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Published by:
INSEAD (2014)
Revision date:
14 pages
Data source:
Field research


The case illustrates the challenges faced by entrepreneurs launching a new product in an highly competitive market with limited resources. The case is set in 2005 and puts the student in the shoes of Michel and Augustin. It allows students to see the strategic and tactical actions of a marketing plan in a clear, novel and fun context. For aspiring entrepreneurs, it offers an exciting opportunity to discuss the specific challenges related to launching a brand for a start-up.

Teaching and learning

This item is suitable for postgraduate and executive education courses.


Entrepreneurship; Marketing; Food and drink; Startup marketing
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Awards, prizes & competitions

2014 - The Case Centre best selling case
2014 - The Case Centre Awards - case writing competition new case writer category winner

Reviews & usage