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• Case | HBS Case Collection | January 2015 (Revised July 2019)

  Rebranding Godiva: The Yıldız Strategy

  Rohit Deshpande and Esel Çekin

  This case concerns Yıldız Holding’s acquisition of Godiva Chocolatier from its previous owner, Campbell Soup, and its salient strategy in preserving Godiva’s “made in Belgian” brand position. Provenance Paradox, a problem faced by companies in emerging countries trying to establish their brands in developed markets, had not become a problem for Yıldız Holding. The chairman Murat Ülker asked the Godiva management to execute a highly ambitious plan of making the brand widely-available at supermarkets, drug stores and mass channels in the U.S. market. How was the Godiva brand affected by the change in its marketing strategy? How was the execution different in international markets vs. the U.S. market?

  Keywords: branding; internationalization; provenance paradox; Acquisitions; positioning; innovation; customer-centricity; Brands and Branding; Marketing Strategy; Emerging Markets; Product Positioning; Change Management; Innovation and Management; Customer Focus and Relationships; Food and Beverage Industry; North America; Turkey; Japan;

  Citation:

  Deshpande, Rohit, and Esel Çekin. "Rebranding Godiva: The Yıldız Strategy." Harvard Business School Case 515-059, January 2015. (Revised July 2019.)  View Details

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• Case | HBS Case Collection | July 2019

  LaCroix Sparkling Water

  Tomomichi Amano, Das Narayandas and Kerry Herman

  Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was re-positioned as a new, colorful, fun alternative to the other sparkling water players at the time. As time passed; however, the brand was faced with internal turmoil as well as shifting customer expectations. How did LaCroix react to change both within the company and within the industry?

  Keywords: Brands and Branding; Organizational Change and Adaptation; Industry Structures; Food and Beverage Industry;

  Citation:

  Amano, Tomomichi, Das Narayandas, and Kerry Herman. "LaCroix Sparkling Water." Harvard Business School Case 520-014, July 2019.  View Details

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• Case | HBS Case Collection | July 2019

  LaCroix Sparkling Water (Abridged)

  Tomomichi Amano, Das Narayandas and Kerry Herman

  Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was re-positioned as a new, colorful, fun alternative to the other sparkling water players at the time. As time passed; however, the brand was faced with internal turmoil as well as shifting customer expectations. How did LaCroix react to change both within the company and within the industry?

  Keywords: Brands and Branding; Organizational Change and Adaptation; Industry Structures; Food and Beverage Industry;

  Citation:

  Amano, Tomomichi, Das Narayandas, and Kerry Herman. "LaCroix Sparkling Water (Abridged)." Harvard Business School Case 520-015, July 2019.  View Details

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