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January 2011
MARKETING
Message from the Director
As we begin 2011, I want to mention a few of the exciting initiatives Ivey
Publishing will be undertaking:

CaseMate – Textbook Case
Matching
The royalty rate for case authors will increase to 15% effective for sales after
May 1, 2011. The price of Ivey cases will not be affected by this change.
Case writing offers many benefits, including development of fresh teaching
material and ensuring the classroom experience continues to be invigorating
and relevant for both students and instructors. It provides an opportunity to
build solid relationships in the business community, and enhances one’s
experience and insights. Through our worldwide distribution channels, cases
registered with Ivey Publishing will reach a large and diverse audience.
Translations

We are developing a new website that will be launched this summer. It will
provide tools that will make it even easier to find relevant cases. More
information will be forthcoming in the next few months.

We will be adding a selection of Darden cases to our collection this spring.

For a complete list of cases available at iveycases.com, please see
Products Offered.
Thank you for your interest in Ivey cases, and very best wishes for the coming
year.
Professor Paul Beamish
Director, Ivey Publishing
Top 10 Best Selling Cases 2009-2010
Starbucks, M. Crossan, A.Kachra
Research in Motion: Managing Explosive Growth, R.E. White, P.W. Beamish, D.
Mazutis
Eli Lilly in India: Rethinking the Joint Venture Strategy, C. Dhanaraj, P. W. Beamish,
N. Celly
Dell Inc. in 2009, S. Thornhill, K.Mark
A Crack in the Mug: Can Starbucks Mend It?, M. Herriman, M. Wanikawa, R.
Ichinose, S. Darak, Y. Chaivan
Cameron Auto Parts (A) – Revised, H. Crookell, P.W. Beamish
ECCO A/S - Global Value Chain Management, B. Nielsen, T. Pedersen, J. Pyndt
Molson Canada: Social Media Marketing, D. Compeau, I. Qureshi
Swatch and the Global Watch Industry, A. Morrison, C. Bouquet
Carrefour China, Building a Greener Store, A. Schotter, P.W. Beamish, R. Klassen
MO R E > > >
New Cases in Marketing
The newest cases from the Ivey case collection are available for review. Please
visit the New Cases area of the Ivey Publishing website to see the details for
cases registered in your discipline.
Snacko India Limited: Leveraging Trade Promotions for Competitive
Advantage 12/17/2010
Sajjan Raj Singhvi, Rajat Gera
The case illustrates the challenges faced by a marketing manager when
designing, implementing and evaluating trade promotion schemes in a highly
competitive, fast moving, consumer goods multinational company in the
emerging Asian market of India. The purpose of the case is to provide exposure
to the complexities and dynamic context of Asian consumer goods marketing and
learn how to design, implement and evaluate trade promotion schemes that are
aligned with the branding, marketing communication and marketing strategy of
the product/brand. The case illustrates marketing decisions and their
implementation in the Indian market for snack foods, where factors such as
products at small price points, constant product and brand innovation, and
effective design of trade promotion and merchandising schemes are critical in
gaining and retaining market share. MO R E > > >
The case can be used in sales management, brand management and sales
promotion courses. The case has three primary learning objectives: 1)
Elaborating the principal factors to be taken into account while designing a
trade promotion scheme; 2) Listing the guiding principles in making the
implementation of a trade promotion scheme successful and 3) Standardizing
the evaluation of a trade promotion scheme.
Super Shampoo Products and the Indian Mass Market 11/30/2010
S. Ramesh Kumar, Nitya Guruvayurappan
The case analyzes the response of the non-users of shampoo in an emerging
environment, namely India. The non-users belong to the lower end of the socioeconomic spectrum and they respond with their perceptions about the category
of shampoo and well-known brands. The entrepreneur's challenge is to obtain
the insights, analyze the attitude of the non-users towards the category and
brands, and prepare a strategy to position a new brand of shampoo (Super
brand) in the Indian mass market. MO R E > > >
The objectives of this case are to: enable the students to differentiate between
various components of the basic attitudinal model; enable the students to
understand how specific theories using attitudinal components are applied;
illustrate how attitudinal concepts are useful for an entrepreneur to launch a
new offering at the lower end of the market in order to attract the non-users of
a FMCG in an emerging market (Indian context). The case can be used in
undergraduate and postgraduate courses in consumer behaviour or for the
chapter on consumer behaviour in undergraduate or postgraduate courses in
introductory marketing management, as well as for any marketing course that
deals with emerging markets.
Louis Vuitton in Japan 10/19/2010
Justin Paul, Charlotte Feroul
This case study deals with the opportunities and challenges of Louis Vuitton,
the leading European luxury sector multinational firm, in Japan, taking into
account the unique features of brand management, and integrating culture and
consumer behaviour in Japan. In the last decade, Japan has been Louis
Vuitton's most profitable market, but it seems that the global economic crisis
has resulted in a decline in sales. Facing a weak economy and a shift in
consumer preferences, Louis Vuitton has been adapting its unique strategy in
the Japanese market. The days of relying on a logo and charging a high price
seem to be gone as there is more interest in craftsmanship and value for
money. To promote sales, the company has had to launch less expensive
collections made with cheaper materials. The brand has also been opening
stores in smaller cities, where the lure of the logo still works. Over the years,
Japanese consumers have demonstrated fascination with and passion for the
iconic brand. What have been the keys to Louis Vuitton's successful business
model in the Japanese market? MO R E > > >
This case was written to help students develop their analytical and strategic
decision skills. The case aims at helping in developing a business model,
adapting to a new cultural environment, recommending a course of action for
further strategic moves, identifying issues and eventually enhancing
multidisciplinary decision making. This case can be used to discuss 1) the
complexity of multinational business, particularly the issues of brand
management, international marketing and marketing strategy for succeeding in
East Asia 2) consumer behaviour in Japan and characteristic features of the
Japanese market and 3) strategies to succeed in a foreign country.
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