INCAE (Costa Rica - Nicaragua)
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John Keells Hotels in Sri Lanka: Building Brand Architecture
Ashita Aggarwal; Sulakshana "Lulu" Raghavan; Ruchi GunewardeneCase IVEY-9B19A028-EMarketing, StrategyIn the summer of 2012, the president of the leisure sector of John Keells Hotels needed to discuss marketing strategies with his senior management team. The company was a well-known brand that operated Cinnamon Hotels and Resorts and Chaaya Hotels and ResStarting at €8.20
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Aspire Food Group: Marketing a Cricket Protein Brand - Teaching Note
Miranda R. Goode; Emily MoscatoTeaching Note IVEY-8B20A071-EMarketingTeaching note for product 9B20A071.Starting at €0.00
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DOUGH T.O: A Sweet Expansion Opportunity - Teaching Note
Miranda R. Goode; Shivani PradhanTeaching Note IVEY-8B20A082-EMarketingTeaching note for product 9B20A082.Starting at €0.00
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Seijing Motor Corporation: Reposition or Extend the Pickup Brand - Teaching Note
Ashita Aggarwal; Shriram Iyer; Projesh KarTeaching Note IVEY-8B18A012-EMarketingTeaching note for product 9B18A012.Starting at €0.00
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Mahindra Rise: A Brand Architecture Decision
Ashita Aggarwal; Sulakshana "Lulu" RaghavanCase IVEY-9B14A077-EMarketing, StrategyIn 2009, the Mahindra Group, a US$16.3 billion multinational corporation based in Mumbai, India, had introduced a new positioning called “Rise” to provide meaning to its brand and help unite its various businesses under a common umbrella. Successful integration and implementation of the new positioning required the company to re-examine its brand architecture, which was currently a complex, inside?out arrangement that resulted in a diffused image...Starting at €8.20
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Seijing Motor Corporation: Reposition or Extend the Pickup Brand
Ashita Aggarwal; Shriram Iyer; Projesh KarCase IVEY-9B18A012-EMarketingIn early 2016, the country head for Seijing Motor Corporation (SMC) in India was worried about stagnant sales of the company’s Supreme pickup brand. The Supreme brand had gained only a single-digit market share over the past year, and SMC’s share of the growing large pickup market had steadily fallen, from 40 per cent in 2005 to 10 per cent in 2015. SMC’s Supreme brand was competing with the market leader in the pickup segment. The pickup needed ...Starting at €8.20
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Mission Impossible: Measuring Social Media Return on Investment
Miranda R. Goode; Daniel SamoshCase IVEY-9B12A015-EEntrepreneurship, MarketingIn August 2011, the digital strategist at Online Advertisers, a small digital media company (web development, affiliate marketing, and social media management), was faced with finalizing a value proposition for a new social media marketing division, Online Advertisers Social. Online Advertisers was a creativity-driven company. Data and analytic capabilities were generally not the reason why clients worked with Online Advertisers. Online Advertise...Starting at €8.20
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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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Balaji Wafers Taking the Pepsi Challenge - Teaching Note
Rajiv Agarwal; Ashita AggarwalTeaching Note IVEY-8B18M145-EStrategyTeaching note for product 9B18M145.Starting at €0.00
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Mixtape Social: Building Brands for Athletes and Companies - Teaching Note
Miranda R. Goode; Ken MarkTeaching Note IVEY-8B19A012-EMarketingTeaching note for product 9B19A012.Starting at €0.00