...Surajit Ghosh Dastidar Learning outcomes This case is written to help students understand the concept of segmentation, targeting and positioning in the context of the biscuit industry. The primary learning objectives can be identified as follows: understand the different categorisation...

... stretch Segmenting Targeting Positioning Food Pandian Pickles is a pickle manufacturer located in Madurai, Tamil Nadu, a state in the southern part of India. Post COVID Mr Kandasamy was planning a resilience for his business and hence he met up with his marketing team early December, 2021...

... a typically broad entrepreneurial management spectrum, including product design, positioning and sustainability. This case was written following extensive interaction with the founding entrepreneurs at Ahmedabad, Gujarat, using a critical marketing perspective and the author's primary research. This case...

... attractive target market.▪ Analyze the competition and develop an effective positioning strategy.▪ Evaluate and use different growth strategies in business situations. Case overview/synopsis The case demonstrated the decision-making process behind the post-pandemic strategy of ShakahariS...

...Brooke Klassen; Brian Lane Theoretical basis The case learning objectives and discussion questions relate very closely to several theories related to branding, including brand positioning, brand growth, brand management, customer value proposition, brand matrix and brand identity. Research...

... and the problems they have personally experienced. This open-ended question usually kicks off a lively discussion of personal pain points the students have experienced at airports, in busy urban areas, and in remote suburbs. Innovation product management positioning Transportation The discussion...

... 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...

... Robert Dotson made the decision to undergo a rebranding strategy during a period of declining revenue and growth. As VoiceStream transitioned to T-Mobile, it had initial success, but faced the challenge of how to position the brand long term. Research methodology This case study was written...

... marketing course. It can also be used in graduate-level business administration courses that focus on marketing strategy and positioning. Brooke Klassen can be contacted at: klassen@edwards.usask.ca © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only...

... brands. Present in supermarkets with a premium price positioning, Maille develops its image through creating an elaborate customer experience in its boutiques, as well as through a communication strategy based on storytelling. Yet, the core base of customers who identify as gourmets is aging. To sustain...

... 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...

... and 4 explore relationships with the brand such as the emotional power of the brand and brand association. Question 6 focuses on positioning strategy. Dr Nita Paden is the corresponding author and can be contacted at: Nita.Paden@nau.edu © Emerald Publishing Limited 2017 Emerald Publishing...

... 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...

... 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...

...Mark E. Parry Lilly ICOS is preparing to launch Cialis, a prescription drug that treats erectile dysfunction, and executives must decide how to position Cialis against market leader Viagra and recent entrant Levitra. There are two ways to answer this question: the first focuses on the number...

...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...

...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...

..., or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Kellogg School of Management. Positioning Business Marketing Marketing Research Branding This note contains several elements helpful in teaching the case...

... to position FluMist. To determine the correct positioning, he has to consider business objectives, competitive set, differentiation, and pricing. Flu Vaccine Positioning. To people who dislike shots, FluMist is the brand of flu vaccine that lets you avoid a painful shot because it is delivered...