Teaching note for product 9B20A072.

Teaching Note for product 9B16A066.

Teaching note for product 9B16A067.

Teaching Note for product 9B16A015.

In 2014, Kraft Foods Canada was working on an action plan for Kraft Singles, the company’s brand of processed cheese slices. Although the product had been targeted at Canadian families for decades, Kraft Singles needed to be repositioned toward Canadian millennial moms (those born between 1980 and 2000). The company faced three dilemmas. How should Kraft Canada make the brand messaging of Kraft Singles compelling to Canadian millennial moms? What .....more

Teaching note for product 9B15A050.

More than a decade after its launch, DonorsChoose.org is a successful, well-known and well-regarded charitable organization that supports U.S. public schools. Yet in the years since the organization’s inception, the charity environment has changed, leading the organization’s chief marketing officer to investigate how to further clarify the brand in a shifting space. The case centres on findings delivered by a branding agency regarding a possible change .....more

NJOY, Inc., an electronic-cigarettes enterprise based in Phoenix, Arizona, conducted some Experiential Concept Tests (ETCs) on a sample size of 215 panelists. The sample included a mix of gender, age, education and income. It also included a mix of users and non-users of electronic cigarettes. In light of the consumer insights gained from the ETCs, NJOY Inc. wants to leverage the results to resolve three particular issues and pave the company’s way .....more

Teaching note for product 9B15A032.

Teaching note for product 9B11A003.