Case

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 Lululemon Athletica Inc. – Moving Forward With Humility
Complete Case details are given below :
Case Name :      Lululemon Athletica Inc. – Moving Forward With Humility
Authors :           Mary Weil, Julia Cutt
Source :             Ivey Publishing
Case ID :            W14320
Discipline :        Marketing
Case Length :    08 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
On March 27, 2014, the new chief executive officer of Lululemon Athletica Inc., headquartered in Vancouver, British Columbia, has just announced the previous year’s flat fourth quarter results. These unimpressive financial figures have amplified the need to address the company’s damaged reputation. In 2013, the apparel brand faced a product recall and a public relations backlash after a controversial interview and botched apology by its founder, as well as the resignation of several key executive employees. A communications strategy must be devised to repair the company’s reputation and regain the trust of both investors and customers.
 
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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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Case Solution for Wipro Consumer Care: Merchandising for Success
Complete Case details are given below :
Case Name :      Wipro Consumer Care: Merchandising for Success
Authors :           Sreeram Sivaramakrishnan, Gaurav Thapar, Varun Gattani, Abhra Chatterjee
Source :             Ivey Publishing
Case ID :            W14341
Discipline :        Marketing
Case Length :    16 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Visual merchandising (VM) plays an important role in hypercompetitive product categories. Though shoppers may be exposed to advertisements extolling the virtues of brands, they tend to get swayed at the point of purchase due to an attractive display or simply because of the prominence of a brand at the retail location. As such, companies must invest in processes and infrastructure to make effective VM possible. Wipro Consumer Care and Lighting is among the largest fast-moving consumer goods companies in India and has a wide range of products across different categories. One of its sales development managers must choose between several options for making certain that the company’s strategic objectives are met through VM. There are four options, including two models where either the company or its channel partners manage the elements of VM, and two models where VM is outsourced to specialized agencies. All models have their pros and cons and the manager must use the available qualitative and quantitative information to compare the models across different parameters and make a choice.
 
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Case Solution for Kering: Luxury in the Digital World?
Complete Case details are given below :
Case Name :      Kering: Luxury in the Digital World?
Authors :           Marta Jarosinski, June Cotte
Source :             Ivey Publishing
Case ID :            W14347
Discipline :        Marketing
Case Length :    21 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Since 2005, the chief executive officer of Kering, a conglomerate headquartered in Paris, has successfully streamlined the company’s business strategy to concentrate on luxury goods and sporting and lifestyle brands -including Gucci, Yves St-Laurent, Stella McCartney, Alexander McQueen and Balenciaga, among others – through selling off non-related businesses. By 2012, the company was more focused than ever before but was sluggish in one key aspect – its online presence. Like most competitors within the luxury industry, it was struggling with how it should capitalize on the benefits of a web presence, trying not to stray away from the luxury strategy of its brands. Kering recognized the importance of growing online, but needed to come up with an ideal approach to successfully grow the digital presence of its luxury brands.
 
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Case Solution for Goldieblox: Toy Company and Copyright Infringement
Complete Case details are given below :
Case Name :      Goldieblox: Toy Company and Copyright Infringement
Authors :           Zahra Ladha Jiwani
Source :             Ivey Publishing
Case ID :            W14370
Discipline :        Marketing
Case Length :    03 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In November 2013, GoldieBlox was accused of copyright infringement. It used the Beastie Boys song “Girls” in one of its advertisements promoting new toys for girls without permission. The company’s reaction to file a lawsuit against the band was not well received and perhaps a little hasty.<br><br>In the wake of the crisis, the chief executive officer of GoldieBlox Toy Company and her team had some decisions to make regarding how to handle the lawsuit they filed against the Beastie Boys that then backfired. The hostile environment was not conducive to the image of the company and the negative media was of concern to GoldieBox and its employees.
 
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Case Solution for The Motor City: Rebuilding Detroit’s Image Post-bankruptcy
Complete Case details are given below :
Case Name :      The Motor City: Rebuilding Detroit’s Image Post-bankruptcy
Authors :           Dante Pirouz, Karam Putros, Nithiyaa Pushpanathan Teaching Note
Source :             Ivey Publishing
Case ID :            W14420
Discipline :        Marketing
Case Length :    08 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Rebranding is a marketing strategy often used by companies. The rebranding of a city is not only less common but far more complex. By 2013, the city of Detroit, Michigan was facing a multitude of problems: declining population, crumbling roads and bridges, abandoned properties, an alarming school drop-out rate, poverty, high cost of pension plans, government corruption, growing crime and crippled emergency services. The 2008 recession had dealt a serious blow to its core automotive industrial sector, and although some high tech companies were moving in, the “Motor City” was wallowing in debt. In July 2013, Detroit filed for bankruptcy protection, which was granted that December. Its financial emergency manager was able to strike deals with its major debt-holders, the banks, and with the city’s largest union, but these forward steps were threatened when the water department started cutting off water to households that could not pay bills that had risen 120 per cent over the past decade. How does a city facing outraged residents and investors, that lacks infrastructure to such a degree that almost half of its traffic lights are non-functional and that is in an atrocious financial state repair its image and attract new investors?
 
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