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MARKETING MANAGEMENT

MARKETING MANAGEMENT

 

Marketing has always been the most sought-after specialization in MBA programs across the world not without reason. Largely, it is as Peter Drucker rightly said decades ago "........ and business has only two functions - Marketing and Innovation. All the rest are costs". Marketing is the engine that provides the requisite stream for any organization to continue its long journey. Marketing as a Discipline encompasses several courses and synthesis of all these courses can be captured in a simple acronym - CAMP

C - Identifying the target customers and serving their potent and latent needs effectively

A - Reaching the target customers in the most effective manner through integrated communication

M - Identifying the appropriate and potential markets for growth

P - Designing and innovating products that match customers' said and unsaid needs

Marketing case studies highlights how to develop good strategy/s to build successful market growth in a challenging environment by exploring marketing opportunities, solving marketing dilemmas with proper strategic positioning.

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  1. Wooplr’s Lean Social Marketplace: Business Challenges

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 29/03/2019
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASELET
    CASE ID: MKTG-2-0080, MKTG-2-0080A
    CASE LENGTH: 5 Pages
    DESCRIPTION:
    How can a small fashion vertical player survive amidst highly-funded, fiercely competitive and big players? Should it pivot to a new business model or should the founders keep building on the sweet spot originally identified? These are some of the questions plaguing India's first social commerce marketplace's co-founders Arjun Zacharia and Ankit Sabharwal, as of September 2018. Started as a fashion discovery and content start-up, Wooplr morphed into a social commerce enterprise with an eye on women's ...
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  2. IKEA in India: Market Entry Strategy

    AUTHOR(S) : Bala Bharathi Yelamanchi and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 26/03/2019
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0079, MKTG-1-0079A
    CASE LENGTH: 24 Pages
    DESCRIPTION:
    When the world's largest furniture retailer, IKEA, decided to enter the second most populous country in the world, it wasn't a mere news. Founded in Almhulty (Sweden) and headquartered in Leiden (Netherlands), IKEA had taken 12 years to enter India with quite a few firsts (departure from its global practices) for its 'long-term' play. IKEA built a global business empire selling affordable, Scandinavian-design inspired furniture with DIY model. Having honed the IKEA WAY over 51 countries with 403 stores ...
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  3. Godrej Appliances Division: Channel Management

    AUTHOR(S) : Dr. Sabita Mahapatra, Professor (Marketing), Indian Institute of Management, Indore and Prof. NMK Bhatta, Dean (Research), Xavier Institute of Management and Entrepreneurship, Bangalore
    PUBLISHED DATE: 15/03/2019
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0078, MKTG-1-0078A
    CASE LENGTH: 18 Pages
    DESCRIPTION:
    It was early 2015, and Sudevan Manickan (Sudevan), Head of Business Planning and Analysis at Godrej Appliances Division (GAD), was excited to receive the letter of appreciation and an invitation for the annual event where he and his team would be acknowledged for their achievements in front of the Business Executive Committee. He had a sense of satisfaction as he remembered the journey leading up to the execution of the new channel strategy. Competition from MNCs, the proliferation of products, consumers’ ...
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  4. Horses for Courses: Are Adaptive Marketing Strategies Going to Work for IKEA in India?*

    AUTHOR(S) : Shaunak Roy, Assistant Professor, Faculty of Management, Department of Commerce and Business Administration, St. Xavier’s College (Autonomous), Kolkata
    PUBLISHED DATE: 20/11/2018
    PUBLISHER: ET Cases - FLAME
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0077, MKTG-1-0077A
    CASE LENGTH: 24 Pages
    DESCRIPTION:
    IKEA, the largest home-furnishing retailer in the world, is globally acclaimed for its prowess in offering innovatively designed durable furniture at low prices. The Swedish furniture giant is all set to launch its first store in Hyderabad in mid-2018 and has reportedly invested a whopping 1,000 crore (US$ 150 million) in India since 2016 for the establishment of infrastructure, together with land and distribution hubs. In developed markets such as USA, Sweden or South Korea, IKEA is predominantly ...
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  5. Service Failure at Axis Bank: A Celebrity Lesson

    AUTHOR(S) : Kshitiz Sharma, PhD, Associate Professor, ABBS School of Management, Acharya Bangalore B School and Gopal V. V., PhD, Associate Dean, Narsee Monjee Institute of Management Studies, Bangalore
    PUBLISHED DATE: 25/10/2018
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0073, MKTG-1-0073A
    CASE LENGTH: 10 Pages
    DESCRIPTION:
    Quality of service rendered is the edifice on which service firms such as banks build their reputation. Due to occasional demand surge and heightened levels of interactions with the bank staff, service failures are likely to occur. The net result could be customer attrition and at times even loss of reputation. Ace Indian squash player Dipika Pallikal faced acute embarrassment when her payment through Axis Bank debit card was rejected at Brainpark hotel, Rotterdam, Holland in 2011. In just a month ...
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  6. 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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  7. 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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  8. 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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  9. 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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  10. 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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  11. 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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  12. 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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  13. 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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  14. 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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  15. 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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