3M's Post-It Flag Highlighter: Extending the Concept
Week 1 Case Study – 3M’s Post-it Flag Highlighter: Extending the Concept
1 A) How did 3M’s David Windorski get ideas from college students to help him in designing the final commercial version of the Post-it Flag Highlighter?
David Windorski got ideas from college students by setting up focus groups and then creating sample models to give out so long as after a month of use a questionnaire was filled out giving him feedback.
B) How were these ideas important to the success of the products? By allowing what he saw as the end buyer to use the product and provide him direct feedback gave him an insight into his market and let him know exactly what the students wanted from the product.
2 What (A) special advantages and (B) potential problems did 3M have in introducing a new highlighter-with-flags products for college students?
A) The biggest special advantage 3M had was that there was no other product on the market like it. This alongside the market research they had already done showed a need for the product.
B) The potential problems 3M experienced was that not all people use highlighters or flags or both and the product just might not sell.
4 In what ways might 3M try to promote its Post-it Flag Highlighter and make students more aware of the product? Ways that 3M might promote the Post-it Flag Highlighter are internet ads on college book websites, displays designed to be set up near cash registers of college book stores, and advertising in college newspaper.
5 What are the (A) special opportunities and (B) potential challenges for 3M taking its Post-it Flag Highlighter into international markets? (C) On which countries should 3M focus its marketing effort?
A) The most notable special opportunity that 3M would have introducing the Post-it Flag Highlighter internationally would be access to a large number of potential buyers of a unique product.
B) Major potential challenges for international introduction of this product would be the fact
1 A) How did 3M’s David Windorski get ideas from college students to help him in designing the final commercial version of the Post-it Flag Highlighter?
David Windorski got ideas from college students by setting up focus groups and then creating sample models to give out so long as after a month of use a questionnaire was filled out giving him feedback.
B) How were these ideas important to the success of the products? By allowing what he saw as the end buyer to use the product and provide him direct feedback gave him an insight into his market and let him know exactly what the students wanted from the product.
2 What (A) special advantages and (B) potential problems did 3M have in introducing a new highlighter-with-flags products for college students?
A) The biggest special advantage 3M had was that there was no other product on the market like it. This alongside the market research they had already done showed a need for the product.
B) The potential problems 3M experienced was that not all people use highlighters or flags or both and the product just might not sell.
4 In what ways might 3M try to promote its Post-it Flag Highlighter and make students more aware of the product? Ways that 3M might promote the Post-it Flag Highlighter are internet ads on college book websites, displays designed to be set up near cash registers of college book stores, and advertising in college newspaper.
5 What are the (A) special opportunities and (B) potential challenges for 3M taking its Post-it Flag Highlighter into international markets? (C) On which countries should 3M focus its marketing effort?
A) The most notable special opportunity that 3M would have introducing the Post-it Flag Highlighter internationally would be access to a large number of potential buyers of a unique product.
B) Major potential challenges for international introduction of this product would be the fact