Business Case Studies & Business Publications

Pregnancy Pack: Branding with AdWords

Murray, Meghan, Gu...

Case

Pregnancy Pack: Branding with AdWords

Murray, Meghan; Guinee, Meghan; Weinman, Emily

M-0875 | Published January 5, 2015 | 12 pages Case

Collection: Darden School of Business

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After identifying a need in the market for a simpler way to manage prenatal nutrition, three Darden classmates develop an idea for a subscription e-commerce business that provides a monthly box of nutritionist-approved prenatal snacks, recipes, personal care products, and information for expectant mothers. To determine the best name for their product, the women run Google AdWords campaigns and choose the one that performed best. But was this the right decision, or should they rerun the test with the two best-performing names? And was this the most important business decision they needed to make at this point, or were there more pressing matters to address?