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Case
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Reference no. 9B15A018
Subject category: Marketing
Authors: Elizabeth MA Grasby (Ivey Business School, Western University); Brian Langen (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2015
Version: 2015-04-21
Length: 9 pages
Data source: Field research
Topics: Pricing strategy; Communication; Brand; Canada; Marketing; Entrepreneurship
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Abstract

The co-founders of Parker & Pine must decide how best to launch their apparel company's first product, the boxer brief for plus-sized men. With only a few small changes to be made to the product before a full-scale launch, the partners have two important marketing decisions to make: setting the selling price for the boxer briefs and deciding how best to market them alongside the Parker & Pine brand.
Location:
Canada
Industry:
Retail trade
Size:
Small
Other setting(s):
2014
Teaching note
-
Reference no. 8B15A018
Subject category: Marketing
Authors: Elizabeth MA Grasby (Ivey Business School, Western University); Brian Langen (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2015
Version: 2016-04-20
Revision date: 25-May-2016
Length: 11 pages
Data source: Field research
View full details

About

Abstract

The co-founders of Parker & Pine must decide how best to launch their apparel company's first product, the boxer brief for plus-sized men. With only a few small changes to be made to the product before a full-scale launch, the partners have two important marketing decisions to make: setting the selling price for the boxer briefs and deciding how best to market them alongside the Parker & Pine brand.

Settings

Location:
Canada
Industry:
Retail trade
Size:
Small
Other setting(s):
2014

Related

Teaching note
-
Reference no. 8B15A018
Subject category: Marketing
Authors: Elizabeth MA Grasby (Ivey Business School, Western University); Brian Langen (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2015
Version: 2016-04-20
Revision date: 25-May-2016
Length: 11 pages
Data source: Field research
View full details