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organicKidz: Marketing Strategy
Matthew Thomson; Ken MarkCase IVEY-9B10A023-EEntrepreneurship, MarketingThe founder of organicKidz is trying to create a plan to grow her start-up manufacturing firm. Calgary-based organicKidz is a manufacturer of stainless steel baby bottles and is sold in more than five countries. The founder's challenge is how to convey the superior benefits of her product and manage her retail channels given her limited resources. The setting of the case is at the September 2009 juvenile products tradeshow in the United States wh...Starting at €8.20
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Babeeze in Arms Doula Centre
Matthew Thomson; Aimee DinninCase IVEY-9B09A024-EEntrepreneurship, Knowledge and Communication, MarketingBabeeze in Arms Doula Centre, a small London, Ontario-based business, offers services to women during pregnancy, labour and after childbirth. As a certified doula, the sole proprietor provides emotional and physical support to mother and complements the medical care provided by doctors and midwives. Along with two other doulas and an instructor, the proprietor offers labour services, postpartum services and childbirth education classes. She has a...Starting at €8.20
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Mountain Equipment Co-op: The Private Label Strategy
Matthew Thomson; Ken MarkCase IVEY-9B12A028-EMarketing, StrategyMountain Equipment Co-op (MEC) is a well-known Canadian retailer of outdoor clothing and equipment. While it stocks a range of branded products in its stores, a key source of profits is its private-label line. The challenge MEC faces is how to continue to develop and launch innovative private-labeled products while recognizing that they may be direct competitors of MEC’s assortment of global brands. MEC needs to develop its line-up without being ...Starting at €8.20
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For Earth Inc.: Launching the Force Engine and Fuel Conditioner in Canada
Matthew Thomson; Ken MarkCase IVEY-9B11A027-EEntrepreneurship, Marketing, StrategyIn 2010, an entrepreneur is trying to enter the fuel additives market in Canada by marketing a product called Force For Earth (FFE) Fuel and Engine Conditioner. FFE is made in the United States and the entrepreneur has the Canadian license for the product. Unlike the products of many competitors in North America, FFE has been proven to deliver the stated benefits, but the entrepreneur’s dilemma is that every other product in the market claims to ...Starting at €8.20
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Pepsi Canada: The Pepsi Refresh Project
Matthew Thomson; Ken MarkCase IVEY-9B11A039-EEntrepreneurship, Marketing, StrategyPepsi Canada has developed and launched the Refresh Project, a campaign to fund socially beneficial ideas developed by individuals, businesses, and non-profit organizations. Each cycle — approximately two months in duration — will see interested parties submit ideas. Pepsi Canada relies on visitors to its website, www.refreshingeverything.ca, to vote on the best ideas. During every cycle, approximately $1 million is available for distribution. Wh...Starting at €8.20