In the winter of 2003, Billy Lagor, brand manager for Hasbro Toys GI JOE, faced a lot of decisions that ultimately determine the 2004 marketing plan for the GI JOE brand. Considers three different ways to sell military leader: Use the traditional media: in addition to traditional media with a short, animated DVD, or rely on non-traditional marketing. In evaluating these options, Lagor grappled with the more fundamental question: what is the nature of GI Joe Hasbro brands? Should he sell GI JOE as short-term fad or as a property of the tent is like Barbie franchise? Includes color exhibits.
To enhance their effectiveness, color cases should be printed in color. "Hide
by Gail McGovern Source: Harvard Business School 21 pages. Publication Date: September 20, 2004. Prod. #: 505030-PDF-ENG
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