Suchard: "Made of your dreams"
In 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 which two proposals were being considered that differed in terms of complexity and investment, and they asked him to select which one should be undertaken.
Collection: IESE (España)
Ref: M-1312-E
Format: PDF
Number of pages: 26
Publication Date: Mar 10, 2014
Language: English, Spanish
What material is included in this case:
Description
In 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 which two proposals were being considered that differed in terms of complexity and investment, and they asked him to select which one should be undertaken.
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Year: 2011
Geographic Setting: Spain
Industry Setting: Industry and mining
Learning Objective
Preparation of an integrated communication program.
- Communication budget allocation between on and off.
- New media.
- Branded content.
This case can be used for strategic marketing and communication courses, both on MBA and executive programs.
- Communication budget allocation between on and off.
- New media.
- Branded content.
This case can be used for strategic marketing and communication courses, both on MBA and executive programs.
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"Suchard: "Made of your dreams""
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