Ivey Business School (Canada)
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The Goli Vada Pav — Fast Food of India (A)
Sonia Mehrotra; S. Ramakrishna VelamuriCase IVEY-9B12M005-EEntrepreneurship, StrategyGoli Vada Pav Pvt. Limited (GVPPL) identified an opportunity to brand one of Mumbai’s favourite fast foods — the vada pav. GVPPL’s founders saw a huge opportunity in the Indian fast food industry, which was highly unorganized and largely serviced by small-time local vendors. There was a need in the market for a hygienic, branded product and Goli Vada Pav was created to fill this void. GVPPL broke the stereotype of unhygienic, manhandled vada pav....Starting at €8.20
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LifeSpring Hospitals: Delivering Affordable, High-quality Maternal Health Care in India
S. Ramakrishna Velamuri; Wei Zhang; Priya Anant; Monidipa MukherjeeCase IVEY-9B12M105-EEntrepreneurship, StrategyThis case highlights the journey of an organization that was set up in Hyderabad, in southern India, to provide affordable maternal care services to women from low-income urban families. LifeSpring Hospitals grew from a single hospital into a chain of nine hospitals, all in Hyderabad, in only five years. The chief executive officer has spent this initial period trying out new methods, continuously fine-tuning the model and learning from this proc...Starting 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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Seijing Motor Corporation: Reposition or Extend the Pickup Brand
Ashita Aggarwal; Shriram Iyer; Projesh KarCase IVEY-9B18A012-EMarketingIn early 2016, the country head for Seijing Motor Corporation (SMC) in India was worried about stagnant sales of the company’s Supreme pickup brand. The Supreme brand had gained only a single-digit market share over the past year, and SMC’s share of the growing large pickup market had steadily fallen, from 40 per cent in 2005 to 10 per cent in 2015. SMC’s Supreme brand was competing with the market leader in the pickup segment. The pickup needed ...Starting at €8.20
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Evoe Spring Spa: A Positioning Dilemma
Ashita Aggarwal; Renuka Kamath; Sunil RaoCase IVEY-9B13A051-EEntrepreneurship, Marketing, StrategyThe co-founders of Evoe Spring Spa need to decide on the positioning of their business in the nascent Indian spa market. Indian consumers perceive spas as an expensive indulgence for the rich, and some spa services are seen as socially and culturally unacceptable. As a result, the co-founders need to build this category by changing consumer attitudes toward spa services. To identify the target segment and the best positioning for Evoe, the co-fou...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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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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GreedyGame: Leveraging Online-Gaming for Brand Storytelling
Ashita Aggarwal; Suraj Commuri; Ankit RawalCase IVEY-9B21A008-EMarketingFounded in 2015, GreedyGame Media Pvt. Ltd. (GreedyGame) had a mission to develop culturally relevant gaming content into which ads could be seamlessly integrated so as not to compromise the user experience. Through this approach, organizations would also be able to target their users more sharply. The market looked promising, and the opportunity was ample, but gaming as an industry was still new to India, especially for its inclusion in business...Starting at €8.20
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Golden Star Facilities and Services Pvt. Ltd.
S. Ramakrishna Velamuri; Rishi Raj Kanoria; Anuj Srivastava; Nandita Narayan; Deepti Singh; Jaydev ThampanCase IVEY-9B10M098-EEntrepreneurship, StrategyThe huge growth of information technology (IT) and information technology enabled services (TIES) businesses in India and, in particular, in Hyderabad, led to the establishment of Indian and multi-national companies. With large numbers of employees and thousands of square feet of office space, these companies recognized that maintaining their premises was not part of their core competence and outsourced their housekeeping requirements, thus creat...Starting at €8.20
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The Goli Vada Pav — Fast Food of India (B)
Sonia Mehrotra; S. Ramakrishna VelamuriCase IVEY-9B12M006-EStrategyThis case is a supplement to The Goli Vada Pav — Fast Food of India (A).Starting at €5.74