Leo Burnett Co. Ltd. is a global advertising agency. The company is partnering with one of its largest customers to launch a new line of hair care products in the trial markets of Canada and Taiwan in preparation for a global launch. Typically, after a brand is launched, the Global Brand Center transfers responsibility for …
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 …
The secret membership of the prestigious Augusta National Golf Club is widely believed to exclude women. When feminist lawyer Martha Burk receives a mysterious list of “members”, she has to decide how best to use this information to break the glass ceiling. Burk of the National Council of Women’s Organizations (NCWO) takes on Hootie Johnson …
An MBA student received an offer to join Kraft Foods, a leading manufacturer of consumer goods. This unit is a wholly owned subsidiary of a holding company, the other major subsidiary of which is a leading cigarette manufacturer. The case raises ethical marketing questions.
VOSS is a Norwegian mineral water company that produces one of the purest drinking waters in the world, sold at an ultra-premium price in a slim cylindrical glass bottle with a minimalist design. In the US (the company’s core market), VOSS ‘high-end brand presence is strongest at on-premises locations, especially in first-class restaurants, hotels and …
In 2003, 3M contacted Yunnan Baiyao Group Co., Ltd. to discuss possible cooperation opportunities in the field of transdermal pharmaceuticals. Yunnan Baiyao (YB) was a well-known brand in China for its unique traditional herbal medicines. In recent years, the company has implemented a series of corporate reforms and product / market diversification strategies to respond …
HSBC is one of the largest and most global financial institutions in the world. The company identified Bital, Mexico’s fourth largest bank, as a possible acquisition target. Negotiations are going well and the controlling Mexican shareholders are trying to get HSBC to increase its offer. It’s worth it? HSBC must, under some degree of uncertainty, …
It describes a young fashion company that competes in a number of unconventional ways, many of which are tied to “business experience.” Moods showcases its brand using the “boy band” images of the three founders and designs eccentric features on its clothing to win over customers even if they can’t spend on marketing like its …
The technical director for Shimla Dairy Products, a government-licensed food manufacturer, has worked in the cheese industry in Australia for some time. He returned to India with new skills and ideas to share with the company. Cheese is a relatively new product in India and it is up to the customer to decide how to …
Nestlé launched MAGGI instant noodles in India in 1983. At that time, MAGGI was not yet a powerful brand in the Indian market and noodles were quite alien to the Indian consumer. Nestlé made MAGGI one of the leading grocery brands in India, building instant noodles from zero to $ 15.8 billion by 2010, a …