6 case(s) found.
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.
Reference 6640
Published 19 Apr 2022
Length 9 page(s)
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.
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.
Reference 6402
Published 25 Jun 2018
Length 34 page(s)
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.
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.
Reference 6399
Published 28 Jun 2019
Length 13 page(s)
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.
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.
Reference 5981
Published 23 Jun 2014
Length 21 page(s)
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.
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.
Reference 5757
Published 25 Mar 2014
Length 13 page(s)
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.
The case describes the introduction of New Coke in response to the Pepsi Challenge, an advertising campaign that used taste tests to support the claim that Pepsi Cola was a superior product. Instead of strengthening Coca-Cola's market share position, the product change resulted in a consumer rebellion and a publicity disaster for Coca-Cola.
Reference 4783
Published 01 Jan 2001
Length 12 page(s)
Topic Marketing
Region North America
Industry Food and Beverages Production
The case describes the introduction of New Coke in response to the Pepsi Challenge, an advertising campaign that used taste tests to support the claim that Pepsi Cola was a superior product. Instead of strengthening Coca-Cola's market share position, the product change resulted in a consumer rebellion and a publicity disaster for Coca-Cola.
