This two-part case, (see Air Miles (B), case 9A94A003), is about decisions relating to the introduction of AIR MILES (TM), a loyalty incentive program, to the Canadian market. An integral part of the case is a three minute video, which can be purchased with the case (video 7A94A002). The cases are designed to be taught in one class period. The decision point for the first part of the case takes place two weeks before the initial launch of the AIR MILES (TM) program. The student is asked to assess the marketing strategy, with particular emphasis on the efficacy of the planned television commercials.
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