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MARKETING MANAGEMENT

MARKETING MANAGEMENT

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  1. 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
    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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  2. 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
    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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  3. Deepak's Distribution Distress*

    AUTHOR(S) : Dr. Pradeep Sadarpatil, Assistant Professor, MIT School of Business, Pune
    PUBLISHED DATE: 24/03/2017
    PUBLISHER: ET Cases
    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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  4. 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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  5. 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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  6. 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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  7. Mahindra Samriddhi: Achieving Growth through Rural Prosperity*

    AUTHOR(S) : Aditi Naidu
    PUBLISHED DATE: 13/04/2016
    PUBLISHER: ET Cases - GSMC
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0041, MKTG-1-0041A
    CASE LENGTH: 11 Pages
    DESCRIPTION:
    The case study provides details of Mahindra Samriddhi, an initiative of the Mahindra Group through which it leverages its linkages with rural India and agriculture built over six decades of providing vehicles for rural and semi-urban India. An offshoot of Mahindra Farm Equipment Division, Mahindra Samriddhi offers a range of products and services which includes crop care solutions, high yield seeds, services such as soil testing, agri-counselling, agri-clinics, advisory services, mehanisation and ...
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  8. Marketing Information System (MkIS): Synthesis of Survey-based Results and Case Study for Manufacturing SMEs of Punjab*

    AUTHOR(S) : Dr.Rahul Hakhu, Dr.(Ms) Ravi Kiran, and Dr.D.P.Goyal
    PUBLISHED DATE: 13/04/2016
    PUBLISHER: ET Cases - GSMC
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0042, MKTG-1-0042A
    CASE LENGTH: 10 Pages
    DESCRIPTION:
    This case study deals with synthesis of the survey based results for 140 SMEs from the three sectors, i.e., cutting tools, sports goods and bicycle components from Punjab, India and also analysis for six firms of which two firms producing Cutting Tools, two firms producing Sports Goods and two firms producing Bicycle  Components, respectively. The synthesis is done keeping success factor of Marketing Information System (MkIS) as a dependent variable of the MkIS Model. The independent variables ...
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  9. Flipkart: Challenging Journey from Phenomenal Valuations to Customer Excellence*

    AUTHOR(S) : Dr. Praveen Gupta, Associate Professor (Senior), LBSIM, New Delhi
    PUBLISHED DATE: 13/04/2016
    PUBLISHER: ET Cases - GSMC
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0044, MKTG-1-0044A
    CASE LENGTH: 14 Pages
    DESCRIPTION:
    Flipkart’s soaring valuation is the success story of entrepreneurship and resilient spirit of Indians. Flipkart acquired Myntra.com and within a span of two months its valuation jumped to more than double. The company attracted an investment of $1 billion from the global investors unheard of earlier. This additional investment will help in upgrading the operations at par with global companies and concurrently focusing on greater customer acquisition. E-commerce in India holds huge promises in ...
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  10. E.Schrodinger and the First Store in India

    AUTHOR(S) : Narasimhan Raj Kumar, Associate Professor, XLRI Xavier School of Management, Jamshedpur and Smitu Malhotra, Associate Professor, XLRI Xavier School of Management, Jamshedpur
    PUBLISHED DATE: 18/03/2016
    PUBLISHER: XLRI Case Development Centre
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0054, MKTG-1-0054A
    CASE LENGTH: 8 Pages
    DESCRIPTION:
    The case study is about an international retail chain, E.Schrodinger, planning an entry into Arcadia, a city in Northern India. The company has identified seven prospective location sites and Rohit C. Suresh, the Vice President, Real Estate, had to recommend to the company its first location in the country. The company’s most operated and favored was the hypermarket. The location of the first store was a crucial decision from the company’s perspective since the right location would give ...
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  11. Silver Lining in the Cloud: Spreading Wings at Fashion Vista*

    AUTHOR(S) : Shweta Jha, Apeejay School of Management, New Delhi and Alok Saklani, Apeejay School of Management, New Delhi
    PUBLISHED DATE: 04/02/2016
    PUBLISHER: ET Cases - GSMC
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASELET
    CASE ID: MKTG-2-0052, MKTG-2-0052A
    CASE LENGTH: 7 Pages
    DESCRIPTION:
    This case unravels the challenges faced by a family-run company in transitioning from a traditional business model to technology-driven contemporary business paradigm. The case provides an opportunity to understand the significance of SWOT analysis in devising strategies for introducing new product/services to both existing as well as new clients. It encourages the participants to identify issues and find ways of tackling challenges in an effective manner. This case can be used to trigger a thought ...
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  12. Job work or Marketing: Dilemma of Bagh Printers*

    AUTHOR(S) : Dr. Mayank Saxena, Principal, Indore Institute of Management & Research, (Dr. Anurupa B. Singh, Asst. Professor, Pushyamitra Joshi, Research Scholar) - Amity University
    PUBLISHED DATE: 03/02/2016
    PUBLISHER: ET Cases - GSMC
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASELET
    CASE ID: MKTG-2-0049, MKTG-2-0049A
    CASE LENGTH: 7 Pages
    DESCRIPTION:
    In India most of the rural businesses are unorganized and handicraft is one such businesses. Bagh is a tribal village of Dhar district in Madhya Pradesh famous for its craft of hand block print done on textile popularly known as Bagh print. Craftsmen involved in the production of hand block print in Bagh village are known as Bagh printers. Craft of Bagh print flourished from 2005 to 2011, when there were more than 34 craftsmen who were involved in the work of hand block printing on textiles. These ...
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  13. In the number UNO Race – ‘Trends in Vogue’*

    AUTHOR(S) : Deepa Ittimani Tholath, Assistant Professor, Loyola Institute of Business Administration (LIBA), Loyola College Chennai
    PUBLISHED DATE: 03/02/2016
    PUBLISHER: ET Cases - GSMC
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0050, MKTG-1-0050A
    CASE LENGTH: 15 Pages
    DESCRIPTION:
    'Trends In Vogue', which was started in the year 2000 by C K Raganathan, the founding Chairman, CavinKare to cater to personal grooming needs, was able to carve out a space for itself in the unisex family salon space. It was one among the top ten salons in India. Ranganathan has initiated the drive to make 'Trends In Vogue' Salon Chain, which has two brands - Green Trends and Limelite, the number one salon chain in India. The case traces the GM-Business Development of 'Trends In Vogue' edeavour to ...
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  14. Deobhog: Developing Marketing Strategy for Achieving Excellence*

    AUTHOR(S) : Dr. Sumeet Gupta, Dr. Sanjeev Prashar and Dr. Vinita Sahay, IIM Raipur
    PUBLISHED DATE: 03/02/2016
    PUBLISHER: ET Cases - GSMC
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0053, MKTG-1-0053A
    CASE LENGTH: 11 Pages
    DESCRIPTION:
    This case study is meant to introduce the participants to the challenges involved in expanding the market for milk Cooperative Society in Raipur, Raipur Sahkari Dugdh Sangh Maryadit (RSDSM). Kiran, who has been hired to navigate through the competitive landscape, faces myriad challenges. In 2012, Deobhog faced challenges from  sourcing, processing and distribution, the federation had host of marketing issues. Its products didn't have a distinctive positioning in the mind of its consumers. The ...
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  15. Blinge: Own Fashion, Not Clothes*

    AUTHOR(S) : Ashna Garg, Student, Institute of Management Technology, Hyderabad
    PUBLISHED DATE: 02/02/2016
    PUBLISHER: ET Cases - GSMC
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0051, MKTG-1-0051A
    CASE LENGTH: 8 Pages
    DESCRIPTION:
    This case study is meant to introduce the students/participants to the concept of new product development process. Presented through Blinge, a Mumbai based start-up, this case study explores the various service development stages for a service whose concept is still new in an economy like India. Mumbai is known as the heart of  Bollywood (Hindi language) film industry, where every individual, be of any age group, want to look trendy and stylish and have a dream to wear designer clothes. Blinge ...
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