Reference no: EM133461784

Case Study 1, "GROWING THE MAMAS & PAPAS BRAND"

Questions:

1. To what extent was the Mamas & Papas brand appealing to its customers?

2. The demographic information in Exhibits 1 and 2 raises some interesting characteristics about it. Describe it.

3. The case suggests Motlekar shifted to qualitative research to fast-track her research and provide quick support for decision-making. What could you understand about this connection?

4. What do you think market research could bring, according to Yankelovich and Meer's Decision Spectrum?

5. Who is defined by Motlekar as the primary target customer segment?

6. Which were the points of parity built off the initial category decision to communicate how the brand is legitimate and credible within that frame of reference?

7. What is the point of difference for Mamas & Papas related to the initial "gap" Motlekar believed she had recognized?

8. What were the suggestions of Keller, Sternthal, and Tybout?

9. The case highlights a final aspect to consider about Mamas & Papas from Q3, 2009 until the end of Q1. 2010? What is it?

10. Which of the additional opportunities (such as TV, Online, and Book Club) should Motlekar take advantage of?

11. What data did the case provide to assist these calculations?

12. Another consideration for Motlekar is whether to launch new offerings under the Mamas & Papas brand, or whether to create sub-brands. Motlekar's brand architecture at this point could be considered a house of brands. Who can explain the house of brands structure as a strategy according to the case?

13. What benefits can it bring?

14. Which kind of understanding can you bring looking at the Mamas & Papas TV show, according to the case?