1. What are the pros and cons of the product diversification strategy that Zippo has been following recently?

2. In a US marketing campaign in the late 1990s Zippo was repositioned as an essential tool for avid outdoorsmen. Individual tin and sleeve packaging was developed that reflected the ‘tool’ position of the lighter. For continuity, similar packaging and graphics were developed for the cans of Zippo lighter fluid, and the lighters and fluid were delivered to retailers in handy self-shipping countertop displays. To support the national roll-out, the advertising company (Swanson Russell) developed a communications programme that included direct mail to major outdoor product distributors, as well as advertising at both the trade and consumer level (pictured on page 552). However, the outdoor market was entirely new to the Zippo salesforce, who were accustomed to calling on tobacconists and convenience stores. How would you use the product life cycle (PLC) concept for this case study?

3. What obstacles would Zippo Manufacturing Company face if it repeated the outdoor campaign in other countries?