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Case Studies by Nina Paavola

6 case studies

by Publication Date
published: 31 Dec 2008

  • Topic: Marketing
  • Industry: Financial Services
  • Region: Global

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Abstract:
The case presents a description of the JV between GE Money and Hyundai Card/Hyundai Capital from its inception through 2006 when the venture’s success in Korea led to thoughts of international expansion, raising the question of how the entity should be branded. Initially, GE had agreed to forgo the use of its name in the branding of the card given as brand recognition in Korea was low, while Hyundai enjoyed strong awarenesss and positive associations among Korean consumers. Data from market research bearing on the situation in 2006 are provided to facilitate the decision making

Pedagogical Objectives:
To discuss the management and branding of a joint venture.

Keywords:
Branding, Joint Venture, Strategy, International Strategy, Asian Business

published: 30 Nov 2008

  • Topic: Marketing
  • Region: Asia

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Abstract:
The case describes the first decade of LGEIL's experience in India, a decade marked by incredible success from a sales point of view and outlines the challenges in 2007, which resonate with the key challenge in back in 1997--building a premium brand image for LG.

Pedagogical Objectives:
The objective of the case is to discuss three issues: 1. how to build a brand as a late entrant in a new market, 2. the key challenges in managing the brand building process, and 3. how to manage a large product portfolio from a branding perspective, which raises the issue of brand architecture. The case the lends itself for use in a variety of courses taught at the MBA and executive level. The case can be used to teach an introductory session for a marketing strategy course. In such a context the issues to focus on would be brand positioning and the marketing mix. It can be used as a capstone case in a marketing strategy course and be used to highlight the importance of managing the marketing process from an organizationwide perspective to successfully deliver on the customer promise. It can be used to discuss market entry and expansion issues in an international marketing course. It can also be used in a brand management course to discuss issues of branding as an organization wide perspective and brand architecture.

Keywords:
Marketing, Marketing Strategy, International Marketing, Brand Positioning, Brand Architecture, Marketing Mix, India

published: 31 May 2008

  • Topic: Marketing
  • Region: Global

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Abstract:
The case details the development and implementation of corporate social responsibility programmes at MAS Holdings, a Sri Lankan manufacturer supplying undergarments and active wear to companies like Victoria's Secret, Marks and Spencer, Gap, Adidas and Nike. MAS Holdings finds itself caught between its own desire to be a socially responsible and sustainable organisation (a desire shared by its customers), and the practical reality that customers tend to buy from the lowest cost producer. This prompts the company to explore the option of using its corporate responsibility programmes to build a brand under the name 'MAS Go Beyond'. Several alternative approaches considered by MAS serve as the decision focus for the case in seeking to respond to the key question: 'How can doing good be converted in to doing good business?'

Pedagogical Objectives:
The purpose of the case is to discuss the use of corporate responsibility programmes in building a brand. It also allows for a discussion of ingredient branding in a B2B context and brand building by emerging market firms that are small and resource strapped.

Keywords:
Ethics and Social Responsibility, Corporate Social Responsibility, Corporate Sustainability, Marketing, Branding, Ingredient Branding, Emerging Markets.

published: 01 Jan 2007

  • Topic: Marketing
  • Region: North America

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Abstract:
This case describes the meteoric rise of Brita in the US market, following the acquisition of local rights by The Clorox Company in 1989, until a sudden decline in 1999. The case details the various failed strategies attempted by the brand between 1999 and 2006 and poses the question as to what Brita should do to turn its fortunes around. The case presents the results of a recent segmentation study, which holds the key to developing the turnaround strategy.

Pedagogical Objectives:
The objective of this case is to have participants understand that proper strategy development requires the identification of the target segment and an understanding of what drives them vis-à-vis the category. Responding to competitive moves reactively simply alienates the firm from its customers and hands the initiative more and more to the competitor.

Keywords:
Marketing, Segmentation, Brand Positioning, Customer Focus, Marketing Mix

published: 01 Oct 2006

  • Topic: Marketing
  • Industry: Financial Services
  • Region: Europe

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Abstract:
BBVA, a bank recently created through the merger of BBV and Argentaria, has recently experienced a drop in customer satisfaction, a serious cause for concern to the chairman. The case presents the branding work done at BBVA and poses several alternative brand positions that are being considered by BBVA. The case's decision focus is on choosing among the positioning alternatives and the development of both a strategy to communicate the identity and positioning to consumers as well as to employees, with greater emphasis on the latter.

Pedagogical Objectives:
Branding is often seen as something that marketing people do. On the contrary, a brand engages the entire organization. It acts as both glue for the organization and the lens through which to focus the entire organization's efforts. The purpose of the case is twofold: 1) to provide an opportunity to examine how one can arrive at a brand positioning platform and 2) to make participants think about how one might communicate the brand positioning internally within a large organization. The case can also be used to articulate potential ways of implementing the positioning with the bank's consumers. The case can be used successfully with both MBA and Executive audiences.

Keywords:
Branding, Corporate Branding, Brand Alignment, Marketing, Brand Identity, Brand Positioning

published: 07 Jan 2006

  • Topic: Marketing
  • Industry: Cosmetics
  • Region: Global

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Abstract:
Natura is a well recognized and highly regarded brand in Brazil: it enjoyed high brand loyalty among consumers and the highest retention rate among sales representatives in the cosmetics industry. Notwithstanding the triumphs in its home market, attempts at internationalization within Latin America, had thus far not been as successful as expected. The joint Presidents of Natura now wanted to take the leap and enter developed markets in which the Natura value proposition would resonate. The case raises issues related to how Natura should expand. Which market(s)? With what strategy? And what organizational structure should they adopt?

Pedagogical Objectives:
The objective of the case is to discuss the process of internationalization and the building of an international/global brand. The case allows for a discussion of the process by which a firm should make such a decision and the accompanying implementation decisions both in terms of marketing activities and changes in the organization structure to successfully internationalize.

Keywords:
Marketing, Strategy, Internationalization, Branding, Global Branding, Brazil/latin America, Emerging Markets, Cosmetics

Prizes won:
- Winner of 2011 EFMD Case Writing Competition

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