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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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The TELUS Share Conversion Proposal
White, Lucy; Esty, Benjamin C.; Mazzanti, LisaCase HBS-214001-EFinanceOn February 21, 2013, TELUS announced a proposal to convert the firm's non-voting shares into voting shares on a one-to-one basis, thereby eliminating the firm's dual class structure. Shareholders were scheduled to vote on the proposal at the firm's annual general meeting (AGM) on May 9, 2013. Despite strong support from management, the board, two proxy advisory firms, and several large shareholders, the proposal was opposed by Mason Capital Mana...Starting at €8.20
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Molycorp: Financing the Production of Rare Earth Minerals (A)
Esty, Benjamin C.; Mayfield, E. ScottCase HBS-214054-EFinanceMolycorp, the western hemisphere's only producer of rare earth minerals, was in the middle of a $1 billion capital expenditure project in its effort to become a vertically integrated supplier of rare earth minerals, oxides, and metals. Yet it had just repStarting at €8.20
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Molycorp: Morgan Brothers' Reverse Convertible Notes (C)
Esty, Benjamin C.; Mayfield, E. ScottCase HBS-215002-EFinanceIn August 2011, Morgan Brothers Bank was issuing a $2.5 million reverse convertible note with payoffs linked to the price of Molycorp's common stock. These financially engineered securities were just one of many kinds of structured notes available in the retail market. Investors must decide whether the notes were fairly priced and whether they offered a favorable risk-return trade-off.Starting at €5.74
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Chad-Cameroon Petroleum Development and Pipeline Project (A) (Spanish version)
Esty, Benjamin C.; Ferman, CarrieCase HBS-217S03FinanceOn June 6, 2000, the World Bank's and IFC's board of directors was scheduled to vote on whether to approve funding for the $4 billion Chad-Cameroon Petroleum Development and Pipeline project. Although the project presented a unique opportunity to alleviate poverty in Chad, one of the poorest countries in the world, Chad had a president who had been labeled "warlord" and a history of civil war and oppression. This case describes the project, the s...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