IESE (España)
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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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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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Verizon Reimagines Corporate Real Estate
Lehr, Josh; Amigó, Pau; Prats, Mª JuliaCase E-191-EDecision Analysis, Entrepreneurship, Innovation and ChangeIn late October 2015 James Tousignant, Director of Transactions and Real Estate Development for Verizon Global Real Estate, was sitting in his office at Verizon's headquarters in Basking Ridge, NJ' a sprawling 1.4 MM square foot megaplex of 80's construction. The compound was made up of nine building wings and a central core to serve food to over 5,000 employees each day. As he looked out his office window he pondered what he should do. Verizon h...Starting at €8.20