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Seroflo in Nepal: Sustaining Brand Leadership in COVID-19 Times
Servjaeta Verma; Vinay VermaCase IVEY-9B20A080-EMarketing, StrategyIn Nepal, which primarily relied on the use of oral therapy for the treatment of chronic respiratory conditions, Nirparaj Joshi, country manager for Nepal at Cipla Limited (Cipla), had been successful in creating a market plan for the inhaler brand, SerofStarting at €8.20
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UltraTech Cement: A Transition towards Behaviour-Based Safety
Servjaeta Verma; Ravi Kant DubeyCase IVEY-9B18C023-ELeadership and People ManagementUltraTech Cement Limited was a global leading producer of cement that had implemented best-in-class safety practices at all of its units. Despite this, the company’s Rawan Cement Works plant in Raipur, Chhattisgarh, India, had witnessed some serious safety incidents in the past, and these had resulted in lowered employee morale. A close analysis revealed that un-safe conduct by employees was partly responsible for the accidents, and that there wa...Starting at €8.20
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Desi Hangover: Circular Transition of a Conscious Fashion Brand
Servjaeta VermaCase IVEY-W27249-EEntrepreneurship, StrategyDesi Hangover, an Indian company empowering artisans to manufacture handcrafted leather footwear, was a finalist at Lakmé Fashion Week in 2020 in the category of Circular Changemakers. The chief executive officer had a dream of establishing his company as a leading circular economy fashion brand, and now he had a chance to pitch his vision of the future. But his core team had reservations and worried about the cost and risk of transitioning fully...Starting at €8.20
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Wild Chef Limited: Scaling Up a Cloud-Based Restaurant
Servjaeta VermaCase IVEY-9B18A007-EEntrepreneurship, Marketing, StrategyWild Chef Limited (Wild Chef) was a multi-cuisine restaurant operating a take-away and delivery format in Delhi’s National Capital Region. It adopted the emerging concept of cloud kitchen in July 2016, considering the promising opportunities offered by the rapidly growing food-technology market in India. Key strategic decisions helped Wild Chef achieve its operational break-even point in its third month, and after one year, the owners were consid...Starting at €8.20
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Cipla Limited: Taking Inhalation Therapy to the Masses
Servjaeta VermaCase IVEY-9B19M003-EStrategyCipla Limited was a pioneer in inhalation therapy in India, and was globally acclaimed for its range of inhalers for obstructive airway diseases such as asthma and chronic obstructive pulmonary disease. In 2014, the company wanted to take inhalation therapy to the masses, especially in the rural and semi-urban areas of the country. This required strengthening its reach at the general practitioner level (among primary care physicians) and extendin...Starting at €8.20
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CQ Max: Crafting a Product Launch
Servjaeta VermaCase IVEY-9B18A054-EEntrepreneurship, MarketingIn March 2017, Inderjit Baboota, head of Sales and Marketing at Genspec Lifesciences, was preparing to meet with his team to craft the brand launch strategy of the company’s product CQ Max. Although natural therapy was recognized in India for various ailments, few scientific formulations were available. Turmeric was used in various forms in India for the treatment and prevention of a variety of conditions due to its main active ingredient, curcum...Starting at €8.20