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Sunripe Marketplace: A Private Label Strategy
Kyle Murray; Ken MarkCase IVEY-9B07A003-EEntrepreneurship, MarketingThe founder/owner of Sunripe Marketplace (Sunripe) is thinking about the stores' product offerings. He has two fresh produce-focused stores and a unique set of distribution and store-level systems that differentiate Sunripe from other supermarkets. Being a small retailer allows the owner to only choose the best and freshest products for his two stores. His stores have several private labels that customers like. Sunripe's owner must now consider h...Starting at €8.20
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66Agency: Building an Influencer Marketing Firm
Matthew Philp; Ali Tezer; Anne-Frédérique TremblayCase IVEY-9B19A029-EEntrepreneurship, MarketingSix years after its inception, Montréal-based social media marketing agency OVRGRND started a sister company, 66Agency, to tackle the growing need for brands to use Instagram influencers for their marketing needs. The new 66Agency acted as a facilitator bStarting at €8.20
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Personal Shoppers at Sears: The Elf Initiative
Kyle Murray; Ramasastry ChandrasekharCase IVEY-9B07A019-EMarketingThe senior vice-president of Corporate Store Sales, Sears Canada, was reviewing a new retailing initiative scheduled to launch within a month in all full-line Sears department stores across Canada. For the holiday season, Sears would offer the services of an elf, the equivalent of a personal shopper, to its customers. Although personal shoppers were common in upscale department stores, especially in the United States, this concept had not been tr...Starting at €8.20
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Customization at BMW
Kyle Murray; Jason ChanCase IVEY-9B08A007-EMarketingThe product planning manager for BMW Group Canada (BMW) wondered how to revive the once-promising BMW Individual program. Despite a strong start when the BMW Individual Collection (IC) was launched in 2002, and significant growth in total BMW sales over the past three years, IC sales had declined substantially. At the corporate level, no specific measures had been taken to ensure a constant focus on the Individual program. At the customer level, ...Starting at €8.20
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Indigo Books & Music Inc.: Optimizing Its Loyalty Program
Kyle Murray; Ken MarkCase IVEY-9B07A005-EMarketingThis case allows for a discussion on loyalty programs. How should irewards, a consumer loyalty program, take advantage of the new capabilities promised by Indigo's new customer relationship management (CRM) system. Would adjustments to the pricing structure or the membership discounts be appropriate? Ultimately, how could Indigo ensure that its irewards program was both meaningful to customers and contributed to sales growth? The basis of the ire...Starting at €8.20
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Maison Singulier: Marketing Communications for an Online Vintage Furniture Store
Ali Tezer; Matthew PhilpCase IVEY-W25404-EKnowledge and Communication, MarketingMaison Singulier was an online vintage furniture and home goods store founded in October 2020 and based in Montreal. Since its inception, Maison Singulier had succeeded in building a loyal customer base across Canada and the United States. Despite the earStarting at €8.20
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Conroy's Acura: Customer Lifetime Value and Return on Marketing
Kyle Murray; Mike MoffattCase IVEY-9B08A001-EMarketingIn the fall of 2006, the president of Conroy's Acura was examining reports of the company's quarterly sales. He was concerned that despite a healthy economy, sales at his dealership were stagnant. The vice-president of sales of Conroy's Acura was constantly coming up with new marketing schemes to boost sales. But the president had difficulty determining how successful past marketing efforts had been in increasing profitability. He needed a way to...Starting at €8.20