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Evoe Spring Spa: A Positioning Dilemma
Ashita Aggarwal; Renuka Kamath; Sunil RaoCase IVEY-9B13A051-EEntrepreneurship, Marketing, StrategyThe co-founders of Evoe Spring Spa need to decide on the positioning of their business in the nascent Indian spa market. Indian consumers perceive spas as an expensive indulgence for the rich, and some spa services are seen as socially and culturally unacceptable. As a result, the co-founders need to build this category by changing consumer attitudes toward spa services. To identify the target segment and the best positioning for Evoe, the co-fou...Starting at €8.20
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Savemom: The Smart Wearable Solution for Maternal Health Care
Renuka Kamath; Shrinath V.Case IVEY-W27806-EEntrepreneurship, Knowledge and CommunicationIn January 2020, two social entrepreneurs were looking back at the first five years of operation of their venture JioVio Healthcare. The entrpreneurs had designed, developed, and implemented their cloud-based Internet of Things software Savemom. Using feedback from key stakeholders, Savemom assisted in the early detection of preventable complications during pregnancy and safe delivery, especially for expectant mothers in rural India, with a goal ...Starting at €8.20
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Castrol India Limited: An Innovative Distribution Channel
Renuka KamathCase IVEY-9B16A044-EMarketing, StrategyIn January 2006, the general manager of sales at Castrol India Limited was concerned. Sales of Castrol motorcycle oil for four-stroke engines was far less than it should be, especially when considering the five million motorcycles being added to Indian roads each year. Most motorcycle oil changes took place in franchised workshops during the warranty period and in non-franchised workshops after the warranty period. The general manager wanted to i...Starting at €8.20
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In the Name of Democracy? The Rise and Decline of India's Congress Party
Mangla, Akshay; Schlefer, JonathanCase HBS-716068-EEconomicsIn 1950 it looked highly doubtful that Indian democracy would hold -- typical family income was $6 a month, only about 15 percent of the population was literate, there were deep religious and ethnic differences, and more than a dozen national languages were spoken. But after a half a century, India had proved to be the first democracy anywhere near so poor to survive. Why? As well, in 1950 India's economic prospects looked bright for a developing...Starting at €8.20
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In the Name of Democracy The Rise and Decline of India's Congress Party, Teaching Note
Mangla, AkshayTeaching Note HBS-717049-EEconomicsTeaching note for case 716068.Starting at €0.00
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Direct-to-Consumer Brand Suta: Weaving in Conversion Rate Optimization
Sheila Roy; Renuka KamathCase IVEY-W28030-EEntrepreneurship, MarketingTwo women entrepreneurs co-founded a profitable direct-to-consumer apparel brand called Suta. In June 2021, as the business owners were planning to increase advertising expenditure and scale up operations, they were confronted with a declining return on advertising spend on social commerce and other digital platforms. The co-founders needed to make use of marketing analytics to examine the effectiveness of their online store in converting visitor...Starting at €8.20
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Captain Fresh: Value Fishing across Segments
Renuka Kamath; ShabbirHusain R.V.Case IVEY-W32008-EMarketing, StrategyCaptain Fresh, a tech-enabled business-to-business (B2B) seafood marketplace based out of Bengaluru, India, had been enjoying phenomenal success. Founder Utham Gowda set out to simplify the seafood supply chain in a fragmented, unstructured, and complex market. He was sure that going forward, technology would play a major role in building high-quality distribution infrastructure that would take fish from sea to plate. In January 2022, having achi...Starting at €8.20
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Expanding the Oral Care Group in India (Spanish version)
Quelch, John A.; Zalosh, AlisaCase HBS-412S27StrategyBrinda Patel, director of oral care products for the India division of a consumer home-care product company, develops a data-driven marketing plan for toothbrushes. She believes her plan can support a 20% increase in unit sales based on rising demand for modern oral-care products in India. Her boss, the VP of Marketing, believes her forecast is too conservative and suggests spending more money on promotions to boost sales by 30%. Patel must devel...Starting at €8.20
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Wendy Peterson (Spanish version)
Hill, Linda A.; Zalosh, AlisaCase HBS-915S09Leadership and People ManagementWendy Peterson was recently promoted to Vice President of Sales at the Plano, Texas, office of AccountBack, an accounting software and services company. To penetrate a perceived market niche, Peterson hires Fred (Xing) Wu, whose familiarity with and access to Chinese business leaders in Plano is valuable. Wu was born and raised in China, partly educated in the U.S., and immigrated to the U.S. in 2005. Within 12 months, he had signed his regional ...Starting at €8.20
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An Irate Distributor: The Question of Profitability
Renuka Kamath; K.K. Kishore; Sagar SharmaCase IVEY-9B13A015-EMarketing, StrategyIn June 2012, an area sales manager at NutriPack India, a multinational company dealing with fast-moving consumer goods, had to find a way to match the success of his predecessor in increasing retail outlet coverage in central Maharashtra. He studied the territory data and identified the Jalgaon region as having the potential for high growth. However, the single distributor for Jalgaon was upset because he had already increased his operations the...Starting at €8.20