10 Posts found for Author: Pierre Chandon

Are monetary savings the only explanation for consumer response to a sales promotion? If not, how do the different consumer benefits of a sales promotion influence its effectiveness? To address the first question, this research builds a framework of the multiple consumer benefits of a sales promotion. Through a series of measurement studies, the authors find that monetary and nonmonetary promotions provide consumers with different … [ Read more ]

Content: Article | Authors: Brian Wansink, Gilles Laurent, Pierre Chandon | Source: INSEAD | Subject: Marketing / Sales

When it comes to packaging, size matters. In a research paper, INSEAD Associate Professor of Marketing Pierre Chandon and co-author Nailya Ordabayeva, an INSEAD PhD student, found that changes in the shape of packaging or portions can have a big impact on our consumption patterns.

Content: Article | Authors: Nailya Ordabayeva, Pierre Chandon | Source: INSEAD Knowledge | Subject: Market/Investment

So many products, so many brands, so many prices – consumers today are almost blinded by all the choices at the supermarket. Marketers draw consumers’ eyes to their products through point-of-purchase (P-O-P) marketing. Researchers use eye-tracking studies to measure how successful marketers are at zoning consumers in on their products on the store shelves. Scott Young and Professors Pierre Chandon and Wesley Hutchinson examine the … [ Read more ]

Content: Article | Authors: J. Wesley Hutchinson, Pierre Chandon, Scott H. Young | Source: INSEAD Knowledge | Subjects: Market Research, Marketing / Sales

Human beings are creatures of habit. Many of our actions are repetitive and require little conscious thought or effort. However, according to a new study, by predicting our behavior we can actually reinforce good habits and break bad ones. The study by INSEAD Assistant Professor of Marketing Pierre Chandon and four US-based Marketing professors is called ‘When Does the Past Repeat Itself? The Role of … [ Read more ]

Content: Article | Author: Pierre Chandon | Source: INSEAD Knowledge | Subjects: Marketing / Sales, Organizational Behavior

The high cost of pharmaceuticals is a serious concern for government officials trying to reduce health care expenditures. In this new Case Study, Professor Chandon and Research Associate Sarah Spargo, look at the battle between branded and generic prescription drugs, and explain how SmithKline Beecham reacted to a direct attack on one of their ‘jewel’ drugs.

Content: Case Study | Authors: Jacques Lendrevie, Marc Vanhuele, Olivier Kovarski, Pierre Chandon, Sarah Spargo | Source: INSEAD | Subjects: Industry Specific, Marketing / Sales | Industry: Pharmaceutical | Company: GlaxoSmithKline plc

Russian Standard may not be a household name in trendy New York bars yet, but Roustam Tariko would like it to be. When Tariko introduced Russian Standard Vodka in 1998, he wasn’t interested in just vodka. The young entrepreneur established Russian Standard to become a high-quality international multi-category icon of the new Russia, the “Virgin” of Russia. As a result, Russian Standard … [ Read more ]

Content: Case Study | Authors: Pierre Chandon, Vadim Grigorian | Source: INSEAD | Subjects: International, Marketing / Sales | Company: Russian Standard Vodka

What draws you towards a particular make of footwear displayed on a store wall? What will be the sales impact of a new shelf display? Where in a shelf should you put your brand and how many facings should it have? To understand consumer decisions at the point of purchase or to measure the performance of POP marketing, Professor Pierre Chandon shows … [ Read more ]

Content: Article | Author: Pierre Chandon | Source: INSEAD Knowledge | Subjects: Advertising, Marketing / Sales

Parfums Cacharel’s AnaisAnais and Loulou were once the number one and number two best-selling fragrances in Europe, but profits had slipped and the firm’s new director argued that the organization had lost sight of its brand identity. How could it carry out an effective self-assessment? Cacharel chose brand decoding over market research. Professor Pierre Chandon, Professor Klaus Wertenbroch and Nicholas Rowell ask you to determine … [ Read more ]

Content: Case Study | Authors: Klaus Wertenbroch, Nicholas Rowell, Pierre Chandon | Source: INSEAD | Subject: Marketing / Sales | Company: Parfums Cacharel de L’Oréal

Sales promotions encourage consumers to stockpile. But what happens next? Do consumers accelerate their consumption of these products or simply wait longer before repurchasing? To address these questions, Professors Pierre Chandon and Brian Wansink develop a framework of postpurchase consumption decisions which looks at how we decide when and how much to consume.

Content: Article | Authors: Brian Wansink, Pierre Chandon | Source: INSEAD Knowledge | Subjects: Marketing / Sales, Trends / Analysis

So many products, so many brands, so many prices – consumers today are almost blinded by all the choices at the supermarket. Marketers draw consumers’ eyes to their products through point-of-purchase (P-O-P) marketing. Researchers use eye-tracking studies to measure how successful marketers are at zoning customers in on their products on the store shelves. Scott Young and Professors Pierre Chandon and Wesley Hutchinson examine the … [ Read more ]

Content: Article | Authors: J. Hutchinson, Pierre Chandon, Scott Young | Source: INSEAD Knowledge | Subjects: Market Research, Marketing / Sales | Industry: Grocery