Ivey Publishing

Marketing: The Core

Kerin, R.A. Hartley, S.W. Rudelius, W.,5/e (United States, McGraw-Hill Irwin, 2013)
Prepared By Jill Pillon,
Chapter and Title Chapter Matches: Case Information
Chapter 1:
Creating Customer Relationships and Value through Marketing

UNITED AIRLINES AND CAPTAIN DENNY FLANAGAN
Colin Campbell, Niall Piercy, Michael Parent, Karen Robson

Product Number: 9B14A025
Publication Date: 7/4/2014
Revision Date: 6/26/2014
Length: 8 pages

This case follows a day in the life of Captain Denny Flanagan. A United Airlines pilot for nearly a quarter of a century and a former naval aviator, Flanagan has created and championed a campaign to radically change the nature of air travel — putting good customer service at the heart of everything the airline does and reaching back, in some way, to the golden age of air travel. Examples of his service include ordering food for passengers of delayed flights and phoning the parents of unaccompanied minors to reassure them of their children’s safety.

The success he has achieved is significant for a company that has historically received very poor customer service ratings. It raises questions about whether such exceptional service is good or bad for the organization. How can Flanagan’s approach be replicated? Is it possible or even desirable to replicate it?

Captain Denny Flanagan will be retiring in June 2016. He has expressed a strong interest in, and desire to support the teaching of the case by attending classes where the case will be discussed, at minimal cost to the institution. More details are available in the teaching note.


Teaching Note: 8B14A025 (10 pages)
Industry: Transportation and Warehousing
Issues: Customer service; change management; employee participation; service quality; United States
Difficulty: 4 - Undergraduate/MBA



XIAMEN HONDA 4S SHOP
Lin Guo, Zifeng Wang

Product Number: 9B12A051
Publication Date: 12/20/2012
Revision Date: 12/18/2012
Length: 17 pages

Based on the automobile sale model in the mainland of China, this business case describes Xiamen Honda 4S Shop’s current sales situation, marketing strategy and management. It emphasizes the dilemma faced by the company CEO — whether or not he will implement the plan proposed by the sales department to offer lifetime car care for customers who bought car insurance from the company. Deeper marketing management problems are also raised, such as how to distribute marketing resources, how to evaluate the marketing plan and its performance and how to raise company value when it supplies better value to the customers. This case can be used in marketing management for MBA students and senior undergraduates. It provides an opportunity to discuss the subjects of customer lifetime value and marketing budget management.

Teaching Note: 8B12A051 (11 pages)
Industry: Retail Trade
Issues: Customer value; automobiles; service management; China; Ivey/CMCC
Difficulty: 4 - Undergraduate/MBA



THE WOWPRIME CORP.: THE OWNER OF MULTIPLE RESTAURANT BRANDS IN TAIWAN
Shih-Fen Chen, Hui-Mei Liu

Product Number: 9B12A047
Publication Date: 9/11/2012
Revision Date: 9/10/2012
Length: 19 pages

This case covers the story of Wowprime Corp., a Taiwanese food service company that grew from a single-restaurant operation in 1993 to a conglomerate that owned hundreds of restaurants in 2011. The uniqueness of Wowprime’s growth was its multiple-brand strategy, where the company introduced 11 restaurant brands in total, each with a unique customer value proposition. The décor, menu, and price point also varied across all brands, each catering to specific segments of Taiwanese consumers. All brands, while being positioned distinctly in the market, also had certain commonalities in their operations within the group.

Teaching Note: 8B12A047 (10 pages)
Industry: Accommodation & Food Services
Issues: Brand Management; Service Marketing; Service Differentiation; Restaurant Operations; Taiwan
Difficulty: 4 - Undergraduate/MBA


Chapter 2:
Developing Successful Marketing and Organizational Strategies

VISA INC. AND THE GLOBAL PAYMENTS INDUSTRY
Neil Bendle, Dan Horne

Product Number: 9B14A018
Publication Date: 5/29/2014
Revision Date: 5/29/2014
Length: 8 pages

A manager, preparing for an interview with Visa Inc., seeks to understand the nature of the global payments industry and Visa Inc.'s position within it. The case outlines the industry's history and current practice through extensive use of publicly reported information. The public information allows answers to some important questions. What does Visa Inc. do? How competitive is the industry? And what is the source of Visa Inc.'s competitive advantage? Student spreadsheet is available, see 7B14A018.

Teaching Note: 8B14A018 (11 pages)
Industry: Finance and Insurance
Issues: Industry analysis; strategy; credit card; market share; North America
Difficulty: 4 - Undergraduate/MBA



FUNDACIÓN BRINGAS HAHGENBECK (FBH): SERVING THE NEEDS OF MEXICAN SENIOR CITIZENS
Mary Conway Dato-on

Product Number: 9B14A005
Publication Date: 5/13/2014
Revision Date: 5/7/2014
Length: 18 pages

The director of the Fundación Bringas Haghenback (FBH), a non-profit community service organization in Mexico City, was preparing to present alternative market strategies to the board of directors for the three senior citizen homes run by the foundation. She hired a consulting team to research the services and marketing of each home as well as the external environment. She knew the demographic shifts in the Mexican population projected a drastic need for senior living facilities but had not yet decided how to meet the need. She faced the challenge of compiling the information into a convincing recommendation.

Teaching Note: 8B14A005 (18 pages)
Industry: Health Care Services
Issues: Nonprofit; health care; strategy; Mexico
Difficulty: 4 - Undergraduate/MBA



BOOKS FOR CHANGE: REORIENTING BUSINESS AND MARKETING STRATEGIES
Davinder Singh, Vinod Kalia

Product Number: 9B12A060
Publication Date: 1/18/2013
Revision Date: 5/2/2013
Length: 13 pages

Books for Change (BfC), a small publisher, produces books that focus on the social sector. The company’s purpose is to raise awareness about specific development issues among academia, researchers and policy makers. BfC was started in 1998 by ActionAid, an international non-governmental organization working in the field of social development. Like other small publishers, BfC faces various challenges, including a lower demand for its books and difficulty in distribution and marketing. ActionAid has provided financial support to BfC by covering its operating losses; however, it now needs to allocate greater funds to its own development activities and, therefore, has asked BfC to become financially independent. BfC needs to prepare the strategy and plan for making BfC profitable.

Teaching Note: 8B12A060 (8 pages)
Industry: Social Advocacy Organizations
Issues: Business strategy; marketing strategy; reorienting strategy; challenges for small business; India
Difficulty: 5 - MBA/Postgraduate


Chapter 3:
Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

BUSINESS SYSTEMS GROUP AND THE TRIATHLON SPONSORSHIP QUESTION
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



BAYER CROPSCIENCE IN INDIA (B): VALUE-DRIVEN STRATEGY
Charles Dhanaraj, Oana Branzei, Satyajeet Subramanian

Product Number: 9B10M062
Publication Date: 1/27/2011
Length: 7 pages

This supplement to Bayer CropScience in India (A): Against Child Labor focuses on Bayer’s formulation of a value-driven strategy with three pillars: communication, implementation, and education.

Teaching Note: 8B10M061 (11 pages)
Industry: Agriculture, Forestry, Fishing and Hunting
Issues: Ethical Issues; Crisis Management; Corporate Responsibility; Strategy Implementation; Emerging Markets; India
Difficulty: 4 - Undergraduate/MBA



FIJI WATER AND CORPORATE SOCIAL RESPONSIBILITY - GREEN MAKEOVER OR "GREENWASHING"?
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


Chapter 4:
Understanding Consumer Behavior

HIMALAYA DRUG COMPANY: REPOSITIONING A HERBAL SOAP
S. Ramesh Kumar, Venkata Seshagiri Rao, Narayana Trinadh Kotturu

Product Number: 9B13A048
Publication Date: 4/11/2014
Revision Date: 6/11/2014
Length: 8 pages

In an initiative to develop its herbal soap offering and create a repositioning strategy for its soap products, one of the front-runners in the Indian skincare market explored the perception of the brand image, using survey data to compare its own image with those of two of its strongest competitors. The challenge for this brand was to reposition itself and build its equity after taking into consideration the perceptual results of the study and the existing positioning of soap brands.

Teaching Note: 8B13A048 (6 pages)
Industry: Retail Trade
Issues: Brand positioning; herbal brand; brand repositioning; consumer behaviour; India
Difficulty: 5 - MBA/Postgraduate



LOUIS VUITTON IN JAPAN
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



HIMALAYA FACE WASH: BRAND ASSOCIATIONS AND LIFESTYLES
S. Ramesh Kumar, Eric Minj

Product Number: 9B12A059
Publication Date: 12/12/2012
Revision Date: 3/2/2016
Length: 8 pages

The Himalaya Drug Company is interested in obtaining insights into how the lifestyle of consumers is associated with the use of face washes, especially of its own brand. As the population of India, which is primarily under the age of 35, becomes more affluent and self-conscious, personal grooming has become more important. Several brands have positioned themselves in the market according to various attributes and benefits. Himalaya wants to understand the impact of values and lifestyles both on the category of face washes and on the brands in this category. The case makes use of a consumer survey conducted in December 2011 that investigated the lifestyle of consumers and connected it to various face wash brands through the concept of laddering. Were the attributes and benefits of the brands associated with the lifestyles of the consumers? How were values associated with brand association? Himalaya hopes to obtain insights through these questions to discover how it can effectively compete with its competitors through branding association.

Teaching Note: 8B12A059 (8 pages)
Industry: Retail Trade
Issues: Consumer behaviour; brand positioning; branding; India
Difficulty: 5 - MBA/Postgraduate


Chapter 5:
Understanding Organizations as Customers

ASCLEPIUS CONSULTING: THE SALES FORCE DILEMMA
Sreeram Sivaramakrishnan

Product Number: 9B13A036
Publication Date: 1/10/2014
Revision Date: 1/9/2014
Length: 13 pages

Asclepius Consulting is one of the many small software companies in India that have aspirations to become product companies as opposed to being services companies. Asclepius Consulting deals in hospital management information systems and has a product and service offering that is competitive and well received by customers. However, due to lack of capital, the company has been unable to invest in a sales force, and this has created a problem of reach. It is currently selling through a combination of resellers (external parties contracted to sell the software) and an inside sales force. Now, one of its three co-founders, whose expertise is in business process restructuring and business planning and strategy, is looking at revisiting the sales and marketing model in this complex marketplace.

Teaching Note: 8B13A036 (14 pages)
Industry: Health Care Services
Issues: Sales management; sales organization; business-to-business marketing; channel management; India
Difficulty: 5 - MBA/Postgraduate



NORTHERN DRILLING INC.: THE MOND NICKEL CONTRACT DECISION - A TACTICAL DILEMMA IN A GROWTH STRATEGY
Michael Taylor, Robert Bremner

Product Number: 9B12A038
Publication Date: 8/13/2012
Revision Date: 11/8/2012
Length: 9 pages

Northern Drilling Inc., an exploration diamond-drilling contractor, has been asked to tender a bid for a lucrative, highly complex contract with Mond Nickel. Northern has no drills or crew currently available to work on the contract, which requires experienced drillers. Compounding the issue is a shortage of skilled labour in the industry. At the same time, Northern's biggest client, Noranda Nickel, is seeing poor geological results on a job in the same area. Northern's management needs to decide whether to incur additional costs and leave a capacity cushion in an effort to maintain its excellent relationship with its current client, or whether it should instead utilize the drills on the new job. The primary issue facing Northern's management is whether Northern can handle the new contract, both financially and technically, without compromising the current job.

Teaching Note: 8B12A038 (13 pages)
Industry: Mining, Quarrying, and Oil and Gas Extraction
Issues: Limits to Strategic Growth; Strategic Tools; Growth Plans; Projections of Resources Required; Canada
Difficulty: 4 - Undergraduate/MBA



SALESBRAIN LLC - B2B COMMUNICATIONS
Dante Pirouz, Ramasastry Chandrasekhar

Product Number: 9B12A005
Publication Date: 2/21/2012
Revision Date: 2/17/2012
Length: 12 pages

In May 2010, the “chief pain officer” of SalesBrain, a neuroscience-based marketing research and coaching company located in California, has been approached for advice by the marketing head of Digital Technology International (DTI), a Utah-based provider of technology solutions for the global publishing industry. DTI has been struggling with communicating the core value proposition of its offerings to customers, including leading newspaper publishers. Its frontline people are delivering messages that are technical, jargon-filled, and complex. Publisher-customers are unable to understand quickly how the technology solutions being offered by DTI can help them become competitive. The sales messages are also not consistent.

SalesBrain is suggesting a three-step process wherein it will identify the “pain points” being experienced by the publisher-customers of DTI; create a compelling set of claims that DTI could offer about its technology products; and guide its frontline salespersons towards developing appropriate sales scripts that they could use with prospective clients. SalesBrain is deploying the cutting-edge tools of neuroscience marketing in each of the three processes. The chief pain officer must choose between Layered Voice Analysis and Facial Action Coding System as a medium to serve the needs of DTI.


Teaching Note: 8B12A005 (4 pages)
Industry: Professional, Scientific, and Technical Services
Issues: Business to Business Marketing; Marketing Research; Sales Management; Newspapers; Consumer Neuroscience; United States
Difficulty: 4 - Undergraduate/MBA


Chapter 6:
Understanding and Reaching Global Consumers and Markets

ISRAELI WINES IN CHINA: REACHING FOR NEW HEIGHTS
Ilan Alon, Jennifer Dugosh, Meredith Lohwasser

Product Number: 9B14M006
Publication Date: 5/5/2014
Revision Date: 2/23/2015
Length: 21 pages

In 2012, Golan Heights Wines wanted to take advantage of the Chinese market. In recent years, China had demonstrated incredible growth in the wine market. Consumers’ growing interest in wine products had made wineries and vineyards like Golan Heights hungry for entry. The CEO of Golan Heights Winery had gone to China with her products in 2009. She had chosen distributorships as the mode of entry because of their expertise and experience in the Chinese market, something she did not possess. Since she had entered the market, however, she had learned of the seemingly disappointing demand for Israeli wines. Sales were rather limited given the size of the market. Most Chinese consumers who sought imported wines wanted them from Europe, particularly France. Additionally, vendors and distributors did a poor job of pushing Israel products. The CEO needed to devise and execute a series of strategies to better take advantage of the impressive Chinese market, establish a brand for Golan Heights Wines and create a platform for future growth.

Teaching Note: 8B14M006 (11 pages)
Industry: Accommodation & Food Services
Issues: Export strategy; market entry; market selection; Israel; China
Difficulty: 4 - Undergraduate/MBA



THE ESPRESSO LANE TO GLOBAL MARKETS
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. 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



INTERNATIONALIZATION OF KOYO JEANS FROM HONG KONG
Kevin Au, Bernard Suen, Na Shen, Justine Tang

Product Number: 9B11M053
Publication Date: 9/26/2011
Length: 11 pages

William Cheung owned an apparel wholesaler and a boutique shop that sold his clothing designs in Hong Kong. After attending a fashion exhibition in France, he realized his products were lacking compared to European brands. This experience motivated him to improve his jeans designs, and he soon registered “Koyo” as an independent company. He went on to become the first Hong Kong designer embraced by the French department store Galeries Lafayette. While Cheung had had commendable success, including many franchises in mainland China, he faced challenges related to expansion and funding as Koyo Jeans strove for international success.

Teaching Note: 8B11M053 (13 pages)
Industry: Retail Trade
Issues: International Expansion; Brand Management; Franchising; Retail Marketing; Entrepreneurial Business Growth; Hong Kong; Ivey/CUHK
Difficulty: 4 - Undergraduate/MBA


Chapter 7:
Marketing Research: From Customer Insights to Actions

GROWING THE MAMAS & PAPAS BRAND
Michael Goldman, Jennifer Lindsey-Renton

Product Number: 9B11A044
Publication Date: 2/2/2012
Revision Date: 10/16/2012
Length: 17 pages

Nawaal Motlekar is the managing director of Kwenta Media and founding editor of Mamas & Papas, a recently launched parenting magazine in South Africa. From her early entrepreneurial experiences, Motlekar developed a personal and professional interest in parenting magazines. As a Black South African woman married to an Indian man in an increasingly multi-racial and multi-cultural society, Motlekar recognized a gap for a parenting magazine that would appeal to a wider and more racially and culturally inclusive target market. After extensive research and development, she launched the Mamas & Papas magazine in early 2009. The case charts Motlekar’s journey as an entrepreneur, as well as her efforts between 2006 and 2009 to bring the magazine to life. The case explores the quantitative and qualitative research approaches employed by Motlekar, as well as her marketing and branding initiatives towards building a Mamas & Papas brand beyond just the physical magazine. With the magazine having been on shelves for 12 months, Motlekar and her board faced a number of decisions. These included options to increase advertising revenues and circulation, as well as choosing how to extend the Mamas & Papas brand into related categories.

Teaching Note: 8B11A044 (9 pages)
Industry: Information, Media & Telecommunications
Issues: Brand Extension; Brand Management; Brand Positioning; Consumer Research; Marketing Research; Magazines; South Africa; GIBS
Difficulty: 5 - MBA/Postgraduate



CAMPBELL SOUP: GAINING CUSTOMER INSIGHTS THROUGH MARKETING RESEARCH
Dante Pirouz, Ramasastry Chandrasekhar

Product Number: 9B11A029
Publication Date: 10/11/2011
Revision Date: 8/15/2016
Length: 14 pages

In early 2008, Campbell Soup Company, a global food and beverage enterprise, is experimenting with a new way of understanding the mindset of its consumers. This has been prompted by the stagnation in sales of its soup products in the United States, its home market, where the soups category has matured. For decades, the company’s focus in marketing research has been on tracking how the end users, having bought its soup products at stores, consume them at home. But now, it is keen on tracking the shoppers while they are searching the retail aisles. The company is planning to deploy the techniques of consumer neuroscience, a relatively new discipline, for this purpose.

Teaching Note: 8B11A029 (9 pages)
Issues: Consumer Neuroscience; Packaged Goods Marketing; Consumer Insights; Merchandising and Retailing; United States
Difficulty: 4 - Undergraduate/MBA



PILLSBURY COOKIE CHALLENGE
Allison Johnson, Natalie Mauro

Product Number: 9B11A001
Publication Date: 2/3/2011
Revision Date: 5/10/2017
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 8:
Marketing Segmentation: Targeting and Positioning

CITIBANK INDIA CREDIT CARDS: STRATEGY FOR PROFITABLE GROWTH
Jaydeep Mukherjee, Sanket Kawde

Product Number: 9B14A016
Publication Date: 5/30/2014
Revision Date: 5/22/2014
Length: 17 pages

The target market of Citibank cards in India was aligned with the profitability objectives of the company. However, if it continued with its current strategy, it faced the risk of being a niche player in a growing market and losing the profit potential from other segments and geographies in the near future. The CEO needed to reconsider the target market and finalize a marketing strategy in the face of the changing composition of the marketplace, the competition and the commercial imperatives of the credit card business. This was a critical decision that would have a long-term impact on resource deployment and budgeting.

Teaching Note: 8B14A016 (10 pages)
Industry: Finance and Insurance
Issues: Target market selection; strategy; credit card marketing; customer lifetime value; India
Difficulty: 5 - MBA/Postgraduate



HEALING THROUGH HUMOUR: MIXING MENTAL HEALTH, COMEDY AND BUSINESS
Michael Taylor, Tatiana Levit

Product Number: 9B13A033
Publication Date: 10/30/2013
Revision Date: 10/30/2013
Length: 9 pages

In June 2013, the founder of Healing Through Humour, a comedy school for people with mental illness, considered his options to overcome the barriers to growth for his not-for-profit organization. The school, located in donated space in the offices of the Schizophrenia Society of Saskatchewan in Regina, was designed to build self-esteem and life skills for people suffering from mental illness, to raise public awareness about mental health issues and to break down barriers of mental health discrimination in the community. The classes were free to encourage attendance by those with limited means. Money from ticket sales for the class’s public performances was used to fund performance and operating costs, but there was little left over to expand the organization’s promotional budget beyond maintaining a basic website and Facebook page. Low attendance for both the classes and the performances underlined the need to identify and access target market segments to increase community awareness of this support service, grow the class size to a critical mass and secure ongoing funding to make this health care initiative sustainable.

Teaching Note: 8B13A033 (11 pages)
Industry: Health Care Services
Issues: Target segment selection; conflicting goals; small start-up; mental health community support; Canada
Difficulty: 4 - Undergraduate/MBA



POWER GIG: THE RISE (AND FALL) OF MUSIC GAMES
David T.A. Wesley

Product Number: 9B13A011
Publication Date: 5/2/2013
Revision Date: 5/2/2013
Length: 16 pages

The chairman and chief executive officer of a manufacturer of entry-level musical instruments decides to take advantage of the popularity of music video games by creating a gaming division. After spending $30 million on product development, the company launches its first music video game just as the market for this subgenre has fallen into a steep decline. The case discusses the specific attributes of this music video game that may have doomed it, both despite the decline in music video games and in the context of the broader background of music video games, their success and the reasons behind their decline.

Teaching Note: 8B13A011 (7 pages)
Industry: Manufacturing
Issues: Market Segmentation; Target Marketing; New Products; Diversification; United States
Difficulty: 4 - Undergraduate/MBA


Chapter 9:
Developing New Products and Services

SOLARCITY CORPORATION: CHALLENGES IN THE SOLAR ENERGY VALUE CHAIN
Ram Subramanian

Product Number: 9B14M059
Publication Date: 5/2/2014
Revision Date: 5/5/2014
Length: 13 pages

SolarCity Corporation competed in the downstream segment of the U.S. solar energy industry. The company installed solar panels for residential and commercial customers, using a decentralized (off-the-grid) power generation and transmission model to compete with utility companies that used a centralized (grid-based) model. Solar energy was a renewable source (unlike fossil-based energy sources) and therefore scored highly on both environmental and sustainability factors. To overcome the high switching costs to customers, SolarCity marketed solar energy using a financing model in which the company owned the assets and the customer merely paid a monthly fee for the energy used. As a new player in a nascent industry, SolarCity had never been profitable. SolarCity’s co-founder and chief executive officer had to develop a plan to make the company profitable despite the fact that utility companies were fighting back politically and the government was set to reduce tax subsidies for solar assets in the near future.

Teaching Note: 8B14M059 (10 pages)
Industry: Utilities
Issues: Solar energy; business model; disruptive innovation; United States
Difficulty: 4 - Undergraduate/MBA



THE KINKAJOU BOTTLE CUTTER
Ron Mulholland

Product Number: 9B13A034
Publication Date: 11/14/2013
Revision Date: 11/7/2013
Length: 10 pages

The inventor of the Kinkajou, a portable glass bottle cutter, has successfully completed a crowd-sourced financing campaign. His funding goal of $75,000 was considered to be quite ambitious and the timeframe in which he aimed to secure the funding was only 30 days. He managed the campaign impressively and exceeded his goal on the last day of the campaign. At this point in his business development, this entrepreneur has secured an offshore manufacturer, all backers have received their products and he has resolved a number of technical and operational problems. With so many challenges behind him, he now faces questions of future distribution through multiple wholesalers and is considering the opportunity of joining with a major international retailer.

Teaching Note: 8B13A034 (9 pages)
Industry: Retail Trade
Issues: New product; start-up; crowd-source financing; Canada
Difficulty: 4 - Undergraduate/MBA



DEVELOPING A NEW SMARTPHONE APPLICATION: URBANBABY
Andrew Perkins

Product Number: 9B12A054
Publication Date: 11/6/2012
Revision Date: 11/6/2012
Length: 8 pages

UrbanBaby is a newly developed smartphone application (app) that allows users to address the difficult task of finding activities, restaurants and other forms of entertainment for newborns to young teens. A number of issues must be addressed if it is going to be profitable. First, the app’s creators, Alex and Pavel, are unsure how to characterize the large potential target market, parents, or if there are other target markets that might be interested. This is critical, as the success of the app depends on the cultivation of a strong online community that will contribute content. Second, they have to find a reliable source of data to populate the app. Third, they must decide whether to focus on Apple's operating system, which is popular in North America, or put more of their energy into competing operating systems that are much more popular in the rest of the world. Finally, they have a number of strategic marketing choices to make and to prioritize, including whether to keep the UrbanBaby brand name and risk the ire of similarly named competitors, how to price the app, how to position and promote the app and how to time the rollout. How these initial choices will affect subsequent strategic and tactical decisions is also a matter of concern.

Teaching Note: 8B12A054 (4 pages)
Industry: Retail Trade
Issues: Product Development; Branding; smartphone; Canada
Difficulty: 4 - Undergraduate/MBA


Chapter 10:
Managing Successful Products, Services and Brands

D.LIGHT DESIGN
Niraj Dawar, Ramasastry Chandrasekhar

Product Number: 9B14A023
Publication Date: 6/5/2014
Revision Date: 6/4/2014
Length: 15 pages

Five years earlier, a U.S.-based social enterprise, d.light design, launched its innovative brand of solar lamp in India. Although the company has gained market share, the category as a whole is not growing. The solar lamp market in India is complex, as a result of being both fragmented and disorganized. The company’s new head of Indian operations faces three dilemmas: How can the company scale up? How can the company improve the productivity of its distribution channels? How can the company leverage its first-mover advantage to make its brand synonymous with the category?

Teaching Note: 8B14A023 (5 pages)
Industry: Retail Trade
Issues: Category creation; sustainable development; BOP markets; solar products; India
Difficulty: 5 - MBA/Postgraduate



BURBERRY
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



HEALTH CARE CENTER FOR THE HOMELESS: CHANGING WITH THE TIMES
Mary Conway Dato-on, Eileen Weisenbach Keller

Product Number: 9B10A032
Publication Date: 4/28/2011
Length: 12 pages

Bakari Burns, CEO of the Health Care Center for the Homeless (HCCH) in Orlando, Florida, was faced with the daunting task of rebranding the organization. He knew that the organization experienced difficulty with recognition and marketplace distinction, primarily due to the public’s misconceptions about the relationship between HCCH and the Coalition for the Homeless of Central Florida. An external consulting team offered several recommendations for change, including an amended name and redesigning all marketing materials. This advice and changes in the external environment made it an excellent time to reposition and refocus the organization. Recognizing the need for a new strategy and implementing that strategy were not the same; Burns was not sure how to lead the organization through the change process.

Teaching Note: 8B10A032 (14 pages)
Issues: Change Management; Branding; Brand Orientation; Health Care; Non-profit Management; Florida, United States
Difficulty: 4 - Undergraduate/MBA


Chapter 11:
Pricing Products and Services

CUSTOMER SEGMENTATION AND BUSINESS MODEL EVOLUTION AT UNBOUNCE
Raymond Pirouz, Ken Mark

Product Number: 9B14A029
Publication Date: 7/8/2014
Revision Date: 7/8/2014
Length: 7 pages

In December 2011, the co-founder of Unbounce, a Vancouver-based software services start-up, is considering expanding into the enterprise user space. Unbounce got its start providing turnkey landing pages — web pages specific to current advertising campaigns — to the small and medium-sized enterprise market. Within 18 months, the company has achieved thought leadership in this space, has a list of paying customers and has built its support team from six to 25 people. The challenge is that since the entire company is focused on its core market segment, entering the enterprise user space means that different capabilities will have to be developed. Will developing the enterprise user market prevent the competition from invading this space or will it mean alienating and perhaps losing its current customers? What is the best plan for going forward?

Teaching Note: 8B14A029 (4 pages)
Industry: Information, Media & Telecommunications
Issues: Social media; landing pages; monetization; growth; pricing strategy; Canada
Difficulty: 4 - Undergraduate/MBA



VISA INC.: ACCOUNTING FOR MARKETING
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



SY.MED DEVELOPMENT, INC.
Randle Raggio

Product Number: 9B09A010
Publication Date: 6/10/2009
Length: 20 pages

In March of 2001, the president of Sy.Med Development, Inc. (Sy.Med), a small health-care software firm, was concerned about his company's sales performance in the year-to-date. Nine units were projected, but only three had been sold. As a result, Sy.Med was 66 per cent below the president's unit forecast, 210 per cent below his net income forecast, and had lost $40,000. The president wondered whether a change to the base price of the software was necessary to boost sales. The case introduces the concept of value pricing, that is, pricing on the basis of value received by customers, not pricing on the basis of the cost of providing the product or service. The concept of value pricing at Sy.Med requires the simultaneous consideration of customer segments and sales force allocation in a high-tech setting. With careful calculation, students can determine the benefit to a particular customer of using the OneApp software. Some sensitivity analysis is required because not all practice sizes are equivalent, nor do they face the same labour costs. Although the pricing decision is the focus of the case, strategy (e.g. relating to customer selection, strategic focus) and sales force issues are inextricably linked to this decision. After the class discussion is complete, students should understand that pricing decisions cannot be made in isolation; the strategy and structure of the market must be considered. The case works well in the core MBA marketing course to introduce the concept of value pricing, and equally well in a course focused on pricing to emphasize the interrelations among organizational issues, the competitive market and the pricing decision. The case can also be used in an orientation program or as an introductory case to help train students in the art of preparing a quantitative case analysis.

Teaching Note: 8B09A10 (8 pages)
Industry: Health Care Services
Issues: Value Analysis; Pricing Strategy; Sales Organization; Sales Strategy
Difficulty: 4 - Undergraduate/MBA


Chapter 12:
Managing Marketing Channels and Supply Chain

COMPFED: THE DAIRY COOPERATIVE DISTRIBUTION SYSTEM
Subhash Jha, Atanu Adhikari

Product Number: 9B11A047
Publication Date: 3/16/2012
Length: 19 pages

Bihar State Milk Cooperative Federation (COMPFED) had been marketing its milk and milk-related products under the Sudha brand name in the Bihar and Jharkhand regions of India for three decades. It operated through six unions and two dairies to process the milk collected from nearly 4,000 village-level cooperatives. COMPFED appeared to have a competitive advantage for its supply of milk, since it maintained the largest network for milk procurement, which spanned a large area and was unmatched by its competitors. However, due to various environmental forces, the ability to procure an adequate supply had declined in the last two years, which negatively affected the profitability of the organization.

The marketing manager of COMPFED had been facing difficulty in serving the growing demand and maintaining profitability. Since he operated in an industry with high fixed costs, the declining supply of milk procurement meant lower sales. As a result, there was no opportunity to significantly lower operating costs to match the limited supply.

The marketing manager thought of two reasons in the external environment that contributed to this situation. First, a series of floods had caused damage to grazing land and livestock operations. Additionally, private players were disrupting the supply chain by offering short-term higher payments to some suppliers/farmers. These players did not face the same regulatory and hygiene guidelines that COMPFED did. The marketing manager’s options included two very different alternatives: trying to work with these agents or securing a process to minimize or eradicate their activities.


Teaching Note: 8B11A047 (8 pages)
Industry: Agriculture, Forestry, Fishing and Hunting
Issues: Agribusiness; Distribution System; Cooperatives; Distribution Channel; Dairy Farming; India
Difficulty: 5 - MBA/Postgraduate



FERRO INDUSTRIES — EXPORTING CHALLENGE IN A SMALL FIRM
Justin Paul, Parul Gupta, Shruti Gupta

Product Number: 9B11M115
Publication Date: 1/25/2012
Revision Date: 6/12/2013
Length: 18 pages

This case deals with an exporting challenge faced by Ferro Industries, a small enterprise within the steel industry in India. The company’s manufacturing facility was located in the National Capital Region of Delhi. Ferro’s main products were roll-forming machines, cut-to-length lines, and slitting lines; the company was one of only three firms in the Indian sub-continent catering to the market for such products. This case raises two basic questions in relation to Ferro’s role as an exporter. Firstly, at what stage should an importer have to pay an exporter? Secondly, should the exporter release consignment to the importer before receiving payment? The case illustrates the challenges of exporting and international entrepreneurship for a small firm, taking into account payment risk, product pricing, deal-making strategies, promotional strategy, and client-management strategies. It also addresses the complexities involved in the decision-making process while exporting, as well as outlining various conflict-resolution techniques for closing a deal effectively while considering the appropriateness of taking risks.

Teaching Note: 8B11M115 (8 pages)
Industry: Manufacturing
Issues: Exports; Trade Finance; International Trade Logistics; Global Supply Chain Management; Saudi Arabia; India
Difficulty: 5 - MBA/Postgraduate



FROM PPG TO VANCL: BUSINESS MODEL EVOLUTION OF ONLINE APPAREL RETAILING
Xiaobu Wu, Xubo Bai

Product Number: 9B11M012
Publication Date: 8/18/2011
Length: 14 pages

In October 2005, PPG pioneered a new business model for online apparel retailing in China. Targeting men’s low-end apparel, PPG’s new model met with great initial success due to its responsive supply chain, lighter distribution channel (i.e. no physical stores), and costly advertising. However, underlying limitations of PPG’s business model led to its eventual failure. Followers learned from both PPG’s successes and failures. VANCL, another online apparel retailer, provided a good example of the evolution of a business model that created a leader in the online retail industry. To show the evolving characteristics of the apparel retailing business model, this case describes a successive two-stage story, in which each company made improvements based on other forerunners.

Teaching Note: 8B11M012 (7 pages)
Industry: Retail Trade
Issues: Online Retailing; Supply Chain Management; Business Model; Men's Apparel; China; CMCC
Difficulty: 4 - Undergraduate/MBA


Chapter 13:
Retailing and Wholesaling

SPENCER'S RETAIL LIMITED: REPOSITIONING IN A CHANGING RETAIL ENVIRONMENT
Tridib Mazumdar, Mohua Banerjee

Product Number: 9B14A001
Publication Date: 3/26/2014
Revision Date: 3/31/2014
Length: 20 pages

To target the expanding segment of upwardly mobile and upper-income Indians, a pre-eminent organized retailer in India decided to introduce Western-style hyperstores with high-end merchandising. The initial reactions of shoppers were positive, but soon the novelty wore off and store traffic declined. To counter the negative consumer responses, the retailer undertook a year-long test of a new repositioning strategy in its signature hyperstore in a large urban centre. The key challenge was to increase the store’s traffic and profitability without jeopardizing its distinctive and high-quality upscale image. The case provides the test results, which include consumer reactions as well as impacts on store traffic and profit margins.

Teaching Note: 8B14A001 (16 pages)
Industry: Retail Trade
Issues: Retail management; emerging market; store positioning; store profitability; India
Difficulty: 4 - Undergraduate/MBA



JILL'S TABLE: DIGITIZING A RETAIL LEGACY
Raymond Pirouz, Janice Zolf

Product Number: 9B14A002
Publication Date: 3/20/2014
Revision Date: 3/20/2014
Length: 12 pages

The founder of a bricks-and-mortar kitchen accessories retail store, Jill's Table, is considering the expansion of her existing information-based website to an e-commerce presence, but wonders whether the factors that have led to her current success can be replicated in the virtual world. Students are asked to make decisions related to translating brand values from the real world to the virtual world; overcoming technological hurdles; addressing design issues in terms of the user experience; developing a content marketing and digital promotions strategy, including social media and email marketing; determining a pricing strategy; planning for fulfillment and returns; handling customer service and measuring performance.

Teaching Note: 8B14A002 (3 pages)
Industry: Retail Trade
Issues: Online retailing; etailing; ecommerce; Internet marketing; Canada
Difficulty: 4 - Undergraduate/MBA



TROUBLE BREWS AT STARBUCKS
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 14:
Integrated Marketing Communications and Direct Marketing

AMAR CHITRA KATHA: CHANGING THE BRAND WITH CHANGING TIMES
Subhadip Roy, YLR Moorthi

Product Number: 9B12A062
Publication Date: 12/19/2012
Revision Date: 12/19/2012
Length: 14 pages

This case concerns the branding and marketing of a comic book series that started in the 1960s as an educational tool to make Indian children aware of Indian mythology, history and culture. By 2010, Amar Chitra Katha had around 500 titles covering a vast range of topics, but it was facing competition not only from international and indigenous comic book companies but from electronic media such as children’s games and shows on cable TV and the Internet. In November 2007, all the Amar Chitra Katha titles and Tinkle magazine were bought by Mumbai-based entrepreneur Samir Patil, who created ACK Media as an umbrella brand. The company tried to reach its audience through the launch of an online portal, the creation of DVDs/VCDs, sponsoring movies based on Amar Chitra Katha and placing comics on mobile phone platforms, etc. However, such actions were shifting the focus of the brand from books to electronic media. The shift was inevitable to maintain a stable position in the marketplace and to achieve growth, but the management wondered how it could and whether it should maintain its print presence in the marketplace.

Teaching Note: 8B12A062 (10 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Brand management; communication; strategy; India
Difficulty: 5 - MBA/Postgraduate



CCM HOCKEY: THE RE-LAUNCH OF THE U+ PRO SKATE
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



THE TIM HORTONS BRIER
Matthew Thomson, Jason Melhuish

Product Number: 9B11A041
Publication Date: 10/7/2011
Revision Date: 10/27/2011
Length: 16 pages

The Tim Hortons Brier is the annual Canadian men’s national curling championship. In the case, students will assume the role of Peter Inch, chair of the 2011 Brier Host Committee, to create and finalize the promotional plan for the 2011 Brier, to be held in London, Ontario. Inch’s objectives are two-fold: i) create interest for the event and the sport of curling and ii) execute a safe and profitable event.

Teaching Note: 8B11A041 (4 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Promotion; Advertising; Sports Marketing; Event Planning; Target Marketing; Pricing; Canada
Difficulty: 4 - Undergraduate/MBA


Chapter 15:
Advertising, Sales Promotion and Public Relations

THE MONTREAL STARS
Christopher A. Ross, Dave A. McKenzie

Product Number: 9B13A043
Publication Date: 4/16/2014
Revision Date: 4/10/2014
Length: 17 pages

In September 2012, the general manager of the Montreal Stars, a women's hockey team, faces several challenges. One of six in the Canadian Women’s Hockey League, a not-for-profit organization that aspires to be the professional league for women's hockey in North America, the team has won the league championship three times and its players have won a number of awards, including Olympic gold medals. Yet, average attendance per game has been sparse. The first issue is how to increase the awareness and the fan base of the team in Montreal. Secondly, the league allows a team to keep only $25,000 of whatever funds it raises; any amount above that limit must be submitted to the league to support it and other teams less successful at fundraising. Given this, it is difficult to raise funds from and maintain support among donors for the local team. Finally, not only the players but the administrative staff, including the general manager, are volunteers. How can the league be persuaded to relax the constraints on fundraising so that the team can develop the organizational capacity to pay its players and staff? In sum, the general manager faces both external and internal marketing problems.

Teaching Note: 8B13A043 (9 pages)
Industry: Arts, Entertainment, Sports and Recreation
Issues: Sports marketing; fund raising; internal marketing; not-for-profit; Canada
Difficulty: 4 - Undergraduate/MBA



TESLA MOTORS: BURNING UP THE ROAD TO MARKET DOMINATION OR DOOM
Dante Pirouz, Karam Putros

Product Number: 9B13A050
Publication Date: 2/4/2014
Revision Date: 4/16/2014
Length: 10 pages

Ten years after its founding, California-based Tesla Motors is close to becoming one of the world’s premier luxury car manufacturers. Its innovative design — using carbon fibre and aluminum rather than steel to construct body and parts — and technology — lithium ion battery packs rather than gasoline for power and a simple powertrain to provide maximum acceleration — make its models treasured options for eco-friendly and tech-savvy consumers as well as wealthy professionals. Relying almost entirely on word-of-mouth promotion through social media, the company sells its cars through factory stores in upscale malls rather than through dealerships and has built service centres to provide free battery charging. However, just as it is expanding into Europe and Asia and is contemplating buying its own factory to secure its battery supply, three of its cars have burst into flames following collisions, although no one has been injured. In addition, analysts claim that the company has been covering up its lack of cash flow by using non-generally accepted accounting principles for reporting its revenue. The CEO knows that the company has tremendous potential but is struggling with public relations problems arising from the crashes and questions about its financial stability and return on investment to investors.

Teaching Note: 8B13A050 (4 pages)
Industry: Manufacturing
Issues: Electric cars; premium; sales; public relations; United States
Difficulty: 4 - Undergraduate/MBA



TOO CHICKEN TO CONVERT? A CHICK-FIL-A DILEMMA
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


Chapter 16:
Using Social Media to Connect with Consumers

BETTER HOMES & GARDENS REAL ESTATE: B2B AND B2C SOCIAL MEDIA MARKETING
Raymond Pirouz, Emily Chen-Bendle

Product Number: 9B12A057
Publication Date: 12/3/2012
Revision Date: 12/3/2012
Length: 12 pages

This case explores social media marketing as both business to business (B2B) and business to consumer (B2C) strategies. In spite of a challenging real estate environment, Better Homes and Gardens Real Estate (BHGRE) was launched in 2008 by Realogy Corporation, the largest franchisor of real estate brands in the world, to maintain and grow market share with a new type of real estate company centered around lifestyle. BHGRE has grown rapidly and has experienced tremendous success with its B2B social media efforts. Now, several years after the formation of the company, the president and chief executive officer must decide how to leverage what she has learned from the B2B effort to create a B2C social media program. Additional factors include a concurrent Canadian market entry.

Teaching Note: 8B12A057 (8 pages)
Industry: Real Estate and Rental and Leasing
Issues: New Media; Social Media; Online Marketing; Internet; United States
Difficulty: 4 - Undergraduate/MBA



MISSION IMPOSSIBLE: MEASURING SOCIAL MEDIA RETURN ON INVESTMENT
Miranda R. Goode, Daniel Samosh

Product Number: 9B12A015
Publication Date: 5/17/2012
Revision Date: 5/18/2012
Length: 10 pages

In August 2011, the digital strategist at Online Advertisers, a small digital media company (web development, affiliate marketing, and social media management), was faced with finalizing a value proposition for a new social media marketing division, Online Advertisers Social. Online Advertisers was a creativity-driven company. Data and analytic capabilities were generally not the reason why clients worked with Online Advertisers. Online Advertisers attracted clients by being young, in touch with trends, energetic, and creative. However, clients (especially larger clients) wanted analytics — metrics that could be used to objectively quantify returns on social media investment. The digital strategist saw an opportunity to position Online Advertisers Social as a social media company that offered smaller businesses insights into their target markets that they would not otherwise have access to due to budget constraints.

The digital strategist needed to create a value proposition that balanced an analytics focus with Online Advertisers’ creative marketing and design. The company was too small to offer a large-scale competitive analytical package, and had relied too heavily on intuition in the past to create a competitive data-based social media package. The digital strategist went through the nuances of social media management, including campaign management and community management, and the issue of offering services related to the measurement of social media ROI in a rapidly growing and maturing industry.


Teaching Note: 8B12A015 (4 pages)
Industry: Other Services
Issues: Web Development; Social Media; Metrics; Analytics; Value Proposition Development; Business to Business; Consumer Insights; Canada
Difficulty: 4 - Undergraduate/MBA



ENTREPRENEURS AT TWITTER: BUILDING A BRAND, A SOCIAL TOOL OR A TECH POWERHOUSE?
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


Chapter 17:
Personal Selling and Sales Management

PARKIN LABORATORIES: SALES FORCE EFFECTIVENESS
Sandeep Puri

Product Number: 9B14A015
Publication Date: 5/23/2014
Revision Date: 5/21/2014
Length: 10 pages

The profits of a generic-pharmaceutical company, Parkin Laboratories, are dwindling as a result of recent legislation implemented by the Indian government. To compensate for the loss in value, the company needs to increase its sales volumes. The general manager of sales is exploring the idea of investing in a program of sales force effectiveness to increase the efficacy of the sales team.

Teaching Note: 8B14A015 (9 pages)
Industry: Manufacturing
Issues: Sales force effectiveness; sales management; sales performance; pharmaceutical selling; India
Difficulty: 5 - MBA/Postgraduate



PHARMA TALENT: PAYING SALES FORCE BONUSES WITHIN A FIXED BUDGET
Michael Taylor, Rocky Campana

Product Number: 9B12A041
Publication Date: 10/17/2012
Revision Date: 10/17/2012
Length: 9 pages

This case concerns the bonus structure for a representative sales team. Pharma Talent, a contract sales company for pharmaceutical companies across Canada, promised its clients that its representatives would drive sales at a lower cost than what the client would incur if it had its own sales force. Historically, it had contracts with products that targeted physicians (e.g., prescription drugs or medical devices); however, a new contract in Ontario involved an over-the-counter (OTC) product. Pharma Talent currently had a pay-for-performance bonus structure that had already been revised three times. Nevertheless, due to the structure of the different territories in Ontario, many sales team members thought the bonus was unfair and very discouraging, while its pay-for-performance structure did not meet the clients' needs.

Teaching Note: 8B12A041 (7 pages)
Industry: Health Care Services
Issues: Sales Force Compensation; Resource Management; Sales Process; Retail Merchandising; Canada
Difficulty: 4 - Undergraduate/MBA



JSW SHOPPE — A UNIQUE DISTRIBUTION MODEL FOR BRANDED STEEL
V.V. Gopal

Product Number: 9B11A023
Publication Date: 1/30/2012
Length: 13 pages

Organized steel retailing was not very popular among steel manufacturers in India. Very few such initiatives were undertaken by Indian players, but the most prominent was the JSW Shoppe concept promoted by Jindal Steel Works (JSW). JSW sold its products through a large network of dealers. However, the management had been concerned with building a brand image for its products, increasing its market penetration beyond the market of builders and fabricators, and attracting the attention of end users who would drive up sales. The company had felt that its distribution model would not serve its purpose, and had designed the unique concept of JSW Shoppe - a franchising model wherein the company would partner with existing and new dealers to achieve its objectives.

Set in 2010, the case deals with the challenges of transforming from a transactional distribution model to a relationship-based distribution model for franchising. Through the analysis of the case, students will locate the execution flaws in the company’s transformation, and seek the best way to address the issues related to this transformation. The case demonstrates the importance and role of a salesperson and the problems and issues that arise when a distribution model is changed - both from the dealers’ and company’s perspectives. Highlights of the case include the presentation of the challenges of franchising a specialty product, the evaluation of dealers using a balanced scorecard, and the preparation of an elaborate training module for the sales force.


Teaching Note: 8B11A023 (26 pages)
Industry: Manufacturing
Issues: Strategy; Sales Force Management; Retail Management; Balanced Scorecard; Change Management; Branding; Steel; India; Ivey/ISB
Difficulty: 4 - Undergraduate/MBA


Chapter 18:
Implementing Interactive and Multichannel Marketing

TESCO'S VIRTUAL STORE: FROM SOUTH KOREA TO THE UNITED KINGDOM
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



REDESIGNING SUNNYMEADOWS.CA (A)
June Cotte, Ari Shomair

Product Number: 9B11A017
Publication Date: 7/18/2011
Length: 6 pages

A marketing manager at an RV park developer wants to update the company’s online presence in preparation for a new product launch. Lacking any website design skills himself, he must address various issues, such as where to find potential web design agencies, and how to select an agency. Soon after selecting an agency, the marketing manager begins to doubt his decision. The agency does not seem aligned with the marketing manager’s strategic vision for the website, and has wasted valuable time producing work that must be discarded. The marketing manager, now too close to the new product launch to hire a new agency, must determine how to ensure the agency’s work adheres to the project’s strategy, budget, and timeline.

Teaching Note: 8B11A017 (5 pages)
Issues: Interactive Marketing; Marketing Manager; Website Design; RV Park
Difficulty: 4 - Undergraduate/MBA



REDESIGNING SUNNYMEADOWS.CA (B)
June Cotte, Ari Shomair

Product Number: 9B11A018
Publication Date: 7/18/2011
Length: 5 pages

This case is a supplement to Redesigning Sunny Meadows.ca (A).

Teaching Note: 8B11A017 (5 pages)
Issues: Interactive Marketing; Marketing Manager; Website Design; RV Park
Difficulty: 4 - Undergraduate/MBA