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Stemina Lubricants: Sales and Marketing Challenges of a Small Enterprise
Srinivasa Reddy; Surya Mahadevan; Jayanthi Thanigan; Soumyo Chakraverty; Jayasree ChakrabortyCase IVEY-W26106-EEntrepreneurship, MarketingStemina Lubricants (Stemina) was an automotive lubricant manufacturer in Udupi, Karnataka, India. All Stemina products were a blend of high-class base oil and imported branded additives. Stemina competed with leading brands—one that was strong in the market and at mechanics’ locations, having leveraged its consumer brand equity and strong advertising support to win over mechanics and dealers, and another that had a strong presence in the forecour...Starting at €8.20
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GreedyGame: Leveraging Online-Gaming for Brand Storytelling
Ashita Aggarwal; Suraj Commuri; Ankit RawalCase IVEY-9B21A008-EMarketingFounded in 2015, GreedyGame Media Pvt. Ltd. (GreedyGame) had a mission to develop culturally relevant gaming content into which ads could be seamlessly integrated so as not to compromise the user experience. Through this approach, organizations would also be able to target their users more sharply. The market looked promising, and the opportunity was ample, but gaming as an industry was still new to India, especially for its inclusion in business...Starting at €8.20