Harvard Case - Advertising Experiments at the Ohio Art Company
"Advertising Experiments at the Ohio Art Company" Harvard business case study is written by Rajkumar Venkatesan, Paul W. Farris. It deals with the challenges in the field of Marketing. The case study is 12 page(s) long and it was first published on : Feb 13, 2008
At Fern Fort University, we recommend that the Ohio Art Company adopt a multi-pronged marketing strategy that leverages the power of digital marketing, social media, and influencer marketing to re-energize the Etch A Sketch brand and attract a new generation of consumers. This strategy will involve a combination of innovative advertising campaigns, strategic brand partnerships, and a focus on building a strong online presence.
2. Background
The Ohio Art Company, a long-standing toy manufacturer, faced declining sales and brand recognition for its iconic product, the Etch A Sketch. The case study focuses on the company's efforts to revive the brand through various advertising experiments, including a Super Bowl commercial and a viral marketing campaign. Despite initial positive responses, the company struggled to sustain the momentum and achieve long-term growth.
The main protagonists of the case study are:
- The Ohio Art Company Management: They are responsible for making decisions regarding marketing strategies and investments.
- The Advertising Agencies: They are responsible for developing and executing the advertising campaigns.
- The Consumers: They are the target audience for the Etch A Sketch and their reactions to the advertising campaigns are crucial for the brand's success.
3. Analysis of the Case Study
To analyze the Ohio Art Company's situation, we can utilize a combination of frameworks:
Marketing Strategy Framework:
- Segmentation, Targeting, and Positioning (STP): The company needs to clearly define its target market, understand their needs and preferences, and position the Etch A Sketch accordingly. The original target market of children may need to be expanded to include adults and a broader range of demographics.
- Marketing Mix (4Ps): The company needs to optimize its product, pricing, promotion, and place strategies. This includes considering product innovation, competitive pricing, creative advertising campaigns, and effective distribution channels.
Brand Management Framework:
- Brand Positioning: The Etch A Sketch needs to be repositioned as a nostalgic toy with modern appeal, emphasizing its creative potential and unique features.
- Brand Equity: The company needs to rebuild brand equity by leveraging its historical significance and creating new, positive associations with the brand.
Consumer Behavior Analysis:
- Consumer Psychology: Understanding how consumers perceive the Etch A Sketch and what motivates their purchasing decisions is crucial for developing effective marketing strategies.
- Customer Journey Mapping: Mapping the customer journey from awareness to purchase can help identify opportunities to engage consumers and improve their experience with the brand.
Competitive Analysis:
- Competitive Landscape: The company needs to analyze its competitors, including other toy manufacturers and digital entertainment options, to understand the competitive landscape and identify opportunities for differentiation.
- Value Proposition Development: The company needs to clearly articulate the unique value proposition of the Etch A Sketch, highlighting its benefits and advantages over competitors.
SWOT Analysis:
- Strengths: The Etch A Sketch has strong brand recognition, a unique and engaging product, and a loyal customer base.
- Weaknesses: The company faces declining sales, limited marketing resources, and a perception of being outdated.
- Opportunities: The company can leverage digital marketing, social media, and influencer marketing to reach a wider audience.
- Threats: The company faces competition from other toy manufacturers and digital entertainment options.
PESTEL Analysis:
- Political: Government regulations and policies related to toy safety and marketing can impact the company's operations.
- Economic: Economic conditions can affect consumer spending on toys.
- Social: Changing consumer preferences and trends in entertainment can impact the demand for the Etch A Sketch.
- Technological: Technological advancements in toys and entertainment can create new opportunities and challenges for the company.
- Environmental: Environmental concerns and sustainability practices can influence consumer choices.
- Legal: Legal regulations and intellectual property rights can affect the company's operations.
4. Recommendations
To revitalize the Etch A Sketch brand and achieve sustainable growth, the Ohio Art Company should implement the following recommendations:
1. Digital Marketing and Social Media Strategy:
- Develop a comprehensive digital marketing strategy: This should include a strong online presence, engaging content marketing, and targeted advertising campaigns across various platforms.
- Leverage social media platforms: Create engaging content, run contests and giveaways, and collaborate with influencers to build a strong online community and generate buzz.
- Utilize search engine optimization (SEO) and search engine marketing (SEM): Improve the website's visibility in search results and target specific keywords to attract potential customers.
2. Influencer Marketing and Brand Partnerships:
- Partner with relevant influencers: Collaborate with artists, designers, and creators who can showcase the creative potential of the Etch A Sketch and attract a new audience.
- Develop co-branded products: Partner with other brands to create limited-edition Etch A Sketch designs and merchandise, expanding the product's appeal and reach.
- Host online and offline events: Organize workshops, competitions, and exhibitions to engage consumers and promote the brand.
3. Product Innovation and Development:
- Develop new product variations: Introduce new features, colors, and designs to appeal to a wider range of consumers.
- Explore digital and interactive versions: Consider developing digital versions of the Etch A Sketch, integrating it with mobile devices and online platforms.
- Focus on sustainability: Explore eco-friendly materials and packaging options to appeal to environmentally conscious consumers.
4. Targeted Advertising Campaigns:
- Create engaging and memorable advertising campaigns: Develop creative campaigns that highlight the unique features and benefits of the Etch A Sketch, appealing to both nostalgia and modern sensibilities.
- Utilize a multi-channel approach: Reach consumers through television, online video platforms, social media, and other relevant channels.
- Target specific demographics: Focus on reaching children, adults, and other relevant demographics with tailored messaging and creative execution.
5. Customer Relationship Management (CRM):
- Implement a CRM system: Collect and analyze customer data to understand their preferences and personalize marketing messages.
- Develop loyalty programs: Reward loyal customers with exclusive offers, discounts, and other incentives to encourage repeat purchases.
- Provide excellent customer service: Ensure a positive customer experience through responsive and helpful customer support.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations leverage the company's core competency in toy manufacturing and align with its mission to provide engaging and creative play experiences.
- External customers and internal clients: The recommendations address the needs of both existing and potential customers, as well as the interests of internal stakeholders.
- Competitors: The recommendations aim to differentiate the Etch A Sketch from competitors by focusing on innovation, digital marketing, and brand partnerships.
- Attractiveness: The recommendations are expected to generate positive returns on investment through increased sales, brand awareness, and customer engagement.
The recommendations are based on the assumption that consumers are receptive to nostalgic brands with modern appeal and that the company can effectively leverage digital marketing and social media to reach a wider audience.
6. Conclusion
The Ohio Art Company has a unique opportunity to revitalize the Etch A Sketch brand and achieve sustainable growth by embracing a multi-pronged marketing strategy that combines digital marketing, social media, influencer marketing, and product innovation. By implementing these recommendations, the company can re-energize the brand, attract a new generation of consumers, and secure a strong position in the competitive toy market.
7. Discussion
Other alternatives not selected include:
- Focusing solely on traditional advertising: This approach would be less effective in reaching a wider audience and engaging with consumers in the digital age.
- Ignoring product innovation: This would limit the company's ability to appeal to new consumers and differentiate itself from competitors.
- Over-relying on nostalgia: This could alienate younger consumers who are not familiar with the brand's history.
The recommendations are subject to the following risks and key assumptions:
- Risk of ineffective digital marketing campaigns: The company needs to ensure that its digital marketing efforts are targeted, engaging, and measurable.
- Risk of negative publicity from influencer partnerships: The company needs to carefully select influencers who align with its brand values and monitor their activities.
- Assumption of consumer receptiveness to product innovation: The company needs to conduct thorough market research to ensure that its product innovations meet consumer needs and preferences.
8. Next Steps
To implement the recommendations, the Ohio Art Company should take the following steps:
- Develop a detailed marketing plan: This plan should outline the specific strategies, tactics, budget, and timeline for each recommendation.
- Assemble a cross-functional team: This team should include marketing, product development, and finance professionals to ensure effective implementation.
- Monitor progress and make adjustments: The company should regularly track key metrics such as website traffic, social media engagement, and sales to assess the effectiveness of its marketing efforts and make necessary adjustments.
By taking these steps, the Ohio Art Company can successfully revitalize the Etch A Sketch brand and achieve sustainable growth in the competitive toy market.
Hire an expert to write custom solution for HBR Marketing case study - Advertising Experiments at the Ohio Art Company
- Five Guys Developing Promotional Strategy Future
- Marketing Heads Conundrum
- Star Digital Assessing Effectivness Display Advertising
- Testing Marketing Hypotheses Wses
- Accor Strengthening Brand Digital Marketing
- Oscar Mayer Strategic Marketing Planning
- Femu Advertising Expansion Opportunity
- Ariels Sharetheload Integrated Marketing Communication Campaign
- Four Products Predicting Diffusion
- Dettol Marketing Research Understanding Consumer Evaluations Brand Extensions
- Hamilton Won Twitter
- Branding Emerging Market Strategies Sustaining Market Dominance Largest Apparel Brand India
Case Description
This case is intended to be part of a first-year MBA marketing course, or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. The case provides students with examples of two real advertising experiments and the challenges involved in executing the experiments. It allows for a discussion of the need for advertising experiments, and also, at a more general level, the need to measure the return on marketing. Biases surrounding the field experiments allow for a discussion of the problems with establishing a causal relationship between advertising and sales.
🎓 Struggling with term papers, essays, or Harvard case studies? Look no further! Fern Fort University offers top-quality, custom-written solutions tailored to your needs. Boost your grades and save time with expertly crafted content. Order now and experience academic excellence! 🌟📚 #MBA #HarvardCaseStudies #CustomEssays #AcademicSuccess #StudySmart Write my custom case study solution for Harvard HBR case - Advertising Experiments at the Ohio Art Company
Hire an expert to write custom solution for HBR Marketing case study - Advertising Experiments at the Ohio Art Company
Advertising Experiments at the Ohio Art Company FAQ
What are the qualifications of the writers handling the "Advertising Experiments at the Ohio Art Company" case study?
Our writers hold advanced degrees in their respective fields, including MBAs and PhDs from top universities. They have extensive experience in writing and analyzing complex case studies such as " Advertising Experiments at the Ohio Art Company ", ensuring high-quality, academically rigorous solutions.
How do you ensure confidentiality and security in handling client information?
We prioritize confidentiality by using secure data encryption, access controls, and strict privacy policies. Apart from an email, we don't collect any information from the client. So there is almost zero risk of breach at our end. Our financial transactions are done by Paypal on their website so all your information is very secure.
What is Fern Fort Univeristy's process for quality control and proofreading in case study solutions?
The Advertising Experiments at the Ohio Art Company case study solution undergoes a rigorous quality control process, including multiple rounds of proofreading and editing by experts. We ensure that the content is accurate, well-structured, and free from errors before delivery.
Where can I find free case studies solution for Harvard HBR Strategy Case Studies?
At Fern Fort University provides free case studies solutions for a variety of Harvard HBR case studies. The free solutions are written to build "Wikipedia of case studies on internet". Custom solution services are written based on specific requirements. If free solution helps you with your task then feel free to donate a cup of coffee.
I’m looking for Harvard Business Case Studies Solution for Advertising Experiments at the Ohio Art Company. Where can I get it?
You can find the case study solution of the HBR case study "Advertising Experiments at the Ohio Art Company" at Fern Fort University.
Can I Buy Case Study Solution for Advertising Experiments at the Ohio Art Company & Seek Case Study Help at Fern Fort University?
Yes, you can order your custom case study solution for the Harvard business case - "Advertising Experiments at the Ohio Art Company" at Fern Fort University. You can get a comprehensive solution tailored to your requirements.
Can I hire someone only to analyze my Advertising Experiments at the Ohio Art Company solution? I have written it, and I want an expert to go through it.
🎓 Struggling with term papers, essays, or Harvard case studies? Look no further! Fern Fort University offers top-quality, custom-written solutions tailored to your needs. Boost your grades and save time with expertly crafted content. Order now and experience academic excellence! 🌟📚 #MBA #HarvardCaseStudies #CustomEssays #AcademicSuccess #StudySmart Pay an expert to write my HBR study solution for the case study - Advertising Experiments at the Ohio Art Company
Where can I find a case analysis for Harvard Business School or HBR Cases?
You can find the case study solution of the HBR case study "Advertising Experiments at the Ohio Art Company" at Fern Fort University.
Which are some of the all-time best Harvard Review Case Studies?
Some of our all time favorite case studies are -
Can I Pay Someone To Solve My Case Study - "Advertising Experiments at the Ohio Art Company"?
Yes, you can pay experts at Fern Fort University to write a custom case study solution that meets all your professional and academic needs.
Do I have to upload case material for the case study Advertising Experiments at the Ohio Art Company to buy a custom case study solution?
We recommend to upload your case study because Harvard HBR case studies are updated regularly. So for custom solutions it helps to refer to the same document. The uploading of specific case materials for Advertising Experiments at the Ohio Art Company ensures that the custom solution is aligned precisely with your needs. This helps our experts to deliver the most accurate, latest, and relevant solution.
What is a Case Research Method? How can it be applied to the Advertising Experiments at the Ohio Art Company case study?
The Case Research Method involves in-depth analysis of a situation, identifying key issues, and proposing strategic solutions. For "Advertising Experiments at the Ohio Art Company" case study, this method would be applied by examining the case’s context, challenges, and opportunities to provide a robust solution that aligns with academic rigor.
"I’m Seeking Help with Case Studies,” How can Fern Fort University help me with my case study assignments?
Fern Fort University offers comprehensive case study solutions, including writing, analysis, and consulting services. Whether you need help with strategy formulation, problem-solving, or academic compliance, their experts are equipped to assist with your assignments.
Achieve academic excellence with Fern Fort University! 🌟 We offer custom essays, term papers, and Harvard HBR business case studies solutions crafted by top-tier experts. Experience tailored solutions, uncompromised quality, and timely delivery. Elevate your academic performance with our trusted and confidential services. Visit Fern Fort University today! #AcademicSuccess #CustomEssays #MBA #CaseStudies
How do you handle tight deadlines for case study solutions?
We are adept at managing tight deadlines by allocating sufficient resources and prioritizing urgent projects. Our team works efficiently without compromising quality, ensuring that even last-minute requests are delivered on time
What if I need revisions or edits after receiving the case study solution?
We offer free revisions to ensure complete client satisfaction. If any adjustments are needed, our team will work closely with you to refine the solution until it meets your expectations.
How do you ensure that the case study solution is plagiarism-free?
All our case study solutions are crafted from scratch and thoroughly checked using advanced plagiarism detection software. We guarantee 100% originality in every solution delivered
How do you handle references and citations in the case study solutions?
We follow strict academic standards for references and citations, ensuring that all sources are properly credited according to the required citation style (APA, MLA, Chicago, etc.).