Daily Crunch: Marketing a Start-up during a Shutdown

Name: Daily Crunch: Marketing a Start-up during a Shutdown (English version)
SKU: W28617

Kelly Goldsmith, M'Kenzie Steel

Product #:W28617

Supplier:Ivey

Discipline:Entrepreneurship, Marketing

Setting:United States, 2021

Details:Case (PDF) • 14 pages • 2022-11-23

Subjects:

Sales and marketing Entrepreneurship Marketing

Geography:

North America United States

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$9.71

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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.

Learning Objectives

This case is recommended for upper-level undergraduate students or master of business administration students in courses focused on general marketing strategy, e-commerce, and brand growth. By working through the case and assignment questions, students will have the opportunity to do the following:

Examine a trending consumer-packaged-goods market with high growth potential by evaluating multiple strategic decisions and utilizing frameworks to ultimately make a calculated recommendation.
Assess the impact that an e-commerce strategy can have on a year-to-year market plan for a growing brand by analyzing current market trends, consumer segments, consumer habits, and future growth opportunities.
Assess different sales channels and their effect on the overall profitability of a new company.
Use a variety of frameworks, such as the four Ps of marketing; a decision matrix; a strengths, weaknesses, opportunities, and threats analysis; and minimal financial analysis around profit margins.