Ivey Business School (Canada)
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John Keells Hotels in Sri Lanka: Building Brand Architecture
Ashita Aggarwal; Sulakshana "Lulu" Raghavan; Ruchi GunewardeneCase IVEY-9B19A028-EMarketing, StrategyIn the summer of 2012, the president of the leisure sector of John Keells Hotels needed to discuss marketing strategies with his senior management team. The company was a well-known brand that operated Cinnamon Hotels and Resorts and Chaaya Hotels and ResStarting at €8.20
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Mahindra Rise: A Brand Architecture Decision
Ashita Aggarwal; Sulakshana "Lulu" RaghavanCase IVEY-9B14A077-EMarketing, StrategyIn 2009, the Mahindra Group, a US$16.3 billion multinational corporation based in Mumbai, India, had introduced a new positioning called “Rise” to provide meaning to its brand and help unite its various businesses under a common umbrella. Successful integration and implementation of the new positioning required the company to re-examine its brand architecture, which was currently a complex, inside?out arrangement that resulted in a diffused image...Starting at €8.20
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Ashta Chamma - The Biggest Small Movie Ever Made (B)
S. Ramakrishna Velamuri; Rajesh Chakrabarti; Hari Krishna Mulpuri; Payal Goel; Vamsi Krishna Kothapalli; Sneha Beriwal; Vijay Bhaskar Chowdary SuryadevaraCase IVEY-9B10M080-EEntrepreneurship, StrategyThis supplement to Ashta Chamma — The Biggest Small Movie Ever Made (A) presents the outcome after the movie’s release.Starting at €5.74
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Café Coffee Day: Brand Transformation through Repositioning
Ashita Aggarwal; Sulakshana "Lulu" RaghavanCase IVEY-9B16A034-EMarketing, StrategyCafé Coffee Day pioneered retail café culture in India with its entry into the market in 1996. After enjoying success for more than a decade, the brand felt the need to evolve in order to suit consumer preferences and better compete in the market space. The Café Coffee Day management team commissioned a brand image study to better understand consumer perceptions. The results showed that although Café Coffee Day's “regular guy/girl” brand archetyp...Starting at €8.20
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Ashta Chamma - The Biggest Small Movie Ever Made (A)
S. Ramakrishna Velamuri; Rajesh Chakrabarti; Hari Krishna Mulpuri; Payal Goel; Vamsi Krishna Kothapalli; Sneha Beriwal; Vijay Bhaskar Chowdary SuryadevaraCase IVEY-9B10M079-EEntrepreneurship, StrategyA young man in India follows his passion through to near-bankruptcy. Equipped with an MBA from IIM Ahmedabad, he avoids a high-paying corporate job and instead starts a stockbroking firm. After ups and downs in several businesses, he finally decides his real fulfilment will come from producing a full-length movie — Ashta Chamma, based on the Oscar Wilde play The Importance of Being Ernest. The case chronicles the various issues he faces: funding ...Starting at €8.20