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Executive Summary In October 2020, Tanishq, India's leading jewelry brand owned by Titan Company Limited, withdrew an advertisement featuring an interfaith couple after facing intense social media backlash and alleged threats to retail employees. The commercial, part of Tanishq's "Ekatvam" (unity) festive collection campaign, depicted a Muslim family organizing a traditional Hindu baby shower for their pregnant Hindu daughter-in-law, celebrating interfaith harmony. The advert

Executive Summary Bournvita, a malted chocolate drink brand owned by Mondelez International, has navigated a complex and evolving health drink market in India for over eight decades. Launched in India in 1948, the brand established itself as a trusted nutrition supplement for children during an era when malnutrition and nutritional deficiencies were widespread concerns. However, the health drink category has undergone significant transformation over the past two decades, driv

Executive Summary H.J. Heinz Company, founded in 1869, faced declining relevance in mature Western markets during the 2000s-2010s as consumer preferences shifted toward fresh, natural, and artisanal food products. The brand's revival strategy centered on packaging innovation, product reformulation, and repositioning to address changing consumer values around health, convenience, and authenticity. This case examines Heinz's strategic initiatives in product design, packaging ev

Executive Summary Netflix's entry and evolution in India represents a complex case of a premium global streaming platform attempting to establish itself in one of the world's most price-sensitive yet content-hungry markets. Launched in India in January 2016 as part of its global expansion to 130 countries, Netflix encountered a market fundamentally different from its established Western bases—characterized by low average revenue per user (ARPU), deep-rooted piracy habits, int

Executive Summary Samsung Electronics Co., Ltd. has evolved from a South Korean electronics manufacturer into one of the world's most valuable and recognizable global brands. According to Interbrand's Best Global Brands 2023 report, Samsung ranked as the fifth most valuable brand globally with a brand value of $91.4 billion, behind only Apple, Microsoft, Amazon, and Google. The company's brand-building journey spans multiple product categories including smartphones, televisio

Executive Summary Dettol, owned by Reckitt Benckiser Group plc (now Reckitt), emerged as one of the most prominent hygiene brands during the COVID-19 pandemic. The brand's response to the crisis demonstrated how established trust, strategic communication, and product availability could be leveraged during a public health emergency. This case study examines Dettol's positioning strategy during the pandemic period (2020-2021) using only verified, publicly available information

Executive Summary Tata Motors, India's largest automobile manufacturer by revenue, executed a significant brand transformation in its passenger vehicle division between 2016 and 2020. After years of declining market share and poor brand perception in the passenger car segment, the company launched two vehicles—the Tiago (January 2016) and Nexon (September 2017)—that marked a strategic shift in product design, quality, and customer positioning. This case study examines the pub

Executive Summary McDonald's Corporation, the world's largest fast-food chain by revenue and restaurant count, has faced significant challenges since the early 2010s as consumer preferences shifted toward healthier eating options. This case study examines McDonald's strategic response to declining sales and changing market dynamics through menu innovation, ingredient transparency, and brand repositioning. The analysis focuses exclusively on publicly documented information fro

Executive Summary Procter & Gamble (P&G), founded in 1837, operates one of the world's most extensive consumer goods portfolios, with particular dominance in personal care. As of fiscal year 2024, P&G's Beauty segment, which encompasses much of its personal care portfolio, generated $15.6 billion in net sales, representing approximately 18% of total company revenue (P&G Annual Report 2024). The company manages over 10 major beauty and personal care brands globally, including

Executive Summary Airbnb's "Belong Anywhere" campaign, launched in July 2014, represented a fundamental repositioning of the company from a transactional accommodation marketplace to an aspirational brand centered on human connection and belonging. This case study examines the strategic rationale, execution, and outcomes of this brand transformation using only verified, publicly available information. The repositioning coincided with Airbnb's evolution from a startup to a glo

Executive Summary Nike and Adidas represent two distinct approaches to global sportswear brand positioning. Nike, headquartered in Beaverton, Oregon, and Adidas, based in Herzogenaurach, Germany, have pursued different strategic paths in building their brands globally. This case study examines their publicly disclosed positioning strategies, focusing on brand philosophy, athlete partnerships, product innovation approaches, and geographic expansion tactics. Company Background

Executive Summary Spotify, founded in 2006 by Daniel Ek and Martin Lorentzon in Sweden, became the world's largest audio streaming platform despite competing against Apple, Amazon, Google, and regional players with deeper resources. By Q3 2024, Spotify reported 640 million monthly active users and 252 million premium subscribers across over 180 markets, according to company shareholder letters. The company differentiated through a freemium model, algorithmic personalization,

Executive Summary Amul (Anand Milk Union Limited) represents one of India's most enduring examples of cooperative enterprise and brand consistency. Operating under the Gujarat Cooperative Milk Marketing Federation (GCMMF), Amul has maintained a distinctive brand voice for over five decades, primarily anchored by its advertising campaign featuring the "Amul Girl" mascot. This case study examines the publicly documented aspects of Amul's brand-building strategy, focusing on ver

Executive Summary In January 2021, Burger King unveiled a comprehensive brand identity overhaul—its first major redesign in over two decades. The fast-food chain, operating in over 100 countries with approximately 18,000 restaurants globally, sought to modernize its visual identity while reconnecting with its heritage and differentiating itself in an increasingly competitive quick-service restaurant (QSR) market. This case examines the strategic rationale, execution, and impl

Executive Summary The toothpaste category has been dominated by two major players—Colgate-Palmolive and Procter & Gamble's Oral-B—each employing distinct positioning strategies to capture market share. Colgate has maintained its leadership position through mass-market penetration and trust-building, while Oral-B has positioned itself in the premium segment with a focus on dental professional endorsements and scientific credibility. This case examines their strategic positioni

Executive Summary Between 1997 and 2011, Apple Inc. underwent a fundamental transformation under the leadership of returning co-founder Steve Jobs. When Jobs rejoined Apple as interim CEO in 1997, the company was experiencing significant losses and declining market share. Over the following fourteen years, Jobs led a comprehensive reinvention of Apple's brand identity, product strategy, and market positioning. This transformation involved strategic decisions about product por

Executive Summary This case examines Uber's response to trust and safety challenges in India following a December 2014 incident where an Uber driver was accused of assaulting a female passenger in Delhi. The crisis triggered immediate regulatory bans, legal proceedings, and intense scrutiny of Uber's operations across India. This analysis uses only publicly verified information from credible sources including company statements, regulatory filings, and established news outlet

Executive Summary Nivea, owned by Beiersdorf AG (Hamburg, Germany), operates in over 200 countries as one of the world's leading skincare brands. The brand faces the fundamental challenge of maintaining global consistency while adapting to diverse local markets. According to Beiersdorf's Annual Report 2022, the Consumer Business segment (predominantly Nivea) generated sales of €7,612 million in 2022. Strategic Context Beiersdorf pursues what it calls a "glocal" strategy. The

Executive Summary Zomato, founded in 2008 by Deepinder Goyal and Pankaj Chaddah, evolved from a restaurant discovery platform into India's leading food delivery company. This case study examines how Zomato developed and leveraged a distinctive brand voice as a competitive asset in India's crowded food-tech market, particularly during its rivalry with Swiggy and subsequent market consolidation. The analysis focuses exclusively on publicly verified information regarding Zomato'

Executive Summary IndiGo (InterGlobe Aviation Limited) has established itself as India's largest airline by market share, commanding approximately 63% of the domestic aviation market as of Q3 FY2024-25 (according to DGCA data reported in The Economic Times, November 2024). The airline's positioning strategy represents a distinctive approach within the low-cost carrier (LCC) segment—maintaining cost leadership while delivering operational excellence and select premium attribut