Mohanbir's top bestselling casesBrowse Mohanbir's top three bestselling cases during the last year.
This is part A of a case series. Ontela, a technology start-up company, has introduced an innovative service called PicDeck that improves the mobile imaging experience for wireless subscribers. Ontela sells PicDeck to wireless carriers, who in turn private-label the service to their subscribers. Ontela must decide which customer segments it should target for the service and how to create a positioning strategy and a marketing communication plan to promote it.
After the successful release of the first Hunger Games film in 2012, the film's distributor, Lionsgate, was preparing to release the next movie in the series, Hunger Games: Catching Fire. In an era marked by the rising popularity of digital and social media, Lionsgate knew that attracting fans to a sequel meant pushing the boundaries of traditional marketing tactics. Should Lionsgate launch a brand storytelling campaign to appeal to fans?
After some crisis years as a result of undisciplined growth, in 2014 Starbucks’ stock price had reached an all-time high. To prevent history from repeating itself CEO, Howard Schultz, launched a five-year growth plan, part of which was the New Occasions strategy. The objective of New Occasions was to drive growth by diversifying Starbucks' revenues and creating specific offerings for each daypart, called the Lunch, Sunset, and Evenings programmes. The case focuses on evaluating these three occasions-based growth opportunities and identifying the best path forward.