Publications
Publications
- July 2003 (Revised August 2003)
- HBS Case Collection
Meloche Monnex
Abstract
Meloche Monnex is outperforming industry growth and profitability, thanks to its focus on affinity groups (mostly university alumni) and innovative telemarketing techniques. Should e-mail marketing play a greater role in the customer acquisition process, as suggested by a recent field experiment? Should prospects receive incentives such as entry in a lottery for a luxury car? Should advertising emphasize the company's actual price competitiveness more? In the process of helping Senior Vice-President of Marketing Pierre Melancon make these three (apparently) tactical decisions, students quickly discover the force and intricacies of a powerful niche strategy, while familiarizing themselves with a fascinating industry context and a range of innovative marketing techniques, which are richly illustrated.
Keywords
Citation
Wathieu, Luc R., and Kevin Morris. "Meloche Monnex." Harvard Business School Case 504-008, July 2003. (Revised August 2003.)