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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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
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Time for a Change: Chinese Diaper Maker DaddyBaby Faces COVID-19 (A)
Chen, Ming-Jer; Yao, Bingjing (Krystal); Whittle, Mary SummersCase DARDEN-S-0343-EStrategyIn late January 2020, Fuqing city officials approached Bin Lin, CEO of diaper manufacturer DaddyBaby, with a request that came straight from China's central government: In the face of the COVID-19 crisis, could Lin refit his manufacturing facilities to make 800,000 masks a day? And could he do so within two weeks? The local province had a severe mask shortage, and the region's largest diaper maker had declined to help. From an ethical standpoint,...Starting at €8.20
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Time for a Change: Chinese Diaper Maker DaddyBaby Faces COVID-19 (B)
Chen, Ming-Jer; Yao, Bingjing (Krystal); Whittle, Mary SummersCase DARDEN-S-0353-EStrategyAt the request of local and national government officials, Bin Lin had just agreed to manufacture face masks to help contain China's nascent COVID-19 crisis. Lin was the founder and CEO of Chinese diaper manufacturer DaddyBaby. In late January 2020, he found himself working with a team of government efficiency specialists who would ensure that—within the space of two weeks—his diaper factory could produce 800,000 masks a day. Lin had had a number...Starting at €5.74