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Product cover image for Swoon: Mixing Up the Perfect Marketing Cocktail

Swoon: Mixing Up the Perfect Marketing Cocktail

Sheri Lambert; Marilyn Anthony

Product #:W25613
Supplier:Ivey/Temple
Discipline:General Management, Marketing
Setting:United States, 2020
Details:Case (PDF) • 17 pages • 2021-12-13

Subjects:

InnovationDigital marketingMarketing strategyEntrepreneurshipSales and marketingMarketingManagement

Geography:

North AmericaUnited States
Your Price:$10.54

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Two women entrepreneurs' early-stage company achieved notable success when they introduced an innovative zero-sugar product into the highly competitive beverage market. After navigating a rebrand, the co-founders were poised to scale their company through product line extension, thereby entering the even more competitive ready-to-drink beverage market. The onset of the COVID-19 pandemic accelerated their direct-to-consumer marketing strategy. The co-owners had to determine both the timing of the new product launch and the marketing strategy.

Learning Objectives

This case is intended for use in an undergraduate or graduate-level course. It would be best used as part of a marketing strategy course, or as part of a course or module concerning marketing and omnichannel marketing, branding, or product line extensions. The topics addressed in the case include brand positioning, repositioning, the competitive advantage of innovation, product pivots, and the risks and rewards of omnichannel marketing. After working through the case and assignment questions, students should be able to identify and demonstrate an understanding of core marketing strategy and innovation topics, including the following:
  • Patterns of innovation (e.g., direct-to-consumer model competing in a traditional industry).
  • Digital marketing strategy and delivery of a digital-first strategy.
  • Decision making under conditions of uncertainty.
  • Scaling through product line extension.
  • Managing through unanticipated market disruptions (e.g., COVID-19 pandemic).
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Case Study: Swoon: Mixing Up the Perfect Marketing Cocktail (English version) | Ivey Publishing