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New product
Subject category: Marketing
Published by:
Kellogg School of Management (2020)
Version:
19 October 2020
Revision date:
18-May-2021
Length:
13 pages
Data source:
Field research

Abstract

Megan Huddleston, head of marketing for Tyson's Hillshire Farm brand, seeks new growth with a brand extension. But which product line and brand envelope would most effectively leverage Americans' shifting eating habits? This case allows students to explore the key tradeoffs in brand extension with the overarching goals of gaining revenue growth while protecting brand equity.

Topics

Brand management; Consumer behavior; Marketing management; Marketing strategy

Setting

Geographical setting

Region:
Americas
Country:
United States

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