Samsung in India: Brand Building a conglomerate when the reverse trend is through Customer Service witnessed in other countries – both developed as well as developing? With the This case, set in 2008, attempts to analyse Whirlpool's Product Innovation inception of Bharti Telecom (Bharti) in how to build brand in a hyper competitive 1985, Sunil Bharti Mittal laid the and Brand Building Strategies in industry like consumer durables industry foundations of an organisation that would India: Re-creating the Lost where brands matter the most and emerge as India's 'telecom conglomerate Magic? marketing efforts matter even more. This giant'. The company made a humble case study can very effectively be used to beginning with the manufacture of push This case is written to debate and discuss debate on what can be the unique platforms button handsets. However, 1992 marked the on the issue – In the presence of focused for competitive advantage in consumer turn of events for Bharti. The liberalisation and determined competitors, even a well- durable industry. Post liberalisation in 1991, of the Indian telecom sector in that year known and established player is capable of with the entry of multinational companies unleashed numerous opportunities for making all the possible incorrect strategic like LG, Samsung and Whirlpool, the Indian domestic and international players to tap moves. Established in 1996, Whirlpool of consumer durables industry has witnessed the lucrative Indian telecom market. India Ltd. (WIL) set out to capture the intense competition. In order to lure the Notwithstanding its small size, Bharti Indian market with its customer-centric customers, companies flooded the market Brands and Branding Brands and Branding Brands and Branding Brands and Branding Brands and Branding plunged into the bidding war for cellular approach. The company gained leadership with latest models, new features and latest licenses, successfully capturing the license in the direct-cool refrigerator segment with technology. To position their brands in the for providing cellular network service in a significant share in the washing machine minds of the consumers, these players New Delhi (Delhi). Making a mark with its market. However, with the entry of the adopted several brand-building strategies brand, Airtel, in the Delhi market, Bharti Korean conglomerates – LG and Samsung, apart from investing heavily on R&D and was confident of a triumphant journey. WIL's rise to success came to a halt. marketing. This case delves into the critical Contradictory to its aspirations, this early Competing for the same market space, success factors of the industry and the victory was followed by a string of these Korean players offered a host of factors that gave a few players market downturns. The company lost most of the technologically superior products at leadership in this industry. To create a subsequent cellular bids and found itself in affordable rates through a strong competitive edge, Samsung, the No. 2 troubled waters. Nevertheless, competitors' countrywide network. Promoted player, is emphasising on customer service. inability to exploit their winning cellular aggressively and backed by a customer care It is believed that customer service is a key bids proved a boon to Bharti. The eagerness service to please Indian customers, these influencing factor in the consumer durables of these companies to sell their cellular products took away the market share from industry. However, with other companies licenses to Bharti brought the company back WIL in less than a decade. The Korean also catching up, can Samsung create an into limelight. Banking on the opportunity, companies redefined the customer service edge? The case delves into what Samsung the company spread its cellular service to in the home appliances segment. To make needs to do to create a competitive new regions in the country. From being a a come-back into the Indian market, WIL, advantage in the highly competitive handset manufacturer, Bharti transformed under the direction of its new vice consumer durables industry. itself into a full cellular service provider president, Marketing, Shantanu Das Gupta, with a whopping 4.5 million customers in geared up to focus on offering innovative March 2003. However, the company is not products. To create a brand recall, the Pedagogical Objectives content with being only a 'telecom company hired celebrity couple Kajol and • To debate on the sources of brand- conglomerate'. In 2008, to gratify its Ajay Devgan as brand ambassadors. After building in a commoditised industry growing aspirations, Bharti declared its 3 years in the red, WIL finally witnessed a intentions of becoming India's 'finest net operating profit in 2008. However, • To understand Samsung India's brand- conglomerate by 2020'. Equipped with a with its market share still trailing behind building strategies youthful logo and new brand identity, Bharti its competitors, the case questions the • To analyse and debate on whether is determined to unveil another success sustainability of WIL’s turnaround. Samsung's focus on customer service story. However, many challenges lie ahead. would give it a competitive advantage Pedagogical Objectives over rivals. Pedagogical Objectives • To understand the nature of the consumer Industry Consumer Electronics/FMCG • To analyse the critical success factors in durables market in India and to analyse Reference MAR0103 building conglomerates and to the critical success factors in this market Year of Pub. 2009 understand the role of brand building in • To understand the reasons for WIL's rise Teaching Note Available a conglomerate vis-a-vis a single-business and fall in the consumer durables industry Struc.Assign. Available firm • To suggest alternatives for WIL to Keywords • To analyse and understand the factors become India's 'Best Home Appliances Rebranding, Repositioning, Strategic responsible for making Bharti's Airtel Company'. Postioning, Conglomerate, Branding, the No. 1 telecom brand in India Industry Consumer Electronics/FMCG Network Operator, Retail, Diversification, • To debate on the efficacy of Bharti's Reference MAR0104 Vision, Airtel, Bharti, Bharti Televentures decision to convert itself from a single- Year of Pub. 2009 business firm into a conglomerate Teaching Note Available • To examine the challenges that Bharti Struc.Assign. Available Bharti Enterprises' New would face in operating as a Keywords Conglomerate Brand Identity: conglomerate when a reverse trend is The Strategic Positioning being witnessed all across the globe. Competitive strategy, Product innovation, Challenges Brand building, Branding, LG, Samsung, Industry Telecom Whirlpool, Consumer Durables industry, This case study's primary objective is to Reference MAR0102 Marketing, CSFs, Competition, India, debate and discuss on: Does it make sense Year of Pub. 2009 Turnaround for a single-business firm from an emerging Teaching Note Available country like India, to transform itself into Struc.Assign. Available 2 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Keywords Retailing, Premium Brands, Brand Keywords G N I T E K R A M Personality, Marketing Strategies, Rebranding, Repositioning, Strategic Consumer Behaviour Lenovo-IBM Alliance, Cross-border Postioning, Conglomerate, Branding, consolidation, Price wars, Acer, Chinese Network Operator, Retail, Diversification, PC Industry, Critical Success Factors in PC Vision, Airtel, Bharti, Bharti Televentures industry, Branding, Brand Integration, Acer vs Lenovo: Asian Brands' Branding challenges, consumer goods, Global Ambitions Presonal Computers Heineken's Beer Branding: On the global personal computer map, Acer Bringing 'Starbucks Coffee emerged from obscurity to become the Experience' to Beer third largest PC company only behind Dell Capsule Hotels: A Case of and HP. But the company wasn't a smash Reverse Positioning? This case study, while providing a landscape hit over night. Staying true to its South of the beer industry, offers scope to discuss Asian culture, the company worked up the From luxury to budget to no-frills and the factors behind the declining market ladder, rather silently, building brick-by- boutique... the major hotel giants are share of beer. In the light of this, the case brick. On its way up, the company worked moving ahead with innovative concepts, also enables a discussion on the relevance out many hurdles – ranging from branding and the outcome – a never before choice of Heineken's concept of branded beer bars problems to facing near boycott from the for business as well as leisure travellers. at international airports. Apart from that then stalwarts in the business – and gradually Forging ahead amid stiff competition and the case also explores the challenges that overtook much bigger and older companies. industry growth nearing maturity, hoteliers Heineken would face in bringing the The long standing chairman Stan Shih put are constantly thinking of new value Starbucks experience to beer given the fact up a workman-like effort solving one innovations. One such innovation gave that coffee and beer are similar and problem after the other and steering the birth to the no-frills concept, based on a dissimilar in many ways. company in one of the most competitive typical Japanese capsule hotel along with considerable inspiration from low-cost Globally, as beer is regarded as a industries. All the way through, he stuck to the basics of the business, focusing on airlines and first class accommodation on homogenous product, breweries have long air flight. Particularly visible in popular been adopting unique ways to differentiate quality, quantity and low costs. Acer's Asian counterpart, Lenovo, made its mark in the regions of the US and Europe, they set a and create consumer preferences. However unique and distinct competitive position since the 1990s, the most preferred drink global PC market with a bang by taking over IBM's PC business. From then on, in the market. However, in an industry – Beer is being viewed as ordinary and old- where customers identify their lifestyle with fashioned. Beer manufacturers failed to the rivalry between the two Asian giants caught the attention of industry as well as the hotel brands, known for luxury and create consumer demand and lost market comfort, how would no-frills budget hotels share to wine and other liquors. To counter academia. The industry is tracking them for remaking the global PC industry appeal to the customers? Given their this, the world's top brewers adopted many strategic pricing, can these hotels earn techniques. Among others, Heineken, one dynamics by challenging the western companies, that have practically invented sustainable profits amid competition from of the world's most recognised beer brands high-end as well as low-end hotel segments? launched branded beer bars at Hong Kong's and built the industry over decades. The International Airport in March 2007. The academia is observing the theoretical and Pedagogical Objectives idea was to win back customers by providing strategical underpinnings and are scripting them with a unique experience. Sounds the journey of these two global giants from • To discuss the development trends in familiar? The idea is taken from Starbucks, the developing world. This case helps the the global hotel industry and its growth the world's leading retailer, roaster, and students debate on the importance of brand across the years brand of specialty coffee that successfully building in the global PC industry in the made coffee synonymous with itself. back drop of competitive dynamics that • To understand various operational are shaping the industry. This will also help aspects of hotel industry and their in analysing the strategies adopted by Acer implications on the performance of the Pedagogical Objectives and Lenovo to compete in the industry hotel companies • To understand the critical succes factors and in concluding which of the two is well- • To examine Japanese capsule hotels, of the beer industry with specific placed. their characteristic features, and services reference to branding offered Pedagogical Objectives • To analyse the relevance of the branding • To examine the rise of no-frills budget strategies adopted by beer manufacturers The case is structured to help the students: hotels in Europe and the US • To explore the feasibility of a branded • Understand the competitive dynamics • To analyse the role of location in the beer bar shaping the global PC industry success of the new concept hotels • To debate whether Heineken would • Appreciate the significance of brand • To examine growing competition in the succeed in bringing the 'Starbucks building in a highly commoditized industry between different hotel experience to beer'? industry categories Industry Beer industry • Analyse which of the two Asian brands • To evaluate the success of these new Reference MAR0101 is better off amidst fierce competition concept hotels and identify their growth Year of Pub. 2009 in the global PC market. potential. Teaching Note Available Industry Personal Computers Struc.Assign. Available Industry Hospitality Industry Reference MAR0100 Reference MAR0099 Keywords Year of Pub. 2009 Year of Pub. 2008 Teaching Note Available Starbucks, Brands, Branding, Beer, Teaching Note Available Struc.Assign. Available Heineken, Budweiser, Bud Light, Breweries, Struc.Assign. Available

3 www.ibscdc.org Keywords Pedagogical Objectives Consumer Behaviour; Brand Fatigue; Business; Strategy; Market Leadership; Capsule; Hotels; Hospitality; Reverse • To analyse the business models of the Branding Case Study; Competitive Positioning; Brands and Branding Case Indian film industry 'Bollywood' and Advantage Studies; ADR; RevPAR; Segmentation; Hollywood Occupancy; Luxury; Budget; Differential Pricing; easyHotel; Yotel;Qbic; Blue Ocean • To understand the impact of Strategy; Bed and Breakfast; Green Corporatisation on a hitherto Ford's Brand Revival Strategy for unorganised industry Lincoln • To understand how an industry's Ford Motors (Ford), one of the biggest Titan Watches – Creating a competencies can be converted into manufacturers of automobiles in the US 'Stylish, Functional' Brand capabilities lost could not sustain its Lincoln brand due • To analyse the Challenges of evolving to mismanagement. The company The Indian watch industry was in a state of brands in a global market. concentrated more on its trucks division flux and market leader 'Titan' had to gear for profits and let its luxury car business up its marketing strategies to retain its Industry Entertainment Industry slide. It faced falling sales and profits due brand positioning. Titan as a brand had Brands and Branding Brands and Branding Brands and Branding Brands and Branding Brands and Branding Reference MAR0097C to a bloated product line, which was out of established itself for its style and choice of Year of Pub. 2008 sync with the market. To get back to its design. Titan's clear segmentation strategy Teaching Note Available former eminence, Ford initiated the had served it well and the challenge Titan Struc.Assign. Available rebranding of its Lincoln luxury-car brand. faced was to combat the onslaught of popular international brands like Rado and Keywords Pedagogical Objectives Rolex. Would Titan be able to match up by Bollywood; Indian Film Industry; leveraging on its brand equity? Hollywood; Branding Case Studies US film • To discuss the challenges faced by the industry; Professionalisation; company due to change in consumer Pedagogical Objectives Corporatisation perceptions and increase in competition • To comprehend the market • To discuss concept of badge engineering segmentation strategy of Titan Brand Gendering: Hello Kitty • To discuss the concepts of brand, brand • To study the challenges faced by an image and brand loyalty in the context Turns Unisexual Indian watch brand due to the entry of of Ford foreign players Hello Kitty, a cat-like logo, developed by • Ford's brand revival strategies for • To analyse the impact of brand equity Sanrio Company of Japan in 1974, caught Lincoln and discuss the possibility to its for market sustenance. on to the imagination of young Japanese success or failure. girls. The target segment for the brand Industry Watch expanded, with these girls achieving Industry Automobile Industry Reference MAR0098C adulthood and its product range Reference MAR0095B Year of Pub. 2008 encompassed pencils to necklaces. Though Year of Pub. 2008 Teaching Note Available developed initially by Sanrio for Teaching Note Available Struc.Assign. Available merchandising within Japan, Hello Kitty Struc.Assign. Available obtained recognition in other countries as Keywords well and was licensed globally. However, Keywords Indian Watch Industry; Titan Watches; within Japan, the brand was aging and also Brand Revival; competition; US auto Price range of Titan Watches; Domestic facing competition from foreign industry; Big three; Hybrid automobile; and foreign players; Functional and Trendy competitors. Sanrio, in 2007, decided to changing consumer prefernce; identity Watches; market Segmentation; Branding extend the brand to menswear sensing an crises; Brands and Branding Case Study; Case Studies; strategy; Innovation; opportunity. The success of Hello Kitty as American luxury brand; Alpha numeric Business; Titan a unisex brand remained to be seen. naming system; Badge engineering; innovative products; cadillac; new models; Pedagogical Objectives Japanese manufacturer Brand Hollywood vs Brand • To study the evolution of the Hello Bollywood Kitty brand Brand London: An FDI Attraction Indian film industry christened 'Bollywood' • To study the brand attributes of Hello after its more evolved western counterpart Kitty Over the years, London had emerged as a Hollywood, is well on its way to growth. In global hub for companies that intended to • To analyse the target segment of Hello spite of being the world's largest producer invest in Europe. London's FDI Kitty of films; Bollywood is yet to acquire attractiveness resulted in the city gaining professionalism and capitalise on its huge • To discuss the future of Hello Kitty as a the status as a major financial services talent bank. Will Bollywood with its rising unisex brand. centre. The city gradually lost its once- global audience ride high on a famous tag of being a prominent Corporatisation wave? Can Brand Industry Brand Merchandising manufacturing hub. By 2007, several other Bollywood convert its competency into Reference MAR0096C destinations like China and India were concrete capabilities and stand up to Year of Pub. 2008 posing a severe competitive challenge to Hollywood? Teaching Note Available London in terms of attracting foreign Struc.Assign. Available investment. Eventually, London slipped in the rankings for FDI attractiveness. This Keywords resulted in several challenges for the city. Kitty; Hello Kitty; Brand Gendering; It was also pointed out that transport Unisex Brand; Brand Merchandising; infrastructure and inadequate housing for 4 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M the growing population was a major • Challenges faced by Portugal while Keywords G N I T E K R A M concern. This has severe implications in implementing new image rebuilding times of a financial downturn. campaign. Rexona; Deodorant Antiperspirant; Hindustan Unilever Limited; Fast Moving Industry Not Applicable Consumer Goods; Brand Repositioning; Pedagogical Objectives Reference MAR0093A Consumer Perception; Brands and Branding The case study helps students understand Year of Pub. 2008 Case Study; Product Innovation; Consumer and analyse: Teaching Note Available Frame of Reference; Brand Extension; Struc.Assign. Available Celebrity Endorsement; Brand Perception; • The factors that need to be considered Brand Positioning for choosing a location for foreign Keywords investment Portugese Republic; Tourism Industry; • The emergence of London as a major Emerging Low-cost Producer Countries; Beiersdorf AG's Brand FDI destination in Europe Brands and Branding Case Study; Architecture Strategies: Advertising Campaign; West Coast of Challenges in Nurturing an • The factors that favored London as a Europe; Economic Climate; Inward FDI suitable location for FDI Flows; Country Brand Image; Emergency Umbrella Brand Nivea • The challenges and measures to sustain Austerity Plan; Economic and Social Beiersdorf, the company behind Nivea, London's status as a favorable FDI Impact; Pousadas Tourists; The Portuguese maintained a fairly concentrated portfolio location in Europe. Government; Portugal Economy; Country of brands. Yet, the huge success of Nivea, Re-branding Strategies made the company extend the brand across Industry Not Applicable 15 product categories by 2006. However, Reference MAR0094B this strategy of umbrella branding presented Year of Pub. 2008 Hindustan Unilever Limited's the company with a new set of issues and Teaching Note Available challenges. While the repeated brand Struc.Assign. Available Rexona: Repositioning 'Rexona' Deodorant extensions could eventually wear out the Keywords Nivea brand, the unsuccessful brand Unilever's INR 55 billion ($1.36 billion) extensions could even dilute the equity London; FDI; Foreign Direct Investment; brand – Rexona, internationally spans associated with the brand. Beiersdorf was Attractiveness; foreign market entry; across 90 markets worldwide commanding at a major risk in over-relying on an European markets; Infrastructure; 14.5% share of the global deodorant umbrella brand. As Nivea formed the bulk Financial Services; Manufacturing; Big market. In India, as one of the pioneer of its sales, Beiersdorf was highly vulnerable Bang; Foreign investors; Brands and brands of Hindustan Unilever Limited to any loss of consumer confidence in its Branding Case Study; World City; United (HUL), Rexona was worth INR 1.78 billion flagship Nivea brand. By far, Beiersdorf Kingdom; Financial Centre; Transport and in 2006. With an annual growth rate of had successfully leveraged upon its flagship Housing 28%, Rexona continued to compete as one brand. But whether capitalising growth on of the core brands in HUL's brand portfolio. one single brand would make a successful Launched as a soap brand, Rexona's journey strategy in the long run was yet to be seen? Portugal's Image Rebuilding through Indian fast moving consumer Campaign: Will it be Successful? goods market has been a dramatic one. At Pedagogical Objectives the end of 2006, the brand managed to Portugal, (the Portuguese Republic emerge as a mass deodorant brand, albeit • To analyse brand architecture strategies officially) one of the oldest countries of with some hiccups. The case discusses the at Beiersdorf AG Europe located at Southwest of Europe challenges faced by the popular brand, • To understand the concept of umbrella started attracting investors and foreign despite creating a market which was brand tourists through its liberalisation policies virtually non-existent in India. The case and economic reforms after its also discusses the Indian consumers' • To analyse the opportunities and independence. But, due to its negative perception towards body odour and the challenges in umbrella branding image among the European countries challenges for Rexona in changing the • To understand the dynamics of brand following safety issues, the tourist flow and consumer outlook towards deodorants. The building in global cosmetic industry. the Foreign Direct Investments (FDI) were case inculcates various dimensions of brand decreasing considerably. The low cost positioning and the challenges of Industry Cosmetic and Toiletries producer countries from central Europe repositioning a deodorant brand. Industry and Asia further aggravated this situation Reference MAR0091A by providing stiff competition to Portugal Pedagogical Objectives Year of Pub. 2008 in attracting FDI. In 2007, a coalition Teaching Note Available government decided to launch a new • To study the trends in the homecare and Struc.Assign. Available promotional campaign called 'West Coast personal care market in India Keywords of Europe' to rebuild its brand image among • To understand the rationale behind the investing community and tourists. The repositioning of Rexona deodorant Brand Architecture Strategies; Brand case discusses whether such an image Portfolio Management; Umbrella rebuilding campaign would help countries • To discuss the challenges for Rexona in Branding; Brand Extension; Brand Equity; to attract investors and foreign tourists. the process of brand repositioning. Brand Essence; Brand Equity Dilution; Industry FMCG Brand Values; Brand Identity; Flagship Pedagogical Objectives Reference MAR0092A Brand; Brand Positioning; Beiersdorf AG; Nivea; Product Line Extensions; Brands • How to promote a country as a brand? Year of Pub. 2008 Teaching Note Available and Branding Case Study; Cosmetic and • Brand rebuilding and positioning Struc.Assign. Available Toiletries Industry strategies of Portugal

5 www.ibscdc.org The Rebranding of an Indian built a strong brand among the consumers. branding strategy while holding one of the LCC: From ‘Air Deccan’ to But the company was faced with stagnating world’s strongest brands. Simplifly ‘Deccan’ sales in the 1980s due to shift in consumer preferences from carbonated drinks to Pedagogical Objectives The fiercely competitive Indian airline healthy drinks like juices and green tea. industry witnessed as many as three giant With an aim to attract health conscious • To analyse Coke’s continuous brand merger and acquisitions - Jet Airways-Air consumers Coca-Cola introduced fortified building efforts in the carbonated Sahara, Indian Airlines-Air India, and carbonated drinks terming them as beverages segment Kingfisher Airlines-Air Deccan in 2007. ‘sparking beverages’. To strengthen its • To analyse the challenges faced by Coke Of them, the Kingfisher-Air Deccan deal efforts to gain competitive advantage in in the carbonated beverages segment was a strategic alliance with a difference. this emerging segment, Coca-Cola initiated The two airlines decided to operate as a new marketing campaign for its new • To discuss Coke’s product diversification distinct legal entities with separate brand product ‘Coke Zero’ and simultaneously strategy identities. Air Deccan had a substantial launched ‘Diet Coke Plus’. The case • To discuss the rationale behind Coke’s brand equity among the consumers and had analyses whether Coca-Cola would be able became synonymous with low-cost travel to revive its sales through this brand multi-branding strategy and analyse its probable pros and cons. Brands and Branding Brands and Branding Brands and Branding Brands and Branding Brands and Branding in India. However, Vijay Mallya, Chairman extension strategy. of Kingfisher Airlines, decided to adopt a Industry Beverage re-branding exercise for it. The exercise Pedagogical Objectives Reference MAR0088C involved renaming Air Deccan as ‘Simplify Year of Pub. 2008 Deccan’ with a tagline ‘The Choice is • To analyse the dynamics of non- Teaching Note Available Simple’, replacing the previous famous tag alcoholic beverage industry Struc.Assign. Available line ‘Simplifly’; replacement of logo, • To understand growth of Coca-Cola colour, uniform, old aircraft, and delivery Keywords of services. This re-branding was intended • Evaluation of brand extension strategies Coca-Cola/Coke ; Beverage Industry; to give it a premium look, increasing its by Coca-Cola Largest beverage maker; Carbonated; non- airfares. The company thus modified its carbonated beverages; Advertising business model from a low-cost to a value- • To analyse competitive scenario and it impacts. campaigns of Coke; Coke’s product based airline model. The industry was abuzz diversification strategy ; Brand Value; global with speculation that Kingfisher was Industry Beverage brands; Bottling; Innovative marketing planning to increase its stake in ‘Deccan’ Reference MAR0089A campaigns; Coke’s Social Initiatives; to 51%, with an objective to have a greater Year of Pub. 2008 Challenges faced by Coke; Brands and say in the decision making process. Teaching Note Available Branding Case Study; Critical success However, analysts were skeptical about Struc.Assign. Available factors of CSD; Umbrella Branding; Value Deccan’s prospects of attracting a wider Chain of Coke target audience. Keywords Coca-Cola; growth and Evolution; Brand Pedagogical Objectives Extension; Brands and Branding Case Study; Lenovo’s Brand Building Diet Coke Plus; US Soft drinks industry; • To understand strategic alliances as a Non-Alcoholic Beverage Industry; Strategies: Taking the business expansion strategy Sparking Beverages; Carbonated Soft Competition to Competitors with • To understand how re-branding exercise Drinks; Non-Alcoholic Refreshment Liquid “Transactional Model” may retain consumer loyalty Beverages; The global soft drinks industry; Neither China nor the Chinese companies Health and wellness drinks; Obesity • To understand the consolidation trend can be any more ignored at any in the Indian airline industry. international business discussion. An oft- cited reason is Lenovo’s acquisition of Industry Airline Industry Coca-Cola’s Multi-branding IBM’s PC division that has revved up brand Reference MAR0090A Strategy: Is it the Right Move? China. After that, Lenovo is busy building Year of Pub. 2008 its own brand at the global level. This top Teaching Note Available The changing attitudes of consumers PC-maker in China has served its home Struc.Assign. Available towards healthier lifestyles and the turf so well with its unique business model, subsequent decline in the CSD consumption Keywords dubbed the ‘Transactional Model’. It is during the 1990s led the soft drinks quite upbeat that the strategy will pay off Indian Aviation Industry; Consolidation; manufacturers to push non-carbonated globally too - catapulting it to the top spot. Kingfisher Airlines; Air Deccan Airlines; beverages too. Not to be left behind, over However, sceptics have their reasons; Low Cost Carriers (LCC); Full Cost a century old beverage maker Coca-Cola mainly that its top-3 rivals - HP, Dell and Carriers; Strategic Alliance; Brands and Inc., having the world’s most ubiquitous Acer - wouldn’t let Lenovo topple them. Branding Case Study; Brand Image; Re- brand - ‘Coca-Cola’ - began to concentrate The case study helps debate if Lenovo’s branding; Brand Positioning; Value Based on the non-carbonated beverages segment ‘Transactional Model’ is suitable for other Airlines; Consumer Loyalty; Simplifly since the end of 1990s. It began offering a countries also, and if this model helps it Deccan diversified range of products like coffee, combat global giants operating at a bigger tea, health drinks, sport drinks, juices, scale. The case also helps discuss loopholes bottled water etc., under various brand in Lenovo’s model and how to fill them names. Even though Coca-Cola has a up. Coca-Cola: Targeting Niche strong brand name, it has not extended the Market through Brand Extension ‘Coca-Cola’ brand to its non-carbonated Pedagogical Objectives Coca-Cola, one of the world’s largest soft beverages and is promoting these beverages drink manufacturers became famous for its under different brand names. This case The case is structured to help students flagship product Coca-Cola. Coca-Cola facilitates discussion on whether it is the understand: adopted different marketing strategies and right move for Coca-Cola to adopt a multi- 6 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M • Competitive dynamics shaping the world Keywords this, it appointed Steve Wilhite as its chief G N I T E K R A M PC industry operating officer in 2006 - to reinvigorate Apparel and Footwear, Nike, Tailwind,US, its brand and smoothen the drive of its • Sources of competitive advantages in a Value segment, Subsidiary, Branding, Brands ‘Genesis’. Though its rapid growth highly commoditised industry & Branding Case Study, Growth strategy, catapulted it as the world’s sixth largest Innovation • Significance of brand building in such an carmaker, Hyundai risks getting squeezed industry between its high-tech Japanese rivals and low-cost Chinese new entrants. • Ways by which companies can overcome Pepsi’s Strategy to Address their legacy costs, when going global. Changing Consumer Buying Pedagogical Objectives Behaviour: Would it Succeed? Industry Personal Computers • To analyse the market entry strategies Reference MAR0087 PepsiCo a world leader in convenient of select automakers Year of Pub. 2007 snacks, foods, and beverages is a $35 billion Teaching Note Available • To examine the brand perceptions of company. Some of the popular brands like Struc.Assign. Available US consumers Pepsi-Cola, Mountain Dew, Diet Pepsi, Keywords Lays, Doritos, Tropicana, Gatorade, and • To critically understand the role of Quaker Oats are owned by the company. branding strategies in a company’s Personal Computers; Mergers and The company saw a change of preference success acquisitions; Integration challenges; Brand in it’s consumers in the 1990’s apart from Integration; Branding; Branding challenges; this the beverage industry also observed a • To discuss the brand perplexity met by IBM; Lenovo; Brand building in consumer rise in functional drinks in the mid 2000s. Hyundai in US. goods; Note Book Computers; Chinese PC The case focuses on the Pepsi’s strategy Industry; PC Manufacturers; Global PC Industry Automobile to address this change in the consumer Reference MAR0084 Industry; Brands and Branding Case Study; behaviour. Brand Building Strategies Year of Pub. 2007 Teaching Note Available Pedagogical Objectives Struc.Assign. Available Nike Getting into Subsidiary The case study has been structured to Keywords understand and analyse: Brands – Will it Work? Steve Wilhite; Market Entry Strategy; • The Impact of changing consumer Nike, one of the leading brands of athletic Consumer Brand Perceptions; Branding behaviour on the food and beverage footwear, apparel, equipment and Strategy; US Automobile Industry; J.D. Industry Power Quality Study; Kia Motors; Brand accessories is Oregon, US based company. Perplexity; Brands & Branding Case Study; It company’s 50% of the revenue comes • The possible solutions to address the Sports Utility Vehicles (SUVs); Chung from international sales and it registers it change in consumer preferences presence in more than 160 countries. Nike Mung Koo; Impact of Rising Won; Genesis; owns 400 retail outlets which operate • The importance of strategy to achieve Fuel-cell Technology domestically as well as internationally. long-term sustainable growth. Over the past few years Nike’s subsidiaries Industry Food and Beverages have been performing well and as a part of Reference MAR0085P Adidas: The Reebok Brand the company’s growth strategy and to Year of Pub. 2007 Revival maintain its position in the market Nike Teaching Note Available In early 2006, Adidas, the world's second started concentrating on its subsidiary Struc.Assign. Available business in the year 2006. With the largest sporting goods maker has acquired acquisition of the Starter the company also Keywords Reebok International Ltd (Reebok) to envisaged to setup itself in the value retail. expand its global reach and give a Food and Beverage, Pepsi, Consumer The case analyses the impact of Nike’s competition to Nike, the market leader in behaviour, Brands & Branding Case Study, subsidiary brand on its core brand. US market. After nine months of US health consciousness, Coca-Cola, acquisition, sales of Reebok-branded shoes obesity, Growth strategy, Innovation Pedagogical Objectives and other apparel have fallen by 7%. In 2007, Adidas has launched a new marketing The case study has been structured to and branding strategy for Reebok. The case understand and analyse: Hyundai in US Needs a New, discusses Adidas's brand strategy for the revival of Reebok. • The effects of subsidiary brands on the Strong Brand Identity: Can its core brand COO, Steve Wilhite, Deliver? Pedagogical Objectives • The dangers of brand dilution and Hyundai is about to launch its dream run in cannibalisation the US through its luxury car ‘Genesis’. • To understand dynamics of US foot wear For the company, it was indeed a long drive industry • Segmentation, targeting and positioning from the low-cost segment to the niche strategies of core brands and subsidiary • To discuss Adidas’s new marketing luxury car market - dashed by ignominies strategy brands. and accolades, and periods of growth and • To discuss Adidas’s brand strategy for Industry Apparel and Footwear fall. Once reviled for its low-quality cars, the revival of Reebok. Reference MAR0086P Hyundai is now hailed as one of the top- class carmakers - even outclassing Toyota, Year of Pub. 2007 Industry Footwear and Apparel the world’s largest and premier carmaker, Teaching Note Available Reference MAR0083P by several quality parameters. In spite of Struc.Assign. Available Year of Pub. 2007 all this, Hyundai still lacks a strong brand Teaching Note Available image and is snubbed by Americans. For Struc.Assign. Available

7 www.ibscdc.org Keywords acquired Old Spice in 1990, it has been Teaching Note Available aspiring to give Old Spice a spicy and Struc.Assign. Available Adidas; Reebok; Nike; Sports goods; younger appeal. Its reasons for revamping Footwear; Brand revival; Celebrity its historic image with generation X has Keywords endorsement; Brands & Branding Case become stronger with the success of Axe, Harley-Davidson; Just-in-time; Richard Study; Merger; Cannibalization; Product an offering from its competitor – Unilever, positioning; Lifestyle; Advertising Teerlink; Clyde Fessler; Value creation; in 2004. Old Spice in its struggle to regain Brands & Branding Case Study; Brand strategy; Repositioning; Apparel and its lost leadership status, is trying to make clothing; Global marketing positioning; Buell; Retail; Harley owners its old sailor whistle a new tune. group; Co-branding; Brand loyalty; Icon; Pricing; Risk management; Waste cost Pedagogical Objectives Bank of America: Brand Positioning Strategies • To understand the competitive scenario in the male grooming market in the US Fiat Relaunching the 1950's Fiat Bank of America, leader in overall Small 500: Replicating the MINI's • To study the growth of Old Spice over Business Administration (SBA) lender in Success? the decades the U.S., with clients in 175 countries and Brands and Branding Brands and Branding Brands and Branding Brands and Branding Brands and Branding Retro models seem to be the car industry’s associated with 98 percent of the U.S. • To analyse P&G's strategy to revamp hot favourites. BMW came out with MINI Fortune 500 companies, announced "Bank its Old Spice brand, with a strong focus and Volkswagen with the New Beetle. Both of Opportunity" new brand positioning to retain its legacy theme supported by many initiatives like were cult cars in their initial run and their mix of national and local television, radio, • To study the positioning of the Old new avatars did not do anything less. Fiat print, online and outdoor advertising, as Spice's new range of products. also flirted with this trend, by relaunching its 1950’s Fiat 500 afresh, half a century well as major charitable grants. The Case Industry Male Grooming Industry details Bank of America's initiatives and down. Through this relaunch, Fiat wants Reference MAR0081B to consolidate its recent recovery - ends on the debate whether Bank of Year of Pub. 2007 America would be able to communicate ratcheted up by its CEO, Sergio Teaching Note Available Marchionne - and work towards an effectively the underlying theme of "Bank Struc.Assign. Available of Opportunity"? Would this brand upmarket image. positioning campaign really take off? Keywords This case study outlines the car industry Deodorant industry; Axe; Old Spice; Brands trends and helps analyse the success of the Pedagogical Objectives & Branding Case Study; P&G; Reamping; MINI and the New Beetle. The case enables a discussion on the targeting, positioning • The Case aims at understanding the Male Grooming Industry; Make Over; and marketing techniques of carmakers, brand building exercise undertaken by Voice of Experience; High Endurance; especially those of Fiat. It triggers Bank of America NASCAR; Unilever; RedZone; Right Guard; Repositioning; Gillette discussion on how Fiat - while cashing in • The Case also aims to discuss the on the retro nostalgia - has to ensure young concepts of branding, creation of brand, drivers are not left out. Spotlight is also on types of branding, communication Fiat’s trade-off between maintaining the barriers, different media used in Value Creation at Harley- car’s retro-image and making it thoroughly communication, their reach and impact Davidson modern. on the target segment. On 31 August 2003 Harley-Davidson (H- Pedagogical Objectives Industry Banking D), the only major American player in the Reference MAR0082A world motorcycle market, celebrated its • To analyse the essential elements for Year of Pub. 2007 100th anniversary. In 2002, H-D reported the relaunch of retro models and those Teaching Note Available its 17th consecutive year of record revenue of the relaunched MINI and the New Struc.Assign. Available and net income. In 2001 Forbes magazine Beetle named H-D the ‘company of the year’ for Keywords its record sales growth, earnings, and strong • To understand the concept of targeting and positioning, with respect to the Branding Strategies; Bank of Opportunity; overall financial performance. The case relaunch of MINI and the New Beetle Communication Barriers; Use of Media discusses the way H-D has been creating value for its shareholders: (1) by Platforms; Brands & Branding Case Study; • To understand the concept of marketing positioning itself as a lifestyle product Target Segment; Impact and Reach of mix and apply it to the relaunch of the (with the capacity to satisfy deep-seated Media; Creation of a Brand; Positioning Fiat 500. Strategies; Small Business Administration; psychological needs); (2) by lowering Advertising; Brand Positioning; Corporate buyers’ price sensitivity (and in the process Industry Automobile Branding; Brand Building paving the way for premium pricing); and Reference MAR0079 (3) through risk management and Year of Pub. 2007 synchronised operating processes. Teaching Note Available Struc.Assign. Available Old Spice: Strategies to Pedagogical Objectives Transform its Brand Image Keywords • To understand and analyse how H-D Trends in and dynamics of automobile Procter & Gamble's Old Spice, a major creates value for its shareholders player in the male personal care sector, industry; consumer behaviour in was launched by Shulton Company in • To discuss the marketing strategies of automobile industry; segmentation; 1938. Although Old Spice was tagged as an H-D. targeting and positioning; Brands & Old Man's Product since the 1970s, the Branding Case Study; marketing mix; Industry Automobile relaunch of retro models; bottom-up product maintained its market leader Reference MAR0080 position till early 2000. Ever since P&G marketing; viral marketing; Fiat 500; Year of Pub. 2007 BMW MINI; Volkswagen New Beetle 8 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Brand Bond: The World is Not quality and innovation surrounding Alessi; P&G's brand Management G N I T E K R A M Enough (b) to provide Alessi’s designers with the Strategy for Tide in the US opportunity to take risks and innovate, Global Film Industry, despite having started staying close to the borderline. P&G is a leading consumer goods company in Europe, had lost its prominence to based in Ohio, US. It owned more than Hollywood. It is believed that one among The main objectives of the case are to 300 brands including Tide detergent, Crest the few, for the Europeans to be happy grasp the key issues involved in managing toothpaste, Pantene shampoo and about, is the creation of brand like James brand equity and thus the focus is on various conditioner, Pringles potato chips, Bond, a fictional character that was issues, faced by a luxury goods firm, like Pampers diapers and Vicks cold medications conceived by the British novelist, Ian Chinese counterfeits, branding strategy which were available in over 160 countries. Fleming. Having his novel Dr. No made problems, production planning problems It has the largest market share in laundry into a feature film by EON Productions in and so on. The case also provides various detergent products. Its laundry detergent 1962, the Bond movie series numbered possible options such as 1) whether to brands included Tide, Cheer, Ariel, Gain, twenty-one by 2006. The series had engage the Chinese manufacturers 2) Era, Bold and Dreft. P&G has been excelled for four decades, by changing its extending brand both line- and category- struggling to retain its leadership position product offering to suit the contemporary wise 3) going for patenting actively 4) in the laundry detergent segment, especially demands, but without changing its core consider a change in the business model for Tide detergent. The Tide brand was value. Even today James Bond movies are and so on. losing its appeal due to lack of new products associated with cool girls, ruthless villains, The case prepares a rich ground to discuss and advertising. The case study discusses exotic locations, sexual connotations, cars critical issues in the strategic brand P&G's attempts to keep the Tide brand and gadgets. However, many branding management of fashion and luxury goods. alive. experts question whether this value In particular, it illustrates how Alessi has offering and product relevance of James managed to grow, without losing its core Pedagogical Objectives Bond would have a long mileage, in the identity and its customer value. It is also • The case is about P&G and its most context of changing customer preferences meant to evaluate Alessi’s brand strategy widely sold detergent Tide. The case and technological revolutions in the film using the brand equity approach. industry. discusses the problem faced by the P&G brand Tide which once used to hold Pedagogical Objectives Pedagogical Objectives number one position in the detergent • The Alessi case is written to serve a industry. The case elaborates on • To analyse whether Brand Bond is an number of purposes in a course on Iconic or a Cult brand • The market conditions and the Strategic Brand Management. competition faced by Tide in the US • To discuss, compare and analyse the Specifically it can be used to: market nature of British film versus Hollywood • Highlight the importance of brand equity • Strategy adopted by P&G to make Tide • To devise a new business plan to revive approach a success the brand Bond. • Define and illustrate brand equity for • Advertising initiatives taken by P&G to Industry Entertainment Alessi establish Tide as market leader. Reference MAR0078 • Evaluate the relative importance of Industry FMCG Industry Year of Pub. 2007 various elements of brand equity that Reference MAR0076P Teaching Note Available provides value Year of Pub. 2007 Struc.Assign. Available • Demonstrate how the value that has Teaching Note Not Available Keywords emerged from various environmental Struc.Assign. Not Available James Bond; Brand Bond; Sean Connery; factors have enhanced brand Alessi Keywords Pierce Brosnan; Branding; Movie • Manage brand equity - how should it be Proctor & Gamble; Tide detergent; Ivory marketing; Cult Brand; Iconic Brand; Mass leveraged and protected in the face of Brand; Hollywood; EON Productions; soap; Brands & Branding Case Study; various threats; how should it be Oxydol Soap; dreft soap; Gain detergent; Brands & Branding Case Study; British Film exploited? Industry cheer detergent; Project X; wasday miracle; • Raise questions and suggest issues for Liquid Tide detergent; Ultra Tide power strategic brand management, in the case and Liquid of Alessi. Alessi: Managing Brand Equity at Industry Gifts, Kitchen Ware, Design the Italian Design Firm Nivea's Brand Extension Strategy Reference MAR0077 In early 2004, Alberto Alessi, general Year of Pub. 2007 in the US Market manager of Alessi S.p.A - the Italian, Teaching Note Available In 2005, $3.3 billion, NIVEA (Nivea) is family-run, kitchen and tableware factory Struc.Assign. Available - famous for its playful and innovative the world largest skin and personal care design is absorbed about how to manage Keywords brand. Owned by Beiersdorf, Nivea has Alessi’s brand equity. Alberto needs to grown from being a signature product to Alessi; Italy; Kitchen and tableware; optimise a set of objectives, subject to over 30 products encompassing fourteen Strategic brand management; Create and certain constraints. The objectives are: (1) product categories which included a vast sustain brand equity; Home luxury goods; to bring Alessi’s range to masses or in other expanse of sub-brands such as Body, Visage, Family-owned businesses; Design-driven words, how to enhance and build more Beaute, Sun, For Men, Hair Care and Baby innovation; Clusters and strategy; Brands luxury into their brand at every price point It had used the 'clear benefit concept' to & Branding Case Study; Perceived quality; it offers; and (2) to find new typologies promote growth in Asia, Latin American Brand associations; Democratisation of into which Alessi can expand. The and Eastern European Market. Nivea has luxury; Focused low-cost strategy constraints are: (a) to sustain the aura of succeeded with new products rollouts by maintaining consistency in its brand 9 www.ibscdc.org messaging, both visually and verbally. • The case outlines the various • It discusses the initiatives taken by Increase in critical consumers, aggressive environmental and other controversies Mattel to extend Barbie an iconic competitions and private labels is posing a that have had a negative impact on the brand's product life cycle threat for Nivea and their sales growth has retailer's sales been stagnant since 2002. To increase its • To debate over Mattel's current strategy global market share in skin and beauty care, • It discusses senior management's for Barbie. initiatives to turn Wal-Mart into the the company has launched several new Industry Toy Industry initiatives. This case discusses Nivea's world's largest environment friendly store Reference MAR0073P growth strategy over the years and it Year of Pub. 2007 strategy to maintain its lead in the changing • The case highlights that apart from Teaching Note Available market place. improving its image, motivating Struc.Assign. Available employees, Wal-Mart can also save Pedagogical Objectives money by going green. Keywords Mattel; Barbie; product life cycle; brnad • Impact of competition and private label Industry Variety Stores extension; bratz; fairytopia; core branding on Nivea Reference MAR0074P strategy; icinic brand; marketing strategy; Year of Pub. 2007 Brands and Branding Brands and Branding Brands and Branding Brands and Branding Brands and Branding • Nivea's brand extension strategy. Teaching Note Not Available re-invention; brand merchandise; retail Struc.Assign. Not Available strategy; competition; Brands & Branding Industry Cosmetic Industry Case Study; collector Barbie; mid-life crisis Reference MAR0075P Keywords Year of Pub. 2007 Teaching Note Available Wal-mart; Sam’s club; Sam Walton; Sex Struc.Assign. Available discrimination litigation; Supercentre; Harley Davidson: Maintaining a Organic product market; Kid Connection; Cult Brand Keywords Sustainable value networks; Brands & Branding Case Study; Environmental In 2005, the $5.34 billion – Harley- Skin & personal care; clear benefit concept; Davidson (Harley) is the leading Beierdorf, Nivea visage; Nivea for men; campaign; Wal-Mart Jobs & Opportunity motorcycle manufacturer in the US with Word of mouth campaign; packaging; Zones; Discount stores; Online retailing; over 50% market share. Hailed as the Brands & Branding Case Study; Market Wal-Mart in controversies; Green initiatives; Environmental Quality Act classic example of a cult brand, Harley share depends on innovative product, premium pricing, unique retail environment and experiential and relationship marketing to Wal-Mart – Building a New Revitalising Barbie maintain its status as a cult brand. It enjoys huge brand loyalty. Deeply connected to Image In 2006, 46 year old Barbie – the largest American culture and values, Harley has and the most popular doll in the world is Wal-Mart, the second largest company in become a symbol of rugged individualism, struggling through a mid-life crisis. The the world is also the largest retailer in the freedom and rebellion. Harley has Barbie brand accounts for almost one-third world. In the past decade, Wal-Mart has cultivated its image and relationships over of Mattel's $5.2 billion annual revenue. been mired in controversies. It has come a long period of time and effectively The Barbie doll has dominated the global under increased criticism on a variety of wrapped itself around its customers using toy market for more than 40 years. But in fronts, from paying low wages and multiple marketing techniques. Every recent years, its status as queen of the toy providing paltry health benefits to hurting touch point – the product itself, its cupboard is under threat. Mattel's financial local businesses. Such criticism has escalated distribution channels, sales, customer results highlighted her plight with the gross since 2004, as two union-backed groups service, design, communications and brand worldwide sales of Barbie falling by 13 % have run grass-roots campaigns to draw extensions has been harnessed to enhance in the second quarter of 2006. Little girls attention to Wal-Mart. Analysts observe the company's brand identity. Harley has no longer view her as cool and trendy. that the negative perceptions have slowed historically controlled the demand – Mattel decided to reinvigorate the Barbie sales, as some shoppers turn away from supply gap of its products to create a brand, focusing on core markets, aligning the retailer. scarcity value for the brand more effectively with growing retail Lee Scott Jr (Scott), CEO Wal-Mart customers by entering into closer With the changing demographic and realises that many of the controversies that partnerships with them, investing in market scenario, Harley is slowly changing have to do with the environment will end developing markets, and growing its strategy on all fronts. In 2005, all the up with people feeling that Wal-Mart has alternative sales channels. Mattel has eyes are trained on Harley as it made the a greater responsibility than they are decided to concentrate on three aspects – transition from operating in the unique, accepting He decides that Wal-Mart needs product, brand building and distribution high growth selling environment that it to define its responsibility broadly, in a channel. It has extended Barbie to experienced in the 1990s and early 2000s, way that will bring its vast supply chain— animation movies, launched interactive to one that is sustainable on an ongoing where its environmental impact is the web sites, and developed new products to basis. In the recent times, the scarcity value greatest—into the picture. He aims to turn appeal to teens and pre-teens. The case has reduced as a result of its aggressive it into the world's largest environment discusses the challenges faced by Barbie; it strategy to match demand and supply. friendly store. Apart from improving its traces the initiatives taken by Mattel over Although the company's efforts to correct image, motivating employees, Wal-Mart the years to extend Barbie's product life the demand – supply gap are going in the can also save money by going green. cycle; and debates over Mattel's current right direction, they are also leading to strategy for Barbie. rising dealer inventory and reduced value Pedagogical Objectives of pre-owned vehicles. Pedagogical Objectives • The case discusses green consumerism The case discusses Harley's product with respect to Wal-Mart • To examine the challenges faced by development strategy, brand Barbie in maintaining its brand image merchandising, pricing, its promotion

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M strategy, the Harley Owner Group (HOG) Keywords Brand image; Dr Amar Bose; Stereo G N I T E K R A M and its designer stores which promote speaker; iPod; Branding lifestyle experience. Tourism Malaysia; Malaysia Tourism Promotion Board (MTPB); Malaysia: Truly Asia; Visit Malaysia Year; Brands & Pedagogical Objectives Branding Case Study; Tourist Development Intel: In Search of a New Identity Corporation of Malaysia; Asian financial • The emergence of Harley Davidson as a The very first major move which Paul S. crisis; Malaysia GDP (gross domestic cult brand Otellini took, after becoming the new CEO product); Malaysia’s international tourist of Intel Corporation, was changing the • The challenges that Harley Davidson arrivals; Adventure tourism; Meetings, company's 16-year old logo. The change faced from competitors, over the years Incentives, Conferences, and Events was not only in the tag line but also in the (MICE); World Tourism Organisation; • To discuss the strategies adopted by famous Intel's "dropped-e" corporate logo. Tourism infrastructure Harley to maintain its status as a cult The company was the market leader in its brand. microprocessor segment and the famous tag line, 'Intel inside', was closely Industry Motorcycle Bose: Making the Most Trusted associated with its success. A sudden shift Reference MAR0072P from its year-old and well known corporate Year of Pub. 2007 Brand logo to a new one, was quite unlikely Intel. Teaching Note Available Bose Corporation (Bose), the manufacturer Moreover, the company was planning to Struc.Assign. Available of audio systems was ranked as the most diversify to other businesses, apart from Keywords trusted consumer brand among the 22 its core PC segment, thus, decided to change distinguished technology companies in from 'Intel Inside' to 'Leap Ahead'. There Harley Davidson; cukt brand; 2006. Bose topped the list, ahead of Apple, were many instances where companies had innovativeproduct; premium pricing; Microsoft, Dell, Intel and Sony. From its changed their corporate logos and also relationship marketing; brand loyalty; inception, Bose had focused on the quality succeeded in maintaining their images in lifestyle branding; icinic brand; experiential of the product and laid its emphasis on the market. marketing; product scarcity model; Brands research and development. Moreover, the & Branding Case Study; brand speakers produced by Bose used an This case highlights the above-mentioned merchandising; retail strategy; brand innovative technology that could be issues and allows room for discussing identity; historical branding; image controlled automatically. Apart from being whether Intel has made the right move or management the most trusted brand, Bose had been not. recognized as the strongest brand in the car audio segment for the fourth Pedagogical Objectives Tourism Malaysia: Marketing the consecutive year in the US, in 2006. Customers associated Bose with high brand • To understand the processor industry Country image and so the question was that whether • To discuss the new marketing initiatives In early 2006, Malaysia launched a 'Visit the company would maintain its existing taken by Intel Malaysia Year 2007' campaign which brand image among the consumers or would coincided with the golden jubilee of its go for innovative products to counter its • To debate on whether this initiative independence in 2007. The objective of competitors. The case gives an insight to would help Intel to succeed in future. Bose's background from its very inception. the campaign was to market Malaysia as a Industry Semiconductor It also gives an overview of the making of major tourist destination and attract 20 Reference MAR0069K Bose as a powerful brand. million international tourists in 2007, up Year of Pub. 2006 from 16.4 million in 2005. In 1999, Teaching Note Not Available Malaysia had launched the 'Malaysia: Truly Pedagogical Objectives Struc.Assign. Not Available Asia' campaign which significantly increased international tourist flow to the • To discuss about the history and growth Keywords country. of Bose Corporation Intel Corporation; Logo; Desktop PC The case deals with the efforts made by • To understand how Bose Corporation (personal computer); Brands & Branding Malaysia to transform itself into a focused on the upper strata of customers Case Study; Microprocessors; comprehensive tourism product and • To analyse the making of Bose as a Semiconductors; Component branding; market it. powerful brand Apple; Multi-tasking; Servers; Intel inside; Leap ahead; Marketing; Image dilution; Pedagogical Objectives • To assess how Bose generated trust Brand valuation; Tagline among the consumers • To analyse the need for integrated planning to make a country brand • To argue whether Bose would cater the niche segment or diversify into other Tom Cruise at United Artists: The • To understand the identity and image of segments. Potential Prospects and Perils Malaysia as a country brand Industry Consumer Electronics After a rather bitter break-up with • To analyse the challenges while Reference MAR0070K Paramount Pictures, Tom Cruise, one of managing a country brand Year of Pub. 2007 the partners of Cruise/Wagner Productions Teaching Note Not Available was reported to sign an agreement with • To discuss the critical success factors for Struc.Assign. Not Available Metro-Goldwyn-Mayer (MGM) to run a country brand. United Artists, a subsidiary of MGM. The Keywords Industry Tourism agreement was found to trigger a debate Reference MAR0071K Bose; Brand; Apple; Microsoft; Dell; Sony; within Hollywood as on one hand while Year of Pub. 2007 Brands & Branding Case Study; Intel; Audio sources at MGM believed that the actor Teaching Note Available system; Consumer behaviour; Speaker; would be instrumental in bringing about a Struc.Assign. Available turnaround at United Artists, several other 11 www.ibscdc.org sources felt he could actually turn out to be brands and products. For example, the brand Google from an online search engine a liability for the ailing studio. company launched 65 inches LCD TV, the to globally the leading brand. It also covers largest in the world. As a part of the how Googol plan to retain its superiority Though Tom Cruise was a recognised brand restructuring exercises, the company also over Yahoo and other online search engine. in Hollywood and at one point of time, equipped its existing facilities with the most enjoyed overwhelming popularity in the advanced technologies. It also enhanced Pedagogical Objectives industry, his controversial comments on the existing capacity of the plant and subjects like Scientology, use of anti- diversified to other related area, like, • To discuss about the online search engine depressants and certain developments in mobile phones and so on. his personal life were however found to be • To discuss how Google became the most responsible in negatively impacting his This case gives in details about the popular search engine image. problems the company encountered, • To analyse Google as a power brand strategies adopted by the company as a Pedagogical Objectives part of the restructuring exercises and how • To discuss how Google enriched its the company planned to leverage the full product portfolio. • To trace the timeline of United Artists, benefit from the restructuring exercises. It one of the classic iconic studios of also gives an idea about global LCD TV Industry Internet Information Provider Brands and Branding Brands and Branding Brands and Branding Brands and Branding Brands and Branding Hollywood market, recent trends and developments Reference MAR0066K Year of Pub. 2006 • To analyse the causes behind the decline of the market, future trends of the market and how innovative technologies affect the Teaching Note Not Available of 'Brand Cruise' and its subsequent Struc.Assign. Not Available impact on studios who invested in the growth of the market positively. actor Keywords Pedagogical Objectives • To analyse the possible impact of the Google; Yahoo; Pagerank; Hypertext agreement signed between Cruise and • To discuss the global LCD TV market matching analysis; Search engine; MGM. Knowledge management; Brands & • To discuss the strategic initiatives of Branding Case Study; Google Scholar; Industry Entertainment Sharp Corporation Apple; Google adwords; Google adsense; Reference MAR0068K • To analyse the challenges faced by Sharp MSN-Microsoft; America On-line (AOL); Year of Pub. 2007 On-line search; Brandchannel.com; Lycos Teaching Note Not Available • To debate on Sharp's restructuring Struc.Assign. Not Available exercise. Keywords Industry Consumer Electronics Will Gillette's Fusion Brand Match Reference MAR0067K Hollywood; Tom Cruise; MGM (Metro- its Mach 3 Brand's Success? Year of Pub. 2007 Goldwyn Mayer); United Artists; Kirk Teaching Note Not Available In the late 1990s, Gillette, best known for Kerkorian; Charles Chaplin; Mission Struc.Assign. Not Available its razors and blades grabbed 15% market Impossible; Academy Awards; Golden Globe share in the US market by launching its Awards; Scientology; The Oprah Winfrey Keywords Mach 3 brand. Mach 3 was a three bladed Show; Paramount Cinemas; Superman; Sharp Corporation; Liquid crystal display shaving system that allowed a shave with Pirates of the Caribbean; Brands & less pressure and fewer strokes and thus Branding Case Study; Spielberg (LCD); Cathode ray tube (CRT); Samsung; Brands & Branding Case Study; Plasma reduced skin irritation. In 2005, Mach 3 display panel (PDP); Surface conduction with Mach 3 Turbo and battery powered display (SED); Plasma display version M3Power captured 34% share in Sharp: Rejuvenating its TV Brand technologies; Matshushita Electronic the US market. In the same year P&G Corporation; iSuppli; Sony Corporation; acquired Gillette to make its market During 2000-06, Sharp Corporation's Original equipment manufacturers; Organic position stronger overseas. (Sharp) market share in Liquid Crystal light emitting diode; Brand identity; LG Display (LCD) TV segment plummeted In January 2006, P&G – Gillette merger Electronics; Display Search from 86% to 12%. Even the 13% recorded launched the manual and power versions growth of the company was less than the of a five bladed razor shaving system named Industry average. The 'Sharp' brand which as "Fusion" in the US, UK and Canada. once enjoyed leadership status in global Google: From Search Engine to Gillette charged $12 to $13 for a pack of LCD TV market had been suffering from Power Brand four Fusion cartridges and the same number low brand recall due to its weak brand of Fusion Power cartridges was priced at equity. In 2006, 62% revenue and 89% In mid 90s, two students from Stanford $13 to $14. However analysts estimated profit of the company came from its home University planned to develop an online that Fusion's market-share had been far country, Japan. Analysts tried to prove that search engine, Google. The name Google weaker than what Gillette saw after Mach the company was more a Japanese was derived from the word 'googol' which 3 and Mach 3 Power launches and the company, than a global one. Under the meant a mathematical term for 1 followed reason behind this was the price structure leadership of Katsuhiko Machida, the by 100 zeroes. Over the years the of Fusion. Analysts predicted that the price company wanted to regain its leadership company became globally the largest of the Fusion manual was 80% higher than status in LCD TV segment. As a part of search engine. Besides restricting itself as Mach 3 manual and that of Fusion Power the restructuring exercise, the company the number one search engine globally, the was 30% higher than Mach 3 Power launched a new and innovative marketing company was known for its friendly cartridges. Though Gillette argued that, communication strategy, changed its products and continuous innovation. In since Fusion was a luxury brand it was corporate identity and punch line, strategic 2005, the company emerged as number costlier than the previous Gillette razors brand platform of the company. To one brand in the survey conducted by and blades but when the sales of its razors leverage the full benefit from the Interbrand, surpassing brands like Apple, and blades fell by 5% in 2006, the company innovative marketing communication Nokia, Sony and Starbucks. The case planned to cut the price of its Fusion brand. strategy, the company introduced new discussed in details about the evolution of This decision was however, not taken 12 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M unilaterally by Gillette but the company Pedagogical Objectives Industry Fast food & quick service G N I T E K R A M asked its retailers to help it make a decision. resturants • To understand the business model and The company at the same time paid more Reference No. MAR0063K functioning of YouTube attention to the promotional activities of Year of Pub. 2006 Fusion. Despite this industry observers were • To examine the critical success factors Teaching Note Not Available skeptical about the success of Fusion. Would for YouTube as a company Struc.Assign. Not Available Gillette succeed in promoting its Fusion brand and achieve the same success as it • To study the marketing strategies of Keywords did with Mach 3 in 1998? YouTube Yum; Branding; multibranding; • To understand Internet advertising and McDonald’s. Pedagogical Objectives development of alternative media.

• To understand product variation of Industry Digital Media & Entertainment razors and blades categories of Gillette Reference MAR0064A BenQ: In Quest Of Global Branding • To understand the comparison between Year of Pub. 2006 the three bladed shaving system Teaching Note Not Available Although contract manufacturing of non- Gillette's Mach 3 and two bladed shaving Struc.Assign. Not Available branded products accounted for 63% of the system Gillette's Sensor. Keywords revenues in 2004, BenQ Corporation (BenQ), a leading Original Design • To understand the obstacles for the YouTube; Google; Video Sharing Web site; Manufacturer (ODM) of Taiwan, decided promotion of Gillette Fusion, a five Video Hosting Web site; User Generated to implement a two-pronged strategy of bladed shaving system, to gain the same Content; Brand Channels; Participatory contract manufacturing, as well as popularity like Mach 3. Video Ads; Broadcast Yourself; Video developing its own brands to ensure stable Advertising; Steve Chan and Chad Hurley; Industry Personal Care revenue generation. BenQ planned to Internet Advertising; Alternative Media; Reference MAR0065B increase its revenues from the branded Viral Marketing; Branding; Advertising; Year of Pub. 2007 business from 37% in 2004 to about 50% Marketing; Brands & Branding Case Study; Teaching Note Not Available by 2008 in order to become a sustainable Emerging Media Opportunity Struc.Assign. Not Available global brand and increase its profitability. Keywords The case highlights the paradigmatic shift in the business strategy of BenQ, in its Product comparison; Pricing; Promotional Branding: The Yum! Way efforts to become a leading electronic goods Activities; Strategy; Brands & Branding In 2004, Yum! Brands Inc., the world’s manufacturer in the world. Case Study; Product differentiation; largest restaurant company, generated a Product Life Cycle; Product Launching revenue of $9 billion. It operated under Pedagogical Objectives Strategy the well-known brand names, like Pizza • To discuss the brand-building initiatives Hut, KFC, Taco Bell, Long John Silver’s of BenQ and A&W Restaurants, In order to provide Marketing the ‘YouTube’ Way variety and convenience to the customers, • To understand the business Yum! introduced multiple brands under a transformation of BenQ from an YouTube.com was a video sharing Web site single roof. This concept was known as unbranded business to branded one where users could upload, share and watch ‘multibranding’. By combining diverse videos for free. In less than 2 years of its brands in a single outlet through • To understand the competitive forces existence, YouTube ranked amongst the multibranding, Yum! also expected to in branded electronic goods Web's top 50 sites and had 16 million daily maximise capacity utilisation and offset manufacturing industry viewers. By August 2006, it had the highest the rising real estate costs in the US. market share in the free video sharing Web • To critically analyse the business model site category. YouTube had introduced two The case, while discussing the of BenQ and its sustainability in the long- new advertising avenues named 'Brand multibranding strategy of Yum!, also run Channels' and 'Participatory Video Ads' to focuses on the challenges faced by the • To understand the dynamics of the encash its huge audience base and soaring company and its initiatives to be a Original Design Manufacturing (ODM) popularity. But at the same time, YouTube's ‘multibrand power’ in the industry. business. success story seemed to be eclipsed by allegations of copyright violations for the Pedagogical Objectives Industry Wireless, Telephone Handset non-permissible content posted on its Web Reference No. MAR0062K site. YouTube also faced a challenge to • To understand the concept of Year of Pub. 2005 maintain its rapid paced growth and ‘multibranding’ Teaching Note Not Available Struc.Assign. Not Available competition from other emerging me-too • To discuss how revenue maximisation is kind of startups. achieved through economies of scale Keywords In October 2006, Google announced the • To understand how ‘brand pull’ of the Branding; BenQ; Motorala; Siemens; ROI. acquisition of YouTube for $1.65 billion stronger brands can be used to leverage in stock-for-transaction. Would YouTube the relatively weaker brands to improve be able to derive benefit from its association ROI with the global reach and technology Unilever: Would the ‘Power leadership of Google or get further • To debate the viability of multibrand Brand’ Strategy Pay Off? entangled in lawsuits after being acquired restaurants against the backdrop of by a cash-rich technology giant? health concerns and obesity risks of the Unilever, the Anglo-Dutch consumer US consumers. product company, was formed in 1930 with the mission of ‘meeting the everyday needs of people everywhere’. Over the

13 www.ibscdc.org years, it became the world’s second largest The Virgin Group: Branding an advertising campaign to boost the JHM packaged consumer goods company (after Ahead profile and canvass for philanthropic funds Procter & Gamble) and third largest food to construct two new state-of-the-art firm (after Nestle and Kraft Foods). Armed Richard Branson, the 56-year-old creator patient care facilities. This was a new with 1600 brands in the home and personal of the Virgin brand, is a prime example of experience for JHM, which had not care, and food and beverage segments, the entrepreneurial success in global business. aggressively promoted its brand, publicly, company was present in 150 countries and The Virgin group has created over 200 so far. However, with a number of academic its brands were used by 200 million people companies worldwide employing more institutions resorting to regular marketing everyday. However, since the late 1990s, than 25000 people with a sales turnover methods to promote themselves, the JHM the company started facing competition of $8.1 billion for the fiscal year 2005. It management felt that their brand and its which resulted in a decline in the net profit has become a byword for quality, USP had not been fully exploited. Also, and marginal growth in revenue. In innovation and a sense of competitive being an academic hospital, JHM had to February 2000, the company announced a challenge. Virgin has delivered value for rely on donors for developmental activity five-year growth strategy, directed towards money to customers and used e-commerce and hence building a strong brand was bringing a significant improvement in its activities to upgrade old products and crucial. JHM wondered how best its brand performance. The strategy, known as services into new avenues for success. could be exploited in its promotional and Virgin’s uniqueness lay in the fact that it Brands and Branding Brands and Branding Brands and Branding Brands and Branding Brands and Branding ‘Path to Growth’, declared the company’s fund-raising efforts. They also had to be intention of streamlining and rationalising had minimal management layers, no cautious of criticism from experts who its unwieldy portfolio of 1,600 brands. bureaucracy, a tiny board and no massive observed that academic medical centers Unilever aimed at getting rid of some of global HQ. Employees’ interests were should refrain from regular advertising and its ‘non-strategic’ brands and reducing its always given the highest priority over those promotionals. portfolio to 400 ‘power brands’, by 2004. of customers and shareholders. The plan attempted to save $7 billion This case allows for students to discuss how The issue Branson faced was to prioritise within five years. The initiatives, however, a brand should be built in the hospital sector the challenges likely to crop up in the next received mixed feedback. While a group of and how its USP should be built into the decade. The case is structured to enable industry analysts appreciated the unique brand, to create maximum brand awareness. students to discuss: (1) the primary product move, another group was doubtful about groups; (2) marketing strategies; (3) the the effectiveness of this strategy. The case Pedagogical Objectives challenges likely to confront Virgin; and discusses the brand portfolio and the brand (4) the outlook for the future. • To discuss how a brand should be built in portfolio restructuring idea. Also, it offers the hospital sector scope for discussing how Unilever continued with the brand restructuring Pedagogical Objectives • To discuss promotional strategies for the exercise and whether the company would • To analyse the strategies adopted by the service sector. be able to achieve the desired growth rate Virgin group to succeed in different, and by following the strategy. Industry Hospital Sector also unrelated, business areas Reference No. MAR0059C Year of Pub. 2006 Pedagogical Objectives • To understand the marketing mix formulated for diverse product groups. Teaching Note Not Available • To discuss branding as a tool of key Struc.Assign. Not Available differentiator in strategic marketing Industry Entrepreneurship Reference No. MAR0060C Keywords • To discuss how Unilever categorised its Year of Pub. 2006 John Hopkins Medicine; Hospital Industry; brands as ‘Power Brand’ Teaching Note Not Available U.S.A; Academic medical center; Teaching Struc.Assign. Not Available • To discuss how companies do ‘Brand hospitals; non-profit hospital; JHU ; John Portfolio Management’ Keywords Hopkins Hospitals and Health Systems; patents filed; advertising campaign; • To discuss how companies do ‘Brand Virgin Group; Richard Branson; Branding; competitive strategies; Best Hospital in the Portfolio Restructuring’ exercises Atlantic Airways; Market leadership; US; brand building; gifts and donations; Trains; Cola; Virgin Mobile; Management • To discuss how companies do ‘Brand services sector. strategy; Virgin Money; Entrepreneur; Renewal Matrix’ for their respective Merger; Business opportunity; Marketing; category Strategies. Boston Red Sox – The Brand and • To discuss how to perform Brand Audit, preparation of Brand Audit Sheet and its Future classification of brands. Johns Hopkins Medicine- The Boston Red Sox Team (Red Sox) was Industry FMCG Branding Challenges a Major League Baseball team located in Reference No. MAR0061K Boston, Massachusetts. For over a period The Johns Hopkins Medicine, (JHM) was Year of Pub. 2006 of 86 years, the team had not won the the governing body for one of America’s Teaching Note Not Available World Series. This long spell was referred best academic medical center and health Struc.Assig. Not Available to as the ‘Curse of the Bambino’. This care delivery system. The Johns Hopkins curse was believed to be associated with Keywords Hospital, under JHM was ranked the ‘Best the trading off of the team’s star player, Hospital’ for 15 consecutive years (as of Babe Ruth, nicknamed ‘Bambino’, who had Unilever; Power brand; Local Brands; 2005) in the US News and World Report’s led the team to win three World Series in Brand valuation; brand extension. Best Hospitals Rankings. The Johns 1915, 1916 and 1918. Victory had evaded Hopkins University, also under the JHM, the Red Sox, ever since their 1918 win and was America’s first research university. in each of the following matches, the team Scientists working with the organization had a close brush with success despite included Nobel Laureates and its research fielding a good play. Each year, the fans was known for many a pioneering medical hoped that their team would win. During break-through. In late 2004, JHM launched these years, the fans empathised with the 14 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M team and a strong emotional bond was built Pedagogical Objectives Industry Oral Care Market G N I T E K R A M between them. This seemed to have made Reference No. MAR0056C • To analyse how advertising costs affects this losing team into a premier sports Year of Pub. 2006 an automobile major like BMW brand. Teaching Note Available Struc.Assign. Not Available In October 2004, the Boston Red Sox Team • To discuss various marketing campaigns won the Baseball World Series. Although which BMW had adopted. Keywords the fans were excited about the long Industry Automobiles awaited victory, marketing pundits debated Oral care; Ethical Marketing; Corporate Reference No. MAR0057C Social Responsibility; Tom Chappel; Tom’s the brand’s future. They questioned how Year of Pub. 2005 the fans would accept the fact that they of Maine; Colgate; Natural oral care Teaching Note Not Available products ; Ruben Mark; green brand; had a championship team. However, some Struc.Assign. Not Available others argued that the brand would continue Colgate-Palmolive; P&G; Crest; Inorganic to remain viable because it was built upon Keywords growth; entrepreneurship; ethical brands. many factors that had nothing to do with BMW; Branded Entertainment; In Film championships. The case provides for Advertising; Online Advertising; discussion on the future of the Red Sox Advertising; The Hire; BMW in James Mcdonald’s in Japan: Rebuilding brand and what options the management Bond movies; Brand Image; “Anti-brand” the Brand had to enhance the fan experience. marketing campaign; Jim McDowell; Jack In 1971, McDonald’s opened its first store Pitney; Fallon Advertising agency; in Japan. Since then, McDonald’s Japan Pedagogical Objectives GSD&M Advertising; Advertising has grown to become the largest food Expenditure Ford Mercury. • To discuss strategies of a sports franchise service provider in the country. With around 3,800 restaurants operating and a • To discuss the future of the Red Sox 20% market share, the company controls brand. Colgate Palmolive’s ‘Natural’ a major chunk of the fast food industry. Industry Sports franchise Route to Growth But trouble came knocking at its door in Reference No. MAR0058C 2002, when McDonald’s Japan plunged into Year of Pub. 2006 The case talks about the take over of Tom’s losses for the first time in 29 years. The Teaching Note Not Available of Maine, the leading player in the natural company drove a nail in its coffin by Struc.Assign. Not Available personal care market in the US, by Colgate- instigating a price war in the fast food Palmolive in early 2006. Colgate is the industry, with the result that the entire Keywords market leader in oral and personal care industry suffered huge losses. At this markets the world over. The naturals Red Sox; Sports franchise; Curse of the juncture, Eikoh Harada was appointed as market has been showing good growth in Bambino; US; Baseball team; branding; the CEO of McDonald’s Japan. Under his the recent years in the US while the market emotional marketing; Babe Ruth; sports leadership, the company took up various for mainstream products witnessing fans; Fenway Park; Boston; Major League initiatives to rebuild its brand image that sluggish growth. Natural/organic brands Baseball; World Series Baseball. primarily revolved around revamping the such as Tom’s of Maine are showing menu and remodelling the company stores. remarkable growth in this stagnating These initiatives helped in enhancing the market. brand’s value to the customers, resulting in BMW’s Exit from Branded Since 2002, Colgate due to intense a turnaround of fortunes for the company. Entertainment –Is it the Right competition and increase in price of Move? commodities is following an aggressive Pedagogical Objectives In October 2005, BMW, the leading car restructuring strategy aimed at • To analyse and discuss the critical success maker based in Germany, announced its strengthening its market leader position. factors for the fast food industry in decision to quit branded entertainment, The case gives the details of this takeover, general and the Japanese fast food owing to increased cost. The decision was and the reasons behind this move. industry in particular a surprise to industry watchers because The case brings to attention the latest trend • To identify and analyse the underlying BMW was the pioneer of branded of multinational companies taking over entertainment strategy. BMW cars were reasons for the problems faced by smaller ethical brands in order to gain a st used in James Bond movies by the detective McDonald’s Japan in the early 21 foothold in the booming ethical markets. century himself. BMW had also launched its own It also raises questions on whether these series of eight online short films called takeovers, would lessen the appeal of the • To discuss the various strategies ‘The Hire’, involving popular actors and ethical brands among consumers or whether implemented by McDonald’s Japan to directors. The branded marketing strategies consumers would continue patronizing enhance its brand value used by BMW were hugely successful in them irrespective of the change in terms of increased sales of the models parentage. The case also facilitates a debate • To debate whether Harada’s strategy will featured and higher brand visibility. They on whether Colgate’s decision to take over be successful in achieving sustained also won critical appreciation and awards a small natural brand at this critical juncture growth at McDonald’s Japan. for innovative advertising. was wise and about the success of the same. Industry Fast Food The case discusses the various branded Reference No. MAR0055 marketing campaigns BMW adopted from Pedagogical Objective Year of Pub. 2006 its early days. It also examines the possible Teaching Note Available • To understand: Strategies for growth in causes for BMW’s decision other than the Struc.Assign. Available the organic segment for established cost factor. The case offers adequate scope FMCG companies-Impact of brand Keywords for discussion on the impact of BMW’s equity, in case of take overs. decision on its own sales and brand image Fast Food Industry in Japan; Consumer as well as on its competitors’ sales. behaviour; Japanese Economy; Pricing

15 www.ibscdc.org Strategy; Price Wars; Eikoh Harada; Brand; institutions spread across 150 countries and Teaching Note Not Available Branding; Brand Equity; Rebuilding Brand operates more than 924,000 ATMs Struc.Assign. Not Available Image; Creating Brand Value; Brand worldwide. In 2005, Visa has achieved card Charter; Marketing Strategy; Globalisation sales of more than US$3 trillion. Globally, Keywords versus Localisation issues; New Product the perception of Visa as a card of MSLO; Martha Stewart; ImClone scandal; Development; Growth Strategies. convenience, acceptance, flexibility and personal branding; The Apprentice; security has helped build consumer trust in magazines; prison; KB Homes; Charles the brand. Visa’s main competitors are Koppelman; comeback strategy; Apex-Pal International Ltd, MasterCard and American Express. Visa’s subscription revenues; image management; adoption of a localized marketing Singapore-based Food and Martha Stewart Living; Martha Stewart approach to promote the card is a major Rules; reformed woman Beverage Company: Founder contributor to its success. The case CEO, Douglas Foo’s Brand discusses the different branding strategies Building Strategies adopted by Visa International to attain a leadership position in the global market. The Evolution of Omega’s Douglas Foo is the founder of Apex-Pal, a It also discusses the challenges Visa is likely Advertising Strategy Singapore-based food and beverage Brands and Branding Brands and Branding Brands and Branding Brands and Branding Brands and Branding to face from its competitors in sustaining Priced in excess of $2,000, the luxury company. Apex-Pal owns food and its brand leadership in the future. beverage brands like “Sakae Sushi”, “Sakae watch industry is dependent on promotions Express”, etc., and it plans to make it as and product features to attract the Pedagogical Objectives big as McDonald’s. Apex-Pal was started consumer. Omega SA (Omega), the third in 1997 amidst the Asian financial crisis as • The case discusses the different branding largest luxury watch maker in the world, is a small enterprise in Singapore. Its first strategies adopted by Visa International the pioneer of celebrity endorsement in ‘Sakae Sushi’ restaurant was started with a to attain a leadership position in the the luxury watch industry. The company, capital of S$300,000. In a corporate world, global market which introduced celebrity endorsement in which amasses money out of borrowed 1995, has featured many charismatic capital, Douglas Foo is said to have created • It also discusses the challenges Visa is young men and women confirming Omega wealth and fame without borrowing a dime. likely to face from its competitors in as the watch of their choice. The chosen His corporate philosophy has proved to sustaining its brand leadership in the brand ambassadors have been leaders in the be a magic wand in Singapore and with Apex- future. field of fashion, sports and the performing Pal stretching its arms to reach the US, arts. Apart from celebrity endorsements, Industry Payment cards Omega associates itself with, and ensures Canada and Europe, the efficacy of his Reference No. MAR0053P expansion strategy is yet to be seen. its product placement with landmark Year of Pub. 2005 events. The case also traces the evolution Teaching Note Not Available Pedagogical Objectives of Omega’s advertising strategy. With Struc.Assign. Not Available luxury watches growing in popularity as a • To highlight the business philosophy of Keywords status and lifestyle statement, Omega is Douglas Foo looking beyond the mature markets of VISA; Global; Branding; Alliance; Europe and America, to the new developing • To understand the influence of personal Sponsorships; Payment cards; MasterCard; markets in the Middle East, India and China. values of the founder on his business American Express. It has unveiled a strategy tailored to drive practices growth in these promising markets. Will • To discuss the growth strategy of Apex- this shift in advertising strategy yield the Pal The Redemption of Martha desired result? Stewart • To analyse the efficacy of the current Pedagogical Objectives business strategy of Apex-Pal in the light MarthaStewart (Martha), Chairman and of its future challenges. CEO of Martha Stewart Living Omnimedia • The case outlines the evolution of (MSLO), is also the company’s flagship Omega’s advertising strategy Industry Food Retailing brand. After Martha resigns following Reference No. MAR0054 • The case discusses the new developing charges of insider trading, MSLO distanced Year of Pub. 2006 markets in the Middle East, India and itself from brand Martha. Martha’s operatic Teaching Note Not Available China for Omega and the strategy for fall and a successful return raises signficant Struc.Assign. Not Available growth in those markets. questions about the notion of personal Keywords branding where the company’s founder or Industry Electronic Goods CEO is in effect its brand. Even as analysts Reference No. MAR0051P Hibiki; Dining @ Sakae; Innotech write her off, Martha is determined to make Year of Pub. 2006 consulting; portable conveyor belt; kaiten; a comeback and revive MSLO’s fortunes. Teaching Note Not Available Skal; Crepes & Cream; Nouvelle; The case outlines Martha’s startegy in Struc.Assign. Not Available Singapore-based Food and Beverage reviving brand Martha to its former glory. Company; Surviving Asian financial crisis; Is the subsequent decline in her popularity Keywords Recruiting prison inmates; Best HR a result of brand Martha being overexposed? practices; Technology deployment. Global watch market; potential for growth; mature markets; developing markets; Pedagogical Objective advertising history; advertising strategy; target sections; marketing; retailing; Visa International: Building a • The case discusses personal branding pricing; event sponsorship; promotional Global Brand strategy, its advantages and pitfalls. strategies; major hurdles; future prospects. Visa International has emerged as a global Industry Cooking and Housekeeping market leader in payment solutions. The Reference No. MAR0052P company has 21,000 member financial Year of Pub. 2006 16 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Pepsi Café Chino in India • Its component branding strategy CRY in 2006: Changing G N I T E K R A M Perceptions As Pepsi’s latest move in the ever • The case discusses the reasons behind increasing ‘Cola War’, PepsiCo has the change required in Intel’s marketing Child Rights and You (CRY) is an India launched Pepsi Café Chino in India. The strategy based Non Government Organisation product is Pepsi’s latest flavour extension, • Intel’s rebranding initiatives. (NGO) which works for restoring the rights a coffee flavoured cola. Pepsi is trying to of the underprivileged children by create new market segments and promoting Industry Technology partnering with corporates, other NGOs its drink with the help of popular film stars. Reference No. MAR0049P and interested individuals. It provides Its marketing strategies are aimed at Year of Pub. 2006 financial as well as any other help to all attracting the youth to try something new. Teaching Note Not Available those who wish to help the needy children. Rival coke has not yet launched a Struc.Assign. Not Available CRY has been functioning since 1979 and competing product. Will Pepsi’s strategies has been successful at gaining trust and Keywords work? credibility by appealing to public emotions. Intel; Microprocessor Industry; In 2006, CRY changed its approach. It Pedagogical Objectives Innovations at Intel; Paul Otellini; Intel’s substituted the relief in its name with rights new branding strategy; Intel’s new and came out with a brand new campaign. • To briefly discuss PepsiCo’s strategies corporate logo; Re-branding Intel; The new campaign was absolutely different in India and the Indian beverage market Pentium; Intel inside; Leap ahead;Viiv; from its earlier image. The case discusses • To trace Pepsi’s flavour extensions Centrino; Core 2 Duo. CRY’s image change, the reason behind it globally and the challenges it faces due to it.

• To study the product launch of Pepsi’s Pedagogical Objectives flavour extension into coffee flavoured Extending Kit Kat’s Product Life cola internationally as well as in India. Cycle • To discuss the shift in CRY’s approach from ‘relief’ to ‘rights’ and the change Nestlé’s Kit Kat is the largest selling Industry Beverages in its positioning Reference No. MAR0050P chocolate brand in the United Kingdom Year of Pub. 2006 (UK). Since mid 90s, Kit Kat’s sales have • To discuss CRY’s image makeover and Teaching Note Not Available been deteriorating. The case discusses Kit the new advertising campaign of the Struc.Assign. Not Available Kat’s growth strategy, product line, brand NGO. extensions and brand variants. It also Keywords focuses on the measures undertaken to give Industry NGO a new lease of life to the mature brand Reference No. MAR0047P PepsiCo; Pepsi Café Chino; Coffee Year of Pub. 2006 flavoured cola; New product launch; through brand extensions, new variants, innovative promotional schemes and Teaching Note Not Available Limited edition run; Product innovation; Struc.Assign. Not Available Pepsi vs Coke; Pepsi in India; Flavour globalization efforts. The case discusses extension; Pepsi max cino; Special edition. Nestle UK’s revival strategies to bring back Keywords the glory that Kit Kat enjoyed for years. CRY (Child Relief and You); NGO; Name Pedagogical Objectives change; image makeover; CRY’s marketing Intel in 2006: A Brand New efforts; Direct mail appeal; CRY shop; CRY Identity • To discuss the growth strategy of Kit buddies; CRY campaign; The child rights Kat charter; Brand positioning. Till 2005, Intel has been competing mainly in the personal-computer space where its • To understand the factors that lead the goal has been to produce faster and better product to its maturity chips. Intel’s component branding strategy Coca Cola’s Advertising • To discuss the product Life cycle of Kit has aimed at linking brand Intel to trust Strategies: Changing with Times Kat and quality. In the past few years, Intel’s Coca Cola is the world’s largest beverage growth has been slowing down, even as cell • To discuss the revival strategy of kit company and one of the most powerful phones and handheld devices assume greater Kat to make a comeback. brands. Rival Pepsi has also been importance in people’s lives. With Intel’s competing at a close second and in late management realising that the market for Industry Confectionery Industry 2005, Pepsi overtook Coke in market Intelproducts in 2006 goes beyond the Reference No. MAR0048P capitalization. In an attempt to stay at traditional personal computer (PC) and Year of Pub. 2006 the top, in 2006, Coke launched a new requires a different marketing strategy, Intel Teaching Note Available advertising campaign followed by product has to make its presence felt in other Struc.Assign. Not Available launches and innovative packaging. This product categories. Brand Intel needs a Keywords case focuses on Coke’s advertising strategies makeover to be relevant in the new over the years and its new campaign. scenario. On 5th January 2006, Paul chocolate; have a break have a kitkat; Previously Coke had given record breaking Otellini, Intel’s new CEO unveils Intel’s nestle; sales down; market leader; product campaigns but since more than a decade all new branding strategy. Central to the effort life cycle; Rowntree Ltd.; competitors; red its advertising campaigns had been is the first new corporate logo in more and white wrapper; brand extension; unsuccessful. The case discusses how Coke than three decades, new brand architecture, cadbury; product poliferisation; paul had come up with a brand new campaign and an endeavour to align brand Intel to its grimwood; reversing strategy; countlines. and it was confident that its new campaign new markets. will do the required magic. Pedagogical Objectives • The case discusses Intel’s marketing and promotion strategy over the year 17 www.ibscdc.org Pedagogical Objectives Keywords • With new Marketplace format, can Kroger continue to remain in the top? • To briefly discuss the US beverage Marlboro; Philip Morris; Altria; Tobacco; industry scenario and the two major Cigarette; advertising; promotion; mass • What other store format and players – Coke and Pepsi operating in it marketing; Events; Bars; Price promotions; merchandise mix can Kroger follow to Advertising ban; Burnett; cow boy; beat competition? • To discuss Coke’s advertising strategies market-leader. over the years and their impact on the Industry Retail Grocery company Reference No. MAR0043B Year of Pub. 2005 • To discuss the new campaign – ‘welcome Star Wars: A Star Brand Teaching Note Not Available to the coke side of life’ launched in 2006. Struc.Assign. Not Available George Lucas’ film Star Wars, apart for Industry Beverages having a massive cult following, is one of Keywords Reference No. MAR0046P the world’s most recognizable brands. Star Year of Pub. 2006 Wars was one of the first films to mass Grocery Retail Industry; Wal-Mart; Teaching Note Not Available merchandise movie related products to Albertsons; Retail Operations; Struc.Assign. Not Available promote the film. With merchandise Supermarket; Supercenter; Business Model; Brands and Branding Brands and Branding Brands and Branding Brands and Branding Brands and Branding Combo stores (Foodand Drug); Keywords grossing more than $9 billion worldwide, Star Wars eclipsed all merchandising efforts Marketplace; Convenience store; Coca Cola; Advertising strategies; he Coke of the Hollywood film industry. The case Supermarket FuelCenters; Pharmacy; side of life; The beverage industry; looks at the manner in which the Star Wars Natural Fooods; Fry’s Fred Meyer. Advertising Campaigns; Coke’s marketing brand has grown and the factors behind campaigns Pepsi’s advertising strategies; this growth. It also raises the question of Pepsi challenge; New Coke; Coke’s the survival of Star Wars, the movie and Bollenbach: Consolidating the advertising strategies over the years; Coke the brand, since the release of the final Hilton Brand in 2006; Make every drop count; Flavour film Star Wars Episode III: Revenge of the extensions. Sith. Hilton Hotels Corporation (HHC) is a leading hospitality company with revenues Pedagogical Objective of $3,819 million in 2003. The company Marlboro: From Mass Marketing owns, franchises, manages, and develops • To understand how Star wars brand has hotels, resorts and timeshare properties. to New Age Promotions grown. The Hilton chain operates under several brand names including Hilton, Doubletree, The case traces Marlboro’s promotional Industry Entertainment Industry Embassy Suites Hotels, Hampton, campaign, in the US, right from the time Reference No. MAR0044B Homewood Suites by Hilton, Hilton Garden it was positioned as a cigarette for women Year of Pub. 2005 Inn, Hilton Grand Vacations and Conrad. to the present times (2005), when the brand Teaching Note Not Available It operates over 2,400 hotels, mostly in is still going strong as a market leader with Struc.Assign. Not Available innovative marketing strategies. The case the US. It also operates in 15 other highlights the issue of change in Keywords countries. This case talks about the business promotional landscape due to restrictions operations of the company and also Hollywood cinema industry; computer on advertising. In November 2005, as discusses the brand building efforts adopted generated imagining; animation brand; Marlboro celebrated its 50th birthday with by HHC through Honors (the guest loyalty merchandising strategy. a host of new age promotions, concerns rewards), OnQ technology (CRM-driven have been raised that Marlboro is becoming enterprise solution that provided access to covert in its messages and more tougher guest profiles across all points of contact), restrictions have to be placed. The case Kroger: Serving Customers advertising Campaigns and IT initiatives tries to analyse whether Marlboro will through Multiple Formats (such as self service check-in kiosks). continue to be successful as the market leader in the changing promotional Kroger is a conventional retailer that Pedagogical Objectives landscape and in the event of tougher manufactures and processes food for its restrictions being placed on advertising retail operations. The company operates • The business operations of the Hilton over 2,500 grocery retail stores in 32 states family of brands under various store formats that includes Pedagogical Objectives • The nature of each brand supermarkets, low price warehouse stores, • To understand and analyse the effects multi-department stores, convenience • How HHC can enhance each of its of subliminal advertising stores, fine jewelry stores, and supermarket brand’s performance? fuel centres. This case describes the various • To study Marlboro’s promotional store formats adopted by Kroger to serve • The pros and cons of the brand building strategy with respect to the changing the diverse customers. This case also efforts of HHC. advertising scenario in the US discusses in detail the new store formats Industry Hotel • To analyse whether Marlboro will introduced by Kroger to cope up with the Reference No. MAR0042B continue to be the market leader in the competitors like Wal-Mart and other Year of Pub. 2005 US. conventional grocery retailers like Teaching Note Not Available Albertsons and Safeway. Struc.Assign. Not Available Industry Tobacco Reference No. MAR0045B Pedagogical Objectives Keywords Year of Pub. 2006 Stephen Bollenbach; CEO initiatives; Teaching Note Not Available • Study the grocery retail industry and its Hotels & Resorts; Hospitality Industry; Struc.Assign. Not Available various store formats. Luxury Hotels; Hotel Management; Brand • How strong is Kroger in the competitive building; honors - the guest loyalty world? program; One Services-CRM; Franchised 18 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M hotels; Managed/leased hotels; Timeshare The parent company of Absolut, V&S Vin Pedagogical Objectives G N I T E K R A M Properties Ad Campaigns; Self-service and Spirit, to regain its market share and kiosks; Business Operation. to woo young drinkers, launched a massive • To understand what is stealth marketing advertising campaign in 2006. The print • To discuss how stealth marketing was campaign for Abslout in 1980 had made used by R.J. Reynolds. Cafédirect Part A: Brand with a the brand so successful, that the campaign was carried on for the next 25 years. After Industry Tobacco/Cigarette Conscience the first print ad, nearly 1500 print ads Reference No. MAR0039B Cafédirect Limited, UK’s pioneering were released and the brand went on to Year of Pub. 2006 Fairtrade coffee company had been become an icon. In 2006, the company Teaching Note Not Available founded in the year 1991. The company for the first time decided to launch their ad Struc.Assign. Not Available followed the Fairtrade business model that campaign in the television. They also Keywords aimed at delivering quality beverages to continued their association with music by consumers and a fair deal to growers in the commissioning celebrity musician, Lenny Reynolds; RJR; Tobacco; cigarette; Youth; developing world. The brand ‘empowered’ Kravitz to interpret the Absolut bottle. The children; Under-age; Smoking; Advertising; the consumers by giving them a role in result was a track known as ‘Absolut health; Ethical; Ban; Restriction; Criticism. promoting fair trade and also the farmers Kravitz’ which the listeners could download by paying them fairer prices and through from the Absolut website. With this new developmental projects. The company had campaign, will Absolut be able to woo the Wendy’s’ Advertising Strategy in younger generation? Will it be able to stand set up its Gold Standard Policy which 2006: Where’s the beef? guaranteed to always pay above the world out in the overcrowded market? Will this price for coffee and to support the growers. new campaign recreate the magic like the Wendy’s, the third largest burger chain in The case talks about the Fairtrade business earlier campaign? the world was known for its made-to-order model and questions whether Cafédirect menu items and emphasis on product could become a successful brand, not just Pedagogical Objectives quality. Wendy’s had differentiated itself an altruistic one, while following the fair from its rivals by targeting mature adults • To study the vodka market in the US trade model. in its tone of communication. • To understand the emergence and growth The demise of Wendy’s spokesperson for Pedagogical Objectives of Absolut 18 years, founder Dave Thomas, put the • Could discuss the Fair Trade movement • To understand the objective of its past company through many iterative creative in the US and Europe ad campaign and the brand’s successful campaigns. association with art, fashion and music • Discuss whether conscience brings in In 2006, Wendy’s decided to target the more profit • To analyze whether Absolut can achieve American populace in the 18-36 age the objectives it has set for itself with segment, while continuing to communicate • Discuss how Cafedirect would proceed the new ad campaign. to other segments, and tailored its in the market with this strategy. marketing strategy accordingly. It Industry Distilled Spirits/Vodka remained to be seen if Wendy’s attempt in Industry Hot Beverages Reference No. MAR0040B appealing to youth would be a successful Reference No. MAR0041B Year of Pub. 2005 one. Year of Pub. 2005 Teaching Note Available Teaching Note Not Available Struc.Assign. Not Available Struc.Assign. Not Available Pedagogical Objective Keywords Keywords • To discuss how advertising can play a Absolut; Vodka; Distilled spirits; vital role in the growth of a company. Ethics; Corporate Social Responsibility; advertising; Sweden; Country of origin; Industry Electronics Fair trade; Hot Beverages in UK; Coffee smirnoff; Absolut perfecion; Ice hotel; Reference No. MAR0038B Trade; Alternative Trading Orgs; Ethical fashion; Grey Goose; V&S; spirits brand; Year of Pub. 2006 Consumerism; Instant Coffee MKT in UK US spirits; premium vodka. Free Trade; World Trade; Conscience Brand Teaching Note Not Available Tea & Coffee in UK; Speciality Coffee; Struc.Assign. Not Available Fair Trade Business Model; Cafedirect. Stealth Marketing: R.J. Reynolds Keywords Targeting Youth Wendy’s; US; Fast food Industry; 2006; Absolut Sequel? A Case Study on Wheres the Beef/Ad; McDonalds; Burger During April 2006, R.J. Reynolds Tobacco King; viral marketing; e-bay auction; Absolut’s New Advertising Company launched a new marketing Internet campaigns; quality; ESPN Chat Campaign in 2006 in the US campaign in the US for its brand Camel room; advertising; targeting youth. Wides. The campaign focused on youth. Absolut Vodka is one of the best-selling The company faced severe criticism for imported vodkas in the US. In 2005, it was its campaign in the wake of increased the third largest spirits brand in the world. smoking rates among young adults in the Adidas in the USA: Despite being one of the top brands, its US. It was not the first time the company Bouncing Back? market share fell, though the sales of had targeted to children and young adults. imported vodkas in the US had risen. After RJR faced protests from health analysts Adidas had always developed state-of-the- Absolut vodka’s entry into the US in 1979, and industry observers for its tactics to art sports footwear, apparel and many vodka brands have been launched. lure the youth. But at the same time, RJR accessories. However, rival Nike had Now, in 2006, the Absolut brand is starting increased it’s spend on spend on toppled Adidas from the leadership to feel the pressure from competing brands marketing, while its ethical standing position in the USA, using its strengths as such as Grey Goose, Smirnoff, Ketel One continued to be questioned. a marketer. and Belvedere. 19 www.ibscdc.org Adidas took over Reebok in 2005 to • To make out or oppose a case for The case provides various details and strengthen its place in the USA market. It consolidation in the Indian banking components of the gaming industry. It also capitalized on its position as an official industry attempts to identify the opportunities and sponsor of FIFA World Cup 2006 to launch challenges that lie ahead for it to emerge aggressive campaigns. But analysts were • To delve deep into the concepts of brand as a successful media of future. skeptical of Adidas’ success in the USA, and branding in the context of Bank of Baroda considering Nike’s marketing muscle. Pedagogical Objectives • To analyse the concept of brand equity Pedagogical Objectives as applicable to banks with specific • To study the feasibility of an upcoming reference to Bank of Baroda media for advertising • To discuss about the fight between Adidas and Nike • To contextualise the need for change, • To understand the advantages of the process of change and continuous interactive media • To understand how Adidas was monitoring of change envisaged in Bank strengthening its position in the US. • To understand the significance of a user of Baroda’s organisational involved brand experience. Industry Footwear Athletic Shoe transformation. Industry Video Game Industry Brands and Branding Brands and Branding Brands and Branding

Brands and Branding Brands and Branding Reference No. MAR0037B Industry Banking and Financing Reference No. MAR0035A Year of Pub. 2006 Services Year of Pub. 2006 Teaching Note Not Available Reference No. MAR0036 Teaching Note Not Available Struc.Assign. Not Available Year of Pub. 2006 Struc.Assign. Not Available Keywords Teaching Note Available Struc.Assign. Available Keywords Adidas; Nike; Reebok; USA; Rival; FootwearFIFA World Cup; Keywords Branding; Marketing; Advertising; Sponsorship;Competition; Market Share; Emerging Media Opportunity; Around Indian banking industry and financial Game Advertising; In-Game Placement; Mergers; Advertsing campaigns; Football; system; Product; Brand; Branding; Brand Brands; Olympic games. Advergaming; Video Games; Computer equity; Brand life cycle; Re-branding Games; Console Games; Net Games; Online strategies; Re-positioning; Dr. Anil K. Games; Mobile Games; Interactive Khandelwal; Logo; Colour; Brand Entertainment; Massive Incorporated. Bank of Baroda: The Re- ambassador; Celebrity endorsement; Rahul branding Strategies Dravid; Brand communication strategy; Internal and external communication It is generally said that change as a response strategy; Competitive strategy; market Wal-Mart’s Brand Identity: Lee is not as definitive a measure of leadership share; Need for Re-branding; State Bank Scott’s Reinvention as change as a proactive step. Organisations of India (SBI) and ICICI Bank; India’s do respond to demanding situations. Some Wal-Mart, with its philosophy of international bank; Public sector banks ‘everyday low prices’ has benefited millions responses are turnaround strategies, some (PSBs); Liberalisation; Consolidation. are restructuring strategies and some others of consumers, as no other retailer in the are re-engineering exercises. world offers so many products at such competitive prices. But its sheer size and Bank of Baroda with its 97 years of Gaming - An Emerging business model had made it a prime target unblemished history has ushered in an Opportunity for critics. Labour unions have criticised ‘adaptive change’ as opposed to a its labour policies and the media has done ‘technical change’ under the leadership of The gaming industry consisting of three its share in propagating how Wal-Mart’s its chairman, Dr. Anil K. Khandelwal. A re- segments namely; console, computer and purchasing power and business model is a branding exercise was taken up as a part of mobile was a $28 billion industry globally threat to its suppliers and competitors. this change to revitalise the bank. It was and according to analysts, it could exceed Plagued by the negative publicity and its of a scale that had rarely been witnessed in $55.6 billion by 2008. The use of downscale image, the once media-shy any government-owned financial interactive technology to deliver embedded company has embarked on a Public institution in India. The complete advertising messages through the media of Relations (PR) campaign under the makeover of the external facade of the games was referred to as, ‘Advertising into leadership of CEO, Lee Scott to reinvent bank was completed in 53 days and the Games’, which could be delivered in three brand Wal-Mart. The company has new brand was launched on June 6th 2005. prominent ways (1) Around Game initiated a ‘full brand identity programme’. Within a month, the re-branding was hailed Advertising (2) In-Game Placement and as a successful initiative by all quarters with (3) Advergaming. Pedagogical Objectives even the skeptics becoming believers. Games as an emerging media facilitated the • To discuss Sam Walton’s philosophy However, with the Indian banking industry marketers to have a much closer being opened up to foreign players, the which transformed the dynamics of the interaction and a lasting impression with retailing industry competition might blur these historic traditionally difficult-to-reach-consumers. changes. This was increasingly being done by either • To understand the business model of Wal- advertising to the target segment based on Mart and its best practices in distribution, Pedagogical Objectives the game content or customizing the game supply chain and logistics according to the message to be delivered • To discuss the relevance of branding in • To discuss the growing PR and labour banks, especially public sector banks to the target segment. Though the revenues derived from advertising into problems at Wal-Mart and how it has • To understand the Indian financial games was not significant yet, according affected the image and operations of the system and the evolution of the Indian to the industry analysts it was expected to company banking industry reach $1 billion by 2010. • To discuss Lee Scott’s brand reinvention strategy at Wal-Mart

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M • To analyse whether Wal-Mart’s brand Managing Reputation: Wal-Mart big automobile manufacturers from the US; G N I T E K R A M identity programme would result in vs Starbucks General Motors, Ford and Chrysler. Known transforming the image of Wal-Mart as the ‘Big Three’, they controlled more Wal-Mart, the retailing giant, has always than 85% of the US’ automobile market at • To analyse whether Wal-Mart’s new been the target of critics. The company one point of time. Their supremacy started upscale image would alienate its core has been criticised for its approach towards declining in the 1970s when foreign customers its employees, communities and the small carmakers, especially Japanese, offered • To discuss its future growth strategies. retailers. It has been accused of paying low better models at lesser price to the US wages to its employees, discriminating consumers. As the industry witnessed a Industry Retailing against women employees by paying them transition from mass production to mass Reference No. MAR0034 less wages and denying them promotions, customization, General Motors, Ford and Year of Pub. 2006 and also for forcing its employees to work Chrysler increasingly lost market share to Teaching Note Available overtime. To turn the image of the their foreign counterparts who better Struc.Assign. Not Available company around and to build a good understood the pulse of the US consumers. corporate reputation, Wal-Mart started Keywords Ford was the worst hit amongst the Big taking steps to build its reputation. On the Three. It faced falling sales and profit due Sam Walton’s philosophy; Brand building other hand, Starbucks has from its very to a bloated product line, which was out of strategies; Discount stores; Leadership; inception carefully built an image for itself sync with the market. As part of its plan Public relations (PR); Brand extension; as a company having a good reputation to regain its former eminence, Ford Brand image; Brand identity programme; among its various stakeholders. However, initiated the re-branding of its Lincoln Business model; Marketing strategy; the company also started facing increasing luxury-car brand. Lincoln, once the most Labour unions; Distribution and logistics; criticism because of its reluctance to allow popular luxury car in the US, had since Supply chain management. its employees to form unions and for the fallen into decline. The re-branding company’s alleged exploitation of coffee primarily centred around the re-naming of growers from developing countries. To the Lincoln cars with alphanumeric names. counter these criticisms and to rebuild its Tesco, UK’s Largest Supermarket good reputation the company has initiated Pedagogical Objectives Group in US: Brand Building several steps. Strategies • To discuss the reasons underlying the competitive advantage enjoyed by the Tesco, the number one retailer in UK, was Pedagogical Objectives Japanese automobile manufacturers over expanding its operations into the US retail • To debate on the veracity of various their American counterparts in the US market. In the past, Tesco had been criticisms levelled against Wal-Mart market successful in replicating its success in the domestic market for its international • To delve into Wal-Mart’s responses to • To discuss why the Big Three failed to operations as well. The US retail market rebuild its reputation and whether the win customers in the era of mass has huge potential and offered steps taken would remove the veils customisation opportunities to international retailers. • To understand as to why Starbucks since The company was also confident that its • To discuss whether Ford’s product profile its inception given great importance to US venture would be a successful one and is out of sync with the market building a good reputation for the was planning its brand building strategies compan • To discuss the concepts of brand, brand for the highly competitive US retail image and brand loyalty in the context market. But doubts remain about Tesco’s • To discuss the factors that resulted in of Ford success in the highly competitive US retail Starbucks’ loss of reputation and the market. steps the company has taken to rebuild • To highlight the re-branding of the its reputation Lincoln brand and to discuss the reasons Pedagogical Objectives for its likely success or failure. • To discuss the growing importance of • To discuss the various strategies adopted good corporate reputation. Industry Automobile by Tesco for its UK and overseas Reference No. MAR0031 Industry Retail operations Year of Pub. 2006 Reference No. MAR0032 Teaching Note Not Available • To understand the competitive scenario Year of Pub. 2006 Struc.Assign. Not Available in the US retail market· To discuss the Teaching Note Available effectiveness of Tesco’s brand building Struc.Assign. Not Available Keywords strategies for its US operations, based Keywords US automobile industry; Detroit’s Big on its success in other countries Three; General Motors; Ford Motor Wal-Mart; Starbucks; Corporate • To debate whether Tesco would be a Company; Henry Ford; Chrysler; Toyota; reputation; Managing reputation; success in the US. Honda; Nissan; Industry lifecycle; Lincoln; Employee relations; Public relations Mass production; Mass customisation; Industry Retail strategy; Howard Schultz; Unions; Alphanumeric naming; Re-branding Reference No. MAR0033 Discriminations; Customer service; Unfair strategies; Market segmentation targeting Year of Pub. 2006 labour practices. positioning (STP); Customer loyalty; Teaching Note Available Competitive advantage. Struc.Assign. Not Available Keywords Ford’s Lincoln: The Re-branding Strategies Global Branding Strategies of LG Tesco; Brand building strategies; Tesco Electronics Express stores; International expansion; At the time when Peter Drucker termed US retail segment; Convenience store the automobile industry as the ‘Industry From being known as a manufacturer of format; Wal-Mart; Acquisitions; Organic of Industries’, it was dominated by three cheap electronic goods, LG Electronics growth; US grocery sector. 21 www.ibscdc.org (formerly known as Goldstar) had US sales over the years; Hyundai’s product Bryant as their endorser, Nike continued successfully reincarnated itself as a line-up; JD Powers and Associates initial with the contract. technological innovator and manufacturer quality survey 2004; Hyundai’s efforts to of high quality premium products by 2004. ramp up its quality and brand. Pedagogical Objectives Since the inception of its rebranding initiative in the mid-1990s, LG has • To understand the history of Nike’s celebrity endorsement deals consistently built its global brand and is Acer Inc.’s Spin-off, BenQ: Brand poised to conquer the US market through Building Strategies • To discuss the pay-offs and risks a massive brand building operation. involved in celebrity endorsements. Taiwan’s original design manufacturers Pedagogical Objective (ODM’s) are anonymous companies that Industry Footwear manufacture electronics components and Reference No. MAR0027 • To discuss the branding strategies products for global industry leaders like Year of Pub. 2006 adopted by LG in different countries to Nokia, Motorola, Dell, Sony and Apple. Teaching Note Available transform itself into a manufacturer of These contract manufacturers own some Struc.Assign. Not Available premium electronic products. of the most efficient supply chains in the Keywords Brands and Branding Brands and Branding Brands and Branding Brands and Branding Brands and Branding Industry Consumer Electronics world, and are capable of competing with Reference No. MAR0030 their leading customers but for the lack of Kobe Bryant; Michael Jordan; Tiger Year of Pub. 2004 a globally identifiable brand name. Acer, Woods; LeBron James; Andre Agassi; Teaching Note Available the Taiwanese computer maker’s spin-off, Marketing strategies; Brand positioning; Struc.Assign. Available BenQ, is an ODM, which is attempting to Familiarity; Differentiation; Relevance; rise from obscurity by building its brand Advertisements; Image building; Product Keywords name using funds from its contract promotion. LG Electronics (LG); Global branding of manufacturing business. LG; Rebranding of Goldstar; Global branding strategy; Consumer electronic Pedagogical Objectives Cadbury Schweppes’ Beverage industry; South Korean chaebols; • To highlight BenQ’s brand building Business: Brand Unification and Repositioning; White goods; Brand strategies the Dilemmas development; Whirlpool; Samsung. • To provide scope to discuss BenQ’s Cadbury Schweppes had grown its beverage ability to sustain the branding efforts business through several key acquisitions. Hyundai’s Global Branding when its prominent customers are Due to increased competition from other severing business relations as the brands and a shift in consumer tastes, Strategies company evolves into their competitor. Cadbury started losing its market share in When Hyundai launched its vehicles in the 2003. The company announced a Industry Wireless Telephone Handsets US market in the mid-1980s, it faced restructuring plan to reorganise its Reference No. MAR0028 serious problems with its product quality operations. Part of the plan was to Year of Pub. 2006 integrate its three popular brands (Snapple, and within no time, came to be known as Teaching Note Not Available the manufacturer of cheap but poor quality Dr. Pepper/7 Up and Mott) into a new Struc.Assign. Not Available and unreliable cars. However, since 1999, unit, Cadbury Schweppes Americas Hyundai has made a significant Keywords Beverages. The company also sold its improvement in its product quality and European beverage business to concentrate brand image and came second only to Original design manufacturer (ODM); on the beverage business of the US and Toyota in ‘JD Power and Associates’ initial Original equipment manufacturer (OEM); Australia. The move led to speculation by quality survey in 2004 with 102 problems Taiwan contract manufacturing; Brand analysts that the company may sell off its per 100 vehicles. building strategies; Corporate logo; entire beverage business. Consumer electronics industry; Semiconductor industry; Real Madrid; Pedagogical Objectives Pedagogical Objective Siemens mobile phone business; Stan Shih; • To discuss the global branding strategies Two dagger approach; BenQ bringing • To discuss the restructuring strategy being of Hyundai, which helped it to transform enjoyment and quality; Acer Compal followed by Cadbury for its beverage its image from a late-night talk show Quanta; Eric Yu; Motorola Nokia. business joke to a value-priced alternative to • To discuss whether Cadbury will be able Japanese sedans and sports-utility to face stiff competition in the beverage vehicles. Celebrity Endorsements: Nike’s business, especially in the US Relaunch of The ‘Kobe’ brand Industry Automobile and Transport • To discuss whether Cadbury will sell off Reference No. MAR0029 Nike, the largest seller of athletic footwear its beverage business to concentrate on Year of Pub. 2004 and apparel in the world, is known for its confectionary business. Teaching Note Not Available roping in well-known celebrities to Industry Confectionary Struc.Assign. Not Available advertise its products. Over the years, Nike Reference No. MAR0026 has reaped rich dividends by endorsing of Keywords Year of Pub. 2006 leading sportsmen like Michael Jordan, Teaching Note Not Available Hyundai Motor Company; Global sales of Tiger Woods and Andre Agassi. In 2003, Struc.Assign. Not Available Hyundai Motor Company; Hyundai’s entry Nike signed an endorsement deal with into the US car market; Hyundai’s initial basketball player Kobe Bryant. Keywords hurdles in the US car market; Brand building Subsequently, Kobe was accused of sexual exercise of Hyundai; Hyundai’s sponsoring assault and his image was tarnished. Cadbury Schweppes Plc; Beverage business; of global sporting events; JD Powers and Although other sponsors dropped Kobe Inorganic growth; Brand unification; Third Associates ranking of Hyundai; Hyundai’s party bottlers; Management changes; 22 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Business restructuring; Cadbury Schweppes which is already known for its world-class advantage of Orange; Competitors of G N I T E K R A M Americas Beverages; Fuel for Growth plan; executive MBA program, is trying to Orange; Commoditisation of the mobile Smart Variety plan. upgrade its programmes to global standards. market; Personal communication network; Caller identification; Per second billing; Pedagogical Objective Itemised billing; Digital mobile technology; C&C’s ‘Bulmers’ and ‘Magners’ Vodafone; NeXT (New Experience in • To discuss the strategic and brand building Telecom) strategy. Brand: The Irish Alcoholic initiatives undertaken by NUS’ new Beverage Company’s Brand Dean, Professor Christopher Earley. Repositioning Strategies Industry Education Samsonite: The US Luggage In 2002, C&C, Ireland’s biggest Reference No. MAR0024 Manufacturer’s Branding manufacturer of cider, adopted a strategy Year of Pub. 2005 Strategies to reposition Bulmers from a low cost cider Teaching Note Not Available to a premium luxury drink. The company Struc.Assign. Not Available In the late-1990s, Samsonite transformed increased the price of Bulmers and reduced itself into a global brand by introducing Keywords its alcohol content to change its image of new product categories, improving its being a hard drink. After launching Bulmers Management education in Asia; Alternative existing products and introducing new in Ireland with its new image, C&C destinations for global management product lines. It also positioned separate introduced it in the UK under the brand education; Re-orienting MBA; Growth product categories for its new target name, Magners. strategies of business schools; Competitive customers – women and youth. In late strategies of business schools; Top global 2005, Samsonite introduced its new Pedagogical Objectives business schools in Asia; Strategic alliance advertisement with the tagline ‘Life is a among business schools; Collaborative Journey’ and plans to unveil its new • To discuss the successful repositioning agreements between business schools; Samsonite Black Label store format, which of Bulmers in Ireland INSEAD in Singapore; Chicago GSB in would offer its complete range of travel accessories to its customers. • To discuss whether C&C would be able Singapore; Destination for Asia?s to repeat the success, through Magners, management students; World-class MBA; in the UK. Global EMBA; Management with a global Pedagogical Objective outlook; Singapore Management • To discuss the strategies adopted by Industry Non-alcoholic Beverages University. Reference No. MAR0025 Samsonite to maintain its image as a Year of Pub. 2005 premium luggage brand against the Teaching Note Available backdrop of the commoditised global France Telecom’s ‘Orange’: Struc.Assign. Not Available luggage market. Renaissance of a Brand and Industry Accessories Keywords Rebranding Strategies Reference No. MAR0022 Brand repositioning strategies; Unique Orange, the global telecom brand, who Year of Pub. 2005 selling preposition; Core competencies; pioneered innovative practices like talk Teaching Note Not Available Brand image; Branding; Advertising; plans, per second billing and caller Struc.Assign. Not Available Packaging; Niche marketing; Value identification in the mobile Keywords addition; Positioning; Diversification; communications market, was acquired by Entrepreneurship; Leadership style; France Telecom in 2005. By extending its Global luggage industry; US luggage industry; Product differentiation; Pricing. brand name to various services of France Soft side and hard side luggage; Product Telecom in early 2005, Orange has been categories of Samsonite; Product line re-branding the global mobile operations extension; Growth through diversification; National University of Singapore of its parent company. France Telecom Positions of Samsonite products; (NUS) Business School: views this re-branding as the crux of its Promotion through advertisement; One Christopher Earley’s Brand NeXT (New Experience in Telecom) stop shop for luggage; Multi branding strategy, through which it aims to launch a strategy for Samsonite; Life is a Journey; Building Strategies single web portal that would offer its Samsonite spinners; American Tourister; In the 21st century, with family businesses customers unified access to all its services. Samsonite Silhouette; Samsonite Black restructuring themselves and multi-national Label. corporations expanding their operations, Pedagogical Objective the demand for management education in Asia is burgeoning. Due to visa restrictions • To discuss the strategies adopted by France Telecom to reshape its global Private Labels in Europe: and the high fee structure in the US, an brand image. Potential Threats for Brands? increasing number of prospective Asian MBA applicants are turning to non-US Industry Telecommunications By early 2005, a major part of retail sales destinations like Europe, Singapore and Reference No. MAR0023 in Europe came from the private labels. Australia. Management institutes in these Year of Pub. 2005 Private labels in Europe had begun to emerge locations are re-orienting themselves to Teaching Note Not Available as alternatives to the brand name products. meet the increasing demand by: (1) sprucing Struc.Assign. Not Available Brands created by Wal-Mart, Target and up their infrastructure; (2) revising their others, began to eat into the market share curriculum; (3) inducting world-class Keywords of the brand name businesses. This worried faculty; and (4) entering into collaborative Global telecommunication industry; Global the brand name businesses like Procter & agreements with leading international telecommunication brands; Converging Gamble and Unilever, especially in the business schools. To keep pace with these communication technology; Global mobile FMCG (fast moving consumer goods) new trends, the business school at the communication market; Mobile sector. High concentration, bargaining National University of Singapore (NUS), communication brands; Competitive power of retailers and consolidations in 23 www.ibscdc.org the industry had contributed to the growth Keywords Pedagogical Objectives of private labels in Europe. By the end of the 20th century, private labels entered Americanism; Brand America; Anti- • To discuss the brand merchandising product lines like beauty and cosmetics, Americanism; American brands; America?s strategies of Mattel Inc. and how the which had been dominated by big brand foreign policy; Brand image; Backlash Barbie brand was extended to related and names till recent times. Private labels have against brands; Localisation efforts; unrelated products Consumer behaviour. become a lucrative business opportunity • To discuss whether the upstream in Europe, while big brands were struggling transition of the brand Barbie into to cope with the new competition. product lines like cell phones, videos and Oscar’s Brand Equity: At the digital cameras is feasible Pedagogical Objectives Crossroads? • To discuss whether Barbie would be able • To discuss the rise of private labels in Of late, the reputation of the Oscars or to regain its fame through these brand Europe and the factors that contributed the Academy Awards for Motion Pictures extensions. to their growth at Hollywood, has come under scrutiny. Brand equity, measured in terms of the Industry Toys and Games • To discuss the comparative advantage Reference No. MAR0018 viewership for the television broadcast of Brands and Branding Brands and Branding Brands and Branding Brands and Branding Brands and Branding of private labels over brands, for retailers Year of Pub. 2005 the Oscar night, has been showing a as well as customers Teaching Note Not Available downward trend. While the Academy of Struc.Assign. Not Available • To discuss about the possible strategies Motion Picture Arts and Sciences maintain of established brands. that it is a matter of another blockbuster Keywords like Titanic to pull the numbers up, film Industry Retail journalists opine that the main reason Barbie; Mattel Inc.; Tween girl market; Reference No. MAR0021 might be the failure of the Oscars to attract Preteens; Age compression; Market Year of Pub. 2005 the younger generation, the most wanted segments; Brand merchandising; Brand Teaching Note Not Available crowd for the entertainment industry as a extension; Millennial generation; Baby Struc.Assign. Not Available whole. boomers; Demographics; Generation X; Generation Y; Line extensions. Keywords Pedagogical Objectives Private labels; In-store brands; Comparative advantage; Higher retailer • To discuss the power of the Oscars as a Roger Deromedi: Solving the brand and the brand equity it enjoyed margins; Wal-Mart effect; Retailers’ Brand Portfolio Problems at Kraft bargaining power; Consolidation in the for a long time Foods Inc. industry; FMCG (fast moving consumer • To discuss the causes for the downslide goods) companies. of Oscars and what could be done to Kraft Foods Inc., the number one food and regain its coveted position. beverage company in the US and number two in the world, was known for its big Americanism, Brand America Industry Membership Organisations brands like Kraft and Philadelphia, in the Reference No. MAR0019 and American Brands cheese category. During the 1990s, the Year of Pub. 2005 company launched a string of brands in Brand America, which has for a long time Teaching Note Not Available succession after acquiring General Foods been the flag bearer of the brands that Struc.Assign. Not Available and Nabisco Holdings Corp., and moved into other categories like crackers, snacks originated from the country, has in recent Keywords times witnessed a steep downslide. and pizzas. As Kraft expanded into more America’s foreign policy towards Iraq and Oscars brand equity; Academy Awards; food categories, it launched more brands Afghanistan, its rejection of Kyoto Hollywood; Event broadcasting; Film in the form of brand extensions, Protocol, and a wave of corporate scandals awards; Titanic; The Lord of the Rings; overloading its brand portfolio. When the resulted in growing anti-American Golden Globes; Guild Awards. private label competition with its lower sentiments that began to worry America prices hit the big brands, Kraft Foods Inc as it witnessed a backlash against its discovered that it was losing on the new product development front. With no hard- products. Along with Brand America, Mattel Inc.’s Barbie: Brand American brands also began to feel the to-replicate features that could heat. Merchandising Strategies differentiate Kraft from private labels, Mattel Inc., which manufactures and customers increasingly shifted to the Pedagogical Objectives markets the most popular American icon, private labels. As Kraft Foods Inc. was busy the Barbie doll, was expanding the promoting new brands, it missed major • To understand the localisation efforts merchandise of brand Barbie to improve market trends in low-carbohydrate diet of the US based companies sales and to regain customer attention. The alternatives and organic foods. Roger Deromedi, who took over as Chief • To discuss the extent to which consumer brand was affected in recent times by the Executive Officer of Kraft Foods Inc. in behaviour would be affected by Brand changing needs of the ‘tween’ girl market. 2003, initiated steps to restructure and America’s blemished reputation. As the ‘tween’ girls segment switched over to other playtime alternatives like video realign the brand portfolio. Industry Advertising games, the Internet and TV at an early Reference No. MAR0020 age, Barbie sales dropped considerably. To Pedagogical Objectives Year of Pub. 2005 keep the brand in tune with the changing • To discuss the importance of maintaining Teaching Note Not Available needs of the market, the company began equilibrium between new brands and new Struc.Assign. Not Available extending the brand into an array of new innovative products for effective product lines like apparel, cosmetics, DVDs management of brand assets of the and movies. company

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M • To discuss the effect of too many brand- contract manufacturing; Product Pedagogical Objectives G N I T E K R A M launches in the form of brand and line customisation; Brand building; Brand name extensions that lead to diluted brand business; Globalisation; PC industry; • To discuss the brand strategies of the image and brand cannibalisation. Wistron Corp. company and the need for changing branding strategies with the changing Industry Food fashion trends Reference No. MAR0017 • Year of Pub. 2005 Real Madrid: From a Football To discuss the strategies implemented by the company to avoid brand Teaching Note Not Available Club to a Media Brand Struc.Assign. Not Available cannibalisation by creating distinct brand Real Madrid, the Spanish football club, has identity of its stores. Keywords been the only club to win the ‘European Cup Championships five times in a row. Industry Apparel and Accessories Roger Deromedi; Brand portfolio The 100-year old club, which operates as a Retail management; Brand extensions; Kraft Reference No. MAR0014 supporter-owned, not-for-profit Foods Inc; Private label threat; Line Year of Pub. 2004 organisation was valued at $751 million as extensions; Brand cannibalisation; Product at April 2004. Teaching Note Available innovations; Nabisco Oreo crackers; Brand Struc.Assign. Available divestments; Brand equity; Brand value; Brand variants Pedagogical Objective Keywords • To discuss the strategies adopted by Real Banana Republic; Brand cannibalisation; Madrid to position itself as a global media Brand clutter; Gap Incorporated; GAP Taiwan’s OEM Industry: Acer’s brand by leveraging on its portfolio of stores; Old Navy discount stores; Discount Branding Dilemma football stars and its huge fan following retailing; Brand makeover; Redefining worldwide. brand image; Value positioning; Boundaries Taiwan has been enjoying a growth in the between brands; Mickey Drexler at GAP; IT industry with a thrust on OEM/ODM Industry Professional Sports Team Fashion as brand strategy. (original equipment manufacturer/original Reference No. MAR0015 design manufacturer) models, contrary to Year of Pub. 2004 Teaching Note Available the developed companies’ emphasis on Burger King: Revitalizing the brand building. Taiwan came to be known Struc.Assign. Available Brand for anonymous products manufactured on Keywords behalf of their clients. Acer The Burger King brand took a severe Communications & Multimedia’s Primera Division; European club beating in recent years owing to frequently contract-manufacturing division supplied championships; FIFA (Federation changing advertising campaigns, new computer peripherals and other electronic Internationale de Football Association); product failures and positioning strategies components to multinationals like IBM The global football business; The media of the company. In addition, the growing and Sony, and at the same time also sponsorship of football; Football health consciousness, outbreak of foot-and- manufactured and marketed LCDs (liquid merchandising; Top football clubs in the mouth disease and anti-obesity campaigns crystal displays) and mobile phones under world; Manchester United; Sources of also had their impact on the company. To its own brand name. With Acer’s two revenues for football clubs; Branding of revitalise its brand, the second largest burger businesses running simultaneously, a football clubs; David Beckham as a brand; chain in the US initiated a number of steps conflict of interests arose with the clients. Strategic alliances of football clubs and from improving the interiors to new To overcome the problem, Acer spun off corporates; The football league systems in advertising campaigns and improving the its brand-name business as a new company different countries; The governing bodies franchisee relationships. – BenQ and the contract manufacturing of football; Top transfers in the world of football business was named Wistron Corp. Pedagogical Objectives

Pedagogical Objectives • To discuss the rebranding efforts of Gap and Banana Republic: Bradley Blum who took over as the CEO • To discuss the branding strategies of Burger King in 2003 adopted by BenQ to establish its brand Changing Brand Strategies with name, and its transition from a ‘no name Fashion • To discuss the brand management practices at Burger King. no logo’ product, to a branded business Gap Incorporated, which operates retail • To discuss the viability of BenQ’s stores under brand names GAP, Banana Industry Fast Food and Quick Service branding strategies when others in the Republic and Old Navy, each catering to Restaurants industry abstained from brand-name different segments of the market, Reference No. MAR0013 business. experienced brand cannibalisation. The Year of Pub. 2004 company changed the positioning of GAP Teaching Note Available Industry Computer Hardware when it discovered that both GAP and Old Struc.Assign. Available Reference No. MAR0016 Navy were targeting the same market Year of Pub. 2004 segment. But, a new problem arouse as GAP Keywords Teaching Note Not Available started competing with Banana Republic Burger King; Interbrand brand survey; Struc.Assign. Not Available as it had done earlier with Old Navy. Then Brand repositioning; Brand revival; Banana Republic was relaunched with Keywords McDonald’s; Whopper sandwich; renewed focus on the modern fashion Franchisee relationships; Drive-thru Acer Communications & Multimedia; casuals segment. However, after the concepts; Advertising campaigns of Burger BenQ branding; Conflict of interests; OEM, makeover of Banana Republic, keeping in King; Diageo plc; Price wars; Viral ODM (original equipment manufacturer, tune with the fast changing trends in fashion marketing; Rebranding; Brad Blum. original design manufacturer); Taiwan became a major challenge for the company.

25 www.ibscdc.org Master of Wine: Creating a Products Bill, 2003; Multibranding • To discuss the potential rewards and risks Unique Brand initiatives of ITC; Cigarettes Act of 1975; of co-branding to individual brands. Cable Television Networks (amendment) The ‘master of wine’ (MW) examination Act of 2000; ITC Hotels Limited; Kitchen Industry Fast Food and Quick Service conducted by the London-based Institute of India brand; ‘Gold Flake Expressions’ Restaurants of Masters of Wine is known to be one of greeting cards; ITCs diversifications since Reference No. MAR0009 the toughest to pass for wine researchers 2000; Corporate governance at ITC; ITCs Year of Pub. 2004 and aficionados. How tough it is can be fast moving consumer goods (FMCG) Teaching Note Not Available gauged from the fact that there are only business; ‘Wills Life Style’ retail outlets; Struc.Assign. Not Available 245 MWs in the world since its inception ITCs safety matches business; Wills Sport. Keywords in 1953. Co-branding; Yum Brands Incorporated; Pedagogical Objectives Collaborative marketing; Taco Bell; Quick Internal Branding: The i-flex Way service restaurants; Dual branded stores; • To discuss the development of the MW i-flex started in India in 1989, and has Tricon Global Restaurants; Brand alliances; into a unique brand and the efforts that rapidly grown as one of the leading Yum’s multibranding; Incremental sales; have gone into upholding the standards Real estate cost economies. Brands and Branding Brands and Branding Brands and Branding Brands and Branding Brands and Branding information technology providers for set by the institute corporate, retail and investment banking • To discuss the true value of the MW and mutual funds across the globe. Its brand, given the fact that some of the flagship brand, FLEXCUBE, is a popular Cirque Du Soleil: The Making of most influential voices on wine are not product worldwide being used by 100 an Entertainment Brand MWs financial institutions in 40 countries. To strengthen its corporate brand, i-flex From a small club based in Quebec, Cirque • To discuss the exclusivity that is adopted an internal branding campaign in Du Soleil has grown to become one of the associated with the brand and its limited 2003 through which it initiated the process world’s most recognised entertainment recognition outside European countries. of transforming its employees into its operations and a $500 million company by 2003. Unlike traditional circuses, Cirque Industry Wine brand ambassadors. shows did not include ringmasters or Reference No. MAR0012 animals. By combining traditional elements Year of Pub. 2004 Pedagogical Objective of circus and the stage, Cirque created a Teaching Note Not Available • To discuss the internal branding strategy product that helped it to differentiate itself Struc.Assign. Not Available adopted by i-flex, and how it helps the from any other live show and circus. Keywords company to achieve higher sales targets and offer better services through its Pedagogical Objectives Master of wine; Institute of Masters of employees. Wine; Blind tasting of wine; Jancis • To discuss how Cirque Du Soleil managed Robinson; Sheri Sauter; PhD of wine; Industry Information Technology different elements of a show including Madame Bollinger Foundation; Wine and Reference No. MAR0010 the theme, the music, the ambience and Spirit Education Trust; Wine buyers; Year of Pub. 2004 the costumes of the artists to create a Robert Mondavi. Teaching Note Not Available strong brand and thereby attract huge Struc.Assign. Not Available crowds Keywords • To discuss the company’s plans to branch ITC’S Branding Strategies Corporate branding; Internal branding; into spas, restaurants and nightclubs With anti-tobacco legislations intensifying Employees as brand ambassadors; Banking extending the Cirque brand. in India, the Indian Tobacco Company and financial service industry; Industry Entertainment (ITC) anticipates a difficult future. ITC FLEXCUBE; i-flex Solutions Limited; Reference No. MAR0008 has forayed into a number of unrelated NASSCOM; Universal banking solution Year of Pub. 2004 businesses like hotels, foods, apparel product; IT industry; Citicorp; Product- Teaching Note Not Available retailing, greeting cards, incense sticks and based business model; Service-based business Struc.Assign. Not Available safety matches. Despite its name being model; Kforum; i-opener; STRATECOM. synonymous with tobacco in India for a Keywords long time, ITC has been successful in Cirque Du Soleil; Guy Laliberte; Mystere; establishing non-tobacco brands for its Corporate Co-Branding: Case of Alegria; Quidam; Cirque Resort; La Nouba; long-term survival, in case its core business Yum! Brands Inc. Varekai; Zumanity; Cirque Du Soleil brand; gets hit. Spas; Restaurants; Nightclubs; Club Cirque. Yum!, a Fortune 300 company that Pedagogical Objective operates franchises and company-owned restaurants of five major fast food chains, • To discuss the strategies adopted by ITC KFC, Pizza Hut, Taco Bell, Long John Branding Service: The to create prominent brands in different Silver and All American Foods, has McDonald’s Way non-tobacco businesses in India. successfully implemented a co-branding McDonald’s revolutionised the American strategy by combining two of its Quick Industry Tobacco Products fast food industry by bringing in the Service Restaurants at a single outlet. Reference No. MAR0011 discipline of production to one of the most Year of Pub. 2004 mundane activities like making burgers. Teaching Note Available Pedagogical Objectives Believing in a simple credo of quality, Struc.Assign. Available • To discuss how Yum! implemented a co- service, cleanliness and value (QSCV), Keywords branding strategy across its restaurants McDonald’s became a formidable brand, and the synergies it gained thereof figuring almost always among the top 10 Anti-tobacco legislations in India; The global brands. Indian Tobacco Company (ITC); Tobacco 26 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Pedagogical Objectives Branding: The Asian Dilemma the movie and the brands that associate G N I T E K R A M themselves with the movies. • To discuss how McDonald’s managed With the ever-increasing lookalikes in the various aspects of its business to achieve marketplace, Asian companies have Industry Not Applicable a brand identity characterised by the realised the need to differentiate Reference No. MAR0004 ‘uniformity’ aspect themselves, not just on quality but on their Year of Pub. 2004 identities. From being anonymous suppliers Teaching Note Not Available • To discuss the ability of McDonald’s to to established brands, Asian businesses have Struc.Assign. Not Available leverage its standardised operations by started asserting their identities through building a brand around it. Keywords strategic branding. Although some Asian Industry Fast Foods and Quick Service businesses still find it a costly idea to James Bond; Ian Fleming; Ford; Die Restaurants embrace, there do exist some success stories Another Day; Brand partnerships; Product Reference No. MAR0007 of companies who have beaten all odds to placement in movies; Omega; BMW; Year of Pub. 2004 create their global brands. Revlon; MGM; EON Productions; British Teaching Note Available Airways. Struc.Assign. Available Pedagogical Objectives Keywords • To discuss the constraints faced by Asian companies while creating international Electrolux in India: Branding McDonald’s; San Bernardino; Ray Kroc; brands Blues Ronald McDonald; The QSCV (quality, service, cleanliness and value) credo; • To discuss the strategies that can help Electrolux, the Swedish white goods giant, McDonald’s advertising themes; the Asian companies in establishing entered the Indian market in 1995. Though McDonald’s partner brands; Chicken global brands. the company was an early entrant, it failed McNuggets; Big Mac; Happy Meals; to grab market share like LG Electronics McPizza; Burger King’s Whopper burger; Industry Not Applicable and Samsung who also entered India during Braille menu; Acquisitions; Fast-casual Reference No. MAR0005 the same period. The company frequently restaurants. Year of Pub. 2004 changed its branding strategies, resulting Teaching Note Not Available in unclear brand positioning and declining Struc.Assign. Not Available sales. Rajeev Karwal who took over as CEO Brand Extensions: The Marico Keywords in 2003 initiated steps to arrest the declining sales and review the brand. Way Original equipment manufacturers (OEM); Marico Industries Ltd., India, known for Samsung; Sony; Canon; Interbrand; Pacific Pedagogical Objectives its flagship brands Parachute and Saffola, Corp; Cheoy Lee; Haier; Asian home was the market leader in hair oil and edible gourmet; Lolita Lempicka; Laneige; • To understand how switching oil segments and enjoyed 100% market Strategic branding; Brand marketing; between multibranding and umbrella share in some niche categories. It pioneered BenQ; Euro 2004. branding had resulted in unclear brand the concept of branding hair oil in the positioning country with its brand, Parachute, which • To discuss Rajeev Karwal’s went on to become synonymous with James Bond: A Meta Brand? strategies to turn around the company. coconut hair oil. But when the company found that its dependence on two of its James Bond or Agent 007, the fictitious Industry Consumer Electronics biggest brands was turning out to be a British spy created by Ian Fleming is one Reference No. MAR0003 weakness in the light of growing of the world’s most recognised and loved Year of Pub. 2004 competition from FMCG (fast moving characters. The total revenue of all the Teaching Note Not Available consumer goods) majors like HLL twenty ‘Bond’ films is over $3.3 billion, Struc.Assign. Not Available making the Bond franchise the most (Hindustan Lever Limited), P&G (Proctor Keywords and Gamble), and other players, it profitable movie franchise ever. Product introduced a slew of products extending its placement and brand partnerships in Bond Electrolux; Consumer electronics in India; popular brands. movies have risen exponentially. For Die Rajeev Karwal; Kelvinator; Multibranding Another Day, the 20th Bond film starring strategy; Umbrella branding; Turnaround; Pedagogical Objective Pierce Brosnan and Halle Berry, the Ram S Ramsundar; Repositioning; producers reportedly signed deals with 20 Rebranding. • To discuss how Marico used its brand marketing partners who put in $120 and line extensions effectively to million towards advertising and promoting combat competition. the film worldwide. The partners included Ford, Omega, Revlon, Finlandia, Kodak, Managing Brand Reputation: The Industry FMCG British Airways and Samsonite. Case of Coke, Pepsi and Reference No. MAR0006 Cadbury in India Year of Pub. 2004 Pedagogical Objectives Teaching Note Not Available When reports of pesticides in soft drinks Struc.Assign. Not Available • To discuss the evolution of the Bond and worms in chocolates hit the headlines, consumers’ ire against Coke, Pepsi and Keywords from a literary character to a brand in its own right Cadbury was palpable across India. Within Brand extensions; Marico Industries; Line days, the brands became symbols of extensions; Capitalising on brand • To discuss the evolutionary nature of disrepute and blame. The biggest asset for popularity; Flagship brands; Product partnership deals the Bond movies have these three companies, their reputation, innovations; Value added products; with consumer brands was blemished beyond doubt. To protect their brand image and to regain consumer Umbrella brand; Sub brands; Brand loyalty; • To discuss the relevance of such mega- confidence, the companies responded with Product variants. budget deals for both the producers of public relation activities and advertising campaigns. 27 www.ibscdc.org Pedagogical Objectives Reebok vs Nike in India: • To discuss the efficacy of charges Reebok's Covert Marketing levelled against these companies Strategies Ford's Bumpy Market Share: A • To discuss the war-footing measures This case, set in 2009, attempts to explore adopted to contain the damage caused Marketing Makeover? how to retain market dominance in by the allegations and evaluate the Henry Ford, with 'low pricing' as the key sportswear market by not doing the obvious. effectiveness of these measures. marketing strategy ruled the automobile The entry of foreign players into the industry for about two decades in early 20th Indian sportswear industry post- Industry Beverages and Confectionary century. Ford Motors, which enjoyed a huge liberalisation brought in a new Reference No. MAR0002 sophistication, and increased brand Year of Pub. 2004 50% US market share during mid-1920s lost to Sloanism and never regained the awareness among the Indian sportswear Teaching Note Available customers. In an intensively competitive Struc.Assign. Available status it enjoyed. With Sloanism outsmarting Fordism, marketing strategies environment, Reebok and Nike emerged as sportswear giants. However, in spite of Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Keywords shifted to offering differentiated products with style, speed and 'muscle' vehicles. For Nike being the No. 1 sportswear company Pesticide controversy; Coke and Pepsi; most of the 20th century, mass marketers in the world, Reebok swayed away with the Worms in chocolates; Cadburys Dairy enjoyed a huge market share in US, as the lion’s share of the Indian market. Among Milk; Project vishwas; Symbols of automobile industry was consolidated into others, Reebok's prime strategy was to disrepute; Damage control; European the 'Big Three'. During the second half of associate itself with the cricket frenzy Economic Commission; Brand the 20th century, Ford along with GM and Indians. While Nike was wasting dollars on ambassadors; McCann-Erickson; ‘Safety’ Chrysler suffered quality, reliability and promoting its brand through international aspect; Aggressive multimedia campaign; safety problems, which led to the loss of sports persons, Reebok roped in top Indian Tagline; Storage requirements; Consumer consumer faith in US auto brands. This cricket players to endorse its brand. sentiments. opportunity was rightly utilised by foreign Realising the importance of localising its automakers, in particular the Japanese, brand, in December 2005, Nike won the with their quality and fuel-efficient bid to supply official kit to the Indian ‘Brand CEOs’: The Case of automobiles. With gasoline prices soaring cricket team. In spite of this, Reebok grabbed the attention of cricket viewers Martha Stewart high, consumers preferred buying smaller and fuel-efficient vehicles in the 21st across India by placing its logo on the bats Martha Stewart, the businesswoman who century, in which the Japanese mastered in of the Indian cricket players. While the turned the art of ‘home making and manufacturing. Ford, with a 105-year case gives an insight into the factors that keeping’ into a billion dollar business called automobile history, witnessed historic made Reebok's marketing strategies ‘Martha Stewart Living Omnimedia’, has bumps in market share and struggled to successful, it also questions whether Nike been one of the most recognised ‘brand improve sales and brand perception with will be able to gain leadership position in CEOs’ in the US. But, her conviction in a innovative marketing strategies. Unable to Indian market. scandal in early 2004, called for rethinking convert all mass-production units into of certain basic notions in the free-market compact-car manufacturing units, Ford Pedagogical Objectives economies, corporate ethics, government intends to promote 'Americanness' of US • To understand the evolution, growth and regulation, and more importantly, the perils brands (Flex SUV) with new marketing and promises of personal branding. sophistication of Indian sportswear strategies. Can marketing alone create a market market for automobiles? Pedagogical Objectives • To contrast and debate over Reebok and Nike's marketing strategies in India • To discuss the episode of Martha Stewart Pedagogical Objectives • To understand the applicability of covert • To discuss the benefits and challenges a • To analyse and debate on the role of marketing in Ford (1920–1980) marketing strategies in an intensely company faces in the wake of a personal competitive market crisis of its brand CEO • To analyse the organisational alignment in the light of impending changes • To suggest ways and means for Nike to • To discuss the perils and promises of gain a formidable market position and personal branding in comparison to • To debate on the new marketing debate over whether it's possible for Nike corporate/organisational branding. initiatives of Ford to be the market leader with maximum Industry Not Applicable • To understand how the vision of top market share in the Indian sportswear Reference No. MAR0001 managers get obscured in identifying the market. Year of Pub. 2004 core business activities of companies over Industry Sportwear Teaching Note Not Available a period of time. Reference MKS0158 Struc.Assign. Available Year of Pub. 2009 Industry Automobile Industry Teaching Note Available Keywords Reference MKS0159 Struc.Assign. Available Martha Stewart; Brand CEO; ImClone; Year of Pub. 2009 Corporate scandals in the US; Insider Teaching Note Available Keywords Struc.Assign. Available trading; Corporate ethics; Government Competition, Competitive strategy, Covert regulations; Corporate celebrities; Personal Keywords marketing, Ambush Marketing, Marketing, branding; Charismatic corporate leaders; Postioning, Branding, Market Leader, US businesswoman; Designing; Corporate Ford, Big Three, US Automobile industry, Market Share, Marketing Strategies, Jim Reebok, Nike, Adidas,India, Sportswear, social responsibility; Securities Exchange 4Ps Commission; Martha Stewart Living Farleym Brand Perceptionm Customer Omnimedia. Satisfaction, Marketing Makeoverm Firestone tyres, Standardisation, Mass- production, Henry Ford, Myopia 28 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Corporate Blogging in India: Nokia‘s Rural Marketing pleasant one though. Some view it as a G N I T E K R A M Customer Relationship Strategies in India: Reaching Out self-inflicted wound while others say, it just Management Redefined? to the Bottom of Pyramid happens that way. But many others say, it is the beginning of a long-drawn end. This case is written to discuss whether blogs This case, set in 2008, attempts to analyse can successfully serve as a Customer strategies to succeed at the Bottom of the Henry Ford, father of automobile and Relationship Management (CRM) tool for Pyramid (BOP) through the example of founder of Ford Motors, states, "You can corporates. With the advent of the 'Nokia Life Tools', a service launched by get a Model 'T' in any colour you want as Internet era in the 1990s, the blogging Nokia to tap the unmet information needs long as it's black". And this statement – in phenomenon – a success across the globe of rural farmers. Since 2000, the rural a sublime and subtle way – spoke of the – percolated into the Indian scenario with market has emerged into a gold mine for context. The company went on building 14% of the Indian Internet users actively MNCs wanting to expand their market its market share through mass production indulging in blogging. Despite being in its share. Due to rising income level, literacy enabled by assembly line manufacturing. nascent stage, blogging culture has emerged rate and disposable income, the rural Powered by critical mass, Ford dominated as a rage amidst the Indian youth, who consumer market has been growing at twice US automobile industry during the first 3 regard it as a platform for self-expression. the rate than the urban market, accounting decades of 20th century. Ironically, it took The vociferous nature of blogs combined for nearly 50% of the sales of many product no longer than two decades for its strengths with the growing Indian blogging categories like FMCG and consumer to become its weaknesses. General Motors community has made it imperative for durables. However, despite the booming captured the imagination of car customers corporates to take notice of this opportunities, companies, with exception by providing them with more stylish cars communication medium. With the aim of to a few have not succeeded in the rural in a variety of designs and Ford had to play interacting with its customers and market. The case delves into the factors catch-up for the rest of the century. By creatively promoting products to attract that make succeeding at the BOP a the turn of the 21st century, Ford was new buyers, many corporates have challenge for marketers. braving insurmountable and inevitable odds launched successful blogs. For instance, in the form of rising healthcare costs, Hindustan Unilever Limited's 'Sunsilk Gang Nokia has been flourishing in rural India, falling customer loyalty and steady decline of Girls' and eBay's blogs are a huge hit by customising its phones according to in market share and profits. In 2007, its with the crowd. However, except for a few market needs. However, how far does the long held fortress, the second spot, was startups and cash-rich companies, blogs are Nokia Life Tools service, an SMS-based conquered by Toyota. Alan Mulally, an yet to find wide-spread acceptance by service that would provide information on outsider, brought in by Bill Ford to change corporates in India. Regardless of its agriculture, education and entertainment the gears and set for Ford a new direction, benefits, using blogs as a CRM tool has to farmers in return for a monthly formulated a grand restructuring plan. At raised many apprehensions. Should subscription fit with the rural needs and the heart of the plan, lies the 'Drive One' corporates ignore the power of blogs? Can challenges? The case delves into the campaign targeted at complete image blogging act as a long-term and an effective challenges Nokia would face in making its make-over of the company. new service successful in rural India. CRM tool? With the ambiguity over blogs The case study can be used to analyse the – being just a fad from the west or a reliable company's problems on three fronts – the and enduring marketing and CRM tool – Pedagogical Objectives steady decline in market share due to shift still far from resolved, the case delves into • To understand the dynamics of the rural in consumer loyalty, out-of-control cost what should be done to make corporate markets in India and analyse the need structure due to exorbitant legacy costs and blogging an effective CRM tool. for customising according to rural growing competition from the foreign markets companies. These are increasingly Pedagogical Objectives exposing Ford's weaknesses in product • To analyse the fit of Nokia Life Tools management. Can Alan Mulally drive • To understand the evolution of blogs as in rural India through the trough with the help of his a powerful 'social network' touchpoint • To analyse whether Nokia will be 'Drive One' campaign? Could the new • To analyse and explore the business successful or not. medicine cure all the old ailments or at potential and business barriers of blogs least the symptoms? Industry Not Applicable • To debate on whether blogs can become Reference MKS0156 Pedagogical Objectives CRM tools/platforms. Year of Pub. 2009 Teaching Note Available • To analyse how the critical success Industry Not Applicable Struc.Assign. Available factors in the US automobile industry Reference MKS0157 have changed Year of Pub. 2009 Keywords Teaching Note Available • To analyse the business implications of Struc.Assign. Available Nokia, Bottom of the Pyramid, Rural the changing trends and industry Marketing Strategies, Marketing, dynamics Keywords Marketing Strategies, Market • To analyse the reasons behind Ford’s Corporate Blogging, Customer Segmentation, HLL, ICICI, 4Ps, Customization, BOP declining profits and falling market Relationship management, CRM, India, share HLL, Social Networking, Marketing, Blogs, Word of Mouth, Customers, Image, • To discuss whether the new campaign Communication, Publicity Ford's 'Drive One' Campaign: could help Ford in emerging out of its Can Alan Mulally Drive through troubles. the Trough? Industry Automobile Referred to as 'industry of industries' (Peter Reference MKS0155 F. Drucker), the US automobile industry Year of Pub. 2009 has gone through a metamorphosis. Not a Teaching Note Available Struc.Assign. Available 29 www.ibscdc.org Keywords The Price War: Netflix vs it became a huge success. After tasting Blockbuster success with going online, they slowly Ford, US Automobile Industry, Big Three, started moving towards the use of digital Drive One campaign, Henry Ford, Model Netflix, since its inception in 1997, was medium for their product promotions. ‘T’ known for its revolutionary business model. The success that the firm gained in Pedagogical Objectives the online DVD rental market by 2003- Wal-Mart's 'Think Global, Act 2004 inspired several other players like The case study could be used to help the Local' – Can 'Americanisation' Wal-Mart and Blockbuster to enter the students understand: market. The increased number of new Have its Way? • Importance of product promotions and entrants for the segment intensified the the significance of media in it Wal-Mart while venturing out globally market competition. This led to a severe followed the cookie-cutter approach, price war between Netflix and Blockbuster • Type of media used and the shift from adopting its highly successful home-grown – a big player in the DVD rental market, traditional to digital media business model into its new markets. It which intensified in 2007. The price war Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy characterised features such as Every Day kept potential new players from entering • Influence of consumer preferences on Low Price (EDLP), streamlined logistics the market. At the same time, it reduced the selection of media and vice versa. and distribution system and customer- both the companies' profits. Analysts felt Industry Fast Moving Consumer Goods focussed business policies. Although this that the severity of the price war would (FMCG) had given the retailer considerable success result in the operating incomes of both Reference MKS0152 in some of its international markets, Wal- the firms dwindling for the next few years. Year of Pub. 2008 Mart either failed or struggled to make an It was felt that with such competition being Teaching Note Available impact in other countries. In 2006, Wal- detrimental to both the firms, they should Struc.Assign. Available Mart withdrew from two of its key instead, pool their strengths to form a international markets- South Korea and strong duopoly. Analysts also felt that Keywords Netflix could merge with a strong player, Germany, while the retailer was still Unilever; Marketing Strategies; Direct like Amazon, till it was established struggling to survive in Japan. With the Marketing; Viral Marketing; Online financially to form a strong monopoly and global retail market severely competitive, Promotions; Digital Media Strategies; block all new entrants from the online success in these markets becomes highly Event Marketing; Industry Life Cycle; DVD rental market in the US. critical. Retailers are forced to evolve a Incumbent Strategies; Marketing Strategies model that is 'glocalised' i.e. one that is Case Study; Advertising; First Mover tailored to meet the unique requirements Pedagogical Objectives Advantage; Fast Moving Consumer Goods of a particular region or culture. This case (FMCG) envisages an analysis of Wal-Mart's • To understand the concept of predatory international experiences in the light of pricing in duopoly markets its proven business model in the US. While • To understand the business models of Bionade Soda (A): Marketing highlighting the success of Wal-Mart in Netflix and Blockbuster some countries, it also discusses its failed Challenges for an Innovative adventures in South Korea and Germany. • To analyse Netflix's pricing strategies Brand and Blockbuster's counter-acts Companies coming up with innovative Pedagogical Objectives • To debate, how can a company grow market offerings often face challenges of • To comprehend the components of Wal- (differentiate) when continuous price making potential consumers aware of the Mart's home-grown business model cuts finally start affecting bottom lines? product, building the brand, generating sufficient initial trials and ultimately • To discuss Wal-Mart's entry into Industry Consumer Electronic and Computers making a place for themselves in the overseas market and the strategies it market. These challenges are particularly employed there Reference MKS0153B Year of Pub. 2008 tough coping up for small-scale businesses. • To trace out the reasons behind Wal- Teaching Note Available Marketing and promotions play a key role Mart's success/failure in its overseas Struc.Assign. Available for successful commercialisation of a new ventures market offering. With limited resources, Keywords small businesses often cannot afford • To examine the feasibility of Wal-Mart's spending on traditional marketing media. Online DVD Rental in US; Price War; cookie-cutter approach. Bionade Soda was one such innovative Netflix; Blockbuster; Wal-Mart; organic drink, first of its kind in the world. Industry Retail Subscription based annuity model; Business Decreasing beer consumption and the Reference MKS0154C Model; Predatory pricing; DVD; Online consequent financial crisis of his family Year of Pub. 2008 Movie Rentals; Amazon.com brewery led German entrepreneur Dieter Teaching Note Available Leipold to invent an organic drink using Struc.Assign. Available beer brewing techniques. However, being a Keywords Unilever’s Digital Media Strategy small family firm, the makers of Bionade Soda did not have the requisite advertising Wal-Mart; Global Retailer/Retailing Unilever, one of the world’s top FMCG budget to promote the drink. Distributors Industry; Going global; EDLP; Logistics; companies, has been going digital in its were not ready to stock the unknown store formats; Americanisation; Wal- product promotions. With the launch of product and the makers of Bionade Soda Mart's Failures; Home-grown Business its AXE line of deodorant body-sprays, in were struggling to successfully Model; Marketing Strategies Case Studies; 2002, it realised that TV ads were not commercialise the product. Drawing Cookie cutter approach; Alternative making the right impact on the target parallels to the innovative product business model; Wal-Mart's exit from consumer group. Most target consumers Bionade Soda, the case study highlights the Germany and South Korea; Think Global; spend more time on the Internet. So they challenges of marketing a new product Act Local; International Expansion started promoting their product online and 30 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M offering for a small family owned company • Significance of pricing and product life Ritz-Carlton: Moving away from G N I T E K R A M and provides a scope to discuss alternative cycle stage of a product. Old-World Opulence to Low-Key marketing techniques that they can adopt. Industry Cellular Elegance Reference MKS0150C Pedagogical Objectives The Ritz-Carlton Hotel, an independently Year of Pub. 2008 operated division of the Marriot • To understand the new product Teaching Note Available International has a world-wide reputation development process Struc.Assign. Available of treating its guests royally. For • To discuss the commercialisation Keywords generations, Ritz has been known for its challenges of new product offering over-the-top luxury services and customer Apple iPhone; Pricing Strategy; Temporal centric culture. But, by the mid-2000s the • To analyse alternative marketing Pricing; Skimming Price; Technology company realised that this old-world technique options for small-scale gadgets; Mobile Technology; Product Life charm is not in tune with today's jet-setters, companies. Cycle; Price discrimination; Marketing since the lifestyle and tastes of urban Strategies Case Study; Consumer customers demanded a more relaxed and Industry Bottled and Canned Soft Drink Electronics graceful approach. In the wake of increasing Industry competition, Ritz had begun to realise the Reference MKS0151A importance of an evolutionary makeover Year of Pub. 2008 in its style, to keep up with the changes in Teaching Note Available AXE Effect in the US: Success through Viral Marketing? customer in tastes. In 2005, Ritz started Struc.Assign. Available undertaking several initiatives like Keywords Unilever introduced AXE body deodorant renovating its appearance, replacing its in the US market in 2002. The launch formal dining rooms with trendy Bionade Soda; BIONADE International signalled the birth of a new male grooming restaurants and also making its service GmbH; Privatbrauerei Peter KG (Peter product, body deodorant with odour standards flexible to reflect a Brewery); Germany; Alcoholic beverages; controlling properties. In 2004, within two contemporary attitude to suit the tastes Marketing Strategies Case Study; Non- years of the launch, AXE became the and preferences of the modern customers. alcoholic beverages; Beverage Industry; leading brand in the $1.3 billion US men's Ritz feels that all these initiatives would Beer; Family Breweries; Family-owned deodorant market with an 80% market help it remain relevant to the current Company; Changing industry trends; New share, and a 13% share in the deodorant generation of customers. Analysts, product offering; Innovation; Alternative market. By 2005, AXE was the fastest however, feel that by undertaking these marketing techniques growing deodorant brand and had achieved initiatives Ritz might run the risk of losing sales of over $100 million. Unilever made its long time customers. use of TV advertising, interactive Apple iPhone Price Cut: Is it a consumer destination events linked to the Pedagogical Objectives Right Strategy? product website and on-line video games to promote the product among the young • To understand the challenges posed by Apple Inc., one of the most renowned males from the 18 to 34-year olds. The Ritz's traditional approach to customer companies in the world for computer case talks about the direct promotion service in view of the changing Gen X technology, was ranked 121st by Fortune strategy, where viral marketing played a customers' preferences 500 in 2007. Apple’s products include major role, adopted by Unilever to tackle • To comprehend the strategies adopted Apple TV, iPod, iMac and the iPhone. competition in this segment. by the Ritz hotels to tailor its elegance With mobile phones gaining prominence in tune with the expectations of the and becoming absolutely indispensable, Pedagogical Objectives present generation of guests Apple decided to enter the market. The company launched the revolutionary • To illustratethe concept of viral • To analyse whether Ritz's repositioning device, the Apple iPhone on June 29th marketing would succeed in appealing to the 2007, which combines the features of a • To understand the dynamics of the US customers. mobile phone and an iPod. Within two mens Deodorant market months of the gadget’s entry into the Industry Hospitality market, Apple lowered the price of its 8 • To understand how to successfully Reference MKS0148B gigabyte storage iPhone from $599 to introduce a new product in a market, Year of Pub. 2007 $399 which sparked off a controversy. The already having established players. Teaching Note Available case tracks the innovative features of the Struc.Assign. Available Industry Male Grooming Industry iPhone in the mobile phone industry, Keywords where the product lifecycle is short and Reference MKS0149B the market is highly sensitive. The case Year of Pub. 2007 Ritz-Carlton; Hotel Industry; Hospitality also debates Apple’s pricing policies and Teaching Note Available Indutry; Makeovers; Repositioning; facilitates discussion on whether Apple Struc.Assign. Available Customisation; Refurbishments; Customer iPhone’s price cut was the right move. Keywords satisfaction; Simon Cooper; Traditional Service; Old-World Opulence; Marketing Pedagogical Objectives Unilever; AXE body deodorant; AXE Strategies Case Study; Traditional Service; effect; Male body deodorant; Male Low-Key Elegance; Business Clientale • The changing dynamics in the grooming market; Direct marketing; technology industry Consumer events; Viral marketing; Marketing Strategies Case Study; On-line Vista: Can Microsoft make it a • Pricing strategies of a new technological promotions; Multimedia promotions; gadget Podcast ads; Event marketing; Male Success? • Challenges faced by Apple after iPhone’s toiletries Microsoft Corporation is a multinational price cut computer technology company with

31 www.ibscdc.org annual global revenue of $44.28 billion. It woman who could balance her career and • Frito Lay's product revamping strategy. developed, manufactured and supported a family responsibilities with ease. Although wide range of software products for the portrayal of women in ads has come a Industry Food and Beverage Industry computing devices. After the success of long way and women have been placed Reference MKS0145P Windows 95, Windows 98, Windows 2000 almost at par with men, the true equality is Year of Pub. 2007 and Windows XP in 2001, Microsoft on yet to be achieved. Teaching Note Available January 30th 2007, launched Microsoft Struc.Assign. Available Vista which was codenamed "Longhorn" in Pedagogical Objectives Keywords its developmental stages. Vista's main objective was to provide an improved • To understand the impact of society on Food & Beverage company; Obesity; security to the Microsoft driven operating advertisements Health consciousness; chips market; Marketing Strategies Case Study; Health system, as security was the main problem • To give an insight into the socio- with Windows XP. Microsoft claimed that care market; Nutrition Division; Direct economic changes that occurred in the store delivery system; Trans fat; Low carb it had prioritized improving the security 1990s which led to a massive change in of Vista more than that of Windows XP diet Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy the way women were depicted in ads and Windows Server 2003. Microsoft expected to sell twice as many copies of • To analyse the status of women in ads as new Vista operating system in its first year well as in the society. Nestlé: Rejigging Product of launch as against Windows XP in 2001. Industry Advertising Portfolio on the Health Plank Reference MKS0146K Pedagogical Objectives Nestlé S.A. (Nestlé) was a leading global Year of Pub. 2007 food and beverage company. Nestlé's • To understand the strategy behind Teaching Note Available product portfolio ranged from baby foods launching a new product Struc.Assign. Available and pet care to chocolates and mineral • To understand Microsoft's strategy of Keywords water. However, the global food industry saw declining sales. With consumers upgrading products and monopoplising Woman; Advertising; Society; Financial the market switching to health food, the industry faced Independence; Purchasing Power; Potential new challenges. So in 2001, Nestlé • To analyze whether Microsoft will be Buyer; Marketing Strategies Case Study; increased its product offerings by venturing able to make Vista a success. Family; Primary Decision Maker; into the health food segment. It Submissive; Sensuous Objects; Woman repositioned its products to take care of Industry Software Buyers; Physical Beauty; Tradition; Image good nutrition, health and wellness. The Reference MKS0147B of a Woman case study discusses Nestlé's strategy for Year of Pub. 2007 the nutrition food segment and its attempts Teaching Note Available to create a new market segment. Struc.Assign. Available Frito-Lays: Healthy Food Keywords Initiatives Pedagogical Objectives Microsoft Corporation; Microsoft XP; Frito-Lay, one of the world's leading • Discuss Nestlé's innovation and Microsoft Vista; Security; Software manufacturers and marketers of snack food diversification strategy Industry; Linux; Mac OS X; Longhorn; products, is an operating division of Operating System; Marketing Strategies • The concepts related to consumer PepsiCo and provides varieties of snacks preferences and changing trends Case Study; Apple; Maintenance; PC Sales; options. In 2005, Frito sold nine of the HP; Crossfire; Aqua top-ten snack chip brands in the US • Nestlé's product line extension strategy supermarkets. • To analyse the Nestlé's strategy to With the strong backing by its parent compete with its rivals "The Woman of Substance": company, the company enjoys a strategic Changing Face of Women in advantage over its competitors, including • Discuss the future prospects of Nestle Advertisements? financial support, superior brand identity with reference to increasing competition. and product recognition. People have Since the 20th century the status and role Industry Food and Beverages become more concerned about obesity and of women in society has undergone a Reference MKS0144P health. Keeping in mind, consumer massive change. Consequently, the way Year of Pub. 2007 preferences and changing trends, in 2002, women were portrayed in ads has also Teaching Note Available the company has ventured into the health altered. Conventionally, advertisers focused Struc.Assign. Not Available food segment. Its initial efforts have not only on women's physical beauty and yielded significant results. In early 2006, Keywords portrayed them as glam dolls. However, in the company has initiated a makeover of the 1990s, an enormous change occurred Food & Beverage company; Obesity; the majority of its products and has also in the socio-economic status of women. Health consciousness; Innovator; Health included healthier offerings in its product As more and more women started doing care market; Nutrition Division; Aggressive portfolio to reinforce its image as a health jobs, the number of economically price; Competitors; Marketing Strategies food company. independent women increased gradually. Case Study; Market share; Product re- This created a new segment of working launch; low carb diet; Extended its product women who had different needs and Pedagogical Objectives line; Growth Fund; Expansion through demands. In accordance, the companies • Growth of Potato chip industry acquisition; Promotional efforts launched new products customized to women. This prompted advertisers to • Change in consumers taste and portray women as confident, bold and self- preference/Growing health concern reliant. Moreover, since early 2000s among consumers advertisers portrayed women as super

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Diageo's Global Strategy: Anheuser-Busch Goes Niche: Acer's Positioning in the Indian G N I T E K R A M Differentiated Marketing Concentrates on China Laptop Segment "Segmenting, targeting and positioning" "Segmenting, Targeting and Positioning" The gradual dissolution of tariff and custom (STP) formed the base for marketing (STP) formed the base for marketing barriers, increased competition amongst strategies of any firm. Global organizations strategies of any firm. Global organizations the premium brands and continued used to segment the market either used to segment the market either reduction in hardware prices propelled the continent wise or according to the continent wise or according to the level of growth of notebooks in the Indian market. economic development (i.e. developed, economic development (i.e. developed, Acer played a pioneering role in breaking developing and under developed). But in developing and under developed). But price barriers in this high-price segment alcohol industry, that might not be the Alcoholic beverage industry was definitely that hitherto saw characteristic popularity proper criteria, as climate and tradition a different ball game, as climate and only with a small and niche group of buyers played an important role in consumer tradition played an important role in comprising senior business executives and preference. The industry was subdivided consumer preference. The global players technocrats. into three major categories: beer, wine and in this industry had varied in terms of their spirit; and every market had their unique business and marketing strategies. While In order to corner a larger market share characteristics. As branded beer sales the market leader Inbev and players like the company came up with innovative accounted for around 76 percent of total SABMiller, Heineken etc. had applied mass strategies to make laptops affordable to branded alcohol sales, the global players marketing strategies; Diageo had stuck up the highly prospective SMB and SOHO were primarily concentrated in marketing with differentiated marketing. A major segments. The case provides the reader a beer products. Eight out of the top nine surprise in the top bracket was Anheuser- holistic picture of the notebook market in global alcohol companies were primarily Busch (A-B), which had successfully applied India, the various segments therein, the breweries. The only exception was Diageo, niche marketing strategy and concentrated gradual shift in the purchasing pattern from which was the leader in the global spirit primarily on five markets, US, Canada, desktops to notebooks, the company market, and had presence in all three Mexico, UK and China. But, the intensive profile of Acer and the various strategies categories through out the world. Thus, competition and stagnation of most of its that it pursued for sustained growth. Diageo's global business strategies were quite targeted market had forced A-B to highly different from the others. Diageo had depend on China's beer market. The huge Pedagogical Objectives followed a unique STP strategy so as to market potential combined with ongoing • A holistic picture of the notebook succeed in such complicated and economic development made China the market in India competitive environment. Diageo's most important target market for the geographic segmentation was quite company. But, going forward various socio- • The various segments therein different from the usual continent wise economic factors such as the overflow of segmentation. Diageo intended to have products, high transport cost, intensive • The gradual shift in the purchasing pattern from desktops to notebooks complete category participation, rather price pressure, decrease of beer consuming than solely focusing on individual brands population, government regulations etc. • The company profile of Acer within categories. Accordingly, Diego's might cause a major blow to A-B's niche marketing and investment strategies also marketing strategy. • The various strategies that it pursued differed in different geographical segments. for sustained growth. Pedagogical Objectives Industry Computer Hardware Pedagogical Objectives • To understand the trends and structure Reference MKS0141K • To understand the trends and structure of global Alcoholic Industry Year of Pub. 2007 of global Alcoholic Industry Teaching Note Not Available • To have a brief understanding of the Struc.Assign. Not Available • To have a brief understanding of the Chinese Beer market and its driving Keywords Spirit market and its driving forces forces • To understand the concept of • To understand the concept of Acer; India; Laptop; Notebook; Marketing Strategies Case Study; Hewlett Packard "Segmenting, Targeting and Positioning" "Segmenting, Targeting and Positioning" (HP); IBM (International Business (STP) with respect to alcoholic beverage (STP) with respect to alcoholic beverage industry industry Machines); Compaq; Toshiba • To understand the reasons behind • To understand the reasons behind Diageo's differentiating marketing Anheuser-Busch's focus on China Segmentation of Stores in Best strategy • To analyse the possible threats for a Buy: Is It Really Customer- • To analyse the possible threats for a niche marketing strategy. centric? differentiating marketing strategy. Industry Beverage Since the late 1980s, Best Buy, the $30- Industry Beverage Reference MKS0142K billion-a-year company had ruled the US Reference MKS0143K Year of Pub. 2006 consumer In 2002, Best Buy adopted the Year of Pub. 2006 Teaching Note Not Available angel-devil strategy to identify profitable Teaching Note Not Available Struc.Assign. Not Available and non-profitable customers. The Struc.Assign. Not Available company started preparing customer- Keywords profiles and collected data from each of its Keywords Anheuser; Alcohol; Beer; Marketing transactions and interactions across Marketing strategy; Differentiated; Strategies Case Study Segment; Niche; multiple brands, suppliers and third party Segmenting; Targeting; Positioning; China; Tsingtao; Harbin; Yanjing; Inbev; suppliers to create customer profiles. In Diageo; Beer; Marketing Strategies Case SABMiller; Bud; Brand; Logistic; 2002, after studying the market, Best Buy Study; Wine; Spirit; Beverage; Global Advertising segmented its store into five customer- priority; BRIC; InBev; Haniken; Sab Miller centric categories. Each store catered to a

33 www.ibscdc.org specific product as characterised by the Coca-Cola re-entered the RTD tea and shopping arena be another big advertising profile of the customers. The company coffee market by acquiring Planet Java wall for marketers? This case discusses the trained its employees to focus on specific brand but witnessed failure due to stiff new trend in out-door as well as Point-of- customers rather than on the product and competition from Starbucks and Pepsi. Purchase advertisements, and why a retail also modified its supply chain to cater to giant like Wal-Mart was investing so much the needs of the customers. Though the In 2005, due to the rising concern over money in a novel medium, that hasn't performance of the customer centric stores obesity and other health-related issues proved its effectiveness yet. were better than the other Best Buy stores, among consumers in the US, Coca-Cola, the No.1 in the soft drink market, a survey conducted by the company in Pedagogical Objectives 2005 reported that some of its customers witnessed a decline in its market share by were unhappy with the segmentation of 4.2%. To compensate over its loss and to • To study the reasons for Wal-Mart's stores. In addition to this, competitors like expand further, Coca-Cola decided to enter decision to advertise on its TV network Wal-Mart, Circuit City and Radio Shack the ready-to-drink (RTD) tea and coffee market. Though Coca-Cola had failed in • To comprehend how purchasing were gaining market share in Best Buy's decisions are made at the point-of- profitable areas (DVD & television, Home its attempt twice earlier, it made a re-entry Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy purchase Theater equipments, computers and home into the US RTD tea and coffee market in appliances). To combat competition and 2006 by launching a mid-calorie drink, • To analyse how Wal-Mart should use the to satisfy customers, Best Buy decided to Coca-Cola Blak. It was confident in insight of point-of-purchase decisions merge its five segmented stores into three succeeding this time, but analysts raised to sell its products. groups. Analysts opined that while their doubts about its sustenance due to the segmentation was an expensive proportion domination of Starbucks which had Industry Retail for Best Buy, merging these stores would partnered with Pepsi. Moreover, as RTD Reference MKS0138B further drain Best Buy's financial resources. tea and coffee was a small and growing Year of Pub. 2007 But other analysts felt that, since Best market, analysts were skeptical about the Teaching Note Not Available Buy's segmented stores performed well, success of Coca-Cola in the US RTD tea Struc.Assign. Not Available and coffee market. managing cost would not be a major Keywords criterion for Best Buy. The company also planned to expand its business in China. Pedagogical Objectives Alternate media; Wal-Mart; Advertising; Industry observers felt that Best Buy was Media fragmentation; Marketing Strategies • To understand the US RTD Tea and Case Study; US advertising industry; Digital juggling too much. Would Best Buy's Coffee market customer centricity live up to the customer signages; InStore TV; Premier retail expectation and help in maintaining its • To understand the soft drink market in network; Point-of-purchase; Marketing market position? US channels; Consumer; Out-of-home media; research • To understand Coca Cola's re-entry Pedagogical Objectives strategies in the RTD Tea and Coffee market • To understand how a customer-centric Guerilla Advertisements: Big segmentation strategy was applied by • To analyse whether Coca-Cola will Firms Going Guerilla? Best Buy succeed in the US RTD tea and coffee • To analyse how a segmentation strategy market in its third attempt. From being a marketing and advertising strategy that was mainly developed for could be an effective competitive Industry Soft Drink Industry strategy for the retail industry small startups with little or no marketing Reference MKS0139B budgets, Guerilla marketing had outgrown • To understand the different methods of Year of Pub. 2006 itself into a technique that was pursued by segmentation affected by Best Buy. Teaching Note Not Available companies that had billions in sales and Struc.Assign. Not Available millions as marketing and advertising Industry Retail Industry Keywords budgets. By 2006 big companies like Reference MKS0140B Microsoft, IBM, Adidas and many more Year of Pub. 2006 Coca-Cola; USA; Marketing Strategies Case companies viewed guerilla tactics as a main Teaching Note Available Study; Challenges; Brands; Marketing; strategy to gain publicity. Many companies Struc.Assign. Available Pepsi; Strategies; RTD Tea and Coffee; also went to the level of dirtying and Keywords Starbucks vandalizing public roads and properties. This case details the basic concepts of Customer Centricity; Market Research; Guerilla marketing, the techniques used by Point of Sale; technology enabled; Gureilla Wal-Mart and InStore TV: Worth companies with pictorial illustration and advertising; Segmentation strategy; Angel the different vehicles they use. The case an Investment? and Devil customers; Marketing Strategies also discuss whether Guerilla marketing was Case Study; Multiple brands; Competition; Wal-Mart, undoubtedly the best and the going haywire and where the line of Merging; Customer Profilling; Customer biggest in retail and grocery had also grown restriction be drawn. electric market; Turnaround; Training of into a major network television broadcaster employees by 2006. And it had grown in such a way Pedagogical Objectives that the Wal-Mart network was the fifth largest TV network in the US. Wal-Mart • To understand the reason behind the Coca-Cola's Re-entry into the US used its Network to advertise its own mergence of guerilla marketing RTD Tea and Coffee Market products as well as other marketer's • To study how guerilla marketing has products. Latest studies revealed that 70% helped marketers Coca-Cola, one of the leading players in of all purchasing decisions were made inside the soft drinks industry in the US, entered the store. So had the advertisers being • To know the guerilla tactics being used the RTD tea and coffee market in 1991, shooting their dollars elsewhere and away by big firms but failed to succeed in its efforts. In 2001, from their targets so far? And would the 34 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M • To analyse whether guerilla marketing releases in the form of Coca-Cola C2 and placements in Bond movies, product G N I T E K R A M would continue to capture the attention Vanilla Coke. placement industry in the US, and the of the consumers effects of alcohol placements on under- What would Coca-Cola's strategy be with aged children • To understand the fallout of such the new drink? Would it be able to make it marketing. a success despite the initial controversy that surrounded it? Would consumers take Pedagogical Objectives Industry Not Applicable to Enviga? • To understand the Product Placement Reference MKS0137B Industry in the US Year of Pub. 2007 Pedagogical Objectives Teaching Note Available • To analyse the association between Struc.Assign. Available • To discuss the trouble faced by Coca- beverage advertising and film industry Cola in 2005 Keywords • To provide an overview of the branding Guerilla marketing; stealth marketing; • To discuss Coca-Cola’s marketing strategies of Smirnoff strategies for Enviga word-of-mouth; unconventional • To understand the impact of alcohol advertising; Jay Conrad Levinson; Internet • To discuss whether Colca-Cola will placements in movies. Marketing; Marketing Strategies Case succed in its new product. Study; Spam Mail marketing; Viral Videos; Industry Alcoholic Beverages/Product WAM; Microsoft; Adidas; Ambush Industry Beverages-Soft Drink Reference MKS0135B marketing; Advertising on the moon Reference MKS0136B Year of Pub. 2006 Year of Pub. 2007 Teaching Note Not Available Teaching Note Not Available Struc.Assign. Not Available Struc.Assign. Not Available Enviga’s Marketing Strategy: Will Keywords Keywords Coca-Cola Succeed? Smirnoff; The James Bond; film industry; Coca-Cola Company was universally Coca-Cola; Enviga; Nestlé; Nestea; Coca- movie advantage; movie characters; recognized as a market leader in soft drinks Cola C2; Vanilla Coke; Marketing advertising strategy; over-advertising; with worldwide revenue of $23.1 billion Strategies Case Study; Green Tea drink; beverage advertising; alcohol placements; and presence in over 200 countries (2006). CSPI; BPW; CCNR; EGCG; Weight Loss; Bond's choice; Casino Royale; media The Company manufactured beverage Obesity; Calorie burning drink; Celsius campaign; underage children; legal drinking concentrates and syrups. The Coca-Cola age; Marketing Strategies Case Study; white Company owned four of the world’s top spirits market five soft-drink brands, which included Smirnoff's Reunion With Bond Coca-Cola, Diet Coke, Fanta and Sprite. After a short hiatus, Smirnoff reappears in Barbie: Less Attractive to Kids? In America, sales of carbonated drinks the 2006 Bond movie, 'Casino Royale'. declined a little in 2005 as government Since the first movie 'Dr. No' in 1962, Mattel, the largest toy company based on campaigns and media coverage raised Smirnoff had consistently placed itself in revenues, was the manufacturer of Barbie, concerns over obesity. Bottled teas and all the Bond films, except 'Die Another Hot Wheels, Matchbox cars and board nutrition-enhancers were big opportunities Day' in 2002. The reason which analysts games. Barbie dolls were introduced in 1959. for Coca-Cola. Sales of bottled teas were cited for Smirnoff's return to Bond movies With these dolls attracting kids, different growing steadily and nutrient drinks had a was that it was intimidated by Finlandia, a varieties of Barbie dolls were released into market of about $1 billion by 2006. rival Vodka maker, which placed its Vodka the toy market. Mattel dominated the toy According to a study conducted by the as Bond's favorite in the movie, 'Die market till the late 1990s. But in 2001, National Center for Health Statistics, Another Day'. Bond movies had been a when Bratz dolls were introduced, the Americans opted for a healthy alternative perfect advertising medium for marketers realistic look of these dolls attracted kids to their daily dose of energy instead of to boost their product's image, and more and they started abandoning Barbie dolls. carbonated drinks. The study prompted than 20 products were placed in 'Die Between 2001 and 2004, Barbie sales fell Coca-Cola to go in for the calorie burning Another Day'. However, some consumer by 27.5% due to stiff competition from Enviga. activists were opposed to the practice of Bratz. stealth advertisement in movies and they On 6th November, 2006, Coca-Cola along In 2005, MGA sued Mattel in federal court, with Nestlé launched Enviga, a Nestea termed it dubious and deceptive in nature. But the marketing fraternity seemed to accusing it of unfair competition, carbonated canned green-tea drink. Enviga intellectual property infringement and burnt 60 to 100 calories per three 12-ounce have a high inclination towards movie placements, and companies like Ford and serial copycatting. Due to the changing cans in healthy adults aged between 18-35 preference of children for interactive toys years. For overweight Americans, the BMW reportedly have paid millions to feature in Bond movies. Unlike movies, and computer and video games, Barbie release of Enviga was meant to bring good product line experienced decline in its news. According to Coca-Cola, Enviga product placements never had any kind of censorship. Hazardous products like alcohol worldwide sales by 12.5%. To attract kids, helped in reducing obesity. But according Mattel started selling Barbie dolls with cell to doctors green tea was unlikely to make and cigarettes were advertised indirectly in almost every movie. Consumer rights phones. It formed partnership with Single anyone shrink, so the Center for Science Touch Interactive to sell Nokia cell phones in the Public Interest, an organization that activists loudly protested against this practice, since they said it would influence on purchasing My Scene Barbie product focuses on health and nutrition issues in line and updated its website to make it more US sued Coca-Cola and Nestle for their ad children. Underage drinking became an increasing concern among the Americans interactive. The company planned to form campaign of Enviga but the company had an alliance with Apple to introduce iPods. no plans to change its claims. and Europeans and alcohol consumption scenes in movies that too by popular But analysts were skeptical about In the recent past Coca-Cola had already actors, further influenced children to use Mattelâ•™s success. Would Mattel succeed faced two soft-drink flops out of their four alcohol. This case details the comeback of in its efforts? Smirnoff in Bond movies, product 35 www.ibscdc.org Pedagogical Objectives Industry Television Industry • To analyse Second Life as an emerging Reference MKS0133A marketing platform for renowned real- • To understand the competition scenario Year of Pub. 2006 world businesses and organisations in the toy industry Teaching Note Not Available • To debate on the suitability of using Struc.Assign. Not Available • Barbie's copyright issues Second Life as a marketing platform. • Changing preferences in the toy industry Keywords Industry On-line Gaming • Mattel's strategies to adopt to changing Ugly Betty; Yo Soy Betty La Fea; broadcast Reference MKS0132A preferences. network; United States; television industry; Year of Pub. 2007 American Broadcasting Corporation; NBC; Teaching Note Not Available Industry Toy Industry Marketing Strategies Case Study; CBS; Struc.Assign. Not Available Reference MKS0134B television series; adaptation; prime time; Year of Pub. 2006 viewership; market share; competition; Keywords Teaching Note Available programming; advertising; Hispanics; Second Life; 3D; virtual world; Philip Struc.Assign. Available Salma Hayek; Jassi Jaissi Koi Nahin Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Rosedale; online games; Linden Lab; Keywords residents; avatar based marketing; marketing platform; innovations; Barbie; tweens; bratz; Jem; Marketing Second Life: A unique marketing membership; business model; economy; Strategies Case Study; Changing kids; decline platform Marketing Strategies Case Study; Linden in sales; Mattel; Interactive toys; dollars; copyright theft and security; Anshe electronic; Flava; My Scene Barbie; 'Second Life' an online 3D virtual world chung; real world business organisations; affiliation; disclose was launched in 2003 and by March 2007 Toyota; Intel; Starwood; Adidas; it had over 4 million members who were controversies; virtual policing called its residents. Everything in Second Ugly Betty, an uncommon serial Life was created by the residents with the in the US television industry: Can help of simple 3D tools. The residents could Samsonite's Repositioning create their own 'avatars' (appearances), it improve ABC's fortune? Strategies clothes, houses, entire cities and anything Beginning 28th September, 2006, a and everything which their imagination The Denver-based Samsonite Corporation comedy-drama series 'Ugly Betty' debuted permitted. Second Life had its own (Samsonite) founded in 1910, by Jesse on the American network American economy which was supported by its own Shwayder and his brothers began with just Broadcasting Corporation (ABC) in the US. currency called Linden dollars which could one product – a robust travel trunk built to Ugly Betty was the American adaptation be exchanged with real US$ at the official withstand rough use in the American West. of a very popular Columbian soap opera; currency exchange of Second Life. The For over 90 years Samsonite established 'Yo Soy Betty La Fea' (I am Betty the residents at Second Life could start their itself as a worldwide leader of the travel Ugly) broadcasted in many countries own business in Second Life and obtain products. The success of Samsonite was worldwide. Many adaptations of the series copyrights for their virtual creations which built on a dual strategy of aggressive pricing were also produced and aired in many could be extended in real-world as well. The and creating excellent high-tech luggage. countries and had remained popular with use, buying, selling or trade of properties the viewers. or items in Second Life contributed mainly The multiple change of ownership along towards the economy of Second Life. with several factors like aftershock of 9/ The show had an uncommon theme and Many residents derived real income from 11 bombings had affected Samsonite badly. was based on the story of an intelligent but their activities and businesses in Second In 2004, Samsonite appointed Marcello ugly girl who gradually makes it big in the Life. Bottoli to succeed Luc Van Nevel as fashion industry. Its debut episode was President and Chief Executive officer. watched by 16.3 million viewers, making Second Life was regularly featured in leading Bottoli effected a number of changes, it the most watched debut episode of a new business and innovation magazines. With moved the company's headquarters to series till date. Within two weeks of its its rising popularity, many real-world London in 2006 and hoped to transform launch, Ugly Betty achieved good ratings businesses and organizations also entered Samsonite into a leading travel solutions and maintained the position of one of the Second Life. Renowned names like Adidas, and lifestyle brand selling handbags, shoes, top shows in its time slot. ABC was a Toyota, Starwood Hotel & Resorts, Sun watches and sunglasses. prominent broadcast television network in Microsystems, IBM, Dell, MTV, Reuters the US but its market share in terms of and Harvard Business School were a few Would Bottoli be able to make Samsonite viewership and top rated shows was slipping among them. As on September 2006, the once again 'a young' and a successful recently. Would Ugly Betty repeat its GDP of Second Life was reported at around 'lifestyle' brand? success like elsewhere among the $64 million. While being immensely fashionable and discerning Americans? successful, Second Life was also surrounded Pedagogical Objectives Would the series help ABC to strengthen by many controversies such as issues of • To understand strategies adopted by its market share and improve its record in copyright theft, adult content, virtual Samsonite to become leader top rated shows? policing and inactive accounts. The case with the use of a fictional setting • To analyse factors that affect Samsonite Pedagogical Objectives of an apparel company aims at debating and its operation • To analyse the US television industry the suitability of Second Life as the • To understand the strategies adopted by and viewership trends marketing platform for their newly Bottli to lead the Samsonite. launched apparel brand. • To understand the globalisation of Industry Luggage television serials Pedagogical Objectives Reference MKS0131A Year of Pub. 2007 • To discuss the future of Ugly Betty and • To analyse the business model of Second Teaching Note Available American Broadcasting Corporation. Life; an online 3D virtual world Struc.Assign. Available 36 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Keywords advertising; marketing communication decision; Marketing to kids; Obesity; junk G N I T E K R A M strategy; market trends; competition; new food; snack food; good-for-you products; Samsonite Corporation; Repositioning entrants; clothing; food; International; packaged food; functional food; fizzolator; strategy; Footwear; Global Luggage home; Stuart Rose; new product marketing; schools; promotions; retailing; Market; Marketing Strategies Case Study; introduction advertisement; television Positioning; Expansion Strategy; Licensed Brands; Marcello Bottoli; Time Wear Marketing Fizzy Fruit to kids: Advertising and Branding Marks & Spencer: Revival Opportunities and Challenges Strategies of Staples – The 'Easy' Campaign Strategies Fizzy Fruit is a carbonated fruit which intensifies a particular fruit's flavor with Staples, the world’s leading seller of office In 2007, Marks & Spencer (M&S), one of effervescences without altering its products, had launched "That was easy" as the largest retailers in UK was undergoing nutritional value. Neurobiologist Galen its tagline in 2003. This campaign was in a revival. It was established in 1894 and Kaufman with the help of a food scientist response to customer demand for an 'easy' remained as the topnotch retailer in UK perfected the method of carbonating fruit shopping experience. The case outlines the till 1990s. Starting from late 1990s it faced and established the Fizzy Fruit Company background of this campaign and then a period of decline and in 1999 the pre-tax in 2005. The company had the mission to introduces the campaign itself. It then goes profits of M&S reached £655.7 million as promote health, wellness and fitness among on to narrate how the success of the compared to £1,114.8 million in 1998. children thereby reducing childhood campaign translated to the launch of the Not keeping itself abreast with changing obesity. Fizzy Fruit was launched in US in 'easy' button, which later became Staples' consumer preferences and fashion trends 2005 and the initial feedback was very fastest selling product and a desktop were considered the main reasons for the heartening. The company made many accessory in the US. The case also outlines decline of M&S. strategic promotional tie-ups and had plans the various initiatives Staples had Starting from 1999, M&S initiated on its to make Fizzy Fruit available throughout undertaken at its stores to actually make recovery plan and restructured itself which US in a short time. the shopping experience 'easy'. yielded some benefits in 2000. In 2004, Worldwide, 22 million children were The case offers scope for discussion on there was a change in top management at overweight among which the share of US how Staples could sustain this successful M&S and the new CEO Stuart Rose took was the highest. Some of the factors that campaign. It also provides scope for up the task of M&S recovery. had led to increasing obesity among kids in teaching the importance of the advertising The case discusses the revival strategies of US were unhealthy eating habits, peer message and how the message and its M&S which mainly focused on keeping in pressure and influence of television experience are intimately associated. line with customer requirements and advertising. Marketers were increasingly changing fashion trends. As a part of the targeting kids, as kids influenced the Pedagogical Objectives recovery plan, M&S launched a new and spending of over $1.88 trillion globally in effective marketing communication 2002 and the figure was rapidly increasing. • To understand the importance of the strategy. The recovery plan showed gradual While the consumption of snack and junk advertising message and its validity food was ever increasing, many healthy progress and M&S return to profit was • That advertising is only a subset of and 'good-for-you' products were also being considered to be an advertisement led marketing. recovery. The case aims to initiate a debate launched due to the rising awareness and whether the revival strategies of M&S will pressure to curb obesity. Industry Retail-Office supplies Reference MKS0128C continue to pay-off and help in regaining The case would initiate discussion on the Year of Pub. 2007 its supremacy. future marketing strategies of The Fizzy Teaching Note Available Fruit Company to popularize Fizzy Fruit Struc.Assign. Not Available Pedagogical Objectives given the dynamic challenges involved in • To understand the dynamics of UK retail marketing to kids. Keywords industry Staples; Office products and supplies; Retail; Pedagogical Objectives • To understand the corporate Tom Stemberg; Shira Goodman; Marketing restructuring • To analyse the buying behavior of kids Strategies Case Study; Tie-up, Branding and their growing influence in making strategies; Store layout; Shopping • To understand revival strategies and purchase decisions experience; Advertising campaign; "Easy M&S Button"; Advertising story board; • To debate on the role of ethics in Sustaining campaigns; Successful advertising • To understand various promotional marketing to kids campaigns; Advertising Strategy strategies and its importance in retail industry. • To discuss the opportunities and challenges involved in marketing Fizzy Industry Retail fruits to kids. Old Spice: PG's Repositioning Reference MKS0130A Strategy Year of Pub. 2007 Industry Packaged-Food Teaching Note Available Reference MKS0129A Since its inception in 1937 by the Shoulton Struc.Assign. Not Available Year of Pub. 2007 Company, USA, Old Spice ruled the market Teaching Note Available for men's personal grooming products. Keywords Struc.Assign. Available Since the mid seventies, Old Spice was Marks & Spencer; UK; Challenges in retail Keywords struggling with its image of an old brand, industry; revival strategy; downfall; decline incapable of catering to contemporary stage; Marketing Strategies Case Study; The Fizzy Fruit Company; US; Kids; tastes. This resulted in reduced sales and restructuring; leadership; advertising led Changing food habits; The role of kids; loss of leadership status in the market. recovery; promotional campaigns; Marketing Strategies Case Study; Purchase However, the scenario changed when 37 www.ibscdc.org Procter & Gamble (P&G) acquired Old availability, brand communication and • To understand the sponsors overview Spice in the 1990s. The case examines brand experience. P&G's strategies to revamp the archaic • To discuss the promotional activities of different companies image of Old Spice, with respect to the 4 Pedagogical Objectives Ps of marketing (product, price, Industry Sports and Recreation • To understand the supply chain promotion, place) and its efforts to regain Reference No. MKS0125K management and logistics system in its lost leadership status. The case also Year of Pub. 2006 FMCG market analyses whether P&G's efforts to Teaching Note Not Available transform Old Spice into an unbeatable • To understand the effectiveness of Struc.Assign. Not Available male power brand, would bear fruit. logistics system in rural market Keywords Pedagogical Objectives • To understand the evolution of market Advertising; Promotion; Worldcup; logistics system • To understand and familiarize the Nike;Adidas; Budweiser; Philips concepts of brand and role of branding • To understand how effective Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy in marketing strategy implementation of information technology helps a company to make Toyota Tundra in US: The • To understand the concept of brand its supply chain an efficient one equity and how to create and retain that. Marketing Strategies • To understand the importance of supply The full-size pick-up truck segment is • To understand the concept of positioning chain and repositioning in brand management considered to be the most profitable and • To understand the different types, nature the fastest-growing segment in a slow- • To analyze the operational aspects of of the supply chain. growing US automobile industry. It is also revitalizing a brand highly competitive with players like Ford Industry FMCG and General Motors dominating the Industry Commercial and heavy Reference MKS0126K industry. Over the years, Toyota, the construction Year of Pub. 2005 second largest automaker after General Reference No. MKS0127K Teaching Note Not Available Motors, has established a strong presence Year of Pub. 2006 Struc.Assign. Not Available in the car segment of the US auto-market. Teaching Note Not Available Keywords Following this, the company aimed to Struc.Assig. Not Available increase its share in the light truck segment Keywords Hindustan Lever Ltd (HLL); FMCG (fast through the launch of a new pick-up truck moving consumer goods) industry; Lever model in early 2007, called Tundra. In the Halliburton; KBR; Cheney; Iraq problem; Brothers; Hindustan Lever Research market for pick-up trucks, the buyers were Petrobus Centre; HLL's joint ventures; Soap known to be tremendously loyal to trucks business; Distribution network; Marketing made by American companies. Thereby, Strategies Case Study; Channel in its efforts to market Tundra, Toyota New Distribution Initiatives at HLL management; Rural India; Efficient promoted the pick-up truck at events consumer response; Project Shakti considered to be traditionally American This case analyses the distribution strategy such as NASCAR racing, fishing of Hindustan Lever Limited (HLL), the tournaments, country-western concerts, 51.6% subsidiary of Unilever and the FIFA Worldcup 2006: A Kickoff etc. The company also made an largest FMCG Company in India. investment of $850 million to establish a for Advertisers Traditionally HLL's distribution network new plant at San Antonio, Texas, for consisted of wholesalers and retailers. HLL FIFA World Cup was the largest sporting manufacturing only Tundra vehicles and had presence in 80 lakhs retail outlets and event in the world which had a global set a sales target of 200,000 units in 2007. there was 'one size fit for all' distribution audience of more than Olympics. The strategy to serve all those outlets. But due advertisers were very much eager to reach Pedagogical Objectives to change in consumer demography, the billions of possible consumers by consumer behavior and market structure, sponsoring the event. Though sponsorship • To analyse the trends, consumer profile the traditional distribution system failed in this event required huge amount of and behaviour in the light truck segment to deliver the results. Urban customers money but still the advertisers took much of the US auto-industry wanted products with unique, value added interest in this event and were vying for • To discuss the product-specific and customized offerings with convenient sponsorship. The case gives an insight into marketing strategies adopted by Toyota shopping. Apart from this, emergence of FIFA’s marketing strategy with the for the promotion of Tundra 2007 rural market also forced HLL to change its sponsors’ overview. Moreover it deals with distribution system. HLL dealt with these the stringent competition between • To analyse the opportunities and two issues differently. For urban market it different sponsors especially between the challenges facing Toyota Tundra in the developed different distribution system sporting goods giant, Adidas and Nike, with future. cater to different type of customers. Along the aim of leveraging the mega event. with this, it provided value added service, Industry Automobile convenience and customized offering to Reference MKS0124 Pedagogical Objectives urban customers. On the other hand, in Year of Pub. 2006 rural markets, to increase brand awareness • To understand the marketing strategies Teaching Note Available and product availability, it introduced adopted by FIFA Struc.Assign. Available alternative distribution systems. Through Keywords these changes, HLL brought its brands closer • To understand the categories of to customers. HLL's approach to sponsorships US Automobile Industry; General Motors; distribution was holistic and developed a • To discuss about the mileage received by Ford; DaimlerChrysler; Ladder of three-way convergence of product each brand consumption; Planned Obsolescence; Conjoint Analysis; Consumer Profile and 38 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Behaviour; Market Research; Marketing Advertising Strategies of Fenway Park, the Baseball G N I T E K R A M Strategies Case Study; Need-based Coca-Cola: Can it be Stadium’s Decision to Stay on- A Segmentation; Marketing Strategy; Nissan; Refreshed? Wise Move? Honda; Scion; Prius; Light Utility Vehicles (LUVs); Full Size Pickup Trucks; Cross over Coca-Cola (Coke), the world’s largest “Fenway Park was the home ballpark of Utility Vehicles; Competition; Oil Prices carbonated soft drink (CSD) manufacturer the famous Boston Red Sox baseball team. had built its brand over the years through Red Sox team had built a passionate fan consistent and effective advertising following, despite not having won the Shanghai Tang: Taking Chinese campaigns making history over the years. World Series title in a span of 86 years. In the recent times the company had The fans’ obsession was also associated Fashion to the World suffered serious setbacks with a number of with the Fenway Park. controversial and negative allegations ‘Shanghai Tang’ (Tang) was the first Built in 1912, it was not only the smallest Chinese luxury brand in the global fashion leveled against it. Coke was increasingly being associated with health hazards and park among the Major leagues, with a market. With “Made by Chinese” as its capacity of around 36,000 spectators, but tagline, Shanghai Tang had made inroads was under threat in many of its key markets. Consumption of CSD, which was it was also the oldest. Moreover, the into the fashion capitals of the world such amenities at the park were the barest as London, Paris and Milan ever since it its core business, had decreased and sales fell in Western Europe, Philippines and minimal and in some cases, insufficient. came into being in the 1990s and had To address this issue, the previous owners established itself, with reasonable success India. Active anti-Coke movements had triggered severe criticism from many had talks about moving to a bigger and as a Chinese luxury brand. In 1998, better ballpark. But this angered the fans Richemont, the Swiss-based luxury-brands segments of society including students, environmentalists, labor-rights activists, who considered the experiences at Fenway company, acquired a majority stake in Tang. as their birthright and felt that a new park Post-acquisition its executive chairman employees and shareholders. In 2004, Neville Isdell, Coke Chairman and CEO could not create the same environment. Raphael le Masne de Chermont and its However in 2005, the new management Marketing and creative director Joanne devised a plan to revive Coke. Called the ‘Manifesto for Growth’, the plan included decided to be a preservationist of Fenway Ooi chalked out strategies that led to the rather than looking out for a new park. revival of the brand. several strategic initiatives including innovation, increasing marketing Analysts felt this decision of renovating Drawing plans for its future, Tang decided investment and introducing new products the park was also bleak as the structure was to concentrate on the Asian markets which in the non Carbonated Soft Drink market. very old. By staying at the Fenway Park, contributed to the majority of its sales. expansion would not be possible on a large However, the Chinese luxury market, the As part of the plan to revive the Coke brand, ‘The Coke side of life’, a new global scale and the team would lose out on the third largest in the world, was competitive benefits of shifting to a new park. and demanding. It had been tapped by marketing platform was launched in major fashion labels such as Prada, Armani, December 2005. The company believed The case allows for discussion on brand Hugo Boss and Gucci which were well that this global campaign would return the management associated with a sports established in China and were preferred by company to its former glory. Marketing franchise and strategies to be adopted to most high end Chinese customers. While experts were however skeptical about this. enhance fan experience. fashion critics felt that Tang’s offerings They wondered if the new marketing still lacked the truly international touch, campaign would help offset the myriad Pedagogical Objectives Tang’s chairman Chermont was positive charges that beset Coke and help to revive about the brand saying that it would the brand. • To discuss strategies on brand establish itself as a world class label. The management associated with a sports The case enables students to appreciate franchise issues highlighted in the case are whether the advertising campaigns that helped build Tang could i) establish itself in its home the Coca-Cola Company into a strong • To discuss strategies to be adopted to market ii) grow into a ‘truly global Chinese brand. It also enables discussion on the new enhance fan experience. brand’ iii) achieve this. campaign launched by Coke and its effectiveness in overcoming its problems. Industry Sports Franchise Pedagogical Objectives Reference No. MKS0121C Year of Pub. 2006 • To emphasise the challenges faced by a Pedagogical Objectives Teaching Note Not Available newly launched luxury brand in a • To teach various elements of an Struc.Assign. Not Available competitive environment advertising campaign Keywords • To discuss the issues involved in building • To discuss Coke’s new ad campaign in a global fashion brand. Fenway Park; Red Sox; Baseball franchise; the light of growing controversies Renovation; fans; brand management; Industry Fashion against its brand franchise management; cost-benefit Reference No. MKS0123C Industry Carbonated Soft Drink (CSD) analysis; stadium revenues; Yankees; World Year of Pub. 2006 Reference No. MKS0122C Series Victory; Major League Baseball; Teaching Note Available Year of Pub. 2006 ticket sales; fan experience; branding on Struc.Assign. Not Available Teaching Note Available emotions; emotional marketing. Keywords Struc.Assign. Not Available Keywords Shanghai Tang (Tang); Richemont; fashion HLL vs P&G: Price Wars - An industry; Chinese luxury goods market; Coca-Cola; Coke; Advertising Strategies; Effective Business Strategy? Ethnic fashion; Global Vs local; Trademark symbol; promotional promotionals; marketing; US fashion strategies; Advertising campaigns; branding Hindustan Lever Ltd., (HLL) Unilever’s market; turnaround; fashion designing; campaign; Coca.Cola’s successful subsidiary was one of the main detergent consumer behavior; competition; Chinese campaigns; PR; Negative image; Hilltop players in India. By launching a price fashion industry. Ad; Advertising slogans; Isdell; Manifesto warrior, HLL overcame the competition for growth; The Coke Side of Life 39 www.ibscdc.org from a host of local players like Nirma. Year of Pub. 2006 needs of the consumers, has evolved to act But in 1991, HLL had to face tough Teaching Note Not Available as a panacea to address this crisis. However, competition from Procter & Gamble Struc.Assign. Not Available green consumerism carries its own (P&G) which adopted price cuts as a enigmatic aura and issues like its credibility strategy to improve sales. The price cuts Keywords and purpose, remain to be answered. The initiated by P&G saw HLL follow suit. As a Volkswagen; Shanghai Automotive gap between green concern and green result of the price cut, P&G recorded an Industry; First Automotive Works; consumerism has been widened by the increase in both value and volume shares Passenger car; market leadership; joint different orientations given to green whereas HLL could increase its volume venture; WTO; Chinese Auto Industry; consumerism by various segments of the share only. However, HLL’s margins were Confidentiality Agreement; Localisation; society. These differences in perceptions eroded significantly and it reported a drop Santana; General Motors. and ideologies have intensified the debate in profits. This price war of 2004 was on whether green consumerism is a strategy significant in the timeline of the Indian to save the earth or is it just a fancy of the Detergent Industry. developed nations to provide a quick fix Ad Wars-Yahoo! vs Google solution to the problems, which they have Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy The case while outlining the strategies seeded. adopted by HLL and P&G in the detergent In 2004, online ad spending was growing market provides a scope for discussion on globally and accounted for 49% of total the effectiveness of the price-cutting revenues of consumer advertisers. Some Pedagogical Objectives analysts predicted that this would rise to strategy. • To highlight the impact of the economic $7 billion by 2007. Yahoo! and Google development process on the were in the middle of a fight in going after Pedagogical Objectives environment the ad dollars. While for Yahoo! advertising • To discuss price wars in an FMCG market accounted for nearly 75% of its revenues, • To understand the fundamentals of advertisers loved Google, too. Google’s sustainable development • To discuss how an established brand can barebones ad format drove click-through be overtaken by a new entrant through rates several times. • To discuss the growth of green price-cutting strategies. consumerism Yahoo! boasted a diverse online ad Industry FMCG Sector portfolio not only selling ads next to search •· To analyse the credibility and Reference No. MKS0120C results but also doing big business with so- sustainability of the green products Year of Pub. 2005 called “branded ads”. Google, by contrast, • To debate whether green consumerism Teaching Note Not Available confined itself almost entirely to is an applicable solution or a utopian Struc.Assign. Not Available contextual search-based advertising. The dream. Keywords case attempts to present the strategies employed by these firms to be one up on Industry Not Applicable HLL; P&G; Price Wars; Price cuts; the other as the internet advertising Reference No. MKS0117 Detergent market; FMCG sector; emerging matured. Year of Pub. 2006 markets; Indian detergent industry; Nirma; Teaching Note Available Market shares; profit margins; types of Pedagogical Objectives Struc.Assign. Available markets; competition; marketing; strategy. • To discuss strategies of Yahoo and Google Keywords advertising Green Consumerism; Green Products; Green Shanghai Volkswagen: Losing • To discuss the portfolio of Yahoo and Concern; Green Movement; First Mover Advantage? Google. Environmental Practices; Proactive Environmentalism; Ethical Marketing; Shanghai Volkswagen Automotive Industry IT, Internet, Internet Research Green Wash; Environmental Exploitation; Company (SVW) Ltd. was the first foreign Reference No. MKS0118C Environment Friendly Products; Buying car maker to enter mainland China in Year of Pub. 2006 Green; Global Warming. 1984. Since then it enjoyed market Teaching Note Not Available leadership in China. In June 2004, SVW Struc.Assign. Not Available lost leadership in the car market when its Keywords Wikipedia: Can it Survive its Own market share fell to an all-time-low of Success? 16%. A number of factors including growing Yahoo; Google; Advertisement; Online ads; competition, coupled with weak sales and Google; Yahoo! Ad; Ad revenues; Ad Wikipedia, the free content online marketing teams, and a slow deterioration spending; Online advertisement; Online Ad encyclopedia has been successful despite in relationship with its joint venture portfolio. the industry’s expectations of it being a partner, seemed to contribute to the fall in disaster. The company overtook market share. established competitor Encyclopedia The case discusses the dilemma and various The Rise of Green Consumerism: Britannica in market share and rules the challenges faced by SVW to regain its top Is it a Fad or is it “Sustainable”? market. Its success though has started position in the Chinese car market. creating problems for it. Its popularity has World over, economic development has made it vulnerable. The case discusses the come at the cost of environment. Global problems that Wikipedia is facing and will Pedagogical Objective warming, an outcome of greenhouse gas it be able to find its way out? • To discuss the various challenges faced emissions, is the price the world pays for by SVW to regain its top position in the its over ambitious growth. Green Pedagogical Objectives Chinese car market. consumerism, which is the use of individual consumer power to promote less • To discuss the business model of Industry Passenger Car Industry environmentally damaging consumption, Wikipedia, and its success Reference No. MKS0119C without compromising on the wants and 40 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M • To discuss the strategies and features that Keywords The three major players were also facing G N I T E K R A M set Wikipedia apart from its main rival stiff competition from imports, a shift in Encyclopedia Britannica UPS; Customer Service; CRM Initiatives; consumer preference to other beverages, UPS-brown colour; new initiatives at UPS; and from the craft beer industry which was • To discuss the criticism faced by Innovative CRM Practices; UPS the only growing market segment in the Wikipedia and the changes it plans to operations; DIAD; COMPASS; UPS domestic beer industry. This case study make. CampusShip; Online Courier; UPS’ discusses how the major players have used TadeAbility toold; Package flow Industry Media innovative advertising to enhance the technology; Quantum View Inbound; DIAD image of the beer, create brand awareness Reference No. MKS0116P IV. Year of Pub. 2006 among consumers and to differentiate their Teaching Note Not Available products in the beverage market. Struc.Assign. Not Available Unilever in India - Giving a New Pedagogical Objectives Keywords life to Lifebuoy • To discuss the dynamics of the US beer Wikipedia; Online Encyclopedia; Hindustan Lever Limited (HLL), the industry Encyclopedia Britannica; Wikipedia’s Indian subsidiary of Unilever, was the business model; Criticism of Wikipedia; • To discuss the strategies adopted by country’s largest fast moving consumer John Seigenthaler; Wikipedia’s success; major players to make a comeback goods (FMCG) company. HLL had Wikipedians; free content site. extended many of its popular brands with • To understand the factors affecting the varying degree of success. After a phase of US beverage market. stagnant growth for over a decade, HLL, UPS in 2006: Customer Service & decided to re-position Lifebuoy from Industry Beverage Industry CRM Initiatives health bar soap to up-market family bath Reference No. MKS0113P soap. It also extended its product range to Year of Pub. 2006 The $42.58 billion United Parcel Service give new life to Lifebuoy. The case discusses Teaching Note Not Available (UPS) is the world’s largest package the new positioning strategy and discusses Struc.Assign. Not Available delivery company. To maintain its market the possibility of cannibalisation of HLL’s Keywords leadership, UPS depends on state of the existing products. art technology and innovative customer US beer industry; Brewing industry; Craft relationship management (CRM) Pedagogical Objectives brewing industry; Types of beer; Beer practices. UPS’ CRM strategy focuses on industry scenario in US; Growth of light developing one-to-one customer • To discuss the growth strategy of HLL beer; Low carbohydrate beer; Mixed drink relationships, while maintaining an IT concoctions; Wine and spirit market; Blue • To understand the factors leading to the infrastructure with ‘dial-tone reliability’. laws; Mexican beer; Beer advertising stagnant growth of Lifebuoy UPS uses a sophisticated data warehouse strategy; Beer packaging; No after taste to capture all of the transactions and • To discuss the re-launch strategy to beer; Beer making process. customer requirements throughout its increase the sale of Lifebuoy system across the globe. Using business • To evaluate the brand extension strategy intelligence and customer-focused of the company. The Challenge in Store for Gap analytical techniques it continues to exceed Inc. most customers’ expectations and also Industry Fast-moving Consumer provide services before its competitors. Company When Paul Pressler (Pressler) takes charge UPS has reaped numerous payoffs from Reference No. MKS0114P of the loss making Gap Inc in October the millions of dollars it has spent on Year of Pub. 2006 2002, its three brands – Gap, Banana operations research to build the proprietary Teaching Note Not Available Republic and Old Navy are losing market ground and air supply-chain-optimization Struc.Assign. Not Available share. Though Pressler manages to bring the company back into black, he realises technology, including saving hundreds of Keywords millions of dollars on its air deliveries. In that he cannot take the nascent turnaround the next two years (2006-08), it expects Soap; Lifebuoy; Market Share; Brand for granted. He believes Gap has to target more benefits, by giving the drivers access Extension; Strategies; Value for money; a whole new kind of customer – one who to data from the supply-chain- Social Awakening; Competitors; Market does not currently shop at the company’s optimisation models in real time via Share; Curved Shape; Re-launch; Lifebuoy Gap, Old Navy, and Banana Republic stores, wireless handheld devices. Mix; Natural Ingredients; Target customers; to sustain the growth momentum. He Unilever. extends the existing brands and launches a Pedagogical Objective new brand – Forth & Towne – targeting a new but extremely crowded segment. Will • The case outlines UPS’ CRM initiatives the new chain be as successful as its sister over the year, how it has helped the The US Beer Industry: Adding brands? company save costs, grow and retain Cheer to Beer customers. It also highlights the In 2005, the $78 billion US beer industry Pedagogical Objective importance of CRM in services industry. had more than 300 breweries but was • The case discusses Pressler’s turnaround Industry Air Delivery & Freight dominated by three major producers strategy and his efforts to reposition Gap services Anheuser-Busch, Miller Brewing and Inc, Banana Republic and Old Navy. Reference No. MKS0115P Adolph Coors, which together controlled Year of Pub. 2006 80% of the market. However, in the first Industry Textiles/Garments Teaching Note Not Available half of 2005, the US beer industry saw flat Reference No. MKS0112P Struc.Assign. Not Available consumption trends, a decline in volume Year of Pub. 2005 and higher costs. Beer’s share of the US Teaching Note Not Available alcoholic beverage market had declined. Struc.Assign. Not Available 41 www.ibscdc.org Keywords Pedagogical Objectives MTV – Staying Cool in the New Turn-around; Banana Republic; Old Navy; • To discuss the business model of Avon World Retail. • To understand the factors leading to the In 2006, the MTV empire is facing new decline of company’ market share threats in the era of ipods, mobile phones and internet. Though ratings are still strong Starbucks in 2005: Sustaining • To discuss the re-structuring strategy to for many of the channels, the original Growth regain the lost market share. MTV is no longer the must-see it was. MTV is trying to generate revenues in the Industry Cosmetic Industry Starbucks has been growing from strength new mediums like internet, digital mediums Reference No. MKS0110P to strength in the last two decades at an and mobile telephony. MTV has initiated Year of Pub. 2006 average annual rate of 20% At the heart of several steps including outlining a ‘Digital Teaching Note Not Available Starbucks’ success is a unique business model Marshall Plan’ which signals the end of Struc.Assign. Not Available based on its products, in-store experience, the one-screen company. Tying all the service, human resource policy and Keywords media together allows MTV to create a Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy domestic expansion strategy. In March fully branded experience at all contact 2005, Starbucks has pushed its long term Losing market share; beauty and related points with its audience. With over 700 growth target from 25,000 stores to products; middle class target audience; million mobile phone users across the world 30,000 stores while sustaining the 20% changing trends; sudden fall; andrew jung; in 2005, MTV has decided to build viewers annual revenue growth over the next three avon lady; competitors; catalogues; new through the new medium – mobile to five years. According to James Donald products; celebrity advertising; telephone screens. MTV has teamed with (Donald), CEO Starbucks, half of the rejuvenating image; restructuring; Microsoft Corp. to launch a music 30,000 new stores would be overseas. organization layer; new structure. download service, ‘Urge’ to grab a chunk of the fast-growing $765 million music To meet its ambitious growth targets, download market. Will MTV be able to Starbucks has to cope with predictable repeat its earlier successes in the new challenges of becoming a mature company Pidilite Industries: Fevicol mediums? in the US. Its famed human resource policy Success Story is proving a drain on its resources. Abroad, Pidilite Industries is an Indian company Pedagogical Objective Starbucks is still far from successful. As that enjoys noteworthy success in 2005 goes underway, Donald and founder, craftsmen products and industrial speciality • The case traces MTV’s growth strategy, Howard Schultz (Schultz) realize that they chemicals. The company’s most successful the way its has adapted to changing have to chalk out a fresh international brand Fevicol and its sub-brands such as market requirements and its initiatives strategy and reinvent their domestic Fevikwik, Fevibond, Fevigum, Fevistick to remain relevant in the new strategy to sustain growth. and Fevicryl have consistently commanded environment. over 70% of the total market share. In Industry Music Industry Pedagogical Objectives 2005, Fevicol stood 24th among top 150 Reference No. MKS0108P Indian brands. The company has also been • The case outlines Starbucks’ unique Year of Pub. 2006 able to stay head of its competitors in the business model, products, in-store Teaching Note Not Available organized and un-organised sector. The experience, service, human resource Struc.Assign. Not Available policy and domestic expansion strategy case discusses innovative marketing strategies adopted by Pidilite to enable an Keywords • The case also discusses its international industrial product like Fevicol carve out expansion strategy. its niche as a consumer brand. It also MTV; digital Marshall Plan; reengineer discusses the future outlook of the MTV; MTV.com; MTV360; music Industry Retail-Coffee company to retain its dominating position downloads; streaming videos; branded Reference No. MKS0111P in the Indian market in light of increasing channels; MTV on Mobile phone; digital Year of Pub. 2005 competition from multinationals and the music; business model; Nickelodeon; Teaching Note Not Available unorganised sector. Viacom. Struc.Assign. Not Available Keywords Pedagogical Objectives Microsoft vs Intuit in 2005 Coffee; Expansion; Retail; Starbucks. • The case discusses innovative marketing strategies adopted by Pidilite Intuit and Microsoft have had six previous head-to-head contests – all of which Intuit • It also discusses the future outlook of Reinventing Avon has won. But the small business market, the company to retain its leadership ranging from mom-and-pop shops to position in the Indian market. Avon is a leading manufacturer and companies with a few hundred employees, marketer of beauty and related products. Industry Adhesives and Sealants is potentially too big and lucrative for Avon has a unique business model based on Reference No. MKS0109P Microsoft to give up. Microsoft is making direct selling. In mid-2000s, Avon Year of Pub. 2005 another atempt to capture a chunk of the witnessed a sudden fall in its market share Teaching Note Not Available lucrative $600 million small-business due to the customer’s perception of their Struc.Assign. Not Available accounting market dominated by Intuit. It brand being associated with quaint, middle- is releasing a new software product, aged audiences. The case talks about Avon’s Keywords Microsoft Small Business Accounting. Intuit is planning to respond with a new, $500 million re-structuring exercise to Direct marketing; Advertising; Brand; improved QuickBooks, code-named Denali reach new, wealthier customers. It discusses International; Kitkol; Vamicol. Avon’s efforts to re-invent itself in the in November 2005. The outcome is crucial market without alienating its traditional for Intuit since the QuickBooks franchise lower middle class target audience. accounts for more than 40% of its revenues. Microsoft has done its homewok 42 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M well this time round, and seemingly learned Is Apple managing its 4 P’s Yahoo! Inc Can Google maintain its G N I T E K R A M from its mistake. Will Microsoft succeed effectively? scorching pace of growth? this time around or will Intuit emerge victorious once again? In March 2006, the $13.9 billion-Apple is Pedagogical Objectives at the crest of another marketing success. Pedagogical Objective Its diminutive MP3 music player - iPod • The case traces Google’s business model, has changed the world of music. This is its advertising strategy, its HR strategy • The case discusses both Intuit and not the first time that Apple and its founder and its phenomenal growth Microsoft’s strategies to capture a share Steve Jobs have developed an iconic • It also discusses Google’s new plans to of the small business market and analyses product with far reaching impact on the maintain its growth momentum. the strength and weaknesses of their industry. Notwithstanding the success of strategy. iPod and iTunes, Apple’s future in the IT Industry IT(Information Technology) industry is by no means guaranteed. Even Reference No. MKS0104P Industry IT (Information Technology) in 2005, Apple is considered a niche player, Year of Pub. 2006 Reference No. MKS0107P with no significant presence in the Teaching Note Not Available Year of Pub. 2005 mainstream market. Despite great Struc.Assign. Not Available Teaching Note Not Available products, analysts fear that Apple can once Struc.Assign. Not Available again lose its lead in the market in the long Keywords Keywords run. Is Apple managing its four P’s of Google; Growth; Search Engine; marketing effectively? The case discusses Competition; Advertising. Quickbooks; Quicken; Quickbase; Small Apple’s marketing strategy over the years Business Accounting; Excel; Software; under the 4 P’s of marketing. Market share. Pedagogical Objectives FedEx in 2006: Continuing CRM Innovations McDonald’s: Evolution of • The case discusses Apple’s marketing strategy over the years under the 4 P’s FedEx Corporation (FedEx) is the leader Marketing Strategy of marketing in the intensely competitive overnight The case discusses McDonald’s marketing package delivery business. Founder and • It also highlights Apple’s dependence on strategies over the years. McDonald’s has CEO Fredrick Smith (Smith) depends on innovative product line and innovations focused on delivering constant innovative customer relationship for continued success. improvement across each of the 7 P’s in management (CRM) practices to gain a competitive advantage over FedEx’s rivals. addition to developing friendly and Industry Consumer Electronic and He stresses that knowledge about cargo’s motivated staff, relevant menu offerings Computers origin, present whereabouts, destination, and inviting locations. The three legged Reference No. MKS0105P estimated time of arrival, price, and cost stool – its trinity of national, co-operative Year of Pub. 2006 of shipment are as important as its safe and local store marketing, has formed the Teaching Note Not Available delivery. He insists that a network of state- building blocks of McDonald’s marketing Struc.Assign. Not Available strategies. McDonald’s has updated its of-the-art information systems – a products and service successfully for a long Keywords sophisticated mélange of laser scanners, bar codes, software, and electronic time with blockbuster innovations. In the Product; Price; Promotion; Marketing early 2000s, McDonald’s has outgrown its connections – be erected alongside the air strategy; Product Development; retail and vehicle networks As FedEx struggles core strategy of adding outlets to increase strategy; Apple; iPod; iTunes; i-mac; Steve revenue and profits. It has launched a series to deal with the slowing economy and Jobs; product design; pricing strategy; depressed demand for its services in late of marketing initiatives and staged a vertically integrated model. successful turnaround with new menu 2002, Smith realises that the company offerings, restaurants with a ‘snazzier needs to do ‘more’ to retain its customers, look”, new advertising strategy and without increasing its information improved service. It centralizes marketing Google in 2005: Searching for technology (IT) budget. It deploys new around a single global voice that can be Growth Engines CRM software – 6X6 Transformation. By customised by country, region, customer almost every account, FedEx’s use of IT Google, widely recognised as the “World’s and occasion. has been successful. So why risk that and Best Search Engine” is the fastest growing go through this transformation? internet search company in the world. Pedagogical Objective Despite the company’s tremendous success Pedagogical Objectives • The case elaborates on the importance and overwhelming leadership in search of the 7 P’s of services marketing and engines, few analysts wonder whether • The case outlines FedEx’s CRM discusses McDonald’s marketing Google’s laser like focus on search may be initiatives over the year, which helped strategies over the years. something of an Achilles’ heel. Google the company save costs, grow and retain remains almost entirely dependent on its customers. It also highlights the Industry Retail-Food search engine for growth – a business that importance of CRM in services industry Reference No. MKS0106P is poised to slow. Google has introduced • The case discusses 6X6 Transformation Year of Pub. 2005 several new products. But most of these and the new e-initiatives taken by FedEx Teaching Note Not Available products depend on text ads for revenues to keep ahead of its rivals. Struc.Assign. Not Available and none of them are as successful as its search engine. As Google explores new Keywords Industry Air Delivery & Freight avenues of growth, it will hit collision course services Ray Kroc; Customer Service; Retail; with technology heavyweights like eBay, Reference No. MKS0103P Growth; Franchisee. Motorola, Nokia, SBC Communications, Year of Pub. 2006 and Verizon apart from Microsoft and Teaching Note Not Available Struc.Assign. Not Available 43 www.ibscdc.org Keywords Pedagogical Objectives Taguchi Method: Measuring FedEx; New CRM software; 6X6 • The case discusses the international Advertising Effectiveness Transformation; Fredrick Smith; CRM at marketing strategies adopted by Arvind Marketers invest on advertising, to share FedEx; COSMOS; eCRM initiatives at Mills information on products, services and FedEx; FedEx PowerPad; GOC. • It also discusses the company’s future concepts, and also to induce responses. One plans, especially in the post- textile of their main goals is to transform these restriction regime. responses into sales, which reflects the Barnes & Noble vs Amazon.com return on investment (ROI). But the Industry Textiles measurement of ROI is seldom realised in Amazon.com (Amazon) is the world’s Reference No. MKS0101P advertising because of numerous factors in largest online seller of books, music and Year of Pub. 2005 an ad campaign that required testing. The video products and arch rival Barnes & Teaching Note Not Available case study talks about James Kowalick Noble (B&N), one of the largest physical Struc.Assign. Not Available (Kowalick), who has done pioneering work retailers of books in the US. Amazon rules in removing this uncertainty in measuring Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Keywords the online selling market and B&N though the ROI or the effectiveness of an ad, by a well established brand name in physical Denim; International; Marketing. using Taguchi optimization tool. With stores is trying to be the online market published success stories on optimizing leader as well. The case discusses B&N’s email, direct mail and newspaper inserts, strategies against Amazon. Both the both on-line and off-line marketing companies are trying to capture larger AOL in 2006: Redefining a Global campaigns were found to be amenable to market share and increase sales. Will their Internet Service Provider Taguchi optimization. Kowalick used respective strategies give them an edge over Despite a turnaround which has brought it Taguchi optimization, to test smaller ads the other? out of red in 2003, America Online (AOL), and arrive at the optimal ad which is then the largest internet access provider has not used for a major roll-out, helping the Pedagogical Objectives been able to arrest the fall in subscriber companies to cut down their advertising base. CEO Jonathan Miller (Miller) realises expenditure and generate effective • To discuss the market scenario in the responses. In 2003, he launched Kowalick US book retail industry and the two that to stay relevant, and to stay in business, AOL needs to redefine its business model Direct, an advertising consulting firm in major players operating in it – Barnes the US which commercialised the use of & Noble and Amazon.com and change its strategy significantly. To get a piece of the revived online ad market, Taguchi method in ads. With clients ranging • To discuss the different strategies Miller believes AOL needs to be a Yahoo- from software firms to furniture and operated by both the companies and the like Internet portal. Miller reorganises mortgage companies, Kowalick is trying effects on their market share. AOL, starts making more content available to popularise the Taguchi methodology by online, and moves away from its charging his clients only if he is able to Industry Books and Music subscription-heavy revenue base in quest double the response rates. By giving due Reference No. MKS0102P of a bigger audience and more advertising emphasis to both creativity and market Year of Pub. 2006 dollars. AOL adopts a more customer response, Taguchi optimization is Teaching Note Not Available centric approach, targeting advertisers as revolutionizing the way advertising works, Struc.Assign. Not Available the target customers, and not the especially with more competitors offering Keywords subscribers who give AOL80% of its similar services at competitive prices. revenue. AOL starts offering The case study can be used to teach the Online book selling; Amazon.com; Barnes entertainment oriented programming & Noble; Book retail industry; Amazon concepts of effective advertising, ROI in where advertisers can gracefully tuck ad advertising, the traditional methods of A/ losing market share; Physical stores; messages and launch new services. Strategy; Competition. B Split testing and multivariate testing in advertising, the evolution of Taguchi Pedagogical Objectives method in advertising; and the use of Taguchi optimization tool in on-line and • The case outlines AOL’s growth strategy, Arvind Mills: World’s Third Largest off-line media. Denim Manufacturer its old business model and the challenges it has been facing. It also describes the Arvind Mills Ltd., an Indian textile changing world of internet and its new Pedagogical Objectives company was established by the Lalbhai requirements • To discuss how Taguchi can measuring group in 1931 and was producing cotton • The case discusses AOL’s proposed the ROI ot the effectiveness of an ad textiles. In 1986, Arvind Mills decided to business model, strategy and new focus on denim and target the international • To understand the concept of traditional initiatives. market. The company formed several methods in advertising. international tie-ups for technology and Industry Internet Access Provider Industry Advertising marketing, but Arvind Mills was faced with Reference No. MKS0100P Reference No. MKS0099B issues such as the oversupply of denim, Year of Pub. 2006 Year of Pub. 2006 rising cotton prices and the rise in Teaching Note Not Available Teaching Note Available preference for other garment material. In Struc.Assign. Not Available Struc.Assign. Not Available spite of several failures, Arvind Mills made a turnaround and became the third largest Keywords Keywords denim manufacturer in the world. The case Internet access provider; relaunch; Advertising Effectiveness; Return on discusses the international marketing subscribers; turnaround strategy; redefining Investment; A/B Spilt Testing; Multivariate strategies adopted by Arvind Mills. It also a brand; broadband; aggressive pricing; Testing; James Kowalick; Email Markating; discusses the company’s future plans, revenue generation; online advertising Ad Spending in the US; Genesis of Taguchi especially in the post- textile restriction market; brand advertising; pop-up Method; TRIZ Optimisation; Success regime. advertisements. factors in an ad; Taguchi Optimization in 44 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M an email campaign; Taguchi Optimization Industry Cellular Phone promotion; Advertising; school G N I T E K R A M in direct mail; Landing Page Optimization; Reference No. MKS0097B consumption; USDA Ethics; Food & Dell Employee Purchase Programme. Year of Pub. 2005 nutrition; Health. Teaching Note Not Available Struc.Assign. Not Available Cause Related Marketing in Keywords Gap’s bet on Store Revamping India: Maruti Udyog’s Example iTunes; iPod; Apple Computers; Motorola; The case deals with the revamping plans By the 1990s, many of the leading Product Launch; iTunes Motorola Phone; of stores of Gap Inc., one of the largest corporations across the world had realised Verizon Wireless; AT & T; E 399; US; apparel retailers in the US. Gap’s same- the importance of being associated with Wireless carriers; Concept Testing; Music store sales is facing decline. Based on the socially relevant causes as means of in Mobile Phones; Press Play; E Music. consumer study, Gap is planning to revamp promoting their brands. Cause Related the look of its existing Gap stores. The Marketing (CRM) became the vehicle by pilot phase involving stores at Denver ends on a positive note. The new look increases which companies indirectly propagandised Making Milk ‘Cool’ their brands. ‘Maruti Udyog Ltd’ (MUL), fitting room usage and shoppers’ stay in India’s largest manufacturer of automobiles, The case deals with milk losing its appeal the store. But can it increase the same- was one of the major Indian corporations among the school children and the store sales? The case can be used to discuss to hop aboard the CRM bandwagon. This increasing preference to soft drinks in the the influencing factors in the store on case looks at MUL’s socially relevant U.S. A study conducted in schools in the St. customers and also to understand whether initiatives, which revolved around the Louis area, highlighted the popularity of changing the look of the store can increase promotion of safe driving techniques. It flavored milk and packages with attractive the sales. also examines the factors that lead to the graphics. After the study, there was an success of the CRM initiatives of a increase in the school milk consumption, Pedagogical Objectives corporation. but the dilemma is whether this increase in consumption can be sustained for a longer • To understand Gap’s retail store revamping strategy Pedagogical Objectives period of time, especially when the soft drink consumption among children has • To analyse the decline in the same-store • To understand the concept of cause reached alarming rates in the US. Further sales of the Gap stores related marketing schools in the US are tied in long term • To understand whether store décor has • To discuss about Maruit’s CRM contracts to supply a particular brand of an impact on sales. initiatives. soft drink. In return the schools received lump sum cash, furniture, computers, Industry Retail Apparel Industry Automobile Industry scholarship amounts and sponsorships to Reference No. MKS0095B Reference No. MKS0098B various school events. This is reason enough Year of Pub. 2005 Year of Pub. 2005 for the schools to enter into exclusive Teaching Note Not Available Teaching Note Not Available contracts with soft drink companies. In Struc.Assign. Not Available Struc.Assign. Not Available such a situation, can milk be made ‘cool’ for school children? Keywords Keywords The case also highlights the ill-effects of Apparel; Gap; Store revamping; Fashion; Cause-related marketing; joint venture; high soft drinks and also the efforts of various Same store sales; In store elements; Store quality; fuel efficient vehicles; traffic organizations to increase the consumption design; Redesigning; Retail divisions; management; safety. of milk. The case brings in the efforts of Shopping Experience; Consumer research; various organisations to brand milk in the Merchandise; Displays Format; Sales per past such as the ‘got milk?’ campaign and square foot. Hiccups in the launch of iTunes other events to popularise milk among Motorola phone in the US school children. In 2004, Apple computers entered into an Ampex: Turn around using Pedagogical Objectives agreement with Motorola Inc. for the patent licensing manufacture of iTunes Motorola phone. • To analyse whether a total ban on soft Ampex Corporation (Ampex), was one of The revolutionary phone is to be a 2-in-1 drinks at school can increase the school the earliest visual technology innovators combination of an iPod and a cell phone milk consumption of the US. The company got into a and is planned to be launched by mid-2005. financial crisis towards the early years of The case highlights on the delay of launch • To understand the marketing lessons the 21st century. To come out of it, it banked of the product and reasons behind it. The dairy industry can learn from the cola on its strong licensing division and started case also highlights on the potential of manufacturers filing complaints with International Trade music in cellular phones and the reaction • To know what the schools can do to Commission (ITC). It filed law suits against against the same from the wireless carriers make milk cool. technology giants like Sony, who used in the US. Industry Dairy Industry Ampex patents. It generated huge millions of dollars from these giants, on account of Pedagogical Objectives Reference No. MKS0096B Year of Pub. 2005 patent licensing and royalty income and • The state of music in cellular phones in Teaching Note Not Available managed to stage a turnaround using the the US Struc.Assign. Not Available revenues from the same. However, industry experts wondered as to how long Ampex • Feasibility of the partnership of Apple Keywords would be able to thrive only on the income and Motorola in the long run from patent licensing and royalty. Marketing; Dairy Industry; got milk? Dairy • Reaction of wireless carriers in the US industry; milk; soft drink; cola; soda; against iTunes Motorola phone. 45 www.ibscdc.org Pedagogical Objectives Snap Fish; Perscription Sales; Non test innovations in outpatient healthcare prescription sales; Distribution centres; delivery. The highly modular and flexible • To discuss the turn around of a company CVS Rite Aid; Wal-Mart pharmacy; Next physical space, dedicated team of experts, using its patents Estate Communications. unique methodology combined with • To discuss the different kinds of patents innovation, hypothesis driven and its licensing implications in the US experimentation, as well as ethnographic Chryslers Bet on Diesel Cars in studies and design made this program very • To discuss the fall of AMPEX unique in the healthcare setting. nevertheless having so many patents and the US However, healthcare analyst wondered if its future In 2004, DaimlerChrysler (DCX) was the SPARC was a breakthrough concept that • To discuss the ethicality of AMPEX third largest car manufacturer in the world. would eventually become a benchmark for turning to patent royalty when the In the wake of increase in the gasoline the industry. It was also debated whether company faced problem. price and miles traveled per kilometer, SPARC could give Mayo the push (required Chrysler offered diesel-driven cars, which to rise from its No.2 position ) to secure Industry Electronics were more fuel efficient. But diesel vehicles the No.1 position in the list of top Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Reference No. MKS0094B faced lot of hurdles in the US market. Diesel hospitals in the US. Year of Pub. 2005 vehicles also faced a threat from the hybrid Teaching Note Not Available vehicles, which were gaining popularity in Pedagogical Objectives Struc.Assign. Not Available the US. Despite the challenges, DCX tested • To understand how innovation can the US consumer market with the launch Keywords redefine the way healthcare is delivered of its diesel vehicles in 2004 as well as Ampex; Patent and Patent rights; Patent 2005. • To understand the role of Mayo Clinic’s licensing; Royalty income; USPTO; Sparc in healthcare. International Trade Commission; Stock Pedagogical Objectives value; Sony; Samsung; Canon; Eastman Industry Healthcare Kodak; Patent terrorist/patent troll; Wal- • To understant the diesel market in the Reference No. MKS0091B Mart pharmacy; Next Estate US Year of Pub. 2006 Communications. Teaching Note Available • To understant the emission standards in Struc.Assign. Not Available the US Keywords Walgreens in 2005 • To discuss the challenges faced by DaimlerChrysler during its launch of Healthcare; Service Marketing; Mayo Walgreens was the top drug retailer in the diesel-driven vehicles. Clinic; Medical Innovation; Live Clinic US, as of 2005. However, towards the early Laboratory; Doctor-Patient Relationship; Industry Automobile years of the 21st century, it started facing Patient Care Experience; Facility Design; Reference No. MKS0092B stiff competition from mail orders. Mail Dr. Alan K. Duncan ;IDEO; Four Zone Year of Pub. 2005 orders gained huge popularity in the US Approach; Patient Relationship Marketing Teaching Note Not Available due to the huge price advantage offered by (PRM). Struc.Assign. Not Available them. Consequently, it became the fastest growing channel for prescription drugs in Keywords the US. This was a real threat to Walgreens Product Launch; Daimler Chrysler; Diesel Word of Mouth in P&G: Ethically whose major chunk of sales came from the Right? sales of prescription drugs. Though Vehicles in the US; Emissions Standards; Walgreens launched its own mail order to Gasoline; Miles traveled by kilometer; Jeep This is a narrative case about word of mouth fight back against other mail orders, Liberty; Mercedes Benz; Tail pipe in P&G. P&G started using word of mouth analysts were skeptical as to how long they Emission; Oil Crises; Hybrid Vehicles; as one of its advertising techniques in 2001. would maintain their lead in the US drug Toyota Prius; US Environmental It started a division called Tremor in the retail market. Protection Agency; Market Conditions; same years to attract teenagers in the US. Europe Diesel Market. In 2005, to attract moms in the US, it Pedagogical Objectives started a new division called Vocal Point. Both Tremor and Vocal Point used • The state of drug store retailing in the Mayo Clinic’s SPARC Igniting teenagers and moms respectively to US Innovation in Healthcare promote P&G’s products among their • Strategies of Walgreens in the US Delivery friends without disclosing their affiliation. This raised criticism as some of the critics • Growth of mail orders in the US Mayo Clinic, one of the finest healthcare felt that P&G was exploiting the institutions in the world, established a relationship. • Mail order threat to sales of prescription groundbreaking program in healthcare drugs. innovation. At Mayo Clinic, the physicians Pedagogical Objective Industry Drug Store Retailing associated with medical innovation lab Reference No. MKS0093B called SPARC, had ambitious goals. They • To discuss how word of mouth has been Year of Pub. 2005 wanted to redefine the way healthcare was used by P&G as an advertising technique. delivered, remoulding the timeworn ways Teaching Note Not Available Industry Retail that doctors and patients used to interact Struc.Assign. Not Available Reference No. MKS0090B with one another. SPARC was an innovative Year of Pub. 2006 Keywords practice, a management research program, Teaching Note Not Available dedicated to identify, develop and measure Walgreens; Drug store retailing; Mail orders; Struc.Assign. Not Available PDMA; Pharmacy benefit managers; the impact of innovation. SPARC was the Advantage 90; Medco Health Solutions; first systematic ‘live clinical laboratory’ in the healthcare industry to explore and 46 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Keywords Pedagogical Objectives Lacoste in the US: The Alligator G N I T E K R A M Word of mouth; viral marketing; Retail • To understand about the Japanese retail Returns industry; Tremor; Vocal point; advertising; market Lacoste SA., a company founded by the relationship; exploiting; ethical; P&G famous French tennis star of the 1920s, organisation 2005; affiliation; disclose. • To understand why IKEA failed in its past attempts. Rene Lacoste produced one of the most successful luxury brands (Lacoste) of the Industry Furniture 1970s and early 1980s in the US. During Coca-Cola in the US: Bye-Bye to Reference No. MKS0088B the mid 1980s, though, the company’s Santa Claus? Year of Pub. 2006 sales started dwindling and soon the brand Teaching Note Not Available became a discount store staple. However, This is a narrative case trying to portray Struc.Assign. Not Available after the entry of Robert Seigel as the impact of Coca Cola’s popular ad on Chairman and CEO of Lacoste USA, in Keywords its consumers. 2002, the brand made a successful IKEA; Japanese Furniture market; Wal- comeback as an upscale sports-lifestyle Coca-Cola was the pioneer to introduce Mart; Do-it-yourself concept; adapting; re- brand. Over a span of 5 years, since 2001, Santa Claus in its ads in the 1930s. Santa Lacoste recorded a sales growth of 1000% Claus ads, which were released in the winter entry; winning customers; low pricing in the US. It remained to be seen whether, months served to attract customers in the strategy; failed in first attempt; Mujirushi the company would be able to retain its US. But in the 1990s, Coca-Cola introduced Ryohin; Nitori; small space living; assembly regained position in the US market. new ads that featured polar bear and in service; self-assembly. 2005, Coca-cola came out with a new ad which featured polar bear and penguin. Pedagogical Objective With no Santa Claus in its ads as in the Heelys’ ‘Wheely’ Success: • To study the brand revival strategy past, consumers waited for the dawn of Marketing a Trend adopted by the company, Lacoste SA., 2006 to see Santa Claus in Coca-Cola ads. in the face of stiff competition. In 2005, nearly five years after the launch Pedagogical Objective of its first product “Heelys” shoes, Heeling Industry Apparels and Accessories Sports Limited (HSL Inc.), posted sales of Reference No. MKS0086B • To elucidate the importance of unique more than $36 million in the US and about Year of Pub. 2006 ads to attract customers. $2.4 million in Europe. The sales of Heelys Teaching Note Not Available had doubled in 2005 and its order backlog Struc.Assign. Not Available Industry Beverage had reached a record high level. By 2006, Reference No. MKS0089B it had sold more than 4.5 million pairs of Keywords Year of Pub. 2006 Heelys, distributed over more than 60 Lacoste; tennis; General Mills; retail; Teaching Note Not Available countries across the globe, and garnered Struc.Assign. Not Available discounted prices; marketing mix; product more than $100 million in sales. The range; botiques; advertising; corners; polo Keywords company expected to sell 4 million pairs shirts; Devenlay; fashion; Robert Siegel; of sneakers in 2006 alone. marketing. Coca-cola; Pepsi; Santa Claus; Polar bear; ads penguins; advertising; global warming; The popularity and success of Heelys modern image of Santa; Haddon Sundblom; surprised many, as from day one the affiliation; disclose. company spent less on marketing and Fisher Price: Toys Goes Hi-Tech followed a universal marketing strategy of controlled distribution and growth, by Fisher-Price was one of the subsidiaries of selling at premium-price at high-end Mattel, the world’s largest toy making IKEA: The Furniture Giant retailers. After tasting success as a trend- company. Fisher-Price had introduced Play Reawakens in Funabashi setter brand, the company proposed to Labs where the research team observed the manner in which kids played with the toys, In 1974, IKEA, the Swedish furniture giant, elevate the brand as a lifestyle product. Will the brand’s success continue and will such child research centre was the first of entered the Japanese home furnishings its kind in the toy industry. The company market using low pricing strategy. With an HSL really be able to elevate Heelys to a lifestyle brand remained to be seen. decided to introduce KidTronics range unsuccessful joint venture, its low pricing which it could have launched five years strategy didn’t work in Japan and so IKEA ago but preferred to wait for the cost to Pedagogical Objective decided to pull out of the Japanese market come down to make it durable. Fisher-Price in 1986. In 2006, IKEA made its reentry • To help appreciate the role of creativity, had historic record of producing durable into the Japanese retail market using the both and in terms of product innovation toys which provided it with a competitive same low pricing strategy and by and marketing edge in the industry. Fisher Price dealt in concentrating on small-space living. toys for three segments: infant (0-12 Though IKEA failed in its low pricing Industry Footwear months), toddler (12-36 months), and strategy in 1974-1986, it was confident to Reference No. MKS0087B preschool kids (3-5 years). The company woo the Japanese consumers using the Year of Pub. 2006 faced challenge due to high cost, huge same strategy with small-space living. But Teaching Note Not Available investments required in product design and some analysts raised doubts about the Struc.Assign. Not Available development, and other external factors success of low pricing strategy again and like knock offs, competition, etc. also opined that IKEA was yet to Keywords understand the Japanese retail market. Will Heelys; HSL; Innovation; Grassroot; It was expected that the market for the IKEA succeed in its comeback trail using marketing; trend; lifestyle; brand; shoes; electronic toys for kids will be growing at low pricing strategy again and by footwear; Roger Adams; Wheel; Skate the rate of 15% per annum. The sales were concentrating on small-space living alone? riders; sport; teens; marketing. expected to reach US$146 billion by 2015. Fisher-Price’s KidTronics products range was in accordance with the trend in the

47 www.ibscdc.org toy market. Fisher-Price differentiated that were formulated, centred around Rasna Going Global itself by promoting an entire product range Sudoku instead of pushing single item in the toy “Rasna”, became a generic name in the market. Fisher-Price promoted high tech • To debate on the sustainability of its Indian soft drink concentrate (SDC) toys as an aid for the educational tools for craze. market, with a market share of 93%. Rasna dominated the Indian market with its low a child’s development. Would Fisher-Price Industry Puzzle & Gaming Industry price, extensive distribution network and succeed in its foray over the launch of Reference No. MKS0084A innovative advertisements. KidTronics? Would it be able to sustain its Year of Pub. 2006 reputation and appeal parents with its new Teaching Note Not Available Meanwhile, Tang (manufactured by Kraft range of electronic toys? Struc.Assign. Not Available Foods Inc.) was the leader in the global SDC market. Tang had become popular in Keywords Pedagogical Objectives Latin America and emerging markets in Central and Eastern Europe and Asia, • To analyse the potential of electronic Sudoku; Japan; logic and placement puzzle; including People’s Republic of China. In toys for kids crossword; newspapers; magazines; books; Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy readership; marketing strategy; The Times; 2001, Tang ventured into India, attracted • To discuss the marketing strategies Wayne Gould; Howard Garns; best seller; by the huge untapped soft drink market. followed by Fisher-Price forms of media; Nikoli; memetics; But the company could not sustain the promotional tool; radio; toys. intense competition from Rasna and • To discuss on the acceptability of eventually left India. KidTronics range by Fisher-Price among kids and more importantly parents In September 2005, Rasna decided to enter Indian Hair Color Industry: Tang dominated markets such as Industry Toy Industry L’Oreal’s Foray Bangladesh, Sri Lanka, Nepal, Indonesia, Reference No. MKS0085A Vietnam and Middle East, with an English Year of Pub. 2006 L’Oreal, the world’s largest cosmetics sounding brand name “Orchy”. The case Teaching Note Not Available company entered the booming Indian hair ends with a question whether Rasna would Struc.Assign. Not Available color market in 1997. Since then, it has be able to outsmart the global leader Tang been meeting demands of its Indian Keywords (in its territory) as it did in India. consumers, competed from local and international companies and expanded Mattel; Fisher-Price; competition; Pedagogical Objectives Preschool kids; KGOY; strategy; kids; from cities to the two and three-tier towns Research; new product development; Play of India. This case provides detailed • To study the growth strategies of Rasna. labs; trend; segmentation; targeting; background information on the Indian Hair • To discuss the leverage of advertising positioning; toy advertising; toys; colour industry and the competitive strategies undertaken by Rasna Promotion; Advertising; Marketing; scenario. It describes L’Oreal’s entry and KidsTronics; Electronic toys; Health marketing strategies, the hurdles it has to • To analyse the future prospects of Rasna hazards due to toys; product recalls; me overcome in India. The case offers scope in global markets. too products; Competitors. for discussion on L’Oreal’s competitive position in hair color industry. It also Industry Soft Drink Concentrate provides information for discussion on the Reference No. MKS0082A problems it faces due to the business Year of Pub. 2006 Corporates join the Sudoku environment in India and future plans for Teaching Note Not Available bandwagon L’Oreal India. The case also provides scope Struc.Assign. Not Available for discussion of marketing efforts by other The logic and placement puzzle Sudoku Keywords which was designed for the first time in the competitors 1970s became popular worldwide in 2005. Rasna; soft drink concentrate; Philip Morris Published in more than 180 newspapers Pedagogical Objectives Inc.; Kraft Foods Inc.; Altria Group; Tang; and numerous books worldwide, the puzzle Piruz Khambatta; KJS India Pvt. Ltd.; • To discuss the competitive positioning Mukta Communications; market share; had become a hot favorite among puzzle of L’Oreal solvers. Many newspaper and book competition; leadership; distribution publishing companies claimed that it had • To understand the structure of Indian network; advertising; marketing to been instrumental in increasing readership. hair colour industry children. Many companies and forms of media aligned their marketing strategies with • To discuss the competitive scenario and L’Oreal’s marketing strategies Sudoku to benefit from the burgeoning Swipe War in India - Race to Win craze. For fans and industry it had become Industry Indian Hair Colour Industry Wallets a global phenomenon and had revitalised Reference No. MKS0083A the craze of puzzles. But despite the Year of Pub. 2006 The credit card industry grew at a rapid growing popularity, many analysts Teaching Note Not Available pace all over the world as well as in India. wondered whether Sudoku’s craze would Struc.Assign. Not Available Between 1987 and 2001, the numbers of sustain or it would turn out to be a passing cards in India grew over 4 million with a fad. Keywords growth rate of over 25%-30%. With the number of customers growing day by day, Global Hair care Industry; L’Oreal; India; the domestic credit card business was Pedagogical Objectives Indian Cosmetic market; Understanding witnessing a fierce war to win the wallets Indian consumer; Business history; • To trace the history of the logic and of the customers. Citibank and Standard Competitors; Strategy formulation; placement puzzle, Sudoku Chartered Bank were leading players in Branding strategy; Brand extension; 2004 with 2.7 million and 2 million cards. • To discuss the marketing strategies of Positioning strategy and Pricing strategy. The private bank - ICICI - a young entrant various forms of media and companies into the credit card business (2001) and

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M the largest public sector bank, State bank • To debate issues related to social Pedagogical Objectives G N I T E K R A M of India (SBI) were the top Indian players. responsibility. • To discuss how films could be used as Within four years of its launch (2000- Industry Entertainment Industry effective medium to advertise 2004), ICICI Bank had issued about 3 Reference No. MKS0080A • To understand the marketing strategies million credit cards. SBI had issued 1.7 Year of Pub. 2006 followed by different companies million cards till 2004. According to Teaching Note Not Available McKinsey, by 2010, 35 million cards would Struc.Assign. Not Available • To debate issues relating to social be used by Indians. In this swipe war about responsibility & regulations numbers, spends, revolving credit, Keywords promotions and frauds, it remained to be Advertising Industry; Indian film industry; • To discuss effectiveness of product seen who would dominate the market in Bollywood; Entertainment Industry; placements. the long run. Product Placements; In-film Advertising; Industry Entertainment Industry Mukta Arts Limited; Subhash Ghai; Reference No. MKS0079A Pedagogical Objectives Showman; Mukta TeleMedia; Audeus; Year of Pub. 2006 Whistling Woods International; Film • To understand the history of Credit card Teaching Note Not Available Production; Production House; Ad Agency; Struc.Assign. Not Available industry in India and its development as Social Responsibility; Brand Promotion; a mature market Marketing; Movie; Brand Awareness; Brand Keywords • To discuss the marketing strategies Recall; Brand Recognition; Product Advertising Industry; Film Industry; Indian adopted by the global as well as the Indian Advertisement; Brand Association; film industry; Entertainment Industry; credit card issuers Yaadein; Taal. Hollywood; Bollywood; Product • To analyse and debate ICICI’s marketing Placement; In-film Advertising; Ad Agency; and promotional strategies. Social Responsibility; Brand Promotion; Films: An Advertising Medium to Marketing; Entertainment Resources & Industry Credit Card Isndustry Captivate Consumers Marketing Association (E.R.M.A.); Movie; Reference No. MKS0081A Brand Awareness; Brand Recall; Brand Year of Pub. 2006 Product placement in movies has gained Recognition; Product Advertisement; Leo Teaching Note Not Available momentum all over the world. The practice Entertainment; Brand Association. Struc.Assign. Not Available of using branded products in Hollywood movies started as a casual process since Keywords late 1940s. Popularity of movies as a medium for product placements grew Apollo Hospitals: Leading the Standard Chartered; Visa; ICICI Bank; Way to Healthcare Tourism Citibank; credit cards; competition; because of the increasing difficulty of using industry structure; consolidation; financial television as an effective medium to target The trend of seeking medical care institutions; debit cards; Credit Cards; audiences. The film medium provides an elsewhere began some thousands of years corporate governance; electronic payment excellent message reach and message life; ago and has now emerged as a niche systems. and an effective method of popularising industry. Healthcare tourism offered and immortalising brands. Ad agencies play consumers world-class treatment facilities a vital role in placing branded products in at a reduced cost and also offered associated films. Product placement has the potential Mukta Arts Ltd-Pioneer in Product benefits like travel abroad. Around the to build an emotional connection with the world, Hong Kong, Lithuania and South Placements in Films consumer. Films have been a medium to Africa were emerging as big healthcare reach out and touch a global audience in destinations. In Asia, Healthcare tourism Mukta Arts Limited was promoted by big way while TV programming is too local India’s most successful film-maker Subhash emerged on the aftermath of the Asian to accomplish. But there is no regulatory Ghai in 1978. Ghai brought professionalism financial crisis, which led the hospitals to body to govern and monitor the activity to the Indian film industry. Mukta was seek alternative revenue sources. By 2004, of advertisers as well as producers. Also, five countries in Asia - Thailand, Malaysia, actively involved in movie distribution, there is no universally developed scientific television, post production and training. Jordan, Singapore and India attracted over method or standard to quantify and 1.3 million medical travellers and earned Mukta had pioneered the concept of evaluate product placement performance. product placements in films in India in over $1 billion in treatment costs alone. Are the producers and advertisers ignoring 1980. The product placements concept their social responsibility? In 2005, Apollo Hospitals Group, of India, was well accepted and adopted by film was the fourth largest private healthcare producers and advertisers. Ghai used The case discusses how product placement group in the world and the largest in Asia. branded products in many films to increase gained popularity in films, in international Apollo realised the potential in Healthcare revenues. Though the concept was market as well as in India. The case details tourism and capitalised early on the welcomed by audience, some product out various instances of in-film advertising opportunity. placements by Ghai in his films were in Hollywood and Bollywood. The case disliked by audience. Would Mukta Arts be highlights the importance and role of ad able to fulfill audience expectations? agencies in product placement. The case Pedagogical Objectives also talks about the advertisers’ interest in • To discuss development of Healthcare Pedagogical Objectives product placements. The case includes Tourism and its growth in Asia results of various surveys on audience • To understand the concept of in-film responses on brand recall and product • To understand the strategies followed by advertising placement effectiveness. The case also the leader in this Industry in India and the marketing efforts undertaken by it • To discuss various instances of product discusses the ignorance of social placements responsibility. • To understand 5 P’s of marketing. • To discuss film marketing and strategies

49 www.ibscdc.org Industry Global Health Care Industry Bratz and compare and contrast their • To analyse De Beer’s strategy using Reference No. MKS0078A positioning strategies Ansoff’s matrix Year of Pub. 2006 • To debate traits of a successful market • To discuss the effective usage of various Teaching Note Not Available leader. promotional tools. Struc.Assign. Not Available Keywords Industry Toy Industry Industry Luxury Goods Industry Reference No. MKS0077A Reference No. MKS0076A Business Strategy; Strategic Management; Year of Pub. 2006 Year of Pub. 2006 Core Competence; Apollo; India; Teaching Note Not Available Teaching Note Not Available Healthcare tourism; 5 P’s of marketing; Struc.Assign. Not Available Struc.Assign. Not Available Business strategy; Strategic management; Core competence; First mover advantage; Keywords Keywords Cost advantage; Service; Hospitality Mattel; Barbie; Bratz; competition; tweens; Diamond Industry; De Beers; right-hand Patient Feedback; Competition. KGOY; strategy; kids; girls; product ring; engagement rings; DTC; retail; luxury Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy development; fashion; trend; goods; Supplier of Choice; monopoly; segmentation; targeting; positioning; toy value chain; advertising campaign; Barbie vs Bratz advertising; peripheral vision. advertising; marketing; Ansoff’s Matrix; promotion; segmenting; targeting; Since 2001, Barbie doll, the creation of positioning; aspirational product; print the world’s largest toy manufacturer De Beers: The Right Hand Ring advertisement; women; bridal segment; Mattel, was facing stiff competition from non-bridal segment; advertising budget. Bratz dolls, the creation of Mattel’s rival campaign company MGA Entertainment. Bratz were De Beers, the diamond mining giant spent targeted at tweens who were kids (girls) in heavily on promoting diamonds to end the age group of 8-12 years. They became Jassi – The Marketing of a customers through their advertising Television Serialh an instant hit not only among tweens but campaigns. Most of these campaigns were also among the age group of younger girls for the bridal category such as diamonds for Sony Entertainment Television (SET) (6-10 years) which was the core target age engagement, wedding and anniversaries and introduced an atypical television serial in group of Barbie leading to a sharp decline were targeted at men who usually bought India employing an aggressive promotional in worldwide market share of Barbie. diamond rings and other jewelry for their strategy. A target audience was identified, The case describes the US toy industry beloved. Realizing that the non bridal market research was initiated and a scenario since the time Barbie was born and category of diamond jewelry also had an Columbian serial was adapted to suit Indian that how Barbie grew from a toy into an immense potential, DTC, the marketing viewers. The intensive promotions idol and role model for young girls. She arm of De Beers launched an advertising included arousing public interest by hiding reigned supreme for over 40 years with campaign in May 2003, to promote the the identity of the main actor in the serial. Mattel maintaining her image that appealed concept of ‘right hand ring’ targeted at The serial helped SET achieve its goal of to fantasy focused age groups. But Mattel independent and influential women. The consolidating its position, and also won could not foresee that the age compression campaign was backed by extensive print, awards for its innovative promotions. The factor was gripping the toy industry fast television, online and other forms of main character in the serial became a and could pose a threat to their flagship promotions. The campaign helped in popular icon. brand Barbie. This was the time when MGA bolstering the non bridal category of diamond seizing the opportunity, launched a much jewelry and got acclaimed at various Pedagogical Objectives hipper doll that appealed to the girls international jewelry and fashion platforms. • To discuss the 5 P’s of marketing and yearning for maturity. These dolls were The case highlighting the new advertising promotional tools including Flash Mobs, fashionable, wore stylish clothes, and had a campaign of De Beers, emphasizes on the Viral Marketing and Celebrity multicultural look which attracted the point that how the global diamond mining Endorsement diverse buyers more than Barbie. Bratz had giant indirectly influences the retail sales become the top lifestyle brand for girls aged of diamonds, without being directly • To discuss the usage of television ratings 7 to 14 years. Amidst declining popularity involved in retail sales. This innovative and how product in-program placements and fortunes of Barbie, Mattel reacted campaign targeted a clearly defined target by advertisers lured viewers to watch the aggressively by launching a brand extension market with a differentiated aspirational serial. for Barbie targeting tweens, and a me-too concept. It was aimed at creating an Industry Media & Entertainment line of dolls to compete directly with Bratz. altogether new category of diamond rings Reference No. MKS0075A But these moves were not sufficient to by altering the design characteristics. A Year of Pub. 2005 prevent loss of market share. The battle focused differentiation strategy aimed at continues with the increasing popularity of Teaching Note Not Available product extension was used in promoting Struc.Assign. Not Available Bratz and its intensified effort to knock off the unique concept. The effective use of Barbie and the reaction of Mattel by making the 4 P’s of marketing, STP, cross Keywords major merchandising deals with companies promotional campaigns and celebrity to reposition Barbie as a doll for girls of all endorsements has been illustrated through Sony Entertainment Television; ages. the case. The case also demonstrates the Marketing; Innovation; Promotion; attitudinal change which the campaign Differentiation; Adaptation; Advertising; Pedagogical Objectives aimed to bring among women, about the Flash-mobs; In-program placement; way they perceive themselves and want Segmenting; Targeting; Positioning; Brand • To analyse the opportunities and the world to perceive them. endorsement; Celebrity endorsement; challenges in the tween (girls) toy Viewership. industry Pedagogical Objectives • To discuss the competition between the legendary Barbie and the new-comer • To discuss the usage of STP model of De Beers’ new advertising campaign 50 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Red Bull: Changing Flavours? • To debate whether reality shows are safer country· To understand the critical G N I T E K R A M bets for launching talented singers and success factors behind PSI’s condom Red Bull, the undisputed leader whether these singers can sustain their marketing programme in Myanmar. commanding two-thirds market share singing careers for long. created its own energy drink market in the Industry Non Profit Organisations beverage industry. The company embarked Industry Television Production and Reference No. MKS0072 on a radically different marketing strategy Distribution Year of Pub. 2006 for its only product - Red Bull Energy Drink Reference No. MKS0073 Teaching Note Available - the success of which has left the analysts Year of Pub. 2006 Struc.Assign. Available spellbound. The success of the company is Teaching Note Available Keywords primarily attributable to their mystic brand Struc.Assign. Not Available image that has almost reached the level of Keywords PSI (Population Services International); a cult brand. Even the company’s War on HIV/AIDS; Condom social advertisements were used to reinforce their Reality Shows; Television; Sa Re Ga Ma; marketing; Customised marketing mix; offering, and never to build their brand. By Coke Channel[V] Popstars; Miditech Military rule in Myanmar; Weak socio- participating in Formula One Grand Prix, Productions; Pop Idol; Indian Idol; economic condition of Myanmar; the company is making an effort to Abhijeet Sawant; Fame Gurukul; India Ki Importance of social marketing; Types of redefine its brand image from high energy- Voice; Musical Gharanas; Regional Reality social marketing initiatives; Planning and risky to high-energy-safe beverage. Shows; Playback Singing; Stage Shows. Evaluation Framework (PERForM); Challenges in condom social marketing; Pedagogical Objective Aphaw; Marketing and distribution of Population Services condoms; Diversification of product mix; • To discuss Red Bull’s marketing strategies Non-traditional sales outlet; PSI’s to redefine its brand image from high International, the US-based Chameleon; Pothinnyo. energy-risky to high-energy-safe NGO’s War on AIDS: Making the beverage. Marketing Mix, the Myanmar Way Industry Beverages Pope and Product Placements: Reference No. MKS0074 Despite heightened global concern for Marketers’ ‘Holy’ Connections Year of Pub. 2006 increasing incidence of AIDS in Myanmar, Teaching Note Available the country has always received negligible After the papacy of Pope John Paul II, Struc.Assign. Not Available aid and attention from the international the role of pope has transformed from being the spiritual leader of the Catholics Keywords community, which has always opposed its military government. Moreover, worldwide to a global personality wielding Marketing; Branding; Energy-drink; Myanmar’s weak socio-economic influence on various socio-political Beverage; Formula One racing; Mystic condition, rampant illiteracy and the matters of high importance. This has image; Premium pricing; USFDA (United absence of basic health facilities turned the encouraged many companies to associate States Food and Drug Administration); disease into an epidemic in the country. themselves with the pope as a channel for Market research; Extreme sports and Under such circumstances, in 1995, PSI their product placements, albeit in a discreet events; Mixer drink; Red Bull. forayed into Myanmar with limited way, to avoid any negative publicity. resources to generate awareness about AIDS Besides, the fund-starved Vatican, since the and to provide potential life-saving 1990s, has opted for various tie-ups and products to the general populace. The promotions with different companies as a Indian Television’s Music Reality funding option for papal visits to various Shows: Ephemeral Fame situation changed in 2001 after the military junta acknowledged that Myanmar faces a countries. With funds from the US-based Providers or Enduring Career severe AIDS epidemic. Funds from the Roman Catholic Church declining due to Launchers? developed countries started pouring in and several ethical and moral issues, it is opined the government lifted the ban on the that the Vatican needs to look at other Since 1995, music reality shows have funding options to sustain itself. become an important part of Indian selling of condoms. This helped PSI to provide high-quality condoms at subsidised television programmes. These shows Pedagogical Objectives received a major boost in 2003 due to the prices and due to its ‘clever and culturally advent of media convergence that enabled sensitive’ promotional initiatives, condom • To comprehend the influence of pope television channels to transform their sales in Myanmar increased from 2.6 on global socio-political environment shows into interactive ones where the million in 1996 to 40 million by 2005. as the supreme leader of a major religion audience, through their votes over emails in the world or SMSs, could decide the winners at these Pedagogical Objectives • To debate whether companies can shows. Although this ensures instant • To understand the importance of social recognition for the winners, the sheer leverage on pope using their products, marketing and the role of the public even in a very subtle and discreet way number of upcoming talents spawning out sector, commercial sector and non- of these shows has led to an uncertainty governmental organisations in • To debate on whether it is ethical for about the future of their careers in the marketing of a social cause companies to discreetly project pope as Indian music industry. their brand ambassador • To analyse PSI’s performance Pedagogical Objectives framework for social marketing • To analyse the various funding options (PERForM) and understand the for Vatican and what other avenues can • To understand the concept of reality importance of research and performance it access to address its financial woes. shows and how they differ from normal evaluation in a social marketing television programmes Industry Not Applicable programme Reference No. MKS0071 • To analyse the reasons behind the • To discuss the challenges faced by a social Year of Pub. 2006 evolution and rapid growth of music marketer in a culturally sensitive Teaching Note Not Available reality shows on Indian television Struc.Assign. Not Available 51 www.ibscdc.org Keywords Keywords ‘Hollywood’s Lions Gate Roman Catholic Church; Vatican; World US automobile industry; Branding; Brand Entertainment: Defying the Big Youth Day; John Paul II; Pope and women positioning; Product customisation; New Players and Creating a Niche issues; Jubilee 2000; Vin Mariani wine; Pope product development; Market positioning; Market Leo XIII; Popemobiles; Geox SpA; Consumer behaviour; Gen Y (Generation The six major studios of Hollywood Bushnell performance optics; Volkswagen; Y); Market segmentation; Product together constitute half the market share Funding options; Sister Judith Zoebelein; differentiation. of the US film business. The traditional www.vatican.va. model of these studios to make movies requires high investment. After spending Starwood Hotels and Resorts extravagantly on established movie stars Toyota’s ‘Scion’ (Guerrilla) Brand Worldwide: Cross-marketing and movie marketing, these studios run in US: The Market Positioning Strategies high risk of losses in case any of their Strategies movies fail at the box office. In contrast, Starwood Hotels and Resorts Worldwide Lions Gate Entertainment, an independent Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Many automobile companies in the US are Inc., one of the largest hotel chains in the studio, releases successful movies like Crash targeting Gen Y, who are estimated to world, has established a global presence at one-third the cost of the major studios. become the largest segment, in the through its six distinct hotel brands. Each By pre-selling its international rights and automobile industry. Toyota, which intends brand has a different price and image, which through niche marketing and making to be number one in the global automobile meets the needs of different markets and thought-provoking movies, Lions Gate has industry, also entered the fray. But Toyota categories of customers. Due to the highly increased its revenues with each of its - which has been extremely popular with competitive nature of the hotel industry, movies and has also drawn the attention the baby boomers - is considered to be old- Starwood is making efforts to further of established stars and critics in the US. fashioned by Gen Y. To refurbish its staid differentiate each of its brands by offering image, it came out with a new brand, unforgettable experiences to its guests, Pedagogical Objectives designed exclusively for the Gen Y. Two which would be unique to each brand. For models ‘xA’ and ‘xB’ were launched under that, Starwood has signed cross-marketing • To understand the new business model the brand named ‘Scion’. A year later deals with companies whose products, when of Lions Gate vis-a vis that of other another model, ‘tC’ was added to the line- made available to its guests, are expected major studios in Hollywood up. To attract the Gen Y, Scion’s marketing to reinforce the brand images of each of • To discuss whether independent studios was carefully planned, avoiding its hotel brands. like Lions Gate would be able to resist conventional marketing strategies. With the help of Attik, a management group possible buyouts by the major studios Pedagogical Objectives and continue to release low budget hits. based in UK, Toyota resorted to guerrilla marketing. The brand was aggressively • To discuss whether Starwood would be Industry Motion Picture Production marketed before its launch, with ‘un- able to enhance the unique experiences and Distribution conventional’ slogans displayed at places of its guests through cross-marketing Reference No. MKS0068 where its target buyers gathered. Toyota deals as it is felt that too many products Year of Pub. 2006 launched a website and also redesigned inside a guests’ room might lead to brand Teaching Note Not Available showrooms for Scion, to facilitate clutter and customer annoyance Struc.Assign. Available information search and customisation. The • To debate whether the cross-marketing Keywords success of Scion has prompted Toyota to strategies would, in some way, cannibalise adopt these strategies for its other brands the distinctiveness of other brands Hollywood; Niche marketing; Low cost too. strategy; Business model of USA’s • To understand the importance of entertainment industry; Movie marketing; Pedagogical Objectives independent brands under an umbrella Fahrenheit 9/11; Value chain of movie brand. making; Paramount; Sony; Fox; Warner • To discuss the competitive landscape of Bros; Disney; Universal; Saw II; Rise of US automobile industry Industry Upscale and Luxury Hotels Reference No. MKS0069 home entertainment; Mergers and • To discuss the characteristics of Gen Y Year of Pub. 2006 acquisitions. as potential customers Teaching Note Available • To discuss the opportunities and threats Struc.Assign. Not Available in developing products for Gen Y Keywords ‘Made in Singapore’: Glamourizing the Manufacturing • To discuss the market positioning Global hotel industry; Market segments of Sector? strategies adopted for Scion hotels; Differentiation strategies adopted Since its independence from the British • To discuss whether Toyota will be able by hotels; Innovations in the hotel rule in 1965, Singapore has continued to to replicate the success of Scion, for its industry; Brand loyalty in the hotel achieve an impressive economic growth other brands industry; Significance of branding; Marketing alliances; Brand management; despite its geographical size and the lack • To discuss whether Scion customers would Strategic planning for hotel brands; of natural resources. Though manufacturing eventually adopt and migrate to the Acquisitions in the hotel industry; Top has long been a key engine of economic other high-end Toyota brands like Lexus hotels of the world; Marriott International; growth for the city-state, since the 1990s, and Prius. Intercontinental; Hilton Hotel Corp.; Cross- it has been affected by economic recession branding partnership; Operation of hotel in the US and Japan and the emergence of Industry Automobile industry; Business strategies. low-cost manufacturing destinations like Reference No. MKS0070 India and China. This has prompted Year of Pub. 2006 Singapore to move into high-end Teaching Note Available manufacturing. However, it is facing a Struc.Assign. Not Available 52 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M shortage of skilled manpower due to the • To discuss the factors that have enabled Meals; Trans fat; Samuel Hirsch; James R G N I T E K R A M unattractiveness of Singapore’s Starbucks to develop an upscale brand Cantalupo; Fast casual; Go Active!; Adult manufacturing sector. To refurbish the image Happy Meal. image of its manufacturing sector, Singapore has been implementing various • To discuss the reasons that prompted Starbucks to establish drive-through strategic options, which also include a Wal-Mart: Upgrading its Low- television program called ‘Made in windows in its outlets Price Image? Singapore’. • To debate whether the drive-through format would have a negative Wal-Mart, the world’s biggest retailer, was Pedagogical Objectives implication on the upscale brand image established in 1962. Its founder, Sam of Starbucks Walton had expanded Wal-Mart into a • To understand the historical growth of chain of discount stores, and all its stores • To debate whether the drive through Singapore’s manufacturing sector and were built on the principle of attracting the troubles afflicting the sector since format would result in cannibalising sales customers of the lower-income group by the late 1990s from its traditional outlets. providing a variety of products at a low • To elucidate how important it is for any Industry Restaurants and Cafes price. However, by mid-2005, the market state to retain the attractiveness of the Reference No. MKS0066 for Wal-Mart had saturated and the store key sector of its economy Year of Pub. 2006 witnessed its profits declining. To increase Teaching Note Available its profits, Wal-Mart started concentrating • To discuss the promotional strategies Struc.Assign. Not Available on its competitors’ strategy of attracting adopted by Singapore to glamourize its higher income shoppers. In the past, manufacturing sector and the future of Keywords excessive displays of discounted products this sector. Starbucks; Drive-through window; Brand emphasised Wal-Mart’s discount image and Industry Auto Manufacturing image; Howard Schultz; Customer friendly that had put off the high-end consumers. Reference No. MKS0067 approach; Expansion; Brand value; But now Wal-Mart wants to build a new Year of Pub. 2006 Speciality coffee shop; Store ambience; fashion image and upgrade its quality and Teaching Note Not Available Third place; Hear music; Affluent style of products, to focus on the upper Struc.Assign. Not Available customers. income customers. To upgrade its image, Wal-Mart introduced a new look to its Keywords apparel line, gave importance to advertising and conducted a fashion show, Singapore; City state; Asian little dragon; Obesity Concerns: McDonald’s partnering with the teen magazine, Ellegirl. Auto industry; Cost cutting; Low cost Initiatives It also made in-house changes wherein new manufacturing countries; Localisation; rack rules were enforced, and the High value added activities; ‘Made in The growing concern about health and distribution system was changed and Singapore’; Economic Development Board obesity among the Americans resulted in revamped by the management. of Singapore; Unemployment in an uproar about the role of fast food Singapore; Key sectors of Singapore’s companies in making them obese. Like economy; Economic recession at US and other fast food companies in the US, Pedagogical Objective Japan; Singapore’s GDP (gross domestic McDonald’s was sued alleging it of making • To discuss Wal-Mart’s strategic product); Manufacturing sector of the Americans obese with its fatty foods. initiatives to attract the higher-income Singapore. Although the lawsuits were dismissed, the customers while retaining its traditional company realised the importance of customers. assuming a ‘healthier’ image. It initiated Industry Global Retail Industry Starbucks’ Drive-through efforts to makeover its menu by cutting down the size of its offerings and including Reference No. MKS0064 Windows: Business Sense vs a line of salads, yoghurts and sliced fruit. Year of Pub. 2006 Brand Dilemmas Teaching Note Not Available Struc.Assign. Not Available Over the years Starbucks has built an upscale Pedagogical Objectives image by offering its customers a different • To discuss how an industry came under Keywords ambience in its stores. In order to increase fire due to rising health awareness among its customer base, Starbucks forayed into Wal-Mart; Growth; Fashion; Low-income the public drive-through windows from 2004 onwards. group; Upper income shoppers; Discount Although some customers favoured drive- • To discuss the series of initiatives that stores; Quality; Walton; Low prices; Gas throughs, a few observed that the drive- McDonald’s has undertaken to transform prices; Competition; Product throughs could impact negatively on the its image and meet the changing development. upscale image of Starbucks. Analysts also customer tastes by making changes to questioned whether Starbucks, that has its menu. painstakingly built its brand image, would Audi’s New Marketing Strategy: Industry Fast Food and Quick Service be able to sustain its upscale brand-image The Audi Channel through the drive-through window format. Restaurants A few were also concerned about the drive- Reference No. MKS0065 On October 24th 2005, Audi shifted towards through format cannibalising the Year of Pub. 2004 the non-traditional way of advertising by traditional outlets. Teaching Note Not Available launching the Audi Channel in the UK. The Struc.Assign. Not Available 24-hour channel would feature Pedagogical Objectives Keywords infotainment and general entertainment programmes related to Audi’s products. • To understand how over the years McDonald’s; Fast food; Health food; Aimed at mass marketing, extending its Starbucks has cultivated its upscale brand Lawsuit; Obesity; Super-size meals; relationship with the current customers and image Premium salads; Healthy lifestyles; Happy reaching out to new customers, Audi

53 www.ibscdc.org Channel is being viewed as a new and cost Keywords importance to both the refining and effective tool to build the company’s brand. retailing businesses. Apple; Product development; Product extension; iPod; Nano; Steve Jobs; MP3; Pedagogical Objectives Mac; Competition; Growth; Personal Pedagogical Objectives • To understand the growth of the German computer (PC) industry; Digital player; • To discuss the refining and retailing carmaker Audi through the ages Product differentiation; Portable music strategies followed by Sunoco player; ROKR. • To discuss the rationale underlying the • To discuss whether the company was launch of Audi’s digital TV channel in following the right path by giving equal the UK. importance to both its businesses. Vodafone’s 3G Technology: The Industry Automobile and Transport Marketing Strategies Industry Energy Reference No. MKS0063 Reference No. MKS0060 Year of Pub. 2006 3G (third generation) technology attracted Year of Pub. 2005 Teaching Note Not Available the attention of mobile phone operators, Teaching Note Not Available Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Struc.Assign. Not Available who spent $130 billion in Europe to Struc.Assign. Not Available acquire 3G spectrum licenses in 2000. 3G Keywords became popular as it offered operators cost Keywords Audi; Audi Channel; UK; Marketing effectiveness in providing services for Sunoco Incorporation; Refining strategies; strategy; Advertising; Brand building; users. Vodafone joined the race to launch Retailing strategies; Competitive Digital TV; Traditional advertising; Mass 3G technology by focusing on providing advantage; Integrated oil company; Retail marketing; BBH (Bartle Bogle Hegarty); content services to users. The company marketing; Refining and supply business; Ofcom; Self promotional channels; North launched a £15 million advertising Downstream activities; Location One; Volkswagen. campaign to promote its content services advantages; Acquisitions. and to boost subscription rates. But with several other mobile phone operators also following a similar strategy, analysts are Apple’s iPod: Product sceptical about the company’s ability to McDonald’s McCafe: The Re- Development and Extension recover the investment made on the imaging Efforts Strategies spectrum license and on the promotion of 3G. McDonald’s, the largest fast food Apple’s iPod, the portable digital player, restaurant chain in the world, started was launched in October 2001. Soon, it witnessing a decline in its sales during the Pedagogical Objectives became a major contributor to Apple’s 1980s. To turn its fortunes around and also revenue. Apple launched the iTunes music • To discuss the 3G mobile phone to project an upscale image, McDonald’s store from where users can download songs technology and the marketing strategies decided in 1993 to introduce the concept and transfer them to their iPod. being followed by Vodafone in promoting of McCafé. McCafé was a full service Subsequently, several new versions of the its 3G services premium coffee bar, located within the models were launched and gradually, iPod premises of a McDonald’s restaurant as an became the market leader in the portable • To discuss whether Vodafone would be extension or as a stand-alone restaurant. digital player industry. However, several able to succeed in its 3G venture. Although McCafé had proved to be a success for McDonald’s, critics were new players entered the market, making Industry Telecommunications sceptical about its continued success. the competition more intense. It was Reference No. MKS0061 facing competition from Microsoft, Sony, Year of Pub. 2005 and Nokia, who were developing new Teaching Note Available Pedagogical Objective devices with gaming, e-mail, and music Struc.Assign. Available video playing capabilities. Amidst such • To discuss whether McCafé would be able competition, the development of new Keywords to sustain its success in the future in the products at Apple is guided by technological face of increasing competition. Vodafone; Marketing strategies; 3G (third development and market forces. New generation) technology; Vodafone live!; Industry Fast Food and Quick Service devices like the iTunes compatible iPod, GSM (global system for mobile Restaurants capable of downloading full-length movies communication); GPRS (general packet Reference No. MKS0059 in a wireless mode, is seen as a natural radio service); WAP (Wireless Application Year of Pub. 2005 product extension guiding Apple’s future. Protocol); Mobisodes; Advertising Teaching Note Not Available campaign; Content services. Struc.Assign. Not Available Pedagogical Objectives Keywords • To discuss the strategic initiatives undertaken by Apple under Steve Jobs, Sunoco Inc., the Philadelphia McDonald’s Corporation; McCafe; Premium coffee shop; Upscale image; to combat the competition in the digital Refiner: The Refining and music industry Image makeover; Down-market image; Retailing Strategies High-end customer group; Customer • To discuss the new product development Over the years the Philadelphia-based preferences; Retail market for speciality and extension strategies adopted by refiner, Sunoco Incorporation, had coffees; Starbucks. Apple. followed the path of acquisitions to fuel its Industry Entertainment Industry refining business. The company also Reference No. MKS0062 adopted the same strategy for its retailing Kraft Foods Inc.: Redefining Year of Pub. 2006 business, which it had developed along with Marketing to Kids Teaching Note Not Available its refining business. However, sceptics Struc.Assign. Not Available were doubtful whether Sunoco was following By 2005, Kraft Foods Inc. (established in the right strategy in giving equal 1903) had become the world’s second largest food and beverage company (after 54 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Nestle) with a turnover of $32 billion. Kraft • To analyse the effectiveness of in-store strategies like word of mouth, public G N I T E K R A M Foods had always enjoyed the patronage advertising vis-à-vis television relation events and other promotional of children (aged less than 12 years) with advertising and to discuss the possibility campaigns apart from Rowling’s narrative this segment contributing nearly half of of in-store advertising displacing style of story telling. its sales. However, since the 1990s, the television advertising as the primary company had been witnessing a growing instrument of mass-market advertising. Pedagogical Objectives concern about obesity among children, its mainstay for a long time. To address this Industry Not Applicable • To discuss the marketing strategies concern, Kraft Foods has redefined its Reference No. MKS0057 adopted that helped in the success of marketing efforts, having decided to Year of Pub. 2005 the Harry Potter books dispense with advertising targeted at Teaching Note Not Available Struc.Assign. Not Available • To discuss the critical success factors in children aged less than 12 years. selling storybooks to children. Keywords Pedagogical Objectives Industry Publishing Procter & Gamble; Wal-Mart; Mass- Reference No. MKS0055 • To discuss the strategies adopted by Kraft market advertising; Advertising; Unilever; Year of Pub. 2005 Foods Inc. to portray itself as a healthy Mass marketing; Personal video recorder/ Teaching Note Available foods company TIVO; Fragmentation of television; Struc.Assign. Available Evolution of advertising; Point of purchase • To discuss the efficacy of its efforts to advertising; In-store advertising; Sony; Keywords redefine marketing to children. Advertising expenditure; Target marketing; Critical success factors; children’s book Industry Food Consumer buying habits. sales; Harry Potter series; JK Rowling; Reference No. MKS0058 Harry Potter marketing strategies; Year of Pub. 2006 Geographical reach of Harry Potter series; Teaching Note Available Avon: Direct Selling in China Harry Potter merchandising; Scholastic Inc Struc.Assign. Available promotional campaigns; Harry Potter Avon, the leading direct selling company Keywords product launch strategies; Harry Potter of cosmetics and related products, entered movies; Warner Bros cross licensing Top food and beverage company; Philip the Chinese market in the 1990s. China agreements; Bloomsbury and JK Rowling; Morris Companies Inc.; Altria Group Inc.; banned direct selling in 1998 and Avon was Harry Potter brand; Harry Potter book Marketing to kids; Childhood obesity; Anti- forced to change its sales model and open sales worldwide; Harry Potter movies’ obesity initiatives; Kids foods and retail outlets. In 2001, China joined the revenue. beverages; Centre for science in public World Trade Organisation (WTO) and interest; Marketing in schools; Healthier agreed to ease restrictions on direct selling. In 2005, Avon was granted permission to foods; Advertising to children; Anti- Hyundai’s ‘Santro’ in India: tobacco campaign; Sensible solution; conduct tests of its direct selling method Tobacco settlement agreement; Member in China. Product Life Cycle Strategies of Summit ? Honor Roll? Hyundai Motor Group, the automobile unit Pedagogical Objectives of Hyundai, the largest conglomerate of • To discuss the opportunities presented South Korea, entered India through a Changes in the Global by the opening up of the direct selling wholly-owned subsidiary named Hyundai Advertising Industry: From Mass industry in China Motor India Limited (HMIL) in 1996. Market Advertising to In-Store Within 17 months of establishing its first • To discuss the steps initiated by Avon to manufacturing facility, HMIL debuted in Advertising take advantage of this opportunity and the Indian market with its entry model Since the 1940s, television has remained the obstacles it faces. Santro thus breaking the monopoly of Maruti, entrenched in the Indian small car one of the most important universal mass- Industry Cosmetics and Skin Care market. The success of Santro was followed market advertising media. However, with Reference No. MKS0056 by several other variants of Santro like the proliferation of many TV channels and Year of Pub. 2005 ZipDrive, ZipPlus and Xing. As of mid- devices, like personal video recorders that Teaching Note Not Available 2005, seven years after its entry into the enable complete omission of ads while Struc.Assign. Not Available watching TV, conveying advertising Indian market, Santro continues to be the messages to the viewers sitting at home Keywords second largest selling car in its sector and became difficult. With this, advertisers the most preferred brand in India. Over Avon; Direct selling; Andrea Jung; Beauty the last seven years, HMIL has also made worldwide shifted their focus to in-store and related products; Amway; Mary Kay; advertising, which has a higher degree of substantial inroads into other segments of Multilevel marketing; World Trade the Indian car market. impact on shoppers within a store. Organisation (WTO); Pyramid selling; Although advertisers believe that in-store Upline distributors; Nu Skin. advertising will eventually replace TV as Pedagogical Objectives an advertising medium, analysts feel that • To discuss the initiatives taken by the TV will continue to be the dominant company to become a successful brand advertising medium. Harry Potter: Global Marketing Strategies in India • To discuss the efficiency of the company Pedagogical Objectives By July 2005, with six sequels, JK Rowling’s in effectively managing its product Harry Potter books had sold 270 million • To understand the evolution of the global lifecycle. advertising industry copies worldwide. With translations in 60 languages and a readership base in 130 Industry Automobile • To discuss the transition from mass- countries, the success of the Harry Potter Reference No. MKS0054 market advertising to in-store books has been attributed to marketing Year of Pub. 2005 advertising 55 www.ibscdc.org Teaching Note Not Available Nestle’s Marketing: The Next Pedagogical Objectives Struc.Assign. Not Available Driver of Value Growth? • To discuss the marketing strategies Keywords Although marketing and brands have long followed by Grupo Modelo model in the USA Hyundai Motor India Limited (HMIL); been considered as the twin force behind Hyundai Group Hyundai Santro; Maruti the success of Nestle, marketing • To discuss the dilemma the company Udyog Limited (MUL) Suzuki; Marketing traditionally played a peripheral role for faces regarding the channels of service dealer network; Second largest the company. To fuel growth at Nestle, distribution. selling small car; South Korean multi- Peter Brabeck, its chief executive officer, business group; Hindustan motors and integrated the various functions of Industry Beer premier automobiles; Association of Indian marketing to make it the backbone of the Reference No. MKS0051 Automobile Manufacturers (AIAM); Indian company. Brabeck also made efforts to Year of Pub. 2005 small car market premium compact car; reposition Nestle as a health corporation Teaching Note Not Available Santro ZipDrive, Santro ZipPlus and to generate a feeling of well-being among Struc.Assign. Not Available Santro Xing; Product life cycle brand its consumers. He was convinced that the Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Keywords building sub-branding; Shah Rukh Khan functional foods or ‘nutraceuticals’ of (SRK) and Preity Zinta; Daewoo Motors Nestle would be the drivers for creating Grupo Modelo Brewing Company; Corona Tata Motors; Sunshine Car Complete value in future and that marketing would Extra; Barton Beers; Gambrinus Inc; Family Car; JD Power and Associates Inc.’s be the most vital function to achieve the Import contract; Competition in US beer Rankings. value-added growth. market; Differentiation strategies; Distribution dilemmas. Pedagogical Objective Shatto Milk Co.: Profiting by • To discuss the efforts of Nestle to Differentiation transform itself into a health provider Gucci: Robert Polet’s by leveraging on its core activity, Repositioning Strategies Post 1970s, many small dairy farms in the marketing. US were struggling to keep up with their Since the beginning of the 21st century, dairy operations because of declining milk Industry Canned and Frozen Food Gucci Group, the world’s third largest luxury prices and intense competition from the Reference No. MKS0052 goods conglomerate, witnessed slump in larger corporate dairy farms. The lower Year of Pub. 2005 its net income year-on-year. Amid the price levels had resulted in the closure of Teaching Note Not Available deteriorating financial performance, the more than 50% of the small dairy farms. Struc.Assign. Not Available group came under the full control of French In such a scenario, Robert Shatto of the retail group Pinault-Printemps-Redoute Keywords Shatto Milk Co. decided to differentiate (PPR) in April 2004. After the takeover his milk from corporate dairies’ milk. The Marketing and brands; Nestle; Peter by PPR, Domenico De Sole (the then chief strategy was to sell milk just like the Brabeck; Healthcare; Nutraceuticals; executive of Gucci Group) and Tom Ford milkman of yesteryear, farm-fresh milk Nutrition; Umbrella brands; Packaging; (the then creative director of the in glass bottles. His revenues have risen by Value creation; Organic growth; Functional company), who were credited for more than 70% since he implemented the foods; Product Technology Centres transforming the near bankrupt family firm new strategy in 2003. (PTC?s); Regional tastes and preferences; in the early 1990s into the world’s No.3 Health consciousness. luxury group by sales, exited from the Pedagogical Objectives company after failing to agree on the new contracts with PPR. In early 2004, PPR • To discuss the problems faced by the appointed Robert Polet, the head of small dairy farms in the US and the Corona: The Mexican Beer’s Unilever’s ice cream and frozen foods differentiation strategies adopted by Marketing Strategies in USA division, as the new chief executive of Shatto Milk Co. Gucci Group and made him responsible for Corona, the beer brand of Mexico’s Grupo setting new goals and strategies to improve Modelo Company, is the number one • To discuss the challenges faced by other the company’s bottom line. smaller farms in emulating the success imported beer in the USA since 1997. The of Shatto Milk Co. brand’s US importers Barton Beers and Gambrinus had played a vital role in Pedagogical Objective Industry Dairy production and dairy making Corona popular and profitable in • To discuss the initiatives taken by Robert products the country. In early 2004, the changing Reference No. MKS0053 Polet to revitalise the Gucci Group by demographics, competition and retail giving Gucci brands a distinctive identity. Year of Pub. 2005 consolidation posed many a challenge to Teaching Note Available Corona. However, Carlos Fernandez, chief Industry Luxury Goods Struc.Assign. Not Available executive officer of Grupo Modelo Reference No. MKS0050 Keywords reorganised the company’s marketing Year of Pub. 2005 strategies and concentrated on the growing Teaching Note Available Shatto Milk Co.; Robert Shatto; Small dairy Hispanic market through new ads and Struc.Assign. Available farms; Corporate dairy farms; Product promotional offers to improve the sales. Keywords differentiation; Premium pricing; Dairy co- Still, Grupo Modelo faces a dilemma operatives; Hormone-free milk and dairy regarding the distribution strategy to be Gucci; Pinault-Printemps-Redoute (PPR); products; Organic milk; Consumer and adopted in the US post-2006, as Grupo Robert Polet; Repositioning strategy; buyer behaviour; Niche marketing; Modelo’s contract with Gambrinus is to Domenico De Sole; Tom Ford; Yves Saint Logistics of dairy operation; end in 2006. Laurent (YSL); Consumer understanding; Differentiation strategies; Organic dairy Marketing techniques; ‘Best-in-class’ products; Innovative packaging. supply chain techniques; Multi-branding strategy; Stella McCartney; Alexander McQueen; Sergio Rossi; Bottega Veneta. 56 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M A Dent in Wal-Mart’s Public Year of Pub. 2006 companies in US, Burger King was also G N I T E K R A M Image: The PR Strategy Teaching Note Not Available sued, for making Americans obese with its Struc.Assign. Not Available fatty foods. Although the lawsuits were Wal-Mart Inc., the largest discount store dismissed later, the company realised the in the world, has been facing a major PR Keywords importance of assuming a “healthier” (public relations) crisis. For years, it Revenue potentials; Children’s television; image. It initiated efforts to makeover its remained media-shy and was known for its Television networks; Syndicate menu by introducing a new line of low-fat poor relations with the media. But in recent programmes; Nickelodeon; Media food items. The company also reintroduced years the company’s public image has corporations; Merchandising; its 1974 slogan, “Have It Your Way”, taken a beating with its business practices Advertisements; Licensing agreement; which denoted that consumers could coming under severe criticism. A host of Lifestyle change; Marketing strategies; customise their items as per their lawsuits alleging low wages, gender Market fragmentation; Brand loyalty. requirements. discrimination and usage of illegal immigrant labour has led to adverse Pedagogical Objectives publicity for the company. To repair the damage, the company has attempted to Cranium Inc. The Board Game • To discuss how the rising obesity levels refurbish its image through a major PR Maker: Winning the Marketing put pressure on the food industry to campaign. Game! respond and change their offerings When Microsoft veterans Richard Tait and • To discuss the series of initiatives that Pedagogical Objective Whit Alexander quit Microsoft for a Burger King has taken to refurbish its • To evaluate the effectiveness and venture, board games seemed a likely image and meet the changing customer appropriateness of a company’s public opportunity. The board game industry was demands. flooded with offerings but hits like relations strategy in regaining customer Industry Fast Food and Quick Monopoly and Scrabble were few. Cranium loyalty, amidst uproar against the Restaurants filled the gap for a fully-fledged gaming company’s business practices. Reference No. MKS0046 experience based on research of all the Year of Pub. 2005 Industry Grocery Retail available games in the market. Its Teaching Note Not Available Reference No. MKS0049 distribution strategy stood as a hallmark Struc.Assign. Not Available Year of Pub. 2005 of its success. Starbucks coffee stores served Teaching Note Available as specialty outlets for Cranium and then, Keywords Struc.Assign. Available by word of mouth from satisfied users, Burger King; Rising obesity in the US; Keywords Cranium had managed to remain at the top slot without investing much on Obesity and the fast food industry; Public Public relations (PR); Negative publicity; advertising. Later, Cranium moved from outcry against fast food companies; PR campaign; Public image; Wal-Mart specialty retailing to mass merchandising Lawsuits; Health foods; Fast casual; Stores Inc; Gender discrimination; Labour in stores like Wal-Mart and Target and was Allegations against Burger King. practices; Labour lawsuits; Defensive public maintaining a balance between the two relations; Advertising; Offensive public distribution channels. relations; Testimonials; PR blunders; Media P&G’s Tremor: Reinventing stonewalling. Pedagogical Objective Marketing by Word of Mouth • To discuss the distribution and product With the decreasing influence of the development strategies of Cranium that Children’s Television Channels: conventional marketing media, it had helped the company to survive the ‘Wal- become more and more difficult for the The Marketing Challenges Mart threat’ in the industry. marketers to reach the target consumer groups with their marketing message. But, By the end of 2004, there were more than Industry Toys and Games people still listened and believed what other 100 children’s television channels around Reference No. MKS0047 people said, especially those they knew the world. This was in spite of the fact Year of Pub. 2005 and trusted. The ‘word of mouth’ that the advertising revenues on a children’s Teaching Note Not Available marketing has been in existence for a very television programme were far less than Struc.Assign. Not Available that from an adult television programme. long time. But the important aspect of it Moreover, there were government Keywords was people speaking favourably about the regulations restricting advertisements product, to the right people, at the right Cranium; Toy industry; Board games; targeted at children. However, children’s time and very often. Brushing aside the Moments engineering; StarBucks and television was becoming increasingly myth that word of mouth (WOM) Cranium; Speciality retailing; Brand lucrative and a fast growing business because marketing is a matter of luck, Procter & experience; Product innovations; of its multiple revenue streams. The Gamble (P&G) created a marketing division Pictionary; Marketing strategies; revenue potential was attracting many new called ‘Tremor’ in 2001, tapping the Distribution strategies; Mass players that were bound to increase the American teenagers’ gossip factor. By merchandising; Wal-Mart; Traditional toy competition in the already crowded 2004, Tremor had built a national network distribution. marketplace. of 280,000 teenagers who advocated products from movies to milk, shampoos to motor oil, pushing products on friends Pedagogical Objective Obesity Concerns: Burger King’s and family and that too for free. • To discuss the revenue streams of the Product Revamp children’s television channels and the Pedagogical Objectives marketing challenges faced by them. With rate of obesity levels reaching alarming levels in America, fast food • To discuss P&G’s innovative marketing Industry Entertainment companies attracted consumer resentment tool, Tremor Reference No. MKS0048 on a large scale. Like other fast food 57 www.ibscdc.org • To discuss on the efficacy of WOM as a company came up with another big Positioning Mercedes GST; Subaru; marketing tool. innovation----- – the PAX system. PAX Evolution of crossover vehicles. tyres were designed to provide the car driver Industry Advertisement and Promotion with smooth mobility and control over the Reference No. MKS0045 vehicle even in the event of a sudden loss Yao Ming: Marketers’ Open Year of Pub. 2005 of air pressure in the tyres. But, they could Teaching Note Not Available only be fitted to vehicles designed to Sesame to China Struc.Assign. Not Available support the PAX system and their cost In 2002, the National Basketball Keywords was three times more than the Association (NBA) drafted Yao Ming, the conventional tyres. 7ft. 6in. basketball player from China. Yao Industry-Academia rapport; UCSF is believed to have immense potential as a fundamental research; UCSF-industry Pedagogical Objectives brand ambassador for multinational interaction; Business spin-offs from UCSF; corporations keen on China. The NBA, Grants to UCSF; Genentech and Chiron; • To discuss the technology behind the which is keen on strengthening its presence History of biotechnology; Inventions at new product and marketing strategy in China, feels that having a talented Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy UCSF; UCSF-industry collaborations and adopted by Michelin in promoting PAX Chinese player like Yao in the league would rapport; Funding of UCSF; UCSF the generate more popularity for the game in biotech hub; Collaborative research at • To discuss whether PAX was in line with Michelin’s radial tyres type innovation China. Yao, who was voted as the most UCSF; UCSF and California’s economy; popular celebrity in China in 2003, is also University of California, San Francisco; and whether it was the future of tyres or a cultural icon for Chinese youths. UCSF. just a passing fad. Companies like Pepsi, McDonald’s and Industry Tyre Reebok have signed Yao as their brand Reference No. MKS0043 ambassador and hope to gain a market Retailing: The ‘Target’ Way Year of Pub. 2004 share in China by promoting their Teaching Note Not Available association with Yao. For the 2003 fiscal year, Target Struc.Assign. Not Available Corporation’s revenues of $48 billion were Pedagogical Objectives more than the combined sales of Coke and Keywords Pepsi Co. and almost double that of Tyre industry; Michelin; PAX systems; • To discuss the rise of Yao Ming as one Kmart’s. Often referred to as ‘Tar-zhay’, Radial technology; Tyre technology; Self- of the most promising basketball stars it became synonymous with high-end sustaining tyres (SST); Consumer of the NBA designer products at decent prices from behaviour; Original equipment • To discuss the efforts of ‘team Yao’ to designers like Isaac Mizrahi, Mossimo manufacturers (OEM); Innovation; create a well-crafted and researched plan Giannulli, Cynthia Rowley and architect Goodyear; Pirelli; Sumitomo; Toyo Tyre to market Yao’s appeal Michael Graves. Target’s image of being & Rubber. an upscale discounter, embodying cheap • To discuss the risk and return factors for chic has helped it flourish in an industry brands that associate themselves with dominated by Wal-Mart. Mercedes’ Gamble in Crossover budding sport-stars Pedagogical Objectives Vehicles • To discuss the critical factors for Yao’s continued success as a marketable force. • To discuss the positioning strategies of Come 2005 and the first lot of crossovers Target stores will roll out from the stables of Mercedes- Industry Not Applicable Benz. Named as the Grand Sports Tourer Reference No. MKS0041 • To discuss how it has built up its brand in (GST), Mercedes is targeting its crossovers Year of Pub. 2004 the world of discount retailing. mainly at the US market. The crossovers Teaching Note Not Available are a blend of the best attributes of Struc.Assign. Not Available Industry Discount and Variety Retail minivans, sedans and SUVs (sports utility Reference No. MKS0044 vehicles) and are the latest fancy in the US Keywords Year of Pub. 2004 light vehicle market segment. The GST Teaching Note Available Yao Ming; National Basketball will come with a super premium price tag Struc.Assign. Available Association; Marketing to China; Houston vis-a-vis contemporary crossovers. But the Rockets; Reebok; Team Yao; Chinese Keywords gamble remains in positioning the GST. youth icon; Popularity of basketball in China; David Stern. Target; Tar-zhay; Upscale discounter; Pedagogical Objective Positioning strategy; Discount retailing; Building brands; Michael Graves; Isaac • To discuss the strategies followed by Mizrahi; Trendy advertising; Wal-Mart; Mercedes to position its crossovers Pantaloon: Revolutionizing the Dayton’s department store; Discounter; successfully in the light vehicles segment Indian Retailing Industry Bull’s Eye logo; Retail industry. of the US. From an exclusive menswear store in 1993, Industry Automobile Pantaloon by 2004, had adopted a pan- Reference No. MKS0042 Indian model in retailing. Besides apparel Michelin’s PAX Tyres: Radial Year of Pub. 2004 retailing, Pantaloon has forayed into the Type Innovation? Teaching Note Not Available retailing of food, grocery and gold. In a Struc.Assign. Not Available span of 11 years, Pantaloon became India’s In the mid-1940s, Michelin, the number largest multiformat retailing company with one tyre maker in the world, had Keywords a turnover of INR 650 crore in 2004. revolutionised the tyre industry with radial tyres. Half a century later it commanded Mercedes gamble in crossover vehicles; nearly 100% market share in the Grand Sports Tourer (GST); US light industrialised world. In the mid-1990s, the vehicle market; Crossover in US; 58 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Pedagogical Objective market share in the US automobile market Year of Pub. 2004 G N I T E K R A M since it started its zero-percent finance Teaching Note Not Available • To discuss Pantaloon’s business model, scheme in 2001. Ford and Chrysler have Struc.Assign. Not Available and how it is revolutionising the Indian followed GMs lead and the level of retailing industry. incentives has been rising steadily in the Keywords Industry Retail face of competition. However, the big three ‘Me’ generation; China’s one-child policy; Reference No. MKS0040 have been unable to match the market Little emperors; Consumerism in China; Year of Pub. 2004 share gains of foreign automobile McDonalds in China; Product design; Teaching Note Not Available manufacturers. Cosmetics market in China; China cool Struc.Assign. Not Available hunt; Gender imbalance in China. Pedagogical Objectives Keywords • To discuss GM’s pricing strategy, which Business model; Organised retailing; Supply is driven by its need to keep producing P&G: From Mass to chain management; Balanced score card; and selling cars in order to meet its Micromarketing Positioning; Pricing; Private labels. pension obligations and fixed costs Procter & Gamble (P&G), one of the • To discuss the commoditisation of the world’s largest consumer goods companies Toyota’s Prius: A Revolution or a automobile, and the inability of GM to is also a pioneer in the use of mass media. create an aspirational, high quality and Through the ages, this 167-year-old Fad? value for money image for its cars company has used newspaper th advertisements, radio and soap operas to In the late 20 century, the growth of the • To debate whether GM’s increased advertise its popular brands like Crest, global automobile industry was declining market share was at the cost of its brand Pampers, Pantene and Folgers. During as it faced over-capacity and saturation. image. The industry needed something new to 1990-2000, however, its rate of growth reinvent and revitalise itself. Toyota Industry Automobile took a plunge. When AG Lafley took over Motor Company became the first to take Reference No. MKS0038 as CEO in 2000, he gave P&G a complete a step in this direction by launching the Year of Pub. 2004 makeover with the focus on innovation ‘Prius’. Unlike the gasoline-only-powered Teaching Note Not Available and advertising. Since 2000, P&G has been vehicles, the Prius was a hybrid automobile Struc.Assign. Not Available increasingly embracing targeted, viral and with a dual power source and ultra low on-line marketing. Keywords emissions. With the rise in fuel prices and environmental concerns, sales of the Prius Pricing strategy; Promotion; Incentives; Pedagogical Objectives also increased and it gained popularity Positioning; Marketing; Discounting; • To discuss the shift in P&G’s approach among public. However, with hydrogen Brand image; Aspirational brands; Product from conventional mass marketing to being hailed as the next major source of quality; Brand experience; General Motors; micromarketing energy, the future of the hybrid automobiles Zero-percent financing; Automobile was uncertain. industry; Market share. • To discuss P&G’s efforts in utilising alternate communication options in Pedagogical Objective reaching out to customers, while making China’s ‘Me’ Generation: its mass communication more relevant • To discuss whether the hybrid vehicle and rewarding. will revolutionise and recharge the Implications for Business automobile industry in the 21st century • To discuss the need for P&G to adopt or will it be relegated to the past as a China’s one-child policy, initiated in 1980, newer forms of advertising passing fancy of environment was effective in cutting down the growth enthusiasts. rate of its population. One consequence, • To discuss the changing landscape of however, is the emergence of a new media consumption in the US and the Industry Automobile Industry demographic segment called China’s ‘me’ need for companies to respond to it. Reference No. MKS0039 generation. The ‘me’ generation refers to Industry FMCG Year of Pub. 2004 Chinese born after 1980, who grew up Reference No. MKS0036 Teaching Note Not Available mostly in single child households, enjoying Year of Pub. 2004 Struc.Assign. Not Available high spending power and getting access to good educational facilities and the latest Teaching Note Available Keywords products and services . Struc.Assign. Available Automobile industry; Innovations in the Keywords auto industry; Toyota Motor Company; Pedagogical Objectives Prius; Hybrid automobile; Toyota hybrid P&G (Procter & Gamble); AG Lafley; system (THS II); Mass production; • To discuss the demographics of China’s Unconventional media; Tremor; Viral Gasoline electric motor; Motor trend car ‘me’ generation, which is poised to marketing; James Stengel; Olay; of the year 2004; Honda insight; General become the driving force behind China’s Micromarketing; Targeted marketing; Mass Motors and Ford; Clean burning fuel; spending in the future media; Marketing to Hispanics; Marketing to Afro-Americans Revolution or fad; Hydrogen fuel cell; • To analyse the ‘me’ generation’s Hydrogen vision. changing priorities and aspirations, and the resulting implications for business MTV in India: The Positioning • To discuss how businesses can create Strategies The Dilemma of Discounts: GM’s products and services for this consumer Bid for Market Share segment. MTV (Music Television) India is a 24-hour music channel that mainly targets viewers General Motors (GM) has been offering Industry Not Applicable increasing discounts in order to gain a better between the age group of 15 to 34 years. Reference No. MKS0037 MTV made its debut in India in 1991 with 59 www.ibscdc.org a lot of American programming, which was Keywords research and media expenditure to targeted at the English-speaking young elite assessment of media results. This resulted of India. The initiative was partially Harrah’s Entertainment; Customer in a deviation from the established model successful. In 1996, MTV was relaunched relationship management; Rewards of the advertising industry, which gave with an array of local shows and India- programme; US casino and gambling prominence to creatives over the media based programmes to appeal to a wider industry; Competitive strategy; Decision department. At the same time, advertisers audience. science; Closed loop marketing process; across the globe were embracing the Revenue management; Marketing strategy; services of media independents, saving a Growth strategy; Promus Corporation; Pedagogical Objective considerable amount from their advertising Entertainment industry. budgets. • To discuss the strategies adopted by MTV India to differentiate and position itself Pedagogical Objectives firmly as the No.1 music channel in Philips: The New Age Marketing India. • To discuss the possible repercussions the Royal Philips Electronics (Philips), a global advent of media independents has on Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Industry Entertainment electronics leader with 100,000 patents to the traditional business model of the Reference No. MKS0035 its credit, had recorded a decline in its advertising industry and its Year of Pub. 2004 overall sales and income in the 1990s. compensation system Teaching Note Not Available Heightened competition in the global Struc.Assign. Not Available consumer electronics market and a slump • To discuss whether the role of creatives in the advertising industry has become Keywords in the worldwide semiconductors markets were the major reasons for its decade-long obsolete and whether media buyers will Positioning; Branding; MTV (Music plight. rule the roost in the future. Television) India; Strategy; Indian Industry Advertising television industry; STAR (Satellite Pedagogical Objective Reference No. MKS0032 Television Asian Region) network; Year of Pub. 2004 • To discuss the new marketing efforts and Doordarshan; Indian media landscape; Teaching Note Not Available Media companies in India; Music channels global branding initiatives of Philips to Struc.Assign. Not Available in India; Viewership of music channels in regain its global leadership position, India; MTV’s strategic positioning in India; which has been threatened of late due to Keywords Exponential rise of cable TV connections its poor marketing initiatives. in India; Promotional programmes of Media independents; Media buyers; WPP Industry Consumer Electronics MTV India and Channel V. Mindshare; Media buying trends; Mass Reference No. MKS0033 media; Communication gap; Changing Year of Pub. 2004 business model; Advertising industry media Teaching Note Not Available planning; Conflict of interests; Gross rating Customer Relationship Struc.Assign. Not Available point (GRP); Unbundling of media; Media Management at Harrah’s consolidations; Media billing. Keywords Entertainment Growth strategies of Philips; The global The casino industry in the US was consumer electronics industry; New considered to be one with a large number Madison Avenue: Changing marketing initiatives of Philips; Losses of Business Model of fickle customers. The operators were Philips in the early 1990s; Consolidation forced to continuously change, renew, and of Philips; Global positioning strategies of Madison Avenue, which has been the home rejuvenate themselves in order to survive Philips; One Philips; Ten point marketing for the advertising industry in America, in the industry. In this regard, players like plan; 11 point plan of Philips; Business was facing several strategic inflection MGM, Caesars and Mandalay resorts were renewal plan of Philips; Alliances of Philips; points by the end of the 1990s. Media concentrating on building replicas of the HLT (Healthcare, Lifestyle, Technology) fragmentation, Internet advertising, media Eiffel Towers, volcanoes and sinking ships strategy of Philips; Philips in medical IT consolidations, and ad-zappers like TiVo in order to lure customers. Harrah’s, on (information technology); The connected were, to name a few, emerging as a threat the other hand, focused on customer planet initiative of Philips. to the much-celebrated creativity-based relationship management (CRM). Harrah’s model of the industry. In view of these had developed a CRM programme way threats, the creatives became cost back in 1998, and in 2003, it saved $20 managers of the industry who were million a year in overall costs and earned Media Specialists: Transforming concentrating a major part of their efforts $1.23 billion in cross- market play. Global Ad Industry’s Business on strategic cost-efficient media plans for Model their campaigns. Pedagogical Objective In the past, creative works and account • To discuss how Harrah’s used the database management had precedence over media Pedagogical Objectives of customers (which recorded the buying, and media purchase was given less • To discuss how Madison Avenue lost its spending, shopping and gambling importance with the media being treated power over price and control of the patterns at all the different properties more or less like a commodity. However, clients’ advertising budgets of Harrah’s in real time) to treat them after the 1980s, ‘media independents’ better and thereby establish, strengthen started a new trend in the advertising • To discuss the sequence of changes that and convert relationship. industry. Triggered by the growing media occurred both within and outside the fragmentation, the advertisers became industry, leading Madison Avenue to Industry Entertainment conscious about their media expenditure. change its business model, focusing on Reference No. MKS0034 Consequently, specialists began to targeted marketing rather than the Year of Pub. 2004 increasingly influence the decisions of traditional approach of the mass Teaching Note Not Available marketers from design of media plan, media marketing age. Struc.Assign. Not Available 60 www.ibscdc.org

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Industry Advertising well as the traditional revenue model of Pedagogical Objectives G N I T E K R A M Reference No. MKS0031 free television in the US. These devices • To discuss DDF’s promotion strategy, Year of Pub. 2004 which allowed advertisement skipping the product strategy, and the way the Teaching Note Not Available became popular among the television geographic location of Dubai was Struc.Assign. Not Available viewers in the US. As a result, advertisement viewership dropped for major television leveraged Keywords channels and advertisers were shifting to • To discuss the effect of a co-operative Madison Avenue; Media buying; Media other forms of product promotion. At the government, the synergy generated by fragmentation; Advertising industry; same time, TiVo and ReplayTV, which the operations of the Emirates Airline, Integrated marketing; Whole egg approach; pioneered the DVR industry in the country, the airport and DDF and its connection Commission based compensation; Conflict were reinforcing their image as ‘industry to the economic development of Dubai. of interests; Mass marketing; On-line friendly’ with advertising alliances with marketing; Micro-media; Dotcom marketers. Advertisement agencies were Industry Event Management advertising; Media consolidations; Pricing also collaborating with TiVo and were Reference No. MKS0028 power. discovering the new media as an Year of Pub. 2004 opportunity. ‘Recency’, a model that gives Teaching Note Available prominence to reach over frequency and Struc.Assign. Available ‘advertainment’, advertisements that Keywords Mel Gibson’s New entertain, were the evolving concepts that Commandments of Movie gained relevance in the industry. Branding; Promotion; Sponsorship; Marketing Expansion; Innovation; Market penetration; Marketing environment; Mel Gibson’s movie, The Passion of the Pedagogical Objective Product mix; Positioning. Christ (The Passion) is the eighth-highest • To discuss the opportunities and threats grossing film of all time. Controversy the DVRs are posing to the advertising surrounded the movie much before its and the television media industry. release. The movie was criticised for its European Soccer potential for promoting anti-semitism, Industry Advertising Merchandising in Asia excessively violent content, historical Reference No. MKS0029 accuracy and movie-related merchandising. Year of Pub. 2004 Clubs like Manchester United and Real It was even banned in some countries. Teaching Note Not Available Madrid have a huge fan following across However, thanks to Mel Gibson’s Struc.Assign. Not Available Asia and a substantial portion of their unconventional marketing strategies, it had revenue comes from selling team jerseys Keywords one of the biggest openings ever and other merchandise, like scarves and throughout the US and continued its lead TiVo as a threat to advertising; DVR key chains, in Asia. Commercial gains now for a long time. (digital video recorders); Advertisement play an important role in the recruitment skipping; Traditional free television model; of stars like Beckham, besides the local players who hold sway over a sizeable Pedagogical Objectives Advertising industry; DVR penetration; 30- second commercials; ‘Advertiser friendly’ market in Asia. The clubs use these players • To discuss the unconventional approach TiVo; TiVo as an opportunity; Television to attract viewers in Asia and also to convert Mel Gibson adopted to market his movie viewing habits; Video on demand; TiVo users them into customers of their merchandise. and the grassroots marketing campaign in US; Time shifting; Advertainment; Gibson led to ensure its success Recency. Pedagogical Objectives • To discuss the importance of subject- • To discuss the dependence of clubs on specific marketing and advertising star players to attract fans in Asia strategies Dubai Duty Free: Promotion and • To discuss the various means the • To discuss the rise in popularity and box Expansion European clubs employ to benefit from office performance of controversy- Dubai Duty Free’s (DDF) remarkable Asia’s craze for European football. fuelled movies. marketing and promotion strategy saw Industry Sports and Entertainment sales rising from $20 million in 1983 to Industry Entertainment Reference No. MKS0027 $380 million in 2003. It was declared the Reference No. MKS0030 Year of Pub. 2004 Year of Pub. 2004 third-largest duty free retailer in the world Teaching Note Available Teaching Note Available in 2003, surpassing the sales of operations Struc.Assign. Available Struc.Assign. Available at airports with greater traffic. DDF’s aggressive promotions include raffles for Keywords Keywords luxury cars and million dollar prizes. It sponsors international sporting events and European soccer; merchandising in Asia; Mel Gibson; The Passion of the Christ; Anti- also runs television campaigns. A shopping The English Premier League; Manchester semitism; Movie controversy; Grassroots area designed to ensure greater footfall and United; Real Madrid; Celebrity marketing; Outreach Incorporated; a wide range of products to satisfy diverse endorsements; Brand appeal; brand equity; Newmarket Films; Movie merchandising; customer preferences ensure that it has the Sports merchandising; Hidetoshi Nakata; Films on religion; Barna Group; Historical highest penetration and average spend per Marketing strategy; David Beckham; Asian accuracy; Fahrenheit 9/11. passenger in the world. While creating the Football Confederation (AFC); Licencing ultimate shopping experience, the airport agreements; European soccer clubs; and the airline have played an important Television rights; Appearance fee; Zinadine DVRs and Advertising Industry: role in increasing the international Zidane; Ronaldo. Opportunity and a Threat? awareness of Dubai as a tourist destination. DVR (digital video recorders) emerged as a threat to the global advertising industry as 61 www.ibscdc.org Silk Soy Milk: The All-new Milk Keywords Industry Film Merchandising Reference No. MKS0023 Substitute Procter & Gamble company; Hindustan Year of Pub. 2004 Founded in 1977, Colorado-based White Lever Limited; Nirma Limited; Price wars; Teaching Note Not Available Wave gained popularity in 1996 with the Henkel Spic India Limited. Struc.Assign. Not Available unveiling of its soy milk brand – ‘Silk’. From a little known product that was Keywords relegated to the shelves of few specialised Japanese Retailing Successes Film merchandising; New business model natural food stores, Silk has come a long of Hollywood; Harry Potter; Mickey Japan, the second-largest economy in the way to become the only ‘white beverage’ Mouse; Walt Disney Studios; Star Wars; world with its huge consumer markets, has to have established a distribution network Lord of the Rings; George Lucas; Kids enticed many foreign retailers to start their across the US. collection from Hollywood movies; businesses in the country. However, success Marilyn Monroe; John Wayne; Film in the Japanese retail markets has always Pedagogical Objective memorabilia; Hollywood; Donald Duck; been difficult for any retailer. Even the The Phantom Menace. Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy • To discuss how White Wave was able to world’s biggest retailer, Wal-Mart make use of the environmental experienced a tough time gaining ground concerns, an aging population, a shift in in the Japanese retail market. With the demographics and the endorsements rising competition from bigger foreign Political Advertising in India about the medicinal benefits of soy entrants, domestic retailers in Japan have products to successfully market ‘Silk’ been facing a tough time sustaining Political advertising in India began as a brand of soy milk as an alternative to themselves. Among a few successful laid-back attempt in the early 1980s and milk. domestic companies are Uniqlo and Beard came a long way to become an organised Papa, which belongs to the Muginoho and professional way of approaching Industry Dairy Products Group and sell cream puffs. voters. The erstwhile practice of Reference No. MKS0026 sloganeering and propaganda are being Year of Pub. 2004 replaced by branding and positioning Pedagogical Objective Teaching Note Not Available strategies. In their efforts to ‘brand’ their Struc.Assign. Not Available • To discuss the retailing strategies adopted parties, political leaders engaged celebrities in their election campaigns. Keywords by Uniqlo and Beard Papa to succeed in the Japanese retail market. Silk; White Wave; Soy milk; Steve Demos; Pedagogical Objectives Dean Foods Co.; Starbucks; Tofu products; Industry Retail Very Vanilla; Natural food stores; Shelf Reference No. MKS0024 • To discuss the evolution of political space; Natural foods; Suiza; Patricia Year of Pub. 2004 advertising in India from a point when Calhoun; Soy-related products. Teaching Note Not Available it was a non-entity to becoming a Struc.Assign. Not Available specialised area of interest Keywords • To discuss the counter measures taken Price Wars in the Indian by various political parties to outscore Retailing in Japan; Economic recession in each other. Detergent Market Japan; Wal-Mart in Japan; Daiei; Uniglo; Towards the end of 2003, the Indian Market penetration in Japan; Beard Papa; Industry Not Applicable detergent industry witnessed a price-cutting The large retail store law in Japan; Large- Reference No. MKS0022 spree by the major players Procter & Scale Retail Store Location Law; Total Year of Pub. 2004 Gamble (P&G) and Hindustan Lever systems control; Apparel retailing in Japan; Teaching Note Available Limited (HLL). P&G initiated the price Fast food retailing in Japan; Carrefour; Struc.Assign. Available Louis Vuitton; Japanese retail market. wars by reducing the prices of its detergent Keywords products and other players such as HLL and Henkel followed suit. P&G’s price cuts, Politics and communication; Political at the time when the fast moving consumer Film Merchandising: The branding; ‘India shining’ campaign; Feel- goods (FMCG) industry was going through Hollywood Style good factor; Bharat Uday Rath Yatra; Grey a sluggish period, was seen as an attempt Worldwide; Rediffusion DY&R; Public to wrest advantage from HLL, which was Since the 1980s, the ever-increasing relation firms; Congress (x) and Bharatiya grappling with decelerating growth. production budgets in Hollywood prompted Janata Party (BJP); National Democratic film producers to search for additional Alliance (NDA); Indira Gandhi; Atal Behari Pedagogical Objectives avenues for generating revenues. As film Vajpayee; Advertising expenditure; merchandising contributed significantly to Celebrity political endorsers; TAM’s AdEx • To discuss the Indian detergent market the total income generated through a study. and the different strategies being adopted movie, producers started concentrating on by the major players film merchandising that proved to be a lucrative business. In 2003, in the US alone, • To discuss the impact of a price war on Splenda: Leading the Tabletop film and media merchandising produced different players and whether the price Sweetener Market US$16 billion. wars will benefit them. With people looking for ways to decrease Industry FMCG Pedagogical Objective caloric intake and with an increase in the Reference No. MKS0025 number of diabetics, low-calorie sweeteners Year of Pub. 2004 • To discuss the evolution of film began to appear on restaurant tables to Teaching Note Not Available merchandising as a new business model sweeten hot and cold beverages and were and its implications for the global film Struc.Assign. Not Available also used in processed beverages and industry. packaged foods. Until 2000, the tabletop

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M sweetener market saw a fierce battle Schick – A Strong No.2? Keywords G N I T E K R A M between two American brands – ‘Sweet ‘n Low’ and ‘Equal’. Though Sweet ‘n Low For a long time, Gillette dominated the Crest toothpaste; Procter & Gamble was the oldest tabletop sweetener, Equal world’s shaving razor market. But the (P&G); Colgate Total; Crest whitestrips; emerged as the winner. However, a new introduction of Quattro, the first four-blade Tooth whiteners; Marketing and sweetener called Splenda that was released razor by Schick (of Energizer Holdings) is advertising campaigns; Cosmetic-style in 2000, began to eat Sweet ‘n Low and threatening to end Gillette’s dominance in toothpaste; Market shares; Toothpaste Equal’s lunch. the premium end of the market. Quattro flavours; Category filler. started to eat into the market of Gillette’s top selling product and major revenue Pedagogical Objectives generator, the Mach3. Schick is also giving LG: Rural Marketing in India • To discuss the competitive scenario in a tough time to Gillette in relation to the the tabletop sweetener market women’s razor market where its Intuition LG Electronics India Private Limited (LG) is competing for the market with Gillette’s forayed into the Indian market in 1993. • To discuss how Splenda, backed by the Venus. After two failed joint ventures and the marketing muscle of its parent company subsequent de-licensing of the consumer Johnson & Johnson, became the number Pedagogical Objective electronics industry, LG Electronics India one brand in the tabletop sweetener Private Ltd. was formed in 1997, at a time market within three years of its launch. • To discuss whether Schick will be able to when the market was brimming with intense sustain the momentum in the long-term Industry Artificial Sweeteners competition and new product activity. and emerge as the number one player in Reference No. MKS0021 Under such tough conditions LG emerged the premium end of the razor market. Year of Pub. 2004 as the market leader in washing machines, air conditioners and microwave ovens. The Teaching Note Not Available Industry Fast Moving Consumer Goods company then set its eyes on the untapped Struc.Assign. Not Available (FMCG) rural markets to grow further. Reference No. MKS0019 Keywords Year of Pub. 2004 Saccharin; Aspartame; Sucralose; Splenda; Teaching Note Not Available Pedagogical Objective Sweet ‘n Low; Equal; Nutrasweet; Viral Struc.Assign. Not Available • To discuss LG’s marketing initiatives to marketing; Artificial sweeteners; Tabletop Keywords penetrate the rural market. sweetener market. Razor war in the US; Schick vs Gillette; Industry Consumer Electronics Quattro vs Mach3; US shaving razor Reference No. MKS0017 Year of Pub. 2004 Titan Industries: Getting the market; Intuition vs Venus; Wet shaving systems; Energiser Holdings. Teaching Note Not Available Marketing Mix Right Struc.Assign. Not Available Titan Industries Ltd., TATA Group’s watch Keywords making division brought about a revolution P&G in US Toothpaste Market: A LG Electronics India Private Limited (LG); in the Indian watch industry. Its Formidable Comeback sophisticated technology, high quality Rural marketing; LG in India; Central area products and innovative marketing made Among America’s most well-known brands, offices; Sampoorna; CinePlus; Remote it a market leader. The market endorsement Crest toothpaste has etched a special place area offices; Roadshows; Rural areas; Semi- for its undisputed leadership is manifested in the mind of the American consumers. urban areas; Supply chain efficiencies; in its market share, brand awareness, and Procter & Gamble (P&G) first introduced Product customisation. more importantly its success abroad. Crest in 1956 and has maintained a progressive leadership in the toothpaste Pedagogical Objective category ever since. Competing for the Coke’s Promotional Themes: same place was Colgate, another toothpaste Tailored for Times • To discuss how Titan managed its that had more than a 100-year history. marketing mix elements to attain the Eventually in 1998, Colgate’s Total Throughout its history, Coke had always leadership position in the Indian watch toothpaste succeeded in surpassing Crest tried to capture the moods and aspirations industry. to become the new market leader. To put a of its consumers through its promotional Industry Watch break on Colgate’s rising market share, themes and advertisement slogans. For Reference No. MKS0020 Crest retorted with a series of brand decades, Coke’s catchy punch lines had Year of Pub. 2004 launches, eventually creating a new been proverbial with millions of households Teaching Note Not Available category of toothpastes. worldwide, especially in its home country, Struc.Assign. Not Available the USA. Through its well-researched Pedagogical Objectives advertisements tailored for different Keywords markets across the world, Coke had become • To discuss P&G’s efforts to regain one of the most recognisable trademarks Marketing mix; Indian watch industry; market leadership after the success of and the most valuable brand in the world Organised retailing in India; Titan Colgate Total worth $70.45 billion in 2003. However, advertising; Product and pricing; to be in tune with the changing consumer Distribution; Product line; Sub brands; • To discuss the circumstances that led to psyche, Coke started shifting from its Market segmentation; TATA Group; the creation of a new category of traditional patterns to new ways of Hindustan Machine Tools (HMT); Time toothpastes. advertising. Zone; World of Titan; Titan into retailing. Industry FMCG Reference No. MKS0018 Pedagogical Objectives Year of Pub. 2004 Teaching Note Not Available • To discuss how Coke, through its Struc.Assign. Not Available changing promotional themes, had transformed itself into an American icon 63 www.ibscdc.org • To discuss Coke’s initiatives to sustain Rural Marketing: Indian Pedagogical Objective its image in the new millennium as the Experiences most successful brand in the history of • To discuss the importance American business. Professors C.K. Prahalad and Stuart L Hart of the brand image of a company in point out that the real fortune for driving the sales and revenues. Industry Carbonated Beverages marketers is at the bottom of the world Reference No. MKS0016 economic pyramid, the four billion Industry Footwear Year of Pub. 2004 consumers whose annual per capita income Reference No. MKS0013 Teaching Note Not Available in purchasing power parity terms is less Year of Pub. 2004 Struc.Assign. Not Available than $1,500. These tier-4 consumers live Teaching Note Available Keywords in rural villages or urban slums, mostly in Struc.Assign. Available developing countries like India, China and Keywords Industry-Academia rapport; UCSF Brazil. However, most multinational fundamental research; UCSF-industry companies have focused their efforts on Puma; Adidas; Global footwear interaction; Business spin-offs from UCSF; serving the needs of consumers in developed manufacturers; Nike; Reebok; Gucci; Prada; Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Grants to UCSF; Genentech and Chiron; nations or the affluent in the developing Platinum; Avanti; Music Television History of biotechnology; Inventions at nations. Marketing in rural areas has been (MTV); Nuala; Formula 1 teams; UCSF; UCSF-industry collaborations and seen as, too much effort for too little return. Sportlifestyle goods; Brand image of Puma; rapport; Funding of UCSF; UCSF the However, in India, multinational Brand management of Puma. biotech hub; Collaborative research at companies (MNCs) have been increasingly UCSF; UCSF and California’s economy; involving themselves in serving and University of California, San Francisco; creating products for the rural consumer. UCSF. Organized Retailing in India: Opportunities and Challenges Pedagogical Objective • To discuss the wide differences between Retailing in India for a long time, had been Cafe Coffee Day’s Expansion urban and rural markets and explore the dominated by street corner stores and other Strategies psyche of the rural consumer in the unorganised players. As a result, consumers backdrop of experiences of several had to be content with limited choice and In 1996, India’s largest coffee services. But in recent years, the country MNCs like Hindustan Lever, Coca-Cola conglomerate, Amalgamated Bean Coffee had been witnessing a sea change in the and CavinKare and insights provided by Trading Company Ltd (ABCTCL), opened retail landscape. Big names in the Indian the country’s first coffee café – Café rural marketing experts like Pradeep Kashyap of Market and Research Team business like Ram Prasad Goenka Group, Coffee Day, in Bangalore. This was the the TATAs, the Rahejas and the Parimals, beginning of coffee café culture in the and practising marketing managers of companies. were venturing into retailing. However, the traditionally tea drinking country. share of organised retailing still remained ABCTCL has traditionally been a Industry FMCG small at 2% of the total market for retailing commodity coffee player. With coffee Reference No. MKS0014 that stood at $180 billion. While the bean prices going down, the company Year of Pub. 2004 opportunity for organised players was huge, planned to get away with commodity coffee Teaching Note Not Available they had to cope with a number of and export business. As an extension of Struc.Assign. Not Available constraints like high real estate costs, tax, the coffee selling activity and to leverage and labour issues. the strong brand image, the company set Keywords up a chain of coffee cafés. Noticing the Rural marketing; C.K. Prahalad; Stuart L Pedagogical Objectives growing popularity of its cafés, ABCTCL Hart; Pradeep Kashyap; Hindustan Lever decided to expand the coffee chain into Ltd; Coca-Cola; RV Rajan; CK • To discuss the evolution of organised both the domestic and international Ranganathan; Television advertising; Rural retailing in India and the different markets. psyche; Rural communication; Rural India; formats of retailing that are prevailing Katy Merchan. • To discuss whether hypermarkets can Pedagogical Objectives emerge as a pan-Indian retailing format • To discuss the emergence of coffee despite the various impediments to retailing in India Puma: Reclaiming its Pride organised retailing in India. • To discuss the possible growth avenues Puma AG, the German maker of quality Industry Retail for coffee retailing in India. sport footwear saw its brand image suffering Reference No. MKS0012 serious damage in the latter part of the Year of Pub. 2004 Industry Specialty Eateries 1980s. By the beginning of the 1990s, the Teaching Note Not Available Reference No. MKS0015 image of exclusivity that had long been Struc.Assign. Not Available Year of Pub. 2004 associated with the brand had faded and Teaching Note Not Available Keywords the company suffered losses due to a steep Struc.Assign. Not Available decline in sales. By the end of 1993, the Organised retailing in India; Emerging Keywords company was saddled with $100 million in retail formats; Trends in retailing India; debt and had recorded losses of $32 million. RPG (Ram Prasad Goenka) into retailing; Coffee retailing in India; Cafe Coffee Day; Jochen Zeitz, who took over the reins as Giant hypermarkets; Barriers for organised Coffee day Xpress; Barista; Qwiky’s; Puma’s chief executive officer in 1993, retailing; Hypermarket advantages; Coffee Day Take Away; Coffee Day Fresh instituted a three-phase plan for turning Shopping malls. ‘n Ground; Coffee Day expansion plans. around the company’s fortunes.

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M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Hypermarkets in India: RPG’s Pepsi; Aquafina; Evian; Perrier; Spring • To discuss the validity and relevance of G N I T E K R A M ‘Giant’ Step water; Morgan Stanley; Coca-Cola light; traditional assumptions involved in using Europe; France. celebrities to endorse brands in today’s RPG group, the first organised player in market place. the retail industry in India is also one of the most successful players in the industry. Industry Not Applicable The group’s retailing arm with interests in Dainik Bhaskar: The Innovative Reference No. MKS0008 grocery retailing, music retailing, and health Marketer Year of Pub. 2004 and beauty stores, established itself as a Teaching Note Not Available Dainik Bhaskar, an Indian newspaper views Struc.Assign. Available strong player. However, with its retail market research not just as a tool for business concentrated only in southern surveying the market they intend to enter, Keywords India, RPG has embarked on the but also as a brand building exercise. The development of hypermarkets, to become whole target population, and not just a Celebrity endorsements; Michael Jordon; Nike; Josiah Wedgwood; Familiarity, a national player. The group started ‘Giant,’ sample of it, was surveyed. Such dedicated Relevance, Esteem and Differentiation a hypermarket that it planned to expand effort helped them to dethrone, almost throughout the country. overnight, the kings of the markets that (FRED); Wheaties; Trade cards; Tiger they entered. Woods; LeBron James; Robert Clark; Pedagogical Objectives Ignatius Hortsmann; The Integer Group; Meg Kinney. • To discuss the evolution of RPG’s Pedagogical Objective retailing business and its supply chain • To discuss Dainik Bhaskar’s innovative practices market research technique that led to Online Advertising: The • To discuss RPG group’s experience with its success as India’s largest circulated Emerging Phenomenon its first hypermarket store. newspaper. The turn of the 21st century saw a Industry Retail Industry Newspaper Publishing phenomenal increase in the Internet (Net) Reference No. MKS0011 Reference No. MKS0009 users across the world, with their number Year of Pub. 2004 Year of Pub. 2004 being pegged at 350 million, in 2003. Many Teaching Note Not Available Teaching Note Not Available companies began realising the potential of Struc.Assign. Not Available Struc.Assign. Not Available on-line advertising, which had the advantage of being cost effective while Keywords Keywords offering a global audience. The main forms RPG retailing (Ram Prasad Goenka); Times of India; Indian newspapers; Dainik of on-line advertising were affiliate FoodWorld supermarkets; Music World Bhaskar; Divya Bhaskar; Dwarka Prasad marketing programmes and viral retail stores; Big box model; Giant Agarwal; Market research; Multi edition marketing. Surveys revealed that while the hypermarkets; Hub and spoke model; newspaper; Navbharat Times; Rajasthan on-line ad spend in 2003 had increased by Supply chain economies; Trends in Patrika; Sandesh; Gujarat Samachar; 4.8% over the previous year and was retailing. Ahmedabad; Jaipur; National Readership expected to continue over 2004-2005, Survey; The Indian press. spending on conventional advertising methods had registered a decline, with the Dasani’s European Misadventure on-line advertising eroding the market for Celebrity Endorsement: Through the conventional media. With the advent Having been described as ‘purified tap the Ages of broadband and increased penetration of water’, the Dasani brand of Coca Cola the Net across the world, the number of (Coke) faced problems in the UK. In early Celebrity endorsement of products has a households shopping on the Net was 2004, Coke had to withdraw its entire stock long history. It dates back to the 1760s estimated to reach 63 million by 2008. of Dasani from the market after when pioneers like Josiah Wedgwood The stage was set for the rapid growth of unacceptable levels of bromate was detected started using royal endorsements as a brand- on-line advertising. in the water. In the light of such events, building tool. Athletes and celebrities from Coke’s successful entry into the German the entertainment industry have dominated Pedagogical Objective and French markets, and its success in endorsements in the US. Celebrity Europe at large seemed far-fetched. endorsements have increased tremendously • To gain an understanding of what online in terms of both number and value. advertisement is, the different forms of online advertisement that are prevalent Pedagogical Objectives Likewise, the risks for the brand have become higher. This case traces the and the future growth opportunities for • To discuss the competitive scenario in evolution of celebrity endorsement and the Internet as a medium for the global bottled water market explains the trends at various points of advertisement. time. It also details the Familiarity, • To discuss the problems faced by Dasani Industry Advertising Relevance, Esteem and Differentiation in the UK market and the steps taken Reference No. MKS0007 (FRED) principle in evaluating the by Coke to overcome the problems. Year of Pub. 2004 feasibility of endorsing a celebrity. Findings Teaching Note Available Industry Water and Ice from latest research on the attitude of Struc.Assign. Available Reference No. MKS0010 consumers to celebrity endorsements are Year of Pub. 2004 presented. Keywords Teaching Note Not Available On-line advertising; Affiliate marketing; Struc.Assign. Not Available Pedagogical Objectives Viral marketing; Hotmail.com; On-line ad Keywords • To discuss the benefits and risks involved spend; Conventional advertising; Search for companies in signing up celebrities engines; Banner ads; Pop-up ads; E-mail; Coca-Cola; Dasani; Nestle; Global bottled as brand endorsers Yahoo.com; Broadband; Internet users; On- water industry; Group Danone; Coke; 65 www.ibscdc.org line shopping; Benefits of on-line optimistic about its future, as global obesity Advertising in China: Threats and advertising. levels were expected to reach Opportunities unprecedented levels in the 21st century. China’s huge population and diverse buying Pedagogical Objectives habits of its consumers pose huge General Motors: Experiment with challenges to advertisers in effectively Saturn in the Small Car Market • To understand how the rising obesity communicating their product messages. levels in America led to the emergence With the competition from the foreign Advertisers not only have to deal with of a new breed of companies automakers in the 1980s, General Motors linguistic diversities and dearth of qualified manpower but also frequently changing (GM) wanted to develop a new car and a • To discuss how Atkins promoted its low- government regulations. new development process that could carb diet and built its business around compete with the foreign manufacturers. people craving to lose weight. This ushered in ‘Saturn’, a wholly-owned Pedagogical Objectives subsidiary of GM, that was hailed as ‘a Industry Specialty Foods Distributors • To understand how China’s diverse different kind of a car company’. In 1990, Reference No. MKS0005 Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy consumer buying patterns affect Saturn introduced its first car in the US Year of Pub. 2004 advertisers market. Although, the company tasted Teaching Note Not Available success initially, since 1995 it had witnessed Struc.Assign. Not Available • To discuss the strategies of multinational inconsistent sales in spite of the Keywords corporations in localising their introduction of two new models. Since advertising strategies. 2002, to tide over the problems at Saturn, Dr. Robert Atkins; Atkins diet; Atkins GM had been planning to hit the market Nutritionals; Atkins principles; Global Industry Advertising with new products and car brands from obesity; Diet food market; World Health Reference No. MKS0003 2005. Organisation (WHO); International Year of Pub. 2004 Obesity Task Force (IOTF); Zone; South Teaching Note Not Available Struc.Assign. Not Available Pedagogical Objective Beach; Low-carb diet; Risks of the Atkins diet; Weight Watchers International; Body Keywords • To discuss GM’s entry strategies into the mass index (BMI); Food fads. small car market, the competitive Advertising law; Government restrictions; scenario in the market and GM’s efforts Customisation; Advertising media in China; to counter the competition. Ad expenditure; World Trade Organisation Ready-to-Market – The New and advertising; Localisation; Improper Industry Automobile and Transport Growth Engine translation; Coca-Cola advertising in China; Reference No. MKS0006 Ban on tobacco advertising; Success of Year of Pub. 2004 Currently, in the realm of non-alcoholic drinks, consumers spend more money on advertisements in China; J Walter Thomson Teaching Note Not Available in China; Creativity in China’s ads; Toshiba Struc.Assign. Not Available carbonated soft drinks. The non-alcoholic sector is centred on the fight between Cola ad in China; Toyota ad in Autofan Beijing. Keywords war principals, Coke and Pepsi. Major General Motors; Saturn; Toyota; Nissan; players in carbonated beverages such as Honda; Oldsmobile; No haggle; No-penalty Coke and Pepsi have been facing slow Samsung Electronics: Mr. Yun’s exchange privilege; Pacific rim; S-series; growth in carbonated drinks. With this Efforts for Upscale Image L-series; VUE; ION; Red-Line; Corolla. popular fight topping out, the industry’s giants looked at new flavours and non- When Jong Yong Yun (Yun) took over as carbonated beverages for growth. Ready- the CEO of Samsung Electronics in 1997, to-Drink (RTD) beverages represent the company was mired in problems. The Atkins Nutritionals: Market Driven another emerging trendy end of the company witnessed declining sales and piled Business Model beverage market. up debt. Also Samsung was known more as a cheap alternative to big Japanese brands The 20th century witnessed a rapid growth Pedagogical Objective like Sony, with the products relegated to human obesity levels and related health the low-end of consumer electronics problems worldwide, with the number of • To discuss the reasons behind the foray market. By bringing in drastic changes from obese adults increasing from 200 million of Coke, Pepsi and others into the up- organisation structure to product design and in 1995 to 300 million in 2000. As a result, and-coming RTD market. marketing, Yun was able to successfully an increasing number of people were on turnaround the fortunes of the company Industry FMCG the lookout for weight-loss techniques and and give it a much needed up-scale image. this led to many a diet theory being Reference No. MKS0004 introduced. One of the most popular diet Year of Pub. 2004 Pedagogical Objective fads was the Atkins diet, which was devised Teaching Note Not Available by Dr. Robert Atkins. Dr. Atkins also set Struc.Assign. Not Available • To discuss how Yun shook up the entire up Atkins Nutritionals, a company devoted Keywords organisation to change its image from to offering a complete range of food that of a mass marketer catering to the products and nutritional supplements based Ready-to-drink; Coca-Cola; Nestle; Pepsi; low-end of the market to the second on Atkins’ theory of a low carbohydrate Starbucks; Coffee; Tea; Vending machines; most recognisable consumer electronics (low-carb) diet. By 2002, the sales of Lipton; Nescafe; Nestea; Beverage brand in the world within a span of six Atkins’ products had reached $100 million. Partners Worldwide; Non-alcohol drinks; years. Despite being accused of causing potential Frappuccino; Coca-Cola and Nestle health risks coupled with the threat of refreshments. Industry Consumer Electronics several competitors entering the low-carb Reference No. MKS0002 bandwagon, Atkins Nutritionals remained Year of Pub. 2003 Teaching Note Not Available Struc.Assign. Not Available 66 www.ibscdc.org

M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M

M A R K E T I N G N I T E K R A M M A R K E T I N G N I T E K R A M Keywords audience with its whole array of Even after the reins of Madura Garments G N I T E K R A M programmes, Colors created a buzz with were passed on to Indian Rayon (a subsidiary Turnaround; Brand repositioning; Akshay Kumar hosted show, Fear Factor – of the Aditya Birla Group) the company Restructuring; Jong Yong Yun; Samsung; Khatron Ke Khiladi and let them try their continued to offer a wide array of formal Vertical integration; Competition; channel with fiction like Balika Vadhu. and informal men's apparel. However, in Repositioning Samsung; Upscale image; Within 10 weeks of its launch, Colors shot spite of being a stable and dominant player Yun’s restructuring; Global branding; up to No. 2 position with ratings as high as in the men's apparel segment, in 2001, Samsung’s cost cutting; High-end products; 250 points – ahead of entrenched players Madura Garments ventured into women's Samsung’s revival; Consumer electronics like Zee TV and Sony and posed a serious wear by extending its brands – Allen Solly and Samsung. threat to the undisputed leader, STAR Plus. and later Van Heusen. What was Madura While a good value proposition, right Garments' rationale and how did it affect positioning and distribution strategies gave the company? The case can be used to Corporate Communication: The Colors substantial competitive edge, explore the same. After 7 years in 2008, Toyota Way analysts and media experts doubt its Madura Garments implemented a similar sustainability in the long run amid strategy to enter the kidswear segment. Toyota had always been known for its intensifying competition, global downturn Madura Garments is aiming to emerge as a quality products. But people didn’t know and labour strife with television producers. specialty retail outlet, catering to the that Toyota was a creative corporate apparel needs of the entire family under working on projects that impact everyday Pedagogical Objectives one large roof. Its entry into the lucrative lives. To convey this image, Toyota kidswear territory has been marked by a engaged in eco-friendly activities, • To examine the nature of business for a restrained advertising approach. However, participated in motor sports such as General Entertainment Channel (GEC) can Madura Garments garner critical mass Formula One and practised philanthropy. and identify its critical success factors in a market that is dominated by • To discuss the need of a unique value unorganised players and homegrown brands Pedagogical Objective proposition and right Segmenting, like Gini & Jony and Lilliput, which boast Targeting and Positioning (STP) of a strong national presence? Can it face • To discuss the manner in which Toyota competitors like Raymond that has marked has used its eco-friendly activities, strategies for an entrant to win over entrenched players in the GEC market its entry with an exclusive brand (Zapp!)? participation in motor sports and The case delves into the challenges that corporate philanthropy to enhance the • To examine the launch of Colors in the Madura Garments would face in the company’s image with its constituencies GEC market and its strategies to dynamic kidswear industry and questions (such as customers, community, compete with established players like its product mix and positioning strategies. investors, employees, etc). STAR Plus and Zee TV Industry Automotive and Transport • To compare and contrast Colors' Pedagogical Objectives Reference No. MKS0001 strategies with those of other GECs in • To analyse the nature of the kidswear Year of Pub. 2003 the Indian entertainment and media market in India and understand the Teaching Note Available industry critical success factors in this industry Struc.Assign. Available • To debate on the sustainability of Colors' • To debate on whether Madura Garments' Keywords No. 2 position in the Indian GEC market strategy of extending its successful Toyota; Toyota’s corporate and also identify the challenges ahead. brands from men's wear and women's communication; Corporate identity; Industry Entertainment & Media wear to kids' apparel segment is sensible Corporate image; Corporate reputation; Reference POS0002 or not Corporate philanthropy; Automotive and Year of Pub. 2008 • To debate on Madura Garments' brand transport; Environment; Diversity; Teaching Note Available extension strategy in comparison with Advertorial; Public relations; Constituency; Struc.Assign. Available Paddock Club; Global vision; Formula One. Raymond's exclusive kidswear store Keywords (Zapp!). Indian entertainment & media industry; Industry Textiles General Entertainment Channels (GECs); Reference POS0001 Rajesh Kamat; NDTV Group; NDTV Good Year of Pub. 2008 Times and NDTV Imagine; Lifestyle TV Teaching Note Available Channels; Youth-centric TV channels; Struc.Assign. Available Gross Rating Points (GRPs); TAM Media Keywords Research; Positioning strategies case Viacom18's 'Colors' Channel in stuides; INX Media and 9x; Viacom; Branding; Positioning; Product mix; Network18; Sameer Nair; Peter Retailing; Kids; Segmentation; Targeting; India Colourful Market Entry and Consumer Behaviour; Garments; Clothes; Positioning Strategies Birla; Critical success factors; Brand extension; Mass brands On July 21st 2008, Viacom18 – a 50:50 Madura Garment's New Product joint venture between Viacom and Mix and Positioning Strategies Network18 – made a colourful entry into the Hindi general entertainment market Big Battle for Small Clothes of India with the launch of Colors channel. Since foraying into the Indian textiles Led by Rajesh Kamat, ex-executive of scenario in 1988, Madura Garments, a STAR India, Colors was an instant success division of Madura Coats till 1999, has in the Hindi general entertainment market been catering to the varied apparel needs with differentiated content and disruptive of men, with brands like Louis Philippe, scheduling. Instead of confusing the Van Heusen, Allen Solly and Peter England. 67 www.ibscdc.org