Answer 1,4,5 question ,its marking class
Which coun Uhiteu customers. Also, 3M's products have to appeal not only tries will be the best markets? What highlighter colors and packaging decisions for the Post-it Flag and packaging work best in each country? How do we this innovative focus. In terms of physically get the product to these markets in a timely and David Windorski also invented another product for ly accessible without twist- students based on 3M's adhesive technology: restick- communicates able 3 inch by 5 inch note cards. Their point of differ- r idea, (2) be attractive, and (3) ence: They stick to surfaces for brainstorming sessions ro the ultimate consumers but also to retailers who want But even here 3M faces critical questions: new iteras to display in high-traffic areas Highlighter reflect product d Flag Highlighters and Pens that are easier to hold and that have the flags ing. As to packaging, it's critical that it (1) extensions, David Windorski designed new Post- cost-efficient manner? or notebooks when you want them to and slide across each other without sticking when you want them to do achieves both goals with the fewest words. Innovation at 3M never stops. An example is the recently introduced 3- in I combination that contains a highlighter, a that. pen, and 3M Post-it Flags (see photo on page 15). Asked by students how it's possible. Win smiles. At 3M, promotion budgets are limited because it relies Questions heavily on its technology for a competitive advantage. This also applies to the Post-it Flag Highlighter. So you a)How did 3M's David Windorski get ideas from col- probably have never seen a print or TV ad for it. Yet lege students to help him in designing the final commer- potential student buyers, the product's main target mar- cial version of the Post-it Flag Highlighter? (b) How were ket, must be made aware that it exists. So 3M searches these ideas important to the success of the product? 2 What (a) special advantages and (b) potential problems did 3M have in introducing a new highlighter-with-flags product for college students? continually for simple, effective promotions to alert stu dents about this product. Great technology is meaningless unless the product is available where potential buyers can purchase it. Unlike 3 Visit your college bookstore before you answer college bookstores that exist largely to serve students, (a) Where would you display the Post-it Flag Highlighter isers and office supply stores track, mea in a college bookstore, and (b) how can the display increase sure, and seek to maximize the profit of every square foot of selling space. So 3M student awareness of the product? 1 must convince these retail chains 4 In what ways might 3M try to promote its Post-it Flag to its highlighter line will be Highlighter and make students more aware of the product? nstocking competing products. The5 What are the (a) special opportunities and (b) potential hallenge for 3M: lighlighter prominent on shelves of college bookstores into international markets nd retail chains finding ways to make the Post-ir Flag challenges for 3M in taking its Post-it Flag Highlighter 3M focus its marketing efforts? Post Post-it
