Ivey Publishing

Strategic Brand Management

Keller, K.L.,4/e (United States, Pearson, 2013)
Prepared By Eunika Sot, CaseMate Editor
Chapter and Title Chapter Matches: Case Information
Chapter 1:
Brands and Brand Management

Ilan Alon, Rommey Hassman, Meredith Lohwasser, Jennifer Dugosh

Product Number: 9B13A016
Publication Date: 3/14/2014
Revision Date: 3/17/2014
Length: 10 pages

Israel had experienced great change since its founding in 1948 to become arguably the most prosperous nation in the Middle East. With the exception of the United States and more recently China, Israel had more companies listed on the NASDAQ than any other. It spent a larger percentage of its budget on research and development than any other country in the world. Multinational companies like Intel, Microsoft, Google, Cisco, Motorola, Mitsubishi, Hewlett Packard, Deutsche Telekom and eBay had set up significant operations there. Within 50 years of its establishment, Israel had experienced unprecedented economic growth. But despite its many successes, the country remained in a constant state of conflict. The Arab-Israeli conflict lingered, and Israel and its geographic neighbors had strained relationships. Could Israel market itself to tourists and businesses despite its constant state of conflict? How should it do so? Was it better to focus on a national narrative or pursue city or industry marketing and branding?

Teaching Note: 8B13A016 (10 pages)
Industry: Other Services
Issues: Place branding; country branding; brand management; strategic; crisis; Israel
Difficulty: 4 - Undergraduate/MBA

Ilan Alon, Jennifer Dugosh, Meredith Lohwasser

Product Number: 9B12A043
Publication Date: 12/5/2012
Revision Date: 12/4/2012
Length: 17 pages

The case considers the necessity for rebranding the city of Orlando, Florida, which has a brand known worldwide as a destination only for tourism and sunshine. However, the Greater Orlando Area not only houses many other promising industries including technology, defence and simulation but also has a diverse community and a trade scene with vast potential. Yet, why has Orlando not been recognized as a great place to conduct business? Why is its reputation tied only to tourism? How can the city be marketed as a vibrant business destination in addition to a tourist destination? Many variables affect the brand and, therefore, perception of the city. What can be done to make Orlando more attractive and, through this, become a world city?

Teaching Note: 8B12A043 (13 pages)
Industry: Public Administration
Issues: Place branding; city branding; brand management; United States
Difficulty: 4 - Undergraduate/MBA

Niraj Dawar, Nancy Dai

Product Number: 9B03A006
Publication Date: 8/6/2003
Revision Date: 5/24/2017
Length: 18 pages

AWARD WINNING CASE - This case won the Emerging Chinese Global Competitors, 2003 EFMD Case Writing Competition. The Wahaha Hangzhou Group Co. Ltd. is one of China's largest soft-drink producers. One of the company's products, Future Cola, was launched a few years ago to compete with Coca Cola and PepsiCo and has made significant progress in the soft-drink markets that were developed by these cola giants. The issue now is to maintain the momentum of growth in the face of major competition from the giant multinationals, and to achieve its goal of dominant market share.

Teaching Note: 8B03A06 (7 pages)
Industry: Manufacturing
Issues: China; Market Strategy; Competition; Brand Management; Emerging Markets
Difficulty: 5 - MBA/Postgraduate

Chapter 2:
Customer-Based Brand Equity and Brand Positioning

Matthew Thomson, Seung Hwan (Mark) Lee, Nicole Schaad

Product Number: 9B13A042
Publication Date: 11/7/2013
Revision Date: 11/7/2013
Length: 3 pages

When a well-known mass media corporation revises the image of a beloved and non-traditional movie character in a way that conforms to a physical stereotype, the female members of the viewing audience express their disapproval on a widespread scale. In the wake of the backlash, the company has a decision to make: Should it stick with the revised image, which has been deliberately redesigned to support an upcoming media campaign, or should it revert to the original image in order to appease the viewing public? The case presents both sides of the dilemma, revealing the psychological and commercial implications of using one image versus the other.

Teaching Note: 8B13A042 (2 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Brand equity; public relations; ethics; United States
Difficulty: 3 - Undergraduate

Ken Kwong-Kay Wong

Product Number: 9B11A040
Publication Date: 9/28/2011
Revision Date: 12/1/2011
Length: 22 pages

Nokia, headquartered in Finland, was a global telecommunications equipment manufacturer. It operated Vertu, a luxury mobile phone brand that had pioneered the luxury mobile phone market in the late 1990s by using precious materials such as diamonds, sapphires, titanium, and exotic leather for phone production. The company had enjoyed impressive growth in almost 70 countries and had sold hundreds of thousands of phones in the eight years since its launch. On February 11, 2011, Stephen Elop, the new CEO of Nokia, announced a new mobile strategy to adopt Microsoft’s new but unproven Windows Phone as its primary smartphone operating system. The market reacted poorly, and the company’s share price took a 14 per cent dive on the day of announcement. How should Vertu respond to this new Nokia mobile strategy? Was Vertu well positioned to take the brand forward under the new Nokia? Should this U.K.-based wholly owned subsidiary be left alone and continue to be managed at arm’s length from Nokia? Changes to Vertu were inevitable — it was not a matter of if, but when.

Teaching Note: 8B11A040 (9 pages)
Industry: Manufacturing
Issues: Brand Positioning; Market Segmentation; Product Design; Telecommunications; Luxury Goods; United Kingdom; Finland
Difficulty: 4 - Undergraduate/MBA

Simon Parker, Ken Mark

Product Number: 9B10M028
Publication Date: 3/22/2010
Revision Date: 5/4/2017
Length: 10 pages

Twitter has become an incredibly popular micro-blogging service since its launch in 2006. Its founders have ambitious plans for the service, and are backed by hundreds of millions of dollars of venture capital funding, which values the company at $3.7 billion in 2011. Twitter seems to attract a diverse audience of users, such as political organizers looking to disseminate information to their followers; businesses looking to reach out, in real time, to potential customers; and social users. The company charges consumers nothing for its service. By 2011, competitors have emerged, some of whom are financially strong. It remains unclear - at least to some observers - whether the company will ever make money from its service.

Teaching Note: 8B10M28 (10 pages)
Industry: Other Services
Issues: Social Networking Media; Strategic Positioning; New Venture
Difficulty: 4 - Undergraduate/MBA

Lauranne Buchanan, Carolyn J. Simmons

Product Number: 9B09A002
Publication Date: 2/9/2009
Revision Date: 5/3/2017
Length: 14 pages

After going public in 1992, Starbucks' strong balance sheet and double-digit growth made it a hot growth stock. The Starbucks vision was coffee culture as community, the Third Place between work and home, where friends shared the experience and exotic language of gourmet coffee. Its growth was fueled by rapid expansion in the number of stores both in the United States and in foreign markets, the addition of drive-through service, its own music label that promoted and sold CDs in stores and other add-on sales, including pastries and sandwiches. In an amazingly short time, Starbucks became a wildly successful global brand. But in 2007, Starbucks' performance slipped; the company reported its first-ever decline in customer visits to U.S. stores, which led to a 50 per cent drop in its share price. In January 2008, the board ousted CEO Jim Donald and brought back Howard Schultz - Starbucks' visionary leader and CEO from 1987 to 2000 and current chairman and chief global strategist - to re-take the helm. Starbucks' growth strategies have been widely reported and analyzed, but rarely with an eye to their impact on the brand. This case offers a compelling example of how non-brand managerial decisions - such as store locations, licensing arrangements and drive-through service - can make sense on financial criteria at one point in time, yet erode brand positioning and equity in the longer term. Examining the growth decisions made in the United States provides a rich context in which to examine both the promise and drawback of further foreign expansion.

Teaching Note: 8B09A02 (15 pages)
Industry: Accommodation & Food Services
Issues: Branding; Retailing; Product Design/Development; Growth Strategy
Difficulty: 4 - Undergraduate/MBA

Chapter 3:
Brand Resonance and the Brand Value Chain

Nadia Shuayto, Hussam Kayyal

Product Number: 9B12A023
Publication Date: 7/26/2012
Revision Date: 5/17/2013
Length: 17 pages

AWARD WINNING CASE - This case won the MENA Business Cases, 2011 EFMD Case Writing Competition. In 1982, Saab opened his first atelier in Beirut and began designing luxurious evening gowns and wedding dresses, his talent for design fuelling his career throughout the 1980s. In the 1990s, Saab continued to expand his business by moving to a larger atelier in Beirut and organizing exclusive fashion shows in Europe. In 2000, he opened a salon and showroom in Paris to increase his cosmopolitan and international clientele; a flagship store in Paris opened in March 2007. In June 2010, Elie Saab (ES) opened its first flagship store in the Gulf region in Dubai’s prestigious Dubai Mall. This reinforced the brand’s presence in the United Arab Emirates, making its products more accessible to the region’s local and international shoppers. The store showcased day- and evening-wear dresses, shoes, bags, and accessories from the latest ready-to-wear collections. In July 2008, ES opened its first U.K. boutique at Harrods. The company planned to increase its worldwide retail presence through opening new stores in major cities around the world, including in the United States and Asia.

While the company was witnessing impressive growth, management was dealing with the challenge of selecting the right partners, identifying new markets with the greatest growth potential and, most importantly, protecting the brand from dilution. From the start, its goal was to “attract, select and maintain customers who place significance on high-end, one-of-a-kind designs made from the finest fabrics and materials.” The case covers the challenges and opportunities of the company as it expands internationally.

Teaching Note: 8B12A023 (10 pages)
Industry: Retail Trade
Issues: Haute Couture; Luxury Fashion Industry; Global Strategy; International Market Entry; Marketing; Management; Lebanon
Difficulty: 4 - Undergraduate/MBA

Charles Dhanaraj, Balasubrahmanyam Suram, Prasad Vemuri

Product Number: 9B11M105
Publication Date: 11/15/2011
Revision Date: 1/8/2014
Length: 11 pages

Godrej, a fast-moving commercial goods (FMCG) company in India that was historically known for its refrigerators in the Indian market, contemplated launching a new product for rural markets. Chotukool was an unconventional cooling solution targeted at the bottom of the pyramid (BOP) segment in India. More than 80 per cent of the Indian population did not own a refrigerator and 50 per cent earned less than US$2 per day. The study tracks Godrej’s journey of disruptive innovations from the conception of the idea to the marketing challenges faced by the company. It also focuses at length on how the organization planned to execute two parallel business models, with one aimed at the consumers of traditional refrigerators and the other simultaneously targeting current non-consumers. The case focuses on the management challenge of innovating across the value chain in order to succeed at social innovations.

Teaching Note: 8B11M105 (10 pages)
Industry: Manufacturing
Issues: Social Entrepreneurship; Social Innovation; Bottom of the Pyramid; Water Scarcity; Blue Ocean Strategy; India; Ivey/ISB
Difficulty: 5 - MBA/Postgraduate

Justin Paul, Charlotte Feroul

Product Number: 9B10M067
Publication Date: 10/19/2010
Revision Date: 2/22/2017
Length: 20 pages

This case deals with the opportunities and challenges of Louis Vuitton, the leading European luxury-sector multinational firm, in Japan, taking into account the unique features of brand management and integrating culture and consumer behaviour in Japan. In the last decade, Japan has been Louis Vuitton’s most profitable market, but the global economic crisis has presented challenges.

Facing a weak economy and a shift in consumer preferences, Louis Vuitton has been adapting its unique strategy in the Japanese market. The days of relying on a logo and a high price seem to be gone, as there is more interest in craftsmanship and value for money. To promote sales, the company has had to launch less expensive collections made with cheaper materials. The brand has also been opening stores in smaller cities, where the lure of the logo still works.

Over the years, Japanese consumers have demonstrated fascination with and passion for the iconic brand. What have been the keys to Louis Vuitton’s successful business model in the Japanese market?

Teaching Note: 8B10M67 (8 pages)
Industry: Manufacturing
Issues: International Marketing; Strategic Management; Brand Management; Luxury Goods; Financial Crisis; Japan; France
Difficulty: 4 - Undergraduate/MBA

Chapter 4:
Choosing Brand Elements to Build Brand Equity

Matthew Thomson, Seung Hwan (Mark) Lee, Valerie Ho

Product Number: 9B13A030
Publication Date: 10/8/2013
Revision Date: 10/8/2013
Length: 4 pages

The president and chief operating officer of Chick-fil-A is a devout Christian who publicly operates his restaurants according to Biblical principles. A recent controversy has surrounded his public opposition to gay marriage. As a result, the company is being accused of discrimination and prejudice. Are the company’s deeply rooted Christian values hindering the business?

Teaching Note: 8B13A030 (3 pages)
Industry: Accommodation & Food Services
Issues: Brand equity; public relations; ethics; United States
Difficulty: 4 - Undergraduate/MBA

Robert J. Fisher, Murray J. Bryant, Pankaj Shandilya

Product Number: 9B05A022
Publication Date: 9/1/2005
Revision Date: 9/24/2009
Length: 11 pages

Boots Group PLC, one of the best known and respected retail names in the United Kingdom, provided health and beauty products and advice that enhanced personal well being. The marketing manager at Boots was planning his sales promotion strategy for a line of professional hair-care products. The professional hair-care line consisted primarily of shampoos, conditioners and styling products (gels, wax, mousse, etc.) developed in collaboration with United Kingdom's top celebrity hairdressers. The marketing manager's challenge was to select one of three promotional alternatives - get three for the price of two, receive a gift with purchase or an on-pack coupon - for the Christmas season. He realized that the alternative he selected would have both immediate effects on costs and sales, but also long-term implications for the brands involved. His primary objective was to drive sales volumes and trade-up consumers from lower-value brands, while retaining or building brand equity.

Teaching Note: 8B05A22 (6 pages)
Industry: Retail Trade
Issues: Sales Promotion; Advertising Management; Brands
Difficulty: 4 - Undergraduate/MBA

Chapter 5:
Designing Marketing Programs to Build Brand Equity

Dante Pirouz, Raymond Pirouz, Dina Ribbink, Emily Chen-Bendle

Product Number: 9B13A004
Publication Date: 3/14/2013
Revision Date: 3/21/2013
Length: 14 pages

In 2012, small upscale bakery produces artisan-quality, hand-decorated cookies, generating $1 million in annual revenue. In the (A) case, the two co-owners investigate the role of pricing in driving growth for their business and allowing them to achieve several fundamental financial goals. In the (B) case 9B13A005, the partners explore the possibility of a website to drive direct-to-consumer sales on an e-commerce platform.

The multimedia elements of the case 7B13A004 will add to the richness of the conversation. (A higher price applies to this case due to color exhibits.)

Teaching Note: 8B13A004 (4 pages)
Industry: Manufacturing
Issues: Pricing; Operations; Small Business; Social Media; B2C; B2B; Canada
Difficulty: 4 - Undergraduate/MBA

Raymond L. Paquin, Catherine Bedard, Genevieve Grainger

Product Number: 9B12A035
Publication Date: 12/18/2012
Revision Date: 12/18/2012
Length: 18 pages

Bio-Vert is a leading Canadian brand of eco-cleaning products manufactured by Quebec-based Savons Prolav. Run by a brother and sister team, Savons Prolav bases its products on their vision, which includes eco-friendliness, affordability and effectiveness. Demand for Bio-Vert’s phosphate-free detergents has increased dramatically since the 2007 blue-green algae bloom outbreaks in Quebec’s waterways and subsequent legislation restricting phosphate use in cleaning products. However, now that “green” cleaning products have become more mainstream, Savons Prolav faces the issue of how to adapt and grow in an increasingly crowded marketplace. This discussion considers how Savons Prolav can remain competitive in this difficult industry segment while maintaining its environmental focus.

This case highlights the pressures that an SME with strong environmental values faces in a competitive market. It includes a portrait of the cleaning products industry, consumer patterns with regards to eco-friendly products, and a background of the provincial socio-environmental event that triggered increased demand for green cleaning products in Quebec. Savons Prolav’s history, business model and core values are discussed along with potential growth options. Details on related industry, societal and marketing perspectives are provided to guide the reader through the advantages and disadvantages inherent to each opportunity.

Teaching Note: 8B12A035 (9 pages)
Industry: Other Services
Issues: Sustainability; SME; product strategy; Canada
Difficulty: 3 - Undergraduate

Chapter 6:
Integrating Marketing Communications to Build Brand Equity

Christopher A. Ross

Product Number: 9B11A038
Publication Date: 11/18/2011
Length: 18 pages

CCM Hockey had been losing market share to competitors in the hockey skate business. In order to counter this trend, in March 2008 the most innovative pair of hockey skates ever developed by CCM was made available to customers. Soon after the launch, however, some quality issues developed. In 2009, new and improved skates were put on the market but they looked identical to the previous model. Buyers were skeptical and, as a result, sales were poor. Both the trade and individual consumers had lost confidence in the brand. CCM returned to the drawing board and redesigned the skates but also decided to launch them in fall 2010, instead of the normal industry cycle time of spring 2010. The decision was complicated by a stagnant market and indistinct consumer segments. The brand manager and his assistant were faced with developing a strong launch strategy because the future of the CCM skate brand depended on it.

Teaching Note: 8B11A038 (12 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Brand Management; Integrated Marketing Communications; Product Positioning; Competitor Analysis; Product Management; Customer Analysis; Ice Hockey
Difficulty: 4 - Undergraduate/MBA

Youngchan Kim, Changjo Yoo

Product Number: 9B08A012
Publication Date: 8/28/2008
Revision Date: 5/12/2010
Length: 18 pages

This case presents points of contention and issues in the brand launch of a new telecommunication service of KTF, one of Korea's mobile telecommunication companies. As the second-place player in the 2G service market, which offered voice and text-messaging services, KTF decided to be the number one player in the new 3G service market, which offered stable video communication and high-speed data transmission as well as voice and text-messaging services. To do so, KTF developed a new brand, called SHOW, and implemented various integrated marketing communication (IMC) strategies to attract customers. After only four months since its launch, KTF had successfully attracted more than one million members. Several critical points for successfully launching a new brand in the mobile telecommunication service can be determined from this case. The introduction highlights the success of KTF's new brand launch strategy. Then the mobile telecommunication service market situation in South Korea is summarized. The next section provides a brief explanation of KTF and its new brand launch strategy in the 3G service market, covering topics from the market survey for 3G service to the brand-building processes. This is followed by an examination of how KTF used marketing-integrated communication for its new SHOW 3G service brand. Finally, the competitor's reaction to KTF's successful brand launch is summarized.

Teaching Note: 8B08A12 (8 pages)
Industry: Information, Media & Telecommunications
Issues: Mobile Communication Industry; Brands; New Brand Launching Strategy; Integrated Marketing Strategy; Ivey/Yonsei
Difficulty: 4 - Undergraduate/MBA

Andy Rohm, Fareena Sultan, David T.A. Wesley

Product Number: 9B05A024
Publication Date: 9/26/2005
Revision Date: 5/23/2017
Length: 22 pages

The Global Media manager for adidas International is responsible for developing and championing a new marketing strategy at adidas called brand in the hand that is based on the convergence of cell phones and wireless Internet. The case presents company background information, data on the penetration of mobile devices such as cell phones, the growth of global mobile marketing practices, and several mobile marketing communications campaigns that adidas launched in 2004, such as a mobile newsticker for the 2004 European soccer championship. The case then introduces a specific campaign - Respect M.E. - featuring Missy Elliott, a popular female hip-hop artist, and discusses the company's mobile marketing strategy to support MissyElliott's new line of sportswear. This case can be used to highlight the role of new technology in overall marketing strategy and integrated marketing communications.

Teaching Note: 8B05A24 (13 pages)
Industry: Manufacturing
Issues: Marketing Channels; Marketing Communication; International Marketing; Telecommunication Technology; Northeastern
Difficulty: 4 - Undergraduate/MBA

Chapter 7:
Leveraging Secondary Brand Associations to Build Brand Equity

Dheeraj Sharma, Varsha Verma

Product Number: 9B14A021
Publication Date: 6/20/2014
Revision Date: 6/19/2014
Length: 11 pages

Lance Armstrong, a world-famous cyclist, was charged with using performance-enhancing drugs (i.e. “doping”). Armstrong had vehemently denied similar charges a few years earlier; however, this time there was substantial proof available and Armstrong accepted the charges. Subsequent to this news, most of the brands that had endorsed Armstrong terminated their contracts with him. As a cancer survivor, Armstrong had started Livestrong Foundation, an organization to support cancer patients, caregivers and survivors. This foundation depended heavily on sponsorships received by Armstrong. To protect his foundation from the negative impact of the doping controversy, Armstrong immediately resigned from both his post as chairman of Livestrong and from its board of directors. Despite his efforts, Livestrong was losing its sponsorships and a solution was needed to reduce the negative publicity, stop the loss of funding and identify new sources of funding.

Teaching Note: 8B14A021 (8 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Celebrity endorsements; United States
Difficulty: 5 - MBA/Postgraduate

Michael Goldman, Jennifer Lindsey-Renton

Product Number: 9B13A052
Publication Date: 4/28/2014
Revision Date: 4/24/2014
Length: 13 pages

AWARD WINNING CASE - 2014 Emerald/AABS Case Study Competition. In December 2012, the CEO of the professional services company Business Systems Group (BSG) called his management team together to evaluate the firm’s continued sponsorship of the BSG Triathlon Series. The previous five years of the sponsorship were considered a worthwhile investment by the business, although the relationship with Triathlon South Africa (TSA) was becoming increasingly strained. The case charts the growth of BSG’s business in South Africa and the United Kingdom, as well as the evolution of the sponsorship and relationship with TSA. The decisions facing BSG were whether to renew the sponsorship and build towards the Rio Olympics in 2016, continue with the BSG Triathlon Series without TSA sanction or exit the firm’s involvement in the sport.

Teaching Note: 8B13A052 (9 pages)
Industry: Information, Media & Telecommunications
Issues: Sport marketing; sponsorship objectives; relationship quality; renewal; exit; South Africa
Difficulty: 4 - Undergraduate/MBA

Darren Meister, Paul Bigus

Product Number: 9B11M086
Publication Date: 9/13/2011
Revision Date: 2/1/2013
Length: 12 pages

The world famous toymaker, The LEGO Group, assembled an internal management team to create a strategic report on LEGO’s different product lines and business operations. In recent years, numerous threats to LEGO had emerged in the toy industry. The acquisition of Marvel Entertainment by The Walt Disney Company created major implications for valuable toy license agreements. LEGO had also recently lost a long legal battle with major competitor MEGA Brands, makers of MEGA Bloks, with a European Union court decision that removed the LEGO brick trademark. Furthermore, the second-largest toymaker in the world, Hasbro, was preparing to launch a new rival product line called Kre-O. It was critical for the management team to identify where to expand LEGO’s product lines and business operations, in order to develop a competitive strategy to continue the organization’s recent years of financial success and dominance in the building toy market.

Teaching Note: 8B11M086 (6 pages)
Industry: Other Services
Issues: Opportunity Recognition; Licensing; Competitive Strategy; Business Growth; Toy Industry; Denmark
Difficulty: 4 - Undergraduate/MBA

Chapter 8:
Developing a Brand Equity Measurement and Management System

Mark B. Vandenbosch, Alina Nastasoiu

Product Number: 9B14A010
Publication Date: 5/7/2014
Revision Date: 5/14/2014
Length: 12 pages

After the successful launch of their virtual grocery stores in South Korean metro stations, Tesco UK is trying to determine whether the virtual grocery store concept should be launched in their home market. In order to make this decision, Tesco needs to determine the role of the virtual store(s), the location(s) of the store(s) and the product range. At the same time, Tesco needs to compare the Korean and U.K. markets in order to determine whether the virtual store concept is viable.

Teaching Note: 8B14A010 (5 pages)
Industry: Retail Trade
Issues: Online retailing; marketing strategy; Internet marketing; United Kingdom
Difficulty: 4 - Undergraduate/MBA

Saikat Banerjee, Amit Aneja

Product Number: 9B13A045
Publication Date: 1/14/2014
Revision Date: 1/10/2014
Length: 14 pages

ONergy, a for-profit social enterprise in the renewable-energy-based products industry is poised to scale up its operations — namely, providing electricity to the underserved, bottom-of-pyramid market in India. Creating a brand in this market has proved difficult, as competition comprises many large and small players. However, given the government’s support of renewable-energy-based products, the company expects substantial and continuous growth and aims to carve out a prominent position in this up-and-coming market. ONergy views investment in brand building as a way to ensure better acceptance by consumers and it is exploring innovative branding strategies that may be adopted by start-up social enterprises to create unique brands in a strategically profitable way. The key question now facing ONergy’s founder is how to maintain brand-building momentum and take the brand to the next level.

Teaching Note: 8B13A045 (7 pages)
Industry: Social Advocacy Organizations
Issues: Start-up branding; social enterprise; brand development; brand execution; India
Difficulty: 5 - MBA/Postgraduate

Chapter 9:
Measuring Sources of Brand Equity: Capturing Customer Mind-Set

Colleen Sharen

Product Number: 9B12A037
Publication Date: 7/16/2013
Revision Date: 7/15/2013
Length: 17 pages

AWARD WINNING CASE - Best Case Award, 2013 Administrative Sciences Association of Canada (ASAC) Conference. Since the 2010 earthquake, the executive director of the Foundation for International Development Assistance (FIDA) had been managing exploding demand for economic development from Haitians, the international development community and from individual Canadians. While there was a lot of money available for earthquake relief and micro-finance, far less was available for sustainable long-term economic development. FIDA needed an additional $2 million over the next three years to support projects that had been approved by both FIDA and its Haitian partner, productive cooperatives Haiti (pcH). FIDA needed to find investors who understood and supported the unique vision, principles and methods of FIDA/pcH.

Teaching Note: 8B12A037 (10 pages)
Industry: Social Advocacy Organizations
Issues: Non-profit management; social enterprise; brand positioning; marketing strategy; Canada; Haiti
Difficulty: 4 - Undergraduate/MBA

K.R. Jayasimha, Srabanti Mukherjee

Product Number: 9B12A016
Publication Date: 5/25/2012
Revision Date: 5/17/2012
Length: 14 pages

Since its inception in 1997, the National Pharmaceutical Pricing Authority (NPPA) had been trying to control drug prices through various supply-side initiatives, which had yielded limited success. This time around, NPPA had announced a new initiative, which was aimed at educating consumers about the inexpensive alternatives for medicines prescribed by doctors. By giving consumers information about various brands and their prices, NPPA hoped to offer customer self-selection of drugs through short message service (SMS, or “texting”). NPPA appeared to be operating on the premise that customer self-selection could result in self-regulation of consumption, thereby giving greater control of health care expenses to customers. Given the huge penetration of mobile phones in India and the gradual reduction of various mobile service charges, text-based service looked feasible. However, the proposed system had met with strong opposition from other stakeholders, such as doctors and chemists. Besides, the large-scale adoption of the proposed service was being questioned as the decision-making process for medicines was very complex.

Teaching Note: 8B12A016 (10 pages)
Industry: Health Care Services
Issues: Decision-making Process; Decision-making Unit; Moral Hazard; Consumption; Health Care; India
Difficulty: 5 - MBA/Postgraduate

June Cotte, Seung Hwan (Mark) Lee

Product Number: 9B12A018
Publication Date: 5/10/2012
Revision Date: 5/10/2012
Length: 3 pages

As a birthday present, Mike has just been given a new smartphone by his girlfriend, Molly. However, it is not the phone he wants. Over the course of a few days, Mike struggles with the decision of whether to return the phone and get the one he wants, or keep the one he received as a gift. The case is written from the perspective of the consumer, and deals with consumer behaviour issues such as anticipatory regret. It would be useful in an introductory marketing or undergraduate consumer behaviour course.

Teaching Note: 8B12A018 (3 pages)
Issues: Consumer Behaviour; Mobile Telephones; United States
Difficulty: 2 - Intro/Undergraduate

Jeff Saperstein, Jennifer Nelson

Product Number: 9B04A003
Publication Date: 1/16/2004
Revision Date: 5/24/2017
Length: 23 pages

Toyota is a large, international automobile manufacturer headquartered in Japan, with plans to become the largest worldwide automaker, striving for 15 per cent of global sales. Toyota is committing itself to be the leader of the hybrid-electric automotive industry, and is relying on changes in the industry and customer perceptions to bring its plan to fruition. Toyota's challenge is to develop consumer attitude and purchase intent, from an early adopter, niche market model into universal mainstream acceptance.

Teaching Note: 8B04A03 (9 pages)
Industry: Manufacturing
Issues: Consumer Behaviour; Product Design/Development; Multinational; Marketing Management
Difficulty: 4 - Undergraduate/MBA

Chapter 10:
Measuring Outcomes of Brand Equity: Capturing Market Performance

Neil Bendle

Product Number: 9B14A032
Publication Date: 7/8/2014
Revision Date: 7/8/2014
Length: 9 pages

A job candidate at Visa Inc., the technology payments company, prepares herself for her interview by considering what she can uncover about the company’s marketing from the published accounts. She analyzes what the company spends money on and how revenue is generated. She considers how marketing is accounted for – specifically, how marketing assets, such as brands, are dealt with on the balance sheet. She considers the relationship between values in the accounts and the market value of the firm, and the problem of brand valuation is discussed. Finally, she tries to understand the impact of accounting treatment on common financial ratios.

Teaching Note: 8B14A032 (13 pages)
Industry: Finance and Insurance
Issues: Brand valuation; accounting; balance sheet; marketing assets; Canada; United States
Difficulty: 4 - Undergraduate/MBA

T.S. Raghu, Collin Sellman

Product Number: 9B11E040
Publication Date: 2/23/2012
Length: 13 pages

Pearson Plc is an education company that operates worldwide, with headquarters in London, England. Its six primary business units are North American Education, International Education, Professional, The Financial Times, Interactive Data, and Penguin Publishing. The vice president of product management within the Digital Learning division of the North American Education unit based in Chandler, Arizona, begins to transform the product development processes to better meet the needs of his customers in the education market, specifically in transitioning from using an off-shored Waterfall software development model to an on-shore Agile model.

When the vice president first joined Pearson a year earlier, the Digital Learning unit had spent significant resources developing a major upgrade for one of its educational software products. The first version of this new product was challenged by the disconnect between what the software development group was delivering and what the vice president’s customers desired. He is now faced with a decision to continue focusing on the specific methodology the group had implemented (Scrum) or move to a new one (Kanban). Additionally, he has to consider expanding his focus to help drive Agile methodologies both with other groups in his business unit and outside his business unit. These decisions must be made at a potentially critical time for his products as his organization deals with the growing pains associated with the shift to Agile.

Teaching Note: 8B11E040 (11 pages)
Industry: Information, Media & Telecommunications
Issues: Product Development; Process Design; Agile Methodology; Systems Development; Educational Software; United States
Difficulty: 4 - Undergraduate/MBA

Allison Johnson, Natalie Mauro

Product Number: 9B11A001
Publication Date: 2/3/2011
Revision Date: 3/8/2018
Length: 14 pages

The Canadian Pillsbury ready-baked goods cookie line is experiencing disappointing performance, and the marketing manager at General Mills Canada Corporation is under pressure to make strategic decisions that will help turn around the segment. The marketing manager has engaged the help of the consumer insight team to conduct market research studies that will shed light on consumers and their attitudes, behaviours, and preferences towards the product. The results from the market research studies have arrived, and the students, assuming the role of the marketing manager, must filter through them to determine how this information can be used to improve the performance of the cookie segment. More specifically, students will need to determine where the greatest opportunities lie, who the team should target, what brand messaging is the most relevant, and what type of communication plan would be most effective.

Teaching Note: 8B11A001 (11 pages)
Industry: Manufacturing
Issues: Cross-cultural Differences; Customer Segmentation; Brand Positioning; Value Proposition; Market Research
Difficulty: 4 - Undergraduate/MBA

Chapter 11:
Designing and Implementing Brand Architecture Strategies

Saikat Banerjee, Abhra Banerjee

Product Number: 9B12A042
Publication Date: 9/5/2012
Revision Date: 8/16/2012
Length: 16 pages

Centuryply operates in the building materials space - specifically, in interior decoration with plywood, laminates and decorative veneers - alongside other categories like cement, shipping, and logistics. In India, this market is dominated by unorganized players, and plywood has always been treated as a commodity by marketers. Given the boom in real estate across residences and offices, as well as the current rapid lifestyle changes in India, the company expects sustainable and continuous growth and wants to achieve greater success in the wood furnishings category. Centuryply views investment in brand-building as a way to beat commoditization.The focus of the case is to explain innovative branding strategies that may be adopted by marketers to create a brand in the commodity market. In addition, it touches on the difficulties faced by a company to maintain a sustainable brand proposition amid competition. The key question is how to maintain brand-building momentum and take it to the next level.

Teaching Note: 8B12A042 (8 pages)
Industry: Manufacturing
Issues: Commodity Branding; Brand Positioning; Brand Placement; Plywood Industry; India
Difficulty: 5 - MBA/Postgraduate

Jana Seijts, Paul Bigus

Product Number: 9B12M049
Publication Date: 4/24/2012
Revision Date: 4/24/2012
Length: 12 pages

On the morning of September 19, 2011, the chief executive officer (CEO) of the online movie provider Netflix Incorporated became witness to growing public discontent and media criticism directed at the company. The previous evening, the CEO had announced on the company blog that Netflix would be splitting into two separate entities. With the proposed change, the Netflix DVD-by-mail service would be spun out and renamed Qwikster. The move would leave the Netflix brand to focus on offering online streamed entertainment. This was not the first time Netflix had caused large-scale consumer frustration, as a few months earlier in July 2011 the company had announced it would be increasing rates by as much as 60 per cent. The result was a loss of over one million Netflix subscribers by September 2011, representing the first time the company had ever lost subscribers from one quarter to the next. Although the split into two separate entities could be seen as a good business strategy, Netflix did not follow through with a well-developed communication plan. Moving forward, both Netflix and Qwikster had come to represent an unfortunate dichotomy, and Netflix’s management was in desperate need to develop better communications with disgruntled consumers or risk losing additional subscribers and lucrative profits to a number of growing competitors.

Teaching Note: 8B12M049 (8 pages)
Industry: Information, Media & Telecommunications
Issues: Communications; Brands; Consumer Satisfaction; Pricing; Movie Rentals; United States
Difficulty: 4 - Undergraduate/MBA

Shih-Fen Chen, Lien-Ti Bei

Product Number: 9B11A031
Publication Date: 8/12/2011
Revision Date: 7/8/2014
Length: 22 pages

The case describes how HTC, a pioneer in mobile computing from Taiwan, evolved from a local subcontractor of personal data assistants (PDAs) to a global player in smartphones. It analyzes the successful transition of the company from an anonymous supplier of Western clients (such as HP and Palm) to a brand marketer that is considered a major threat to Apple Computer. The key issue in this case is the introduction of the HTC brand in products delivered to network operators worldwide, such as AT&T, British Telecom, NTT DoCoMo, Rogers, Verizon, and Vodafone. Unlike most subcontractors in Asia that encountered strong resistance or even harsh retaliation from their current clients, HTC had the support of many Western buyers in the introduction of its own brand name. This case identifies the structural issues between a subcontractor and a client that can potentially dictate the branding status of the final product sold to end-users — specifically, when a subcontractor should remain anonymous to end-users and when it should appeal to end-users by branding its own product.

Teaching Note: 8B11A031 (12 pages)
Industry: Information, Media & Telecommunications
Issues: Outsourcing; Branding Strategy; Subcontractors; Smartphones; Personal Data Assistants; CNCCU/Ivey
Difficulty: 4 - Undergraduate/MBA

Chapter 12:
Introducing and Naming New Products and Brand Extensions

Sanal Kumar Velayudhan, Kochouseph Chittilappilly

Product Number: 9B14A004
Publication Date: 5/23/2014
Revision Date: 4/23/2014
Length: 16 pages

The performance of Wonderla, the leader in the amusement park industry in South India, for the year 2011/12 could not be better. It grew at 30 per cent with more than one million customers visiting each of its two parks in Kochi and Bangalore. It also completed the development of a three-star hotel in its Bangalore park. Its growth is creating challenges that it has not faced before. The chief executive officer is concerned with the issue of prioritizing investment among its different businesses as the existing amusement parks are growing and new parks are being planned in two new locations. At the same time, effort is required to create demand for the hotel business. The concern extends beyond investment to examining the option of leveraging the brand Wonderla, which stands for “Fun,” to its hotel, with attendant implications for that business and for the brand and its image.

Teaching Note: 8B14A004 (13 pages)
Industry: Other Services
Issues: Brand; service; entertainment; hospitality; India
Difficulty: 5 - MBA/Postgraduate

Sanjeev Prashar, Soumil Vinayak

Product Number: 9B12A006
Publication Date: 4/26/2012
Revision Date: 4/16/2012
Length: 13 pages

In 2009, when the Indian cement market was strong, major Indian players were preparing to move from a regional emphasis to pan-India penetration. To become a national player, Jaiprakash Associates Limited grew through acquisitions and setting up new plants. To strengthen its position, the company decided to move from a multiple-brand cement portfolio to a single-brand entity. It merged its two existing brands of cement, Buniyad Jaypee Cement and Jaypee Buland Cement, into a new brand, Jaypee Cement. Expanding into new geographic markets and creating a pan-India presence for the brand was the motive for this merger. When global brands such as Swiss giant Holcim and France’s Lafarge continued with a multi-brand strategy in India, it was understandable that industry experts doubted whether Jaypee’s decision to move from multi-branding to mono-branding was correct.

Teaching Note: 8B12A006 (9 pages)
Industry: Manufacturing
Issues: Amalgamation of Brands; Brand Management; Multi-branding and Single-branding; Cement; India
Difficulty: 5 - MBA/Postgraduate

Niraj Dawar, Ramasastry Chandrasekhar

Product Number: 9B09A016
Publication Date: 6/26/2009
Revision Date: 5/11/2010
Length: 17 pages

A month after Best Buy Inc. (Best Buy), the largest retailer of consumer electronics in the United States, acquired Five Star, the third largest retailer of appliances and consumer electronics in China in May 2006, the management of Best Buy is weighing in on a branding option. Should Five Star lose its identity and be marketed as Best Buy? Or should Best Buy retain the Five Star brand and let the two brands compete with each other in the Chinese market? The option has a sense of déjà vu because, when it first stepped out of its home turf in January of 2002 by acquiring Future Shop, the largest consumer electronics retailer in Canada, Best Buy was facing a similar dilemma. The company had decided, at the time, in favour of dual brand strategy. It had worked. There was no evidence of cannibalization, the single largest risk in dual branding. Best Buy and Future Shop had both grown together as independent brands in Canada. But, does dual brand strategy work in the vastly different retail environment of China?

Teaching Note: 8B09A16 (9 pages)
Industry: Retail Trade
Issues: China; Brand Management; Retailing; International Business
Difficulty: 4 - Undergraduate/MBA

Michael R. Pearce, Ken Mark, Jordan Mitchell

Product Number: 9B04A007
Publication Date: 10/13/2004
Revision Date: 10/7/2009
Length: 16 pages

The director of marketing for Levi Strauss Canada needs to decide the future fate of the GWG brand, a fallen giant in the Canadian jeans market. For the last three years, GWG had been licensed to a small manufacturer, who has failed to meet the requirements in the license agreement. While the director is keen to use some of the latent brand equity in GWG, she know that Levi's and Dockers brands come first and that she can not divert marketing dollars towards the brand's revival. As well, she must be careful to manage her small but powerful portfolio of brands in the five main channels without cannibalizing the already declining volumes of the Levi's brand.

Teaching Note: 8B04A07 (16 pages)
Industry: Manufacturing
Issues: Brand Management; Licensing; Marketing Channels; Market Segmentation
Difficulty: 4 - Undergraduate/MBA

Mark B. Vandenbosch, Ken Mark

Product Number: 9B02A021
Publication Date: 1/9/2003
Revision Date: 1/5/2004
Length: 12 pages

McDonald's, one of the world's strongest and most recognizable brands, intends to extend its world's best quick service restaurant experience brand into the hotel industry by launching a hotel in Illinois. An industry observer examines the hotel venture's positioning options and the McDonald's brand extension into a different product class.

Teaching Note: 8B02A21 (8 pages)
Industry: Accommodation & Food Services
Issues: Brand Management; Brand Extension; Market Analysis
Difficulty: 4 - Undergraduate/MBA

Chapter 13:
Managing Brands Over Time

June Cotte, Marta Jarosinski

Product Number: 9B14A014
Publication Date: 4/28/2014
Revision Date: 4/28/2014
Length: 16 pages

In 2006, Burberry appointed a new chief executive officer (CEO) with many years of experience in senior positions in the fashion and luxury industries. Though Burberry had enjoyed continued year over year growth, the sales growth was not on par with the growth seen within the personal luxury industry. Big changes within Burberry were expected to come as the new CEO took the reins in July 2006. What were the transformations and changes that Burberry would need to make in order to successfully adapt to the dynamic and innovative global business environment of the luxury industry?

Teaching Note: 8B14A014 (11 pages)
Industry: Other Services
Issues: Luxury; fashion; strategy; United Kingdom; global
Difficulty: 4 - Undergraduate/MBA

Marina Apaydin, Hend Mostafa

Product Number: 9B12M047
Publication Date: 5/9/2012
Revision Date: 4/23/2012
Length: 12 pages

Olympic Group (OG) was an Egyptian white goods giant that made products such as water heaters, fans, and cookers. In 1997, OG decided to buy IDEAL, a large state-owned white goods firm. Being a monopoly in its markets, IDEAL had a strong brand name and market share, which made it very attractive for OG. Also, the products that IDEAL produced — refrigerators and washing machines — complemented OG’s products. A year after the acquisition, OG had to deal with several issues such as integrating the employees of the two companies, boosting employees’ productivity, changing IDEAL’s brand image, and improving IDEAL’s products. Accordingly, within the next month, the CEO had to decide whether to start by changing IDEAL’s brand image or integrating the employees of the two companies. He also had to consider how and when to integrate the employees of the two companies without affecting overall performance. What methods should he use to boost the employees’ productivity, especially at IDEAL? What areas needed to be worked on in order to improve the IDEAL brand image without affecting its market share? What changes in IDEAL’s products were required to sustain its competitiveness and market share?

Teaching Note: 8B12M047 (10 pages)
Industry: Manufacturing
Issues: Acquisition; Growth; Employee Integration; Brand Repositioning; HR Management; Home Appliances; Egypt
Difficulty: 4 - Undergraduate/MBA

Robin Ritchie, Fan Ye, Christian Kim

Product Number: 9B04A016
Publication Date: 8/10/2004
Revision Date: 10/7/2009
Length: 18 pages

In less than a decade, Korea's Samsung has transformed itself from a maker of low-end consumer electronics into a legitimate rival to Japanese industry giants such as Sony and Panasonic. Success has been due largely to efforts to reposition Samsung as a provider of stylish, leading-edge digital technology. But shadows of the old brand image remain, spurred on by the continued availability of several of the company's traditional products. The president of Samsung Electronics Canada has been directed to solve this problem, prompting difficult choices regarding product, pricing, distribution and promotion that threaten to hurt sales and short run profits.

Teaching Note: 8B04A16 (11 pages)
Industry: Manufacturing
Issues: Marketing Management; Consumer Marketing; Branding; Marketing Mix
Difficulty: 4 - Undergraduate/MBA

Chapter 14:
Managing Brands Over Geographic Boundaries and Market Segments

Paul W. Beamish, Vanessa Hasse

Product Number: 9B13M016
Publication Date: 2/11/2013
Revision Date: 12/4/2017
Length: 15 pages

In 2012, two years after a major restructuring project had begun at German skin care producer Beiersdorf, the process was still ongoing. The new chief executive officer (CEO) inherited several challenges from his predecessor, including the difficult implementation of the new transnational strategy, opposition from employees and the work council, and ineffective market-entry strategies (especially in China). Strong competitors and a slow rate of economic recovery in Beiersdorf’s main markets provided additional complexity. Questions remained about how the new CEO should address the ongoing challenges facing the company.

Teaching Note: 8B13M016 (12 pages)
Industry: Manufacturing
Issues: Reorganization; Transnational; Restructuring; Multinational; Germany
Difficulty: 4 - Undergraduate/MBA

Ilan Alon, Meredith Lohwasser

Product Number: 9B12M058
Publication Date: 5/23/2012
Revision Date: 5/10/2017
Length: 16 pages

Founded in Trieste, Italy, Illy marketed a unique blend of coffee drinks in over 140 countries and in more than 50,000 of the world’s best restaurants and coffeehouses. The company wanted to expand the reach of its own franchised coffee bar, Espressamente, through international expansion. Potential markets included Brazil, China, Germany, Japan, India, the United Kingdom, and the United States. In 2012, the managing director of Espressamente knew that global expansion meant prioritizing markets, but where did the greatest potential lie? In addition to market selection, mode of entry was vital and included options such as exporting, franchising, and joint ventures. This case provides a practical example of the challenges faced in international business.

Teaching Note: 8B12M058 (7 pages)
Industry: Accommodation & Food Services
Issues: International Market Selection; Modes of Entry; Franchising; Retailing; International Business; Coffee; Italy
Difficulty: 4 - Undergraduate/MBA

Paul W. Beamish, Megan (Min) Zhang

Product Number: 9B12M003
Publication Date: 2/13/2012
Revision Date: 11/17/2014
Length: 11 pages

In early 2011, the senior executives of the venerable Canadian hockey stick manufacturer Sher-Wood Hockey were considering whether to move the remainder of the company’s high-end composite hockey and goalie stick production to its suppliers in China. Sher-Wood had been losing market share as retail prices continued to fall. Would outsourcing the production of the iconic, Canadian-made hockey sticks to China help Sher-Wood to boost demand significantly? Was there any other choice?

Teaching Note: 8B12M003 (15 pages)
Industry: Manufacturing
Issues: Offshoring; Outsourcing; Insourcing; Nearshoring; R&D Interface; Labour Costs; Canada; SME
Difficulty: 4 - Undergraduate/MBA

Sanjeev Prashar, Adeshwar Raja Balaji Prasad, Anand VS, Vijay Kumar Venna

Product Number: 9B12A009
Publication Date: 5/2/2012
Revision Date: 10/16/2012
Length: 12 pages

This case considers Apple’s entry into the Indian tablet PC market. In spite of stiff competition, Apple’s iPad had invariably become the market leader in many countries across the world. However, Samsung and RIM had surpassed its market share in India. This case offers students a unique opportunity to understand the reality of entering a new market and losing the coveted market leader position.

Teaching Note: 8B12A009 (7 pages)
Industry: Manufacturing
Issues: Foreign Market Entry; First Movers; Market Evaluation; Apple; Tablet Computers; Technology; India
Difficulty: 5 - MBA/Postgraduate

Paul W. Beamish, Anthony Goerzen

Product Number: 9B00A019
Publication Date: 10/19/2000
Revision Date: 5/23/2017
Length: 19 pages

Interbrew had developed into the world's fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. Recently, senior management had decided to develop one of their premium beers, Stella Artois, as a global brand. The early stages of Interbrew's global branding strategy and tactics are examined, enabling students to consider these concepts in the context of a fragmented but consolidating industry. It is suitable for use in courses in consumer marketing, international marketing and international business.

Teaching Note: 8B00A19 (10 pages)
Industry: Manufacturing
Issues: Global Product; International Business; International Marketing; Brands
Difficulty: 4 - Undergraduate/MBA

James M. Hagen

Product Number: 9A99A037
Publication Date: 4/13/2000
Revision Date: 5/23/2017
Length: 17 pages

The CEO of Ben & Jerry's Homemade, Inc. needed to give sales and profits a serious boost; despite the company's excellent brand equity, it was losing market share and struggling to make a profit. The company's product was on store shelves in all U.S. states, but efforts to enter foreign markets had only been haphazard with non-U.S. sales accounting for just three per cent of total sales. The CEO needed to focus serious attention on entering the world's second largest ice cream market, Japan. An objective of Ben & Jerry's was to use the excess manufacturing capacity it had in the U.S., and it found that exporting ice cream from Vermont to Japan was feasible from a logistics and cost perspective. The company identified two leading partnering options. One was to give a Japanese convenience store chain exclusive rights to the product for a limited time. The other was to give long-term rights for all sales of the product in Japan to a Japanese-American who would build the brand. For the company to enter Japan in time for the upcoming summer season, it would have to be through one of these two partnering arrangements.

Teaching Note: 8A99A37 (6 pages)
Industry: Manufacturing
Issues: Strategic Alliances; Market Entry; International Marketing; Corporate Strategy
Difficulty: 4 - Undergraduate/MBA

Chapter 15:
Closing Observations

June Cotte, Seung Hwan (Mark) Lee, Brittany Schuette

Product Number: 9B12A032
Publication Date: 8/13/2012
Revision Date: 8/13/2012
Length: 5 pages

American Apparel, a popular clothing manufacturer, has socially progressive labour policies and uses significant environmental advances in its manufacturing process. In addition, it has a well-established philanthropic arm. Set against these socially responsible policies is the highly sexualized nature of the company’s advertising. This element of the marketing mix seems, at least to some consumers, very much at odds with the other aims and policies of the company. The question facing students is whether this disconnect can be maintained or whether the brand’s advertising should change.

Teaching Note: 8B12A032 (2 pages)
Industry: Retail Trade
Issues: Ethics; Corporate Social Responsibility; Advertising Strategy; Controversial Advertising, United States
Difficulty: 2 - Intro/Undergraduate

James McMaster, Jan Nowak

Product Number: 9B09A008
Publication Date: 5/13/2009
Revision Date: 5/10/2017
Length: 21 pages

This case analysis traces the establishment and subsequent operation of FIJI Water LLC and its bottling subsidiary, Natural Waters of Viti Limited, the first company in Fiji extracting, bottling and marketing, both domestically and internationally, artesian water coming from a virgin ecosystem found on Fiji's main island of Viti Levu. The case reviews the growth and market expansion of this highly successful company with the brand name FIJI Natural Artesian Water (FIJI Water). The company has grown rapidly over the past decade and a half, and now exports bottled water into many countries in the world from its production plant located in the Fiji Islands. In 2008, FIJI Water was the leading imported bottled water brand in the United States. In the context of great marketing success of the FIJI brand, particularly in the U.S. market, the case focuses on how the company has responded to a number of corporate social responsibility (CSR) issues, including measuring and reducing its carbon footprint, responsibilities to key stakeholders, and concerns of the Fiji government with regard to taxation and transfer pricing issues. The case provides a compelling illustration of how CSR challenges may jeopardize the sustainability of a clever marketing strategy.

Teaching Note: 8B09A08 (11 pages)
Industry: Manufacturing
Issues: Environment; Corporate Responsibility; Marketing Communication; Transfer Pricing; International Marketing; Greenwashing; Green Marketing; Brand Positioning
Difficulty: 4 - Undergraduate/MBA

Deborah Compeau, Israr Qureshi

Product Number: 9B08A014
Publication Date: 10/23/2008
Revision Date: 5/4/2017
Length: 13 pages

This case describes Molson's experiment with social media for creating brand awareness. In November 2007, Molson, part of the Molson Coors Brewing Company, ended a social media promotion after facing criticism that it promoted binge drinking. Molson was faced with the difficulty of how quickly the contents of social media could spread to various audiences. The case encourages readers to ponder whether Molson's action was the only option available and to consider what its next steps might be.

Teaching Note: 8B08A14 (4 pages)
Industry: Manufacturing
Issues: Privacy Issues; Internet Culture; Management Information Systems; Social Media; Facebook; Breweries
Difficulty: 4 - Undergraduate/MBA