Air Miles (A) - The Case Centre

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Case

Reference no. 9A94A002

Subject category: Marketing

Authors: John R Kennedy (Ivey Business School, Western University); Carol Steer (Ivey Publishing, Western University)

Published by: Ivey Publishing

Originally published in: 1994

Version: 2000-02-07

Length: 12 pages

Data source: Field research

Topics: Marketing management; Advertising strategy; Advertising effectiveness

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Abstract

This two-part case, (see Air Miles (B)), is about decisions relating to the introduction of AIR MILES (TM), a loyalty incentive program, to the Canadian market. An integral part of the case is a three minute video, which can be purchased with the case. The cases are designed to be taught in one class period. The decision point for the first part of the case takes place two weeks before the initial launch of the AIR MILES (TM) program. The student is asked to assess the marketing strategy, with particular emphasis on the efficacy of the planned television commercials.

Location:

Canada

Industry:

Transportation services

Size:

Small