Webvan Case Study by Shane Cisneros

“For busy customers who do not have time or don't like to shop in grocery stores, Webvan offers grocery delivery in a 30-minute window, order anytime and get groceries delivered the same day.”

While the value proposition is a good idea in theory, the 30-minute window would be notoriously difficult to schedule for a busy parent or overworked employee. Avoiding traffic issues to make the promised 30-minute window would be impossible to predict in a pre -Waze world. In addition, it is an extreme leap of faith on the customer’s behalf to let an unknown courier into their home to unpack their purchases.

What is the real value that Webvan is providing to its customers? If customers are seeking out groceries on the same day, would it not be more proactive to go to the grocery store yourself without having to coordinate a time for delivery and then let a stranger in your home to organize? The service requires unnecessary steps that most customers do not want to take.

What is the compelling reason to use Webvan? When you need milk, you need milk. If you need a small purchase item like milk, a customer is certainly not going to pay a $4.95 fee to acquire an item that has an average price point of $2.50.

Eleganzia Case Study by Shane Cisneros

Eleganzia’s brand pillars should be “Italianity,” quality service, innovation and uniqueness throughout all their properties but the group needs to educate new customers about their various hotels, services and experiences. Even the 1 % have been hit with economic turbulence in the 21st century, so now is the time to access new markets and new customers. The best way to do this is by inviting respectable, elegant influencers (e.g.: Gwyneth Paltrow, Olivia Palermo) to stay on the properties gratis in exchange for social media coverage on their platforms (e.g.: scenic shots on Instagram, an essay for the travel section of Town & Country). This reportage coverage will ensure that customers understand the experience offered by the hotel group through the lens of a tasteful curator. In addition, this coverage will take Eleganzia’s tried-and- true WOM to an international social media scale.

Tesla Final Project By Shane Cisneros

Tesla has relied on myth since Elon Musk began his zero-emission calling in 2003. For the California based company, Musk has prescribed to a “build it and they will come” ethos. Musk is well-known for despising advertising. The star engineer has big plans for Tesla including expanding the electric vehicle product lines to address all segments. How can Musk get his dogmatic message out to the general masses when Tesla famously mono-segments and does not advertise?

The New Beetle Case Study by Shane Cisneros

After a steep sales decline and compliance issues in mid-1980’s, the Volkswagen Beetle needed a new groove for the new millennium. The marketing team needed to identify a target market for this heritage vehicle for the Y2K moment. After a successful unveiling at the 1998 American International Auto Show, the auto trade had accepted the New Beetle with open arms. Coupled with improved sales of VW’s Jetta model (91,000 units in 1997) and 29% growth for the New Passat, the combined momentum began to put the VW brand back in the American zeitgeist. All of these factors made 1998, the moment to strike for the New Beetle. The question remained, what was the strongest target market? Baby Boomers with a sense of 1970’s nostalgia or Gen X looking for an affordable, fun vehicle?

Southeast Asia Transportation Case Study by Shane Cisneros

Digital literacy and smartphone penetration have improved the quality of smart cites in Southeast Asia. Basic technological infrastructures are in place with the opportunity to grow the framework with emerging technology. Intelligent traffic solutions are the technologies that are most pressing for Southeast Asia. This will improve the quality of life and gridlock traffic. If smart solutions are put into place, this will greatly alleviate a multitude of transportation problems that affect the region.

Canopy Growth Corporation Case Study by Shane Cisneros

In 2017, Canada was preparing for the legalization of recreational cannabis. Canopy Growth Corporation had already been producing, selling and delivering marijuana for medical purposes. The legalization of cannabis presented a new sales opportunity for the company. The marketing team at Canopy needed to tackle two key issues before early 2018: 1) what is the messaging and target market for the recreational cannabis market? 2) what would the retail rollout and international expansion look like?

Canadian Kraft Case Study by Shane Cisneros

By 2014, Canadian millennials were the largest growing demographic making up 38.8 % of the workforce. In contrast, Baby Boomers formerly were the largest group in 1999, making up 51.4% of the labor pool. Kraft Singles had been synonymous with Baby Boomers and Gen X’ers for over 50 years, but the product needed to pivot into the 21st century, especially with millennial moms. For a generation obsessed with tech, there is also zeitgeist consciousness for a healthier, artisanal lifestyle. For a “cheese” that is only 51% real cheese, how could you sell this product to a target market obsessed all things organic and gluten-free?