The "Mobile You" Breathalyzer Case

Case The X275 Mobile You Breathalyzer is a portable, handheld breathalyzer device made by Youtoi Industries of Japan. (Note that the product and company used in this case are fictitious.) The product is marketed directly to consumers who are concerned about drinking and driving. Whereas some breathalyzers can be attached directly to automobiles of consumers who have had prior drunk-driving convictions, the Mobile You offers an inexpensive alternative for consumers who simply choose to be safe drivers. The product has been marketed successfully in Japan and in several other countries. The Youtoi company has recently decided to try to enter the European marketplace. In particular, the company's marketing team has chosen to focus on Germany. Germany is well known for its beer and beer-friendly environment. Public drinking is more acceptable in Germany than in many other countries. The legal drinking age in Germany is sixteen, but children as young as fourteen may drink alcohol if they are accompanied by their parents. Alcopops, or alcohol mixed with soda pop, have become increasingly popular (Ryan, 2006). The acceptance of the alcopop, which is also marketed in other areas of the world, reflects the casual attitude that prevails in the German market regarding youth consumption of alcohol. Although alcohol is more widely accepted in Germany than in other countries, several problems are associated with its consumption. Some argue that the general lenient societal attitude toward drinking has created troubles, and especially with regard to young adults. Approximately 25% of male mortality in the fifteen to twenty-nine age group is related to alcohol consumption (DW-World, 2006). Drunk driving continues to be a serious problem. The legal limit in Germany is 0.05 blood alcohol content; penalties can be assessed for blood alcohol content as low as 0.03, however, if there are signs of driving impairment (How to Germany, n.d.; World Health Organization, 2007). Due to problems associated with drinking and driving among young adults, the German government has recently moved to adopt a zero-tolerance policy regarding young drivers. Under this initiative, young drivers that have had a license less than two years face a fine of up to 125 euros (about US$170) and license probation extension of four years. The goal is to motivate young drivers to monitor themselves closely to stay out of legal trouble. The makers of the Mobile You believe that this represents a genuine opportunity to market the voluntary breathalyzer to this target market. Japan has also strengthened its drink-driving laws. Japan's Amended Traffic Law went into effect on September 1, 2007 (Japan Update, 2007). The law is strict. It doubles fines and increases jail time for drivers who are guilty of driving under the influence (blood alcohol content 0.05). In addition, the law increases both jail time and the financial penalty for driving while impaired (blood alcohol content 0.03). The law also states that individuals can be prosecuted for failing to prevent someone from driving under the influence or for providing a vehicle to a drunk driver. Marketing a voluntary breathalyzer to young consumers will be challenging. Marketing the product across cultures adds additional challenges to the venture. The first issue is to simply convince consumers that the product is worth the price. Cultural differences cause difficulties in this process. Legal issues can also complicate the issue because laws differ across national boundaries. Overall, the issue becomes clear: Can a Japanese company successfully market this product in a German market?

Questions

1. How would the self-reference criterion apply to this case?

2. What type(s) of research would need to be performed in order for Youtoi to have the best chance of successfully marketing the Mobile You Breathalyzer in Germany?

3. Describe the research design process as it pertains to marketing the breathalyzer in Germany.

4. What kinds of macro level factors should be obtained before introducing the product in Germany? 5. How could a sample of consumers be selected for this study? What type(s) of sample should be obtained?

6. What would the appropriate role of qualitative data be in this case?

7. To what extent should formalized research be attempted in the case? Should it be attempted at all? Why or why not?

8. To what extent should product, pricing, promotion, and distribution research be utilized in this case?