... Case Publishing. Innovation product management positioning Transportation In many airports and event venues, Uber was allowed to pick up passengers only in designated areas. These rules needed to be communicated to both riders and drivers in an intuitive way when they opened...

... a strategy for the brand's introduction to the South African market. Beyond the central discussion of growth through international expansion, the case addresses issues of brand positioning for premium products, changing consumer perceptions, the use of cause marketing, category development and maturity...

... and historical differentiation while respecting key nuances when extending into new markets (i.e., moving from a predominantly male-driven audience to female). It also allows an exploration of how to use consumer insight and broader cultural attitudes and trends to support extending a position into new markets...

...Derek Rucker; David Dubois This case features Bel-Brand's efforts to position its flagship brand The Laughing Cow in the United States. The challenges in this case are twofold. First, choose a viable position for a brand after a period of high growth following the South Beach Craze. The difficulty...

...Mohanbir Sawhney Todd Wilson, manager of partner development at Educational Technology Corp., needed to determine the targeting, positioning, and selling strategy for its innovative Interactive Mathematics software for the college market. This required determining what types of colleges to target...

... targeting and positioning recommendations based on these calculations. Because Fiserv's direct customers are billers (such as utilities and credit card companies) and its end users are individual consumers, the case allows a focus on both B2B and B2C issues. This case gives students the opportunity...

...Alice M. Tybout; Kyle Ragsdale ThoughtWorks, a medium-size IT systems integrator, was growing quickly but identified “lack of clear positioning around which to build a brand” as the biggest impediment to continued growth. The company had identified features that it believed differentiated it from...

...Alice M. Tybout; Kyle Ragsdale ThoughtWorks, a medium-size IT systems integrator, was growing quickly but identified "lack of clear positioning around which to build a brand" as the biggest impediment to continued growth. The company had identified features that it believed differentiated it from...

... to position FluMist. To determine the correct positioning, he has to consider business objectives, competitive set, differentiation, and pricing. This case was prepared by Professor Timothy Calkins and Rajnish Changrani '04. The situation described in the case is illustrative. 13 08 2004...

... PicDeck to wireless carriers, who in turn private-label the service to their subscribers. Ontela must decide which customer segments it should target for the service and how to create a positioning strategy and a marketing communication plan to promote it. It must also consider the value proposition...

.... This entails a targeting dilemma about whether to keep existing customers or take the risk of losing them to go after a new target. Second, this case examines whether the company should make a sensory change in the product (i.e., the scent) or whether it should undertake a cognitive change in the positioning...

... PicDeck to wireless carriers, who in turn private-label the service to their subscribers. Ontela must decide which customer segments it should target for the service and how to create a positioning strategy and a marketing communication plan to promote it. It must also consider the value proposition...

... Launch Positioning New Channels Channels Promotion Generic Drug Competition Competition Innovation Pharmaceuticals In early spring 2001, Tom McKillop, CEO of AstraZeneca, faced the classic quandary of large pharmaceutical firms. In October of that year, the firm's patent for Prilosec (active...

... Market Segmentation Targeting Positioning Polly Kawalek emerged from Bob Morrison's office after her annual review in December 1998. By any measure, 1998 had not been a successful year for Quaker Oats's oatmeal division (“Oatmeal”), and culpability fell on Kawalek's shoulders. It had been...

... or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Kellogg School of Management. Segmentation Marketing Research Positioning Targeting Cross-Tabs International Marketing The Chinese version of the Joyoung brand (“nine suns...