About the authors
The Zing - Epicurean Food Marketing LiveCase was authored by:
- Pierre Chandon, Professor of Marketing, The L'Oréal Chaired Professor of Marketing - Innovation and Creativity, and Academic Director at the INSEAD-Sorbonne University Behavioural Lab
- Antoine Duvauchelle, Lecturer at INSEAD
Pierre Chandon
Professor of Marketing, INSEAD
Antoine Duvauchelle
Lecturer at INSEAD
Content
E1: Negative Perceptions
Zing is facing a negative brand image due to public concerns over its health and sustainability efforts. In this episode, the task force must address these perceptions, balancing Zing’s business goals with the need to foster trust and project a positive future for the company.
E2: Digging into the Data
The Zing Task Force must dive into consumer survey data to uncover insights on pricing, health preferences, and consumer behavior. They will explore how to leverage this data to promote healthier consumption and ensure profitability while aligning with Zing’s sustainability goals.
E3: The Right Product for the Right Customer
In this episode, the Zing Task Force will evaluate four product concepts: Zing Original, Zing Extra, Zing Fresh, and AquaPop. Working with product design teams, you will focus on enhancing these offerings by aligning them with consumer preferences for health, sustainability, and taste.
E4: Get Ready to Refine and Shine!
As Zing gets closer to the trade fair, the team focuses on fine-tuning product messages and shaping their appeal. It’s time to develop a strategy that showcases Zing’s unique qualities and resonates with diverse customer personas. It’s all about getting the details right to make a strong impression when Zing steps into the spotlight.
E5: Preparing for the Trade Fair
This episode shifts focus to gearing up for the upcoming trade fair. The Zing Task Force will finalize their presentations and rehearse their product pitches to ensure they are ready to engage potential customers effectively.
E6: Decision Time!
In this final episode, the Zing Task Force must make critical decisions regarding the optimal size, ingredients, price, and messaging for each product. They will evaluate how these choices align with Zing's overarching goals of sustainability and health, ensuring the best product is selected to lead the charge.
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