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31 items were found using the following search criteria
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Helados Carvel - Desarrollo del Mercado de Beijing (Spanish version)
Mark B. Vandenbosch; Tom GleaveCase IVEY-9A99AS17Marketing, StrategyEl gerente de desarrollo de negocios de Carvel Asia Limited se encuentra tratando de determinar como incrementar la venta de tortas heladas. Para hacer esto, el necesita desarrollar un completo programa de marketing que incluya decisiones acerca de oferta de productos, precio, distribucion y promocion (las 4Ps en ingles).Starting at €8.20
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Tutti Matti
Elizabeth M.A. Grasby; Ian Da SilvaCase IVEY-9B07A004-EKnowledge and Communication, MarketingThe owner of Tutti Matti, a new restaurant specializing in authentic Tuscan cuisine, opened only four months before the outbreak of Severe Acute Respiratory Syndrome (SARS) in Toronto, Canada. Tutti Matti had a successful first six months, and the early performance was encouraging. However, to continue the restaurant's success and to overcome the added challenges created by SARS, a strong and creative marketing plan was necessary.Starting at €8.20
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Spinal Cord Injury Treatment
Elizabeth M.A. Grasby; David HouseCase IVEY-9B07M018-EStrategyA research team has discovered a treatment to reduce the severity of spinal cord injuries and improve the injured victim's long-term quality of life. The director of the team fears that the biopharmaceutical company that owns the patent for the antibody used in the treatment will not pursue the development of this application, and she must develop a strategy to garner the firm's support. If the patent holder chooses not to move forward with the t...Starting at €8.20
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MMI Product Placement, Inc.
Robin Ritchie; Ramasastry ChandrasekharCase IVEY-9B07A006-EEntrepreneurship, MarketingThe president of a national placement agency is preparing to make a final pitch to sign Greyhound Canada as a client. Greyhound wants to reposition its brand as a mainstream travel option, particularly for suburban commuters, and needs cost-effective ways to get its message to consumers. The company views product placement as a viable tool for building brand awareness, but worries about losing control over its brand image. Even more serious are c...Starting at €8.20
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Hips Feel Good - Dove's Campaign for Real Beauty
Thomas Gey; Nick Nugent; David T.A. WesleyCase IVEY-9B07A010-EMarketing, StrategyDove is one of Unilever's better-known personal care brands. It has significant top-of-mind awareness among women in many countries. In an attempt to increase sales volume by 80 per cent, Unilever re-launched Dove in 2004. The campaign asks the question What is real beauty? and attempts to redefine it in ways that challenge commonly portrayed stereotypes. This case examines the re-launch of Dove, Unilever's well-known international personal care ...Starting at €8.20
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Let's Talk Science
Elizabeth M.A. Grasby; David HouseCase IVEY-9B07A008-EMarketingThe president and founder of the non-profit organization, Let's Talk Science, needs to ensure that the marketing plan provided by her staff for a new training package would meet the sales goal of 100 units each year. The package, called Science with Impact is intended to train scientists and engineers on educational techniques to use for delivering effective and age-appropriate presentations to children and the non-scientific community. This mark...Starting at €8.20
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The 2006 World Cup: Mobile Marketing at adidas (A)
Andy Rohm; Fareena Sultan; David T.A. WesleyCase IVEY-9B07A016-EMarketing, StrategyThe manager of Mobile Media for adidas International is debating what to do, given the sparse amount of traffic to date at the adidas FIFA World Cup mobile portal. By February, there had been only 3,000 visits to the mobile site, compared to the one million visits predicted earlier based on the previous success of a Lucas Films Star Wars mobile campaign. Given that the World Cup is a global event viewed by millions of people in person and more th...Starting at €8.20
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The Power of Persuasion: An Exercise in Creating Persuasive Advertising
Michael Parent; Leyland Pitt; Stacey MorrisonExercise IVEY-9B09A001-EMarketingDo subliminal cues have an effect on behaviour? This question is at the heart of many debates in advertising. In this exercise, students can determine, through their own experience, the impact of subconscious cues on their decisions. In this simulation, the instructor places a number of specific cues throughout the building. Students, in turn, are tasked with creating an advertising poster for a chain of children's play centres. Inevitably, their...Starting at €8.20
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Hips Feel Good - Dove's Campaign for Real Beauty (Spanish version)
Thomas Gey; Nick Nugent; David T.A. WesleyCase IVEY-9B07AS010Marketing, StrategyDove is one of Unilever's better-known personal care brands. It has significant top-of-mind awareness among women in many countries. In an attempt to increase sales volume by 80 per cent, Unilever re-launched Dove in 2004. The campaign asks the question What is real beauty? and attempts to redefine it in ways that challenge commonly portrayed stereotypes. This case examines the re-launch of Dove, Unilever's well-known international personal care ...Starting at €8.20
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FIJI Water and Corporate Social Responsibility - Green Makeover or Greenwashing
James McMaster; Jan NowakCase IVEY-9B09A008-EEntrepreneurship, Marketing, StrategyThis case analysis traces the establishment and subsequent operation of FIJI Water LLC and its bottling subsidiary, Natural Waters of Viti Limited, the first company in Fiji extracting, bottling and marketing, both domestically and internationally, artesian water coming from a virgin ecosystem found on Fiji's main island of Viti Levu. The case reviews the growth and market expansion of this highly successful company with the brand name FIJI Natur...Starting at €8.20