Subject category:
Marketing
Published by:
INSEEC - Organisation et Développement
Version: June 2019
Length: 17 pages
Data source: Generalised experience
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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