Fair & Lovely vs. Dark is Beautiful
The Inside the Case video included with this case contains teaching tips and insights from the author (only available to registered teachers).
Sales & Marketing
Changing Corporate Identity: The Case of a Regional Hospital, Epilogue
Follow the implementation of the corporate identity.
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 …
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 …
High Impact Salesforce: The Investment You Can’t Afford Not to Make
Called to actively lead the sales force in today’s highly competitive world. It suggests five steps for effective field service, starting with a clear specification of the sales task to be performed.
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 …
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 …
AccorHotels and the Digital Transformation: Enriching Experiences through Content Strategies along the Customer Journey
Check out a related knowledge article “Lessons in Digital Transformation from the Hospitality Industry” by David Dubois.