Contents
CASE 1 MTR FOODS-A MARKETING MARVEL
The Indian Food Industry Environment: A Snapshot
Company Evolution MTR Foods - Mavalli Tiffin Rooms to MTR Foods
Marketing Mix Perspective of MTR Foods
CASE 2 CUSTOMER VALUE – EXPLORED, CREATED, COMMUNICATED & DELIVERED
The Growth Story of Flipkart and e-commerce in India
Changing Models of Business Enhancing Value
Cost Efficiencies on Value Chain
Customer Experience and Engagement—A New Value Tapped
Into the New Age of Artificial Intelligence
Relevance Factor Well Attended
Image Benefit as a Crucial Element to Value
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
CASE 4 STARBUCKS INDIA: THE HUMAN COFFEE EXPERIENCE
Starbucks and Information System
Information Usage by Starbucks
CASE 5 THE TECHY AMAZON INSIGHT
Business Issues and Approaches
Extended Techy Methods for Research
CASE 6 CONSUMER BEHAVIOUR — ITS WIDE FACETS AND DEEP IMPLICATIONS
New Parameters in the Consumer Purchase Decision Journey
Emerging Trends in Multi-platform Shopping
Roots of Culture and its Influence
Advertising Reflects Society for a Better Connect
Certain Unusual Insights and Stories
CASE 7 ZICOM – LEVERAGING CORPORATE TRUST AND TECHNICAL STRENGTHS IN THE B2B MARKET
CASE 8 FACEBOOK: BUSINESS CONNECTIONS IN INDIA AND CHINA
Customized Services for Indian Market
Marketers’ Challenges and Approaches for India
Complexities and Business Approaches for China
CASE 9 WHO WILL BUY XYLO – MAHINDRA AND MAHINDRA AUTOMOTIVE SECTOR
Mahindra and Mahindra: Background
Automobile Industry in India: History and Evolution
Portfolio and Market Relationship
Choosing The Xylo Customer: Targeting Decision
CASE 10 KELLOGG’S CORNFLAKES IN INDIA: FINDING A PLATFORM THAT CONNECTS
Consumer Behavior Towards Breakfast
Repositioning and Product Extensions
CASE 11 NIVEA – MANAGING THE LEGACY BRAND
Brand Portfolio and Architecture
Creating Brand Experience and Innovations to Manage Perceptions
CASE 12 THE CALL OF THE COMPETITION
Brand Equity Fortifies the Position
With Competition Evolves the Market
CASE 13 FEVICOL – THE ICONIC BOND
Overview of Pidilite Industries Ltd
Overview of the Adhesive Market
Understanding the Pulse of the Customer
Inroads into the Stationery and Craft Segment
Strengthening Customer Relationships
Market Challenges for Retaining Customers
Sales Person Selection and Training
Integrated Marketing Communications
Segmenting, Targeting, and Positioning
CASE 14 DESIGNING AND MANAGING SERVICES
Mirchi & Mime-A Perfect Jugalbandi of Contemporary Fine Cuisine and A Unique Service
Integration of the SERVQUAL Model in Defining the Service Philosophy
CASE 15 AACHI MASALA – ENTERING THE NORTH INDIAN MASALA CATEGORY
CASE 16 SLICEROOMS: A SLICE OF TIME, A CUT OF PROFITS!
Does it Make Business Sense for Hotels?
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
Point of Sale (POS) Activities
Brand Performance Against Objectives
Oreo Launch - Facebook Results
CASE 18 WONDER CEMENT – BUILDING A STRONG BRAND THROUGH DIGITAL MARKETING
Engaging Dealers and Intermediaries
Tracking Digital Marketing Strategy with Sales Growth
CASE 19 A CASE STUDY ON DIRECT MARKETING OF WEDDING RETURN GIFTS
Significance of Wedding Return Gifts
Current Status and the Road Ahead
CASE 20 SELLING PROCESS IN ANIMAL NUTRITION AND HEALTH INDUSTRY
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
Strengthening Delivery Logistics
Sellers’ Displeasure with Amazon
CASE 22 E-MARKETING MODELS: RETAILERS PERSPECTIVES A CASE OF GROUPON
Buying Process and Buying Centre (Annexure – III)
Modus Operandi and Metrics of Groupon
History and Evolution of Groupon
Alternatives and Approaches for The Business Model
Limitations of Groupon Model of Business
CASE 23 UNILEVER: WORKING BEYOND THE HORIZON
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