...Robbin Derry; Sachin Waikar To recapture lost market share, tobacco giant R. J. Reynolds (RJR) developed Uptown, the first cigarette brand created and targeted specifically at a minority group—in this case, African-Americans. RJR planned to launch a six-month test market in Philadelphia in February...

... 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...

... in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Kellogg School of Management. Bel-Brand Marketing Positioning Global and Local Branding Targeting Positioning Statement On February 9, 2006, Ann...

...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...

... segmented the market based on customer perceptions of e-billing. Students must recommend which segments to target and why. To support their recommendations, students must calculate the likely financial costs and benefits of adoption, estimate the likely returns for targeting different segments, and make...

... 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...

... 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...

... segmentation study should the manager rely on---or is there a way to rely on both? After deciding which study is best, which consumer should the manager target, and with what position? To provide a basis for students (with the help of their lecturer or professor) to answer the following questions: What...

... alienating its core customer base. “Crossing the chasm” from the early adopters to the mainstream market involved addressing three interrelated questions: First, what segments should OnePlus target as it sought to grow beyond its loyal fan base? Second, what value proposition and positioning strategy should...