Looking for a creative opportunity to promote products 3M medical professionals, 3M Chile sales manager developed the idea of first aid kits or "botiquin", which can be used as promotional gifts. Managers in the world headquarters of the company has not previously focused on branded first aid kits. It was the same all over the world, a plain white box with a red cross on the front. "You just can not brand kit!" they replied. At the same time, the Chilean managers do not have the resources necessary for the proper market research. Should they go ahead with the concept botiquin anyway? If so, what issues such as channels, packaging, promotions, and prices will still have to decide. "Hide
by Terry H. Deutscher, Daniel D. Campbell Source: Richard Ivey School of Business Foundation 17 pages. Publication Date: March 11, 1999. Prod. #: 99A004-PDF-ENG
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