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3m Case Study 1

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1. To get ideas for his Post-it Flag Highlighter, David Windorski went to college students themselves. First, he would go to the campus and ask student to empty out their book bags so that he could see what was in them. Then he would ask them to explain why they had each item. Another way that he got ideas was to show them other highlighters and ask their opinion of them. 3M researchers conducted both group and individual interviews to get even more ideas. Finally, when working models were produced, he gave them to students and thy shared their thoughts about them in a questionnaire. All of this helped Windorski to design the final version of his flag highlighter. These ideas were important to the success of the product because they came directly from the people who would be buying them. This helped him know exactly what they wanted or needed for maximizing the way that they study.
4. To make students more aware of the Post-it Flag Highlighter, 3M should do more advertising online. College students sped a lot of time on the Internet. 3M could put ads on Pandora radio, Facebook, Twitter, Amazon and other websites that college students might visit frequently. Another way to make students more aware of the product is to bring the product to them. 3M could work with colleges and universities so that they could have a special section or station set up in the campus bookstore for just the flag highlighter and other 3M products. 3M could also work with colleges to place ads, flyers or coupons on the school website or newspaper.
5. There are special opportunities of growth if 3M decides to take its product into international markets. 3M could add to the profit that it is already receiving and positively impact the studying experiences of many students in other countries. Potential challenges include selling to the wrong countries and not having a large enough demand for the product. The countries that 3M should focus its marketing efforts in are countries that are similar to the United States as well as countries who show a demand for the highlighters.…...

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