Pierre Chandon

Professor of Marketing

Email pierre.chandon@insead.edu

Link to F&R Profile Page

Cases from same author
Cases with Extra

The Carrot Rewards Wellness App: Innovating in the Behaviour Change Market

By Pierre Chandon, Shilaan Alzahawi

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Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian compatriots. His previous venture, Green Rewards, demonstrated the power of loyalty rewards to promote environmentally-conscious purchases.

Published 31 Aug 2018

Reference 6424

Topic Marketing

Industry Computer Software, Health, Wellness and Fitness

Region North America

The Carrot Rewards Wellness App: Innovating in the Behaviour Change Market

Add to cart

By Pierre Chandon, Shilaan Alzahawi
Published 31 Aug 2018
Reference 6424
Topic Marketing
Region North America
Industry Computer Software, Health, Wellness and Fitness

Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian compatriots. His previous venture, Green Rewards, demonstrated the power of loyalty rewards to promote environmentally-conscious purchases.

Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

By Pierre Chandon, Laura Heely, Fernando Machado

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When 3G Capital bought Burger King from TPG, Bain Capital and Goldman in 2010, the fastfood chain was losing momentum. By 2014, the business was back in growth mode but the Burger King brand was still lacking lustre and it was unclear if the celebrity-heavy ad campaign would work. Could new CEO Daniel Schwartz and his team make the brand cool again - on the cheap?

Published 25 Jun 2018

Reference 6402

Topic Marketing

Industry Restaurants, Food and Beverages Production, Health, Wellness and Fitness

Region Global

Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

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By Pierre Chandon, Laura Heely, Fernando Machado
Published 25 Jun 2018
Reference 6402
Topic Marketing
Region Global
Industry Restaurants, Food and Beverages Production, Health, Wellness and Fitness

When 3G Capital bought Burger King from TPG, Bain Capital and Goldman in 2010, the fastfood chain was losing momentum. By 2014, the business was back in growth mode but the Burger King brand was still lacking lustre and it was unclear if the celebrity-heavy ad campaign would work. Could new CEO Daniel Schwartz and his team make the brand cool again - on the cheap?

Candy Crush? Aligning Health, Business and Pleasure in the Chocolate Industry

By Pierre Chandon, Laura Heely

Add to cart

Chocolate candy marketers like Mars, Nestlé, Hershey and Ferrero are under pressure to respond to the stricter nutritional targets set by governments, changing consumer tastes, and competition from healthier brands like Kind or Cliff. Should traditional chocolate makers reformulate their products with less sugar content (and if so, should they announce it)?

Published 06 Jun 2018

Reference 6317

Topic Marketing

Industry Dairy, Food and Beverages Production

Region Europe

Candy Crush? Aligning Health, Business and Pleasure in the Chocolate Industry

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By Pierre Chandon, Laura Heely
Published 06 Jun 2018
Reference 6317
Topic Marketing
Region Europe
Industry Dairy, Food and Beverages Production

Chocolate candy marketers like Mars, Nestlé, Hershey and Ferrero are under pressure to respond to the stricter nutritional targets set by governments, changing consumer tastes, and competition from healthier brands like Kind or Cliff. Should traditional chocolate makers reformulate their products with less sugar content (and if so, should they announce it)?

Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands (French)

By Joerg Niessing, Pierre Chandon

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In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

Published 04 May 2018

Reference 6198

Topic Marketing

Region Global

Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands (French)

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By Joerg Niessing, Pierre Chandon
Published 04 May 2018
Reference 6198
Topic Marketing
Region Global

In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business Schools Brands (French)

By Joerg Niessing, Pierre Chandon

Add to cart

In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

Published 04 May 2018

Reference 6198

Topic Marketing

Region Global

Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business Schools Brands (French)

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By Joerg Niessing, Pierre Chandon
Published 04 May 2018
Reference 6198
Topic Marketing
Region Global

In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands

By Joerg Niessing, Pierre Chandon

Add to cart

In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

Published 11 Oct 2017

Reference 6198

Topic Marketing

Industry Higher Education

Region Global

Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands

Add to cart

By Joerg Niessing, Pierre Chandon
Published 11 Oct 2017
Reference 6198
Topic Marketing
Region Global
Industry Higher Education

In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business Schools Brands

By Joerg Niessing, Pierre Chandon

Add to cart

In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

Published 11 Oct 2017

Reference 6198

Topic Marketing

Industry Higher Education

Region Global

Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business Schools Brands

Add to cart

By Joerg Niessing, Pierre Chandon
Published 11 Oct 2017
Reference 6198
Topic Marketing
Region Global
Industry Higher Education

In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (French)

By Haiyang Yang, Pierre Chandon

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Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.

Published 01 Apr 2015

Reference 5960

Topic Marketing

Region Asia

L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (French)

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By Haiyang Yang, Pierre Chandon
Published 01 Apr 2015
Reference 5960
Topic Marketing
Region Asia

Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.

L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (Chinese)

By Haiyang Yang, Pierre Chandon

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Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.

Published 28 May 2014

Reference 5960

Topic Marketing

Region Asia

L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (Chinese)

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By Haiyang Yang, Pierre Chandon
Published 28 May 2014
Reference 5960
Topic Marketing
Region Asia

Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.

L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai

By Haiyang Yang, Pierre Chandon

Add to cart

Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.

Published 07 May 2013

Reference 5960

Topic Marketing

Industry Cosmetics, Luxury Goods and Jewelry

Region Asia

L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai

Add to cart

By Haiyang Yang, Pierre Chandon
Published 07 May 2013
Reference 5960
Topic Marketing
Region Asia
Industry Cosmetics, Luxury Goods and Jewelry

Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.

The Carrot Rewards Wellness App: Innovating in the Behaviour Change Market

By Pierre Chandon, Shilaan Alzahawi

Add to cart

Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian compatriots. His previous venture, Green Rewards, demonstrated the power of loyalty rewards to promote environmentally-conscious purchases.

Published 31 Aug 2018

Reference 6424

Topic Marketing

Industry Computer Software, Health, Wellness and Fitness

Region North America

The Carrot Rewards Wellness App: Innovating in the Behaviour Change Market

Add to cart

By Pierre Chandon, Shilaan Alzahawi
Published 31 Aug 2018
Reference 6424
Topic Marketing
Region North America
Industry Computer Software, Health, Wellness and Fitness

Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian compatriots. His previous venture, Green Rewards, demonstrated the power of loyalty rewards to promote environmentally-conscious purchases.

Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

By Pierre Chandon, Laura Heely, Fernando Machado

Add to cart

When 3G Capital bought Burger King from TPG, Bain Capital and Goldman in 2010, the fastfood chain was losing momentum. By 2014, the business was back in growth mode but the Burger King brand was still lacking lustre and it was unclear if the celebrity-heavy ad campaign would work. Could new CEO Daniel Schwartz and his team make the brand cool again - on the cheap?

Published 25 Jun 2018

Reference 6402

Topic Marketing

Industry Restaurants, Food and Beverages Production, Health, Wellness and Fitness

Region Global

Can 3G Capital Make Burger King Cool Again? Brand Building under Zero-based Budgeting

Add to cart

By Pierre Chandon, Laura Heely, Fernando Machado
Published 25 Jun 2018
Reference 6402
Topic Marketing
Region Global
Industry Restaurants, Food and Beverages Production, Health, Wellness and Fitness

When 3G Capital bought Burger King from TPG, Bain Capital and Goldman in 2010, the fastfood chain was losing momentum. By 2014, the business was back in growth mode but the Burger King brand was still lacking lustre and it was unclear if the celebrity-heavy ad campaign would work. Could new CEO Daniel Schwartz and his team make the brand cool again - on the cheap?

Candy Crush? Aligning Health, Business and Pleasure in the Chocolate Industry

By Pierre Chandon, Laura Heely

Add to cart

Chocolate candy marketers like Mars, Nestlé, Hershey and Ferrero are under pressure to respond to the stricter nutritional targets set by governments, changing consumer tastes, and competition from healthier brands like Kind or Cliff. Should traditional chocolate makers reformulate their products with less sugar content (and if so, should they announce it)?

Published 06 Jun 2018

Reference 6317

Topic Marketing

Industry Dairy, Food and Beverages Production

Region Europe

Candy Crush? Aligning Health, Business and Pleasure in the Chocolate Industry

Add to cart

By Pierre Chandon, Laura Heely
Published 06 Jun 2018
Reference 6317
Topic Marketing
Region Europe
Industry Dairy, Food and Beverages Production

Chocolate candy marketers like Mars, Nestlé, Hershey and Ferrero are under pressure to respond to the stricter nutritional targets set by governments, changing consumer tastes, and competition from healthier brands like Kind or Cliff. Should traditional chocolate makers reformulate their products with less sugar content (and if so, should they announce it)?

Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands

By Joerg Niessing, Pierre Chandon

Add to cart

In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

Published 11 Oct 2017

Reference 6198

Topic Marketing

Industry Higher Education

Region Global

Who's #1: INSEAD, Harvard, Wharton, LBS? (A): Designing Research to Measure the Strength of Business Schools Brands

Add to cart

By Joerg Niessing, Pierre Chandon
Published 11 Oct 2017
Reference 6198
Topic Marketing
Region Global
Industry Higher Education

In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students.

L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai

By Haiyang Yang, Pierre Chandon

Add to cart

Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.

Published 07 May 2013

Reference 5960

Topic Marketing

Industry Cosmetics, Luxury Goods and Jewelry

Region Asia

L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai

Add to cart

By Haiyang Yang, Pierre Chandon
Published 07 May 2013
Reference 5960
Topic Marketing
Region Asia
Industry Cosmetics, Luxury Goods and Jewelry

Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer.

Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category

By Yakov Bart, Pierre Chandon, Steven Sweldens, Raquel Seabra de Sousa

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Renova, a Portuguese toilet paper manufacturer, is battling to survive in a stagnant, commoditised market dominated by international giants and private labels. To grow and remain independent, CEO Paulo Pereira da Silva is considering three options: 1) private label manufacturing, 2) new functional innovations, and 3) launching a black toilet paper. What should he do?

Published 28 Jun 2010

Reference 5685

Topic Marketing

Industry Consumer Goods

Region Europe

Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category

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By Yakov Bart, Pierre Chandon, Steven Sweldens, Raquel Seabra de Sousa
Published 28 Jun 2010
Reference 5685
Topic Marketing
Region Europe
Industry Consumer Goods

Renova, a Portuguese toilet paper manufacturer, is battling to survive in a stagnant, commoditised market dominated by international giants and private labels. To grow and remain independent, CEO Paulo Pereira da Silva is considering three options: 1) private label manufacturing, 2) new functional innovations, and 3) launching a black toilet paper. What should he do?

Parfums Cacharel de l'Oréal 1997-2007: Decoding and Revitalizing a Classic Brand

By Pierre Chandon, Klaus Wertenbroch, Nicholas Rowell

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Parfums Cacharel, a division of L’Oréal, used to have a dominating position on the European market with both the number one and number two best-selling fragrances: Anaïs Anaïs and Loulou. At the time of the case however, sales were declining at a rate of 15 % per year and Cacharel was a fragrance brand in need of a major revitalization.

Published 30 Nov 2007

Reference 4929

Topic Marketing

Industry Cosmetics, Luxury Goods and Jewelry

Region Europe

Parfums Cacharel de l'Oréal 1997-2007: Decoding and Revitalizing a Classic Brand

Add to cart

By Pierre Chandon, Klaus Wertenbroch, Nicholas Rowell
Published 30 Nov 2007
Reference 4929
Topic Marketing
Region Europe
Industry Cosmetics, Luxury Goods and Jewelry

Parfums Cacharel, a division of L’Oréal, used to have a dominating position on the European market with both the number one and number two best-selling fragrances: Anaïs Anaïs and Loulou. At the time of the case however, sales were declining at a rate of 15 % per year and Cacharel was a fragrance brand in need of a major revitalization.

Unilever in Brazil 1997-2007: Marketing Strategies for Low-Income Consumers

By Pedro Pacheco Guimaraes, Pierre Chandon

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Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share.

Published 01 Feb 2004

Reference 5188

Topic Marketing

Industry Consumer Goods

Region South America

Unilever in Brazil 1997-2007: Marketing Strategies for Low-Income Consumers

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By Pedro Pacheco Guimaraes, Pierre Chandon
Published 01 Feb 2004
Reference 5188
Topic Marketing
Region South America
Industry Consumer Goods

Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share.

Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in the Fashion Industry

By Vadim Grigorian, Pierre Chandon

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Renzo Rosso, the president and founder of Diesel SpA, the innovative Italian casual wear company famous for its controversial 'For Successful Living' advertising campaign, is pondering how to brand its new upscale line of clothing: StyleLab.

Published 01 Jan 2004

Reference 4948

Topic Marketing

Industry Apparel and Fashion

Region Europe

Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in the Fashion Industry

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By Vadim Grigorian, Pierre Chandon
Published 01 Jan 2004
Reference 4948
Topic Marketing
Region Europe
Industry Apparel and Fashion

Renzo Rosso, the president and founder of Diesel SpA, the innovative Italian casual wear company famous for its controversial 'For Successful Living' advertising campaign, is pondering how to brand its new upscale line of clothing: StyleLab.

Food and Obesity