Hero Baby Southern Europe
Hero is a Swiss multinational with a history of over a hundred years. Although the company traditionally manufactured jams, it entered the infant feeding market in 1985 when it carried out a test that began in Spain. Hero has three major international divisions: jams, cereals, and baby food. However, this case focuses on the infant food division, called Hero Baby, and more specifically on the three markets of the Southern European division: Spain, Italy, and Portugal. To alleviate the effects of the constant changes in consumer trends, involving mainly convenience and health, Hero’s new CEO in Southern Europe decided in 2018 to overhaul Hero Baby’s marketing. As a result, many recipes and formulations, as well as packaging, advertising strategy, digital presence, and the approach to distribution channels changed.”
Collection: San Telmo (España)
Ref: IIST-MI-179-E-E
Format: PDF
Number of pages: 35
Publication Date: Nov 14, 2019
Language: English
What material is included in this case:
Description
Hero is a Swiss multinational with a history of over a hundred years. Although the company traditionally manufactured jams, it entered the infant feeding market in 1985 when it carried out a test that began in Spain. Hero has three major international divisions: jams, cereals, and baby food. However, this case focuses on the infant food division, called Hero Baby, and more specifically on the three markets of the Southern European division: Spain, Italy, and Portugal. To alleviate the effects of the constant changes in consumer trends, involving mainly convenience and health, Hero’s new CEO in Southern Europe decided in 2018 to overhaul Hero Baby’s marketing. As a result, many recipes and formulations, as well as packaging, advertising strategy, digital presence, and the approach to distribution channels changed.”
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Learning Objective
This case is intended to serve as a basis for debate on transformation in consumer habits. The following are topics that can be specifically discussed:
-Customer Centricity -Socio-demographic trends -Changing consumer tastes -Changes in value propositions -New consumer habits -Omnichannel -Digital orientation -Reputational crises Additionally and/or alternatively, the group can discuss the decisions facing the General Management of a company in contexts of growth and decline as well as the importance of building resilient companies capable of adapting to profound changes in the environment where they operate.
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