Ivey Business School (Canada)
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Super Shampoo Products and the Indian Mass Market
S. Ramesh Kumar; Nitya GuruvayurappanCase IVEY-9B10A026-EEntrepreneurship, Marketing, StrategyThe case analyzes the response of the non-users of shampoo in an emerging environment, namely India. The non-users belong to the lower end of the socio-economic spectrum and they respond with their perceptions about the category of shampoo and well-known brands. The entrepreneur's challenge is to obtain the insights, analyze the attitude of the non-users towards the category and brands, and prepare a strategy to position a new brand of shampoo (S...Starting at €8.20
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Ethnic Consumers Consulting
S. Ramesh Kumar; Nitya Guruvayurappan; Madhurjya BanerjeeCase IVEY-9B10A030-EMarketing, StrategyNitya was preparing for a meeting with an Indian company that manufactured hair oil and fairness cream. She wanted to make use of past research in order to offer her client insights on consumer values. Were emerging markets significantly different from developed markets in terms of consumer values? Were existing brands connecting with Indian consumers? Could values become associated with different socio-economic classes of consumers? With radical...Starting at €8.20
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Himalaya Herbal Toothpaste: Category and Brand Involvement in an Emerging Market
S. Ramesh Kumar; Nitya GuruvayurappanCase IVEY-9B11A032-EMarketing, StrategyRamesh Kumar was curious to determine whether consumers were loyal to toothpaste brands. Himalaya Herbal Toothpaste had herbal offerings in the retail and prescription segments, affording him the opportunity to conduct research. Were consumers loyal to a particular brand of toothpaste? Did they remember the functional brand benefits? Were consumers buying brands due to the social benefits reflected in ads? Did consumers continue to buy particular...Starting at €8.20
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Homeland Foods: Fruit to be Shared
Laurie George Busuttil; Vahagn Asatryan; Susan Van Weelden; Grace de GelderCase IVEY-W25547-EKnowledge and Communication, MarketingIn January 2022, a partner in Homeland Foods was identifying Canadian distribution channels through which to launch dried fruit products from his company based in Armenia. He needed to identify the most appropriate initial target market, select the most effective distribution channel(s), and develop an effective marketing strategy. Distribution channels under consideration included general grocery stores, ethnic food stores, natural food stores, ...Starting at €8.20
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Homeland Foods: Fruit to be Shared - Teaching Note
Laurie George Busuttil; Vahagn Asatryan; Susan Van WeeldenTeaching Note IVEY-W25548-EKnowledge and Communication, MarketingTeaching note for product W25547.Starting at €0.00
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Super Shampoo Products and the Indian Mass Market (Spanish version)
S. Ramesh Kumar; Nitya GuruvayurappanCase IVEY-9B10AS026Entrepreneurship, Marketing, StrategyThe case analyzes the response of the non-users of shampoo in an emerging environment, namely India. The non-users belong to the lower end of the socio-economic spectrum and they respond with their perceptions about the category of shampoo and well-known brands. The entrepreneur's challenge is to obtain the insights, analyze the attitude of the non-users towards the category and brands, and prepare a strategy to position a new brand of shampoo (S...Starting at €8.20