Rollup Solutions Incorporated: Marketing Strategy Case Study Analysis

This case study summary analyzes Rollup Solutions Incorporated's journey, focusing on a meeting between the co-founders and shareholders. The company was on the verge of partnering with Goodwill Industries International to grow their social enterprise. The shareholders needed a marketing strategy, including decisions on sales channels, target markets, and pricing. The case explores the mobility device market in Canada, the identification of key customer groups (primary caregivers and end-users), and the development of a marketing plan that includes distribution through their website and promotional strategies. The case highlights the importance of consistent pricing, the use of Kijiji for promotions, and the consideration of various factors to ensure long-term sustainability. The shareholders had to make critical decisions regarding target market, marketing, distribution, promotions and pricing.

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Rollup Solutions Incorporated: Going to Market
In the mentioned case study, it is seen that the co –founders of Rollup Solutions
Incorporated had a brief meeting with the shareholders. All are on the verge of engaging in
partnership with Goodwill Industries International that can help RollUp to grow more efficiently
in the business model and social enterprise. The shareholders required the development of a
marketing strategy due to the implementation of new upcycling and sourcing process. The
generation of sales became their biggest issue and they needed to decide on their sales channels,
the target market, and the pricing scheme for deciding how they could allocate the promotional
budget. They also tried to ensure that such decisions could contribute to the business’s long-term
sustainability. Regarding the industry, it can be said that in Canada, the mobility device market
was quite unregulated and decentralized having low entry barriers.
The consumer also could purchase devices of varying price and quality from different
sources. The shareholders of the company advised to identify two such groups which would be
attracted towards the products of the company. The groups were the primary caregivers and the
end users. The end –users found to be depending on mobility devices for helping in the
management or recovery from injuries. Most of the people fell in the category of baby boomers
between the age group of 53- 72 years. The caregivers mainly assisted the aging parents, the
children in research and procurement of the mobility devices. Hence, the shareholders of RollUP
understood that a narrow core target market had to be defined because they wanted to generate
the sales. They kept in mind that their product could best serve the low-income people who were
in need of the mobility devices. They began selling wheelchairs along with walkers through
their website having used an embedded shopify store. As far as the pricing strategy is concerned,
they considered many factors for deciding on the price of the mobility devices. These are the

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factors like the competitor pricing, the upcycling and the consumer willingness. Lastly, they tried
to settle on some consistent prices for the walkers and the wheelchairs too.
Regarding the promotions of the promotions, they thought about using Kijiji that is an e-
commerce platform. This was appropriate for attracting people in the market. The promotional
ads were prepared to be used in the Kijiji RollUP website. A weekly cost was cut down for
investing on the website. When turn of incurring printing cots came across, they planned for
distributing 20 rack cards to almost 25 firms every month. The shareholders kept themselves
open to any kind of additional promotional ideas which could fit in the target market of RollUP.
It can be concluded that shareholder had to make few important decisions in a short time. Hence,
they selected a target market, developed a marketing plan consisting of distribution, promotional
decisions and pricing.

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References
E. Petrou, & I. Soley, (2018). Rollup Solutions Incorporated : Going To Market.
www.iveycases.com.