La-Z-Boy launches ‘Do Not Disturb’ decor

After a busy holiday season of hosting, toasting and just go-go-going, there’s nothing better or more rewarding than reclining into a peaceful January. But will friends and family recognize and respect your much-needed downtime?

Click here to read the story at prnewswire.com.

Discussion Questions:

M1L3 (Branding):

1. What is a brand?
2. What type of company is La-Z-Boy? What products do they sell?
3. How would you describe the La-Z-Boy brand?
4. What is positioning?
5. Why might positioning be important to La-Z-Boy?
6. How would you describe their positioning strategy?
7. Why would the company launch “Do Not Distrub” decor?
8. Why do you think the decor is being offered for free?
9. What is digital marketing?
10. What is a microsite?
11. How might “DoNotDisturbDecor.com” represent an example of a microsite and the concept of digital marketing?
12. What is market research?
13. Based on what you learned from this news story, how did market research help shape this campaign from La-Z-Boy?
14. Why do you think they chose to launch the campaign around the New Year? Be prepared to discuss your answers in class.