| Mantra Ayurveda: Scaling Direct-To-Consumer Marketing |
| 作者姓名：Aditi Saini; Jaydeep Mukherjee; |
| 商品類型：Case (Field) | 商品編號：W25497 |
| 出版日期：2022/01/04 | 內容長度：14 頁 |
Mantra Ayurveda (Mantra), established in India in 2020, manufactured and marketed luxury Ayurvedic skin care and hair care products. The brand’s equity in the Indian market was low, its performance marketing efforts were not leading to expected revenue gains, and the revenue from direct-to-consumer (DTC) initiatives had experienced a negligible uptick in financial year (FY) 2020–21. In April 2021, the chief executive officer would have to convince .....more
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| Mantra Ayurveda: Scaling Direct-To-Consumer Marketing - Teaching Note |
| 作者姓名：Aditi Saini; Jaydeep Mukherjee; |
| | 商品編號：W25498 |
| 出版日期：2022/01/04 | 內容長度：12 頁 |
Teaching note for product W25497.
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| The Challenges of Marketing Budget Preparation in Uncertain Times - Teaching Note |
| 作者姓名：Aditi Saini; Jaydeep Mukherjee; |
| 商品類型： | 商品編號：8B21A020 |
| 出版日期：2021/06/29 | 內容長度：13 頁 |
Teaching note for product 9B21A020.
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| The Challenges of Marketing Budget Preparation in Uncertain Times |
| 作者姓名：Aditi Saini; Jaydeep Mukherjee; |
| 商品類型：Case (Field) | 商品編號：9B21A020 |
| 出版日期：2021/06/29 | 內容長度：13 頁 |
Fitzie, a sports and fitness brand that manufactured, marketed, and sold sports and lifestyle footwear and apparel, had been doing relatively well in its Eastern Europe, Middle East, South Asia, and Africa (EMESAA) region, with double-digit growth for the past two years. However, the business had been affected by the global COVID-19 pandemic, with the business forecast for 2020 reduced by 39 per cent. As a result, Fitzie’s global team had reduced .....more
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