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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Entrepreneurial Leadership at Maritime Bus
Edward Gamble; Simon Parker; Peter W. Moroz; Parker Baglole; Ryan CassidyCase IVEY-9B14C037-EEntrepreneurship, Finance, Leadership and People ManagementAn entrepreneur in Atlantic Canada believes he has a five to six year window to capitalize on the growth of his newest venture, Maritime Bus, a passenger transportation and parcel delivery service, before his retirement. Having turned around a business that lost $12 million over the previous eight years in less than six months, he believes he has the opportunity to continue this success. However, he is unsure what strategies to follow to achieve ...Starting at €8.20
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Beanz Versus Starbucks: Personality in a Cup
Edward Gamble; Peter W. Moroz; Stewart Thornhill; Haley BeerCase IVEY-9B12M051-EEntrepreneurship, Leadership and People Management, StrategyBeanz Espresso Bar is located in downtown Charlottetown, Prince Edward Island, Canada. It is operating in a market with high rivalry (11 other coffee businesses in a two-block radius). The economy in Prince Edward Island has seen several diners, restaurants, and coffee shops close their doors within the past few years, while simultaneously drawing in large corporate businesses such as Starbucks and Running Room. Beanz has thus far survived the ma...Starting at €8.20
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SalonScale: Start-Up Customer Relationship Strategies for Niche Market Growth
Simon Parker; Peter W. MorozCase IVEY-9B21A023-EEntrepreneurship, MarketingAlicia Soulier, owner of Capelli Salon Studio, a hair salon in Saskatoon, Saskatchewan, has developed an application (app) that can help save hair salons thousands of dollars per month in hair colour costs. However, she is struggling to recruit enough subscribers to her new software as a service (SaaS) company, SalonScale. With the diversion of her attention from her hair salon to the app threatening her core business, Soulier must soon decide on...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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The Canadian Police Knowledge Network
Stewart Thornhill; Edward Gamble; Peter W. Moroz; Andrew MacVaneCase IVEY-9B12M046-EEntrepreneurship, StrategyIn 2004, Holland College formed a not-for-profit organization with the Canadian policing community and National Research Council to create the Canadian Police Knowledge Network (CPKN). In 2011, CPKN is Canada's leading provider of e-learning solutions for Canadian law enforcement, with more than 60,500 registered learners - including customers such as the Regina-based Royal Canadian Mounted Police and INTERPOL. To date, these learners have succes...Starting at €8.20
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Neechie Gear: Pivoting in an Aboriginal Start-up
Peter W. Moroz; Simon Parker; Edward GambleCase IVEY-9B15M049-EEntrepreneurship, StrategyA young Aboriginal entrepreneur faces three major challenges to growing his lifestyle apparel business. First, he has been unable to find a trusted partner who is both competent and passionate about the venture. Second, he is spread thinly across the multiple roles involved with running and growing the business. Third, he has not yet fully tested any of the proposed business models to determine whether they will require considerable investment or...Starting at €8.20