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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Ayhrit Infotech - Target Market Dilemma
AUTHOR(S) : Dr. Arijit Santikary, Program Chair (PGDM) & Associate Professor, Siva Sivani Institute of Management and Ms. Damandeep Johar, Admissions – Chairperson, Assistant Professor, HR and Managerial Communication, Siva Sivani Institute of ManagementPUBLISHED DATE: 24/07/2021PUBLISHER: ET CASESCATEGORY: MARKETING MANAGEMENTPRODUCT:CASE ID: MKTG-1-0087; MKTG-1-0087ACASE LENGTH: 12DESCRIPTION:This is a fictional case which is focusing on go-to-market strategy for a newly developed technological product. Mr. Rajveer Shukla CEO and MD and Ms. Lakshmi Bajpayee, the CFO of Ayhrit Infotech Pvt. Ltd. have designed a Virtual Conferencing (VC) Application named as “Neva-Sadah” in May, 2020. Ayhrit Infotech is an Indian company with a well-known multinational presence, and now it’s set a land mark for itself by developing the VC App, the first of its kind developed by an Indian ...read moreSHOW DETAILS -
Throttled throat of Delhi: Medical Waste Management at Sir Mange Ram Hospital during Covid-19
AUTHOR(S) : Dr. Parul Sinha, Assistant Professor, GD Goenka University, Gurugram, Haryana, India and Dr. Rajkumari Mittal, Assistant Professor, Lal Bahadur Shastri Institute of Management, New Delhi, IndiaPUBLISHED DATE: 04/01/2021PUBLISHER: ET CASESCATEGORY: MARKETING MANAGEMENT, SUPPLY CHAIN MANAGEMENTPRODUCT: CASE STUDYCASE ID: SCM-1-0009; SCM-1-0009ACASE LENGTH: 10 PagesDESCRIPTION:The Covid-19 pandemic has brought forth unprecedented challenges. It has exposed the vulnerabilities of India’s medical infrastructure and waste management efforts in past couple of months. It has also provided the country with an opportunity to survive, revive and now strive to innovate the existing processes and design a responsible reverse supply chain for bio-medical waste management. The present case is about Sir Mange Ram Hospital located at Capital of India, Delhi. The hospital has been ...read moreSHOW DETAILS -
Negotiating over Goods and Service Tax (GST) Regime — A Triumph of Pragmatism
AUTHOR(S) : Dr. Prashant Chaudhary, Assistant Professor, Symbiosis Skills and Professional University, PunePUBLISHED DATE: 04/01/2021PUBLISHER: ET CASESCATEGORY: MARKETING MANAGEMENT, STRATEGIC MANAGEMENTPRODUCT: CASE STUDYCASE ID: STG-1-0076; STG-1-0076ACASE LENGTH: 13 PagesDESCRIPTION:While dealing with the situations like “Deadlock or Impasse” during a negotiation, the most sought after virtues are perseverance, patience and pragmatism. The “game of negotiation” often tests the participants’ patience and requires a great deal of perseverance, persuasion and persistence. These traits allow the negotiators to successfully deal with deadlocks, “difficult people and situations” and with the host of tangled egos. Here the negotiation entails ...read moreSHOW DETAILS -
An Experience of a Salesman
AUTHOR(S) : Mr. J. Srinivas Rao, Sr. Territory Manager (Sales-Hyderabad); Dr. Arijit Santikary, Associate Professor - SSIM and Dr.S.V. Ramana Rao, Director - SSIMPUBLISHED DATE: 09/11/2020PUBLISHER: ET CASESCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0085; MKTG-1-0085ACASE LENGTH: 13 PagesDESCRIPTION:J.Srinivas Rao (Srinivas) is an experienced sales person and working as a Senior Territory Manager at Toto India Pvt. Ltd. (Toto India). Toto India is the Indian arm of Toto Ltd., a sanitary ware company from Japan. Toto’s products in India and globally are positioned as luxurious bathroom fittings and wash ware. Srinivas is working in Hyderabad territory and taking care of Toto India’s sales in the region. Growth in real estate activity in Hyderabad, Srinivas is trying to take the advantage ...read moreSHOW DETAILS -
22nd Parallel: Serving New Cities
AUTHOR(S) : Dr. Seema Laddha, Dr. M.S. Devi and Prof. Anguja Agrawal, SIES College of Management Studies, Navi MumbaiPUBLISHED DATE: 17/06/2020PUBLISHER: ET CASESCATEGORY: MARKETING MANAGEMENTPRODUCT: CASELETCASE ID: MKTG-2-0084; MKTG-2-0084ACASE LENGTH: 3 PagesDESCRIPTION:22nd Parallel is one of the leading F&B enterprises in Vadodara, Gujarat. The firm started its journey with a vision to provide a great south Indian dining experience at Vadodara in the year 2011 and currently has 6 operational outlets under 2 brands. It started franchising from the year 2016 and while it saw great success with the franchise outlets within the city of Vadodara in terms of time taken to achieve operational break even, it has been noticed that the one outlet opened outside of Vadodara, ...read moreSHOW DETAILS -
Amitabh Bachchan – Most Enduring & Comeback Superstar in Hindi Film Industry
AUTHOR(S) : Prof. Avadhanam Ramesh, Vignana Jyothi Institute of Management, HyderabadPUBLISHED DATE: 15/06/2020PUBLISHER: ET CASESCATEGORY: MARKETING MANAGEMENT, STRATEGIC MANAGEMENT, BRAND MANAGEMENT, MEDIA AND ENTERTAINMENTPRODUCT: CASE STUDYCASE ID: BM-1-0023; BM-1-0023ACASE LENGTH: 16 PagesDESCRIPTION:The case study traces the development of angry young man persona in the Hindi films such as Zanjeer (1973), Deewar (1975) and Trishul (1978) etc. to name a few by successful Directors (Prakash Mehra, Yash Chopra and Ramesh Sippy), and creative screen writers such as (Salim-Javed). Amitabh Bachchan who was protagonist in these films rose to stardom and was credited with the redefining the image of conventional hero. Bachchan continued his long run by being versatile and thus establishing himself ...read moreSHOW DETAILS -
Grandpa Kitchen: Opportunity for Cause-Related Marketing
AUTHOR(S) : A. Ramesh, Sr. Assistant Professor, Vignana Jyothi Institute of ManagementPUBLISHED DATE: 17/05/2020PUBLISHER: ET CASESCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-2-0083; MKTG-2-0083ACASE LENGTH: 5 PagesDESCRIPTION:In 2017, Narayana Reddy (Narayana), a Good Samaritan, lovingly called Grandpa all over the world, launched Grandpa Kitchen, a popular cooking channel, on YouTube. There are over 260 cooking videos on the channel showcasing various dishes but made in epic style or gargantuan size in open fields using firewood. The food made was later distributed to the children and poor. The channel garnered more than six million subscribers by 2019. Narayana died on October 27th 2019 at the age of 73 years and his ...read moreSHOW DETAILS -
Key Account Management in B2B Marketing: Challenges for MSMEs & Large Enterprises
AUTHOR(S) : Shivam Mittal, PGP Student, Institute of Management Technology, Ghaziabad and Prof. Priyavrat Sanyal, Assistant Professor - Marketing, Institute of Management Technology, GhaziabadPUBLISHED DATE: 12/02/2020PUBLISHER: Institute of Management Technology, GhaziabadCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0081, MKTG-1-0081ACASE LENGTH: 10 PagesDESCRIPTION:India is quickly getting to be one of the most worthwhile alternatives for assembling industry to thrive. Goods and Services Tax (GST) bill passed by the legislature of India, empowered a simple and cost-cutting progression of merchandise crosswise over various conditions of the nation. The Indian government is putting plenty of assets to structure a robust system of streets, rails, and transport, to cultivate the development of the assembling segment and laid a foundation for India to rise.read more
Frost ...SHOW DETAILS -
Wooplr’s Lean Social Marketplace: Business Challenges
AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 29/03/2019PUBLISHER: ET CasesCATEGORY: MARKETING MANAGEMENTPRODUCT: CASELETCASE ID: MKTG-2-0080, MKTG-2-0080ACASE LENGTH: 5 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
IKEA in India: Market Entry Strategy
AUTHOR(S) : Bala Bharathi Yelamanchi and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 26/03/2019PUBLISHER: ET CasesCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0079, MKTG-1-0079ACASE LENGTH: 24 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
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, BangalorePUBLISHED DATE: 15/03/2019PUBLISHER: ET CasesCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0078, MKTG-1-0078ACASE LENGTH: 18 PagesDESCRIPTION: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’ ...read moreSHOW DETAILS -
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), KolkataPUBLISHED DATE: 20/11/2018PUBLISHER: ET Cases - FLAMECATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0077, MKTG-1-0077ACASE LENGTH: 24 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
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, BangalorePUBLISHED DATE: 25/10/2018PUBLISHER: ET CasesCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0073, MKTG-1-0073ACASE LENGTH: 10 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
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, RemishPUBLISHED DATE: 11/09/2018PUBLISHER: ET CasesCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0072, MKTG-1-0072ACASE LENGTH: 16 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
Micromax vs The Chinese Incursion
AUTHOR(S) : Gunjan Malhotra, Assistant Professor and Aniruddha Saladi, PGDM Student (batch 2017-19), Institute of Management Technology, GhaziabadPUBLISHED DATE: 25/08/2018PUBLISHER: Institute of Management Technology, GhaziabadCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0076, MKTG-1-0076ACASE LENGTH: 10 PagesDESCRIPTION: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 ...read moreSHOW DETAILS