Title Page
by Susobhan Goswami G.Radha Venkatesh Suresh Paul A, Varsha Jain Ashita Majra Isaac
Marketing Management: Indian Cases
- Cover
- About Pearson
- Title Page
- Contents
- About the Contributors
- CASE 1 MTR FOODS-A MARKETING MARVEL
- 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
- CASE 5 THE TECHY AMAZON INSIGHT
- CASE 6 CONSUMER BEHAVIOUR — ITS WIDE FACETS AND DEEP IMPLICATIONS
- CASE 7 ZICOM – LEVERAGING CORPORATE TRUST AND TECHNICAL STRENGTHS IN THE B2B MARKET
- CASE 8 FACEBOOK: BUSINESS CONNECTIONS IN INDIA AND CHINA
- CASE 9 WHO WILL BUY XYLO – MAHINDRA AND MAHINDRA AUTOMOTIVE SECTOR
- CASE 10 KELLOGG’S CORNFLAKES IN INDIA: FINDING A PLATFORM THAT CONNECTS
- CASE 11 NIVEA – MANAGING THE LEGACY BRAND
- CASE 12 THE CALL OF THE COMPETITION
- 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
- CASE 15 AACHI MASALA – ENTERING THE NORTH INDIAN MASALA CATEGORY
- CASE 16 SLICEROOMS: A SLICE OF TIME, A CUT OF PROFITS!
- CASE 17 OREO IN INDIA – LAUNCHING AND ESTABLISHING A GLOBAL BRAND IN INDIA USING INTEGRATED MARKETING COMMUNICATIONS EFFECTIVELY
- 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
- CASE 19 A CASE STUDY ON DIRECT MARKETING OF WEDDING RETURN GIFTS
- CASE 20 SELLING PROCESS IN ANIMAL NUTRITION AND HEALTH INDUSTRY
- CASE 21 AMAZON.COM ADAPTS ITS RETAIL BUSINESS IN INDIA
- 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
- Copyright
Marketing Management: Indian Cases
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