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Super Shampoo Products and the Indian Mass Market
S. Ramesh Kumar; Nitya GuruvayurappanCase IVEY-9B10A026-EEntrepreneurship, Marketing, StrategyThe case analyzes the response of the non-users of shampoo in an emerging environment, namely India. The non-users belong to the lower end of the socio-economic spectrum and they respond with their perceptions about the category of shampoo and well-known brands. The entrepreneur's challenge is to obtain the insights, analyze the attitude of the non-users towards the category and brands, and prepare a strategy to position a new brand of shampoo (S...Starting at €8.20
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Himalaya Shampoo: Building a Differentiated Brand Image
S. Ramesh Kumar; S. VenkateshCase IVEY-9B13A018-EMarketingIn recent years, the Indian shampoo market had been growing at an exponential rate, with several categories and brands of personal care products showing significant growth. Like consumers in several emerging markets, Indians had begun to place a heightened degree of importance on physical appearance, perhaps as an outcome of Westernization and exposure to media. Traditionally, Indians were known to use herbs to nurture and enhance their hair. Now...Starting at €8.20
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Ethnic Consumers Consulting
S. Ramesh Kumar; Nitya Guruvayurappan; Madhurjya BanerjeeCase IVEY-9B10A030-EMarketing, StrategyNitya was preparing for a meeting with an Indian company that manufactured hair oil and fairness cream. She wanted to make use of past research in order to offer her client insights on consumer values. Were emerging markets significantly different from developed markets in terms of consumer values? Were existing brands connecting with Indian consumers? Could values become associated with different socio-economic classes of consumers? With radical...Starting at €8.20
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Himalaya Herbal Toothpaste: Category and Brand Involvement in an Emerging Market
S. Ramesh Kumar; Nitya GuruvayurappanCase IVEY-9B11A032-EMarketing, StrategyRamesh Kumar was curious to determine whether consumers were loyal to toothpaste brands. Himalaya Herbal Toothpaste had herbal offerings in the retail and prescription segments, affording him the opportunity to conduct research. Were consumers loyal to a particular brand of toothpaste? Did they remember the functional brand benefits? Were consumers buying brands due to the social benefits reflected in ads? Did consumers continue to buy particular...Starting at €8.20
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Himalaya Face Wash: Brand Associations and Lifestyles
S. Ramesh Kumar; Eric MinjCase IVEY-9B12A059-EMarketing, StrategyThe Himalaya Drug Company is interested in obtaining insights into how the lifestyle of consumers is associated with the use of face washes, especially of its own brand. As the population of India, which is primarily under the age of 35, becomes more affluent and self-conscious, personal grooming has become more important. Several brands have positioned themselves in the market according to various attributes and benefits. Himalaya wants to under...Starting at €8.20
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Olympus and the Whistleblower President
Seijiro Takeshita; Christopher WilliamsCase IVEY-9B12M012-EStrategyThe newly appointed president and chief operating officer of Olympus Corporation of Japan was called to an emergency board meeting. The purpose of the meeting was to discuss governance issues regarding corporate mergers and acquisitions. However, it would be no ordinary meeting. Since assuming the role of president in April 2011, the president had discovered evidence of corporate fraud on a large scale. He had commissioned an external auditor rep...Starting at €8.20
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Tesco PLC: Strategy for India
Christopher Williams; Ramasastry ChandrasekharCase IVEY-9B14M096-EStrategyAs multinational enterprises expand operations in emerging economies, identifying and responding to unique marketing challenges may require strategy that focuses on local adaptation and global integration on a country by country basis. In March 2014, Tesco PLC (Tesco), the largest retailer in the United Kingdom and the third largest supermarket group in the world, has signed an agreement with Trent Hypermarkets, the retail division of the Tata Gr...Starting at €8.20
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Shiny Provision Store: Retailing Challenges in the Indian Context
S. Ramesh Kumar; Radhika VishvasCase IVEY-9B10A017-EEntrepreneurship, Marketing, StrategyIndia has millions of kirana (small stores) but modern retail outlets are emerging. The case illustrates the challenges confronting the shop owner of Shiny Provision Store, a kirana in the suburbs of Bangalore, India. A customer, who is a market researcher, decides to explore how a small retailer in the food and groceries business can survive in an environment that is getting increasingly sophisticated in terms of professional techniques being ap...Starting at €8.20
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La Entrevista HBR: Acelerando el paso
Mahindra, Anand G.; Stewart, Thomas A.; Raman, Anand P.Article HBS-R0807FStrategyEl Mahindra & Mahindra Group, una de las casas comerciales más conocidos de la India, está tratando de ser más grande, más global y más innovadora, todo al mismo tiempo. En post-económicos-reformas fiebre del oro de la India, el grupo, cuyas ventas fueron 2.007 $ 6.6 mil millones, ha invertido en una gran cantidad de negocios no relacionados, desde la fabricación de aviones para la producción de películas. El tractor insignia y las empresas de SU...Starting at €8.20
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Don't Integrate Your Acquisitions, Partner with Them (Spanish version)
Kale, Prashant; Singh, Harbir; Raman, Anand P.Article HBS-R0912MStrategyA takeover usually signals the demise of one of the two corporations involved in the tussle - no prizes for guessing which one. Breaking with this practice, some companies from emerging markets are preserving the identity of companies they've taken over and giving them near-total autonomy. The acquirers (the AV Birla Group, the Mahindra group, and the Tata group in India; the Ulker Group in Turkey; and AmBev in Brazil, among others) have also ret...Starting at €8.20