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Lehmann-Winer: Product Management, Fourth Edition
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 Front Matter
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| 3 pp.
| Preface
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| 1. Introduction to Product Management
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| 24 pp.
| Text
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| 2 pp.
| Appendix: Sample Responses from Product Managers
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| 20 pp.
| Case — Disney’s "The Lion King" (A): The $2 Billion Movie
Author(s): Rayport, Jeffrey F.; Knoop, Carin-Isabel;
Publication Date: 08/17/1998 Revision Date: 10/14/1998
Product Type: Case (Library)
Product Description: In 1994, just 10 years after its filmed entertainment division lost $33 million, Disney’s animated creation “The Lion King” became the second highest grossing film ever. In addition to drawing $740 million in worldwide box office sales, Lion King merchandise sales exceeded $1.5 billion. This case describes Disney CEO Michael Eisner‘s strategy in rebuilding the filmed entertainment division, the making of ‘’The Lion King,'' and the design and execution of a mini-Lion King retail industry. Along with the movie's achievements, Disney was experiencing internal chaos. Teaching Purpose: To demonstrate Disney's ability to leverage the value of its creative content across its divisions. May be used with: (9-899-042) Disney's ``The Lion King'' (B): The Synergy Group; (9-899-043) Disney's ``The Lion King'' (C): Repeat Performance.
HBS Number: 9-899-041
Geographic Setting: United States Industry Setting: entertainment Number of Employees: 110,000 Gross Revenues: $10 billion revenues
Event Year Start: 1994 Event Year End: 1995
Subjects: Entertainment industry; Intellectual capital; Marketing planning; Organizational change; Organizational structure; Product development; Product management
Academic Discipline: Service management
Supplementary Materials: Teaching Note, (5-899-098), 15p, by Jeffrey F. Rayport, Carin-Isabel Knoop, Cate Reavis
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| 17 pp.
| Case — Nestle Italy
Author(s): Quelch, John A.; Costabile, Michele
Publication Date: 12/22/1992
Product Type: Case (Field)
Product Description: Nestle Italy marketing executives are considering options for increasing the sales and market share of Nescafe instant coffee. Forty years after being introduced, Nescafe still has a market share of only one percent.
HBS Number: 9-593-009
Geographic Setting: ItalyIndustry Setting: coffeeCompany Size: largeGross Revenues: $1 billion revenues
Event Year Start: 1989Event Year End: 1989
Subjects: Advertising; Consumer marketing; Food; Italy; Product management; Product positioning; Strategy formulation
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-594-085), 13p, by John A. Quelch
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| 2. Marketing Planning
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| 21 pp.
| Text
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| 3 pp.
| Appendix: Marketing Plan Outline
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| 30 pp.
| Case — Guru.com
Author(s): Lal, Rajiv; Leamon, Ann
Publication Date: 09/15/2000
Product Type: Case (Field)
Product Description: An online resource for independent professionals has to create a marketing plan to build brand awareness. Along with the tone and message of the ads, the executives must choose from several different treatments and media, keeping within their budget. Teaching Purpose: To demonstrate to students the aspects of creating a marketing plan.
HBS Number: 9-501-005
Geographic Setting: San Francisco, CA Industry Setting: staffing Number of Employees: 40
Event Year Start: 2000 Event Year End: 2000
Subjects: Electronic commerce; Marketing planning
Academic Discipline: Marketing
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| 15 pp.
| Case — CARVEL ICE CREAM - DEVELOPING THE BEIJING MARKET
Author(s): Mark B. Vandenbosch; Tom Gleave
Ivey ID: 9A99A017
Publication Date: 8/5/1999 Revision Date: 1/12/2010
Product Type: Case
Teaching Note: 8A99A17
Geographic Setting: China Industry Setting: Food and Kindred Products Size: Medium Year of Event: 1998 Level of Difficulty: 5 - MBA/Postgraduate
Subjects: Marketing communication; Pricing strategy; Product concept; Distribution
Major Disciplines: International; Marketing
Product Description: The manager of business development for Carvel Asia Limited is trying to determine how best to increase ice cream cake sales in Beijing. In doing so, he needs to develop a complete marketing program which includes decisions about product offerings, pricing, placement (distribution) and promotion - "the 4 Ps". Carvel Asia was a 50-50 joint venture between Carvel (USA) and China’s Ministry of Agriculture.
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| 22 pp.
| Case — Bayerische Motoren Werke AG (BMW)
Author(s): Dolan, Robert J.
Publication Date: 04/02/1993 Revision Date: 06/15/1993
Product Type: Case (Field)
Product Description: In 1992, BMW is attempting to revive its position in the United States market. In 1991, unit sales had fallen to 53,000 from 88,000 in 1987. The new CEO of North American is considering a multifaceted plan to turn around the situation. Teaching Purpose: Demonstrates marketing mix planning and implementation.
HBS Number: 9-593-082
Geographic Setting: United States Industry Setting: automobiles
Company Size: large Gross Revenues: $18 billion revenues
Event Year Start: 1992 Event Year End: 1992
Subjects: Advertising; Automobiles; Marketing mixes; Marketing planning; Product lines
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-594-107), 13p, by Robert J. Dolan
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| 15 pp.
| Case — Warner-Lambert Ireland: Niconil
Author(s): Quelch, John A.; Smith, Susan P.
Publication Date: 01/18/1993 Revision Date: 11/05/1993
Product Type: Case (Field)
Product Description: The marketing director of Warner-Lambert’s Irish subsidiary is completing the marketing plan for the launch of Niconil, a transdermal skin patch to facilitate smoking cessation.
HBS Number: 9-593-008
Geographic Setting: Ireland Industry Setting: pharmaceuticals Gross Revenues: $50 million revenues
Event Year Start: 1989 Event Year End: 1989
Subjects: Marketing planning; New product marketing; Pharmaceuticals; Pricing; Product lines; Sales forecasting
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-594-062), 11p, by John A. Quelch
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| 3. Defining the Competitive Set
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| 25 pp.
| Text
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| 30 pp.
| Case — Polaroid Corp.: Digital Imaging Technology in 1997
Rosenbloom, Richard S.; Pruyne, Ellen
Focuses on strategic decisions regarding investment in digital imaging technology facing Polaroid Corp., a worldwide leader in the traditional imaging marketplace, in July 1997. New Polaroid CEO Gary DiCamillo must decide how much emphasis to place on digital vs. traditional imaging technology, how to restructure the organization to capitalize on this new technology, and whether to support a new proposal to develop a digital camera for the mass market.
HBS Number: 9-798-013 Type: Case (Field)
Publication Date: 10/16/1997
Geographic Setting: United States Industry Setting: digital imaging
Company Size: Fortune 500 Number of Employees: 9,600 Gross Revenues: $2.3 billion revenues
Event Year Start: 1997 Event Year End: 1997
Subjects: Competitive decision making; Corporate strategy; Product development; Strategic planning; Technology
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| 25 pp.
| Case — U.S. Retail Coffee Market (A)
Yip, George S.; Williams, Jeffrey R.
Set in mid-1978, this case covers all aspects of the U.S. retail coffee market both cross-sectionally and historically. The market is recovering from dramatic price rises and volume drops. The overall issue is the forecast of future market evolution and the implications for the marketing strategy of each major producer. Students have to make explicit 5- and 10-year sales and market share forecasts and draw up BCG-type portfolio matrices. Case is part of a two-day series, beginning with an aggregate view of the entire market and its evolution and narrowing to a view of market strategy for a single brand. May be used with: (9-582-088) U.S. Retail Coffee Market (B); (9-582-089) Brim (A); (9-582-090) Brim (B).
HBS Number: 9-582-087 Type: Case (Field)
Publication Date: 02/10/1982 Revision Date: 08/01/1985
Geographic Setting: United States Industry Setting: coffee Gross Revenues: $5 billion revenues
Event Year Start: 1978 Event Year End: 1981
Subjects: Beverages; Competition; Demographics; Forecasting; Market segmentation; Market structure; Product portfolio management
Supplementary Materials: Supplement (Note), (9-583-003), 8p, by George S. Yip; Supplement (Field), (9-583-001), 1p, by George S. Yip, Jeffrey R. Williams; Teaching Note, (5-585-108), 41p, by Robert J. Dolan
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| 18 pp.
| Case — Net.Genesis, Inc.
Dolan, Robert J.; Lal, Rajiv; Fagan, Perry L.
Net.Genesis is planning a strategy for the developing Internet market. In particular, it is creating the category of e-business intelligence and striving to be the brand leader in it. Teaching Purpose: To discuss marketing issues in a developing market.
HBS Number: 9-500-009 Type: Case (Field)
Publication Date: 11/15/1999
Geographic Setting: United States Industry Setting: Internet software Number of Employees: 70 Gross Revenues: $5 million revenues
Event Year Start: 1999 Event Year End: 1999
Subjects: Brands; Communication; Internet; Marketing management; Product planning & policy
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| 12 pp.
| Case — Strategic Industry Model: Emergent Technologies
Dolan, Robert J.
Describes computer model and output from conjoint analysis and perceptual mapping for product line planning.
HBS Number: 9-592-086 Type: Case (Field)
Publication Date: 03/17/1992 Revision Date: 06/09/1992
Geographic Setting: Global Industry Setting: computers
Subjects: Computer industry; Models; Product planning & policy
Supplementary Materials: Teaching Note, (5-592-100), 5p, by Robert J. Dolan
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| 4. Category Attractiveness Analysis
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| 23 pp.
| Text
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| 2 pp.
| Case — MicroFridge: The Concept
Author(s): Deighton, John
Publication Date: 08/25/1998 Revision Date: 08/07/2002
Product Type: Case (Field)
Product Description: Robert Bennett, who has a Master’s degree in engineering, wants to exploit his idea to combine a refrigerator, freezer, and 500-watt microwave into an 87-pound, 4-foot-high appliance to sell to college students. Bennett must decide which markets to serve, which competitors he must contend with, with whom to collaborate, and what core capabilities to build. Teaching Purpose: To introduce students to the range of decisions needed to construct a marketing strategy.
HBS Number: 9-599-049
Geographic Setting: Boston, MA Industry Setting: appliances
Company Size: start-up Number of Employees: 2
Event Year Start: 1987 Event Year End: 1987
Subjects: Appliances; Entrepreneurship; Market analysis; Marketing implementation; Marketing strategy; New product marketing
Academic Discipline: Marketing
Supplementary Materials: Supplement (Field), (9-503-017), 2p, by John Deighton; Teaching Note, (5-503-030), 6p, by John Deighton
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| 23 pp.
| Case — H-E-B Own Brands
Author(s): Rangan, V. Kasturi; Bell, Marie
Publication Date: 02/05/2002 Revision Date: 12/17/2003
Product Type: Color Case
Product Description: H-E-B is a $9 billion grocery chain located in Southwest Texas. This case focuses on H-E-B’s private label strategy, a product category that accounts for 19% of H-E-B‘s sales and one that earns gross margins 50% higher than national brands. A leader in its markets, H-E-B is faced with increasing competition, especially from Wal-Mart, which has aggressively entered the Texas markets with a series of “supercenters.” Although the case specifically focuses on H-E-B's Own Brands (private label), it more broadly raises important strategic questions regarding H-E-B's ability to compete effectively in this new market environment. Includes color exhibits.
HBS Number: 9-502-053
Geographic Setting: Texas Industry Setting: grocery retailing Number of Employees: 33,000 Gross Revenues: $9 billion revenues
Event Year Start: 2000 Event Year End: 2000
Subjects: Brands; Competition; Customer service; Retailing; Supermarkets
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-503-006), 8p, by V. Kasturi Rangan
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| 19 pp.
| Case — Note on the Structural Analysis of Industries
Author(s): Porter, Michael E.
Publication Date: 09/01/1975 Revision Date: 06/30/1983
Product Type: Note
HBS Number: 9-376-054
Subjects: Business policy; Industry analysis; Industry structure; Strategy formulation
Academic Discipline: Competitive strategy
Product Description: Provides a framework for the analysis of industry structure. Identifies the major structural features that influence the profit potential in industries and some illustrative implications of these for strategy formulation. Can be used as a reference note for business policy courses and/or as the background for a lecture on industry analysis.
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| 5. Competitor Analysis
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| 42 pp.
| Text
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| 28 pp.
| Case — WFNX-107.7 FM and Boston’s Radio Wars
Kopp, Robert J.; Mindich, Bradley M.
WFNX, a small radio station, is growing and making waves. Larger competitors have counter-attacked and cut into WFNX’s audience. How to respond? Which option to choose? Teaching Purpose: To illustrate competitive warfare in a dynamic marketplace, i.e., the radio business.
HBS Number: BAB019 Type: Case (Field)
Publication Date: 09/15/1999
Geographic Setting: United States Industry Setting: radio Number of Employees: 50 Gross Revenues: $6 million revenues
Event Year Start: 1994 Event Year End: 1998
Subjects: Broadcasting industry; Competition; Market positioning; Marketing management; Strategic market planning; Strategy implementation
Supplementary Materials: Teaching Note, (BAB519), 25p, by Robert J. Kopp, Bradley M. Mindich
Publisher: Babson College
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| 24 pp.
| Case — Cola Wars Continue: Coke vs. Pepsi in the Twenty-First Century
Author(s): Yoffie, David B.; Wang, Yusi
Publication Date: 01/11/2002 Revision Date: 01/27/2004
Product Type: Case (Library)
HBS Number: 9-702-442
Geographic Setting: United States and global Industry Setting: beverages Company Size: Fortune 500
Event Year Start: 2000 Event Year End: 2000
Subjects: Beverages; Competition; Corporate strategy; Industry analysis; Industry structure; International business
Academic Discipline: Competitive strategy
Supplementary Materials: Teaching Note, (5-703-403), 11p, by David B. Yoffie
Product Description: Examines the industry structure and competitive strategy of Coke and Pepsi over 100 years of rivalry. New challenges of the twenty-first century included boosting flagging domestic cola sales and finding new revenue streams. Both firms also began to modify their bottling, pricing, and brand strategies. They looked to emerging international markets to fuel growth and broaden their brand portfolios to include noncarbonated beverages like tea, juice, sports drinks, and bottled water. For over a century, Coca-Cola and Pepsi-Cola had vied for the “throat share” of the world’s beverage market. The most intense battles of the cola wars were fought over the $60 billion industry in the United States, where the average American consumes 53 gallons of carbonated soft drinks (CSD) per year. In a “carefully waged competitive struggle,” from 1975 to 1995 both Coke and Pepsi had achieved average annual growth of around 10% as both U.S. and worldwide CSD consumption consistently rose. This cozy situation was threatened in the late 1990s, however, when U.S. CSD consumption dropped for two consecutive years and worldwide shipments slowed for both Coke and Pepsi. Considers whether Coke‘s and Pepsi's era of sustained growth and profitability was coming to a close or whether this apparent slowdown was just an
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| 32 pp.
| Case — eBay, Inc.
Author(s): Bradley, Stephen P.; Porter, Kelley
Publication Date: 09/28/1999 Revision Date: 06/21/2001
Product Type: Case (Field)
Product Description: eBay was the world’s largest and most popular person-to-person trading community on the Internet. In early 1999, the company was doing very well and seemed to have solved many of its early problems. However, on March 30, 1999, Amazon.com announced that it was entering the online auction arena. This powerful firm could prove to be eBay‘s strongest competitor to date. Teaching Purpose: What should eBay do in light of the entry of its most recent and serious competitor to date. May be used with: (9-602-071) eBay (A): The Customer Marketplace.
HBS Number: 9-700-007
Geographic Setting: San Jose, CA Industry Setting: e-commerce Number of Employees: 300 Gross Revenues: $47.3 million revenues
Event Year Start: 1999 Event Year End: 1999
Subjects: Auctions; Electronic commerce; High technology; Internet
Academic Discipline: Competitive strategy
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| 23 pp.
| Case — Robert Mondavi: Competitive Strategy
Author(s): Porter, Michael E.; Bond, Gregory C.
Publication Date: 06/22/1999 Revision Date: 06/16/2000
Product Type: Case (Field)
Product Description: Describes the competitive situation facing Robert Mondavi, the leading premium California winery. Mondavi has been an industry innovator and has recently taken steps to become more international. Mondavi has to cope with growing domestic competition as well as market share growth by wineries from Chile and Australia. Teaching Purpose: Designed to explore competitive strategy in an evolving industry with a special focus on international strategy.
HBS Number: 9-799-125
Geographic Setting: Global Industry Setting: wine Number of Employees: 1,100 Gross Revenues: $325 million revenues
Event Year Start: 1999 Event Year End: 1999
Subjects: Agribusiness; Beverages; Competition; International business; Strategy formulation
Academic Discipline: Competitive strategy
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| 31 pp.
| Case — Matching Dell
Author(s): Rivkin, Jan W.; Porter, Michael E.
Publication Date: 06/06/1999
Product Type: Case (Library)
Product Description: After years of success with its vaunted “Direct Model” for computer manufacturing, marketing, and distribution, Dell Computer Corp. faces efforts by competitors to match its strategy. This case describes the evolution of the personal computer industry, Dell’s strategy, and efforts by Compaq, IBM, Hewlett-Packard, and Gateway 2000 to capture the benefits of Dell‘s approach. Students are called on to formulate strategic plans of action for Dell and its various rivals. Teaching Purpose: Designed to be taught in any of several places in an MBA course on competitive strategy. Permits an especially detailed examination of imitation; illustrates how fit among activities and incompatibilities between competitive positions can pose particularly high barriers to imitation. Can also be employed to illustrate competitor analysis, the evolution of industry structure, and relative cost analysis.
HBS Number: 9-799-158
Geographic Setting: Global Industry Setting: personal computers
Company Size: Fortune 500 Gross Revenues: $19 billion revenues
Event Year Start: 1998 Event Year End: 1998
Subjects: Competition; Computer industry; Cost analysis; Industry structure; Personal computers; Strategic planning
Academic Discipline: Competitive strategy
Supplementary Materials: Teaching Note, (5-700-084), 24p, by Jan W. Rivkin
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| 20 pp.
| Case — Skil Corp.
Author(s): Porter, Michael E.; Ong, Cheng G.
Publication Date: 09/15/1988
Product Type: Case (Field)
Product Description: The portable electric power tool market in the United States was approximately $1.1 billion in 1979. There were about a dozen manufacturers competing in the U.S. market, of which five were U.S. companies. Skil was the third largest U.S. competitor. Skil was acquired by Emerson Electric in 1979. Skil was a turnaround situation from Emerson’s perspective. The company faced intense competition from Black & Decker and emerging foreign competitors.
HBS Number: 9-389-005
Geographic Setting: United States Industry Setting: power tools
Company Size: mid-size Gross Revenues: $195 million revenues
Event Year Start: 1979 Event Year End: 1979
Subjects: Competition; Electric industries; Tools
Academic Discipline: Competitive strategy
Supplementary Materials: Teaching Note, (5-389-021), 14p, by Michael E. Porter, Cheng G. Ong
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| 6. Customer Analysis
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| 45 pp.
| Text
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| 2 pp.
| Appendix 6A: Economic Value to the Customer (EVC)
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| 1 pp.
| Appendix 6B: Latent Class Methods
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| 13 pp.
| Case — Analyzing Consumer Perceptions
Author(s): Dolan, Robert J.
Publication Date: 03/16/1999 Revision Date: 12/12/2001
Product Type: Note
Product Description: Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making.
HBS Number: 9-599-110
Subjects: Consumer behavior; Consumers; Market research; Market structure
Academic Discipline: Marketing
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| 16 pp.
| Case — Clust.com: Dream More and Pay Less
Author(s): Wathieu, Luc
Publication Date: 11/22/2000
Product Type: Case (Field)
Product Description: Clust is a French group-buying web site. Instead of marketing products to consumers, Clust is marketing aggregated consumer demands to manufacturers. Consequently, beyond the usual act of choosing among pre-defined alternatives, consumers are expected to bring up their demands and create new product ideas, to discuss and support the ideas of others, to call on their friends to join the Clust community, and to monitor the efforts of the Clust purchasing team. In fact, Clust holds no inventory beyond a warehouse to organize deliveries. No product is put on sale before enough supporters endorse it and 5%-40% discount on retail price can be secured. After a very interesting launch strategy, the web site comes short of breath. Two pathways are outlined (focus on group-buying and good deals vs. focus on consumer creation and exclusives) with enough details to support decision making and evaluate both profitability and concept consistency. Teaching Purpose: Reverse marketing, economics of group buying, positioning, building a trusted brand, sustaining value in a competitive environment, consumerism as a business opportunity, consumer empowerment, Internet as a revolution, and incorporating the cultural context in the marketing plan.
HBS Number: 9-501-047
Geographic Setting: Paris, France Industry Setting: Internet Number of Employees: 40 Gross Revenues: $2 million revenues
Event Year Start: 2000 Event Year End: 2000
Subjects: Consumer behavior; Consumerism; Creativity; Electronic commerce; France; Internet; Market positioning
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-501-083), 11p, by Luc Wathieu
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| 16 pp.
| Case — TiVo
Author(s): Wathieu, Luc; Zoglio, Michael
Publication Date: 11/22/2000 Revision Date: 10/14/2005
Product Type: Case (Field)
Product Description: TiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product bundling with satellite television receivers, aggressive pricing, and sales support, in order to boost demand for the new category. One important goal is to position TiVo as a strong brand before the entry of big player Microsoft. TiVo is confronted with the difficulty of selling a new and complex electronics product that is meant to change consumer habits radically. Moreover, the impact of TiVo on the television and advertising industries is ambiguous, and TiVo needs to demonstrate that it can play a constructive role in the future media landscape. May be used with: (9-502-062) TiVo in 2002: Consumer Behavior.
HBS Number: 9-501-038
Geographic Setting: San Jose, CA Industry Setting: Television Number of Employees: 181 Gross Revenues: $200,000 revenues
Event Year Start: 2000 Event Year End: 2000
Subjects: Advertising; Consumer behavior; Marketing planning; New product marketing
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-501-057), 11p, by Luc Wathieu, Michael Zoglio
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| 31 pp.
| Case — Microsoft Carpoint
Jeffrey F. Rayport ; Avnish Bajaj ; Steffan Haithcox ; Michael Kadyan
CarPoint.com was Microsoft’s Web-based entry into on-line automobile retailing. While CarPoint could not, in fact, "sell" or deliver any cars, it could shift much of consumer search, comparison, and decision-making, including pricing, from the physical platform of the traditional car dealer to the virtual world of the Web. This shift in buying behavior from marketplace to marketspace was significant in its implications for consumers and dealers; it gave consumers a wealth of information that they previously did not have along with no-negotiation pricing of cars, while it challenged dealers to change their approaches to these newly empowered and better informed consumers. CarPoint, however, was a late entrant, and it faced competition from category first-movers AutoByTel.com, AutoWeb.com, and AutoVantage.com. As a result, the case deals with larger issues of channel and consumer behavior change as well as tactical issues pertaining to competitive positioning in a competitive market both on-line and off-line. Teaching Purpose: To challenge students to analyze the complexity of managing consumer services in a category that explicitly requires integration of on-line and off-line sales and service activities. CarPoint and its
HBS Number: 9-898-280 Type: Case (Field)
Subjects: Automobile industry; Information services; Information technology; Internet; Service management; World Wide Web
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| 13 pp.
| Case — Heineken N.V.: Global Branding and Advertising
Author(s): Quelch, John A.
Publication Date: 10/11/1995 Revision Date: 01/05/1998
Product Type: Case (Field)
Product Description: Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages.
HBS Number: 9-596-015
Geographic Setting: Amsterdam/Netherlands Industry Setting: beer
Event Year Start: 1994 Event Year End: 1994
Subjects: Advertising; Beverages; Brands; Consumer behavior; International marketing; Market segmentation
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-598-080), 8p, by John A. Quelch
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| 20 pp.
| Case — Ciba Consumer Pharmaceuticals’ Acutrim: Challenges and Opportunities in Today’s
Koehn, Nancy; Voorheis, Rebecca
Since its introduction in 1983, Acutrim has been a major player in the U.S. appetite suppressant market and in the broader diet industry. This case focuses on the strategic, regulatory, marketing, and financial challenges this product and the rapidly changing diet industry pose for Ciba Consumer Pharmaceuticals as part of a large public corporation. Within this context, the case is intended to introduce students to the $33 billion diet industry and to elucidate some of the economic, cultural, and psychological factors that help shape the market for diet products, low-fat and health entrees, and a wide variety of foods in prosperous economies.
HBS Number: 9-795-043 Type: Case (Field)
Publication Date: 12/2/1994 Revision Date: 3/28/1996
Geographic Setting: United States Industry Setting: pharmaceuticals (OTC)/diet products
Company Size: Fortune 500 Gross Revenues: $12.2 billion revenues
Event Year Start: 1984 Event Year End: 1994
Subjects: Consumer behavior; Corporate strategy; Government & business; Marketing strategy; Pharmaceuticals
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| 7. Market Potential and Sales Forecasting
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| 36 pp.
| Text
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| 3 pp.
| Appendix 7: Time Series Regression with Seasonal Factors
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| 22 pp.
| Case — Zenith: Marketing Research for High Definition Television (HDTV)
Author(s): Sultan, Fareena
Publication Date: 10/17/1990 Revision Date: 07/24/1991
Product Type: Case (Field)
Product Description: Managers at Zenith must decide what marketing research, if any, needs to be done now in order to assess market potential and consumer preference for a technological innovation, high definition television (HDTV) that is yet to be introduced. The case describes various marketing research options available to Zenith in August 1990. In particular managers have to decide whether to conduct a study to examine consumer preferences for the wider screen format of HDTV. They also need to forecast HDTV demand from 1992-2000 under pessimistic, most likely and optimistic scenarios that have to be defined. Can be used to expose students in an introductory marketing management course to various marketing research methods available to assess consumer preferences for new products and innovations. In particular it exposes students to conjoint analysis’ methodology. Also allows students an opportunity to assess the situation facing Zenith and explore forecasting marketing potential via scenario analysis.
HBS Number: 9-591-025
Geographic Setting: United States Industry Setting: television
Company Size: Fortune 500
Event Year Start: 1990 Event Year End: 1990
Subjects: Forecasting; High technology products; Innovation; Market research; Product introduction
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-591-109), 21p, by Fareena Sultan
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| 17 pp.
| Case — Disney Consumer Products in Lebanon
Quelch, John A.
The managing director of Disney Consumer Products for Europe and the Middle East is reviewing recent market research in Lebanon regarding the sales potential of Disney licensed products and assessing the pros and cons of several distribution options. Teaching Purpose: To review the distribution options facing a multinational company considering entry into a new country market.
HBS Number: 9-596-060 Type: Case (Field)
Publication Date: 10/04/1995 Revision Date: 10/10/1996
Geographic Setting: Europe & Middle East Industry Setting: consumer products - retail Gross Revenues: $1.4 billion revenues
Event Year Start: 1993 Event Year End: 1994
Subjects: Consumer goods; Distribution planning; Entertainment industry; Growth strategy; International marketing; Middle East
Supplementary Materials: Teaching Note, (5-598-125), 5p, by John A. Quelch
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| 12 pp.
| Case — Avon Co.
Author(s): Corey, E. Raymond
Publication Date: 08/09/1989 Revision Date: 10/30/1989
Product Type: Case (Field)
Product Description: Avon engineers developed a new type of electric adjustable speed drive. Executives began to make long-range plans for production and marketing. Members of the sales department wondered what pricing recommendations they should make to management on the basis of estimates of market size at different price levels and Avon’s market share. A rewritten version of an earlier case.
HBS Number: 9-590-022
Geographic Setting: Unspecified Industry Setting: electric machinery and equipment
Event Year Start: 1956 Event Year End: 1956
Subjects: Industrial markets; Machinery; Market share; Pricing strategy; Product design; Product introduction
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-590-023), 17p, by E. Raymond Corey
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| 24 pp.
| Case — Filene’s Basement
Bell, David E.; Starr, Dinny
Filene’s Basement is in the process of deciding where, and if, to locate two new stores in its new Chicago area of operations. The existing Chicago area stores have been performing well, however, management is concerned with over saturation of the market. At the time of the case, Filene‘s Basement has 49 stores in operation.
HBS Number: 9-594-018 Type: Case (Field)
Publication Date: 08/24/1993 Revision Date: 04/03/1998
Geographic Setting: Boston, MA Industry Setting: retail discount store
Company Size: large Number of Employees: 1,700 Gross Revenues: $529 million revenues
Event Year Start: 1993 Event Year End: 1993
Subjects: Department stores; Location of industry; Real estate; Retailing; Sales forecasting
Supplementary Materials: Teaching Note, (5-594-061), 6p, by David E. Bell
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| 8. Developing Product Strategy
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| 31 pp.
| Text
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| 26 pp.
| Case — Monster.com
Jeffrey F. Rayport ; Dickson L. Louie
Jeff Taylor, founder and CEO of Monster.com, ponders how his online site, the leading career site on the web, can continue its dominance (60% share in 1999) and growth on the Internet. Monster.com had just launched a nationwide branding campaign on television and entered a four-year deal with AOL. A rewritten version of an earlier case.
HBS Number: 9-801-145 Type: Case (Field)
Subjects: Brands; Entrepreneurship; Internet
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| 14 pp.
| Case — Abgenix and the XenoMouse
Author(s): Dolan, Robert J.
Publication Date: 01/09/2001
Product Type: Case (Field)
Product Description: Abgenix has a unique method for generating antibodies useful in treating a number of diseases, including cancer. In early 2000, the company’s cancer drug has performed very well in animal testing and is moving to early stage human testing. Abgenix must decide whether to sell the product development program to a large pharmaceutical company or to enter into a joint venture to push the product ahead. Teaching Purpose: To introduce the issue of deciding whether to define your product as access to a technology, a developing program for defining a product based on the technology, or a finished program and marketable product. Exposes students to product line planning in largely uncertain environments.
HBS Number: 9-501-061
Geographic Setting: California Industry Setting: biotechnology Number of Employees: 150 Gross Revenues: $12 million revenues
Event Year Start: 2000 Event Year End: 2000
Subjects: Alliances; Biotechnology; Innovation; Marketing strategy; New product marketing; Product planning & policy
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-503-046), 14p, by John Gourville
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| 18 pp.
| Case — Net.Genesis, Inc.
Dolan, Robert J.; Lal, Rajiv; Fagan, Perry L.
Net.Genesis is planning a strategy for the developing Internet market. In particular, it is creating the category of e-business intelligence and striving to be the brand leader in it. Teaching Purpose: To discuss marketing issues in a developing market.
HBS Number: 9-500-009 Type: Case (Field)
Publication Date: 11/15/1999
Geographic Setting: United States Industry Setting: Internet software Number of Employees: 70 Gross Revenues: $5 million revenues
Event Year Start: 1999 Event Year End: 1999
Subjects: Brands; Communication; Internet; Marketing management; Product planning & policy
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| 17 pp.
| Case — Snapple
Author(s): Deighton, John
Publication Date: 06/04/1999 Revision Date: 12/05/2003
Product Type: Case (Field)
HBS Number: 9-599-126
Geographic Setting: New York, NY Industry Setting: Beverage industry Number of Employees: 500 Gross Revenues: $500 million revenues
Event Year Start: 1972 Event Year End: 1997
Subjects: Brands; Distribution; Entrepreneurship; Market positioning; Marketing management; Strategic market planning
Academic Discipline: Marketing
Supplementary Materials: Case Video, (9-505-709), 10 min, by John Quelch; Case Video, DVD, (9-505-711), 10 min, by John Quelch; Case Video, DVD, (1-506-703), 5 min, by John Deighton; Case Video, (1-506-704), 5 min, by John Deighton; Teaching Note, (5-500-033), 7p, by John Deighton
Product Description: Tells the story of Snapple’s rise and fall, and poses the question “Can it recover?” Many soft-drink brands flourished in the 1980s serving New York‘s Yuppies, but only Snapple made the big time. It went from local to national success and was poised to go international when the founders sold out to Quaker. The brand proved harder to manage than Quaker anticipated and in 1997 was sold for a fraction of its acquisition price. The case presents factors accounting for the growth and decline and provides a qualitative study of the brand. What action should the new owners take?
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| 19 pp.
| Case — Intel Corp.: Going into OverDrive
Dhebar, Anirudh
In May 1992, Intel Corp., the leading supplier of microprocessors for IBM-compatible personal computers, announced the retail availability of OverDrive processors, a new line of performance upgrades for the Intel 486 series of micropro
HBS Number: 9-593-096 Type: Case (Field)
Publication Date: 03/25/1993 Revision Date: 06/22/1994
Geographic Setting: Folsom and Santa Clara, CA Industry Setting: semiconductor, microprocessor, computer
Company Size: Fortune 500 Number of Employees: 24,600 Gross Revenues: $4.7 billion revenues
Event Year Start: 1991 Event Year End: 1992
Subjects: Computer industry; High technology products; Product lines; Product management; Silicon Valley
Supplementary Materials: Teaching Note, (5-594-020), 18p, by Anirudh Dhebar
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| 9. New Products
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| 29 pp.
| Text
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| 3 pp.
| Appendix 9A: Sample Concept Test Formats
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| 2 pp.
| Appendix 9B: Assessing Discrimination and Preference
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| 9 pp.
| Case — Concept Testing
Dolan, Robert J.
HBS Number: 9-590-063 Type: Note
Describes concept testing products. Presents guidelines for effective design, execution, and interpretation of test procedures. Discusses limitations of these techniques and sets out the situations for which they are appropriate. Subjects: Managerial economics, Market analysis, Market research, Models, Product introduction, Product life cycle, Product management, Sales forecasting, Sales management.
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| 18 pp.
| Case — Aqualisa Quartz: Simply a Better Shower
Author(s): Moon, Youngme; Herman, Kerry
Publication Date: 01/16/2002 Revision Date: 07/10/2006
Product Type: Case (Field)
HBS Number: 9-502-030
Geographic Setting: United Kingdom Industry Setting: Manufacturing industries Gross Revenues: 8 million sterling (pounds)
Event Year Start: 2001 Event Year End: 2001
Subjects: Consumer behavior; Consumer marketing; Distribution channels; Market entry; Market positioning; Marketing strategy; Product development; Product introduction; Product positioning
Academic Discipline: Marketing
Supplementary Materials: Case Video, DVD, (9-506-706), 11 min, by Youngme Moon; Case Video, (9-506-708), 11 min, by Youngme Moon; Teaching Note, (5-503-058), 20p, by Youngme Moon, Kerry Herman
Product Description: Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of installation. In product testing, the Quartz shower received rave reviews from both consumers and plumbers alike. However, early sales of the Quartz have been disappointing. Rawlinson is now faced with some key decisions about whether to change his channel strategy, promotional strategy, and the overall positioning of the product in the context of his existing product line.
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| 20 pp.
| Case — Digital Angel
Author(s): Moon, Youngme; Herman, Kerry
Publication Date: 11/09/2001 Revision Date: 03/21/2002
Product Type: Case (Field)
Product Description: Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination, provides GPS location information and monitors heart rate and body temperature via body sensors. Parents of young children and caregivers of Alzheimer’s patients are the initial target markets for the device, but at least 26 potential markets have been identified for the product. Building a brand and generating positive word of mouth are central to the marketing plan decision. But the technology also raises concerns over privacy issues, and the benefits of the product are complex and challenging to communicate. Teaching Purpose: To illustrate the challenges associated with bringing a new, untested, high-risk product to the consumer market.
HBS Number: 9-502-021
Geographic Setting: Palm Beach, FL Industry Setting: technology
Event Year Start: 2001 Event Year End: 2001
Subjects: Advertising strategy; Consumer marketing; Innovation; Marketing planning; New product marketing; Product development; Product introduction; Technology
Academic Discipline: Marketing
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| 20 pp.
| Case — Palm Computing: The Pilot Organizer
Kosnik, Thomas J.; Atluru, Rajesh; Wasserstein, Kevin
Palm Computing appears to be the first to have gotten it "right" in the PDA (personal digital assistant) market. Palm Computing has designed a radically new product which will appeal to certain market segments. However, it is unclear how Palm Computing will fare against industry giant, Microsoft.
HBS Number: 9-599-040 Type: Case (Field)
Publication Date: 09/24/1998 Revision Date: 12/15/1998
Geographic Setting: California Industry Setting: computers
Event Year Start: 1997 Event Year End: 1997
Subjects: Competition; Computer industry; New product marketing; Standardization
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| 16 pp.
| Case — Pepcid AC: Racing to the OTC Market
Author(s): King, Charles; Silk, Alvin J.; Berndt, Ernst; Klein, Lisa R.
Publication Date: 02/04/2000 Revision Date: 06/18/2003
Product Type: Case (Field)
Product Description: Pepcid management must decide whether to risk all in a race to be first in the over-the-counter market with a new heartburn remedy. Teaching Purpose: Allows exploration of first mover advantage, product positioning, market research, brand equity, new product development, and marketing strategy.
HBS Number: 9-500-073
Geographic Setting: PennsylvaniaIndustry Setting: pharmaceuticalsCompany Size: Fortune 500
Event Year Start: 1994Event Year End: 1995
Subjects: Brands; Competition; Market entry; Marketing strategy; Pharmaceuticals industry; Product positioning; Time to market
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-503-107), 12p, by Charles King, Alvin J. Silk, Ann Leamon
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| 26 pp.
| Case — Vistakon: 1 Day Acuvue Disposable Contact Lenses
Author(s): Silk, Alvin J.; Isaacson, Bruce; Bell, Mar
Publication Date: 03/05/1996 Revision Date: 02/01/1999
Product Type: Case (Field)
Product Description: Vistakon, an independent and entrepreneurial subsidiary of Johnson & Johnson, pioneered the production and marketing of disposable contact lenses with the 1987 launch of Acuvue, the first disposable extended-wear lens—a soft contact lens that patients wear for a period of less than two weeks and then abandon. By 1993, Acuvue was the leading brand of soft contact lens in the United States. In March 1994, Gary Kunkle, president of Vistakon, was presented with the test market results for an addition to the firm’s product line, 1 Day Acuvue, the world‘s first daily disposable contact lens. The test market results raised a number of strategic issues relating to: 1) the positioning and pricing of the new daily wear disposable product; 2) cannibalization of the firm's existing extended-wear disposable lens; and 3) the mix of push and pull components required for the introductory marketing campaign to be effective in generating and coordinating demand from both eye-care professionals and consumers. In deciding how to proceed, Kunkle must evalute the risks associated with commencing an immediate launch with an unproven strategy as opposed to extending the test market.
HBS Number: 9-596-087
Geographic Setting: United States Industry Setting: health care products Number of Employees: 2,500 Gross Revenues: $300 million revenues
Event Year Start: 1994 Event Year End: 1994
Subjects: Brands; Consumer goods; Market analysis; Marketing implementation; Marketing mixes; Marketing strategy; Product positioning
Academic Discipline: Marketing
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| 24 pp.
| Case — Colgate-Palmolive Co.: The Precision Toothbrush
Author(s): Quelch, John A.; Laidler, Nathalie
Publication Date: 04/23/1993 Revision Date: 04/20/2006
Product Type: Case (Field)
Product Description: Colgate-Palmolive Co. is considering how to position its new technological toothbrush, Precision. The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives.
HBS Number: 9-593-064
Geographic Setting: United States Industry Setting: Dental industry Company Size: Fortune 500
Event Year Start: 1992 Event Year End: 1992
Subjects: New product marketing; Product positioning; Profitability analysis
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-595-025), 11p, by John A. Quelch
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| 10. Pricing Decisions
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| 33 pp.
| Text
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| 18 pp.
| Case — Online Music Distribution in a Post-Napster World
Author(s): Moon, Youngme
Publication Date: 06/19/2002 Revision Date: 09/13/2005
Product Type: Case (Library)
Product Description: Provides a description of the rise and decline of Napster, the free Internet music-swapping service. Also describes second-generation peer-to-peer services (e.g., Gnutella) as well as paid subscription services (e.g., MusicNet, pressplay).
HBS Number: 9-502-093
Industry Setting: Entertainment industry
Event Year Start: 2002 Event Year End: 2002
Subjects: Consumer marketing; Internet; Pricing
Academic Discipline: Marketing
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| 24 pp.
| Case — Tweeter etc.
Author(s): Gourville, John; Wu, George
Publication Date: 10/21/1996 Revision Date: 04/15/1997
Product Type: Case (Field)
Product Description: In the early 1990s, Tweeter etc., a small regional retailer of higher-end audio and video equipment, faced increasing competitive pricing pressures from several large regional and national consumer electronics chains. In response, in 1993, they introduced “Automatic Price Protection” (APP) as the cornerstone of a strategy to restore price credibility in the minds of consumers. Under APP, Tweeter monitored local newspaper ads and automatically mailed a refund check to a consumer if an item purchased at Tweeter was advertised for a lower price by a competitor. Three years later, in 1996, Tweeter is questioning the impact of APP on their current competitive positioning. More importantly, with the pending entry of another major discount chain, Tweeter is forced to question how effective APP will be in a market increasingly dominated by large discount retailers. Teaching Purpose: Introduces the concept of price signaling in a retail environment, while demonstrating the multifaceted nature of product pricing.
HBS Number: 9-597-028
Geographic Setting: United States Industry Setting: consumer electronics Number of Employees: 400 Gross Revenues: $60 million revenues
Event Year Start: 1996 Event Year End: 1996
Subjects: Competition; Electronics; Home entertainment equipment; Marketing strategy; Pricing; Retailing
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-597-082), 16p, by John Gourville, George Wu
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| 12 pp.
| Case — Priceline.com: Name Your Own Price
Author(s): Dolan, Robert J.
Publication Date: 02/15/2000 Revision Date: 08/10/2000
Product Type: Case (Library)
Product Description: Priceline.com is a new concept shifting the setting of price from sellers to buyers. The company aspires to use its patented process of advertising units of demand at named prices to suppliers in many categories. This case focuses on its initial use in the airline industry. Teaching Purpose: For discussion of Internet impact on market organization and pricing.
HBS Number: 9-500-070
Geographic Setting: Stamford, CT Industry Setting: Internet Gross Revenues: $500 million revenues
Event Year Start: 1999 Event Year End: 1999
Subjects: Airlines; Electronic commerce; Internet; Marketing management; Pricing; Product planning & policy
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-501-046), 11p, by Robert J. Dolan
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| 17 pp.
| Case — Becton Dickinson & Co.: VACUTAINER Systems Division (Condensed)
Author(s): Cespedes, Frank V.; Rangan, V. Kasturi
Publication Date: 10/01/1991 Revision Date: 08/16/2000
Product Type: Case (Field)
Product Description: Becton Dickinson, a phenomenally successful company with an 80% market share in the blood collection needles and syringes market faces a change in the customer buying environment (cost containment pressures at hospitals). This forces a reevaluation of the company’s highly successful product policy and channel strategy. One of the company‘s largest customers threatens to leave them for refusing their “low-price” request. It is obvious to students that giving in to this customer's threat would compromise the company's “value-added'' thrust, yet the potential business at stake makes it difficult to be inflexible.
HBS Number: 9-592-037
Geographic Setting: United States Industry Setting: pharmaceuticals
Company Size: Fortune 500 Gross Revenues: $150 million revenues
Event Year Start: 1985 Event Year End: 1985
Subjects: Distribution; Marketing implementation; Marketing management; Marketing organization; Medical supplies; Negotiations; Pricing; Sales management
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-595-084), 4p, by V. Kasturi Rangan
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| 24 pp.
| Case — American Airlines’ Value Pricing (A)
Author(s): Silk, Alvin J.; Michael, Steven C.
Publication Date: 08/11/1993 Revision Date: 05/11/1994
Product Type: Case (Library)
Product Description: In April 1992, American Airlines launched “Value Pricing” — a radical simplification of the complex pricing structure that had evolved over more than a decade following deregulation of the U.S. domestic airline industry. American expected that the new pricing structure would benefit consumers and restore profitability to both American and the industry as a whole. The critical issue raised is: Would American’s bold initiative work? Teaching Purpose: Expose students to issues encountered in exercising price leadership to switch industry practice from a complex structure of differential prices and promotions to a simplified, everyday-low-pricing structure.
HBS Number: 9-594-001
Geographic Setting: United States Industry Setting: airlines
Company Size: large Number of Employees: 116,000 Gross Revenues: $12.9 billion revenues
Event Year Start: 1992 Event Year End: 1992
Subjects: Airlines; Competition; Consumer marketing; Demand analysis; Market segmentation; Pricing; Pricing strategy
Academic Discipline: Marketing
Supplementary Materials: Supplement (Library), (9-594-019), 4p, by Alvin J. Silk, Steven C. Michael; Supplement (Library), (9-595-037), 8p, by Alvin J. Silk, Jamie Harper
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| 11. Advertising Decisions
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| 35 pp.
| Text
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| 15 pp.
| Case — yesmail.com
Author(s): Wathieu, Luc
Publication Date: 03/22/2000 Revision Date: 09/05/2000
Product Type: Case (Field)
Product Description: David Tolmie wants yesmail.com to become a leader in “permission marketing.” Yesmail sends clients’ promotional email messages to targeted consumers who said ‘’yes‘' when asked whether they wished to receive promotional offers in a set of categories of interest. Tolmie sets out to build a large membership base quickly, so as to be able to convince major clients to work with him. Two approaches are considered: build the brand through banner ads and mass media and develop a proprietary list of motivated consumers; or build a network of partner web sites and have them outsource their permission marketing to yesmail.com. The second solution would imply sharing 50% of revenues with the partners, which conflicts with Tolmie's revenue growth objective. Additional issues include how to raise the value proposition to members, and how to price the services of yesmail.com. Teaching Purpose: To understand trends in marketing communications with a focus of permission marketing. To understand how to manage response rates. To explore the future of marketing on the Internet.
HBS Number: 9-500-092
Geographic Setting: Chicago, IL Industry Setting: Internet/advertising Number of Employees: 71 Gross Revenues: $4.6 million revenues
Event Year Start: 1999 Event Year End: 1999
Subjects: Advertising; Direct marketing; Electronic commerce; Entrepreneurship; Internet marketing
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-501-028), 12p, by Luc Wathieu
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| 22 pp.
| Case — Bronner Slosberg Humphrey
Bell, David E.; Leavitt, Donald M.
Bronner Slosberg Humphrey has succeeded by providing integrated direct marketing solutions for major service companies such as AT&T, American Express, and FedEx. A new CEO takes over from the company’s founder and is wondering how to grow the company. Options include selling individual services (teleservices, database, web), and/or opening global offices. Teaching Purpose: To compare and contrast the age of mass marketing with the modern capability of direct micro-marketing.
HBS Number: 9-598-136 Type: Case (Field)
Publication Date: 03/25/1998 Revision Date: 12/09/1999
Geographic Setting: United States Industry Setting: direct marketing/advertising Number of Employees: 700 Gross Revenues: $700 million revenues
Event Year Start: 1998 Event Year End: 1998
Subjects: Advertising; Brands; Direct marketing; Growth management; Organizational change; Service management
Supplementary Materials: Teaching Note, (5-598-141), 13p, by David E. Bell
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| 16 pp.
| Case — Hunter Business Group: TeamTBA
Author(s): Narayandas, Das; Caputo, Elizabeth
Publication Date: 12/01/1999 Revision Date: 03/08/2002
Product Type: Case (Field)
Product Description: The Hunter Business Group (HBG), a direct marketing consulting firm specializing in reorganizing the sales and marketing efforts of industrial firms, uses integrated customer contact technologies (including field sales, telephone, and mail) as a means of “revolutionizing the face of business-to-business (b2b) direct marketing.” The firm operates under the theory that a seller’s communications provide genuine value to a customer, and that successful direct marketing programs result in solid relationships, high retention rates, and increased profitability for the customer. This case highlights, in detail, HBG‘s implementation of its approach for Star Oil's tire, battery, and accessory (TBA) business that has been facing declining market share and profitability in the face of ever-increasing competition.
HBS Number: 9-500-030
Geographic Setting: Milwaukee, WI Industry Setting: direct marketing Number of Employees: 30 Gross Revenues: $20 million revenues
Event Year Start: 1990 Event Year End: 1994
Subjects: Business to business; Communication; Customer relations; Direct marketing; Marketing strategy; Service management
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-502-066), 13p, by Das Narayandas
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| 13 pp.
| Case — Heineken N.V.: Global Branding and Advertising
Author(s): Quelch, John A.
Publication Date: 10/11/1995 Revision Date: 01/05/1998
Product Type: Case (Field)
Product Description: Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages.
HBS Number: 9-596-015
Geographic Setting: Amsterdam/Netherlands Industry Setting: beer
Event Year Start: 1994 Event Year End: 1994
Subjects: Advertising; Beverages; Brands; Consumer behavior; International marketing; Market segmentation
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-598-080), 8p, by John A. Quelch
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| 19 pp.
| Case — Cofidis
Luc Wathieu
An offspring of French catalog marketer 3 Suisses, and a popular sponsor of Tour de France, Cofidis sells consumer credit over the phone, defying conventional banking.
HBS Number: 9-501-055 Type: Case (Field)
Publication Date: 1/22/2001 Revision Date: 6/15/2002
Geographic Setting: Lille, France Industry Setting: consumer credit Gross Revenues: $450 million
Subjects: Advertising, Advertising ethics, Brands, Business policy, Communication strategy, Consumer credit, Direct marketing, Distribution, Ethics, Europe, Finance, France, General management, International business, International marketing, Product management
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| 12. Promotions
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| 29 pp.
| Text
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| 13 pp.
| Case — Reynolds Metals Co.: Consumer Products Division
Author(s): Chun, Samuel
Publication Date: 11/05/1996 Revision Date: 10/28/1998
Product Type: Case (Field)
Product Description: Reynolds Consumer Products Division must decide whether to discontinue its program of case allowances in favor of discretionary trade dollars targeted for market development.
HBS Number: 9-597-045
Geographic Setting: United States Industry Setting: packaged goods Gross Revenues: $7.3 billion revenues
Event Year Start: 1995 Event Year End: 1995
Subjects: Consumer goods; Distribution channels; Sales promotions
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-597-075), 10p, by Samuel Chun
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| 34 pp.
| Case — Catalina Marketing Corp.
Author(s): Bell, David E.; Salmon, Walter J.; Starr, Dinny
Publication Date: 10/04/1993 Revision Date: 09/28/1994
Product Type: Case (Field)
Product Description: Catalina Marketing is a very successful marketing service firm. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Catalina provides a unique way for these clients to distribute coupons for their products via point-of-sale technology at the supermarket register. Catalina is currently trying to decide where and how to expand its operations. Teaching Purpose: To discuss the issues of effective supermarket advertising, new advertising and information gathering technology, and potential expansion options for Catalina.
HBS Number: 9-594-026
Geographic Setting: CaliforniaIndustry Setting: marketing/retailNumber of Employees: 294Gross Revenues: $70 million revenues
Event Year Start: 1993Event Year End: 1993
Subjects: Advertising strategy; Consumer marketing; Marketing strategy; Retailing; Sales promotions; Supermarkets
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-595-093), 4p, by David E. Bell
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| 13. Channel Management
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| 26 pp.
| Text
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| 20 pp.
| Case — Z Corp.
Author(s): Lassiter, Joseph B., III; Lieb, Matthew C.
Publication Date: 10/02/2000 Revision Date: 04/13/2005
Product Type: Case (Field)
Product Description: Tom Clay, president of Z Corp. and founder/CEO Marina Hatsopolous must decide between using a direct sales force or using a value-added reseller to begin selling the company’s new 3-D printing prototype manufacturing system. Teaching Purpose: Shows the conflicts between cost, control, and effectiveness in choosing channels.
HBS Number: 9-801-210
Geographic Setting: Massachusetts Industry Setting: CAD equipment Number of Employees: 20 Gross Revenues: $500,000 revenues
Event Year Start: 1998 Event Year End: 1998
Subjects: Business marketing; Computer peripherals; Distribution channels; Product development; Product introduction
Academic Discipline: Marketing
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| 16 pp.
| Case — CVS: The Web Strategy
Author(s): Deighton, John; Shah, Anjali
Publication Date: 12/02/1999 Revision Date: 02/02/2001
Product Type: Case (Field)
Product Description: How should America’s second-largest pharmacy chain respond to the challenge from online drugstores? What threat does the web pose to bricks and mortar distribution of prescription drugs and the other items that make up 50% of a drugstore‘s sales? This case describes the purchase of Soma.com by CVS, and its integration into the corporation. A number of tactical questions remain to be answered, and then there is the larger strategic question—why do this at all? Teaching purpose: Issues in the integration of traditional retailing with online channels.
HBS Number: 9-500-008
Geographic Setting: New England Industry Setting: drug retailing Gross Revenues: $15 billion revenues
Subjects: Distribution channels; Electronic commerce; Internet; Marketing management; Pharmaceuticals industry; Retailing
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-501-064), 9p, by John Deighton
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| 22 pp.
| Case — MedSim
Arnold, David J.; Brachfeld, Dov
An Israeli high-tech start-up has developed an innovative simulator which makes possible non-patient training in medical ultrasound. The marketing function moves to the United States, the largest market, while other functions remain in Israel. The case describes a number of options for further growth. Teaching Purpose: To explore the challenges facing start-up businesses in global markets.
HBS Number: 9-599-020 Type: Case (Field)
Publication Date: 11/02/1998 Revision Date: 06/01/1999
Geographic Setting: Global Industry Setting: medical Number of Employees: 25 Gross Revenues: $2 million revenues
Event Year Start: 1998 Event Year End: 1998
Subjects: Entrepreneurial management; International marketing; Marketing strategy
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| 20 pp.
| Case — Arrow Electronics, Inc.
Author(s): Narayandas, Das
Publication Date: 04/20/1998 Revision Date: 01/24/2007
Product Type: Case (Field)
HBS Number: 9-598-022
Geographic Setting: North America Industry Setting: Electronics industry Number of Employees: 8,000 Gross Revenues: $7.5 billion revenues
Event Year Start: 1997 Event Year End: 1997
Subjects: Customer relations; Distribution; Electronic commerce; Electronics; Industrial markets; Internet; Marketing strategy; Product portfolio management
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-500-111), 18p, by Das Narayandas
Product Description: Deals with the issue of cross-selling and managing a portfolio of products and services in business markets. Arrow/Schweber (A/S), a subsidiary of electronic parts distributor Arrow Electronics, has a portfolio of products that differ in the amount of value added by A/S. A/S uses value-added items such as programmable logic chips as “loss leaders” in order to acquire and retain a customer. It makes money when it sells the so-called “commodity” or low value-added products to the same customer. An Internet-based distributor is now offering Arrow a chance to sell commodity products through its e-commerce site. This new channel can threaten Arrow’s overall business model if a large portion of its existing customers switch their purchases of the commodity products to this new distribution channel. Arrow needs to decide how it should respond to this challenge.
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| 13 pp.
| Case — Goodyear: The Aquatred Launch (Condensed)
Author(s): Chun, Samuel
Publication Date: 11/03/1999 Revision Date: 11/09/1999
Product Type: Case (Field)
Product Description: Goodyear is planning to launch an innovative new tire in a price sensitive and highly competitive category. The case deals with channel conflicts and management issues arising in mature product categories.
HBS Number: 9-500-039
Geographic Setting: Akron, OH Industry Setting: tires
Company Size: Fortune 500 Gross Revenues: $2 billion revenues
Event Year Start: 1992 Event Year End: 1992
Subjects: Distribution channels; Distribution planning; Marketing implementation; Marketing management; Marketing strategy; New product marketing; Tire industry
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-500-044), 9p, by Samuel Chun
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| 14. Customer Relationship Management
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| 27 pp.
| Text
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| 20 pp.
| Case — First USA and Internet Marketing
Author(s): Lal, Rajiv; Nelson, Amy H.
Publication Date: 03/10/2000 Revision Date: 01/23/2001
Product Type: Case (Field)
Product Description: Explores First USA’s decision to use the Internet for acquiring customers. Tom Brenner needs to decide on the terms of the deals demanded by the portals and justify the recommendations to his boss. Teaching Purpose: Explores issues related to marketing on the Internet and the trade-offs involved in allocating resources in on-line vs. off-line marketing options.
HBS Number: 9-500-043
Geographic Setting: DelawareIndustry Setting: financial servicesNumber of Employees: 10,000Gross Revenues: $10 billion revenues
Event Year Start: 1999Event Year End: 1999
Subjects: Credit; Financial services; Internet marketing; Marketing strategy
Academic Discipline: Marketing
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| 23 pp.
| Case — Xerox Corp.: The Customer Satisfaction Program
Author(s): Menezes, Melvyn A.J.; Serbin, Jon D.
Publication Date: 01/10/1991 Revision Date: 01/12/1993
Product Type: Case (Field)
Product Description: In August 1990 the president and executive vice president of Xerox are reviewing the progress made on its customer satisfaction program. The emphasis placed on the program, the success of the program to date, and the drive to achieve the corporate goals of customer satisfaction motivate this review. At Xerox customer satisfaction is the number one priority, ahead of return on assets (ROA) and market share. The case focuses on analyzing the strategic role of the customer satisfaction program, its goals, and the action steps for implementation. Also described are the customer satisfaction measurement system, the data analyses, and follow-up. To increase customer satisfaction and to drive the organization to higher levels of performance top management believes that Xerox should offer a satisfaction guarantee. Market research has been conducted on customer responses to four different types of guarantees. A decision has to be made regarding the type of guarantee to introduce.
HBS Number: 9-591-055
Geographic Setting: United States Industry Setting: copiers/office equipment
Company Size: Fortune 500 Gross Revenues: $17.6 billion revenues
Event Year Start: 1990 Event Year End: 1990
Subjects: Corporate strategy; Customer relations; Customer service; Marketing strategy; Office equipment
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-593-027), 22p, by John A. Quelch, Thomas J. Kosnik; Case Video, (9-592-506), 2 min, by Xerox Corp.
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| 18 pp.
| Case — Hilton HHonors Worldwide: Loyalty Wars
Author(s): Deighton, John; Shoemaker, Stowe
Publication Date: 10/12/2000 Revision Date: 11/08/2005
Product Type: Case (Field)
Product Description: Hilton Hotels regards the frequent guest program as the industry’s most important marketing tool, directing marketing efforts at the heavy user. What is Hilton to do then, when a competitor ups the ante? This case illustrates the economics of frequency marketing in industries with a very distinct “heavy half” to their customer base, and lets students debate what to do when Sheraton and Westin seemingly overdo a good thing.
HBS Number: 9-501-010
Geographic Setting: California Industry Setting: Lodging industry Gross Revenues: $1 billion revenues
Event Year Start: 1999 Event Year End: 1999
Subjects: Customer relations; Customer retention
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-501-059), 14p, by John Deighton
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| 32 pp.
| Case — QVC, Inc.
Author(s): Rayport, Jeffrey F.; Louie, Dickson L.
Publication Date: 09/16/1996 Revision Date: 06/20/1997
Product Type: Case (Field)
Product Description: Illustrates the “Service Profit Chain” in action. QVC, whose initials stand for Quality, Value,, and Convenience, demonstrates clearly how a strong customer focus can lead to establishing a strong franchise in the retail sector and a highly profitable business whose revenue has grown 14% per year for 1992-96 — usually at the expense of the rival Home Shopping Network and through higher customer retention.
HBS Number: 9-897-050
Geographic Setting: West Chester, PA Industry Setting: Retail industry Number of Employees: 7,000 Gross Revenues: $1.6 billion revenues
Event Year Start: 1996 Event Year End: 1996
Subjects: Customer relations; Service management
Academic Discipline: Service management
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| 29 pp.
| Case — Tracmail
Author(s): Marshall, Paul W.; Knoop, Carin-Isabel; Ra
Publication Date: 02/16/2001 Revision Date: 01/15/2002
Product Type: Case (Field)
Product Description: Tracmail, an online customer service company based in India, is trying to handle support services (e-mail and chat) for companies worldwide. In its quest to break into global markets, Tracmail is contemplating a joint venture with a U.S. call center. Tracmail is also grappling with issues such as setting up a U.S. sales force (when the majority of the company’s workforce is based in India) as well as convincing American companies to entrust their entire customer service department to a foreign company. Teaching Purpose: To illustrate a new start-up company in India.
HBS Number: 9-801-037
Geographic Setting: IndiaIndustry Setting: online customer serviceCompany Size: start-upNumber of Employees: 500
Event Year Start: 2000Event Year End: 2000
Subjects: Customer service; Electronic commerce; Entrepreneurship; Global Research Group; Globalization; India; International operations; Joint ventures; Outsourcing
Academic Discipline: Entrepreneurship
Supplementary Materials: Teaching Note, (5-801-417), 7p, by Paul W. Marshall, Carin-Isabel Knoop, Suma Raju
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| 15. Financial Analysis for Product Management
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| 23 pp.
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| 4 pp.
| Case — Wilkerson Co.
Author(s): Kaplan, Robert S.
Publication Date: 03/07/2001 Revision Date: 07/09/2001
Product Type: Case (Gen Exp)
Product Description: The president of Wilkerson, faced with declining profits, is struggling to understand why the company is encountering severe price competition on one product line while able to raise prices without competitive response on another product line. The controller proposes that the company develop an activity-based cost model to understand better the different demands that each product line makes on the organization’s indirect and support resources. Students estimate the new cost model, which provides a radically different perspective on product line profitability. They can suggest actions, based on the new cost model, to improve the company‘s profitability. Teaching Purpose: Illustrates motivation and design for an activity-based cost system. A rewritten version of an earlier case.
HBS Number: 9-101-092
Geographic Setting: Florida Industry Setting: brass fittings
Company Size: small
Event Year Start: 1989 Event Year End: 1989
Subjects: Activity based costing; Cost accounting; Cost allocation; Cost analysis; Cost systems; Pricing; Profitability analysis
Academic Discipline: Accounting & control
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| 5 pp.
| Case — Hollydazzle.com
Author(s): Sarkar, Ratna
Publication Date: 06/07/2000
Product Type: Case (Gen Exp)
Product Description: Describes the underlying economics of a start-up Internet retailing company. Highlights the fact that costs in that setting have a component that varies with volume and thus seriously impacts profitability. Teaching Purpose: The unusual cost-volume-profit relationship at an e-tailer.
HBS Number: 9-100-066
Geographic Setting: New EnglandIndustry Setting: web retailingCompany Size: start-up
Event Year Start: 1999Event Year End: 1999
Subjects: Costs; Electronic commerce; Internet marketing; Profitability analysis; Retailing
Academic Discipline: Accounting & control
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| 21 pp.
| Case — Measurement and Management at CitySoft
Narayanan, V.G.; Pothen, Sanjay T.
CitySoft is a very small software developer that is grappling with issues of cost measurement and management. Students must decide what reports should be generated and how to use these reports. Teaching Purpose: Introductory case for a course in cost and performance measurement.
HBS Number: 9-100-056 Type: Case (Field)
Publication Date: 1/21/2000
Geographic Setting: Cambridge, MA Industry Setting: software Number of Employees: 25 Gross Revenues: $1 million revenues
Event Year Start: 1999 Event Year End: 2000
Subjects: Cost accounting; Growth management; Information systems; Performance measurement; Profitability analysis; Small business; Software
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| 10 pp.
| Case — Destin Brass Products Co.
Author(s): Bruns, William J., Jr.
Publication Date: 12/04/1989 Revision Date: 04/24/1997
Product Type: Case (Gen Exp)
Product Description: Specialized manufacturer of brass valves, pumps, and flow controllers is troubled by competitive pricing in pumps and higher than expected margins for flow controllers. Managers suspect cost accounting and cost allocations to products may be to blame. Two volume-based systems are described and illustrated. Teaching Purpose: Students must develop activity-based costs for comparison and then decide which system is most useful to company managers.
HBS Number: 9-190-089
Geographic Setting: Florida Industry Setting: brass fittings
Company Size: small
Event Year Start: 1989 Event Year End: 1989
Subjects: Activity based costing; Cost accounting; Cost allocation; Cost analysis; Cost systems; Pricing; Profitability analysis
Academic Discipline: Accounting & control
Supplementary Materials: Teaching Note, (5-191-029), 8p, by William J. Bruns Jr.
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| 9 pp.
| Case — Note on Low-Tech Marketing Math
Author(s): Dolan, Robert J.
Publication Date: 12/17/1998
Product Type: Note
Product Description: Describes basic calculations useful in marketing analysis, break-even analysis, and price-volume relationships.
HBS Number: 9-599-011
Subjects: Breakeven analysis; Market research; Marketing management; Price earnings ratio; Pricing; Quantitative analysis
Academic Discipline: Marketing
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| 16. Marketing Metrics
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| 10 pp.
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| 25 pp.
| Case — Customer Value Measurement at Nortel Networks — Optical Networks Division
Author(s): Narayandas, Das
Publication Date: 02/13/2001 Revision Date: 06/06/2002
Product Type: Case (Field)
Product Description: Since 1995, Nortel Networks’ Optical Networks (ON) division has been incorporating customer satisfaction and loyalty measures into its business practice to increase customer value. Over the years, key process owners in various parts of the organization have become accustomed to receiving such information in the format with which they are familiar. Recent initiatives by the Customer Value Measurement (CVM) team have shown that the current methodology does not provide all the insights required to achieve the full potential of customer value measurement. The CVM team now needs to present Nortel‘s senior management with the optimal combination of the many choices for soliciting customer perceptions that would make the best use of the available resources, minimize the intrusion on customers' time, and add value for the business and customers alike? Teaching Purpose: To show how customer satisfaction and customer loyalty programs are implemented by firms to enhance customer value. May be used with: (9-503-081) Monitoring the Health of Customer Relationships.
HBS Number: 9-501-050
Geographic Setting: Canada Industry Setting: networking telecomm Number of Employees: 80,000 Gross Revenues: $22 billion revenues
Event Year Start: 2000 Event Year End: 2000
Subjects: Business marketing; Canada; Customer relations; Customer retention; Telecommunications
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-502-069), 11p, by Das Narayandas
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| 18 pp.
| Case — Brita Products Co
Author(s): Deighton, John
Publication Date: 08/30/1999 Revision Date: 01/15/2002
Product Type: Case (Field)
Product Description: Describes a race for installed base, with increasing returns to scale and a delicate acquisition versus retention balance. Clorox’s Brita skillfully exploits a tide of water safety concerns, growing a home water filtration business from inception to a 15% U.S. household penetration in ten years. The decision in the case arises as the period of increasing returns seems to be drawing to a close, and management must use its legacy, an installed based and a strong brand equity, to take the business forward into a less friendly environment. Students can model the relation between the primary demand for pitchers and the derived demand for filters to decide where they want to put future investments. Teaching Purpose: The economics of acquisition and retention, installed base marketing, and lifetime customer value calculation.
HBS Number: 9-500-024
Geographic Setting: United States Industry Setting: packaged goods Gross Revenues: $200 million revenues
Event Year Start: 1989 Event Year End: 1999
Subjects: Household products; Marketing management; New product marketing; Product life cycle; Test markets; Water pollution
Academic Discipline: Marketing
Supplementary Materials: Teaching Note, (5-501-067), 12p, by John Deighton
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| 18 pp.
| Case — Wells Fargo Online Financial Services (A)
Author(s): Kaplan, Robert S.; Tempest, Nicole
Publication Date: 06/12/1998 Revision Date: 08/21/2001
Product Type: Case (Field)
HBS Number: 9-198-146
Geographic Setting: California Industry Setting: banking
Event Year Start: 1997 Event Year End: 1997
Subjects: Balanced scorecard; Banking; California Research Center; Electronic commerce; Entrepreneurship; Internet; Performance measurement
Academic Discipline: Accounting & control
Supplementary Materials: Teaching Note, (5-199-058), 16p, by Robert S. Kaplan
Product Description: Describes how Wells Fargo, the industry leader in electronic banking, implemented a Balanced Scorecard in its online financial services group (OFS) to track and measure performance. The OFS group develops and supports services that allow existing and future banking customers to transact via the Internet. The new division faces rapid change and must invest heavily in new technology and in the development of innovative products and services. OFS was finding it difficult to balance the need for a clearly articulated strategy and measurable objectives with the flexibility required in its dynamic environment. Wells Fargo had a culture that embraced financial metrics. Yet OFS management believed that its business could not be measured and evaluated on the basis of financial metrics alone. For example, the group was not yet profitable, yet it provided a critical component to the bank’s long-term strategy. The OFS group believed that the Balanced Scorecard would allow them to develop a set of integrated, multidimensional measures to assess performance against its goals and to communicate and update its strategy in a rapidly changing environment. With an extensive description of the operations and economic drivers of the online financial services business, the case asks students to use this information to develop a Balanced Scorecard fo
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| Back Matter
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| 4 pp.
| Appendix A: Measuring the Value of Customers
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| 25 pp.
| Index
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