Discuss the things that Rodan and Fields learned, prior to meeting Guthy Renker, that persuaded them that infomercials were the best way to sell Proactiv. If Proactiv hadn’t developed infomercials in partnership with Guthy Renker, do you think Proactiv would be in existence today? Why were infomercials a better choice than print or media advertising for Proactiv when the company was first being introduced.
Answer to relevant QuestionsDescribe Proactiv’s positioning strategy. To what extent did the three critical marketing decisions discussed in the case shape the evolution of Proactiv’s positioning strategy? If the case hadn’t been settled by GoldieBlox and the Beastie Boys and you had been asked to render a judgment in the case, would you have rendered a judgment in favor of GoldieBlox or the Beastie Boys? For an inventor or entrepreneur, what are the upsides to working with a company such as General Mills or Stanley Black & Decker? What, if any, are the downsides? What is a copyright bug? Where would one expect to find the bug, and how is it used? Tyler Simms just invented a new product that he is convinced is unique and will make him wealthy. The product is a toothbrush with a tube of toothpaste attached to the handle. Tyler is anxious to file a patent application on ...
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