Fair & Lovely vs. Dark is Beautiful

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Semir’s E-Commerce: Success and Exploration

Zhejiang Semir ECommerce Co. Ltd., the online subsidiary of Chinese casual wear company Zhejiang Semir Group Co. Ltd. (Semir), has grown continuously since its founding in 2012 and is a major contributor to Semir’s success in terms of annual sales through 2016. Semir entered the online market relatively late after many competing Chinese clothing manufacturers …

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Go Red For Women: Raising Heart Health Awareness

In 2003, the American Heart Association (AHA) approached Cone, Inc. (a brand and communication agency) valued at $ 654 million to develop a corporate sponsorship strategy that would cost $ 75 million over three years. Within 12 months, the AHA launched the successful “Go Red For Women” campaign to help women understand their risk for …

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Rachio: Marketing a Disruptive Sprinkler Technology

Rachio, a small Denver-based company, developed and sold innovative technology for digitizing home sprinkler systems. Rachio’s “Smart Sprinkler Controller” enabled homeowners to reduce water use by up to 50 percent by using detailed weather reports to automatically adjust irrigation. Homeowners can also easily control their irrigation systems from their smartphone through the Rachio app. Rachio …

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Zydus Wellness: Nutralite’s Marketing Twist

Zydus Wellness Ltd. (Zydus), based in Ahmedabad, India, operates in the consumer goods sector and offers health and hygiene products and brands such as Sugar Free, Everyuth, Actilife and Nutralite. Zydus promoted its Nutralite margarine brand primarily through television commercials. Other communication strategies included digital marketing efforts and on-site activities. Nutralite entered a market dominated …

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