Darden University of Virginia (USA)
-
Green Ox
Moore, Marian Chapman; Wilcox, Ronald T.; Henderson, GeraldineCase DARDEN-M-0722-EMarketing”Green Ox” was written specifically for a midterm exam in an MBA marketing management class. Rather than focus on one particular concept or issue (e.g., segmentation, product line depth), the case challenges students to develop a marketing strategy for a food and beverage manufacturer’s new line of sports beverages, which contain beneficial antioxidants. Focal decisions include choosing a segmentation scheme(s) and a specific target segment(s) an...Starting at €8.20
-
Motorcowboy: Getting a Foot in the Door (A)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0814-EMarketingAs part of the Google Online Marketing Challenge, a team of Darden students devises an AdWords campaign for Motorcowboy, an online source of custom footwear that caters to segments as varied as motorcycle police, cross-dressers, movie buffs, equestrians, and plus-size individuals. When an initial keyword list yields low traffic, the team must adapt its approach. This three-part case illustrates the segmentation process and the relative merits of ...Starting at €8.20
-
Motorcowboy: Getting a Foot in the Door (B)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0815-EMarketingThis continuation of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, recounts the Darden team's revised approach.Starting at €5.74
-
Motorcowboy: Getting a Foot in the Door (C)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0816-EMarketingThis third and final part of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, delineated the Darden team's recommendations for future efforts.Starting at €5.74
-
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
-
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
-
Altamar Brands and Absinthe: Feeding "the Green Fairy"
Moore, Marian Chapman; Correll, BrookeCase DARDEN-M-0844-EMarketingIn May 2007, Altamar Brands signed a contract to represent Kübler Absinthe in the United States. The next month, U.S. consumers greeted the news of absinthe’s legalization with abandon. Industry veterans had never before witnessed as high a level of consumer awareness and demand as what preceded the reintroduction of absinthe. After much-heralded product introductions in five major markets, Kübler’s CEO found himself with a time-sensitive opportu...Starting at €8.20
-
ZYRTEC: Responding to Allegra
Moore, Marian Chapman; Bergqvist, Karin; Li, AngelaCase DARDEN-M-0847-EMarketingIn April 2010, the ZYRTEC brand manager at Johnson & Johnson’s McNeil Consumer Healthcare, learned that Sanofi’s Allegra, the leading brand in the prescription antihistamine category, was anticipated to secure over-the-counter (OTC) approval by spring 2011. With the recent successful launch of ZYRTEC Liqui-Gels, ZYRTEC was poised to overtake Merck’s Claritin, the leader in the OTC antihistamine category. The case asks students to recommend how a ...Starting at €8.20
-
Your Professional Brand: Creating a Brand Essence Statement for Your Career
Whitler, Kimberly A.; Moore, Marian ChapmanExercise DARDEN-M-0887-EMarketingAlthough not all MBA students end up working in a marketing function and/or on a brand per se, all students will develop a professional brand, whether it is proactively built or created through happenstance. This exercise helps guide students through a process to think strategically about how to develop their professional brand at work. It is used in conjunction with a technical note that details how to build brands using a tool called the Brand ...Starting at €8.20
-
Kalashnikov: What's in a Name? (A) and (B) - Teaching Note
Isabella, Lynn A.; Moore, Marian Chapman; Yemen, GerryTeaching Note DARDEN-M-0697TN-EMarketingTeaching note for product M-0697Starting at €0.00