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Pop Shoppe (B)
Matthew Thomson; Kendra HartCase IVEY-9B11A025-EMarketingThis case, a supplement to Pop Shoppe (A), deals with the entrepreneur?s decision point in 2010 on whether to enter the U.S. carbonated soft drinks market.Starting at €6.75
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Christie Digital: Maximizing the Digital Cinema Opportunity (C)
Mark B. Vandenbosch; Ken MarkCase IVEY-9B12A046-EMarketingThis is a supplement to Christie Digital: Maximizing the Digital Cinema Opportunity (A).Starting at €6.75
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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 €6.75
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Matchstick Inc.: Word-of-Mouth Marketing (B)
Allison Johnson; Ken MarkCase IVEY-9B10A020-EMarketingThis is a supplement to Matchstick Inc. (A), product 9B10A019. The cases introduces students to how brands are starting to put in place non-traditional advertising, such as word-of-mouth campaigns. The founder of Toronto-based Matchstick Inc. is working on a campaign for the Ketel One vodka brand. Ketel One, managed by Diageo, a global beverage firm, is trying to increase its awareness and sales in the Canadian market. Ketel One's brand manager h...Starting at €6.75
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Ontario Machinery Ring (C) - Data Analysis and Interpretation
Thomas FunkCase IVEY-9B04A023-EMarketingThe general manager of Ontario Machinery Ring is looking at expansion opportunities but limited funding requires him to obtain financial assistance from the Ministry of Agriculture and Food. The ministry requires an assessment of the demand for this marketing concept before they will provide any funding. He had developed a questionnaire and now must analyze the data that has been collected to prepare the marketing research proposal. This is a sup...Starting at €6.75
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De Beers Group: Marketing Diamonds to Millennials
Stefanie Beninger; Karen RobsonCase IVEY-9B17A057-EMarketingIn 2017, the next generation of consumers that were poised to become engaged to be married?millennials?showed different preferences and consumption patterns than previous generations had shown. In response, the De Beers Group of Companies (De Beers), a leading company within the global diamond industry, was making moves to capture this important market. In partnership with the world?s six other leading diamond companies, known collectively as the...Starting at €6.75
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PepsiCo: The Launch of Organic Gatorade
Neil Bendle; Rob GeorgeCase IVEY-9B16A057-EMarketingIn the summer of 2016, PepsiCo Beverages Canada faced a choice: whether to launch its new product, organic Gatorade, in Canada. Only a few months previously, PepsiCo North America Beverages? chief executive officer had announced a company-wide initiative that was designed to offer consumers a greater variety of healthier products. Would such a product ultimately make PepsiCo more competitive in the Canadian market in light of recent trends that e...Starting at €6.75
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Coca-Cola Goes Green: The Launch of Coke Life
Matthias KochCase IVEY-9B16A018-EMarketingIn June 2013, The Coca-Cola Company (TCCC) launched Coke Life, a naturally sweetened but sugar-reduced carbonated soft drink. Coke Life complemented TCCC's established product line consisting of Coca-Cola Classic, Diet Coke, and Coke Zero. Coke Life substituted a portion of the sugar component with stevia leaf extract and contained 35 per cent less sugar than Coca-Cola Classic. TCCC claimed that ?Coke Life is for adults looking for a great tastin...Starting at €6.75
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Fitbit: The Business about Wrist
Xiaoke Xu; Xin (Shane) WangCase IVEY-9B16A012-EMarketingOn August 3, 2015, Fitbit, Inc.?s (Fitbit) stock price hit an all-time high of $50.99. A few months earlier, when Fitbit went public on June 18, it had opened on its first day of trading at a price of $30.40 ? 52 per cent higher than its initial public offering price. As what appeared to be the most successful initial public offering of the year, Fitbit attracted significant attention and inevitably drew controversy as well. Some investors saw gr...Starting at €6.75
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Social Network Analysis: Who is Promoting Net Promoter?
Neil Bendle; Xin (Shane) WangCase IVEY-9B15A046-EMarketingA young analyst decides to collect Twitter data to better understand who is promoting the Net Promoter matrix on the social media site in late July 2015. How widely is the metric mentioned and how much of the dialogue involves conversations rather than tweets being sent as general broadcast messages? He considers the social network of these users, their relationships and the network as a whole to create a network graph and wonders what he can do ...Starting at €6.75