Marketing Management : Indian Cases

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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