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cashkaro.com: Indian Cashback Site’s Online and Offline Challenges

CASE BRIEF, MARKETING MANAGEMENT
ET Cases, 17.40 minutes
PUBLISHED DATE: 06/05/2015
Product code: MKTG-3-0034, MKTG-3-0034A
In this Case Brief, Rohan Bhargava (Rohan) and Swati Bhargava (Swati), the husband-wife duo and Co-founders of Cashkaro.com, share five engaging challenges of their fledgling enterprise.

Abstract

In this Case Brief, Rohan Bhargava (Rohan) and Swati Bhargava (Swati), the husband-wife duo and Co-founders of Cashkaro.com, share five engaging challenges of their fledgling enterprise. Both, graduates from London School of Economics, had several years of experience in the financial services industry in London, before they started their entrepreneurial journey. In 2011, they started Pouringpounds.com, a cashback and coupon website in UK. The same idea was implemented in India under the name Cashkaro.com. While the journey, so far, had been exciting and encouraging for the entrepreneurial duo, they were faced with some intriguing online and offline challenges related to the firm's marketing and other aspects. With financial as well as numerous other constraints, how should this startup firm plan it’s online and offline marketing activities and expand its customer base? What kind of people should it recruit and how should it incentivise and motivate them to achieve its goals? What kind of marketing communication mix must be used to garner maximum mileage?



Pedagogical Objectives

  • To understand the business and operating model of one of India's happening cashback sites, Cashkaro.com
  • To discuss and debate on the viable and most cost-effective solutions for five of Cashkaro.com's offline and online marketing challenges and assess them in the light of deciding appropriate marketing communication mix and personal communication/interactive communication mix
  • To examine, given the startup phase of Cashkaro.com, the appropriate HR mix and to debate on the ways to create an engaging and engulfing startup team

Positioning/Setting

This case brief can be used for either of the following courses:

  • Marketing Management - To discuss and debate on the effectiveness and efficacy of marketing communications mix and how the power of free/earned media (especially the social media) can be tapped to complement the integrated marketing effects
  • Entrepreneurship - Managing and growing a startup for highlighting the importance of designing cost-effective, market making strategies for a fledgling startup

As this case brief is replete with enough discussion potential in any one of the above mentioned courses, the faculty may choose the front-ending purpose of this case brief and accordingly the other elements can be structured. This case brief, however, was used in Marketing Management Course after a few of the rudimentary concepts (Marketing Mix and STP) were discussed.



This Case Pack Includes:
 - Abstract
- Case Briefs (Video Case Study)
- Case Response (Video Case Response)
- Teaching Note
$45.70
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