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Case Studies by Prashant Malaviya

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

Show details ...

Abstract:
Telenor has the opportunity to "do well and do good" in Bangladesh. It could help its financial bottom line by being a first-mover in the Bangladesh mobile telephone market and establish a successful operation through partnership with the world-renowned Grameen Bank. However, in order to capitalize on this opportunity, Telenor has to agree to the social cause of providing telephone connectivity for the rural poor by offering mobile services in the villages, which was unlikely to be profitable. Should Telenor undertake this venture? Case (A) presents information that leads up to this corporate strategy dilemma. Case (B) describes what Telenor actually did and what were the outcomes of the decisions. On December 1, 2004, Erik Aas was to take over as the CEO of GrameenPhone, Telenor’s subsidiary in Bangladesh, from GrameenPhone’s founding Chief Executive, Ola Ree. In its eight years under Ree, GrameenPhone had done exceedingly well and fulfilled its financial as well as social obligations. The financial community had labeled GrameenPhone as the “Diamond in Telenor’s Portfolio” and the Village Phone Project had successfully brought mobile telephony to almost 70,000 villages of Bangladesh, helping bridge the digital divide. The original mission of GrameenPhone to satisfy multiple bottom-lines had been met. The question for Erik was what next? How best to prioritize the various issues still facing GrameenPhone? In addition, executives at Telenor were wondering how best to build on the Bangladesh experience: should they take the GrameenPhone model to other similar countries; or should they make the multiple bottom-lines philosophy as the centerpiece of Telenor’s strategic differentiation from global telecom providers and in this way invigorate Telenor’s corporate culture.

Pedagogical Objectives:
The "Telenor in Bangladesh" case studies can serve a diverse set of teaching obectives: Demonstrate how a Global organization can creatively and successfully meet its financial and social bottom-lines. Doing business in a developing country and overcoming the political, legal, social, and organization cultural hurdles. Understanding and appreciating the social contributions and social impact of business.

Keywords:
Corporate Social Responsibility, Social Entrepreneurship, Multiple Bottom-Lines, Global Strategy, Developing Countries, Rural Markets, Mobile Telecommunications

Related:

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:

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