Spectrum Brands' Marketing Case Study Gives UA Students Unique Product Development Experience

FAYETTEVILLE, Ark. – Nineteen members of the American Marketing Association, University of Arkansas collegiate chapter at the Sam M. Walton College of Business presented product ideas and launch plans on April 24 to executives at the Spectrum Brands’ Bentonville office as part of a case study competition. It is the third consecutive year University of Arkansas students have participated in this marketing case study hosted by Spectrum Brands, a global and diversified consumer products company with market-leading brands.

Student teams, working with different product divisions of Spectrum Brands’ Walmart team, competed to see which team could develop the best product idea. AMA team members were challenged with designing and implementing primary market research, analyzing secondary data sources, developing a new product idea and creating an associated launch plan. “This in no way was a short term project,” senior Brandon Spurlock expressed. “We began initial research in February and met with our teams outside of class at least once a week. The night before presentations my team was rehearsing on campus until 3 A.M. because we wanted everything to be perfect.”

Hard work from all the teams paid off. For the first time since starting this competition in Spring 2012, there was a tie for first place. Judges could not decide between team Russell Hobbs and team Remington, so both received first place. Team Rayovac was not far behind snatching third place.

Students also had the added benefit of competing for cash prizes. First, second and third place teams received $1,500, $750 and $250 respectively, to split between members. “The project was well worth the time for experience and exposure alone,” said junior Candace Gooding. “The prizes just added an extra perk. It is like getting all my fall textbooks for free.”

The American Marketing Association University of Arkansas collegiate chapter hopes to continue this project with Spectrum Brands for years to come.

The following Walton College of Business students participated in the case study this year: 

• Team Remington – Allison Beck, Brandon Spurlock, Candace Gooding, John Waddill
• Team Russell Hobbs – Alberto Torres, Brenda Garcia, Claire McCullough, Raymond Gervasi,
• Team Rayovac – Katie Streepey, Lauren Cristal, Liam Flanigan, Rebecca Moix
• Team United Industries – Heather Bowman, Kevin Bartolin, Lauren Johnson, Major Venable
• Team United Pet – Breeana Palomino, Nick Wells, Sarah Beisly

Spectrum Brands is a leading supplier of consumer batteries, residential locksets, residential builders’ hardware, faucets, shaving and grooming products, personal care products, small household appliances, specialty pet supplies, lawn and garden and home pest control products, and personal insect repellents.  Its broad portfolio of brands includes Rayovac, Kwikset,  Remington,  George Foreman, Black & Decker, Farberware, Tetra, Dingo, Cutter, Repel and Black Flag. Spectrum Brands' products are sold by the world's top 25 retailers and are available in more than one million stores in approximately 140 countries.