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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
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Rebranding DSM: Creating Sustainable Shared Value
Steve Muylle; Niraj DawarCase IVEY-9B15A039-EMarketing, StrategyDSM, a global life sciences, business-to-business company, is in the midst of a massive multi-year corporate rebranding exercise to incorporate the concept of creating sustainable shared value. With few precedents in this industry, the company must develop its own processes and implementation. Students are challenged to define the next steps in the rebranding, including the promotion of DSM’s sustainability positioning as its key differentiator....Starting at €8.20
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First Energy
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B12A001-EEntrepreneurship, Marketing, StrategyIn September 2011, the CEO of First Energy Private Ltd, a start-up enterprise in the alternative energy industry in India, is at a critical juncture. The company has commercialized the technology of biomass cook stoves and has been providing, since 2007, clean and affordable cooking solutions to customers in rural India. A marginal rise in the price of biomass fuel in early 2011 has, however, led to a steep fall in demand, making the continuance ...Starting at €8.20
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d.light design
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B14A023-EEntrepreneurship, Marketing, StrategyIn 2009, a U.S.-based social enterprise, d.light design, launched its innovative brand of solar lamp in India. Although the company has gained market share, the category as a whole is not growing. In 2014, The solar lamp market in India is complex, as a result of being both fragmented and disorganized. The company’s new head of Indian operations faces three dilemmas: How can the company scale up? How can the company improve the productivity of it...Starting at €8.20
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Best Buy Inc. - Dual Branding in China (Spanish version)
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B09AS16Marketing, StrategyUn mes después de que Best Buy Inc. (Best Buy), el vendedor más grande de productos electrónicos de consumo en los Estados Unidos, adquirieron Five Star, el tercero vendedor más grande de electrodomésticos y los productos electrónicos de consumo en China en mayo de 2006, la administracíon de Best Buy está evaluando una opción de marca. ¿Se debe Five Star perder su identidad y se comercializa como Best Buy? ¿O mejor debería Best Buy mantener la ma...Starting at €8.20
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Dabur India Ltd. - Globalization
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B09A017-EMarketing, StrategyDabur, an Indian consumer package goods company, had established a strong brand equity in India by offering, for decades, a vast portfolio of over-the-counter products. In seeking international expansion in 1987, it first took the export route. It also followed the customer, targeting the Indian diaspora in the Middle East, Africa and the United States, already familiar with the brand. By 2006, Dabur had set up five manufacturing facilities outsi...Starting at €8.20
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KwikAxess: A New Business Model
Niraj DawarCase IVEY-9B14M071-EEntrepreneurship, StrategyA health services company is planning for an initial public offering. Its new business model is the farming of body parts to feed into the organ supply chain in developed economies to help reduce the waiting lists for organ transplants.Starting at €8.20
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Splash: Ready to Make Waves
Hari Bapuji; Niraj Dawar; Nigel GoodwinCase IVEY-9B06A033-EEntrepreneurship, Marketing, StrategySplash Corporation has been dubbed the next Unilever - not bad for a consumer packaged goods company that was started in a garage in the Philippines no more than 20 years ago. As one of the largest consumer packaged goods companies in the Philippines, it is now considering international expansion options. Should the company tackle the nearby markets of Indonesia and Malaysia, or should it look farther afield at the lucrative markets of Europe and...Starting at €8.20
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Best Buy Inc. - Dual Branding in China
Niraj Dawar; Ramasastry ChandrasekharCase IVEY-9B09A016-EMarketing, StrategyA month after Best Buy Inc. (Best Buy), the largest retailer of consumer electronics in the United States, acquired Five Star, the third largest retailer of appliances and consumer electronics in China in May 2006, the management of Best Buy is weighing in on a branding option. Should Five Star lose its identity and be marketed as Best Buy? Or should Best Buy retain the Five Star brand and let the two brands compete with each other in the Chinese...Starting at €8.20
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Toon: Enecos's Smart Platform for Selling Less Energy to the Home
Steve Muylle; Niraj DawarCase IVEY-9B18A065-EMarketing, StrategyEneco Group, the second largest utility company in the Netherlands, launched a smart thermostat, Toon, that served as a platform for energy management services. Toon quickly became the gold standard for smart homes in the Netherlands. In January 2017, top management needed to discuss the strategic priorities to keep Toon’s lead and hold off the competition.Starting at €8.20