11 Jun case Analysis
ow Wow Cereal Milk makes milk in breakfast cereal flavors. With a child-friendly cow on the package and flavor names like Fruity Trudy and Chocolate Chip Cathy, Christopher Pouy originally branded his product for 5- to 12-year-olds. Knowing he’d be selling to parents, Pouy insisted on 1 percent organic milk, no artificial flavors or colors, and organic cocoa powder and cinnamon. With six grams of added cane sugar, each 8.5-ounce serving had 150 calories. He made his first 9,000 cases in late 2012. Cow Wow was available at convenience stores and gas stations in Southern California, as well as at Legoland and the Los Angeles Zoo.
In April 2013, Cow Wow went viral, much to Pouy’s surprise and joy — at least initially. Late-night TV host Jimmy Kimmel talked about the product on his program, saying that Cow Wow “tastes like heaven.” In June 2013, Cosmopolitan magazine displayed the Fruity Trudy package and hailed Cow Wow as the lead “fun item” in a list of fun stuff. And in September 2013, BuzzFeed included Cow Wow in its list “27 Reasons It’s the Greatest Time to Be Alive.” It was great publicity, but Pouy wasn’t reaching his target market: Children. Pouy said he quickly realized that high school and college students were the ones most likely to learn about Cow Wow.
By November 2013, still aimed at children, Cow Wow was on the shelves in 900 Kroger supermarkets. Because Pouy lacked the resources to offer discounts and coupons, his milk was priced about 20 cents higher than flavored milks offered by Organic Valley and Horizon Organic. His sales did not meet expectations. In May 2014 his local distributor put Cow Wow in Santa Monica College’s food court. The product sold out in the first week. Pouy stood near his product and watched. “Pretending to be a teacher, I saw people taking all three flavors,” including the new Cinny Minny, he said, “and that’s all they bought.”
Pouy has hired you as a consultant. He’s not sure which audience he should focus on when preparing marketing for Cow Wow. What advice will you offer him?
Your analysis should clearly and concisely state the business problem, identify relevant case issues, state a measurable goal for any solution, analyze the advantages and disadvantages of two possible solutions to the problem, and finally recommend the solution that will best meet the business objectives
Other instructions:
· Do not write a memo.
· In left or right top margin type your name, class section, and the date.
· Center a title at the top of the page.
· Use one-inch margins and size 11 or 12 fonts
· Spell check and proof-read your work carefully.
· Do not exceed 2 pages.
Expected Student Outcomes
Students will demonstrate insight into a multi-faceted, complex issue, recognizing underlying issues in addition to surface problems. Students are also expected to use the basic elements of communication in a sophisticated manner. Do NOT copy case language .
Assessment Measures: Content, Literacy, Audience, Strategy, and Style. Good Luck!
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