August 2017
Intermediate to advanced
212 pages
7h 19m
English
book
Marketing Management: Indian Cases
by Ashita Majra Isaac Jacob, Varsha Jain, G.Radha Venkatesh Suresh Paul A, Susobhan Goswami
Content preview from Marketing Management: Indian Cases
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CASE 13
Fevicol –The Iconic Bond*
OBJECTIVES
- To identify factors that lead to the development of a strong brand equity
- To identify steps taken to build a strong customer relationship.
- To understand the role of brand extensions in the company’s growth strategy
- To elucidate Integrated Marketing Communication components for brand building
QUESTIONS
- How has the brand developed resonance with its customers?
- What steps did Fevicol take to build their brand equity?
- Analyze the customer relationship management strategy adopted by the organization.
- What market strategies can Fevicol adopt against competition?
- Analyze the marketing communication mix adopted by Fevicol, and was it successful?
This case was prepared for inclusion in Business Cases primarily ...
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