3 M PostIt Flag Highlighter and Pen Mc

3 M Post-It Flag Highlighter and Pen Mc. Graw-Hill/Irwin Copyright © 2009 by The Mc. Graw-Hill Companies, Inc. All Rights Reserved.

HOW DO COLLEGE STUDENTS STUDY? A NEW PRODUCT CHALLENGE FOR 3 M! 1 -2

HOW DO COLLEGE STUDENTS STUDY? DISCOVERING STUDENT STUDYING NEEDS + 3 M Post-it® Notes or Post-it® Flags = Felt Tip Highlighters 3 M product that will combine Post-it® Notes or Post-it® Flags and Highlighters 1 -3

HOW DO COLLEGE STUDENTS STUDY? SATISFYING STUDENT STUDYING NEEDS 1 -4

LO 4 3 M PRODUCT & MARKETING PROGRAM HELPING STUDENTS STUDY Move from Ideas to a Marketable Highlighter Product Extend the Product Line Develop a Marketing Program for the Post-it® Flag Highlighter and Pen 1 -5

FIGURE 1 -4 Marketing programs for two new 3 M Post-it® brand products targeted at two distinct customer segments: college students and office workers 1 -6

VIDEO CASE 1 3 M’S POST-IT® FLAG HIGHLIGHTER: EXTENDING THE CONCEPT! 1 -7

VIDEO CASE 1 3 M’s Post-it® Flag Highlighter 1. (a) How did 3 M’s David Windorski get ideas from college students to help him in designing the final commercial version of the Post-it® Flag Highlighter? (b) How were these ideas important to the success of the products? 1 -8

VIDEO CASE 1 3 M’s Post-it® Flag Highlighter 2. What (a) special advantages and (b) potential problems did 3 M have in introducing a new highlighter-with-flags product for college students in 2004? 1 -9

VIDEO CASE 1 3 M’s Post-it® Flag Highlighter 3. Visit your college bookstore before you answer. (a) Where would you display the Post-it® Flag Highlighter in a college bookstore and (b) How can the display increase student awareness of the product? 1 -10

VIDEO CASE 1 3 M’s Post-it® Flag Highlighter 4. In what ways might 3 M try to promote its Post-it® Flag Highlighter and make students more aware of the product? 1 -11

VIDEO CASE 1 3 M’s Post-it® Flag Highlighter 5. What are (a) the special opportunities and (b) potential challenges for 3 M in taking its Post-it® Flag Highlighter into international markets? (c) On which countries should 3 M focus its marketing efforts? 1 -12