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Flying J (A)
Deshpande, Rohit; Barley, LaurenCase HBS-508074-EMarketingThe largest retailer of diesel fuel in the U.S., Flying J, is rethinking its growth strategy as the economy goes into a recession. Its major customer base, owner-operated truck drivers, are facing increasing costs of doing business. Yet Flying J is considering whether to increase its price of diesel fuel.Starting at €8.20
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Cipla 2011
Deshpande, Rohit; Sucher, Sandra J.; Winig, LauraCase HBS-511050-EBusiness Ethics and Corporate Social ResponsibilityDr. Yusuf Hamied, head of the Indian pharma and generics manufacturing company Cipla, is weighing options for how to continue to support the global fight against HIV/AIDS while positioning his company for growth in a changing regulatory landscape.Starting at €8.20
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Citigroup: Re-Branding in 2007 (A)
Deshpande, Rohit; Knoop, Carin-IsabelCase HBS-508010-EMarketingWith its history of growth through acquisition, Citigroup has a conglomeration of sub-brands that need to be integrated and rationalized. Ajay Banga, CEO of Citi's Global Consumer Group International, chairs a task force to work through the process of re-branding the entire Citi house of brands while maintaining a focus on being focused on customers. The case describes the history of branding and re-branding at Citigroup at a time of increasing g...Starting at €8.20
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Singapore Airlines: Premium Goes Multi-Brand
Deshpande, Rohit; Lau, DawnCase HBS-517017-EMarketingSingapore Airlines had long been considered the gold standard for its innovative customer service. However, the company was faced with new sources of competition, from the rapid growth of Southeast Asian low-cost carriers on the one hand, to the expansion of premium Gulf carriers on the other. The company therefore decided to launch a low-cost airline of its own called Scoot, the fourth brand in its portfolio. Now CEO Goh Choon Phong must conside...Starting at €8.20
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India's Amul: Keeping Up with the Times
Deshpande, Rohit; Khanna, Tarun; Arora, Namrata; Bijlani, TanyaCase HBS-516116-EMarketingAmul is an Indian dairy cooperative founded in 1947, eight months before India's independence from British rule, and owned by over three million farmers in the state of Gujarat. It is India's largest food product marketing organization, selling 46 products, including pouched milk, cheese, butter, ice cream and infant food through a million retailers across the country, and is the market leader in almost all the categories that it operates in. Amu...Starting at €8.20
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Expanding Ecommerce at Technos
Teixeira, Thales S.; Deshpande, Rohit; Costas, Ruth; Zogbi, PriscillaCase HBS-517078-EMarketingTechnos was the market leader in the Brazilian watch market. Its CEO had made a firm commitment of evolving the company's marketing and commercial practices by focusing less on pushing product to retail clients and more on branding to end consumers to pull watches from retailers. In 2016, the company was about to re-launch its master brand's website. But the more time passed, the greater were the discrepancies between what the marketing, commerci...Starting at €8.20
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Branding Yoga
Deshpande, Rohit; Herman, Kerry; Lobb, AnnelenaCase HBS-512025-EMarketingYoga, an ancient discipline, has become popular worldwide. The marketing of yoga and dispute over its origins have led to debate as to whether yoga should be branded at all. Some yoga instructors have gone so far as to copyright their varieties of yoga; others in the yoga community say it is a religious and/or spiritual practice and as such should not be claimed as intellectual property.Starting at €8.20
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Branding Yoga, Teaching Plan
Deshpande, RohitTeaching Note HBS-512079-EMarketingTeaching Plan for 512025.Starting at €0.00
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Tequila Patr n
Deshpande, Rohit; Castellanos Rodriguez, Carlos; Cacho-Elizondo, Silvia; Rullan, Samantha; Miguel, FernandaCase HBS-517108-EMarketingTequila Patr n was one of the most successful tequila marketers in the United States. Patr n needed to grow and in Mexico, the second largest market for tequila, the brand was perceived as American. What portfolio and branding strategy would best serve Patr n to conquer the Mexican market? Furthermore, what would expanding in Mexico imply for the company's marketing operations?Starting at €8.20
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Tiger-Tread
Cardozo, Richard N.; Deshpande, RohitCase HBS-507077-EMarketingDescribes an innovative product launch for which a marketing plan and a breakeven analysis are needed. To introduce students to breakeven analysis and the essentials of developing a marketing plan.Starting at €8.20