Reading the case and answering the questions below.
Kaiser Permanente
1. What is your overall assessment of Kaiser’s Total Health positioning and its Thrive campaign to date? What are the key lessons that can
be learned from its experience with the marketing program in the marketplace?
2. How can Kaiser expand its penetration into more employers and build its consumer membership? Are these the only marketing objectives
Kaiser should be seeking to achieve?
3. Should Kaiser continue to focus on a Total Health brand positioning, or does the advent of the Affordable Care Act environment require
another strategic approach? If so, what brand positioning would you recommend, and specifically why?
4. Tactically, should Kaiser move away from the Thrive campaign, given the apparent commoditization of “wellness” strategic approaches by
competitors? Do you have any tactical approaches that you believe might have merit?
5. How can Christine Paige address management’s desire to see evidence that the campaign has resulted in increased enrollment or other similar
“hard metrics?” Or should she resist that pressure from management and recommend another way to look at marketing metrics at Kaiser? Moving
forward, which marketing metrics should be used to track the progress of Kaiser’s marketing programs, given the organization’s business and
marketing goals?
Reading the case and answering the questions below.
Montreaux Chocolate USA
1. Discuss the key challenges and marketing issues Andrea Torres must address at this time. Why do you feel these issues and challenges
are key to the success of the new product line?
2. Evaluate the achievability of the company objectives for Montreaux USA. Identify the most salient aspects of the chocolate
confectionery industry, globally and domestically, that bear on a new product introduction. Provide support for your conclusions.
3. After analyzing consumer attitudes, usage, motivations, and benefits of chocolate products to consumers, how viable are the recommended
new product concepts? Should others be explored? Please explain.
Optional
4. Using the forecast model for the healthy dark chocolate product with fruit tested in the BASES II test in August 2012, what is your
forecast of the demand for the chocolate product?
Hints:
i. The necessary data is contained in Exhibit 5.
ii. Conduct a sensitivity analysis by suing the facts provided regarding consumer awareness, ACV and repeat rates for mediocre, average, and
excellent products.
iii. The Excel supplement provided with the case should prove useful.
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