Ivey Publishing
Matchstick Inc.: Word-of-Mouth Marketing (A)
Product Number:
9B10A019
Publication Date:
09/24/2010
Revised Date:
06/13/2017
Length:
9 pages (7 pages of text)
Product Type:
Case (Field)
Source:
Ivey
Matchstick Inc. (A) case introduces students to how brands are starting to put in place non-traditional advertising, such as word-of-mouth campaigns. The founder of Toronto-based Matchstick Inc. is working on a campaign for the Ketel One vodka brand. Ketel One, managed by Diageo, a global beverage firm, is trying to increase its awareness and sales in the Canadian market. Ketel One's brand manager has turned to Matchstick to generate awareness among its elusive target audience.
Issues:
Disciplines:
Marketing
Industries:
Administrative, Support, Waste Management and Remediation Services
Setting:
Canada, Small, 2008
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Supplements: 9B10A020 (3 pages)
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