Default Category
-
Mantra Ayurveda: Scaling Direct-To-Consumer Marketing
Aditi Saini; Jaydeep MukherjeeCase IVEY-W25497-EMarketing, StrategyMantra Ayurveda (Mantra), established in India in 2020, manufactured and marketed luxury Ayurvedic skin care and hair care products. The brand’s equity in the Indian market was low, its performance marketing efforts were not leading to expected revenue gains, and the revenue from direct-to-consumer (DTC) initiatives had experienced a negligible uptick in financial year (FY) 2020–21. In April 2021, the chief executive officer would have to convinc...Starting at €8.20
-
The Challenges of Marketing Budget Preparation in Uncertain Times
Aditi Saini; Jaydeep MukherjeeCase IVEY-9B21A020-EMarketingFitzie, a sports and fitness brand that manufactured, marketed, and sold sports and lifestyle footwear and apparel, had been doing relatively well in its Eastern Europe, Middle East, South Asia, and Africa (EMESAA) region, with double-digit growth for the past two years. However, the business had been affected by the global COVID-19 pandemic, with the business forecast for 2020 reduced by 39 per cent. As a result, Fitzie’s global team had reduced...Starting at €8.20
-
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