Question

Scenario You have just started at the marketing department of Coolbro Toy Company. Coolbro makes a variety of products including toys, board games, card games, and some associated fiction books to go along with their other products. Question 4) 40 points Coolbro makes a very popular board game called Oligopoly, which is a business game. The game has a long history and is very popular. Many families have "house rules" dating back to grandparents for playing the game, and almost everybody has a story of a game that has gotten out of hand or a relative that they won't play the game with anymore! However, nobody fails to smile when they tell about the brother or uncle who handily beat them at the game at Thanksgiving. Coolbro is releasing an updated version of the game. What core value should Coolbro communicate when advertising the new version of the game? What message content and channel would be a good fit for the new game? Question 5) 40 points Coolbro is a very family oriented company, hence the focus on toys. They are a family owned company and believe that healthy, educated, happy children grow up to be hard working yet compassionate adults who will benefit society. Their toys are designed to encourage interactive play and the use of imagination and intellect over fancy bells and whistles. Coolbro knows that they face stiff competition from other companies that make toys with fancier features. How might Coolbro position its brand in the marketplace to give itself an advantage? EXTRA CREDIT 20 points Pick a commercial that YOU like. It can be current or older. (One exception do not pick the 1984 Apple Super Bowl Commercial, but do look it up on YouTube. It is considered one of the best ads ever made). Evaluate the commercial based on the themes of the chapters in this module- paying special attention to branding and communication. Then tell me what the ad means to you! English (United States) CFocus

Answer 1

Question 4) What core value should Coolbro communicate when advertising the new version of the game? What message content and channel would be a good fit for the new game?

Ans: Coolbro's market approach through advertising should reflect their core values as “cost-consciousness” and “simplicity”. Other core values could be as follows:

(i) We believe in people. We build strong teams of self-motivated people, empowered to take charge through a supportive atmosphere.

(ii) We believe in players. We listen closely to our customers, as only by catering to their needs can we guarantee our lasting success.

(iii) We believe in results. We achieve our goals fast by finding simple solutions to complex problems.

(iv) We believe in learning. We continuously strive for improvement to become the best possible version of ourselves.

Message content: "Oligopoly" is a business game with a long history and is very popular among all ages since it a family game. Each family has established their own rules which has been followed since ages. While playing this game with your family, you will create memories and stories which will be remembered for ages. Some games would go totally out of your control, some will lead to fight as you may not want to play again with some relative of yours. However, while playing the new version of the game you will also create some happy memories.

Channel: The retail and online channels would be good for selling the new version of the game.

Question 5) How might Coolbro position its brand in the marketplace to give itself an advantage?

Ans: Coolbro image in the minds of customers/kids should be as below:

-Fun

-Enjoyment

-Happiness

-Excitement

-Carefree

This image can be created by using:

-Fun logos

-Lines of toys for different choices of children

-Fun and attractive packaging

-Good quality products

-Company website to explore about the toys in details

-Diversity

In order to beat the competition, Coolbro must follow following steps:

-Keep innovating with new products

-Increasing efficiency in operation thus resulting in cheaper prices

-High product diversity

-Increased customer loyalty

The products of Coolbro should be positioned on the perceptual map by dividing in 4 quadrants. On the X-axis will be least to highest selling products. On the Y-axis will be least to most expensive products.