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Dunia Finance LLC (A), (B), and (C) - Teaching Note
Venkatesan, Rajkumar; Bodily, Samuel E.; Yemen, Gerry; Gibbs, SheaNota del Instructor DARDEN-M-0842TN-EMarketingTeaching note for product M-0842Desde 0,00 €
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Picante Mexican Grill: A New Delhi Experience
Raz, Gal; Weiss, Elliott N.; Venkatesan, Rajkumar; Bodily, Samuel E.; Yemen, GerryCaso DARDEN-OM-1520-EServicios y operacionesModeled loosely after the American restaurant chain Chipotle, Picante Mexican Grill seeks to offer fresh and healthy vegetarian fast-food options. The owners of this start-up chain in Gurgaon, India, struggle to manage their quickly growing operation. As they consider expanding into new locations, diverse issues—including determining store hours, location, managing centralized production, and meeting staffing needs—challenge the entrepreneurial t...Desde 8,20 €
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VinConnect, Inc.: Digital Marketing Strategy
Venkatesan, RajkumarCaso DARDEN-M-0864-EMarketingThis case is used in the course elective "Big Data in Marketing." The VinConnect company helped European wineries sell their products directly by using it to facilitate the direct-to-consumer (DTC) sales model to American consumers via offers delivered in e-mail. Unfortunately, the number of purchases has not been as high as VinConnect's president had projected and the open rate for e-mails was high, so potential customers who received the offers...Desde 8,20 €
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The Seven Questions of Marketing Strategy
Farris, Paul W.; Parry, Mark E.; Borden, Neil H. Jr.; Venkatesan, Rajkumar; Sharpe, Kathryn M.Nota técnica DARDEN-M-0779-EMarketingThis simple model of marketing strategy can provide keys to creating a sustainable competitive advantage. Suitable for MBA and executive formats, this technical note demonstrates that individual marketing strategy concepts are interconnected, which renders the strategic process vulnerable to the political machinations of executives. Evolving customer needs and competitors' proactive efforts to steal market share require a dynamic marketing strate...Desde 8,20 €
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Customer Insights
Venkatesan, Rajkumar; Kim, TamiEjercicio DARDEN-M-1013-EMarketingIn this set of three exercises, students are cast in the role of marketing manager of one of three product categories. They must choose a specific brand in their category and use research trend tools and Google Ads Keyword Planner to explore and analyze consumer demand, identify customer segments, research product features, identify competitors, and, finally, choose paid-search keywords. The exercises culminate in a presentation using the PowerPo...Desde 8,20 €
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Customer Insights
Venkatesan, Rajkumar; Kim, TamiEjercicio DARDEN-M-1013MarketingIn this set of three exercises, students are cast in the role of marketing manager of one of three product categories. They must choose a specific brand in their category and use research trend tools and Google Ads Keyword Planner to explore and analyze consumer demand, identify customer segments, research product features, identify competitors, and, finally, choose paid-search keywords. The exercises culminate in a presentation using the PowerPo...Desde 8,20 €
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Unused Coupons Still Pay Off
Venkatesan, Rajkumar; Farris, Paul W.Artículo HBS-F1205C-EMarketingConventional wisdom holds that manufacturers and retailers see little benefit from unused coupons, but new research shows that unredeemed coupons serve as advertisements to consumers. In an experiment with eight retailers, the authors analyzed campaigns involving more than 500,000 targeted coupons for items representing more than 300 brands, mailed out over a 16-month period. They found that consumers who received but did not redeem coupons still...Desde 8,20 €
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SVEDKA Vodka (B)
Farris, Paul W.; Venkatesan, Rajkumar; Zuckerman, IvyCaso DARDEN-M-0775-EMarketingIn the second case of a three-part series, the SVEDKA founder assesses which initial decisions were most critical in the launch of his now-successful product. He also explores the new choices he faces, including changes to the distribution channels and additions to the product line. Suitable for both MBA- and undergraduate-level courses such as "Integrated Marketing Communications," the case presents opportunities to discuss pricing, target, dist...Desde 5,74 €
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Cardagin: Local Mobile Rewards
Venkatesan, Rajkumar; Ateya, Kelly; Harr, AdamCaso 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...Desde 8,20 €
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SVEDKA Vodka (A)
Farris, Paul W.; Venkatesan, Rajkumar; Zuckerman, IvyCaso DARDEN-M-0774-EMarketingSuitable for both MBA- and undergraduate-level courses such as “Integrated Marketing Communications,” this case series traces a product from idea to established, successful brand. In this A case, a spirits industry executive perceives a gap between the under-$10 and the $25-and-up vodkas. Could a midpriced vodka capture some volume from each of those markets? Decisions on pricing, target, distribution, branding, and promotion are considered.Desde 8,20 €