Direct Marketing and Distribution: The Case of Redbox
Date
2012-09Author
Vander Schee, Brian A.
Aurand, Timothy W.
Iacovelli, Jennifer
Jednoroz, Jerry
Bergren, Jeffrey
Keller, Lisa
Taylor, Matthew
Metadata
Show full item recordAbstract
Teaching concepts in direct marketing and distribution can be interesting
and rewarding. Using a case that highlights advances in direct marketing
technology and offers significant customer value can help overcome lack of
currency and integration of direct marketing and distribution strategies in
the introductory marketing curriculum. The Redbox case provides a
contextual background for using direct marketing via kiosks, re-engineering
of their functionality and advances in distribution to make the product offer
attractive and profitable. Follow up class discussion questions (Teaching
Note available from the authors) focus on analyzing growth and efficiency
opportunities as well as competitive challenges possible in the future.