Business Case Studies & Business Publications

PINK LEMONADE: TIME TO REFRESH THE FIRM’...

Rama Velamuri, Sau...

Case

PINK LEMONADE: TIME TO REFRESH THE FIRM’S POSITIONING (A)

Rama Velamuri; Saumya Sindhwani; Vinodini Saihjpal; Geetika Shah

ISB388 | Published July 28, 2023 | 9 pages Case

Collection: Indian School of Business

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Learning Objectives

Tina Garg, founder and CEO of a creative agency, Pink Lemonade, reflects upon her entrepreneurial journey of establishing a brand, growing the business from a small to a midsized firm, and partnering and scaling up to become a global firm. While planning for growth and expansion, she was at the critical juncture of rethinking her strategy. Garg faced the dilemma of positioning her firm differently while scaling up consistently across pricing, people, processes, and operations. Case A discusses how Pink Lemonade transitioned from a boutique communication agency to a strategic brand partner. It delves into the decision-making dilemmas that Garg faced while growing the firm and the actions needed to reposition the organization during the pandemic. Having worked on prestigious projects, she aimed to grow the ticket size of business engagements with existing clients. Garg confronted several challenges in scaling the business, as well as the risk of diluting the distinct organizational culture she had created over the years.

The scaling-up journey for any business comes with its own set of challenges. The cases emphasize the following: ● How entrepreneurs act as change agents in taking up new challenges and business opportunities. ● Understanding strategic business decisions such as firm positioning. ● The need to create a learning curve for employees by investing in mentoring and training. ● The need for effective people management and leadership skills. ● Growing a business and being open to collaboration. ● How organizations pivot their working models as the business environment changes.