Darden University of Virginia (USA)
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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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Lac Leman Festival de la Musique (A)
Bodily; Samuel E.; Jenkins; RobertCase DARDEN-QA-0707-EDecision AnalysisThe organizers of a music festival may use video from the Friday concert to create a DVD to sell to those who come to the Saturday concert. Attendance on Saturday is uncertain; as is the percentage of those who attend on Saturday who will buy the DVD. Is this a good project? If so; what number of DVDs should be burned early Saturday morning and offered for sale at that evening's performance? By that time; Friday attendance is known; as well as wh...Starting at €8.20
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Lac Leman Festival de la Musique (B)
Bodily; Samuel E.; Jenkins; RobertCase DARDEN-QA-0708-EDecision AnalysisThe organizers of a music festival may use video from the Friday concert to create a DVD to sell to those who come to the Saturday concert. Attendance on Saturday is uncertain; as is the percentage of those who attend on Saturday who will buy the DVD. Is this a good project? If so; what number of DVDs should be burned early Saturday morning and offered for sale at that evening's performance? By that time; Friday attendance is known; as well as wh...Starting at €5.74
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Lac Leman Festival de la Musique (A) and (B) - Teaching Note
Bodily; Samuel E.Teaching Note DARDEN-QA-0707TN-EDecision AnalysisTeaching note for product QA-0707Starting at €0.00
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Silk Soy Milk (A)
Farris, Paul W.; Shames, Ervin R.; Wasden, MichaelCase DARDEN-M-0771-EMarketingThe Silk soy milk brand evolves from a single homemade product to a regional and then national brand, facing challenges along the way such as investment influx, acquisition, and competition from new entrants into the very market it created. Silk's marketing angles at various growth stages are discussed, and students consider whether the company should expand its presence or develop new categories, as well as how its efforts could best realize gro...Starting at €8.20
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Red Bull (A)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, JordanCase DARDEN-M-0663-EMarketingThis case 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 how Red Bull should react to competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and p...Starting at €8.20