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6 cases found.
A Renova, um fabricante Português de papel higiénico, luta para sobreviver num mercado em estagnação e generalizado, dominado pelos gigantes internacionais e marcas privadas. Com vista a crescer e permanecer independente, o CEO Paulo Pereira da Silva considera três opções 1) a produção de uma marca privada, 2) novas inovações funcionais e 3) o lançamento de papel higiénico preto.
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Reference 5685
Published 29 Nov 2010
Topic Marketing
Region Europe
Industry Consumer Goods
A Renova, um fabricante Português de papel higiénico, luta para sobreviver num mercado em estagnação e generalizado, dominado pelos gigantes internacionais e marcas privadas. Com vista a crescer e permanecer independente, o CEO Paulo Pereira da Silva considera três opções 1) a produção de uma marca privada, 2) novas inovações funcionais e 3) o lançamento de papel higiénico preto.
The Ford Fiesta Movement was a social media campaign run by Ford in the U.S. during 2009 to generate buzz for the upcoming launch of the 2011 Fiesta sub-compact car. This case examines the campaign's performance and asks what marketers should do thereafter to convert interested consumers into buyers.
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Reference 5664
Published 03 Jul 2017
Topic Marketing
Region North America
The Ford Fiesta Movement was a social media campaign run by Ford in the U.S. during 2009 to generate buzz for the upcoming launch of the 2011 Fiesta sub-compact car. This case examines the campaign's performance and asks what marketers should do thereafter to convert interested consumers into buyers.
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.
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Reference 5463
Published 15 Apr 2016
Topic Marketing
Region North America
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.
Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share.
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Reference 5188
Published 14 Jan 2010
Topic Marketing
Region South America
Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share.
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 fragance brand in need of a major revitalization.
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 fragance brand in need of a major revitalization.
Apesar de iniciativas similares levadas a cabo por grandes bancos internacionais, o First Direct tornou-se no modelo do banco telefónico a nível mundial. O caso descreve a história do First Direct e dos vários componentes que fazem parte das suas operações, particularmente no que diz respeito à questão central de relações de marketing a distância.
Apesar de iniciativas similares levadas a cabo por grandes bancos internacionais, o First Direct tornou-se no modelo do banco telefónico a nível mundial. O caso descreve a história do First Direct e dos vários componentes que fazem parte das suas operações, particularmente no que diz respeito à questão central de relações de marketing a distância.