Repositioning

Case Solution for Nestle’s Maggi: Pricing and Repositioning a Recalled Product

Case Solution & Analysis for Nestle’s Maggi: Pricing and Repositioning a Recalled Product by Neeraj Pandey, Gaganpreet Singh.

Complete Case details are given below :

Case Name :      Nestle’s Maggi: Pricing and Repositioning a Recalled Product
Authors :           Neeraj Pandey, Gaganpreet Singh
Source :              Ivey Publishing
Case ID :           9B16A025 / W16344
Discipline :        Marketing
Case Length :    09 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
In June 2015, the Indian food regulatory body, the Food Safety and Standards Authority of India, declared Nestlé’s brand of noodles, Maggi, unsafe for human consumption. Tested samples showed excess levels of lead and added monosodium glutamate. To retain the trust of consumers, Nestlé recalled Maggi from all store shelves in the country. Management was then grappling with an improved re-positioning strategy to help Nestlé retain its considerable market share in India. The other issue that Nestlé needed to resolve was what role pricing would play in influencing consumer purchase decisions during the proposed product relaunch.
 
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Case Solution for Cafe Coffee Day: Brand Transformation through Repositioning

Case Solution & Analysis for Cafe Coffee Day: Brand Transformation through Repositioning by Ashita Aggarwal Sharma, Lulu Raghavan.

Complete Case details are given below :

Case Name :      Cafe Coffee Day: Brand Transformation through Repositioning
Authors :           Ashita Aggarwal Sharma, Lulu Raghavan
Source :              Ivey Publishing
Case ID :           9B16A034 / W16488
Discipline :        Marketing
Case Length :    16 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
Café Coffee Day pioneered retail café culture in India with its entry into the market in 1996. After enjoying success for more than a decade, the brand felt the need to evolve in order to suit consumer preferences and better compete in the market space. The Café Coffee Day management team commissioned a brand image study to better understand consumer perceptions. The results showed that although Café Coffee Day’s “regular guy/girl” brand archetype had evolved over time, there was a clear gap between the intended brand identity and the image that was projected. To make the brand relevant to Café Coffee Day’s core target group (i.e., young, urban Indian consumers), the company had to make sure that its positioning was relevant and clear, its brand identity was refreshed, and its café experience was well defined and differentiated. Café Coffee Day wanted to identify various positioning platforms through analysis of the company, its competition, and its customers, and then to evaluate these platforms to arrive at an appropriate positioning choice.
 
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Case Solution for Macy’s Department Store Repositioning

Complete Case details are given below :
Case Name :      Macy’s Department Store Repositioning
Authors :           Homer H. Johnson
Source :             Ivey Publishing
Case ID :            W11586
Discipline :        General Management
Case Length :    08 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
From 2005-2006, Federated Department Stores converted some 15 regional department store chains into a single national brand, Macy’s, with 810 stores across the United States. In addition, the company repositioned the consolidated Macy’s in the overall retail landscape in an attempt to differentiate the new company from its competitors. These maneuvers were undertaken to counter decreasing sales and profits in the traditional department store industry. Some retail analysts suggested that the consolidation of Macy’s, while interesting, was destined to fail because the traditional department store was an obsolete entity; however, other analysts suggested that Macy’s strategy may have held the key to success in a declining industry. In 2008, the U.S. economy entered a recession, and, by 2011, it remained far from booming. Did Macy’s need to change parts of its strategy to remain competitive? What would need to change?
 
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Case Solution for Spencer’s Retail Limited: Repositioning in a Changing Retail Environment

Complete Case details are given below :
Case Name :      Spencer’s Retail Limited: Repositioning in a Changing Retail Environment
Authors :           Tridib Mazumdar, Mohua Banerjee
Source :             Ivey Publishing
Case ID :            W14060
Discipline :        Marketing
Case Length :    20 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
To target the expanding segment of upwardly mobile and upper-income Indians, a pre-eminent organized retailer in India decided to introduce Western-style hyperstores with high-end merchandising. The initial reactions of shoppers were positive, but soon the novelty wore off and store traffic declined. To counter the negative consumer responses, the retailer undertook a year-long test of a new repositioning strategy in its signature hyperstore in a large urban centre. The key challenge was to increase the store’s traffic and profitability without jeopardizing its distinctive and high-quality upscale image. The case provides the test results, which include consumer reactions as well as impacts on store traffic and profit margins.
 
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Case Solution for Himalaya Drug Company: Repositioning an Herbal Soap

Complete Case details are given below :
Case Name :      Himalaya Drug Company: Repositioning an Herbal Soap
Authors :           S. Ramesh Kumar, Venkata Seshagiri Rao, Narayana Trinadh Kotturu
Source :             Ivey Publishing
Case ID :            W13661
Discipline :        Marketing
Case Length :    08 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In an initiative to develop its herbal soap offering and create a repositioning strategy for its soap products, one of the front-runners in the Indian skincare market explored the perception of the brand image, using survey data to compare its own image with those of two of its strongest competitors. The challenge for this brand was to reposition itself and build its equity after taking into consideration the perceptual results of the study and the existing positioning of soap brands.
 
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