Eureka Case 25 min

Launching Lumina

You are the new brand manager at Brillante, a Spanish home-care company. Your CEO just handed you Lumina, a brand-new dishwasher tablet — and €15 million for a national launch. You have one decision to make first: who is this for?

The situation

The Spanish dishwasher-tablet category is €600M, growing 3% / year. Two players dominate: Finish (Reckitt) and Fairy (P&G). White-label private brands take ~20%. Your Lumina formulation is genuinely good — independent panel scoring shows it cleans as well as Finish All-in-One — but you can't claim that legally yet.

The CEO's only direction: "Pick one segment, win it, then expand." Your three options are: family / value, eco-conscious urbanites, and premium / performance. Each has different size, growth, competitive intensity, and margin.

Your job in this case: look at the three segments, model the launch economics for each, and commit to one as the primary launch target. Pick well — your bonus and your second year on the job depend on it.

The decision

Where is Lumina's home?

  • A · Family / Value: "La limpieza de toda la vida"
  • B · Eco / Sustainable: "Limpia bien, no cuesta al planeta"
  • C · Premium / Performance: "Tan limpio como un restaurante"

The rest of the case is locked

The data, the calculations, the decision itself and what happens next open with your institution's access code.

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