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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. Contours of colors in Marketing and Business: Syncing Pink with Marketing

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary
    PUBLISHED DATE: 31/07/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0006, MKTG-4-0006A
    CASE LENGTH: 4 pages
    DESCRIPTION:

    This case flyer is based on an article1 from The Economic Times and discusses the role of colors in marketing. Colors play an important role in any marketing campaign - starting from the color used in a logo to the dominant colors used in an advertising campaign. What is the importance of colors in marketing a product/service? Does it signify something? Do they represent emotions? Can they attract the targeted group of customers? The case flyer tries to debate on these lines and is suitable for ...
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  2. Social Media: Good Platform, Bad Delivery?

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary
    PUBLISHED DATE: 31/07/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0007, MKTG-4-0007A
    CASE LENGTH: 4 pages
    DESCRIPTION:

    This case flyer, based on an article1 from The Economic Times, discusses the role of social media as a platform for business opportunities to companies. How does social media help businesses grow? What is its importance in individuals' lives/how are individuals influenced by social media? The case flyer tries to debate on these lines and is suitable for teaching concepts in the courses of Marketing, Advertising and Promotion, and Digital/Social Media Marketing. The case flyer also discusses the ...
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  3. Sports Marketing, Smartphones and Social Media

    AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 31/07/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0017, MKTG-4-0017A
    CASE LENGTH: 6 pages
    DESCRIPTION:

    This case flyer enables a discussion on how the Sports Marketing in India is blossoming through smartphones and social media. While the Indian sports viewership has been increasing, the marketers are finding new ways to cash this avid interest in sports. Smartphones and social media along with ground level marketing campaigns are proving to be perfect platforms for sports marketers in India. The base article1 highlights how Smartphones and Social media have propelled growth in Sports Marketing ...
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  4. Product and Service Design in India: Polaris’ ‘Coparis’

    AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 31/07/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0016, MKTG-4-0016A
    CASE LENGTH: 5 pages
    DESCRIPTION:

    This case flyer enables a discussion on how financial services embed technology to create a very high and unique customer value to the banks, who are their customers. Service design is a concept that some of the prominent technology companies have adopted over the globe. In India, Polaris' offers products and services for operational productivity with the first mover's advantage with their world's first design centre in India. Services sector in India contributes to more than 50% of the country's ...
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  5. The Power of Packaging

    AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 31/07/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0018, MKTG-4-0018A
    CASE LENGTH: 4 pages
    DESCRIPTION:

    This case flyer facilitates a discussion on the pivotal role played by packaging for the appeal, choice and sale of the products/services. The case flyer also enables a discussion on why the marketer should apply the principles of differentiation in packaging also. Packaging is in itself a potential sales trigger.
    As mentioned in the base article1, according to Waltor Landor, 'the package itself must do the talking'. This is also another way to vanquish the covert and overt challenges faced ...
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  6. M-Commerce: Next Technological Wave for the Marketers?

    AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 31/07/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0013, MKTG-4-0013A
    CASE LENGTH: 6 pages
    DESCRIPTION:

    The case flyer enables a discussion on the growing power of M-Commerce in India. Would M-Commerce be the next big leap for the marketers in India? It orchestrates the viability of Indian companies to gear up with the gigantic shift within the limitations like - the existing technology, Government intervention, policies, etc. The base article1 gives an overview of businesses carried by selected companies in India using the M-Commerce platform. It also indicates M-Commerce as a breakthrough business ...
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  7. The Millennial Paradox

    AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 31/07/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0009, MKTG-4-0009A
    CASE LENGTH: 4 pages
    DESCRIPTION:

    This case flyer can be used to understand the intriguing contradictions that characterize the millennials. The case flyer enables a discussion on what challenges the Indian marketers are faced to pitch for the most potential and highly intriguing target market audience, the Indian millennials.
    Millennials are the segment of population born between 1980 and 1995 and nearly 30% of India's population falls under this segment earning India sobriquets like 'Young' Nation and 'India's Demographic ...
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  8. Luxury Marketing in India

    AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 31/07/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0011, MKTG-4-0011A
    CASE LENGTH: 6 pages
    DESCRIPTION:

    The case flyer enables a discussion on three critical success factors for Luxury Marketing in India. What would it take for luxury brands - global as well as Indian - to be successful in the challenging and demanding Indian luxury market? Luxury brands can aim for better success by segmenting the customers appropriately, using experience-enhancing technologies and most importantly leveraging the power of social media. With a market size of $7.58 billion (in 2012), the Indian luxury market has ...
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  9. Film Merchandizing in India: Dhoom 3’s Boom

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary
    PUBLISHED DATE: 31/07/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0010, MKTG-4-0010A
    CASE LENGTH: 5 pages
    DESCRIPTION:

    This case flyer based on an article1 from The Economic Times, can be used to explore the evolving concept of film merchandizing in India. Film merchandizing is still in a nascent stage in India, while Hollywood earns 5% of its revenue through merchandizing. How does the Indian film industry earn its revenue? How is its business and revenue model different from that of Hollywood? What is the merchandizing potential of Indian films? What would be the challenges for the Indian film industry to succeed ...
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  10. The Most-Watched Ads on Youtube, India

    AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary
    PUBLISHED DATE: 31/07/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0005, MKTG-4-0005A
    CASE LENGTH: 4 pages
    DESCRIPTION:

    This case flyer is based on an article1 from The Economic Times and can be used to analyze the DNA of making a most-watched advertisement. The case flyer can be used primarily for discussing and debating on what most-watched video Ads on YouTube mean for the companies? Would they help in enhancing the mindshare?
    Would this mindshare lead to market share? While every Television commercial is made with an overt objective to indulge in the product/service featured, the covert (may be the most ...
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  11. Cash-On-Delivery and Reverse Logistics

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary
    PUBLISHED DATE: 28/07/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0002, MKTG-4-0002A
    CASE LENGTH: 5 pages
    DESCRIPTION:

    This case flyer is based on an article1 from The Economic Times and discusses the concept of reverse logistics. What is the role of logistics in e-commerce? What challenges does reverse logistics pose to an e-commerce company? What should companies do to reduce reverse logistics? The case flyer is suitable for teaching courses in Business Strategy (Value Chain concept) and Logistics (Reverse Logistics). The case flyer provides scope for discussing the pros and cons of Cash-On-Delivery (COD) model ...
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  12. Logo Design and Crowdsourcing

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary
    PUBLISHED DATE: 27/07/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0001, MKTG-4-0001A
    CASE LENGTH: 4 pages
    DESCRIPTION:

    This case flyer explores the evolving concept of Crowdsourcing and enables a discussion about when a company should opt for Crowdsourcing. This case flyer is based on an article1 from The Economic Times. There goes an old saying - A problem shared is a problem halved. Then again, what do you get, when it is shared with an anonymous crowd - a feasible solution or worthless suggestions? Crowdsourcing is a varied concept of outsourcing, which has been on the rise in the recent years, mostly because ...
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  13. Customer Experience Delivered!

    AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary
    PUBLISHED DATE: 26/07/2014
    PUBLISHER: ET Cases
    CATEGORY: MARKETING MANAGEMENT
    PRODUCT: CASE FLYER
    CASE ID: MKTG-4-0003, MKTG-4-0003A
    CASE LENGTH: 5 pages
    DESCRIPTION:

    This case flyer is based on an article1 from The Economic Times and discusses the concept of customer experience. In today's competitive business scenario, companies can no longer succeed just by product or service leadership. They need to create a unique customer experience. What is customer experience? How is it different from customer service? What are the scenarios in which each of them is to be used? The case flyer enables a debate on these lines and is suitable for teaching courses in Business ...
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