IESE (España)
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El Caserío: Brand Arquitecture
Lozano V.; Milán B.; Oliver, Xavier; de Toro, Juan ManuelCase M-1189-EMarketingA historical view of the brands acquired by Kraft in Spain, especially El Caserío. The company faces competitors who have established much more coherent brand architectures, with more potential for expansion and profit. The decisions they take for the current brands will define their future.Starting at €8.20
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I'm Old, Not an Idiot: A Retiree Against the Banks (B)
Leahy, Ivo; De la Cierva Álvarez de Sotomayor, Santiago CarlosCase DPO-782-EKnowledge and Communication, StrategyThe banking sector has undergone a profound transformation in recent years. Mergers have rendered many branches superfluous, while online banking means most users can manage their accounts while rarely entering a physical bank. The sector is shrinking, and all banks are closing branches, a process that has been further accelerated by two years of pandemic. Carlos San Juan is a 73-year-old retiree who found using banking apps difficult. When one ...Starting at €5.74
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Oliver Conti - A Dream With a Glow
Oliver, Xavier; Fang, David; de Toro, Juan ManuelCase M-1327-EMarketing, Strategy"I need a game-changer," said Xavier. "Something to put Oliver Conti at the top of everyone's list. We're facing challenges at every step, and after 20 years a winery like ours should be seeing an annual profit of at least 250,000?. We've cut our costs to the absolute minimum, so we need to think of another way. Oliver Conti follows Dalí's example. We are inventors, so let's try to explore something new."Starting at €8.20
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Ferrovial: A New Brand Identity for a New Business Model
García-Mansilla, Gustavo; de Toro, Juan ManuelCase M-1258-EMarketingSince its inception, Ferrovial's success had been built on meeting the needs of its customers along four axes: entrepreneurship, excellence, industrial quality and management capacity. Having increased revenues from roughly 3 billion to 12 billion euros in only ten years, and following numerous acquisitions, it applied a multi-brand strategy that respected the identity of those acquisitions. Since 2007 it has been implementing a gradual integrati...Starting at €8.20
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Carolina Herrera
Camprodón J.; de Toro, Juan ManuelCase M-936-EMarketingThe management of Puig, S.A. is considering launching a new perfume in the prestige women's segment in Spain. The product has been highly successful in the United States and the company wishes to strengthen its presence in the prestige segment in Spain. Specifically, the task is to decide whether the product itself and its name, Carolina Herrera, are appropriate, since both customers and experts are dubious whether it will appeal to Spanish taste...Starting at €8.20
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e-Clio
Pérez Castro, Carlos; de Toro, Juan ManuelCase M-1119-EMarketingThe Clio product manager must submit a plan for the 2001 relaunch of the model, aimed at recovering the market share achieved the previous year while, at the same time, giving the Clio brand a younger image with its target audience.Starting at €8.20
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I'm Old, Not an Idiot: A Retiree Against the Banks (A)
Leahy, Ivo; De la Cierva Álvarez de Sotomayor, Santiago CarlosCase DPO-781-EKnowledge and Communication, StrategyThe banking sector has undergone a profound transformation in recent years. Mergers have rendered many branches superfluous, while online banking means most users can manage their accounts while rarely entering a physical bank. The sector is shrinking, and all banks are closing branches, a process that has been further accelerated by two years of pandemic. Carlos San Juan is a 73-year-old retiree who found using banking apps difficult. When one ...Starting at €8.20
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Licor del Polo 2 en 1 & BBDO (A)
Camprodón J.; de Toro, Juan ManuelCase M-987-EMarketingThe advertising agency Tiempo/BBDO has been given the brief for the launch of a new toothpaste, Licor del Polo 2 en 1, by Henkel. Its task is to adapt the international advertising for the product to the Spanish market, plan the media campaign and share out the budget (300 million pesetas).Starting at €8.20