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Food Marketing
Cian, Luca; Gibson, Madeline; Boichuk, JeffNota técnica DARDEN-M-0966-EMarketingLiterature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides ...Desde 8,20 €
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10 Marketing Scenarios
Cian, LucaEjercicio DARDEN-M-1010-EMarketingThis exercise aims to provide a rich discussion around marketing research. Specifically, this exercise presents 10 mini-scenarios that could be resolved with proper marketing research techniques. This exercise can be used as a midterm exam or an in-class exercise to summarize and discuss different marketing research techniques, along with their pros and cons.Desde 8,20 €
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The Business of Broadway: When Art Meets Business
Cian, Luca; Eagan, Patt; Tennyson, TreNota técnica DARDEN-M-1024-EMarketingWhile there will always be a place in this world for “art for art’s sake,” the artistic value of creative works need not be diminished by the application of commercial considerations. In fact, the argument can be made that both artist and consumer benefitDesde 8,20 €
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Just: Positioned to Target Mainstream Tastes? (A) and (B) - Teaching Note
Cian, Luca; Boichuk, Jeff; Gibson, MadelineNota del Instructor DARDEN-M-0956TN-EMarketingTeaching note for product M-0956Desde 0,00 €
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Brand Activism at Starbucks-A Tall Order? - Teaching Note
Cian, Luca; Parmar, Bidhan L.; Boichuk, Jeff; Craddock, JennyNota del Instructor DARDEN-M-0964TN-EMarketingTeaching note for product M-0964Desde 0,00 €
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Upli: Financial Health Appiness (A), (B), and (C) -Teaching note
Cian, Luca; Yemen, GerryNota del Instructor DARDEN-M-1026TN-EMarketingTeaching note for the product M-1026Desde 0,00 €
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Snack Time with Generation Z - Teaching note
Cian, Luca; Brewster, MeadeNota del Instructor DARDEN-M-1032TN-EMarketingTeaching note for product M-1032Desde 0,00 €
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Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (A), (B), and (C) - Teaching Note
Cian, Luca; Craddock, Jenny; Krishna, Aradhna; Cervai, SaraNota del Instructor DARDEN-M-0959TN-EMarketingTeaching note for product M-0959Desde 0,00 €
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Snack Time with Generation Z
Cian, Luca; Brewster, MeadeCaso DARDEN-M-1032-EMarketingThis case set draws on a summer internship in brand management to outline potential steps in bringing a new food product to life. While there are general guidelines to the new product (brand, grocery aisle, and target market), the rest of the product development is up to the team of marketers and research and developers. This case can serve several purposes: It can be used as a midterm exam (e.g., after a module on consumer research) or as a part...Desde 8,20 €
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Just: Positioned to Target Mainstream Tastes? (B)
Cian, Luca; Yemen, Gerry; Boichuk, JeffCaso DARDEN-M-0957-EMarketingWell suited for MBA and undergraduate marketing programs, this case uses product positioning and placement during the early growth stages of a start-up’s brand in the food industry to unfold circumstances that allow for an analysis of the firm’s positioning and food marketing decisions. All products are plant-based foods distributed nationally in the United States. Seeking to target mainstream tastes and low price, tensions among the three pillar...Desde 5,74 €