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Journey of Brands IMS GHAZIABAD (University Courses Campus) – ManagementA Marketing Case Booklet JOURNEY OF BRANDS JOURNEY JOURNEY OF BRANDS – A Marketing Management Case Booklet Editors: Komal Kapoor • Sahil Kumar Gupta • Sahil Kapoor Kumar Komal Rakesh Sapna • Geeti Sharma IMS GHAZIABAD University Courses Campus, NH-9, Editors Adhyatmik Nagar, Ghaziabad, Pin – 201015, India. Dr. Sapna Rakesh www.imsuc.ac.in Dr. Geeti Sharma Prof. Komal Kapoor ISBN 978-93-90252-31-2 9 0 1 0 0 Dr. Sahil Kumar Gupta 9 7 8 9 3 9 0 2 5 2 3 1 2 ` 899 JOURNEY OF BRANDS JOURNEY OF BRANDS A Marketing Management Case Booklet Editors Dr. Sapna Rakesh | Dr. Geeti Sharma Prof. Komal Kapoor | Dr. Sahil Kumar Gupta BLOOMSBURY INDIA Bloomsbury Publishing India Pvt. Ltd Second Floor, LSC Building No. 4, DDA Complex, Pocket C – 6 & 7, Vasant Kunj, New Delhi 110070 BLOOMSBURY, BLOOMSBURY PRIME and the Diana logo are trademarks of Bloomsbury Publishing Plc First published in 2019 Copyright © @ IMS Ghaziabad, University Courses Campus, 2019 IMS Ghaziabad has asserted its right under the Indian Copyright Act to be identified as the Editor of this work All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage or retrieval system, without prior permission in writing from the publishers Bloomsbury Publishing Plc does not have any control over, or responsibility for, any third-party websites referred to or in this book. All internet addresses given in this book were correct at the time of going to press. The author and publisher regret any inconvenience caused if addresses have changed or sites have ceased to exist, but can accept no responsibility for any such changes ISBN: 978-93-90252-31-2 2 4 6 8 10 9 7 5 3 1 Typeset by Fortune Graphics Printed and bound in India by Replika Press Pvt Ltd To find out more about our authors and books, visit www.bloomsbury.com and sign up for our newsletters CONTENTS Preface vii Case 1 Netflix’s Dynamic Capabilities in Global 1 Expansion: A Learning Perspective Dr. Geeti Sharma and Aastha Sawhney Case 2 Amazon’s Supply Chain in India: Evolution and 17 Challenges Komal Kapoor and Dr. Alpana Agarwal Case 3 Paper Boat: Improving Health and Reducing Stress 30 by Rekindling Childhood Memories Dr. Kumar Saurav and Aastha Sawhney Case 4 OYO Hotels – Disruptive Innovation 44 in Hospitality Komal Kapoor, Nishtha Goel and Ayushi Sharma Case 5 Case Study: Amazon Prime – An Entertainment 56 Partner (Web Series) Aastha Sawhney, Nidhi Sharma and Dr. Sahil Gupta Case 6 Hidesign: Crunch of Positioning in the Native Land 73 Shenki Tyagi and Dr. Sahil Gupta Case 7 A Case Study of Maggi – Strategies and Relaunch 83 Santosh Shah and Nidhi Sharma Case 8 Tata Nano: Dream of Millions 97 Ankit Baranwal, Ashish Kumar Srivastava and Sheetal Malik Case 9 Paytm: Grasping the Penetration Strategy 110 Santosh Shah and Shenki Tyagi Case 10 Oncology: Business Model Development for Exion 123 Pharmaceuticals Dr. Srinivasan R. Iyengar and Vivek Sharma Case 11 Reliance Jio – Fastest Growing Telecom Company 131 Ashish Shrivastava, Ujjwal Dubey and Shriyam Agarwal Author Index 145 PREFACE The global world is a transformed place today with all the stakeholders having their own expectations from the organizations with respect to profitability and sustainability. Successful organizations have either done different things or do things differently. But in both the ways, they are able to meet their organizational goals through the development of right marketing and promotion strategies. Marketing is understood as everybody’s business and is not restricted to only the sales people of an organization. as said by Philip Kotler, marketing is a holistic and integrated concept where each stakeholder has to play their role well in collaborating the business of the organization. even the concept of marketing has evolved to include disruptive innovative strategies leading to high level of customer satisfaction and superior experience. Such transformation with the integration of technology has drastically changed the world and how it operates. The digital ways of marketing and promotion have replaced the age old methods of the earlier world. this is leading to new ways of marketing as consumers today have to be attracted with very different kind of value proposition. Cost and positioning of the brand are still the two pillars on which the entire business is made of and help in the brand development for a long term. But in the current business environment, creating and developing differentiation and competitive advantage is of vital importance as each brand needs to create their own space. This has converted into transformational marketing strategies adopted by companies like Apple, Netflix, Google, Paytm that has set benchmarks in the global world of business. To take the analysis deeper is the purpose of the case book on marketing with a good variety of cases that provide huge learning to the reader the student community. The collaboration of thoughts and knowledge by the authors has provided a creative reservoir of marketing benchmarks that would further enhance the understanding of the readers about the world of marketing. A compilation of marketing cases has been brought with the efforts of the faculty members and would certainly lead to the enhancement of marketing understanding. CASE 1 NETFLIX’S DYNAMIC CAPABILITIES IN GLOBAL EXPANSION: A LEARNING PERSPECTIVE Dr. Geeti Sharma1 and Aastha Sawhney2 1Associate Professor, IMS Ghaziabad University Courses Campus 2Assistant Professor, IMS Ghaziabad University Courses Campus ABSTRACT Netflix is a company that is innovative and has changed the way of renting movies and watching TV Shows. The basis of its business model is on subscription service that offers home delivery of DVD rentals and film and TV Show streaming. The business took advantage of the rapid growth in the rental market for DVDs and the E-Commerce Portals and came up with a service that the conventional retailers were unable to compete. Netflix’s global growth is a crucial factor in the company’s success. The present case analyses the way Netflix expanded globally, the issues and challenges faced across nations, and the strategies adopted to overcome the same. Keywords: Disruptive Innovation, International Expansion, Issues and Challenges, Growth and Development Strategy, Motion Pictures CASE DESCRIPTION The key focus of the case is on the company analysis of Netflix. The other aspects include international expansion strategy, internal analysis for acquiring a competitive advantage and strategic analysis in terms of global development. Overall the case has an intermediate difficulty level and is suitable for both undergraduate and postgraduate students. The situation requires a 1-2-hour class for a thorough analysis. INTRODUCTION Netflix, Inc. – The idea which was conceived and comprehended by two software experts, namely – Reed Hastings and Marc Rudolph in 1997, as emerged as a global player in streaming entertainment service based on client-server technology with headquarters in Los Gatos, California. Today, the company relishes a substantial market share with over 167 million paid memberships in over 190 countries by 2 | Journey of Brands disseminating services like TV series, documentaries, and featured films in three major segments: international streaming, domestic streaming, and internal DVD across a wide variety of categories and languages. Netflix offers its members to acquire streaming content via a host of Internet-connected screens entailing mobile phones, televisions, TV set-top boxes, digital video players, etc. It can even prevail standard definition DVDs, and their high definition successor, Blu-ray discs on mail membership services. Thus, facilitating members to access content without any adverts or obligations on different internet platform with anywhere and anytime privilege. While unveiling its story, Netflix positioned 10,000 titles from its 90,000 online film library database as a free value-added service to its vast base of prevailing customers. These were the ones who have earlier created their ID & passwords to access various films by promoting on ‘Watch Instantly’ mode. Later in 2010, as the business started flourishing, the company revamped its core business model from a monthly subscription to a monthly subscription service for unlimited movie and TV downloads via Watch Instantly. It also added an extra monthly fee for unlimited DVDs delivered to the home. Simultaneously, Netflix broadcasted the message of business expansion by increasing the volume of the television content offered through their service by establishing an authorized & licensed specific content organization for syndicating content. In the present context, the company acquires content by collaborating with various studios and numerous content service providers in the marketplace by entering into fixed-fee licenses, revenue sharing agreements, and direct purchase contracts. Currently, Netflix Inc. renders its services via different channels mode entailing online advertising, broad-based media, such as television and radio, as well as various strategic partnerships. As a marketing tactic, Netflix providers free-trial memberships to new subscribers and few re-joining members to abreast them with new features & content. NETFLIX FOCUS Netflix has always been an engrossed passion brand and not a do- everything brand like Starbucks, 7-Eleven; Southwest, United; HBO, or Dish. The company has strived to be a leading global streaming entertainment service provider by adopting a model of a flat fee for unlimited viewing of commercials as compared to its competitors who are functioning on pay-per-view or free ad-supported content models. Netflix is not a generic video selling organization that streams all types Netflixs Dynali aaaalilities in Global Expansion Learnin Perspectie | 3 of video, such as news, user-generated, live sports, porn, music video, and gaming. Instead, the company has restricted itself to movies and TV series entertainment networks with unlimited viewing on any internet- connected screen for an affordable, no-commitment monthly fee.
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