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  • January 2021 (Revised March 2021)
  • Exercise

E-Commerce Analytics for CPG Firms (A): Estimating Sales

By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details
Keywords: Data Analysis; Data Analytics; CPG; Consumer Packaged Goods (CPG); Estimation; Online Channel; Retail Analytics; Retail; Retailing Industry; Data; Data Sharing; Bricks And Mortar; Ecommerce; Direct-to-consumer; DTC; Analytics and Data Science; Sales; Marketing; E-commerce; Retail Industry; Consumer Products Industry; United States
Related
  • February 2021 (Revised March 2021)
  • Case

AptDeco: Circular Economy Furniture Marketplace

By: Ayelet Israeli and Jamie Merkrebs
AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120 billion furniture market, despite its... View Details
Keywords: E-Commerce Strategy; Mobile; Word-of-Mouth; Word-of-mouth Marketing; Word Of Mouth; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-Sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; Circular; Peer-to-peer Markets; Furniture Industry; Furniture; Growth Hacking; Monetization Strategy; African-American Protagonist; Growth Management; Marketing Strategy; Entrepreneurship; Digital Platforms; Marketing Channels; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; E-commerce; Retail Industry; Consumer Products Industry; Technology Industry; Web Services Industry; United States; North America; New York (city, NY); New York (state, US)
Related
  • April 2011
  • Teaching Note

Designs by Kate: The Power of Direct Sales (Brief Case)

By: John A. Deighton and Sarah Abbott
Teaching Note to 4277. View Details
Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Marketing Channels; Compensation and Benefits; Sales
Related
  • May 2009 (Revised December 2009)
  • Teaching Note

Reliance Baking Soda: Optimizing Promotional Spending (Brief Case)

By: John A. Quelch and Heather Beckham
Teaching Note to Briefcase 4128 View Details
Keywords: Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Marketing Channels; Mathematical Methods; Advertising; Budgets and Budgeting; Product Marketing; Communication Strategy
Related
  • January 2021 (Revised March 2021)
  • Supplement

E-Commerce Analytics for CPG Firms (A): Estimating Sales

By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details
Keywords: Data Analysis; Data Analytics; CPG; Consumer Packaged Goods (CPG); Estimation; Online Channel; Retail Analytics; Retail; Retailing Industry; Data; Data Sharing; Bricks And Mortar; Ecommerce; Analytics and Data Science; Analysis; Sales; Goods and Commodities; Retail Industry; Consumer Products Industry; United States
Related
  • May 2009
  • Supplement

Ceres Gardening Company: Funding Growth in Organic Products, Spreadsheet for Instructors (Brief Case)

By: John H. McArthur and Joel L. Heilprin
Keywords: Accounting Procedures; Marketing; Business Growth; Expansion; Business Growth and Maturation; Marketing Channels; Financial Statements; Sales
Related
  • May 2009
  • Teaching Note

Ceres Gardening Company: Funding Growth in Organic Products (Brief Case)

By: John H. McArthur and Sunru Yong
Teaching Note to 4017. View Details
Keywords: Accounting Procedures; Marketing; Business Growth; Expansion; Business Growth and Maturation; Marketing Channels; Financial Statements; Sales
Related
  • April 1993 (Revised June 1994)
  • Supplement

MathSoft, Inc. (B)

By: V. Kasturi Rangan
Describes the president's decision regarding MathSoft's marketing channels and communications methods, and the company's sales results during the next five quarters. The (A) case market response model is also updated. View Details
Keywords: Communication Technology; Forecasting and Prediction; Curriculum and Courses; Learning; Knowledge Sharing; Growth and Development Strategy; Marketing Channels; Education Industry
Related
  • January 2021
  • Supplement

E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer

By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details
Keywords: Data Analysis; Data Analytics; CPG; Consumer Packaged Goods (CPG); Online Channel; Retail; Retail Analytics; Retailing Industry; Data; Data Sharing; Ecommerce; Assortment Optimization; Assortment Planning; Analytics and Data Science; Retention; Retail Industry; Consumer Products Industry; United States
Related
  • November 2017 (Revised October 2018)
  • Case

Brandless: Disrupting Consumer Packaged Goods

By: Jill Avery
Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods, offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3 price point that promised an... View Details
Keywords: Brand; Brand Management; Retailing; Retailing Industry; Private Label; Direct To Consumer Marketing; Ecommerce; Digital Marketing; Consumer Packaged Goods; Startup; Marketing; Marketing Strategy; Disruption; Food; Product Marketing; Marketing Channels; Consumer Behavior; Brands and Branding; Venture Capital; E-commerce; Consumer Products Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Retail Industry; United States; North America
Related
  • January 2018 (Revised May 2019)
  • Case

Adeo Health Science: Turning a Product into a Brand

By: Elizabeth A. Keenan and Jill Avery
For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that... View Details
Keywords: Startup; Health Care; Consumer; Consumer Products; Branding; Distribution; Retailing; Go To Market Strategy; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Health Care and Treatment; Consumer Products Industry; Health Industry; United States; North America
Related
  • September 2015
  • Case

Eco7: Launching a New Motor Oil

By: John Quelch and Sunru Yong
Aaron Jonnerson, vice president of marketing at the automotive division of Avellin, must make marketing mix decisions for the launch of Eco7, a new environmentally-friendly motor oil. The company's performance has been mediocre, shareholder pressure is increasing, and... View Details
Keywords: Distribution Channels; Environmental Sustainability; Product Launch; Transportation; Energy Sources; Auto Industry
Related
  • January 2021
  • Exercise

E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer

By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details
Keywords: Data Analysis; Data Analytics; CPG; Consumer Packaged Goods (CPG); Online Channel; Retail Analytics; Retail; Retailing Industry; Data; Data Sharing; Ecommerce; CRM; Loyalty Management; Assortment Planning; Assortment Optimization; Lifetime Value (LTV); Analytics and Data Science; Analysis; Retention; E-commerce; Retail Industry; Consumer Products Industry; United States
Related
  • December 1978 (Revised January 1986)
  • Case

Pepsi-Cola (A)

By: Walter J. Salmon and Steven R. Palesy
Combining aspects of a functionally organized marketing management system, with a franchised channel of distribution network. Focuses on extending an innovative promotional program to a market where competitive conditions differ. View Details
Keywords: Innovation Strategy; Management; Marketing; Marketing Reference Programs; Network Effects; Distribution; Organizational Design; Franchise Ownership; Competition; Food and Beverage Industry
Related
  • September 2023
  • Case

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details
Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Inference; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand ＆ Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Social Influencers; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
Related
  • January 2021 (Revised March 2021)
  • Supplement

E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details
Keywords: Data; Data Analysis; Data Analytics; Data Sharing; CPG; Consumer Packaged Goods (CPG); Delivery Planning; Customer Lifetime Value; Online Channel; Retail; Retail Analytics; Retailing Industry; Ecommerce; Grocery; Grocery Delivery; Margins; Retention; Analytics and Data Science; Analysis; Retail Industry; Consumer Products Industry; United States
Related
  • January 2021 (Revised March 2021)
  • Exercise

E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details
Keywords: Data; Data Analysis; Data Analytics; Data Sharing; CPG; Consumer Packaged Goods (CPG); Delivery Planning; Customer Lifetime Value; Online Channel; Retail; Retail Analytics; Retailing Industry; Ecommerce; Grocery; Grocery Delivery; Margins; Analytics and Data Science; Retention; E-commerce; Retail Industry; Consumer Products Industry; United States
Related
  • 2014
  • Working Paper

Price Coherence and Adverse Intermediation

By: Benjamin Edelman and Julian Wright
Suppose an intermediary provides a benefit to buyers when they purchase from sellers using the intermediary's technology. We develop a model to show that the intermediary will want to restrict sellers from charging buyers more for transactions it intermediates. We show... View Details
Keywords: Intermediaries; Platforms; Two-Sided Markets; Price Coherence; Price; Two-Sided Platforms; Distribution Channels
Related

    V. Kasturi Rangan

    Kash Rangan is the Malcolm P. McNair Professor of Marketing at the Harvard Business School. Formerly the chairman of the Marketing Department (1998-2002), he is now the co-chairman of the school's Social Enterprise Initiative. He has taught in a wide variety of MBA... View Details

    Keywords: marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry
    • April 2007 (Revised June 2008)
    • Background Note

    AmorePacific

    By: Elie Ofek and Kerry Herman
    Describes the dominant firm in the Korean cosmetics market up to the mid-2000s. Gives background on AmorePacific's historical evolution, its current brands, and the competition it faces from local and international players. Also provides information on the market... View Details
    Keywords: History; Competition; Distribution Channels; Brands and Branding; Beauty and Cosmetics Industry; South Korea
    Related