By 2015, HCF, Australia’s largest not-for-profit health fund, had become a tired brand that did not appeal to younger consumers despite eighty years of success. The market was changing and the combined pressure of competitors and consumer market dynamics meant that HCF was finding it increasingly difficult to maintain its position. Yasmina Pinto, the company’s head of brand, had been given the responsibility of revitalizing its tired brand so that it would once again become fresh and appealing to consumers. What was the best way forward for HCF as a brand and as a provider of high quality health care services for Australians?
In 2016, ALDI Stores (Aldi) in Australia posted its first downturn in annual growth since it opened in 2001. The German discount grocery store had been on a steady climb towards a top position among competitors such as Coles Supermarkets Australia Pty. Ltd., and Woolworths Limited. Amazon Inc. and Lidl Stiftung & co. KG, another German competitor, had begun to take steps towards entering the Australian market. What can Aldi do to ensure its continued success and retain its market share?
Having affirmed its place in the computer, phone, and music markets, Apple Inc. (Apple) decided to embark on a brand extension strategy, shifting its focus to wearable technologies. With this shift in mind, Apple launched the Apple Watch in April 2015 as an attempt to enter different industries. Apple Watch integrated fitness and health features with Apple’s mobile operating system (iOS) and other Apple products and services. Because Apple owned the necessary hardware, software, and services that were augmented through its ecosystem, the watch was virtually inimitable. The innovation thus appeared poised to be a true game changer.<br><br>However, in mid-2016, Apple’s chief executive officer, acknowledged that Apple Watch had not created quite the market impact Apple had expected. Apple management had limited options. Should Apple reconfigure the marketing mix to realign Apple’s marketing strategy to reduce resistance to Apple Watch?