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Dulux TileShield: Relaunching a Brand
Kirti Sharma; Puneet SapraCaso IVEY-9B17A008-EDirección estratégica, MarketingIn 2012, the marketing department at AkzoNobel India Ltd., a major paints company, faced a key decision concerning the possible relaunch of TileShield, a premium roof tile paint in the company’s exterior paints division. Since its inception, TileShield had led the market, especially in the southern part of India, but despite growth in the demand for roof tile paints, TileShield sales had stagnated in 2011–12. Faced with falling sales and intense ...Desde 8,20 €
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Bimbra 4x4: The Growth Dilemma
Sunil George Mathew; Kirti SharmaCaso IVEY-9B16A007-EDirección estratégica, MarketingBimbra 4x4 was established in 2010 as an after-market customization service providing aesthetic and functional modifications for off-road vehicles. The platform of choice was a utility vehicle called the Mahindra Thar, popular for its bare-bones design that allowed for a wide range of modifications. Bimbra 4x4 adopted a buffet-like approach to its business, where customers were able to pick and choose options to completely customize their vehicle...Desde 8,20 €
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Air France: The Load Factor Puzzle in Business Class
Ratan Kumar; Kirti Sharma; Shiv S. TripathiCaso IVEY-9B19A032-EDirección estratégica, MarketingIn late 2016, the marketing head at Air France India needed a strategy to acquire additional business-class customers. Although Air France India had been performing well in the economy-class segment, revenues in the business-class segment remained a challDesde 8,20 €
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Housing.com: Marketing a Service Offering
Astha S. Gupta; Kirti SharmaCaso IVEY-9B16A011-EIniciativa emprendedora, MarketingHousing.com was a Mumbai-based online real estate listing company that verified the authenticity of every property listing on its website. Despite proving itself as a threat to big players in India’s online property portal space, it was struggling in late 2014 to establish itself as a preferred option among brokers. Conflicts of interest between sellers (i.e., brokers, builders, developers, and landowners who listed property online) and buyers (i...Desde 8,20 €