Complete the Case Study below:

Background

You are a student intern working in the marketing department at Jitterbug, a company that sells cell-phone service, primarily to older Americans. Your supervisor, Jackie Hartung, has called a meeting with you and three other student interns to discuss a project that she thinks would be right for you. As you know, Jackie says, Jitterbug has carved out a sizable niche in the cell-phone market by selling phones and phone service to baby boomers and beyond, based on two principles: phones that are simple and easy to use, and no-contract plans that meet our customers needs at reasonable prices. Thats why weve been written up in major papers and magazines, appeared on network magazine shows, and won a number of prestigious awards from design organizations, business groups, and advocates for the elderly. Heres how Id like you all to help. Were doing a marketing study that calls for your expertise. Bobby, she says to one of the interns, how long have you been using cell phones? Since I was about 14, Bobby says. My parents wanted to be able to track me down. Jackie laughs. Yeah, Ive got two teenage girls. Sharon, when you leave your apartment in the morning, whats the likelihood youve got your cell with you? Im not leaving the apartment without my cell. Simple as that. Okay, Jackie says, bottom line is each of you lives with your phone, and youve probably had a phone for eight or ten years. So youve had, probably, two or three different phones and at least a couple of different service plans. Youre my experts. The marketing study were planning is this: what is the feasibility of broadening our marketing to appeal to a different demographic? Weve gotten a number of comments from our customers that make us think that our simple phones and cell service might appeal to a younger base: maybe people your age, but certainly people the age of your parents. A lot of parents of teens want their kids to have access to a phone but they really dont want their kids texting and sending photos and surfing. They want their kids to receive their calls and make a few callsthats all. She pauses. Okay, you say, how can we help? I want you to take a close look at our site and think about how much wed have to change it to pull in a younger demographic. Look at this page, for instance. (See Document 5.1.) Its great for our current market: simple, large text, easy navigation. By contrast, Jackie says, look at this page, from Verizon. (See Document 5.2.) Im not asking you to simply copy what you see companies like Verizon doing. But I want your opinion on whether its possible to change our approach to make it a little more appealing to a younger demographic, such as the parents of teens and college students.

1. Using a word-processing program (Microsoft Word, for example), a graphics program, or pencil and paper, draw two or three new or revised pages for the site that might appeal to the new target demographic. Either in the drawings or separately, include new text that would explain how Jitterbug would be an attractive and useful product for the new target demographic. Describe the graphics or photographs that would be most effective.