Downtown Liquors : happy returns of International Women's Day / Ilyse Veron.

Format:

Book

Author/Creator:

Veron, Ilyse, author.

Series:

SAGE Business Cases.

SAGE Business Cases

Language:

English

Subjects (All):

Marketing--Management--Case studies.

Marketing.

Marketing--Management.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2021.

System Details:

text file

Summary:

In 2018, Downtown Liquors, a three-month old liquor store in the heart of Washington DC, gave away 200 bottles of wine for a penny each to women customers in honor of International Women's Day. The following year, owner Jaspreet Singh Tandon, an immigrant from Punjab, India who had lived in the United States for a decade, told his 19-year-old daughter that he had upped the ante with a pledge to give away 1,000 wine bottles in celebration of her acquisition of U.S. immigration papers. Tandon earned media attention in the Washington Post after generating significant social media buzz for his "gesture of love" for leading women in his life, including his wife and mother. This case focuses on the marketing, branding, and customer service strategies of Downtown Liquors. Students assume the role of chief marketing officer and critically examine how the promotional campaign contributed to business growth and guiding strategy for the next year.

Notes:

Includes bibliographical references and index.

Description based on XML content.

ISBN:

9781529759587

1529759587

OCLC:

1221014901

Access Restriction:

Restricted for use by site license.