Transcript Video Case #1

3M Post-It Flag
Highlighter and Pen
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
HOW DO COLLEGE STUDENTS STUDY?
A NEW PRODUCT CHALLENGE FOR 3M!
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HOW DO COLLEGE STUDENTS STUDY?
DISCOVERING STUDENT STUDYING NEEDS
+
3M Post-it® Notes or
Post-it® Flags
=
Felt Tip Highlighters
3M product that
will combine
Post-it® Notes or
Post-it® Flags and
Highlighters
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HOW DO COLLEGE STUDENTS STUDY?
SATISFYING STUDENT STUDYING NEEDS
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LO4
3M PRODUCT & MARKETING PROGRAM
HELPING STUDENTS STUDY

Move from Ideas to a Marketable
Highlighter Product

Extend the Product Line

Develop a Marketing
Program for the
Post-it® Flag
Highlighter and Pen
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FIGURE 1-4 Marketing programs for two
new 3M Post-it® brand products targeted at
two distinct customer segments: college
students and office workers
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VIDEO CASE 1
3M’S POST-IT® FLAG HIGHLIGHTER:
EXTENDING THE CONCEPT!
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VIDEO CASE 1
3M’s Post-it® Flag Highlighter
1. (a) How did 3M’s David
Windorski get ideas from college
students to help him in designing
the final commercial version of
the Post-it® Flag Highlighter?
(b) How were these ideas
important to the success of the
products?
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VIDEO CASE 1
3M’s Post-it® Flag Highlighter
2. What (a) special advantages and
(b) potential problems did 3M
have in introducing a new
highlighter-with-flags product for
college students in 2004?
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VIDEO CASE 1
3M’s Post-it® Flag Highlighter
3. Visit your college bookstore
before you answer. (a) Where
would you display the Post-it®
Flag Highlighter in a college
bookstore and (b) How can the
display increase student
awareness of the product?
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VIDEO CASE 1
3M’s Post-it® Flag Highlighter
4. In what ways might 3M try to
promote its Post-it® Flag
Highlighter and make students
more aware of the product?
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VIDEO CASE 1
3M’s Post-it® Flag Highlighter
5. What are (a) the special
opportunities and (b) potential
challenges for 3M in taking its
Post-it® Flag Highlighter into
international markets? (c) On
which countries should 3M focus
its marketing efforts?
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