Casablanca Kids

TABLE OF CONTENTS

EXECUTIVE SUMARY……………………..…………………………………………..2

INTRODUCTION………………………………………………………………………..2

MARKETING OBJECTIVES……….…………………………………………………...3

DECISION CRITERIA.………………………………………………………………….4

CURRENT MARKETING SITUATION…......................................................................5

ANALYSIS OF ANTERNATIVES.……………………………………………………..6

RECOMMENDATION…………………………………………………………...……...9

IMPLEMENTATION PLAN………………………………………………………...….10

APPENDIX A…………………………………………………………………………....13

EXECUTIVE SUMMARY

INTRODUCTION

Casablanca Kids a subsidiary company derived from Casablanca Media Acquisitions Inc. was created in 2001. This branch focused solely on children’s music and signed notable artists included Sharon, Lois and Bram, Fred Penner, Jack Grunsky, Al Simmons, Norman Foote and Bob King. It was these established artists’ high standard product which was specifically designed for children without patronizing them, Their competitive price point is what made Casablanca Kids one of the most impressive children’s music catalogues in all of North America. It was evident that Casablanca Kids is a strong business when we review the numerous consumer choice awards including Parents’ Choice Awards, National Parenting Publications Awards, iParenting Awards, and Juno Awards.

The company’s leadership is very impressive and highly noted in the industry. Ed Glinert, President; Jennifer Mitchell, Vice-President; and Ricki Glinert, Artist & Repertoire and Marketing Manager all have notable educational backgrounds as well as established and proven success stories in entertainment related activities.

As with all businesses, there are obstacles’ to overcome. For any business to be successful they must be proactive in revaluating the company’s marketing strategy, market positioning and most importantly the consumers buying patterns. Casablanca Kids’ notable artists are aging thus the material has to be related to children of today’s society, so...