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Mahindra Rise: A Brand Architecture Decision
Ashita Aggarwal; Sulakshana "Lulu" RaghavanCase IVEY-9B14A077-EMarketing, StrategyIn 2009, the Mahindra Group, a US$16.3 billion multinational corporation based in Mumbai, India, had introduced a new positioning called “Rise” to provide meaning to its brand and help unite its various businesses under a common umbrella. Successful integration and implementation of the new positioning required the company to re-examine its brand architecture, which was currently a complex, inside?out arrangement that resulted in a diffused image...Starting at €8.20
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Evoe Spring Spa: A Positioning Dilemma
Ashita Aggarwal; Renuka Kamath; Sunil RaoCase IVEY-9B13A051-EEntrepreneurship, Marketing, StrategyThe 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...Starting at €8.20
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Parag Milk Foods: Driving Growth through Brand-Building in India’s Dairy Industry
Ashita Aggarwal; Rajiv AgarwalCase IVEY-W34557-EMarketing, StrategyAkshali Shah, the promoter of Parag Milk Foods, was excited about the success of her brand, 'Pride of Cows,' which, despite being super-premium, was growing fast in the Indian market. The other two brands- 'Gowardhan' and 'Go' brands were performing well. However, her mind was continuously distracted with the thought of scaling up and 'What next for Parag Milk Foods (PMF)'? The Indian dairy market had been primarily about liquid milk and was high...Starting at €8.20
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Café Coffee Day: Brand Transformation through Repositioning
Ashita Aggarwal; Sulakshana "Lulu" RaghavanCase IVEY-9B16A034-EMarketing, StrategyCafé Coffee Day pioneered retail café culture in India with its entry into the market in 1996. After enjoying success for more than a decade, the brand felt the need to evolve in order to suit consumer preferences and better compete in the market space. The Café Coffee Day management team commissioned a brand image study to better understand consumer perceptions. The results showed that although Café Coffee Day's “regular guy/girl” brand archetyp...Starting at €8.20
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Balaji Wafers Taking the Pepsi Challenge
Rajiv Agarwal; Ashita AggarwalCase IVEY-9B18M145-EEntrepreneurship, StrategyThe family-run Balaji Wafers Pvt. Ltd. (Balaji Wafers), a savoury snack manufacturer, had adopted a phased strategy in taking on the likes of global multinational corporation PepsiCo in India, an emerging economy. After operating successfully for more than three decades in western India, Balaji Wafers was planning to grow and to go national with forays into north and south India. Balaji Wafers had a strong foothold in western India, where in Guja...Starting at €8.20