Search results
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The Tata Nano: The People's Car (B)
Farris, Paul W.; Venkatesan, RajkumarCase DARDEN-M-0804-EMarketingIn the follow-up to the A case of the same name, this case reveals post-launch results for Tata's $2,500 car. Students learn about Tata's promotion, price, place, segment, targeting, and positioning for marketing “the world’s cheapest car.” This case series is effective for MBA, undergraduate, and executive learners studying market segmentation, pricing, cannibalization risk, pricing, and break-even sales in the face of different price and cost s...Starting at €5.74
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Design of Price and Advertising Elasticity Models
Venkatesan, Rajkumar; Farris, Paul W.Technical Note DARDEN-M-0805-EMarketingThe marketing mix that a manager may deploy can affect the sales of a product and can be categorized under the traditional four Ps of marketing (product, price, promotion, and placement). But the perennial question managers face concerns the combination of these different marketing mix variables that will give them maximized sales, highest share, lowest inventory, or maximized margins. Quite often, these questions are answered by historical data:...Starting at €8.20
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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
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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
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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
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Silk Soy Milk (B)
Farris, Paul W.Case DARDEN-M-0831-EMarketingThis extension of Silk Soy Milk (A) (UVA-M-0771) follows subsequent sales results for Silk and increased competition from new entrants into the market.Starting at €5.74
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J. C. Penney: Reinventing Fair and Square Deals (A)
Farris, Paul W.; Wilcox, Ronald T.; Thompson, SylvieCase DARDEN-M-0835-EMarketingThe new CEO and the new president of the J. C. Penney Company, Inc. (JCP), invigorate the company with a new pricing strategy based on “Everyday Fair Prices.” Is the initial market reaction an indication of likely success? This first part of a two-part case contextualizes the initiative and provides a means of exploring differentiation in an evolving market.Starting at €8.20
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J. C. Penney: The "Think Big" Strategy
Farris, Paul W.; Thompson, Sylvie; Wilcox, Ronald T.Case DARDEN-M-0841-EMarketingThis case is used in Darden's required EMBA first-year Marketing course. It can also be used in course modules covering Pricing or Brand Management. In the case. a financial analyst considers a presentation by an investor in J. C. Penney and the implications of the company’s turnaround strategy. This case provides an alternative approach to the market positioning discussion in the two-part case, “J. C. Penney: Reinventing Fair and Square Deals (...Starting at €8.20
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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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A Resource-Allocation Perspective for Marketing Analytics
Farris, Paul W.; Venkatesan, RajkumarTechnical Note DARDEN-M-0861-EMarketingManagers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics—the process of systematically using empirical data about customers, companies, and industry context to inform strategic marketing decisions and create models that are helpful in understanding consumer behaviors. Resource allocation is the endgame of analytics....Starting at €8.20