Case Overview and Thought Questions
> MKTG 534-301 – Spring 2007 – Exec MBA Program
Integrated Market Communications and Brand Management
Dr. Ralph Oliva
Case 1 (Saturday, 2/17/07) Harley-Davidson – “The Posse Ride”
A neat first case on how a powerhouse brand uses “community” and community events to build relationships with its customers, and powerful brand loyalty and equity.
“Building Community on the Harley-Davidson Posse Ride,” Harvard Business School Case No. 9-501-015.
Questions to consider:
- Your recommendation to the Harley-Davidson management team: Should Harley-Davidson continue to sponsor the Posse Ride? Why or why not? What role should the Posse Ride play in the HOG Events?
- Do you see some “tensions” in a community event such as the posse ride – what are they and can you think of ways to manage them?
- How should the Posse Ride be designed to maximize its effectiveness and profit potential, should you decide to keep it?
- What is HOG’s role in developing community for the Harley-Davidson brand?
- What is your opinion of Harley-Davidson’s strategy and performance in “getting close to its customers”? Are there issues hiding in there?
Case 2 (Friday 3/2/07) The New Beetle
Addressing the Communications Challenge of Positioning and Launching the New Volkswagen “Beetle” at the time labeled “mission impossible” because of the diversity of audiences, brand attachments, and preconceptions surrounding the product. How to navigate?
“The New Beetle,” Harvard Business School Case No. 9-501-023.
Questions to consider:
- What is driving the success of the current advertising campaign?
- What is the most important audience to reach in launching the New Beetle?
- Which audience should Vanzura and her agency reach first?
- What is the biggest mistake she could make now?
- Why is the positioning decision termed “mission impossible”?
- What are your overall recommendations for Vanzura and her team?
Case 3 (Saturday 3/3/07) Goodyear: The Aquatred Launch
Can a brand create a price-premium position in a market rapidly moving toward commoditization and on-going price wars?
“Goodyear: The Aquatred Launch” (condensed). Harvard Business School Case No. 9-500-039.
Questions to consider:
- How do consumers purchase tires?
- What is the strategic role of Aquatread: is it the right tire at the right time?
- How should Aquatread be priced, distributed and advertised?
Case 4 (Friday 3/16/07) CTV-Newsnet
Crisis Management: building action plans to salvage a broad reach consumer brand when a crisis occurs. Keys to effective, efficient, rapid action.
“CTV-Newsnet,” Richard Ivey School of Business, Case No. 9B00C027.
Questions to consider:
- As Henry Kowalsky, what are the options available to you, and their implications?
- Which option would you choose? Prepare a brief press release articulating your position.
- Create Henry’s communications plan for Monday morning.
- Overall recommendation for CTV-Newsnet for this situation – future situations?
Case 5 (Saturday 3/17/07) BMW Films
Pushing the edge with this power brand. Their team is experimenting with short action films as a communications vehicle.
Questions to consider:
1. From a business perspective, is “BMW Films” a good idea? Is this good market communications, or brand ego at work…?
2. How would you measure the success of BMW films?
3. What do you consider the biggest risk in this approach?
4. How would BMW films fit into an IMC program?
Case 6 (Friday, 3/30/07) “Mountain Dew: Selecting New Creative”
Considers at close range one of the most important marketing decisions senior Integrated Market Communications and Brand Coaches make: the selection of new “Creative”. Audience testing and other techniques provide important insight – but in the end this is always a management creative call more than anything else.
Note: All students should be sure to pick up the accompanying case video.
Questions to consider:
- What criteria might you think through for sorting through the alternatives?
- What do you feel the role of audience testing is in creative selection of this sort?
- Who should be involved in helping you make this decision?
- Who should NOT be involved in helping you make this decision?
- Which creative alternative would you choose? Why?
Case 7 (Friday, 3/30/07) Cunard Line Limited
Managing integrated market communications. A venerated premium brand in the cruise line business confronts a tough market – and pressure to fragment and “go promotional” to drive sales. Can they hold their BrandScape – and premium position – through a difficult time?
“Cunard Line Limited: Managing Integrated Market Communications,” Harvard Business School Case No. 9-594-046.
Questions to consider:
- In light of difficult economic and competitive conditions, should Cunard use a more “sales oriented” format, with more emphasis on price for its tactical advertising?
- In better economic times would your judgment differ regarding the above?
- What is your recommendation to Cunard regarding the balance and the focus of market communications between overall Cunard identity and image, and the identity and image of the individual ships?
- Which market communications elements do you believe should receive greater/lesser emphasis by Cunard? Why? Specifically, what about the role of direct marketing?
- What are the implications of the success of the “one day sale” for Cunard?
- What effects do you expect the impending organization change to have on market communications at Cunard?
- How would you prioritize and address the challenges facing Leslie at the close of the case?
This site is for educational purposes and for the advancement of Business to Business Practices. © Ralph Oliva, 2003