Pierre Chandon

Professor of Marketing

Email pierre.chandon@insead.edu

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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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Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work.

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

Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work.

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

By Pierre Chandon, Laura Heely

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After winning important battles against soda, governments and health activists are targeting chocolate bars because of their high sugar content, and some, like the UK government in 2017, have set strict targets on the amount of sugar and calories that can be contained in each chocolate bar.

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

After winning important battles against soda, governments and health activists are targeting chocolate bars because of their high sugar content, and some, like the UK government in 2017, have set strict targets on the amount of sugar and calories that can be contained in each chocolate bar.

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

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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? (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

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In 2017, the Financial Times ranked INSEAD the #1 MBA programme in the world for the second year in a row.

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

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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 the #1 MBA programme in the world for the second year in a row.

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

Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work.

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

Four years after acquiring the business, 3G Capital had managed to put Burger King back in growth mode. However, the Burger King brand itself was still lacking momentum and it was unclear if its celebrity-heavy ad campaign would work.

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

By Pierre Chandon, Laura Heely

Add to cart

After winning important battles against soda, governments and health activists are targeting chocolate bars because of their high sugar content, and some, like the UK government in 2017, have set strict targets on the amount of sugar and calories that can be contained in each chocolate bar.

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

After winning important battles against soda, governments and health activists are targeting chocolate bars because of their high sugar content, and some, like the UK government in 2017, have set strict targets on the amount of sugar and calories that can be contained in each chocolate bar.

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 the #1 MBA programme in the world for the second year in a row.

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 the #1 MBA programme in the world for the second year in a row.

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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Paulo Pereira da Silva, a Swiss-trained physicist and CEO of Renova, a privately-owned Portuguese paper company, was attending a Cirque du Soleil show when he first came up with the idea of black toilet paper. To see how far-fetched the idea is, bear in mind that toilet paper is a highly commoditized category with sluggish growth and little innovation.

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

Paulo Pereira da Silva, a Swiss-trained physicist and CEO of Renova, a privately-owned Portuguese paper company, was attending a Cirque du Soleil show when he first came up with the idea of black toilet paper. To see how far-fetched the idea is, bear in mind that toilet paper is a highly commoditized category with sluggish growth and little innovation.

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

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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