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Marketing Management: Indian Cases

Book Description

Marketing Management: Indian Cases is a casebook companion aimed to help readers understand the concepts of marketing in the Indian context. The booklet carries 23 contemporary cases which provide in-depth analysis of different marketing principles and theories as applied by various companies in India and Asia. This casebook will be useful for students pursuing MBA and PGDBM courses

Table of Contents

  1. Cover
  2. About Pearson
  3. Title Page
  4. Contents
  5. About the Contributors
  6. CASE 1 MTR FOODS-A MARKETING MARVEL
    1. Introduction
    2. The Indian Food Industry Environment: A Snapshot
    3. Company Evolution MTR Foods - Mavalli Tiffin Rooms to MTR Foods
    4. Marketing Mix Perspective of MTR Foods
    5. Road Ahead
  7. CASE 2 CUSTOMER VALUE – EXPLORED, CREATED, COMMUNICATED & DELIVERED
    1. India’s e-commerce Space
    2. The Growth Story of Flipkart and e-commerce in India
    3. Changing Models of Business Enhancing Value
    4. Cost Efficiencies on Value Chain
    5. Market Share v/s Profits
    6. Customer Experience and Engagement—A New Value Tapped
    7. Into the New Age of Artificial Intelligence
    8. Sellers’ Experience
    9. Relevance Factor Well Attended
    10. Image Benefit as a Crucial Element to Value
    11. Questions
  8. CASE 3 CUSTOMER LOYALTY – THE ULTIMATE OBJECTIVE OF EVERY MARKETER
    1. Repurchases Most Commonly Linked to Loyalty
    2. Customer Acquisition and Loyalty
    3. Trust and Commitment – Requisites for Building True Loyalty
    4. Customer Experience and Connect Sustains Relationship
    5. Continuous Innovations—A Sure Way to Retain Customers
    6. Critical Factors for the Success of Loyalty Programs
    7. The Future
    8. Questions
  9. CASE 4 STARBUCKS INDIA: THE HUMAN COFFEE EXPERIENCE
    1. About Starbucks
    2. Business Philosophy
    3. Starbucks and Information System
    4. Data Collection
    5. Information Usage by Starbucks
    6. Data Sharing
    7. Data Safety and Security
    8. Way Ahead
  10. CASE 5 THE TECHY AMAZON INSIGHT
    1. Business Issues and Approaches
    2. Processes of Research
    3. Data Collection Methods
    4. Initial Benefits by Research
    5. Extended Techy Methods for Research
    6. Race Framework
    7. Data and Findings Usage
    8. Way Ahead
  11. CASE 6 CONSUMER BEHAVIOUR — ITS WIDE FACETS AND DEEP IMPLICATIONS
    1. New Parameters in the Consumer Purchase Decision Journey
    2. Emerging Trends in Multi-platform Shopping
    3. New Influencers in Town
    4. Role and Status of Women
    5. Roots of Culture and its Influence
    6. Advertising Reflects Society for a Better Connect
    7. Certain Unusual Insights and Stories
    8. Future Trends
    9. Questions
  12. CASE 7 ZICOM – LEVERAGING CORPORATE TRUST AND TECHNICAL STRENGTHS IN THE B2B MARKET
    1. Introduction and Background
    2. Company Profile
    3. Zicom Group of Companies
    4. Product/Service offerings
    5. Awards/Recognition
    6. Questions
    7. Acknowledgements
  13. CASE 8 FACEBOOK: BUSINESS CONNECTIONS IN INDIA AND CHINA
    1. Business Approaches for India
    2. Customized Services for Indian Market
    3. Marketers’ Challenges and Approaches for India
    4. Complexities and Business Approaches for China
    5. Way Forward
  14. CASE 9 WHO WILL BUY XYLO – MAHINDRA AND MAHINDRA AUTOMOTIVE SECTOR
    1. Mahindra and Mahindra: Background
    2. Automobile Industry in India: History and Evolution
    3. Mahindra Mission
    4. Utility Vehicle Segment
    5. Mahindra Context
    6. Portfolio and Market Relationship
    7. Consumer Context
    8. Consumer Segmentation
    9. Choosing The Xylo Customer: Targeting Decision
    10. Questions
    11. Appendix
  15. CASE 10 KELLOGG’S CORNFLAKES IN INDIA: FINDING A PLATFORM THAT CONNECTS
    1. Breakfast Market in India
    2. Consumer Behavior Towards Breakfast
    3. Kellogg’s Entry in India
    4. Positioning at Launch
    5. Repositioning and Product Extensions
    6. Special K: Get into Shape
    7. Questions
  16. CASE 11 NIVEA – MANAGING THE LEGACY BRAND
    1. Background
    2. Nivea Brand Values
    3. The Target Market
    4. Core Brand Identity
    5. Brand Design
    6. Brand Portfolio and Architecture
    7. Creating Brand Experience and Innovations to Manage Perceptions
    8. Challenges and the Road Ahead
    9. Questions
  17. CASE 12 THE CALL OF THE COMPETITION
    1. Brand Equity Fortifies the Position
    2. With Competition Evolves the Market
    3. Monarch’s Clever Moves
    4. Stay Ahead on the Curve
    5. Questions
  18. CASE 13 FEVICOL – THE ICONIC BOND
    1. Objectives
    2. Questions
    3. Fevicol: An Iconic Bond
    4. History of the Fevicol Brand
    5. Focus on Core Benefit
    6. Overview of Pidilite Industries Ltd
    7. Overview of the Adhesive Market
    8. Existing Players
    9. New Entrants
    10. Understanding the Pulse of the Customer
    11. Inroads into the Stationery and Craft Segment
    12. Strengthening Customer Relationships
    13. Redesigning the Packaging
    14. Market Challenges for Retaining Customers
    15. Pricing and Distribution
    16. Sales Person Selection and Training
    17. International Presence
    18. Integrated Marketing Communications
    19. Segmenting, Targeting, and Positioning
    20. Next Steps
  19. CASE 14 DESIGNING AND MANAGING SERVICES
    1. Mirchi & Mime-A Perfect Jugalbandi of Contemporary Fine Cuisine and A Unique Service
    2. The Premise
    3. The Journey
    4. Integration of the SERVQUAL Model in Defining the Service Philosophy
    5. The Experience
    6. Experience Speak
    7. Scalability
    8. Questions
    9. Acknowledgement
  20. CASE 15 AACHI MASALA – ENTERING THE NORTH INDIAN MASALA CATEGORY
    1. The Industry at a Glance
    2. Aachi Group
    3. All in the Family
    4. Aachi Masala Division
    5. North Indian Masala
    6. The Competition
    7. Road Ahead
  21. CASE 16 SLICEROOMS: A SLICE OF TIME, A CUT OF PROFITS!
    1. What is Micro Stay?
    2. Does it Make Business Sense for Hotels?
    3. The Target Customer
    4. The Micro Stay Market
    5. How Does it Work?
    6. The Dilemma
  22. CASE 17 OREO IN INDIA – LAUNCHING AND ESTABLISHING A GLOBAL BRAND IN INDIA USING INTEGRATED MARKETING COMMUNICATIONS EFFECTIVELY
    1. Introduction
    2. Background and Company Profile
    3. Market Background and Brand Strategy in India
    4. The Marketing Mix Imperatives: Oreo in India
    5. Focus on Distribution & In-Store Presence: Launch Phase
    6. Oreo Brand Advertising and Communication
    7. Communication strategy that addresses the mother
    8. Advertising Theme: Bringing People Together Through the Oreo Ritual of ‘Twist, Lick and Dunk’-TLD
    9. Implementing the Brand Communication Strategy
    10. Father-Child Relationship the Most Unique
    11. TV Campaign
    12. Outdoor
    13. Ambient Innovation
    14. Point of Sale (POS) Activities
    15. Shopper Activation
    16. Oreo ‘Togetherness Movement’
    17. Digital Engagement
    18. Brand Performance Against Objectives
    19. Oreo Launch - Facebook Results
    20. In Conclusion
    21. Questions
    22. Acknowledgements
  23. CASE 18 WONDER CEMENT – BUILDING A STRONG BRAND THROUGH DIGITAL MARKETING
    1. Introduction
    2. Background of the Industry
    3. Brand Proposition
    4. Saath7 Cricket Mahotsav
    5. CSR
    6. Digital Footprints
    7. Engaging Internal Customers
    8. Engaging Dealers and Intermediaries
    9. Press Coverage
    10. Tracking Digital Marketing Strategy with Sales Growth
    11. Accolades
    12. Questions
    13. Acknowledgements
  24. CASE 19 A CASE STUDY ON DIRECT MARKETING OF WEDDING RETURN GIFTS
    1. The Indian Wedding Industry
    2. Significance of Wedding Return Gifts
    3. The North-South Divide
    4. About Wedtree.com
    5. The Product Strategy
    6. Product Categories
    7. The Direct Marketing Model
    8. The Alternative Channels
    9. Current Status and the Road Ahead
  25. CASE 20 SELLING PROCESS IN ANIMAL NUTRITION AND HEALTH INDUSTRY
    1. The Industry
    2. The Organization
    3. Exclusive Sales & Marketing Force for Targeting each Species Segments
    4. Personal Selling Model: One Size does not Fit All
  26. CASE 21 AMAZON.COM ADAPTS ITS RETAIL BUSINESS IN INDIA
    1. Indian Market
    2. Distribution Model
    3. Strengthening Delivery Logistics
    4. Sellers’ Displeasure with Amazon
    5. Way Ahead
  27. CASE 22 E-MARKETING MODELS: RETAILERS PERSPECTIVES A CASE OF GROUPON
    1. Context
    2. Background
    3. Buying Process and Buying Centre (Annexure – III)
    4. Modus Operandi and Metrics of Groupon
    5. Model
    6. Target Group
    7. History and Evolution of Groupon
    8. Alternatives and Approaches for The Business Model
    9. Advantages to Organizations
    10. Advantages to The Consumers
    11. Limitations of Groupon Model of Business
    12. Challenges and Dilemma
    13. Questions
  28. CASE 23 UNILEVER: WORKING BEYOND THE HORIZON
    1. Pool Women to Power Sales
    2. Undertake Grassroots Distribution
    3. Offer Services for Rural Customers
    4. Create New Channels for Advertising
    5. Design Products (and set prices) for Rural Consumers
    6. Train Managers to Adopt a Rural Mindset
    7. Promoting Healthy Body Images
    8. Responsible Marketing and Advertising
    9. Discussion Questions
  29. ENDNOTES AND REFERENCES
  30. Copyright