Sales and negotiations University of Idaho Sales Question – Description
Your “Keystone Assignment” relates to chapters 13 and 15, “Digital Media: Online, Mobile, and App Advertising”, “Direct Marketing, CRM and Other Media”. Designed to reinforce the course’s learning objectives and, in conjunction with the final exam, will provide a measure of your material’s knowledge and critical thinking skills.
Overview
“A Warby Parker of mattresses? Somebody is going to do it. Why not us?” This was the topic of a conversation begun in spring 2013 among Gabe Flateman, Philip Krim, Neil Parikh, and T. Luke Sherwin. The four met as members of a New York City venture accelerator program. All admired Warby Parker’s success in delivering on the promise of “designer eyewear at revolutionary prices,” via a direct-to-consumer sales model. “Big Mattress,” their term for the current manufacturer / retailer system, featured not only high prices, but also, as they would describe to many in the days ahead, “one of the worst buying experiences in the world.”
*Your written questions from the case will require for you to complete the readings for chapter3 13 and 15 respectively from the e- textbook
TEXTBOOK LOGIN: jlipscomb4097@stu.fnu.edu Password: FIUbasketball2023!
*Complete the Case reading “Marketing the “One Perfect Mattress for Everyone”
*Choose one of the options that were debated # 1, # 2 or # 3. (Read the “Three Options were debated) write -up below these “Instructions”
*Answer the selected option
*Write a minimum 2 page report on the case, summarizing it and answering one of the options selected in page 12 of the case
*Your answer must be written in a short essay format APA Style of Writing, no less than a full page (300 words) per page
*Use your textbook as a reference and one other source from the LIRN / FNU Library to support the content of the case. Research.” In addition to your e-textbook, use for your supporting references STATISTA and Pro-Quest databases
*Do not use the Internet as your source of references for this assignment
*Write original 70% or better
Three options were debated:
Option 1: Retain current media vehicle use and expand to new geographies, e.g., explore subway and outdoor programs in markets such as Boston, Chicago, Los Angeles, San Francisco, Philadelphia, and Washington, D.C.
Option 2: Begin national television advertising with a tonality similar to first website design, i.e., real couple, happens in its real environment, showing emotional benefit of brand (as shown in Exhibit 3).
Option 3: Do TV the Casper way. While some argued that television was too “Big Mattress” for Casper, other argued that TV could still be done in the quirky, maverick kind of way. Advocates of this offered a possible approach: “New York subway goers loved our cartoon characters, why not just animate them for a TV campaign?”
Note
If either Option 2 or 3 were chosen, questions remained on: 1) the objective – was it awareness and promoting a website visit for education, or was it explanation of the Casper value proposition? The first might be achieved with less expensive 15-second ads while the full Casper value proposition story was challenging even in 30 seconds. 2) Just as a $50 promo code had been hotly debated for the New York subway campaign, should it be part of television advertising? 3) How generally should campaign results be assessed?
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