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In 2015, a nutritionist and dog lover developed a new canine energy bar called K9FuelBar. This product was made of all-natural, non-genetically modified, organic ingredients. In doing some investigation, the product's developer realized there could be a small, but sufficient, market to make her product commercially viable. At this point, she needed to evaluate and decide on the best method of distribution for her product. She identified multiple distinct options, each with different qualitative and quantitative issues to consider. The owner of K9FuelBar needed to decide which option to pursue and to develop an overall market communication program to support her product.

In 2015, a nutritionist and dog lover developed a new canine energy bar called K9FuelBar. This product was made of all-natural, non-genetically modified, organic ingredients. In doing some investigation, the product's developer realized there could be a small, but sufficient, market to make her product commercially viable. At this point, she needed to evaluate and decide on the best method of distribution for her product. She identified multiple distinct options, each with different qualitative and quantitative issues to consider. The owner of K9FuelBar needed to decide which option to pursue and to develop an overall market communication program to support her product.

Student spreadsheet for product 9B16A061.

Researchers at the Ontario Veterinary College had formed a company, Immuno-Genetics Inc., to develop new technologies to measure the immune response of dairy cows by using a blood test and skin thickness test on individual cows. Cows who showed a high immune response were unlikely to contract a number of common diseases. The test results thus allowed dairy producers to determine the likelihood of cows having health problems over their lifetimes. This information was valuable in managing a dairy herd to optimize performance and minimize health costs. Immuno-Genetics' early marketing research supported the launch of the technology, but an effective marketing strategy had to be developed. Immuno-Genetics had to determine who should be targeted, what products should be sold to each target, how the products should be priced, and what method of distribution to use. In addition, a promotional strategy needed to be developed for the product launch, and sales and profit projections needed to be made for the first two years of operations.

Student spreadsheet for case W16781.

Researchers at the Ontario Veterinary College had formed a company, Immuno-Genetics Inc., to develop new technologies to measure the immune response of dairy cows by using a blood test and skin thickness test on individual cows. Cows who showed a high immune response were unlikely to contract a number of common diseases. The test results thus allowed dairy producers to determine the likelihood of cows having health problems over their lifetimes. This information was valuable in managing a dairy herd to optimize performance and minimize health costs. Immuno-Genetics' early marketing research supported the launch of the technology, but an effective marketing strategy had to be developed. Immuno-Genetics had to determine who should be targeted, what products should be sold to each target, how the products should be priced, and what method of distribution to use. In addition, a promotional strategy needed to be developed for the product launch, and sales and profit projections needed to be made for the first two years of operations.

An owner was concerned about the condo she bought in Mont Tremblant, Quebec in 2006 as an investment property and for occasional use by her family. A beautiful, five-bedroom unit with a panoramic view over the La Bête golf course, it was close to the ski area, the village of Tremblant, shopping, spas, restaurants and a casino. It was fully furnished with many upgrades. However, by 2010, the number of rentals was disappointing, and the unit was operating well below expectations. Something had to be done to increase occupancy or she would have to sell the property. She considered changes in all aspects of marketing: her target, positioning, product features, pricing, distribution and promotion. She needed to assess the situation and determine what could be done to generate more bookings and make the venture profitable.

An owner was concerned about the condo she bought in Mont Tremblant, Quebec in 2006 as an investment property and for occasional use by her family. A beautiful, five-bedroom unit with a panoramic view over the La Bête golf course, it was close to the ski area, the village of Tremblant, shopping, spas, restaurants and a casino. It was fully furnished with many upgrades. However, by 2010, the number of rentals was disappointing, and the unit was operating well below expectations. Something had to be done to increase occupancy or she would have to sell the property. She considered changes in all aspects of marketing: her target, positioning, product features, pricing, distribution and promotion. She needed to assess the situation and determine what could be done to generate more bookings and make the venture profitable.

Plant Nutrients is a medium-sized retailer of crop supplies. The general manager is preparing a proposed operating statement to send to the parent company. This statement must reflect an increase in volume of two per cent while maintaining the required 13 per cent on investment in business. He is considering a number of ways of improving performance: getting better utilization of fertilizer blending capacity, adding a new line of seed and adding precision agriculture services. Another option is to alter pricing.

The Ontario Machinery Ring is a cooperative set up to perform a matchmaking service for farmers who want to have custom work done and farmers who want to do custom work. This concept is widespread in Europe but has not been tried in North America. The general manager of the organization has set up a prototype operation and is looking at expansion opportunities. Expansion will take more funds than are available and the general manager has sought financial assistance from the provincial Ministry of Agriculture and Food. Before committing funds to this project, the ministry requires marketing research to measure demand for the machinery ring concept. Supplemental cases, Ontario Machinery Ring (B) and (C), product 9B04A022 and 9B04A023 look at questionnaire development and data analysis.

The general manager of Ontario Machinery Ring - a cooperative developed to match farmers with someone to do custom work - must develop a marketing research proposal and design a questionnaire to determine the demand of machinery ring concept. This is a supplement to Ontario Machinery Ring (A) - Problem Definition, product 9B04A021.

The general manager of Ontario Machinery Ring is looking at expansion opportunities but limited funding requires him to obtain financial assistance from the Ministry of Agriculture and Food. The ministry requires an assessment of the demand for this marketing concept before they will provide any funding. He had developed a questionnaire and now must analyze the data that has been collected to prepare the marketing research proposal. This is a supplement to Ontario Machinery Ring (A) - Problem Definition, product 9B04A021. Data file is available, product 7B04A023.

John Meek, general manager of the Ontario Dairy Herd Improvement Corporation (Ontario DHI), has to decide what measures should be taken to reduce the membership decline of Ontario DHI. He must evaluate company information and marketing research to determine what might be the best course of action.