Marketing II: Speaker Biographies

We have an exciting session planned for this Saturday, with Indu Isaacs and Zuby Singh coming in to help us learn a little bit more about marketing. We have also planned to review a very interesting marketing case study. Make sure to read more about it below.

• Speaker: Indu Isaacs, CEO, Formatech

Indu J. Isaacs, Ph.D., CEO and Co-founder of Formatech, has a Ph.D. in Chemistry from University of Oklahoma. Prior to Formatech, Dr. Isaacs, has held both scientific and management positions at Genetics Institute in Andover, Abbott Biotech in Needham, and Cambridge Neurosciences in Cambridge. Formatech, Inc., a 11 year old Massachusetts Corp, is focused on providing quality contract services to the biotechnology and pharmaceutical industries. Through innovative product development and quality CGMP aseptic manufacturing capabilities, Formatech strives to assist in bringing new and novel therapies to the market. Formatech commits itself to the highest standards of integrity, service and customer commitment to its clients and its employees. Formatech, Inc. began its operations originally in Lowell in the Wannalancit Building, a renovated old mill. Company grew steadily from its initial 1,500 sqft of lab space to 8,500 in 1999. In 2000, the company relocated to Andover Business Park in Andover where it currently occupies 35,000 sqft and employs a staff of 55. Since its inception, the Company has maintained an aggressive marketing and business development program and serves clients in the United States, Japan, Israel, Australia, Europe and Canada.


• Teacher: Zuby Singh, L-1 Identity Solutions

Zuby is a seasoned professional with more than 15 years of experience across industry sectors including: Technology, Insurance, Retail, and Consulting for various sized businesses. Zuby’s profile consists of special competencies with regards to industry-specific strategies, vendor/program management, web/client-server applications, and governance/process improvements. In her current role, Zuby is responsible for establishing organizational standards/processes and 6 sigma initiatives encouraging savings and efficiencies while utilizing best practices and innovative methodologies. Prior to joining L-1, Zuby worked for several well-known companies including Electric Insurance (consolidated affiliate of GE), marchFIRST (formerly Whittman Hart), Arthur Anderson, The May Company (Filene’s and Hecht’s), Bradlees, etc.

Outside of work Zuby is involved with the Boston Chapter of APICS [Advancing Productivity, Innovation, and Competitive Success], a globally recognized non-profit organization and association for operations management serving the manufacturing and service industries with over 43,000 individuals from 15,000 companies worldwide-across nearly all industries. Zuby serves as a board member and has held several VP and Director Positions in Marketing and Publicity since 2000.

• Harvard Business School Mountain Dew Case Study

With the Super Bowl just around the corner, we thought it might be nice to have a special case study devoted to Super Bowl advertisements. The Super Bowl is not just about football, with the TV commericals to be shown during the game as much the subject of anticipation and speculation. No wonder, then, that in the past 20 years Super Bowl ads has translated into $1.84 billion of network sales, from over 200 different advertisers, according to TNS Media Intelligence. Check out the link here to learn more about Super Bowl advertising spend in 2008 -- we can expect that it will likely be very different in 2009.













For our class, we will review a Harvard Business School case study based on a real-life example with the executives at Mountain Dew. You, the students, wil choose which of the following five advertisements is the best for Mountain Dew's marketing strategy.