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 Fight Against Skyrocketing Textbook Prices (A)
Guthrie, Lance; Moore, SherriCase DARDEN-G-0638-EKnowledge and CommunicationA young graduate student finds himself in hot water when he is sued by John Wiley & Sons, Inc., for reselling textbooks overseas for a profit. This case explores the first-sale doctrine-a section of the Copyright Act of 1976-as well as citation of three additional decisions. The B case reveals the Supreme Court verdict. This case is used in a business law course elective at the McIntire School of Commerce.Starting at €8.20
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The Fight Against Skyrocketing Textbook Prices (B)
Guthrie, Lance; Moore, SherriCase DARDEN-G-0639-EKnowledge and CommunicationA young graduate student finds himself in hot water when he is sued by John Wiley & Sons, Inc., for reselling textbooks overseas for a profit. This case explores the first-sale doctrine-a section of the Copyright Act of 1976-as well as citation of three additional decisions. The B case reveals the Supreme Court verdict. This case is used in a business law course elective at the McIntire School of Commerce.Starting at €5.74
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Come As You Are: The Role of Internal Financial Reporting after a Change of Leadership
Dikolli, Shane; Ingram-Johnson, JailaCase DARDEN-C-2447-EAccounting and ControlAs You Are Seventh-Day Adventist Church (AYA) is located in Williamsburg, Virginia, in a low-income community, where it offers a wide range of primarily religious services. AYA is part of the River Seventh-Day Adventist Conference—East (RCE), which finds and pays for the pastors at each of its churches. In return, the RCE receives the weekly tithes as conference dues, and AYA keeps the offerings given by its members. This partnership has allowed ...Starting at €8.20
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Can Zwift Disrupt Peloton's Ascent?
Dikolli, Shane; Wright-Pruski, Colin; Yemen, GerryCase DARDEN-C-2454-EAccounting and ControlThis public-sourced case uses the fitness company Zwift and one of its competitors, Peloton, to explore cost allocation and bundling services. The material includes a task to provide a back-of-the-envelope pitch about Zwift's potential to disrupt Peloton's growth. Although Zwift's foundation was on the software side, would an entry into the hardware side of the fitness space present a viable opportunity? As part of the analysis, students prepare ...Starting at €8.20
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Come As You Are: The Role of Internal Financial Reporting after a Change of Leadership - Teaching Note
Dikolli, Shane; Ingram-Johnson, JailaTeaching Note DARDEN-C-2447TN-EAccounting and ControlTeaching Note for product C-2447Starting at €0.00
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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
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The Fight Against Skyrocketing Textbook Prices (A) and (B) - Teaching Note
Moore, SherriTeaching Note DARDEN-G-0638TN-EKnowledge and CommunicationTeaching note for product G-0638Starting at €0.00