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Case Studies Library
Marketing EDGE's Case Studies library includes a wide selection of case studies available to professors. These case studies were specifically designed to help students gain real life business experience without having to leave the classroom. The case studies discuss real-world events and facts that allow students to get into the minds of the companies’ decision-makers. Below you will find a brief description for each case study, the learning objectives, subjects covered and the option to purchase the case study through Harvard Business Publishing.
UnME Jeans: Branding In Web 2.0
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video sharing sites, and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and tactical decisions that accompany marketing communications strategy and to combine information on consumer behavior with an understanding of brand objectives, in order to assess and evaluate new social media options. Brand manager Margaret Foley is facing an increasingly complex media environment in which her traditional media plan, focused on television, print, and radio advertising, has become less effective due to declining audiences, increased advertising clutter, and consumers tuning out. She is exploring emerging Web 2.0 social media options to determine if they can better achieve her branding and advertising objectives. Her challenge is to cut through all of the hype surrounding Web 2.0 and to analyze the social media's potential for her brand by delving into the consumer needs and behaviors underpinning Web 2.0 technologies.
To introduce emerging Web 2.0 social media options in virtual worlds, social networking sites, and video sharing sites, and to explore the opportunities and risks they present for brands.
Advertising, Advertising media, Internet marketing, Brand management, Browsers, Internet, Web-enabled application, Websites, Web-based technologies, Marketing campaigns.
Harrah’s Entertainment, Inc.
Describes a situation facing Philip Satre, chairman and CEO of Harrah's Entertainment, Inc. Satre was reading a May 2000 Wall Street Journal story that discussed the company's marketing success in targeting low rollers, the 100% growth in stock price and profits in the year to December 1999, and the revenue growth of 50%, which significantly outpaced the industry. The exciting articles aroused Satre's desire to know more about the activities of his then COO, Gary Loveman, and his team of "propeller heads" with respect to their database marketing efforts and the Total Reward Program. Satre was interested in two questions: He wanted to know how much these marketing efforts had contributed to Harrah's overall performance and whether these marketing results were a one-shot event or could be achieved year after year, especially as the competition introduced similar programs.
Provides the opportunity to assess the short-term and long-term benefits of database marketing and loyalty programs.
Customer relations, Data bases, Loyalty, Service management.
Hilton HHonors Worldwide: Loyalty Wars
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.
Explores the economics of loyalty marketing.
Customer relations, Customer retention
Dove: Evolution Of A Brand
Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the cliches of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Internet, and particularly social network media like YouTube, to manage controversy.
Video Supplement available for purchase through Harvard Business Publishing's customer service department.
To explore branding, use of the Internet and new media, and organizing the marketing function.
Networking, Social networks, Marketing, Browsers, Internet, Web-enabled application, Websites, Branding, Corporate branding.
Alloy.Com – Marketing To Generation Y
A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The case presents the decision of whether to partner with AOL or to persevere with the current mix of customer acquisition methods.
Introduces to direct marketing economics and e-commerce principles.
Catalogs, Direct marketing, Electronic commerce, Entrepreneurship, Internet, Marketing management.