Brand

Case Solution for Shanghai Jahwa: The Maxam Brand
Complete Case details are given below :
Case Name :      Shanghai Jahwa: The Maxam Brand
Authors :           Niraj Dawar, Peter Yuan
Source :             Ivey Publishing
Case ID :            98A026
Discipline :        Marketing
Case Length :    18 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Shanghai Jahwa is the largest domestically-owned Chinese manufacturer of cosmetics and personal care products. In recent years, it has been part of a booming market with growth rates of 35% a year. This spectacular growth rate has attracted and been fueled by the entry of major multinationals, including Unilever, Procter & Gamble, Shiseido, Kao, and others. The marketing challenge for Shanghai Jahwa is to carve out viable and defensible positions in the marketplace in the face of competition from some of the most powerful global players in the industry. This case illustrates management issues relating to a successful brand of cream. The two main flagship products, the Maxam Tremella Pearl Cream and the Maxam Hand Cream, have evolved in very different directions. The Tremella Pearl Cream is still popular in rural areas and is considered a mainstay of rural cosmetic use. The Maxam Hand Cream, on the other hand, is primarily an urban brand, which meets the need of urban women looking to soften their hands after they have been exposed to the cold and to detergents. However, in urban areas the brand is losing its appeal as foreign competitors roll out their international brands and products. The challenge is to renew the Maxam brand without losing the loyal customers of Tremella Pearl Cream.
 
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Case Solution for Du Pont Teflon: China Brand Strategy
Complete Case details are given below :
Case Name :      Du Pont Teflon: China Brand Strategy
Authors :           Kent E. Neupert
Source :             Ivey Publishing
Case ID :            99M005
Discipline :        Marketing
Case Length :    13 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
By 1996, Du Pont had spent six years helping licensee manufacturers to develop the Chinese market for nonstick cookware. Although Du Pont Teflon brand coating held 80% of the nonstick market, the nonstick market overall represented 2% of the Chinese cookware market. Moreover, the amount of money spent on developing the nonstick market exceeded the revenue that Du Pont received in the Chinese market. If Du Pont decided to take a different role in the market, it faced many obstacles that required significant additional investment. It appeared that the Chinese market offered tremendous opportunity, but it would require new efforts, skills, distribution channels, and patience. Dupont’s decision represented a move from being moderately involved in developing the Chinese nonstick cookware market to taking a very active leadership role in the market.
 
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Case Solution for Levi Strauss Canada Holding an Ember: The GWG (R) Brand
Complete Case details are given below :
Case Name :      Levi Strauss Canada Holding an Ember: The GWG (R) Brand
Authors :           Michael R. Pearce, Ken Mark, Jordan Mitchell
Source :             Ivey Publishing
Case ID :            904A07
Discipline :        Marketing
Case Length :    17 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The director of marketing for Levi Strauss Canada needs to decide the fate of the GWG brand, a fallen giant in the Canadian jeans market. For the last three years, GWG has been licensed to a small manufacturer, who has failed to meet the requirements in the license agreement. Although the director wants to use some of the latent brand equity in GWG, Levi’s and Dockers brands come first and she cannot divert marketing dollars toward the brand’s revival. Also, she must be careful to manage her small but powerful portfolio of brands in the five main channels without cannibalizing the already declining volumes of the Levi’s brand.
 
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Case Solution for Samsung: Redefining a Brand
Complete Case details are given below :
Case Name :      Samsung: Redefining a Brand
Authors :           Robin Ritchie, Fan Ye, Christian Kim
Source :             Ivey Publishing
Case ID :            904A16
Discipline :        Marketing
Case Length :    20 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In less than a decade, Korea’s Samsung has transformed itself from a maker of low-end consumer electronics into a legitimate rival to Japanese industry giants such as Sony and Panasonic. Success has been due largely to efforts to reposition Samsung as a provider of stylish, leading-edge digital technology. But shadows of the old brand image remain, spurred on by the continued availability of several of the company’s traditional products. The president of Samsung Electronics Canada has been directed to solve this problem, prompting difficult choices regarding product, pricing, distribution, and promotion that threaten to hurt sales and short-run profits.
 
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Case Solution for Brand in the Hand: Mobile Marketing at Adidas
Complete Case details are given below :
Case Name :      Brand in the Hand: Mobile Marketing at Adidas
Authors :           Andrew Rohm, Fareena Sultan, David Wesley
Source :             Ivey Publishing
Case ID :            905A24
Discipline :        Marketing
Case Length :    25 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The global media manager for Adidas International is responsible for developing and championing a new marketing strategy at Adidas called “brand in the hand” that is based on the convergence of cell phones and wireless Internet. Presents company background information, data on the penetration of mobile devices such as cell phones, the growth of global mobile marketing practices, and several mobile marketing communications campaigns that Adidas launched in 2004, such as a mobile news ticker for the 2004 European soccer championship. Introduces a specific campaign–Respect M.E.–featuring Missy Elliott, a popular female hip-hop artist, and discusses the company’s mobile marketing strategy to support Elliott’s new line of sportswear.
 
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Case Solution for Santa Fe Relocation Services: Regional Brand Management
Complete Case details are given below :
Case Name :      Santa Fe Relocation Services: Regional Brand Management
Authors :           Niraj Dawar, Nigel Goodwin
Source :             Ivey Publishing
Case ID :            905A29
Discipline :        Marketing
Case Length :    18 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Sante Fe Relocation Services was a premium provider of relocation services based in Hong Kong. Founded in 1980, the company had built a reputation as a reliable, high-quality packer and mover of household goods. By 2000, the company also offered a full range of relocation support services, including visa and immigration applications, home searching, and cultural and language training. Santa Fe relocated expatriates and their families between Asian countries and between Asia and other regions. The company had its own staff and assets in Asia and managed its international operations through a network of partners. In 2005, the chief operating officer faced three key challenges: differentiating and positioning the brand in a crowded and often price-driven market; incorporating an expanded service line under the original brand and gaining market recognition for those additional services; and managing the brand across the Asian region with an effective balance of standardization vs. local adaptation.
 
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Case Solution for Growing the Mamas & Papas Brand
Complete Case details are given below :
Case Name :      Growing the Mamas & Papas Brand
Authors :           Michael Goldman, Jennifer Lindsey-Renton
Source :             Ivey Publishing
Case ID :            W11647
Discipline :        Marketing
Case Length :    17 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Nawaal Motlekar is the managing director of Kwenta Media and founding editor of Mamas & Papas, a recently launched parenting magazine in Southern Africa. From her early entrepreneurial experiences, Motlekar developed a personal and professional interest in parenting magazines. As a Black South African women, married to an Indian man, in an increasingly multi-racial and multi-cultural society, Motlekar recognized a gap for a parenting magazine that would appeal to a wider and more racially and culturally inclusive target market. After extensive research and development, she launched the Mamas & Papas magazine in early 2009. The case charts Motlekar’s journey as an entrepreneur, as well as her efforts between 2006 and 2009 to bring the magazine to life. The case explores the quantitative and qualitative research approaches employed by Motlekar, as well as her marketing and branding initiatives towards building a Mamas & Papas brand beyond just the physical magazine. With the magazine having been on the shelves for 12 months, Motlekar and her board faced a number of decisions. These included options to increase advertising revenues and circulation, as well as choosing how to extend the Mamas & Papas brand into related categories.
 
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Case Solution for Hidesign: Leather Heritage or Lifestyle Brand?
Complete Case details are given below :
Case Name :      Hidesign: Leather Heritage or Lifestyle Brand?
Authors :           Suresh Kerani
Source :             Ivey Publishing
Case ID :            W12053
Discipline :        Marketing
Case Length :    16 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The Hidesign case examines issues facing a niche fashion company in pursuit of its next growth phase. After three decades of offering a leather products portfolio, the founder and president of Hidesign has decided to extend Hidesign’s portfolio to include non-leather product categories such as sunglasses and pens. The company’s advertising tagline – “Real leather. Crafted the forgotten way.” – has helped position Hidesign as a quality leather accessories brand. How should Hidesign position its new product range? Should different taglines be used for its leather and non-leather products? Should Hidesign do away with taglines altogether? Could the decision to extend the brand to non-leather product categories dilute its carefully cultivated core identity? Or could this decision help transform Hidesign into a fashion lifestyle brand?
 
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Case Solution for Elie Saab: Growth of a Global Luxury Brand
Complete Case details are given below :
Case Name :      Elie Saab: Growth of a Global Luxury Brand
Authors :           Nadia Shuayto
Source :             Ivey Publishing
Case ID :            W12092
Discipline :        Marketing
Case Length :    17 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In 1982, Saab opened his first atelier in Beirut and began designing luxurious evening gowns and exquisite wedding dresses. His talent for design fuelled his career throughout the 1980s. In the 1990s, Saab continued to expand his business by moving to a larger atelier in Beirut and organizing exclusive fashion shows in Europe. In 2000, he opened a salon and showroom in Paris to increase his cosmopolitan and international clientele. A flagship store in Paris opened in March 2007. In June 2010, Elie Saab (ES) opened its first flagship store in the Gulf region in Dubai’s prestigious Dubai Mall. This new flagship store reinforced the brand’s presence in the United Arab Emirates, making its products more accessible to the region’s local and international shoppers. The store showcased day and evening wear dresses, shoes, bags and accessories from the latest ready-to-wear (RTW) collections. In July 2008, ES opened its first U.K. boutique at Harrods. The company planned to increase its worldwide retail presence through opening additional stores in major cities around the world, including the United States and Asia. While the company was witnessing impressive growth, management was dealing with the challenge of selecting the right partners, identifying new markets with the greatest growth potential and, most importantly, protecting the brand from dilution. From the start, its goal was to “attract, select and maintain customers who place significance on high-end, one-of-a-kind designs made from the finest fabrics and materials.” The case covers the challenges and opportunities of the company as it expands internationally.
 
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Case Solution for Centuryply: Developing a Power Brand in a Commoditized Market
Complete Case details are given below :
Case Name :      Centuryply: Developing a Power Brand in a Commoditized Market
Authors :           Banerjee Saikat, Abhra Banerjee
Source :             Ivey Publishing
Case ID :            W12179
Discipline :        Marketing
Case Length :    16 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Centuryply operates in the building materials space – specifically, in interior decoration with plywood, laminates and decorative veneers – alongside other categories like cement, shipping, and logistics. In India, this market is dominated by unorganized players, and plywood has always been treated as a commodity by marketers. Given the boom in real estate across residences and offices, as well as the current rapid lifestyle changes in India, the company expects sustainable and continuous growth and wants to achieve greater success in the wood furnishings category. Centuryply views investment in brand-building as a way to beat commoditization.The focus of the case is to explain innovative branding strategies that may be adopted by marketers to create a brand in the commodity market. In addition, it touches on the difficulties faced by a company to maintain a sustainable brand proposition amid competition. The key question is how to maintain brand-building momentum and take it to the next level.
 
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