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Research Details
Hillshire Farm: Growth Opportunities in Snacking
Abstract
Megan Huddleston, head of marketing for Tyson's Hillshire Farm brand, seeks new growth with a brand extension. But which product line and brand envelope would most effectively leverage Americans' shifting eating habits? This case allows students to explore the key tradeoffs in brand extension with the overarching goals of gaining revenue growth while protecting brand equity.
Type
Case
Author(s)
Neal Roese, John Pavlus
Date Published
10/19/2020
Discipline
Marketing
Key Concepts
brand management, consumer behavior, marketing management, marketing strategy
Citations
Roese, Neal, and John Pavlus. Hillshire Farm: Growth Opportunities in Snacking. Case 5-420-751 (KE1170).
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