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QUESTION 1

Mini-case

Re-packaging of a Major Toy Brand

Introduction

Recently a major toy manufacturer was challenged by its management team to grow sales of its top brand. The brand, a long-established market leader, had weathered many economic ups and downs and was beloved by children and parents all over the world. The brand's marketers faced a big challenge and were considering a bold (and potentially risky) change to help shift the brand's growth trend upward.

Background

As world economies strengthened after World War II, many parents had comfortable disposable incomes and could indulge their children's dreams and desires. Children across the world loved playing with toys and that fact has not changed. As with many product categories, development and production of toys had greatly accelerated as consumers' appetites for new and better "things" seemed unquenchable. Manufacturers were continuously pressured to keep up with consumer desires. Product lines were extended, and then extended even further. Consequently, innovation became a major focus for all toy manufacturers.

The retail landscape also grew and adapted to this demand. Toward the end of the twentieth century, big-box retailers entered the marketplace, and endless aisles of "things" were available for shoppers to admire and purchase. Exponential growth in the number of "things" being marketed led to clutter and confusion on the retail aisles. In turn, manufacturers struggled for share of shoppers' attention at the "moment of truth" in stores. Packaging was forced to play an ever-more-important role in the marketing mix.

While the toy manufacturer was a long-established and beloved brand with steady sales and market share, its desire was to improve sales and grow market share' even in this crowded, challenging market. The company wanted to change its packaging and was also considering: a complete change of the brand's colour scheme. In order to ensure that the manufacturer made the correct decisions in this regard, the company needed to conduct marketing research.

Source: mini-case adapted from http://www.decisionanalyst.com

QUESTION 1

A. Distinguish between independent and dependent variables in the case study.

B. Discuss the use of non-comparative scales in the gathering of primary data for the research problem identified in Question 1.A.

C. Describe advantages and disadvantages of "observation" as a primary data collection technique within the context of the case study.