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Bio-Vert: Green to What Limit
Raymond L. Paquin; Catherine Bedard; Genevieve GraingerCase IVEY-9B12A035-EMarketing, StrategyBio-Vert is a leading Canadian brand of eco-cleaning products manufactured by Quebec-based Savons Prolav. Run by a brother and sister team, Savons Prolav bases its products on their vision, which includes eco-friendliness, affordability and effectiveness. Demand for Bio-Vert’s phosphate-free detergents has increased dramatically since the 2007 blue-green algae bloom outbreaks in Quebec’s waterways and subsequent legislation restricting phosphate ...Starting at €8.20
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Air Miles Canada: Rebranding the Air Miles Rewards Program
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B07A009-EMarketingAir Miles, the largest third party loyalty program in Canada, has more than nine million subscribers. Competition in the loyalty card market is heating up with the entry of Aeroplan and myriad proprietary loyalty programs launched by retailers and other brands, and Air Miles seeks to tighten its relationship with customers. Paradoxically, for a data-driven company focused on influencing consumers individually, Air Miles opts to develop and launch...Starting at €8.20
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Vincor: Project Twist
Niraj Dawar; Kelly Kretz; Eric SingerCase IVEY-9B08A002-EMarketingThe alcohol cooler (refreshment) market in Canada was already crowded, but the marketing manager at Vincor believed there was still room for a new entrant, provided it was sufficiently differentiated. The case provides market research information on which the decision-maker relies to develop a product positioning. Trade-offs need to be made between various positioning options and costs. The case deals with marketing issues from the perspective of...Starting at €8.20
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Entomo Farms: Are Canadians Ready to Eat Insects?
Raymond L. Paquin; Iryna Sushko; Shannon LloydCase IVEY-W26996-EMarketing, StrategyIn January 2021, Entomo Farms (Entomo), a family-owned Ontario-based Canadian cricket producer, received additional funding to support its growth and prepare for the entry into Canada of what would be its biggest competitor. As Canada’s largest and only organic cricket supplier, Entomo generated most of its revenue as a supplier of crickets as raw material to food manufacturers; however, due to anticipated industry changes, Entomo was increasing ...Starting at €8.20
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McGill St Laurent: Growing a Commodities Trading Firm
Jesse Prent; Gwyneth Edwards; Raymond L. PaquinCase IVEY-9B20M116-EEntrepreneurship, StrategyIn May 2018, Philippe Boisclair, business owner and president of McGill St Laurent (MSL), sought to grow the firm and increase annual profitability by CA$35 million by 2020. MSL was a medium-sized commodities trading firm with interests in wood, grain, and energy. Founded in 2009 by two business school graduates and veterans of the lumber industry, MSL had enjoyed significant growth. The company had not only expanded into grain and energy trading...Starting at €8.20
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Best Buy Inc. - Dual Branding in China (Spanish version)
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B09AS16Marketing, StrategyUn mes después de que Best Buy Inc. (Best Buy), el vendedor más grande de productos electrónicos de consumo en los Estados Unidos, adquirieron Five Star, el tercero vendedor más grande de electrodomésticos y los productos electrónicos de consumo en China en mayo de 2006, la administracíon de Best Buy está evaluando una opción de marca. ¿Se debe Five Star perder su identidad y se comercializa como Best Buy? ¿O mejor debería Best Buy mantener la ma...Starting at €8.20
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Northwest Mutual Funds
Niraj Dawar; Ken MarkCase IVEY-9B08A003-EEntrepreneurship, MarketingNorthwest Mutual Funds is a boutique mutual funds company that differentiates itself on a high level of customer service. The case describes how the company is considering marketing its funds directly to retail investors. Thus far, the company has marketed its fund only to the financial planners that make up the channel. The case illustrates channel issues, and helps students discuss how products must be differentiated from competitors' products ...Starting at €8.20
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Alvéole: Growing the New Urban Beekeeping Market
Cheryl Gladu; Raymond L. PaquinCase IVEY-9B19M132-EEntrepreneurship, StrategyAlvéole was an urban beekeeping start-up in Montreal, Quebec. Founded in 2012, Alvéole offered beekeeping services and products in support of its social mission of educational outreach surrounding issues related to the natural environment, food security,Starting at €8.20
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Effet Boomerang: A Brand-Repositioning Dilemma
Raymond L. Paquin; Rania Bou Jaoude; Michel GreicheCase IVEY-W30025-EMarketing, StrategyOver two decades old, Effet Boomerang is an advertising agency based in Quebec, Canada. In recent years, it has found it harder to win client contracts, which has been partially due to changes in the industry. This has left its co-founder and president examining her options for repositioning the agency. This case provides an interesting opportunity to introduce students to internal and external analyses by having them examine how a small firm may...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