ADV 370J Harvard Case Study

ADV 370J Harvard Case Study - ADV370J HBR Case Study:...

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ADV370J HBR Case Study: Taking the Cake Case Situation : Peter Schmidt is the VP of Southland; the 3 rd largest independent cookie- company in the U.S. Schmidt attends a hearing on child obesity and the fat content of baked goods. Mook (Mothers opposed to obesity in kids) argue that the only answer to stop childhood obesity is to “mandate warning labels on all foods containing sugars and saturated fats and to ban advertising of all such products on children’s TV programs.” Ed Malanga and Lou Salvador, CEO and vice president of marketing respectively, notice competitor’s brands coming up with “healthier” snacks which could cause Southland to lose market share. Southland conducts a study with seven year old children to test a leaner version of one of their products. As a result of this study, Salvador comes to the conclusion that taste, not the writing on the packages, is the primary factor of why people choose to eat a Southland product. Schmidt meets with chemists to discuss healthy alternative oils. Congress may think fatty foods should be regulated like tobacco.
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This note was uploaded on 03/23/2008 for the course ADV 370j taught by Professor Eastin during the Spring '08 term at University of Texas at Austin.

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ADV 370J Harvard Case Study - ADV370J HBR Case Study:...

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