Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. A12-08-0013
Subject category: Marketing
Published by: Thunderbird School of Global Management
Published in: 2008
Length: 20 pages
Data source: Published sources

Abstract

This case describes the pressures faced by Kao to refresh its Biore brand and re-energize its market appeal after a year of sluggish growth. Aggressive competition for the ''pore cleansing'' market has caused shifts in the market share of major players and eroded Biore''s skincare franchise. Biore must extend its brand franchise into a new segment, and do so by creating a strong aura of prestige and coolness. The case''s main purpose is to have the students produce a 30-minute commercial for Biore in a storybook form. The case includes a detailed creative brief. The exercise of developing and thinking strategically about the advertisement provides students with an experiential understanding of brand building and advertising communication. The case was designed for an executive education environment, but has been well accepted by MBA students, and should work well in an advanced marketing class at undergraduate level.
Location:

About

Abstract

This case describes the pressures faced by Kao to refresh its Biore brand and re-energize its market appeal after a year of sluggish growth. Aggressive competition for the ''pore cleansing'' market has caused shifts in the market share of major players and eroded Biore''s skincare franchise. Biore must extend its brand franchise into a new segment, and do so by creating a strong aura of prestige and coolness. The case''s main purpose is to have the students produce a 30-minute commercial for Biore in a storybook form. The case includes a detailed creative brief. The exercise of developing and thinking strategically about the advertisement provides students with an experiential understanding of brand building and advertising communication. The case was designed for an executive education environment, but has been well accepted by MBA students, and should work well in an advanced marketing class at undergraduate level.

Settings

Location:

Related