Marketing Management: Indian Cases, 2nd Edition by Pearson

Book description

Pearson’s Marketing Management: Indian Cases, 2nd Edition is a compilation of case studies by eminent Marketing Management academics and practitioners in India, who have specifically crafted and curated each case study for students of Marketing to delve, discuss, and understand the various concepts of marketing in the Indian context.

With 23 contemporary cases this resource offers detailed analyses of diverse marketing principles and theories applied by reputed Indian and multinational companies. The lucid language and structured case studies encourage students to grasp the embedded themes and concepts in Marketing Management.

Features –

1. Several big brand stories featured in this book include—MTR Foods, ZICOM Mahindra and Mahindra, Fevicol, Groupon, Unilever
2. New case studies of established brands include—Taj Hotels (IHCL), BPCL, Cadbury Dairy Milk, Sugar Free
3. Collection of unique businesses case studies include—Jaipur Rugs, AAVA Mineral Water, Travel-O-Stories

Table of contents

  1. Cover
  2. About Pearson
  3. Half Title Page
  4. Title Page
  5. Contents
  6. About the Contributors
  7. 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
  8. 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
  9. 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
  10. CASE 4 AAVA: SIMPLE WATER WITH COMPLICATED RESEARCH
    1. About Aava
    2. The Aava process
    3. Category Overview
    4. Segment Overview
    5. Major Competition
    6. Business Issues & Approaches
    7. Data Sources
    8. Key Findings
    9. Brand Communication Strategy
    10. Business Decisions
    11. Way Ahead
    12. Discussion Questions
  11. CASE 5 JAIPUR RUGS: PHENOMENAL JOURNEY FROM THE RUSTIC INDIAN VILLAGES TO THE US MARKET
    1. About Jaipur Rugs
    2. Business Philosophy
    3. Business Operations
    4. Business Rationale
    5. Business Communication
    6. Business Approach
    7. Business Strategies
    8. Way Ahead
    9. Discussion Questions
  12. 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
  13. 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
  14. CASE 8 TRAVEL-O-STORIES: DELIVERING EXPERIENTIAL TRAVEL WITH CUSTOMER-CENTRIC APPROACH
    1. About Travel-O-Stories
    2. Business Philosophy
    3. Business Approaches
    4. Business Decisions
    5. Competition Outlook
    6. Business Strategy
    7. Internal Dimensions
    8. External Factors
    9. The Way Ahead
    10. Discussion Questions
  15. 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
  16. CASE 10 CADBURY DAIRY MILK — POSITIONING TO STRENGTHEN HUMAN BONDS
    1. Changing Market
    2. Brand Cadbury and Indianization
    3. Phases of the Cadbury Journey in India
    4. Brand Repositioning
    5. The Big IDEA
    6. Questions
  17. CASE 11 BRAND TAJ: MANAGING LEGACY WITH STRATEGY
    1. Brand Core Values
    2. Managing Brand Taj
    3. #WeTime
    4. Building a Responsible Brand
    5. Questions
  18. 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
  19. 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
  20. 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
  21. 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
  22. 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
  23. CASE 17 BPCL’S DEPENDABILITY DRIVE: FUELLING SUCCESS WITH RAHUL DRAVID’S TRUSTWORTHY TOUCH IN MAK LUBRICANTS
    1. Bharat Petroleum Corporation Ltd.
    2. MAK Lubricants Brand
    3. Strengthening Brand Presence Through Strategic Initiatives
    4. Communication Imperatives for MAK
    5. The Shifting Media Scenario
    6. Brand Planning for MAK
    7. The MAK Communication Brief
    8. Leveraging Brand Personality
    9. Insights
    10. Approach
    11. The MAK’s Creative Campaign
    12. Leveraging Brand Alignment
    13. Brand Ambassador Selection
    14. The Impact of the Mr. Dependable Campaign
    15. Impact on Distributorship Applications
    16. Influencer Marketing Success
    17. Surge in Demand and Retail Behavior
    18. Differentiation in Competitive Landscape
    19. Influence on Competitors
    20. Enhancing Brand Engagement and Awareness
    21. Empowering Consumer Decision-Making
    22. Enhanced Brand Pull and Consumer Behavior
    23. Initiatives to Sustain Impact
    24. Questions
    25. Acknowledgement
  24. CASE 18 SWEETENING SUCCESS: A SEGMENTED VIEW OF SUGAR FREE’S AUDIENCE IN INDIA’S SUGAR SUBSTITUTE MARKET
    1. Introduction and Targeting the Market
    2. Segmentation Parameters and Product Portfolio
    3. Value Proposition and User Personas for Sugar Free Variants
    4. Target Profiling
    5. Competitive Framework
    6. Indian Socio-Economic Classification
    7. Value of the Sugar Free Offering
    8. Questions
    9. Appendix – I Everett Rogers’ Diffusion of Innovat ion (DOI) theory
    10. Appendix – II NCCS
  25. 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
  26. 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
  27. 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
  28. 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
  29. 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
  30. ENDNOTES AND REFERENCES
  31. Copyright

Product information

  • Title: Marketing Management: Indian Cases, 2nd Edition by Pearson
  • Author(s): Prachi Gupta, Ashita Aggarwal, Hufrish Majra, Isaac Jacob, Varsha Jain, G.Radha Krishna, Ritu Narang, Shanthi Venkatesh, Suresh Paul A, Susobhan Goswami
  • Release date: May 2024
  • Publisher(s): Pearson India
  • ISBN: 9789361590580