Biore - The Branding Challenge
Case number:
A12-08-0013
Abstract
The case describes the pressures faced by Kao to refresh its Biore brand and reenergize 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 Bioré’s skin care franchise. Biore must extend its brand franchise into a new segment, and do so by creating a strong aura of prestige and coolness.
Teaching
The case’s main purpose is to have the students produce a 30-minute commercial for Bioré in a storybook form. The case includes a detailed Creative Brief. The exercise of developing and thinking strategically about the advertisement provides the 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.
Case number:
A12-08-0013
Subject:
Marketing
Year:
Setting:
Global
Length:
20 pages
Source:
Library