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Church & Dwight Company, Inc., is the world’s largest producer of sodium bicarbonate, also known as baking soda, and the maker of the most popular brand of baking soda on…

This exercise illustrates marketers’ constant struggle to determine their return on marketing investment. Leading indicators vs. lagging indicators need to be available for ongoing decision-making. By clearly identifying the objectives…

Baby’s Hardware, a small retail shop, sells plumbing and electrical equipment as well as tools, paints and accessories. Over the last few years, sales have been declining. Competition has increased,…

In 2016, Blue Apron was the leading meal kit delivery business in the United States. The initial registration form it filed in advance of its initial public offering (IPO) showed…

Josef Singson started Roots as a school project for one of his entrepreneurship classes. The company, an online fashion retailer, carries men’s and women’s apparel and accessories, emphasizing minimalist design…

A once dominate market leader in the skin care segment, Boroline – a moisturizing skin cream – has receded in relevancy and popularity in the Indian market. The brand had…

British Petroleum (BP), one of the world’s largest oil companies, had spent over $200 million rebranding itself as environmentally responsible, with the tagline “Beyond Petroleum.” However, after the catastrophic 2010…

This conceptual note presents examples of brand symbols and mascots that have proven effective at enhancing branding recognition, recall, and meaningful differentiation. The note touches on academic disciplines that provide…

This case follows the decision-making process of Erik Wolfe, senior product marketing manager at Sound Agriculture, an agriculture technology company, to develop a go-to-market strategy for a new product. Founded…

In this exercise students develop a personal marketing plan to promote their individual international business agendas. This is an eight-part process that involves the creation of a mission statement, summary…