Case Notes/Answers
CANADIAN BLOOD SERVICES by Ron Mulholland
Discussion Questions:
For an assignment, students can either be asked to ‘make any recommendations you deem
appropriate’ or the following questions:
1. What are the objectives of CBS?
2. Perform a SWOT analysis for CBS.
3. Why do consumers donate blood?
4. What is the consumer decision-making process in blood donation?
5. Identify the donor segments.
6. How can CBS attract more donors?
7. How can CBS increase rate of donation of repeat donors?
, W11532
Teaching Note
CANADIAN BLOOD SERVICES
CASE SYNOPSIS
The marketing manager for Canadian Blood Services (CBS) is concerned about a growing demand for
blood — 2 per cent per year — driven by a number of factors, including the decrease of wait times in
local hospitals, new operating procedures and increased use or requirements of an aging population. Peak
demand seasons coincide with low supply seasons, such as summer and winter holidays. Two issues
require attention: the first involves increasing the absolute number of donors, currently in the 400,000
range. Indications are that the percentage of Canadians (four per cent) who donate blood is lower than
other countries such as Sweden (five per cent). The second need is to retain more donors and increase the
number of donations per donor, per year. The CBS still faces issues stemming from the tainted blood
scandal of the 1980s and the subsequent Krever inquiry. They are working to rebuild the trust of the
public. The crux of the issue is understanding consumer behaviour toward blood donation. The manager
needs to understand the consumer decision process, examine segments, determine a target segment and
develop communications to increase both the absolute number of donors and the repeat donations of
identified donors.
KEY TOPICS
The case touches on a personal aspect of consumer behaviour—the donation of blood. Students play the
role of a marketing manager at CBS in order to understand consumer motivations and develop a strategy
to increase donor numbers and repeat donations with an ultimate objective to increase the blood supply.
Topics covered include: market research and information sources, consumer behaviour (decision making),
segmentation, and communications strategy.
, Page 2 8B11A046
ASSIGNMENT QUESTIONS
For an assignment, students can either be asked to ‘make any recommendations you deem appropriate’ or
the following questions:
1. What are the objectives of CBS?
2. Perform a SWOT analysis for CBS.
3. Why do consumers donate blood?
4. What is the consumer decision-making process in blood donation?
5. Identify the donor segments.
6. How can CBS attract more donors?
7. How can CBS increase rate of donation of repeat donors?
ANALYSIS
1. What are the objectives of CBS?
CBS has the following objectives and goals:
• To continue to distance themselves from the history of the tainted blood scandal.
• Craft a promotion plan that will make sure that CBS can meet the 1,000,000-blood-unit demand.
• Increase the number of donors from 4 per cent of Canadians to 5 per cent like other similar countries
i.e., Sweden, Australia, England).
• Increase the donor retention statistics from 51 per cent.
2. Perform a SWOT analysis for CBS
Strengths
• Growth in units of blood collected from 685,000 to 900,000. Indication of some sound marketing
initiatives.
• Mobile clinics reach donors who would otherwise not participate.
• Recently hired a marketing firm to develop a marketing/media program.
• CBS only accepts blood donations that are voluntary, with no compensation agreements, leading to a
high quality product.
• Residual of bad feeling regarding the contamination of blood donation and collection from the 1980s
has receded with time.
• Investment in market research to understand donor behavior is undertaken and available for use in
continuous improvement initiatives by CBS.
• Recent results (2009) indicate that more than 80 per cent of the population trusts CBS to manage the
blood system.
• The system is government funded.
• Formed as a solution to past problems, CBS has the benefit of research and history.
• Forty-one permanent collection sites for blood donations.
CANADIAN BLOOD SERVICES by Ron Mulholland
Discussion Questions:
For an assignment, students can either be asked to ‘make any recommendations you deem
appropriate’ or the following questions:
1. What are the objectives of CBS?
2. Perform a SWOT analysis for CBS.
3. Why do consumers donate blood?
4. What is the consumer decision-making process in blood donation?
5. Identify the donor segments.
6. How can CBS attract more donors?
7. How can CBS increase rate of donation of repeat donors?
, W11532
Teaching Note
CANADIAN BLOOD SERVICES
CASE SYNOPSIS
The marketing manager for Canadian Blood Services (CBS) is concerned about a growing demand for
blood — 2 per cent per year — driven by a number of factors, including the decrease of wait times in
local hospitals, new operating procedures and increased use or requirements of an aging population. Peak
demand seasons coincide with low supply seasons, such as summer and winter holidays. Two issues
require attention: the first involves increasing the absolute number of donors, currently in the 400,000
range. Indications are that the percentage of Canadians (four per cent) who donate blood is lower than
other countries such as Sweden (five per cent). The second need is to retain more donors and increase the
number of donations per donor, per year. The CBS still faces issues stemming from the tainted blood
scandal of the 1980s and the subsequent Krever inquiry. They are working to rebuild the trust of the
public. The crux of the issue is understanding consumer behaviour toward blood donation. The manager
needs to understand the consumer decision process, examine segments, determine a target segment and
develop communications to increase both the absolute number of donors and the repeat donations of
identified donors.
KEY TOPICS
The case touches on a personal aspect of consumer behaviour—the donation of blood. Students play the
role of a marketing manager at CBS in order to understand consumer motivations and develop a strategy
to increase donor numbers and repeat donations with an ultimate objective to increase the blood supply.
Topics covered include: market research and information sources, consumer behaviour (decision making),
segmentation, and communications strategy.
, Page 2 8B11A046
ASSIGNMENT QUESTIONS
For an assignment, students can either be asked to ‘make any recommendations you deem appropriate’ or
the following questions:
1. What are the objectives of CBS?
2. Perform a SWOT analysis for CBS.
3. Why do consumers donate blood?
4. What is the consumer decision-making process in blood donation?
5. Identify the donor segments.
6. How can CBS attract more donors?
7. How can CBS increase rate of donation of repeat donors?
ANALYSIS
1. What are the objectives of CBS?
CBS has the following objectives and goals:
• To continue to distance themselves from the history of the tainted blood scandal.
• Craft a promotion plan that will make sure that CBS can meet the 1,000,000-blood-unit demand.
• Increase the number of donors from 4 per cent of Canadians to 5 per cent like other similar countries
i.e., Sweden, Australia, England).
• Increase the donor retention statistics from 51 per cent.
2. Perform a SWOT analysis for CBS
Strengths
• Growth in units of blood collected from 685,000 to 900,000. Indication of some sound marketing
initiatives.
• Mobile clinics reach donors who would otherwise not participate.
• Recently hired a marketing firm to develop a marketing/media program.
• CBS only accepts blood donations that are voluntary, with no compensation agreements, leading to a
high quality product.
• Residual of bad feeling regarding the contamination of blood donation and collection from the 1980s
has receded with time.
• Investment in market research to understand donor behavior is undertaken and available for use in
continuous improvement initiatives by CBS.
• Recent results (2009) indicate that more than 80 per cent of the population trusts CBS to manage the
blood system.
• The system is government funded.
• Formed as a solution to past problems, CBS has the benefit of research and history.
• Forty-one permanent collection sites for blood donations.
