INSEAD the business school for the world

Marketing

by Publication Date
published: 11 Oct 2017

Show details ...

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

Related:

published: 11 Oct 2017

Show details ...

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

Related:

published: 28 Aug 2017

  • Topic: Marketing
  • Industry: Consumer goods
  • Region: North America

Show details ...

Abstract:
Rideau Artisanal Chandlery (RAC) manufactures and sells a large range of artisanal candles through a variety of specialty retailers in Canada and parts of the United States. It has gained market leadership by constantly adding innovative scents to its product line. The recent addition of its own online store is causing conflicts within RAC between the head of the sales operation in charge of servicing RAC’s distributors and the head of RAC’s online operation. The lower prices charged by the online store are seen as a threat to the traditional channel, but the online store has shown rapid growth and yields higher margins.

Pedagogical Objectives:
The case provides a platform to discuss the challenges of integrating online and offline channels. Omnichannel retailing is supposed to be the future, but establishing a fully integrated mash-up of digital and physical experiences has proven to be a thorny problem for many companies. While the case takes the perspective of the manufacturer, retailers are facing the same issue. The case enables an instructor to: 1. Introduce a channel design framework 2. Highlight the need to look at omnichannels from the perspective of the different channel members 3. Discuss strategies to address the problems of "showrooming".

Keywords:
Channel Strategy, Omnichannel Management, Marketing Strategy, Segmentation, Pricing

published: 24 Jul 2017

  • Topic: Marketing
  • Industry: Silicone
  • Region: Global

Show details ...

Abstract:
Dow Corning has relied on innovation since its inception but is now facing increasing commodotization of a significant part of its product line. The case is about how customer needs change as markets evolve and mature. In response, the company applied a customer-focused marketing approach to understand how their needs - and therefore customer segments - had evolved over the years. The main challenge was to identify the segments it wanted to continue to serve, the changes required to the business model, and how to deal with increasingly divergent and conflicting customer needs.

Pedagogical Objectives:
This case highlights the importance of customer-focused marketing in creating profitable value. It highlights key concepts related to segmentation, targeting and brand positioning in a B2B context, in an industry which is maturing.

Keywords:
Branding, Commoditization, Segmentation, Portfolio Management, Business Model Innovation

published: 24 Jul 2017

  • Topic: Marketing
  • Region: Middle-East

Show details ...

Abstract:
This case considers the use of social media and other electronic communication tools by the terrorist group ISIS to spread its message and recruit new members. It includes background information on social media platforms and their use by organizations as marketing tools.

Pedagogical Objectives:
This case allows for a discussion of the increasingly central role of social media platforms in society and hence for the communication and marketing strategy of organizations. The setting raises important questions about the responsibilies of social media companies to manage the use of their platforms.

Keywords:
Social Media, Facebook, Twitter, Terrorism, Isis, Business Ethics, Corporate Social Responsibility, Recruitment, Islamic State

published: 24 Jul 2017

  • Topic: Marketing
  • Industry: Cosmetics and other toilet preparations
  • Region: Europe

Show details ...

Abstract:
In 2013, Victoria Murtazina, Senior Global Brand Director at Unilever, is preparing a team meeting to launch the first truly innovative packaging in the deodorant category for decades - “compressed” technology – as a way to reduce the carbon footprint of aerosol deodorants without undermining product quality or user habits. The new deodorant is half the size of the regular 150ml format, with 50% less propellant gas than traditional aerosol deodorants, a can that uses 25% less aluminium, and significantly softer on the skin. Market research has revealed high consumer preference for attributes such as overall effectiveness, odour control, wetness control, as well as appreciation for the environmental benefits of the smaller format. However, a certain inertia among consumers exposed to marketing collateral suggests that negative perceptions need to be addressed.

Pedagogical Objectives:
The case gives students the opportunity to view the challenges faced by companies with regards to innovation in product categories characterized by very low consumer involvement. It also provides an opportunity to analyze the challenges posed in trying to use “sustainability” as a driver of behavioral change and creation of competitive advantage. The core assignment is to create a new product introduction strategy for Unilever in launching the new range of “compressed” deodorants across the UK and France. Students must develop a launch plan based on their understanding of the very different dynamics of these two markets, which display major variations in customer preferences, channel characteristics and competitive landscape.

Keywords:
New Product Introduction, Sustainability, Marketing, Strategy, Fmcg, Positioning, Advertising, Pricing, Promotion, Global Marketing

Show details ...

Abstract:
The case focuses on AccorHotels’ ambitious digital transformation, aiming to put the customer back at the center of its strategy and operations. Responding to a powerful wave of digital disruptions in the hospitality ecosystem, from the emergence of review websites, online travel agents and active forums to the rise of new competitors such as Airbnb, the transformation entailed: (1) designing and implementing an innovative content marketing strategy (including online content creation or co-creation, curation and dissemination) (2) incorporating e-reputation as a core business objective, and (3) creating and/or adapting organizational structures – from management to operations – to support this new dynamic and maximize value creation. The case starts in Fall 2015, when Olivier Arnoux, SVP Customer Satisfaction at AccorHotels, and his team, are asked to devise an ambitious plan to address the new challenges facing major players in the hotel industry brought about by digital disruptions. It follows the decision-making process step by step, from (1) understanding the nature and impact of online content in the customer journey, to (2) building a strategic plan to integrate online insights into AccorHotels’ core business objectives (in particular the importance of e-reputation), (3) redefining where and how value is created, and creating incentive structures aligned with the new objectives. Participants have multiple opportunities to put themselves in the shoes of the protagonists so as to understand the logic behind the decisions taken. What is novel is the systematic articulation of how digital and social media impact the customer journey, as well as the integration of online content into marketing strategy (i.e., content marketing) and organizational design (i.e., team structure, incentive system), underlining how embracing the digital revolution entails breaking traditional silos between functions such as marketing, strategy, finance and human resources. Detailed information on the consumer, the ecosystem, the firm, marketing and financial indicators is provided. Teaching notes and accompanying PowerPoint presentations suggest appropriate classroom exercises and include supplemental material and databases for group exercises. Videos provide insight on what drove the digital transformation and vividly illustrate its implementation and initial impressive results. They include interviews with Emilie Couton (Vice President Digital Marketing Asia Pacific), a video-recorded session of Olivier Arnoux on the digital transformation at AccorHotels, as well as examples of content created or co-created by AccorHotels.

Pedagogical Objectives:
This case offers a forum to discuss what it means for a company to engage its digital transformation in order to foster customer-centricity. A discussion of the nature and role of online content in shifting consumer behavior in the hoteling industry serves as a basis to explore how companies can create value at different points of the customer journey and what these steps entail. The case also touches on a variety of important strategic, organizational and operational decisions that the company must undertake to fully leverage online content and can be used to address the following broad questions (Specific questions are available in the teaching note): 1) How does online content stemming from digital and social media create value in the hoteling industry? 2) How can a company actively manage online content and implement a content strategy? and 3) What aspects of its organizational design a company need to remodel in order to maximize value creation through digital and social media. Read a related Knowledge article "Lessons in Digital Transformation from the Hotel Industry" by David Dubois.

Keywords:
Digital Transformation, Content Marketing, Customer Centricity, Hoteling & Tourism, Social Media Marketing, Customer Journey, Consumer Experiences, Digital Disruptions E-Reputation, Reputation Management, Accorhotels Booking Airbnb, Tripadvisor, Online Reviews, Social Media Listening, Digital Organizational Integration, Corporate Governance, Value Creation, Strategy and Implementation

Related:

published: 03 Jul 2017

  • Topic: Marketing
  • Industry: Motor Vehicles and Passenger Car Bodies
  • Region: North America

Show details ...

Abstract:
The Ford Fiesta Movement was a social media campaign run by Ford in the U.S. during 2009 to generate buzz for the upcoming launch of the 2011 Fiesta sub-compact car. This case examines the campaign's performance and asks what marketers should do thereafter to convert interested consumers into buyers.

Pedagogical Objectives:
This case can be used as an introduction to social media and viral marketing as tools for launching new products. Specifically, to (1) discuss appropriateness of different criteria for evaluating campaign performance, and (2) consider what marketers should do after a campaign to leverage the brand awareness generated and convert sales.

Keywords:
Social Media, Viral Marketing, Buzz Marketing, Ford Motor Company, New Products, Twitter, Facebook, Word of Mouth

Related:

published: 26 Jun 2017

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

Show details ...

Abstract:
The case decribes Johnnie Walker’s efforts to move from a multi-local product-focused brand to a global master brand, underlining that the switch is a strategic business decision. It begins by understanding and addressing a global customer need, then managing the standardization of marketing activities across markets, with significant internal changes required to existing structure and process. Presenting the consumer data available to Johnnie Walker, the main questions raised are: What should its global positioning be? How should the brand be managed? What are the next steps to build the brand?

Pedagogical Objectives:
The case can be used with executive audiences and advanced MBA students. It has been successfully taught in executive education programmes as well as a Brand Management elective. With an overall theme of developing a global brand in an organization that has a multi-local strategy with powerful local ‘chieftains’, the following issues can be debated: 1. What are the pros and cons of building a brand around specific products vs a master brand?
2. What are the pros and cons of a global vs a multi-local strategy?
3. What are potential triggers for change?
4. What internal realignment is imperative for such a move to succeed?
By showcasing Johnnie Walker’s systematic approach, it also allows discussion of brand identity and positioning.
Read a related Knowledge article "How Your Firm Can Reignite Sales Growth" by Amitava Chattopadhyay.

Keywords:
Branding, Positioning, Global Branding, Managing Global Brands, Global Campaign

published: 26 Jun 2017

  • Topic: Marketing
  • Industry: Computer Systems Design Services
  • Region: Global

Show details ...

Abstract:
Promoted to manager of the Studio Cloud Tech government vertical commercial sales force in EMEA (covering North-Central Europe, Eastern-Southern Europe, Germany, France, Britain, Africa, Arab Nations and the Middle East), Sam Hanover is moving to London from his position as product manager at the cloud products division in Seattle. According to the outgoing manager, EMEA has the potential to be the top region in the government vertical. Looking over the data he has been given about the territory and individual sales reps, Sam suspects that it is not pulling its weight. How can he turn around the performance of the salesforce in EMEA?

Pedagogical Objectives:
The Studio Cloud Tech EMEA case provides students with a real-world salesforce challenge that requires careful analysis and disciplined execution of all aspects of a sales manager’s responsibilities – hiring, training, deployment, evaluation and motivation. It provides students with the opportunity to develop actionable salesforce management diagnostics by analyzing qualitative as well as quantitative data. The case context surfaces many contemporary management challenges and issues, such as growing business across developed and developing economies and leading a diverse workforce.

Keywords:
Salesforce Management, Distribution, Middle East, Africa, Marketing, Salesforce Analytics, Regression Analysis, Analytics, Europe, Emerging Markets, Developing Economies, Salesforce Performance, Motivation

by Publication Date


Share