Marketing-Cas

更新时间:2023-06-22 23:41:35 阅读：评论：0

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Alpen Bank: Launching the Credit Card in Romania
Alpen Bank considers whether to launch a credit card business in Romania. The firm rejected the idea veral years earlier becau of poor economic conditions in Romania. However, the country is emerging from a recession and incomes are rising along with disposable income. Students decide whether to launch the new business and how to acquire new customers.

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Atlantic Computer: A Bundle of Pricing Options
Atlantic Computer, a leading player in the high-end rver market, has developed a new rver, the Tronn, and a software tool, called the "Performance Enhancing Server Accelerator," or PESA, that allows the Tronn to perform up to four times faster than its standard speed. How should Atlantic price the Tronn and PESA?
Online tool: Pricing marginal math

Classic Knitwear and Guardian: A Perfect Fit?
大叶海藻In respon to shareholder demands for margin improvements, the CMO of Classic Knitwear, a private-label non-fashion knitwear manufacturer, considers partnering with another company to produce a new line of high-margin, inct-repellant clothing.

Clean Edge Razor: Splitting Hairs in Product Positioning
A health and beauty manufacturing company launches a new technologically advanced vibrating razor into the highly competitive men's market for shaving products. The product manager struggles with positioning the product either as a "niche" razor for the high-end market or as a mainstream razor for the average consumer.

New! Cottle-Taylor: Expanding the Oral Care Group in India
The director for oral care products in India develops a marketing plan to support 20% growth in India but her boss wants to e 30% growth. To reach the revid goal, she must develop a new marketing plan while considering many factors including the regional differences between rural and urban consumers and the level of acceptance for modern dental standards across India.

Culinarian Cookware: Pondering Price Promotion
Faced with ambiguous results from a previous price promotion, Culinarian must decide if a new promotion will damage its premium brand or improve brand awareness and stimulate sales. What role should price promotion play in the company's sales growth goals?

The Fashion Channel
The new Senior Vice President of Marketing for The Fashion Channel is preparing to recommend a change in the company's traditional marketing approach by introducing a market gmentation program. Students must evaluate consumer rearch results, calculate financial scenarios, and make their own recommendation.
Online tool: Segmentation/ROS/ROI

Flare Fragrances Company, Inc: Analyzing Growth Opportunities
Flare Fragrances experiences a decline in annual sales growth and considers introducing a new line of perfume or expanding distribution. Students study a wide range of factors including brand management, consumer demographics, product positioning, and pricing.

Giant Consumer Products: The Sales Promotion Resource Allocation Decision
In an effort to boost sagging sales, the Frozen Food Division undertakes a risky trade promotion. Focus on cannibalization, brand equity erosion, and strategic channel issues.

Harrington Collection: Sizing Up the Active-Wear Market
In the wake of slumping sales and sagging profit margins, a leading manufacturer and retailer of high-end women's apparel must decide whether to expand into the high-growth active-wear market. The ca explores the financial implications, asss trade and competitor reactions, considers the risks, and determines whether the company's Vigor division will be able to successfully launch and manage a new product line.

Manchester Products: A Brand Transition Challenge
Manchester, a furniture company, has acquired an extremely powerful brand but can u its name for only three years-so the VP of Marketing must design a plan that transitions the new brand's power back to the company. The ca examines decision-making related to brand equity, communications, and other aspects of marketing strategy.

Confronts "Click-Through" Competition
韩屋村In January 2007, "" is a leading website that provides science-bad health information free of charge to online visitors. Its business model relies on advertising sales, primarily to pharmaceutical companies. In the face of fierce advertising competition, MedNet is forced to defend this model. However, in defending the value MedNet delivers, company executives may be building the ca for why niche sites may be a better investment for the advertir's budget.
Online tool: Web metrics

Metabical: Positioning and Communications Strategy for a New Weight Loss Drug
The marketing director at a pharmaceutical company must carefully consider the positioning and communications strategy for the launch a new weight-loss drug. Poor positioning of the drug in the highly competitive market for weight-loss solutions could spell disaster.

Metabical: Pricing, Packaging, and Demand Forecasting Recommendations for a New Weight-Loss Drug
A pharmaceutical company develops a new weight loss drug called Metabical. The nior marketing manager explores three different pricing models and considers the effects on profitability before making a final recommendation.

Mountain Man Brewing Company
Mountain Man Beer Company brews just one beer, Mountain Man Lager, known as "West Virginia's beer," popular among blue-collar workers. When the company experiences declining sales, the CEO considers launching a new beer, Mountain Man Light, in the hope of attracting younger drinkers. Mountain Man Lager's brand equity is a key ast for the company. Will Mountain Man Light enhance, detract from, or irreversibly damage the brand?
Online tool: Break-even analysis

Natureview Farm
路字几画Natureview Farm, a Vermont-bad producer of organic yogurt with $13 million in revenues, is the leading national brand sold into natural foods stores. When the company faces financial pressure to increa revenues to $20 million due to a planned exit by its venture capital investors, the VP of marketing must decide whether to expand into the supermarket channel.
Online tool: Channel margins

New! Reed Supermarkets: A New Wave of Competitors
The marketing VP at a high-end, conventional supermarket chain is concerned about incread competition from dollar stores and limited-assortment stores offering very low price points. She must decide how to change the current marketing and positioning plan to increa market share.

Reliance Baking Soda: Optimizing Promotional Spending
The new Domestic Brand Director needs to create a marketing budget that delivers a profit increa of 10%, weighing the value of advertising, price increas, and the role of the brand within the company. Students are expected to create and defend a similar budget.

Rowood Hotels and Resorts: Branding to Increa Customer Profitability and Lifetime Value
Rowood Hotels & Resorts is a small firm running 12 individually branded luxury properties. Its new leadership is contemplating whether the firm should significantly increa the prominence of the corporate identity, making Rowood a corporate brand. Students must calculate how customer lifetime value would be affected by a shift from individual branding to corporate branding.
Online tool: Customer lifetime value calculator

Saxonville Sausage Company
Saxonville Sausage, a $1.5 billion manufacturer of pork sausage products, is experiencing financial stress becau its leading product lines have lately produced declining revenues-except an Italian sausage named Vivio, which has recently experienced a significant increa in revenues, as has the entire Italian sausage category nationwide. What steps should the company take to expand Vivio into a powerful national brand?

Soren Chemical: Why Is the New Pool Product Sinking?
Soren Chemicals launches a new water clarifier for residential swimming pools called Coracle and is surprid by poor sales. Coracle is chemically similar to the company's highly successful water clarifier for large pools at recreational facilities and offers the same superior product performance. The marketing manager suspects the go-to-market strategy may be flawed but can she diagno the problem before the end of the lling ason?

The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues
The marketing director of a new minor-league baball team must design, conduct, and then interpret survey rearch to determine optimal ticket pricing that will yield large attendance figures and contribute to the owner's goal of breaking even in the first year of play. The pricing assignment becomes more challenging when other variables like concessions revenue are considered. Students are asked to complete a quantitative assignment as part of ca analysis, and they must also grapple with less quantifiable factors.

TruEarth Healthy Foods: Market Rearch for a New Product Introduction
TruEarth Healthy Foods wants to build on its successful introduction of fresh whole grain pasta by introducing a similar product concept for pizza. Acting as brand managers, students analyze the data and decide whether to bring the new product to market.

Alpen Bank: Launching the Credit Card in Romania (Brief Ca)

In 2006, the country manager for Alpen Bank in Romania, Gregory Carle, considers whether to recommend the launch of a credit card business. The firm rejected the idea veral years earlier becau of poor economic conditions in Romania. However, Romania is experiencing a period of economic growth after joining the European Union and Carle believes it is time to reconsider the opportunity despite continued skepticism within the company. Carle faces veral important decisions before he can prent his plan to the head of International Consumer Business. He must decide whether to launch a credit card business in Romania, how to position the credit card, and how to acquire new customers most effectively. This ca is appropriate for u in the product policy module of a general marketing cour, in a new product cour, or in a rvices management cour. Students are required to complete a quantitative assignment as part of ca analysis.

The Fashion Channel

DESCRIPTION

The new Senior Vice President of Marketing for The Fashion Channel (TFC), a cable television network dedicated to round-the-clock, fashion-oriented programming, is preparing to recommend a change in the company's traditional marketing approach by introducing a market gmentation program. This program is, in part, a respon to the intensifying competitive environment for TFC, and it needs to strengthen the company's brand and positioning with viewers and advertirs. At the same time, the program must maintain consumer and distributor satisfaction with the network. Several gmentation options are being considered, each with pros and cons. Consumer rearch provides insights but does not give a simple answer regarding the best path to take. The reader must evaluate the rearch results, calculate financial scenarios, and make a recommendation. Also looks at change management issues. TFC has never done a program like this before, and the Senior Vice President of Marketing is new to the job. In addition to making a recommendation, she must manage the change process to insure that the organization and her leadership team peers are fully aligned.

Learning Objective:

To illustrate the development of market gmentation options, using a combination of market and consumer data, financial analysis, stakeholder inputs, and other analytic resources; demonstrate how quantitative analysis can be ud to support a strategic marketing decision by asking students to review multiple data inputs and to calculate the bottom line impact of propod options; and highlight the issues involved in managing a business that is experiencing a changing competitive environment.

Subjects Covered:

Change management; Consumer marketing; Market rearch; Market gmentation; Quantitative analysis

Fashion Channel

The new Senior Vice President of Marketing for The Fashion Channel (TFC), a cable television network dedicated to round-the-clock, fashion-oriented programming, is prepari

ng to recommend a change in the company's traditional marketing approach by introducing a market gmentation program. This program is, in part, a respon to the intensifying competitive environment for TFC, and it needs to strengthen the company's brand and positioning with viewers and advertirs. At the same time, the program must maintain consumer and distributor satisfaction with the network. Several gmentation options are being considered, each with pros and cons. Consumer rearch provides insights but does not give a simple answer regarding the best path to take. The reader must evaluate the rearch results, calculate financial scenarios, and make a recommendation. Also looks at change management issues. TFC has never done a program

like this before, and the Senior Vice President of Marketing is new to the job. In addition to making a recommendation, she must manage the change process to insure that the organization and her leadership team peers are fully aligned.
Learning Objectives: To illustrate the development of market gmentation options, using a combination of market and consumer data, financial analysis, stakeholder inputs, and o

ther analytic resources; demonstrate how quantitative analysis can be ud to support a strategic marketing decision by asking students to review multiple data inputs and to calculate the bottom line impact of propod options; and highlight the issues involved in managing a business that is experiencing a changing competitive environment. Subjects: Change management; Consumer marketing; Market rearch; Market gmentation; Quantitative analysis. Setting: Chicago, IL; cable television industry.

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