Adepartment. Many smaller companies do not have a marketing director, so in this case you should contact the general director;
Community relations manager: This is related to local sponsor
ships in particular where the local community benefits directly;
Sponsorship Manager: Many small companies do not have this
position so you need to contact the Marketing Director;
Brand Manager: Most often in large companies;
Executive Director: If you know that the person working at this
position is interested in sports, make sure you get a recommen-
dation from a third person.
122
It is necessary to research the positions
that exist within a company, and choose
a contact based on this. It is especially
important to present the benefits that you
are offering to the company, which may
be related to:
LG – SPONSORSHIP PROGRAM IN
FOOTBALL
•
•
•
Sales Department;
Marketing department;
PR sector.
Previous experience of the company
Ponto e Marketing 440v has shown that
a direct approach to sales departments is
better than an approach to marketing departments. Companies tend to focus more
on business solutions rather than only
branding. Therefore it is necessary to provide for a more comprehensive interest of
the sponsor. It is always better to contact
the top manager, the one who makes the
decisions, rather than spend unnecessary time on middle level management.
Today, sponsorship is viewed as a strategic
project, and it is very important that this is
presented as such in order to speed up the
decision process in the company that is
contacted as a potential sponsor.
LG Electronics has been the general
sponsor in Brazil since the year 2001, the
sponsorship program is still active, and a
cooperation contract was signed for the
year 2009. The sponsorship program began with the Sao Paulo football club, at the
beginning of 2001. At the time, LG was a
new company on the South American and
Brazilian markets, and it was often compared to low-quality Chinese electronics
manufacturers because it was completely
unknown to the local customers (the LG
brand first appeared in 1995, and the previous name of the brand was Goldstar).
The Brazilian market is recording an
increase in demand when it comes to
investing into media, and its media have
been ranked as one of the three most expensive in the world.
The program was realized because of a
strategic decision to have the investments
into the LG brand pay off and improve the
formerly weak position of the brand on
the Brazilian market.
Sao Paulo was chosen because it has a
total of nearly 16 million fans.
case study overview
The reasons why the sponsorship program
continues to operate successfully are:
1) A large number of fans of mainly AB
class (highly paid class);
2) Despite the large number of fans, refusal
by the Sao Paulo followers – fans can be
directed (this means that the sponsor does
not have to take a risk when creating the
brand strategy in relation to the entire
population, in case that the fans do not
accept it);
3) One of the best sports arenas in Brazil
allowed for the LG brand to be located in a
high class part of Sao Paulo, with excellent
communication instruments;
4) International exposure, because Sao
Paulo is a frequent participant in the Libertadores Cup (South American version of
the Champions League);
5) The media coverage of Sao Paulo is
integrated, with exclusive journalists who
follow the team on an annual basis, thus
providing year-round coverage for LG.
123
The program has been functioning for the
past 8 years, and the results of the sponsorship are surprising in relation to the investments (LG has so far invested around
U.S. $ 50 million), and the company holds
second place in terms of market share. LG
operates within three market segments in
Brazil: electronics for end consumers, telecommunications, and IT, where all 52 of
the product lines experienced an increase
of 25% within their segments.
The sponsorship program has been so
successful that the company LG has
over the years reduced investments into
traditional media by 45%. In addition to
sponsorships, they invested into programs
for development of relationships with
strategic partners and customers, in order
to create loyalty and a stronger connection between them and LG (U.S. $ 15M).
All activities are measured and monitored
through sales results of the retailers. The
return on investment (ROI) was 347%.
The main instruments of the cooperation
initiation program were: Outdoor advertising, advertising, public relations, viral
marketing and social media.
124
case study overview
125
discussions in class. The author has altered certain information in order to protect business data of the company. The author expresses her gratitude to the company Ponto e
marketing 440v and Renato Geribello de Carvalho for their cooperation during the writing of the case study. No part of this publication may be reproduced, used in tables or
graphs, or transmitted in any other way – electronically, mechanically, through photocopies, recording devices or by any other means without written permission. Copyright
2009, Vesna Damnjanovic
Figure 6. 1. Clients of the company PONTO E MARKETING 440v
•
•
CHALLENGE:
Create brand awareness and desires
Integration of all business units in a unique corporate image
•
CHANCES:
Find a medium that fits the commercial strategies of all divisions
•
SOLUTIONS:
Football sponsorship program with national visibility
•
•
•
RESULTS:
Increase brand awareness from 7% to 18% in a period of 18 months
Increase market share for 135% in market of high-end products
Increase the final sale among consumers for about 15% on average
Subjects:
Marketing, Internet marketing
Topics:
Sponsorship, Communications strategy
Goals:
Understanding the role of sponsorships in marketing and public relations
Determining the key steps in defining a sports sponsorship strategy in football on the
example of the market of Brazil
Methods/
techniques/
Models
Goals and results of football sponsorships, Analysis of sponsoring companies according to industries
Key
knowledge
and skills:
Knowledge in the field of sponsorship and communications
Assignments:
Student assignment:
Define the target segments for business advertisers and end users of the portal
svettenisa.net (World of Tennis)
Analyze the introduction of an English version of the website
Figure 6.2. The company LG – football club sponsorship
Explain the differences in user involvement in the on line marketing strategy model
126
case study 7
Sponsorship insights group (SIG)
a successful story with European
perspective social media
segment b)
managing
communications
In January of 2008, forty four year old Dan
Beeman, the general manager of Beeman
Sponsorship Consulting from Woodland
Hills, California, a man who avoids new technologies, was searching for business innovations online while trying to devise a new way
to promote his agency and position himself
as an innovator through social media, especially on LinkedIn. He questioned the significance of social media – is it a cost effective
investment? Does anyone have the time or is
interested in something like that, considering
the strange names such as Twitter, Twackle,
Hulu, as well as new media such as blogging
and micro-blogging?
About the company SIG
The founder of SIG, Dan Beeman, started his
business of providing consulting services in
October of 2007 under the name „Beeman
(his last name) Sponsorship Consulting.“
They provided the services of sponsorship,
consulting and representation. Shortly after,
on February 27th 2008, Dan opened up a
group for professionals in the field of sponsorships and marketing on LinkedIn, under
the name Sponsorship Insights Group (SIG).
The group had great success with no major investments into marketing, and it now
counts over 3100 members. It is the largest
group for professionals in the field of sponsorship and marketing through which members can share their experiences, as well as
find discounts for various goods and services.
case study overview
Dan’s offer to members was clear – he
would provide free quality content, a place
to meet and exchange information with
other members, as well as an opportunity
to learn something new and find new
business opportunities. Dan soon realized
that the activities he undertook in the field
of social media have led to the recognition
of the name Sponsorship Insights Group.
He then realized that SIG had achieved
better market recognition than BSC, so he
decided to change the name of his company into Sponsorship Insights Group.
BSC/SIG is a company that provides
sponsorship and consulting services, and
the company works with facilities and
sponsors on finding new ways of generating income, as well as new promotion
opportunities. Retail stores, sports halls,
complexes for holding concerts, festivals
and other special events, are among the
types of facilities for which SIG provides
consulting services. The sponsors include
car companies, airline companies, mobile
operators, film studios, media, financial
services and many others.
In addition to sponsorship services, BSC/
SIG, through its Web site, blog and newsletter, also offers information on market
trends, business opportunities and recommendations of retailers.
127
Service Offer
SIG’s success is directly related to professional work in fulfilling the client’s wishes.
Such a dedication to clients is the result
of experience and expertise in the field of
sponsorship marketing, as well as many
other elements that compose this sophisticated area of marketing. SIG has proven to
be very successful in determining sponsorship strategies, developing and implementing sponsorship plans, and thus achieving
expected returns on investment for clients.
A combination of skills in the field of sponsorship marketing and creative application
of ideas is what distinguishes BSC/SIG from
others when it comes to serving clients.
(See table 7.1.) The mission of BSC/SIG is to
maximize the potential of its clients, employees and their communities. SIG’s vision
is also to maximize the potential of marketing and business between corporations and
the sponsored facilities.
The company’s success lies in the creation
of exceptional relationships with clients,
which are based on mutual respect and
commitment to specific and common
goals. The consultants and associates
guide themselves with their knowledge,
experience, creativity and contacts on the
market. BSC/SIG does business intelligently and with great confidence, and achieves
results within the planned budget.
128
Social media
LINKEDIN
Social media are best characterized as a
group of new online media, which possess most or all of the characteristics
shown in Table 7.2.
LinkedIn is a network for experts from
around the world, which includes 170
industries (professions) and 200 countries. LinkedIn was officially founded in
2003 (Table 7.3.). The site was launched on
May 5th (employees often call it „Cinco de
LinkedIn“) when the five founders of the
site invited 300 of their most important
contacts to join the network. A month
after its launch, LinkedIn had 4500 members in its network. LinkedIn’s first „real“
office was located at Shoreline Road in
Mountain View.
Social media refer to groups of individuals
or organizations that are related in one or
more ways, such as friendship, similar interests, values, or even financial exchange.
These social media have always existed,
but were often complicated to maintain.
Differences in geographic location, a lack
of time or simply human laziness, have led
to frequent changes of social networks.
FACEBOOK
According to Compete.com (January
2009), Facebook is the most visited social
media in the world, with more than 175
million active users. Although it started
as a social network for students, it later
developed and gave an opportunity to all
who are interested to join, and today, people aged 35 and over are in fact the most
active members. Around 70% of Facebook
users are not residents of the United
States 16,17.The Sponsorship Insights Group
(SIG) has 106 members on Facebook.17
LinkedIn already has 9 million users in Europe, of which around 500,000 come from
German speaking countries. Compared
to LinkedIn, Xing has 6.5 million users,
most of which are from German speaking
countries (Xing does not publish data for
each country separately). Even if Xing is
leading when it comes to German speaking countries, LinkedIn has a great advantage when it comes to other European
countries such as the United Kingdom,
Italy and France.18
With a LinkedIn profile you have the ability to find and meet your potential clients,
service providers, experts in specific areas
and partners with recommendations; find
new business opportunities, look for work,
find contacts that can help you realize a
business venture; post job listings; find
highly qualified candidates and meet
other experts through the people you
already know.
case study overview
LinkedIn also offers a large number of
group networks for users who share common interests. The Sponsorship Insights
Group has its own blog with insights on
sponsorships. The members of the group
have established partnerships with companies who look for suitable candidates
for the positions of executors, suppliers
and retailers, in order to be able to provide
everything necessary for a more efficient
searching. People use these associations
to achieve lower prices on products and
services for their members. The Sponsorship Insights Group has 3,262 members.19
TWITTER
It seems today that it is not enough to
merely establish a connection with other
people. People want to know what you
are doing at this exact moment. Microblogging has become popular thanks to
Twitter, a social network that has recorded
the highest growth. The very concept
has experienced some changes now –
companies (for example Zappos) use it
for customer service, while presidential
candidates even used Twitter for debates.
Twitter is a popular micro-blogging site
(http://twitter.com) which answers the
question „What are you doing?“20. The majority of Twitter users are people between
the ages of 35 and 49. Twitter users are
most likely to use wireless technologies –
laptops and mobile phones – for Internet
access, or mobile phones for texting.
According to Nielsen’s research on the five
fastest growing „community member
129
Facebook, Facebook Statistics,
http://www.facebook.com/press/info.
php?statistics, data from 28.03. 2009.
16
http://www.compete.com data from:
31.01.2009, Top 25 Social Network rerank.
15
17
http://www.facebook.com, data from:
7.04.2009.
18
http://aimgroup.com/index.php/article/linkedins-german-portal-to-focuson-jobs-and-news LinkedIn opens site
in Germany, takes on Xing, data from:
4.02.2009.
http://www.linkedin.com/in/danbeeman; data from: 7.04.2009
19
Rachelle Goh, Michael Silverman,
Business Person’s Guide to Online Social
Networking, Duo Consulting, 2008
20
130
destinations“ in the U.S., it was concluded
what we had already known: Twitter holds
first place (Table 7.4). During the period
between February 2008 and February
2009, an increase of 1,382% was recorded.
This was expected if one considers how
much media attention the „still out of
work“ micro-blogging service model has
received in recent months.21
or video clips 9.4%, mass e-mailing 7.9%
tagging and untagging 5.4%. Businessmen
should consider this information when developing a social media marketing strategy.
People also need a better understanding of social networking, its capabilities,
and what should be undertaken and what
should not. (See Table 7.5.)
According to research, the average Twitter
user is older than the average Facebook or
MySpace user: 31 years of age, compared
to the 27 years of age of the average MySpace user, or 26 years of age of the average
Facebook user. The average LinkedIn user
is 40 years old according to Pew data.22
SIG keeps track of 200 users on Twitter, is
followed by 173 users, and has 83 updates.23
It should also be understood that „Marketing through social media is much more
than simply pushing business under
people’s noses“, says Stefan Thomas, a Real
Marketing consultant. „You need to understand the demographics of each network,
and create a campaign that is imaginative
and interesting to your visitors.“25
CONCLUSION
FUTURE MARKETING STRATEGY
The image of social networks is changing
every day. New „players“ are emerging on
the market, while the old ones are either
innovating or losing popularity. From a
personal standpoint, it is very important
for every professional to begin exploring
the different possibilities that are offered
by social networking sites. From a business standpoint, social networking as well
as all other social media should be viewed
as a long-term investment.24
Research on the characteristic that is most
important to everyday visitors obtained
the following results: status update 23.8%, a
news page 21.3%, comments 17.3%, personal messages 14.9%, uploading images
On February 27th 2008, Dan Beeman
chose LinkedIn as the social network on
which he would truly focus. He now receives demand for his services from facilities and agencies worldwide, literally every
day – they wish to join his group, make
use of his knowledge and seek his services. If you look at Dan’s profile you will
see that LinkedIn is a business tool that he
uses every day. Time? He would call it well
spent. Return on investment? Absolutely!
On January 1st 2009, his New Year’s
resolution was to blog every day, and the
popularity of his blogs has also grown
rapidly. He recently opened up a group on
Facebook similar to the group on LinkedIn. You can also find him on Twitter.
case study overview
What’s next?
Major differences still exist between these
social networks and their users.
The company SIG needed to identify these
differences which are associated with factors that influence user behavior. These
factors are: cultural (culture, subculture,
social class), social (reference group, family,
role and status), personal (age and occupation, lifestyle), psychological (motivation,
learning, beliefs and attitudes), geographical (different places of residence), and their
needs in relation to the social networks.
Different social networking sites are used
for different purposes. Facebook, for
example, is a good place to connect with
friends, both old as well as new. Interaction on Facebook is casual – you can poke
someone or give them a virtual gift. While
on LinkedIn, for example, colleagues can
write recommendations for each other or
propose business contacts.26
Dan Beeman also had to examine his marketing strategy for social networks. How to
position himself best on Facebook? Which
other social networks should he target?
What else could be done to further improve recognition of the SIG brand among
European customers?
131
21
Caroline McCarthy, „Nielsen: Twitter’s growing really, really, really, really
fast“, The Social – CNET News.com,
http://news.cnet.com/8301-13577_310200161-36.html?tag=mncol,
data from: 19.03.2009.
22
Caroline McCarthy, op.cit.
23
From http://twitter.com/danbeeman,
data from: 7.04.2009.
24
Rachelle Goh, op.cit.
25
Dan Matthews, op.cit.
26
Rachelle Goh, op.cit.
132
Dan Beeman also had to
examine his marketing
strategy for social networks.
How to position himself
best on Facebook? Which
other social networks
should he target? What else
could be done to further
improve recognition of the
SIG brand among European customers?
case study overview
BSC/SIG’s offer for facilities
BSC/SIG’s offer for sponsors
Employee training in the field
of sales
Sponsorship workshops
Strategic analysis and evaluation of facilities
Corporate consulting and
development of goals
Inventory and property development
Strategic goal analysis
Development of sales material
Seeking out and negotiating
with appropriate facilities.
Identification of possibilities
Program development and
application
Winning over customers
Reassessment, program evaluation and renegotiation [1]
27
http://www.linkedin.com/
static?key=company_info&trk=hb_
ft_abtli, data from: 28.03. 2009.
Dan Matthews, (2009), „All talk and
no trousers?“, The Marketer, str. 28-31.
28
Program development
Representation and negotiation
Program management and
cooperation with partners
Table 7.1. BSC/SIG service offer
Participation
Openness
Conversation
Community
Interconnection
Positive
Avoid
Social media
encourages
participation
and feedback
of all interested parties. It
ignores the line
between media
and people.
Most social
media services encourage feedback,
participation,
voting, commenting and
information
sharing.
Traditional media are focused
on „broadcasting“ (content is
transferred to
the audience),
while social
media support
two-way communication.
Social media allow for
quick creation of communities and effective
communication.
Communities share certain common interests,
such as love of photography, political issues, or
favorite shows.
Most social media
rely on their interconnection, using
links on other
websites, sources
and people.
Take time for campaign development
Being aggressive and frightening potential users
Provide people with what they
want
Adopting the attitude, „just set
it up, and everything else will
come on its own“
Identify critique and openly attempt to find a solution
Spamming users with information they do not need –
has negative effect on brand
image
Keep track of users and statistics
who is doing what
Being impatient – it is a long
game
Prepare a campaign and come up
with something innovative and
new
Neglecting new trends – social networking is developing
at light speed
Table 7.2. Social media
characteristics
Table 7.5. Positive / to avoid in social networking28
Members
December
2003
December
2004
December
2005
December
2006
September
2007
December
2008
81,000
1.6 million
4 million
8 million
15 million
33 million
Table 7. 3. Number of
members on LinkedIn 27
133
134
case study overview
135
This case study was written by Vesna Damnjanovic. It was intended to be a subject of
discussion at the Danube Region International Week 2009. The author’s intentions were
not to represent an effective nor ineffective solution to this managerial problem. The
author expresses her gratitude to Sponsorship Insights Group (SIG) and Dan Beeman for
their cooperation during the writing of this case study. No part of this publication may
be reproduced, used in tables or graphs, or transmitted in any other way – electronically,
mechanically, through photocopies, recording devices or by any other means without
written permission from Vesna Damnjanovic, Copyright 2009.
Figure 7.6. Ranking of most successful social networks (Source: www.compete.com, January 2009)
Figure 7.7. SIG logo
Subjects:
Marketing, Public relations
Topics:
Social networks, Communications strategy
Goals:
Understanding the role of social networks in an on line marketing appearance of a
company on the example of the company SIG
Methods/
techniques/
Models
SWOT analysis, Analysis and rankings of social networks, market segmentation
Key
knowledge
and skills:
Knowledge in the field of social media
Analytical skills for analyzing statistical data of various social networks
Assignments:
Student assignment:
Analyze the current situation of the company SIG on social networks and provide
suggestions for improvement
Define guidelines for the company SIG for the European market
Explain the concept of social networks and the basic differences on the examples
of Facebook, LinkedIn and Twitter
Present the example of the SIG group on the LinkedIn social network
136
case study 8
touché
solutions
segment c)
sales
management
Introduction
One chilly evening in May of 2008, while
coming home after a hard day’s work,
Lazar Stojkovic, director of the company
touché solutions, saw a group of young
people that were gathered around a shop
window in the Terazije part of town. The
window was decorated with unusual
fluorescent colors, and they were commenting on the unusual design. Lazar
was thinking how street shop windows
are the first media that should be used
for the new streetone product, and how
it was necessary to adequately present it
to potential clients. He was in doubt as to
how to determine the best method of sale
with the small budget he had, considering
that he invested most of the money he had
into the research phase, and development
of a solution for the streetone product.
He was also thinking about the potential
markets that he wished to position himself
on. Serbia has many potential customers
for these innovative products, but he was
considering whether it would be possible
to sell these solutions in other countries in
the region as well?
Trends in sales and advertising conditioned by IT technology
Changes on the global stage have influenced the former industry-based
137
economy to be restructured towards
an economy based on information. An
industry-based economy marked the
period between 1860 and 1960, and its
main foundations were in the production of goods and transport. The strategic
resources were capital and natural resources. Business was defined and driven
by orientation towards production and the
product. Sales success depended on sales
quotas, which were achieved in negotiations with buyers.
The new era economy that is based on
information relies on information technologies, while the strategic resources are
information. The purpose of conducting
business is defined through building relationships with customers. Success in sales
depends on added value that the seller is
willing to provide to the customer.29
Today, the role of marketing communications has changed. The penetration of world
markets in terms of satellite and cable television has imposed many changes when it
comes to promotional campaigns and methods of communication with consumers.
The media are segmented into narrow
publics, and it is very difficult to reach a
wide audience based on one media. An increased number of channels have led to the
fact that consumers are turned to various
different media, and the impact of mass
media on consumers has changed as well.
Data shows that consumers are exposed to
the influence of numerous media.
29
Barry L. Reece, Gerald L. Manning,
(2003), Selling Today-Creating
Customer Value, (New Jersey Person
Prentice Hall), str.5
138
139
Große-Berg, Wilfried, (2006), DCAA
PR AND MEDIA TRAINING; Mainz,
Germany
30
At the European Union level, the average
time that a consumer spends following
different media, expressed in units (minutes per day), amounts to:
•
•
•
•
•
Television – 248 minutes;
Radio – 215 minutes;
Internet – 124 minutes;
Newspapers – 25 minutes;
Magazines – 11 minutes.30
The latest research in the field of marketing communications indicate changes in
the marketing budgets towards alternative
media, which include online advertising
channels, social networks, as well as mobile and video advertising. 31
New generation users
In today’s market, three major categories
of consumers can be observed: members
of the baby boom generation (ages between 37 and 55), members of generation
X (between 25 and 36 years of age) and
generation Y (ages between 6 and 24).
These three segments of the population do
not speak the same language. Members of
the baby boom generation react to words
such as achievement, status and success;
while members of generation X recognize
the importance of imagination, creativity
and closeness; and generation Y reacts to
fun, interactivity and experiences. 32
The enormous impact of technology
and other changes in society have led to
generation Y becoming called the superfast generation. Research conducted in
November of 1999 at the University of
Michigan showed that 75% of children
today live spending pre-programmed time.
It is not unusual for them to surf the web
while talking on the phone and listening to
their favorite music CD. The maturing of
„Generation Y“ into active consumers with
purchasing power is the culmination of the
economic revolution which marked the
end of the 20th century, and the beginning
of the 21st. The most educated generation
in history – which has grown up with the
Internet, mobile phones and video games
– brought with it the spirit of its time, as
well as the specific expectations from those
whose products or services they are using.
Brands cannot address these consumers as
if they were children.
Modern consumers are not impressed by
the old channels of market communication, which to them carry no wow factor.
This new era demands new solutions.
The high-tech solutions of the company
Touché Solutions have a goal of effectively
overcoming the gap between today’s Serbian companies and the „Generation Y“,
the iGeneration, as well as future generations to come.
In Serbia, according to research by the
Federal Bureau of Statistics, 75.8% of the
female population and 84.4% of the male
population between the ages of 16 and 24
use the Internet. The majority of respondents, 84.2%, use the Internet at home;
22.8% use it at work, 17.7% use it at someone else’s home, 9.9% of the respondents
use it in an educational institution, and
3.8% of respondents at Internet cafes.33
ABOUT THE COMPANY
The Belgrade based company touché
solutions was founded on November
13th, 2007. The vision of the founders was
the improvement of modern marketing
communications through the use of high
technologies – primarily all sorts of touch
sensitive technologies, after which the
company itself was named.
The first four months of 2008 were spent
on research work on the development of
solutions for interactive shop windows
under the name streetone. The name of the
product was obtained as a triple wordplay.
The prefix „street“ comes from the name
of the product line to which the solution
belongs (streetline), while „one“ comes
from the fact that this is the company’s first
product, the first product of the product
line to which it belongs. At the same time,
this is the first complete solution to converting any plastic or glass surface into a
touch-sensitive surface that is simultaneously visible from any angle, and under any
conditions of local ambient lighting.
During the research phase, an outstanding
contribution was given by the local office
of the American corporation Minnesota
Mining and Manufacturing Company
(better known as 3M). Thanks to Mr. Igor
Radisavljevic, it was adopted to implement
Vikuiti optical technology of the mentioned
U.S. Corporation into the final product,
as the best possible solution to the challenges of visibility angles, and autonomy
in relation to the lighting conditions of the
location where the product is used.
Materijal sa predavanja M.Belch,
13th International Conference on
Corporate and Marketing Communications 24-26.04.2008., Slovenia
31
Mark,Gobe, (2006), Emocionalno
brendiranje, (Beograd: Mass International), str. 3
32
http://webrzs.stat.gov.rs/axd/index.
php, data from: 03.10.2010.
33
140
PRODUCT PORTFOLIO
powerful solution for modern market communication enables a client to attract and
retain the attention of potential buyers, interactively inform them about the details of
his offer, and provide assistance that leads
passers-by directly into the client’s facility.
to the question of servicing of the sold
equipment in the field, and for the company itself certainly more important, a
way of overcoming the specific financial
challenge in which it found itself.
pany such as Touché solutions was that
the same contract would define that field
servicing would from that point on be
assumed by the partner company, which
already has its own intricate network of
technical support to clients.
TRADITIONAL SALES METHOD
PARTNERSHIP AS AN INNOVATIVE
SALES MODEL
Following a detailed analysis of options, the
choice of the most desirable partner fell on
the company Energoprojekt-Energodata,
the oldest IT company in Serbia. Founded
back in 1966 with an aim of developing
and introducing information technologies within the Energoprojekt group, it has
become specialized for the implementation
of information technologies into banks,
post offices, other financial institutions and
public administration. Successful longterm business relationships with these
large systems have made EnergoprojektEnergodata even more desirable as a
partner company because of their access to
potential large clients. For example, around
60% of all ATM machines in the Republic of
Serbia are owned by the company Energoprojekt-Energodata, which rents them out
for use by commercial banks.
The product range of the company touché
solutions includes products for mobile
and video advertising, as well as the interactive shop window.
Streetair™ represents a complete solution for mobile advertising and informing
through the use of Bluetooth® technology. The solution continuously transmits a radio signal which is registered by
every mobile phone in range, offering the
telephone’s owner the ability to download
content intended for distribution – regardless of whether it is text, image, video,
audio, or Java™ applications.
Streetlite™ is the complete solution for
turning any glass or plastic surface into
a spectacular display unit. Regardless of
whether it is a street shop window, a glass
façade of a business building or an exhibition stand, any surface can become a
video screen that communicates a strong
message. The Vikuiti™ integrated revolutionary technology of the company 3M
allows for performance that no LCD or
plasma display can offer – with a complete absence of limitations regarding the
upper limit of the size of the solution.
Streetone™ is the complete solution for
converting a client’s glass window surface
into a display that is sensitive to human
touch. Thanks to sensors that respond to
touch, interested passers-by can, by simply
touching the glass, move through the
presentation of the Client’s company and
the goods or services that it is offering. This
When selling products, it is especially
important to define a potential client database, define the solutions and prices, the
method of presentation to clients, methods of payment, product delivery, as well
as the method of servicing the product in
the field.
As a small business financed with the
money of its founder, which had to a
large extent already been invested into the
research phase of development of the new
solution, Touché solutions offered a sales
model to potential customers which was
based on payment in advance and product delivery within 30 days. The model
planned to use the money paid to finance
the import of the components necessary
to produce solutions that would meet specific customer requirements, the manufacturing of the solution itself, and delivery
of the solution before the expiration of the
30 day period.
Despite the great interest of management
of companies where the product was
presented, as well as the excellent impressions that were taken away from these
meetings, it soon became clear that it was
necessary to find an adequate solution
case study overview
The company soon began searching for
an alternative. The model of borrowing
from commercial banks under unfavorable
conditions for each major purchase was
rejected at the very beginning, and it was
decided that the best solution was to find a
larger partner company whose core business activity is information technology (IT),
and which already has a developed quality
relationship with its clients, as well as adequate field service of sold equipment.
The new model meant that a client would
order a product from the partner company, which would be given the status of
dealer of the streetone solution, but would
pay nothing until delivery. Upon the
receipt of an order, the partner company
would pay Touché solutions an amount
predefined by contract (including wholesale trade rebate), and thus fund the production of a specific solution according
to the client’s given specifications. When
touché solutions delivers the manufactured solution to the partner company
within the prescribed time period, the
client takes the solution from the partner
company, i.e. the solution distributor, and
then pays for the ordered products. An
additional advantage for a small com-
141
Thanks to the vision of Mr. Zvonko Radovanovic, the client relations sector manager for the company Energoprojekt-Energodata, negotiations were successfully
concluded with the signing of a Contract
on business and technical cooperation
on October 20th, 2008. With this contract,
Energoprojekt-Energodata received the
status of exclusive distributor of streetone
and streetlite solutions for the territory of
the Republic of Serbia, Republic of Croatia,
Bosnia and Herzegovina, the Former
142
Yugoslav Republic of Macedonia, and the
Republic of Montenegro, while touché
solutions was guaranteed wholesale prices
defined by contract, complete outsourcing
of sales and field service of its solutions, as
well as access to potential large clients.
CONCLUSION
EVENTS
The application of Touché Solutions
interactive solutions was promoted at the
following business events that have been
organized starting from December of
2008: Smart eGovernment (Hotel Continental), KFC socializing with journalists and Days of Greece (Usce Shopping
Center), Kent HD Party (Warehouse Club)
and POWEREDNIGHT (Plastic Light).
Photos from the event are given in Appendixes 8.1 to 8.4.
case study overview
143
Lazar was able to determine a more cost
effective sales method through a partnership with Energodata. There are clients
in Serbia interested in these innovative
products, but Lazar needs a plan for visits
of potential foreign customers in countries of the region, for the year 2010. He
also needs to decide which markets have
priority: Slovenia, Croatia, Bosnia and Herzegovina, Montenegro, Macedonia, as well
as how to implement the product offer
presentation in the most effective way.
Figure 8.1. KFC socializing with journalists (Usce Shopping Center): Željko Bošnjak (Ellecta
International), Darko Jakić (AmRest), Lazar Stojković (touché solutions)
Figure 8.2. Smart eGovernment 2008 (Hotel Continental): Milan Dobrosavljevic, Business
Law Attorney
Figure 8.3. Days of Greece (Usce Shopping Center)(Hotel Continental):
Milan Dobrosavljevic, Business Law Attorney
144
case study overview
145
This case study does not represent an effective nor ineffective solution to the managerial problem. It was written by Vesna Damnjanovic in the form of educational material for
class discussions. The author has altered certain information in order to protect business data of the company. The author expresses her gratitude to Touché solutions and
Lazar Stojkovic for their cooperation during the writing of the case study. No part of this
Figure 8.4. Kent HD Party (Warehouse Club)
Figure 8.5. touché solutions logo
PRODUCT PORTFOLIO
streetair™
Figure 8.6. Product portfolio
streetlite™
streetone™
Subjects:
Marketing, Sales management
Topics:
The influence of IT on marketing and sales, Interactive communication,
Product sales models, The „Y“ generation
Goals:
Understanding of the business of small companies which is conditioned by the
need for new interactive communications solutions for the „Y“ generation
Application of the partnership product sales model
Methods/
techniques/
Models
Traditional product sales model, Innovative partnership product sales model,
Three categories of consumers (Gobe, 2006)
Key
knowledge
and skills:
Knowledge in the field of sales and product distribution for small businesses
Skills for overcoming the problem of payment for the products through application of a partnership sales model
Assignments:
Student assignment:
Analyze IT trends and their impact on advertising and sales
Propose a sales plan for touché solutions products on the market of Serbia
Explain the differences between generation X and generation Y
Present students with the touché solutions company’s product portfolio
146
case study 9
segment c)
sales
management
The company Boki
sales strategy development
The sole proprietorship business Boki has
been operating on the territory of Belgrade
since 1991 and it deals with the production and sale of leather goods. It is a family
business where the values of the old trade
are cherished. Currently working in the company is the owner and one employee, who
together carry out the tasks of manufacturing
the items (50% handcrafted). The products are
made from quality materials and can be adjusted according to customer requirements.
The appearance of foreign competition from
the Chinese market has caused changes in
the market, because they offer leather goods
products with a low price and poor quality of
materials. The owner has renovated the existing production equipment, and is considering the introduction of new products: (e.g.
leather laptop bag, reservations rack, etc.), as
well as expansion onto the market of Serbia.
In the upcoming year he plans to reorganize
the current business conditions (the workshop is also the point of sale), and hire two
new employees who would be responsible
for marketing and sales of high quality products on the market of Serbia.
Market research has identified the following segments as target customers:
•Companies
•Individuals
•
The HoReCa segment
•
Specialist retail shops
147
case study overview
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MEN’S BAG A4 35x28 \ LEATHER
MEN’S ID BAG 23x18\ LEATHER
MEN’S ID BAG 23x14\ LEATHER
TABLE MAP 93x46\ SKY LEATHER
PAPER BOX 14x11\ LEATHER
PENCIL BOX \ LEATHER
ASHTRAY \ LEATHER GLASS
TABLE LIGHTER\ LEATHER
BUSINESS CARD HOLDER\ LEATHER
ENVELOPE HOLDER \ LEATHER
A4 PAPER HOLDER,3 PIECE SET \ SKY LEATHER
ORGANIZER B5 \ LEATHER
ADDRESS BOOK \ LEATHER
BUSINESS CARD ALBUM FOR 80 CARDS \ LEATHER
BUSINESS CARD ALBUM FOR 240 CARDS \ LEATHER
MEN’S BELT \ LEATHER
MEN’S WALLET \ LEATHER
WOMEN’S WALLET \ LEATHER
DRIVER’S LICENSE CASE \ LEATHER
DRIVER’S LICENSE CASE WITH MONEY COMPARTMENT \ LEATHER
PASSPORT CASE \ LEATHER
PLANNER \ LEATHER
WAITER’S WALLET \ LEATHER
CUP COASTERS WITH BASE, 6 PEICES \ LEATHER
CUP COASTER, 1 PIECE
A4 MENU 31x27 TWO PAGE \ LEATHER
A4 MENU 31x27 TWO PAGE \ SKY
A4 MENU 31x27 ONE PAGE \ LEATHER
A4 MENU 31x27 ONE PAGE \ SKY
MENU 31x17 TWO PAGE \ LEATHER
MENU 31x17 TWO PAGE \ SKY
MENU 31x17 ONE PAGE \ LEATHER
MENU 31x17 ONE PAGE \ SKY
MENU 30x15 THREE-PIECE \ LEATHER
MENU 30x15 THREE-PIECE \SKY
CHECK COVER 20 x13 \ LEATHER
CHECK COVER 20 x13 \ SKY
RESERVATION 16x6 \ LEATHER
KEYCHAIN \ LEATHER
PHOTO FRAME 9x13 \ LEATHER
JEWELERY BOX \ LEATHER
PHOTO ALBUM FOR 200 PHOTOGRAPHS 13x18 \ LEATHER
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Appendix 9.1. List of items and sale prices
148
preface
Lidija Milic
Personal info:
Education:
Job:
Interests:
Candidate’s comments:
Interviewer’s comments:
Born in 1963, 168cm; 64kg; unmarried
Bachelor of Economics (1985)
2006 – today, Manual representative of
foreign company for sales of leather goods
2002– 06, Forma Ideale, Sales manager
In charge of a group of three sales representatives in
Kragujevac. Achieved the annual sales plan and ensured
that the region achieved its sales quotas.
1985– 1995 Soko Stark, Sales Representative for sweets.
Responsible for sales of the entire line of sweets and products for stores of large clients in Belgrade.
Sales representative of the year, with growing potential.
Acting
Interested in working in Belgrade and looking forward to
focusing on implementation of sales tasks.
Lidija presents herself very well and has an exceptionally
good history in sales of sweets. Her results in the previous
company were successful. The same company paid for
her attendance at the introductory ECDL course, but she
did not have many opportunities to develop other computer skills. She does not seem to be overly ambitious or
aggressive. She stated that personal reasons prompted her
to seek employment in Belgrade.
149
Milan Peric
Personal info:
Education:
Work experience:
:
Born in 1967, 190cm; 88kg; married with two children
University degree of the Faculty of Organizational Sciences (1992), MBA studies in Canada
1995–2008 Delta M, worked on sales of consumer
products, covered the territory of Belgrade, managed sales
groups
1992– 95 Jacobs Suchard Canada, Inc. (Nabob Foods)
Field sales representative, Three-year work experience (full
time)
1987–92, worked during exam periods (full-time work
during the summer) in distribution and sales of coffee and
chocolate, two years as a loader at the docks, one year as a
truck driver, and three years as a sales representative. The
sales tasks included calling regular clients, taking orders,
work on the packaging of goods, and developing relationships with clients.
I believe that the combination of professional preparation, work experience, as well as skills of team player and
team leader which I have already proven, will make from
me a suitable candidate for this position. I am especially
interested in a job such as sales which rewards personal
initiative taken by an individual.
A very ambitious and enterprising candidate with a good
biography. Has an obvious strong leadership potential, but
his interest in working in sales is questionable. He seems
to have devoted insufficient attention to informatics at his
MBA studies. Has a valid offer to return to Sales Management in the company Nabob.
150
preface
151
Bojan Lopic
Personal info:
Education:
Job:
Born in 1974 in Pancevo, 180cm; 84kg; unmarried
Business and Management Degree (1998)
Was an active participant in numerous clubs and political
organizations during studies.
2006– today Oriflame- sales analyst for the region
around Nis. Worked on developing sales plans for a wide
range of products. Contracted sales programs and trade
agreements. Led a group of four people.
2002–06 Agroekonomik, Sales manager’s assistant
He was the link between the stores and sales planning
management. Responsible for implementing sales plans
for several food categories.
1999–2002 Knjaz Milos, Sales manager’s assistant in
Arandjelovac
Responsible for analysis and development of promotional
planning.
His main responsibilities were developing and maintaining sales and distribution to wholesalers and retail clients.
Was a boxer, the champion of Vojvodina
It would be a great challenge and pleasure to work within an
industry that is going forward such as the company Boki
Very eloquent and professionally qualified. He dominated during his interview with anecdotes and amusing stories, some
of which were important for the job. He likes to read belletristic
management literature, especially books that praise courageous entrepreneurs. He would probably be earning more
money if he was to work for the company Boki
Appendix 9.2. Candidates who have applied for the
sales position
problem. It was written by Vesna Damnjanovic in the form of educational material for class
discussions. The author has altered certain information in order to protect business data of
the company. The author expresses her gratitude to the sole proprietorship business Boki
and Aleksandar Teodosic for their cooperation during the writing of the case study. No part
of this publication may be reproduced, used in tables or graphs, or transmitted in any other
way – electronically, mechanically, through photocopies, recording devices or by any other
Subjects:
Topics:
Sales and marketing communication, Point of sale promotions,
Trade marketing sector
Goals:
Understanding the need for connecting sales and marketing strategies
in the placement of ice cream
Methods/
techniques/
Models
SWOT analysis, Point of sale promotion plan
Key
knowledge
and skills:
Understanding the role of the trade marketing sector in companies in Serbia
Skills for defining promotional elements at the point of sale
Assignments:
Student assignment:
Analyze the points of sale of ice cream
Propose strategies for promoting ice cream sales of the company Frikom
JSC at existing and new points of sale
Explain the difference between marketing objectives and sales
Present students with ice cream point of sale promotions on the example
of the company Frikom
152
case study 10
segment c)
sales
management
case study overview
Frikom
the challenges of
selling ice cream
Goran Latincic works as the director of
sales for the company Frikom JSC in Serbia. He devised the introduction of a trade
marketing sector in October of 2008 as a
mechanism for improvement of sales of
ice cream and frozen products, and a better communications strategy of the sales
and marketing sector.
The management of the company, in
cooperation with the employees from
the trade marketing sector, is considering innovations and sales and marketing
plans for retailers and end customers in
the year 2010. The business plan must include ideas for increasing the consumption of ice cream out of season (June-August), outside as well as at home; explore
the possibility of ice cream portfolio
placement at new points of sale: cinemas, video clubs and betting houses, in
order to improve the position of Frikom’s
ice cream brand at
new points of sale and with consumers.
ABOUT THE COMPANY
Frikom JSC is a joint-stock company
engaged in the manufacturing, sale and
distribution of ice cream and frozen
foods (pasta, vegetables, fruits and fish).
It all started during the 70-ies of the last
century, when the Institute for Industrial
Technology PKB initiated a project for
production of frozen food. The Dutch
– British multinational company Unilever also joined this project and invested
into the construction of a factory, whose
capacities were designed according to
globally used technology, and in accordance with the demands of the domestic
and foreign markets. Originally managed as a Joint venture unit, the factory
itself was given the abbreviated name
FRIKOM – frozen food company (FRozen food KOMpany).
The contract on joint investment into
the construction of the frozen food factory was signed on September 3rd, 1975.
According to the Contract on construction, the initial share of foreign founding
capital was 48%. Today, after more than
30 years, the company is a joint stock
company with a majority foreign ownership by one of the largest regional concerns of the company Agrokor. In February of 2003, Frikom became an integral
part of the Agrokor concern, ever since
great efforts began to be invested into
the improvement of the organizational
structure, distribution and sales. Parallel
with the development of the distribution
and sales network, emphasis was also
placed on improving product quality
through changes of recipes, and increases in quality of the basic raw materials.
With the help of the Agrokor concern,
153
Frikom became equipped with the most
modern machinery for the production
of bread sticks, cones, and ice cream of
more complicated shapes and additional
flavors. Parallel with the growth of the
company, Frikom developed a powerful
and recognizable image. Consumers are
continuously looking for new products,
new flavors and new challenges, so great
attention is paid to monitoring global
trends, and constant innovation in the development of new products. Keeping pace
with the lifestyles, habits and desires of the
consumers, more and more new products of the company Frikom are launched
each season.
Frikom has completed the project of introduction and implementation of certification according to the requirements of
ISO and HACCP standards. Application of
these standards indicates the fact that the
market offer includes standardized products that represent the recognizable sign
of Frikom’s quality. With these standards
Frikom confirms the high health and hygiene conditions in the production processes and transparency of the business,
as well as a highly professional orientation
of all of its employees. Frikom has for the
last 5 years been the absolute champion of
quality in the ice cream category, declared
by a team of expert evaluators at the Novi
Sad Agricultural Fair.
154
PRODUCT PORTFOLIO OF THE
COMPANY FRIKOM
•
end-user segment of product distribution.
The company Frikom has a wide product
portfolio which includes:
In addition to the given, the trade
marketing sector of the company
Frikom also applies static and dynamic merchandising in conducting
its business. Static or observational
merchandising includes:
•
positioning of the product
on the shelf,
•
supplying shelves
with products,
•
determining the facing,
•
determining the prices
and product range,
•
displaying P.O.S. materials.
•
Ice cream (impulse, family
and catering);
•
A frozen food program that includes:
-Fruits
-Fish
-Pastry
-
Pre-cooked meals
•
A detailed description of the ice cream line is shown in Figure 10.1.
TRADE MARKETING SECTOR
Linking of the activities of marketing and
sales in Frikom is achieved through common activities that are organized in the trade
marketing sector. These activities refer to
sales promotions at the points of sale, and
stronger development of the product brand
through transfer of the communications
strategy of the company onto its business
customers (retail sales channels) and consumers. The employees in Frikom’s trade
marketing sector are responsible for planning, organizing, implementing and monitoring promotional activities at the point of
sale, whose main goal is improving sales.
The trade marketing sector also includes
merchandising activities:
•
discipline of sales promotion,
•
active brand development,
•
end communication
with the customer,
Dynamic or Interventional merchandising deals with:
•
animating the point of sale,
•
performing promotions,
•
organizing in
store promotions,
•
distribution of samples.
Examples of Frikom’s static merchandising are shown graphically in Figure
10.5. a), which clearly shows the appearance of an ice cream point of sale
which emphasizes the visual exposure and brand positioning of Frikom
through the use of refrigerators, umbrellas and positions of show boards
where the ice cream products are
graphically presented together with
the prices. Point of sales promotions
are organized as dynamic merchandising, which are described below and
presented in Figure 10.5. b).
case study overview
POINT OF SALE PROMOTIONS
Promotions at the point of sale represent
one of the BTL communication activities
and influence the improvement of sales to
end customers. They include:
•
Activities before a purchase (establishing a promotional mechanism, a
suitable time and place for a promotion,
defining and developing promotional
materials, setting up stands, training of
promo leaders and promoters);
•
Activities during the act of purchase (hiring promotional staff, information about gifts, monitoring of promotions and their effects);
•
Activities after a purchase (handing out gifts in the form of promotional
materials, control of promotional activities, control of sales results, control of
brand awareness).
Venues for ice-cream promotions include:
•
retail stores (In store promotions),
•
Street points of sale
(Street promotions),
•
Independent small retailers.
In store and Street promotions are presented
in Figure 10.2. Depending on the point of
sale, different kinds of ice cream are promoted: large retailers promote the range of
family packs of ice cream, while street selling points promote the impulse ice cream
range. The promotional mechanisms are
created based on the price of a given promotional material, in accordance with the
price of the certain product that is being promoted. An example of an ice cream promotion mechanism is presented in Figure 10.3.
155
34
Zlatko, Šćepanović, (2002), Sales
management – Organization, principles and models of successful sales,
Belgrade, Economic review
35
Abbreviation POS: Point of Sales
Material – Sales management –
Organization, principles and models
of successful sales, Belgrade,
Economic review
The abbreviation In store promotion
refers to promotional activities which
include the participation of promoters
36
Vesna, Damnjanović (2005),
„New tendencies in linking sales
and marketing strategies to create
customer loyalty“,
(Masters thesis, Faculty of Organizational Sciences) Belgrade
37
156
157
case study overview
Figure 10.1.
Ice cream portfolio of the
company Frikom
FRIKOM FAMILY SWEEPSTAKES
CONCLUSION
The Frikom Family Sweepstakes represents another sales promotion activity directed towards end customers
between April and September of 2009.
The main idea behind the sweepstakes
is to find two identical symbols on
an ice cream stick. The slogan of the
Frikom family sweepstakes is – Your
life is changing. The promotion of
the sweepstakes is supported by ATL
activities through commercial advertising, which calls for participation in
the contest, an on line website that
further explains the rules of the sweepstakes, as well as direct communication
through a call center – an open line for
information about the sweepstakes.
Goran and the management team, in
cooperation with the marketing sector, is
considering the possibility of better product
placement and selling ice cream out of
season through existing and new points of
sale. Marketing research has determined
that people who go to the movies usually
eat popcorn. In video clubs and betting
houses, there are currently no offers regarding food – treats. They are also considering
ways in which they could place ice cream
at new points of sale (betting houses,
movie theaters and video clubs), as well as
the offer range that should be used (types
of packages, additional content) in order to
improve ice cream sales and achieve better
results than in the previous year.
ICE CREAM
IMPULSE
FAMILY
RESTAURANT /
CATERING
Fruit
Grandissimo
Vanilla
Standard
Quattro
Chocolate
Macho
Strauss
Strawberry
King
Twice
Banana
Seasonal
Vulkano
Lemon
Cones
Queen’s
Cappuccino
Sandwich
Grain and chestnut puree block
Forest fruits
Cups
Hazelnut
Rum punch
Stracciatella
Biscuit
Raspberry
Blueberry
Raisins
Milka Triolade
Choco orange
Cookies
Vanilla 6L
Stracciatella 6L
Chocolate 6L
Strawberry 6L
Hazelnut 6L
Forest fruits 6L
Milka Triolade 6L
Biscuit 6L
Vanilla dessert
Chocolate dessert
Strawberry dessert
Banana dessert
Hazelnut dessert
Figure 10.2.
Figure 10.5.
Ice cream promotions of the
company Frikom at the point of sale
Static and dynamic merchandising
– example of the company Frikom
a. Frikom refrigerator with ice cream
show board
Figure 10.3.
.Example: Street promotion mechanism
Figure 10.4.
Gifts for sales promotion activities –
POS material
Figure 10.5.
Static and dynamic merchandising –
example of the company Frikom
b. A promoter at a Frikom company stand
Figure 10.5.
Frikom company logo
162
This case study does not represent an effective nor ineffective solution to the managerial problem. It was written by Vesna Damnjanovic in the form of educational material for
class discussions. The author has altered certain information in order to protect business
data of the company. The author expresses her gratitude to the company Frikom and
Goran Latincic for their cooperation during the writing of the case study. No part of this
Subjects:
Topics:
Sales and marketing communication, Point of sale promotions,
Trade marketing sector
Goals:
Understanding the need for connecting sales and marketing strategies
in the placement of ice cream
Methods/
techniques/
Models
SWOT analysis, Point of sale promotion plan
Key
knowledge
and skills:
Understanding the role of the trade marketing sector in companies in Serbia
Skills for defining promotional elements at the point of sale
Assignments:
Student assignment:
Analyze the points of sale of ice cream
Propose strategies for promoting ice cream sales of the company Frikom
JSC at existing and new points of sale
Explain the difference between marketing objectives and sales
Present students with ice cream point of sale promotions on the example
of the company Frikom
case study overview
163
164
literature
165
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preface
171
172
about the author
dr. Vesna Damnjanović
assistant proffesor
173
preface
Vesna Damnjanovic was born on August
24th, 1979 in Belgrade, where she graduated from the First Belgrade Gymnasium
and the Faculty of Organizational Sciences
– where her major was Management. She
defended her master’s thesis and doctoral
dissertation at the Faculty of Organizational
Sciences in Belgrade. She also specialized in
Strategic Marketing Management in practice at the Chartered Institute of Marketing
in Great Britain. She is currently employed
at the Faculty of Organizational Sciences as
an independent lecturer and Head of the
Department of Marketing Management and
Public Relations. At the undergraduate level,
she teaches Marketing, Public Relations,
Sales Management and Strategic Marketing.
At the master’s study level, she is engaged on
the subjects of: Key Account Management,
Brand Management, Sales Management
and Marketing Management – a holistic
approach. She has many years of consulting
experience in education and the development of projects for domestic and foreign
companies in Serbia, as well as the region.
She has published over 30 expert and scientific papers and case studies, at national and
international conferences and journals. She
was a mentor to the students of the Faculty
of Organizational Sciences who have in
recent years won case study competitions
at the local, national and international level.
She has also participated in the education of
university professors and students in Serbia,
Macedonia, Slovenia, Bosnia and Herzegovina, Turkey and Austria. Vesna is a member
of the editorial board of Emerald Emerging
Markets Case Studies, Serbia’s representative
for the International Institute of Marketing
Professionals at the global level, as well as
the Serbian representative of the Euromed
Institute in Cyprus.
For more information visit the
http://rs.linkedin.com/in/vesnadamnjanovic.
message to
readers
Enormous success of the students of the
Faculty of Organizational Sciences: Tamara
Pajevic, Ema Neskovic, Ninoslav Stojsavljevic, Aleksandra Nikolic and Jovana Dadic,
that has been achieved in London in March
of 2011 when they defeated all of the leading
business schools in Europe at the Hult Business Challenge Competition, has made me
immensely happy. The years of hard work
with students on case studies, as well as the
support of my assistant Branka Novcic, represent an irreplaceable and unique experience
that has helped us all learn, evolve and shine
on the international scene.
I wish you all lots of good luck in your future
work, as well as many opportunities to im-
prove yourselves through application of the
case study method, which can help make
it easier to understand theory with practical knowledge, and a different approach
to thinking – solving real problems from
practice, and connecting with quality people
in the field of marketing management.
You can find me at:
www.fon.bg.ac.rs
www.linkedin.com
www.twitter.com
www.facebook.com
Skype: vesna.damnjanovic79

marketing in practice applying the case study mmTM method

Transcription

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