Mmi Product Placement
Executive Summary
MMI Product Placement (MMI), Inc. has an opportunity to represent Greyhound Canada as they look for cost effective ways to reposition their brand which they feel has become stale and are currently. Phil Hart, President of MMI, feels they are close to making a deal with Greyhound, but needs to alleviate Greyhound’s anxiety about product placement reaching the target market.
Greyhound is considering the use of product placement and has approached MMI Product Placement, Inc. for a proposal. Paul Dillon, Marketing Director for Greyhound, has concerns about measuring the effectiveness of product placement and needs reassurance that product placement will give Greyhound added exposure to the target market, which are the young professionals, aged 18 to 44.
An analysis of potential options was done. In the end, MMI looked at three options, one of which would be Greyhound continuing with its tradition advertising campaign, which would not be to MMI benefit at the present time. The other two alternatives looked at having product placement in either a proven show such as Corner Gas or in reality show that is being revived by Global TV, Making the Cut.
Both shows would attract Greyhounds target market, however given the fact that “Making the Cut” had so many unknown variables such as viewership and if the series would continue, it was decided to go with Corner Gas which is a well-established Canadian series with a loyal following.
Philip Hart will present a proposal to Mr. Dillon outlining the placement value of using product placement in a very successful Canadian series.
Problem Statement
Philip Hart, President of MMI Product Placements Inc. (MMI) needs to assure Paul Dillon Marketing Director for Greyhound the effectiveness of product placement. Phil has been asked to prepare a presentation in which he needs to make a convincing argument that product placement is the right promotional vehicle for Greyhound’s needs.
MMI Product Placement (MMI), Inc. has an opportunity to represent Greyhound Canada as they look for cost effective ways to reposition their brand which they feel has become stale and are currently. Phil Hart, President of MMI, feels they are close to making a deal with Greyhound, but needs to alleviate Greyhound’s anxiety about product placement reaching the target market.
Greyhound is considering the use of product placement and has approached MMI Product Placement, Inc. for a proposal. Paul Dillon, Marketing Director for Greyhound, has concerns about measuring the effectiveness of product placement and needs reassurance that product placement will give Greyhound added exposure to the target market, which are the young professionals, aged 18 to 44.
An analysis of potential options was done. In the end, MMI looked at three options, one of which would be Greyhound continuing with its tradition advertising campaign, which would not be to MMI benefit at the present time. The other two alternatives looked at having product placement in either a proven show such as Corner Gas or in reality show that is being revived by Global TV, Making the Cut.
Both shows would attract Greyhounds target market, however given the fact that “Making the Cut” had so many unknown variables such as viewership and if the series would continue, it was decided to go with Corner Gas which is a well-established Canadian series with a loyal following.
Philip Hart will present a proposal to Mr. Dillon outlining the placement value of using product placement in a very successful Canadian series.
Problem Statement
Philip Hart, President of MMI Product Placements Inc. (MMI) needs to assure Paul Dillon Marketing Director for Greyhound the effectiveness of product placement. Phil has been asked to prepare a presentation in which he needs to make a convincing argument that product placement is the right promotional vehicle for Greyhound’s needs.
References: http://www.bellmediapr.ca/ctv/releases/release.asp?id=5749&num=3&yyyy=2004 (Accessed November 2, 2012) http://www.mirriad.com/2012/10/is-the-growth-of-digital-product-placement-set-to-continue/ (Accessed November 2, 2012) http://www.mirriad.com/2012/01/product-placement-in-movies-a-brief-history/ (Accessed November 2, 2012) Paste. Wyeth, Wyndham. New James Bond Film to Set Placement record. May 4, 2011. http://www.pastemagazine.com/articles/2011/05/the-new-james-bond-film-will-feature-record-amount.html (Accessed November 2, 2012)