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Boosting Boost: Charting Growth Opportunities
Jaydeep Mukherjee; Sriram PadmanabhanCase IVEY-9B15A003-EMarketing, StrategyThe general manager of GlaxoSmithKline India has been tasked to increase annual sales of the health food drink Boost to upwards of 18 per cent, without any significant change in contribution margins.Repositioning the brand could increase the size of the target market, but may also jeopardize the brand’s sharply defined positioning. Attempting expansion of the distribution network, where the competition is strong and deeply entrenched, might strai...Starting at €8.20
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Organic Wellness: Influencing Consumer Decisions via Cause Marketing
Jitendra Kumar Das; Shilpi Jain; Sriparna Basu; Bishakha MajumdarCase IVEY-9B19A030-EEntrepreneurship, Marketing, StrategyOrganic Wellness Products Private Limited (Organic Wellness) was founded in 2015 with the aim to create a sustainable venture for organic products that would boost agricultural entrepreneurship and benefit society by generating rural employment and valueStarting at €8.20