Business Case Studies & Business Publications

Transformation of Marketing at the Ohio ...

Farris, Paul W., V...

Case

Transformation of Marketing at the Ohio Art Company (B)

Farris, Paul W.; Venkatesan, Rajkumar; Murray, Meghan; Moon, Dustin

M-0838 | Published July 31, 2012 | 9 pages Case

Collection: Darden School of Business

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Ohio Art shifts its advertising and distribution strategy for a new line of construction toys aimed at adults called nanoblock. Distribution focuses on toy and hobby outlets, avoiding mass merchandisers, but Amazon.com is also stocking and selling the nanoblock line. Digital marketing strategies are being developed for both promotion through Amazon.com and social media. While shifting marketing to new media, management is distracted by the media storm over a comment by an aide to presidential hopeful Mitt Romney: It's "almost like an Etch A Sketch." The case describes a number of digital marketing strategies, including temporary price reductions implemented through Amazon's Gold Box deals.