Purple Innovation, Inc.: The Online to Offline Marketing Challenge

Elie  Ofek

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Teaching Note | HBS Case Collection | April 2020

Purple Innovation, Inc.: The Online to Offline Marketing Challenge

by Elie Ofek

Language: English

40 pages

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Citation:

Ofek, Elie. "Purple Innovation, Inc.: The Online to Offline Marketing Challenge." Harvard Business School Teaching Note 520-107, April 2020.

About the Author

Elie Ofek

T.J. Dermot Dunphy Professor of Business Administration
Co-Unit Head, Marketing

Marketing

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Case | HBS Case Collection | November 2020

Holaluz: Taking on the Spanish Energy Market

Elie Ofek, Marco Bertini, Oded Koenigsberg, Elena Corsi and Emer Moloney

In 2020, the three cofounders of Holaluz, a newcomer to Spain’s electricity retail market, is preparing to launch a new offering: installing and managing solar panels on households' roofs at no extra cost for the consumer, who would still benefit from the energy savings stemming from the panels' production. Holaluz would fund the installations via a special purpose vehicle and use the surplus energy to power neighboring Holaluz clients at lower costs. There were many challenges in the new venture, like how to market the offering and if investors would buy into the new business. And what if Holaluz went a step further, got rid of all its tariff offerings and disrupted the market with a monthly "unlimited" flat rate for electricity consumption like telecom operators did with mobile phones bills? Was the market ready?

Keywords: Spain;

Citation:
Ofek, Elie, Marco Bertini, Oded Koenigsberg, Elena Corsi, and Emer Moloney. "Holaluz: Taking on the Spanish Energy Market." Harvard Business School Case 521-045, November 2020. View Details

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Case | HBS Case Collection | November 2020

HP Instant Ink: (Self) Disrupting the Consumer Printing Market

Elie Ofek, Marco Bertini, Oded Koenigsberg and George Gonzalez

Seeking to disrupt the consumer printing market (before being disrupted by others), and in response to customer pain points, in 2013 HP Inc. launched an ink replenishment service called Instant Ink, where customers pay a monthly subscription fee based on the number of pages printed. Replenishment cartridges are automatically sent to the customer prior to running out of ink. The service had reached 7.5 million subscribers by mid 2020 and senior management now expected to scale it substantially. Several growth opportunities were being considered, these included: targeting customers with printers enabled to be part of the service but who declined to join in the past; making instant ink the default option when buying a new printer; adjustments to the pricing tiers and other plan components; more extensive marketing efforts to generate awareness; geographical exansion; broadening the service to laser toners; attacking the remote work space; and thinking about ways to bundle additional elements, such as paper and hardware (printers, computers, etc.). A concrete growth plan to make Instant Ink a multi-billion dollar business was needed before the annual Wall Street analyst conference to be held in the fall of 2020.

Citation:
Ofek, Elie, Marco Bertini, Oded Koenigsberg, and George Gonzalez. "HP Instant Ink: (Self) Disrupting the Consumer Printing Market." Harvard Business School Case 521-016, November 2020. View Details

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Case | HBS Case Collection | March 2020 (Revised November 2020)

Thinx, Inc. - Breaking Barriers in Feminine Care

Rembrand Koning, Elie Ofek and Nicole Keller

An examination of the strategic marketing challenges facing Thinx as it tries to grow in the face of menstruation taboos and competition from large incumbents.

Keywords: Entrepreneurship; Innovation and Invention; Growth and Development Strategy; Marketing Strategy; United States;

Citation:
Koning, Rembrand, Elie Ofek, and Nicole Keller. "Thinx, Inc. - Breaking Barriers in Feminine Care." Harvard Business School Case 720-443, March 2020. (Revised November 2020.) View Details

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Purple Innovation, Inc.: The Online to Offline Marketing Challenge

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