Ivey Business School (Canada)
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Investing in a Unicorn: The Case of Luckin Coffee Gone Rogue
Andrea Santiago; Fernando Martin Roxas; Maria Theresa ManalacCase IVEY-9B21N001-EFinanceLuckin Coffee Inc. (Luckin), an emerging growth firm that aimed to become the market leader in the coffee industry in China, had quickly grabbed market share by using freebies and discounts to entice cost-conscious Chinese consumers to try its products. Luckin sold its coffee and snacks through a proprietary mobile app, and customers either picked up their orders from strategically located stores or had them delivered. By the end of 2019, Luckin ...Starting at €8.20
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Hips Feel Good - Dove's Campaign for Real Beauty (Spanish version)
Thomas Gey; Nick Nugent; David T.A. WesleyCase IVEY-9B07AS010Marketing, StrategyDove is one of Unilever's better-known personal care brands. It has significant top-of-mind awareness among women in many countries. In an attempt to increase sales volume by 80 per cent, Unilever re-launched Dove in 2004. The campaign asks the question What is real beauty? and attempts to redefine it in ways that challenge commonly portrayed stereotypes. This case examines the re-launch of Dove, Unilever's well-known international personal care ...Starting at €8.20
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Hips Feel Good - Dove's Campaign for Real Beauty
Thomas Gey; Nick Nugent; David T.A. WesleyCase IVEY-9B07A010-EMarketing, StrategyDove is one of Unilever's better-known personal care brands. It has significant top-of-mind awareness among women in many countries. In an attempt to increase sales volume by 80 per cent, Unilever re-launched Dove in 2004. The campaign asks the question What is real beauty? and attempts to redefine it in ways that challenge commonly portrayed stereotypes. This case examines the re-launch of Dove, Unilever's well-known international personal care ...Starting at €8.20