In May 2018, B9 Beverages Private Limited (B9 Beverages), the owner of the Bira 91 craft beer, reached more than $ 100 million in total financing after receiving $ 50 million from Sofina SA, a Belgian investment firm. This third round of funding would enable the company to meet the various goals that the founder …
In October 2020, Melissa WoodTepperberg, founder of the digital subscription wellness platform Melissa Wood Health (MWH) and creator of the “MWH method,” assessed the strategic direction of her company. What started just five years ago as a way to share workouts and wellness tips on Instagram is a growing business today. MWH’s membership reached 92,000 …
In 2005, Sonance, a high-end audio company and inventor of the in-wall speaker category, experienced decreased profitability and reduced market share. The company had to rethink its marketing strategy to find a path to profitable and sustainable growth. This case summarizes management decisions and events and developments after the 2005 situation discussed in Sonance at …
Brand valuation is the process of estimating the financial value of a brand. The valuation of brands as intangible assets originated in the 1980s, when brands were first capitalized on post-M&A balance sheets. Trademarks are also classified for non-informational purposes.
TELUS Communications (TELUS) acquired Public Mobile Holdings Inc., a small, profitable wireless operator operating in the lower, price-sensitive market segment. TELUS had not previously competed at the lowest level of the market, which in the past had low sales per customer and low customer loyalty. TELUS’s Director of Mobility Marketing had to decide what to …
Amyris has grown from a Silicon Valley startup to a publicly traded global company genetically programming yeast into chemicals used by more than 250 million consumers in more than 2,000 brands. The company’s journey included entering the market with new production solutions, learning how to reduce risk through business partnerships, and expanding from B2B to …
Complement case (A).
The Parker & Pine co-founders must decide how best to bring their clothing company’s first product to market, plus-size briefs. With just a few small product changes before a full launch, partners must make two important marketing decisions: determining the retail price of the briefs and how best to market them under the Parker & …
The Inside the Case video included with this case contains teaching tips and insights from the author (only available to registered teachers).
This case raises points of contention and issues with the branding of a new telecommunications service from KTF, one of the Korean wireless companies. As the second largest provider in the 2G service market, offering voice and SMS services, KTF decided to become number one in the new 3G service market, offering stable video communication …