Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
The goal of this case analysis was to determine how to position a product to the appropriate customer segment, to offer value to their direct and indirect customers using quantitative data.
Case Study Analysis: Cineplex Entertainment: The Loyalty ProgramAkash Patil
65% Market share- Privacy, rental movies, etc.
Developing new markets: Live markets, wrestling matches, hockey games, etc.
Optimum Segmentation
Customer Relationship Management (CRM)
Profitable Segments: Teenagers, young adults, etc.
Cottle taylor : Expanding the oral care group in india case studyBonny V Pappachan
This is a case study of cottle taylor discussed in a management class. In this case study , all efforts are being made to solve the case study and all the questions are answered. Hope this would be useful to management students.
Crafting winning strategies in a mature market - US wine marketSaurabh Arora
The Industry Landscape in 2001
US: 4th largest wine producer in the world
US: 34th in world per capita wine consumption
Top 8 firms produce more than 75% of all the wine volume
Estimated 2500 firms produce the remaining 25%
Dominance of few large players in the low price market
Greater shelf space & high marketing budget
1990s: Consolidation of retailers and distributors across US
No of distributors fell from 5000 to 250 by 2000
Only 50 to 100 left with access to widespread national distribution
Large retail consolidation in US
Top 10 supermarkets control 55% of the US market in 2000
Majority of producers are focused on low volume/high price to gain maximum return/margin
Distributors are focused on high volume/low price to maximize economies of scale
Near impossible for a new company to establish itself
Low barriers invite more players to wine market
Porter’s five forces analysis
Threat of new entrants – HIGH
Low barriers to entry for new players in wine industry
Firms spent 40% of their expenditures on marketing and distribution
Existing rivalries in industry – HIGH
Total no of wineries in US increased by more than 400%
Glut of grape supply due to low growth in demand
This put downward pressure on price and margins
Bargaining power of Buyers – HIGH
More players are entering the market
Production outstripped demand by 20%
Consolidation of retailer and distributor
Bargaining power of Suppliers – LOW
Wine producers with their own vineyards attempts to control the operations starting from production to distribution
Threat of Substitutes – LOW for Budget
Only 10% people drank wine regularly
Of the remaining 90%, 46% preferred beer or spirits
35% drank alcoholic beverages other than wine
Overall Problem-
It has been estimated that worldwide, the total number of vehicles is most likely to triple by the year 2050, and it will be concentrated in developing regions, leading to energy and ecological calamity. Governmental agencies are now directing their focus on the development of electric vehicles to avert the impending crisis.
Current Scenario
India currently spends $102 billion on importing crude oil to cover 80 % of its transport needs, putting a strain on the Indian Economy and pointing towards a shortage of energy reserves
soon. The automobile sector has reported an increase in sales, from 21.5 million in FY19 to 26.2 million in FY20, making it lucrative for the transport giants to increase the production of EVs. The move also puts the focus on Indian infrastructure for electricity generation. India produces 374 Gigawatts of electricity, providing for 97.6 % of the households in India, and
around 90% of the rural areas, which indicates that the energy sector may soon face a shortage.
Advantages
The gains consist of environmental and economic benefits. By adopting a shared and electric model for transportation, energy consumption and carbon emissions can be reduced by 64 percent and 37 percent, respectively, by 2030.
Current Framework
Government policy advisor NITI Ayog has proposed electrification for 80 percent of two- and three-wheelers, 30 percent of four-wheelers, and 45 percent of buses by 2030. Authorities have introduced the Faster Adoption and Manufacturing of (Hybrid) and Electric Vehicles in India (FAME) - II; a scheme that incentivizes the purchase of EVs. It has also been proposed that the Goods and Services Tax (GST) rate on EVs should be reduced from a rate of 12 percent to 5 percent.
The scheme of Battery-swapping has been introduced wherein users pay only when they swap a used battery with a charged one instantly. The market for EV battery-swapping is likely to increase up to $6.1 million by the year 2030
Challenges-
1. Estimate the growth of the 4-wheeler EV segment over 5 years (till FY25). Calculate the projections for all the years.
2. What will be the main challenges of the EV segment to grow in the given scenario of COVID-19?
3. Suppose you are the Indian head of Tata Motors. Propose a detailed plan to increase the penetration of the 4-wheeler private EV in Agra. (Consider COVID-19)
4. Estimate the cost of providing charging spaces in a popular marketplace like Connaught Place in Delhi.
5. Come up with strategies to implement the practice of battery swapping feasibly to the consumers.
Netflix’s unique DVD rental service has revolutionized the industry. They successfully took the best of traditional conventions (like physical media, the U.S. Postal Service) and mixed them with new world internet-conventions. They have also effectively managed to discourage competition from both more established businesses and new entrants. The future growth of Netflix as it expands into streaming media, poses challenges in legal, infrastructure/technology, and through additional costs. In order to remain competitive, it is imperative that Netflix partner with companies with global reach to overcome these challenges. This presentation was part of an MBA class assignment to audit and industry in the the technology sector. The presentation has multiple authors listed on the title page. If you would like copies of the executive summary, complete S.W.O.T. analysis, and/or the transcript of the presentation please PRIVATE MESSAGE ME and I will email it to you.
The goal of this case analysis was to determine how to position a product to the appropriate customer segment, to offer value to their direct and indirect customers using quantitative data.
Case Study Analysis: Cineplex Entertainment: The Loyalty ProgramAkash Patil
65% Market share- Privacy, rental movies, etc.
Developing new markets: Live markets, wrestling matches, hockey games, etc.
Optimum Segmentation
Customer Relationship Management (CRM)
Profitable Segments: Teenagers, young adults, etc.
Cottle taylor : Expanding the oral care group in india case studyBonny V Pappachan
This is a case study of cottle taylor discussed in a management class. In this case study , all efforts are being made to solve the case study and all the questions are answered. Hope this would be useful to management students.
Crafting winning strategies in a mature market - US wine marketSaurabh Arora
The Industry Landscape in 2001
US: 4th largest wine producer in the world
US: 34th in world per capita wine consumption
Top 8 firms produce more than 75% of all the wine volume
Estimated 2500 firms produce the remaining 25%
Dominance of few large players in the low price market
Greater shelf space & high marketing budget
1990s: Consolidation of retailers and distributors across US
No of distributors fell from 5000 to 250 by 2000
Only 50 to 100 left with access to widespread national distribution
Large retail consolidation in US
Top 10 supermarkets control 55% of the US market in 2000
Majority of producers are focused on low volume/high price to gain maximum return/margin
Distributors are focused on high volume/low price to maximize economies of scale
Near impossible for a new company to establish itself
Low barriers invite more players to wine market
Porter’s five forces analysis
Threat of new entrants – HIGH
Low barriers to entry for new players in wine industry
Firms spent 40% of their expenditures on marketing and distribution
Existing rivalries in industry – HIGH
Total no of wineries in US increased by more than 400%
Glut of grape supply due to low growth in demand
This put downward pressure on price and margins
Bargaining power of Buyers – HIGH
More players are entering the market
Production outstripped demand by 20%
Consolidation of retailer and distributor
Bargaining power of Suppliers – LOW
Wine producers with their own vineyards attempts to control the operations starting from production to distribution
Threat of Substitutes – LOW for Budget
Only 10% people drank wine regularly
Of the remaining 90%, 46% preferred beer or spirits
35% drank alcoholic beverages other than wine
Overall Problem-
It has been estimated that worldwide, the total number of vehicles is most likely to triple by the year 2050, and it will be concentrated in developing regions, leading to energy and ecological calamity. Governmental agencies are now directing their focus on the development of electric vehicles to avert the impending crisis.
Current Scenario
India currently spends $102 billion on importing crude oil to cover 80 % of its transport needs, putting a strain on the Indian Economy and pointing towards a shortage of energy reserves
soon. The automobile sector has reported an increase in sales, from 21.5 million in FY19 to 26.2 million in FY20, making it lucrative for the transport giants to increase the production of EVs. The move also puts the focus on Indian infrastructure for electricity generation. India produces 374 Gigawatts of electricity, providing for 97.6 % of the households in India, and
around 90% of the rural areas, which indicates that the energy sector may soon face a shortage.
Advantages
The gains consist of environmental and economic benefits. By adopting a shared and electric model for transportation, energy consumption and carbon emissions can be reduced by 64 percent and 37 percent, respectively, by 2030.
Current Framework
Government policy advisor NITI Ayog has proposed electrification for 80 percent of two- and three-wheelers, 30 percent of four-wheelers, and 45 percent of buses by 2030. Authorities have introduced the Faster Adoption and Manufacturing of (Hybrid) and Electric Vehicles in India (FAME) - II; a scheme that incentivizes the purchase of EVs. It has also been proposed that the Goods and Services Tax (GST) rate on EVs should be reduced from a rate of 12 percent to 5 percent.
The scheme of Battery-swapping has been introduced wherein users pay only when they swap a used battery with a charged one instantly. The market for EV battery-swapping is likely to increase up to $6.1 million by the year 2030
Challenges-
1. Estimate the growth of the 4-wheeler EV segment over 5 years (till FY25). Calculate the projections for all the years.
2. What will be the main challenges of the EV segment to grow in the given scenario of COVID-19?
3. Suppose you are the Indian head of Tata Motors. Propose a detailed plan to increase the penetration of the 4-wheeler private EV in Agra. (Consider COVID-19)
4. Estimate the cost of providing charging spaces in a popular marketplace like Connaught Place in Delhi.
5. Come up with strategies to implement the practice of battery swapping feasibly to the consumers.
Netflix’s unique DVD rental service has revolutionized the industry. They successfully took the best of traditional conventions (like physical media, the U.S. Postal Service) and mixed them with new world internet-conventions. They have also effectively managed to discourage competition from both more established businesses and new entrants. The future growth of Netflix as it expands into streaming media, poses challenges in legal, infrastructure/technology, and through additional costs. In order to remain competitive, it is imperative that Netflix partner with companies with global reach to overcome these challenges. This presentation was part of an MBA class assignment to audit and industry in the the technology sector. The presentation has multiple authors listed on the title page. If you would like copies of the executive summary, complete S.W.O.T. analysis, and/or the transcript of the presentation please PRIVATE MESSAGE ME and I will email it to you.
Michael Scissons, co-founder of FlashStock, presents his keynote presentation from InstaCamp Toronto. This is the guide to developing a strategy for Instagram marketing. An overview on how to transform your Instagram marketing strategy, execution and measurement through applying a strategic framework to visual brand building.
This presentation covers:
- Instagram Key User Facts
- Visual Marketing Key Facts
- Why Instagram is Important
- Instagram Brand Adoption Curve
- Brand Adoption By Vertical
- Instagram Marketing Strategy Framework
- "How to" Create Archetypes, Themes and Occasions in Instagram Visuals.
- Overview of Classic Storytelling Pillars
- Overview of How to Create Photography Guidelines
- 10 Instagram Marketing Commandments
The Sincerely Different campaign is a multi-channel campaign for Daisy Cottage Cheese targeting the unique lifestyle of millennials.
Barkley Summer Intern Project 2014
Some restaurant advertisements are easy to forget. Others end up being viral but short-lived. And then there are those which point toward a bigger cultural shift.
Our goal is to sift through all these ads and find you the most important trends to pay attention to. So that your restaurant not only advertises but actually does it well.
Does social media impact my brand equitySuhasini Jain
An research on 4 social media campaigns of 2014 to study the change in brand equity owing to the campaigns .
Campaigns used :
Coke Friendly Twist Campaign
British Airways Stay Close Campaign
Airtel 4amFriend Campaign
Trulymadly.com Breaking Stereotypes campaign
Includes :
Abstract
Executive Summary
Literature Review based on real time social media campaigns in 2013-2014
Survey and Quantitative Research
Millard Brown's Adindex Methodology
Analysis and Results
Conclusion and Recommendations
2. EXECUTIVE SUMMARY
Pringles has been a leading brand in the potato chip market for 50 years. Our research indicates that
while potato chips are consumed by no one particular demographic, it is typically the mother of the
household that makes most of the purchasing decisions. Our research also indicates that as
purchasing power shifts to the millennial generation, we see millennial values reflected in how, why,
when and where certain products are purchased.
This research led us to identify our target audience as the Millennial Generation. This generation, aged
approximately 20 – 35 are educated, connected and much less conservative than previous
generations. They value community while still retaining a sense of individuality, they appreciate value
as opposed to cost, and prioritize being a good parent or partner over owning a home and having a
large salary.
Our research supports the idea that while Pringles may not be recognized as the most practical, cost
efficient or healthiest chip, one characteristic sets it apart from competitors – Personality! From Julius
Pringle, the bow tied mascot, to the saddle shaped chips stacked inside their unconventional tube-
shaped packaging, Pringles is a potato chip that is fun!
Our strategy: Use Pringles’ one-of-a-kind packaging to strengthen Pringle’s position as the “fun” and
”creative” brand of potato chip by offering consumers an experience that transcends traditional
snacking, in a way that caters to target consumer values.
This campaign will be conducted through a number of mediums, such as television ads, print ads and
several accommodating social media platforms such as YouTube, Instagram and Facebook during the
course of 7 months.
3. TABLE OF CONTENTS
INDUSTRY ANALYSIS..1
CURRENT INDUSTRY TRENDS.. 2
COMPETITIVE ANALYSIS.. 3
COMPETITOR MEDIA SPENDING.. 4
COMPETITOR CONSUMER DEMOGRAPHIC.. 5
PRINGLES CONSUMERS.. 6
PRINGLES AD SPENDING.. 7
PRINGLES PAST CAMPAIGNS.. 8
SOCIAL MEDIA ANALYSIS.. 9
PAST SOCIAL MEDIA CAMPAIGNS.. 10
SWOT ANALYSIS.. 11
OBJECTIVES.. 12
MEDIA SCHEDULE.. 13
MEDIA RATIONALE.. 14
MEDIA PLAN.. 15
INSTAGRAM.. 16
COMMERCIAL STORY BOARD.. 17-18
COMMERCIAL ADVERTISEMENT.. 19
COMMERCIAL VIEWER ANALYSIS.. 20
PRINT ADVERTISEMENTS.. 21
BANNER ADVERTISEMENTS.. 22
RETAIL DISPLAY ADVERTISEMENT.. 23
BUDGET BREAKDOWN.. 24
ANALYSIS.. 25
4. 1INDUSTRY ANALYSIS
• In 2015, US chip sales
reached $13.6 billion, a
21% increase from 2010.
Mintel forecasts that this
market will grow another
17% to $15.8 billion by
2020.
Year $ Millions % Change
2016
(forecast)
14,086 +3.9
2017
(forecast)
14,590 +3.6
2018
(forecast)
15,062 +3.2
2019
(forecast)
15,487 +2.8
2020
(forecast)
15,797 +2.0
US Sales Forecast of Chips at Current Price
Mintel 2014
5. 2CURRENT INDUSTRY TRENDS
• The tortilla chip segment grew faster than any other category
segment. Sales were boosted by perceived positive health
perceptions, as well as increased interest in international dips and
innovations in flavor design.
• Buyer interest in dips such as salsa, guacamole and hummus are
boosting competitor sales.
Mintel 2014
6. 3
COMPETITIVE
ANALYSIS
● Estimated 9% market share
● 2015 Sales: $521 million
● This well known ridged chip comes in
a number of flavors including
Cheddar, Barbeque, Sour Cream,
Original and more. Ruffles also sells
a variety of dips to compliment its
chip which helps to boost revenues.
● Estimated 28% market share
● 2015 Sales: $1.65 billion
● The current market leader with over a
quarter of the market share, Lay’s offers
a variety of products and flavors
containing natural ingredients, including
Baked Lay’s, Classic Lays, Wavy Lays,
And Lays Stax - a Pringles lookalike.
Mintel 2014
7. 4COMPETITOR
2014 MEDIA
SPENDING
LAY’SRUFFLES
$729 K $63.1 M
Cable TV: 65.1%
Magazines: 27.8%
Spot TV: 0.8%
US Internet – Display: 0.6%
Span Lang Net TV: 3.9%
Other: 1.8%
Spot TV: <.01%
US Internet – Display: 74.7%
US Internet – Search: 25.3%
2014 Advertising Red Books
8. 5COMPETITION CONSUMER DEMOGRAPHIC
RUFFLES LAY’S
73% White
72% Women
63% Adults 18-49
64% w/ Kids <17
74% White
73% Women
59% Adults 25-54
58% w/ Kids 17
• These consumers are mostly married and have
owned a home for at least 5 years.
• These competitors sell similar products and target the
same consumer demographic as Pringles
2014 MRI Data
9. 6WHO ARE PRINGLES CONSUMERS?
Consumers in 2014:
● 76.5 percent were white.
● 74.5 percent were women.
● 66 percent were adults between the age of 25 - 54.
● 73.2 percent have at least one child aged 17 or younger.
Household Income of Consumers
● <$20,000: 15.8%
● $20,000 - $29,999: 10.3%
● $30,000 - $39,999: 10.1%
● $60,000 - $74,999: 9.8%
● $150,000<: 9.4%
Summary: Consumers in
2014 were mostly low to
middle class mothers with at
least one child. Children, in
this case 17 or younger, have
a strong influence on
purchase decisions in the
home, especially snack
foods.
2014 MRI Data
10. 7
• PRINGLES accounts for
5% of Kellogg’s overall
media budget.
• PRINGLES’ 2014 media
budget was $31 million.
PRINGLES AD SPENDING BREAKDOWN
Advertising Red Books 2014
11. 8
PRINGLES PAST CAMPAIGNS
• Singing Mr. Pringles (2000/2001): Last commercial campaign
with a consistent theme across all ads before “You Don’t Just Eat
‘Em”
• Pringles Karaoke Prank (2015) : Viral video showing concert
goers in Ibiza in what they think is a karaoke booth – It isn’t.
• Pringles Blindfold Ad (2015): Part of ongoing “You Don’t
Just Eat ‘Em” Campaign
12. 9SOCIAL MEDIA
ANALYSIS
PRINGLES
LAYS
RUFFLES As of 02/2016
TWITTER: Encourages 2-way communication and fosters customer service.
FACEBOOK: Trivia, Promotions and both company & consumer photos.
INSTAGRAM: Creative photos and videos promoting the snack.
YOUTUBE: Fan made videos, celebrity endorsers and Pringles daily operations.
13. 10
#YouDontJustEatEm: Campaign was launched across several
social media platforms using the hashtag. The purpose of the
campaign was to have consumers take photos of themselves
doing something with the snack other than just eating.
#TheLastPringle: Multi platform campaign that begs consumers
the question: What would you do with the last Pringle?
PAST SOCIAL MEDIA CAMPAIGNS
14. 11SWOT ANALYSIS
STRENGTHS WEAKNESSES
• Differentiates from competitors
through unique packaging as well as
the unique shape of the snack.
• Strong brand awareness and a strong
social media presence.
• Made with more artificial / unhealthy
ingredients than most competitors.
• Media budget significantly smaller
than competitors.
• Distinctive packaging and shape
has allowed the brand to
differentiate itself from competitors
on social media.
OPPORTUNITIE
S
• Lay’s dominates the potato
chip market with 28% of the
market’s brand share while
sales grow annually.
• Retail display locations –
Not located w/ chips
THREAT
S
15. OBJECTIVES
• To raise awareness of Pringles’ Pop, Crunch, Create
campaign through the use of YouTube and Instagram.
• Achieve a total of at least 50,000 impressions and at least
1,000 views total on YouTube. (2% View Rate)
• Receive at least 5 examples of viewer feedback across all
mediums. i.e. YouTube/ Instagram comments, shares etc.
12
17. MEDIA RATIONALE
Our research lead us to believe that using this media plan, it would allow us to most effectively
reach those consumers that we were most trying to have an impact on – Millennials and young
parents.
The most important medium, and with the most significant impact on our budget, is television ads.
We decided to broadcast our 90 second ad on 4 different networks (ABC, CBS, FOX and NBC).
Amongst these networks, the highest frequency will be on ABC Family, as it has the largest
likelihood of reaching parents as well as their children. Saturday Night Football, being a prime time
spot, will also allow our ad to have an enormous number of impressions. The other 3 networks were
decided on as a result of our budget in combination with our target market. Amongst these
networks, during these times of year, feature some of the most popular television series among
millennials including Big Bang Theory and Bob’s Burgers
Our print schedule was built around the idea that we would be targeting young mothers as well as
women considering children in the future. Fashion magazines, home and gardening magazines etc.
will receive a lot of impressions from our target. ESPN magazine was chosen to reinforce the impact
that we expect to have on those who view our ad during Saturday Night Football and MLB Baseball
Our web strategy was based on the fact that web ads will account for a small portion of our budget.
It costs very little to run a web campaign year round.
14
18. MEDIA PLAN
PAID:
• Instagram
• YouTube – Google Ad Words
• Television
SHARED:
• Instagram
• YouTube
• Facebook
Programmatic RTB will be used to purchase display ads from
relevant websites including social media platforms like Facebook
and Instagram. Given our large portion of our budget designated
to television advertising, programmatic buying will save both time
as well as money.
15
19. INSTAGRAM
9 Posts
540 Followers
DIY posts to engage with
interested consumers.
Several campaign print ads
as well as a link to
commercial.
Featured “shout outs” to
Instagram users who have
already made their own “can
creations”
16
22. YOUTUBE ADVERTISEMENT 19
The Pop, Crunch,
Create commercial
conveys the message
that consumers can
create an experience;
one that goes beyond
snacking
25. CREATION BANNER ADS
• Animated
• Dynamic Ads
• For both Web and Television
display
22
MOTHERS DAY BANNER
• Static
• For Web Display Only
26. RETAIL DISPLAY AD
• This retail display ad will be
used to capture consumers’
attention and encourage them
to be part of the campaign upon
purchase.
• Part of the strategy to combat
Pringles poor in-store location.
23
27. BUDGET BREAKDOWN
TELEVISION
Commercial Production: $1 Million
Commercial Broadcast: $7 Million
PRINT
Magazine Ads: $250 K
WEB
Commercial: $250 K
Banner Display: $250 K
RETAIL DISPLAY
Production & Location: $250 - $500 K
24
28. ANALYSIS
25
SOCIAL MEDIA
Instagram:
• Instagram saw the most positive feedback and most feedback in general.
• Users that received shout outs were often responsive and acted as
influentials, directing more traffic to our page.
• Instagram was most successful aspect of campaign, as it enabled us to
engage with the most users and receive the most feedback.
YouTube:
• Nearly 30,000 impressions and 900 views overall means a huge audience is
being exposed.
• Only one YouTube comment likely means that consumers may be confused
about message.
• Low view count may be due to commercial length.
