Ivey Business School (Canada)
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NJOY, Inc.
Allison Johnson; Ramasastry ChandrasekharCase IVEY-9B15A032-EEntrepreneurship, MarketingNJOY, Inc., an electronic-cigarettes enterprise based in Phoenix, Arizona, conducted some Experiential Concept Tests (ETCs) on a sample size of 215 panelists. The sample included a mix of gender, age, education and income. It also included a mix of users and non-users of electronic cigarettes. In light of the consumer insights gained from the ETCs, NJOY Inc. wants to leverage the results to resolve three particular issues and pave the company’s w...Starting at €8.20
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Kaya Skin Clinic: Creating a Sustainable Competitive Advantage with Customers
Kareem Abdul Waheed; Vimi JhamCase IVEY-9B17A022-EMarketing, StrategyKaya Skin Clinic (Kaya) was started in India in 2002. It expanded its operations to the Middle East in 2003. The company’s value proposition was to provide medical advice from a dermatologist, which formed the basis for product and service recommendations that would dramatically improve customers’ skin. The company had worked hard to position the Kaya brand through defined e-marketing and customer relationship management strategies; however, in 2...Starting at €8.20
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Kraft Foods Canada: Targeting the Millennials
Allison Johnson; Ramasastry ChandrasekharCase IVEY-9B16A015-EMarketingIn 2014, Kraft Foods Canada was working on an action plan for Kraft Singles, the company’s brand of processed cheese slices. Although the product had been targeted at Canadian families for decades, Kraft Singles needed to be repositioned toward Canadian millennial moms (those born between 1980 and 2000). The company faced three dilemmas. How should Kraft Canada make the brand messaging of Kraft Singles compelling to Canadian millennial moms? What...Starting at €8.20
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Canadian Breast Cancer Foundation: Corporate Sponsorship Choices
Allison Johnson; Laurie DudoCase IVEY-9B11A002-EMarketingThe case explores the use and importance of corporate sponsorships — in this case, how these relationships are formed with the Canadian Breast Cancer Foundation. The associate director of National Corporate Programs at the Canadian Breast Cancer Foundation needs to determine the Foundation’s direction regarding its corporate sponsorship program. Due to the slowdown in the economic environment, a major sponsor of the Foundation, who has contribute...Starting at €8.20
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Pillsbury Cookie Challenge (Spanish version)
Allison Johnson; Natalie MauroCase IVEY-9B11AS001MarketingThe Canadian Pillsbury ready-baked goods cookie line is experiencing disappointing performance, and the marketing manager at General Mills Canada Corporation is under pressure to make strategic decisions that will help turn around the segment. The marketing manager has engaged the help of the consumer insight team to conduct market research studies that will shed light on consumers and their attitudes, behaviours, and preferences towards the prod...Starting at €8.20
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Canopy Growth Corp.: Product Messaging for Recreational Cannabis
Allison Johnson; Ramasastry ChandrasekharCase IVEY-9B16A067-EEntrepreneurship, Marketing, StrategyIn April 2016, Canopy Growth Corporation, one of Canada’s top producers of medical cannabis, was planning a strategy for its future. The government of Canada had just announced its plans to introduce a bill to legalize recreational cannabis use in 2017, followed by a rollout of the policy in early 2018. The company’s chief executive officer needed to plan a strategy that addressed three main issues: product messaging for recreational cannabis, es...Starting at €8.20
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Danone: Adopting Integrated Reporting or Not (A)
Diane-Laure Arjalies; Michelle Rodrigue; Delphine Gibassier; Ken MarkCase IVEY-9B18B017-EAccounting and Control, StrategyDanone SA (Danone), a multinational food company based in Paris, had a history of social and environmental consciousness and a corporate strategy that focused on economic and social objectives. In 2013, the company was trying to ensure that this social anStarting at €8.20
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Impak Finance (B): Covid-19 and Its Effects on the Impact Economy
Diane-Laure Arjalies; Delphine Gibassier; Andrew NewtonCase IVEY-9B20M217-EStrategyIn case B, in late summer 2020, the founder has decided to prioritize the company's rating agency, advocating for robust and standardized impact assessments for all firms. He felt confident about his company's new strategic direction and focus during theStarting at €5.74
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NutriHealth: Transforming Wellness
Meenakshi Gandhi; Vimi JhamCase IVEY-9B20M032-EEntrepreneurship, StrategyIn October 2018, the founder of NutriHealth started to think about the next phase of her company’s growth strategy. NutriHealth began as a stand-alone clinic in 1998 and was a service provider of personalized wellness and health management diet plans. It was time to make decisions that would lead to sustained growth. NutriHealth had reached a satisfactory position in the market, and investors had become interested in the venture, offering capital...Starting at €8.20
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Gillette: The Best Controversy a Man Can Get - Teaching Note
Allison Johnson; Neil Bendle; Angela WangTeaching Note IVEY-8B20A072-EMarketingTeaching note for product 9B20A072.Starting at €0.00