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Educomp: Shaping Education in the New Millennium
Amita Mital; Sanjay Dhir; Sonjoy MohantyCase IVEY-9B13M073-EStrategyEducomp Solutions Ltd. was established in 1994 with the aim of providing for a customer’s entire education lifecycle, from pre-school to higher education/vocational training, and appropriating value from the same customer multiple times. This strategy, over a period of 17 years, enabled Educomp to become the largest player in the education technology sector in India. Educomp took the organic route to growth, which it achieved largely through acqu...Starting at €8.20
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Mahindra Rise: A Brand Architecture Decision
Ashita Aggarwal; Sulakshana "Lulu" RaghavanCase IVEY-9B14A077-EMarketing, StrategyIn 2009, the Mahindra Group, a US$16.3 billion multinational corporation based in Mumbai, India, had introduced a new positioning called “Rise” to provide meaning to its brand and help unite its various businesses under a common umbrella. Successful integration and implementation of the new positioning required the company to re-examine its brand architecture, which was currently a complex, inside?out arrangement that resulted in a diffused image...Starting at €8.20
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Dilli Haat: Reviving Lost Glory
Amita Mital; Shrey VigCase IVEY-9B17M100-EStrategyDilli Haat started in 1994 with the objective of providing infrastructure to craftspeople from across India to sell their traditional crafts in an urban marketplace and prevent their exploitation by intermediaries. The marketplace, set up in the heart of Delhi, the capital of India, was a one-stop shop for visitors seeking authentic India handicrafts and handloomed products. Dilli Haat provided a unique shopping experience in a well-laid-out area...Starting at €8.20
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Charagh Din: Dressing the Elite
Amita Mital; Vijayalakshmi NatarajanCase IVEY-9B18M038-EStrategyCharagh Din sold premium men's shirts in Mumbai, India, to elite customers. It had been in business for three generations, dating back to 1949, and had evolved from a small tailoring shop to a multi-storied showroom. The brand was recognized for its unique designs and outstanding customer service. However, unlike its competitors, Charagh Din did not have in-house manufacturing. The business model worked well when India was a regulated economy, bu...Starting at €8.20
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Café Coffee Day: Brand Transformation through Repositioning
Ashita Aggarwal; Sulakshana "Lulu" RaghavanCase IVEY-9B16A034-EMarketing, StrategyCafé Coffee Day pioneered retail café culture in India with its entry into the market in 1996. After enjoying success for more than a decade, the brand felt the need to evolve in order to suit consumer preferences and better compete in the market space. The Café Coffee Day management team commissioned a brand image study to better understand consumer perceptions. The results showed that although Café Coffee Day's “regular guy/girl” brand archetyp...Starting at €8.20
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Child Rights and You: From Tears to Smiles
Amita Mital; Arpita Das; Mayur GargCase IVEY-W33332-EStrategyChild Rights and You (CRY) was a non-governmental organization (NGO) started in 1979 in India. The organization experienced pan-Indian growth and later expanded to international locations. While CRY was partnering with state governments to increase its impact and reach, the global environment was shifting toward sustainable development. At the same time, the Indian government statutorily mandated companies with a specific turnover or net worth to...Starting at €8.20