Marketing

Case Solution for Wonder la: A Brand in the Service of Fun
Complete Case details are given below :
Case Name :      Wonder la: A Brand in the Service of Fun
Authors :           Sanal Kumar Velayudhan, Kochouseph Chittilappilly
Source :             Ivey Publishing
Case ID :            W14176
Discipline :        Marketing
Case Length :    16 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The performance of Wonderla, the leader in the amusement park industry in South India, for the year 2011/12 could not be better. It grew at 30 per cent with more than one million customers visiting each of its two parks in Kochi and Bangalore. It also completed the development of a three-star hotel in its Bangalore park. Its growth is creating challenges that it has not faced before. The chief executive officer is concerned with the issue of prioritizing investment among its different businesses as the existing amusement parks are growing and new parks are being planned in two new locations. At the same time, effort is required to create demand for the hotel business. The concern extends beyond investment to examining the option of leveraging the brand Wonderla, which stands for “Fun,” to its hotel, with attendant implications for that business and for the brand and its image.
 
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Case Solution for Ludhiana City Bus Services Limited: Pricing for Profits
Complete Case details are given below :
Case Name :      Ludhiana City Bus Services Limited: Pricing for Profits
Authors :           Neeraj Pandey, Gaganpreet Singh
Source :             Ivey Publishing
Case ID :            W14182
Discipline :        Marketing
Case Length :    12 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Ludhiana City Bus Service Limited (LCBSL) was created to improve the urban transportation system in the city of Ludhiana, India. As per the existing pricing strategy, bus fares (one of key revenue source for LCBSL) were set by the state government. LCBSL management was convinced that there was ample scope for raising the bus fares. The partial project implementation had been generating a return on capital of 1.9 per cent. To reduce this breakeven period and achieve targeted returns on capital of 4 per cent, management was considering the option to increase fares across different distance categories. Would this price restructuring be a game changer for LCBSL and a benchmark pricing strategy for other city bus service projects to follow?
 
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Case Solution for Visa Inc. and the Global Payments Industry
Complete Case details are given below :
Case Name :      Visa Inc. and the Global Payments Industry
Authors :           Neil Bendle, Dan Horne
Source :             Ivey Publishing
Case ID :            W14186
Discipline :        Marketing
Case Length :    08 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
A manager, preparing for an interview with Visa Inc., seeks to understand the nature of the global payments industry and Visa Inc.’s position within it. The case outlines the industry’s history and current practice through extensive use of publicly reported information. The public information allows answers to some important questions. What does Visa Inc. do? How competitive is the industry? And what is the source of Visa Inc.’s competitive advantage?
 
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Case Solution for Citibank India Credit Cards: Strategy for Profitable Growth
Complete Case details are given below :
Case Name :      Citibank India Credit Cards: Strategy for Profitable Growth
Authors :           Jaydeep Mukherjee, Sanket Kawde
Source :             Ivey Publishing
Case ID :            W14184
Discipline :        Marketing
Case Length :    17 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The target market of Citibank cards in India was aligned with the profitability objectives of the company. However, if it continued with its current strategy, it faced the risk of being a niche player in a growing market and losing the profit potential from other segments and geographies in the near future. The CEO needed to reconsider the target market and finalize a marketing strategy in the face of the changing composition of the marketplace, the competition and the commercial imperatives of the credit card business. This was a critical decision that would have a long-term impact on resource deployment and budgeting.
 
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Case Solution for Lance Armstrong and Livestrong Foundation: Rising Again After the Fall
Complete Case details are given below :
Case Name :      Lance Armstrong and Livestrong Foundation: Rising Again After the Fall
Authors :           Dheeraj Sharma, Varsha Verma
Source :             Ivey Publishing
Case ID :            W14230
Discipline :        Marketing
Case Length :    11 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Lance Armstrong, a world-famous cyclist, was charged with using performance-enhancing drugs (i.e. “doping”). Armstrong had vehemently denied similar charges a few years earlier; however, this time there was substantial proof available and Armstrong accepted the charges. Subsequent to this news, most of the brands that had endorsed Armstrong terminated their contracts with him. As a cancer survivor, Armstrong had started Livestrong Foundation, an organization to support cancer patients, caregivers and survivors. This foundation depended heavily on sponsorships received by Armstrong. To protect his foundation from the negative impact of the doping controversy, Armstrong immediately resigned from both his post as chairman of Livestrong and from its board of directors. Despite his efforts, Livestrong was losing its sponsorships and a solution was needed to reduce the negative publicity, stop the loss of funding and identify new sources of funding.
 
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Case Solution for United Airlines and Captain Denny Flanagan
Complete Case details are given below :
Case Name :      United Airlines and Captain Denny Flanagan
Authors :           Colin Campbell, Niall Piercy, Michael Parent, Karen Robson
Source :             Ivey Publishing
Case ID :            W14253
Discipline :        Marketing
Case Length :    08 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
This case follows a day in the life of Captain Denny Flanagan. A United Airlines pilot for nearly a quarter of a century and a former naval aviator, Flanagan has created and championed a campaign to radically change the nature of air travel – putting good customer service at the heart of everything the airline does and reaching back, in some way, to the golden age of air travel. Examples of his service include ordering food for passengers of delayed flights and phoning the parents of unaccompanied minors to reassure them of their children’s safety.The success he has achieved is significant for a company that has historically received very poor customer service ratings. It raises questions about whether such exceptional service is good or bad for the organization. How can Flanagan’s approach be replicated? Is it possible or even desirable to replicate it?
 
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Case Solution for Visa Inc.: Accounting for Marketing
Complete Case details are given below :
Case Name :      Visa Inc.: Accounting for Marketing
Authors :           Neil Bendle
Source :             Ivey Publishing
Case ID :            W14258
Discipline :        Marketing
Case Length :    09 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
A job candidate at Visa Inc., the technology payments company, prepares herself for her interview by considering what she can uncover about the company’s marketing from the published accounts. She analyzes what the company spends money on and how revenue is generated. She considers how marketing is accounted for – specifically, how marketing assets, such as brands, are dealt with on the balance sheet. She considers the relationship between values in the accounts and the market value of the firm, and the problem of brand valuation is discussed. Finally, she tries to understand the impact of accounting treatment on common financial ratios.
 
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Case Solution for Mother Dairy: Creating a National Footprint
Complete Case details are given below :
Case Name :      Mother Dairy: Creating a National Footprint
Authors :           Neena Sondhi, Supriya M. Kalla, Umashankar Venkatesh
Source :             Ivey Publishing
Case ID :            W14289
Discipline :        Marketing
Case Length :    18 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Mother Dairy was created as a subsidiary of India’s National Dairy Development Board in 1974, with a mandate to leverage the capacities of small, village-based milk producers. After a very successful run as the major supplier of Delhi’s milk and dairy products, Mother Dairy is looking at an expanded national footprint as an essential strategy for growth. Milk is a commoditized product, so how can Mother Dairy create differentiation to move the consumer mindset from “mundane milk” to “magical Mother Dairy”? Is it possible to nudge out the existing state players? What would be the inventory and supply-chain challenges of a national launch, especially when the product has a very short shelf life?
 
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Case Solution for A Public Relations Campaign for Rwanda
Complete Case details are given below :
Case Name :      A Public Relations Campaign for Rwanda
Authors :           Mary Weil, Ken Mark
Source :             Ivey Publishing
Case ID :            W14342
Discipline :        Marketing
Case Length :    17 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
On February 5, 2012, the founder of McDonald Kinley Emerson, a consultancy in Toronto, Canada, was asked to give a talk about country branding. She decided to focus on the efforts of Racepoint, a U.S. marketing services agency, to reshape the image of Rwanda. As it attempted to shift perceptions of the country from war-torn and chaotic, Racepoint’s campaign attracted controversy amid allegations that wrongdoings were being glossed over in favour of a tourist- and business-friendly image. In August 2011, the publication of documents outlining the contractual agreement between Racepoint and the current Rwandan government sparked scrutiny of the government’s perceived remaking of the country’s image. Can a country overcome its reputation for genocide and violence? Should countries actively use public relations tactics to change or reinforce their reputations in the same way that corporations do?
 
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Case Solution for Incredible India: Evolution of Brand India
Complete Case details are given below :
Case Name :      Incredible India: Evolution of Brand India
Authors :           Tripti Ghosh Sharma, Akshay Kumar, Samriddhee Khanna, Aditi Gupta, Karthik Govindarajan, Arpit Agarwal
Source :             Ivey Publishing
Case ID :            W14314
Discipline :        Marketing
Case Length :    14 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In 2013, the minister of state for tourism in India is contemplating the future of the “Incredible India” campaign. Started in 2002, the campaign had succeeded in turning India into a high-end tourist destination, as a result bringing about a growth of 16 per cent in the number of foreign visitors. Originally focused on landscape and culture, the campaign evolved to embrace such concepts as spiritual, medical, adventure, film and sports tourism on a year-round basis. In 2007, the campaign was extended to the international arena with participation in events in Berlin, Cannes, London and New York. In 2012, the culmination of over a decade of effort resulted in three awards at the World Travel Awards. Now, in 2013, uncertainties have multiplied. India has gained more familiarity among and acceptance from foreign tourists of diverse backgrounds, who now expect more differentiation in the choices available. To lure them, the tourism departments of several Indian states and union territories have begun to adopt their own advertising campaigns. Can Indian tourism, which is based on a unified branding approach, sustain its growth in the long run? Is it more advantageous to change to a system in which different tourism products and regions are branded distinctly?
 
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