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

Teaching note for product W25497.

In December 2020, White House Industries (White House), a manufacturer of aerosol aluminum cans for deodorants and other consumer products, including sanitizers and pain relief sprays, received customer order forecasts of 30 per cent more than its maximum production capacity. Unless White House invested in a third production line, which represented a significant capital investment and required almost a year’s lead time, it would be unable to fulfil .....more

Teaching note for product W25427.

The elections for India’s 294-seat West Bengal (Bengal) Legislative Assembly were due to be held sometime in April–May 2021. The All India Trinamool Congress (TMC), which had been in power in the state since 2011, faced a tough challenge from the Bharatiya Janata Party (BJP), which had been in power in the Central Government of India since 2014. The TMC and its political rivals in Bengal faced unprecedented social and political divisions among voters .....more

Teaching note for product W25425.

The chief executive officer of the jewellery division at Titan Company Ltd. withdrew two successive advertising campaigns for jewellery brand Tanishq during its high selling festive season in 2020 due to intense social media trolling. These adverse social media reactions, shaped by religious beliefs and ideology, challenged the well-entrenched “progressive and bold” positioning of the brand. With multiple stakeholders and shifting societal ideologies, .....more

Teaching note for product W25084.

In early December 2020, the sales controller for Star Medical Equipment, Brazil, was working on the sales forecast for 2021. Sales in 2020 had been severely affected by the COVID-19 pandemic, but ultimately recovered, and the company had ended the year with about 7 per cent growth over 2019. Predicting the market demand for 2021 was uncertain, as the pandemic was not over and newer strains of the virus were afflicting different parts of the world, .....more

Teaching note for product W25233.