Case Study of the Week: Generational Marketing at Pottery Place

November 29, 2021

Entrepreneurship

You are the owner of the small business Pottery Palace. Pottery Palace is located in a community of 50,000 people. The business is located in a strip mall that is just off the main highway through town. Pottery Palace is nestled in between a locally owned pizza restaurant and a dry cleaning business. The anchor of the strip mall is a national coffee shop.

Pottery Palace customers create their own pottery, with guided instruction. The business has a variety of templates to choose from or the customer can create their own project. Pottery Palace has all of the necessary molds, clay, paints, glazes, tools, textures and firing equipment to complete a project.

Since the business opened one year ago, you have noticed that the majority of customers are females, age 25-55 years old. While you appreciate your customers, you feel that Pottery Palace is missing out on the large population of senior citizens in the area.

Your business partner has determined that the reason Pottery Palace is missing older customers is due to marketing. Currently, Pottery Palace only utilizes digital and social media marketing, using Instagram, Twitter, Facebook and Google ads.

Your business partner wants you to focus your efforts on generational marketing. Your business partner wants you to consider additional forms of marketing that will reach the markets and digital markets exclude. Your business partner wants you to develop a marketing plan that will include new channels that will connect with senior citizens. The marketing plan must include:

  • Marketing goals and objectives
  • The identification of market segments
  • Communications channels more inclusive of senior citizens

Questions?

Randi Bibiano
Competitive Events Specialist
randi@deca.org

As DECA’s competitive events specialist, Randi primarily authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also serves as DECA’s liaison for the Virtual Business Challenge and Stock Market Game. Randi assists with the recruitment of judges for both the high school and collegiate International Career Development Conferences. Randi has worked for DECA since 1998.

Discussion Questions

  • 1
  • 2
  • 3
  • 4

Classroom Connection

Career CLuster:

Entrepreneurship

Instructional Area(s):

Market Planning

Performance Indicators:

Develop a marketing plan
Set marketing goals and objectives
Identify market segments
Identify communications channels used in sales promotion