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published: 19 May 2017

  • Topic: Marketing
  • Industry: Pharmaceutical
  • Region: Europe

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Abstract:
The cases describe the development, worldwide launch, and subsequent marketing of a new pharmaceutical product which, although it represented only a slight improvement over the category pioneer, not only became the leading product in its category, but the largest prescription pharmaceutical product overall worldwide. Its success propelled Glaxo, the company which developed and marketed the product, from the minor leagues to the top ranks in the pharmaceutical industry.

Pedagogical Objectives:
- how to exploit a small product advantage through creative marketing: the role of different marketing mix elements in creating differentiation. - attacking an industry leader worldwide. - maintaining market leadership in the face of strong competitive challenge. - the role of co-marketing and co-promotion: advantages and disadvantages, conditions under which they are effective. - sustaining competitive momentum and prolonging the product life cycle through a policy of constant product improvement and line extension.

Keywords:
Healthcare, European Competitiveness, Europe

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published: 21 Apr 2017

  • Topic: Marketing
  • Industry: Injection molding machinery (capital goods)
  • Region: Asia

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Abstract:
Akita, a global manufacturer of injection-molding machines and provider of associated services, lost the sale of a large machine of over 5,000 tons to Fortune Precise Plastic Technology (FPPT) in China. Worth RMB 10 million ($1.2 million), it had seemed a perfect opportunity to help Akita expand into larger, more sophisticated production systems in China and create momentum for Akita Performance Solutions (APS), its newly created sales organization. The case describes the steps taken over several months by sales engineer Kwong Hua, from the first contact with the customer to the news that FPPT had decided to order a less advanced machine from a domestic competitor.

Pedagogical Objectives:
This case highlights the importance of customer-focused marketing in creating profitable value. It highlights key concepts related to the decision-making process in a B2B context and examines the role of the sales force and sales organization in creating value for the customer.

Keywords:
Decision-Making Process and Unit, Value Selling, Sales Force Control System, Business Model Innovation

published: 29 Mar 2017

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Abstract:
The case describes how Spanish entrepreneurs Daniel González de Vega and Javier Arroyo founded Smartick with the aim of tackling the poor level of math education in their native Spain. Smartick is a self-financed enterprise that combines social impact with profitability. The two entrepreneurs are up against stiff competition, notably from the education giant Khan Academy, who not only has major financial backing but also offers its service free of charge. After two years of developing and testing a mix of the leading offline methods and state-of-the-art web-based technologies, Smartick is ready to make a big push into the after-school math learning space. Javier and Daniel are mulling over three options for their long-term marketing strategy. They are looking to segment the market and find the right segment to implement the strong brand positioning necessary to impact Spain’s math education culture and society. The three options are to focus on B2B through schools, a combination of B2B and B2C, and a B2C-only approach. They must also decide on a pricing model and a communication strategy.

Pedagogical Objectives:
After the case discussion, students should be able to: - understand the value of a differentiated product, even in the presence of a popular free alternative, - apply a segmentation-targeting-positioning approach to online education specifically, and to any other market or category, - recommend a pricing strategy to match the overall strategy of the company.

Keywords:
Edtech, Online Education, Branding, Marketing, Social Impact, Pricing Models, E-Learning, Entrepreneurship, Segmentation, Targeting, Brand Positioning, Software-As-Service, Brand Identity, Customer Centricity

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published: 27 Feb 2017

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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.

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 Jan 2017

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Abstract:
Paris-based S.T.Dupont is engaged in the manufacture, marketing and sale of luxury goods for men and women, including lighters, pens, jewelry, leather goods, eyewear, watches, belts, fragrances and casual and formal attire. Founded in 1872 by an entrepreneurial French photographer and carriage-maker, the company began making luxury leather luggage for wealthy aristocrats. It was owned and managed by the same family until the 1970s, when it was sold to the American multinational Gillette. A decade later, it was sold to Hong Kong conglomerate Dickson Concepts. Having largely lost its brand identity, S.T.Dupont languished until 2006, when a new management team based in Paris successfully turned the company around with a unique branding and marketing strategy.

Pedagogical Objectives:
The case teaches the critical role of brand management in the context of S.T.Dupont, a French luxury brand that was successfully revived by CEO Alain Crevet and his team. Faced with a daunting task on his arrival in 2006 – the company was hemorrhaging money, customers had lost sight of the brand personality, and its craftsmen were no longer producing innovative products – the case outlines Crevet’s journey to resurrect the firm from near bankruptcy. Students are invited to take a holistic view of branding: how a brand can be consistent during a turnaround, why it is essential to identify the key brand pillars across all channels, how to tap into a brand’s heritage and identity. The case offers experiential learning – from the mistakes of the past – as well as branding solutions for the future. Designed for marketing students, it can also be used in luxury management, strategy management and organizational behavior courses.

Keywords:
S.t. Dupont, Handbags, Pens, Cigar Accessories, Brand Equity, Brand Positioning, Brand Strategy, Lighters, Jewellery, Tissot-Dupont, Cricket, Alain Crevet, Brand Identity, Luxury Goods

published: 14 Oct 2016

  • Topic: Marketing
  • Industry: Publishing
  • Region: Europe

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Abstract:
The French subsidiary of the German publishing company Gruner & Jahr, itself a subsidiary of the Bertelsmann Group, is considering the launch of a new business magazine called CAPITAL. The market looks unattractive, is new to the company, and the financial risk is high. The case describes the various steps in product development. Students must decide on whether to introduce the magazine and how. CAPITAL was subsequently launched and became the business magazine with the largest circulation in Europe.

Pedagogical Objectives:
To discuss: The concept and implementation of a marketing culture in a non-traditional industry The role of innovation when entering a mature/declining industry The product development process, especially the role of customer and competitive research Marketing mix decisions and financial analysis for new products The sustainability of competitive advantage in an industry where imitation appears to be easy.

Keywords:
New Products, Marketing Mix, Market Entry

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published: 14 Oct 2016

  • Topic: Marketing
  • Industry: Hygiene, toiletry products
  • Region: Europe

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Abstract:
The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.

Pedagogical Objectives:
To describe the retail environment for consumer goods in France and to assess the balance of power between manufacturers and retailers in distribution channels. To illustrate problems created for manufacturers of high retail concentration. Application of negotiation skills. Analysis of consequences of termination of relationship manufacturer/distributor.

Keywords:
Distribution, Conflict Fabricants, Trade Marketing, Consumer Goods in France, Sales Policy and Negotiations, Illustration of Problem

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published: 14 Oct 2016

  • Topic: Marketing
  • Industry: Hygiene, toiletry products
  • Region: Europe

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Abstract:
The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.

Pedagogical Objectives:
To describe the retail environment for consumer goods in France and to assess the balance of power between manufacturers and retailers in distribution channels. To illustrate problems created for manufacturers of high retail concentration. Application of negotiation skills. Analysis of consequences of termination of relationship manufacturer/distributor.

Keywords:
Distribution, Conflict Fabricants, Trade Marketing, Consumer Goods in France, Sales Policy and Negotiations, Illustration of Problem

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published: 14 Oct 2016

  • Topic: Marketing
  • Industry: Hygiene, toiletry products
  • Region: Europe

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Abstract:
The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.

Pedagogical Objectives:
To describe the retail environment for consumer goods in France and to assess the balance of power between manufacturers and retailers in distribution channels. To illustrate problems created for manufacturers of high retail concentration. Application of negotiation skills. Analysis of consequences of termination of relationship manufacturer/distributor.

Keywords:
Distribution, Conflict Fabricants, Trade Marketing, Consumer Goods in France, Sales Policy and Negotiations, Illustration of Problem

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published: 26 Sep 2016

  • Topic: Marketing
  • Industry: Social Finance
  • Region: Africa

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Abstract:
This case tells the story of InVenture, a data science company based in California, that has created a machine learning algorithm to identify the creditworthiness of those with no credit history by tracking their mobile data patterns. With this technology they define a credit score and can issue a loan almost instantly to the borrower via a mobile phone. The technology behind InVenture has been used to develop a smart phone app – Mkopo Rahisi – which enables loans to be approved quickly to small business owners in Kenya.

Keywords:
Loans, Unbankable, Emerging Markets, Kenya, Banking, Entrepreneurship, Interest, Machine Learning, Algorithm, Data Science, Mobile, M-Pesa

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