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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Brandefy: Approaching Expansion with Marketing Analytics
Yemen, Gerry; Mortimer, Steven M.; Boichuk, JeffCase DARDEN-M-0962-EMarketingThis field-based case allows instructors to explore the world of data analytics with students, using Brandefy, a startup company, and its plan to expand its app into additional categories of the grocery store as a sandbox for learning. Using R (or some other statistical programming language/software, such as Python, SAS, Stata, or SPSS) and retail scanner data from 84.51˚ (https://www.8451.com/area51), the case sets the stage for instructors to e...Starting at €8.20
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Food Marketing
Cian, Luca; Gibson, Madeline; Boichuk, JeffTechnical Note DARDEN-M-0966-EMarketingLiterature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides ...Starting at €8.20
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Just: Positioned to Target Mainstream Tastes? (A) and (B) - Teaching Note
Cian, Luca; Boichuk, Jeff; Gibson, MadelineTeaching Note DARDEN-M-0956TN-EMarketingTeaching note for product M-0956Starting at €0.00
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Transformation in Somaliland: Edna Adan Maternity Hospital
Yemen, Gerry; Snell, Scott; Meara, John G.; McClain, Craig D.; Raykar, Nakul P.; Greenberg, Sarah L. M.; Henry, Jaymie AngCase DARDEN-OB-1082-ELeadership and People ManagementThere are change efforts, and there are change efforts. Edna Adan Ismail, referred to in the Western press as the Muslim Mother Teresa, created a small revolution when she founded the Edna Adan Maternity Hospital in Hargeisa, Somaliland. From securing buy-in and permissions from Siad Barre's government, acquiring land and struggling to keep it, and designing and constructing a new building, to educating a health care workforce, attracting physici...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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Just: Positioned to Target Mainstream Tastes? (A)
Cian, Luca; Yemen, Gerry; Boichuk, JeffCase DARDEN-M-0956-EMarketingWell suited for MBA and undergraduate marketing programs, this case uses product positioning and placement during the early growth stages of a start-up’s brand in the food industry to unfold circumstances that allow for an analysis of the firm’s positioning and food marketing decisions. All products are plant-based foods distributed nationally in the United States. Seeking to target mainstream tastes and low price, tensions among the three pillar...Starting at €8.20
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Brand Activism
Cian, Luca; Parmar, Bidhan L.; Boichuk, Jeff; Craddock, JennyTechnical Note DARDEN-M-0963-EMarketingThis technical note offers students a definition of brand activism (as contrasted to corporate social responsibility) along with an explanation of the different forms that this corporate practice can take. Specifically, students are introduced to the concepts of both progressive and regressive brand activism, in addition to the different causes the activist efforts may champion, whether social, legal, or environmental, to name a few. In order to ...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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Transformation in Somaliland: Edna Adan Maternity Hospital - Teaching Note
Yemen, Gerry; Snell, Scott; Meara, John G.; McClain, Craig D.; Raykar, Nakul P.; Greenberg, Sarah L. M.; Henry, Jaymie AngTeaching Note DARDEN-OB-1082TN-ELeadership and People ManagementTeaching note for product OB-1082Starting at €0.00