Case 1 - Auna Dailey Mktg 310 Consumer Behavior Case 1 Case...

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Auna Dailey Mktg 310 Consumer Behavior Case 1 Case 2-6 Dixon Ticonderoga’s Prang Soybean Crayon Step 1 – Review the case and identify the relevant facts In a contest to develop new uses for soybeans, one entrant used them to make crayons As a result, Dixon Ticonderoga entered into an agreement to develop and market the crayon Product, named Prang Fun Pro Soybean Crayons, was launched after years of research as the “first new crayon in 100 years” Prang crayons offered a number of advantages: o Made from soybean, a renewable resource o Don’t flake like petroleum based crayons o Don’t create a waxy build-up o Allow users to blend or layer colors Although Prang crayons have many desirable characteristics, they also face a serious obstacle Crayola dominates the market in terms of sales, distribution, and advertising Crayola features many products in addition to traditional crayons Step 2 – Determine the root problem The root problem for Dixon Ticonderoga and their Prang Soybean Crayon is the fact that Crayola
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Case 1 - Auna Dailey Mktg 310 Consumer Behavior Case 1 Case...

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