Eris (B): Rebranding and Preparing the Ground for Expansion

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Eris (B): Rebranding and Preparing the Ground for Expansion

Case

Reference no. IMD-3-1874

Subject category: Strategy and General Management

Authors: Thomas W Malnight (International Institute for Management Development (IMD)); Anna Moncef (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 2007

Version: 31.10.2007

Length: 23 pages

Data source: Field research

Topics: Strategy; Brand development; Branding; Culture; Emerging markets; Entrepreneurship; Expansion; Growth; Organisation; Post-communism; Private business; Family business

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Abstract

This is part of a case series. The (B) case describes how Eris arrived at a new strategy, focused on raising their brand to a premium level and creating a new brand for the mass market. It also shows how the company professionalised their organisation while sustaining its unique culture. There were still several open questions: how do you sustain a successful family culture while growing? Does the company need to enter new segments to keep up with competition in the mass market? How do you prepare for an international expansion? Which markets to choose and why?

Location:

Poland

Industry:

Cosmetics, skin care, cosmeceutics

Size:

2006 revenues PLN127 million, 340 employees

Other setting(s):

2003-2007