CaseAPPS are business cases that illustrate the application of a specific method or analytical tool in the context of a business decision.

• CAN THE BUNNY HOP? BRAND EXTENSIONS AT NUTRINE (Cases A and B)
  Arun Pereira, Arun Patro, and Gary Lilien
  Application: Focus Group Analysis (Case A), Perceptual and Preference Mapping (Case B)
  
  Nutrine was once the most popular confectionery brand in India, known for its innovation and quality. The lack of a robust brand investment plan from 2001-2005 impacted the Nutrine brands and its business. Falling revenues made the marketing managers examine the brand closely. The brand scorecard of Nutrine showed that the two key brands of Nutrine (Mahalacto and Eclairs) were viewed primarily as functional brands as opposed to the competing brands like Alpenliebe which had a distinct personality. The diffused brand perception of the mother brand ‘Nutrine’ called for a massive re-branding exercise
  
  Case A: Focus Group Analysis
  Case A Data: Focus Group Transcripts
  
  Case B: Perceptual and Preference Mapping Analysis
  Case B data: Perception and Preference Ratings
  

  Discipline: Marketing
  Issue(s): Customer Analysis, Focus Groups, Perceptual Mapping, Preference Mapping
  Industry: Confectionery
  Setting: India, Multinational, 2008-09
  
  To examine or use case, please email ctlc@isb.edu
   
  

• TUTR4YU.COM: CUSTOMER FOCUSED PRODUCT DESIGN (Cases A and B)
  Arun Pereira and Arun Patro
  Application: Basic Conjoint Analysis (Case A), Advanced Conjoint Analysis (Case B)
  
  Tutr4yu.com is focused on one-to-one online tutoring at extremely competitive rates. Tutr4yu.com offers a subscription based unlimited tutoring packages for $99/month, and is planning to offer a new product called Homework Help.  This product would be available for a one time (non-subscription) purchase. While Tutr4yu can offer various features, the prices would vary substantially. The various features include: Session Scheduling (instant session/ scheduled session), Single Tutor Availability (tutor automatically assigned or not), Session Duration, Price of Package and Validity Period of the package.  Will Tutr4yu find the right mix of features for Homework Help that will ensure acceptance by customers?
  
  Case A: Basic Conjoint Analysis
  Case A Data: Regression data
  
  Case B: Advanced Conjoint Analysis
  Case B data: Ratings-based Conjoint Data
  
  Discipline: Marketing
  Issue(s): Product Design, Conjoint Analysis, New Product Decisions
  Industry: Online tutoring, Education
  Setting: India, Multinational, 2008-09
  
  To examine or use case, please email ctlc@isb.edu
  
  
  
• THE FLIP SIDE OF SEGMENTATION
  Analytical Application: Cluster Analysis and Discriminant Analysis
  Arun Pereira, Arun Patro, and Gary Lilien
  
  Finitiatives Learning India Pvt Ltd (FLIP) is India’s largest e-training organization which offers industry endorsed certifications in Banking and Financial Services (BFS). FLIP was set up to provide high quality training for all types of individuals who wanted to enter the BFS industry. The question being addressed in the case is if b-school students pursuing the MBA are relevant customers for FLIP, and if so, were they similar or different from other customers?  This case addresses the classic issues that are relevant when grappling with segmentation, including what data to collect and how to decide if a segment exists. 
  
  Disciplines: Market Segmentation, Entrepreneurship, Marketing
  Issue(s):  Customer Segmentation, Questionnaire Design, Measurement Scales
  Industry: Online Training
  Setting: India, Start-up, 2009

Upcoming CaseAPPS

• NUTRINE: BRAND PORTFOLIO MANAGEMENT
  Analytical Application: Brand Contribution Analysis
  Arun Pereira and Arun Patro
  
  Innovation is the key driver for the success of a company playing in the confectionery market. Consumers desire to ‘try something new’ and fads are very common in the confectionery segment. Nutrine’s attempts to meet this requirement led to scattered portfolio. Nutrine has just two key brands- Mahalacto and Nutrine éclairs which contribute almost 70% of the business with 20 other brands contributing only 20%. While many of these brands are strong regionally, they are affecting the overall profitability. Can Nutrine rationalize brands to enhance bottom lines while ensuring the goals for top line revenues are met?
  
  Disciplines: Marketing
  Issue(s): Marketing Focus, Revenue Management, Product Rationalization
  Industry: Confectionery
  Setting: India, Multinational, 2008-09
  
    

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