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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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published: 26 Aug 2016

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Abstract:
Read a related Knowledge article "Lessons in Digital Transformation from the Hotel Industry" by David Dubois.

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.

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

Prizes won:
- 2018 Case Centre Best-selling Case in Marketing
- 2018 Case Awards Winner, Marketing Category, Case Centre
- 2017 Case Centre Best-selling Case in Marketing
- 2017 AFM-CCMP Award for the Best case study in Marketing, Finalist

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published: 30 Jun 2016

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Abstract:
The case illustrates an innovative integrated marketing campaign by Nokia to promote its new phone, the N8. In early January 2010, Stuart Wells, Integrated Global Campaign Lead at Nokia, initiated and supervised the execution of an ambitious integrated marketing campaign. The case follows the decision-making process step-by-step, with particular attention to the use of digital channels in the launch strategy and social media measurement and ROI.

Pedagogical Objectives:
The case can achieve the following objectives individually or in combination: • To explore how Nokia leveraged partnerships with major brands such as Burton and events such as the European Snowboarding Open to launch and further develop the N8 • To discuss what factors should be considered when choosing a community for a targeted social media campaign to launch a product • To focus on how Nokia launched and promoted its new product by implementing a community- and advocacy-based approach • To understand how to evaluate a social media campaign

Keywords:
Social Media, Integrated Marketing, Social Media Roi, Digital Strategy, Strategic Marketing, Digital Campaign, Global Marketing, Awareness Campaign, European Competitivenes, Europe

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published: 24 Jun 2016

  • Topic: Marketing
  • Industry: Industry: Oil & Gas
  • Region: Europe

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Abstract:
The case highlights the role of innovation in the conservative oil and gas industry. A team of Italian engineers in the turbomachinery solutions unit in GE Oil & Gas division, based in Florence, build a centrifugal compressor that is half the weight and a third of the size of a traditional compressor. However, getting the industry to accept the innovation is not going to be easy since most customers will only buy compressors that have been tried and tested.

Pedagogical Objectives:
After reading and analysing the case, students should understand the barriers to innovation, how to overcome them, and why the customer should be involved in the R&D process from the very start of the process that leads to the commercialization of innovative products. The case offers a look at innovation diffusion from the inside.

Keywords:
Ge, Oil & Gas, Centrifugal Compressor, High Pressure Ratio Compressor, Nuovo Pignone, Turbomachinery, Lng, Natural Gas

published: 15 Apr 2016

  • Topic: Marketing
  • Industry: Household appliance
  • Region: North America

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Abstract:
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player. The case presents extensive customer data and information on potential product features for a new washing machine and raises several questions: Which segment should LG serve? What features should the new machine contain? How should it be priced? How should it be marketed? The questions need to be addressed in light of LG's desire to be a premium brand. The case can be used with UG, MBA or executive audiences.

Pedagogical Objectives:
The objective of this case is to highlight how a clear understanding of customer segments and their needs, and designing innovative products around these needs, leads to developing a profitable business based on the ability to charge a premium price. Such an approach helps to build a strong brand that results in customer pull, which can help penetrate even the most powerful of distributors. The case also highlights that to do this successfully it requires the various facets of the organization be aligned around the customer.

Keywords:
Marketing Strategy, Distribution, Customer Focus, Premium Branding, Emerging Market, Asian Brand, Electronics, Appliances,

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published: 24 Mar 2016

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Abstract:
This case illustrates the key issues and challenges in creating and sustaining a successful brand in emerging markets. Peter England, India’s largest apparel brand by sales volume, is struggling to formulate a strategy to sustain the brand’s market dominance. Indian consumer tastes are changing rapidly, making it difficult for any brand to stay relevant and fashionable over time. Meanwhile, other domestic brands and foreign players are expanding rapidly, aiming to dethrone Peter England as the market leader. To sustain the brand’s dominance, the executive team has to dissect the forces shaping the market and develop a new positioning for the brand, a robust platform that can accommodate its broad portfolio of products and sub-brands. The executive team also has to develop an implementation plan for the brand positioning, entailing product development, advertising, promotions, pricing and distribution.

Pedagogical Objectives:
This case can be used in an undergraduate, MBA or executive education course on marketing, strategy, branding, consumer behavior, international business, emerging markets or other related subjects. It is designed to help students understand the key issues and challenges in creating and sustaining a successful brand in an emerging market like India. It can be used to illustrate the forces that drive market evolution and the type of strategies that empower a brand to thrive in such a fast-moving environment. It also serves to illustrate how to leverage consumer insights to inform development of strategy, how to create a robust brand positioning that can accommodate a wide portfolio of product categories and sub-brands, how to devise and implement an integrated plan that aligns different marketing elements to synergistically support a positioning, how domestic firms in emerging markets can leverage their unique advantages and overcome their weaknesses to compete with large multinational players, as well as how foreign entrants utilize their strengths to achieve success in emerging markets.

Keywords:
Strategy, Marketing, Marketing Management, Marketing Strategy, India, Emerging Markets, Branding, Brand Strategy, Brand Management, Innovation, Fashion, Apparel, Consumer Behaviour, Growth Strategy, Re-Positioning, Purpose-Driven Brand Position, Managing in a Time of Rapid Change

published: 03 Dec 2015

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Abstract:
The case focuses on an innovative social media strategy by L'Oréal Paris to "listen" to consumers, then develop a product to meet consumer needs and market it. First, the company partnered with Google to track emerging styles and determine which (if any) would endure. Then it leveraged social media when deciding how to position, name and launch the product.

Pedagogical Objectives:
The following objectives can be pursued individually or in combination: 1) How to harness social media buzz to uncover a consumer need 2) How social media fosters market learning; Google and YouTube's role in identifying trends 3) How to identify fads versus enduring trends 4) New Product Development using social media 5) Marketing implementation

Keywords:
Social Media, Listening Strategy, New Product Development, Consumer Trends, Strategic Marketing, Online Trends, Google, Youtube, Big Data, Advocacy Marketing, Social Media Strategy, Marketing Research, Fashion Trends, Community Strategy, Search Engine, Social Media Listening, Marketing Strategy, New Technologies, Community Marketing

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published: 10 Jul 2015

  • Topic: Marketing
  • Industry: Clothing, Fashion
  • Region: Global

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Abstract:
The case covers all major aspects of Benetton's successful corporate strategy and innovative business system from its creation till the present. It also provides a complete overview of Benetton's unique communication philosophy and the controversy generated by it, along with a wealth of independent market research data from many countries.

Pedagogical Objectives:
The case allows an analysis of the building of a global business and brand through an innovative business system integrating unorthodox approaches to production, retailing and communication held together by a strong, entrepreneurial corporate culture.

Keywords:
Advertising, Communication, Retailing, Entrepreneurship, Fashion Industry, Network Organisation, Globalisation, Ethics, Business and Society, Innovation

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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.

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: 30 Jun 2015

  • Topic: Marketing
  • Industry: Watch industry
  • Region: Global

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Abstract:
Describes the development and international launch of Swatch, the new watch concept that revolutionized the industry. While new competitors inspired by Swatch are mushrooming worldwide, Swatch has expanded into a wide range of accessories and apparel. Now the time has come to review the very concept of Swatch, the consistency of its international actions, as well as the long-term viability of past or proposed product line extensions.

Pedagogical Objectives:
To illustrate the complexity of implementing a concept repositioning strategy through the proper marketing mix and communication mix. In more specialised courses (advertising, communication or consumer behaviour), the case permits instructors to examine in more detail diffusion of innovation, merchandising, sponsoring, psychological pricing, global versus local advertising, and management of fashion life cycles.

Keywords:
Marketing Management, International Marketing, Consumer Behaviour, European Competitiveness, Europe

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