INSEAD the business school for the world

Case Studies by Pierre Chandon

27 case studies

by Publication Date
published: 31 Aug 2018

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Abstract:
Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian compatriots. His previous venture, Green Rewards, demonstrated the power of loyalty rewards to promote environmentally-conscious purchases. Andreas is now looking to impact non-commercial habits like walking more, eating less, as well as education. The health and wellness market is growing but hyper competitive, with more than 150,000 apps available on Google Play or on the App Store. B2B or B2C? Fitness, nutrition or mindfulness? Fee, freemium or free? Stand-alone or in collaboration? These are the key questions students must address to help Andreas and his team achieve their goal - and make a profit.
Please visit the dedicated case website to access supplementary material.

Pedagogical Objectives:
This decision-oriented case examines the health and wellness market and, more generally, the topic of behavior modification. Thanks to close collaboration with Carrot Insight, detailed information about what the team did and why, as well as their future plans, is provided through video interviews available on the case website and in the teaching note.

Keywords:
Food, Marketing, Nutrition, Health, Exercising, Fitness, Loyalty, Government, Incentive, Responsibility, Mobile Commerce, Habits, Branding, Regulation

published: 25 Jun 2018

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Abstract:
When 3G Capital bought Burger King from TPG, Bain Capital and Goldman in 2010, the fastfood chain was losing momentum. By 2014, the business was back in growth mode but the Burger King brand was still lacking lustre and it was unclear if the celebrity-heavy ad campaign would work. Could new CEO Daniel Schwartz and his team make the brand cool again - on the cheap? Drawing on data from a brand audit, the challenge is to (i) define the brand’s identity and choose among five positioning ideas; (ii) allocate expenses between television, digital and PR, and brand and restaurant redesign. For the digital and PR components, for example, students have to evaluate eight mock-ups created by Burger King’s agency, and come up with their own ideas for Burger King to evaluate.
Please visit the dedicated case website to access supplementary material.

Pedagogical Objectives:
This decision-oriented case touches on key aspects of brand marketing for quick-service restaurants, a category at the intersection of consumer goods and retailing. Instructors have access to uniquely detailed information about process, actions and outcomes in a 29-page teaching note, 20 exclusive video interviews with the management team, a comprehensive slide deck, as well as high-resolution ads and video footage explaining the success of Burger King’s award-winning campaigns (“Whopper Freakout”, “Proud Whopper”, “The McWhopper Proposal”, and “Google Home of the Whopper”), which won it “Creative Marketer of 2017” , multiplied the value of the brand by 3.7 since its acquisition, and accelerated the company’s growth. Suitable for undergraduates, graduates, and seasoned executives, the case will fit into an introductory course in marketing management as well as specialized courses in marketing strategy, brand management, consumer behavior, digital marketing, or retailing. It can also be taught in a business strategy course on the impact of private equity ownership, or a finance/accounting course on the implementation of zero-based budgeting. For a single session, we suggest instructors make brand positioning an additional pre-discussion reading and focus class discussion on TV advertising, social media, and PR. For a double session, add the brand identity decoding and the positioning decision. With more sessions, the instructor can address design and restaurant image, or dive deeper into each aspect covered.

Keywords:
Marketing, Food, Advertising, Branding, Digital, Design, Packaging, Social Media, Public Relations, Health, Private Equity, Zero-Based Budgeting

published: 06 Jun 2018

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Abstract:
Chocolate candy marketers like Mars, Nestlé, Hershey and Ferrero are under pressure to respond to the stricter nutritional targets set by governments, changing consumer tastes, and competition from healthier brands like Kind or Cliff. Should traditional chocolate makers reformulate their products with less sugar content (and if so, should they announce it)? Should they reduce portion or package sizes (and if so, should they reduce prices)? More generally, is obesity their responsibility? Is collaboration with competitors, researchers and advocacy groups the solution? How can they grow their business without contributing to the obesity epidemic?
Please visit the dedicated case website to access supplementary material.

Pedagogical Objectives:
This case examines whether food marketing can be a force for good in helping to align business with consumer health and pleasure. It addresses key issues such as how to manage food claims (and perceptions) and downsizing in a category disrupted by start-ups like Kind. A comprehensive teaching note and detailed PowerPoint presentation divulge the latest research findings in this domain – e.g., on the causes and consequences of obesity, health halos, perceptions of portion size, and ‘epicurean nudging’ (or how focusing on pleasure, not health, can make people happier to spend more on food yet eat less).

Keywords:
Food, Marketing, Nutrition, Health, Packaging, Portion Size, Chocolate, Innovation, Retailing, Responsibility, Sustainability, Ethics, Branding, Regulation

Prizes won:
- Third Prize in the Corporate Sustainability track of oikos Case Writing Competition 2018

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Abstract:
In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students. Case A asks students to develop a survey that will measure the strengths and weaknesses of the INSEAD brand compared to its key competitors. They must select the performance measures, relevant competitors and the relevant sample. Case B provides results from a survey of 4,000 GMAT-takers who rated 18 business schools. Students analyze the data to measure the strength of the INSEAD brand and its image compared with its competitors. To optimize the school’s positioning, students must identify the most important attributes used when choosing an MBA programme.
Please visit the dedicated case website to access supplementary material.

Pedagogical Objectives:
This case can be used for many different audiences and contexts. It can be used for discussion in MBA, undergraduate, or executive education courses focusing on branding, brand metrics, marketing research, customer intelligence, data analytics, customer centricity, general marketing strategy, communication and social media strategy, consumer behavior, and international marketing.

Keywords:
Business Schools, Strategic Market Intelligence, Brand Management, Brand Equity Analysis, Brand Metrics, Marketing Research, Data Analytics, Multivariate Analyses, Research Design, Insead, Mba Programme

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published: 04 May 2018

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Abstract:
In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students. Case A asks students to develop a survey that will measure the strengths and weaknesses of the INSEAD brand compared to its key competitors. They must select the performance measures, relevant competitors and the relevant sample. Case B provides results from a survey of 4,000 GMAT-takers who rated 18 business schools. Students analyze the data to measure the strength of the INSEAD brand and its image compared with its competitors. To optimize the school’s positioning, students must identify the most important attributes used when choosing an MBA programme.
Please visit the dedicated case website to access supplementary material.

Pedagogical Objectives:
This case can be used for many different audiences and contexts. It can be used for discussion in MBA, undergraduate, or executive education courses focusing on branding, brand metrics, marketing research, customer intelligence, data analytics, customer centricity, general marketing strategy, communication and social media strategy, consumer behavior, and international marketing.

Keywords:
Business Schools, Strategic Market Intelligence, Brand Management, Brand Equity Analysis, Brand Metrics, Marketing Research, Data Analytics, Multivariate Analyses, Research Design, Insead, Mba Programme

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published: 11 Oct 2017

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Abstract:


In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students. Case A asks students to develop a survey that will measure the strengths and weaknesses of the INSEAD brand compared to its key competitors. They must select the performance measures, relevant competitors and the relevant sample. Case B provides results from a survey of 4,000 GMAT-takers who rated 18 business schools. Students analyze the data to measure the strength of the INSEAD brand and its image compared with its competitors. To optimize the school’s positioning, students must identify the most important attributes used when choosing an MBA programme.
Please visit the dedicated case website to access supplementary material.

Pedagogical Objectives:
This case can be used for many different audiences and contexts. It can be used for discussion in MBA, undergraduate, or executive education courses focusing on branding, brand metrics, marketing research, customer intelligence, data analytics, customer centricity, general marketing strategy, communication and social media strategy, consumer behavior, and international marketing.

Keywords:
Business Schools, Strategic Market Intelligence, Brand Management, Brand Equity Analysis, Brand Metrics, Marketing Research, Data Analytics, Multivariate Analyses, Research Design, Insead, Mba Programme

Prizes won:
- Best Case Study Award by AFM/CCMP 2018

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published: 11 Oct 2017

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Abstract:


In 2017, the Financial Times ranked INSEAD’s MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool’s brand equity compared to its peers. The goal is to optimize INSEAD’s positioning, value proposition and communication, to attract the best MBA students. Case A asks students to develop a survey that will measure the strengths and weaknesses of the INSEAD brand compared to its key competitors. They must select the performance measures, relevant competitors and the relevant sample. Case B provides results from a survey of 4,000 GMAT-takers who rated 18 business schools. Students analyze the data to measure the strength of the INSEAD brand and its image compared with its competitors. To optimize the school’s positioning, students must identify the most important attributes used when choosing an MBA programme.
Please visit the dedicated case website to access supplementary material.

Pedagogical Objectives:
This case can be used for many different audiences and contexts. It can be used for discussion in MBA, undergraduate, or executive education courses focusing on branding, brand metrics, marketing research, customer intelligence, data analytics, customer centricity, general marketing strategy, communication and social media strategy, consumer behavior, and international marketing.

Keywords:
Business Schools, Strategic Market Intelligence, Brand Management, Brand Equity Analysis, Brand Metrics, Marketing Research, Data Analytics, Multivariate Analyses, Research Design, Insead, Mba Programme

Prizes won:
- Prix de la Meilleure Etude de Cas par AFM/CCMP - Best Case Study Award by AFM/CCMP

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published: 01 Apr 2015

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Abstract:
Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer. Stéphane Wilmet and Ronnie Liang, Yue Sai’s marketing director, must reconsider everything from Yue Sai’s value proposition down to its media, price, product, and distribution strategies.
Please visit the dedicated case website to to watch commercials and video interviews.

Pedagogical Objectives:
The case shows the challenges that even very successful multinational firms experience when doing business in China. Specific topics discussed include: 1. Functional vs. emotional branding. Can all brands become “passion” brands? Should they? 2. Effects of country of origin, national pride, traditions and cultural beliefs in today’s China. 3. Marketing “masstige” (affordable luxury) brands. How to leverage brand heritage while staying current and relevant in a fast-moving market.

Keywords:
Marketing, China, Branding, Advertising, Cosmetics, Luxury, Beauty

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published: 28 May 2014

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Abstract:
Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer. Stéphane Wilmet and Ronnie Liang, Yue Sai’s marketing director, must reconsider everything from Yue Sai’s value proposition down to its media, price, product, and distribution strategies.
Please visit the dedicated case website to to watch commercials and video interviews.

Pedagogical Objectives:
The case shows the challenges that even very successful multinational firms experience when doing business in China. Specific topics discussed include: 1. Functional vs. emotional branding. Can all brands become “passion” brands? Should they? 2. Effects of country of origin, national pride, traditions and cultural beliefs in today’s China. 3. Marketing “masstige” (affordable luxury) brands. How to leverage brand heritage while staying current and relevant in a fast-moving market.

Keywords:
Marketing, Cosmetics, China, Luxury, Branding, Beauty, Advertising

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published: 05 Jul 2013

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Abstract:
Yue Sai is L’Oreal’s troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L’Oréal China, has made it a point of honor to turn the brand around. He has asked Stéphane Wilmet, the brand’s new general manager, to come up with a turnaround plan that will restore L’Oréal’s reputation in China as the world’s best cosmetic marketer. Stéphane Wilmet and Ronnie Liang, Yue Sai’s marketing director, must reconsider everything from Yue Sai’s value proposition down to its media, price, product, and distribution strategies.
Please visit the dedicated case website to to watch commercials and video interviews.

Pedagogical Objectives:
The case shows the challenges that even very successful multinational firms experience when doing business in China. Specific topics discussed include: 1. Functional vs. emotional branding. Can all brands become “passion” brands? Should they? 2. Effects of country of origin, national pride, traditions and cultural beliefs in today’s China. 3. Marketing “masstige” (affordable luxury) brands. How to leverage brand heritage while staying current and relevant in a fast-moving market.

Keywords:
Marketing, China, Branding, Advertising, Cosmetics, Luxury, Beauty, European Competitiveness, Europe

Prizes won:
- 2016 Best Selling Cases In France
- Overall Winner of 2016 Case Awards, Case Centre
- Best marketing case of 2014 by the CCMP
- 2013 Case Centre Best Selling Case in Marketing

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