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Case Studies by Laura Heely

2 case studies

published: 25 Jun 2018

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Abstract:
When 3G Capital bought Burger King from TPG, Bain Capital and Goldman in 2010, the fastfood chain was losing momentum. By 2014, the business was back in growth mode but the Burger King brand was still lacking lustre and it was unclear if the celebrity-heavy ad campaign would work. Could new CEO Daniel Schwartz and his team make the brand cool again - on the cheap? Drawing on data from a brand audit, the challenge is to (i) define the brand’s identity and choose among five positioning ideas; (ii) allocate expenses between television, digital and PR, and brand and restaurant redesign. For the digital and PR components, for example, students have to evaluate eight mock-ups created by Burger King’s agency, and come up with their own ideas for Burger King to evaluate.
Please visit the dedicated case website to access supplementary material.

Pedagogical Objectives:
This decision-oriented case touches on key aspects of brand marketing for quick-service restaurants, a category at the intersection of consumer goods and retailing. Instructors have access to uniquely detailed information about process, actions and outcomes in a 29-page teaching note, 20 exclusive video interviews with the management team, a comprehensive slide deck, as well as high-resolution ads and video footage explaining the success of Burger King’s award-winning campaigns (“Whopper Freakout”, “Proud Whopper”, “The McWhopper Proposal”, and “Google Home of the Whopper”), which won it “Creative Marketer of 2017” , multiplied the value of the brand by 3.7 since its acquisition, and accelerated the company’s growth. Suitable for undergraduates, graduates, and seasoned executives, the case will fit into an introductory course in marketing management as well as specialized courses in marketing strategy, brand management, consumer behavior, digital marketing, or retailing. It can also be taught in a business strategy course on the impact of private equity ownership, or a finance/accounting course on the implementation of zero-based budgeting. For a single session, we suggest instructors make brand positioning an additional pre-discussion reading and focus class discussion on TV advertising, social media, and PR. For a double session, add the brand identity decoding and the positioning decision. With more sessions, the instructor can address design and restaurant image, or dive deeper into each aspect covered.

Keywords:
Marketing, Food, Advertising, Branding, Digital, Design, Packaging, Social Media, Public Relations, Health, Private Equity, Zero-Based Budgeting

published: 06 Jun 2018

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Abstract:
Chocolate candy marketers like Mars, Nestlé, Hershey and Ferrero are under pressure to respond to the stricter nutritional targets set by governments, changing consumer tastes, and competition from healthier brands like Kind or Cliff. Should traditional chocolate makers reformulate their products with less sugar content (and if so, should they announce it)? Should they reduce portion or package sizes (and if so, should they reduce prices)? More generally, is obesity their responsibility? Is collaboration with competitors, researchers and advocacy groups the solution? How can they grow their business without contributing to the obesity epidemic?
Please visit the dedicated case website to access supplementary material.

Pedagogical Objectives:
This case examines whether food marketing can be a force for good in helping to align business with consumer health and pleasure. It addresses key issues such as how to manage food claims (and perceptions) and downsizing in a category disrupted by start-ups like Kind. A comprehensive teaching note and detailed PowerPoint presentation divulge the latest research findings in this domain – e.g., on the causes and consequences of obesity, health halos, perceptions of portion size, and ‘epicurean nudging’ (or how focusing on pleasure, not health, can make people happier to spend more on food yet eat less).

Keywords:
Food, Marketing, Nutrition, Health, Packaging, Portion Size, Chocolate, Innovation, Retailing, Responsibility, Sustainability, Ethics, Branding, Regulation

Prizes won:
- Third Prize in the Corporate Sustainability track of oikos Case Writing Competition 2018


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