Default Category
-
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
-
Manik Distribution Agency: An Existential Challenge
Sapna Popli; Bikramjit Rishi; Lovesh JethwaniCase IVEY-W33392-EMarketing, StrategyMr. Dharamdas Desai was running a distribution agency in Madhopura, a town in the state of Madhya Pradesh, India. He asked his son, Paresh, to analyze the business’s financial situation. Paresh found that the business’s post COVID compound annual growth rate was around 4 per cent and the operating profits had also declined. Paresh looked at the business situation and wanted to revamp the business strategically. Paresh came out with three alternat...Starting at €8.20