Description
Marketing Management: Indian Cases is a casebook companion aimed to help readers understand the concepts of marketing in the Indian context. The booklet carries 23 contemporary cases which provide in-depth analysis of different marketing principles and theories as applied by various companies in India and Asia. This casebook will be useful for students pursuing MBA and PGDBM courses. Features Explore marketing mix with MTR Foods Understand customer value with India’s e-commerce space and Flipkart Delve into the world of Information System and data utilization with Starbucks and Amazon Learn to leverage corporate trust and technology strength in the B2B market with Zicom Comprehend marketer’s challenges and complexities with Facebook’s strategies in India and China Mahindra and Mahindra explains consumer segmentation strategies Kellogg’s Corn Flakes shows the way to find market for a product Fevicol demonstrates how to reinvent brand and sales Oreo illustrates the advantages of effective integrated marketing communication Comprehend digital marketing with Wonder Cement Unilever shows the way to build brand and market with holistic marketing initiatives Table of Contents1. MTR Foods – A Marketing Marvel2. Customer Value – Explored, Created, Communicated and Delivered3. Customer Loyalty – The Ultimate objective of every Marketer4. Starbucks India: The Human Coffee Experience5. The Techy Amazon Insight6. Consumer Behavior – Its wide facets and deep implications7. ZICOM – Leveraging Corporate Trust and Technical Strengths in the B2B Market8. Facebook: Business Connections in India and China9. Who will buy XYLO- Mahindra and Mahindra Automotive Sector10. Kellogg’s Cornflakes in India: Finding a platform that connects11. Nivea – Managing a Legacy Brand12. The Call of the Competition13. Fevicol- The Iconic Bond14. Designing and managing services15. Aachi Masala – Entering the North Indian Masala category16. Slicerooms: A Slice of Time, A cut of profits!17. Oreo In India – Launching and Establishing a Global Brand in India Using Integrated Marketing Communications effectively18. Wonder Cement – Building a strong brand Through Digital marketing19. A case study on Direct Marketing of Wedding Return Gifts20. Selling process in Animal Nutrition and Health Industry21. A adapts its Retail Business in India22. E-Marketing Models: Retailers Perspectives a case of Groupon23. Unilever: working beyond the horizon
