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Zivame: Branding Options for an Online Lingerie Retailer
Nirankush Dutta; Anil K. BhatCase IVEY-9B15A031-EEntrepreneurship, Marketing, StrategyBy May 2015, Zivame, an Indian online lingerie retailer, had established itself as a market leader in this category by providing traditionally conservative Indian women a reliable solution to help them confidently purchase their most intimate wear while avoiding any confrontation with sales executives, mostly men, of brick-and-mortar stores. It helped its customers understand their lingerie needs, browse through styles, order their right size and...Starting at €8.20
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Our Beer Print: Brewing Corporate Responsibility at Molson Coors
Mary Weil; Chitra P. ReddinCase IVEY-9B13A026-EMarketingMolson Coors’ chief corporate responsibility officer has been tasked to use the company’s efforts toward global corporate responsibility to drive its global competitiveness. He must roll out new corporate responsibility initiatives to engage employees across the company’s range of geographic locations.Starting at €8.20
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Blossom Inners: Designing Nonsensual Communication for Lingerie Marketing
Ajith K. Thomas; Manu Jacob Mathew; Mary WeilCase IVEY-9B17A015-EMarketing, StrategyUntil 2014, Blossom Inners Pvt. Ltd. (Blossom), a leading lingerie brand in India, had followed the accepted standard of advertising lingerie with images of skin-revealing models. Influenced by their personal philosophy and concern about increasing crimes against women, the company’s directors decided to break from the time-tested lingerie industry standards of communicating with sensual appeal. According to the managing director, Blossom would g...Starting at €8.20
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Nykaa E-Retail Private Limited: Enduring COVID-19 and Preparing for the Future
Nirankush Dutta; Neha SharmaCase IVEY-W31012-EDecision Analysis, MarketingNykaa E-Retail Private Limited (Nykaa), an Indian e-commerce start-up catering to the beauty and personal care segment, was preparing for its IPO amid the uncertainty presented by the nationwide lockdown in India during the COVID-19 pandemic. Since only retailers selling essential goods were allowed to remain open during the strictest lockdown phase, Nykaa was not able to operate during the first three months of 2020. Nykaa had adopted an omnicha...Starting at €8.20