Segway France
Case study - 13 pages - Brand management
What price would be considered as acceptable for potential buyers to buy a Segway? The population used for the survey is homogeneous. We can define a major tendency in their habits, they use all means of transportation other than walking, they mainly travel 15 minutes to 1 hour every day, they...
British Petroleum (BP): Case study
Case study - 13 pages - Brand management
What was BP's overall strategy with respect to organizational processes since Horton's appointment as CEO, and through Simon's term? Did this strategy focus on people management and, if yes, in what way? Was it successful or unsuccessful? How? On June 1992, Robert Horton, Chairman and...
McDonald's commitment to their communities
Case study - 7 pages - Brand management
McDonald's has been for many decades the leading global food service retailer in the world. 30 000 restaurants have been implemented over 119 countries since the creation of the first restaurant in California sixty years ago. McDonald's employees serve about 50 million people per day over the...
Brand management of Innocent Drinks
Case study - 5 pages - Brand management
“Involving ‘yes' and ‘no' bins at a festival” (Growing business: 2007) (1) It's the way that Richard Reed, Adam Balon, Jon Wright started their business in 1998 just after their course in Cambridge University got over. Innocent was designed to be a 100% natural brand,...
Airboard's marketing plan
Case study - 20 pages - Brand management
When a company wants to launch a new product, the first step for it is to know if this product is available and adapted for a market. In order to know it, a company has to realize a marketing plan which includes all the necessary data to know if the product will have success in the market. A...
Marketing plan: Roquefort Papillon
Case study - 30 pages - Brand management
Roquefort Papillon cheese is very famous in France. Because of its reputation it can gain popularity in other countries very quickly. Roquefort Papillon wants to develop its image as a brand in different countries to increase its market along with its sales figures. This product will be a dairy...
Coastal Pipe Company - published: 18/02/2008
Case study - 8 pages - Brand management
Coastal Pipe Company is a division of the Arnol Corporation. The firm is facing hard times, and Alan Buford, manager of the corporation has had to come up with a specific marketing strategy plan to stop the losses. At present, the company is experiencing several losses. Our task is to help Sir...
Telepizza - published: 18/02/2008
Case study - 3 pages - Brand management
TP has grown from a single store in 1988 to the largest pizza chain in Spain. At the end of 1997 they had 399 stores and an estimated market share of 62% in Spain. But what made it so successful? Telepizza has an almost obsessive commitment to growth. At the moment, they have three possibilities,...
Harley-Davidson
Case study - 9 pages - Brand management
The Harley-Davidson brand was created in 1903 by William S. Harley and the Davidson brothers. At the beginning, Harley-Davidson was built to be race motorcycles. As soon as 1907, the brand won several races, which allowed for the recognition from both professionals and customers. Harley-Davidson...
Eastman Kodak case
Case study - 4 pages - Brand management
Last year, 74 million digital cameras were sold worldwide, outperforming film cameras for the first time. Even though Kodak began the digital imaging revolution in 1974, with the first “electronic hand held still camera”, it made a late entry into the space, losing out to Japanese...
Marketing plan: Manix
Case study - 9 pages - Brand management
Manix competes on the condoms market, which is composed of two important brands: Durex and Manix itself. Durex is the market leader with 35% of market share and Manix follows it with 26%: their competition is based on branding (advertising campaigns based on sponsorship) and innovation in order...
Coach: introduction of an American leather goods producer to the French market
Case study - 10 pages - Brand management
Let us briefly recall the features of the French leather goods market. This market is composed of 123 enterprises generating a turnover of 1703.2 billions euros. In France, approximately 14.000 employees are working for leather goods companies. The low and middle price companies have entered a...
Heineken premium light
Case study - 12 pages - Brand management
Dark, blond or red, there is beer for all tastes. Every year all over the world the beer market generates billions of Euros in turnover. There are six international players who are sharing this market. InBev is the result of the merger of the Belgian brewery "Interbrew" and the Brazilian brewery...
Contrex - Marketing plan
Case study - 4 pages - Brand management
Contrex is calorie free and offers a convenient and natural source of minerals. Calcium, magnesium and other minerals give Contrex its unique taste. It mitigates deficiencies of an unbalanced food. It is also good for pregnant women thanks to its important content rock salt. Finally, it permits a...
M&M's, the "funniest" strategy
Case study - 19 pages - Brand management
What famous chocolate does a person who likes cinema, NASCAR races and has a fun spirit, buy first? M&M's!! This chocolate brand is known all around the world. This reputation is not the result of the hazard's but the consequence of a historic strategy. Indeed, M&M's is one of the oldest...
Projet commercial : Bon Appétit
Case study - 18 pages - Brand management
Notre compagnie offrira à ses consommateurs une chaîne de magasins qui importera et distribuera des produits français à Londres au Royaume-Uni. Nous achèterons ces produits en France, organiserons le transport et la distribution dans nos magasins. Ce seront des produits alimentaires de...
Diamonds on ice
Case study - 4 pages - Brand management
In An Inquiry into the Nature and Causes of the Wealth of Nations (1776), Adam Smith said: “A diamond, (…), has scared any value in use; but a very great quantity of other goods may frequently be had in exchange for it”. Thus, a diamond is not only a “girl's best friend”...
Dog Day Care Center: product project
Case study - 6 pages - Brand management
Our product is a service which is offered in a mall. There are two main objectives for this product, that is, to care for one's pet when the owners are shopping in a mall and to leave one's pet for some time in the mall. The Dog Day Care Center is an innovation, and so there is no...
Analysis of the Marketing Communications : American Eagle
Case study - 26 pages - Brand management
American Eagle Outfitters, Inc., a Pennsylvania based company, is a leading retailer that designs, markets and sells its own brand of laidback, current clothing targeting 15 to 25 year-olds, providing high-quality merchandise at affordable prices. The first American Eagle Outfitters store opened...
Hasbro
Case study - 5 pages - Brand management
Hasbro is a worldwide leader in entertainment. It is the number 2 of the toy market. With its most important competitor Mattel, the number 1, Hasbro is in possession of 70% of market share. Mr Potato Head, Monopoly, Easy-Bake, Trivial Pursuit, Scrabble, or even Clue, are games made in Hasbro. In...
Cadbury Schweppes
Case study - 12 pages - Brand management
Cadbury Schweppes is one of the world's largest beverage and confectionery company, with over 50 different brands, manufacturing plants in 25 countries, sales in a further 165 and a market extension that covers countries all over the world, such as Australia, New Zealand, Canada, Malaysia,...
A brief presentation of Arla foods
Case study - 11 pages - Brand management
Arla Foods is the leading Dairy Company in Scandinavia and UK today. It was created through a series of mergers. In 1995, the two major Danish dairy companies, MD Foods and Kloever Maelk, decided to merge, thus obtaining 90% of the Danish market. In 1999, MD Foods and Swedish Arla (the...
Plan de stratégie marketing d'Oxygen Inc. B52
Case study - 15 pages - Brand management
De nos jours, les entreprises développent de plus en plus leur activité à l'étranger. La globalisation contribue à la coopération entre pays. Néanmoins, viser l'international nécessite un travail préliminaire de recherche afin de réussir sur les marchés étrangers. Les dirigeants doivent...
Business report: Nikon
Case study - 7 pages - Brand management
Advertising and co., our agency is pleased to present the business report of the advertising campaign we want to implement throughout this closing date April 2006-March 2007 for the camera Coolpix on behalf the Japanese company Nikon. After understanding the target consumers' motives and the...
Marketing strategy of EMI group
Case study - 5 pages - Brand management
I choose to do my arts marketing report on the EMI Group operational in the music industry because it's an English company which many people are unaware of and is one of the world's leaders in the music industry. The company is an independent music publisher and owns record labels such as Blue...
Brand analysis and recommendation: Carlton Draught
Case study - 6 pages - Brand management
The survey we made about Carlton Draught showed us the positive and negative points of its brand image in customers' minds. In order to improve the brand image we will proceed in three parts. First, in the brand analysis we will analyse all the aspects of the marketing mix (product, price,...
Second report: the Monopoly from Hasbro
Case study - 34 pages - Brand management
The purchases are made by the parents and are integrally devoted to early-learning games, plushes and dolls. Parents and grandparents seek for educative products for their children. Games and toys which used to suit the 10 to 12 year olds are now adopted by the 8 to 10 year olds as well. The...
Strategic marketing : the secrets of Harry Potter's success
Case study - 12 pages - Brand management
Over ten years ago, the world witnessed the inception of one of the most impressive success stories ever - the Harry Potter books. Since the publication of the first book, Harry Potter has become a commercial, cultural and social phenomenon. With each passing year, the Potter mania has captured...
Stella Artois : marque globale d'Interbrew
Case study - 19 pages - Brand management
Dossier présentant le groupe Interbrew (Stella Artois) et sa stratégie de "marques globales", à travers les 4P (product/price/place/promotion) ; une présentation est donnée du "brand portfolio" et du "groth path matrix" ; puis une seconde partie est consacrée à une proposition différente de...
Brand Project: Elsève
Case study - 36 pages - Brand management
L'Oréal was created in 1907. It initially specialized in coloration products, and its activities were progressively spread to the whole hygiene and beauty sector. Now a Global leader on the cosmetic and beauty market, the group is present in all the countries of the world, thanks to its...
