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UX: Creating the Best User Experience
Ferrándiz, Luis; Villanueva, Julian; Balmaseda, CarmenTechnical Note MN-401-EInformation Technologies, MarketingUser Experience is the interaction process between a user and a brand's website or application, which leads to a sense or impression of it. This process includes both discovering and all the phases of getting to know the brand, interacting with the digital plane, the issues that arise during the purchase stage, and the perception created.Starting at €8.20
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Barman: The Amazon Opportunity
Javier Pijoan; Villanueva, Julian; Balmaseda, CarmenCase M-1383-EInnovation and Change, Marketing, StrategyBarman was one of the four leading players in the spirits industry. Due to the pressure of sales and objectives, the commercial directors of some countries, such as the Netherlands, Belgium, or Germany, had decided to establish business relationships with the prominent e-commerce clients, among others, Amazon. The result was a boost in sales in the last two years. Spain, however, had not entered Amazon until then. In the last business review with...Starting at €8.20
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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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Seijing Motor Corporation: Reposition or Extend the Pickup Brand
Ashita Aggarwal; Shriram Iyer; Projesh KarCase IVEY-9B18A012-EMarketingIn early 2016, the country head for Seijing Motor Corporation (SMC) in India was worried about stagnant sales of the company’s Supreme pickup brand. The Supreme brand had gained only a single-digit market share over the past year, and SMC’s share of the growing large pickup market had steadily fallen, from 40 per cent in 2005 to 10 per cent in 2015. SMC’s Supreme brand was competing with the market leader in the pickup segment. The pickup needed ...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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Seijing Motor Corporation: Reposition or Extend the Pickup Brand - Teaching Note
Ashita Aggarwal; Shriram Iyer; Projesh KarTeaching Note IVEY-8B18A012-EMarketingTeaching note for product 9B18A012.Starting at €0.00
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Primark: nubes en el horizonte?
Villanueva Galobart, Julián; Nueno, José Luis; Balmaseda, CarmenCase M-1386Entrepreneurship, Innovation and Change, MarketingCon unas ventas globales de aproximadamente $1,750 mil millones en 2018, la distribución de moda era uno de los sectores más grandes a nivel mundial. En la década de los 80, una nueva estrategia de fabricación llamada "respuesta rápida" (Quick Response, QR) revolucionó el sector; esta estrategia reducía el plazo de entrega de los pedidos y fue evolucionando hasta convertirse en el modelo de negocio de "moda rápida" (Fast Fashion, FF). Sin embargo...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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Parag Milk Foods: Driving Growth through Brand-Building in India’s Dairy Industry - Teaching Note
Ashita Aggarwal; Rajiv AgarwalTeaching Note IVEY-W34558-EMarketing, StrategyTeaching note for product W34557.Starting at €0.00
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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