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Tetra Bio-Pharma: Brand Building in the Cannabinoid Pharmaceutical Market
Jake Girard; Peter Voyer; Gerry KerrCase IVEY-9B20A003-EEntrepreneurship, MarketingTetra Bio-Pharma (Tetra) was a new firm operating in a murky but promising industry—cannabinoid-derived pharmaceutical products. But, the firm had been so involved in navigating drug development and approval processes that it had lost track of its identity. The firm did not define itself initially, and with its rapid growth, shifting strategies, evolving competencies, and plethora of alliances, Tetra needed a stronger focus. Adding to the turmoil...Starting at €8.20
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Hips Feel Good - Dove's Campaign for Real Beauty (Spanish version)
Thomas Gey; Nick Nugent; David T.A. WesleyCase IVEY-9B07AS010Marketing, StrategyDove is one of Unilever's better-known personal care brands. It has significant top-of-mind awareness among women in many countries. In an attempt to increase sales volume by 80 per cent, Unilever re-launched Dove in 2004. The campaign asks the question What is real beauty? and attempts to redefine it in ways that challenge commonly portrayed stereotypes. This case examines the re-launch of Dove, Unilever's well-known international personal care ...Starting at €8.20
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Hips Feel Good - Dove's Campaign for Real Beauty
Thomas Gey; Nick Nugent; David T.A. WesleyCase IVEY-9B07A010-EMarketing, StrategyDove is one of Unilever's better-known personal care brands. It has significant top-of-mind awareness among women in many countries. In an attempt to increase sales volume by 80 per cent, Unilever re-launched Dove in 2004. The campaign asks the question What is real beauty? and attempts to redefine it in ways that challenge commonly portrayed stereotypes. This case examines the re-launch of Dove, Unilever's well-known international personal care ...Starting at €8.20