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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. Gillette Guard in India - Customizing a Product with Customer Insights

    AUTHOR(S) : Kumar Gambhiraopet and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 06/12/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0031, MKTG-1-0031A
    CASE LENGTH: 9 pages
    Gillette Guard in India - Customizing a Product with Customer Insights
    DESCRIPTION:

    This case study enables a discussion on how to develop a new and successful product, especially for an emerging market like India. After having been in India for decades, Gillette (acquired by Procter&Gamble in 2005) focused its attention on market penetration, especially the BOP (Bottom of the Pyramid) market. After having been tested with MIT students, Gillette launched Vector in 2002, Gillette launched Vector to enter into the Indian BOP market but it was given a cold shoulder. Baffled ...
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  2. HUL’s Tresemmé: Creating Customer Value through Premiumization and Salonization

    AUTHOR(S) : Kumar Gambhiraopet and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 06/12/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0032, MKTG-1-0032A
    CASE LENGTH: 10 pages
    HUL’s Tresemmé: Creating Customer Value through Premiumization and Salonization
    DESCRIPTION:

    TRESemme the premium hair care brand, from Hindustan Unilever Limited (HUL), launched in India in October 2012 became a ₹100 crore brand within a year. With its premiumization approach and focused target on urban women, Tresemme positioned itself for salon-frequenting consumers, currently available within a price range of ₹60 - ₹1000, aiming to penetrate the market through masstige products. Sold through high-end beauty stores and modern trade outlets, Tresemme's success in India seems ...
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  3. 2-Year MBA With 15-Minutes in a Retail Outlet

    AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 06/12/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0022, MKTG-4-0022A
    CASE LENGTH: 4 pages
    DESCRIPTION:
    This case flyer is highly suited for discussing the importance of building the retail footprints for a FMCG company like PepsiCo. The Indian customer preferences are rapidly changing in the beverage market that was besieged to have intense competition on one end and increasing health consciousness on the other end. Apart from the health conscious customers, the climate was contributing as a major factor to demand fluctuations.

    What should Pepsi do in the context of Indian retail competitive ...
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  4. FabIndia: Reinventing with Western Wear

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary
    PUBLISHED DATE: 29/10/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0021, MKTG-4-0021A
    CASE LENGTH: 5 pages
    DESCRIPTION:

    This case flyer can be used to understand the strategic importance of positioning of both - a company and its merchandize/products. Set in the backdrop of Fabindia's celebrated 'social-enterprise' model, this case flyer enables a discussion on the business model components and the need to tweak some of those components as the company evolves. Rather, should a company tweak its business model as it evolves, to stay relevant?
    This case flyer, which is based on an article1 from The Economic ...
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  5. ITC's Foray into Dairy and Beverages

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary
    PUBLISHED DATE: 29/10/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0025, MKTG-4-0025A
    CASE LENGTH: 5 pages
    DESCRIPTION:
    This case flyer, prepared based on an article1 from The Economic Times, can be used for understanding the application of Ansoff's Product-Market matrix in the light of ITC's decision to foray into beverages and dairy segments. The Indian business conglomerate, the 100-year old ITC Limited (ITC) has been stamping its authority in the Indian FMCG sector, firstly and largely with cigarettes and over the last decade with other segments of the FMCG sector - personal care, food and beverages, lifestyle ...
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  6. Fogg’s Fragrance in Indian Deodorant Market: Category Challenger with Unique Marketing Mix

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary
    PUBLISHED DATE: 29/10/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0027, MKTG-1-0027A
    CASE LENGTH: 11 pages
    DESCRIPTION:

    This case study enables a discussion on how marketing mix can be tweaked to create a differentiated and a market challenger product like Fogg. A late entrant into the Indian deodorant market, Fogg has created quite a stir. With disruptive instinct, Fogg identified a latent gap and created a product to fill the gap. Darshan Patel (Patel), the quintessential Founder CEO of Vini Cosmetics Pvt. Ltd. has redefined the rules of the game with his category challenger, 'Fogg'. In his earlier avatar, as ...
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  7. Amitabh Bachchan and Pepsico India: Child Questions – Childish Response?

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary
    PUBLISHED DATE: 29/10/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0020, MKTG-1-0020A
    CASE LENGTH:
    DESCRIPTION:

    This case study explores the relationship between a brand and its brand endorser and most importantly enables an interesting debate on the moral (fiduciary) responsibility of the brand endorser. A usual interaction with students turned out to be an unusual episode in Indian advertising. In January 2014, the Bollywood legend, Amitabh Bachchan (Bachchan) was interacting with students at IIM Ahmedabad where in response to one of the questions he recounted an earlier experience (when he was confronted ...
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  8. Allen Solly: Customization-Based Differentiation

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary
    PUBLISHED DATE: 29/10/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0026, MKTG-1-0026A
    CASE LENGTH: 9 pages
    DESCRIPTION:

    This case study can be used to demonstrate the importance of an efficient supply chain in branded apparel retailing and debate on the feasibility and sustainability of Allen Solly's supply chain-led innovation. Allen Solly was the first in India to identify and tap the existing gap in the relaxed formal wear segment for the growing young working professionals. Allen Solly identified the increasing experimentation with bold colours by men for their formal wear and tried to bridge the increasing ...
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  9. Brand Mascots: The Caskets of Brand Values?

    AUTHOR(S) : Vijay Kumar Tangirala and Dr. Nagendra V Chowdary
    PUBLISHED DATE: 13/09/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0028, MKTG-1-0028A
    CASE LENGTH: 15 pages
    DESCRIPTION:
    This case study enables a discussion on how mascots can be deployed for effective brand positioning. Air India's mascot indicated the royal treatment that customers would receive or experience on board. Amul Butter's mascot, through the ads featuring it, gave the message that the brand cared about the issues affecting Indians. Asian Paints' mascot helped the company to be etched in the minds of consumers at large. Onida's mascot drove home the point that the Onida television was a valuable possession ...
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  10. Zara’s Competitive Advantage

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary
    PUBLISHED DATE: 01/08/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0008, MKTG-4-0008A
    CASE LENGTH: 5 pages
    Zara’s Competitive Advantage
    DESCRIPTION:
    This case flyer, which is based on the article1 from The Economic Times, discusses Spanish fashion retailer Zara's competitive advantage built on its deep-rooted innovative business model. Since the time it was established in 1975, Zara had a philosophy of centralized design, manufacture and distribution model. Though the company expanded globally, it never changed its centralized model. Moreover, Zara's business model could not be duplicated by its competitors. What were the merits and demerits ...
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  11. Indian Wedding and Beauty Care Markets: Competitive Convergence?

    AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 01/08/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0014, MKTG-4-0014A
    CASE LENGTH: 5 pages
    DESCRIPTION:

    This case flyer expedites a discussion on the growing opportunities for marketers in the wedding and the beauty care markets in India. The Indian wedding market is spreading its tentacles into many varied services including the ones like Euphoriq App, which is a paid technological service that extensively customizes the webpages of the groom and the bride.
    Now that the Indian weddings have evolved drastically in the last two decades making it a $38 billion segment in 2013, what are its growth ...
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  12. Online Marketing or Stalking

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 01/08/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0012, MKTG-4-0012A
    CASE LENGTH: 6 pages
    DESCRIPTION:

    This case flyer and the accompanying article1 from The Economic Times highlights the privacy threat faced by internet users due to online marketing. It tries to initiate a classroom debate on the following lines: How does online marketing and usage of social media help marketers? What are the various means through which online marketers gather consumer information? Does this consumer information mapping lead to stalking? Where should a company draw lines in terms of tracking consumer information ...
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  13. TVS 50 (Mopeds!) with 100% Market Share, 0% Growth Rate: TVS Motor’s Mojo?

    AUTHOR(S) : Vandana Jayakumar, Syed Abdul Samad and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 01/08/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE STUDY
    CASE ID: MKTG-1-0023, MKTG-1-0023A
    CASE LENGTH: 13 pages
    DESCRIPTION:

    This case study enables a discussion on how to revive once-upon-a-time category killer, TVS 50 Moped, given the market and innovation potential. Although it was Kinetic that launched India's first ever moped (motor + pedal), with its single-seater Luna, it was TVS 50 that made the category popular with its cult-like following in 1980s. However, with liberalization and lifestyle changes, TVS 50 Moped's brand is in danger of becoming a relic.
    Should it stay relevant or should it become a relic? ...
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  14. Starbucks in India - Serving Indian Flavors with Indian Design

    AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 01/08/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0015, MKTG-4-0015A
    CASE LENGTH: 6 pages
    DESCRIPTION:

    This case flyer enables a discussion on how price and product differentiation can create effective positioning for the brands. Many celebrated brands have carefully entwined the cultural aspects of the host country while expanding their business.
    Since October 2012, Starbucks is competing with other successful coffee chains in India. In a culture sensitive country like India, will Starbucks be successful in differentiating with its menu localization? Will Starbucks be one up to be recollected ...
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  15. With Sense & Plenty of Sensitivity: GSK Cosumer Health Care’s G Venkataramani & Rahul Bibuthi Made Sensodyne a Brand to Be Reckoned with

    AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 01/08/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0004, MKTG-4-0004A
    CASE LENGTH: 5 pages
    DESCRIPTION:

    This case flyer is based on an article1 from The Economic Times which highlights how a new category can be built and nurtured (in the backdrop of oral care market). GSKCH's Sensodyne has been credited with being a category creator in the 'Sensitivity' segment of the Indian oral care market. To penetrate into the new category, Sensodyne adopted a unique and distinctive distribution strategy that has prized it with 26% of the market share. The case flyer can be effectively used in Retail Management ...
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