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Daily Crunch was a sprouted-nut brand that launched in March 2020 during the beginning of a global pandemic. The co-founder and chief executive officer of Daily Crunch was responsible for determining the company’s marketing and business strategy in 2021. In this pivotal time for a new company, a multitude of avenues needed to be explored, such as deciding whether to focus on a digital or an in-person marketing strategy; examining new marketing opportunities in a new shopping environment; launching new products, flavours, or sizes; and deciding whether to focus primarily on direct-to-consumer sales through e-commerce. Daily Crunch had several key objectives—namely, increasing brand awareness and sales, and expanding distribution. However, its key objective was to survive as a start-up during a global pandemic.

Spreadsheet to accompany product W28617.

Daily Crunch was a sprouted-nut brand that launched in March 2020 during the beginning of a global pandemic. The co-founder and chief executive officer of Daily Crunch was responsible for determining the company's marketing and business strategy in 2021. In this pivotal time for a new company, a multitude of avenues needed to be explored, such as deciding whether to focus on a digital or an in-person marketing strategy; examining new marketing opportunities in a new shopping environment; launching new products, flavours, or sizes; and deciding whether to focus primarily on direct-to-consumer sales through e-commerce. Daily Crunch had several key objectives-namely, increasing brand awareness and sales, and expanding distribution. However, its key objective was to survive as a start-up during a global pandemic.

Spreadsheet Supplement for Case W28617

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.

Presentation to accompany product W28659.

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.

VH1, MTV, and LOGO were all popular television channels owned by the Paramount television network. One of the most successful shows on LOGO was RuPaul’s Drag Race, a reality television show featuring drag queens. Paramount was considering moving RuPaul’s Drag Race off LOGO to a different platform within the Paramount portfolio in 2017. Before deciding where RuPaul’s Drag Race would air, Paramount needed to determine whether the show could be successful on another platform given its current fan base, how the potential move would affect the show’s ratings, and whether the positioning or targeting strategy for the series would need to change if it were moved.

VH1, MTV, and LOGO were all popular television channels owned by the ViacomCBS television network. One of the most successful shows on LOGO was RuPaul's Drag Race, a reality television show featuring drag queens. ViacomCBS was considering moving RuPaul's Drag Race off LOGO to a different platform within the ViacomCBS portfolio in 2017. Before deciding where RuPaul's Drag Race would air, ViacomCBS needed to determine whether the show could be successful on another platform given its current fan base, how the potential move would affect the show's ratings, and whether the positioning or targeting strategy for the series would need to change if it were moved.