Default Category
-
Air Miles Canada: Rebranding the Air Miles Rewards Program
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B07A009-EMarketingAir Miles, the largest third party loyalty program in Canada, has more than nine million subscribers. Competition in the loyalty card market is heating up with the entry of Aeroplan and myriad proprietary loyalty programs launched by retailers and other brands, and Air Miles seeks to tighten its relationship with customers. Paradoxically, for a data-driven company focused on influencing consumers individually, Air Miles opts to develop and launch...Starting at €8.20
-
Vincor: Project Twist
Niraj Dawar; Kelly Kretz; Eric SingerCase IVEY-9B08A002-EMarketingThe alcohol cooler (refreshment) market in Canada was already crowded, but the marketing manager at Vincor believed there was still room for a new entrant, provided it was sufficiently differentiated. The case provides market research information on which the decision-maker relies to develop a product positioning. Trade-offs need to be made between various positioning options and costs. The case deals with marketing issues from the perspective of...Starting at €8.20
-
Hill & Levene Schools of Business : 2020s Business Education
Dwight Heinrichs; Michael TaylorCase IVEY-W26088-EMarketing, StrategyThe Hill & Levene Schools of Business (HLSB) Paul J. Hill Business School at the University of Regina, were considering widely divergent strategic alternatives, in what was expected to be a new and permanently altered post Covid-19 competitive environmentStarting at €8.20
-
Dot Autonomous Power Platform: The Future Of Farming
Dwight Heinrichs; Michael Taylor; Marco CoppolaCase IVEY-9B19A055-EEntrepreneurship, MarketingThe Dot autonomous agricultural platform, manufactured by SeedMaster Manufacturing, an innovative farm equipment manufacturer in White City, Saskatchewan, was a driver-less vehicle designed to replace the farm tractor. This vehicle allowed large-scale farStarting at €8.20
-
Rethinking B-Sc’ool Apparel at Hill
Dwight Heinrichs; Michael TaylorCase IVEY-9B20A009-EEntrepreneurship, MarketingIn October 2018, the president of a business school student (BSS) society must decide on the viability of marketing a line of business school apparel. The school had been selling its brand of products with moderate success and the president had to determine the best option going forward. She faced a number of decisions: How to increase sales? What should be included in the clothing line? Should the product line be branded under the school’s or th...Starting at €8.20
-
Best Buy Inc. - Dual Branding in China (Spanish version)
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B09AS16Marketing, StrategyUn mes después de que Best Buy Inc. (Best Buy), el vendedor más grande de productos electrónicos de consumo en los Estados Unidos, adquirieron Five Star, el tercero vendedor más grande de electrodomésticos y los productos electrónicos de consumo en China en mayo de 2006, la administracíon de Best Buy está evaluando una opción de marca. ¿Se debe Five Star perder su identidad y se comercializa como Best Buy? ¿O mejor debería Best Buy mantener la ma...Starting at €8.20
-
Northwest Mutual Funds
Niraj Dawar; Ken MarkCase IVEY-9B08A003-EEntrepreneurship, MarketingNorthwest Mutual Funds is a boutique mutual funds company that differentiates itself on a high level of customer service. The case describes how the company is considering marketing its funds directly to retail investors. Thus far, the company has marketed its fund only to the financial planners that make up the channel. The case illustrates channel issues, and helps students discuss how products must be differentiated from competitors' products ...Starting at €8.20
-
Racing into the Future: Strategic Marketing for the Regina Auto Racing Club
Dwight Heinrichs; Chris Street; Michael TaylorCase IVEY-9B17A050-EEntrepreneurship, MarketingThe Regina Auto Racing Club (RARC) had been operating the Kings Park Speedway since 1967. In 2016, the race track and facilities were beginning to show their age and were in need of costly upgrading. Unfortunately, the club had also been suffering from declining attendance over the past five years, and the associated decline in ticket revenue had led to a shrinking race schedule. At the end of the race season in 2016, the club managed to break ev...Starting at €8.20
-
Best Buy Inc. - Dual Branding in China
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B09A016-EMarketing, StrategyA month after Best Buy Inc. (Best Buy), the largest retailer of consumer electronics in the United States, acquired Five Star, the third largest retailer of appliances and consumer electronics in China in May 2006, the management of Best Buy is weighing in on a branding option. Should Five Star lose its identity and be marketed as Best Buy? Or should Best Buy retain the Five Star brand and let the two brands compete with each other in the Chinese...Starting at €8.20