This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Search results
-
NJOY, Inc.
Allison Johnson; Ramasastry ChandrasekharCase IVEY-9B15A032-EEntrepreneurship, MarketingNJOY, Inc., an electronic-cigarettes enterprise based in Phoenix, Arizona, conducted some Experiential Concept Tests (ETCs) on a sample size of 215 panelists. The sample included a mix of gender, age, education and income. It also included a mix of users and non-users of electronic cigarettes. In light of the consumer insights gained from the ETCs, NJOY Inc. wants to leverage the results to resolve three particular issues and pave the company’s w...Starting at €8.20
-
Kraft Foods Canada: Targeting the Millennials
Allison Johnson; Ramasastry ChandrasekharCase IVEY-9B16A015-EMarketingIn 2014, Kraft Foods Canada was working on an action plan for Kraft Singles, the company’s brand of processed cheese slices. Although the product had been targeted at Canadian families for decades, Kraft Singles needed to be repositioned toward Canadian millennial moms (those born between 1980 and 2000). The company faced three dilemmas. How should Kraft Canada make the brand messaging of Kraft Singles compelling to Canadian millennial moms? What...Starting at €8.20
-
Future Group — Branding Private Labels
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B11A004-EMarketing, StrategyIndia’s largest domestic retail group, the Future Group, is pursuing a novel private-label strategy. In a country dominated by small-scale retailers, it is using its scale to launch private-label brands in several product categories. It is planning to delink these new offerings from the store brand and make them available through other retailers. Future Group hopes to derive most of its growth over the next few years from this initiative.The case...Starting at €8.20
-
RONA Inc.- Dealing with Recession
Darren Meister; Ramasastry ChandrasekharCase IVEY-9B09M076-EMarketing, Service and Operations Management, StrategyIn September 2009, the president and chief executive officer (CEO) of Rona Inc. was reviewing the company's progress in relation to the ongoing economic recession. Rona was the largest retailer of hardlines in Canada. Rona had noticed definitive signs of slowdown in the third quarter of 2007 and had launched Strategic Plan 2008 - 2011 as a response. The two-phase program was nearing the completion of its first phase of Productivity, Efficiency an...Starting at €8.20
-
Suzlon Energy Ltd.
Srinivas Sridharan; Ramasastry ChandrasekharCase IVEY-9B09M037-EMarketing, StrategyAn Indian wind energy company with global ambitions of being among the top three in its business worldwide, Suzlon Energy Ltd. (Suzlon) manufactures and markets turbines, which harness wind to product electricity. Several of its customers are going global and increasingly expect global service (including pricing) consistent across geographies. Suzlon could consider the rapidly increasing business practice of global account management (GAM) to mee...Starting at €8.20
-
Beck Taxi
Srinivas Krishnamoorthy; Ramasastry ChandrasekharCase IVEY-9B09M058-ECorporate Governance, Entrepreneurship, MarketingBeck Taxi is Toronto's leading cab brokerage. In May 2009, the company's chief executive officer (CEO) is wondering whether the company could change the radio fee for the limited duration of summer, usually a lean season for the cab trade. The fee, paid by drivers for the dispatch service connecting them to customers in waiting, has not been increased in over a decade. That is enough reason to go for a straight upward revision on a permanent basi...Starting at €8.20
-
Air Miles Canada: Rebranding the Air Miles Rewards Program
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B07A009-EMarketingAir Miles, the largest third party loyalty program in Canada, has more than nine million subscribers. Competition in the loyalty card market is heating up with the entry of Aeroplan and myriad proprietary loyalty programs launched by retailers and other brands, and Air Miles seeks to tighten its relationship with customers. Paradoxically, for a data-driven company focused on influencing consumers individually, Air Miles opts to develop and launch...Starting at €8.20
-
The WestJet Christmas Miracle (A)
Kersi Antia; Ramasastry ChandrasekharCase IVEY-9B14A026-EMarketingWestJet, Canada’s second largest national airline, is preparing to launch a social media initiative to coincide with the year-end holiday season. As the company’s executive vice-president (Sales, Marketing and Guest Experience) reviews the plan, he is seeking answers to three questions. Does the proposed initiative fit or mismatch with WestJet’s brand image? Will the initiative deepen or dilute the engagement the airline currently enjoys with its...Starting at €8.20
-
Clearly: Organizing for Omnichannel Retailing
Kersi Antia; Ramasastry ChandrasekharCase IVEY-9B17A025-EMarketingIn mid-January 2017, at the Vancouver head office of Clearly, Canada’s leading online optical products company, the chief executive officer was reviewing plans for the company’s participation in an upcoming international eyewear exhibition. The event provided more than 1,000 optical companies with an opportunity to showcase their latest offerings. The worldwide market for eyewear was growing, and customers were increasingly turning to online reta...Starting at €8.20
-
Canopy Growth Corp.: Product Messaging for Recreational Cannabis
Allison Johnson; Ramasastry ChandrasekharCase IVEY-9B16A067-EEntrepreneurship, Marketing, StrategyIn April 2016, Canopy Growth Corporation, one of Canada’s top producers of medical cannabis, was planning a strategy for its future. The government of Canada had just announced its plans to introduce a bill to legalize recreational cannabis use in 2017, followed by a rollout of the policy in early 2018. The company’s chief executive officer needed to plan a strategy that addressed three main issues: product messaging for recreational cannabis, es...Starting at €8.20