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Native Deodorants: Sell or Swell
June Cotte; Toshaan HarjaiCase IVEY-9B20A073-EEntrepreneurship, MarketingThe founder and chief executive officer (CEO) of the direct-to-consumer deodorant startup Native Deodorant (Native) had grown the brand to one million active users in about two years. The company was founded in 2015 in San Francisco and had disrupted theStarting at €8.20
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Hanson Production: Pricing for Opening Day
June Cotte; Peter FamigliettiCase IVEY-9B10A011-EMarketingThe president of production at Hanson Productions, an off-Broadway production company, was faced with the same situation for every Broadway production: where to locate, how many seats, what to charge and how to promote and market the production. There are three separate venues, with three separate value propositions to the studio, case and audience. While bigger means more seats and more revenue for each show, there is a capacity percentage that ...Starting at €8.20
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Fret and Regret: A Consumer Decision-Making Dilemma
June Cotte; Seung Hwan (Mark) LeeCase IVEY-9B12A018-EMarketingAs a birthday present, Mike has just been given a new smartphone by his girlfriend, Molly. However, it is not the phone he wants. Over the course of a few days, Mike struggles with the decision of whether to return the phone and get the one he wants, or keep the one he received as a gift. The case is written from the perspective of the consumer, and deals with consumer behaviour issues such as anticipatory regret. It would be useful in an introdu...Starting at €8.20
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Abercrombie & Fitch: Is It Unethical To Be Exclusive
Seung Hwan (Mark) Lee; June Cotte; Danae BlanchardCase IVEY-9B14A009-EMarketingThe CEO of clothing manufacturer and retailer Abercrombie and Fitch defends his decision that the company will not offer plus sizes for women, although extra large sizes are available for men, because average- to large-sized female consumers do not fit the company’s target market. This insistence on a standard of female beauty as young, svelte and tall has enraged consumers who have criticized the company, and the CEO in particular, in both the t...Starting at €8.20
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Marketing Twitter: Competing as a Social Media Platform
June Cotte; Ken MarkCase IVEY-9B17A005-EMarketingTwitter Inc. (Twitter), based in California, was a social media platform whose growth had stalled over the past few years. Once a promising tool for individuals looking to broadcast short messages to a network, Twitter had been eclipsed by other platforms such as Facebook, Snapchat, and LinkedIn. Unlike other social media platforms, Twitter limited its users’ messages to 140 characters. This format served Twitter well in its early days, but users...Starting at €8.20
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Terra Bite Lounge: Pay What You Want Café
June Cotte; Remi TrudelCase IVEY-9B09A013-EEntrepreneurship, MarketingIn April 2009, the founder and owner of Terra Bite Lounge was considering opening another location. The Terra Bite Lounge was a Kirkland, Washington café with no prices and voluntary payment. The owner believed that Terra Bite was a demonstration of a high level of honesty and trust, between himself and the customer. There were several considerations to evaluate in deciding to open a new location. Where should the new location be? The current loc...Starting at €8.20
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Can Facebook Save Our Furry Friends
Seung Hwan (Mark) Lee; June Cotte; Kaitlyn KenyonCase IVEY-9B13A031-EMarketingA local, non-profit, no-kill animal shelter is committed to rescuing homeless cats and helping them find permanent homes. This shelter offers a wide variety of services, including adoption, foster programs, low-cost spay and neuter services, and low-income assistance programs for local pet owners. With a personnel shortage at the shelter and increasing numbers of homeless cats in the area, the executive director must look for ways to effectively ...Starting at €8.20
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Health Insurance to the Base of the Pyramid
Suresh B.P.; S. R. AsokanCase IVEY-9B11A015-EMarketing, StrategyThis case describes a unique insurance scheme in India called Krupa Arogya Suraksha, promoted by the Shree Krishna Arogya Trust. The product was designed with the aim of extending basic health coverage to the “base-of-the-pyramid” population at an affordable premium. The services were provided by Shree Krishna Hospital, of which the Trust was an associate. The Trust and the hospital were looking at a win-win situation: in providing modern health ...Starting at €8.20
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Laxmi Protein Products
Saswata N. Biswas; S. R. Asokan; Suresh B.P.Case IVEY-9B12A029-EMarketing, StrategyThis case describes a typical situation faced by any firm engaged in marketing a commodity. Laxmi Proteins processed and sold pigeon pea, called toor or tur in Hindi. The processed grain was known as toor dal and was an important source of protein in the predominantly vegetarian diet of Indians. With the ongoing economic boom and subsequent increase in household income, it was expected that expenditures on more wholesome diets would increase and ...Starting at €8.20
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Nashville Predators: Marketing Strategy for an NHL Franchise
June Cotte; Jamie DuncanCase IVEY-9B09A006-EMarketingIn summer 2008, the Nashville Predators' management team was considering the strategy behind marketing the team. They thought it prudent to investigate the feasibility of opportunities in other hockey markets throughout North America, should a new owner want to move the team. Management had to consider both financial returns and on-ice success. They needed to create a comprehensive strategy, starting from a recommended location, and moving throug...Starting at €8.20