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Cerveza Corona (A)
Deshpande, RohitCase HBS-503S01MarketingPara maximizar su eficacia, los casos de color deben imprimirse en color. A principios de junio de 1997, el presidente y vice CEO de Grupo Modelo se revisa el desempeño de cerveza Corona en el mercado de EE.UU.. A pesar de una tasa de crecimiento mucho mayor volumen de ventas, Corona todavía arrastraba Heineken, la marca de cerveza importada # 1 en el mercado de EE.UU.. Podría superar a Heineken y, si es así, ¿qué cambios necesarios estrategia de...Starting at €8.20
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Tiger-Tread (Spanish Version)
Cardozo, Richard N.; Deshpande, RohitCase HBS-511S02MarketingDescribe un innovador lanzamiento de un producto para el que se necesitan un plan de marketing y un análisis de punto de equilibrio. Introducir al alumno en el análisis de equilibrio y lo esencial de la elaboración de un plan de marketing.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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Concha y Toro (Spanish Version)
Deshpande, Rohit; Herrero, Gustavo A.; Reficco, EzequielCase HBS-511S01Marketingmayor productor de vino de Chile se enfrenta a un problema de valor frente al precio de posicionamiento. Sus vinos de calidad más altos no tienen un precio competitivo al por menor porque "Made in Chile" connota un gran valor y bajo precio.Starting at €8.20
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Taj Hotels, Resorts and Palaces
Deshpande, Rohit; Sinha, MonaCase HBS-511039-EMarketingThe Taj Hotels, Palaces, and Resorts introduced a new brand architecture to counter lack of differentiation and confused positioning of its mixed bag of brands. After launching an economy and an upscale brand, it dithered over the launch of its upper upscale and luxury brands. The case illustrates the marketing and organizational challenges of a hybrid brand extension strategy that lies in between a 'house of brands' and a 'branded house'.Starting at €8.20
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Fair & Lovely vs. Dark is Beautiful
Deshpande, Rohit; Chaturvedi, SaloniCase HBS-516079-EMarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). Women of Worth (WOW) is an organization that seeks to empower women through training and workshops. The organization has also fought against discrimination based on the color of a person's skin through its "Dark is Beautiful" campaign-endorsed by well-known actor-director Nandita Das. However, despite ...Starting at €8.20
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The Dubai International Film Festival
Deshpande, Rohit; Thapar, AlpanaCase HBS-517110-EMarketingThis case follows the conception and emergence of the Dubai International Film Festival (DIFF). In an already crowded and highly competitive industry, Abdulhamid Juma was attempting to define and establish a unique brand positioning for DIFF. Committed to its vision, Juma led the introduction of various initiatives over the years and was able to effectively grow the festival's profile amid emerging regional and well-established global players lik...Starting at €8.20
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Chocolates El Rey (Spanish Version)
Deshpande, Rohit; Herrero, Gustavo A.; Cuellar, Regina GarciaCase HBS-512S09MarketingA finales de noviembre de 2006, Jorge Redmond, presidente de Chocolates El Rey, convocó a una reunión con la alta dirección para discutir la estrategia de crecimiento de la compañía. Una parte relativamente pequeña firma con ventas de alrededor de $ 14 millones, El Rey produce el chocolate de alta calidad hecha con granos de cacao venezolano de origen único. La firma vendió sus chocolates en cuatro segmentos diferentes - servicios de alimentación...Starting at €8.20