More from these Authors

• Working Paper | 2019

  Pseudo-Secrets in Marketing: How Privileged Access to Information Shapes Consumer Behavior

  Dafna Goor, Anat Keinan, Nir Halevy and Michael I. Norton

  Citation:

  Goor, Dafna, Anat Keinan, Nir Halevy, and Michael I. Norton. "Pseudo-Secrets in Marketing: How Privileged Access to Information Shapes Consumer Behavior." Working Paper, June 2019.  View Details

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• Working Paper | 2019

  The Road Not Taken: Consumption of Unfamiliar Products Increases Feelings of Self-Discovery and Consumer Engagement

  Dafna Goor, Grant Donnelly and Michael I. Norton

  Citation:

  Goor, Dafna, Grant Donnelly, and Michael I. Norton. "The Road Not Taken: Consumption of Unfamiliar Products Increases Feelings of Self-Discovery and Consumer Engagement." Working Paper, June 2019.  View Details

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• Case | HBS Case Collection | January 2018 (Revised May 2019)

  Adeo Health Science: Turning a Product into a Brand

  Elizabeth A. Keenan and Jill Avery

  For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that delaying the introduction of these types of foods increased a baby's risk of food allergies. Adeo Health Science was ready, with patents filed for a baby food that made it simple for parents to introduce allergens. Now, the new company had to turn its product into a brand and map its go-to-market strategy, including creating a compelling value proposition, choosing a path to market that was either direct-to-consumer, through grocery retailers, or via the physician channel, and planning its marketing communications and sales strategy. As a new startup with constrained resources, the company knew its marketing decisions would make or break the new product.

  Keywords: marketing; Startup; entrepreneurship; health care; consumer; consumer products; branding; brands and branding; marketing strategy; Marketing communications; Distribution; retailing; go to market strategy; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Health Care and Treatment; Consumer Products Industry; Health Industry; United States; North America;

  Citation:

  Keenan, Elizabeth A., and Jill Avery. "Adeo Health Science: Turning a Product into a Brand." Harvard Business School Case 518-065, January 2018. (Revised May 2019.)  View Details

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