Brand strategy

July 2008

Nestle and the Multi-beverage Machine Market (A)

By Costas Markides, Daniel Oyon, Laura Winig

Nestle is considering whether to introduce a new multi-beverage coffee machine positioned for the mass market. The decision is complicated by the fact that Nestle already has a successful coffee machine (called Nespresso), that is…

August 2013

Galanz: From Price Killer to Consumer Brand Innovator?

By Nirmalya Kumar, J B Steenkamp, Jiaxun He

Chinese company Galanz was the world’s largest microwave oven manufacturer in 2013. It had sales of 20 million microwave ovens, group revenues of RMB46 billion (US$7.3 billion) and 46,000 employees. Founded in 1978, it started…

November 2019

Christian Lacroix: A King Without a Kingdom

By Stefano Turconi

Set in 2009, this case chronicles the key stages in the development of the Christian Lacroix Company, the fashion house founded by the eponymous designer with the financial backing of Bernard Arnault (LVMH). Lacroix’s opulent…

January 2012

Nespresso: What Else?

By Nader Tavassoli

In 2011 Nespresso, the premium single-serve coffee brand of the multinational Swiss company Nestle, found itself at a crossroads. Between 2006 and 2010 Nespresso had managed to nearly triple sales – from CHF1.16 billion to…