Winston Bailey grew up in a robust African family where taking medicines for petty problems was frowned upon. Elders in the family believed that minor ailments could be cured by appropriate precaution and diet control. Winston said he was chided for wanting to eat ice-cream when his throat was sore. He was not only denied his favourite ice-cream but was also given liberal doses of ginger juice. Mr. Bailey majored in commerce in college but pursued his MBA in Marketing in the USA. He returned to his home and bought out Devon House Ice Cream and Sweet Tooth Ltd, a company recognized as the manufacturer of the finest ice-cream throughout the country. Winston was visiting his elder sister who stay in a nearby town when his throat got infected. Out of old habit, he gave up ice-cream and asked his sister for some ginger juice. His sister out of sympathy mixed some ginger juice in a bowl of ice-cream and Winston ate the innovative product with great delight. The entrepreneur in Mr. Bailey told him that his sister had an excellent marketable product. After returning to his company, he instructed the R&D centre of Devon House Ice-Cream & sweet tooth to develop a ginger ice-cream. The product so developed was named Medrak icecream and was tested in the market. The concept of an ice-cream containing ginger, which would protect the throat of those who relished ice creams was seen to have been well received so the advertising department started to use the following tagline," Medrak, your sore throat friend". Mr. Bailey therefore called a conference of various department heads to work out the marketing logistics and the appropriate method of informing the public about the product. The manager for finance wanted the price to be cost of the product plus a 100 per cent profit. The R & D chief supported him. The sales team advocated a large-scale advertising of the product. The manufacturing manager was not willing to compromise on quality to cut the price/cost. He insisted that Devon House must maintain its fair name at all costs. The purchase manager pointed out to the difficulties of buying and keeping stocks of an agricultural product like ginger. He added that this would

Principles Of Marketing
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Author:Kotler, Philip, Armstrong, Gary (gary M.)
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Chapter1: Marketing: Creating Customer Value And Engagement
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11 vA A BIU2
三三く
E E E E A
Winston Bailey grew up in a robust African family where taking medicines for petty problems was
frowned upon. Elders in the family believed that minor ailments could be cured by appropriate
precaution and diet control. Winston said he was chided for wanting to eat ice-cream when his throat
was sore. He was not only denied his favourite ice-cream but was also given liberal doses of ginger juice.
Mr. Bailey majored in commerce in college but pursued his MBA in Marketing in the USA. He returned to
his home and bought out Devon House Ice Cream and Sweet Tooth Ltd, a company recognized as the
manufacturer of the finest ice-cream throughout the country. Winston was visiting his elder sister who
stay in a nearby town when his throat got infected. Out of old habit, he gave up ice-cream and asked his
sister for some ginger juice. His sister out of sympathy mixed some ginger juice in a bowl of ice-cream
and Winston ate the innovative product with great delight. The entrepreneur in Mr. Bailey told him that
his sister had an excellent marketable product. After returning to his company, he instructed the R&D
centre of Devon House Ice-Cream & sweet tooth to develop a ginger ice-cream. The product so
developed was named Medrak icecream and was tested in the market. The concept of an ice-cream
containing ginger, which would protect the throat of those who relished ice creams was seen to have
been well received so the advertising department started to use the following tagline," Medrak, your
sore throat friend". Mr. Bailey therefore called a conference of various department heads to work out
the marketing logistics and the appropriate method of informing the public about the product. The
manager for finance wanted the price to be cost of the product plus a 100 per cent profit. The R & D
chief supported him. The sales team advocated a large-scale advertising of the product. The
manufacturing manager was not willing to compromise on quality to cut the price/cost. He insisted that
Devon House must maintain its fair name at all costs. The purchase manager pointed out to the
difficulties of buying and keeping stocks of an agricultural product like ginger. He added that this would
add to storage.
Transcribed Image Text:11 vA A BIU2 三三く E E E E A Winston Bailey grew up in a robust African family where taking medicines for petty problems was frowned upon. Elders in the family believed that minor ailments could be cured by appropriate precaution and diet control. Winston said he was chided for wanting to eat ice-cream when his throat was sore. He was not only denied his favourite ice-cream but was also given liberal doses of ginger juice. Mr. Bailey majored in commerce in college but pursued his MBA in Marketing in the USA. He returned to his home and bought out Devon House Ice Cream and Sweet Tooth Ltd, a company recognized as the manufacturer of the finest ice-cream throughout the country. Winston was visiting his elder sister who stay in a nearby town when his throat got infected. Out of old habit, he gave up ice-cream and asked his sister for some ginger juice. His sister out of sympathy mixed some ginger juice in a bowl of ice-cream and Winston ate the innovative product with great delight. The entrepreneur in Mr. Bailey told him that his sister had an excellent marketable product. After returning to his company, he instructed the R&D centre of Devon House Ice-Cream & sweet tooth to develop a ginger ice-cream. The product so developed was named Medrak icecream and was tested in the market. The concept of an ice-cream containing ginger, which would protect the throat of those who relished ice creams was seen to have been well received so the advertising department started to use the following tagline," Medrak, your sore throat friend". Mr. Bailey therefore called a conference of various department heads to work out the marketing logistics and the appropriate method of informing the public about the product. The manager for finance wanted the price to be cost of the product plus a 100 per cent profit. The R & D chief supported him. The sales team advocated a large-scale advertising of the product. The manufacturing manager was not willing to compromise on quality to cut the price/cost. He insisted that Devon House must maintain its fair name at all costs. The purchase manager pointed out to the difficulties of buying and keeping stocks of an agricultural product like ginger. He added that this would add to storage.
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į. Outline ONE (1) area in the case where market positioning was mentioned.
D. Explain ONE (1) individual product decision involved in developing and marketing the Icecream with
ginger flavour at Devon House Ice-cream Ltd.
E. Explain why advertising would be an appropriate tool for this product.
F. Create a flyer to be used as an advertisement for the new product mentioned in the case.
Transcribed Image Text:Document 2.docx - Microsoft W X CCcifinalexamtimetable A Communication II Section B.pdf X re.com/edit.aspx?action%3Deditnew&resid%3D387C20AAA4FE5EB!182&ithint3Dfile%2cdocx&action%3Deditr Drive v Search (Alt + Q) References Review View Help O Editing A BI U 2 1 į. Outline ONE (1) area in the case where market positioning was mentioned. D. Explain ONE (1) individual product decision involved in developing and marketing the Icecream with ginger flavour at Devon House Ice-cream Ltd. E. Explain why advertising would be an appropriate tool for this product. F. Create a flyer to be used as an advertisement for the new product mentioned in the case.
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