Indane: A Superbrand After 50 Years
This case flyer offers an overview of the domestic LPG in India. It examines the LPG brand, Indane which has reinforced its brand equity over the last 50 years through its product and market augmentation and differentiated marketing activities. It further connects these concepts to identify and establish and reinforce Indane brand credentials through consistent marketing programs.
Prerequisite Conceptual Understanding (PCU)/Before the Classroom Discussion
This case flyer presupposes an understanding of the concepts of how to best manage brands over time by reinforcing and revitalizing brand equity. The students should have a basic understanding of the Indian LPG market, nature of Indian domestic cooking gas market in the light of brands present, extent of competition and differentiation. Accordingly, the participants were asked to read/watch the following chapter, articles/videos to help them better connect the concepts:
- • Kevin Lane Keller, et.al., “Managing Brands Over Time”, Strategic Brand Management, 3rd Edition, Pearson Education Inc., 2011 – To understand how to manage brands over time
- • Harish Bijoor, “What is a super-brand?”, http://brandthinker.blogspot.in/2008/08/what-is-superbrand.html, August 14th 2008 (accessed date: November 2nd 2015)
- • Indian Oil Corporation Limited, 50 Years of Indane Film, https://www.youtube.com/watch?v=vI6r8LdqJXk-
- • Indian Oil Corporation Limited, Indian Oil Milestones Film, https://www.youtube.com/watch?v=Sd9r2MzXlAI
Case Positioning and Setting
This case flyer can be used for the following:
- • In MBA Program: This case flyer can be used in Marketing Management or Brand Management courses to discuss how to best manage brands over time by reinforcing and revitalizing brand equity
- • In MDPs/EDPs: This case flyer can also be used in Management and Executive Development Programs to demonstrate how marketers must actively manage brand equity over time
Case Flyer Analysis and Classroom Discussion
Preamble to this Caseflyer Analysis
This caseflyer provides an opportunity to learn how LPG brand, Indane has reinforced its brand equity over the last 50 years through its marketing activities [Exhibit (TN)-I]......