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The Customer-Focused Growth Project
Moore, Marian Chapman; Urbany, Joel E.Nota técnica DARDEN-M-0798-EMarketingThis note guides students or Executive Education participants through an exercise to help identify growth opportunities for their business units. The Customer-Focused Growth Project consists of 10 steps that lead to a vetted growth strategy based on an analysis of the company, a customer (or customer segment), and competitors. Readers work through the first five steps to identify three potential growth ideas. They then follow the remaining five s...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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Green Ox - Teaching Note
Moore, Marian Chapman; Wilcox, Ronald T.; Henderson, GeraldineNota del Instructor DARDEN-M-0722TN-EMarketingTeaching note for product M-0722Desde 0,00 €
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Green Ox
Moore, Marian Chapman; Wilcox, Ronald T.; Henderson, GeraldineCaso DARDEN-M-0722-EMarketing”Green Ox” was written specifically for a midterm exam in an MBA marketing management class. Rather than focus on one particular concept or issue (e.g., segmentation, product line depth), the case challenges students to develop a marketing strategy for a food and beverage manufacturer’s new line of sports beverages, which contain beneficial antioxidants. Focal decisions include choosing a segmentation scheme(s) and a specific target segment(s) an...Desde 8,20 €
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Wheaties: Reinvigorating an Iconic Brand (A)
Moore, Marian Chapman; Weinberg, AdamCaso 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...Desde 8,20 €
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Wheaties: Reinvigorating an Iconic Brand (B)
Moore, Marian Chapman; Weinberg, AdamCaso 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...Desde 5,74 €
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Positioning: The Essence of Marketing Strategy
Moore, Marian Chapman; Helstein, RichardNota técnica DARDEN-M-0754-EMarketingThis note follows the development of a positioning statement for a target market. The exercise includes determining the relevant point of reference (market definition, product category, competitive set) and associated points of parity, the point of difference, and why customers should believe the product or service can deliver on the desired positioning. The appendix contains a description of perceptual mapping, a tool that is often used when mak...Desde 8,20 €
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Wheaties: Reinvigorating an Iconic Brand (A), (B), and (C) - Teaching Note
Moore, Marian Chapman; Weinberg, AdamNota del Instructor DARDEN-M-0828TN-EMarketingTeaching note for product M-0828Desde 0,00 €
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Kalashnikov: What's in a Name? (A) and (B) - Teaching Note
Isabella, Lynn A.; Moore, Marian Chapman; Yemen, GerryNota del Instructor DARDEN-M-0697TN-EMarketingTeaching note for product M-0697Desde 0,00 €
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Wheaties: Reinvigorating an Iconic Brand (C)
Moore, Marian Chapman; Weinberg, Adam; Tang, JeffCaso DARDEN-M-0830-EMarketingThe results were not promising following the initial campaign and launch of Wheaties FUEL as sales dipped five months after it had been put on store shelves. Still there was a 96% incremental gain in sales of the original Wheaties, and many of its new consumers were younger than usual. Based on the initial feedback, the team began using a lighter tone in its messaging, and continued to monitor, learn, and optimize the product and the campaign.Desde 5,74 €