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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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Bombay Theatre Company: Creating an Employer Brand Using Social Media
Gordhan Saini; Raveesh JaiswalCase IVEY-W29910-ELeadership and People Management, MarketingAfter COVID-19 lockdowns delayed its first public theatre performance in April 2020, the Bombay Theatre Company (BTC) turned to virtual performances on various online platforms, establishing an international presence and casting international artists. In May 2022, the company’s founder reflected on the human resources and business challenges he had faced in his short entrepreneurial journey. These included limited resources for talent acquisition...Starting at €8.20