In March 2000, Larry sat Kill Gallon, president of the Ohio Art, in his Bryan, Ohio, office and evaluate the results of the 1998 and 1999 media plans for Betty Spaghetty, Ohio Art for the first time in the category of small doll. Betty Spaghetty name came from their “totally wild” spaghetti like “strands” that are braided and styled with beads and other accessories. Betty Spaghetty also featured mix-and-match parts. In 2000, Larry hoped, a 25% increase Betty Spaghetty sales over 1999 to see. How … Read more »

In March 2000, Larry sat Kill Gallon, president of the Ohio Art, in his Bryan, Ohio, office and evaluate the results of the 1998 and 1999 media plans for Betty Spaghetty, Ohio Art for the first time in the category of small doll. Betty Spaghetty name came from their “totally wild” spaghetti like “strands” that are braided and styled with beads and other accessories. Betty Spaghetty also featured mix-and-match parts. In 2000, Larry hoped, a 25% increase Betty Spaghetty sales over 1999 to see. When he examined the 1999 sales figures for the Betty Spaghetty product line, he wondered what he should change, if at all, in the media for the coming spring season.
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from
Mark Parry
Source: Darden School of Business
25 pages.
Publication Date: Mar 08, 2000. Prod #: UV2892-PDF-ENG
Ohio Art HBR case solution