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Motorcowboy: Getting a Foot in the Door (A)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0814-EMarketingAs part of the Google Online Marketing Challenge, a team of Darden students devises an AdWords campaign for Motorcowboy, an online source of custom footwear that caters to segments as varied as motorcycle police, cross-dressers, movie buffs, equestrians, and plus-size individuals. When an initial keyword list yields low traffic, the team must adapt its approach. This three-part case illustrates the segmentation process and the relative merits of ...Starting at €8.20
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Motorcowboy: Getting a Foot in the Door (B)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0815-EMarketingThis continuation of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, recounts the Darden team's revised approach.Starting at €5.74
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Motorcowboy: Getting a Foot in the Door (C)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0816-EMarketingThis third and final part of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, delineated the Darden team's recommendations for future efforts.Starting at €5.74
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Introducing iSnack 2.0: The New Vegemite
Keinan, Anat; Farrelly, Francis; Beverland, MichaelCase HBS-512020-EMarketingVegemite is an iconic Australian breakfast spread and is often seen as a quintessential Australian product. This case focuses on Kraft's decision to revitalize brand performance through the introduction of a brand extension. Drawing on extensive social media analysis of brand image, the brand team led by Simon Talbot identified a gap in the market for a line extension involving a blend of Vegemite and Kraft's other iconic brand, Philadelphia Crea...Starting at €8.20
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Introducing iSnack 2.0: The New Vegemite, Teaching Note
Keinan, Anat; Farrelly, Francis; Beverland, MichaelTeaching Note HBS-513074-EMarketingTeaching Note for 512020Starting at €0.00
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Google, King of Search
Farris, Paul W.; Gray, MarthaCase DARDEN-M-0818-EMarketingThis survey of Google's rise to prominence as the de facto search engine of choice focuses on the theme of relevance as a guiding principle. As Google has diversified its offering through both organic growth and acquisition, the potential manifestations of relevance have multiplied, to the point where the nature of its market may need to be reassessed.Starting at €8.20
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C.W. Dixey & Son, Teaching Note
Keinan, Anat; Beverland, MichaelTeaching Note HBS-518072-EMarketingTeaching note for case 517019.Starting at €0.00
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Kodak: The Rebirth of an Iconic Brand, Teaching Note
Keinan, Anat; Eckhardt, Giana M.; Beverland, MichaelTeaching Note HBS-519052-EMarketingTeaching note for case 519051.Starting at €0.00
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C.W. Dixey & Son
Keinan, Anat; Beverland, MichaelCase HBS-517019-EMarketingC.W. Dixey & Son is about to be re-launched as a luxury eyewear brand after a fifty-year absence from the marketplace. This case focuses on reviving a dormant brand with a 200-year plus heritage of innovation, craft excellence, and luxury. Drawing on extensive historical research, brand owner Dr. Simon Palmer believes that the brand's authenticity is perfect for wealthy customers looking for refinement and inconspicuous luxury in an age of ostent...Starting at €8.20
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Kodak: The Rebirth of an Iconic Brand
Keinan, Anat; Beverland, Michael; Eckhardt, Giana M.Case HBS-519051-EMarketingFollowing its re-emergence from bankruptcy protection in 2014, the marketing team at Kodak has been charged with tripling brand value with consumers, with little marketing budget. The case focuses on the strategies used by senior Kodak marketers Steven Overman and Dany Atkins to leverage the brand's heritage for innovation and creativity with existing and new audiences. With few resources other than heritage, Overman and Atkins have focused on ma...Starting at €8.20