Marketing Management Case Questions for MKT 502 Students

Marketing Management MKT 502 Case Discussion Questions Quarter 2 2023

Aspire Food Group Case Questions 1. What did Aspire acquire by buying the Exo brand? Assess Exo’s brand equity (e.g. consumer awareness, quality, loyalty, and unique brand associations). How does it compare to Aspire’s Aketta brand? 2. Which consumers were originally targeted with the Exo brand? Who are these people? What kind of lifestyle do they have? How do they make food-based decisions? About how many protein bars do they eat per week? 3. What other consumer segments could Exo target? Which segment(s) would be most profitable? Think about this both from a strategic as well as a financial perspective. 4. Who are the competitors for the Exo protein bars? What would the Exo protein bar be replacing or complementing? Does that differ by segment? How? 5. How would you position the Exo brand in the market? Which segment(s) would you choose to target and which benefits would be the point of differentiation? 6. Based on Exo’s positioning, what is the appropriate marketing mix (4Ps)?

Chase Sapphire Case Questions 1. What is your assessment of the Chase Sapphire Reserve card? Is this a good product for JPMorgan Chase? For the Sapphire brand? Why or why not? 2. How did Chase try to appeal to the target segment for the Chase Sapphire Reserve card, both in terms of its features and how they marketed it? 3. Who are the main competitors for the Chase Sapphire Reserve card? How do they differ in terms of the value they provide and how are they the same? 4. The Chase Sapphire Reserve card was introduced with a promotion. Was this a successful promotion for Chase? If it was successful, what elements do you believe contributed to its success? If it was not successful, what elements do you believe led to its lack of success? Think about this both from a strategic as well as a financial perspective. Was it profitable for Chase? Are all of the segments (transactors, revolvers, churners) equally profitable? 5. How likely is it that Chase Sapphire Reserve customers acquired through the promotion will stay beyond year 1? What aspects of the credit card features and marketing mix would you change (if anything) to encourage retention? Are there other possible elements of the marketing mix that you would change? 6. What recommendations would you give to Chase Sapphire to increase their long-term profitability? Going forward, how would you manage the Chase Sapphire brand and product portfolio? Does Chase have the right number of products in the line? Are the features of each product the right features? Are they attracting the right customers? How else might Sapphire increase their profitability?

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Renova Toilet Paper Case Questions 1. How do people (end consumers) choose what toilet paper to buy? What is the shopping experience like? 2. What is the role of brands in the toilet paper category and why are private labels so successful? 3. Who are Renova's biggest competitors in the toilet paper category? What is the role of retailers? What are the trends in this category and what could the future look like? 4. Does Renova have any unique capabilities as a company? How about the Renova brand? What are the goals and aspirations of Renova's management and owners? 5. Which of the five strategic directions would you recommend Renova pursue? 1) increased price competition 2) private label manufacturing 3) continued technological innovations 4) launching black toilet paper as a limited PR opportunity 5) launching black toilet paper as a fully-fledged line extension. Explain your choice and why you didn't choose the other options (i.e., what are the pros and cons of the chosen and rejected options).

Brand Activism: Nike and Colin Kaepernick Case Questions 1. Do you agree or disagree with Nike’s choice of Colin Kaepernick as the face of its 30 th anniversary “Just do It” campaign? Why? 2. Was Kaepernick’s story the right fit for Nike? Why or why not? Was Nike’s story the right fit for Kaepernick? Why or why not? 3. What do you think about the execution of the “Dream Crazy” ad (available on YouTube if you search for “Nike Dream Crazy”)? Specifically, what do you think of Colin Kaepernick’s role in the ad? Why do you think Nike made the ad execution choices that they made? 4. Using the data in the case and its exhibits as input to your decisions, has the use of Kaepernick been a positive or negative thing for the brand? Which metrics are most/least useful in determining your answer to this question?*** 5. More generally, do you think brands should remain apolitical or should they engage in political narratives and causes in their promotional strategies? What are the risks? What are the benefits? Is your answer the same for all brands, or does your recommendation depend on the brand? What evidence is given in the case to support your recommendation? ***If you would like to get feedback on your answer, please turn in your write-up for this question at the beginning of the case discussion in class.

Drinkworks: Home Bar by Keurig Case Questions 1. Is Drinkworks a good product? What problem is it trying to solve? 2. What is the best target market for it and what is its potential market size? 3. What is the value proposition for Drinkworks and how should it be positioned compared to its competitors? 4. Which pods should David introduce – cocktail pods with alcohol, mixer pods without alcohol, or beer/cider pods? 5. How should the device and the pods be priced to maximize profitability? *** 6. What distribution channels should David select to launch Drinkworks? ***If you would like to get feedback on your answer, please turn in your write-up for this question at the beginning of the case discussion in class.

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Dollar Shave Club Case Questions 1. Why has Gillette been successful for over 100 years? What is their business model and value proposition? How has their marketing reinforced their positioning? 2. What are some areas where Gillette is falling short in meeting customer needs in shaving? 3. What is Dollar Shave Club's business model and value proposition? 4. Why is Dollar Shave Club proving to be so disruptive to Gillette? What are the differences in the marketing mix, and promotional strategies in particular, between Dollar Shave Club and Gillette? *** 5. What should Gillette do to in response to Dollar Shave Club's disruption and their declining market share? ***If you would like to get feedback on your answer, please turn in your write-up for this question at the beginning of the case discussion in class.

Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumers Case Questions 1. From Unilever's perspective, are the low-income consumers in the Northeast (NE) of Brazil an attractive or unattractive market for them to target with laundry detergent? What factors should they consider in making this decision? (No calculations are needed to answer this particular question) 2. Is Proctor & Gamble a threat to Unilever in the Brazilian laundry detergent market in the Northeast? Why? What about other competitors? Why? 3. Assuming Unilever decides to target the low-income segment of NE consumers, in order to meet customer preferences, should they 1) develop a new brand, 2) reposition one of their existing brands, or 3) launch a brand extension of one of their existing brands to target this segment? Explain your answer. For example, if you recommend developing a new brand, how would it differ from existing brands? If repositioning or launching a brand extension, which brand would you use? Why? 4. Evaluate the contribution per unit (i.e., per kg) of each brand in Unilever's current brand portfolio of detergent powder and laundry soap. What would be the contribution per unit (i.e., per kg) of the option you chose in question #3 to target the low-income segment of NE consumers? How would this new option affect the profitability of Unilever's Brazilian laundry detergent brand portfolio overall? Explain your answers. 5. Develop a brief outline of the marketing plan for the option you chose to target the low-income segment of NE consumers. Be specific and include recommendations that relate to overall positioning as well as the 4 Ps. Explain your answers.

MKT 502 Case Questions_2023

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