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    6 case(s) 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 popular 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

      Length 9 page(s)

      Topic Marketing

      Region Europe

      Industry Food and Beverages Production

      View case

      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 popular extra
      • 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.
        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

          Length 34 page(s)

          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

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

              Length 13 page(s)

              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

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

                  Length 21 page(s)

                  Topic Marketing

                  Region Asia

                  Industry Food and Beverages Production

                  View case

                  Eastern Condiments Private Limited (A)

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

                      Length 13 page(s)

                      Topic Marketing

                      Region Europe

                      Industry Food and Beverages Production

                      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
                      • 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.
                        View case

                        Launching New Coke

                        By  Markus Christen
                        Add to cart popular
                        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.

                          Published 01 Jan 2001

                          Reference 4783

                          Length 12 page(s)

                          Topic Marketing

                          Region North America

                          Industry Food and Beverages Production

                          View case

                          Launching New Coke

                          By  Markus Christen
                          Add to cart popular
                          • 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.
                            View case

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                            Board Process Simulation (A)

                            By  Stanislav Shekshnia

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                              Birkenstock: Exit the Family. Enter a Professional CEO

                              By  Morten Bennedsen,  Mark Stabile,  Brian Henry

                                Add to cart new

                                Rasurel: Reviving an Ageing Brand

                                By  Amitava Chattopadhyay,  Séverine de Wulf

                                  Add to cart

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