The Marketer's Dilemma

The Marketer's Dilemma

By Ginny Campbell

How to Play:

Game Information

Welcome to "The Marketer's Dilemma," an interactive game for undergraduate marketing students. Your team will face ethical challenges based on real-world marketing issues. The goal is to make decisions that are not only profitable but also morally sound, using the Mindful Matrix to evaluate your choices. The game's scoring is based on two dimensions: effectiveness and ethicality. Each team starts with $100 in their bank account. The team with the most money wins.

1. Listen: The instructor will present a real-world ethical dilemma scenario.
2. Discuss: Your team has 2 minutes to discuss the scenario and the three options.
3. Choose: Make a final decision as a team.
4. Reveal: Hold up your whiteboard with your chosen option (1, 2, or 3).
5. Reveal & Score: The instructor will reveal the consequences and point values for each option, and your score will be tallied.

Dilemma 1: Crispy Crunch

02:00

1. Proceed with the planned advertising campaign. It's technically true that the product contains real vegetables, and the imagery is standard for the industry. You are confident the campaign will drive a significant increase in sales and market share.
2. Adjust the campaign by adding a small disclaimer at the bottom of the ads stating that the product is "a snack food, not a vegetable substitute." You will also include a detailed nutritional label on the packaging, visible in all promotional materials, to be transparent about the ingredients.
3. Delay the campaign to redesign the packaging and ads. You will remove the "Made with Real Vegetables" claim and tone down the prominent vegetable imagery, replacing it with a more abstract design that focuses on the chip's unique crunch and flavor. This will require an additional budget and may not be as effective in a crowded market.

You are the marketing director for "Crispy Crunch," a popular snack food brand known for its "healthier" potato chips. Your new product, "Crispy Crunch Veggie Sticks," is made primarily from potato starch and corn flour, with a small amount of dehydrated vegetable powder for color and flavor. The packaging prominently features images of vibrant vegetables like spinach, carrots, and tomatoes, with a large claim that the product is "Made with Real Vegetables." A competitor's ad campaign has recently called out similar products for having minimal nutritional value from vegetables and misleading consumers. You are preparing for the launch of a major new campaign and have received the final ad proofs. The visuals show a fresh-looking garden with a person harvesting the vegetables that are then transformed into your product.

Results

The campaign performs well, but not as strongly as the original plan. The inclusion of the nutritional information and disclaimer confuses some consumers and distracts from the main message. The brand avoids legal trouble and public backlash, but its sales growth is slower than competitors.

The campaign is a massive success, boosting sales and market share far beyond projections. However, a consumer watchdog group files a formal complaint with the FTC, leading to a public investigation and a class-action lawsuit. The brand's reputation is severely damaged, and the company is forced to pay a hefty fine and change its marketing practices.

+$5 for avoiding negative consequences

Option 1

Title

Monetary Outcome

Monetary Outcome

Option 2

Title

Use this side to give more information about a topic.

-$30 for legal fees and reputational damage

Use this side to give more information about a topic.

Subtitle

Results

Subtitle

Results

The product launch is delayed by three months to redesign the marketing materials. Initial sales are modest, but the brand is praised by consumer advocates for its honesty and transparency. The campaign wins an award for ethical marketing, and the brand builds long-term trust and loyalty, which leads to a gradual but sustainable increase in sales over time.

Option 3

Monetary Outcome

Title

-$10 for lost revenue and redesign cost

Use this side to give more information about a topic.

Subtitle

Subtitle

Results

Bank Account

Dilemma 2: Social media

02:00

1. Implement the new algorithm but create a comprehensive and easy-to-understand privacy dashboard for all users. The dashboard will explain exactly how their data is being used, give them the option to opt out of emotional targeting, and provide a clear, one-click button to delete their data. This will delay the launch and may reduce the effectiveness of the targeting, but it will increase transparency.
2. Launch the new emotional targeting feature immediately. The competitive advantage is huge, and the ad revenue projections are unprecedented. Your team argues that this is just the next evolution of personalization and that users will appreciate the relevant ads.
3. Scrap the emotional targeting algorithm entirely. You decide to pivot to a different, less invasive data-collection method, such as targeting based on user-declared interests and past interactions. This will require a significant investment in a new data infrastructure and will likely result in lower initial ad revenue.

As the head of marketing for a fast-growing social media platform, your team has developed a new algorithm that uses a user's location data and message content to predict their emotional state and, in turn, their purchasing behavior. For example, it can determine if a user is feeling stressed, lonely, or happy and then target them with hyper-specific ads for products that have been shown to appeal to people in that emotional state (e.g., comfort food, travel deals, or wellness apps). The platform's terms of service have a generic line about using data to "improve user experience and provide personalized content," but they do not explicitly mention the emotional targeting. Your legal team says this is technically compliant with current regulations, as long as you do not sell the raw data to third parties.

Results

The emotional targeting is a huge financial success, with a significant increase in ad click-through rates and revenue. However, a leaked internal memo exposes the practice to the public. The public backlash is severe, and the platform is hit with a massive class-action lawsuit and a large fine from a regulatory body. User trust plummets, leading to a major decline in active users and a hit to the company's valuation. .

The launch is a moderate success. Many users, appreciative of the transparency, choose to opt in, while others opt out. The company builds a strong reputation for being privacy-conscious and ethical, which attracts a loyal user base. The stock price rises steadily, and the company is seen as a leader in ethical data practices, setting a new industry standard.

Monetary Outcome

Option 1

Title

Option 2

Title

Monetary Outcome

Use this side to give more information about a topic.

+$20 for building brand trust and setting an industry standard.

-$40 for legal fines and loss of user trust

Use this side to give more information about a topic.

Subtitle

Results

Subtitle

Results

The launch of the new ad product is successful, but its performance is only on par with competitors. Ad revenue is steady but not stellar, and the company loses its "first-mover" advantage in advanced personalization. While the company avoids public scandal and legal trouble, the board questions the marketing team's lack of innovation.

Option 3

Title

Monetary Outcome

-$10 for lost innovation and lower revenue

Use this side to give more information about a topic.

Subtitle

Results

Bank Account

Dilemma 3: Aegis brewing Co.

02:00

1. Approve the campaign as designed. You will ensure that all official marketing materials include a "Please Drink Responsibly" message and that you adhere to all minimum age requirements for social media accounts and event access. You believe the brand can resonate with college students over 21 without explicitly targeting those who are underage.
2. Reject the proposed campaign and instead focus on a marketing strategy that targets adults over 25. The new campaign will feature imagery of adults enjoying the product at mature, sophisticated events like art gallery openings and dinner parties. This will require a significant pivot and may not be as effective in the short term.
3. Approve the campaign but with strict modifications. You will only partner with influencers who have a follower base where at least 90% are over 21, and you will refuse to sponsor any events where attendance is not strictly limited to individuals of legal drinking age. You will also change the brand messaging to emphasize responsible consumption and quality ingredients.

Your company, "Aegis Brewing Co.," is known for its high-end, craft-brewed kombucha. You are launching a new product line called "Aegis Hard Kombucha," with an alcohol content of 5%. Your market research team has identified a new target demographic: college students. They are a large and highly receptive audience. The proposal from your ad agency suggests a campaign that sponsors college events, uses popular social media influencers with a primarily underage following, and creates a "fun and rebellious" brand identity that resonates with the college lifestyle. The campaign will be highly effective, but it raises a concern that many of the influencers' followers and attendees at sponsored events are under the legal drinking age.

Results

The campaign is a viral sensation among college students, leading to a massive spike in sales. However, a video of underage students at a sponsored party goes viral, creating a PR nightmare. The company is accused of irresponsible marketing and exploitation, leading to boycotts, legal investigations, and a permanent ban on marketing at college events.

The new campaign successfully reaches the target audience of adults over 25. The brand is well-regarded and builds a loyal customer base. Sales are steady and profitable, but they do not experience the rapid, explosive growth of a viral campaign.

Option 1

Title

Option 2

Title

Monetary Outcome

Use this side to give more information about a topic.

-$35 for boycotts and legal investigations

Use this side to give more information about a topic.

+$15 for building a strong and loyal customer base.

Monetary Outcome

Subtitle

Results

Subtitle

Results

The modified campaign is successful and avoids public controversy. The brand builds a reputation for being socially conscious and responsible. The company's sales are strong, though not as explosive as they could have been with a more aggressive campaign.

Option 3

Title

Monetary Outcome

Use this side to give more information about a topic.

+$10 fir building a responsible brand reputation.

Subtitle

Results

Bank Account

Dilemma 4: Cosmic quest

02:00

1. Approve the influencer campaign but with a strict requirement that all influencers must clearly and conspicuously disclose their partnership with the company and that the in-game currency was provided to them for promotional purposes. You also mandate that they explain how the loot box system works, including the odds of winning rare items.Proceed with the aggressive influencer campaign. The agency assures you that this is a common practice and will be incredibly effective at driving downloads and in-app purchases. You are confident that you can get a lot of organic reach.
2. Approve the influencer campaign but with a strict requirement that all influencers must clearly and conspicuously disclose their partnership with the company and that the in-game currency was provided to them for promotional purposes. You also mandate that they explain how the loot box system works, including the odds of winning rare items.
3. Reject the influencer campaign and stick to a traditional ad campaign. This will be more expensive and may not generate the same level of buzz, but it avoids any potential for deception

Your company is launching a new "free-to-play" mobile game called "Cosmic Quest," which features a "loot box" monetization system. These loot boxes give players a random chance to win in-game items and power-ups. Your marketing team is considering two channels for the launch. The first is a traditional ad campaign on app stores and gaming websites. The second is an influencer marketing campaign. The ad agency has proposed an aggressive strategy that involves providing top-tier gaming influencers with thousands of dollars of in-game currency to live-stream opening loot boxes. They will not be required to disclose that the in-game currency was provided by the company, and the campaign is designed to create a sense of "fear of missing out" (FOMO) and the impression that players can easily win rare items.

Results

The influencer campaign is a moderate success. The transparent approach earns the company respect from many gamers and industry critics. Sales from in-app purchases are steady, and the company builds a reputation for honesty and integrity, which leads to long-term brand loyalty.

The traditional ad campaign is moderately successful. The game has a steady stream of new players, but it never achieves the viral status of competitors. The company is not embroiled in any ethical scandals, but its market share is smaller than projected.

Option 1

Title

Option 2

Title

Use this side to give more information about a topic.

+$20 for building a respected and trusted brand.

Use this side to give more information about a topic.

-$10 for lower-than-projected market share

Monetary Outcome

Monetary Outcome

Subtitle

Results

Subtitle

Results

The influencer campaign is wildly successful, and "Cosmic Quest" quickly rises to the top of the app charts. The revenue from loot boxes far exceeds projections. However, a major gaming news site exposes the lack of disclosure in the influencer campaign, leading to a massive backlash from the gaming community. The company is fined by the FTC for deceptive advertising, and the game's reputation is permanently tarnished.

Option 3

Title

Use this side to give more information about a topic.

-$30 for regulatory fines and loss of credibility

Monetary Outcome

Subtitle

Results

Bank Account

Dilemma 5: Pharmaceutical

02:00

1. Use the single-use styrofoam coolers. The cost savings of $5 per unit are significant and will increase the profit margin for a treatment that is already expensive. You argue that the primary concern is getting the life-saving medication to patients safely and that the environmental impact is a secondary consideration.
2. Use the reusable and biodegradable coolers. This will increase the per-unit cost and reduce the profit margin, but it aligns with the company's stated values of corporate social responsibility and environmental stewardship.
3. Use the styrofoam coolers for most deliveries but launch a pilot program with the biodegradable coolers in a few key markets. You will use the pilot program's success stories in your marketing materials to showcase the company's commitment to sustainability without fully committing to the more expensive option across the entire supply chain.

As the head of marketing and logistics for a major pharmaceutical company, you are responsible for the entire supply chain of a new cancer treatment. The medication is highly effective but requires a cold chain for transportation and storage, meaning it must be kept at a specific temperature from the manufacturing plant to the patient. This requires a complex logistics network using refrigerated trucks, air freight, and special packaging. You have two options for the final-mile packaging for hospital and clinic delivery: a single-use, petroleum-based styrofoam cooler with gel packs, or a more expensive, reusable, and biodegradable cooler made from cornstarch-based foam. The biodegradable option is $5 more per unit.

Results

The company successfully launches the drug with the biodegradable packaging. The marketing team creates a campaign highlighting the company's commitment to both patient care and environmental responsibility. While the profit margin is slightly lower, the company receives widespread praise from the public and advocacy groups, strengthening its brand reputation and building trust.

The drug's launch is a financial success, with high-profit margins. However, a leaked internal document from a whistleblower exposes the use of environmentally damaging packaging. The news media picks up the story, and the company is criticized for prioritizing profits over the environment, especially given the already high cost of the drug. The company's reputation suffers, and activist groups protest its headquarters.

Option 2

Title

Option 1

Title

+15 for being a responsible and praised company.

Use this side to give more information about a topic.

-$25 for brand reputation damage and public protests.

Use this side to give more information about a topic.

Monetary Outcome

Monetary Outcome

Subtitle

Results

Subtitle

Results

The pilot program is successful, and the company's marketing efforts are praised. However, a journalist uncovers that the company only uses the biodegradable packaging for a small fraction of its deliveries and is still using styrofoam for the majority. The public feels misled, and the company is accused of "greenwashing." The reputational damage from the deception is more severe than if they had simply used styrofoam from the beginning.

Option 3

Title

Use this side to give more information about a topic.

-$30 for being caught in deceptive marketing practice.

Monetary Outcome

Subtitle

Results

Bank Account