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Product cover image for Dietz and Watson: Making an 80-Year-Old Brand Young Again

Dietz and Watson: Making an 80-Year-Old Brand Young Again

Sheri Lambert, Amy Lavin, Michele Salomon

Product #:W27534
Supplier:Ivey/Temple
Discipline:General Management, Marketing
Setting:United States, 2019
Details:Case (PDF) • 13 pages • 2022-07-12

Subjects:

Digital marketingBrand managementSocial mediaWeb-based technologiesSales and marketingMarketingManagement

Industries:

Food and beverage sector

Geography:

North AmericaUnited States
Your Price:$9.71

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Dietz and Watson (D&W), a family run business that had been operating in Philadelphia for over eighty years, was a key player in the deli meat product market. D&W was concerned about losing market share overall; it was dependent on the aging baby boomer segment and possibly not top of mind for a younger, more progressive demographic. In early 2019, the company’s vice-president of brand strategy had to consider various options for investing the brand’s resources and offer a credible plan to the chief financial officer. What tactics could the company employ? What were the risks of various marketing strategies, and how could the company mitigate those risks? Could a digital strategy help D&W make inroads with the targeted demographic? If so, what would such a strategy look like?

Learning Objectives

The D&W case is designed for use in a first-year master of business administration-level course in marketing management, or in specialized master’s programs in digital marketing or strategic marketing. It can also be used with upper-level undergraduates if the instructor sets up the discussion to fit the knowledge of the students—with a focus on product management, consumer marketing, or consumer buyer behaviour. The case presents a strategic planning and risk-management challenge. After working through the case and assignment questions, students will be able to do the following:
  • Explain the pressures in marketing through a quantitative analysis of various options against company goals.
  • Evaluate and apply digital marketing tools to address resource disadvantages.
  • Detail a go-to-market strategy, and determine tactics that would enhance community engagement.
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Case Study: Dietz and Watson: Making an 80-Year-Old Brand Young Again (English version) | Ivey Publishing