Darden University of Virginia (USA)
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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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Wheaties: Reinvigorating an Iconic Brand (A), (B), and (C) - Teaching Note
Moore, Marian Chapman; Weinberg, AdamTeaching Note DARDEN-M-0828TN-EMarketingTeaching note for product M-0828Starting at €0.00
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The Wells Fargo Commercial Banking Scandal - Teaching Note
Lynch, Luann J.; Cutro, CameronTeaching Note DARDEN-C-2394TN-EAccounting and ControlTeaching note for product C-2394Starting at €0.00
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The Wells Fargo Commercial Banking Scandal
Lynch, Luann J.; Cutro, CameronCase DARDEN-C-2394-EAccounting and ControlOn October 25, 2016, Timothy J. Sloan, the new CEO of Wells Fargo bank, apologized to 1,200 of his employees in Charlotte, North Carolina. Sloan had been named to the company’s top position two weeks earlier, when then-CEO John Stumpf resigned amid fallout from the banking scandal for which Sloan apologized. In September, Wells Fargo had agreed to a $185 million settlement with the Consumer Financial Protection Bureau (CFPB) and two other regulat...Starting at €8.20
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The Volkswagen Emissions Scandal
Lynch, Luann J.; Cutro, Cameron; Bird, ElizabethCase DARDEN-S-0267-EStrategyIn September 2015, VW had admitted to United States regulators that it had deliberately installed “defeat devices” in many of its diesel cars, which enabled the cars to cheat on federal and state emissions tests, making them able to pass the tests and hit ambitious mileage and performance targets while actually emitting up to 40 times more hazardous gases into the atmosphere than legally allowed. The discovery had prompted the U.S. Environmental ...Starting at €8.20
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Wheaties: Reinvigorating an Iconic Brand (C)
Moore, Marian Chapman; Weinberg, Adam; Tang, JeffCase DARDEN-M-0830-EMarketingThe results were not promising following the initial campaign and launch of Wheaties FUEL as sales dipped five months after it had been put on store shelves. Still there was a 96% incremental gain in sales of the original Wheaties, and many of its new consumers were younger than usual. Based on the initial feedback, the team began using a lighter tone in its messaging, and continued to monitor, learn, and optimize the product and the campaign.Starting at €5.74