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Aquasi Marketing: Building and Managing an Online Brand
Anagha Shukre; Amit PundirCase IVEY-9B16A035-EEntrepreneurship, Marketing, StrategyIn February 2013, the senior marketing manager of Aquasi India (Private) Limited (Aquasi) met with the company’s chief executive officer to consider the challenges faced by Aquasi that had arisen due to globalization after March 1997. India’s competitive environment had completely changed; new technology had swept into the country and workers did not possess the essential skill sets to use the new machinery. Given sharp declines in quality and pr...Starting at €8.20
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Crown Distilleries: Multi-Brand Extension
Anagha Shukre; Asheesh S. KediaCase IVEY-9B16A043-EEntrepreneurship, Marketing, StrategyThe chief marketing manager of Crown Distilleries (Crown) in Raipur, the capital city of the Indian state of Chhattisgarh, faced cumbersome brand-building activities and maintenance of its brand equity. Competitors began taking market share from Crown’s well-established brand. Crown added new brands to its portfolio in response to its competitors’ activities. Would it be fruitful for the company to opt for an umbrella brand in a particular segmen...Starting at €8.20