Default Category
-
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
-
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
-
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
-
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
-
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
-
Alumni Action Foundation: Currency Hedging Strategy
Walid Busaba; Zeigham Khokher; Ken MarkCase IVEY-9B10N030-EFinanceThe executive director of an independent charitable foundation is thinking about whether to hedge his foundation's U.S. dollar exposure given the large swings in the Canadian dollar-U.S. dollar exchange rate. For the past four years, the weakening U.S. dollar has contributed to underperformance in the foundation's portfolio relative to its peers.Starting at €8.20
-
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
-
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
-
Carmanah Technologies Corporation
Walid Busaba; Zeigham Khokher; Ken MarkCase IVEY-9B09N013-EFinanceAn analyst at an investment firm is considering an investment in Carmanah Technologies Corporation (Carmanah). Carmanah is a fast-growing player in the high-powered alternative energy products. Since 2007, when the new chief executive officer (CEO) took over, a turnaround effort has been in place at Carmanah. At $0.91 per share, Carmanah's shares were trading at just 23 per cent of their value in mid-2007. The analyst is scheduled to make a recom...Starting at €8.20
-
Canada Pension Plan: Investing in Equities
Zeigham Khokher; Walid Busaba; Ken MarkCase IVEY-9B09N017-EFinanceThe Canada Pension Plan Investment Board (CPPIB) is asked to provide an opinion about the risk and return characteristics of an all-equity portfolio. The CPPIB is analyzing the potential of investing in other asset classes because of the potential for increased returns over the long-run. The Canada Pension Plan's assets currently completely comprise federal and provincial bonds and short-term securities.Starting at €8.20