<div style="font-size: 0.95em; line-height: 1.4;"><p align="justify">In 2024, the US-based Milk Processor Education Program (MilkPEP) hosted two tentpole events. Both events were part of larger initiatives by MilkPEP to address gender inequality in sports and to modernize milk’s image as a performance beverage. MilkPEP launched a national campaign using the tagline “You’re Gonna Need Milk for That.” The phrase became the platform for running, gaming, and performance and health claims activations. MilkPEP had to determine the best strategy for the You’re Gonna Need Milk for That campaign. Should MilkPEP continue to target “modern milk moms” and young consumer groups? Should running and gaming segments be areas of focus or should MilkPEP cater to new audiences with different occasions and areas of interest? How could MilkPEP reinforce milk’s performance associations and keep milk in the forefront of culture?
In 2022, the National Football League (NFL) created the International Home Marketing Areas program with the goal of stimulating global fandom for American football. As part of the program, the league assigned individual teams exclusive commercial rights to international territories, effectively giving teams the opportunity to create “international home markets.” As a result, the Eagles, based in Philadelphia, Pennsylvania were granted access to Ghana, making it the first NFL team to officially enter a market in Africa.<br><br\>But how should the Eagles’ marketing team go about creating a fan community in Ghana? How should it market the game of American football? What media or social channels should the team use to reach and connect with Ghanaian audiences? What activation points should it leverage? Should the team prioritize educating Ghanaians on the rules and nuances of American football or focus on building awareness and interest in the Eagles franchise specifically? And how should the Eagles evaluate whether their marketing efforts are succeeding? These were all questions Jen Kavanagh—Senior Vice-President of Marketing and Media for the Philadelphia Eagles—needed to answer before she could formalize the Eagles’ marketing strategy in Ghana.
In 2022, the National Football League (NFL) created the International Home Marketing Areas program with the goal of stimulating global fandom for American football. As part of the program, the league assigned individual teams exclusive commercial rights to international territories, effectively giving teams the opportunity to create "international home markets." As a result, the Eagles, based in Philadelphia, Pennsylvania were granted access to Ghana, making it the first NFL team to officially enter a market in Africa. But how should the Eagles' marketing team go about creating a fan community in Ghana? How should it market the game of American football? What media or social channels should the team use to reach and connect with Ghanaian audiences? What activation points should it leverage? Should the team prioritize educating Ghanaians on the rules and nuances of American football or focus on building awareness and interest in the Eagles franchise specifically? And how should the Eagles evaluate whether their marketing efforts are succeeding? These were all questions Jen Kavanagh-Senior Vice-President of Marketing and Media for the Philadelphia Eagles-needed to answer before she could formalize the Eagles' marketing strategy in Ghana.
Founded in 2017, the canned-water company Liquid Death had raised about US$125 million in venture capital funding and created a strong following within the punk and heavy metal communities. However, the brand was seeking to expand and needed to choose the best growth strategy, which involved deciding which customers to target, whether to develop new products or line extensions, how to continue to use promotions and communications to defend the brand’s “cool” and eco-friendly image while appealing to a broader range of consumers, and how to stave off competitive threats.
Founded in 2017, the canned-water company Liquid Death had raised about US$125 million in venture capital funding and created a strong following within the punk and heavy metal communities. However, the brand was seeking to expand and needed to choose the best growth strategy, which involved deciding which customers to target, whether to develop new products or line extensions, how to continue to use promotions and communications to defend the brand's "cool" and eco-friendly image while appealing to a broader range of consumers, and how to stave off competitive threats.
By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable educator for novice meditators. Headspace also invested heavily in athletics partnerships, business-to-business services, and in creating Headspace Health, which they hoped would gain FDA approval and become the first prescription meditation app. Meanwhile, Calm had earned a reputation as the soothing sleep app. Calm was also known for its numerous partnerships with A-list celebrities such as Matthew McConaughey, Harry Styles, and Idris Elba. Indeed, Calm was focused on becoming the leader in "calmtainment" and making a home for itself in Hollywood. What does the future hold for the rivalry between Calm and Headspace? Will both brands continue to co-dominate the mindfulness and meditation space or will one ultimately prevail? What should the brands do to maintain their co-dominance or edge out the other and claim the number one spot?