Ivey Business School (Canada)
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Marketing Management
Michael R. PearceTechnical Note IVEY-9B08A015-EKnowledge and Communication, MarketingMarketing improves an organization's performance by establishing and fostering profitable relationships with customers. This note details the major choices faced by marketing professionals and the 10 steps for preparing a successful marketing plan.Starting at €8.20
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Zomato: Hyperlocal Battle for Online Food Delivery - Teaching Note
Saju B.Teaching Note IVEY-8B20A037-EMarketingTeaching note for product 9B20A037.Starting at €0.00
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Paper Boat Beverage: Branding Delightful Nostalgia
Saju B.; Hari Krishnan K.; Joseph Jeya Anand S.Case IVEY-9B16A022-EEntrepreneurship, Marketing, StrategyHector Beverages reinvented the ethnic drinks category in the Indian market with its beverage brand Paper Boat. The brand had been successful since its launch in 2013, posting triple-digit growth in 2015. By the end of December 2015, Hector Beverages’ future seemed to be heavily dependent upon Paper Boat. With Paper Boat constituting 90 per cent of the company’s total sales, 2016 would be a critical year for Hector Beverages. Should the company a...Starting at €8.20
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Maple Leaf Simply Fresh (D)
Terry H. Deutscher; Michael R. Pearce; Diane SilvaCase IVEY-9B11A011-EMarketingIn this supplement to Maple Leaf Simply Fresh (A), the Simply Fresh team is preparing a formal debrief of the program thus far.Starting at €5.74
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Cherries With Charm: Turkey's Alara Agri
Michael R. Pearce; Jordan MitchellCase IVEY-9B09A019-EEntrepreneurship, Marketing, StrategyThe chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, wants to convince retailers in Belgium and Germany (and, later, other parts of Europe) to change cherries from a bulk product to a higher-end luxury product packaged in small carry bags. The move from bulk to small packages has been highly successful in the United Kingdom where retailers reduced waste and increased margins. The German and Belgian r...Starting at €8.20
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OYO Rooms: Another Unicorn in the Making
Saju B.; Hari Krishnan K.; Joseph Jeya Anand S.Case IVEY-9B16M153-EEntrepreneurship, StrategyOYO Rooms had been growing exponentially since its inception in 2013. By January 2016, it had registered 1 million check-ins and was set to become India’s largest budget hotel chain. The venture's unique business model helped it to offer effective solutions for the difficulties that were faced by customers seeking budget hotel accommodation in India. OYO Rooms' potential for rapid growth made it a candidate for even greater expansion in the globa...Starting at €8.20
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Maple Leaf Simply Fresh (B)
Terry H. Deutscher; Michael R. Pearce; Diane SilvaCase IVEY-9B11A009-EMarketingIn this supplement to Maple Leaf Simply Fresh (A), the launch team is preparing for questions that senior management is expected to ask (before giving the final go-ahead) about how the team plans to mitigate risks during the launch.Starting at €5.74
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Maple Leaf Simply Fresh (C)
Terry H. Deutscher; Michael R. Pearce; Diane SilvaCase IVEY-9B11A010-EMarketingIn this supplement to Maple Leaf Simply Fresh (A), the results of the first year after the launch and the next challenges the team faces are discussed.Starting at €5.74
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Fabuloussavings.com (Spanish version)
Michael R. Pearce; Patrick LeuCase IVEY-9B01AS16Entrepreneurship, MarketingMuchas cosas han pasado en solo un año desde que el fundador de Fabuloussavings lanzó el servicio de cupones electrónicos. La compañía, que presenta varias páginas de servicios y cupones de descuento en su sitio de Internet, ha sido vendida a un competidor. Debido a estos cambios, el creador original y todavía jefe de estrategias del sitio, siente que Fabuloussavings esta necesitando una mejora. Existen varios factores a considerar en la selecció...Starting at €8.20
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Epigamia: Chronicle of an Emerging Brand
Saju B.; Priya MohandasCase IVEY-9B19A052-EEntrepreneurship, Marketing, StrategyDrums Food International Pvt. Ltd. (Drums Food) launched India’s first Greek yogurt brand, Epigamia, in 2015. Experiencing initial success with Greek yogurt, Drums Food went on to add another unique offering, lactose-free artisanal curd, targeting consumeStarting at €8.20