Ivey Business School (Canada)
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De Beers Group: Marketing Diamonds to Millennials
Stefanie Beninger; Karen RobsonCase IVEY-9B17A057-EMarketingIn 2017, the next generation of consumers that were poised to become engaged to be married—millennials—showed different preferences and consumption patterns than previous generations had shown. In response, the De Beers Group of Companies (De Beers), a leading company within the global diamond industry, was making moves to capture this important market. In partnership with the world’s six other leading diamond companies, known collectively as the...Starting at €8.20
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Nouveau Event Planning: The Wedding Extravaganza
Neil Bendle; Rocky CampanaCase IVEY-9B11A042-EMarketing, StrategySince 1988, Nouveau Event Planning has been operating the largest wedding expo in Windsor, Canada, an event called the Wedding Extravaganza. In 2001, the Wedding Odyssey became the second wedding expo in Windsor, and started to pose a significant threat to the Wedding Extravaganza. Now in 2011, the owner of Nouveau Event Planning must make strategic decisions involving pricing, customer retention, and selection of an appropriate target market. Sh...Starting at €8.20
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Paul Frank and Native American Stereotypes: A Case of Misappropriation
Stefanie Beninger; June N.P. FrancisCase IVEY-9B14A063-EMarketing, StrategyPaul Frank Industries (PFI), a privately held company based in the United States, finds itself in hot water after social media criticizes a Hollywood marketing event hosted by PFI in which Native American stereotypes were prominently featured. When photos of the event are released on Facebook, two bloggers bring attention to the event through their social media channels, and the reaction quickly spreads throughout the Native American community an...Starting at €8.20
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Does Mattel's Iconic Barbie Doll Need a Makeover
Karen Robson; Stefanie BeningerCase IVEY-9B16A005-EMarketingIn 2015, almost 60 years after being introduced to the market, the Barbie doll was one of the world’s most iconic toys. However, both the industry landscape and consumer preferences were changing, and Barbie was yet again in the spotlight as consumers criticized the toy for providing a narrow and unrealistic vision of how women should look, how they should dress, and the careers they should pursue. Sales and public perception of the doll were bot...Starting at €8.20
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Inspiratica Web Services
Roger A. More; Rocky CampanaCase IVEY-9B11A005-EEntrepreneurship, MarketingThe owner of Inspiratica Web Services was about to graduate from university and devote all his time to his web design and hosting company. Since Inspiratica’s founding in 2006, annual sales had gone from a few thousand dollars to nearly $100,000. Furthermore, it had hired six staff and expanded its product offering to a complete web services package. However, the owner was scrutinizing the company’s product portfolio and wondering which products ...Starting at €8.20
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Gillette Takes a Stand: Toxic Masculinity and #thebestmencanbe
Stefanie Beninger; Karen RobsonCase IVEY-9B20A001-EMarketingIn early January 2019, Gillette, one of the world’s leading razor brands, ignited controversy with a specific advertisement—the “We Believe” video. This short film tackled toxic masculinity and encouraged men to be #TheBestMenCanBe. While Gillette historically focused on portraying men as athletes or as career-oriented individuals, the brand's promotions since the late 2010s had turned to a more diverse conceptualization of manhood. When launched...Starting at €8.20
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Pharma Talent: Paying Sales Force Bonuses Within a Fixed Budget
Michael Taylor; Rocky CampanaCase IVEY-9B12A041-EMarketingThis case concerns the bonus structure for a representative sales team. Pharma Talent, a contract sales company for pharmaceutical companies across Canada, promised its clients that its representatives would drive sales at a lower cost than what the client would incur if it had its own sales force. Historically, it had contracts with products that targeted physicians (e.g., prescription drugs or medical devices); however, a new contract in Ontari...Starting at €8.20
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Lululemon Athletica's Product, Employee and Public Relations Issues
Stefanie Beninger; Simon Pek; Karen Robson; Adam J. MillsCase IVEY-9B14A039-EMarketingLululemon, a successful yoga and athletic apparel company, faced a number of controversies notably those surrounding comments made by the founder and regarding employee and public relations. Many of these controversies seem out of line with Lululemon's Manifesto, a one-page collection of sayings that guide the company's actions. These issues culminate with issues regarding one of their most popular products, resulting in a product recall in 2013....Starting at €8.20