Concept explainers
To determine: The ways to implement the recommendations.
Case summary: BSA- a non-profit organization that was founded in 1910 to teach and develop boys to become a better man. The organization runs programs that are mainly focused on service, outdoor adventure activities, and leadership development. Boys complete each activity and earn ranks and the highest rank was the E Scout. It was so famous that around 1970, there were 5 million boys in the group and suddenly in the recent few years, they saw a decline in participation to 2.3 million. Such a decline was because of parents and kids getting attracted to after school activities, they started having busy family schedules, and the perception of some family about scouting was that it is “old-fashioned”.
Therefore, in 2017, they decided to admit girls into all their programs because they claimed that they received a lot of parent’s requests to admit their daughters into the organization. To reach out to all such families who were interested to send their daughters, BSA opted for a multifaceted marketing campaign and used a new name for their programs as “Scouts BSA” in which Scouts referring to both boys and girls. They used the “See You Out There” campaign which included flyers, brochures, and stickers using a very clever tagline, i.e., Scout Me In . They employed an advertising agency which was managing their advertisements and campaigns.
Because of their decision of admitting girls to their programs, they discovered a very close new competitor, i.e., the 117 years old GSAwhich were the ones opposing their decision. They suggested the BSA not to opt for such a decision and should focus on serving 90% of the American boys not participating in Boys Scouts.
After 2 weeks of the decision announcement of the BSA, the GSA launched a campaign naming “Lifetime of Leadership” featuring their famous alumni such as tennis superstar VM, news anchor KC, etc. The campaigning was done in the continuation of rebranding effort which was done to associate the organization with leadership rather than just cookies.
Such a step of BSA could make an impact on the attitudes and priorities among U.S. parents and boys and girls. The future will tell that such a step has helped them achieve their goals or not and the impact of the change on GSA.
Want to see the full answer?
Check out a sample textbook solutionChapter 13 Solutions
MARKETING: REAL PEOPLE...ACCESS >CUSTOM
- Can you give a further explanation of each and examplesarrow_forwardYou're a consultant for an established beverage manufacturer. Provide the company with an overview of your marketing plan, highlighting the role the internet will play and outlining any steps the business must take to improve its online reputation. Create drafts of any necessary web pages in advance.arrow_forwardYou have recently begun working for a prominent beverage producer as a consultant for the company. Your entire marketing strategy has to include a discussion and explanation of what can be done to boost the company's visibility on the internet. This should be included as part of the plan. Make certain that any websites you want to make available to the general public have undergone exhaustive testing.arrow_forward
- Post a paper of at least 1,000 words to cover the following: My firm is DONT FORGET TO WRITE IN DETAILS AT LEAST 1,000 words, i need an A - Describe a new product for my firm recently introduced - Detail how the new offering was different from their existing products - Discuss why the change was made and how it fits their marketing strategyarrow_forwardI need the full correct answer to this 2 part practice question I found online determine the market best fit for Chat Shades discuss how you plan to design a website for Chat Shades, detail helpful design elements, and how to encourage viewers to purchase the product, including initiating online reviews, newsletters, and blogs.arrow_forwardWhat are some of the benefits of making use of a feature?arrow_forward
- Assume that you are working in the marketing department of a major manufacturer of athletic shoes. Your firm is introducing a new product, a line of disposable sports clothing. That’s right—wear it once and toss it! You wonder if it would be better to market the line of clothing with a new brand name or use the family brand name that has already gained popularity with your existing products. Make a list of the advantages and disadvantages of each strategy. Develop your recommendation.arrow_forwardHow is a marketing-oriented firm different from a production-oriented firm or a sales-oriented firm? 1 - 2 paragraphs?arrow_forwardSources of opportunity idea map My business idea is to become an author. What are the three existing products?arrow_forward
- Need help answering the following question as the company is Uber. Who is the target market Uber (It is NOT everyone!). What is the range of products sold? How user friendly is the site? Is it interesting? Informative? Interactive? Does it have a customer experience focus? Explain.arrow_forwardYou are now consulting for an established beverage company. Include a discussion about the company's need to refresh its online image and how the internet should be utilized as part of the broader marketing plan. It is recommended to create mockups of any live web pages before releasing them to the public.arrow_forwardLet's pretend for a minute that you own a company that plans to begin selling bicycles online and you're responsible for the company's online marketing and sales. I would appreciate it if you could list the three most important things to you as you work on developing a new website for this particular system.arrow_forward
- Principles Of MarketingMarketingISBN:9780134492513Author:Kotler, Philip, Armstrong, Gary (gary M.)Publisher:Pearson Higher Education,MarketingMarketingISBN:9781259924040Author:Roger A. Kerin, Steven W. HartleyPublisher:McGraw-Hill EducationFoundations of Business (MindTap Course List)MarketingISBN:9781337386920Author:William M. Pride, Robert J. Hughes, Jack R. KapoorPublisher:Cengage Learning
- Marketing: An Introduction (13th Edition)MarketingISBN:9780134149530Author:Gary Armstrong, Philip KotlerPublisher:PEARSONContemporary MarketingMarketingISBN:9780357033777Author:Louis E. Boone, David L. KurtzPublisher:Cengage Learning