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Suntory: Rebranding the Japanese Whisky Highball
Philip SugaiCase IVEY-9B20A017-EMarketing, StrategyFounded in 1899 by Shinjiro Torii in Osaka, Japan, Suntory Holdings (Suntory) boasted a rich history in Japan’s alcoholic beverage industry. It purchased US-based Beam in 2014 for $16 billion, renamed itself as Beam Suntory, and transformed into one of the world’s largest alcoholic beverage makers, reaching total global revenues of more than 2.5 trillion yen ($23 billion) by the end of fiscal year 2018. Now, in 2020, could the Suntory team pull o...Starting at €8.20
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Deregulating the Sale of Alcohol in Ontario
Neil Bendle; Ken MarkCase IVEY-9B17A018-EMarketingFollowing a report by the Premier’s Advisory Council on Government Assets in 2015, the sale of beverage alcohol products in Ontario was deregulated: in 2016, 60 grocery stores were licensed to sell beer and cider to consumers. The intention was for up to 450 grocery stores to eventually sell beer and cider products, and for 300 of these stores to also sell wine. The move to deregulate the industry was contentious; the province generated substanti...Starting at €8.20
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Capital One: Launching a Mass Media Campaign
Robert J. Fisher; Ken MarkCase IVEY-9B06A005-EMarketingThe senior Brand Manager for Capital One Canada is developing the firm's strategy for its first mass media advertising campaign in Canada. He had been provided with a menu of U.S. and U.K. advertisements - with test results for each - which he can adapt for a Canadian audience. The key decisions the Senior Brand Manager faces includes which customer segment to focus on, what value proposition to signal to this segment, what advertisements should ...Starting at €8.20
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Alliance Grain Traders Inc.: Moving Up the Value Chain (B)
Mark B. Vandenbosch; Ken MarkCase IVEY-9B14A043-EEntrepreneurship, Marketing, StrategySupplement to 9B14A042.Starting at €5.74
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Nestlé KITKAT in Japan (D): A Trajectory For Future Growth
Philip SugaiCase IVEY-9B17A040-EEntrepreneurship, Marketing, StrategySupplement for product 9B17A037. It was 2017 and the KITKAT brand in Japan was at a critical juncture. The KITKAT marketing leaders sat down for a special meeting to review how Nestlé Japan had been able to create meaning and value for their brand. However, as they began to discuss their options for future growth, they faced difficult decisions: Should they look to export the flavor variations that had become such big hits in Japan to overseas ma...Starting at €5.74
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Sunripe Marketplace: A Private Label Strategy
Kyle Murray; Ken MarkCase IVEY-9B07A003-EEntrepreneurship, MarketingThe founder/owner of Sunripe Marketplace (Sunripe) is thinking about the stores' product offerings. He has two fresh produce-focused stores and a unique set of distribution and store-level systems that differentiate Sunripe from other supermarkets. Being a small retailer allows the owner to only choose the best and freshest products for his two stores. His stores have several private labels that customers like. Sunripe's owner must now consider h...Starting at €8.20
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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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Snap Inc.: Becoming a “Camera Company”
Neil Bendle; Ken MarkCase IVEY-9B19A023-EEntrepreneurship, MarketingIn March 2018, Snap Inc. (Snap), based in Venice, California, and commonly known as Snapchat for its application that allowed users to send photos that disappeared, was looking for ways to grow its user base in the competitive social media platform industry and to differentiate itself from the other major platforms. To do this, it was trying to position itself as a “camera” company and to become relevant to a larger target market: adults aged 25 ...Starting at €8.20
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Snap Inc.: Becoming a “Camera Company” - Teaching Note
Neil Bendle; Ken MarkTeaching Note IVEY-8B19A023-EMarketingTeaching note for product 9B19A023.Starting at €0.00
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Nestlé KITKAT in Japan (A) - (D) - Teaching Note
Philip SugaiTeaching Note IVEY-8B17A037-EEntrepreneurship, Marketing, StrategyTeaching note for products 9B17A037/38/39/40.Starting at €0.00