3M Chile - Health Care Products (B)

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Compact case

Case

Reference no. 9A99A005

Subject category: Marketing

Authors: Terry H Deutscher (Ivey Business School, Western University); Daniel D Campbell (Ivey Publishing, Western University)

Published by: Ivey Publishing

Originally published in: 1999

Version: 2010-01-12

Length: 4 pages

Data source: Field research

Topics: Marketing channels; International marketing; Management in a global environment; Marketing research

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Abstract

Looking for a creative option to promote 3M products to medical professionals, a 3M Chile sales manager developed the idea of a first-aid kit or ''botiquin'' that could be used as a promotional gift. 3M Chile launched the product with a limited promotional budget. Sales quickly exceeded their expectations. Now 3M Chile must decide whether a more aggressive promotional campaign will work. (This case is a sequel to 3M Chile - Health Care Products (A), case ''9A99A004''.) There is a Spanish version available ''9A99AS05''.

Location:

Chile, USA

Industry:

Wholesale trade, durable goods

Size:

Large

Other setting(s):

1995