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Marketing 6215-724
CONSUMER PRODUCT AND BRAND MANAGEMENT
Charles A Besio, Jr.
Senior Lecturer
Fall 2015
Module “B”
6:30 to 9:20 p.m.
Wednesday
Maguire Building
Room #350
Course Materials:
“Strategic Marketing Problems, Cases and Comments”, R. Kerin and R. Peterson, 13th Edition;
or Casebook Purchased from Professor Besio
“What Great Brands Do”, Denise Lee Yohn, Jossey Bass, 2014
“Strat Sim” Simulation, Interpretive Simulations, www.Interpretive.com
Module Packet consisting of selected PPT slides and readings available on class website:
www.cbesio.cox.smu.edu/mktg6215
MODULE PURPOSE AND LEARNING OBJECTIVES:
This module focuses on issues and decisions germane to the management of consumer
products and brands. Topics addressed in the module include product-market structure, product
life-cycle and product line strategy (including positioning, pricing, advertising/promotion, and
channel considerations), brand growth strategies, brand equity, and brand valuation. The module
integrates lecture, discussion, and case analysis, and places a heavy emphasis on student written
and oral presentations.
Preferred Prerequisite:
Marketing Management - MKTG 6201
Specific objectives of (1) exposure to product and brand management issues, (2)
communication skills, and (3) interpersonal skills in the context of this module are outlined
below.
Exposure to Product and
Brand Management Issues
-- ability to analyze strategic and
operational product and brand
problems and opportunities and
to develop feasible action plans
to resolve problems and
capitalize on opportunities.
-- knowledge of a conceptual
and operational framework for
product and brand management
decisions.
-- knowledge of product and
brand management vocabulary.
Communication Skills
Oral
-- in an in-class presentation
format, demonstrate ability to
present ideas clearly and
persuasively; to move discussion
logically toward resolution
while showing sensitivity to
others viewpoints, and
willingness to change opinion in
the face of counter argument and
evidence.
Written
-- in six written case analyses
(10 double-spaced typed text
pages plus charts and
quantitative exhibits),
demonstrate an ability to present
an analysis and proposal clearly
and persuasively, with
appropriate level of qualitative
and quantitative documentation
Interpersonal Skills
-- engage in constructive
dialogue with others to address
product and brand management
issues and where appropriate
assume a leadership role.
-- work with others to analyze
product and brand problems and
prepare a well-articulated course
of action with consideration of
implementation issues.
Professor Besio reserves the right to revise this syllabus at without notice.
MKTG 6215 Section 724 Syllabus Fall 2015 Mod B
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Module Format
This module will use a lecture – case analysis/discussion - student presentation format. Student teams will prepare
and submit six written case analyses and make one formal oral presentation. Each group will participate in a 6-week
simulation involving brand management in a global arena. Each individual will prepare a 8-page review of “What Great
Brands Do”(double spaced).
Formal Case Presentations
Six student teams will be expected to formally analyze and submit six case studies for grading. The written
presentation must not exceed ten (10) double-spaced pages. Other ground rules for the case analysis and presentation are:
1.
Students may consult their lecture notes and course reading material when preparing their case analysis.
2.
In preparing the case analysis, student teams are not to consult any other students or student teams, the company,
or other published sources.
3.
The cover page of the case should contain the following (no plastic covers):
The title of the case.
The name and signature of each student in the group. A case analysis without this statement and signatures
will not be accepted.
The oral presentation should make effective use of visuals (e.g., power point) and handouts and not exceed 20
minutes. Each presentation team MUST provide a “Presentation Deck” to the instructor which contains all slides,
etc. prior to the oral presentation. A Q&A session will follow.
The written cases will be prepared by a team of no fewer than five (5) students and no more than six (6)
students. It is each student’s responsibility to align him/herself with a student team. All team members will receive the
same grade on the written case and oral presentation. A peer evaluation of the relative contribution of each team member
will be provided and submitted on the last class day. The peer evaluation form is appended to the back of the syllabus.
Module Grading
A student’s grade will be determined on the basis of (1) team performance on the six case assignments, (2) team
oral presentation, (3) Country Manager simulation, (4) in-class exercises, (5) peer evaluation on the team case assignments,
and (3) a comprehensive final examination. The weight assigned to each is as follows:
Team Written Cases
Team Oral Case/Presentation
Strat Sim Simulation
“What Great Brands Do” Review
Peer Evaluation – written/oral case assignments
Class Participation
Total
180 points
30 points
50 points
50 points
40 points
50 points
400 points
Final letter grades will be determined by the following table:
A
368-400
B320-327
D+
A360-367
C+
312-319
D
B+
352-359
C
288-311
DB
328-351
C280-287
F
272-279
248-271
240-247
Below 240 total points
Professor Besio understands each student has an grade objective they would like to achieve. He will discuss these
objectives and their performance any time during the Mod up to and including the last day of class. After the last
day of class he will not discuss grades except to inform students of any grades not completed by the last day of class.
There will be no exceptions to this policy.
Professor Besio reserves the right to revise this syllabus at without notice.
MKTG 6215 Section 724 Syllabus Fall 2015 Mod B
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Office:
Fincher 316,
Telephone: 214-717-1864 (Emergencies Only, Texting is Fine)
e-mail: cbesio@smu.edu
Office Hours:
By Appointment
Student Ethics
This class will abide by the SMU Student Code of Ethics. In this class, a student’s review of prior
course examinations and case write-ups from any source (websites included) will be considered an ethical
violation and will be dealt with accordingly.
Disability Accommodations:
Disability must first be registered with Disability Accommodations & Success Strategies (DASS) to
verify the disability and to establish eligibility for accommodations. Students may call 214-768-1470 or visit
http://www.smu.edu/alec/dass.asp to begin the process. Once registered, students should then schedule an
appointment with the professor to make appropriate arrangements. (See University Policy No. 2.4; an
attachment describes the DASS procedures and relocated office.)
Religious Observance:
Religiously observant students wishing to be absent on holidays that require missing class should notify
their professors in writing at the beginning of the semester, and should discuss with them, in advance, acceptable
ways of making up any work missed because of the absence.
Excused Absences for University Extracurricular Activities:
Students participating in an officially sanctioned, scheduled University extracurricular activity will be
given the opportunity to make up class assignments or other graded assignments missed as a result of their
participation. It is the responsibility of the student to make arrangements with the instructor prior to any missed
scheduled examination or other missed assignment for making up the work.
Professor Besio reserves the right to revise this syllabus at without notice.
MKTG 6215 Section 724 Syllabus Fall 2015 Mod B
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SCHEDULE OF ASSIGNMENTS
Day/Date
Topics
W
Oct. 21 Module Introduction
Strat Sim Period 1
W
Oct. 28
Strat Sim Period 2
Case:
Sanger Automotive Companies:
The Fisker Franchise Decision
Nov. 04
Strat Sim Period 3
Case:
Dr. Pepper/Seven Up, Inc.:
Squirt Brand
Assigned
Materials
“A Note on Marketing Strategy”
Robert J. Dolan, Harvard Business School
November 1, 2001*
1.“Product Cannibalism”, R. Kerin, PhD. and
D. Riskey, PhD., Product Manager’s Handbook*
2. Summary of empirical research on advertising
consumer products and brands*
3. Simple sales forecasting model for new
products.*
Case Study Questions
1.
How would you characterize the U.S.
electric car industry in 2011?
2.
Based on HEV sales to date, how would you
describe U.S. buyers of electric passenger
cars?
3.
What might be a customer value proposition
for BEVs and PHEVs expressed in fewer
than 25 words?
4.
How should the Fisker Karma Sedan be
positioned in the marketplace?
5.
What is the market potential for the Fisker
Karma Sedan in Sanger Automotive’s
dealership area?
6.
How many Fisker Karma Sedans must a
Sanger dealership sell to break even in its
first year? What is the likelihood of this
happening?
7.
Should Sanger Automotive pursue an
exclusive franchise agreement with Fisker
Automotive? Why or why not?
W
Case Study Questions:
1.
How would you characterize the
citrus/grapefruit CSD product-market?
2.
How would you characterize Dr Pepper/
Seven Up’s and Squirt’s relative
competitive position?
3.
What market targeting/ positioning
recommendation should Kate Cox make to
senior management as part of the brand’s
advertising and promotion plan?
Professor Besio reserves the right to revise this syllabus at without notice.
MKTG 6215 Section 724 Syllabus Fall 2015 Mod B
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SCHEDULE OF ASSIGNMENTS
Day/Date
Topics
Nov. 12
Strat Sim Period 4
Case:
Dr. Pepper Snapple Group, Inc.:
Energy Beverages
Assigned
Materials
W
1.
2.
3.
4.
5.
6.
7.
8.
9.
Nov. 13
Strat Sim Period 5
Case:
Frito-Lay, Inc.:
Sun Chips Multigrain Snacks
Case Study Questions:
How would you categorize the energy
beverage category, competitors, consumers,
channels and DPSG’s category participation
in 2007?
Does your characterization bode well for a
new energy beverage brand introduction
generally and for DPSG in particular?
What target consumer market should be
chosen for the new energy beverage brand?
What product should be introduced and how
should it be positioned/differentiated?
Through which channel(s) should the new
energy beverage brand be distributed?
What dollar amount of media advertising
and promotion should be budgeted for a new
energy beverage brand?
What suggested retail price should be
recommended for a new energy beverage
brand?
What is a reasonable first-year sales forecast
for a new energy beverage brand based on
your recommended target market and
marketing mix?
Prepare a pro-forma income statement based
on your sales forecast and marketing
expenditures.
F
Case Study Questions:
1.
How would characterize the snack chip
category and Frito-Lay’s competitive
position in this category?
2.
What specific challenges and risks does
Frito-Lay’s face in marketing SunChips and
what are the implications of each?
3.
What insights can be drawn from Frito-Lay’s
Prior experience with multigrain snacks?
4.
What conclusions can be drawn from
research on SunChips consumer acceptance
and sales potential prior to the MinneapolisSt. Paul test market?
5.
What is your assessment of the SunChips
test market results?
6.
Given your assessment of the test market
results, what actions should Dwight Riskey
recommend to Frito-Lay’s top executives.
Professor Besio reserves the right to revise this syllabus at without notice.
MKTG 6215 Section 724 Syllabus Fall 2015 Mod B
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SCHEDULE OF ASSIGNMENTS
Day/Date
W
Nov. 18
Brand Valuation
Topics
1.
2.
3.
4.
Strat Sim Period 6
Case:
Mary Kay India, Inc.: The
Hair Care Product Line
Opportunity
Assigned
Materials
Kevin Lane Keller, “Building CustomerBased Brand Equity,” Marketing
Management (July-Aug., 2001). *
Research findings concerning line
extensions*
Research findings concerning brand
extensions*
Simple discounted cash flow valuation of a
business (Brand)*
Case Study Questions:
1. How would you characterize the branded and
packaged Indian hair care category in 2010?
2. How would you assess the “fit” of a hair care
product line with Mary Kay’s offering in India?
3. What is the market potential for a hair care line
marketed by Mary Kay India?
4. At what dollar sales volume will the Mary Kay
India hair care line be profitable?
5. Should Mary Kay introduce a hair care line in
India? Why or why not?
W
Dec. 02
Peer Evaluations Due
Strat Sim Write-up Due
“What Great Brands Do…” Review Due
Case:
Qingdao Haier Ltd.:
Case Study Questions
Considering the Maytag
1.
Does Maytag represent a marketing
Acquisition
opportunity for Haier?
Why or Why not?
2.
Compare and contrast a SWOT analysis for
Haier and Maytag. What inferences can be
drawn from this analysis?
3.
What recommendations would you make to
Haier concerning the integration of Haier
and Maytag with particular reference, to the
offering portfolio and to multiproduct
branding and multi-branding?
4.
How much should Haier pay for Maytag’s
business and assets? What is your rationale?
Professor Besio reserves the right to revise this syllabus at without notice.
MKTG 6215 Section 724 Syllabus Fall 2015 Mod B
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(* refers to “Consumer Product and Brand Management” documents which are posted the class website:
www.cbesio.cox.smu.edu/mktg6215)
Name:________________________
OVERALL RATING OF GROUP MEMBERS
For each member of the group, including yourself, assign a point total based on your experience working with that
person on the group assignments.
Typical Point Ranges
Disproportionally
Less than Others
1 – 15 pts.
Proportionally
the Same as Others
16 – 30 pts.
Name
Disproportionally
More than Others
31 – 40 pts.
Score
TOTAL*
Point total for 6-person group cannot exceed 240 points.
Point total for 7-person group cannot exceed 280 points.
IF A STUDENT DOES NOT SUBMIT THIS FORM, HE OR SHE WILL BE ASSIGNED A NUMERICAL SCORE
OF ZERO.
Professor Besio reserves the right to revise this syllabus at without notice.
MKTG 6215 Section 724 Syllabus Fall 2015 Mod B