Product details

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Subject category: Marketing
Published by: INSEEC - Organisation et Développement
Originally published in: 2019
Version: June 2019

Abstract

Kindy, the leader for a number of years in the French footwear market, experienced a slow downward spiral before it made a comeback. The managers, eager to showcase new know-how and break with a market that is not very dynamic, do not hesitate to offer very trendy collections and make this product a fashion product, all supported by aggressive communication campaigns on the creative level. To reinforce this new strategy, the marketing department has decided to hire a business school intern to carry out certain marketing and sales missions in order to answer certain still-unanswered questions.

Teaching and learning

This item is suitable for postgraduate courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Europe
Country:
France

Featured company

Kindy Project
Type:
Self-owned
Industry:
Apparel

About

Abstract

Kindy, the leader for a number of years in the French footwear market, experienced a slow downward spiral before it made a comeback. The managers, eager to showcase new know-how and break with a market that is not very dynamic, do not hesitate to offer very trendy collections and make this product a fashion product, all supported by aggressive communication campaigns on the creative level. To reinforce this new strategy, the marketing department has decided to hire a business school intern to carry out certain marketing and sales missions in order to answer certain still-unanswered questions.

Teaching and learning

This item is suitable for postgraduate courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
Europe
Country:
France

Featured company

Kindy Project
Type:
Self-owned
Industry:
Apparel

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