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INSEAD (France)
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Ford Fiesta Movement: Using Social Media and Viral Marketing to Launch Ford's Global Car in the United States (Portuguese)
Andrew T., StephenCase INSEAD-5664PT-PPMarketingThe Ford Fiesta Movement was a social media campaign run by Ford in the U.S. during 2009 to generate buzz for the upcoming launch of the 2011 Fiesta sub-compact car. This case examines the campaign's performance and asks what marketers should do thereafter to convert interested consumers into buyers.Starting at €8.20
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Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category (Portuguese Version)
Yakov, Bart; Seabra de Sousa, Raquel; Chandon, Pierre; Sweldens, StevenCase INSEAD-5685PT-PPMarketingRenova, a Portuguese toilet paper manufacturer, struggles to survive in a stagnant and widespread market dominated by international giants and private brands. With a view to growing and remaining independent, CEO Paulo Pereira da Silva considers three options 1) private label production, 2) new functional innovations and 3) the launch of black toilet paper. What should he do? And how should the chosen strategy be implemented? Exploring the challe...Starting at €8.20
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Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category - Teaching note (Portuguese Version)
Yakov, Bart; Seabra de Sousa, Raquel; Chandon, Pierre; Sweldens, StevenTeaching Note INSEAD-5685TNPT-PPMarketingTeaching note for the case 5685Starting at €0.00
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Parfums Cacharel de L'Oreal 1997-2007: Decoding and Revitalizing a Classic Brand (Portuguese Version)
Chandon, Pierre; Rowell, Nicholas; Wertenbroch, KlausCase INSEAD-4929PT-PPMarketingParfums Cacharel, a division of L'Oreal, used to have a dominant position in the European market with both number one and number two best selling fragrances: Anaïs Anaïs and Loulou. At the time of the case, however, sales are falling at a rate of 15% per year and it was a Cacharel brand perfume in need of a major revitalization. The task assigned to Dimitri Katsachnias, Cacharel's new general manager, is to turn the business around. But before yo...Starting at €8.20
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Unilever in Brazil (1997-2007): Marketing Strategies for Low-Income Consumer (Portuguese Version)
Pacheco Guimaraes, Pedro; Chandon, PierreCase INSEAD-5188PT-PPMarketingUnilever is a leading brand of detergent powder in Brazil, with a share price of 81%. Laercio Cardoso must decide (1) whether Unilever should divert money from its premium brands to reach the segment of low-income consumers, (2) whether Unilever can reposition and extend one of its current brands so that it does not have to launch a new brand , and (3) what price, product, promotion and distribution strategy would enable Unilever to deliver value...Starting at €8.20