It describes P & G’s expansion in Europe, including the development of strong national business management that reacts to local market differences. Introducing a new product poses strategic and organizational challenges as P&G is considering making this its first European brand and managing it in a coordinated manner across Europe.
INSEAD alumnus Martin Murray is the inventor of the water drop, a cube made from natural flavors, superfood extracts, and vitamins, which by adding flavor encourages you to drink more water. Although he is initially building a company on a tight budget, he knows that creating a unique brand is key to the success of …
Three Peabody Simpson executives had just returned from a company-wide recruiting event at Columbia University and had argued together since they were all alumni. They regretted having to provide their department heads with revised forecasts before the weekend. Alec Hastings, director of Global Institutional Securities, wanted an update on spending for the year to date. …
Ford’s F-series truck was first introduced in 1948 and has represented the American identity to its consumers ever since. Both earned media, in movies like Urban Cowboy, and Ford’s paid media, positioned Ford as part of the pioneer culture. Ford also continually innovated the F Series to better tailor trucks to the changing needs of …
The Porsche 911 has long been the face of the company’s product range. Over the years, Porsche has added models that are either above or below the 911, but only the cheapest models have sold well. Porsche appears to be struggling between what one manager calls “target market appeal” and “brand equity.” This case provides …
Uber offered a variety of car services that varied by city. The full range of services included UberX, UberBLACK, UberSUV, UberSELECT / PLUS, UberXL, UberLUX, and UberTAXI. The services varied according to the type of car offered and the rate charged. In big cities, there was the opportunity to choose from a wide variety of …
Parfums Cacharel, a division of L’Oréal, had a dominant position in the European market with the number one and number two of the best-selling fragrances: Anaïs Anaïs and Loulou held a dominant position of 15% per year and Cacharel was a brand The job of Dimitri Katsachnias, Cacharel’s new managing director, is to turn the …
Global brands such as L’Oreal and Oil of Olay dominate the Chinese skincare market. After some successes in partnership with Sephora in Europe, a Chinese national brand seeks to challenge the position of the French and US brands in the Chinese market. It has to decide how to segment the market, how to position itself …
This notice supports the cases used in the Marketing Analytics elective by Darden. Marketing analytics powered by “Big Data” promises to shift marketing strategy from an intuitive discipline to a fact-based decision-making process. Based on interactions with more than 100 executives at conferences, training seminars, case study development, and consulting projects, this technical note serves …
The steps of the ZMET interview are listed and defined, as well as information on the use of the data.