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Case
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Reference no. 502-046-1
Subject category: Marketing
Authors: Delphine Manceau (ESCP Business School Paris); Nathalie Prime (ESCP Business School Paris)
Published in: 2002
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This case presents the characteristics of high-tech and business-to-business marketing for Sony Camera Pan and Tilt to be launched on the European markets. Based on the information given and on additional market research, the purpose of the case is to: (1) suggest several new applications for the camera using the variety of telecommunication networks available; (2) choose one single application and elaborate on a launching marketing plan for this application and some associated services (installation, maintenance, licensing etc) for the European markets; (3) build a communication plan including a copy strategy, a media plan for a 70,000 euros budget and a creation proposal for a given media vehicle of your choice; and (4) develop a selling approach for this application: package or stand alone product; sales force; distribution networks if any; e-commerce; selling propositions; and contingency plans. This case contains colour exhibits. The teaching note is also available as a PowerPoint file on CD-ROM.
Location:
Size:
Large
Other setting(s):
2001

About

Abstract

This case presents the characteristics of high-tech and business-to-business marketing for Sony Camera Pan and Tilt to be launched on the European markets. Based on the information given and on additional market research, the purpose of the case is to: (1) suggest several new applications for the camera using the variety of telecommunication networks available; (2) choose one single application and elaborate on a launching marketing plan for this application and some associated services (installation, maintenance, licensing etc) for the European markets; (3) build a communication plan including a copy strategy, a media plan for a 70,000 euros budget and a creation proposal for a given media vehicle of your choice; and (4) develop a selling approach for this application: package or stand alone product; sales force; distribution networks if any; e-commerce; selling propositions; and contingency plans. This case contains colour exhibits. The teaching note is also available as a PowerPoint file on CD-ROM.

Settings

Location:
Size:
Large
Other setting(s):
2001

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