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Darden University of Virginia (USA)
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Cardagin: Local Mobile Rewards
Venkatesan, Rajkumar; Ateya, Kelly; Harr, AdamCase DARDEN-M-0825-EMarketingCardagin, a new start-up in the increasingly competitive space of consumer/merchant apps for smartphones, is reaching an inflection point: decisions it makes at this stage can determine whether it becomes a national presence or an also-ran. The CEO needs to demonstrate the value of Cardagin's service to retailers and consumers in compelling ways. The case provides students an opportunity to analyze a new digital venture, explore expansion options...Starting at €8.20
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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
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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
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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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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
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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
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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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Mauboussin Japan: A French Gem in Asia
Delecolle, Thierry; Kamin, Ronald G.; Parguel, Beatrice; Yemen, GerryCase DARDEN-M-0853-EMarketingAs marketers love to teach students, differentiation must be the focal point of marketing strategy. But what happens when a firm's competitive set is shared by similar customers, perceived differentiation is weak among rivals, and loyalty is a thing of the past? This was the dilemma the French luxury jeweler Mauboussin faced: how to leverage its iconic brand to access new customers, domestically and abroad, and through new channels, while preserv...Starting at €8.20