IESE (España)
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GoQuickly.com and FileAway: Advertising in the Super Bowl
Gallo, Iñigo; González, Jorge; Capizzani, Mario; Panlilio, LorenzoCase M-1374-EMarketingKickersoft managers Jennifer Green and Ted Gutner, along with their respective marketing teams, were preparing for an important presentation meeting with CEO Henrik Mathison. During the meeting, the decision would be made on which creative concepts the US software company would use for that year's Super Bowl advertisements for FileAway and GoQuickly.com-Kickersoft's two most important cloud-based products. Green and Gutner were excited, but the...Starting at €8.20
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Repositioning Royco Minute Soup: Evaluating a Word-of-Mouth Campaign
Gallo, Iñigo; Oldenbeuving, HarmjanCase M-1320-EMarketingRoyco is the main manufacturer of instant dry soup in France, but the market is shrinking. The marketing team at Royco is considering including a word-of-mouth campaign in the marketing plan for next year 2014). Is running a word-of-mouth campaign a good idea for Royco given their target, their positioning, and the market situation? If so, how should this campaign be structured? (budget, number of agents, expected return, etc.).Starting at €8.20
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Supera Capital: How to Make the Most of a Portfolio Company's Growth Potential: Balancing the Investment Period Against the Life Cycle of a Private Equity Fund
Liechtenstein, Heinrich; Marti Erfurt, Mark; Kolarova, LenkaCase F-988-EEntrepreneurship, Finance, StrategyPhillipe Cera, Managing Partner, had been with SUPERA CAPITAL, a leading private equity firm in Southern European countries, since 2000. In early February 2021, Phillipe was reviewing the historical performance of Cecilia, a portfolio company producing strollers and baby accessories. Phillipe wanted to make sure that the value created in the company was unlocked at the right moment. There could be potentially a lot of value at stake, given that S...Starting at €8.20
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El reposicionamiento de Royco Minute Soup: evaluacion de una campaña boca a boca
Gallo, Iñigo; Oldenbeuving, HarmjanCase M-1320MarketingEn 2014, Royco es el principal fabricante de sopa instantánea deshidratada de Francia, pero el mercado ha ido mermando en los últimos años. Parte del plan para revitalizar el crecimiento implica un pequeño cambio en cuanto a su consumo del producto y a su público objetivo. Con este fin, la gerente de marca de Royco está sopesando si introducir una campaña boca a boca en el plan del año siguiente. El caso se centra en esta decisión: ¿debería Royco...Starting at €8.20
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Firemadillo SCRPt: A Software to Revolutionize the Movie Industry
Planlilio, Lorenzo; Gallo, IñigoCase M-1389-EMarketingSCRPt is a software developed by the company Firemadillo, based in Los Angeles, that can predict the box office revenue of a movie by analyzing its script and comparing it to previous scripts. Firemadillo belives this is a game changer, with a huge potential. But it's not an easy sell. Who should they target? Writers? Producers? Studios? How should they position the software? At what price? The case provides all the necessary information to discu...Starting at €8.20
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Supera Capital - Teaching Note: How to Make the Most of a Portfolio Company's Growth Potential: Balancing the Investment Period Against the Life Cycle of a Private Equity Fund
Liechtenstein, Heinrich; Marti Erfurt, Mark; Kolarova, LenkaTeaching Note FT-130-EEntrepreneurship, Finance, StrategyPhillipe Cera, Managing Partner, had been with SUPERA CAPITAL, a leading private equity firm in Southern European countries, since 2000. In early February 2021, Phillipe was reviewing the historical performance of Cecilia, a portfolio company producing strollers and baby accessories. Phillipe wanted to make sure that the value created in the company was unlocked at the right moment. There could be potentially a lot of value at stake, given that S...Starting at €0.00