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Planters Nuts (Spanish version)
Dolan, Robert J.; Ngwe, DonaldCase HBS-517S07MarketingIn 2012 Planters had about $1 billion in U.S. annual revenues, but had experienced declining unit sales and household penetration over the past six years. The snack nuts category was growing overall, but household spending was shifting away from peanuts, cashews, and mixed nuts-Planters' core business-to almonds and pistachios. A new brand management team for Planters had to develop a plan to reinvigorate the still largest brand in the category, ...Starting at €8.20
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Nota Sobre la Definición de Mercado y la Segmentación
Buzzell, Robert D.Case HBS-503S72MarketingLos contornos de los problemas involucrados en la definición de "mercados" a los efectos de 1) el desarrollo de estrategias competitivas, 2) la medición de la cuota de mercado, y 3) evaluar el grado de competencia. El enfoque principal está en la planificación estratégica - en concreto, las cuestiones de delimitación del mercado atendido por una unidad de negocio y la identificación de segmentos potenciales dentro de ella.Starting at €8.20
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The Power of the Peanut (Spanish version)
Dolan, Robert J.; Ngwe, DonaldCase HBS-517S08MarketingThis case picks up from the events in Planters Nuts and describes how the new management team for Planters turned the brand around in 2013 by implementing a new brand positioning accompanied by a multimillion dollar marketing campaign.Starting at €8.20