In the winter of 2003, Billy Lagor, the toy company Hasbro Brand Manager for GI JOE, faced a series of decisions that would ultimately determine the 2004 marketing plan for the GI JOE brand. Under consideration were three different ways to market the military action figure: use traditional media: complement traditional media with a short, animated DVD, or rely entirely on unconventional marketing. In evaluating these options apart Lagor with a more basic question: What is the nature of th … Read more »

In the winter of 2003, Billy Lagor, the toy company Hasbro Brand Manager for GI JOE, faced a series of decisions that would ultimately determine the 2004 marketing plan for the GI JOE brand. Under consideration were three different ways to market the military action figure: use traditional media: complement traditional media with a short, animated DVD, or rely entirely on unconventional marketing. In evaluating these options apart Lagor with a more basic question: What is the nature of GI Joe and Hasbro brands? Should he promote G.I. JOE as a short-term fad or a marquee property related to the Barbie franchise? Including color exhibits.
To maximize their effectiveness, color cases should be printed in color.
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from
Gail McGovern
Source: Harvard Business School
21 pages.
Publication Date: Sep 20, 2004. Prod #: 505030-PDF-ENG
G.I. JOE: Marketing an icon HBR case solution

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