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Direct-to-Consumer Brand Suta: Weaving in Conversion Rate Optimization
Sheila Roy; Renuka KamathCaso IVEY-W28030-EIniciativa emprendedora, MarketingTwo women entrepreneurs co-founded a profitable direct-to-consumer apparel brand called Suta. In June 2021, as the business owners were planning to increase advertising expenditure and scale up operations, they were confronted with a declining return on advertising spend on social commerce and other digital platforms. The co-founders needed to make use of marketing analytics to examine the effectiveness of their online store in converting visitor...Desde 8,20 €
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Evoe Spring Spa: A Positioning Dilemma
Ashita Aggarwal; Renuka Kamath; Sunil RaoCaso IVEY-9B13A051-EDirección estratégica, Iniciativa emprendedora, MarketingThe co-founders of Evoe Spring Spa need to decide on the positioning of their business in the nascent Indian spa market. Indian consumers perceive spas as an expensive indulgence for the rich, and some spa services are seen as socially and culturally unacceptable. As a result, the co-founders need to build this category by changing consumer attitudes toward spa services. To identify the target segment and the best positioning for Evoe, the co-fou...Desde 8,20 €
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Castrol India Limited: An Innovative Distribution Channel
Renuka KamathCaso IVEY-9B16A044-EDirección estratégica, MarketingIn January 2006, the general manager of sales at Castrol India Limited was concerned. Sales of Castrol motorcycle oil for four-stroke engines was far less than it should be, especially when considering the five million motorcycles being added to Indian roads each year. Most motorcycle oil changes took place in franchised workshops during the warranty period and in non-franchised workshops after the warranty period. The general manager wanted to i...Desde 8,20 €
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CavinKare’s Indica Easy: Launching Shampoo Hair Colour - Teaching Note
Renuka Kamath; ShabbirHusain R.V.Nota del Instructor IVEY-W26293-EMarketingTeaching note for product W26292.Desde 0,00 €
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An Irate Distributor: The Question of Profitability
Renuka Kamath; K.K. Kishore; Sagar SharmaCaso IVEY-9B13A015-EDirección estratégica, MarketingIn June 2012, an area sales manager at NutriPack India, a multinational company dealing with fast-moving consumer goods, had to find a way to match the success of his predecessor in increasing retail outlet coverage in central Maharashtra. He studied the territory data and identified the Jalgaon region as having the potential for high growth. However, the single distributor for Jalgaon was upset because he had already increased his operations the...Desde 8,20 €
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Savemom: The Smart Wearable Solution for Maternal Health Care
Renuka Kamath; Shrinath V.Caso IVEY-W27806-EConocimiento y comunicación, Iniciativa emprendedoraIn January 2020, two social entrepreneurs were looking back at the first five years of operation of their venture JioVio Healthcare. The entrpreneurs had designed, developed, and implemented their cloud-based Internet of Things software Savemom. Using feedback from key stakeholders, Savemom assisted in the early detection of preventable complications during pregnancy and safe delivery, especially for expectant mothers in rural India, with a goal ...Desde 8,20 €
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Captain Fresh: Value Fishing across Segments
Renuka Kamath; ShabbirHusain R.V.Caso IVEY-W32008-EDirección estratégica, MarketingCaptain Fresh, a tech-enabled business-to-business (B2B) seafood marketplace based out of Bengaluru, India, had been enjoying phenomenal success. Founder Utham Gowda set out to simplify the seafood supply chain in a fragmented, unstructured, and complex market. He was sure that going forward, technology would play a major role in building high-quality distribution infrastructure that would take fish from sea to plate. In January 2022, having achi...Desde 8,20 €