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Top management of Univisa, the North American subsidiary of the Mexican media conglomerate Televisa, meet to determine how to pursue opportunities to serve the Spanish-speaking population in North America. They must determine how to relate Univisa's market penetration strategy in North America to the broader global expansion strategy of Televisa.

Bajaj Auto Ltd., the world's second-largest manufacturer of two- and three-wheeler vehicles, is facing increasing competition in its domestic Indian market. The case evaluates appropriate marketing responses both in the Indian market and export markets.

Colgate-Palmolive Co. is considering how to position its new technological toothbrush, Precision. The case explores issues concerned with new product launches and requires students to do profitability analyses of different positioning alternatives.

Spreadsheet supplement for case 593-064.

Describes a company marketing branded rice products to three different countries--Italy, Argentina, and Poland. Explores the differences and similarities between the countries in terms of consumers, competition, products, and margins.

The marketing director of Warner-Lambert's Irish subsidiary is completing the marketing plan for the launch of Niconil, a transdermal skin patch to facilitate smoking cessation.

Nestle Italy marketing executives are considering options for increasing the sales and market share of Nescafe instant coffee. Forty years after being introduced, Nescafe still has a market share of only one percent.

The worldwide sales and marketing manager must determine the degree to which pricing strategy and tactics should be standardized or left to the discretion of the DHL subsidiary in each country.

The vice president of marketing is reviewing the 1991 marketing plan and budget for Maison Bouygues, the leading builder of new single family homes in France. Due to recession, the company's sales are forecast to be flat and adjustments may need to be made in the marketing and selling mix.

The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package.

Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford Research Institute is used in specifying target markets.

A condensed version of Suzuki Samurai: The Rollover Crisis. Suzuki management must plan a response to a Consumers Union demand for a recall of the Samurai on grounds of its unacceptable propensity to roll over.

As the Japanese diaper market expands, Kao management must determine its response to new product introductions by its two major competitors. Options include launching a new premium priced brand or a new low priced brand, or increasing advertising and promotion expenditures for Kao's current diaper line.

Management is attempting to penetrate the California retail grocery market with the company's line of all-fruit preserves. Substantial up-front fees (slotting allowances) have been requested by the chains. Management must decide how to respond.

In 1989, PepsiCo withdrew an advertising campaign featuring Madonna following complaints from religious groups regarding the content of a Madonna video.

Over the last decade, power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers. One result has been an increase in consumer and trade promotion. But many trade promotion practices are costly to manufacturers, retailers, and eventually consumers. The authors single out forward buying in the grocery trade and offer evidence of the costs of this practice to the distribution system as a whole. They suggest a policy called "everyday low purchase price", designed to smooth the peaks and valleys of demand and reduce the costs of distribution.

Describes the role of state lotteries, lottery marketing, and the operation of the Massachusetts State Lottery, including reference to Massachusetts lottery advertising. Highlights the success of state lotteries while also noting growing criticism, particularly of their advertising. Teaching objectives: To consider 1) truth in advertising, 2) the ethics of marketing gambling, and 3) the marketing/public policy interface.

Examines the decision by Pharma International on whether to launch an antimalarial product in Nigeria and, if so, how that should be implemented. Involves commercial, ethical, and policy considerations. Rich in situation assessment data, the case refers to criticism of pharmaceutical marketing practices in the Third World and CIBA-GEIGY's Servipharm initiative, one response to this problem.

Rossin Greenberg Seronick & Hill (RGSH), a New England advertising agency, was keen to secure the account of Microsoft Corp. The case describes the bid for the account, which included the submission of a "flier" referring to knowledge of a competitor's plans, as a result of hiring two new creative people who had worked on the account of Lotus Development Corp. at another agency. Teaching objectives: 1) to examine how agencies bid for advertising accounts, 2) to consider how companies review agencies, and 3) to show how aggressive marketing may lead to allegations of misconduct.

Teaching objectives: 1) to show how aggressive marketing can lead to allegations of misconduct, 2) to consider responses under crisis management, and 3) to explore the importance of credibility within marketing communications.