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Catalina Marketing Corporation: Developing a Retailer Value Proposition (MEDIA)
Venkatesan, Rajkumar Multimedia Case M-0764M / Published July 8, 2009
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Product Overview

This multimedia learning tool tracks the relationship between Catalina, a provider of customized coupons for consumer packaged goods manufacturers, and the Meijer Stores supermarket chain; an optional print case is available for student use. Video clips designed for classroom viewing feature Catalina's CEO and account executive talking about the co-creation of this new product with a major customer. Class discussion centers on the challenges of executing a co-creation initiative in business-to-business settings. Suitable for both MBA and executive learners, it prompts students to identify the criteria for selecting a co-creation partner and debate the best team structure for co-creating products. Should Catalina co-create the cardless loyalty program with Meijer? Who would bear the expenses of developing this new service? Catalina's CEO must retain Meijer as a member of its network of retailers that print customized coupons at checkout. Meijer's departure could prompt other retailers to follow, thereby affecting Catalina's value proposition to CPG manufacturers. One option is to help Meijer develop a cardless loyalty program. But Catalina has no prior experience with that type of program. Still, its customized-coupon skills are potentially portable to a cardless loyalty program. This product is designed for in-class use and is therefore available only to instructors.

Learning Objectives

The case allows students to understand the challenges involved in co-creating a product or service with a customer. Students can understand the criteria for selecting a co-creation partner and debate the best team structure for co-creating products.

  • Overview

    This multimedia learning tool tracks the relationship between Catalina, a provider of customized coupons for consumer packaged goods manufacturers, and the Meijer Stores supermarket chain; an optional print case is available for student use. Video clips designed for classroom viewing feature Catalina's CEO and account executive talking about the co-creation of this new product with a major customer. Class discussion centers on the challenges of executing a co-creation initiative in business-to-business settings. Suitable for both MBA and executive learners, it prompts students to identify the criteria for selecting a co-creation partner and debate the best team structure for co-creating products. Should Catalina co-create the cardless loyalty program with Meijer? Who would bear the expenses of developing this new service? Catalina's CEO must retain Meijer as a member of its network of retailers that print customized coupons at checkout. Meijer's departure could prompt other retailers to follow, thereby affecting Catalina's value proposition to CPG manufacturers. One option is to help Meijer develop a cardless loyalty program. But Catalina has no prior experience with that type of program. Still, its customized-coupon skills are potentially portable to a cardless loyalty program. This product is designed for in-class use and is therefore available only to instructors.

  • Learning Objectives

    Learning Objectives

    The case allows students to understand the challenges involved in co-creating a product or service with a customer. Students can understand the criteria for selecting a co-creation partner and debate the best team structure for co-creating products.