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Case Studies by Katrina Bens

7 case studies

published: 23 Jun 2014

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Abstract:
The case focuses on an innovative social media strategy by L'Oréal Paris to "listen" to consumers, then develop a product to meet consumer needs and market it. First, the company partnered with Google to track emerging styles and determine which (if any) would endure. Then it leveraged social media when deciding how to position, name and launch the product.

Pedagogical Objectives:
The following objectives can be pursued individually or in combination: 1) How to harness social media buzz to uncover a consumer need 2) How social media fosters market learning ; Google and YouTube's role in identifying trends 3) How to identify fads versus enduring trends 4) New Product Development using social media 5) Marketing implementation

Keywords:
Social Media, Listening Strategy, New Product Development, Consumer Trends, Strategic Marketing, Online Trends, Google, Youtube, Big Data, Advocacy Marketing, Social Media Strategy, Marketing Research, Fashion Trends, Community Strategy, Search Engine, Social Media Listening, Marketing Strategy, New Technologies, Community Marketing

Prizes won:
- 2018 Case Centre Best-selling Case in Marketing
- 2017 Case Centre Best-selling Case in Marketing
- 2017 Case Awards Winner, Marketing Category, Case Centre
- 2016 Case Centre Best-selling Case in Marketing
- 2015 Case Centre Best-selling Case in Marketing
- Runner Up for 2015 AFM-CCMP Best Marketing Case

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published: 03 Dec 2015

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Abstract:
The case focuses on an innovative social media strategy by L'Oréal Paris to "listen" to consumers, then develop a product to meet consumer needs and market it. First, the company partnered with Google to track emerging styles and determine which (if any) would endure. Then it leveraged social media when deciding how to position, name and launch the product.

Pedagogical Objectives:
The following objectives can be pursued individually or in combination: 1) How to harness social media buzz to uncover a consumer need 2) How social media fosters market learning; Google and YouTube's role in identifying trends 3) How to identify fads versus enduring trends 4) New Product Development using social media 5) Marketing implementation

Keywords:
Social Media, Listening Strategy, New Product Development, Consumer Trends, Strategic Marketing, Online Trends, Google, Youtube, Big Data, Advocacy Marketing, Social Media Strategy, Marketing Research, Fashion Trends, Community Strategy, Search Engine, Social Media Listening, Marketing Strategy, New Technologies, Community Marketing

Related:

published: 20 Dec 2013

  • Topic: Marketing
  • Industry: Industrial Packaging
  • Region: Europe

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Abstract:
This series of cases follows the changing relationship between Verbeek's Industrial Packaging Division with TotPet, a major French oil company, after TotPet launched a supply chain rationalization effort. As the only truly international supplier of oil drums, Verbeek assured its customers of quality, proximity and continuity of supply, while at the same time handling sales relationships locally. With more and more global clients, like TotPet, reengineering their purchasing and supply chain operations to reduce the number of suppliers and form global relationships, the pressure mounted to gain control of prices, which had traditionally been based on local competitive conditions and relationships.

Pedagogical Objectives:
The case series, (A) through (E), which can be used either on their own or in combination, tackles: - The notion of value proposition in B2B markets - The perceived dynamics of value propositions over time - The changes in corporate decision-making processes and their impact on perceived value propositions and customer preferences - A framework for the strategic analysis of global accounts

Keywords:
Supply Chain Management, Global Accounts, Value Marketing, Marketing Paradigm, Relationship Marketing

Related:

published: 20 Dec 2013

  • Topic: Marketing
  • Industry: Industrial Packaging
  • Region: Europe

Show details ...

Abstract:
This series of cases follows the changing relationship between Verbeek's Industrial Packaging Division with TotPet, a major French oil company, after TotPet launched a supply chain rationalization effort. As the only truly international supplier of oil drums, Verbeek assured its customers of quality, proximity and continuity of supply, while at the same time handling sales relationships locally. With more and more global clients, like TotPet, reengineering their purchasing and supply chain operations to reduce the number of suppliers and form global relationships, the pressure mounted to gain control of prices, which had traditionally been based on local competitive conditions and relationships.

Pedagogical Objectives:
The case series, (A) through (E), which can be used either on their own or in combination, tackles: - The notion of value proposition in B2B markets - The perceived dynamics of value propositions over time - The changes in corporate decision-making processes and their impact on perceived value propositions and customer preferences - A framework for the strategic analysis of global accounts

Keywords:
Supply Chain Management, Global Accounts, Value Marketing, Marketing Paradigm, Relationship Marketing

Related:

published: 20 Dec 2013

  • Topic: Marketing
  • Industry: Industrial Packaging
  • Region: Europe

Show details ...

Abstract:
This series of cases follows the changing relationship between Verbeek's Industrial Packaging Division with TotPet, a major French oil company, after TotPet launched a supply chain rationalization effort. As the only truly international supplier of oil drums, Verbeek assured its customers of quality, proximity and continuity of supply, while at the same time handling sales relationships locally. With more and more global clients, like TotPet, reengineering their purchasing and supply chain operations to reduce the number of suppliers and form global relationships, the pressure mounted to gain control of prices, which had traditionally been based on local competitive conditions and relationships.

Pedagogical Objectives:
The case series, (A) through (E), which can be used either on their own or in combination, tackles: - The notion of value proposition in B2B markets - The perceived dynamics of value propositions over time - The changes in corporate decision-making processes and their impact on perceived value propositions and customer preferences - A framework for the strategic analysis of global accounts

Keywords:
Supply Chain Management, Global Accounts, Value Marketing, Marketing Paradigm, Relationship Marketing

Related:

published: 20 Dec 2013

  • Topic: Marketing
  • Industry: Industrial Packaging
  • Region: Europe

Show details ...

Abstract:
This series of cases follows the changing relationship between Verbeek's Industrial Packaging Division with TotPet, a major French oil company, after TotPet launched a supply chain rationalization effort. As the only truly international supplier of oil drums, Verbeek assured its customers of quality, proximity and continuity of supply, while at the same time handling sales relationships locally. With more and more global clients, like TotPet, reengineering their purchasing and supply chain operations to reduce the number of suppliers and form global relationships, the pressure mounted to gain control of prices, which had traditionally been based on local competitive conditions and relationships.

Pedagogical Objectives:
The case series, (A) through (E), which can be used either on their own or in combination, tackles: - The notion of value proposition in B2B markets - The perceived dynamics of value propositions over time - The changes in corporate decision-making processes and their impact on perceived value propositions and customer preferences - A framework for the strategic analysis of global accounts

Keywords:
Supply Chain Management, Global Accounts, Value Marketing, Marketing Paradigm, Relationship Marketing

Related:

published: 20 Dec 2013

  • Topic: Marketing
  • Industry: Industrial Packaging
  • Region: Europe

Show details ...

Abstract:
This series of cases follows the changing relationship between Verbeek's Industrial Packaging Division with TotPet, a major French oil company, after TotPet launched a supply chain rationalization effort. As the only truly international supplier of oil drums, Verbeek assured its customers of quality, proximity and continuity of supply, while at the same time handling sales relationships locally. With more and more global clients, like TotPet, reengineering their purchasing and supply chain operations to reduce the number of suppliers and form global relationships, the pressure mounted to gain control of prices, which had traditionally been based on local competitive conditions and relationships.

Pedagogical Objectives:
The case series, (A) through (E), which can be used either on their own or in combination, tackles: - The notion of value proposition in B2B markets - The perceived dynamics of value propositions over time - The changes in corporate decision-making processes and their impact on perceived value propositions and customer preferences - A framework for the strategic analysis of global accounts

Keywords:
Supply Chain Management, Global Accounts, Value Marketing, Marketing Paradigm, Relationship Marketing

Related:


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