Author Profile
Farris, Paul W.
The Multichannel Challenge at Natura in Beauty and Personal Care (B): Building a Successful Digital and Omnichannel Transformation
Farris, Paul W.; Guissoni, Leandro; Lourenço, Carlos Eduardo; Boccia, Murillo
M-1022 | Published December 15, 2021 | 16 pages Case
Collection: Darden School of Business
Between 2013 and 2019, Natura undertook a set of initiatives to begin its digital transformation and accelerate the global expansion that resulted in it becoming the world's fourth-largest beauty grou... Read More
Bayern Brauerei (Abridged)
Farris, Paul W.; Bruner, Robert F.
F-1744 | Published May 12, 2020 | 2 pages Case
Collection: Darden School of Business
A recently hired marketing executive has been incentivized to grow sales and exploit a newly opened market. The tasks for the student are to evaluate the liberal credit and inventory support the comp... Read More
Cutting-Edge Marketing Analytics: Cases and Technical Notes Bundle
Venkatesan, Rajkumar; Farris, Paul W.; Wilcox, Ronald T.
M-0981 | Published October 08, 2019 | 220 pages Case
Collection: Darden School of Business
Cutting-Edge Marketing Analytics: Cases and Technical Notes Bundle is a collection of the original cases and technical notes that inspired the successful first-edition book. Covering an array of pract... Read More
Boots Unlimited: Getting a Foot in the Door (A)
Farris, Paul W.; Goldberg, Rebecca
M-0970 | Published June 20, 2019 | 9 pages Case
Collection: Darden School of Business
BootsUnlimited.com (BU) is a website offering custom-made footwear. Customers can choose from a wide variety of styles and can also create new styles based on their exact specifications. The company i... Read More
Boots Unlimited: Getting a Foot in the Door (B)
Farris, Paul W.; Goldberg, Rebecca
M-0971 | Published June 20, 2019 | 2 pages Case
Collection: Darden School of Business
Robert Rosen and his brother, Ryan, took a look at the slow pace at which the budget for their family-owned company, BootsUnlimited.com (BU), was being spent. Many of the keywords they had chosen for ... Read More
Boots Unlimited: Getting a Foot in the Door (C)
Farris, Paul W.; Goldberg, Rebecca
M-0972 | Published June 20, 2019 | 3 pages Case
Collection: Darden School of Business
Ryan and Robert Rosen, brothers and co-owners of BootsUnlimited.com (BU) are approaching the end of their three-week experiment in testing keywords for their Google AdWords campaign, eliminating poor-... Read More
The Multichannel Challenge at Natura in Beauty and Personal Care (A)
Farris, Paul W.; Guissoni, Leandro; Ailawadi, Kusum; Boccia, Murillo
M-0943 | Published August 02, 2017 | 18 pages Case
Collection: Darden School of Business
Faced with declining market share and sales between 2014 and 2016, Natura, at the time Brazil’s second-largest brand in the cosmetics, fragrances, and toiletries market, was expanding its customer rea... Read More
The Cola Wars: Dallas 1975
M-0900 | Published December 19, 2016 | 2 pages Case
Collection: Darden School of Business
This case covers the marketing strategies used by Pepsi and Coca-Cola during the 1975 "Cola Wars." It includes brief histories of the companies and relevant marketing data from the 1970s. Read More
Choosing the Right Metrics for Listerine Brand Management in Brazil
Farris, Paul W.; Guissoni, Leandro; Araújo, Olegário
M-0902 | Published April 21, 2016 | 11 pages Case
Collection: Darden School of Business
Ronaldo Art, brand manager for J&J's Listerine, reflected on the progress he had made in market penetration for the oral hygiene product from the time he started in the position in 2010 to late 2014. ... Read More
Leonardo: Indianizing Olive Oil
Venkatesan, Rajkumar; Farris, Paul W.; Yemen, Gerry
M-0904 | Published March 09, 2016 | 12 pages Case
Collection: Darden School of Business
This field-based case works as a solid introduction to new product positioning in a nascent market with an opportunity to define the product category. At the start, the brand creates a new category pr... Read More
Marketing a Pure Play E-Tailer: Historical Emporium Inc.
M-0901 | Published January 15, 2016 | 10 pages Case
Collection: Darden School of Business
The material in this case provides customer data that were available to the case protagonists to make data-driven decisions. From their garage to a 16,000-square-foot warehouse and office in San Jose,... Read More
David's Bridal: Customer Relationship Management in the Digital Age
Whitler, Kimberly A.; Farris, Paul W.; Thompson, Sylvie
M-0899 | Published November 24, 2015 | 20 pages Case
Collection: Darden School of Business
This case replaces UVA-M-0837. It can be used in a variety of marketing and strategy classes to understand how (1) at a macro level, a shift in consumer and environmental factors can impact firm strat... Read More
Brand Equity: An Overview
Farris, Paul W.; Gregg, Eric A.; Chinn, Brandon; Razuri, Mariela
M-0879 | Published February 24, 2015 | 27 pages Technical Note
Collection: Darden School of Business
This note was written as an updated version of "Perspectives on Brand Equity" (UVA-M-0668), and may be used in its place. This note provides a resource to aid in understanding brand equity: its creat... Read More
E-Cigarettes: The Wild, Wild West
Farris, Paul W.; Wicks, Andrew C.; Mead, Jenny; Abbott, Katherine
M-0876 | Published January 07, 2015 | 22 pages Case
Collection: Darden School of Business
In 2014, tobacco giant Reynolds American Inc. (RAI) had to confront the rapidly evolving global tobacco industry landscape. E-cigarettes, once considered a fad, were becoming increasingly popular. Fac... Read More
Progressive Insurance: Making Pay As You Drive a Snap for Consumers
Farris, Paul W.; Thompson, Sylvie; Steenburgh, Thomas J.
M-0873 | Published July 30, 2014 | 21 pages Case
Collection: Darden School of Business
Heather Day, a marketing director and brand manager, must evaluate her options for Progressive Insurance’s next Snapshot product advertising campaign. Working on a limited budget, Day must select betw... Read More
Uber Pricing Strategies and Marketing Communications
Farris, Paul W.; Yemen, Gerry; Weiler, Virginia; Ailawadi, Kusum
M-0871 | Published May 23, 2014 | 15 pages Case
Collection: Darden School of Business
By late March 2014, the ridesharing company Uber was on a roll, rapidly expanding service to untapped markets and gaining new, enthusiastic customers, as well as a few vocal and visible detractors. Ub... Read More
Implementing Marketing Analytics
Farris, Paul W.; Venkatesan, Rajkumar
M-0869 | Published April 30, 2014 | 8 pages Technical Note
Collection: Darden School of Business
This note supports cases used in Darden's "Marketing Analytics" course elective. Marketing analytics powered by "big data" holds the promise to transform marketing strategy from a discipline based mos... Read More
Makeup Shake-Up: The Challenge of Multichannel Marketing
Farris, Paul W.; Moore, Marian C.; Bunyan, Cara; Fineo, Kenneth
M-0865 | Published February 17, 2014 | 27 pages Case
Collection: Darden School of Business
Multichannel retail shopping is quickly becoming the norm for consumers in many industries. Multichannel shopping, however, has the potential to frustrate the historical "house of brands" strategies t... Read More
A Resource-Allocation Perspective for Marketing Analytics
Farris, Paul W.; Venkatesan, Rajkumar
M-0861 | Published January 21, 2014 | 9 pages Technical Note
Collection: Darden School of Business
Managers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics—the proces... Read More
Customer Profitability (RUSSIAN)
Farris, Paul W.; Pfeifer, Phillip E.; Bendle, Neil
M-0955 | Published December 28, 2013 | 15 pages Technical Note
Collection: Darden School of Business
This is a Russian translation of the June 24, 2005 version of UVA-M-0718. This technical note defines, describes, and illustrates the most common metrics marketers used to monitor and manage customer... Read More
Positioning Game (SIMULATION)
M-0677 | Published October 22, 2013 | 90 pages Simulation
Collection: Darden School of Business
Using perceptual maps, students make decisions about launching new products in the context of impending market competition. Groups of six players compete in the launch of a new or enhanced product by ... Read More
Pitching J.Crew Maternity Apparel To Mickey Drexler
Farris, Paul W.; Raggio, Randle D.; DesMarteau, Patrick; Mazakov, Alex; Murphy, Lindsay
M-0854 | Published October 18, 2013 | 19 pages Case
Collection: Darden School of Business
By mid-2012, Lindsay Murphy, a sales associate from an East Coast store, had repeatedly heard women wishing that J.Crew offered maternity wear. She thought it was an interesting possibility. After all... Read More
The Apple iPhone (Abridged)
Farris, Paul W.; Spekman, Robert E.; Mitchell, James
M-0851 | Published July 05, 2013 | 8 pages Case
Collection: Darden School of Business
This case describes the introduction of the Apple iPhone, including subsequent price reductions and market share goals. The case includes publicly available data on iPhone production costs, channel ma... Read More
Red Bull (B): A Shot at the Future?
M-0852 | Published June 03, 2013 | 2 pages Case
Collection: Darden School of Business
This case, a supplement to UVA-M-0663, examines the energy drink market during the span of years from 2005 to 2012. Red Bull still retained the highest share by value, but energy shots, a new product ... Read More
Red Bull (Abridged)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, Jordan
M-0849 | Published May 24, 2013 | 8 pages Case
Collection: Darden School of Business
This case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy ... Read More
Chick-fil-A: Bird of a Different Feather
Simko, Paul J.; Farris, Paul W.; Weiler, Virginia; Gerardo, Peter
G-0632 | Published March 19, 2013 | 13 pages Case
Collection: Darden School of Business
In 2011, sales at Chick-fil-A (CFA) surpassed $4 billion; however due to ownership’s aversion to debt, the pace of expansion was significantly slower than the fast-food-segment average. And the bigges... Read More
J. C. Penney: The "Think Big" Strategy
Farris, Paul W.; Thompson, Sylvie; Wilcox, Ronald T.
M-0841 | Published September 28, 2012 | 22 pages Case
Collection: Darden School of Business
This case is used in Darden's required EMBA first-year Marketing course. It can also be used in course modules covering Pricing or Brand Management. In the case. a financial analyst considers a prese... Read More
Transformation of Marketing at the Ohio Art Company (A)
Farris, Paul W.; Venkatesan, Rajkumar; Moon, Dustin
M-0833 | Published July 31, 2012 | 6 pages Case
Collection: Darden School of Business
This case is intended to be part of a first-year MBA marketing course or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. It provide... Read More
Transformation of Marketing at the Ohio Art Company (B)
Farris, Paul W.; Venkatesan, Rajkumar; Murray, Meghan; Moon, Dustin
M-0838 | Published July 31, 2012 | 9 pages Case
Collection: Darden School of Business
Ohio Art shifts its advertising and distribution strategy for a new line of construction toys aimed at adults called nanoblock. Distribution focuses on toy and hobby outlets, avoiding mass merchandise... Read More
J. C. Penney: Reinventing Fair and Square Deals (A)
Farris, Paul W.; Wilcox, Ronald T.; Thompson, Sylvie
M-0835 | Published July 20, 2012 | 11 pages Case
Collection: Darden School of Business
The new CEO and the new president of the J. C. Penney Company, Inc. (JCP), invigorate the company with a new pricing strategy based on "Everyday Fair Prices." Is the initial market reaction an indicat... Read More
J. C. Penney: Reinventing Fair and Square Deals (B)
Farris, Paul W.; Wilcox, Ronald T.; Thompson, Sylvie
M-0836 | Published July 20, 2012 | 4 pages Case
Collection: Darden School of Business
In this second part of a two-part case, the results of an innovative new pricing strategy for a venerated department store are reviewed and its positioning going forward is explored. Read More
Silk Soy Milk (B)
M-0831 | Published June 06, 2012 | 2 pages Case
Collection: Darden School of Business
This extension of Silk Soy Milk (A) (UVA-M-0771) follows subsequent sales results for Silk and increased competition from new entrants into the market. Read More
Red Bull and Energy Drinks 2010
M-0826 | Published December 20, 2011 | 3 pages Case
Collection: Darden School of Business
Red Bull spends an estimated 40% of sales on marketing, largely on sponsored events related to extreme sports. This brief case serves to frame an evaluation of Red Bull's marketing strategy in the inc... Read More
SVEDKA Vodka (C): Marketing Mix in the Vodka Industry
Farris, Paul W.; Venkatesan, Rajkumar
M-0803 | Published September 09, 2011 | 2 pages Case
Collection: Darden School of Business
Suitable for both MBA and undergraduate-level courses such as "Integrated Marketing Communications," this is the third case in the series that traces a product from idea to established, successful bra... Read More
Changing Light Bulbs (A): Westinghouse Super Bulb
M-0821 | Published September 09, 2011 | 2 pages Case
Collection: Darden School of Business
This is the first of a four-part case charting the influence of technological shifts on decision making in the light bulb industry. After years of a stable industry, with little change in products or ... Read More
Changing Light Bulbs (B): Philips Earth Light
M-0822 | Published September 09, 2011 | 3 pages Case
Collection: Darden School of Business
This is the second of a four-part case charting the influence of technological shifts on decision making in the light bulb industry. As Philips begins to challenge GE's dominance in the lighting marke... Read More
Changing Light Bulbs (C): LEDs versus CFLs
Farris, Paul W.; Pullinger, Jennifer
M-0823 | Published September 09, 2011 | 8 pages Case
Collection: Darden School of Business
This is the third of a four-part case charting the influence of technological shifts on decision making in the light bulb industry. At a time when CFL technology has either accelerated or plateaued, l... Read More
Changing Light Bulbs (D): Efficiency Vermont
Farris, Paul W.; Pullinger, Jennifer
M-0824 | Published September 08, 2011 | 4 pages Case
Collection: Darden School of Business
This is the fourth of a four-part case charting the influence of technological shifts on decision making in the light bulb industry. A regional nonprofit focused on energy efficiency assesses the succ... Read More
Google AdWords
M-0817 | Published August 16, 2011 | 6 pages Technical Note
Collection: Darden School of Business
This note introduces search engine marketing as presented by Google's popular AdWords advertising program and as monitored by Google Analytics. Read More
Google, King of Search
M-0818 | Published August 11, 2011 | 7 pages Case
Collection: Darden School of Business
This survey of Google's rise to prominence as the de facto search engine of choice focuses on the theme of relevance as a guiding principle. As Google has diversified its offering through both organic... Read More
Pricing Jonstan's
Pfeifer, Phillip E.; Farris, Paul W.
M-0807 | Published August 09, 2011 | 3 pages Case
Collection: Darden School of Business
This case is intended for MBA audiences and is used for the first-year and second-year elective, Data Analysis and Optimization. Swati Su's boss had been planning to raise prices for their brand, Jons... Read More
Motorcowboy: Getting a Foot in the Door (A)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.
M-0814 | Published August 09, 2011 | 10 pages Case
Collection: Darden School of Business
As part of the Google Online Marketing Challenge, a team of Darden students devises an AdWords campaign for Motorcowboy, an online source of custom footwear that caters to segments as varied as motorc... Read More
Motorcowboy: Getting a Foot in the Door (B)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.
M-0815 | Published August 09, 2011 | 2 pages Case
Collection: Darden School of Business
This continuation of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, recounts the Darden team's revised approach. Read More
Motorcowboy: Getting a Foot in the Door (C)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.
M-0816 | Published August 09, 2011 | 2 pages Case
Collection: Darden School of Business
This third and final part of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, delineated the Darden team's recommendations for future efforts. Read More
Media Planning at Pfeifer's Fine Olive Oil
Farris, Paul W.; Pfeifer, Phillip E.
M-0812 | Published July 12, 2011 | 17 pages Case
Collection: Darden School of Business
Pfeifer's Fine Olive Oil was formulated and positioned to serve as a heart-healthy, but slightly more expensive substitute for butter and margarine in cooking. With a narrow target market and growing ... Read More
Design of Price and Advertising Elasticity Models
Venkatesan, Rajkumar; Farris, Paul W.
M-0805 | Published July 12, 2011 | 12 pages Technical Note
Collection: Darden School of Business
The marketing mix that a manager may deploy can affect the sales of a product and can be categorized under the traditional four Ps of marketing (product, price, promotion, and placement). But the pere... Read More
The Tata Nano: The People's Car (B)
Farris, Paul W.; Venkatesan, Rajkumar
M-0804 | Published May 20, 2011 | 2 pages Case
Collection: Darden School of Business
In the follow-up to the A case of the same name, this case reveals post-launch results for Tata's $2,500 car. Students learn about Tata's promotion, price, place, segment, targeting, and positioning f... Read More
Customer Profit
Pfeifer, Phillip E.; Farris, Paul W.; Bendle, Neil
M-0799 | Published April 20, 2011 | 9 pages Technical Note
Collection: Darden School of Business
This technical note introduces important metrics firms use to monitor customer relationships. The note begins by discussing how to count the firms' customers and keep track of their activity using the... Read More
Customer Lifetime Value
Pfeifer, Phillip E.; Farris, Paul W.; Bendle, Neil
M-0800 | Published April 20, 2011 | 9 pages Technical Note
Collection: Darden School of Business
This technical note introduces important metrics firms use to monitor customer relationships. An important summary of customer activity is the profit the firm receives from each customer. Customer pro... Read More
Media Modeling and Budgeting at DMI
Farris, Paul W.; Pfeifer, Phillip E.
M-0791 | Published November 18, 2010 | 7 pages Case
Collection: Darden School of Business
A marketing director applies a scientific/quantitative approach to understanding and optimizing his company's marketing spending decisions. His hypotheses include the concepts of diminishing returns o... Read More
Sunnyside Fields
M-0781 | Published November 27, 2009 | 4 pages Case
Collection: Darden School of Business
This case illustrates the problems of a small hydroponic produce company trying to achieve breadth and depth of distribution for its product. The company is considering bypassing traditional channels ... Read More
The Seven Questions of Marketing Strategy
Farris, Paul W.; Parry, Mark E.; Borden, Neil H. Jr.; Venkatesan, Rajkumar; Sharpe, Kathryn M.
M-0779 | Published July 08, 2009 | 4 pages Technical Note
Collection: Darden School of Business
This simple model of marketing strategy can provide keys to creating a sustainable competitive advantage. Suitable for MBA and executive formats, this technical note demonstrates that individual marke... Read More
Does TripSense Make Sense?
Farris, Paul W.; Skurnik, Ian; Zimmerman, Alan
M-0757 | Published May 03, 2009 Case
Collection: Darden School of Business
This case prompts students to determine how Progressive Insurance can best assess the customer interest, technical feasibility, economic viability, and actuarial justification of TripSense, its usage-... Read More
The Tata Nano: The People's Car (A)
Farris, Paul W.; Venkatesan, Rajkumar; Kishore, N. Raghu; Lemley, Amy
M-0768 | Published April 28, 2009 | 9 pages Case
Collection: Darden School of Business
Students identify promotion, price, place, segment, targeting, and positioning for marketing “the world’s cheapest car.” This case is effective for MBA, undergraduate, and executive learners studying ... Read More
Designing Channels of Distribution
Spekman, Robert E.; Farris, Paul W.
M-0769 | Published April 21, 2009 | 11 pages Technical Note
Collection: Darden School of Business
This note addresses the issues that arise and the complexities that must be addressed when designing a channel of distribution. Content includes the definition of a distribution channel, the steps in ... Read More
Silk Soy Milk (A)
Farris, Paul W.; Shames, Ervin R.; Wasden, Michael
M-0771 | Published April 21, 2009 | 16 pages Case
Collection: Darden School of Business
The Silk soy milk brand evolves from a single homemade product to a regional and then national brand, facing challenges along the way such as investment influx, acquisition, and competition from new e... Read More
SVEDKA Vodka (A)
Farris, Paul W.; Venkatesan, Rajkumar; Zuckerman, Ivy
M-0774 | Published January 27, 2009 | 16 pages Case
Collection: Darden School of Business
Suitable for both MBA- and undergraduate-level courses such as "Integrated Marketing Communications," this case series traces a product from idea to established, successful brand. In this A case, a sp... Read More
SVEDKA Vodka (B)
Farris, Paul W.; Venkatesan, Rajkumar; Zuckerman, Ivy
M-0775 | Published January 27, 2009 | 9 pages Case
Collection: Darden School of Business
In the second case of a three-part series, the SVEDKA founder assesses which initial decisions were most critical in the launch of his now-successful product. He also explores the new choices he faces... Read More
Compact Fluorescent Bulbs: 15 Years Later
Spekman, Robert E.; Farris, Paul W.; Webb, Marjorie
M-0766 | Published September 12, 2008 | 5 pages Case
Collection: Darden School of Business
Compact fluorescent bulbs (CFLs) lasted five to six times longer?8,000 to 12,000 hours?than comparable incandescent bulbs and consumed 75% less energy. By July 2008, prices had fallen as low as $2 or ... Read More
Ukrop's Savings Spot
Farris, Paul W.; Venkatesan, Rajkumar
M-0753 | Published August 18, 2008 | 15 pages Case
Collection: Darden School of Business
Ukrop's has developed a unique coupon dispenser that is placed in front of the store. Customers with Ukrop's loyalty card can use this system to obtain coupons that are customized for them. The case e... Read More
The Apple iPhone
Farris, Paul W.; Spekman, Robert E.; Mitchell, James
M-0765 | Published July 31, 2008 | 14 pages Case
Collection: Darden School of Business
This case describes the introduction of the Apple iPhone, including subsequent price reductions and market share goals. The case includes publicly available data on iPhone production costs, channel ma... Read More
Changing Channels: Progressive Insurance Drive Insurance
Farris, Paul W.; Pfeifer, Phillip E.; Zimmerman, Alan
M-0756 | Published April 14, 2008 | 5 pages Case
Collection: Darden School of Business
Sequel to Progressive Insurance: Not Your Standard Insurance Story. The company launches a new sub-brand, Drive Insurance, which will be only sold through independent agents, not through the Web or 1-... Read More
Progressive Insurance: Not Your Standard Insurance Story
Farris, Paul W.; Pfeifer, Phillip E.; Zimmerman, Alan
M-0758 | Published April 14, 2008 | 10 pages Case
Collection: Darden School of Business
Progressive Insurance, a leader in the automotive insurance market, has succeeded through innovation. This case describes the company's strategies for differentiating its service through programs such... Read More
Advertising Experiments at the Ohio Art Company
Farris, Paul W.; Venkatesan, Rajkumar
M-0752 | Published February 13, 2007 | 12 pages Case
Collection: Darden School of Business
This case is intended to be part of a first-year MBA marketing course, or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. The case ... Read More
The Cycling Industry
Farris, Paul W.; Hoeller, Daniel
M-0744 | Published April 20, 2006 Technical Note
Collection: Darden School of Business
This note explores brand evolution in a growing industry. Four high-end U.S. bicycle frame manufacturers (Trek, Seven, Moots, and C?rvolo) compete for brand status in the $2,000-and-up mountain bike m... Read More
Autozone: How Long Will They Be In The Zone?
Farris, Paul W.; Simko, Paul J.; Cross, Tom
M-0730 | Published September 26, 2005 | 5 pages Case
Collection: Darden School of Business
Bad news for AutoZone: until recently the sales and store count leader in the retail auto parts category, AutoZone has been surpassed by Advance Auto Parts; Wall Street has punished AutoZone and is pr... Read More
Pricing Metrics and Concepts
Farris, Paul W.; Pfeifer, Phillip E.; Bendle, Neil
M-0723 | Published August 09, 2005 | 24 pages Technical Note
Collection: Darden School of Business
This note describes the more common methods of calculating Price Premiums (also known as Relative Prices). Students will explore Reservations Prices and % Good Value, the concepts that form the founda... Read More
Sales Force Management and Measurement
Farris, Paul W.; Spekman, Robert E.; Bendle, Neil; Larson, Eric
M-0721 | Published July 11, 2005 | 13 pages Technical Note
Collection: Darden School of Business
This note describes the metrics that are used to monitor sales-force efficiency and effectiveness. It addresses sales territories, sales potential, and territory changes, as well as forecasting and me... Read More
Customer Profitability
Farris, Paul W.; Pfeifer, Phillip E.; Bendle, Neil
M-0718 | Published June 24, 2005 | 15 pages Technical Note
Collection: Darden School of Business
This technical note defines, describes, and illustrates the most common metrics marketers used to monitor and manage customer relationships. Among the metrics covered are customer counts, recency, ret... Read More
Levi's at Wal-Mart?
Farris, Paul W.; Shames, Ervin R.; Mitchell, Jordan
M-0711 | Published May 10, 2005 | 24 pages Case
Collection: Darden School of Business
In early 2002, Levi Strauss was considering rekindling its Wal-Mart relationship with a new value brand. How should the brand be developed to preserve sales with existing customers in other channels? ... Read More
Product-Line Strategy at Porsche: The Effect of New Models on the Porsche Brand and the 911
Farris, Paul W.; Kang, Eric; Mitchell, Jordan
M-0695 | Published August 03, 2004 | 17 pages Case
Collection: Darden School of Business
The Porsche 911 has long been the face of the company's product line. Over the years, Porsche has added models priced either above or below the 911, but only the lower-priced models have sold well. Po... Read More
Kuhn Flowers
Farris, Paul W.; Shames, Ervin R.; Disantis, Thomas G.
M-0696 | Published July 21, 2004 | 18 pages Case
Collection: Darden School of Business
Kuhn Flowers is an extremely successful florist in Jacksonville, Florida. The case describes Kuhn's marketing and operations strategies, emphasizing the synergies between them. As backdrop to the case... Read More
TiVo
Farris, Paul W.; Pfeifer, Phillip E.; Wiese, Craig
M-0694 | Published May 18, 2004 | 10 pages Case
Collection: Darden School of Business
TiVo's valuation is questioned by stock analyst and the case challenges students to use concepts and applications of customer lifetime value to determine whether TiVo's current share prices are approp... Read More
Progressive Insurance War Game
Farris, Paul W.; Pfeifer, Phillip E.; Hild, Matthias
QA-0680 | Published February 09, 2004 | 7 pages Case
Collection: Darden School of Business
This case invites teams to prepare for a business war game to explore aspects of the competitive dynamics in the auto insurance market. In particular, the case offers opportunities to discuss segmenta... Read More
Evolution or Revolution in the Music Industry?
Farris, Paul W.; Shames, Ervin R.; Gregg, Eric A.; Almedia, Sonia
M-0684 | Published December 30, 2003 | 9 pages Case
Collection: Darden School of Business
This case allows students to explore the impact of the Internet on an industry structure, value chain, and business models. The combination of broad band Internet access, faster computer processing, a... Read More
Conceptual Models of How Advertising Works to Persuade Individuals
Farris, Paul W.; de la Pena Calderon, Tania
M-0681 | Published December 08, 2003 | 6 pages Technical Note
Collection: Darden School of Business
This note provides a brief overview of some important perspectives on how advertising messages persuade consumers. The note reviews the traditional hierarchy of effects, cognitive dissonance, lower in... Read More
Managing the Copy-Testing Process
Farris, Paul W.; de la Pena Calderon, Tania
M-0680 | Published November 13, 2003 | 11 pages Technical Note
Collection: Darden School of Business
The note describes various methodologies and philosophies of advertising copy testing. Additional material this might be used with: MANAGING SPENDING BALANCE IN ADVERTISING CAMPAIGNS: THE GRODD MODEL ... Read More
Harley-Davidson: Building a Brand Through Consumer Engagement
Farris, Paul W.; Gregg, Eric A.
M-0698 | Published July 21, 2002 | 10 pages Case
Collection: Darden School of Business
This case describes the brand-building efforts of Harley-Davidson and some of the programs the company has used to maintain a dialogue with consumers. The case discussion is anticipated to focus on th... Read More
Perspectives on Brand Equity
Farris, Paul W.; Shames, Ervin R.; Gregg, Eric A.
M-0668 | Published February 10, 2002 | 17 pages Technical Note
Collection: Darden School of Business
This note provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. Suitable for use in introductory courses in marketing at the undergraduate and MB... Read More
Marlboro Thursday
Farris, Paul W.; Johnson, Richard R.
M-0666 | Published January 30, 2002 | 3 pages Case
Collection: Darden School of Business
This brief case is based on published material describing the resurgence of price competition in the U.S. cigarette market. The overall situation is reminiscent of the famous price war known as "Marlb... Read More
Benecol Spread and Media Planning
Johnson, Richard R.; Carraway, Robert L.; Shames, Ervin R.; Farris, Paul W.
M-0664 | Published January 20, 2002 | 23 pages Case
Collection: Darden School of Business
Benecol Spread, a cholesterol-lowering margarine, was a product with unusual media-planning challenges. With a narrow target group and unproven market potential, Johnson & Johnson needed to get the mo... Read More
Red Bull (A)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, Jordan
M-0663 | Published January 13, 2002 | 12 pages Case
Collection: Darden School of Business
This case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The cas... Read More
General Motors OnStar
Farris, Paul W.; Pfeifer, Phillip E.; Johnson, Richard R.; McCormack, William
M-0659 | Published January 09, 2002 | 8 pages Case
Collection: Darden School of Business
In the drive to create the wired automobile, General Motors developed the OnStar system, a subscription-based wireless dashboard communication service that provided numerous safety and convenience fea... Read More
Procter & Gamble, Private-Label Brands, and the Wal-Mart Partnership (A)
Farris, Paul W.; Parry, Mark E.; Johnson, Richard R.; Sato, Yoshinobu
M-0654 | Published September 28, 2001 | 4 pages Case
Collection: Darden School of Business
This case is a condensed version of UVA-M-0452. The case describes Procter & Gamble's adoption of value pricing, Wal-Mart's introduction of premium store brands, and the evolution of Wal-Mart's relati... Read More
Procter & Gamble, Private-Label Brands, and the Wal-Mart Partnership (B)
Farris, Paul W.; Parry, Mark E.; Johnson, Richard R.
M-0655 | Published September 28, 2001 | 5 pages Case
Collection: Darden School of Business
In 1999, Procter & Gamble (P&G) witnessed its first share increase against rival Kimberly-Clark (K-C) in the US disposable-diaper sector in five years. However, Sam's Club de-listed P&G's Pampers from... Read More
Philip Morris U.S.A. and Marlboro Friday (A) (Condensed)
Farris, Paul W.; Parry, Mark E.; Johnson, Richard R.; Killgallon, Lauren; Sato, Yoshinobu
M-0657 | Published September 28, 2001 | 4 pages Case
Collection: Darden School of Business
This case is a condensed version of "Philip Morris U.S.A. and Marlboro Friday (A)" (UVA-M-0468). In July 1993, Philip Morris executives met to consider second-quarter data on U.S. tobacco sales. Three... Read More
Customer Care at eTOTS.com
Farris, Paul W.; Pfeifer, Phillip E.; Shiraki, Ichiro Vic
M-0649 | Published August 09, 2001 | 7 pages Case
Collection: Darden School of Business
The case provides the background for a hands-on data-mining exercise. The purpose of the analysis is to identify high value customers of an online retailer in order to give them VIP treatment. The exe... Read More
Identifying the VIPs at eTOTS
Pfeifer, Phillip E.; Farris, Paul W.; Shiraki, Ichiro Vic
M-0650 | Published August 09, 2001 | 2 pages Case
Collection: Darden School of Business
This case contains the instructions for a hands-on data-mining exercise. The purpose of the exercise is to identify high value customers of an online retailer in order to give them VIP treatment. The ... Read More
Marketing Economics
Farris, Paul W.; Moore, Marian C.; Wilcox, Ronald T.; Johnson, Richard R.; Mentus, Ron
M-0648 | Published August 07, 2001 | 10 pages Technical Note
Collection: Darden School of Business
The purpose of this note is to prepare the student for a series of exercises in making marketing economics calculations. These calculations are not replacements for spreadsheets or more detailed econo... Read More
Waterfield Farms
Farris, Paul W.; Johnson, Richard R.; Hickey, Mary K.
M-0647 | Published July 24, 2001 Case
Collection: Darden School of Business
This case illustrates the problems of a small hydroponic produce company trying to achieve breadth and depth of distribution for a new product. The company is considering going around traditional chan... Read More
The Value of Networks
Farris, Paul W.; Pfeifer, Phillip E.; Johnson, Richard R.
M-0645 | Published July 16, 2001 | 3 pages Technical Note
Collection: Darden School of Business
The economics of the Internet are often tied to determining the value of a communications network. However, there are several different kinds of communications networks, each with their own method of ... Read More
An Introduction to Business-to-Business Exchange
Farris, Paul W.; Pfeifer, Phillip E.; Johnson, Richard R.
M-0638 | Published March 12, 2001 | 14 pages Case
Collection: Darden School of Business
While business-to-consumer e-commerce (B2C) has garnered the most public attention of any online business sector, business-to-business (B2B) e-commerce is proving to account for a much larger slice of... Read More
Advertising on the Internet
Farris, Paul W.; McNabb, Jill Corso
M-0602 | Published August 01, 1999 | 29 pages Technical Note
Collection: Darden School of Business
This technical note introduces the key elements of Internet advertising, including options available to advertisers, pricing, measurement, an overview of the buying process, and a comparison with trad... Read More
Stainmaster
Farris, Paul W.; Collins, Bette; Culley, James D.
M-0458 | Published May 16, 1995 | 12 pages Case
Collection: Darden School of Business
In a relatively short period, DuPont innovates stain-proof carpeting, filling its nylon-fiber capacity and increasing profits significantly. MBA and undergraduate students consider how DuPont should a... Read More
Problems in Pricing
Pfeifer, Phillip E.; Farris, Paul W.
M-0456 | Published January 27, 1994 | 3 pages Case
Collection: Darden School of Business
Five carefully constructed problems illustrate the concepts of second-market discounting, price skimming, limit pricing, random discounting, premium pricing, and bundling. Read More
Snapple Beverage Corporation
Farris, Paul W.; Friberg, Kristina W.
M-0434 | Published January 24, 1993 | 9 pages Case
Collection: Darden School of Business
What does an up-and-coming beverage company do when demand begins to exceed production? Students must wrestle with the options of cutting back on flavors or product lines and allocating demand to some... Read More
Philips Lighting Company: The Earth Light
Farris, Paul W.; Gatto, Sheryl; Harvey, Tamara
M-0401 | Published September 23, 1992 | 14 pages Case
Collection: Darden School of Business
This case describes the introduction and marketing of an extended-life fluorescent bulb to replace incandescent bulbs. With the new bulb selling at retail for $15 to $20, successful marketing of the n... Read More
Absolut Vodka
Farris, Paul W.; Collins, Elizabeth A.
M-0366 | Published April 02, 1989 | 16 pages Case
Collection: Darden School of Business
This case depicts the history of an unusual brand in the "super premium" segment of the vodka market. The top-of-line positioning is supported with creative advertising, narrow distribution, point-of-... Read More
USPS: The "We Deliver" Campaign
Farris, Paul W.; Parry, Mark E.
M-0371 | Published April 02, 1989 | 21 pages Case
Collection: Darden School of Business
U.S. Postal Service executives are reviewing the results of a tracking study completed under the direction of Young and Rubicam. The study indicates that the "We Deliver" campaign improved perceptions... Read More
Progressive Insurance
M-0633 | Published March 28, 1989 | 12 pages Case
Collection: Darden School of Business
Since the late 1980s, Progressive Casualty Insurance Company has maintained a strong position in the nonstandard auto-insurance market (auto insurance for high-risk drivers). Progressive's goals in th... Read More
Note on Marketing Mix Models: Evaluating "Bang for the Buck"
Farris, Paul W.; Gale, Christopher; Olver, James
M-0339 | Published April 02, 1987 | 9 pages Technical Note
Collection: Darden School of Business
This note introduces the modeling of marketing-mix effects--model purpose, model structure, response-function types, independent vs. interactive marketing-mix effects, and evaluation with spreadsheet ... Read More