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DIGITAL MARKETING

DIGITAL MARKETING

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  1. Managing Brand Equity in the Digital Age: Croma’s Omni-Channel Retailing

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 29/07/2016
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: BM-1-0016, BM-1-0016A
    CASE LENGTH: 12 Pages
    DESCRIPTION:

    This case study is an attempt to let the students/participants understand how retailers and other channel intermediaries affect the brand equity of the products they sell by establishing awareness and associations to their product assortments. Croma, the retail arm of Tata group became the sought-after retail brand for Consumer Durables and Information Technology (CDIT) segment. Marketers of successful 21st century brands continue to evolve and adapt every aspect of their marketing programs to ...
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  2. Minnat Lalpuria's 7Vachan: The Wedding Consultants’ Digital Marketing Dilemmas

    AUTHOR(S) : Vandana Jayakumar and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 19/07/2016
    PUBLISHER: ET Cases
    CATEGORY: ENTREPRENEURSHIP, STARTUPS AND FAMILY BUSINESS
    PRODUCT: CASE STUDY
    CASE ID: STUP-1-0003, STUP-1-0003A
    CASE LENGTH: 16 Pages
    DESCRIPTION:
    This case study is an attempt to discuss the importance of a coherent digital marketing strategy for an online startup, 7Vachan.com (7Vachan). Minnat Lalpuria (Minnat), the Founder-CEO, conceptualized and launched 7Vachan, a wedding services consultant and aggregator in 2012. Driven by the mission of being the one-stop-shop for Indian weddings across the globe, 7Vachan offered a broad portfolio of services - venues, professional wedding services (such as photographers, makeup artists, decorators, ...
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  3. Ad Block Apps: RIP Digital Ad Revenues?

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 03/06/2016
    PUBLISHER: ET Cases
    CATEGORY: DIGITAL MARKETING
    PRODUCT: CASE STUDY
    CASE ID: DM-1-0001, DM-1-0001A
    CASE LENGTH: 14 Pages
    DESCRIPTION:
    This case study can be used to analyze the creative dichotomy between the digital advertising potential and the ad blocking applications and its impact on the industry. The launch of iOS9 by Apple Inc., in June 2015, had started a debate among the experts of the Indian digital advertising industry over the ad blocking apps, which could be downloaded by iOS9 users to block ads on their mobile devices. There were other ad blocking apps, for Android, Windows and other platforms as well and the users ...
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  4. Indian Weddings Marketplace: 7Vachan's Minnat Lalpuria's Introduction

    Indian Weddings Marketplace: 7Vachan's Minnat Lalpuria's Introduction

    PUBLISHED DATE: 28/04/2016
    PUBLISHER: ET Cases
    PRODUCT: CASE SUITE
    CASE LENGTH: 65 Minutes

    7Vachan's Founder & CEO, Minnat Lalpuria, introduces the case ( MINNAT LALPURIA's 7 VACHAN: THE WEDDING CONSULTANTS' DIGITAL MARKETING DILEMMAS) and its broad contours.

    DESCRIPTION:
    In this case suite, 7Vachan's Founder & CEO, Minnat Lalpuria, introduces the case ( MINNAT LALPURIA's 7 VACHAN: THE WEDDING CONSULTANTS' DIGITAL MARKETING DILEMMAS) and its broad contours.
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  5. Baahubali: The Beginning – Digital Marketing Strategies

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 18/03/2016
    PUBLISHER: ET Cases
    CATEGORY: BRAND MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: BM-1-0012, BM-1-0012A
    CASE LENGTH: 16 Pages
    DESCRIPTION:
    This case study is meant to highlight how innovative marketing campaigns can enhance a product’s (in this case Baahubali: The Beginning (Baahubali), the movie)  market success. With carefully crafted and meticulously executed marketing strategies, with the same precision and finesse as that of the movie itself, Baahubali’s market fortunes soared. With INR600 crore gross earnings worldwide, Baahubali not only became a benchmark for technical and aesthetic prowess, but also became a ...
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