To determine: The marketing activities that the girl scouts could pursue to keep its members from moving to the boy scouts and to encourage new girls to join
Case summary: BSA- a non-profit organization that was founded in 1910 to teach and develop boys to become a better man. The organization runs programs that are mainly focused on service, outdoor adventure activities, and leadership development. Boys complete each activity and earn ranks and the highest rank was the E Scout. It was so famous that around 1970, there were 5 million boys in the group and suddenly in the recent few years, they saw a decline in participation to 2.3 million. Such a decline was because of parents and kids getting attracted to after school activities, they started having busy family schedules, and the perception of some family about scouting was that it is “old-fashioned”.
Therefore, in 2017, they decided to admit girls into all their programs because they claimed that they received a lot of parent’s requests to admit their daughters into the organization. To reach out to all such families who were interested to send their daughters, BSA opted for a multifaceted marketing campaign and used a new name for their programs as “Scouts BSA” in which Scouts referring to both boys and girls. They used the “See You Out There” campaign which included flyers, brochures, and stickers using a very clever tagline, i.e., Scout Me In . They employed an advertising agency which was managing their advertisements and campaigns.
Because of their decision of admitting girls to their programs, they discovered a very close new competitor, i.e., the 117 years old GSA which were the ones opposing their decision. They suggested the BSA not to opt for such a decision and should focus on serving 90% of the American boys not participating in Boys Scouts.
After 2 weeks of the decision announcement of the BSA, the GSA launched a campaign naming “Lifetime of Leadership” featuring their famous alumni such as tennis superstar VM, news anchor KC, etc. The campaigning was done in the continuation of rebranding effort which was done to associate the organization with leadership rather than just cookies.
Such a step of BSA could make an impact on the attitudes and priorities among U.S. parents and boys and girls. The future will tell that such a step has helped them achieve their goals or not and the impact of the change on GSA.

Want to see the full answer?
Check out a sample textbook solution
Chapter 13 Solutions
MARKETING: REAL PEOPLE...ACCESS CARD
- The various objectives of promotion. What ways does promotion benefit marketers?arrow_forward| do not copy from another same ques answer,i need differe nt one. Task Description: One of the most important questions faced by business leaders in the strategic marketing process is a choice of timing to launch new product/technologies and enter new markets. There are two options: to be a pioneer or to be a follower. Both have advantages and risks, the relative success of each strategy depends on several factors, both internal and external. Tasks: Answer the following essay questions: 1. What are the advantages of being a pioneer and follower company? Provide examples of successful pioneer and follower companies. 2. What product life cycle strategies do successful pioneer and follower companies implement to increase growth and maintain a strong competitive advantage? Provide examples of companies to support statements made. Follow instruction: 1. Word: within 2500 word, not bellow 2400. 2. Give table, charts, diagrams, graphs and images should be properly cited and properly named.arrow_forwardWhat is a good response to this statement? Hi Class, The global company that I believe does an excellent job of marketing is Salesforce. According to Salesforce, the International Data Corporation (IDC) ranked Salesforce as the #1 CRM vendor worldwide. (Salesforce, 2024) Every business relies on a CRM to manage its contact data, specifically, the contact information so that sales and marketing teams can communicate with the customers, prospects, vendors, partners, affiliates, and any other contact that conducts business with the company. CRM systems are the lifeline of the sales team. I believe the success of Salesforce’s marketing strategy lies in their ability to become experts of their buyers—the buyer's needs and challenges, buying drivers, social and economic drivers, and trial-to-product adoption strategies. Salesforce is constantly innovating its platform to stay ahead of competitors. The company also leverages strategic acquisitions such as Tableau and Slack to propel growth…arrow_forward
- What is a good response to this post? Hi Class, The global company that I believe does an excellent job of marketing is Salesforce. According to Salesforce, the International Data Corporation (IDC) ranked Salesforce as the #1 CRM vendor worldwide. (Salesforce, 2024) Every business relies on a CRM to manage its contact data, specifically, the contact information so that sales and marketing teams can communicate with the customers, prospects, vendors, partners, affiliates, and any other contact that conducts business with the company. CRM systems are the lifeline of the sales team. I believe the success of Salesforce’s marketing strategy lies in their ability to become experts of their buyers—the buyer's needs and challenges, buying drivers, social and economic drivers, and trial-to-product adoption strategies. Salesforce is constantly innovating its platform to stay ahead of competitors. The company also leverages strategic acquisitions such as Tableau and Slack to propel growth and…arrow_forwardWhat is a good response to this post? The company I choose for this discussion is Canon. Canon is the leader in global imaging, and they are known for their innovative cameras and high-quality products. Canon caters to various markets, and they are known worldwide to be the best imaging solutions brand in the world. Canon is the perfect example of effective international marketing strategies. Canons marketing strategy is mainly driven on their focus of innovation and technology. There new Canon R1 is labeled “ahead of the Game” and no other camera on the market comes close to what this camera offers. Their products have continued to prove that they will meet the demands of every photographer and videographer across the world. Canon has continuously stayed ahead of all of its competitors like Nikon and Sony and has maintained the number one position in the market. Canon also leverages digital marketing such as social media to enhance its brand awareness. They have used social media…arrow_forwardSuggest, three ways, your company (service and product provider) can attain asustainable competitive advantage in the local market. Give rationales for youranswer.arrow_forward
- 1. please answe the following. • Explain how e-commerce businesses can effectively utilize email marketing and social media marketing to build customer relationships. Discuss the benefits and challenges of each strategies. • Compare and contrast the advantages and disadvantages of dropshipping and white labeling as e-commerce business models. Provide examples to support analysis.arrow_forwardAdapted from: (Case 18. Nando’s International: Taking chicken to the world. Re-printed with the kind permission of De WitsBusiness School. http://cws.cengage.co.uk/hoffman/students/cases16-18/case_18.pdf)Q1. Assess the reasons behind Nando’s struggles to establish profitable operations in foreign markets such as Australia, theUK, and Canada. Additionally, propose two alternative market entry strategies that could have been more effective in theseregions, and justify your recommendations.arrow_forwardThe foundations of pricing strategy.arrow_forward
- General Accountingarrow_forwardI need help Writing word analysis of how my market share analysis, your break-even calculation, and your pro forma calculation will affect the marketing strategies for ECRHS. Make sure to recommend whether to pursue this product or service and your reasoning.arrow_forwardWhich of these has been a complaint some marketers have about Groupon and its coupon deals? Few consumers know about Groupon, so businesses must spend money to educate them. Groupon does not try hard enough to sell the service. The money-saving coupons attract only deal-seekers, who rarely become long-term customers. Consumers are getting bored with shopping and couponing apps.arrow_forward
- MarketingMarketingISBN:9780357033791Author:Pride, William MPublisher:South Western Educational PublishingFoundations of Business (MindTap Course List)MarketingISBN:9781337386920Author:William M. Pride, Robert J. Hughes, Jack R. KapoorPublisher:Cengage Learning
- Foundations of Business - Standalone book (MindTa...MarketingISBN:9781285193946Author:William M. Pride, Robert J. Hughes, Jack R. KapoorPublisher:Cengage Learning

