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Case Studies by Hilke Plassmann

5 case studies

by Publication Date
published: 26 Nov 2018

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Abstract:
In this case study, we are analyzing how one of the biggest international telecommunications providers, Telenor, has used this weakness of financial institutions and has successfully launched the first mobile only bank in Serbia – Telenor Banka. The CEO of Telenor Banka is an INSEAD Alumni and is working with us on this case. The Case is illustrating how companies can create a successful business by enhancing traditional (marketing) strategy frameworks with innovative digital approaches and technologies in new, under-developed markets. Telenor has revolutionised the entire customer experience across the most important touchpoints by leveraging digital trends like big data analytics, artificial intelligence, augmented reality or community building through social media marketing. More specifically, the case discusses topics like digital marketing, digital disruption, customer experience strategies, customer segmentation, omni-channel strategies, and brand positioning & architecture strategies. The case also illustrates how digital practices foster business-model innovation that may not only change the competitive landscape but represent a ‘quantum leap’. Finally, the case discusses key enablers that organisations have to put in place to make a digital transformation work: the success of Telenor Bank Serbia was also driven by organisational change, leadership skills, the right vision and new management approaches like design thinking and lean management.

Please visit the dedicated case website to access videos, interviews and other support material.

Pedagogical Objectives:
This case will touch upon a variety of important strategic decisions when it comes to marketing & branding in the digital world: . Marketing planning for new product & services in a digital world; . Understand digital trends that are disrupting financial services . Leverage digital trends to generate new or optimize existing products, brands, and content . Understand today's customers and their evolving needs and expectations . Understand why digital should be the default approach to customer engagement and not just a bolt-on . Understand the new rules of competition . Leveraging digital trends to optimize customer experiences; . Brand identity and positioning in a digital world. . Leveraging communities and content to build strong brands in a digital world . Understand key enablers that allow for a digital transformation . Transforming the organization itself is tougher than mastering the technology . Understand the importance of a flexible, agile and collaborative organization

Keywords:
Digital Transformation, Digital Disruption, Digital Marketing, Banking, Mobile Banking, Customer Centricity, Customer Experience, Digital Innovation, Brand Extension, Brand Dilution, Omni-Channel

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published: 27 Feb 2017

Show details ...

Abstract:
In this case study, we are analyzing how one of the biggest international telecommunications providers, Telenor, has used this weakness of financial institutions and has successfully launched the first mobile only bank in Serbia – Telenor Banka. The CEO of Telenor Banka is an INSEAD Alumni and is working with us on this case. The Case is illustrating how companies can create a successful business by enhancing traditional (marketing) strategy frameworks with innovative digital approaches and technologies in new, under-developed markets. Telenor has revolutionised the entire customer experience across the most important touchpoints by leveraging digital trends like big data analytics, artificial intelligence, augmented reality or community building through social media marketing. More specifically, the case discusses topics like digital marketing, digital disruption, customer experience strategies, customer segmentation, omni-channel strategies, and brand positioning & architecture strategies. The case also illustrates how digital practices foster business-model innovation that may not only change the competitive landscape but represent a ‘quantum leap’. Finally, the case discusses key enablers that organisations have to put in place to make a digital transformation work: the success of Telenor Bank Serbia was also driven by organisational change, leadership skills, the right vision and new management approaches like design thinking and lean management.
Please visit the dedicated case website to access videos, interviews and other support material.

Pedagogical Objectives:
This case will touch upon a variety of important strategic decisions when it comes to marketing & branding in the digital world: . Marketing planning for new product & services in a digital world; . Understand digital trends that are disrupting financial services . Leverage digital trends to generate new or optimize existing products, brands, and content . Understand today's customers and their evolving needs and expectations . Understand why digital should be the default approach to customer engagement and not just a bolt-on . Understand the new rules of competition . Leveraging digital trends to optimize customer experiences; . Brand identity and positioning in a digital world. . Leveraging communities and content to build strong brands in a digital world . Understand key enablers that allow for a digital transformation . Transforming the organization itself is tougher than mastering the technology . Understand the importance of a flexible, agile and collaborative organization

Keywords:
Digital Transformation, Digital Disruption, Digital Marketing, Banking, Mobile Banking, Customer Centricity, Customer Experience, Digital Innovation, Brand Extension, Brand Dilution, Omni-Channel

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published: 30 Jun 2015

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Abstract:
The case illustrates the challenges faced by entrepreneurs launching a new product in an highly competitive market with limited resources. The case is set in 2005 and puts the student in the shoes of Michel and Augustin. Please visit the dedicated case website to see video interviews and other support material.

Pedagogical Objectives:
It allows students to see the strategic and tactical actions of a marketing plan in a clear, novel and fun context. For aspiring entrepreneurs, it offers an exciting opportunity to discuss the specific challenges related to launching a brand for a start-up.

Keywords:
Marketing, Entrepreneurship, Food and Drink, Startup Marketing

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published: 25 Mar 2014

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Abstract:
The case illustrates the challenges faced by entrepreneurs launching a new product in an highly competitive market with limited resources. The case is set in 2005 and puts the student in the shoes of Michel and Augustin. Please visit the dedicated case website to see video interviews and other support material.

Pedagogical Objectives:
It allows students to see the strategic and tactical actions of a marketing plan in a clear, novel and fun context. For aspiring entrepreneurs, it offers an exciting opportunity to discuss the specific challenges related to launching a brand for a start-up.

Keywords:
Marketing, Entrepreneurship, Food and Drink, Startup Marketing, European Competitiveness, Europe

Prizes won:
- 2014 Case Centre Best Selling Case in Marketing
- Winner of 2014 Case Awards - New Case Writer Category

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published: 26 Aug 2013

  • Topic: Marketing
  • Industry: Manufacturing Power Tools
  • Region: Global

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Abstract:
Having turned around the financial performance of Black & Decker, CEO Nolan Archibald faces a significant decline in market share in one customer segment for its flagship product, power tools, as a result of strong competition from Makita, a Japanese manufacturer. Does this problem require a change to an otherwise successful brand?

Pedagogical Objectives:
To open a discussion of brands and the difference between brands and products, as well as an in-depth examination of brand positioning and brand portfolio management. Case (B) focuses on the implementation of a branding strategy through the company's sales force, allowing for a discussion about the relationship between marketing and sales.

Keywords:
Branding, Brand Portfolio, Brand Positioning and Repositioning, Customer Analysis, Funnel Analysis, Sales and Market Share Problem, Competitive Strategy

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