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    5 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

        Market Disruption Strategies: The Transformation of Xiaomi

        By  Haiyang Yang,  Jingjing Ma,  Neal Roese,  Amitava Chattopadhyay
        Add to cart extra
        After breaking into China’s smartphone market, where it becomes a leading brand, Xiaomi sees sales stagnate and then decline as the disruption strategy that empowered its rise loses momentum. As competitors counter every move, targeting its core consumer segment, the company urgently needs to reignite growth and develop a sustainable competitive advantage.

          Published 24 Feb 2021

          Reference 6608

          Topic Marketing

          Region Asia

          Industry Information Technology and Services,  Consumer Electronics

          View case

          Market Disruption Strategies: The Transformation of Xiaomi

          Add to cart extra
          • By  Haiyang Yang,  Jingjing Ma,  Neal Roese,  Amitava Chattopadhyay
          • Reference 6608

          • Published 24 Feb 2021

          • Topic Marketing

          • Region Asia

          • Industry Information Technology and Services,  Consumer Electronics

          After breaking into China’s smartphone market, where it becomes a leading brand, Xiaomi sees sales stagnate and then decline as the disruption strategy that empowered its rise loses momentum. As competitors counter every move, targeting its core consumer segment, the company urgently needs to reignite growth and develop a sustainable competitive advantage.
            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

                Ombre, Tie-Dye, Splat Hair: Trends or Fads? “Pull” and “Push” Social Media Strategies at L’Oréal Paris

                By  David Dubois,  Katrina Bens
                Add to cart popular award extra
                The case focuses on an innovative social media strategy by L'Oréal Paris to "listen" to consumers, then develop a product to meet consumer needs and market it. First, the company partnered with Google to track emerging styles and determine which (if any) would endure. Then it leveraged social media when deciding how to position, name and launch the product.

                  Published 23 Jun 2014

                  Reference 6060

                  Topic Marketing

                  Region Global

                  Industry Apparel and Fashion

                  View case

                  Ombre, Tie-Dye, Splat Hair: Trends or Fads? “Pull” and “Push” Social Media Strategies at L’Oréal Paris

                  Add to cart popular award extra
                  • By  David Dubois,  Katrina Bens
                  • Reference 6060

                  • Published 23 Jun 2014

                  • Topic Marketing

                  • Region Global

                  • Industry Apparel and Fashion

                  The case focuses on an innovative social media strategy by L'Oréal Paris to "listen" to consumers, then develop a product to meet consumer needs and market it. First, the company partnered with Google to track emerging styles and determine which (if any) would endure. Then it leveraged social media when deciding how to position, name and launch the product.
                    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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