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Case Studies by Vadim Grigorian

5 case studies

by Publication Date
published: 26 Mar 2018

  • Topic: Marketing
  • Industry: Wholesale-Beer, Wine & Distilled Alcoholic Beverages
  • Region: Europe

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Abstract:
The case goes back in time to the ‘golden age’ of Absolut when contemporary artists like Andy Warhol and Keith Haring painted the unusual bottle to the amazement of the global arts community. The nearly accidental collaboration with artists in the glorious years turned the brand into a must-have aspirational drink to be consumed at chic bars and art fairs. Based on the vivid recollections of Vadim Grigorian (INSEAD MBA ‘00J), the case uncovers the awakening of new paradigm, the brand as acultural agent of contemporary art in consumer society. In his retelling of these events, hitherto unknown, the marketing executive recaptures the essence of Absolut during its hey day from the mid-1980s to 2011 in an exquisitely told and unusual account of cultural engagement.

Pedagogical Objectives:
The case can be used by instructors teaching specialized courses in marketing and communication, and marketing research. By focusing on the engagement of Absolut with contemporary art and culture, the case prompts discussion of the role of brands as cultural agents. It draws students into a discovery process, tracing the relationship that Absolut, acquired by the global drinks conglomerate Pernod-Ricard in 2008, developed with young artists, fashion photographers, musicians, and even designers of art bars and cocktail recipes. It can start a conversation about the future of cultural engagement strategies that many brands have embarked on, for example, when a brand needs to move on from a wildly successful personality to a more nuanced image that appeals to a broader customer base. The short case is a page-turner that will satisfy a broad range of intellectual interests.

Keywords:
Absolut, Keith Haring, Vadim Grigorian, Documenta, Venice Biennale, Michel Roux, Spirits, Andy Warhol, Pernod-Ricard, Arts and Culture, Tbwa, Grey Goose, Grey Goose, Bottle

published: 25 Aug 2014

  • Topic: Marketing
  • Industry: Distilled alcoholic beverages
  • Region: Europe

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Abstract:
Ararat, the largest brand of brandy in Russia, with an enviable 32% market share and a long history, is one of the jewels in Pernod Ricard Russia’s alcoholic beverage portfolio. After a recent product update, five key questions need to be answered: 1. Which consumer segment(s) should Ararat be targeted at? 2. What should be the brand platform? 3. Which of five proposed advertising options should be selected? 4. Should all seven sub-brands in the Ararat portfolio feature in the campaign, and if not, which ones? 5. In which magazines should the ads be placed?

Pedagogical Objectives:
The case offers the opportunity to think through repositioning of a brand, beginning with which segments to target, how to position the brand, which products from the brand portfolio to focus on, the message strategy to use, and which media options to activate. It thus constitutes a comprehensive exercise in branding.

Keywords:
Brand, Branding, Marketing, Marketing Communications, Spirits, Russia, Emerging Markets, Brand Repositioning

published: 18 Oct 2010

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Abstract:
Renzo Rosso, the president and founder of Diesel SpA, the innovative Italian casual wear company famous for its controversial 'For Successful Living' advertising campaign, is pondering how to brand its new upscale line of clothing: StyleLab. The objectives set for StyleLab are: (1) to enter the new and attractive high casual wear market; (2) to create an aura of prestige for the core D-Diesel line; and (3) to provide Diesel's designers with the opportunity to experiment with new cuts and fabrics, which may eventually trickle down to the main D-Diesel brand.
Please visit the dedicated case website to access Diesel's television commercials and PowerPoint presentations of all case exhibits and print advertising campaigns.

Pedagogical Objectives:
The case focuses on the selection of the branding strategy for StyleLab: should it be an independent brand with no link to Diesel, a sub-brand of Diesel, or an independent brand endorsed by Diesel? It can also be used to discuss critical issues in the marketing of fashion and luxury brands. In particular, it illustrates how Diesel has managed to grow without losing its core identity. The main objectives of the case are to develop an understanding of the key issues involved in managing a portfolio of brands and to evaluate alternative branding strategies for launching a new brand using a structured approach and tools. The case also illustrates critical issues in the marketing of fashion and luxury brands, most notably brand extensions. This case has been successfully taught in an MBA course on brand management. It can also be used in a session on branding in a marketing management course. The large corpus of Diesel's controversial print and television advertisements also make the case suitable for an advertising course or the advertising module of a marketing management course. Finally, the case can also be used in a market research course to illustrate the value of experimental methods for studying the effects of branding.

Keywords:
Multimedia, Branding, Marketing, Brand Managmenet, Brand Extension, Fashion, Luxury Goods, Advertising, Logos

Related:

published: 01 Jan 2004

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Abstract:
Renzo Rosso, the president and founder of Diesel SpA, the innovative Italian casual wear company famous for its controversial 'For Successful Living' advertising campaign, is pondering how to brand its new upscale line of clothing: StyleLab. The objectives set for StyleLab are: (1) to enter the new and attractive high casual wear market; (2) to create an aura of prestige for the core D-Diesel line; and (3) to provide Diesel's designers with the opportunity to experiment with new cuts and fabrics, which may eventually trickle down to the main D-Diesel brand.
Please visit the dedicated case website to access Diesel's television commercials and PowerPoint presentations of all case exhibits and print advertising campaigns.

Pedagogical Objectives:
The case focuses on the selection of the branding strategy for StyleLab: should it be an independent brand with no link to Diesel, a sub-brand of Diesel, or an independent brand endorsed by Diesel? It can also be used to discuss critical issues in the marketing of fashion and luxury brands. In particular, it illustrates how Diesel has managed to grow without losing its core identity. The main objectives of the case are to develop an understanding of the key issues involved in managing a portfolio of brands and to evaluate alternative branding strategies for launching a new brand using a structured approach and tools. The case also illustrates critical issues in the marketing of fashion and luxury brands, most notably brand extensions. This case has been successfully taught in an MBA course on brand management. It can also be used in a session on branding in a marketing management course. The large corpus of Diesel's controversial print and television advertisements also make the case suitable for an advertising course or the advertising module of a marketing management course. Finally, the case can also be used in a market research course to illustrate the value of experimental methods for studying the effects of branding.

Keywords:
Branding, Marketing, Brand Management, Brand Extension, Fashion, Luxury Goods, Advertising

Prizes won:
- 2013 Case Centre Best Selling Case in Marketing
- 2012 ecch Best Selling Case in Marketing
- 2008 ecch Best-selling Case in Marketing
- 2007 ecch Best-selling Case in Marketing
- Overall Winner of 2007 European Case Awards
- 2006 ecch Best-selling Case in Marketing
- Winner of 2006 European Case Awards, Marketing Category
- 2005 ecch Best-selling Cases in Marketing
- 2004 ecch Best-selling Case in Marketing

Related:

published: 26 Nov 2002

  • Topic: Marketing
  • Industry: Spirits, Banking
  • Region: Other Regions

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Abstract:
Launched in 1998, Russian Standard vodka quickly became the highest selling premium vodka in Russia, ahead of Stoli, Smirnoff, and Absolut. Russian Standard’s success can be attributed to the high quality of the vodka itself, its innovative and distinctive bottle, to its strong presence in bars, and to a brand identity that is proud to leverage its Russian heritage while promising world-class standards of quality. The company, which also owns a successful bank, Russian Standard bank, is considering whether it should launch Russian Standard in the biggest premium vodka market in the world - the US - and whether it should adapt its marketing mix or stick with the strategy that has been so successful in Russia.

Pedagogical Objectives:
Develop an understanding of the decision criteria to develop an international expansion strategy (global branding vs. local adaptation). Discuss the value of horizontal brand extensions across widely different product categories (e.g., banking and vodka). Expose students to the range of marketing issues related to the management of brands in the alcoholic beverage industry.

Keywords:
Marketing, Branding, Brand Management, Global Marketing, Entrepreneurship, Brand Extension, New Product Development, Roust Inc, Roustam Tariko, Jose Aragon

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