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ALUS: Letting Growth Take Root
內容大綱
Bryan Gilvesy, CEO of ALUS, must create a proposal to spend ALUS’ $100,000 marketing budget for their brand “New Acre Project”. The brand had experienced good growth in previous years, but sales had stagnated for the past two, creating concerns about the survival of New Acre Project. Gilvesy must invigorate growth and reach sales of $6 million by choosing a target market, whether he should offer carbon credits or not, and at what price. He also had to choose a promotional channel and the messaging New Acre Project would use going forward.
學習目標
After completing this case, students should be able to: <ul><li>Understand the importance of messaging and other “operational” decisions on overall brand strategy.</li><li>Grasp some of the challenges faced by organizations aiming to mitigate climate change. </li><li>Understand that climate change is a problem like any other and can be solved using business as a tool. </li><li>Develop comprehensive marketing plans relating to a company’s product offering, pricing, and promotions, in accordance with a specific selected target market.</li><li>Use basic marketing math tools to quantitatively justify decisions.</li><li>Examine the qualitative pros and cons of strategic marketing choices to inform decision making.</li></ul>