Video Case Study – Group Assignment 5% of grade Due Week 4

Case Title: Dr. Joey’s Skinnychews Season 8 Episode 4 Length 7:27

To be done in your Marketing groups. Watch the video in the below link, then formulate your approach to answering the questions. https://www.cbc.ca/dragonsden/pitches/dr-joeys-skinnychews The writeup is to be in APA format. Use the APA template available from the Library page in MyUCW and refer to the APA 7th edition information. This requires a cover page and references. Make sure pages are numbered and references and citations are done correctly. Include a one-page summary of the case study. ONLY one person from your group submits this to the portal. Make sure on the cover page you include all team members names and student numbers.

Questions:

1. What is the unique selling proposition behind Dr. Joey’s Skinnychews? 2. Marketing strategy is sometimes referred to as “the 4 P’s – Product, Place, Price, and

Promotion”. Which of the “P’s” has Dr. Shulman managed well? Where can she use some help? 3. What does Dr. Shulman bring to the product? Why might customers choose her product over

other weight control products? 4. Dr. Joey’s Skinnychews has an impressive list of product benefits and sells for about $20 per bag

of 30. Compare this to the range of other weight control products on the market. Could this product use a skimming price strategy?

5. Jim and Kevin each suggest a different distribution strategy. Who do you think is correct? Why? 6. Given current demand, would you put more resources into building the brand or expanding

production?

In answering these questions, you need to show your reasoning (critical thought) supported by information provided by the case study and outside sources. You must have at least 4 outside references and the length of your work must be minimum 5 pages, 1.5 spaced, font 12 (excluding title page and references). You may not look up the answer directly or use any kind of information source (paid or free) that provides answers or written papers.