Darden University of Virginia (USA)
-
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
-
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
-
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
-
From Blues Brother to Industry Leader: Growing Revenues at ParknPool - Teaching Note
Fairchild; Gregory B.; Rourke; BradTeaching Note DARDEN-ENT-0176TN-EEntrepreneurshipTeaching note for product ENT-0176Starting at €0.00
-
From Blues Brother to Industry Leader: Growing Revenues at ParknPool
Fairchild; Gregory B.; Rourke; BradCase DARDEN-ENT-0176-EEntrepreneurshipWith humble and unconventional roots; Jim Fonner's outdoor furniture company; ParknPool; began in Florida selling patio furniture door to door to hotels. Fonner and his then-partner dressed as the Blues Brothers in order to attract attention and gain sales. Over the decade; the business has grown and is now an industry leader in outdoor furniture supplies. Almost all of the firm’s selling is done over the internet. Revenues have grown year over y...Starting at €8.20