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Case
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Reference no. 9-597-051
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Dan Kotchen (Harvard Business School); Robert Drane (University of Wisconsin at Madison)
Published by: Harvard Business Publishing
Originally published in: 1997
Version: 20 March 1998
Length: 14 pages
Data source: Field research
Topics: Food; New product marketing; Product development; Product planning & policy
Share a link: https://casecent.re/p/44247
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Abstract

The marketing director of Oscar Mayer faces a series of strategic marketing options regarding established and new products, including budget and capacity allocation decisions.; To highlight the dynamics of marketing planning and budgeting, and to illustrate the need to consider inputs from other functions in the planning process.
Teaching note
-
Reference no. 5-597-052
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Dan Kotchen (Harvard Business School); Robert Drane (University of Wisconsin at Madison)
Published by: Harvard Business Publishing
Originally published in: 1997
Version: 20 March 1998
Length: 6 pages
View full details

About

Abstract

The marketing director of Oscar Mayer faces a series of strategic marketing options regarding established and new products, including budget and capacity allocation decisions.; To highlight the dynamics of marketing planning and budgeting, and to illustrate the need to consider inputs from other functions in the planning process.

Related

Teaching note
-
Reference no. 5-597-052
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Dan Kotchen (Harvard Business School); Robert Drane (University of Wisconsin at Madison)
Published by: Harvard Business Publishing
Originally published in: 1997
Version: 20 March 1998
Length: 6 pages
View full details