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13 cases found.
The case describes Carla Barbotó and Santiago Peralta’s journey building a premium, ethical chocolate brand – Pacari – in Ecuador, that has won over 160 awards including “World’s Best Chocolate” for five consecutive years.
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Reference 6737
Published 15 Mar 2022
Topic Marketing
Region South America
Industry Food and Beverages Production
The case describes Carla Barbotó and Santiago Peralta’s journey building a premium, ethical chocolate brand – Pacari – in Ecuador, that has won over 160 awards including “World’s Best Chocolate” for five consecutive years.
SK-II, a leading luxury beauty brand in Japan, was experiencing a decline, losing customers to aggressive rivals, and struggling to stay compelling in a changing society. This loss of momentum called for a new strategy that would transform the brand and transcend the competition.
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Reference 6681
Published 17 Jan 2022
Topic Marketing
Region Asia
Industry Cosmetics, Luxury Goods and Jewelry
SK-II, a leading luxury beauty brand in Japan, was experiencing a decline, losing customers to aggressive rivals, and struggling to stay compelling in a changing society. This loss of momentum called for a new strategy that would transform the brand and transcend the competition.
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.
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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.
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.
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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.
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.
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Reference 6608
Published 21 Apr 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.
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.
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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.
The case decribes Johnnie Walker’s efforts to move from a multi-local product-focused brand to a global master brand, underlining that the switch is a strategic business decision. It begins by understanding and addressing a global customer need, then managing the standardization of marketing activities across markets, with significant internal changes required to existing structure and process.
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Reference 6286
Published 26 Jun 2017
Topic Marketing
Region Global
Industry Food and Beverages Production
The case decribes Johnnie Walker’s efforts to move from a multi-local product-focused brand to a global master brand, underlining that the switch is a strategic business decision. It begins by understanding and addressing a global customer need, then managing the standardization of marketing activities across markets, with significant internal changes required to existing structure and process.
In 2013, Victoria Murtazina, Senior Global Brand Director at Unilever, is preparing a team meeting to launch the first truly innovative packaging in the deodorant category for decades - “compressed” technology – as a way to reduce the carbon footprint of aerosol deodorants without undermining product quality or user habits.
In 2013, Victoria Murtazina, Senior Global Brand Director at Unilever, is preparing a team meeting to launch the first truly innovative packaging in the deodorant category for decades - “compressed” technology – as a way to reduce the carbon footprint of aerosol deodorants without undermining product quality or user habits.
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.
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Reference 6060CSAEN
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.
The world's most prestigious museum, the Louvre, redefines its marketing strategy after conducting an exhaustive analysis of its youth market. It relaunches its product targeted to young adults, the Louvre Youth Pass, trying to reconcile the conflict between its mission of public service and the recent financial objectives imposed by the Culture Ministry.
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Reference 5221
Published 01 Jul 2004
Topic Marketing
Region Europe
Industry Museums and Institutions
The world's most prestigious museum, the Louvre, redefines its marketing strategy after conducting an exhaustive analysis of its youth market. It relaunches its product targeted to young adults, the Louvre Youth Pass, trying to reconcile the conflict between its mission of public service and the recent financial objectives imposed by the Culture Ministry.
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.
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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.
The management of 'Parfums Guy Laroche', a unit of L'Oreal's Perfume and Beauty Division, is worried about the recent decline in sales of Fidji, its first and most successful women's prestige perfume. Fidji's product manager is to carry out an in-depth audit of past marketing and communications strategies.
The management of 'Parfums Guy Laroche', a unit of L'Oreal's Perfume and Beauty Division, is worried about the recent decline in sales of Fidji, its first and most successful women's prestige perfume. Fidji's product manager is to carry out an in-depth audit of past marketing and communications strategies.