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    10 cases found.

    Does a Brand Need a Purpose? Unilever Hellmann's versus Kraft Heinz Mayonnaise

    By  Mariana Hortega,  Paulo Albuquerque,  Anne-Marie Carrick,  Andrew Lee
    Add to cart new extra
    This short case describes how Ana L. Mamede, Hellmann’s brand manager at Unilever Portugal, responds to an aggressive campaign by rival Kraft Heinz by developing a brand “purpose” for Hellman’s mayonnaise focused on reducing food waste.

      Published 19 Apr 2022

      Reference 6640

      Topic Marketing

      Region Europe

      Industry Food and Beverages Production

      View case

      Does a Brand Need a Purpose? Unilever Hellmann's versus Kraft Heinz Mayonnaise

      Add to cart new extra
      • By  Mariana Hortega,  Paulo Albuquerque,  Anne-Marie Carrick,  Andrew Lee
      • Reference 6640

      • Published 19 Apr 2022

      • Topic Marketing

      • Region Europe

      • Industry Food and Beverages Production

      This short case describes how Ana L. Mamede, Hellmann’s brand manager at Unilever Portugal, responds to an aggressive campaign by rival Kraft Heinz by developing a brand “purpose” for Hellman’s mayonnaise focused on reducing food waste.
        View case

        Are Chocolate Eaters Really SDG Smart?

        By  Luk Van Wassenhove,  Viktor Pot,  Sarah Dewilde,  Thomas Breugem
        Add to cart extra
        Since its inception in 2015, the 2030 Agenda for the UN Sustainable Development Goals (SDG) has provided a blueprint for shared prosperity in a sustainable world — a world where all people live productive, vibrant, and peaceful lives on a healthy planet. With less than a decade to go, we need to ask if we are laying the right foundation to achieve the SDGs. How “SDG-smart” are we?

          Published 27 May 2021

          Reference 6604

          Topic Responsibility

          Region Global

          Industry Consumer Goods,  Food and Beverages Production

          View case

          Are Chocolate Eaters Really SDG Smart?

          Add to cart extra
          • By  Luk Van Wassenhove,  Viktor Pot,  Sarah Dewilde,  Thomas Breugem
          • Reference 6604

          • Published 27 May 2021

          • Topic Responsibility

          • Region Global

          • Industry Consumer Goods,  Food and Beverages Production

          Since its inception in 2015, the 2030 Agenda for the UN Sustainable Development Goals (SDG) has provided a blueprint for shared prosperity in a sustainable world — a world where all people live productive, vibrant, and peaceful lives on a healthy planet. With less than a decade to go, we need to ask if we are laying the right foundation to achieve the SDGs. How “SDG-smart” are we?
            View case

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

            By  Pierre Chandon,  Laura Heely,  Fernando Machado
            Add to cart popular extra
            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

              Region Global

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

              View case

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

              Add to cart popular extra
              • By  Pierre Chandon,  Laura Heely,  Fernando Machado
              • Reference 6402

              • Published 25 Jun 2018

              • 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.
                View case

                waterdrop®: Changing the Paradigms of the Beverage Industry with Limited Resources and Digital Marketing

                By  Joerg Niessing,  Carla Baumer,  Anne-Marie Carrick
                Add to cart award extra
                In the non-alcoholic beverage industry, barriers to entry are low as production is relatively easy. Although thousands of new drinks flood the market each year, the non-alcoholic segment provides fertile ground for innovative start-ups. In a mass-market dominated by big players, branding is key.

                  Published 28 Jun 2019

                  Reference 6399

                  Topic Marketing

                  Region Global

                  Industry Food and Beverages Production

                  View case

                  waterdrop®: Changing the Paradigms of the Beverage Industry with Limited Resources and Digital Marketing

                  Add to cart award extra
                  • By  Joerg Niessing,  Carla Baumer,  Anne-Marie Carrick
                  • Reference 6399

                  • Published 28 Jun 2019

                  • Topic Marketing

                  • Region Global

                  • Industry Food and Beverages Production

                  In the non-alcoholic beverage industry, barriers to entry are low as production is relatively easy. Although thousands of new drinks flood the market each year, the non-alcoholic segment provides fertile ground for innovative start-ups. In a mass-market dominated by big players, branding is key.
                    View case

                    PopChef: Creating a Tasty Foodtech Business

                    By  James Costantini,  Dawn Jarisch
                    Add to cart extra
                    PopChef is a start-up foodtech business in the lunchtime food delivery market in Paris. The case centres on the period from launch in 2015 to 2017. PopChef is the first to enter the market with a new business model in France. As other well-funded domestic and international entrants arrive, the market becomes highly competitive market.

                      Published 28 May 2018

                      Reference 6391

                      Topic Strategy

                      Region Europe

                      Industry Food and Beverages Production

                      View case

                      PopChef: Creating a Tasty Foodtech Business

                      Add to cart extra
                      • By  James Costantini,  Dawn Jarisch
                      • Reference 6391

                      • Published 28 May 2018

                      • Topic Strategy

                      • Region Europe

                      • Industry Food and Beverages Production

                      PopChef is a start-up foodtech business in the lunchtime food delivery market in Paris. The case centres on the period from launch in 2015 to 2017. PopChef is the first to enter the market with a new business model in France. As other well-funded domestic and international entrants arrive, the market becomes highly competitive market.
                        View case

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

                        By  Pierre Chandon,  Laura Heely
                        Add to cart popular award extra
                        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

                          Region Europe

                          Industry Dairy,  Food and Beverages Production

                          View case

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

                          Add to cart popular award extra
                          • By  Pierre Chandon,  Laura Heely
                          • Reference 6317

                          • Published 06 Jun 2018

                          • 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.
                            View case

                            Eastern Condiments Private Limited (A)

                            By  V. (Paddy) Padmanabhan,  Indira Pant
                            Add to cart popular extra
                            Eastern Condiments is a three-part case focused on the challenge of distributing spices in Southern India from 2008-2012. Case (A) describes the strategy and tactics that enabled Eastern Condiments to swiftly dominate the local market in Kerala by 2008, yet had poor results in the adjoining state of Karnataka in 2009-2012.

                              Published 23 Jun 2014

                              Reference 5981

                              Topic Marketing

                              Region Asia

                              Industry Food and Beverages Production

                              View case

                              Eastern Condiments Private Limited (A)

                              Add to cart popular extra
                              • By  V. (Paddy) Padmanabhan,  Indira Pant
                              • Reference 5981

                              • Published 23 Jun 2014

                              • Topic Marketing

                              • Region Asia

                              • Industry Food and Beverages Production

                              Eastern Condiments is a three-part case focused on the challenge of distributing spices in Southern India from 2008-2012. Case (A) describes the strategy and tactics that enabled Eastern Condiments to swiftly dominate the local market in Kerala by 2008, yet had poor results in the adjoining state of Karnataka in 2009-2012.
                                View case

                                Handpresso (A)

                                By  Anne-Marie Carrick,  Manuel Sosa,  Babette Strousse
                                Add to cart popular extra
                                Case A describes the development from concept to production of the world's first and smallest hand-held espresso machine. It shows the importance the role of prototyping plays in developing an innovative product, capturing the phases and decisions involved along the design path. The machine is ready for tooling and the CEO of Nielsen Innovation must decide to bring the product to market.

                                  Published 29 Nov 2011

                                  Reference 5841

                                  Topic Entrepreneurship

                                  Region Global

                                  Industry Consumer Goods,  Food and Beverages Production

                                  View case

                                  Handpresso (A)

                                  Add to cart popular extra
                                  • By  Anne-Marie Carrick,  Manuel Sosa,  Babette Strousse
                                  • Reference 5841

                                  • Published 29 Nov 2011

                                  • Topic Entrepreneurship

                                  • Region Global

                                  • Industry Consumer Goods,  Food and Beverages Production

                                  Case A describes the development from concept to production of the world's first and smallest hand-held espresso machine. It shows the importance the role of prototyping plays in developing an innovative product, capturing the phases and decisions involved along the design path. The machine is ready for tooling and the CEO of Nielsen Innovation must decide to bring the product to market.
                                    View case

                                    Michel et Augustin Cookies: Culinary Adventurers Competing against Food Industry Giants

                                    By  Hernan A. Bruno,  Hilke Plassmann
                                    Add to cart popular award extra
                                    The Michel et Augustin case tells the story of Michel de Rovira and Augustin Paluel-Marmont as they set up their company Michel et Augustin in 2005 to brand and sell sablé cookies. The founders have a vision of creating a brand that can prosper in a competitive market dominated by big players and full of commoditized offerings.

                                      Published 25 Mar 2014

                                      Reference 5757

                                      Topic Marketing

                                      Region Europe

                                      Industry Food and Beverages Production

                                      View case

                                      Michel et Augustin Cookies: Culinary Adventurers Competing against Food Industry Giants

                                      Add to cart popular award extra
                                      • By  Hernan A. Bruno,  Hilke Plassmann
                                      • Reference 5757

                                      • Published 25 Mar 2014

                                      • Topic Marketing

                                      • Region Europe

                                      • Industry Food and Beverages Production

                                      The Michel et Augustin case tells the story of Michel de Rovira and Augustin Paluel-Marmont as they set up their company Michel et Augustin in 2005 to brand and sell sablé cookies. The founders have a vision of creating a brand that can prosper in a competitive market dominated by big players and full of commoditized offerings.
                                        View case

                                        Airpork - From Zero to Hero: What Next?

                                        By  V. (Paddy) Padmanabhan,  Ulla Fionna
                                        Add to cart extra
                                        APL (Australian Pork Limited) is a not-for-profit company focused on securing a profitable future for the Australian Pork Industry through R&D and export development.

                                          Published 01 Apr 2003

                                          Reference 5094

                                          Topic Marketing

                                          Region Asia

                                          Industry Food and Beverages Production

                                          View case

                                          Airpork - From Zero to Hero: What Next?

                                          Add to cart extra
                                          • By  V. (Paddy) Padmanabhan,  Ulla Fionna
                                          • Reference 5094

                                          • Published 01 Apr 2003

                                          • Topic Marketing

                                          • Region Asia

                                          • Industry Food and Beverages Production

                                          APL (Australian Pork Limited) is a not-for-profit company focused on securing a profitable future for the Australian Pork Industry through R&D and export development.
                                            View case

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