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Anjelo's Confectionaries: A Product Without a Place - Teaching Note
Joji AlexTeaching Note IVEY-8B20M037-EStrategyTeaching note for product 9B20M037.Starting at €0.00
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Anjelo's Confectionaries: A Product Without a Place
Joji AlexCase IVEY-9B20M037-EStrategyIn 2019, the founder of Anjelo’s Confectionaries, a commercial bakery in India, faced two difficult situations. The founder had created the Juicy Cakes brand to represent the company’s standard cakes, differentiating the product from the bakery’s specialty cakes and ice cream cakes; however, the Juicy Cakes name had limited exposure and lacked mass recall for consumers, as a result of poor distribution and reach. The second challenge was the unus...Starting at €8.20