Teaching Note for HBS No. 918-517.
Citation:
Shapiro, Benson P., and Katherine B. Hartman. "Wiikano Orchards (Brief Case)." Harvard Business School Teaching Note 918-518, February 2018. View Details|
Case HBS Case Collection February 2018 Wiikano Orchards |
Abstract
Wiikano Orchards, a family-owned business, faces declining demand in a commodity industry. The president is considering rebranding Wiikano's apple juice, increasing its prices and promotions. If this proposal succeeds, wholesalers and retailers would be more likely to distribute and pay more for Wiikano's juice. The Wiikano case focuses on challenges related to product differentiation and can be used to discuss branding, pricing, and marketing communications. It also addresses issues that small- and medium-sized business owners face, by employing a product and distribution system that is easy to understand. The case is recommended for upper-level undergraduate students or first-year MBA students. It may also be used as an exam case.
Keywords: Brands and Branding; Price; Marketing Communications; Product Marketing; Food and Beverage Industry;
Citation:
Shapiro, Benson P., and Katherine B. Hartman. "Wiikano Orchards." Harvard Business School Brief Case 918-517, February 2018.
