Video Cases

These questions are based on videos from the Canadian Broadcasting Corporation that accompany the textbook. In addition to whatever in-class use your instructor may have given them, they're available on this website for online viewing. If directed to do so by your instructor, you can answer the questions online and email the results.
     These videos are intended only for students using the 10th Canadian Edition of Basic Marketing. To view the video, you'll require a password. Refer to page 782 in your textbook and use the first word appearing in the main text column as both 'username' and 'password.' Use of the word is case-sensitive.
     The free RealPlayer plug-in is required in order to view the videos. If needed, the plug-in can be downloaded from Real.

Spinmaster Toys (High Flyers)
Venture first featured Anton Rabie back in 1993. He was just 23, but already a born entrepreneur. Anton and 2 buddies from business school were manufacturing Earth Buddies, little grasshead guys on the Chia Pet model. The 3 partners took a big risk in the marketplace — and the gamble paid off: the partners realized a half a million dollars profit.
     Venture caught up with Anton again just before Christmas, 1998. By that time, he and his partners had built a $10 million company, Spinmaster Toys, with dozens of product lines. And they had a mega Christmas hit toy on their hands. Anton was scrambling to keep retailers' shelves stocked all over North America. Their product: the Air Hogs "Sky Shark," a toy plane powered by air pressure.
     February, 1999, Spinmaster blasted into Toy Fair, New York City, now with a whole line of air-pressure toys: several planes, cars — and a top secret item, a prototype water rocket, not yet ready for production.Toys R Us is interested. They are talking about a partnership on Air Hog products. Success seems imminent. The only question is why? Is it great products? Marketing savvy? Pure good luck? A combination of all of the above?

View Spinmaster Toys (High Flyers)

1		How would you characterize Spinmaster's marketing mix? (i.e. what constitutes its 4P's)
2		Why do you think Spinmaster was so successful with its original Earth Buddies product? Was the success of Air Hogs fueled by the same factors?
3		Spinmaster sells BMX bikes and Air Hogs through retailers like Toys 'R Us. Under what circumstances could they re-introduce Earth Buddies and use the same channels of distribution and other marketing programs that support Air Hogs and BMX bikes
4		Would you characterize Spinmaster's growth as product development? Market development? Diversification?