Darden University of Virginia (USA)
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Green Ox
Moore, Marian Chapman; Wilcox, Ronald T.; Henderson, GeraldineCase DARDEN-M-0722-EMarketing”Green Ox” was written specifically for a midterm exam in an MBA marketing management class. Rather than focus on one particular concept or issue (e.g., segmentation, product line depth), the case challenges students to develop a marketing strategy for a food and beverage manufacturer’s new line of sports beverages, which contain beneficial antioxidants. Focal decisions include choosing a segmentation scheme(s) and a specific target segment(s) an...Starting at €8.20
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Wheaties: Reinvigorating an Iconic Brand (A)
Moore, Marian Chapman; Weinberg, AdamCase DARDEN-M-0828-EMarketingThis case series is taught in Darden's course elective, Managing Consumer Brands. In the spring of 2008, the marketing editor for Wheaties was getting ready for a meeting to discuss ideas about how to reinvigorate one of the most iconic and well-known cereal brands in America, which over the preceding few years had experienced a steady decline in market share. The only limitation the manager would impose was that any new product could not replace...Starting at €8.20
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Wheaties: Reinvigorating an Iconic Brand (B)
Moore, Marian Chapman; Weinberg, AdamCase DARDEN-M-0829-EMarketingThe marketing manager and the Wheaties brand team launched a line extension they believed would bolster the legendary brand. Wheaties FUEL, a ready-to-eat cereal targeted specifically toward men and designed to help users "Prepare to Win" was introduced to consumers in September 2009, with a 360-degree campaign utilizing television, print, online, and in-store promotions to build awareness. By gaining buy-in early on from Peyton Manning, Kevin Ga...Starting at €5.74
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Altamar Brands and Absinthe: Feeding "the Green Fairy"
Moore, Marian Chapman; Correll, BrookeCase DARDEN-M-0844-EMarketingIn May 2007, Altamar Brands signed a contract to represent Kübler Absinthe in the United States. The next month, U.S. consumers greeted the news of absinthe’s legalization with abandon. Industry veterans had never before witnessed as high a level of consumer awareness and demand as what preceded the reintroduction of absinthe. After much-heralded product introductions in five major markets, Kübler’s CEO found himself with a time-sensitive opportu...Starting at €8.20
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ZYRTEC: Responding to Allegra
Moore, Marian Chapman; Bergqvist, Karin; Li, AngelaCase DARDEN-M-0847-EMarketingIn April 2010, the ZYRTEC brand manager at Johnson & Johnson’s McNeil Consumer Healthcare, learned that Sanofi’s Allegra, the leading brand in the prescription antihistamine category, was anticipated to secure over-the-counter (OTC) approval by spring 2011. With the recent successful launch of ZYRTEC Liqui-Gels, ZYRTEC was poised to overtake Merck’s Claritin, the leader in the OTC antihistamine category. The case asks students to recommend how a ...Starting at €8.20
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Red Bull (Abridged)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, JordanCase DARDEN-M-0849-EMarketingThis case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider where Red Bull will take its brand, product line, and marketing next, in light of many competitive challenges in the United States. The case was written to foster discus...Starting at €8.20
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Your Professional Brand: Creating a Brand Essence Statement for Your Career
Whitler, Kimberly A.; Moore, Marian ChapmanExercise DARDEN-M-0887-EMarketingAlthough not all MBA students end up working in a marketing function and/or on a brand per se, all students will develop a professional brand, whether it is proactively built or created through happenstance. This exercise helps guide students through a process to think strategically about how to develop their professional brand at work. It is used in conjunction with a technical note that details how to build brands using a tool called the Brand ...Starting at €8.20
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Kalashnikov: What's in a Name? (A) and (B) - Teaching Note
Isabella, Lynn A.; Moore, Marian Chapman; Yemen, GerryTeaching Note DARDEN-M-0697TN-EMarketingTeaching note for product M-0697Starting at €0.00
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Green Ox - Teaching Note
Moore, Marian Chapman; Wilcox, Ronald T.; Henderson, GeraldineTeaching Note DARDEN-M-0722TN-EMarketingTeaching note for product M-0722Starting at €0.00
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Brooke Correll and Clos Du Val: Adventures in Napa Valley (Case Series) - Teaching Note
Moore, Marian ChapmanTeaching Note DARDEN-M-0733TN-EMarketingTeaching note for product M-0733Starting at €0.00