Marketing
February 2023
Lynda Weinman
By John Mullins
Lynda Weinman and her husband Bruce Heavin had built a modest but thriving training business, focused on teaching users how to put the latest digital graphic design tools, such as Photoshop and Illustrator, to work. Having survived a difficult period following the terrorist attacks in New York City ...
September 2022
Red Bull Spreads its Wiiings
By Nader Tavassoli
Thirty-five years after its founding, the Red Bull energy drinks business continued to show strong growth globally. Over the years, the company had expanded its product line with different variants, such as sugar-free and flavoured Editions. More recently, the company had launched a sub-branded The ...
October 2020
Brand Value and Valuation – Technical Note (Spanish language)
By Nader Tavassoli
Brand valuation is the process of estimating the financial value of a brand. The valuation of brands as intangible assets emerged in the 1980s, when brands were first capitalized on post-M&A balance sheets. Brands are also valued for non-reporting purposes...
October 2021
The European Super League
By Chris Voss, Fabio Puntillo
This case study describes the situation three days after the ill-fated launch of the European Super League (ESL). It can be used in a number of ways. This includes exploring the differences between US sports business models and those of European football; the strategy of the ESL and the possible mis...
September 2005
Red Bull: The anti-brand brand
By Nader Tavassoli, Nirmalya Kumar, Sophie Linguri
In 2004, Red Bull found itself at a crossroad, challenged with defending its 70% worldwide market share of the €2.5 billion energy drinks category that it had pioneered. Through a combination of buzz marketing tactics, decentralised distribution and sponsorship of extreme sports and pop culture ev...
August 2021
NiPay’s Pricing Conundrum – Compact Case
By Marco Bertini, Oded Koenigsberg
NiPay is a software provider competing in the Nigerian business-to-business payments market. Founded by Idaku Ibrahim nearly 20 years ago, NiPay sells two products to retailers and other merchants, which enable individual shoppers to transact either online or via a mobile device....
November 2020
Twisterden Pricing a go-to-market strategy – Compact Case
By Marco Bertini, Oded Koenigsberg
English wine has come a long way. In Britain, sweet and poorer quality wines dominated the palates of the 1970s, when domestic producers were almost nowhere to be seen. Today, the range of wine available to British households is global and local wineries have grown to take market share with increasi...
November 2020
Protean Electric: Innovation upon innovation
By David Arnold
The case is intended as a vehicle for analysis of the challenges involved in launching an innovative product. It is set against the background of the wave of innovation in the vehicle market, as manufacturers race to replace internal combustion engines (ICEs) with electric power. Protean Electric, a...
October 2020
The Marketing Process – Background Note
By Nader Tavassoli
The Chartered Institute of Marketing in the UK defines marketing as: “The management process responsible for identifying, anticipating and satisfying customer requirements profitably” 1 This note describes the marketing process...
October 2020
Brand Value and Valuation – Technical Note
By Nader Tavassoli
Brand valuation is the process of estimating the financial value of a brand. The valuation of brands as intangible assets emerged in the 1980s, when brands were first capitalized on post-M&A balance sheets. Brands are also valued for non-reporting purposes...