Optional Assignment

Business Skills

Write a response to the following case study. Limit your answer to 1 page.
Case Study
Boota is a multinational shoe company enjoying an international reputation as a provider
of footwear to young and old. Although they manufacture shoes for all occasions and
purposes, Boota is best known for providing footwear for athletes and students. Boota
shoes have been around for generations, catering especially to sportswear and casual
wear.
In Sri Lanka, Boota is one of the most successful multinationals and has had a factory
and manufacturing plant in a suburb of Colombo for nearly a century. The CEO of Boota
tends to be an expatriate, with the Sri Lanka posting being a top notch post for a
foreigner: to enjoy the good life offered by blue skies, friendly people and inexpensive
golf, amongst other pluses.
Boota Companys policy has been to handle marketing and advertising with local agents.
While Boota has advertisements targeting a worldwide market, its local advertising is
handled by local companies. Because branding is Bootas strength, there is no necessity
to launch it afresh each year; the company simply builds on its famous brand. This year,
Boota targeted the schoolgoing population with its slogan, First to Boota, then to
school. This was matched with a cartoon type visual in which the mother and father
take their son and daughter to the Boota shoe shop, along with their school bags, lunch
boxes and water bottles, buy new shoes and then accompany them to school. It was an
eye catching advertisement in the print media, with the catchy slogan, First to Boota,
then to school. It was an expensive media campaign, based on consumer needs and
research.
The marketing team of Boota wanted to check the success of their advertisement in the
print media, before launching out into the electronic media. They had lined up a team for
the television ad, and waited for the go ahead from the CEO before releasing it.
Meanwhile, a surprising turn of events took place. While most schoolchildren, teachers
and parents enjoyed the ad, and some even congratulated Boota on the timing of the
launch [at the start of the school year], the parish priest of a church near Colombo, sent a
scathing letter to the CEO of Boota Company Ltd. The main point in the letter was that
the priest felt that the Boota ad with its slogan, First to Boota, then to school was
insensitive and showed lack of awareness of Sri Lankan culture. The priest pointed out
that in the case of Sri Lanka, the tradition was, First to temple, church or kovil, then to
school. Attached is the letter sent by the priest to the CEO of Boota. Because the priest is
an influential figure, Boota decided to respond, showing it cares for public opinion.

St. Josephs Central College,

Kandy Road,
Kadawatha,
February 08, 2010.
Mr. Juan Longoria,
CEO, Boota Company Ltd.,
500, Galle Road,
Ratmalana.
Response to Recent Advertisement by Boota Co. Ltd.
Dear Mr. Longoria:
I am sending this letter to you with deep regret and disappointment. I am shocked that a
company such as Boota, which has been involved in trade in Sri Lanka and the Asian
region for so long, could be so insensitive regarding the value placed on education.
I refer in particular to your recent advertisement in the print media, extolling students that
its a case of First to Boota, then to school. I find this offensive because the tradition in
Sri Lanka is first to a place of worship for blessings, such as a temple, church or kovil,
and then to school.
Furthermore, the message in your advertisement is clear parents and students are
encouraged to be consumers above all else. Why else would you seduce them with such a
consumer oriented slogan, inviting them to spend money before taking children to
school?
I hope you will withdraw this advertisement with immediate effect and apologise for
being culturally insensitive to the general public. If you continue with this advertisement,
I, along with other members of the clergy, will be making a public statement on this issue.
As an educationist who is involved in primary education at the school attached to St.
Josephs Church, Kadawatha, I appeal to you to make amends for the crass advertisement
you have sponsored.
I hope you will accept this criticism in the spirit in which it is given.
Yours sincerely,
&&&&&&
Fr. Ignazio Silva,
Parish Priest & Principal