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MARKETING MANAGEMENT

MARKETING MANAGEMENT

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  1. Anthropomorphized Greeting Tactic to Recoup Mislaid Customers: An Authorized Car Service Centre’s Approach

    AUTHOR(S) : Dr. Reshmi Manna, Associate Professor, NTPC School of Business, Noida, India and Ankit Singh, Entrepreneur, Remish
    PUBLISHED DATE: 11/09/2018
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0072, MKTG-1-0072A
    CASE LENGTH: 16 Pages
    DESCRIPTION:
    Apra Auto India Pvt. Ltd. (Apra Auto), one of the prime dealers of Maruti Suzuki India Ltd., was operational in the automobile service sector since 2000. The company had witnessed steady growth in business from its inception until 2013. However, in 2013, the company underwent a series of leadership changes and turmoil resulting in loss of focus in business and its competitive advantage.

    Apra Auto had 9 branches in Northern India. One of the branches in Okhla, Delhi, tried to revamp its ...
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  2. Micromax vs The Chinese Incursion

    AUTHOR(S) : Gunjan Malhotra, Assistant Professor and Aniruddha Saladi, PGDM Student (batch 2017-19), Institute of Management Technology, Ghaziabad
    PUBLISHED DATE: 24/08/2018
    PUBLISHER: Institute of Management Technology, Ghaziabad
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0076, MKTG-1-0076A
    CASE LENGTH: 10 Pages
    DESCRIPTION:
    Micromax entered the smartphone market in India in 2008 and by 2013 became the market leader, defeating Samsung. Its point of differentiation was the cheaper manufacturing costs owing to the production process being outsourced to China, which in turn allowed it to price its products lower than the other companies in India. It also catered to the budget buyers segment of the market, who make up the majority of the mobile users in India. But from 2015, it had steadily lost its market share to the same ...
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  3. Do Multiple Screens Make You More Productive?

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 01/08/2018
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: Case Debate
    CASE ID: MKTG-9-0075, MKTG-9-0075A
    CASE LENGTH: 10 Pages
    DESCRIPTION:
    This Case Debate's purpose is to engage the participants in an interesting debate on whether an employee's constant engagement with multiple screens - smartphones, tablets, laptop/desktop, smart watches and TV - increases productivity. What do these screens covertly and overtly promote? Do they enable increased productivity? Are they stress busters or are they stress stimulants? It wouldn't be exaggerating to state that nearly 75% of a person's time is spent on crisscrossing these 5 screens. 90% of ...
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  4. Can Bollywood Go the Hollywood Way?

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 20/07/2018
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: Case Debate
    CASE ID: MKTG-9-0074, MKTG-9-0074A
    CASE LENGTH: 7 Pages
    DESCRIPTION:
    This Case Debate can help understand the current positions of Hollywood and Bollywood (Hindi film industry based in Mumbai) in the global film industry and explore the possibilities of Bollywood reaching the standards of Hollywood in the years to come. Bollywood is the world’s largest film industry in terms of number of films produced per year and the number of tickets sold per year. However, it lags in terms of revenue generation and occupies third position behind Hollywood and Chinese film ...
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  5. How much should B-schools Charge?

    AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 28/05/2018
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: Case Debate
    CASE ID: MKTG-9-0071, MKTG-9-0071A
    CASE LENGTH: 6 Pages
    DESCRIPTION:
    This Case Debate enables an interesting discussion and debate on the fees charged by Indian Business Schools (B-schools) in the light of decreasing average salaries of MBA graduates coupled with an abysmal employability level. According to a recent study by The Associated Chambers of Commerce and Industry of India (ASSOCHAM), most of the leading B-schools in India were producing 'sub-par graduates' who were either unemployable or earned less than INR10,000 a month. These management graduates on an ...
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  6. Marketing Strategy at Ganesh Bhel & Chaat Products Pvt. Ltd.*

    AUTHOR(S) : Dipanjay Bhalerao, Assistant Professor, Indira Institute of Management, Pune
    PUBLISHED DATE: 30/11/2017
    PUBLISHER: ET Cases - FLAME
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0069, MKTG-1-0069A
    CASE LENGTH: 13 Pages
    DESCRIPTION:
    Indian fast-food service retail industry witnessed sea change in the consumer preferences, since the start of the first decade of this century. The impact of this change was evident in the way services at Ganesh Bhel transformed, which was the most popular destination for its taste of Bhelpuri and other chaat products (A popular traditional Indian tasty and spicy fast food category). In August 2015, at the Ganesh Bhel Head office, Ganesh Bhel management team was going through discussion with Mr. Dinesh ...
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  7. What Went Wrong with ‘Bombay Dyeing’

    AUTHOR(S) : Dr. Sarika R. Lohana - UGC, Dr. Radhakrishnan Postdoctoral - SRTMU, Nanded and and Dr. Tripti Sahu - IIMS, Pune
    PUBLISHED DATE: 23/10/2017
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT, FINANCIAL MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: FIN-1-0040, FIN-1-0040A
    CASE LENGTH: 9 Pages
    DESCRIPTION:
    Bombay Dyeing and Manufacturing hit the headlines early 2017 for the reason known to all. The Economic Times quoted that the group incurred a loss of INR85 crore in  the fiscal year 15-16. The story begins in the year 2014 when the company incurred 93%; net loss in the first quarter of 2014 as compared to the last quarter in the same year. Further with news of cancellation of deal worth INR230 crore. This resulted in a drastic decline in its market capitalization in the later quarters of the ...
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  8. Finding Marketing Mix Solutions for Livelihood through Tribal Art in Jharkhand, India

    AUTHOR(S) : Ranjana Agarwal - Associate Professor, Gunjan Malhotra - Assistant Professor & Mayukh Sarkar - Student , IMT Ghaziabad
    PUBLISHED DATE: 18/05/2017
    PUBLISHER: Institute of Management Technology, Ghaziabad
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0068, MKTG-1-0068A
    CASE LENGTH: 11 Pages
    DESCRIPTION:
    Business Schools train human resources who can contribute significantly to create livelihood opportunities for marginalised sections of society. One such case is that of IMT Ghaziabad, a premier business schools in NCR. In 2011, IMT Ghaziabad started a Centre for Research for Rural Innovation, Capacity Building, Knowledge Management, Entrepreneurship and Technology (CRICKET), to undertake research studies regarding innovation and rural development. One such study was ‘Sustainable livelihood ...
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  9. Indian Premier League: A Controversially Successful Sporting Event

    AUTHOR(S) : Dr. Sudeepta Pradhan, Assistant Professor, IBS Hyderabad, Dr. Subhadip Roy, Assistant Professor, IIM Udaipur and Achyut Telang, Research Scholar, IBS Hyderabad
    PUBLISHED DATE: 02/05/2017
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0067, MKTG-1-0067A
    CASE LENGTH: 17 Pages
    DESCRIPTION:
    The present case study is a descriptive case on the Indian Premier League (IPL) that started in 2008 as an initiative to promote cricket in India based on the T20 format. The case details on how IPL developed from being a sports event in 2008 to a glamorous event by 2016. Majorly meant for Marketing and Sports Marketing courses, the case provides details on issues of marketing strategies to promote the IPL as a sporting entertainment rather than only cricket. This case study traces the marketing strategies ...
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  10. Sherazi Automation, Australia: Strategic B2B Relationship for Survival and Growth

    AUTHOR(S) : Gitesh Chavan- Doctoral Scholar, Dr. Ranjan Chaudhuri- Fulbright Fellow (2012), Associate Professor - NITE, Mumbai
    PUBLISHED DATE: 27/03/2017
    PUBLISHER: ET Cases - FLAME
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASELET
    CASE ID: MKTG-2-0066, MKTG-2-0066A
    CASE LENGTH: 7 Pages
    DESCRIPTION:
    Sherazi Automation, one of Australia’s largest automation system integrators, was founded by Troy Sherazi in 1985. It provided Automation services to its end users who mainly catered to industry verticals like Oil & Gas (O&G), Metals & Mining (M&M), Food & Beverage (F&B), etc.
    In 2013, David Sherazi become the CEO of the Sherazi Automation. He played a significant role in continuing the vision of the founder, Troy Sherazi.
    Over a period of three decades ...
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  11. Will Relaunch of Maggi Noodles into Indian Market be a Success?*

    AUTHOR(S) : Sunit Taunk- PGPM Student, Nikunj Panchal- PGPM Student, Vinod M Lakhwani- Faculty - IBS, Ahmedabad
    PUBLISHED DATE: 27/03/2017
    PUBLISHER: ET Cases - FLAME
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0065, MKTG-1-0065A
    CASE LENGTH: 12 Pages
    DESCRIPTION:
    Nestlé introduced Maggi noodles to the Indian Market in 1983 at a time when instant food was not popular and Indian customers were habituated to traditional dishes. But with its two minutes tagline and various ad campaigns it gradually became the favorite fast food of Indian consumer palate. The success became so much phenomenal that in local dialects it created a different food category separating itself from noodles, which Maggi brand actually was. On June 3rd 2015, this successful product ...
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  12. Deepak's Distribution Distress*

    AUTHOR(S) : Dr. Pradeep Sadarpatil, Assistant Professor, MIT School of Business, Pune
    PUBLISHED DATE: 24/03/2017
    PUBLISHER: ET Cases - FLAME
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASELET
    CASE ID: MKTG-2-0056, MKTG-2-0056A
    CASE LENGTH: 6 Pages
    DESCRIPTION:
    Deepak, a young pharmacy graduate was vibrant, a dynamic sales person and a consistent performer. Deepak started his career in 1992 at newly formed Headquarters (HQ) – Satara. He excelled new product performance and received many awards at Sagar India Ltd for the same. Over the years as sales increased, the company faced problems with distribution due to which Deepak suffered setbacks in earning incentives and was also fighting with his own competencies to come off full potential. For the first ...
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  13. Promotion Mix Design For “Construction Controller” Certification For Building Audits (BAS)*

    AUTHOR(S) : Pallavi Sajanapwar - Professor, Indira Institute of Management, Mangesh Yeolekar - Student, Indira Institute of Management
    PUBLISHED DATE: 16/02/2017
    PUBLISHER: ET Cases - GSMC
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0057, MKTG-1-0057A
    CASE LENGTH: 8 Pages
    DESCRIPTION:
    Building Audits (BAS) is a partnership company established in 2001 by two young entrepreneurs, Mr. Kale and Mr. Gokhale, for providing quality audit services in Pune. BAS had a clientele of 150 builders across all the metros of India with a turnover of INR30 Crore. The rising market of real estate and the absence of standard certification for quality in residential projects in India had inspired BAS to develop first ever building quality certification “Construction Controller Certification ...
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  14. Louis Vuitton: Luxury Reigns in India*

    AUTHOR(S) : Dr. Abha Rishi, Shreshth Goyal, Anwesha Singha Roy, Dhwanit Gupta - Birla Institute of Management Technology
    PUBLISHED DATE: 16/02/2017
    PUBLISHER: ET Cases - GSMC
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0060, MKTG-1-0060A
    CASE LENGTH: 18 Pages
    DESCRIPTION:
    In a country that perceives luxury as a reward and has 21.2%1 of the population under the poverty line, decision of Louis Vuitton (LV) to enter India seemed oxymoronical. Yet with a history of serving maharajahs and the Indian royalty, the company decided to take a plunge in 1999. But, the retail high street was not yet ready for luxury in India and thus the company decided to enter into the country only in 2003, through luxury hotels, by opening its first store in Delhi’s Oberoi hotel. Today ...
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  15. Sonalika Rotavator– The Road Ahead*

    AUTHOR(S) : Mithilesh Pandey (Assistant Professor), Dr. Rajesh Verma (Professor), and Kangna Chhabra (Research Scholar) - Lovely Professional University, Punjab
    PUBLISHED DATE: 14/04/2016
    PUBLISHER: ET Cases - GSMC
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0045, MKTG-1-0045A
    CASE LENGTH: 9 Pages
    DESCRIPTION:
    Agriculture continues to be the backbone of the economy of the Punjab State also known as ‘Food Basket’ of the country. The future growth of the sector and state will largely depend upon public policies supported by the developments and use of technology including farm machinery. To facilitate persistence of green revolution and support the Indian farmers with mechanization technology, Sonalika Group (Sonalika) a renowned name and one of the top three tractor selling companies in India, ...
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