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Cases by Patricia Lui

Displaying 1 - 5 of 5 results

DMK: Rebranding a Footwear Brand to Connect with Millennials and Gen Z

by Patricia Lui, Jovina Ang, Lipika Bhattacharya
Discipline:
Brand image
This case study begins in October 2022, two years after Sophia and Eileen Goh, who were sisters, rebranded the footwear company to expand its customer base from baby boomers and Gen X to millennials and Gen Z.
The footwear brand was originally positioned as a workwear brand, specifically to cater...
S$6.00

August Berg: Promoting an Accessible Luxury Watch via Social Media

by Patricia Lui, Lipika Bhattacharya
Discipline:
Marketing
Set in September 2020, the case talks about marketing an accessible (affordable) luxury watch brand, 'August Berg', by a luxury-product distribution company, Norbreeze, based in Singapore. The company's founder, Anders Peter Juel Sauerberg, was sceptical about the launch of a new collection of the...
S$6.00

Zenxin Organic: From Brick and Mortar to Digital Retail

by Patricia Lui, Lipika Bhattacharya
Discipline:
Marketing
Set in July 2020, this case talks about ZENXIN Organic (Zenxin) – an organic farming company of fresh produce in Malaysia, and traces its evolution using the brick and mortar retail supply model in a nascent market where customers liked to “see and feel” fresh produce before purchasing them.
Zenxin...
S$6.00

FWD: Customer-Centric Marketing in Online Insurance

by Patricia Lui, Lipika Bhattacharya
Discipline:
Marketing
In November 2019, David Broom, Chief Marketing Officer of FWD Singapore, replayed a commercial ad clip of his company, as he ruefully considered the competitiveness of the insurance market in Southeast Asia. Building competitive resilience in a cutthroat market dominated by large traditional...
S$6.00

Kobe Influencer Marketing: Building Brand Awareness via Social Media

by Patricia Lui, Lipika Bhattacharya
Discipline:
Marketing
This case won the Outstanding Case Writer Competition category at The Case Centre Awards and Competitions 2021.
More details here.

Interview with the case authors

Link to the case teaser


In July 2019, Evangeline Leong, co-founder and CEO of Kobe (a Singapore based start-up providing...
S$6.00

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