Author Profile
Parry, Mark E.
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
Sweet Concepts, Inc.: Trade Show Marketing
M-0707 | Published March 08, 2004 | 3 pages Case
Collection: Darden School of Business
Brooks West of Sweet Concepts has recently adopted a new brand strategy for Butterfields, the company's line of hard candy. West must decide how the new branding strategy should affect his trade-show ... Read More
McDonald's: The Hamburger Price Wars
M-0687 | Published February 11, 2004 Case
Collection: Darden School of Business
McDonald's executives announce plans to launch a dollar menu in the fall of 2002. Students must evaluate the potential impact of this menu on restaurant revenues, and the sales of McDonald's Value Mea... Read More
Pampers: The Launch of Pampers Rash Guard (A)
Parry, Mark E.; Jones, Melanie; Sato, Yoshinobu
M-0688 | Published February 11, 2004 | 11 pages Case
Collection: Darden School of Business
Students must estimate the size of the market for Rash Guard diapers, a disposable diaper designed to treat and prevent diaper rash. In addition, students must evaluate P&G's proposed price for the ne... Read More
Philip Morris U.S.A.: The 2003 Wholesale Price Promotion
Parry, Mark E.; Sato, Yoshinobu
M-0709 | Published January 27, 2004 | 12 pages Case
Collection: Darden School of Business
In January 2003, Philip Morris USA announced a wholesale price promotion of $0.65 per pack on Marlboro cigarettes. As a result, the company's first-quarter U.S. cigarette shipments fell 16.1% relative... Read More
Altoids
Parry, Mark E.; Jones, Melanie
M-0705 | Published January 12, 2004 | 9 pages Case
Collection: Darden School of Business
In 2000, Altoids was the best-selling powermint with sales of $107 million. Within two years, however, sales had declined to $90 million. In part, Altoids's difficulties reflected the success of Liste... Read More
EMC
M-0703 | Published January 05, 2004 | 19 pages Case
Collection: Darden School of Business
In January 2003, EMC was preparing to launch the new DMX series of Symmetrix storage subsystems. EMC was the world's leading supplier of external storage and storage software, and the existing Symmetr... Read More
Cialis
M-0685 | Published February 11, 2003 | 17 pages Case
Collection: Darden School of Business
Lilly ICOS is preparing to launch Cialis, a prescription drug that treats erectile dysfunction, and executives must decide how to position Cialis against market leader Viagra and recent entrant Levitr... Read More
Fundamentals of Pricing
M-0566 | Published June 28, 2002 | 8 pages Technical Note
Collection: Darden School of Business
This note introduces students to the concepts of a pricing ceiling, a pricing floor, and suggests principles for narrowing the range of acceptable prices. Read More
Measuring Consumer Price Sensitivity
M-0567 | Published June 28, 2002 | 10 pages Technical Note
Collection: Darden School of Business
This note describes several methods for measuring consumer price sensitivity. Read More
Marketing Channels: Functions and Support
M-0569 | Published June 28, 2002 | 9 pages Technical Note
Collection: Darden School of Business
This note provides a brief overview of the functions performed by channel members. Read More
Conjoint Analysis
M-0686 | Published February 11, 2002 | 22 pages Technical Note
Collection: Darden School of Business
This technical note introduces students to the basic techniques of conjoint analysis. Read More
Targeting
Parry, Mark E.; Adams, Marjorie E.
M-0563 | Published January 30, 2002 | 4 pages Technical Note
Collection: Darden School of Business
This note presents a simple framework for prioritizing market segments. 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
Pampers: The Disposable Diaper War (A)
M-0643 | Published June 20, 2001 | 13 pages Case
Collection: Darden School of Business
Procter & Gamble (P&G) introduced disposable diapers in the United States in 1961. Since entering the market in 1968, Kimberly-Clark (K-C) had battled with P&G for market leadership, with P&G maintain... Read More
Ohio Art and the Internet
M-0621 | Published November 19, 2000 | 17 pages Case
Collection: Darden School of Business
In August 1999, Larry Killgallon, president of Ohio Art, sat in his Bryan, Ohio, office and reviewed his marketing plan for the coming Christmas season. For years, Ohio Art had sold its line of educat... Read More
Carrier Corporation: The Future of R410A
Parry, Mark E.; Gibbons, Emily Jean
M-0636 | Published November 14, 2000 | 16 pages Case
Collection: Darden School of Business
Rick Roetken, a manager at Carrier Corporation, is considering the marketability of products using a new air-conditioning refrigerant, R410A. The Clean Air Act called for the gradual elimination of al... Read More
Ohio Art
M-0587 | Published March 08, 2000 | 25 pages Case
Collection: Darden School of Business
In March 2000, Larry Killgallon, president of Ohio Art, sat in his Bryan, Ohio, office and reviewed the results of the 1998 and 1999 media plans for Betty Spaghetty, Ohio Art's first entry into the sm... Read More
The Marketing Plan: An Overview
M-0613 | Published September 28, 1999 Technical Note
Collection: Darden School of Business
This note presents a simple outline for operating a marketing plan. Read More
Monsanto?The Launch of Roundup Ready Soybeans
M-0619 | Published August 16, 1999 | 19 pages Case
Collection: Darden School of Business
As Monsanto launches Roundup Ready Soybeans in 1995, its executives must choose a target segment and decide how to position the new product and how to support that position through appropriate tactica... Read More
Jeff Bezos and Amazon.com
M-0603 | Published June 22, 1999 | 17 pages Case
Collection: Darden School of Business
Students evaluate the consistency and liability of Amazon.com founder Jeff Bezos's marketing strategy. Bezos founded Amazon.com as an Internet retailer of books, and by 1999, the site also sold CDs, v... Read More
Adios Junk Mail
Parry, Mark E.; Fitzgerald, Janet
M-0553 | Published May 19, 1999 | 17 pages Case
Collection: Darden School of Business
Executives at this Internet-based company evaluate the results of a pricing survey to decide what changes to make, if any, to the annual fee charged for the company's junk mail elimination services. F... Read More
Eckhard Pfeiffer and Compaq (Condensed)
M-0605 | Published March 07, 1999 | 21 pages Case
Collection: Darden School of Business
In early 1997, Compaq, the world's largest supplier of personal computers (PCs), faced a growing challenge from direct-marketing rival Dell Computers. This challenge raised two important questions for... Read More
Power Integrations, Inc.
M-0706 | Published January 12, 1999 | 16 pages Case
Collection: Darden School of Business
In this case, students must create a launch plan for a new integrated circuit that reflects the complexities of the adoption process and the power supply value chain. Power Integrations, Inc., is the ... Read More
The Launch of Bacardi Silver
Parry, Mark E.; Jones, Melanie
M-0704 | Published January 10, 1999 | 18 pages Case
Collection: Darden School of Business
In January 2002, Anheuser-Busch is preparing to launch Bacardi Silver, a new premium malt beverage. Marlene Coulis, director of new products for Anheuser-Busch, must decide what steps she should take ... Read More
Cott versus Coca-Cola: The Private Label Challenge
M-0585 | Published December 22, 1998 | 26 pages Case
Collection: Darden School of Business
In the first quarter of 1993, Coca-Cola's share of mass-merchandise soft-drink sales fell 6.6%, while private-label soft drinks' shares in the same channel rose 16.8%. Much of this increase reflected ... Read More
The Aleve Launch (B)
Parry, Mark E.; Fehskens, Katie
M-0556 | Published May 18, 1998 | 4 pages Case
Collection: Darden School of Business
In this, the second part of a two-case series on the launch of over-the-counter pain relievers, the P&G launch plan for Aleve and results of that launch are discussed. Aleve was launched in June 1994 ... Read More
The Aleve Launch (A)
Parry, Mark E.; Fehskens, Katie
M-0554 | Published May 05, 1998 | 10 pages Case
Collection: Darden School of Business
In 1988, Syntex formed a joint venture with Procter & Gamble to market naproxen sodium, a prescription pain reliever sold by Syntex under the names Anaprox and Naprosyn, in the over-the-counter (OTC) ... Read More
Honeymoon Destinations
M-0479 | Published October 27, 1997 | 6 pages Case
Collection: Darden School of Business
Honeymoon Destinations is a start-up business that creates and sells videos containing resort-specific footage of the most popular honeymoon destinations. The founders have conducted a direct-mail sur... Read More
McDonald's: The Arch Deluxe Launch
Parry, Mark E.; Sato, Yoshinobu
M-0503 | Published October 25, 1996 | 14 pages Case
Collection: Darden School of Business
Students evaluate McDonald's new Arch Deluxe hamburger, targeted to adults, including the launch program and the underlying marketing strategy in light of the company's skills, resources, and brand po... Read More
Philip Morris U.S.A. and Marlboro Friday (A)
Parry, Mark E.; Sato, Yoshinobu
M-0468 | Published July 17, 1996 | 24 pages Case
Collection: Darden School of Business
In July 1993, Philip Morris executives met to consider second-quarter data on U.S. tobacco sales. Three months earlier, the company had announced a 40-cent-per-pack promotion for Marlboro cigarettes, ... Read More
Philip Morris U.S.A. and Marlboro Friday (B)
Parry, Mark E.; Sato, Yoshinobu
M-0473 | Published July 17, 1996 | 3 pages Case
Collection: Darden School of Business
The B case describes events in the U.S. cigarette market from July 20 through November 9, 1993. See also the A case, UVA-M-0468. Read More
McDonald's: The Arch Deluxe Launch (Condensed)
Parry, Mark E.; Sato, Yoshinobu
M-0575 | Published March 03, 1996 | 16 pages Case
Collection: Darden School of Business
In 1995 McDonald's was the largest restaurant chain in the United States with domestic sales of almost $15.9 billion. McDonald's was also the country's fourth-largest advertiser, spending $490 million... Read More
W. K. Kellogg Company (B)
Parry, Mark E.; Sato, Yoshinobu
M-0472 | Published February 19, 1996 | 5 pages Case
Collection: Darden School of Business
This case supplements the A case (UVA-M-0465) by describing important events in the U.S. cereal market from June 1994 to November 1994. Read More
W. K. Kellogg Company (A)
Parry, Mark E.; Sato, Yoshinobu
M-0465 | Published February 21, 1995 | 22 pages Case
Collection: Darden School of Business
On April 4, 1994, General Mills, the number-two cereal manufacturer in the United States, announced a per-box price reduction between $0.30 and $0.70 on eight brands that accounted for 40% of its cere... Read More
Procter & Gamble: The Wal-Mart Partnership (A)
Parry, Mark E.; Sato, Yoshinobu
M-0452 | Published May 23, 1994 | 18 pages Case
Collection: Darden School of Business
In early 1994, Kimberly-Clark agreed to manufacture private-label training pants for Wal-Mart under the "Atta-Boy!" and "Atta-Girl!" labels. To place this decision in perspective, the case describes P... Read More
Procter & Gamble: The Wal-Mart Partnership (B)
Parry, Mark E.; Sato, Yoshinobu
M-0455 | Published May 23, 1994 | 2 pages Case
Collection: Darden School of Business
This case supplements the A case (UVA-M-0452) by describing events in the disposable-diaper market from June 1994 to October 1994. Read More
The Mexican Fine Arts Center Museum
Parry, Mark E.; Nadanyi, Michele
M-0360 | Published April 02, 1989 | 19 pages Case
Collection: Darden School of Business
Helen Valdez, president of the Mexican Fine Arts Center Museum, must decide how to segment her market and allocate her modest advertising budget. Read More
Square D Company
M-0367 | Published April 02, 1989 | 19 pages Case
Collection: Darden School of Business
This case explores sales force management issues including organization, training, compensation, monitoring, and evaluation by discussing proposed changes in the Square D Company sales force. 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