Butler shine ,stern and partners

CASE ANALYSIS





Submitted by :
Saransh Jain
Sarang Jain
Mitadru Nag
Sakshi Suri
IMC - SEC B


Executive Summary:
Butler, Shine, Stern & Partners started by John Butler, Mike Shine and Greg Stern in 1993; a
mid size agency, provides a large range of advertising and marketing services offering
clients: expertise in marketing and web development, brand identity and design, and
strategic brand consulting.
Their first major client was Barilla Pasta for which they made a commercial shoot with Steffi
Graf which turned out to be their major hit. Their next major client was Millers Outpost for
whom they extended their services from creating commercials to product design, design of
products logo to renaming of stores and developing the layout of stores.
Over the period, the major holding companies appeared intent on expanding market share
in order to gain economies of scale, diversifying their revenue streams and serving clients as
one stop-shops while growing into large multi-national players. In 2005 it was estimated
that 80% of all advertisement clients had moved away from commission based
compensation structures to enter fee-based arrangements. By most accounts growth in US
and global advertising expenditures were each forecasted to be between 5% to 7% for the
calendar year.
The Converse Campaign:-
More than with any other shoe,these people made the brand part of their own
individualistic style. The themes of art, individualism and community continued to surface in
BSSPs brainstorming meetings with their Converse client until, according to Butler
someone said we dont evn own this brand, the customers do.
Most agencies had four primary functions:-
The creative people were responsible for generating and implementing the creative
ideas that formed the fundamental basis of their value proposition.
Account Management, the second function was the business side of the agency.
Account Planning or simply Strategy. This group did consumer research and insight
and developed messaging strategies which were then translated by the agencies
creative terms into tangible ideas and campaigns.
The media department was responsible for negotiating with the various media
outlets to purchase time and space for their clients advertising




The existing strategy for MINI:
The advertising agency was old commission based compensation plans; the budget
was focused on traditional advertising.
The MINI marketing team has decided not to use any television or radio
advertisement as a part of mini launch.
Instead a phased approach using print and non-traditional marketing technique was
utilised, more focus on brand building awareness primary theory ads in magazines.
Since, 2005 was never fee based plans as well as to shift away from traditional media
expenditure towards more non-traditional marketing approaches.
The company followed a very authentic strategy.
The launch of MINI continued their grass-root marketing efforts and print advertising
on combination of outdoor advertising.
Instead of displaying car or its logo, the billboards only included the companys
website in a single text or line. The guerrilla marketing strategy was very effective as
the used signs lik XXL, XL, L, M, S, and MINI.
Products were launched in the name of MINI for promotions.
Strategy of non-traditional advertisement with combination with print and outdoor
continued
The creative portion of Millers outpost a casual apparel retailer focused on teenager
and young adults.
The burst of dot.com bubble, estimated 25%-30% revenues lost and layoff eight
employees.
The strategy which should be adopted for increase in sales :
Building brand awareness through print advertising in magazines.
Giving emphasis on digital marketing and making people aware of what the product
is and what are its features/functions.
by the use of referral marketing , as MINI cooper is a brand under the umbrella of
BMW, so whenever there is an enquiry for BMW cars information of MINI coopers
should also be given in a way of well designed pamphlets.
As mini copper car is small and user friendly so we should focus more on women
customers and give TV ads accordingly.
We can also use under cover marketing .
Doing guerilla marketing in two ways :
unconventional methods which includes use of graffiti , sticker bombing, flyer
posting.
2.Flash mobs and viral marketing.