Marketing Management : Indian Cases

Cover
Half Title
Title Page
Copyright Page
Table of Contents
About the Contributors
CASE 1 MTR FOODS-A MARKETING MARVEL
	Introduction
	The Indian Food Industry Environment: A Snapshot
	Company Evolution MTR Foods - Mavalli Tiffin Rooms to MTR Foods
	Marketing Mix Perspective of MTR Foods
	Road Ahead
CASE 2 CUSTOMER VALUE – EXPLORED, CREATED, COMMUNICATED & DELIVERED
	India’s e-commerce Space
	The Growth Story of Flipkart and e-commerce in India
	Changing Models of Business Enhancing Value
	Cost Efficiencies on Value Chain
	Market Share v/s Profits
	Customer Experience and Engagement—A New Value Tapped
	Into the New Age of Artificial Intelligence
	Sellers’ Experience
	Relevance Factor Well Attended
	Image Benefit as a Crucial Element to Value
	Questions
CASE 3 CUSTOMER LOYALTY – THE ULTIMATE OBJECTIVE OF EVERY MARKETER
	Repurchases Most Commonly Linked to Loyalty
	Customer Acquisition and Loyalty
	Trust and Commitment – Requisites for Building True Loyalty
	Customer Experience and Connect Sustains Relationship
	Continuous Innovations—A Sure Way to Retain Customers
	Critical Factors for the Success of Loyalty Programs
	The Future
	Questions
CASE 4 STARBUCKS INDIA: THE HUMAN COFFEE EXPERIENCE
	About Starbucks
	Business Philosophy
	Starbucks and Information System
	Data Collection
	Information Usage by Starbucks
	Data Sharing
	Data Safety and Security
	Way Ahead
CASE 5 THE TECHY AMAZON INSIGHT 5.1
	Business Issues and Approaches
	Processes of Research
	Data Collection Methods
	Initial Benefits by Research
	Extended Techy Methods for Research
	Race Framework
	Data and Findings Usage
	Way Ahead
CASE 6 CONSUMER BEHAVIOUR — ITS WIDE FACETS AND DEEP IMPLICATIONS
	New Parameters in the Consumer Purchase Decision Journey
	Emerging Trends in Multi-platform Shopping
	New Influencers in Town
	Role and Status of Women
	Roots of Culture and its Influence
	Advertising Reflects Society for a Better Connect
	Certain Unusual Insights and Stories
	Future Trends
	Questions
CASE 7 Z ICOM – LEVERAGING CORPORATE TRUST AND TECHNICAL STRENGTHS IN THE B2B MARKET 7.1
	Introduction and Background
	Company Profile
	Zicom Group of Companies
	Product/Service offerings
	Awards/Recognition
	Questions
	Acknowledgements
CASE 8 FACEBOOK: BUSINESS CONNECTIONS IN INDIA AND CHINA
	Business Approaches for India
	Customized Services for Indian Market
	Marketers’ Challenges and Approaches for India
	Complexities and Business Approaches for China
	Way Forward
CASE 9 WHO WILL BUY XYLO – MAHINDRA AND MAHINDRA AUTOMOTIVE SECTOR
	Mahindra and Mahindra: Background
	Automobile Industry in India: History and Evolution
	Mahindra Mission
	Utility Vehicle Segment
	Mahindra Context
	Portfolio and Market Relationship
	Consumer Context
	Consumer Segmentation
	Choosing The Xylo Customer: Targeting Decision
	Questions
	Appendix
CASE 10 KELLOGG’S CORNFLAKES IN INDIA: FINDING A PLATFORM THAT CONNECTS
	Breakfast Market in India
	Consumer Behavior Towards Breakfast
	Kellogg’s Entry in India
	Positioning at Launch
	Repositioning and Product Extensions
	Special K: Get into Shape
	Questions
CASE 11 NIVEA – MANAGING THE LEGACY BRAND
	Background
	Nivea Brand Values
	The Target Market
	Core Brand Identity
	Brand Design
	Brand Portfolio and Architecture
	Creating Brand Experience and Innovations to Manage Perceptions
	Challenges and the Road Ahead
	Questions
CASE 12 THE CALL OF THE COMPETITION
	Brand Equity Fortifies the Position
	With Competition Evolves the Market
	Monarch’s Clever Moves
	Stay Ahead on the Curve
	Questions
CASE 13 FEVICOL – THE ICONIC BOND
	Objectives
	Questions
	Fevicol: An Iconic Bond
	History of the Fevicol Brand
	Focus on Core Benefit
	Overview of Pidilite Industries Ltd
	Overview of the Adhesive Market
	Existing Players
	New Entrants
	Understanding the Pulse of the Customer
	Inroads into the Stationery and Craft Segment
	Strengthening Customer Relationships
	Redesigning the Packaging
	Market Challenges for Retaining Customers
	Pricing and Distribution
	Sales Person Selection and Training
	International Presence
	Integrated Marketing Communications
	Segmenting, Targeting, and Positioning
	Next Steps
CASE 14 DESIGNING AND MANAGING SERVICES
	Mirchi & Mime-A Perfect Jugalbandi of Contemporary Fine Cuisine and A Unique Service
	The Premise
	The Journey
	Integration of the SERVQUAL Model in Defining the Service Philosophy
	The Experience
	Experience Speak
	Scalability
	Questions
	Acknowledgement
CASE 15 A ACHI MASALA – ENTERING THE NORTH INDIAN MASALA CATEGORY
	The Industry at a Glance
	Aachi Group
	All in the Family
	Aachi Masala Division
	North Indian Masala
	The Competition
	Road Ahead
CASE 16 SLICEROOMS: A SLICE OF TIME, A CUT OF PROFITS!
	What is Micro Stay?
	Does it Make Business Sense for Hotels?
	The Target Customer
	The Micro Stay Market
	How Does it Work?
	The Dilemma
CASE 17 OREO IN INDIA – LAUNCHING AND ESTABLISHING A GLOBAL BRAND IN INDIA USING INTEGRATED MARKETING COMMUNICATIONS EFECTIVELY
	Introduction
	Background and Company Profile
	Market Background and Brand Strategy in India
	The Marketing Mix Imperatives: Oreo in India
	Focus on Distribution & In-Store Presence: Launch Phase
	Oreo Brand Advertising and Communication
	Communication strategy that addresses the mother
	Advertising Theme: Bringing People Together Through the Oreo Ritual of ‘Twist, Lick and Dunk’-TLD
	Implementing the Brand Communication Strategy
	Father-Child Relationship the Most Unique
	TV Campaign
	Outdoor
	Ambient Innovation
	Point of Sale (POS) Activities
	Shopper Activation
	Oreo ‘Togetherness Movement’
	Digital Engagement
	Brand Performance Against Objectives
	Oreo Launch - Facebook Results
	In Conclusion
	Questions
	Acknowledgements
CASE 18 WONDER CEMENT – BUILDING A STRONG BRAND THROUGH DIGITAL MARKETING
	Introduction
	Background of the Industry
	Brand Proposition
	Saath7 Cricket Mahotsav
	CSR
	Digital Footprints
	Engaging Internal Customers
	Engaging Dealers and Intermediaries
	Press Coverage
	Tracking Digital Marketing Strategy with Sales Growth
	Accolades
	Questions
	Acknowledgements
CASE 19 A CASE STUDY ON DIRECT MARKETING OF WEDDING RETURN GIFTS
	The Indian Wedding Industry
	Significance of Wedding Return Gifts
	The North-South Divide
	About Wedtree.com
	The Product Strategy
	Product Categories
	The Direct Marketing Model
	The Alternative Channels
	Current Status and the Road Ahead
CASE 20 SELLING PROCESS IN ANIMAL NUTRITION AND HEALTH INDUSTRY
	The Industry
	The Organization
	Exclusive Sales & Marketing Force for Targeting each Species Segments
	Personal Selling Model: One Size does not Fit All
CASE 21 AMAZON.COM ADAPTS ITS RETAIL BUSINESS IN INDIA
	Indian Market
	Distribution Model
	Strengthening Delivery Logistics
	Sellers’ Displeasure with Amazon
	Way Ahead
CASE 22 E -MARKETING MODELS: RETAILERS PERSPECTIVES A CASE OF GROUPON
	Context
	Background
	Buying Process and Buying Centre (Annexure – III)
	Modus Operandi and Metrics of Groupon
	Model
	Target Group
	History and Evolution of Groupon
	Alternatives and Approaches for The Business Model
	Advantages to Organizations
	Advantages to The Consumers
	Limitations of Groupon Model of Business
	Challenges and Dilemma
	Questions
CASE 23 UNILEVER: WORKING BEYOND THE HORIZON
	Pool Women to Power Sales
	Undertake Grassroots Distribution
	Offer Services for Rural Customers
	Create New Channels for Advertising
	Design Products (and set prices) for Rural Consumers
	Train Managers to Adopt a Rural Mindset
	Promoting Healthy Body Images
	Responsible Marketing and Advertising
	Discussion Questions
ENDNOTES AND REFERENCES