Champo Carpets is one of the largest carpet manufacturing companies based in India, with customers across the world, including some of the most reputed stores and catalog companies. Champo Carpets is based out of Bhadohi, Uttar Pradesh, which is one of the most famous clusters of carpet weaving in India. This cluster is spread over 1,000 sq. km and comprises many villages and districts in and around it. The company is a vertically integrated manufacturer .....more

Spreadsheet supplement for case IMB879.

In January 2020, Bombay Shaving Company had established an in-house digital team that was able to achieve the best digital marketing key performance indicators in its industry. BSC''s marketing strategy focused on conversion rates, influencer marketing, heatmaps, A/B testing, keyword cloud analysis, and emailer marketing. In using these tools, BSC was carving out a differentiated strategy for each step of the customer journey, including customer .....more

In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at wholesale and sold them to end-consumers at retail. As the coronavirus pandemic spread in 2020, Mary Kay worked to equip its Consultants with digital tools and strategies to help them .....more

Set in September 2020, the case talks about marketing an accessible (affordable) luxury watch brand, ''August Berg'', by a luxury-product distribution company, Norbreeze, based in Singapore. The company''s founder, Anders Peter Juel Sauerberg, was sceptical about the launch of a new collection of the watch brand, as it had seen limited sales in one year since its inception. Sauerberg had set up a kiosk store of the brand in .....more

This case describes the journey of Gucci, a hundred-year-old luxury fashion brand, and how over the years it has reinvented its designs and marketing strategy to grow its market dominance world-wide. In 2015, Gucci''s dismal performance over two successive years led the fashion house to rejig its top management, and bring in Marco Bizzarri, as the new President and CEO, and Alessandro Michele as the new creative director. By end-2019, the .....more

This case explores how a creative agency in Southeast Asia created the region''s first virtual influencer. The client, a prominent global sports and lifestyle brand, wanted someone to run a campaign to promote its new line of sneakers. Because Southeast Asia is an incredibly diverse region, the agency struggled to find an influencer who would appeal across all markets. Eventually, it decided to create its own influencer, using artificial .....more

Drop Technologies Inc. was a major success in the Toronto, Ontario, Canada technology community. Having raised its initial pre-seed funding with only a slide deck, it grew to become a popular loyalty mobile application across North America. In 2017, the company was featured in LinkedIn''s top 25 start-ups in Canada, and it closed CA$58 million in a series B funding round. In 2018, the marketing manager had to decide which marketing channel .....more

Student spreadsheet to case W21265

Uala''s bold "tech-and-touch" strategy brought 2.7 million new customers - 1 out of 20 people in Argentina - into banking in less than four years (2017-21). Readers step into the shoes of CEO Pierpaolo Barbieri as he begins by (1) uncovering pain points and untapped needs in banking in Argentina through digital analytics, (2) transforming his insights into a clever tech-and-touch strategy combining physical (prepaid card) and digital .....more