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Aquasi Marketing: Building and Managing an Online Brand
Anagha Shukre; Amit PundirCase IVEY-9B16A035-EEntrepreneurship, Marketing, StrategyIn February 2013, the senior marketing manager of Aquasi India (Private) Limited (Aquasi) met with the company’s chief executive officer to consider the challenges faced by Aquasi that had arisen due to globalization after March 1997. India’s competitive environment had completely changed; new technology had swept into the country and workers did not possess the essential skill sets to use the new machinery. Given sharp declines in quality and pr...Starting at €8.20
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Crown Distilleries: Multi-Brand Extension
Anagha Shukre; Asheesh S. KediaCase IVEY-9B16A043-EEntrepreneurship, Marketing, StrategyThe chief marketing manager of Crown Distilleries (Crown) in Raipur, the capital city of the Indian state of Chhattisgarh, faced cumbersome brand-building activities and maintenance of its brand equity. Competitors began taking market share from Crown’s well-established brand. Crown added new brands to its portfolio in response to its competitors’ activities. Would it be fruitful for the company to opt for an umbrella brand in a particular segmen...Starting at €8.20
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Trucar.in: Finding a Position in an Emerging Online Market
Utkarsh Utkarsh; Prashant Kumar; Anmol Lamba; Manadeep Ganguli; Santosh GuptaCase IVEY-9B18A047-EEntrepreneurship, MarketingTruCar.in (TruCar), established in 2014, was an emerging online car portal in India. The online car portal industry was highly competitive, with a few established players and several new entrants due to low entry barriers. Most competitors were focused on the online auto classified segment (providing information about cars) or the used-car segment (buying and selling used cars). TruCar was instead focused on assisting consumers in evaluating cars...Starting at €8.20