Ivey Business School (Canada)
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Hindú: Revitalizing a Colombian Tea Brand (Spanish version)
Juanita Cajiao; Diana LealCase IVEY-W34900Marketing, StrategyIn late 2019, the Colombian company Agrícola Himalaya SA was undertaking a strategy to double its sales by 2030. The company’s popular Hindú brand of teas, developed over six decades, had expanded to include not only black and green teas but also herbal teas, fruit teas, ready-to-drink products, and an iced tea line. Over the past 10 years, the company had enjoyed steady growth, distributed its products throughout the Americas, and developed a Kn...Starting at €8.20
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Delirio: Branding and Dancing during the Pandemic
Juanita Cajiao; Enrique RamirezCase IVEY-W29892-EMarketing, StrategyEarly in 2020, la Fundación Delirio (Delirio), a salsa dance, music, and circus arts show from Cali, Colombia, faced the abrupt and indefinite suspension of its presentations because of lockdowns associated with COVID-19. The general director and the staff who remained had to find new ways to connect with their audiences, relying on the strength of the brand, which help them stay afloat despite restrictions on live performances. However, when con...Starting at €8.20
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Bitaco Tea: A Taste of a Better World
Juanita CajiaoCase IVEY-W27301-EMarketing, StrategyAgricola Himalaya was a family-owned Colombian company, the national leader in the tea industry, and the owner of the only tea plantation in the country, located in the middle of a mist forest. In Colombia, owing to the labour costs involved in tea production, importing tea was less expensive than producing it locally, but if Agricola Himalaya decided to import the tea, what would be the environmental and social impact of closing the plant and pl...Starting at €8.20
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Hindú: Revitalizing a Colombian Tea Brand
Juanita Cajiao; Diana LealCase IVEY-9B21A001-EMarketingIn late 2019, the Colombian company Agrícola Himalaya SA was undertaking a strategy to double its sales by 2030. The company’s popular Hindú brand of teas, developed over six decades, had expanded to include not only black and green teas but also herbal tStarting at €8.20