Amitava Chattopadhyay

The case describes Carla Barbotó and Santiago Peralta’s journey building a premium, ethical chocolate brand – Pacari – in Ecuador, that has won over 160 awards including “World’s Best Chocolate” for five consecutive years.

Published 15 Mar 2022

Reference 6737

Topic Marketing

Industry Food and Beverages Production

Region South America

Pacari Chocolate: Building a Brand that Brings Joy from Tree to Bar

By Amitava Chattopadhyay, Fabrizio Noboa, Alexandra Velasco, Anne-Marie Carrick, Andrew Lee
Published 15 Mar 2022
Reference 6737
Topic Marketing
Region South America
Industry Food and Beverages Production

Social Issue Based Brand Transformation: Strategies of the Luxury Beauty Brand SK-II

By Haiyang Yang, Sriramagopalan Desikan, Amitava Chattopadhyay

SK-II, a leading luxury beauty brand in Japan, was experiencing a decline, losing customers to aggressive rivals, and struggling to stay compelling in a changing society. This loss of momentum called for a new strategy that would transform the brand and transcend the competition.

Published 17 Jan 2022

Reference 6681

Topic Marketing

Industry Cosmetics, Luxury Goods and Jewelry

Region Asia

Social Issue Based Brand Transformation: Strategies of the Luxury Beauty Brand SK-II

By Haiyang Yang, Sriramagopalan Desikan, Amitava Chattopadhyay
Published 17 Jan 2022
Reference 6681
Topic Marketing
Region Asia
Industry Cosmetics, Luxury Goods and Jewelry

Dilmah: Committed to Taste, Goodness and Purpose

By Amitava Chattopadhyay, Ravi Fernando, Luk Van Wassenhove, Anne-Marie Carrick, Anne Yang

The case describes the story of Sri Lanka-based Dilmah Ceylon Tea. Founded in 1988 by the current CEO’s father, the company pioneered the concept of ‘single-origin tea picked, perfected and packed’ in Sri Lanka, with a brand based on taste, goodness and purpose. Present in over 105 countries, it is one of the most well-known Sri Lankan brands worldwide.

Published 06 Dec 2021

Reference 6685

Topic Marketing

Industry Food and Beverages Production

Region Global

Dilmah: Committed to Taste, Goodness and Purpose

By Amitava Chattopadhyay, Ravi Fernando, Luk Van Wassenhove, Anne-Marie Carrick, Anne Yang
Published 06 Dec 2021
Reference 6685
Topic Marketing
Region Global
Industry Food and Beverages Production

Market Disruption Strategies: The Transformation of Xiaomi (Chinese)

By Haiyang Yang, Jingjing Ma, Neal Roese, Amitava Chattopadhyay

After breaking into China’s smartphone market, where it becomes a leading brand, Xiaomi sees sales stagnate and then decline as the disruption strategy that empowered its rise loses momentum. As competitors counter every move, targeting its core consumer segment, the company urgently needs to reignite growth and develop a sustainable competitive advantage.

Published 21 Apr 2021

Reference 6608

Topic Marketing

Industry Information Technology and Services, Consumer Electronics

Region Asia

Market Disruption Strategies: The Transformation of Xiaomi (Chinese)

By Haiyang Yang, Jingjing Ma, Neal Roese, Amitava Chattopadhyay
Published 21 Apr 2021
Reference 6608
Topic Marketing
Region Asia
Industry Information Technology and Services, Consumer Electronics

Market Disruption Strategies: The Transformation of Xiaomi

By Haiyang Yang, Jingjing Ma, Neal Roese, Amitava Chattopadhyay

Published 24 Feb 2021

Reference 6608

Topic Marketing

Industry Information Technology and Services, Consumer Electronics

Region Asia

Market Disruption Strategies: The Transformation of Xiaomi

By Haiyang Yang, Jingjing Ma, Neal Roese, Amitava Chattopadhyay
Published 24 Feb 2021
Reference 6608
Topic Marketing
Region Asia
Industry Information Technology and Services, Consumer Electronics

The AAK Kolo Nafaso Programme: Securing an Alternative Shea Supply Chain

By Amitava Chattopadhyay, Pierre-Yann Dolbec, Rajesh Nanarpuzha, Jean Wee

The Kolo Nafaso programme was started in 2009 in Burkina Faso by AAK, a 140-year-old Swedish supplier of vegetable fats and oils. AAK created a direct link with the producers – women in West Africa who traditionally harvested shea nuts – and cut out the middlemen. The aim was to improve productivity and pay a fair price.

Published 30 Jun 2020

Reference 6584

Region Africa

The AAK Kolo Nafaso Programme: Securing an Alternative Shea Supply Chain

By Amitava Chattopadhyay, Pierre-Yann Dolbec, Rajesh Nanarpuzha, Jean Wee
Published 30 Jun 2020
Reference 6584
Topic Responsibility
Region Africa

Perfume Branding: Strategies for Succeeding in India's Fragrance Market

By Amitava Chattopadhyay, Haiyang Yang

This case explores how an Indian firm breaks into a product category dominated by international players. Titan, a Tata Group subsidiary and leading jewellery firm, wants to enter the fragrance category and challenge established foreign brands.

Published 28 Jun 2019

Reference 6458

Topic Marketing

Industry Consumer Goods, Luxury Goods and Jewelry

Region Asia

Perfume Branding: Strategies for Succeeding in India's Fragrance Market

By Amitava Chattopadhyay, Haiyang Yang
Published 28 Jun 2019
Reference 6458
Topic Marketing
Region Asia
Industry Consumer Goods, Luxury Goods and Jewelry

Novartis: Building a Sustainable Business at the Bottom of the Pyramid

By Amitava Chattopadhyay, Reinhard Angelmar

Inspired by C.K. Prahalad’s “The Fortune at the Bottom of the Pyramid”, Novartis was exploring ways to build a sustainable business for the BOP in India that would improve access to healthcare for the poor while being financially profitable, unlike Novartis's traditional philanthropic and corporate social responsibility approaches.

Published 26 Mar 2018

Reference 6388

Industry Pharmaceuticals

Region Asia

Novartis: Building a Sustainable Business at the Bottom of the Pyramid

By Amitava Chattopadhyay, Reinhard Angelmar
Published 26 Mar 2018
Reference 6388
Topic Responsibility
Region Asia
Industry Pharmaceuticals

Earthspired: Building a Brand for Social Impact

By Amitava Chattopadhyay, Arun Nagpal, Deepanjan Datta, Satya Dash, Savara Raghav Raj

Mrida (Sanskrit for soil), a fledgling social business venture, uses the ‘Earthspired’ brand to sell products made from high-value plants and herbs – sourced sustainably from small farmers in India – to middle-class consumers.

Published 29 Jan 2018

Reference 6366

Industry Consumer Goods, Food and Beverages Production

Region Asia

Earthspired: Building a Brand for Social Impact

By Amitava Chattopadhyay, Arun Nagpal, Deepanjan Datta, Satya Dash, Savara Raghav Raj
Published 29 Jan 2018
Reference 6366
Topic Responsibility
Region Asia
Industry Consumer Goods, Food and Beverages Production

Johnnie Walker: Reigniting Growth

By Amitava Chattopadhyay

The case decribes Johnnie Walker’s efforts to move from a multi-local product-focused brand to a global master brand, underlining that the switch is a strategic business decision. It begins by understanding and addressing a global customer need, then managing the standardization of marketing activities across markets, with significant internal changes required to existing structure and process.

Published 26 Jun 2017

Reference 6286

Topic Marketing

Industry Food and Beverages Production

Region Global

Johnnie Walker: Reigniting Growth

By Amitava Chattopadhyay
Published 26 Jun 2017
Reference 6286
Topic Marketing
Region Global
Industry Food and Beverages Production

Market Disruption Strategies: The Transformation of Xiaomi

By Haiyang Yang, Jingjing Ma, Neal Roese, Amitava Chattopadhyay

Published 24 Feb 2021

Reference 6608

Topic Marketing

Industry Information Technology and Services, Consumer Electronics

Region Asia

Market Disruption Strategies: The Transformation of Xiaomi

By Haiyang Yang, Jingjing Ma, Neal Roese, Amitava Chattopadhyay
Published 24 Feb 2021
Reference 6608
Topic Marketing
Region Asia
Industry Information Technology and Services, Consumer Electronics

Novartis: Building a Sustainable Business at the Bottom of the Pyramid

By Amitava Chattopadhyay, Reinhard Angelmar

Published 26 Mar 2018

Reference 6388

Industry Pharmaceuticals

Region Asia

Novartis: Building a Sustainable Business at the Bottom of the Pyramid

By Amitava Chattopadhyay, Reinhard Angelmar
Published 26 Mar 2018
Reference 6388
Topic Responsibility
Region Asia
Industry Pharmaceuticals

Branding in an Emerging Market: Strategies for Sustaining Market Dominance of the Largest Apparel Brand in India

By Haiyang Yang, Amitava Chattopadhyay, Kedar Apshankar

This case illustrates the key issues and challenges in creating and sustaining a successful brand in emerging markets. Peter England, India’s largest apparel brand by sales volume, is struggling to formulate a strategy to sustain the brand’s market dominance. Indian consumer tastes are changing rapidly, making it difficult for any brand to stay relevant and fashionable over time.

Published 24 Mar 2016

Reference 6192

Topic Marketing

Industry Apparel and Fashion

Region Asia

Branding in an Emerging Market: Strategies for Sustaining Market Dominance of the Largest Apparel Brand in India

By Haiyang Yang, Amitava Chattopadhyay, Kedar Apshankar
Published 24 Mar 2016
Reference 6192
Topic Marketing
Region Asia
Industry Apparel and Fashion

Arogya Parivar: Novartis' BOP Strategy for Healthcare in Rural India

By Amitava Chattopadhyay, Anuj Pasrija, Olivier Jarry, Jean Wee

With the publication of CK Prahalad’s “The Fortune at the Bottom of the Pyramid” (2005), the poor were suddenly seen as a potential market in the eyes of multinational corporations (MNCs). Although poor, the BOP is a large and growing market.

Published 27 Oct 2014

Reference 6088

Topic Strategy

Industry Pharmaceuticals

Region Asia

Arogya Parivar: Novartis' BOP Strategy for Healthcare in Rural India

By Amitava Chattopadhyay, Anuj Pasrija, Olivier Jarry, Jean Wee
Published 27 Oct 2014
Reference 6088
Topic Strategy
Region Asia
Industry Pharmaceuticals

LG Electronics Inc.: Making Waves in the North American Market for Washing Machines

By Joseph Lajos, Amitava Chattopadhyay, Eun-Ju Park

The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.

Published 07 Jan 2007

Reference 5463

Topic Marketing

Industry Consumer Goods

Region North America

LG Electronics Inc.: Making Waves in the North American Market for Washing Machines

By Joseph Lajos, Amitava Chattopadhyay, Eun-Ju Park
Published 07 Jan 2007
Reference 5463
Topic Marketing
Region North America
Industry Consumer Goods

BRITA: In Search of a Winning Strategy

By Amitava Chattopadhyay, Douglas Milliken, Nina Paavola

This case describes the meteoric rise of Brita in the US market, following the acquisition of local rights by The Clorox Company in 1989, until a sudden decline in 1999. The case details the various failed strategies attempted by the brand between 1999 and 2006 and poses the question as to what Brita should do to turn its fortunes around.

Published 01 Jan 2007

Reference 5426

Topic Marketing

Industry Marketing and Advertising

Region North America

BRITA: In Search of a Winning Strategy

By Amitava Chattopadhyay, Douglas Milliken, Nina Paavola
Published 01 Jan 2007
Reference 5426
Topic Marketing
Region North America
Industry Marketing and Advertising