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Darden University of Virginia (USA)
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Uber Pricing Strategies and Marketing Communications
Farris, Paul W.; Yemen, Gerry; Weiler, Virginia; Ailawadi, KusumCase DARDEN-M-0871-EMarketingBy late March 2014, the ridesharing company Uber was on a roll, rapidly expanding service to untapped markets and gaining new, enthusiastic customers, as well as a few vocal and visible detractors. Uber’s innovative organization of the supply-demand matching process produced eager customers who recruited others. Buzz marketing and aggressive recruitment of drivers augmented growth. This case presents Uber as an example of a middleman adding real ...Starting at €8.20
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The Multichannel Challenge at Natura in Beauty and Personal Care (A), (B), and (C) - Teaching note
Farris, Paul W.; Guissoni, Leandro; Boccia, Murillo; Ailawadi, KusumTeaching Note DARDEN-M-0943TNMarketingTeaching note for products M-0943, M-1022 and M-1023Starting at €0.00
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Dr. Bronner's: Do Psychedelics Fit with Its Cosmic Principles?
Freeman; R. Edward; King; Adelaide Wilcox; Maiden; Stephen E.Case DARDEN-S-0405-EStrategyThis field-based case describes the situation facing David Bronner, cosmic engagement officer (CEO) of Dr. Bronner’s Magic Soaps (Dr. Bronner’s), the top-selling brand of natural soaps in North America in 2019. Since its founding, the company has centered advocacy for unity and social change in its products and giving. The question before David and the leadership team is whether to extend the brand further by publicizing its support for the use o...Starting at €8.20
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The Multichannel Challenge at Natura in Beauty and Personal Care (A)
Farris, Paul W.; Guissoni, Leandro; Ailawadi, Kusum; Boccia, MurilloCase DARDEN-M-0943MarketingFaced with declining market share and sales between 2014 and 2016, Natura, at the time Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, was expanding its customer reach by moving from a direct-sales company to a multichanStarting at €8.20
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Dr. Bronner's: Do Psychedelics Fit with Its Cosmic Principles?- Teaching note
Freeman; R. Edward; King; Adelaide Wilcox; Maiden; Stephen E.Teaching Note DARDEN-S-0405TN-EStrategyTeaching note for product S-0405Starting at €0.00
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The Multichannel Challenge at Natura in Beauty and Personal Care
Farris, Paul W.; Guissoni, Leandro; Ailawadi, Kusum; Boccia, MurilloCase DARDEN-M-0943-EMarketingFaced with declining market share and sales, Natura, Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, expanded its customer reach by moving from a direct-sales company to a multichannel company. In 2014, Natura added online catalogs, physical stores, and drugstores to its well-established direct-selling model, but the results were disappointing. Between 2014 and 2016, three different Natura CEOs attempted to lead...Starting at €8.20
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The Multichannel Challenge at Natura in Beauty and Personal Care (A), (B), and (C) - Teaching note
Farris, Paul W.; Guissoni, Leandro; Boccia, Murillo; Ailawadi, KusumTeaching Note DARDEN-M-0943TN-EMarketingTeaching note for product M-0943Starting at €0.00