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Prize winner
Compact case
Case
-
Reference no. 599-039-1
Subject category: Marketing
Authors: Markus Christen (INSEAD); Gigi Cothier (INSEAD); David Soberman (INSEAD)
Published by: INSEAD
Originally published in: 2001
Version: 07.2015
Revision date: 29-Jan-2016
Length: 5 pages
Data source: Field research
Topics: Segmentation; Segment identification; Target selection; Product introduction in new markets; Internal marketing
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract

This is the second of a two-case series. Case B reveals that Ford chose an attitudinal segmentation and presents initial sales results. The change in the segmentation approach made it difficult to assess the success of the launch and to determine what needed to be done next to continue to build the brand.
Location:
France
Industry:
Automobile
Size:
Sales FRF18 billion (1995)
Other setting(s):
1996-1997
Teaching note
-
Reference no. 599-038-8
Subject category: Marketing
Authors: Markus Christen (INSEAD); Gigi Cothier (INSEAD); David Soberman (INSEAD)
Published by: INSEAD
Originally published in: 2001
Version: 07.2015
Revision date: 29-Jan-2016
Length: 15 pages
Data source: Field research
View full details
Case
-
Reference no. 599-038-1
Subject category: Marketing
Authors: Markus Christen (INSEAD); Gigi Cothier (INSEAD); David Soberman (INSEAD)
Published by: INSEAD
Originally published in: 1999
Version: 06/2023
Revision date: 9-Jun-2023
Length: 35 pages
Data source: Field research
Topics: Segmentation; Segment identification; Target selection; Product introduction in new markets; Internal marketing
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Compact case
Case
-
Reference no. F599-039-1
French language
Subject category: Marketing
Authors: Markus Christen (INSEAD); Gigi Cothier (INSEAD); David Soberman (INSEAD)
Published by: INSEAD
Originally published in: 1999
Version: 11.2001
Length: 5 pages
Data source: Field research
Topics: Segmentation; Segment identification; Target selection; Product introduction in new markets; Internal marketing
View full details

About

Abstract

This is the second of a two-case series. Case B reveals that Ford chose an attitudinal segmentation and presents initial sales results. The change in the segmentation approach made it difficult to assess the success of the launch and to determine what needed to be done next to continue to build the brand.

Settings

Location:
France
Industry:
Automobile
Size:
Sales FRF18 billion (1995)
Other setting(s):
1996-1997

Related

Teaching note
-
Reference no. 599-038-8
Subject category: Marketing
Authors: Markus Christen (INSEAD); Gigi Cothier (INSEAD); David Soberman (INSEAD)
Published by: INSEAD
Originally published in: 2001
Version: 07.2015
Revision date: 29-Jan-2016
Length: 15 pages
Data source: Field research
View full details
Case
-
Reference no. 599-038-1
Subject category: Marketing
Authors: Markus Christen (INSEAD); Gigi Cothier (INSEAD); David Soberman (INSEAD)
Published by: INSEAD
Originally published in: 1999
Version: 06/2023
Revision date: 9-Jun-2023
Length: 35 pages
Data source: Field research
Topics: Segmentation; Segment identification; Target selection; Product introduction in new markets; Internal marketing
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Compact case
Case
-
Reference no. F599-039-1
French language
Subject category: Marketing
Authors: Markus Christen (INSEAD); Gigi Cothier (INSEAD); David Soberman (INSEAD)
Published by: INSEAD
Originally published in: 1999
Version: 11.2001
Length: 5 pages
Data source: Field research
Topics: Segmentation; Segment identification; Target selection; Product introduction in new markets; Internal marketing
View full details
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