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Blossom Inners: Designing Nonsensual Communication for Lingerie Marketing
Ajith K. Thomas; Manu Jacob Mathew; Mary WeilCase IVEY-9B17A015-EMarketing, StrategyUntil 2014, Blossom Inners Pvt. Ltd. (Blossom), a leading lingerie brand in India, had followed the accepted standard of advertising lingerie with images of skin-revealing models. Influenced by their personal philosophy and concern about increasing crimes against women, the company’s directors decided to break from the time-tested lingerie industry standards of communicating with sensual appeal. According to the managing director, Blossom would g...Starting at €8.20
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Mercedes-Benz’s New Sales Strategy: End Times For Car Dealerships?
Vishal Mehrotra; Rajat RoyCase IVEY-W28408-EMarketing, StrategyBelinda Oliveri, managing director of Mercedes-Benz Starlight, reflected on the events of the past couple of years. At a 2021 meeting of its fifty-two Australian dealers, Mercedes-Benz Australia/Pacific Pty Ltd announced a new sales model through which customers would buy vehicles at a fixed price directly from the company and only step inside a dealership to collect their purchase. Oliveri knew that as a respected industry leader and significant...Starting at €8.20