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Suchard: "Made of Your Dreams"
Villanueva, Julian; Güell, Rocío; Sánchez-Lozano, SantiagoCase M-1312-EMarketingIn April 2012, Katinka Cebrián, brand manager, and Nuria Antoja, chocolate product marketing manager at Mondelez International (MDLZ) in the Iberian Peninsula, were working on a proposal for Suchard's chocolate turrón Christmas campaign. Their aim was to achieve even better results than last year. They explained to Josetxo Soto, director of the MDLZ Chocolate Division in Europe, that Ogilvy was the agency chosen to carry out the project, for whic...Starting at €8.20
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Prices
Villanueva, Julian; Segarra, José Antonio; Ferrer, IciarTechnical Note MN-385-EAccounting and Control, MarketingDeveloping a pricing policy is particularly complex. While a company can choose from different pricing strategies, it should always be aware that a price is the expression of a value. This value depends on various factors, including the perceived quality of a product and brand reputation. A company must also consider its cost structure, since pricing below cost would lead to financial losses. Furthermore, it must study the behavior of its competi...Starting at €8.20
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Sales Force Size and Deployment
Villanueva, Julian; Muñoz-Cobo D.Technical Note MN-362-EMarketingFor many companies, the biggest cost in bringing products to market is the sales force. Decisions about the size of the sales force and how salespeople are allocated to territories, products or customer segments can have a decisive impact on sales and profits. A company that has too few salespeople will miss opportunities, which will be seized by competitors, while a company that has too many salespeople will be inefficient and burdened by sellin...Starting at €8.20
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Santander-Serfín: Revitalizing the Payment Systems Business
Díez J.; Villanueva, Julian; Nueno, José LuisCase M-1190-EMarketingIn June 2001, Ramón Tellaeche, director of products and marketing at Banco Santander Serfín in Mexico, was considering the commercial strategy which the means of payments division should follow over the following months in order to achieve its ambitious commercial objectives. Marcial Portela, general manager of Grupo Santander's Americas Division, had set the objective of doubling the credit card market share in a year and a half, and capturing 2...Starting at €8.20
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Santander-Serfín: Revitalizing the Payment Systems Business (Portuguese Version, Brazil)
Díez J.; Villanueva, Julian; Nueno, José LuisCase M-1190-PBMarketingIn June 2001, Ramón Tellaeche, director of products and marketing at Banco Santander Serfín in Mexico, was considering the commercial strategy which the means of payments division should follow over the following months in order to achieve its ambitious commercial objectives. Marcial Portela, general manager of Grupo Santander's Americas Division, had set the objective of doubling the credit card market share in a year and a half, and capturing 2...Starting at €8.20
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Social Media: Are You in the Conversation?
Armelini, Guillermo; Káganer, Evgeny; Soumitra, Dutta; Vaast, Emmanuelle; Vaccaro, Antonino; Villanueva, JulianDossier DOS-9-EBusiness Ethics and Corporate Social Responsibility, Information Technologies, Marketing, StrategyThese are the issues you need to be discussing - because your customers and competitors are already talking.Starting at €15.00
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Professionalizing the Sales Force at The Veteran Tree
Villanueva, JulianCase M-1391-EEntrepreneurship, Leadership and People Management, MarketingIn March 2022, Jim Heisser, MD and founder of The Veteran Tree Co, was reflecting on the strong results his company had achieved in recent years. The historical growth in sales and profitability were something to be proud of and-after 2020 which was a disastrous year for the sector due to the pandemic-the company had returned to strong growth in 2021. Jim felt that what started as a small operation with humble goals was now becoming very big. Big...Starting at €8.20
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Product
Villanueva, Julian; Osuna, IgnacioTechnical Note MN-387-EInnovation and Change, MarketingConsider the following business decisions: " Santander Bank is considering launching a credit card in Mexico that would double its market share. Regarding the card's characteristics, it is trying to decide between a card with an interest rate 40% lower than the competition's rates and a card with no commission charges. " Pressured by cheaper competitors (primarily white-label brands), Dodot, a diaper brand in the P&G group in Spain, is consider...Starting at €8.20
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Professionalizing the Sales Force at The Veteran Tree (Portuguese Version, Brazil)
Villanueva, JulianCase M-1391-PBEntrepreneurship, Leadership and People Management, MarketingIn March 2022, Jim Heisser, MD and founder of The Veteran Tree Co, was reflecting on the strong results his company had achieved in recent years. The historical growth in sales and profitability were something to be proud of and-after 2020 which was a disastrous year for the sector due to the pandemic-the company had returned to strong growth in 2021. Jim felt that what started as a small operation with humble goals was now becoming very big. Big...Starting at €8.20
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Conversion Rate Optimization
Ferrándiz, Luis; Villanueva, Julian; Soldado, PilarTechnical Note MN-389-EInformation Technologies, MarketingThis technical note presents a series of guidelines for increasing the conversion rate on a website. Conversion need not involve a monetary transaction. The goal could be to get the visitor to complete a registration process, share some news, invite a friend, become a fan of a sports team, download something, request a vehicle test drive, and so on. Conversion rate optimization should follow a series of prescribed steps to maximize its effectiven...Starting at €8.20