Academic journal article Journal of the International Academy for Case Studies

Instructors'note: Creative Promotions Nigeria, Ltd

Academic journal article Journal of the International Academy for Case Studies

Instructors'note: Creative Promotions Nigeria, Ltd

Article excerpt

CASE OVERVIEW

This case invites students to play the role of Prof. Jonas Davidson, Dean of the Faculty of Business Administration & Social Sciences (FBASS) at Baze University and longtime Visiting Professor of Marketing at Lagos Business School (LBS) in Lagos, Nigeria. At the end of an LBS seminar he taught recently, Mr. Chris Adeniyi, one of the executives attending the seminar and the Director of Marketing for Creative Promotions Nigeria, Ltd., asked Prof. Davidson's advice on how to increase the probability of successfully soliciting the business of "bottom of the pyramid" customers from the large corporate bodies which Creative Promotions has targeted; companies interested in "bottom of the pyramid" business opportunities include banks, Fast Moving Consumer Goods (FMCG)companies, pharmaceutical companies, and so on. The case is appropriate for senior level undergraduates as well as students in MBA and/or executive development programs. It is designed to be taught in a one-hour and a half class session and is likely to require at least a couple hours of preparation by students.

CASE SYNOPSIS

Prof. Jonas Davidson, Dean of the Faculty of Business Administration & Social Sciences (FBASS) at Baze University and longtime Visiting Professor of Marketing at Lagos Business School (LBS) has been asked by Mr. Chris Adeniyi, one of the executives attending the seminar and the Director of Marketing for Creative Promotions Nigeria, Ltd., to provide advice on how to increase the probability of successfully soliciting the business of "bottom of the pyramid" customers from companies interested in pursuing such opportunities, including banks, Fast Moving Consumer Goods (FMCG)companies, pharmaceutical companies, and so on. The data and information in the case include:

1) For Nigeria: Information on the Nigerian environment plus selected statistics.

2) For Creative Promotions Nigeria, Ltd.: Background information on the company, marketing strategy being used by the company, and problems and opportunities the company has encountered so far.

3) For customers in the "bottom of the pyramid" socioeconomic group: Information on their attitudes and behaviors regarding banks and banking (that is, one industry which has an interest in pursuing business opportunities with members of this socioeconomic class.

INSTRUCTORS' NOTE

As indicated in the case, the challenge faced by Prof. Jonas Davidson, Visiting Professor of Marketing at Lagos Business School (LBS) is to decide how to assist Creative Promotions Nigeria Ltd. in maximizing the probability of success in offering its products and services to financial institutions, FMCG companies, pharmaceutical companies, and/or other corporate bodies in Nigeria.

As regards lessons and/or information which students should learn from this case, at least the following four points can be made:

1) At the beginning of the case, students will need to consider the extent to which developed-world models and conceptual frameworks can be applied to challenges and opportunities in the developing world. By the end of the case discussion, they will have discovered that some conceptual frameworks (for example, the Cardozo 1985 model for industrial marketing) can be useful guides to managerial action not only in the developed world but in the developing world as well.

2) Students will be able to compare their solutions to the one chosen by the central figure in the case, Prof. Jonas Davidson.

3) Students will discover that managers' decisions are likely to be powerfully impacted by the conceptual framework they use; they will also discover that the recommendations flowing from alternative conceptual frameworks (for example, a model of the key decision variables when dealing with individual consumers versus a model of the key decision variables when dealing with corporate bodies) could be quite different. …

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