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Case Studies by Swati Srivastava

10 case studies

by Publication Date
published: 30 Nov 2013

  • Topic: Marketing
  • Industry: FMCG (snacks)
  • Region: Europe

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Abstract:
Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home. Three in-class cases and a teaching note provide analysis and managerial implications.

Pedagogical Objectives:
To introduce as a managerial decision-making framework a funnel analysis of the consumer decision-making process. The managerial problem is to split a marketing budget between advertising and sales promotions. Two sets of additional teaching objectives can be included: First, deciding when to use sales promotions, how to protect from their risks, and how to evaluate their success. Second, applying various psychological concepts (e.g., attention, memory, categorization, just-noticeable-difference, causal attributions) to marketing and consumer analysis. Case A (5 pages) should be read at home prior to the course, cases B1 to C are in-class material.

Keywords:
Advertising and Sales Promotions, Consumer Behaviour, Allocating a Marketing Budget, Funnel Analysis, Hierarchy of Effects Models, Setting Communications Goals, Consumer Decision Making Process, Consumer Memory and Choice

Related:

published: 01 Jul 2006

  • Topic: Marketing
  • Industry: FMCG (snacks)
  • Region: Europe

Show details ...

Abstract:
Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home. Three in-class cases and a teaching note provide analysis and managerial implications.

Keywords:
Advertising and Sales Promotions, Consumer Behaviour, Allocating a Marketing Budget, Funnel Analysis, Hierarchy of Effects Models, Setting Communications Goals, Consumer Decision Making Process, Consumer Memory and Choice

Related:

published: 01 Jul 2006

  • Topic: Marketing
  • Industry: FMCG (snacks)
  • Region: Europe

Show details ...

Abstract:
Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home. Three in-class cases and a teaching note provide analysis and managerial implications.

Keywords:
Advertising and Sales Promotions, Consumer Behaviour, Allocating a Marketing Budget, Funnel Analysis, Hierarchy of Effects Models, Setting Communications Goals, Consumer Decision Making Process, Consumer Memory and Choice

Related:

published: 07 Jan 2006

  • Topic: Marketing
  • Industry: FMCG (snacks)
  • Region: Europe

Show details ...

Abstract:
Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A at home. Three in-class cases and a teaching note provide analysis and managerial implications.

Pedagogical Objectives:
To introduce as a managerial decision-making framework a funnel analysis of the consumer decision-making process. The managerial problem is to split a marketing budget between advertising and sales promotions. Two sets of additional teaching objectives can be included: First, deciding when to use sales promotions, how to protect from their risks, and how to evaluate their success. Second, applying various psychological concepts (e.g., attention, memory, categorization, just-noticeable-difference, causal attributions) to marketing and consumer analysis. Case A should be read at home prior to the course, cases B1 to C are in-class material.

Keywords:
Advertising and Sales Promotions, Consumer Behaviour, Allocating a Marketing Budget, Funnel Analysis, Hierarchy of Effects Models, Setting Communications Goals, Consumer Decision Making Process, Consumer Memory and Choice

Related:

published: 07 Jan 2006

  • Topic: Marketing
  • Industry: FMCG (snacks)
  • Region: Europe

Show details ...

Abstract:
Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (i.e., also post-promotion). In contrast, after withdrawing a second "Money in the Bag" promotion, sales fell. Students prepare case A (5 pages) at home. Three in-class cases and a teaching note provide analysis and managerial implications.

Keywords:
Advertising and Sales Promotions, Consumer Behaviour, Allocating a Marketing Budget, Funnel Analysis, Hierarchy of Effects Models, Setting Communications Goals, Consumer Decision Making Process, Consumer Memory and Choice

Related:

published: 01 Jan 2004

  • Topic: Strategy
  • Industry: Telecommunication
  • Region: Global
published: 01 Jan 2004

  • Topic: Strategy
  • Industry: Telecommunication
  • Region: Global
published: 01 Dec 2003

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Abstract:
Skoda Auto had a serious brand image problem: most people in UK think of "Skoda" as the generic name for anything that is of the worst possible quality. How should Skoda launch its new car model, Fabia, and turnaround this image so that more people would consider a Skoda for their next purchase?

Pedagogical Objectives:
The case is ideal for demonstrating the process of rebuilding a weak brand, with a negative image. This process requires the involvement of all the elements of marketing - targeting, positioning, and the marketing mix. Consequently, the case is suitable for an introductory marketing class, as well as for electives on branding and advertising.

Keywords:
Marketing, Branding, Advertising, Customer Analysis, Automobile

Related:

published: 01 Dec 2003

Show details ...

Abstract:
Skoda Auto had a serious brand image problem: most people in UK think of "Skoda" as the generic name for anything that is of the worst possible quality. How should Skoda launch its new car model, Fabia, and turnaround this image so that more people would consider a Skoda for their next purchase?

Pedagogical Objectives:
The case is ideal for demonstrating the process of rebuilding a weak brand, with a negative image. This process requires the involvement of all the elements of marketing – targeting, positioning, and the marketing mix. Consequently, the case is suitable for an introductory marketing class, as well as for electives on branding and advertising.

Keywords:
Marketing, Branding, Advertising, Customer Analysis, Automobile

Related:

published: 01 Oct 2003

  • Topic: Marketing
  • Industry: Pharmaceutical
  • Region: Asia

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Abstract:
The case describes challenges facing Ranbaxy, the third largest pharmaceutical company in India, as it attempts to move from being a generics marketer, to a player in the branded drugs business. The case focuses on issues relating to the launch of Cifran OD, Ranbaxy's first drug based on a patented new drug delivery system.

Pedagogical Objectives:
The case aims to demonstrate: The power of a good positioning strategy The importance of understanding the consumer in developing an effective positioning strategy The benefits and downsides of collaborating with competitors Ways, in which a small emerging market firm, in a technology led business, can compete globally with larger players in the industry

Keywords:
Branding, Positioning, Marketing, Pharmaceuticals, India

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