Advertising, Marketing Management, Integrated Marketing Communications.
Undergraduate third year/fourth year students. The case is positioned at the beginning of the course.
The case aims to help the students in understanding the concepts of push and pull marketing in the nutritional supplement category which is different from the FMCG sector in terms of the decision-making process and consumer behavior. The brand is bought by the mother, consumed by the kids and endorsed by the doctors. The brand manager faces the dilemma of budget division on push vs pull marketing considering the previous back lash from the doctors when the company shifted toward pull marketing.
Expected learning outcomes
By the end of the case, the students should have understood the following concepts: push versus pull marketing, decision-making unit, decision-making process and customer acquisition vs retention efforts.
Teaching notes are available for educators only. Please contact your library to gain login details or email firstname.lastname@example.org to request teaching notes.
CSS 8: Marketing
CitationDownload as .RIS
Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited