Ivey Business School (Canada)
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Evoe Spring Spa: A Positioning Dilemma
Ashita Aggarwal; Renuka Kamath; Sunil RaoCase IVEY-9B13A051-EEntrepreneurship, Marketing, StrategyThe co-founders of Evoe Spring Spa need to decide on the positioning of their business in the nascent Indian spa market. Indian consumers perceive spas as an expensive indulgence for the rich, and some spa services are seen as socially and culturally unacceptable. As a result, the co-founders need to build this category by changing consumer attitudes toward spa services. To identify the target segment and the best positioning for Evoe, the co-fou...Starting at €8.20
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Savemom: The Smart Wearable Solution for Maternal Health Care
Renuka Kamath; Shrinath V.Case IVEY-W27806-EEntrepreneurship, Knowledge and CommunicationIn January 2020, two social entrepreneurs were looking back at the first five years of operation of their venture JioVio Healthcare. The entrpreneurs had designed, developed, and implemented their cloud-based Internet of Things software Savemom. Using feedback from key stakeholders, Savemom assisted in the early detection of preventable complications during pregnancy and safe delivery, especially for expectant mothers in rural India, with a goal ...Starting at €8.20
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Captain Fresh: Value Fishing across Segments - Teaching Note
Renuka Kamath; ShabbirHusain R.V.Teaching Note IVEY-W32009-EMarketing, StrategyTeaching note for product W32008.Starting at €0.00
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Direct-To-Consumer brand Suta: Weaving in Conversion Rate Optimization - Teaching Note
Sheila Roy; Renuka KamathTeaching Note IVEY-W28031-EEntrepreneurship, MarketingTeaching note for product W28030.Starting at €0.00
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Castrol India Limited: An Innovative Distribution Channel
Renuka KamathCase IVEY-9B16A044-EMarketing, StrategyIn January 2006, the general manager of sales at Castrol India Limited was concerned. Sales of Castrol motorcycle oil for four-stroke engines was far less than it should be, especially when considering the five million motorcycles being added to Indian roads each year. Most motorcycle oil changes took place in franchised workshops during the warranty period and in non-franchised workshops after the warranty period. The general manager wanted to i...Starting at €8.20
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SYIT: Changing the Corporate Culture
Maria Khan; Khurram Rehman Alvi; Zunaira SaqibCase IVEY-9B18C004-EEntrepreneurship, Leadership and People Management, StrategyOn February 1, 2013, the managing director of software development firm SYIT, sat in his office and gathered his thoughts on his new organization. Based in Islamabad, Pakistan, SYIT was a new entrant in the offshore software development industry. Its managing director had expended months of effort to move the entire project team from his previous employer to his newly formed company, but the real challenge lay ahead. SYIT needed to reduce the cul...Starting at €8.20
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SYIT: Changing the Corporate Culture - Teaching Note
Maria Khan; Khurram Rehman Alvi; Zunaira SaqibTeaching Note IVEY-8B18C004-ELeadership and People ManagementTeaching note for product 9B18C004.Starting at €0.00
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Direct-to-Consumer Brand Suta: Weaving in Conversion Rate Optimization
Sheila Roy; Renuka KamathCase IVEY-W28030-EEntrepreneurship, MarketingTwo women entrepreneurs co-founded a profitable direct-to-consumer apparel brand called Suta. In June 2021, as the business owners were planning to increase advertising expenditure and scale up operations, they were confronted with a declining return on advertising spend on social commerce and other digital platforms. The co-founders needed to make use of marketing analytics to examine the effectiveness of their online store in converting visitor...Starting at €8.20
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Captain Fresh: Value Fishing across Segments
Renuka Kamath; ShabbirHusain R.V.Case IVEY-W32008-EMarketing, StrategyCaptain Fresh, a tech-enabled business-to-business (B2B) seafood marketplace based out of Bengaluru, India, had been enjoying phenomenal success. Founder Utham Gowda set out to simplify the seafood supply chain in a fragmented, unstructured, and complex market. He was sure that going forward, technology would play a major role in building high-quality distribution infrastructure that would take fish from sea to plate. In January 2022, having achi...Starting at €8.20
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Jinnah Foundries: A Lesson in Change Management and Human Resources Restructuring
Zunaira Saqib; Maria Khan; Asfia ObaidCase IVEY-9B20M021-EStrategyJinnah Engineering Works and Foundries had been a prominent foundry and machining business in Pakistan since its inception in 1950. In early 2018, it was struggling with internal inefficiencies caused by a lack of formal workforce planning. The company hired temporary workers almost daily—with no long-term planning and a high attrition rate—and the company’s board was worried about the mounting inefficiencies and financial costs. The company had ...Starting at €8.20