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Mahindra First Choice Services: Creating a Value Proposition
Rusha Das; Amit Shrivastava; Arun PereiraCase IVEY-9B15A049-EMarketing, StrategyMahindra First Choice Services Limited, a multi-brand car-servicing business in India, needs to create a unique customer value proposition to differentiate its brand in a highly competitive landscape. In India, the aftermarket services market comprises original equipment manufacturers, independent garages and few organized players. The marketing head and his team need to position their company’s brand to capture customers that have previously rel...Starting at €8.20
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Mamaearth: Navigating Growth Beyond Baby Care
Anjali Chopra; Aparna Pandey; Radha Iyer; Sandeep PuriCase IVEY-W32647-EMarketing, StrategyMamaearth, founded in 2016, started as a direct-to-consumer personal-care brand and carved a niche for itself as a trusted, toxin-free baby-care, skin-care, and hair-care brand in a competitive Indian personal-care market landscape that included established multinationals. In 2022, its parent company, Honasa Consumer Private Limited (HCL), raised $52 million in financing for a valuation of US $1.2 billion, becoming the first unicorn of 2022. HCL ...Starting at €8.20