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Case Solution for Experience China: A National Image Campaign in the United States
Complete Case details are given below :
Case Name :      Experience China: A National Image Campaign in the United States
Authors :           William Wei, Yuanfang Lin, Mei Qin Kok
Source :             Ivey Publishing
Case ID :            W11353
Discipline :        Marketing
Case Length :    08 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The China national image film “People Chapter” – officially a sub-series of the “Experience China” campaign – was launched by the Chinese government to coincide with President Hu Jintao’s visit to the United States in mid-January 2011. The one-minute promotional video was played on six giant electronic screens about 300 times per day, and had appeared approximately 8400 times when the broadcast ended on February 14, 2011. The video showed a series of Chinese people, ranging from ordinary citizens to celebrities, in various areas. It was a publicity effort aimed at promoting a truer image of China abroad, and further signalling that China was opening to embrace the world. However, reactions from both Chinese and overseas audiences had been fairly controversial since the initial release of this promotional film. Experts from China and abroad were skeptical of the effectiveness of the campaign in promoting the national image of modern China to the world.
 
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Case Solution for Himalaya Shampoo: Building a Differentiated Brand Image
Complete Case details are given below :
Case Name :      S. Ramesh Kumar, S. Venkatesh
Authors :           June Cotte, Ramasastry Chandrasekhar
Source :             Ivey Publishing
Case ID :            W13349
Discipline :        Marketing
Case Length :    07 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In recent years, the Indian shampoo market had been growing at an exponential rate, with several categories and brands of personal care products showing significant growth. Like consumers in several emerging markets, Indians had begun to place a heightened degree of importance on physical appearance, perhaps as an outcome of Westernization and exposure to media. Traditionally, Indians were known to use herbs to nurture and enhance their hair. Now, however, Indian consumers were caught between the propositions of “synthetic” hair-care brands versus the “natural benefits of the herbal” brands, despite the fact that some degree of processing was required for both types. Amid this dichotomous culture of hair-care products, how could the Himalaya brand establish itself as a differentiated herbal offering?
 
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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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