The criteria for judging the case studies for Marketing Makesa World of Difference.
1. Outline the marketing situation to which the program responded.
2. Describe the critical insight or insights that became the foundation for the program.
3. How was marketing’s role central to this initiative?
4. Tell us about key tactics employed and why they may be considered pioneering.
5. How did the program impact people’s lives or their quality of life?
6. How did the program positively affect the brand or change attitudes toward the brand?
7. Discuss how the success of the project and how it was measured. For example, did it engender brand growth, impact the bottom line, or create a new business model?
8. Describe how this program may be a template for other markets or exemplify worldwide best practices.