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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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Do Multiple Screens Make You More Productive?
AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 01/08/2018PUBLISHER: ET CasesCATEGORY: MARKETING MANAGEMENTPRODUCT: Case DebateCASE ID: MKTG-9-0075, MKTG-9-0075ACASE LENGTH: 10 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
Can Bollywood Go the Hollywood Way?
AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 20/07/2018PUBLISHER: ET CasesCATEGORY: MARKETING MANAGEMENTPRODUCT: Case DebateCASE ID: MKTG-9-0074, MKTG-9-0074ACASE LENGTH: 7 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
How much should B-schools Charge?
AUTHOR(S) : A. J. Swapna and Dr. Nagendra V. ChowdaryPUBLISHED DATE: 28/05/2018PUBLISHER: ET CasesCATEGORY: MARKETING MANAGEMENTPRODUCT: Case DebateCASE ID: MKTG-9-0071, MKTG-9-0071ACASE LENGTH: 6 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
Marketing Strategy at Ganesh Bhel & Chaat Products Pvt. Ltd.*
AUTHOR(S) : Dipanjay Bhalerao, Assistant Professor, Indira Institute of Management, PunePUBLISHED DATE: 30/11/2017PUBLISHER: ET Cases - FLAMECATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0069, MKTG-1-0069ACASE LENGTH: 13 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
What Went Wrong with ‘Bombay Dyeing’
AUTHOR(S) : Dr. Sarika R. Lohana - UGC, Dr. Radhakrishnan Postdoctoral - SRTMU, Nanded and and Dr. Tripti Sahu - IIMS, PunePUBLISHED DATE: 23/10/2017PUBLISHER: ET CasesCATEGORY: MARKETING MANAGEMENT, FINANCIAL MANAGEMENTPRODUCT: CASE STUDYCASE ID: FIN-1-0040, FIN-1-0040ACASE LENGTH: 9 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
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 GhaziabadPUBLISHED DATE: 18/05/2017PUBLISHER: Institute of Management Technology, GhaziabadCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0068, MKTG-1-0068ACASE LENGTH: 11 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
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 HyderabadPUBLISHED DATE: 02/05/2017PUBLISHER: ET CasesCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0067, MKTG-1-0067ACASE LENGTH: 17 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
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, AhmedabadPUBLISHED DATE: 27/03/2017PUBLISHER: ET Cases - FLAMECATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0065, MKTG-1-0065ACASE LENGTH: 12 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
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, MumbaiPUBLISHED DATE: 27/03/2017PUBLISHER: ET Cases - FLAMECATEGORY: MARKETING MANAGEMENTPRODUCT: CASELETCASE ID: MKTG-2-0066, MKTG-2-0066ACASE LENGTH: 7 PagesDESCRIPTION: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.read more
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 ...SHOW DETAILS -
Deepak's Distribution Distress*
AUTHOR(S) : Dr. Pradeep Sadarpatil, Assistant Professor, MIT School of Business, PunePUBLISHED DATE: 24/03/2017PUBLISHER: ET Cases - FLAMECATEGORY: MARKETING MANAGEMENTPRODUCT: CASELETCASE ID: MKTG-2-0056, MKTG-2-0056ACASE LENGTH: 6 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
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 ManagementPUBLISHED DATE: 16/02/2017PUBLISHER: ET Cases - GSMCCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0057, MKTG-1-0057ACASE LENGTH: 8 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
Louis Vuitton: Luxury Reigns in India*
AUTHOR(S) : Dr. Abha Rishi, Shreshth Goyal, Anwesha Singha Roy, Dhwanit Gupta - Birla Institute of Management TechnologyPUBLISHED DATE: 16/02/2017PUBLISHER: ET Cases - GSMCCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0060, MKTG-1-0060ACASE LENGTH: 18 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
Sonalika Rotavator– The Road Ahead*
AUTHOR(S) : Mithilesh Pandey (Assistant Professor), Dr. Rajesh Verma (Professor), and Kangna Chhabra (Research Scholar) - Lovely Professional University, PunjabPUBLISHED DATE: 14/04/2016PUBLISHER: ET Cases - GSMCCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0045, MKTG-1-0045ACASE LENGTH: 9 PagesDESCRIPTION: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, ...read moreSHOW DETAILS -
Mahindra Samriddhi: Achieving Growth through Rural Prosperity*
AUTHOR(S) : Aditi NaiduPUBLISHED DATE: 14/04/2016PUBLISHER: ET Cases - GSMCCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0041, MKTG-1-0041ACASE LENGTH: 11 PagesDESCRIPTION: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 ...read moreSHOW DETAILS -
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.GoyalPUBLISHED DATE: 13/04/2016PUBLISHER: ET Cases - GSMCCATEGORY: MARKETING MANAGEMENTPRODUCT: CASE STUDYCASE ID: MKTG-1-0042, MKTG-1-0042ACASE LENGTH: 10 PagesDESCRIPTION: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 ...read moreSHOW DETAILS