McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved. 3M Post-It Flag Highlighter and Pen.

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McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved. 3M Post-It Flag Highlighter and Pen

HOW DO COLLEGE STUDENTS STUDY? A NEW PRODUCT CHALLENGE FOR 3M! 1-2

HOW DO COLLEGE STUDENTS STUDY? DISCOVERING STUDENT STUDYING NEEDS 3M Post-it ® Notes or Post-it ® Flags + Felt Tip Highlighters = 3M product that will combine Post-it ® Notes or Post-it ® Flags and Highlighters 1-3

HOW DO COLLEGE STUDENTS STUDY? SATISFYING STUDENT STUDYING NEEDS 1-4

3M PRODUCT & MARKETING PROGRAM HELPING STUDENTS STUDY LO4  Move from Ideas to a Marketable Highlighter Product  Extend the Product Line  Develop a Marketing Program for the Post-it ® Flag Highlighter and Pen 1-5

FIGURE 1-4 FIGURE 1-4 Marketing programs for two new 3M Post-it ® brand products targeted at two distinct customer segments: college students and office workers 1-6

3M’S POST-IT ® FLAG HIGHLIGHTER: EXTENDING THE CONCEPT! VIDEO CASE 1 1-7

VIDEO CASE 1 3M’s Post-it ® Flag Highlighter 1. (a) How did 3M’s David Windorski get ideas from college students to help him in designing the final commercial version of the Post-it ® Flag Highlighter? (b) How were these ideas important to the success of the products? 1-8

2. What (a) special advantages and (b) potential problems did 3M have in introducing a new highlighter-with-flags product for college students in 2004? VIDEO CASE 1 3M’s Post-it ® Flag Highlighter 1-9

3. Visit your college bookstore before you answer. (a) Where would you display the Post-it ® Flag Highlighter in a college bookstore and (b) How can the display increase student awareness of the product? VIDEO CASE 1 3M’s Post-it ® Flag Highlighter 1-10

4. In what ways might 3M try to promote its Post-it ® Flag Highlighter and make students more aware of the product? VIDEO CASE 1 3M’s Post-it ® Flag Highlighter 1-11

5. What are (a) the special opportunities and (b) potential challenges for 3M in taking its Post-it ® Flag Highlighter into international markets? (c) On which countries should 3M focus its marketing efforts? VIDEO CASE 1 3M’s Post-it ® Flag Highlighter 1-12