Search results
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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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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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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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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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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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Green Ox
Moore, Marian Chapman; Wilcox, Ronald T.; Henderson, GeraldineCase DARDEN-M-0722-EMarketing”Green Ox” was written specifically for a midterm exam in an MBA marketing management class. Rather than focus on one particular concept or issue (e.g., segmentation, product line depth), the case challenges students to develop a marketing strategy for a food and beverage manufacturer’s new line of sports beverages, which contain beneficial antioxidants. Focal decisions include choosing a segmentation scheme(s) and a specific target segment(s) an...Starting at €8.20
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Wheaties: Reinvigorating an Iconic Brand (A)
Moore, Marian Chapman; Weinberg, AdamCase DARDEN-M-0828-EMarketingThis case series is taught in Darden's course elective, Managing Consumer Brands. In the spring of 2008, the marketing editor for Wheaties was getting ready for a meeting to discuss ideas about how to reinvigorate one of the most iconic and well-known cereal brands in America, which over the preceding few years had experienced a steady decline in market share. The only limitation the manager would impose was that any new product could not replace...Starting at €8.20
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Wheaties: Reinvigorating an Iconic Brand (B)
Moore, Marian Chapman; Weinberg, AdamCase DARDEN-M-0829-EMarketingThe marketing manager and the Wheaties brand team launched a line extension they believed would bolster the legendary brand. Wheaties FUEL, a ready-to-eat cereal targeted specifically toward men and designed to help users "Prepare to Win" was introduced to consumers in September 2009, with a 360-degree campaign utilizing television, print, online, and in-store promotions to build awareness. By gaining buy-in early on from Peyton Manning, Kevin Ga...Starting at €5.74
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Altamar Brands and Absinthe: Feeding "the Green Fairy"
Moore, Marian Chapman; Correll, BrookeCase DARDEN-M-0844-EMarketingIn May 2007, Altamar Brands signed a contract to represent Kübler Absinthe in the United States. The next month, U.S. consumers greeted the news of absinthe’s legalization with abandon. Industry veterans had never before witnessed as high a level of consumer awareness and demand as what preceded the reintroduction of absinthe. After much-heralded product introductions in five major markets, Kübler’s CEO found himself with a time-sensitive opportu...Starting at €8.20