Brasserie Duyck - publié le 05/03/2008
Case study - 4 pages - Brand management
This article is about studying the case of the Duyck breweries, a company that is four generations old and that is leading the tradition relentlessly free on the French beer Market. The Duyck brewery is one of the remaining independent local breweries that try to survive at the end of the 20th...
Wilkinson sword intuition
Case study - 12 pages - Brand management
Every woman old enough to remove hair knows the Wilkinson Sword Intuition. It is a product which has been launched on the women shaver market because it is a market which is strongly expanding nowadays and represents potential profits for producers: it became as competitive as the masculine...
International Marketing McDonald's and its strategy for success
Case study - 20 pages - Brand management
With more than 30,000 restaurants all around the world, the McDonald's Corporation is definitively considered as the biggest fast-food chain on earth. Created from the imagination of two brothers who wanted to create something new, innovative and attractive, the firm quickly met customer needs...
Report and recommendations: Cathay Pacific - published: 04/03/2008
Case study - 7 pages - Brand management
The framework of this research is based on Hazleton's taxonomy. Thus, the aim of this research is to apply the theory to the company, Cathay Pacific Airways. Cathay Pacific is successful using its current strategies that are cooperative problem-solving, informative and promise rewards for...
How to promote a new form of selling books for the EFE Company?
Case study - 14 pages - Brand management
With analyse-experts, EFE is not only selling a product on the Internet, it is also selling a new concept of using e-books rather than printed books. The distinction may not have been understood. That is why we decided to have three different objectives. First of all, we have to understand why...
Tobacco marketing in the contemporary world
Essay - 6 pages - Brand management
After being brought back from the New World and being cultivated first in Portugal during the 16th century, tobacco has gradually become a good for mass consumption all around the world, passing from a status of medicinal plant to the one of a luxury product and eventually to something very cool,...
Rohm and Haas: Kathon MWX - published: 02/03/2008
Case study - 5 pages - Brand management
Since the conception of its new product Kathon MWX, Rohm and Haas has been failing to place it successfully in the market and achieving target sales. Being familiar to a marketing strategy appropriate for large industrial buyers, the company has tried to push its new product through this same...
Procter and Gamble marketing strategy
Dissertation - 36 pages - Brand management
We chose Procter and Gamble because it's a huge company, which is established in different sectors and owns a multitude of products. It acts internationally and has a good place and a good experience in the market. After a successful start, P&G is now an international company which owns more...
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...
The air flight market (2006)
Market study - 5 pages - Brand management
The air flight market is one of the most popular markets in the world. Today, two firms dominate the aircraft market, Boeing and Airbus. The two companies could moreover represent the new economic opposition between the American and the European models. It appears that several major factors...
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...
International Marketing: the Bergamote of Nancy (06/2006)
Market study - 4 pages - Brand management
The use of the essential bergamot oil in Lorraine has gone up in the 19th century. The tradition reports that it was introduced in 'Nancy' by King Stanislas Leszcynski, as a perfume. Then 'Bergamote de Nancy' was born in 1850 due to the talent of Jean Frédéric Godefroy Lillich, a...
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...
The case Derwent Valley Food Ltd
Market study - 9 pages - Brand management
Local and strong partners will bring benefit to Derwent Valley Food Ltd, thanks to their skills and knowledge of the market, because each country has a specific market with specific needs and wants. A strong local partner is vital for the project's continued existence, but more and more...
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...
