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Genuinus: Using Digital Marketing to Sell Fresh Food Online
Gallo, Iñigo; Liepmann, Erik; Segarra, JavierCaso M-1338-EMarketingGenuinus sells fresh organic products online. After a year and a half in operation, sales are growing but the company is far from making a profit. The Genuinus team is considering how best to use the budget dedicated to marketing (almost all online).Desde 8,20 €
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Genuinus: marketing digital para vender productos frescos online
Gallo, Iñigo; Liepmann, Erik; Segarra, JavierCaso M-1338MarketingGenuinus vende productos frescos ecológicos online. Tras un año y medio de operaciones, las ventas crecen, pero están lejos del beneficio. El equipo de Genuinus se plantea cómo utilizar mejor el presupuesto que dedica a marketing (prácticamente todo online).Desde 8,20 €
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INSITE: Simplified Big Data
Sendagorta, Paloma; Gallo, Iñigo; Jiang Wang, ÁngelaCaso M-1384-EMarketingInsite is a customer business intelligence software developed by a European consulting company. The Iberia branch has had poor results during 2020. Of particular concern to the manager is the number of demos that are offered to potential clients: demos granted by the sales team have increased, while sales have decreased. Management has to review the process for granting demos. In particular, the case presents three such decisions: clients who are...Desde 8,20 €
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Anytime Fitness: Getting Online Marketing in Shape
Ángela Jiang Wang; Gallo, IñigoCaso M-1381-EMarketingAnytime Fitness is a health and fitness club. The Spain branch is looking to increase subscriptions to its 60 centers in the country. They are wondering whether they should increase their online budget or their offline budget. Within the online budget, they also want to know what should be the mix of search advertising versus display advertising.Desde 8,20 €
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DurvisTech and Carla Falcón: Fixing a Sales Team
Gallo, Iñigo; Ángela Jiang WangCaso M-1385-ELiderazgo y Dirección de personas, MarketingDurvisTech is one of the leading door manufacturers in Spain. The national team of sales agents has been underperforming in the past years, and Carla Falcón, who has just been appointed as the new national sales manager, needs to quickly find a solution to this situation and get the national unit back on track. Specifically, she will need to make decisions regarding three specific problematic sales agents.Desde 8,20 €
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Firemadillo SCRPt: A Software to Revolutionize the Movie Industry
Planlilio, Lorenzo; Gallo, IñigoCaso M-1389-EMarketingSCRPt is a software developed by the company Firemadillo, based in Los Angeles, that can predict the box office revenue of a movie by analyzing its script and comparing it to previous scripts. Firemadillo belives this is a game changer, with a huge potential. But it's not an easy sell. Who should they target? Writers? Producers? Studios? How should they position the software? At what price? The case provides all the necessary information to discu...Desde 8,20 €
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David Versus Goliath: Commercial Decisions at La Fageda - Teaching note
Gallo, Iñigo; Segarra, José AntonioNota del Instructor MT-47-EMarketingLa Fageda is a social project and cooperative that produces and sells yogurts (as well as ice creams and jams). In 2014, the company must take three important commercial decisions: how to respond to a price cut by a major chain; how to help distributors affected by a drop in their volume of business (due to the centralization of logistics by major chains); and what to do with some accounts in the HORECA channel that have low profitability or even...Desde 0,00 €
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Repositioning Royco Minute Soup: Evaluating a Word-of-Mouth Campaign
Gallo, Iñigo; Oldenbeuving, HarmjanCaso M-1320-EMarketingRoyco is the main manufacturer of instant dry soup in France, but the market is shrinking. The marketing team at Royco is considering including a word-of-mouth campaign in the marketing plan for next year 2014). Is running a word-of-mouth campaign a good idea for Royco given their target, their positioning, and the market situation? If so, how should this campaign be structured? (budget, number of agents, expected return, etc.).Desde 8,20 €
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Benati Solares - Teaching Note
Gallo, Iñigo; Belder, JenniferNota del Instructor MT-40-EMarketingIn 2013, Benati's Sun Care Division raised the issue of whether to respond to the promotions its competition was holding. In spite of the fact that these promotions (now in their third consecutive summer) did not cause much harm to Benati's market share, the company had detected some dissatisfaction among the pharmacies, which were responsible for selling products to the end customer.Desde 0,00 €
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GoQuickly.com and FileAway: Advertising in the Super Bowl
Gallo, Iñigo; González, Jorge; Capizzani, Mario; Panlilio, LorenzoCaso M-1374-EMarketingKickersoft managers Jennifer Green and Ted Gutner, along with their respective marketing teams, were preparing for an important presentation meeting with CEO Henrik Mathison. During the meeting, the decision would be made on which creative concepts the US software company would use for that year's Super Bowl advertisements for FileAway and GoQuickly.com-Kickersoft's two most important cloud-based products. Green and Gutner were excited, but the...Desde 8,20 €