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Mission Impossible: Measuring Social Media Return on Investment
Miranda R. Goode; Daniel SamoshCase IVEY-9B12A015-EEntrepreneurship, MarketingIn August 2011, the digital strategist at Online Advertisers, a small digital media company (web development, affiliate marketing, and social media management), was faced with finalizing a value proposition for a new social media marketing division, Online Advertisers Social. Online Advertisers was a creativity-driven company. Data and analytic capabilities were generally not the reason why clients worked with Online Advertisers. Online Advertise...Starting at €8.20
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Aspire Food Group: Marketing a Cricket Protein Brand - Teaching Note
Miranda R. Goode; Emily MoscatoTeaching Note IVEY-8B20A071-EMarketingTeaching note for product 9B20A071.Starting at €0.00
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Brandefy: Approaching Expansion with Marketing Analytics
Yemen, Gerry; Mortimer, Steven M.; Boichuk, JeffCase DARDEN-M-0962-EMarketingThis field-based case allows instructors to explore the world of data analytics with students, using Brandefy, a startup company, and its plan to expand its app into additional categories of the grocery store as a sandbox for learning. Using R (or some other statistical programming language/software, such as Python, SAS, Stata, or SPSS) and retail scanner data from 84.51˚ (https://www.8451.com/area51), the case sets the stage for instructors to e...Starting at €8.20
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Food Marketing
Cian, Luca; Gibson, Madeline; Boichuk, JeffTechnical Note DARDEN-M-0966-EMarketingLiterature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides ...Starting at €8.20
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Just: Positioned to Target Mainstream Tastes? (A) and (B) - Teaching Note
Cian, Luca; Boichuk, Jeff; Gibson, MadelineTeaching Note DARDEN-M-0956TN-EMarketingTeaching note for product M-0956Starting at €0.00
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DOUGH T.O: A Sweet Expansion Opportunity - Teaching Note
Miranda R. Goode; Shivani PradhanTeaching Note IVEY-8B20A082-EMarketingTeaching note for product 9B20A082.Starting at €0.00
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Just: Positioned to Target Mainstream Tastes? (A)
Cian, Luca; Yemen, Gerry; Boichuk, JeffCase DARDEN-M-0956-EMarketingWell suited for MBA and undergraduate marketing programs, this case uses product positioning and placement during the early growth stages of a start-up’s brand in the food industry to unfold circumstances that allow for an analysis of the firm’s positioning and food marketing decisions. All products are plant-based foods distributed nationally in the United States. Seeking to target mainstream tastes and low price, tensions among the three pillar...Starting at €8.20
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Brand Activism
Cian, Luca; Parmar, Bidhan L.; Boichuk, Jeff; Craddock, JennyTechnical Note DARDEN-M-0963-EMarketingThis technical note offers students a definition of brand activism (as contrasted to corporate social responsibility) along with an explanation of the different forms that this corporate practice can take. Specifically, students are introduced to the concepts of both progressive and regressive brand activism, in addition to the different causes the activist efforts may champion, whether social, legal, or environmental, to name a few. In order to ...Starting at €8.20
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Mixtape Social: Building Brands for Athletes and Companies - Teaching Note
Miranda R. Goode; Ken MarkTeaching Note IVEY-8B19A012-EMarketingTeaching note for product 9B19A012.Starting at €0.00
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Multinational Beverage Inc.: An Orange Juice Dilemma
Miranda R. Goode; Jessica MylesCase IVEY-9B20A057-EMarketing, StrategyIn September 2019, a marketing director at Multinational Beverage Inc. faced a dilemma: she needed to determine how to reverse the declining sales and market share of her Florida-based orange juice brand, Fresh Squeeze. While one potential solution was to move production to Brazil to take advantage of lower production costs, the marketing director also had to consider the effect this would have on Fresh Squeeze’s brand image. Given industry dynam...Starting at €8.20