Case study Catalouge - August 2006 - ICFAI

Case Study CatalogAugust 2006

ICFAI Center for Management ResearchPlot No. 49, Nagarjuna Hills, Punjagutta, Hyderabad, India - 500 034.

ICFAI Center for Management Research

49, Nagarjuna HillsPanjagutta, HyderabadIndia - 500 082

Phone: 91 - 40 - 23430462/63, Fax: 91 - 40 - 23430467e-mail: [email protected], Website: www.icmr.icfai.org

2006 The Institute of Chartered Financial Analysts of India.

ISBN 8189410199Ref. No. CAT 07 2K6 01

Caselets 201

Marketing Management

Tasty Bites:Target Marketing in USA

Abstract

Tasty Bite Eatables Limited (TBEL) is a foodservices company manufacturing andmarketing ready-to-serve (RTS) foodproducts, processing vegetables, and leasingcold storage facilities. The caselet describesthe companys performance since its inceptiontill the late 1990s which was not encouraging.It mentions a strategic initiative called 4Capproach undertaken for reviving thecompany. The caselet discusses the targetmarket segmentation by the company in thehighly competitive US market. It analyzesthe marketing mix elements used by TBEL tosuccessfully market its ready-to-serveproducts in the USA.

Issues

Segmentation and target marketing; Marketingethnic food products in USA; Global marketingstrategy; Packaging as a marketing mixelement.

ICMR Ref. No. ........................ CLMM 032Industry ............................................ FMCGPub/Rev Date ..................................... 2005Case Length ................................. 4 Pages

Surrogate Advertising Practicesin Indian Liquor Industry

Abstract

The caselet describes the regulatoryframework for marketing liquor products inIndia. It examines the promotional mixelements used by liquor companies topromote their products. In the year 2000, I&BMinistry barred TV channels from telecastingliquor and cigarette advertisements. Thecaselet discusses the steps taken by theIndian government to monitor theadvertisements broadcast by thesecompanies. Finally, it focuses on the surrogateand socially responsible advertising routeused by liquor companies to promote theirproducts, after the ban on direct liquoradvertisements in 2000.

Issues

Regulatory framework and its influence onmarketing strategy; Efficacy of surrogateadvertising; Marketing liquor products in India.

ICMR Ref. No. ........................ CLMM 031Industry ........................................... LiquorsPub/Rev Date ..................................... 2005Case Length ................................. 5 Pages

Market Entry Strategies ofStarbucks

Abstract

Starbucks is one of the leading internationalfood retailing chains. The caselet examinesthe market entry strategies used by Starbucksin various countries. The caselet discussesthe evolving coffee drinking culture aroundthe world and the role of Starbucks in thegrowth of this culture. The caselet outlinesthe efforts of Starbucks in customizing theservice offerings according to local customerneeds and culture.

Issues

Modes of entry into foreign markets; Designof service offerings; Challenges in internationalfood retailing.

ICMR Ref. No. ........................ CLMM 030Industry ......................................... RetailingPub/Rev Date ..................................... 2005Case Length ................................. 4 Pages

Short Messaging Service (SMS):Emerging Tool for Advertisers

Abstract

The caselet examines prominence of shortmessaging service (SMS) as a marketingcommunication tool among Indian advertisers.The caselet gives a description of the variousobjectives for which SMS campaigns are beingused by advertisers. It discusses some ofthe prominent SMS campaigns launched bythe Indian advertisers. Finally, it outlines thepitfalls and disadvantages associated withthe use of SMS as a marketing communicationtool.

Issues

SMS as a marketing communication tool;Objectives of marketing communicationcampaigns; Design and implementation ofSMS advertising campaigns; Challenges anddisadvantages of SMS advertising.

ICMR Ref. No. ........................ CLMM 029Industry ................ Media & EntertainmentPub/Rev Date ..................................... 2005Case Length ................................. 4 Pages

Perils of Celebrity Endorsements:The Siyaram Example

Abstract

Siyaram Silk Mills Ltd. (Siyaram), is one ofIndias leading textile companies. Thecompany was badly affected by the matchfixing controversy involving Hansie Cronje,captain of the South African cricket team in

2000, as he was one of the key celebrityendorsers for Siyarams J. Hampstead brandof clothing. The caselet discusses themeasures taken by the company to reducethe impact of the controversy. It examinesthe brand-building efforts of Siyaram for its J.Hampstead brand of clothing.

Issues

Celebrity endorsements in India; Marketingof textiles in India; Pitfalls of celebrityendorsements; Crisis management inmarketing.

ICMR Ref. No. ........................ CLMM 028Industry ................. Textiles and GarmentsPub/Rev Date ..................................... 2005Case Length ................................. 4 Pages

The Launch of Scorpio:A Sports Utility Vehicle

Abstract

Mahindra & Mahindra Ltd. (M&M) was theflagship company of the Mahindra Group, adiversified business group with interests inkey sectors of the Indian economy. The urgeto develop a world class vehicle resulted inthe launch of Project Scorpio by M&M in1996. This resulted in Indias first indigenoussports utility vehicle, Scorpio, in 2002. Thecaselet discusses the advertising andpromotion strategy followed by the companyin marketing Scorpio. The caselet alsoexplains the companys designed to coststrategy that helped in pricing the vehiclecompetitively.

Issues

Pricing decisions in Indian automobile Industry;Promotion and positioning a new product inthe automobile Industry; Event marketing asa marketing communication tool.

ICMR Ref. No. ........................ CLMM 027Industry .......................... Auto & AncillariesPub/Rev Date ..................................... 2005Case Length ................................. 5 Pages

Branding Commodity Product:Indian Salt Industry

Abstract

The caselet discusses the evolution of saltmarket from a commodity product to abranded product. It examines the entry oforganized players into salt market. The caseletdescribes in detail about marketing andpositioning strategies of various branded saltcompanies. It highlights the frequentrepositioning and relaunch exercises of thebranded salt product companies.

Caselets202

Issues

Marketing commodity products; Brandingstrategies of Indian salt companies; Positioningstrategies of Indian salt companies.


Ranbaxy and its Global MarketingStrategy

Abstract

The caselet talks about the global marketingstrategy followed by Ranbaxy that helpedthe company to become an Indian MNC. Itexamines the companys focus on genericdrug markets that involves identifying off-patentdrugs and capturing the market for thesedrugs. The caselet discusses the companysstrategy towards prescription drug market.Finally, it highlights the challenges thatRanbaxy might face in pursuing its globalmarketing strategy successfully.

Issues

Global marketing strategy and Indiancompanies; Product strategy in globalmarkets; Role of environmental analysis indesigning global marketing strategy; Globalpharmaceutical market.

ICMR Ref. No. ........................ CLMM 025Industry ..................... Pharma and BiotechPub/Rev Date ..................................... 2005Case Length ................................. 4 Pages

Philip Morris International:Entry Strategy in India

Abstract

Philip Morris International (PMI) tied up withthe Barakat Foods and Tobacco Pvt. Ltd., todistribute cigarettes under a non-exclusivedistribution agreement. The caselet describesin detail the companys cautious entry intoIndia through the import route circumventingstringent Indian regulatory framework. It givesa brief mention of PMIs pricing policy. Finally,the caselet examines the implications of PMIsentry for the domestic tobacco Industry.

Issues

Regulatory Issues in cigarette market; Pricingof cigarettes; Impact of international tobaccocompanies on Indian players.

ICMR Ref. No. ........................ CLMM 024Industry ......................... Tobacco ProductsPub/Rev Date ..................................... 2005Case Length ................................. 4 Pages

P&Gs Online Marketing ResearchInitiatives

Abstract

The caselet highlights the emphasis onmarketing research at Procter & Gamble(P&G). It examines the evolution and growthof marketing research efforts of the company.The caselet focuses on the increased use ofinternet by P&G for its marketing researchinitiatives. Finally, it explains the advantagesand disadvantages associated with the onlinemarketing research initiatives.

Issues

Importance of marketing research for FMCGcompanies; Qualitative research VsQuantitative research; Use of technology inmarketing research; Efficacy of onlinemarketing research initiatives.


Nutraceutical Product Marketin India

Abstract

In India, the nutraceutical market pegged atRs 16 billion, is still evolving. With increasingawareness about health and the risk of lifestyledisorders, consumers are looking atnutraceuticals as effective products. Thecaselet analyzes the reasons behind slowgrowth of this market. It examines the effortsbeing made by Indian nutraceutical productcompanies to increase the pace of the growthby launching products that appeal to Indiancustomers and exploring more distributionchannels.

Issues

Consumer beliefs and attitudes; Brand-buildingand brand awareness in nutraceutical market;New product development and productmanagement in nutraceutical market; Qualityinitiatives in nutraceutical market.


Nurturing a Mother Brand: Nivea

Abstract

The caselet examines the evolution of Niveafrom a single product brand into the worldsnumber one personal care brand with 300products spanning across 14 categories. Thecaselet illustrates the companys successful

brand extension initiatives that made Niveathe leading personal care brand in the world.It gives a detailed explanation of NiveaUniverse framework developed by thecompany with the objectives of streamliningand executing the brand extension efforts.

Issues

Brand-building strategies of personal careproduct companies; Implementing brandextension initiatives; Umbrella brand and itsprominence; Product innovation andcustomer-focused marketing.


Failure of New Coke

Abstract

On April 23, 1985, Coca-Cola, the largestaerated beverage manufacturer of the world,launched a sweeter version of the soft drinknamed New Coke, withdrawing its traditional99 years old formula. The caselet examinesthe factors that prompted the company toundertake such an initiative. It provides detailsabout the market research study conductedby Coca-Cola prior to the launch of NewCoke. The caselet explains the marketingand financial implications of the launch of NewCoke. Finally, it discusses the subsequentwithdrawal of New Coke and the re-launch ofClassic Coke.

Issues

Challenges in marketing research; Importanceof brand loyalty; Emotional attachment ofconsumers with brands; Productmanagement and new product development.


McDonalds Employee TrainingPrograms

Abstract

The caselet talks about McDonalds focus onemployee training. The caselet provides adetailed account of McDonalds employeetraining programs that are highly structuredand are based on the companys coreprinciples - quality, service, cleanliness, andvalue (QSC&V). Apart from the trainingprograms at each region or locality, thecompany also has a centralized training entitycalled Hamburger University, situated in OakBrook, Illinois, USA. The caselet describesthe programs conducted at this university.

Caselets 203

Issues

Importance of people in marketingmanagement; Importance of employee trainingin service Industry; In-house training vs thirdparty training.


Product Management at MarutiUdyog Limited

Abstract

The caselet provides an overview of MarutiUdyog Limiteds (MUL) product mix strategysince its inception to early 2000s. The caseletdescribes the product mix adopted by thecompany during 1990s. It examines thechanging competitive environment in theIndian automobile Industry during late 1990sespecially in the small car segment whereMUL has a strong presence. This segmenthas seen the launch of three models Matiz(Daewoo), Santro (Hyundai), and Indica(TELCO). Finally, it discusses MULsresponse to the increased competition.

Issues

Product management and new productdevelopment; Importance of understandingcompetitive environment; Analyzing productmix; Indian automobile market.


Loyalty Card Programs inIndian Retailing

Abstract

With increasing competition, retailers have tofind ways to retain existing customers whiletrying to woo new customers at the sametime. One way to retain customers is to offerincentives for repeat buyers. This is done byoffering card-based frequent-shopperprograms. The caselet talks about the growthof loyalty card programs in the Indian retailingIndustry. It describes the features of the loyaltycard programs run by some of the prominentIndian retailers including Shoppers Stop,Piramyd, Akbarallys, and Ebony.

Issues

Loyalty card programs and customer loyalty;Customer relationship management throughloyalty card programs; Design andimplementation of loyalty card programs.


KVICs Branding and ProductQuality Initiatives

Abstract

Khadi and Village Industries Commission(KVIC) is a statutory body that was set up topromote khadi and village industries. Howeverit faced problems in expanding its market andimproving sales during late 1990s. Thecaselet highlights KVICs efforts to revamp itsmarketing strategy in order to expand itsmarket and improve its sales. It examinesthe market survey conducted by KVIC toascertain the perceptions of customers andchannel members about KVIC products andits outcomes. Finally, the caselet discussesthe changes that KVIC made to its marketingstrategy based on the survey results.

Issues

Branding of products; Product quality and itsimportance in marketing strategy; Distributionstrategies of product companies.


Kelloggs Positioning Strategyin India

Abstract

Kellogg, the wholly owned Indian subsidiaryof the U.S-based Kellogg company, enteredthe Indian market in September 1994 with aninitial offering of cornflakes, wheat flakes andBasmati rice flakes. But its products failed inthe Indian market. The caselet examines thereasons behind the failure of the companysmarketing strategy. The caselet discussesthe changes made to the product and itspositioning that helped Kellogg in improvingits sales and market share in India.

Issues

Positioning strategies of FMCG companies;Design and implementation of global marketingstrategy; Need for understanding consumerbehavior.


HPCL: Customer ServiceInitiatives

Abstract

The caselet explains the efforts of HindustanPetroleum Corporation Limited (HPCL) toimprove customer service levels in its LPGbusiness to differentiate its services from thecompetition. It describes the focus of thecompany on three aspects quality, safety,and convenience. Finally, the caseletprovides details about HPCLs Rasoi Gharscheme offered for the rural customers.

Issues

LPG market in India; Customer service asdifferentiator; Marketing strategies incommodity product markets.

ICMR Ref. No. ........................ CLMM 014Industry ......................... Oil & Natural GasPub/Rev Date ..................................... 2005Case Length ................................. 3 Pages

Repositioning of Honda City

Abstract

The caselet provides an overview of Indiancar market in 1998 and the rapid changes thattook place in Indian car market by 2003 thatweakened the positioning of Honda City, themid-size car launched by Honda Siel CarsIndia Ltd (HSCI). The caselet describes theefforts made by HSCI to reposition the carmodel at the lower end of mid-size carsegment by offering a low powered fuelefficient model at a lesser price. Finally, ithighlights the changes that were taking placeat a global level that prompted HSCI toundertake such repositioning exercise.

Issues

Positioning strategies of Indian automobilecompanies; Need for repositioning of aproduct/service; Product managementstrategies of Indian automobile companies.


Branding Initiatives of HimalayaDrug Company

Abstract

The caselet explains the strategy of theHimalaya Drug Company (HDC) to brand itsproducts under Ayurvedic Concepts in1999. It describes the promotional and retailingstrategy followed by the company to marketits new brand. Finally, the caselet examineswww.icmr.icfai.org

Caselets204

the reasons behind HDCs decision to bringall its brands under an umbrella brandHimalaya.

Issues

Marketing in pharma and healthcare Industry;Brand-building in marketing management; Roleof retail strategy in marketing management;Pros and cons of umbrella branding.


GCMMF: Going Beyond Amul

Abstract

The caselet talks about Gujarat CooperativeMilk Marketing Federation (GCMMF)sdiversification initiatives. GCMMF begandiversifying into other segments since mid-1990s and it entered into segments such asice-creams, branded yoghurt, and carton milkmarket. The caselet focuses on the companysentry into the ready-to-eat segment. Thecaselet provided details for the launch ofGCMMFs pizza products under SnowCapbrand. Finally, it describes the companysfuture plans for its pizza business.

Issues

Diversification strategies of Indian food productcompanies; Pizza market and its marketpotential; Brand extensions and branding newproducts.

ICMR Ref. No. ......................... CLMM 011Industry ............................................ FMCGPub/Rev Date ..................................... 2005Case Length ................................. 4 Pages

Brand Relaunch of Frooti

Abstract

Parle Agros Frooti is the leading brand in thetetrapak fruit drink market. The brandwitnessed declining sales and started losingits appeal due to increased competition. Torevive the sagging sales and appeal of thebrand, Parle Agro decided to relaunch thebrand with new positioning and packaging.The caselet discusses about Parle Agrosdesign and implementation of the brandrelaunch exercise for Frooti. It provides adetailed description of the advertising strategyfollowed by the company to promote the brandthat involved a teaser advertising campaignrevolving around a faceless character DigenVerma.

Issues

Importance of marketing research; Design andimplementation of brand relaunch; Teaseradvertising campaign merits and demerits.


Private Branding by FoodWorld

Abstract

The caselet provides a brief description ofFoodWorld, Indias leading food retailer, andits operations. It discusses FoodWorldsprivate branding initiatives and the rationalebehind such a strategy. The caselet examinesthe advantages and the pitfalls associatedwith private branding initiatives.

Issues

Food retail sector in India; Marketing strategiesof Indian retailers; Private branding and itsmerits and demerits.


Direct Marketing byEureka Forbes

Abstract

Eureka Forbes followed the globally tried andtested direct selling route for marketing itsproducts in India, thus becoming one of thefirst direct selling companies in India. Thecompany believed that its core strength wasits people. The caselet provides details aboutthe companys advertising strategy thatprojected a friendly and trustworthy image ofits salespersons. It discusses the CustomerRelationship Management (CRM) initiativesof Eureka Forbes. Finally, it analyzes thechange in advertising strategy and positioningby Eureka Forbes.

Issues

Direct marketing of consumer appliances;Importance of sales force; CustomerRelationship Management; Advertisingstrategies in consumer appliances Industry.

ICMR Ref. No. ........................ CLMM 008Industry ............. Electricals & ElectronicsPub/Rev Date ..................................... 2005Case Length ................................. 5 Pages

Domestic Airlines in India:Leveraging Price

Abstract

The caselet examines the pricing warsresorted to by Indian airline companies tocounter the competition and sustain in the

marketplace. It discusses the APEX fareschemes launched by various domesticairlines. The caselet talks about some of theinnovative promotional schemes that werelaunched by these companies.

Issues

Pricing strategies in Indian airlines Industry;Sales promotion in airlines; Competition as akey consideration for designing marketingstrategy.

ICMR Ref. No. ........................ CLMM 007Industry .......................................... AviationPub/Rev Date ..................................... 2005Case Length ................................. 4 Pages

Growth of Digital Camera Marketin India

Abstract

The caselet provides an overview of thedigital camera market in India. It examinesthe factors that helped digital cameras registera higher sales growth rate than roll-basedanalog cameras. The caselet outlines thechallenges and problems that hinder thegrowth of digital cameras in India. Finally, itgives a brief description of the global status ofdigital camera Industry .

Issues

Digital camera market in India; Product lifecycle and marketing mix; New productdevelopment.

ICMR Ref. No. ........................ CLMM 006Industry ............. Electricals & ElectronicsPub/Rev Date ..................................... 2005Case Length ................................. 4 Pages

The Failure of Daewoo Cielo inIndia

Abstract

The caselet provides detailed description ofthe entry strategy followed by Daewoo in theIndian automobile market. It examines thefactors behind the failure of Cielo, thecompanys flagship model, since its launch inthe late 1990s. It also analyzes the correctivesteps that the company took to reviveDaewoos sales and image.

Issues

Pricing decisions and price cuts; Positioningof a product; Managing product portfolio;Importance of product quality.


Caselets 205

Customer-centricity atCommerce Bank

Abstract

Commerce Bank is one of the leading financialinstitutions in USA. The caselet describes theinnovative service differentiation of the bank.It discusses the customer service initiativesundertaken to give the customer a fast andconvenient banking experience. The caseletexamines the brand-building strategiesfollowed by the bank. The bank hasestablished a corporate university calledCommerce University to meet the trainingneeds of its employees. Finally, the caseletprovides details about the steps taken by thebank to motivate the employees.

Issues

Product differentiation in service Industry;Importance of customer satisfaction and value;Employee training and its impact on servicequality; Brand-building strategies in serviceIndustry.

ICMR Ref. No. ........................ CLMM 004Industry .......................................... BankingPub/Rev Date ..................................... 2005Case Length ................................. 4 Pages

Soft Drinks PesticideControversy in India

Abstract

The caselet highlights the pesticidecontroversy that Cola majors faced in 2003.It describes the New Delhi-basedenvironmental group, Centre for Science andEnvironment (CSE) report that put the entiresoft drink Industry in a bad light. The reportclaimed that its laboratory tests haddiscovered that most soft drinks sold in Indiawere contaminated with large doses ofpesticides like Lindane, DDT, Chlorpyrifos,and Malathion. The caselet provides a detailedaccount of how Cola majors overcame thiscrisis through the use of various marketingcommunication tools.

Issues

Crisis management in marketing management;Role of public relations in crisis management;Influence of political and legal environment onmarketing strategy; Ethical Issues in marketingmanagement.


Amway in India:A Different Approach

Abstract

In the late 1990s, the global direct selling giant,Amway, had to contend with increasing doubtsregarding its survival in India. Media reportswere quick to point out Amways failure tosell the basic concept of direct selling to theIndians. The caselet explores the problemsfaced by Amway. It discusses the correctivesteps taken by Amway - change in productstrategy, strengthening distribution networkand Indianization, to revive its sales.

Issues

Direct marketing Industry in India; Distributionstrategies of direct marketers; Importance ofunderstanding local markets for globalcompanies.


Launch of Amaron AutomotiveBatteries

Abstract

The caselet gives an overview of automotivebattery market in India. It examines the factorsthat made Amara Raja Batteries Limited(ARBL) enter the automotive battery segment.The caselet discusses the new productdevelopment process followed by ARBL forthe launch of its automotive battery brandAmaron. Finally, it explains the companysefforts to differentiate the brand in all aspectsof marketing mix.

Issues

Segmentation and targeting in Indianautomotive component market; New productdevelopment process; Challenges in newproduct development; Branding of low-involvement products; Marketing mixelements.


Sales & DistributionManagement

GE: Ethics and SocialResponsibility

Abstract

This caselet gives an overview of socialresponsibility initiatives undertaken by GEunder the leadership of John Immelt. Itdiscusses the lack of social responsibilityexhibited by GE in the early years and itsimpact on the companys image. It gives adetailed description of social responsibilitymeasures taken in GE in the early 2000s,which resulted in recognition by way ofseveral awards.

Issues

Importance of social responsibility bycorporates; Methods of social responsibilityby corporates.

ICMR Ref. No. ...................... CLSDM 044Industry ................ Media & EntertainmentPub/Rev Date ..................................... 2005Case Length ................................. 4 Pages

The Times of India and Ethics

Abstract

The caselet focuses on the allegedly unethicalpractices followed by the Indian English daily,The Times of India. It discusses specificinstances where the online edition of thenewspaper is said to have deviated from theaccepted norms in news publishing and theimpact of such practices on the public. It alsodescribes the paper's response to a mediacritic whose website criticized thenewspaper's practices. Finally, it puts forthviews of journalists and other freelance writerson the issue.

Issues

Ethics of selling editorial space bynewspapers.

ICMR Ref. No. ...................... CLSDM 043Industry ................ Media & EntertainmentPub/Rev Date ..................................... 2005Case Length ................................. 4 Pages

Cadbury and the WormControversy

Abstract

The caselet primarily deals with the wormcontroversy in October 2003 when a stockistin Mumbai found worms in Cadburyschocolates. It discusses the impact of thisincident on Cadburys reputation and ethical

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Advertising nourishes the consumingpower of men. It sets up before a man agoal of a better home, better clothing,better food for himself and his family. Itspurs individual exertion and greaterproduction.

Winston Churchill

Case study Catalouge - August 2006 - ICFAI

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