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Estrategias para atraer al nuevo consumidor
Villanueva, Julian; Ferrándiz, Luis; Gallo, Iñigo; Townsend, Claudia; Skiera, Bernd; Ringel, Daniel M.Dossier DOS-32Information Technologies, Marketing, Strategy¿Cómo ha cambiado el “viaje del cliente”? ¿De qué manera podemos adaptarnos a la realidad de hoy?Starting at €15.00
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Strategies to Reach the Changing Consumer (Portuguese Version)
Villanueva, Julian; Ferrándiz, Luis; Gallo, Iñigo; Townsend, Claudia; Skiera, Bernd; Ringel, Daniel M.Dossier DOS-32-PBInformation Technologies, Marketing, StrategyTech is changing how we do business. Break out of your bubble and learn to manage better in a digital age.Starting at €15.00
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Coca-Cola India: More than Just Sugar and Fizz
Sandeep Puri; Archit Kacker; Shreya GuptaCase IVEY-9B18A013-EMarketing, StrategyWhen the chief executive officer of The Coca-Cola Company made his maiden visit to India in August 2017, it was clear that he wanted the Indian branch of the company, Coca-Cola India Private Limited, to achieve many ambitious goals. These included reducing the sugar content in the company’s products, introducing more juice-based drinks and water, and making small entries into the dairy segment. For a company that had long stressed its carbonated ...Starting at €8.20
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Coca-Cola India's Frozen Dessert Plan Heats Up Competition - Teaching Note
Sandeep Puri; Shreya Gupta; Archit KackerTeaching Note IVEY-8B18A050-EMarketingTeaching note for product 9B18A050.Starting at €0.00
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Strategies to Reach the Changing Consumer
Villanueva, Julian; Ferrándiz, Luis; Gallo, Iñigo; Townsend, Claudia; Skiera, Bernd; Ringel, Daniel M.Dossier DOS-32-EInformation Technologies, Marketing, StrategyTech is changing how we do business. Break out of your bubble and learn to manage better in a digital age.Starting at €15.00
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Aprovecha el big data para visualizar tu mercado
Skiera, Bernd; Ringel, Daniel M.Article ART-2982Information Technologies, MarketingDebido a la creciente proliferación de artículos y marcas, a las empresas les cuesta hacer un seguimiento de cómo compiten sus productos en el mercado. El big data de las búsquedas online les permite conocer mejor su cuota de mercado y a sus competidores clave. Pero obtener y analizar cantidades ingentes de datos plantea múltiples dificultades. En este artículo, los autores explican cómo se valieron de los datos del flujo de clics para vis...Starting at €8.20
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Using Big Search Data to Map Your Market
Skiera, Bernd; Ringel, Daniel M.Article ART-2982-EInformation Technologies, MarketingMarkets today are flooded with an increasing number of products and brands, making it difficult for companies to track how their products compete in the market. Big search data allow companies to obtain valuable insights on market share as well as on key competitors. But collecting and analyzing vast amounts of data pose huge challenges. In this article, the authors describe how they used clickstream data to visualize competition in product categ...Starting at €8.20
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Coca-Cola India: More than Just Sugar and Fizz - Teaching Note
Sandeep Puri; Archit Kacker; Shreya GuptaTeaching Note IVEY-8B18A013-EMarketingTeaching note for product 9B18A013.Starting at €0.00
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Coca-Cola India's Frozen Dessert Plan Heats Up Competition
Sandeep Puri; Shreya Gupta; Archit KackerCase IVEY-9B18A050-EMarketingIn November 2017, Coca-Cola India Private Limited (Coca-Cola India) laid out a plan for the next summer-the introduction of a whipped frozen fruit dessert. Minute Maid Perfect Fruit, which Coca-Cola India planned to launch in India's top 10 cities in 2018, was to be an extension of the company’s Minute Maid brand. Coca-Cola India also intended to expand Maaza, its fruit drink brand, with two new variants. These extensions were to be part of the c...Starting at €8.20