Final Assignment

Part (A): Short Answer Questions

  1. Retailing: What is a “pop-up shop” and why is this retailing format getting popular? Can you give me an example of pop-up shop to illustrate your points?
  2. IMC: Why is experiential marketing (events and sponsorships) becoming more important? Please give an example to illustrate your understanding of this type of promotional mix.
  3. PR: Car companies often announce product recall to bring their cars back for repair. Some argue that such product recalls hurt the brand while others disagree, saying that these are done to protect their customers so it should be viewed positively. What do you think? Here’s an example of such product recall:
    http://media.toyota.ca/categories/recalls
  4. Social marketing: YouTube’s greatest success is PewDiePie, a Swedish game commentator who posts barely edited films. He has over 100 million subscribers, even Red Bull, Coca-Cola and McDonald’s cant match. Spend a few minutes to check out his YouTube videos and then answer these 2 questions:
    1. In your opinion, how come PewDiePie was able to attract so many subscribers?
    2. Do you think Seneca should hire this person to promote its academic programs? If yes, why? If not, can you name another influencer who should be hired and explain rationale?

Part (B): Case Study – Pequignet

Read the Pequignet case study and answer these questions:

  1. The new Moorea collection made use of the Japanese-made Seiko calibre instead of the equivalent from Switzerland. Is this a problem for Pequignet?
  2. The Calibre Royal-powered Manufacture collection has received mediocre success. Should Katz stop the expensive haute horlogerie experiment and target the fashionable, inexpensive watch market instead?
  3. What differentiates Pequignet watches from Swiss watch brands?
  4. Should Pequignet acquire or merge with any other independent watchmakers? Why or why not?
  5. What top three marketing priorities should Pequignet focus on? Explain your answers.