CASE STUDY ON WBOY AND WGIRL CALENDARS

Case study refers to the collection and presentation of detailed information about a particular participant or small group, frequently including the accounts of subjects themselves. A form of qualitative descriptive research, the case study looks intensely at an individual or small participant pool, drawing conclusions only about that participant or group and only in that specific context. Researchers do not focus on the discovery of a universal, generalizable truth, nor do they typically look for cause-effect relationships; instead, emphasis is placed on exploration and description.
CASE ANALYSIS INVOLVES THE FOLLOWING STRATEGIES: Situation Analysis External Environment-Opportunities and Threats Internal Environment- Strengths and Weakness Key Marketing Issues Statement of Objectives Generation and Evaluation of Alternatives Recommendations Implementation Plan

Situation Analysis: Luke Atkins, from Richard Ivey school of Business at The University of Western Ontario-a person interested in raising fund for charity purpose, planned to launch Wgirl and Wboy calendars which would feature both male and female students of Western Ontario. Atkins previously had experience in using calendars for fund raising purpose. He used pictures of his rugby team for it. Now he is concentrating for charities like Breast Cancer Society (women) and Jesses Journey Foundation (men) for patients with neuromuscular disease. The university also provides free calendars for students who can use them throughout their academic career. Other than that there are potential buyers for London Fire fighters who also provide free copies which student use them for exam notifications, assignment reminders. Luke Atkins targets local business-primary focus on the students on campus. He has potential threats from the competitors as well as the cost they provide for sale of each calendar, So Atkins must provide a calendar of such quality and price that would satisfy the needs of students on campus. For this he has to analyse the environment for marketing as well as the cost for production of each calendars, promotion through ads and Internet, 12 models for each calendar type, their salary based on sales, and all other cost for post production works etc. Atkins has two formats in mind for publishing this calendar. 16 page model and 28 page model both of varying cost, the latter one he is not sure of producing it. He is short of time to accomplish this project; he has to approach the charity first and had to frame a marketing strategic plan for generating funds to achieve his goal. External Environment:

Opportunities: The experience that Luke Atkins has in the field of Calendar Marketing will be of high value for promoting his new business plan. So he can get his previous customers and also he can generate new set of potential customers with his experience. The fund raising activity is meant for charity well being, so there will be a huge set of customers who are light hearted and willing to help the needy. This can bring enormous scope and opportunity for his new product. By concentrating on students community Atkins can generate customers who were in link with those students too (like relatives and friends) and the marketing circle widens and create more opportunity. Atkins should find his workforces who were interested to serve the charity and get the maximum amount of work from them. This will be highly useful since there is no need for huge investment for employers selection. The profits can be shared as commission which will be very low while comparing salary or incentives. Advertisement on calendars regarding the charity and other useful informations will attract the customers. Threats: Very short amount of time is only remaining to complete this new project plan. So each and every decision must be accurate and quick to meet the requirements. The manpower that Atkins has is not sufficient. To perceive the complete benefit he should react quickly and improve the workforce limit to a high number. Atkins faces a serious threat from the Western University free publication of calendars to students, and also from its competitors London Fire fighters and others who were issuing different varieties of calendars in an attractive price. Sexy and attractive models should be utilized only for charity and their pictures should emphasize that. If it is a little vulgar to what expected then the whole project is in threat. Internal Environment: Strengths: Atkins experience in calendar marketing will be a great strength for him in facing difficult situation during the process of his new calendar. The reason for fund raising is for charity purpose. So he can market his product more efficiently than any other since there is a soft corner for everyone to help the needy. Since he is targeting the students, he get expose to huge customer group which will be useful to launch his new calendar effectively.

Selling his product $3 less than his competitor will be a great strength to meet his all requirements. Marketing through Student sales representative and advertising through student union and radio station and internet will be of great importance and strengths for his products. Since students themselves turn out to be a model, there will be a direct customer relationship development which will influence the students and anticipate them to buy his product. A separate photographer to enhance the quality of te product will be an additional strength. Advertisement on calendars can be helpful to increase profit as well as customers. Weakness: Lack of time to accomplish Atkins project efficiently. Cost of production will vary according to different format which may influence in reduction of profit. Compensation for models will increase the cost of production. Return on investment is still not clear before product promotion. Feasibility of the project and different strategy for marketing are yet to be finalized. The profit generated should be more in order to help the charity as well as to compensate the production and wages expenses. The location of marketing is very competitive since there are many competitors who are well established. Work force is not ready yet, and Atkins has to find them quickly. Production cost for promoting the product through student union and internet seem to be costly. Photographer charge and the time he takes for preparing designs turns out to be a serious matter of concern. Confusion in designing two different formats of calendars and their cost is also a major problem. The start up cost is also not very clear. Key Marketing Issues: The selection of models and start up production cost should be finalized for initializing the new business plan. Potential customers should be identified for targeting the market. Cost of each calendar and its quantity in production must be beneficiary to the management. Since the cost of single calendar is rated for $12, and 1000 copies of 16 page format calendar rated $2500, the cost of production matters that Atkins should produce each calendar with high quality ( both for black and white or colour) in order meet the expectation and goodwill. The promotional events planned for launching this new calendar must be effective and there must be no compromise of cost allocating for that. Photographer should be hired more in numbers in order to get positive benefits in quality as well as variety in the model selection for the calendar to be attractive. The manufacturers

mission and vision statements should be exposed very clearly that the project is designed to generate funds for charity. This will enhance the movement of goods to the customers from suppliers. The commission for employees and models should be of acceptable margin from profit. The calendar should be framed in such a way that the students can use it for their entire career of study there and should focus on attracting them. Initial discounts in cost are affordable to get more customers. Advertisements on calendars will increase managements income and it should be given more care. Statement of Objectives: To carry out the project in a successful manner, Atkins must short out his primary and secondary goals first. This will give him a clear idea of how to launch his new business plan in excellence. Short Term Goal: Selection of models should be his primary matter concern before looking out for other sources. Market survey on potential customers and their expectation must be calculated. Effective and efficient work force like Sales representatives, Photographers, marketing and its strategies to overcome competitions should be framed. Single format for introducing the plan should be finalized. Either 16 pages or 28 pages format should be chosen first. Price list for marketing of each calendar and also in bulk quantity initially should be fixed with the results generated through survey. Location for product promotion and advertising units should be contacted. Long Term Goals: The calendar sales and its information of revenues must be transparent in such a way that the fund raised should be given to the charity must be known to all. The quality of the product and its usefulness should enhance day by day for customer satisfaction. Feedbacks from customers should be gathered while marketing the product. Getting new models for every issue is necessary to maintain the innovativeness and improvement in product production. Talented workforce need to be identified and rewarded. Profits must be shared and divided equally according to the efforts given. Permanent location like a store or mall must be identified to promote products in large quantity. Additional copies for advertisement along with calendars and new formats should be introduced regularly to generate good brand name and profits. Effective marketing strategy should be framed according to the environment.

Generation and Evaluation of Alternatives: Here in this section, the credibility and different marketing strategy for the product will be discussed and series of alternatives will be posted. Alternative 1: Wboy and Wgirl 16 pages format Calendar (colour) Atkins should go for a 16 pages format separately for Wboy and Wgirl calendar which he had in his mind. Since he believes that it will be more attractive with two products at one shot and can generate more income with similar efforts put in. By meeting his short term goals quickly Atkins has the proficiency to achieve this target. Pros and cons: Charity advertisements on calendars and new sexy and attractive models will enhance the marketing of Atkins product. This format is simple and neat. Models themselves act like sales representatives for product promotion. Students show interest on this type of calendars rather than simply a picture or scenery. Cost effective and attractive. Its time consuming. Each and every process should be met immediately. Difficulty in selecting a total of 32 models. Commission or wages can be divided only if maximum profit generated. Alternative 2: Wboy and Wgirl 28 pages format (colour) In this format Atkins can accumulate all the models in one calendar and can utilize his skills and work force to work towards a single product. He can gain profit from one product by concentrating more on it quality and price. By attracting the potential customers at his side, he can generate a huge income. This can be achieved with proper planning and execution of ideas. Pros and Cons: Huge profit if the product is successful. Customers satisfied with all in one format. They get everything that they want from one calendar. No need to purchase separate calendars for boy and girl models. Time consuming and costly. May end up in failure. Huge investment is needed to start up the project. High risk and no security.

Marketing Strategy should be effective and needs more concentration while preparing. Alternative 3: Wboy and Wgirl calendar (black and white) This can be produced quickly since there is no need for post production cost and the cost of production is not so high. There is no need for quality of picture since it is going to be black and white. The only thing to be taken into consideration is it must be clear with advertisement on calendars for profit generation. Pros and Cons: Low production cost and the price is also not so high. It is affordable for all the customers to buy and use it. But it is not so attractive. Time for product production is less and Atkins can achieve his target in quick way. Potential customers are not attracted towards this format, which may end up in reduced profit. Recommendation: Alternative 1 found to be very effective in attraction of customers as well as profit generation. It is colourful and attractive. Moreover it requires hard work for production but provides maximum benefits. Thus I would chose 1st alternative option to recommend for Atkins. Implementation Plan: To receive the maximum benefits in selecting alternative 1, Atkins should allocate resources in such a way that the product is effective and efficient in the market. I would suggest the following budget to reach that stage. Here, it is represented as follows: Particulars A Calendar Advertisement Charges Gazette newspaper (half page) Handouts Media (Radio) Internet ( including $20/month for maintenance) Student Union Photographers (2) Compensation for Models Other Expenses( Wages and Wastes) Total expenditures Cost Allocated $12 $1600 $800(Monthly) $50 $300 $400 $50 $10000 From income generated $150 $11750

Exhibit Hard work and quality product can help Atkins to achieve his target in raising fund for charity. The income generated by selling 5000 copies can produce enough earnings.

Reference: 1. Marketing Management by Philip Kotler

Done by, Senthil Prabhu Balasundaram