IMD-5-0734 © 2008
Kashani, Kamran; Dogra, Aparna Mohan; Chung, Rebecca
The Project Bullet case study is about how its worldwide infant formula company revitalized. It deals with tactical issues like renovating existing and aging brands of the company and also bringing in marketing innovations that are new to an otherwise stagnant business. This case describes how the infant formula product portfolios of the company's were unified by the promotion team across markets while bringing consistency in sales and marketing practices.
Another important element that the case brings out is the project team reached widespread state management support towards making its marketing strategy globally consistent and successful. Learning objectives: The Endeavor bullet Case Study can be used to: 1) reveal an example of successful repositioning and renovation of aging brands, 2) address issues of garnering international support from marketplaces and additionally from the top management to drive a successful innovation strategy, 3) illustrate how marketing innovation project teams could showcase winning initiatives from marketplaces and as a result share learnings across these markets.
Project Bullet Educating Charly Huber-Haag Case Study Solution
Subjects: Innovation; Renovation; International marketing; Brand management; Infant nutrition
Settings: Global; Infant nutrition; Food; 2007 Sales CHF 8,434 million; 2007-2008
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