Ivey Business School (Canada)
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Kraft Foods Canada: Targeting the Millennials
Allison Johnson; Ramasastry ChandrasekharCase IVEY-9B16A015-EMarketingIn 2014, Kraft Foods Canada was working on an action plan for Kraft Singles, the company’s brand of processed cheese slices. Although the product had been targeted at Canadian families for decades, Kraft Singles needed to be repositioned toward Canadian millennial moms (those born between 1980 and 2000). The company faced three dilemmas. How should Kraft Canada make the brand messaging of Kraft Singles compelling to Canadian millennial moms? What...Starting at €8.20
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Canadian Breast Cancer Foundation: Corporate Sponsorship Choices
Allison Johnson; Laurie DudoCase IVEY-9B11A002-EMarketingThe case explores the use and importance of corporate sponsorships — in this case, how these relationships are formed with the Canadian Breast Cancer Foundation. The associate director of National Corporate Programs at the Canadian Breast Cancer Foundation needs to determine the Foundation’s direction regarding its corporate sponsorship program. Due to the slowdown in the economic environment, a major sponsor of the Foundation, who has contribute...Starting at €8.20
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Pillsbury Cookie Challenge (Spanish version)
Allison Johnson; Natalie MauroCase IVEY-9B11AS001MarketingThe Canadian Pillsbury ready-baked goods cookie line is experiencing disappointing performance, and the marketing manager at General Mills Canada Corporation is under pressure to make strategic decisions that will help turn around the segment. The marketing manager has engaged the help of the consumer insight team to conduct market research studies that will shed light on consumers and their attitudes, behaviours, and preferences towards the prod...Starting at €8.20
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Canopy Growth Corp.: Product Messaging for Recreational Cannabis
Allison Johnson; Ramasastry ChandrasekharCase IVEY-9B16A067-EEntrepreneurship, Marketing, StrategyIn April 2016, Canopy Growth Corporation, one of Canada’s top producers of medical cannabis, was planning a strategy for its future. The government of Canada had just announced its plans to introduce a bill to legalize recreational cannabis use in 2017, followed by a rollout of the policy in early 2018. The company’s chief executive officer needed to plan a strategy that addressed three main issues: product messaging for recreational cannabis, es...Starting at €8.20
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Cause-related Marketing: 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation
Allison Johnson; Laurie DudoCase IVEY-9B11A003-EMarketing, Strategy3M Canada has been a corporate sponsor of the Canadian Breast Cancer Foundation (CBCF) since 2005. In support of the CBCF, 3M Canada has produced and sold pink products (i.e. products that bear the pink ribbon, such as Post-it notes, flag pens, Nexcare bandages and Scotch-Brite sponges), with a contribution of each sale benefiting the CBCF. This case examines this corporate sponsorship relationship, and specifically how 3M Canada’s brand manager ...Starting at €8.20
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Pillsbury Cookie Challenge
Allison Johnson; Natalie MauroCase IVEY-9B11A001-EMarketingThe Canadian Pillsbury ready-baked goods cookie line is experiencing disappointing performance, and the marketing manager at General Mills Canada Corporation is under pressure to make strategic decisions that will help turn around the segment. The marketing manager has engaged the help of the consumer insight team to conduct market research studies that will shed light on consumers and their attitudes, behaviours, and preferences towards the prod...Starting at €8.20
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Unilever Canada: Redefining the AXE Brand
Allison Johnson; Lisa-Marie AssenzaCase IVEY-9B16A066-EMarketingIn 2015, AXE, one of Unilever’s largest and most well-known personal care brands, was experiencing challenges in growing sales across its full product portfolio. Historically, AXE’s unique activations and campaigns had been successful in generating high brand awareness and, ultimately, driving sales in Canada. However, sales growth had slowed over the past three years, and the AXE team wondered whether the brand’s current messaging still resonate...Starting at €8.20
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Kombi Sports Inc.: Staying Ahead of the Curve
Heather Calvert; Raymond L. Paquin; Rajshree PrakashCase IVEY-9B21M063-EMarketing, StrategyIn January 2020, Kombi Sports Inc. was at a strategic crossroads in a changing industry. The Montreal-based firm had evolved from a niche provider of alpine performance gloves to a premium Canadian winter apparel brand. Its success could be attributed, at least in part, to its strong collaborative stance and interesting partnerships. However, increasing competition in the industry, particularly among brick-and-mortar retailers, raised questions f...Starting at €8.20
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Blacbiblio: Hold Steady or Change Course
Raymond L. Paquin; Bharathram Sivasubramanian; Rajshree PrakashCase IVEY-9B20M050-EEntrepreneurship, StrategyBlacbiblio.com, Inc., an educational materials start-up in Montreal, Canada, launched its first and only product, the ABCs of Canadian Black History Kit, in 2016. The product received strong positive reviews at the time of its launch, but its initial price of CA$2,500 per kit left it out of reach for most of its intended customers. The company founder, a historian and educational content creator, shifted to a flexible pricing strategy, offering t...Starting at €8.20
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Matchstick Inc.: Word-of-Mouth Marketing (A)
Allison Johnson; Ken MarkCase IVEY-9B10A019-EMarketingMatchstick Inc. (A) case introduces students to how brands are starting to put in place non-traditional advertising, such as word-of-mouth campaigns. The founder of Toronto-based Matchstick Inc. is working on a campaign for the Ketel One vodka brand. Ketel One, managed by Diageo, a global beverage firm, is trying to increase its awareness and sales in the Canadian market. Ketel One's brand manager has turned to Matchstick to generate awareness am...Starting at €8.20