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GSK’s new sales force compensation plan Issues Domestic Vs Foreign Brand as a radical change and their opinion was What yield management is and when it is Clothing: Understanding divided regarding the effectiveness of the new appropriate. sales force compensation system. Consumer Decision-making How the hotel industry and other similar Styles in India Issues industries fit into the service profile Understand the various issues and challenges Customer segmentation and demand Abstract associated with evaluating and compensating forecasting David Martin (Martin), the marketing manager a sales force. Calculation of booking limits and protection of Trendz4U, a UK-based garments Understand the pharma selling environment levels manufacturer, which offered a range of in the US. The concept of overbooking clothing, was mulling over some key Analyze the new sales force compensation Yield management controls (capacity decisions that he would have to take while system of GSK in the US and discuss the management, discount allocation, duration launching the company’s successful brand pros and cons of the system. control, variation in mobility, group availability, in India. Two months earlier, the company Explore ways in which the system can be supply control, and reservations) had taken a decision to enter the rapidly improved further. growing market. Since then, Martin had been Requirements for effective yield management actively involved in devising the company’s Comparison of yield management applications marketing strategy for India. Reference Numbers across different services (Airlines, Car As part of the planning phase, he had a pilot ICMR...... MKTG 258 Rentals, Cruise Lines, Financial Institutions, Hotels, Railroads, Telecommunications, and study conducted on Indian consumers. The ECCH ...... tabulated responses were in front of him and Tour Operators) based on these he had to make some Organization(s) ...... GlaxoSmithKline Plc recommendations emphasizing specific Countries ...... US Reference Numbers marketing strategies for specific market Industry ...... Pharmaceutical segments. ICMR...... MKTG 257 Pub/Rev Date ...... 2010 ECCH ...... Issues Case Length ...... 10 Pages Organization(s) Avant Garden (Fictitious) Discuss how through discriminant analysis, TN Length ...... 3 Pages Countries ...... India similar kinds of users/customers can be Industry ...... Hospitality classified based on certain characteristics. Pub/Rev Date ...... 2010 Elucidate how discriminant analysis can be Avant Garden: Case Length ...... 18 Pages used in marketing. Exploring Possibilities for TN Length ...... 3 Pages Appreciate the importance of marketing Improving Revenue Management research in making decisions. Abstract Crisis Management at Toyota Reference Numbers The case deals with the revenue ICMR...... MKTG 259 management (or yield management) issues Abstract ECCH ...... typically related to capacity constrained The case study is about crisis management Organization(s) ...... Apparel industries such as the hotel industry. Hotel at the Japan-based Toyota Motors Avant Garden, situated in Jaipur, India, was Countries ...... India Corporation, one of the largest automakers in an attractive destination for tourists and Industry ...... N/A the world. In January 2010, Toyota was forced business people. to recall millions of cars after problems with Pub/Rev Date ...... 2010 The hotel had three different categories of braking, floor mats and acceleration pedals in Case Length ...... 8 Pages rooms (Deluxe, Luxury, and Regular) priced its vehicles. The recalls even led Toyota to TN Length ...... 3 Pages accordingly and discounted on the basis of halt sales and production of eight of its most certain fixed criteria. The customer segments popular models. Due to growing number of comprised leisure travellers, business people, recalls, sales plummeted thereby affecting GlaxoSmithKline's New Sales travel agents, and incentive firms, all of them the company’s position in the global Force Compensation System with distinct tastes and preferences in terms automotive industry. Analysts began to in the US of choice of rooms, period of booking notice, question Toyota’s legendary quality and felt and duration of stay. Eeshita Desai, the newly that the recalls represented a major failure on appointed General Manager of the hotel, took part of the company. After the recalls, Toyota Abstract the initiative to remodel the revenue went into crisis management mode and In July 2010, GlaxoSmithKline Plc (GSK), management practices of the hotel. announced a fix for the accelerator problem. one of the world’s leading pharmaceutical In the process of analysis, several issues The case describes the various crisis companies, announced that it would replace pertaining to the timing of reservation of the management initiatives undertaken by the its existing system of evaluating and rooms, and to each customer segment, etc., company to regain the trust of customers and compensating its sales professionals in the came up. She calculated the booking limits, restore its image as a quality automaker. As US. protection levels, and overbooking limits for part of its crisis management process, Toyota As part of the new system, the bonuses of the different category of rooms based on 5 placed ads in print and television media, the sales professionals would be based on years of historic data on demand distribution, involved executives and used social media customer feedback and adherence to and sought to implement the new system in platforms to address its customers. However, company policy rather than the widely used the hotel. However, there were still several some analysts felt that the crisis practice of focusing on individual achievement other issues that remained a cause for communication team of Toyota was weak of sales targets. Industry observers viewed concern. which led to a delay in identifying and 212 Marketing

addressing the situation. The case concludes solutions and effective marketing initiatives Case Length ...... 7 Pages by discussing what the company planned to catering to both consumers and its channel TN Length ...... 3 Pages do in the future to contain the impact of the partners. Experts felt that AMD was prepared crisis. Crisis management experts were of to take on Intel aggressively in 2010 and the view that the image of Toyota would beyond, but opined that the company still had The Disgruntled Customer depend on how quickly it can fix the problems a long way to go in order to catch up with and how well it communicates with its Intel, which dominated the market. customers. Abstract Issues This is a role play-based case study. It details Issues Understand the issues and challenges in the predicament of a newly-appointed sales Understand the importance of crisis marketing/branding a component or ingredient professional as he tries to make an important management and various issues and branding. sales call. The customer, after initially challenges related to it. Analyze the consumer marketing initiative of welcoming him, refuses to allow the sales Analyze whether Toyota’s response to the AMD, particularly its Vision Campaign that call. The case study enables the instructor crisis was adequate. sought to simplify the PC buying decision of and the students/trainees to use role play to arrive at a solution Explore the PR and crisis management consumers. strategies that Toyota should adopt to contain Analyze the channel marketing initiatives Issues the impact of the crisis and retain its brand adopted by AMD, particularly its new Fusion Understand the various stages of the sales reputation. Partner Program. process, particularly objection handling. Understand the nature of the semiconductor Understand the importance of objection Reference Numbers industry and the competition in this market. handling and the various techniques/steps ICMR...... MKTG 256 Explore further branding strategies that AMD involved in handling an objection. ECCH ...... 510-086-1 could adopt to garner more market share and enhance its competitive position. Organization(s) ... Toyota Motor Company Reference Numbers Countries ...... Global ICMR...... MKTG 253 Reference Numbers Industry ...... Automotive ECCH ...... 510-082-1 ICMR...... MKTG 255 Pub/Rev Date ...... 2010 Organization(s) ...... Null ECCH ...... 510-081-1 Case Length ...... 27 Pages Countries ...... India Organization(s) Advanced Micro Devices TN Length ...... 4 Pages Industry ...... Pharmaceutical (AMD) Pub/Rev Date ...... 2010 Countries ...... US / Global Case Length ...... 4 Pages AMD's Consumer and Industry ...... Computers, IT and ITeS Channel Marketing Initiatives Pub/Rev Date ...... 2010 TN Length ...... 5 Pages Case Length ...... 21 Pages Abstract TN Length ...... 4 Pages Design Thinking and This case is about the consumer and channel Innovation at IDEO marketing initiatives adopted by Sunnyvale, Developing a Personal Selling California-based chipmaker, Advanced Micro Abstract Devices (AMD). Unlike its arch-rival Intel Strategy Corporation (Intel), which marketed its IDEO is a design consultancy firm based in California, US with offices across the globe. microprocessors to the consumers through Abstract several noteworthy marketing campaigns, Design consultancy firms are usually AMD did not market its microprocessors This case study details the dilemma faced associated with product design and most of extensively to the consumers. The most by a software professional as he volunteers their clients included auto, electronics, and notable marketing campaign launched by AMD to prepare a personal selling strategy for a set other manufacturing industries. IDEO had was the ‘AMD Me’ campaign launched in of books on spirituality on behalf of a trust. developed an innovative business model that 2002. It launched the AMD Commercial The case study also offers the students/ could be used to design or redesign products Channel Access Program in 2005 to meet the trainees a chance to enhance their knowledge as well as services to provide more value to business needs of its partners. In 2009, the and sales skills through role play the end user. company launched the ‘Vision’ campaign that Issues It developed a design process where they sought to make the PC buying process easier used techniques like brain storming, body Understand the various stages of the sales for consumers. It extended its channel storming, prototyping, and testing to arrive at process, particularly objection handling. marketing initiatives by launching the Fusion a solution for the clients’ problems. IDEO Partner Program in 2009. Through this Understand the importance of objection actively involved their clients in the design program, AMD sought to offer its partners handling and the various techniques/steps process and willingly taught them how to customized tools and resources to boost their involved in handling an objection. develop an innovative culture in their sales depending on their inimitable business organizations unlike other consultancy firms models. Reference Numbers which did not usually reveal their approach towards designing a solution. AMD’s focus on marketing received ICMR...... MKTG 254 appreciation from industry observers, experts, IDEO had an employee friendly work culture ECCH ...... and channel partners. They felt that though with no hierarchy and used the concept of AMD lagged behind Intel in marketing, it was Organization(s) ...... N/A hot-teams. It encouraged teams to help each making efforts to wean away a significant Countries ...... India other in designing innovative solutions and portion of the market share from the market Industry ...... Books strongly recommended using techniques like leader by launching new technological Pub/Rev Date ...... 2010 cross pollination. Marketing 213

Issues campaign won some of the most prestigious Issues Understand how to foster innovation in an advertising awards, experts remained divided Understand the importance of customer organization. in their opinion on whether TOI had adopted a service, particularly in the retail industry. genuine approach to initiating social changes Examine the organization structures that work in India or whether it was just a marketing Study the customer-centric policies of for creative organizations. gimmick to enhance the brand image of the L.L.Bean and the various practices that the Study the framework for designing innovative Times Group. retailer followed to provide superior customer solutions. service. Issues Analyze the scope of work for design Understand how the customer-centric policies consultancy firms. Understand various issues and challenges and practices contributed to the success of is social marketing. L.L.Bean. Study the social marketing campaigns Explore strategies that L.L.Bean could adopt Reference Numbers launched by ToI and analyze whether ToI in the future to attract more customers. ICMR...... MKTG 252 was successful in achieving the objectives ECCH ...... 510-051-1 of its campaigns. Reference Numbers Organization(s) ...... IDEO Inc. Understand the role of cause-related marketing ICMR...... MKTG 250 Countries ...... US in enhancing brand image. ECCH ...... 510-049-1 Industry ...... Consultancy - Design Explore ways to make the Teach India Pub/Rev Date ...... 2010 initiative could be made sustainable. Organization(s) ...... L.L.Bean, Inc. Case Length ...... 16 Pages Countries ...... US TN Length ...... 3 Pages Reference Numbers Industry ...... Multichannel Outdoor ICMR...... MKTG 251 Goods and Apparel Retailer Pub/Rev Date ...... 2010 Social Marketing: Times of India's ECCH ...... 510-052-1 Case Length ...... 18 Pages ‘Teach India' Campaign Organization(s) ...... Times of India Countries ...... India TN Length ...... 3 Pages Industry ...... Newspaper Abstract Pub/Rev Date ...... 2010 This case is about The Times of India’s (ToI) Case Length ...... 20 Pages Brand Naming: Kraft Foods' social marketing initiatives. Though TOI was ‘‘iSnack 2.0'' Controversy one of the largest circulated newspapers in TN Length ...... 4 Pages the world, it was criticized for promoting in Australia ‘yellow journalism’. In order to build its brand image, TOI adopted a social marketing strategy Customer Service at L.L.Bean Abstract and projected itself as an agent of social This case study is about Kraft Foods Inc.’s change by launching a series of social Abstract (Kraft) decision to launch a breakfast spread campaigns highlighting social issues. One of The case discusses the customer service with the name ‘iSnack 2.0’ in Australia, and them was ‘Teach India’. initiatives of L.L.Bean, Inc. (L.L.Bean), a US- the controversy that followed which forced The ‘Teach India’ campaign was launched based multichannel retailer. L.L.Bean had the company to withdraw the brand name. on July 6, 2008, with the objective of providing evolved from being a mail order company The company had decided to give the name education to the unprivileged children in India selling hunting boots into a leading international ‘iSnack 2.0’ to a new version of the Australian and eradicating illiteracy. The campaign was retailer selling apparels, home furnishings, food icon – Vegemite — in September 2009. inspired by TOI’s earlier initiative ‘Lead India’ and outdoor equipment. Its endeavor was to While the company felt that the name it had launched in August 2007. According to the deliver quality products at reasonable prices arrived at after conducting an online brand feedback received from the ‘Lead India’ and offer excellent customer service to naming contest would appeal to the Generation campaign, India would not be able to lead customers. Y segment who were using popular products unless its populace was literate and that there In its 98-year-long history, the company had such as the iPod and the iPhone, the target was a need for citizens to come forward and preserved the customer-centric tradition set segment rejected the name outright and there contribute to the cause. It was for this purpose by the founder and had, over the years, was a huge backlash against the company. that the Teach India campaign was launched. molded its operational policies to provide Marketing and branding experts were divided The campaign was divided into two phases. superior purchasing experience to customers. in their reactions to Kraft’s branding exercise. The first phase invited citizens of the country The company believed that a satisfied While some experts felt that this was a genuine to volunteer with a non-government customer helped build customer loyalty and misjudgment on the part of the company, organization (NGO) in their locality and spend encouraged repeat purchases, which were others felt that it was a clever marketing ploy two hours a week teaching underprivileged essential to achieve success in the retail to raise awareness about its new product. children. The second phase, which started at business. While the debate on this issue raged on, the end of 2008, selected students from top experts were almost unanimous in their view educational institutes all over the country who The case discusses in detail the customer- that this episode would not only be were willing to dedicate two years to teaching friendly policies of L.L.Bean and the customer remembered as a horrible example in the the underprivileged. service practices that had resulted in its being history of branding but would also serve as a recognized as a customer service champion To execute the campaign, TOI tied up with valuable lesson in branding strategy for all by consumers and industry observers. This select NGOs in the field of education in multiple marketers. also helped the company to perform better cities across India. Corporations, schools, than its rivals during the global economic Issues and social organizations also lent their support recession of 2007-2009. Experts felt that the to the campaign. The campaign was Understand the issues and challenges in company’s superior customer service promoted through print, television, online, naming a brand (new brand, brand extension, provided it with a competitive edge. outdoor and on-ground events. While the rebranding). 214 Marketing

Analyze the effectiveness of crowd sourcing techniques in the viral strategy adopted, the Issues in branding decisions. campaign had not been effective in garnering The impact of the regulatory environment, Appreciate the importance of marketing as much of a reaction as intended. Critics industry competition, and consumer behavior research in branding decisions. also raised questions about the authenticity of on the revenues and profitability of companies the taste test conducted by Burger King. Analyze the pros and cons of using social in the Indian telecom sector. media as a marketing tool to generate publicity Issues The role of tariff plans as a key differentiator for a product. Understand the issues and challenges in between prepaid cellular services of various Understand why the target segment rejected launching a viral marketing campaign. telecom service providers. the brand name ‘iSnack 2.0’ for the brand Analyze the ‘Whopper Virgins’ marketing Evaluate the potential impact of the Pay Per extension of the iconic Vegemite brand. campaign and understand why it was Call tariff plan (and competitors’ response) on Discuss and debate whether Kraft’s decision criticized for being culturally insensitive. Tata Indicom’s subscriber additions, revenues, and costs. was a deliberate attempt to create a Discuss and debate the ethical considerations controversy to create awareness for its new involved. product and the related ethical issues. Reference Numbers In the context of the case study, discuss the Explore ways in which Kraft could have made advantages and disadvantages of using a ICMR...... MKTG 247 the branding campaign more effective and viral marketing campaign. ECCH ...... 510-085-1 also explore branding strategies that Kraft’s Organization(s) ...... Tata Teleservices Ltd marketing team can adopt in the future. Understand the increasing importance of search engine optimization and search engine Countries ...... India marketing plans in the context of viral Industry ...... Telecom Reference Numbers marketing. Pub/Rev Date ...... 2010 ICMR...... MKTG 249 Explore ways in which the company could Case Length ...... 17 Pages ECCH ...... 510-048-1 have made the ‘Whopper Virgins’ campaign TN Length ...... 4 Pages Organization(s) ...... Kraft Foods Inc. more effective. Countries ...... Australia Industry ...... Consumer packaged Reference Numbers Unilever's Packaging Practices - goods ICMR...... MKTG 248 Innovations and Insights Pub/Rev Date ...... 2010 ECCH ...... 510-050-1 Case Length ...... 23 Pages Organization(s) ...... Burger King Abstract TN Length ...... 4 Pages Corporation The case examines how Anglo-Dutch retail Countries ...... US giant Unilever Group used innovations in Industry ...... Fast Food packaging to differentiate its products. Burger King's ‘Whopper Virgins' Pub/Rev Date ...... 2010 It explains how Unilever used packaging as Viral Marketing Campaign Case Length ...... 22 Pages a marketing tool to launch, relaunch, reposition and increase demand for its products and TN Length ...... 4 Pages Abstract attract new customers. This case is about US-based fast food giant Several instances where innovative Burger King Corporation’s (Burger King) Tata Indicom's ‘Pay Per Call' packaging helped Unilever increase ‘Whopper Virgins’ campaign that was launched Tariff Plan for revenues of its products are discussed in the in December 2008. This was a viral integrated case. At the same time, Unilever tried to campaign that involved conducting a ‘taste Prepaid Cellular Subscribers minimize the impact of its packaging on the test’ where participants were asked to select environment by adopting recycled materials, the best burger after having Burger King’s Abstract introducing concentrated version of detergents flagship product, the Whopper, and the As of 2009, the Indian telecom sector was and also by using fewer colors on its labels. signature product of its competitor McDonald’s, growing rapidly in terms of subscriber Issues the BigMac. What made the campaign additions, with more than 10 million new especially noteworthy was the fact that the connections being purchased every month. Understand how packaging can help a respondents selected for this test were from There was fierce competition among company differentiate its products. the remotest parts of the world, and according companies in this sector to enhance their Study how packaging can be used as a to Burger King, they did not have any subscriber base. Besides, between the two marketing tool. knowledge about burgers or other American competing technologies – GSM and CDMA, Examine how the adverse impact of food. GSM was the dominant technology in the packaging on the environment can be The viral campaign was backed by other Indian mobile telephony market. To attract reduced. promotional elements such as TV more subscribers to its network, Tata Indicom, advertisements, print, and online ads. The a CDMA-technology based brand of Tata campaign generated a lot of buzz in the Teleservices Ltd, launched an innovative tariff Reference Numbers blogosphere as well as other media and plan in September 2009 for its prepaid cellular ICMR...... MKTG 246 quickly spread through word-of-mouth subscribers. Marketed as the Pay Per Call ECCH ...... 510-045-1 marketing. While many experts commended tariff plan, this plan extended the pulse duration Organization(s) ...... Unilever Group the viral marketing campaign for having for all outgoing calls made from the home Countries ...... India helped in brand recognition, many others network to 10 minutes. This case discusses criticized the campaign idea, describing it as the implications of this plan for the service Industry ...... FMCG offensive and culturally insensitive. Some ad provider as well as the consumer, and Pub/Rev Date ...... 2010 experts also pointed out that due to errors questions if (and how) Tata Indicom should Case Length ...... 17 Pages regarding search engine optimization take a relook at the plan. TN Length ...... 4 Pages Marketing 215

commerce platforms in the world where Droid: Challenger to the iPhone? Volkswagen's Marketing Strategy customers could find and discover anything in India they wanted to buy online in a more convenient Abstract way. Customer service, loyalty, and customer Abstract retention were the three important aspects of In late-2009, US-based telecommunications Amazon’s service culture. Experts were of company, Motorola Inc. (Motorola) and US- The case examines the marketing strategies the opinion that over the years, the customer based mobile telecommunications network of Volkswagen Group India, the Indian base of Amazon had increased significantly operator, Verizon Wireless (Verizon) unveiled subsidiary of German automobile due to its high levels of customer service. In a smart phone branded as 'Droid' in the US. manufacturer, Volkswagen AG (Volkswagen). addition to consumer customers, Amazon Droid was launched at a time when Motorola Volkswagen entered the Indian passenger car offered marketing and promotional services was experiencing disappointing sales and market in 2001 by launching its car brand – for third-party retailers and web services for was planning to spin off its mobile phone Škoda. In 2007, two of its other brands Audi developers. It allowed third party vendors to division. Motorola planned to arrest the and Volkswagen, were also launched in India. sell their products on its website. The case decline in sales with the launch of the Droid. Volkswagen Group India emphasized on all outlines the customer-centric philosophies of Powered by Google's Android 2.0 operating aspects of marketing mix including product, Amazon and discusses the various customer system, Droid was pitched against consumer price, place and promotion. The company programs undertaken by Amazon. The case electronics major Apple Inc's iPhone. Droid offered three brands including Audi, Škoda discusses the importance of customer was promoted heavily using Verizon's and Volkswagen that together comprised of experience at Amazon and describes the focus marketing muscle. Verizon and Motorola had 15 different models as of late 2009. of the company on three aspects – price, launched a US$ 100 million marketing Volkswagen Group India mainly catered to selection, and convenience. Jeff Bezos, CEO campaign called 'iDon't' to promote Droid. the luxury segment of the Indian car market. of Amazon, invested heavily in building Some experts felt that the unique features of The company had established presence in advanced technological infrastructure to serve Droid could challenge iPhone. On the other India through separate distribution channels his customers. He spent huge sums of money hand, some analysts felt that Motorola had a for each of its brands. In its initial years, on customer service programs, even though long way to go to emerge as a challenger to Volkswagen Group India primarily used the this affected the operating margins of the iPhone created a strong position for itself in print media to promote its products. However, company. The case points out certain issues the lucrative smart phone market. The Droid considering the growth potential of India’s related to Amazon’s customer service. The was largely well-received and to some extent automobile market, the company started using case concludes by discussing how Amazon had revived Motorola's financial position. electronic, digital and out of home media along had weathered the recession and performed However, marketing experts were sharply with print media. In November 2009, the better than other online retailers and also divided on the positioning strategy adopted company launched an integrated marketing discusses how Amazon’s acquisition of by Motorola and Verizon for droid. In view of campaign to strengthen its brand image. The Zappos would affect the customer service of its success, Motorola planned to revive its case describes the marketing campaign and both the companies in the future. mobile phone division and planned to launch ends with a discussion on the growth Droid in India, China, Japan, and Europe in prospects of the company in future. Issues 2010. The company also planned to launch Issues Understand the importance of customer Android-powered phones in low-end as well service, particularly in the online retail industry. Understand the dynamics of the Indian as smart phone versions. passenger car market. Understand various concepts in customer Issues service and customer relationship Examine the growth strategies of Volkswagen management. Analyze Motorola and Verizon’s marketing Group India over the years. Study the customer-centric philosophies of strategy to launch Droid in the lucrative smart Analyze the marketing strategies of phone market. Amazon, the systems and processes, and Volkswagen Group India. how these have contributed to the success of Analyze the marketing campaign launched Study the future prospects of Volkswagen the company. by Motorola and Verizon to promote Droid. Group India. Analyze the factors that contributed to a strong Understand and analyze the positioning customer service culture at Amazon and how strategy adopted by Motorola and Verizon for Reference Numbers some of the negative aspects associated with Droid. ICMR...... MKTG 244 its customer service can be improved upon. Discuss and debate whether the Droid was ECCH ...... 510-029-1 Explore strategies that Amazon can adopt in an able challenger to the iPhone. the future to attract more customers Organization(s) .. Volkswagen Group India Explore ways in which the campaign could be made more effective and how the product Countries ...... India Reference Numbers should be marketed in other international Industry ...... Automobile markets. Pub/Rev Date ...... 2010 ICMR...... MKTG 243 Case Length ...... 15 Pages ECCH ...... 510-023-1 Reference Numbers TN Length ...... 4 Pages Organization(s) ...... Amazon.com, Inc. ICMR...... MKTG 245 Countries ...... USA / Global ECCH ...... 510-042-1 Industry ...... Online Retail Industry Amazon.com: Pub/Rev Date ...... 2010 Organization(s) ...... Motorola Inc., Verizon Customer Service Champion Wireless Case Length ...... 25 Pages Countries ...... US TN Length ...... 4 Pages Abstract Industry ...... Consumer Electronics The case discusses the customer service at Pub/Rev Date ...... 2010 Amazon.com, Inc. (Amazon), a US-based e- Case Length ...... 30 Pages tailer. Amazon evolved from being just an www.icmrindia.org TN Length ...... 5 Pages online bookstore into one of the largest e- 216 Marketing

generation in US as their dad’s drink, and Explore ways in which the company could Tourism Kamloops hence ‘not cools’. The brand had witnessed have made the ‘Damn Right Your Dad Drank a continuous decline in sales for 17 years It’ campaign more effective and also explore Abstract from the 1990s as a result of a combination of branding strategies that the brand management factors like erosion of brand value, weakening team can adopt in the future. The case discusses the promotion of of marketing efforts, change in cocktail culture Kamloops city as a vacation destination and toward vodka-based drinks, and the entry of Reference Numbers the initiatives taken by Tourism Kamloops to competitors in the market. The ‘Damn Right transform the city into a favorable tourist Your Dad Drank It’ campaign adopted a strategy ICMR...... MKTG 241 destination. Over the years, the tourism that turned the brand’s primary criticism - ‘your ECCH ...... 510-026-1 industry in Kamloops had been growing dad’s drink’ into its campaign’s central theme. Organization(s) ...... Beam Global Spirits & steadily and had played a major role in The retro-themed campaign featured a series Wine contributing to the local economy. The case of print ads depicting the 1960s and 1970s Countries ...... United States discusses the growth of Kamloops as the era that showed ‘fathers’ as a classic Industry ...... Spirits ‘Tournament capital of Canada’. Sport tourism personification of unpretentious masculinity. is one of the fastest growing segments of the The ads included provocative taglines that Pub/Rev Date ...... 2010 tourism sector in Kamloops and the city has sought to remind consumers that theirs dads Case Length ...... 18 Pages actively developed and promoted sports were masculine, stylish, and cool and that TN Length ...... 3 Pages facilities for tournaments and hosted some they embodied these traits through their choice major sporting events. The case also of drink consisting of whisky cocktails made discusses the marketing campaign with TV with CC. The campaign was a multilayered Selling Insurance Products personality and meteorologist Mark Madryga one including viral marketing elements. The in India: The Commission as brand ambassador to promote Kamloops campaign was backed by billboards, point- as a vacation destination. The case talks of-sale (POS) items, radio advertising, out-of- versus Fee Debate about some of the challenges faced by Tourism home advertising, in-market events, and Kamloops and how they might affect the experiential elements. The campaign not only Abstract tourism sector in Kamloops in the future. rejuvenated the moribund brand but also turned The case discusses the commission versus Issues its falling sales curve around. But some critics fee debate related to the compensation opined that the campaign ads were offensive Analyze the tourism industry in Kamloops structure of insurance agents in India. Though and also contended that the campaign theme the issue was a long standing one, it sparked and study the factors which contributed to the was sexist. growth of the tourism industry in the region. a fresh debate when the Swarup Committee on Investor Awareness and Protection in 2009 Understand the role played by marketing, proposed scrapping of the agents’ commission particularly the promotional campaigns, in by 2011 stating that such a decision was developing the tourism industry of a country. necessary to protect the interests of investors. Analyze the initiatives taken by Tourism The case discusses whether a fee-based Kamloops to promote the city of Kamloops as model as suggested by the committee would a vacation destination. be viable in the Indian insurance market or Explore the strategies that Tourism Kamloops whether such a step was a premature one. could adopt to develop the tourist sector in the The case points out the implications the reform region. may have on the Indian insurance sector and presents the views of regulators, investors, Reference Numbers and agents on introducing a fee-based model for agents in the insurance sector. While the ICMR...... MKTG 242 industry and insurance agents strongly ECCH ...... 510-027-1 opposed the move, investors and some Organization(s) ...... Null regulatory bodies supported the change. Countries ...... Canada Case Studies in B2B Marketing The case concludes by analyzing whether Industry ...... Tourism Industry Paperback; 223 Pages, the government’s decision to continue with Pub/Rev Date ...... 2010 23 Case Studies the commission-based system in the interest of insurance industry and financial Case Length ...... 14 Pages INR 2000/- intermediaries overlooked the investor’s TN Length ...... 14 Pages viewpoint. Issues Canadian Club: Repositioning a Issues Understand the issues and challenges in Dormant Brand Understand the issues and challenges of selling financial products such as insurance. repositioning and reviving a dormant brand. Understand the compensation structure of the Abstract Analyze the marketing efforts for Canadian insurance agents in India and analyze the This case is about US-based premium spirits Club over the years and the new ‘Damn Right ramifications of the Swarup Commission company, Beam Global Spirits & Wine’s (Beam Your Dad Drank It’ advertising campaign. recommendations. Global) award-winning ‘Damn Right Your Dad Understand the consumer insights that Analyze the advantages and disadvantages Drank It’ campaign to promote its Canadian prompted Beam to launch this ad campaign of a fee-based model as against the Club brand of whisky in November 2007. and how the company uncovered these commission-based model. The campaign was launched with the aim of through marketing research. Evaluate the need for a change in the reviving a 150-year-old brand, Canadian Club remuneration structure of a financial Whisky, which was perceived by the younger Study how the advertising campaign was executed and analyze the results. intermediary in Indian insurance sector. Marketing 217

Reference Numbers i-Mint - An Innovative Coalition Indian Premier League's ICMR...... MKTG 240 Loyalty and Consumer Rewards Operating Model - ECCH ...... 510-024-1 Program in India Marketing Cricket to the World Organization(s) ...... Null Countries ...... India Abstract Abstract Industry ...... Insurance Industry Pub/Rev Date ...... 2010 The case examines the marketing strategy The case examines the operating model of of i-mint, India's largest multi-partner loyalty Indian Premier League (IPL), a club based Case Length ...... 19 Pages program. i-mint was designed by Loyalty format of cricket, conceptualized in 2007 by TN Length ...... 3 Pages Solutions and Research Limited (LSRL), an the Board of Control for Cricket in India (BCCI). ICICI Venture firm. From an initial collaboration The operating model of IPL was based on of six merchant partners in mid 2006, i-mint eight teams representing eight major cities of Burger King's 'Whopper Freakout' had developed an all-India merchant network India. The BCCI invited bids from franchises Marketing Campaign of over 3000 partners covering industries for owning these teams. The franchises had including hospitality, travel, retail, telecom, to pay the franchise fee to BCCI over a few Abstract media and consumables by late 2009. It had years period after which franchises became a membership base of 9 million. Multiple the owner of the team for ever. After bidding This case is about US-based fast food giant partnership reward programs like i-mint offered from franchises, bidding for players was also Burger King Corporation's (Burger King) customers dual benefit of purchases across conducted. The BCCI sold the broadcasting 'Whopper Freakout' campaign that was multiple product/service categories and rights to a consortium of SET and WSG for a launched to celebrate the Whopper's 50th earning rewards across several program period of ten years. The brand IPL was anniversary at Burger King, in December partners. A consumer could earn loyalty promoted by the BCCI as well as the 2007. This was also a bid to know whether points on the payments made for purchases broadcasters where as individual franchises the Whopper was America's favorite burger. at the outlets of i-mint partners and could also promoted their teams separately. The BCCI The campaign was launched with the aim of redeem these points at any of the i-mint and broadcasters first promoted this new increasing Whopper sales and encouraging merchant outlets. For retailers, this relationship cricket format using creative ads and then customers to consume the Whopper more between multiple brands and customer promoted the concept of different city based often than they already did. The main part of loyalty on a single platform helped to develop teams. In a span of two years, the IPL the campaign was the viral marketing a customer database which could be used to enterprise had emerged as a formidable brand component. It was backed by other promotional establish a personalized dialogue with valued at over US$ 2 billion. Individual teams elements such as TV advertisements, print, customers in order to design value added were branded based on their revenue and online ads. The campaign generated a loyalty schemes and thereby increase generating capabilities. The case examines lot of buzz among the target consumers profitability. The case also discusses the the revenue model of IPL and its advertising consisting of a young net savvy population potential of coalition loyalty marketing and promotion strategies and quickly spread through word-of-mouth programs in India. marketing. Issues Issues It was considered by experts as an iconic Understand how to promote a sports brand viral marketing campaign that helped Burger Understand the benefits of a customer loyalty effectively. King increase the sales of its mature brand, program in retail marketing. Examine the operating and revenue model of the Whopper. Analyze the advantages and disadvantages IPL. of multiple partnership reward programs as Issues Analyze the methodology in valuating a sports compared to a single partner rewards brand. Understand the issues and challenges in program. launching a viral marketing campaign Study the T20 cricket format and the Examine the unique features of ‘i-mint’ challenges it can face in the near future. Analyze the ‘Whopper Freakout’ marketing consumer rewards program. campaign Study the effectiveness and financial feasibility Reference Numbers In the context of the case study, discuss the of consumer loyalty programs in India. advantages and disadvantages of using a ICMR...... MKTG 237 viral marketing campaign ECCH ...... 510-012-1 Reference Numbers Understand the increasing importance of viral Organization(s) ..... Indian Premier League ICMR...... MKTG 238 marketing and word-of-mouth marketing in Countries ...... India / South Africa ECCH ...... 510-025-1 marketing a product Industry ...... Entertainment Organization(s) ...... Loyalty Solutions and Explore ways in which the company could Pub/Rev Date ...... 2010 have made the ‘Whopper Freakout’ campaign Research Limited, ICICI Venture Case Length ...... 19 Pages more effective Countries ...... India Industry ...... Retailing TN Length ...... 4 Pages Reference Numbers Pub/Rev Date ...... 2010 ICMR...... MKTG 239 Case Length ...... 14 Pages Apple's App Store: ECCH ...... 510-028-1 TN Length ...... 3 Pages Strengthening the iPhone's Organization(s) .. Burger King Corporation Competitive Position Countries ...... US “Marketing takes a day to learn. Industry ...... Fast Food Unfortunately it takes a lifetime to Abstract Pub/Rev Date ...... 2010 master.” The case discusses the role of Apple’s App Case Length ...... 18 Pages Store in increasing the demand for the iPhone. – Philip Kotler TN Length ...... 4 Pages It begins with a brief overview of Apple’s 218 Marketing

history and the several innovative products it Understand how Paramount Pictures managed Issues introduced into the market. Later, it describes to get huge publicity for the film. Analyze the tourism industry in Turkey and the launch of the iPhone, the subsequent Study how the promotions of films have study the factors which contributed to the development of apps for the phone, and the changed with the emergence of new media growth of the tourism industry in the country. creation of the App Store to distribute these channels such as the Internet. apps. The case also discusses some of the Understand the role played by marketing, reasons for the amazing success of the App particularly the promotional campaigns, in Store and the role played by the apps in Reference Numbers developing the tourism industry of a country. increasing the demand for the iPhone. It ICMR...... MKTG 235 Analyze the initiatives taken by the Turkish Ministry of Culture and Tourism (MoT) to concludes with an overview of the competition ECCH ...... 510-014-1 being faced by the App Store and a brief promote Turkey as a destination brand and discussion on its future prospects. Organization(s) ...... Paramount Pictures how it handled the campaign in key markets Corporation around the world. Issues Countries ...... US Examine the challenges faced by the tourism Identify the forces driving change in the global Industry ...... Media & Entertainment sector in Turkey and explore strategies that cell phone industry. Pub/Rev Date ...... 2009 the MoT could adopt to overcome these Assess the role played by apps in increasing challenges. the sales of the iPhone. Case Length ...... 17 Pages Recognize the role of innovation in creating TN Length ...... 4 Pages Reference Numbers new markets. ICMR...... MKTG 234 Turkey: Emerging as a ECCH ...... 509-102-1 Reference Numbers Value-based Destination Organization(s) ...... Tourism Turkey ICMR...... MKTG 236 Amidst Economic Slowdown Countries ...... Turkey / Central Europe / ECCH ...... 510-011-1 Global Organization(s) ...... Apple Inc. Industry ...... Tourism Industry Abstract Countries ...... USA / Worldwide Pub/Rev Date ...... 2009 The case discusses how Turkey is emerging Industry ...... Mobile phone as a value-based tourist destination at a time Case Length ...... 23 Pages Pub/Rev Date ...... 2010 when many other tourist destinations, TN Length ...... 5 Pages Case Length ...... 17 Pages particularly those in Europe, are reeling under TN Length ...... 4 Pages the impact of the economic slowdown. It examines the initiatives taken by the Turkish Burger King's Ministry of Culture and Tourism (MoT) to 'Subservient Chicken' Promoting 'Paranormal Activity’ transform Turkey into a favorable tourist Marketing Campaign destination. The case provides detailed information on Abstract Abstract the growth of the tourism industry in Turkey. On October 16, 2009, a low budget horror Over the years, the tourism sector in Turkey This case is about US-based fast food giant film 'Paranormal Activity' was released in the grew rapidly and constituted an important part Burger King Corporation’s (Burger King) US. The film went on to become a huge hit of the economy of Turkish towns and cities. ‘Subservient Chicken’ campaign that was after it opened to packed houses and grossed launched to promote its TenderCrisp chicken In addition to sea-sand-sun tourism, Turkey US$ 22 million in one week. By the end of sandwiches, in April 2004. The campaign offered alternative forms of tourism such as October 2009, the film had earned a staggering was launched with the aim of arresting the winter, highland and health tourism, as well US$ 65 million. According to experts, the film company’s decline in sales and regaining the as nature sports, making it one of the most was one of the highest revenue earning low- market share that it had lost to competitors preferred tourist destinations across the world. budget films in Hollywood. The success of such as McDonald’s Corporation and Wendy’s the film was widely attributed to the unique In 2009, the MoT invested significantly in International Inc. The main part of the campaign promotional strategies adopted by California- promoting Turkey as a tourist hotspot. This was the viral marketing component. It was based film production and distribution was in line with its long-term tourism strategy backed by other promotional elements such company, Paramount Pictures Corporation to become one of the five top destinations in as TV advertisements, print, online ads, and (Paramount Pictures). The promotional the world by increasing the number of tourists one time pay-per view program. The strategies started with a buzz created by free and tourist receipts by 2023. campaign generated a lot of buzz among the midnight screenings in college towns and The case discusses the massive promotional target consumers consisting of a young net word-of-mouth marketing (WOM) through campaign launched by MoT in different savvy population and quickly spread through social media and other channels. The most countries with the aim of attracting more word-of-mouth marketing. It was considered significant part of its promotion strategy was visitors and strengthening Turkey’s position by experts as an iconic viral marketing the 'Demand It' campaign launched by as a global tourism brand. campaign that helped Burger King revive its Paramount Pictures on the movie's website, brand image and resulted in an increase in As part of the campaign, MoT came out with 'www.paranormalmovie.com'. The site the sales of its burgers. But some critics a series of television commercials, destination included a 'Demand It' tab that required the opined that though it was a very good viral films, and promotional events highlighting the user to click and demand the release of the marketing campaign, it did not link back to the best features of Turkey. How it handled the film in their city. Burger King brand and so failed to drive promotional activities in certain key markets business for Burger King. Issues are also discussed. Analyze the promotional strategies for The case goes into the challenges faced by Issues Paranormal Activity and understand the factors the Turkish tourism sector and how they might Understand the issues and challenges in that led to its success. affect the growth of the sector in the future. launching a viral marketing campaign. Marketing 219

Analyze the ‘Subservient Chicken’ marketing consumer involvement. It concludes by competitors focused on promoting their value campaign. providing the reactions of analysts to Kraft added services and tariff plans. Foods’ mobile marketing campaigns. Analysts In the context of the case study, discuss the Issues advantages and disadvantages of using a were of the view that the mobile marketing viral marketing campaign. initiatives adopted by Kraft would serve the Appreciate the importance of brand purpose of establishing a direct dialogue with development for achieving longer term growth. Understand the increasing importance of viral customers as the mobile phone was a marketing and word-of-mouth marketing in Study the usage of different media for powerful communications device with respect advertising a brand. marketing a product. to mobility, reach, and immediacy. Marketers Understand how contemporary social issues Explore ways in which the company could should take advantage of the mobile medium are highlighted to promote a brand. have made the ‘Subservient Chicken’ and adopt it as part of their channel mix to gain campaign more effective. a competitive edge, they said. Analyze the benefits of viral marketing for brand promotion. Issues Reference Numbers Study the mobile marketing strategy of Kraft Reference Numbers ICMR...... MKTG 233 Foods ECCH ...... 509-097-1 ICMR...... MKTG 231 Understand the issues and challenges in ECCH ...... 509-098-1 Organization(s) .. Burger King Corporation creating and rolling out a mobile advertising Countries ...... US campaign. Organization(s) ...... Idea Cellular Countries ...... India Industry ...... Fast Food Analyze the mobile marketing campaigns Pub/Rev Date ...... 2009 launched by Kraft Foods. Industry ...... Telecom Pub/Rev Date ...... 2009 Case Length ...... 23 Pages Discuss and debate whether the mobile Case Length ...... 15 Pages TN Length ...... 4 Pages marketing campaigns of Kraft Foods would be able to achieve their objectives. TN Length ...... 4 Pages Explore ways in which the company could Kraft Foods’ make its mobile marketing campaigns more Mobile Marketing Strategy effective. Maruti Suzuki's Advertising Strategies

Abstract Reference Numbers Abstract This case is about US-based Consumer ICMR...... MKTG 232 The case examines the advertising strategies Packaged Goods (CPG) Company Kraft ECCH ...... 509-099-1 Foods’ (Kraft) mobile marketing strategy. Due of Maruti Suzuki India Limited (Maruti), a Organization(s) ...... Kraft Foods, Inc. to a reduction in consumer spending on subsidiary of Japan based automobile major packaged goods, Kraft decided to tap the Countries ...... Europe / USA Suzuki Motors. Maruti, India’s leading mobile channel to promote its products as Industry ...... Consumer Packaged passenger car manufacturer was founded in this channel had the capacity to enable value- Goods 1981. The liberalization of the Indian economy added marketing. The company’s mobile Pub/Rev Date ...... 2009 in 1991 resulted in the entry of several foreign marketing campaigns were designed to meet Case Length ...... 21 Pages automobile companies in the Indian passenger the needs of customers and to help them car market beginning from the mid 1990s. To TN Length ...... 4 Pages integrate the company’s brands into their prevent the continuous decline of its market everyday lives. share, Maruti started a restructuring exercise in the year 2001. As part of the restructuring The case discusses the mobile marketing Idea Cellular's Advertising and exercise, Maruti also laid emphasis on its campaigns launched by Kraft Foods and their Promotion Strategies advertising strategy to help maintain its position objectives. In 2008, Kraft launched a mobile as a market leader. The company launched campaign in Germany to promote the launch several new products and their variants. The of its new instant coffee brand called Jacobs Abstract advertising campaigns of Maruti included 2in1. It was the first large-scale European The case examines the advertising strategies TVCs, print and radio ads, outdoor promotions, product launch which used a mobile sampling of Idea Cellular, a leading telecom service point of sale and mobile promotions. The campaign to enhance brand awareness. The provider in India. It explains how Idea promoted company also organized different promotional campaign was integrated with traditional media its services through several innovative ads events to attract prospective consumers. and allowed customers to request samples via variety of media like TV, print, out-of-home, Maruti also offered special schemes for and order products from their mobile phones. and radio. Idea had not hired any celebrity to specific professional and income groups. The This was followed by the launch of a mobile promote its services till late 2007, in contrast to ad campaigns of Maruti emphasized on cooking application for iPhone users called the its competitors. However, when Idea expanded various aspects of its cars, including fuel iFood Assistant in December 2008. The its geographical presence to cover several efficiency, space, looks etc, to strengthen its application allowed customers to search for telecom circles in India, it hired film star Abhishek brand image, and to promote its widespread and download recipes, manage their shopping Bachchan to endorse its brand in October 2007. network and services. The case ends with a lists, and locate local stores thereby delivering Idea’s focus in its ads also changed from discussion on Maruti’s future expansion plans. value to the customer while at the same time highlighting its tariff plans and network promoting the company’s products. The case coverage to using mobile telephony to solve Issues social issues. Idea also developed several also talks about the mobile website created by Understand the dynamics of passenger car websites to support its ads based on social Kraft to facilitate consumer engagement on industry in India. mobile devices, and how Kraft was taking its issues. Idea also tied up with Indian Premier mobile marketing initiative further in countries League (IPL) cricket team, Mumbai Indians, Study the growth strategies of Maruti over such as Germany and the UK. The case and popular players like Sachin Tendulkar and the years. discusses whether the campaigns were Zaheer Khan were used to promote the brand. Analyze the advertising strategies of Maruti. successful in enhancing brand awareness and Idea chose to promote its brand where as its Examine the future challenges for Maruti. 220 Marketing

Reference Numbers by pharmaceutical companies in promoting economy was sapping soft drink sales, the ICMR...... MKTG 230 their products in view of the stringent statutory “Open Happiness” campaign invited people and regulatory requirements for advertising around the world to refresh themselves with ECCH ...... 509-101-1 prescription drugs; 2) Understand the issues a Coke and continue to enjoy the simple Organization(s) ...... Maruti Suzuki and challenges in capturing market share for pleasures of life. The case discuses the Countries ...... India a ‘me-too’ product in an overcrowded market; various campaigns launched by the Coca- Industry ...... Automobile 3) Understand how Wyeth built up Effexor Cola Company over the years and the role Pub/Rev Date ...... 2009 XR as one of the top pharmaceutical products; played by these campaigns in enhancing the Case Length ...... 15 Pages 4) Analyze the marketing effort for Pristic brand image of Coca-Cola. The case also including the advertising campaign launched focuses on the “Coke Side of Life” launched TN Length ...... 3 Pages by Wyeth for the product; 5) Understand the in 2006 to revive sales of Coca-Cola. The legal and ethical issues related to marketing “Coke Side of Life” campaign invited people Marketing Pristiq: and promotion of a drug, particularly an anti- to choose Coke and live positively. The depressant. The case is meant for MBA/MS objective of the campaign was to make Coke The Advertising Challenge students as a part of the Marketing more relevant to customers by creating a Communication/ Strategic Marketing multi-cultural platform in markets across the Abstract Management/ Product Management world. With the global economic recession Pristiq was developed by Wyeth curriculum. The teaching note includes the and with consumers drifting towards non- Pharmaceuticals (Wyeth) to tackle the patent abstract, teaching objectives and carbonated drinks, the company was facing expiry problems for its blockbuster drug, methodology, assignment questions, many difficulties. In order to boost its sales, Effexor XR, which was also one of the top feedback of case discussion, and additional the company decided to create a new ten highest selling pharmaceutical products readings and references. The teaching note campaign and roll it out globally. The case globally. Effexor XR was an anti-depressant does not contain an analysis of the case. discusses in detail the objectives and various elements of the “Open Happiness” campaign that helped in treating major depression Issues disorder (MDD) and anxiety disorders which included new point of sale, promotions, Understand the issues and challenges faced associated with depression like generalized outdoor and print advertising, digital and music by pharmaceutical companies in promoting anxiety disorder (GAD), social anxiety components. The case details the launch of their products in view of the stringent statutory disorder (SAD), and panic disorder in adults. the campaign in various countries and how it and regulatory requirements for advertising Effexor XR was set to expire in 2010 and was adapted in accordance with the tastes prescription drugs. cheaper generic versions of the drug were and preferences of the people in those expected to be available in the market in Understand the issues and challenges in countries. The case also discusses the initial June 2010; this was expected to make a capturing market share for a ‘me-too’ product reactions to the “Open Happiness” campaign. huge dent in Effexor XR sales. Wyeth in an overcrowded market. Some analysts felt that the campaign might be successful in achieving its objective as it launched Pristiq in the US market in May Understand how Wyeth built up Effexor XR was able to extend the reach of Coca-Cola to 2009 and promoted it as an enhanced version as one of the top pharmaceutical products. of Effexor XR in a bid to shift existing wider markets while others were Analyze the marketing effort for Pristic including prescriptions of Effexor XR to Pristiq. Towards apprehensive that it would not succeed.. The the advertising campaign launched by Wyeth this end, Wyeth initially marketed the drug to case concludes with thoughts on how the for the product. doctors. However, the sales of the drug global campaign could be made more effective between its launch and March 2009 was a Understand the legal and ethical issues related so that it strikes the right chord with its paltry US$ 115.8 million, far lower than initial to marketing and promotion of a drug, consumers in different countries. particularly an anti-depressant. projections. Later in June 2009, Wyeth Issues launched an advertising campaign directed Study the branding strategies adopted by of at consumers. While advertising a drug, Reference Numbers Coca-Cola Company over the years and how pharmaceutical companies had to comply with ICMR...... MKTG 229 the campaign has evolved over the years. stringent statutory and regulatory requirements. The problems were ECCH ...... 509-100-1 Understand the role played by its advertising compounded in mid 2009 as the USFDA Organization(s) ...... Wyeth campaigns in ‘Coca-Cola’ consistently proposed some additional guidelines regarding Countries ...... US maintaining its No.1 position among global risk disclosure. Some experts felt that these Industry ...... Pharmaceuticals brands. new guidelines left little room for marketers to Pub/Rev Date ...... 2009 Understand issues and challenges in creating get through their message in a creative way. Case Length ...... 26 Pages and rolling out a global advertising campaign. The initial reaction of the industry observers Analyze the “Coke Side of Life” and “Open regarding the ad campaign was mixed. TN Length ...... 6 Pages Happiness” campaigns. Some felt that the ad campaign failed to comply with the new guidelines. They felt that Discuss and debate whether the “Open advertising could be a differentiator in an Coca-Cola Happiness” campaign would be able to overcrowded anti-depressant market; “Open Happiness" Campaign achieve its objectives. however getting it right was not easy Explore ways in which the company could considering the nature of the drug, side effects Abstract make its “Open Happiness” campaign more profile of the drug and existing regulations. effective. The case is about Atlanta-based beverage The challenge before the Pristiq marketing giant Coca-Cola Company’s (Coca-Cola team was to connect with the target audience Company) global integrated advertising Reference Numbers with their ad campaigns while also complying campaign “Open Happiness”. The campaign with the stringent statutory and regulatory ICMR...... MKTG 228 was launched in the first half of 2009 in markets requirements for advertising prescription ECCH ...... 509-091-1 around the world with the aim of increasing drugs. The case will help the students: 1) sales of sparkling beverages of the Coca- Organization(s) The Coca-Cola Company Understand the issues and challenges faced Cola Company. At a time when the weakened Countries ...... United States of America Marketing 221

Industry ...... Food and Beverage technology. Moreover, they felt that the ad Kleenex branded products. Many experts Pub/Rev Date ...... 2009 voiced optimism about the future in the have considered the LIO campaign an Case Length ...... 23 Pages backdrop of the global economic slowdown. innovative one and said that the campaign On the other hand, some critics felt that the would go a long way in increasing the target TN Length ...... 4 Pages campaign would not strike a chord with the audience’s involvement with the brand. audience and would not help Intel’s bottom However, others were not impressed and line. They also added that the campaign had criticized certain elements of the campaign. Intel Corporation's been launched to offset the € 1.06 billion fine Some others felt that the real challenge facing 'Sponsors of Tomorrow' imposed by the European Union for its alleged Kleenex was the commoditization of the brand Global Branding Campaign anti-trust business practices in the European and they suggested that K-C had to come out microprocessors market. with something more than the LIO campaign to address this issue. Abstract Issues This case is about the various branding Understand the issues and challenges in Issues initiatives adopted by the world’s largest launching a global branding campaign. Understand issues and challenges in semiconductor company Intel Corporation Understand the issues and challenges in promoting a low-involvement product such (Intel) that contributed to its maintaining its branding a component or ingredient branding. as tissue, and how consumer involvement position as one of the world’s top global brands. with the product can be increased. Analyze the earlier branding campaigns While the case focuses on the ‘Sponsors of Analyze the ‘Let It Out’ campaign and discuss Tomorrow’ global branding campaign adopted by Intel that contributed to its becoming one of the top global brands. and debate whether the campaign was able launched in May 2009, it also provides a to achieve its objectives. background on all the successful campaigns Analyze the ‘Sponsors of Tomorrow’ branding launched by the company over the years. campaign that sought to promote the ‘Intel’ Understand the pros and cons of using ‘real ‘Sponsors of Tomorrow’ was a multi-million brand as opposed to its products. people’ in the ads. dollar campaign that sought to promote the Explore further branding strategies that Intel Understand the pros and cons of using various ‘Intel’ brand as opposed to its microprocessor could adopt to maintain and enhance its appeals (in this case, emotional appeal) in chipsets. The campaign comprised TV position among global brands. ads. commercials that included teaser promos Understand the challenges faced by brands featuring actors who played Intel’s engineers. whose brand names have become Reference Numbers It was backed by print, online, and outdoor synonymous with the generic term for the elements. Prior to launching this campaign, ICMR...... MKTG 227 product. Intel aggressively marketed its ECCH ...... 509-087-1 Explore strategies that K-C could adopt in the microprocessors to consumers when they Organization(s) ...... Intel were unaware of what a microprocessor future to address the issue of commoditization meant and its significance to their Personal Countries ...... United States of America of its brand. Computer (PC). Intel launched several / Worldwide noteworthy branding campaigns, the most Industry ...... Information Technology Reference Numbers and Related Services popular being the ‘Intel Inside’ campaign where ICMR...... MKTG 226 it convinced consumers to buy PCs equipped Pub/Rev Date ...... 2009 ECCH ...... 509-088-1 with Intel’s microprocessors, in 1991. After Case Length ...... 28 Pages the unprecedented success of this campaign, Organization(s) ...... Kimberly-Clark TN Length ...... 5 Pages Intel continued to launch several other branding Corporation campaigns that sought to promote its products Countries ...... United States of America such as the Bunny People ad campaign that Kleenex 'Let It Out' Campaign: Industry ...... FMCG featured Intel’s engineers in bunny suits for Pub/Rev Date ...... 2009 marketing its Intel MMX technology, in 1997, Increasing Consumer Involvement Case Length ...... 13 Pages followed by Blue Man Group ads for promoting with a Low-involvement Product its Pentium and Celeron processors, in 2001. TN Length ...... 3 Pages Intel also used humor as an element for Abstract promoting its Centrino mobile technology This case is about the ‘Let It Out’ (LIO) platform, in 2005. The company also Tata Sky's Marketing Strategies campaign launched by consumer packaged rebranded itself by launching the ‘Leap Ahead’ goods major, Kimberly-Clark Corporation (K- campaign in 2005 to signify the leap it had Abstract C), for its tissue brand, Kleenex. Marketing taken in technology, in education, experts considered Kleenex to be a super The case discusses the marketing strategies manufacturing, and social responsibility. This brand. The brand identity was so strong that of Tata Sky Limited (Tata Sky), India-based was followed by the ‘Multiply’ campaign to it had become a generic term for tissue paper, ‘Direct to Home’ (DTH) service provider. Tata promote its Core 2 Duo processors, in requiring the company to use ‘Kleenex brand’ Sky was formed as a joint venture between September 2006. Despite achieving to refer to its product. However, with the sales the Tata Group and the STAR Network in unprecedented success through these for the category shrinking since 2001, K-C 2004. The company emphasized on all campaigns, Intel went ahead with launching decided in 2006 to rejuvenate the Kleenex aspects of marketing mix including product, the ‘Sponsors of Tomorrow’ campaign that brand. In late 2006, the LIO campaign was price, place and promotion. It offered more focused on promoting the ‘Intel’ brand. The launched and it tried to make an emotional than 170 channels along with different ‘Sponsors of Tomorrow’ campaign received connect with the target audience through the interactive services. Tata Sky offered different mixed reactions from experts. Some experts use of ‘real people’ in its ads. The case details channel packages so that consumers could opined that for years, Intel had been focusing how the campaign was initially launched and, choose their favorite channels and pay only on its successful products; however, with later in 2008, how the theme of the campaign for those they wanted to watch. The company this new campaign it had established an was extended in 2008 to cash in on the had also built a wide distribution network to emotional connection with the customers. It Olympic frenzy and the roll-out of new reach every household in India. It also entered also credited the engineers behind Intel’s 222 Marketing

into agreements with ITC’s e-Choupal, highly successful and helped in establishing Reference Numbers Godrej’s Aadhar and Indian Oil Corporation to connection between the previous Batman ICMR...... MKTG 223 extend its reach to the rural consumers. Tata movie, Batman Begins and The Dark Knight. ECCH ...... 509-089-1 Sky had also set up sales and service dealers The campaign ended from where the film (SSDs) across semi-urban and rural markets took off. The success of any ARG is measured Organization(s) ...... Woot, Inc. of India. The company adopted aggressive through user content and the Dark Knight ARG Countries ...... United States of America promotional strategies including television resulted in thousands of blog posts, Google Industry ...... Retail / Consumer commercials (TVCs), outdoor, radio and searches, websites and participants. Electronics / Internet and e-Commerce Internet advertising. The success of ARG translated into the Pub/Rev Date ...... 2009 Issues success of the film, and it went on to become Case Length ...... 15 Pages one of the few films to gross over US$ 1 TN Length ...... 3 Pages Understand the structure of Indian DTH billion in box office collections. industry. Issues Examine the growth strategies of Tata Sky Hershey: Going through a over the years. Understand the emerging trends in advertising Sweet Recession Analyze the marketing mix of Tata Sky. in a web-enabled world. Evaluate the use of ARG as a promotion and Evaluate the promotional strategies of Tata Abstract Sky. advertising tool. The case describes the efforts undertaken by Analyze the pros and cons of using ARG for Identify the challenges that Tata Sky can face The Hershey Company (Hershey) to grow marketing. in the near future. its business. It begins with a brief history of Examine how ARGs can be used as an the over 100-year old company and then audience engagement tool. Reference Numbers discusses the various reasons for the company's flat sales starting from the early ICMR...... MKTG 225 Reference Numbers 2000s. Later, the case talks about the business ECCH ...... 509-086-1 strategy adopted by the company in 2004-05 ICMR...... MKTG 224 Organization(s) ...... Tata Sky Limited to boost sales, which involved the introduction Countries ...... India ECCH ...... 509-085-1 of new products and entry into new market Industry ...... Media, Entertainment, Organization(s) ...... Warner Brothers segments. It then describes the restructuring and Gaming Countries ...... United States of America initiatives undertaken by the company in 2007 Pub/Rev Date ...... 2009 Industry ...... Media, Entertainment, in order to streamline production, and how these efforts failed to improve its financial Case Length ...... 19 Pages and Gaming Pub/Rev Date ...... 2009 situation. The case ends with a discussion TN Length ...... 4 Pages on Hershey's new marketing strategy, Case Length ...... 22 Pages developed and adopted after extensive TN Length ...... 4 Pages consumer research in 2008, which finally Warner Brothers' managed to give a fillip to sales. Viral Marketing Strategy - The 'Dark Knight' Campaign Woot.Com - Selling to Geeks Issues Finding ways to increase sales when faced Abstract with a mature market. Abstract The case discusses Woot.com (Woot)’s Expanding into international markets. The case focuses on the alternate reality unique business model. Woot, an online Consumer research in formulating the game (ARG) ‘Why So Serious? The Dark retailer, established in 2004, had the tagline marketing strategy. Knight’, by Warner Brothers to promote the ‘One Day, One Deal’, and offered for sale just Batman film – The Dark Knight. The campaign one product a day, at a very low price. The was launched around 15 months prior to the Reference Numbers case describes the various aspects of the release of the film and witnessed participation business, including its target market, the kind ICMR...... MKTG 222 from millions of enthusiasts from across the of products it offered, its distinctive style of ECCH ...... 509-067-1 world. The campaign revolved around ‘The communicating with customers, and the use Joker’ one of the characters of the movie, Organization(s) ....The Hershey Company of Web 2.0 to market the site, and provide and was set in the fictional Gotham city. The Countries ...... United States of America customer support. underlying theme of the movie Good Vs Evil Industry ...... Food and Beverage was very much evident all throughout the The case also provides some details about Pub/Rev Date ...... 2009 the spin-off websites created by Woot, which campaign. The campaign started with some Case Length ...... 17 Pages teasers followed by campaign for the district also followed the same basic business model. attorney of Gotham City in which Harvey It ends with a brief discussion on the future TN Length ...... 3 Pages Dent was contesting. The introduction of The outlook for the online retailer. Joker followed quickly, and from then on, the Issues Trader Joe's: participants were engaged in games and scavenger hunts through clues and were also Understand the unique aspects of the ‘One A Unique Customer Experience rewarded from time to time, not only Day, One Deal’ business model that helped materially, but also in the form of posters, Woot create a distinctive niche for itself in the Abstract crowded online retail environment. teaser trailers, memorabilia, participation in The case describes the business practices the events related to the movie, and finally Evaluate the extent to which these unique of Trader Joe's (TJ), a chain of US retail tickets to the movie. These activities helped features provided Woot with distinctive stores with unique products, a distinctive in sustaining the interest of the audience in the competitive strengths that could not be easily organizational culture, and a quirky store movie and also in the ARG. The ARG was emulated by competitors. ambience. It begins with a brief history of the Marketing 223 retail chain, and goes on to describe various Examine the factors that make an ad campaign Industry ...... Auto and Ancillaries aspects of the retailer's unique business successful. Pub/Rev Date ...... 2009 practices which, among other things, Discuss the importance of using a brand Case Length ...... 15 Pages involved offering a selection of exclusive, endorser to convey the message of an ad. mostly private-label products, and quickly TN Length ...... 4 Pages replacing poorly performing products with Analyze the impact of a successful advertising new ones. The case also discusses some of campaign on the revenue growth of a the important aspects of the retailer's company. American Airlines' Rainbow organizational culture and HR policies, and TeAAm and its Strategy to how these contributed to a positive customer Reference Numbers Target the LGBT Segment experience in its stores. ICMR...... MKTG 220 Issues ECCH ...... 509-066-1 Abstract Understand the importance of organizational Organization(s) ... Vodafone Essar Limited American Airlines (AA), one of the world’s culture in providing good customer service in Countries ...... India leading airline carriers, attracted the attention a retail store. Industry ...... Telecom and Broadband of industry observers for its target marketing strategy for diverse segments. In particular, it Appreciate the value of a unique ambience Pub/Rev Date ...... 2009 was widely recognized for its initiatives at and organizational culture in creating a Case Length ...... 16 Pages positive shopping experience for customers. targeting the LGBT (lesbian, gay, bisexual, TN Length ...... 3 Pages and transgender) segment. It was one of the first major companies to make a concerted Reference Numbers effort to tap this segment. It started a dedicated ICMR...... MKTG 221 Hero Honda's Rural Marketing Marketing and Sales team focused on the ECCH ...... 509-068-1 Initiatives in India LGBT segment as far back as 1994. The team was later renamed ‘Rainbow TeAAm’. Organization(s) ...... Trader Joe's Abstract The Rainbow TeAAm had over the years Countries ...... United States of America done some pioneering work in this area and Industry ...... Retail/Food and Beverage The case discusses the rural marketing firmly established AA as the preferred airline Pub/Rev Date ...... 2009 initiatives of Hero Honda Motors Limited (Hero for the LGBT consumer. In addition to Honda), a leading two wheeler company in Case Length ...... 14 Pages developing travel packages that would appeal India. Hero Honda, which was the result of a to the segment and other outreach initiatives, TN Length ...... 3 Pages joint venture between Japan-based Honda the Rainbow TeAAm also helped develop Motor Company Limited (HMCL) and the web pages focused on the LGBT segment. India-based Hero Group, began its operations Vodafone Essar's The case discusses the initiatives taken by in 1984. In late 2007, Hero Honda started AA and its Rainbow TeAAm to tap the fast Advertising Strategy - putting emphasis on the rural markets. In growing LGBT travel market. It also discusses The 'Zoozoos' Campaign December 2007, the company started a the various issues and challenges in targeting separate ‘rural vertical’. To strengthen its the market. The case ends with the challenges network in rural areas, the company started Abstract faced by the company in maintaining and sales, servicing, and spare part outlets in enhancing its brand position as the most The case examines the advertising strategy several small towns and villages across the popular airline of LGBT-choice at a time when of Vodafone Essar Limited (Vodafone Essar), country. The company recruited local people more and more companies are trying to target the India-based subsidiary of the global mobile as sales executives and trained them to this lucrative segment. network operator, Vodafone. It focuses on the market its products to rural consumers. In the 'Zoozoos' advertising campaign that fiscal year 2008-09, the sales of Hero Honda Issues highlighted the different value added services from the rural market amounted to 40 percent Understand the issues and challenges in (VAS) offered by the company. The campaign of the total sales compared to 35 percent during market segmentation and targeting. introduced new characters called Zoozoos. the fiscal year 2007-08. The case details the Understand the dynamics of the LGBT market To convey a specific VAS offered by the rural marketing strategies of Hero Honda and with special emphasis on the LGBT travel company, each ad used a story which was examines the potential of Indian rural market market. enacted by the Zoozoos. The campaign for two wheelers. created the buzz both in the traditional media Analyze the strategies adopted by AA in as well as in social networking sites like Issues tapping the LGBT segment. Facebook and Twitter and video sharing Discuss the growth strategies of Hero Honda Understand the critical success factors in website, YouTube. While advertising experts over the years. effectively targeting the LGBT segment. appreciated the creativity of the ad campaign, Analyze the rural marketing strategy of Hero Explore strategies that AA could adopt in the they were apprehensive whether the Honda. future to tap the segment. popularity of the campaign would actually Examine the challenges faced by Hero Honda help the company increase its revenues. The in the rural markets. case details the making of the advertising Reference Numbers Study the potential of Indian rural market for campaign and the efforts by the company to ICMR...... MKTG 218 two wheelers. popularize the ad campaign by launching a ECCH ...... 509-038-1 microsite and creating fan page on the Organization(s) ...... American Airlines Facebook. The case ends with a discussion Reference Numbers on whether the popularity of Zoozoos would Countries ...... United States of America ICMR...... MKTG 219 overshadow the Vodafone brand itself or not. Industry ...... Aviation ECCH ...... 509-061-1 Pub/Rev Date ...... 2009 Issues Organization(s) ...... Hero Honda Case Length ...... 24 Pages Study the making of Zoozoos advertising Countries ...... India / Japan campaign. TN Length ...... 5 Pages 224 Marketing

comparatively smaller specialty sales force commemorate four decades of association IBM Corporation: focused on endocrinologists and other with the Olympic Games, decided to be a Targeting the LGBT Segment physicians with predominant diabetes part of the ARG, The Lost Ring. The ARG that practices. One of the leading pharmaceutical began in March 2008 attracted gamers from Abstract companies, Eli Lilly and Company (Lilly), all over the world. The game started with a too co-promoted Byetta in the US, and had its series of clues that led to hidden artifacts across This case discusses about the target own sales force to promote Byetta. In May the world, and finally to solving the mystery marketing strategies of New York-based 2009, Amylin merged the primary care and that involved finding the sixth Olympic ring. information technology major IBM Corporation specialty sales force of the company into a The story was woven around amnesiac (IBM), directed toward the LGBT community. single organization. The company hoped that athletes from parallel worlds, lost Olympic The company pitched its products to the LGBT the new sales force strategy with a leaner sport, Greek mythology, labyrinths, Esperanto customers by using advertisements targeted sales force would help reduce costs and also language etc. To solve the mysteries, the at them. The target marketing strategies increase the effectiveness of its sales force participants had to search for clues both online included advertising in gay publications, effort. This decision came at a time when and offline. Over three million people from online marketing, sponsoring events and Amylin's board members were under 100 countries across the world participated conferences supporting LGBT people, etc. It considerable pressure to step down following actively in solving the mysteries. The also set up an LGBT sales team dedicated to the indifferent performance of the company. associated websites received millions of blog serve the LGBT customers. The company The company had come under severe and media impressions. Though McDonald’s extended its LGBT diversity initiatives to its criticism from activist investors who wanted was involved in the game right from the suppliers by choosing to do business with their own nominees to be incorporated on beginning, the fact that it was sponsoring the vendors belonging to the LGBT community. Amylin's board. Amylin's sales force strategy ARG was revealed much later. All through Experts felt that with the increasing competition, was flayed as critics felt that it was flawed the ARG, no reference was made either to mainstream marketers like IBM were targeting and that it was as a result of this that the McDonald’s or its products, which left analysts this niche segment since LGBT customers company had not been able to realize the true wondering how McDonald’s could have were affluent, educated, and had more potential of its first-in-class drugs, particularly benefited from its involvement in the whole disposable income than other customers. Byetta. event. Some of analysts termed it as ‘Dark Moreover, they felt that the risk of alienating Marketing,’ as the presence of McDonald’s the existing mainstream customers Issues was barely felt through the entire event. outweighed since LGBT customers were Understand the issues and challenges in more loyal toward a brand. managing an in-house sales force. Issues Issues Understand issues and challenges related to Understand the emerging trends in advertising in a web-enabled world. Analyze the marketing strategies of IBM for different sales force organizations, sales force targeting the LGBT segment. optimization, and sales force productivity. Evaluate using ARG as a promotion and advertising tool. Discuss the benefits in targeting a niche Analyze the sales force strategy adopted by segment. Amylin. Analyze the pros and cons of using ARG for marketing. Examine the risks involved in targeting a Discuss and debate whether the initial sales niche segment. force strategy adopted by Amylin was flawed Examine how ARGs can be used as an as claimed by its detractors. audience engagement tool. Appreciate IBM’s diversity initiatives directed toward its employees and its suppliers. Analyze the new sales force strategy and discuss whether the new strategy would help Reference Numbers Amylin tap the potential of its products. Reference Numbers ICMR...... MKTG 215 Explore strategies that Amylin could adopt to ECCH ...... 509-060-1 ICMR...... MKTG 217 further improve its sales force effort. Organization(s) ...... McDonald’s ECCH ...... 509-064-1 Countries ...... United States of America Organization(s) ...... IBM Reference Numbers Industry ...... Food and Beverage Countries ...... United States of America ICMR...... MKTG 216 Pub/Rev Date ...... 2009 Industry ...... Information Technology ECCH ...... 509-065-1 and Related Services Case Length ...... 15 Pages Organization(s) .Amylin Pharmaceuticals, Pub/Rev Date ...... 2009 TN Length ...... 4 Pages Inc. Case Length ...... 26 Pages Countries ...... United States of America TN Length ...... 4 Pages Industry ...... Pharma and Biotech L'Oréal in China Pub/Rev Date ...... 2009 Amylin Pharmaceuticals, Inc.'s Case Length ...... 17 Pages Abstract Sales Force Strategy TN Length ...... 4 Pages France based L’Oréal entered China in 1996 after the government relaxed the norms for Abstract foreign investment in the country. It formed a McDonald's Advertising Strategy - subsidiary named L’Oréal China and began The case study is about the sales force The 'Lost Ring' Campaign its operations in 1997. The case details how strategy of Amylin Pharmaceuticals, Inc., a the products of L’Oréal China gained San Diego, California-based Abstract popularity in the country. Encouraged with its biopharmaceutical company, that had early success, the company introduced more developed and marketed two first-in-class The case focuses on the alternate reality international brands in China in order to gain drugs for diabetes - Symlin and Byetta - in the game (ARG) named ‘The Lost Ring’ market share. The case also highlights other US. The company initially organized its sales sponsored by the US-based fast food strategies adopted by L’Oréal China to force into a primary care sales force focused company McDonald’s. McDonald’s, as a part increase market share like investing in on primary care physicians, and a of its multi-pronged marketing campaign to Marketing 225 research to develop new products that suited Issues and were fighting for a change in the marijuana the Chinese hair and skin type, recruiting Analyze the promotional campaign for Ghajini law in the country, too criticized the company. local employees and capturing the mass and understand the factors that led to its Critics felt that Kellogg had no right to judge market segment through acquisition of local success. Phelps when its own products, which were brands etc. The case also includes a note on marketed as a complete breakfast foods for the cosmetics market in China and presents Understand how the company managed to children, were laden with high sugar and were the challenges faced by the company in the get huge publicity for the film. detrimental to health. The case talks about country. Study how the promotions of films had how the entire episode affected the brand changed with the emergence of new media image of Kellogg as analysts felt that by Issues channels such as the Internet. breaking its relationship with Phelps and by Analyze the opportunities and challenges Study the Indian film industry and explore being harsh and judgmental in its approach, presented by an emerging, fast growing strategies that film promoters could adopt to Kellogg had risked its own reputation. The market for cosmetic products like China. ensure good openings and longer shelf life for case concludes by discussing Kellogg’s Understand the entry and expansion strategies their films. predicament as an example of how the roles of L’Oréal in China. of PR had changed with the emergence of the new media channels. Study the unique characteristics of a rapidly Reference Numbers growing cosmetics market like China. ICMR...... MKTG 213 Issues Examine the benefits and challenges of ECCH ...... 509-063-1 Analyze the advantages and disadvantages managing a multi-branded cosmetics business Organization(s) ...... Geetha Arts of celebrity endorsement deals. in a developing country. Countries ...... India Understand the effects of celebrity endorsements on the image of a company. Industry ...... Media, Entertainment, Reference Numbers and Gaming Examine the role of Public Relations (PR) in ICMR...... MKTG 214 Pub/Rev Date ...... 2009 the era of the Internet and social media. ECCH ...... 309-191-1 Case Length ...... 25 Pages Study the ethical issues underlying celebrity Organization(s) ...... L'Oréal endorsement deals. TN Length ...... 5 Pages Countries ...... China Industry ...... FMCG Reference Numbers Pub/Rev Date ...... 2009 Catch-22 for Kellogg's? ICMR...... MKTG 212 Case Length ...... 16 Pages ECCH ...... 509-062-1 TN Length ...... 4 Pages Abstract Organization(s) ...... Kellogg Company This case is about the celebrity endorsement Countries ...... United States of America controversy cereal and snack manufacturer Industry ...... Food and Beverage Marketing Ghajini: Kellogg Company (Kellogg) got embroiled in Pub/Rev Date ...... 2009 Bollywood's Biggest Blockbuster early 2009. The case discusses the fallout of an endorsement deal between Kellogg Case Length ...... 24 Pages Abstract Company and 2008 Olympic swimming TN Length ...... 4 Pages champion Michael Fred Phelps (Phelps) after On December 25, 2008, the much-awaited the latter was photographed smoking Hindi film, 'Ghajini' (a revenge drama) was marijuana from a bong. In August 2008, Barack Obama's released and it went on to become an instant Kellogg entered into a deal with Phelps to Integrated Marketing hit. It opened to packed houses and grossed endorse its Corn Flakes and Frosted Flakes. Communications Strategy Rs. 320 million in one day worldwide. Its first As part of the deal, Phelps became the week collections amounted to Rs. 1 billion in spokesperson of the company and his images India. According to trade observers, it had appeared on boxes of Kellogg’s Corn Flakes Abstract broken all records set by earlier Bollywood and Frosted Flakes. In February 2009, a This case is about Barack Obama, the 44th films. The success of the film was widely British newspaper News of the World President of the US, and how he used attributed to aggressive promotional strategies published a photograph of Phelps smoking integrated marketing communications (IMC) adopted by the film maker (Geetha Arts) in marijuana at a private party. The day after the to win the 2008 US Presidential elections. conjunction with the lead actor of the film, photograph was published, Kellogg For the first time in the history of the US Aamir Khan (Aamir), one of the top actors in announced that it would not renew its Presidential Elections, the Internet was used the Hindi film industry, who played a vital role advertising contract with the ace swimmer widely and effectively for both campaigning in the promotion of the film. The promotional as his ‘most recent behavior is not consistent and fund raising purposes. Obama also used strategies included viral marketing, ambush with the image of Kellogg’. The case discusses the traditional methods of marketing which marketing, television advertising, multiplex the consequences of Kellogg’s decision to accounted for 50% of his fund raising. promotion, tie-ups with several well-known drop Phelps and how Kellogg, which had brands, and merchandising. In addition to this, The case shows how Obama carefully earned a name for itself in recent years as a tailored his campaign by targeting people of a 3D PC game based on the film was also company with high ethical standards, faced launched. The distribution strategy was also different age groups, communities, and a major backlash and calls for boycott of its professionals systematically to achieve unique. Experts felt that the makers of Ghajini products. While some consumers felt that had raised the bar for film promotion in India. success in the elections. Obama tapped the Kellogg’s decision to drop Phelps was right, growing community of people who preferred They felt that the rules of film promotion have there were others who were unhappy with the Internet and mobile phones to television. changed as film makers were becoming more the judgmental approach adopted by the Other G7 countries had in the past tried to use and more aggressive in their marketing company. They felt that Phelps, who had the Internet as a tool for campaigning but it strategies in their bid to ensure that the movie won laurels to the US, did not deserve such was not used as effectively and consistently was viewed by the maximum number of treatment. Moreover, the sizable number of in the past, according to experts. people. people who supported the use of marijuana 226 Marketing

Issues Appraise the SFO strategy and its significance Understand the issues and challenges faced Analyze how Barack Obama used the new in increasing sales force effectiveness. by companies while using comparative media effectively in his election campaign Critically analyze the various facets of the advertising. Understand how integrated marketing SFO strategy and the effects it had on the Examine the efficacy of comparative communications can be used effectively various stakeholders advertising in enhancing brand image and sales. Appreciate how new media such as the Assess the challenge that Marriott faced in Internet and social media can be used 2009 given the prevailing declining economic Study the implications of the advertising war effectively and economically scenario and the scope which SFO had in between Complan and Horlicks. helping Marriott keep abreast of the situation. Understand the issues and challenges in Discuss and debate the legal/ethical issues segmenting the market and targeting them Explore how the SFO initiative can be rolled involved in the case. effectively out effectively at more locations. Reference Numbers Reference Numbers Reference Numbers ICMR...... MKTG 209 ICMR...... MKTG 211 ICMR...... MKTG 210 ECCH ...... 509-051-1 ECCH ...... 509-048-1 ECCH ...... 509-052-1 Organization(s) . GlaxoSmithKline / Heinz Organization(s) ...... N/A Organization(s) ...... Marriott International India Countries ...... United States of America Countries ...... United States of America Countries ...... India / UK / USA Industry ...... N/A Industry ...... Hotels and Hospitality Industry ...... Food and Beverage Pub/Rev Date ...... 2009 Pub/Rev Date ...... 2009 Pub/Rev Date ...... 2009 Case Length ...... 19 Pages Case Length ...... 14 Pages Case Length ...... 18 Pages TN Length ...... 5 Pages TN Length ...... 3 Pages TN Length ...... 3 Pages

Rolls-Royce: A Manufacturer at Marriott International Inc.'s Complan Vs Horlicks: 'Sales Force One': Comparative Advertising and Your Service New Sales Force Strategy for the Question of Ethics Competitive Advantage Abstract Abstract The case discusses how, over the years, after-sales service has grown to be an This case is about the advertising war Abstract important component of the business portfolio between two popular health drink brands of Rolls-Royce plc (Rolls-Royce), a leading This case is about Marriott International, Inc., Horlicks and Complan in India. The war for manufacturer of aero engines. It begins with the leading lodging development, supremacy between these two brands started the early history of the company and management, and franchising company as early as in 1960s and had continued ever describes its foray into automobiles and based in Bethesda, Maryland, USA. In 2007, since. Over the years, the brands were aerospace. The case also discusses the the company was faced with tough market involved in aggressive comparative company's bankruptcy in the early 1970s conditions and a need to improve its sales advertising in print and television over and its subsequent turnaround. It describes force effectiveness.. David Marriott, who was attributes such as ingredients, protein content, the various after-sales services offered by then the Sr. Vice President Global Sales, growth, and flavors. However, in late 2008, the company, and mentions the benefits and decided to launch a new sales force strategy. the makers of Horlicks, GlaxoSmithKline disadvantages of giving so much importance The initiative, named Sales Force One (SFO), Consumer Healthcare (GSK), and the makers to after-sales service, as a source of revenues was an effort to centralize its sales organization of Complan, Heinz India (Heinz), came out as well as a differentiator for its products. The structure - it aimed at placing the sales with advertisements that directly compared case concludes with a brief discussion on associate where the customer was, rather the brands using the competitor brand's the challenges faced by the company and its than at individual Marriott properties. trademarks. Industry observers felt that in future outlook. The case describes the challenges before their bid to outdo each other, the two Marriott which led to the conceptualization of companies had ended up denigrating the Issues SFO. It gives an account of the implementation competitor brand. Usually issues related to Understand the importance of after-sales of the SFO strategy and describes the basic disparaging ads by rival companies were service, both as a source of differentiation, structure of the SFO organization. The case resolved by the Advertising Standards Council and as a steady source of revenue. goes on to examine the responses that SFO of India (ASCI). But with constant mudslinging received from various quarters in the at each other, the two companies decided to Identify the advantages and pitfalls of being hospitality industry. It ends with a look at solve the issue in courts. In September 2008, heavily dependant on after-sales service to Marriott's position in early 2009 and the Heinz moved the Bombay High Court drive sales and earn additional revenues. challenges faced by Stephanie Coleman objecting to the Horlicks ad , while in Linnartz, who succeeded David Marriott as December 2008, GSK approached the Delhi Reference Numbers the Sr. Vice President Global Sales, in High Court against the Complan ad. Experts ICMR...... MKTG 208 carrying forward the initiative and rolling it out felt that the latest tiff between GSK and Heinz through out US and later globally. had brought to the fore the issues and ECCH ...... 509-055-1 challenges involved in comparative Organization(s) ...... Rolls-Royce plc. Issues advertising and the legal/ethical issues Countries ...... United Kingdom Understand the various issues and challenges involved in such kind of advertising. Industry ...... Aviation in revamping a sales force strategy. Issues Pub/Rev Date ...... 2009 Understand the issues which led to the Case Length ...... 21 Pages implementation of the Sales Force One strategy Analyze the advertising strategies adopted by Marriott in 2007. by Complan and Horlicks over the years. TN Length ...... 4 Pages Marketing 227

Appreciate the need for innovation in Unilever was to position Sunsilk as a brand Zappos.Com: Focus on developing and growing new markets and that provides solutions to hair problems faced Customer Service industries. by women. The brand was advertised Appreciate the difficulties in transforming a through different media including television, Abstract niche product into a mainstream product. print and online. The case provides a detailed description of innovative campaigns such as The case discusses of the growth of ‘Hairapy’ and ‘Life Can’t Wait’ launched by Zappos.com (Zappos) into a major online shoe Reference Numbers Unilever to attract women towards the brand. company, with particular focus on the steps ICMR...... MKTG 206 The case concludes with a brief account of the company took to integrate customer ECCH ...... 509-044-1 the steps to be taken by Unilever to sustain service into its culture. It also details the various Sunsilk’s presence in the US market. initiatives which Zappos took to improve its Organization(s) ...... iRobot Corporation customer service. The case also describes Countries ...... United States of America Issues Zappos' use of employee generated media Industry ...... Consumer Electronics / Understand the issues and challenges in and social media to increase brand awareness Robotics launching a brand in an international market. and customer advocacy. The case ends with Pub/Rev Date ...... 2009 Study the hair care market in the US and a discussion on some of the challenges facing Case Length ...... 18 Pages examine how Unilever launched Sunsilk in the company, as the economic situation in the the country. United States deteriorates. TN Length ...... 6 Pages Analyze the promotional strategies adopted Issues by Unilever to promote the Sunsilk brand in Understand the importance of customer Google and its TV Ads Program US, particularly the ‘Hairapy’and the global service in building a brand. ‘Life Can’t Wait’campaign. Recognize the importance of culture in Abstract Analyze the future prospects of Sunsilk brand providing exceptional customer service. This case deals with the efforts made by in US and explore strategies that the company Understand the role that social media tools Google Inc. (Google) to enter a new media can adopt. like blogs can play in marketing. domain - TV advertising - with its Google TV Ads program. The case describes the tools Reference Numbers and other services, which Google provided Reference Numbers ICMR...... MKTG 204 to advertisers to help them deliver better- ICMR...... MKTG 207 targeted ads on TV. The case also talks about ECCH ...... 509-043-1 ECCH ...... 509-046-1 the benefits, which Google claimed were Organization(s) ...... Unilever Organization(s) ...... Zappos.com, Inc. derived by both advertisers and TV networks Countries ...... United Kingdom / United Countries ...... United States of America through this program, and discusses the States of America / The Netherlands various challenges faced by Google, including Industry ...... Retail Industry ...... FMCG the competitive scenario in the TV Ad market. Pub/Rev Date ...... 2009 Pub/Rev Date ...... 2009 Case Length ...... 17 Pages Issues Case Length ...... 17 Pages TN Length ...... 3 Pages Evaluate the efforts of a market leader in one TN Length ...... 3 Pages media domain, to use its expertise to replicate the business model in another media domain. iRobot's Roomba: Understand the challenges that are faced by Alcohol Advisory Council of Bringing Robots into Homes companies, which enter well-established New Zealand: Social Marketing markets with new services/products. to Change Binge Drinking Culture Abstract The case describes the efforts of iRobot Corp. Reference Numbers Abstract (iRobot) to develop and market an innovative ICMR...... MKTG 205 This case is about the various initiatives product – the iRobot Roomba, a floor-cleaning ECCH ...... 509-045-1 adopted by the Alcohol Advisory Council of robot. The case begins with the efforts Organization(s) ...... Google New Zealand (ALAC) to initiate a behavior undertaken by the founders of the company change in the binge drinking culture of New Countries ...... United States of America to develop robots for use in research, military Zealand. Binge drinking was a huge problem and commercial environments. Later, the Industry ...... Internet and e-Commerce in New Zealand and its harmful consequences focus shifted to developing a commercial robot Pub/Rev Date ...... 2009 led to the country incurring costs to the tune of that was eventually named the Roomba. The Case Length ...... 15 Pages around NZ$ 4 billion a year. ALAC's several case describes how the company marketed TN Length ...... 4 Pages marketing communications initiatives coupled the product, and its decision to release a later with various community outreach initiatives version of the Roomba as an open hardware aimed at influencing the people to adopt a platform for further robotic development. The Marketing Sunsilk: How Unilever healthy lifestyle and curb their excessive case also discusses the factors that prevented drinking habits. Realizing that its 'It's not the the Roomba from becoming a mainstream Launched its Global Hair Care drinking. It's how we're drinking' marketing product. Brand in the US communication campaign (March 2005- March 2008) -- though successful in creating Issues Abstract awareness about the harmful consequences Understand the challenges faced by excessive alcohol consumption - had largely This case is about the promotional strategies companies in new product development. failed to initiate a behavior change among the adopted by Unilever to promote one of its people, ALAC launched the 'brutally honest' Study the marketing strategies that can be leading hair care brand, Sunsilk in US. Sunsilk campaign in April 2008. In contrast to ALAC's adopted by companies when introducing a debuted in the US market in 2006. The goal of new product in the market. earlier campaign, the 'brutally honest' 228 Marketing

campaign was hard-hitting and focused on that would pass, the brand has experienced phone market, it emerged as a successful stark realities associated with binge drinking. steady growth over the years with the player. However, a few analysts were of the While the initial response to the campaign introduction of new designs and the luxury/ view that it remained to be seen whether was somewhat positive with the target fashion element associated with it. The case iPhone would be able to maintain its initial audience recalling the message and a also discusses some of the challenges momentum considering that the challenges in significant section considering curbing their Deckers could face in maintaining the marketing the iPhone in the European alcohol consumption, the campaign also popularity of Uggs. countries were stiffer. Then there was the attracted a lot of criticism for its graphic content. challenge of cracking the Asian market. In Some viewers found the advertisements Issues August 2008, Apple launched the iPhone in disturbing, especially for children. Study how Deckers made Ugg boots a global India. The company planned to launch its luxury brand. iPhone in other Asian markets like Japan, Issues Analyze the marketing strategies Deckers South Korea, and China by the end of 2008. Appreciate the initiatives taken by ALAC to used to popularize Ugg boots in the US and Issues bring about a change in the prevalent drinking Europe. culture of New Zealand. Understand the rationale behind Apple’s entry Study celebrity seeding as a marketing into the intensely competitive mobile phone Understand the evolution of ALAC’s marketing strategy. campaign to change the behavior of New market. Zealanders to prevent binge drinking. Understand the issues and challenges in Understand the challenges faced by Apple growing a luxury brand. Analyze the ‘It’s not the drinking. It’s how while entering a new market with a new we’re drinking’ campaign and the reasons for Explore ways in which Deckers can protect product like the iPhone. its failure in curbing excessive levels of the sales of Ugg boots from the onslaught of Understand the issues and challenges faced alcohol consumption in New Zealand. cheap me-too products. by Apple while launching the iPhone in Europe Analyze the ‘brutally honest’ campaign and and Asia. its success in initiating a behavior change in Reference Numbers Analyze Apple’s strategy of slashing the price the drinking habits of New Zealanders. ICMR...... MKTG 202 of its iPhone so soon after the launch. Understand the issues and challenges faced ECCH ...... 508-118-1 Understand the issues and challenges in in bringing about a change in binge drinking Organization(s) ...... Deckers Outdoor pricing a product or service (pricing decisions, behavior in New Zealand. Corporation premium pricing, market skimming, etc). Countries ...... Australia / Worldwide Understand how pricing could affect product Reference Numbers Industry ...... Textile, Apparel, and adoption and diffusion. ICMR...... MKTG 203 Accessories ECCH ...... 509-042-1 Pub/Rev Date ...... 2008 Reference Numbers Organization(s) . Alcohol Advisory Council Case Length ...... 14 Pages ICMR...... MKTG 201 of New Zealand TN Length ...... 4 Pages ECCH ...... 508-117-1 Countries ...... New Zealand Organization(s) ...... Apple Inc. Industry ...... Social Sector Countries ...... United States of America Apple Inc.’s iPhone: Pub/Rev Date ...... 2009 Industry ...... Consumer Electronics Can iPhone Maintain its Case Length ...... 16 Pages Pub/Rev Date ...... 2008 Initial Momentum? TN Length ...... 4 Pages Case Length ...... 18 Pages TN Length ...... 4 Pages Abstract UGG Boots: Australian Generic This case is about Apple Inc.’s (Apple) entry Product to Global Luxury Brand into the mobile phone market by launching Improving Sales Force the iPhone. The launch of the much hyped Effectiveness: Bayer’s Abstract iPhone was hailed as the most successful Experiment with New Technology launch of a brand ever by some analysts. The case discusses how Deckers Outdoor The case also discusses the various Corporation (Deckers) made Ugg boots a challenges faced by Apple shortly after its Abstract global luxury footwear brand. It also details launch including the pricing controversy in the promotion and distribution strategies This case is about Bayer HealthCare the US and the challenges in marketing the adopted by Deckers to make the Ugg brand Pharmaceuticals Inc. (Bayer HealthCare), the iPhone in Europe. Apple raised many popular in the US and Europe. The popularity US-based pharmaceuticals unit of one of the eyebrows by reducing the price of its much of Uggs, which were in existence for several world's leading pharmaceutical companies, the, hyped iPhone by one-third within 10 weeks years and was a generic term for sheepskin Germany-based Bayer AG. It discusses the of the launch. While some analysts felt that boots in Australia, grew after Deckers acquired initiatives taken by the marketing and sales adoption of such market skimming strategies Ugg Holdings, Inc. (which was set up in the team to increase the sales of Multiple Sclerosis and subsequent price cuts by companies US by an Australian surfer in the 1990s) in (MS) drug Betaseron in 2007. Betaseron, which selling technological devices was nothing the 1990s. Ugg product line successfully was marketed as Betaferon in markets such new, others felt that Apple’s decision to reduce evolved from just being sheepskin boots to a as Europe and Japan, was a mature brand for the price so drastically just a few weeks after diverse collection of luxury and comfort the company. However, since the mid-1990s the launch was nothing short of a public styles, mainly due to some unique marketing it had been unable to capture market share in relations fiasco. In November, 2007, Apple strategies adopted by Deckers to popularize the US. With the drug getting approval for launched the iPhone in three European Uggs. Uggs were patronized by several marketing in a new indication, the company markets, Germany, France, and the UK. celebrities, which helped in raising their geared up to take advantage of the situation. Analysts opined that despite Apple being a popularity further. Though some experts had New marketing communication was created late entrant in the highly competitive mobile dismissed the success of the brand as a fad and the sales force was trained through an Marketing 229 online data-driven simulation video game sales withdrawal coming as it did within such a Analyze the ‘Let It Out’ advertising campaign tool, Rep Race - The Battle for Office short time of its introduction, had dented Pfizer's that sought to rejuvenate the Kleenex brand. Supremacy (Rep Race). In addition to its reputation as the company was well known Understand the criticism faced by Kimberly educational and motivating value, various for its marketing prowess. However, others regarding the environmental impact of its metrics related to individual and collective were of the view that it made sense for Pfizer products such as Kleenex and the dilemma performance of the sales reps on the game to withdraw the drug and so cut its losses as faced by Kimberly in balancing the product could be captured through this gaming platform. it had become clear to the company that quality and minimizing environmental impact. The subsequent success of the brand was Exubera was a 'dog' in its product portfolio. largely attributed to the Rep Race gaming platform which also won the coveted 2007 Rx Issues Reference Numbers Club Gold award for the ‘best use of interactive Analyze the strategy adopted by Pfizer of ICMR...... MKTG 198 media'. According to the company, Rep Race Exubera and the reasons for the product not ECCH ...... 508-091-1 being readily accepted by the target helped improve sales force effectiveness of Organization(s) ...... Kimberly-Clark population. the Betaseron sales team at a time when the Corporation industry was struggling to increase sales force Explore marketing strategies that can be Countries ...... United States of America productivity due to various constraints in the adopted at various stages of the product life Industry ...... FMCG pharma selling environment. cycle (question mark, star, cash cow, dog). Pub/Rev Date ...... 2008 Issues In particular, explore the strategies for ‘dog’ Case Length ...... 17 Pages Understand issues and challenges in products. TN Length ...... 3 Pages improving sales force effectiveness. Analyze the implications of the Exubera Understand issues and challenges in training debacle for Pfizer and the industry. and motivating the sales force. Destination Marketing: Analyze the pharma selling environment in Reference Numbers Tourism Australia’s the 21st century and the implications for the ICMR...... MKTG 199 Controversial Campaign sales force and the organization. ECCH ...... 508-115-1 Understand how the role of the pharma sales Organization(s) ...... Pfizer Abstract force had changed in the 21st century. Countries ...... United States of America This case is about an advertising campaign Understand how new technologies could be Industry ...... Pharma and Biotech started by Tourism Australia in 2006, the used to improve sales force effectiveness Pub/Rev Date ...... 2008 controversies it created, and its eventual Case Length ...... 18 Pages withdrawal. The case revolves around the Reference Numbers TN Length ...... 4 Pages 'So Where the Bloody Hell are You?' campaign ICMR...... MKTG 200 that was withdrawn in early 2008. Australian tourism had been facing the unique problem ECCH ...... 508-114-1 where the interest shown by the people in Organization(s) ...... Bayer HealthCare Kleenex: The Saga of a Super Brand visiting the country was not translating into Pharmaceuticals Inc. actual tourist inflows. The campaign was Countries ...... United States of America intended to solve this problem by translating Industry ...... Pharma and Biotech Abstract the huge interest shown by the people to visit Pub/Rev Date ...... 2008 Consumer packaged goods major, Kimberly- Australia into actual tourist inflows. The theme Case Length ...... 16 Pages Clark Corporation (Kimberly), had, over the of the campaign was to invite the people to years, made Kleenex a super brand. The visit Australia and enjoy the diverse range of TN Length ...... 3 Pages brand identity was so strong that it had experiences available there. The campaign become a generic term for tissue paper, was launched through multiple media Exubera Fiasco: requiring the company to use 'Kleenex brand' channels and Australian model Lara Bingle to refer to its product. With the sales for the was the face of the campaign. The campaign What Went Wrong? category shrinking since 2001, Kimberly was developed after extensive marketing decided in 2006 to rejuvenate the Kleenex research and strove to target 'Experience Abstract brand. In late 2006, the 'Let it Out' campaign Seekers' -- early adopters who played a major In late 2007, the world’s leading was launched. The case discusses the 'Let it role in influencing the purchasing behavior of pharmaceutical company, Pfizer, Inc. (Pfizer), Out' campaign in detail. It also discusses the other people. The campaign became announced that it was withdrawing its inhaled criticisms against Kimberly by environmental controversial right from the time it was insulin brand Exubera. Exubera was a activist organizations who accuse it of launched and was even initially banned in powdered form of recombinant human insulin greenwashing. Greenpeace spoofed the 'Let some countries such as UK and Canada. (insulin human [rDNA origin]) delivered It Out' campaign and in 2007, some The campaign attracted the wrath of the through an inhaler directly into the patients’ Greenpeace activists also highjacked an regulators in these countries because of the lungs where it would be absorbed. Touted as advertising shoot of the campaign. use of swear words such as 'Bloody' and 'Hell'. These words were part of the Australian a major innovation in the treatment of diabetes Issues when it was launched in 2006, the brand slang but their use in the ad campaign was was expected to become a blockbuster in Understand how Kimberly succeeded in perceived as offensive in some of the target the coming years. However with very few establishing Kleenex as a super brand and markets. Tourism Australia was criticized for patients taking it and its sales were abysmally made it synonymous for facial tissue not taking the cultural aspects into account low compared to initial forecasts the company products. before developing an advertising campaign decided the pull it off its product portfolio. The Understand the challenges faced by brands for the international markets. In addition to case discusses the strategy followed by Pfizer whose brand names have become being controversial, the campaign failed to for Exubera and the events leading up to its synonymous with the generic term for the show any significant results though the experts withdrawal. Some analysts felt that Exubera's product. were divided on the effectiveness of the 230 Marketing

campaign. Faced with increased criticism fiasco for the company and that the case Reference Numbers from various quarters, Tourism Australia highlighted the challenge in building ICMR...... MKTG 195 withdrew the campaign in February 2008. relationships with customers in the digital age. ECCH ...... 308-280-1 Tourism Australia said that a new advertising campaign would be released in the place of Issues Organization(s) ...... Real Image Media the withdrawn campaign and all precautions Study the promotional strategies of Johnson Technologies would be taken to avoid any controversies in & Johnson and the reasons for organizing the Countries ...... India its future campaigns. ‘Camp Baby’event. Industry ...... Media, Entertainment, and Gaming Issues Analyze whether Camp Baby was able to achieve its objectives. Pub/Rev Date ...... 2008 Understand the issues in Tourism (destination) Case Length ...... 12 Pages development and marketing and how Tourism Understand the issues and challenges in trying Australia addressed these issues to build relationships with customers in the TN Length ...... 4 Pages digital age. Understand the issues and challenges in destination branding Understand the changing media preferences in the digital age. Public Relations at Microsoft Understand how Tourism Australia planned an implemented a bold advertising campaign Abstract to promote Australia as a destination brand Reference Numbers Microsoft Corporation is widely regarded as Appreciate the importance of taking into ICMR...... MKTG 196 a highly PR-savvy company, consistently account cultural issues in target markets while ECCH ...... 508-088-1 topping the Cision Index that ranks companies developing a global marketing communication Organization(s) ...... Johnson & Johnson on the basis of positive coverage in the media. Understand the challenges faced by a public Countries ...... United States of America The case discusses Microsoft's approach to sector organization/governmental organization Industry ...... FMCG public relations (PR) over the years and in sustaining an innovative program Pub/Rev Date ...... 2008 describes some of the successful and Case Length ...... 13 Pages unsuccessful PR campaigns that the company Reference Numbers carried out in the past. The case ends with a TN Length ...... 3 Pages discussion on Microsoft's new PR campaign ICMR...... MKTG 197 for one of its latest products, Windows Vista ECCH ...... 508-089-1 Ultimate. Organization(s) ...... Tourism Australia Qube: Market Development for Issues Countries ...... Australia Digital Cinema Industry ...... Travel and Tourism The teaching objectives of this case are to: Pub/Rev Date ...... 2008 Abstract Appreciate the importance of PR in marketing Case Length ...... 21 Pages Real Image Media Technologies, a company Learn about some PR campaigns carried out based in Chennai, India, launched its Qube by Microsoft TN Length ...... 5 Pages Hi-definition (HD) Digital Cinema System Assess how a company can use PR to (Qube) in 2003. Qube provided an end-to- strengthen its competitive position end solution, from digital mastering of films to Johnson & Johnson’s their exhibition. This case is meant for MBA/PGDBM students and is designed to be a part of their Marketing ‘Camp Baby’: Great Customer The case discusses Real Image's effort to Management curriculum. Relationship Management or develop the market for Qube in India and Public Relations Fiasco? abroad. The case also describes some of the advantages of Qube. Qube was expected to Reference Numbers reduce the cost of film prints for producers, Abstract ICMR...... MKTG 194 and help reduce piracy. Qube also ECCH ...... 508-090-1 The case discusses in detail, ‘Camp Baby,’ incorporated features such as multiple digital an event organized by Johnson & Johnson surround sound tracks and multi-lingual Organization(s) ...... Microsoft (J&J), one of the largest healthcare companies subtitling. Countries ...... United States of America in the world that has over the years built up a However, even with these advantages, the Industry ...... Information Technology reputation as a marketing-savvy company. company faced some challenges. The case and Related Services The company organized the event in order to discusses some of these challenges in brief. Pub/Rev Date ...... 2008 build relationships with mommy bloggers by It ends with a short discussion on the future Case Length ...... 12 Pages interacting with them on a common platform. prospects for the company and its product The three day event, held at J&J’s TN Length ...... 3 Pages headquarters in News Brunswick, New Issues Jersey was not used as a platform to hard The teaching objectives of this case are to: sell any of the J&J products but to connect to ‘The Computer is Personal Again’: a core group of customers, i.e. mothers. The Learn about digital cinema technology A Global Integrated Marketing case details the organization of the camp, the Understand the efforts made by a company Communications Campaign events held during the camp and the benefits to develop the market for digital cinema the participants and the company derived from Analyze the challenges associated with Abstract it. It also discusses the criticism the company marketing digital cinema technology in India received for organizing the event. While some The case discusses Hewlett-Packard Assess the market prospects for digital cinema analysts appreciated J&J’s initiative to build Company's (HP's) innovative advertisement better relationships with its target segment by This case is meant for MBA/PGDBM students campaign, 'The Computer is Personal Again.' harnessing new media channels, others felt and is designed to be a part of their Marketing It describes the reasons why HP decided to that it was nothing short of a public relations Management curriculum. go in for a global advertising campaign of this Marketing 231 nature, and details the components of the explore control mechanisms that can be put Organization(s) ...... Pfizer campaign. Some of the criticisms against the in place to ensure that the sales force get Countries ...... United States of America campaign and the impact of the campaign are optimum results out of the coaching program Industry ...... Pharma and Biotech also touched upon briefly. This case is intended for use in MBA/MS Pub/Rev Date ...... 2008 Issues level programs as part of a course on Sales Case Length ...... 23 Pages Force Management/Human Resource The teaching objectives of this case are to: Development/Organizational Behavior. TN Length ...... 4 Pages Appreciate the importance of branding and advertising in the PC market Reference Numbers Perfetti Van Melle: Learn about the components of a marketing ICMR...... MKTG 192 communications campaign Marketing Mentos in India ECCH ...... 508-069-1 Assess the impact of an integrated marketing communications campaign Organization(s) ...... N/A Abstract Countries ...... General This case is meant for MBA/PGDBM students When Perfetti Van Melle (India) Pvt. Ltd. and is designed to be a part of their Marketing Industry ...... Fictitious (PVMI), the wholly-owned subsidiary of the Management curriculum. Pub/Rev Date ...... 2008 world’s third largest confectionery company Case Length ...... 6 Pages Perfetti Van Melle S.p.A. (PVM), launched Mentos in India it realized that the global Reference Numbers TN Length ...... 3 Pages positioning of the brand was not cutting much ICMR...... MKTG 193 ice with the Indian audience. Globally, Mentos ECCH ...... 508-068-1 was PVM’s biggest brand and the world’s Pfizer Inc.’s Lipitor: The Celebrity second largest confectionery brand. It was Organization(s) ...... Hewlett-Packard Endorsement Controversy marketed on the ‘freshness’ platform with the Countries ...... United States of America pay-off line ‘The Freshmaker’. In India, after / Worldwide Abstract initially extending the global positioning of the Industry ...... Information Technology In 2006, Pfizer, Inc., the world's largest brand, the company adapted the and Related Services pharmaceutical company, was facing a big communication strategy to position Mentos Pub/Rev Date ...... 2008 challenge in sustaining the sales of its cash as a fun brand with advertisements (ads) Case Length ...... 15 Pages cow Lipitor. Though the marketing of Lipitor created by Ogilvy & Mather India Ltd. (O&M) in 2003. TN Length ...... 4 Pages had attracted criticism and many lawsuits, Pfizer's marketing muscle had ensured that Some very creative ad campaigns followed, Lipitor was the highest selling drug in history which, along with other online initiatives such Coaching A Sales Team with sales of US$12.19 in 2005. However, as the award-winning Mentos Helpline, helped the problem for Lipitor in 2006 was sustaining make Mentos a strong brand in the low-value, the high sales of the brand and fuel further low-margin, fragmented sugar confectionery Abstract growth as it faced intensified generic market in India. This case (based on generalized experience) competition as two of its main competitor drugs Issues is about a mid-sized pharmaceutical company went off patent. Among other initiatives, Pfizer in India, DrugPharmz. Barun Sinha (Barun), banked heavily on its strategic move of getting Understand how the European confectionery was a successful first-line manager in the Robert Jarvik (a medical scientist who is major Perfetti Van Melle made Mentos a big company who had developed a very good better known as the inventor of the artificial brand in the Indian sugar confectionery market. team that was high on team spirit and also heart) as its brand ambassador. Understand the pros and cons of extending very productive. But success brought along the global communication strategy of a brand Issues with it complacency. A discussion that Barun to new markets vis-à-vis adapting the had with one of the senior members of his Understand the issues and challenges in communication strategy to suit local team made him realize that, of late, he had sustaining the sales of a cash cow preferences. done precious little to take care of the Understand the pros and cons of using developmental needs of his team members. Understand the issues and challenges in celebrities to endorse a brand in general, and Barun now had to develop individual devising a communication strategy for a low specifically with regard to prescription drug development plans for each of his team involvement product. members and also work out how he would Understand the challenges in ethical marketing Understand the pros and cons of using different go about providing coaching to them on an and promotional practices for pharmaceutical appeals in advertising and in using different ongoing basis. companies, and explore ways in which ad formats. pharmaceutical companies could achieve a Appreciate the importance of advertising in Issues balance between commercial interests and influencing consumer behavior especially in ethical considerations The case will help the students to: products that are bought on impulse. Understand the issues and challenges in Understand the reasons behind the training the sales force controversy over the Lipitor ad campaign involving Jarvik and the reasons that Reference Numbers Understand the concepts, of On-the-job prompted Pfizer to pull back the campaign ICMR...... MKTG 190 training, particularly coaching, and how it could be used to develop the sales force This case is meant for MBA/MS students as ECCH ...... 508-066-1 a part of the Product Management/ Marketing Organization(s) ...... Perfetti Van Melle Understand the issues and challenges in Management curriculum. preparing individual development plans and Countries ...... India explore ways in which sales coaching can Industry ...... Food and Beverage be made more effective Reference Numbers Pub/Rev Date ...... 2008 Understand the issues and challenges in ICMR...... MKTG 191 Case Length ...... 19 Pages keeping a sales force motivated and also ECCH ...... 508-067-1 TN Length ...... 4 Pages 232 Marketing

Pabst Brewing Company: Nokia Corporation: Reversing Pricing it Right: The Classic Revival of the the Decline in Brand Value Three Caselets in Pricing ‘Pabst Blue Ribbon’ Brand Abstract Abstract Abstract This case is about Nokia Corporation's (Nokia) This is a collection of three caselets that would This case is about the dramatic brand revival strategies to revive the 'Nokia' brand. Despite help highlight the issues involved in pricing a of Pabst Blue Ribbon (PBR), one of the classic being the market leader in the mobile phone product or service. The first caselet is about American beer brands marketed by Pabst market since 1998, the company saw a Priceline.com (Priceline) and its revolutionary Brewing Company’s (PBC). The case decline in its brand value since the early ‘Name Your Own Price'pricing system. Some revolves around how the sales of PBR 2000s. The year 2004, in particular, saw analysts had raised concerns that a business increased despite any high-decibel major erosion in Nokia's brand value as well model based on the path-breaking NYOP promotional efforts from PBC’s marketing team as its market share. system might not be sustainable. Priceline had after declining consistently for more than two Since 2005, the company started taking since moved beyond the NYOP system by decades (from 1978 to 2001). The sales of various initiatives that went a long way in providing customers with the option of choosing PBR suddenly increased from the year 2001 reviving the 'Nokia' brand. In addition to from a list of published prices for its travel onwards and continued to grow at a healthy focusing on innovative products, it decided to products and services as well. In a bold move pace till 2007. The revival of the brand was move beyond umbrella branding and in end2007, the company permanently attributed to the marketing team who adopted introduced sub brands. The 'Nseries' sub eliminated all booking fees on published airfares unique strategies to create buzz around the brand was used for the high end multimedia taking the analysts and competitors by surprise. brand.While other beer brands concentrated phones which had features such as high The second caselet is about Apple Inc.'s (Apple) on positioning and repositioning their brands powered digital cameras and portable digital pricing of iPhone in the US. In 2007, Apple through multi-million dollar promotional music players. Nseries was targeted at the raised many eyebrows by reducing the price campaigns, PBC concentrated on enhancing young and tech-savvy customers. Another of its much hyped iPhone by one-third within their relationships with the sub-cultures that sub brand, Eseries, was targeted at business 10 weeks of the launch. While some analysts were driving the sales of PBR. According to users. In 2007, Nokia entered the Internet felt that adoption of such market skimming experts, the brand appealed to a section of services market with the launch of another strategies and subsequent price cuts by the consumers who were distrustful of any sub brand 'Ovi'. Ovi was an umbrella brand companies selling technological devices was kind of marketing communication and did not for a range of Internet services such as online nothing new, others felt that Apple's decision to want to be manipulated by advertising music store, a navigation system, and a reduce the price so drastically just a few weeks campaigns. As of 2008, the challenge before gaming service called 'N-Gage Arena. after the launch was a public relations fiasco. PBC’s marketing team was to drive growth Analysts felt that the company did this in order The third caselet is about F. Hoffman-La further without compromising its cultural to compete with Apple Inc. that had entered Roche's (Roche) pricing strategy for its path- positioning. the mobile phone market with the launch of breaking anti-AIDS drug, Fuzeon. Despite being the iPhone. a major innovation Fuzeon has consistently Issues failed to match up to the initial sales expectation Analysts felt that the sub brands, Nseries in since it was launched in 2003. Some analysts Study the factors that had led to the revival of particular, went a long way in reviving the the PBR brand. felt that Roche's strategy of launching Fuzeon mother brand and also brought back the at a premium price, almost twice the price of Understand the issues and challenges in younger buyers who were moving away the next high priced anti-AIDS drug, was partly reviving an old brand like PBR. from 'Nokia' in favour of its rivals such as responsible for the company's woes. The Understand how PBR was revived by gaining Samsung and Sony Ericsson. company had also faced a lot of social criticism vital insights into consumer behavior and Issues for setting such a high price for the drug, taking working with the sub-cultures that were it out of reach of people who needed it the Understand the issues and challenges faced driving the sales of PBR. most. by a mature brand. Understand how to market a product to the Issues section of the consumers who distrust Understand the reasons for the decline in marketing communication. Nokia’s brand value in the early 2000s and Understand the issues and challenges in how Nokia revived the brand. Pricing a product or service (pricing decisions, Understand the importance of word of mouth premium pricing, market skimming, etc). marketing in promoting a product. Understand the advantage and disadvantages of umbrella branding. Analyze dynamic pricing systems such as Understand the importance of branding for a the Name Your Own Price (NYOP) pricing Reference Numbers consumer electronics company. system. ICMR...... MKTG 189 Understand the issues and challenges faced Understand how pricing could affect product ECCH ...... 508-030-1 by companies to defend their market adoption and diffusion. Organization(s) .Pabst Brewing Company leadership position. Countries ...... United States of America Reference Numbers Industry ...... Food and Beverage Reference Numbers ICMR...... MKTG 187 Pub/Rev Date ...... 2008 ICMR...... MKTG 188 ECCH ...... 508-032-1 Case Length ...... 15 Pages ECCH ...... 508-031-1 Organization(s) ...... N/A TN Length ...... 14 Pages Organization(s) ...... Nokia Countries ...... Switzerland / United Countries ...... Finland States of America Industry ...... Consumer Electronics Industry ...... Miscellaneous www.icmr.icfai.org Pub/Rev Date ...... 2008 Pub/Rev Date ...... 2008 Case Length ...... 23 Pages Case Length ...... 13 Pages TN Length ...... 4 Pages TN Length ...... 6 Pages Marketing 233

rebranding of India's leading fast moving Treading on that Fine Line?: Launching iPhone: Apple’s Entry consumer goods company Hinsustan Lever Caselets in Marketing Ethics into the Mobile Phone Market Ltd. (HLL) to Hindustan Unilever Ltd. (HUL) in an effort to benefit from the global brand Abstract Abstract positioning of its parent Unilever Plc. without compromising on its local heritage. The This is a series of three caselets featuring This case is about one of the leading consumer second caselet is about the rebranding of one some specific incidents in three companies electronics company, Apple Inc.'s (Apple) of India's top private sector banks, UTI Bank, that had led to some ethical concerns being entry into the mobile phone market. The case to Axis Bank. Rather than paying royalty for raised against them. While in the case of discusses the launch of the much hyped the use of the brand name 'UTI' that was also Emami Ltd. (Emami) and Pfizer Inc. (Pfizer) iPhone, which was hailed by some analysts used by some unrelated entities, the company ethical concerns were raised regarding the as the most successful launch of a brand decided to go for a brand name that was marketing of their products 'Fair and ever. While many analysts hailed the culture neutral and had a global appeal. The Handsome' and Lipitor respectively, innovative marketing strategy followed by third caselet is about the rebranding of the Facebook was in the eye of the storm due to Apple and also considered the iPhone to be a popular Indian telecom brand 'Hutch' to its new ad revenue model that provided other category-defying product, others felt that 'Vodafone' after the world's leading telecom online advertisers with a new social media to iPhone was over hyped and said that it was company by revenue Vodafone Plc. market their products to Facebook users. The never good to over hype any products. Some (Vodafone) acquired a controlling stake in one first caselet discusses the long standing analysts felt that Apple had a long way to go of the top telecom companies in India Hutchison debate on the ethics of marketing and to realize its ambition of becoming a major Essar Ltd. promoting skin-lightening products with player in the mobile phone market considering reference to the launch and advertising of that the market had some very dominant While HUL's marketing communication Emami's 'Fair and Handsome', a fairness competitors who had decades of experience campaign was comparatively low-key with cream for men, and the decision of the behind them. Some analysts also viewed the company just showing the name and logo company to rope in Bollywood actor Shahrukh Apple's foray into this market as a defensive of HLL morphing into the new name and logo Khan to endorse the product. Both the company strategy necessitated by the introduction of after each product ad, Axis Bank and Vodafone and the actor were heavily criticized for music phones by some well-known mobile launched two of the most memorable and promoting a product that allegedly phone companies. high-decibel campaigns to communicate their strengthened harmful stereotypes and age- respective name changes. Axis Bank's old prejudices that equated fair skin with good Issues campaign sought to reassure the bank's looks. The second caselet is regarding the The case will help the students to: customers that nothing had really changed in the bank except its name, while Vodafone world's largest pharmaceutical company's Understand the reasons behind Apple’s entry campaigns tried to leverage on some of the marketing of the world's largest selling drug into the highly competitive mobile phone most popular earlier ads of Hutch to introduce Lipitor.Critics contended that Pfizer resorted market to off-label promotion (which was illegal and the relatively unknown Vodafone brand (in Understand the issues and constraints in unethical) to drive up the sales of Lipitor to India). entering a new market with a new product, such gigantic levels. The third caselet and in this context understand how Apple Issues discusses the ethical and privacy concerns successfully launched iPhone pertaining to Facebook's new ad system. Understand the issues and challenges in Understand how the companies can adopt rebranding a well established brand, Issues word-of-mouth marketing to launch a product especially in the banking sector in India. Understand the ethical issues involved in Understand the importance of product Understand the rationale behind the marketing marketing, advertising and promotion of innovations in the marketing of technological communication campaign and how the products and services. products. campaign was executed by the ad agency. Identify the need for establishing standards in Understand the issues that could lead to the marketing and promoting products and Reference Numbers decision of a company to rebrand. services. ICMR...... MKTG 185 Understand how a rebranding exercise for a Understand the growing social criticisms and company in a particular industry differ from ECCH ...... 508-014-1 the need for awareness in promoting/ that in another industry advertising a product. Organization(s) ...... Apple Inc. Understand the ethical issues in using Countries ...... United States of America celebrity endorsements to promote a product Industry ...... Consumer Electronics Reference Numbers and commercializing of social networking Pub/Rev Date ...... 2008 sites. Case Length ...... 19 Pages ICMR...... MKTG 184 ECCH ...... 508-015-1 TN Length ...... 5 Pages Reference Numbers Organization(s) ...... N/A Countries ...... India ICMR...... MKTG 186 Industry ...... Miscellaneous ECCH ...... 508-016-1 What’s in a Name? Lessons Pub/Rev Date ...... 2008 Organization(s) ...... N/A from Three Rebranding Exercises Case Length ...... 14 Pages Countries ...... India / United States of in India America TN Length ...... 4 Pages Industry ...... Miscellaneous Abstract Pub/Rev Date ...... 2008 This is a series of three caselets that would Case Length ...... 13 Pages help highlight the issues involved in www.icmr.icfai.org rebranding, especially a corporate rebranding TN Length ...... 5 Pages exercise. The first caselet is about the 234 Marketing

case of B&L the company did not seem to was not as ethical as it projected itself. This UTI Bank to AXIS Bank: have recovered from a product crisis related was the time the management of TBS decided A Corporate Rebranding Exercise to its brand ReNu with MoistureLoc. The brand to reposition the brand to target the 'masstige' was linked to a fungal infection of the eye and segment. It took various initiatives to reinforce was later withdrawn from the market. While the positioning and by the mid2000s, TBS Abstract some analysts felt that B&L's handling of the was well on its path to recovery. In 2006, The case is about the corporate rebranding of crisis situation left a lot to be desired others TBS's management agreed to be acquired the erstwhile UTI Bank, a leading private felt that the situation faced by B&L was trickier by multinational cosmetics giant L'Oréal. This sector bank in India, to Axis Bank. It discusses than what pharmaceutical company, Johnson decision led to a spate of criticisms against the circumstances which led to the decision & Johnson, faced during the infamous Tylenol TBS and Roddick as the critics alleged that of the bank to forego its well known brand crisis in 1982. In the case of Mattel, the L'Oréal did not share the values of TBS. Some name that ranked among the top 50 brands in company had to win back the trust of its felt that the 'The Body Shop' brand was India, in favor of a new name. The case customers after the massive recall of toys in irrevocably damaged through its association further discusses how the company arrived 2007 due to safety-related issues. Here too, with L'Oréal. However, TBS sales seemed at the new name, and how the company the industry watchers are divided over to be unaffected by the criticisms and launched a mass media campaign to whether the leading toy maker was able to consumer backlash that followed the communicate the new corporate identity. The handle the crisis situation in an effective acquisition, at least in the short term. simple but high-decibel integrated marketing manner. Issues communication campaign, created by Ogilvy Issues & Mather, sought to reassure the bank's Understand the issues and challenges in customers that nothing had really changed in Understand the issues and challenges faced building up a brand through the societal the bank except its name. And the customers by companies in managing a product crisis marketing concept could expect the same level of service from Understand the importance of clear and Understand the issues and challenges in the bank as earlier. In addition to this, the effective communication with customers in repositioning a brand, particularly to the bank also had to prevent its customers from the event of a controversy/crisis ‘masstige’ segment of the consumers falling victim to phishers who could take the Understand short term and long term Understand the reasons for the consumer advantage of any confusion arising out of the implication for a well known brand if the crisis backlash against TBS after it agreed to be rebranding. is not managed properly acquired by L’Oreal and the effect social Issues criticism/consumer backlash has on a brand Understand the issues and challenges in Reference Numbers rebranding a well established brand, ICMR...... MKTG 182 Reference Numbers especially in the banking sector in India. ECCH ...... 508-002-1 ICMR...... MKTG 181 Understand the issues that led to the decision Organization(s) ...... N/A ECCH ...... 508-001-1 of UTI Bank to rebrand as Axis Bank. Countries ...... Finland / United States of Organization(s) ...... The Body Shop Understand the rationale behind the marketing America International Plc communication campaign and how the Industry ...... Miscellaneous Countries ...... United Kingdom / France campaign was executed by the ad agency. Pub/Rev Date ...... 2008 Industry ...... FMCG Case Length ...... 11 Pages Pub/Rev Date ...... 2008 Reference Numbers TN Length ...... 4 Pages Case Length ...... 25 Pages ICMR...... MKTG 183 TN Length ...... 4 Pages ECCH ...... 508-003-1 Organization(s) ...... Axis Bank Body Shop Brand: Countries ...... India Repositioning to Target the ‘Atithi Devo Bhavah’: Industry ...... Banking and Financial ‘Masstige’ Segment and Impact of Indian Tourism Ministry’s Services its Acquisition by L’Oréal Social Awareness Program Pub/Rev Date ...... 2008 to Boost Tourism Case Length ...... 19 Pages Abstract TN Length ...... 4 Pages The case discusses the evolution of 'The Abstract Body Shop' brand since its inception - its This case study discusses the innovative Crisis Management: rapid growth in the 1980s; decline in the 1990s; Atithi Devo Bhavah (ADB) program initiated repositioning to target the 'masstige' segment; by the Ministry of Tourism (MoT) in India. Dealing with a Product Crisis acquisition by L'Oréal; and, impact of the This program was launched in 2005 with the acquisition. Since its inception in 1976, The objective of developing tourism in India as Abstract Body Shop International Plc (TBS) had caught part of MoT's 'Incredible India!' campaign. This is a collection of three caselets the imagination of its customers as well as Though the 'Incredible India!' campaign was discussing the product crises faced by Nokia, the world through its ethical stance and social successful in increasing the number of tourists, Baush & Lomb (B&L) and Mattel, and how activism of its founder Dame Anita Roddick the experience of tourists in India left much to these companies responded in the respective (Roddick). The brand, considered an example be desired due to the inconvenience caused crisis situation. In 2007, some concerns of the societal marketing concept, grew rapidly by various touts, guides, and tour operators. regarding the safety of Nokia's BL-5C batteries for more than a decade till it faced some The ADB program was targeted at various arose. Though the company was quick to serious problems in the 1990s and the early stakeholders such as taxi drivers, tourist issue a product advisory, the situation flared 2000s. It suffered due to a combination of guides, small tourist operators, and the general up in India due to what some critics said was factors - quality issues related to its products; public. It aimed to change their attitude and a 'communication gap' on Nokia's part. In the emergence of many other 'me-too' brands; behavior toward foreign tourists by stressing and, targeted by critics who alleged that TBS on the aspect that a guest has been held in Marketing 235

high esteem in India since ancient times. This undertaken for the iPod. A series of innovative Analyze the scope of alternative avenues of case study discusses the key components advertising campaigns via television tourism, and whether governments would be of the ADB program and the steps taken by commercials, print ads, posters in public justified in increasing their investments in the MoT to roll out the ADB program. The places, wrap advertising etc were used. The promoting these avenues in future case study also covers the mass media social case also describes how Apple created an awareness campaigns that were initiated by iconic image for iPod that attracted the young Reference Numbers the MoT as part of the ADB program. and the old alike. It was positioned as a 'cool' product for the present generation. ICMR...... MKTG 178 Issues ECCH ...... 507-149-1 Issues This case will help the learner to: Organization(s) ...... Malaysia Tourism Understand the issues and constraints faced Understand how iPod was promoted by Apple Promotion Board by a public sector organization/governmental using partnership, podcasting and co-branding Countries ...... Malaysia strategies. organization in planning and implementing an Industry ...... Travel and Tourism innovative program Study various forms of advertising used by Pub/Rev Date ...... 2007 Apple including wrap advertising, lifestyle Understand the issues in Tourism (destination) Case Length ...... 19 Pages development and marketing and how the advertising and other traditional advertising Indian Tourism ministry addressed these methods. TN Length ...... 4 Pages issues Critically examine how iPod was positioned as a 'cool' product. Understand the issues in social marketing Tata Indica V2 Xeta: and how the Indian Tourism ministry Competing in the Indian formulated and implemented an innovative Reference Numbers social awareness program Small Car Market ICMR...... MKTG 179 Understand the challenges faced by a public ECCH ...... 507-152-1 sector organization/governmental organization Abstract Organization(s) ...... Apple Inc. in sustaining an innovative program This case is about the marketing strategy Countries ...... United States of America This case is intended for use in Master in undertaken by Tata Motors Limited, (the market Industry ...... Consumer Electronics Public Sector Management (MPSM) level leader in commercial vehicles in India, and programs as part of the Public Sector Pub/Rev Date ...... 2007 one of the major players in the passenger Innovation course. This case can also be Case Length ...... 14 Pages vehicles segment), in 2006 to sustain and effectively used as part of the Services TN Length ...... 4 Pages enhance its market share in the burgeoning Marketing, Tourism Marketing and Social passenger car market. In January 2006 the Marketing, Marketing Communication company launched the Indica V2 Xeta Petrol courses. The case can also be effectively Tourism Malaysia: (Xeta) car as a refurbished version of its used in Faculty Development Programs and Creating ‘Brand Malaysia’ existing petrol car Indica V2 Petrol MPFI. ‘Train the Trainer’ programs. According to the company, Xeta was to benefit the customer by better meeting their needs Abstract compared to existing options in the market - Reference Numbers This case discusses the efforts of the specifically by rendering better fuel efficiency ICMR...... MKTG 180 Malaysian government in positioning at a competitive price. Indica was an umbrella ECCH ...... 507-148-1 Malaysia as a favored tourist destination. It brand under which Tata Motors had developed Organization(s) ...... Ministry of Tourism talks about the successful 'Truly Asia' both diesel and petrol cars. Though the diesel Countries ...... India campaign launched in 1999, as well as the driven Indica was performing well, its petrol other promotional initiatives taken by the counterpart - Indica V2 Petrol MPFI, had not Industry ...... Travel and Tourism government, including the Visit Malaysia Year reaped the intended results. Through Xeta, Pub/Rev Date ...... 2007 2007 which coincided with the country's 50th the company intended to create a unique brand Case Length ...... 16 Pages year of independence and statehood. The identity in the customer's mind for the petrol TN Length ...... 18 Pages case also discusses the government's efforts variant of Indica. Immediately after the launch towards promoting alternative avenues of of Xeta in January 2006, the passenger car tourism, such as MICE activities. The case business unit of Tata Motors reported a growth Apple iPod’s Promotional and concludes with a discussion of the successes of 15 percent over January 2005 by selling Positioning Strategies and shortcomings of Malaysia as a tourism the highest number of passenger cars till then. brand and the outlook for the tourism sector of The Indica brand grew by 18.7 percent which the country was attributed mainly to the launch of Xeta. Abstract This success also coincided with the growing The case discusses the promotional and Issues attractiveness of India as a global hub for positioning strategies of iPod by the US based Understand the importance of tourism as a small cars. The entry of Tata Motors' Apple Inc. In January 2001, Apple introduced source of revenue for a country and to immediate rivals like Maruti Udyog Limited its 'Digital Hub' strategy where it decided to examine the efforts that go into making a and Hyundai Motor India Limited into the diesel make its computers, a hub for commonly country a sought after tourist destination segment of the small car market was also used digital commodities like digital cameras; Analyze the factors that promote and hinder a expected to pose a strong challenge for the camcorders etc. iPod was a product of this country's tourism potential, and to study how company. This case discusses the rationale strategy. Since iPod was launched just a the country in focus rates on these parameters behind the development and launch of the month after the 9/11 terrorist attacks, the launch Xeta. It also examines the product, pricing, Study the creation and implementation of a was kept a low key affair. However, just to distribution, and promotional strategies successful marketing campaign that has launch it as a surprise product, it was not pre- undertaken in this regard and the challenges helped a country create a unique image and announced. This strategy was used by Apple faced by the company in sustaining its market distinct identity for itself in the global tourism for launching all the generations of iPod. share in the Indian passenger car market. Extensive advertising and marketing was market 236 Marketing

Issues Issues environment, and media consumption Understand the strategy adopted by Tata Appreciate the issues, challenges and behavior of the target audience Motors to sustain the Indica brand in the highly opportunities in new product development, Understand the issues and constraints in competitive small car market in India particularly in the pharmaceutical industry targeting the youth population in India in view Understand the rationale behind the launch of Understand how Merck successfully of the changing marketing dynamics Indica V2 Xeta as an extension of the Indica launched Januvia using a new commercial Understand the significance of using online umbrella brand model as part of its new corporate strategy communities in brand building and market Analyze the various marketing aspects that Appreciate the importance of another 'P', development Tata Motors had to focus on in order to establish 'Pace', in the marketing mix in addition to the Understand how online communities around the Xeta in the Indian small car market 4Ps (product, price, place and promotion) a brand can be built and sustained over time

Reference Numbers Reference Numbers Reference Numbers ICMR...... MKTG 177 ICMR...... MKTG 176 ICMR...... MKTG 175 ECCH ...... 507-136-1 ECCH ...... 507-135-1 ECCH ...... 507-092-1 Organization(s) ...... Tata Motors Organization(s) ...... Merck Organization(s) . Hindustan Lever Limited Countries ...... India Countries ...... United States of America Countries ...... India / United Kingdom / Industry ...... Auto and Ancillaries Industry ...... Pharma and Biotech The Netherlands Pub/Rev Date ...... 2007 Pub/Rev Date ...... 2007 Industry ...... FMCG Case Length ...... 27 Pages Case Length ...... 19 Pages Pub/Rev Date ...... 2007 TN Length ...... 9 Pages TN Length ...... 5 Pages Case Length ...... 24 Pages TN Length ...... 5 Pages Merck’s New Product ‘Sunsilk Gang of Girls’: Development and Launch Hindustan Lever Limited’s Marketing Strategies of Strategy for Januvia Online Social Networking Harley-Davidson Initiative in India Abstract Abstract The case discusses the marketing strategies This case is about how Merck & Co, Inc. Abstract of the US-based motorcycle manufacturer (Merck) successfully developed and launched This case discusses the online community- Harley-Davidson Motor Company (H-D). It Januvia, its drug for Type 2 diabetes. Merck building initiatives of Indian FMCG major details the marketing mix elements of H-D was in urgent need of a new blockbuster Hindustan Lever Ltd (HLL, now, Hindustan including product, price, distribution and drug as it had been reeling under the numerous Unilever Ltd) for its beauty shampoo brand, promotion strategies of the company. product liability lawsuits related to its pain Sunsilk. HLL was one of the largest spenders Notwithstanding the success of H-D's relief drug Vioxx, the expiry of its blockbuster in the traditional advertising media. With the marketing strategies, some critics were of cholesterol drug, Zocor, and the imminent growing popularity of new and emerging media the opinion that H-D was not focusing on its expiry of three more blockbuster drugs. The like the Internet, especially among the Indian core competency, i.e. motorcycles, and said success of Januvia in the market was youth, HLL identified new marketing that by putting its logo on several products, significant in the sense that if Merck had communication programs that could capitalize the company was diluting its brand. Analysts adopted the traditional drug development on this trend. To keep the Sunsilk brand relevant also criticized H-D's dealers, saying they still timeline, the drug would not have reached to its target group (young girls), HLL started an had a long way to go in maintaining good the market before 2010. Merck was a late online social network and community called relationships with the company's customers. starter and had joined the race for the new the Sunsilk Gang of Girls (GoG). It was the first class of diabetic drug (DPP-4 inhibitors) almost all-girl online community in India and quickly Issues five years after the pharmaceutical giant caught the attention of the target group (TG) as Understand the various marketing mix Novartis had initiated its own research and it was promoted by HLL with a 360-degree elements of H-D development efforts. However, Merck media communication blitz. HLL continuously managed to reach the market first. This was updated the content and added new features to Critically analyze H-D's move to license done by shaving off time from the traditional GoG to keep it relevant to the TG. It also took several of its products and whether this will drug development timeline by conducting this online initiative to the ground with mall lead to its brand dilution or not some phases of its clinical trials in parallel activation programs and participation in college Appreciate the importance of channel partners rather than sequentially. Even in the launch of youth festival events. Experts felt that HLL in maintaining good relationship with the Januvia, Merck showed a lot of urgency and was rewarded for taking the risk of starting an customers was able to take the brand to the market online social networking site as it got good almost immediately after gaining approval for brand recognition and could connect with the Reference Numbers marketing the drug. As part of its new target group. The case also discusses the commercial model (that moved away from issues and constraints faced by companies ICMR...... MKTG 174 the traditional commercial model in the and marketers who want to target the youth in ECCH ...... 507-083-1 pharmaceutical industry), Merck focused on a rapidly changing market environment like Organization(s) ...... Harley-Davidson more targeted communication to doctors India. It also highlights the various opportunities Countries ...... United States of America through its reps, e-detailing and video detailing. and challenges for media planners and Industry ...... Auto and Ancillaries It made extensive use of new media such as advertisers in this changing environment. the Internet. Experts hailed Merck's marketing Pub/Rev Date ...... 2007 Issues acumen and said that more companies were Case Length ...... 19 Pages expected to follow a similar model in the future. Appreciate the importance of new and TN Length ...... 4 Pages emerging media in view of the change in Marketing 237

Its dependence on Lipitor was high as the regarding the company's handling of the Glaxosmithkline’s Marketing brand accounted for around 25 percent of the situation. B&L had initially desisted from Strategy for Requip: A Case Study total revenues of Pfizer. There were great withdrawing the brand as there was no in Product Lifecycle Management expectations from Torcetrapib as Pfizer hoped scientific evidence to prove that MoistureLoc that it would compensate for the potential was responsible for the infections. However, decrease in Lipitor's revenues when its patent some experts felt that by not being proactive, Abstract expired in 2010. Because of its novel B&L had put its whole lens care business in This case is about the innovative marketing mechanism of action, experts believed that jeopardy. Even though B&L recalled the strategy adopted by GlaxoSmithKline Plc. Torcetrapib would become a bestselling drug MoistureLoc brand, despite there being no (GSK) for Requip, its drug for Parkinson's within a few years of its launch. Pfizer planned conclusive evidence, the damage to its sales disease (PD). The case discusses how GSK for one of the biggest ever clinical trials (in had already been done. The company had created a new market for Requip by targetting terms of the number of patients under trial) for lost its market leadership in the lens care the drug at a previously lesser known Torcetrapib, ignoring warnings about some business in the US market and its contact disorder, the 'restless legs syndrome' (RLS). safety related issues with the drug. It had lens business also suffered. The company GSK, the world's second largest also planned to launch the drug only in also had to deal with numerous product liability pharmaceutical company, made good use of combination with Lipitor in an effort to protect lawsuits. B&L believed that the marketing public relations and its marketing muscle to the sales of Lipitor post 2010. Due to intense efforts it had initiated after the crisis would make promote awareness among doctors and criticism from doctors and patient groups, help it to revive its business post 2007. An patients about 'restless legs syndrome'. After Pfizer later decided to offer Torcetrapib as a unrelated product scare, this time with ReNu gaining approval for marketing the drug as a stand alone pill that could be used in MultiPlus, in early 2007 also made the treatment for RLS, the brand experienced combination with any cholesterol lowering company's efforts to rebuild the ‘ReNu' brand strong growth. In the process, the company drug. But Torcetrapib's development had to even more difficult. This case discusses the created a 'blue ocean' that it was expected to be stopped as it was linked to some deaths in reactions of analysts and crisis management own for a long time. However, GSK's effort at the test population. This unfortunate experts to B&L's handling of the MoistureLoc marketing Requip for RLS had drawn criticism development had left Pfizer with no key crisis. It also highlights the issues and from various quarters. Critics felt that RLS developmental drug in its pipeline that could challenges faced by large companies in was a "concocted" disorder, and that GSK compensate for the drop in Lipitor's sales post dealing effectively with a product crisis. had resorted to disease mongering to promote 2010. This case discusses the impact of the the sales of the drug. They also contended failure of Torcetrapib on Pfizer and the reactions Issues that GSK's marketing of RLS had many of various stakeholders (doctors, investors, Understand the issues and challenges faced conflicts of interests as it was allegedly using etc.). It also outlines the risks of new drug by companies in managing a product crisis patient advocacy groups and key opinion development in the pharmaceutical industry. Understand the importance of clear and leaders to further its marketing agenda. Issues effective communication with customers in the event of a controversy/crisis Issues Understand the issues and challenges faced Understand the issues and challenges faced by large pharmaceutical companies with Understand the short term and long term by companies in managing the product regard to new product (drug) development implications for a well known product/brand affected by a safety crisis lifecycle of a drug Appreciate the need for better decision making Understand how GSK created a new market in drug research and development in the for its drug Requip pharmaceutical industry Reference Numbers Understand the ethical issues related to ICMR...... MKTG 171 marketing of Requip Reference Numbers ECCH ...... 507-090-1 ICMR...... MKTG 172 Organization(s) ...... Bausch & Lomb Reference Numbers ECCH ...... 507-091-1 Countries ...... United States of America ICMR...... MKTG 173 Organization(s) ...... Pfizer Industry ...... FMCG ECCH ...... 507-093-1 Countries ...... United States of America Pub/Rev Date ...... 2007 Organization(s) ...... GlaxoSmithKline Industry ...... Pharma and Biotech Case Length ...... 19 Pages Countries ...... United Kingdom Pub/Rev Date ...... 2007 TN Length ...... 6 Pages Industry ...... Pharma and Biotech Case Length ...... 26 Pages Pub/Rev Date ...... 2007 TN Length ...... 6 Pages Bud.TV: Logging Troubles Case Length ...... 23 Pages TN Length ...... 5 Pages Crisis Management at Bausch & Abstract Lomb (B): The ‘Renu with The case discusses the launch of Bud.TV Pfizer’s Torcetrapib Failure: Moistureloc’ Debacle and the reasons behind its inability to retain The Risks of New Drug the initial number of unique online visitors on its site. Bud.TV promoted by Anheuser- Development Abstract Busch, was launched with fanfare after the This case discusses how Bausch & Lomb Super Bowl and was eagerly awaited for its Abstract (B&L), a leading eye care company, dealt direct-to-consumer approach to marketing. This case is about the failure of Torcetrapib, a with a product crisis related to its brand, ReNu Bud.TV had seven online channels each high profile drug for lowering cholesterol that with MoistureLoc (MoistureLoc). In May 2006, featuring a different genre of programs. The was being developed by Pfizer Inc. (Pfizer). B&L withdrew its MoistureLoc brand globally content was provided by some of the well Pfizer, the world's largest pharmaceutical after the product was linked to a rare but known media companies and companies company, was the leader in the cholesterol potentially blinding fungal infection of the eye, owned by Hollywood celebrities. In the first drug market due to its blockbuster drug, Lipitor. Fusarium keratitis. There was a controversy month of its launch, Comscore Media Metrix 238 Marketing

reported that Bud.TV was able to attract only Industry ...... Petroleum and around 253,000 visitors. Industry experts felt Petrochemicals Microsoft’s Strategy for Small that Bud.TV's cumbersome registration Pub/Rev Date ...... 2007 Businesses (A): The Innovative process and excessive product placement Case Length ...... 23 Pages PR Campaign for were said to be the cause of low turnout at its MS Office Accounting 2007 site. TN Length ...... 4 Pages

Issues Abstract Microsoft’s Strategy for Critically analyze Anheuser-Busch's direct- This case is about the innovative public to-consumer approach Small Businesses (B): relations campaign initiated by Microsoft Understand Bud.TV's pre-launch marketing Marketing MS Office Live Corporation (Microsoft) for its MS Office strategies Accounting Express software - MS Office Examine the reasons for the low turnout of Abstract Accounting Express 2007 (OAE 2007) and MS Office Accounting Professional 2007 (OAP unique online visitors on Bud.TV site This case is about the marketing and 2007), which were targeted at small and promotional strategy adopted by Microsoft medium businesses (SMBs). As part of its Corporation (Microsoft) to support the launch Reference Numbers pull strategy, Microsoft organized a contest of its Internet-based services package, ICMR...... MKTG 170 called 'IdeaWins - The Ultimate Challenge' Microsoft Office Live (Office Live). With Office targeted at entrepreneurs and small business ECCH ...... Live, Microsoft sought to help small and owners in the US. Microsoft attracted its target Organization(s) Anheuser-Busch / Bud.TV medium businesses (SMBs) harness the customers to the contest website Countries ...... United States of America power of the Internet to grow their business. IdeaWins.com, where in the contestants could Microsoft used Rovion Inc.'s proprietary and Industry ...... Internet and e-Commerce submit their innovative business idea. The patent-pending InPerson technology for the Pub/Rev Date ...... 2007 winner of the campaign would receive a online advertisement campaign of Office Live. Case Length ...... 16 Pages US$100,000 cash prize as start-up capital The case discusses the reactions of analysts and other related support from Microsoft and TN Length ...... 3 Pages and marketing experts to the advertisement its partners to implement the winning business campaign and the pros and cons regarding idea. Microsoft also gave away OAE 2007 the use of InPerson technology. The case as a free download on the IdeaWins.com Natureworks: Market also looks at the market for Web-based website. The campaign generated a lot of Development for Bioplastics services and Internet-enabled software for buzz among the target audience and SMBs as well as the competitive landscape succeeded in the publicity of OAE 2007 and in this segment. The case also looks at the Abstract OAP 2007. The case discusses the reasons for Microsoft's strategic shift toward NatureWorks is a major producer of PLA accounting software market for SMBs as well providing Internet-based software and (polylactic acid), a bioplastic made from corn. as the competitive landscape in this segment. services and its growing competition with The case describes the origin and growth of The case also looks at the reasons for Internet-based firms such as Google, Inc., NatureWorks. It recounts the initial obstacles Microsoft's strategic shift toward providing and Yahoo!, Inc. that the company encountered, the efforts Internet-based software and services and its made to promote the product, the criticisms Issues growing competition with Internet-based firms such as Google, Inc., and Yahoo!, Inc. and challenges faced, and the solutions that Understand the issues and challenges faced the company came up with. The case ends by IT companies in targeting the small and Issues with a discussion on some recent medium businesses market developments concerning bioplastics and the Understand the issues and challenges faced future prospects for the company as well as Understand the need for innovative marketing by IT companies in targeting the small and for the product. strategies to attract the attention of customers medium businesses market spread across different industry verticals and Understand the need for innovative marketing Issues geographic regions strategies to attract the attention of customers Gain insights into the market expansion and Discuss the pros and cons regarding the use spread across different industry verticals and development activities that can be undertaken of Rovion's InPerson technology for the online geographic regions by a company introducing an unconventional, marketing campaign of Office Live Appreciate the role of PR campaigns in creating new product Understand the issues and challenges faced credibility for the launch of a new product Understand the factors that affect the demand by a mature business organization to keep Understand the issues and challenges faced for such a product itself abreast of the changes in a dynamic by a mature business organization to keep Know more about the challenges facing a and competitive business environment itself abreast of the changes in a dynamic manufacturer of eco-friendly products and the and competitive business environment measures that the company took to address Reference Numbers these challenges ICMR...... MKTG 168 Reference Numbers Analyze the future prospects of PLA and ECCH ...... 507-088-1 NatureWorks ICMR...... MKTG 167 Organization(s) ...... Microsoft ECCH ...... 507-087-1 Countries ...... United States of America Organization(s) ...... Microsoft Reference Numbers Industry ...... Information Technology Countries ...... United States of America ICMR...... MKTG 169 and Related Services Industry ...... Information Technology ECCH ...... 507-084-1 Pub/Rev Date ...... 2007 and Related Services Organization(s) ...... NatureWorks Case Length ...... 18 Pages Pub/Rev Date ...... 2007 Countries ...... United States of America TN Length ...... 4 Pages Case Length ...... 20 Pages / Japan TN Length ...... 5 Pages Marketing 239

InPerson ad format were not inside a box. In marketing programs of consumer goods giant Glacéau: Marketing Vitaminwater the process, this technology had the potential P&G. While Tremors was an online to cut through the growing clutter of online community for teenagers, Vocalpoint was an Abstract advertising, attract the interest of the target online community for moms. Though these audience, and generate higher-than-average were controversial, both the online The case highlights the marketing strategies click through rates (CTR). This technology communities were very effective in increasing of US based Energy Brands Inc., maker of had also been used by over 100 companies. the sales of P&G's products. The third caselet the Glacéau range of 'enhanced water' The case discusses the experiences of some deals with broadcaster ABC's integrated products. Glacéau's Vitaminwater was highly companies such as Microsoft Corporation's marketing campaign (IMC) for its TV drama successful and in some markets in the US, it use of this technology for the launch of its series, Lost. The IMC comprised of traditional outsold Dasani and Aquafina. Vitaminwater Office Live platform. While most of Rovion's and emerging medias, such as, mobile was different from other products, in several customers were satisfied with the marketing, web-based alternative reality aspects including packaging, appearance, effectiveness of this new online ad format, games, etc. The buzz generated due to Lost labels and ingredients; it was a category some analysts were concerned that the helped to create a number of online creator. Vitaminwater was promoted through technology could be considered intrusive once communities which brought in a wider Vehicle Marketing Program, Retail Sampling the novelty had worn off. But, by and large, audience for the series. Program, banners & posters, and 'Campus analysts felt that Rovion had literally changed Ambassadors,' a college outreach program. the face of online advertising with its InPerson Issues By 2006, several famous celebrities from technology. Appreciate the importance of new and sports and entertainment arena endorsed emerging media in view of the change in Glacéau products. The case also describes Issues environment, and media consumption Glacéau's unique distribution strategies. Understand the issues and challenges faced behavior of the target audience Notwithstanding the success of Vitaminwater, by companies and advertisers with regard to Understand the pros and cons of using online industry experts felt that the product may face online advertising communities in brand building and market stiff competition from the established players Understand how online advertisers can attract development in the industry like Coca-Cola and Pepsi, the attention, generate interest, create desire, which were launching their own line of Understand how online communities can be and prompt the target audience to take action 'enhanced water' products owing to there built and sustained over time by using new technologies and advertisement growing popularity. formats Issues Reference Numbers ICMR...... MKTG 164 Understand the marketing mix adopted by Analyze the pros and cons of using new Glacéau for Vitaminwater online ad formats such as Rovion's InPerson ECCH ...... 507-089-1 Critically examine the promotion and ads Organization(s) Kaiser Family Foundation distribution strategies for Vitaminwater Countries ...... United States of America Analyze the factors that helped Glacéau carve Reference Numbers Industry ...... Miscellaneous a niche for itself in a saturated beverages ICMR...... MKTG 165 Pub/Rev Date ...... 2007 market in the US ECCH ...... 507-086-1 Case Length ...... 20 Pages Examine the challenges Glacéau may face Organization(s) ...... Rovion, Inc. TN Length ...... 4 Pages from established players Countries ...... United States of America Industry ...... Information Technology Reference Numbers Philips: Making Sense and Related Services of Simplicity ICMR...... MKTG 166 Pub/Rev Date ...... 2007 ECCH ...... 507-082-1 Case Length ...... 16 Pages Abstract Organization(s) ...... Energy Brands Inc. TN Length ...... 4 Pages Countries ...... United States of America Royal Philips N.V was a major Dutch company with a significant presence in the Industry ...... Food and Beverage lighting, healthcare, and consumer electronics Pub/Rev Date ...... 2007 Harnessing the Power of Online markets worldwide. The case describes the Case Length ...... 18 Pages Social Communities for Branding company's 'Sense and Simplicity' initiative. TN Length ...... 4 Pages and Market Development It discusses the rationale behind the initiative and provides details on how the company incorporated the essence of simplicity in its Abstract Rovion’s InPerson Technology: processes and products. It then talks about This is a collection of three caselets that Changing the Face of the novel ways in which the company explore how three well-known companies attempted to communicate its new brand Online Advertising (across three different industries) harnessed promise to potential customers. The case ends the power of online communities in brand with a brief discussion on whether the new Abstract building and market development. The first initiative would strengthen the company's caselet deals with athletic footwear giant Nike competitiveness and its future prospects. This case is about Rovion Inc. (Rovion), a Inc., which created an online community as technology firm based in the US and its part of its Joga Bonita campaign for the FIFA Issues proprietary InPerson technology. InPerson World Cup 2006. This campaign helped it to Understand a company's brand positioning technology enabled streaming videos of ambush market its products in the high profile and communication initiatives spokespeople who could pop up seamlessly sporting event even though it was shut out of Gain insights into the concept of simplicity on top of the contents of a web page and most of the traditional media by the official and its significance in the design of consumer directly interact with the customer. Unlike sponsor Adidas. The second caselet deals electronics products other streaming videos, the characters in the with the two online word-of-mouth (WOM) 240 Marketing

Analyze a company's efforts to gain a reasons for the company's success, and also approach adopted by Lush Fresh Handmade competitive advantage using design as a details some of the criticisms leveled against Cosmetics differentiator the company. The case ends with a brief Identify the benefits and challenges faced by discussion on the company's prospects. a privately held company with regard to Reference Numbers Issues managing its business growth and sustaining its values. ICMR...... MKTG 163 Understand the unique features of a company's ECCH ...... 507-085-1 marketing strategy; Analyze the reasons for Organization(s) ...... Philips the company's success, especially in an Reference Numbers Countries ...... The Netherlands intensely competitive market ICMR...... MKTG 160 Industry ...... Consumer Electronics Gain insights into the US home audio market. ECCH ...... 507-072-1 Pub/Rev Date ...... 2007 Organization(s) .... Lush Fresh Handmade Case Length ...... 19 Pages Reference Numbers Cosmetics Countries ...... United Kingdom TN Length ...... 3 Pages ICMR...... MKTG 161 ECCH ...... 507-074-1 Industry ...... FMCG Organization(s) ...... Bose Corp. Pub/Rev Date ...... 2007 Sony’s Battery Recall Fiasco Countries ...... United States of America Case Length ...... 21 Pages Industry ...... Consumer Electronics TN Length ...... 3 Pages Abstract Pub/Rev Date ...... 2007 This case is about the worldwide recall of Case Length ...... 16 Pages lithium-ion batteries manufactured by Sony The loveLife Brand (B): TN Length ...... 3 Pages Energy Devices Corporation, a subsidiary of Evolving the Campaign’s Sony Corporation (Sony). In September 2006, Communication Strategy for HIV Sony had announced a recall of its notebook Innovative Marketing Strategies of Prevention in South African Youth batteries after leading notebook manufacturers like Apple, Inc. and Dell Computers had Lush Fresh Handmade Cosmetics recalled a large number of the Sony- Abstract manufactured batteries used in their notebooks Abstract This case is the second part of a two-case due to reports that some of these batteries This case is about the innovative marketing series about loveLife, a multi-million dollar had caught fire. The case discusses the strategies and product development approach HIV prevention program that was launched in impact of this recall on the company's image adopted by Lush Fresh Handmade Cosmetics South Africa in 1999 with the stated aim of and the criticism leveled by analysts that (Lush), a UK-based producer and marketer of reducing the rate of HIV infection among youth Sony was slow to respond to the problem. ethical beauty products. Lush was co-founded by 50 percent within five years. loveLife's integrated marketing communications Issues by Mark Constantine (Constantine) in 1995. The company had a flat management structure initiatives and various community outreach Analyze the issues and challenges faced by with the directors, including Constantine himself, initiatives aimed at influencing the South African large multinational corporations with regard to actively involved in the operations of the firm youth to adopt a healthy lifestyle and perceive handling a product safety crisis right from new product development to safe sex as 'cool' and 'hip'. In 2004, loveLife Understand the importance of clear and personally training the employees. The changed its communication strategy to effective communication with customers in company also did not have a traditional reposition its image and keep it relevant to the the event of a controversy/crisis marketing department and relied more on target audience. The use of sexual imagery unconventional products, wacky product that was the hallmark of the previous names, in-store advertising, word-of-mouth campaigns was not visible anymore; instead Reference Numbers advocacy, and public relations. Constantine the messages appealed to the aspirations of ICMR...... MKTG 162 was also one of the pioneers who championed the target audience to make them focused on ECCH ...... 507-073-1 the cause against animal testing in the their future. However, many critics maintained Organization(s) ...... Sony Corporation cosmetics and beauty care industry. Lush had that the campaigns were still Countries ...... Japan developed an evangelical customer base, incomprehensible. The most serious debate which included many celebrities. Experts felt was regarding the effectiveness of the program Industry ...... Conglomerate that Lush was a cult brand that differentiated as loveLife had failed to achieve its original Pub/Rev Date ...... 2007 itself from other retailers of beauty products target of reducing the number of HIV infected Case Length ...... 11 Pages due to its innovative products, superior youths to half by 2004. In December 2006, TN Length ...... 5 Pages customer service, and unconventional this argument gained greater credence when marketing approach. The case also discusses the Global Fund to Fight AIDS, Tuberculosis the views of some analysts who felt that the & Malaria (Global Fund), a major provider of Bose Corp.: Better Sound absence of a regular marketing department funds to loveLife, decided to discontinue through Research or Better Sales might prove counterproductive for the company. funding for the program as it felt that it was through Marketing? With the competition in the ethical cosmetics becoming difficult to ascertain the effectiveness market expected to increase, some experts of the program. The case further discusses also felt that Lush, which had thus far remained the strategies adopted by loveLife to reposition Abstract an independent, private firm, could find it tough itself and some of the criticisms leveled against Bose Inc. is a privately-owned company that to stay competitive in the long run if it did not go the campaign. public. manufactures and markets home audio Issues products. The case describes the company's Issues unique marketing strategies including its Understand the evolution of loveLife's product, pricing, distribution and promotion Understand the innovative marketing marketing campaign to change the behavior strategies. It attempts to understand the strategies and new product development of South African youth to prevent HIV Marketing 241

Appreciate the steps taken by loveLife to different from the existing HIV prevention Issues reposition itself among the target audience programs. It used various branding techniques Understand the integrated marketing campaign Understand the issues and challenges faced to position loveLife as a lifestyle brand. Its adopted by ABC Entertainment for its hit TV in bringing about a change in sexual behavior initial teaser campaigns in outdoor media and drama series 'Lost' among the South African youth promotion of healthy lifestyle values in later campaigns were aimed at influencing the South Understand the impact of technological African youth to adopt a healthy lifestyle and advancements and change in consumer Reference Numbers perceive safe sex as 'cool' and 'hip'. loveLife's behavior with regard to the TV broadcasting and entertainment industry in the US ICMR...... MKTG 159 integrated marketing initiative also consisted of ECCH ...... 507-048-1 a media campaign and various community Organization(s) Kaiser Family Foundation outreach initiatives. The case discusses the Reference Numbers strategies adopted by loveLife and some of the ICMR...... MKTG 156 Countries ...... South Africa / United criticisms leveled against the campaign. States of America ECCH ...... 507-045-1 Industry ...... N/A Issues Organization(s) ...... ABC Entertainment Pub/Rev Date ...... 2007 Understand the marketing campaign adopted Countries ...... United States of America Case Length ...... 37 Pages by loveLife to change the behavior of South Industry ...... Media, Entertainment, African youth to prevent HIV TN Length ...... 3 Pages and Gaming Appreciate the steps taken by loveLife to Pub/Rev Date ...... 2006 position itself as a lifestyle brand Case Length ...... 15 Pages Eurail Group GIE: Marketing Understand the issues and challenges faced TN Length ...... 5 Pages Rail Travel in Europe in bringing about a change in sexual behavior among South African youth Abstract Unilever’s “Real Beauty” Eurail was incorporated in 2001 to promote Reference Numbers Campaign for Dove travel on the networks of its constituent ICMR...... MKTG 157 national railways. The case describes the ECCH ...... 507-047-1 Abstract various products introduced by Eurail and its Organization(s) ...... N/A This case is about Unilever's "Campaign for predecessor the Eurail Community. It also Countries ...... South Africa Real Beauty" (CFRB) marketing campaign discusses the marketing, distribution, and for its leading personal care brand 'Dove'. Industry ...... N/A promotion activities of Eurail. The case ends CFRB was a multi-faceted campaign that with a brief discussion on the growth of Eurail Pub/Rev Date ...... 2006 sought to challenge the stereotypes set by over the years and its future prospects. Case Length ...... 27 Pages the beauty industry. Issues TN Length ...... 6 Pages This campaign featured regular women (non- Understand the nuances of promoting a service models) who were beautiful in their own way to an international audience and did not fit in with the idealized images of Marketing the ‘Lost’ TV Drama models, super-models, and celebrities. Discuss the benefits of adopting a pan-national, Series: ABC’s Integrated Unilever developed the CFRB campaign consortium approach to promoting a service Marketing Strategy based on a global study on the perceptions Assess the marketing activities undertake and attitudes of women with regard to their personal beauty and well-being. Abstract Reference Numbers This campaign was a huge success as it This case is about the integrated marketing ICMR...... MKTG 158 was appreciated by many consumers and strategy adopted by ABC Entertainment for resulted in increased sales of Dove products. ECCH ...... its hit TV drama series 'Lost', which went on It also generated plenty of buzz and wide Organization(s) ...... Eurail Group GIE to develop a cult-like following. ABC developed media coverage for the Dove brand. Countries ...... Europe / The Netherlands a campaign that included various media However, critics felt that this campaign could channels - official and unofficial websites, fan Industry ...... Travel and Tourism prove counter-productive as marketing message boards, online communities, Pub/Rev Date ...... 2007 messages in the beauty industry were largely websites that provided details about the aspirational and Dove could be perceived as Case Length ...... 14 Pages characters, podcasts, text-message updates, a brand for fat and ugly girls. TN Length ...... 3 Pages print magazines, newsletters, Video-on- demand, etc. ABC also resorted to publicity Some critics also felt that CFRB was a stunts and TV and print ads that gave a real contradictory as it strived to sell Dove Firming The loveLife Brand (A): Initiating feel to the show. A key component of ABC's Range of products in the guise of debunking a Behavior Change in South strategy was the launch of 'The Lost beauty stereotypes. Experience', a web-based alternative reality African Youth to Prevent HIV Issues game. ABC's marketing efforts further provided ample incentive to the viewers not to skip Understand the factors that contributed to the Abstract through the ads, as vital clues to the game success of Unilever's "Campaign for Real This case is the first part of a two-case series were provided in the commercial breaks or Beauty" for Dove about loveLife was a multi-million dollar HIV during the show. However, despite being Appreciate the importance of market research prevention program that was launched in South appreciated by many media experts for raising and application of consumer behavior insights Africa in 1999 with the stated aim of reducing the bar with regard to marketing TV shows, in the development of a marketing strategy the rate of HIV infection among youth by 50 ABC was criticized by some for blurring the Understand the issues and challenges faced percent within five years. loveLife launched line between reality and fiction through the in the implementation of a cause-related an innovative marketing campaign that was use of fictitious ads in different media. (Societal) marketing campaign 242 Marketing

Reference Numbers Provide insights into the operating processes Volkswagen’s Iroc Concept: ICMR...... MKTG 155 of Dell India's customer contact centers Reviving the Scirocco to ECCH ...... 507-044-1 Study the problems experienced by customer Target A Niche Market Organization(s) ...... Unilever contact centers and examine the possible solutions Countries ...... United Kingdom Industry ...... FMCG Abstract Reference Numbers Pub/Rev Date ...... 2006 In August 2006, Europe's largest automaker Case Length ...... 27 Pages Volkswagen AG (Volkswagen), unveiled the ICMR...... MKTG 152 Iroc concept (Iroc) at a special event in Berlin, ECCH ...... TN Length ...... 8 Pages Germany. The Iroc was a prototype of the Organization(s) ...... Dell third generation model of the Scirocco, a sports coupé launched by Volkswagen in the Countries ...... India / United States of Race-Specific Drug ‘BiDil’: 1970s that became a cult car in the US and America Nitromed’s Marketing Challenge Europe. The Iroc, which was expected to hit Industry ...... Information Technology the market in 2008, was seen as an attempt and Related Services Abstract by Volkswagen to fill the gap in its product Pub/Rev Date ...... 2006 This case is about BiDil, the first race-specific line and target a niche market of Scirocco Case Length ...... 12 Pages enthusiasts. Analysts opined that the Iroc drug approved by the US Food and Drug TN Length ...... 3 Pages Administration for the treatment of heart failure would help bolster the image of Volkswagen, in self-identified African Americans in the US. which had of late been catering predominently BiDil was marketed by NitroMed Inc., a small to the mass market, and had few niche Vertu Mobile Phones: pharmaceutical company in the US. The products. They also felt that Volkswagen had Luxury Redefined decision to approve BiDil as a race-specific few emotional brands targeted at customers drug was a controversial one. While some in the US, and the new Scirocco would help Abstract experts hailed this as the first step toward fill that void. personalized medicines, critics felt that Issues Vertu, a subsidiary of Nokia, is a maker of marketing a race-specific drug could promote luxury mobile phones. The case traces the Understand the rationale behind the racial stereotyping and create a misconception beginnings of the company and its growth. It development of the Iroc by Volkswagen that people of different races differed on a describes the new product launches of the biological level. There were also many others Appreciate the importance of niche markets company, its target markets, and the threats who felt that marketing BiDil as a race-specific and emotional brands for automobile that the company faces. The case ends with drug was motivated by commercial interests manufacturers in the US and Europe a brief discussion on the future prospects of alone as NitroMed could extend the patent for the company. BiDil. Marketing the drug posed a tougher Reference Numbers Issues challenge as despite a grassroots marketing ICMR...... MKTG 153 effort, strategic partnership with African Understand the importance of identifying or American organizations, and various rounds ECCH ...... creating new niches in a mature market of sales force optimizations, the sales of BiDil Organization(s) ...... Volkswagen Understand different approaches to product were below expectations. Many experts felt Countries ...... Germany differentiation that NitroMed did not have the desired Industry ...... Auto and Ancillaries Analyze the prospects for highly priced marketing and financial strength to sustain a Pub/Rev Date ...... 2006 phones in global markets highly targeted marketing effort in a multicultural Gain insights into the nature of the market for setting. Others felt that NitroMed was on the Case Length ...... 16 Pages luxury products learning curve and that its new direct-to- TN Length ...... 3 Pages consumer (DTC) advertising effort could help change things for the better. Reference Numbers Dell's Customer Contact Center ICMR...... MKTG 151 Issues Operations in India ECCH ...... Understand the issues and challenges faced Organization(s) ...... Vertu by a US-based pharmaceutical company in Abstract marketing a race-specific drug in a multicultural Countries ...... United Kingdom environment The case describes the customer contact Industry ...... Consumer Electronics center operations of Dell India; a subsidiary of Understand the scientific, commercial, and the US based Dell Inc., the leading PC retailer Pub/Rev Date ...... 2006 ethical issues with regard to personalized in the world. It examines how Dell Inc. Case Length ...... 11 Pages medicine and race-specific drugs in particular offshored its global customer service operations TN Length ...... 3 Pages to Dell India. The case highlights the problems Reference Numbers faced by Dell India during expansion of its ICMR...... MKTG 154 customer contact center operations and Nike’s “Joga Bonito” Marketing explains the corrective measures taken by ECCH ...... 507-046-1 Campaign the company to solve these problems. The Organization(s) ...... NitroMed Inc. case also discusses the present challenges Abstract Countries ...... United States of America faced by Dell India and its future growth and Industry ...... Pharma and Biotech expansion plans in the country. This case is about Nike's "Joga Bonito" campaign for the 2006 FIFA World Cup that Pub/Rev Date ...... 2006 Issues was held in Germany from June 09, 2006 to Case Length ...... 29 Pages Examine the need for outsourcing/offshoring July 09, 2006. Through its Joga Bonito (Play TN Length ...... 11 Pages customer service operations Beautiful) campaign, Nike sought to promote Marketing 243 the beautiful aspects of the game of football Issues Reference Numbers such as creative play, professionalism, Understand the issues and constraints faced ICMR...... MKTG 148 courage, and team spirit. It was a multi- by marketers with regard to deciding on a ECCH ...... pronged campaign, which comprised of a suitable brand name or any brand extension Organization(s) ...... Snapple Beverage series of advertisements (ads) that featured a for a pharmaceutical drug. number of football superstars, an online TV Corporation / Cadbury Schweppes Plc. channel dedicated to football called Joga TV, Appreciate the importance of customer Countries ...... United States of America a social-networking website, Joga.com, and interaction and understanding the behavior of Industry ...... Food and Beverage the target customer segment. a Joga3 futsal tournament. The case Pub/Rev Date ...... 2006 Understand the issues and constraints faced discusses the reasons that made Nike Case Length ...... 23 Pages develop and launch this campaign and the by a product manager in re-naming or competition it faced from Adidas. The case withdrawing a pharmaceutical product from TN Length ...... 3 Pages also discusses the reactions of fans and media the market. analysts to the campaign. Lifebuoy “Swasthya Chetna”: Issues Reference Numbers Unilever’s Social Marketing Understand the advertising and marketing ICMR...... MKTG 149 Campaign strategies adopted by global athletic footwear ECCH ...... giants like Nike and Adidas to cash in on the Organization(s) ...... N/A Abstract popularity of the FIFA World Cup Countries ...... General Lifebuoy's “Swasthya Chetna” (LSC) was a Critically analyze the pros and cons of Nike's Industry ...... Pharma and Biotech five-year health and hygiene education Joga Bonito campaign for the 2006 FIFA World Pub/Rev Date ...... 2006 Cup program initiated by Hindustan Lever Limited Case Length ...... 5 Pages (HLL), the Indian arm of the fast moving Understand the increasing importance of online TN Length ...... 3 Pages consumer goods (FMCG) major, Unilever. social communities and digital media as a The program was formally launched in 2002, cost effective tool for marketing communication in eight states across India. The objective of Snapple’s Marketing - this program was to educate around 200 Reference Numbers An Unconventional Brand’s million people in rural and urban areas about the importance of adopting good 'health and ICMR...... MKTG 150 Claim to Fame hygiene'practices. The program spread ECCH ...... awareness about germs and their adverse Organization(s) ...... Nike Abstract effects on health, and how proper 'health and Countries ...... United States of America Snapple was a popular beverage brand in the hygiene'practices, such as bathing and Industry ...... Sports and Sporting USA and several other parts of the world. The washing hands with soap could prevent Goods Equipment brand was launched by the Unadulterated Food diseases like diarrhea. According to HLL, LSC Pub/Rev Date ...... 2006 Company in New York, in 1972. Over the was not a philanthropic activity, but a marketing program with a social benefit. HLL Case Length ...... 27 Pages years, Snapple came to be known for its unconventional promotional efforts which sought to grow the Lifebuoy brand in India by TN Length ...... 3 Pages earned the brand a substantial fan following. attracting those consumers who never used The Snapple Beverage Corporation became soap. In the process, the company sought to one of the first companies to enter the 'New bring about a behavioral change by convincing Naming a Pharmaceutical Brand: people to use soaps more frequently, thus A Product Manager’s Dilemma Age Beverages'market, which included non- carbonated drinks like tea and juices in the late creating more users for its brand. This 1980s. Snapple changed hands several times program was also seen as a successful case Abstract over the years. However, barring a few bad for public-private partnership. The case is about the dilemma faced by years, the brand remained very popular among Issues consumers. This case discusses the growth Ramesh Nayar (Ramesh), a product manager Understand the rationale behind the Lifebuoy of the Snapple brand under the management of of a medium sized pharmaceutical company “Swasthya Chetna” initiative by Hindustan the various companies that owned it at different in India. X-Neuro, a vitamin supplement used Lever Limited (HLL) in India. in the treatment of certain neurological times. It also talks about Snapple's sales disorders as an adjunct to standard therapy decline under the management of Quaker Oats, Understand the issues related to brand was a key brand in his portfolio. The drug and how Triarc, which took over the brand management and repositioning in the personal was popular with its target segment subsequently, managed to revive Snapple's wash soap segment in the fast moving comprising of neurologists and physicians. image before selling it to Cadbury Schweppes. consumer goods (FMCG) industry in India. However, when the company launched a The case concludes with a commentary on Appreciate the role of public-private brand extension of the drug, called as X- Snapple's inability to become a leading partnerships as a win-win situation for private Neuro Plus, by adding two more vitamins to beverage brand despite its strong fan following. entities, governments, and individual the existing composition, the new product did consumers. Issues not make any headway with its target segment, the gynecologists. The case Understand how unconventional marketing Reference Numbers describes the issues with regard to the name can transform an ordinary product to a popular of the brand extension of the drug, which led brand. ICMR...... MKTG 147 to the product's failure in the market. The Examine how an unconventional brand ECCH ...... case also looks at the various options before managed to tackle competition from brands Organization(s) ...... Hindustan Lever Ramesh and the likely pros and cons of each from other corporate entities that followed more Limited / Unilever course of action. This case is based on professional (and conventional) marketing Countries ...... India / United Kingdom generalized experience of the authors. practices. Industry ...... FMCG 244 Marketing

Pub/Rev Date ...... 2006 Issues Study the issues involved in brand Case Length ...... 21 Pages Understand the positioning of a brand. extensions TN Length ...... 3 Pages Analyze the communication strategy of a brand Understand the strategies adopted by an over a period of time. FMCG major in repositioning a popular brand. Hidesign: Marketing Leather Understand the challenges faced in the marketing of premium products. Reference Numbers Products Realize the importance of pricing, product & ICMR...... MKTG 144 packaging, and distribution in the marketing ECCH ...... 506-206-1 Abstract of luxury products. Organization(s) ...... Nestlé Hidesign is an Indian high fashion leather Countries ...... Switzerland / India house. It started operations in the late 1970s Reference Numbers Industry ...... Food and Beverage as a small workshop in Auroville. The case study traces Hidesign's journey from an ICMR...... MKTG 145 Pub/Rev Date ...... 2006 export house to a firm operating exclusive ECCH ...... 506-202-1 Case Length ...... 16 Pages brand outlets (EBO), and also compares the Organization(s) ...... Haagen-Dazs TN Length ...... 3 Pages firm's distribution strategies in foreign markets Countries ...... United States of America and in India. It describes the partnerships and Industry ...... Food and Beverage tie-ups that Hidesign entered into in order to Hello Kitty’: Pub/Rev Date ...... 2006 expand its market presence in foreign A Japanese Superbrand countries, and briefly discusses the Case Length ...... 17 Pages challenges facing the firm. The case study TN Length ...... 3 Pages ends with a discussion on the firm's future Abstract prospects. Hello Kitty was the name of a cartoon cat The Maggi Brand in India: Brand developed in 1974 by Sanrio Co. Ltd. (Sanrio), Issues Extension and Repositioning a Japanese company that sold character- Gain insights into the distribution strategies branded goods in Japan and other parts of the adopted by a firm. world. Sanrio initially used the character to Abstract Learn more about the branded leather industry. adorn petty merchandise like coin purses and Nestlé India Ltd. (NIL), the Indian subsidiary pencil boxes targeted at small girls. However, Compare a firm' s distribution strategies in of the global FMCG major, Nestlé SA, after Hello Kitty became hugely popular, Sanrio India with its strategies in developed markets. introduced the Maggi brand in India in 1982, extended the brand to a variety of other Describe the challenges and future prospects with its launch of Maggi 2 Minute Noodles, an products. By the early 2000s, Hello Kitty for a leather marketer. instant noodles product. With the launch of featured on products ranging from vacuum Maggi noodles, NIL created an entirely new cleaners to DVD players, toilet paper to cars, Reference Numbers food category - instant noodles - in the Indian and computers to candy, and was thought to packaged food market. Because of its first- be one of the most powerful brands in the ICMR...... MKTG 146 mover advantage, NIL successfully managed world. This case discusses the reasons for ECCH ...... 506-203-1 to retain its leadership in the instant noodles the popularity of Hello Kitty, and tries to analyze Organization(s) ...... Hidesign category even until the early 2000s. Over the unique features of the brand. It also talks Countries ...... India the years, NIL extended the Maggi brand to a about the various steps Sanrio took over the Industry ...... Textile, Apparel, and variety of culinary products like soups, sauces years to revive and reinvent Hello Kitty when Accessories and ketchups, and cooking aids among others. sales showed signs of flagging. The role of However, these product extensions were not celebrity endorsements in creating brand Pub/Rev Date ...... 2006 as successful as the instant noodles. In 2005, value is also discussed. The case concludes Case Length ...... 17 Pages NIL started offering a range of new 'healthy' with a commentary on Sanrio's efforts to TN Length ...... 3 Pages products under the Maggi brand, in a bid to convert Hello Kitty into a luxury brand. attract health-conscious consumers. This case looks at the various phases in the product life Issues Haagen-Dazs: Repositioning cycle of Maggi noodles in India. It talks about Trace the evolution and growth of a hugely a Cult Brand the various measures taken by NIL to keep popular global brand. the Maggi brand fresh in the minds of Indian Understand the strategies companies adopt consumers. The case also talks about the Abstract to revive and reinvent brands. various extensions of the Maggi brand and Haagen-Dazs is a super-premium ice cream tries to analyze why only the sauces and Examine the role of celebrity endorsements brand from the US. The case discusses the ketchups category, among all the other product in creating brand value. marketing communications of the brand from extensions, managed to succeed. It further Analyze the role of licensing in extending a its initial days. It analyzes how the company discusses the measures taken by NIL to brand; Study the role of co-branding in positioned the brand as an object of desire reposition Maggi as a 'health product'. The branded-goods market. through its sensuous ad campaigns. It also case ends with a discussion whether NIL Examine the pitfalls involved in over- examines how the company used the product would be successful in sustaining this new extending a brand, and to analyze whether a and packaging, pricing, and distribution to image for Maggi in the market. brand with a primarily juvenile image can be establish the image of a premium brand. The extended successfully to luxury products. case describes some of the challenges that Issues the brand faced in its communication efforts, Understand the strategies undertaken by a and also provides an insight into how the major FMCG company to create and establish Reference Numbers brand modified its image in tune with changing a new product category. ICMR...... MKTG 143 market trends. It ends with a brief discussion Understand the issues involved in sustaining ECCH ...... 506-192-1 on the future prospects for the brand. the image of a popular brand. Organization(s) ...... Sanrio Co. Ltd. Marketing 245

Countries ...... Japan of Krating Daeng from its Thai owners. Industry ...... Media, Entertainment, Obtaining permission to sell Red Bull in Europe Lipitor: How far should and Gaming was not easy, as it contained several Pfizer push the Pill? Pub/Rev Date ...... 2006 ingredients whose effects on the human body were untested. However, permissions were Case Length ...... 18 Pages Abstract eventually obtained, and Red Bull became TN Length ...... 3 Pages exceptionally successful in all the markets in The case is about Pfizer's blockbuster anti- which it was launched. It was generally cholesterol reducing drug, Lipitor, the largest acknowledged that Red Bull's success was selling pharmaceutical brand in the world. Lakme Fashion Week and Wills the product of the company's innovative Despite Lipitor being a late entrant in the statin Lifestyle India Fashion Week: marketing efforts. This case study discusses market, it managed to become the market leader due to the aggressive marketing Fission in Indian Fashion the marketing strategy adopted by Red Bull GmbH, including the company's effective strategy adopted by Pfizer. However, Pfizer's employment of buzz marketing in new marketing of Lipitor came under intense Abstract markets, and its sponsorship of sporting scrutiny, when in March 2006 some labor The case discusses the beginnings and activities, especially extreme alternative unions in the US sued Pfizer for alleged off- growth of the India Fashion Week, an event sports, to enhance its image. The case also label marketing of Lipitor. Pfizer also faced a organized to showcase the best of Indian talks about Red Bull's target markets, and its class action lawsuit from some consumer fashion. It then describes the break-up pricing and differentiation strategies. It includes advocacy groups regarding its promotional between the proprietor and the title sponsor of a section on the various controversies activities that were targeted at women and the fashion event and the after-effects of the surrounding Red Bull, and the effects of these the elderly. Pfizer was also accused of split. The case then goes on to describe the on its brand image. The competitive situation withholding information about the potential two new fashion events that were launched in the energy drinks market and Red Bull's side-effects of Lipitor. Lipitor was also the by the two parties to represent Indian fashion. position vis-à-vis competitors, is also subject of controversy regarding its allegedly The case ends with a brief discussion on the discussed. The case concludes with a over-zealous direct-to-consumer (DTC) future of the Indian fashion industry. commentary on Red Bull's attempts at brand advertising. In addition to this, the case also extension, and the company's future prospects discusses the concerns regarding the slowing Issues in the light of its excessive dependence on a down of Lipitor sales, the delay in launch of Understand the importance of events like single product. the Torcetrapib/Lipitor combination, the fashion weeks in promoting the growth of the ongoing patent litigations with generic fashion industry. Issues manufacturers like Ranbaxy Laboratories Ltd. over Lipitor, and the expected generic Examine the reasons behind the split between Understand how savvy marketing can competition from substitutes like Pravachol the proprietors and the title sponsors of the transform an ordinary product into a powerful and Zocor, which had gone off-patent. India Fashion Week and the fallout of the split. brand. Evaluate the future prospects for Indian Study the use of buzz marketing in Issues fashion, in view of the trends towards establishing a product in new markets. Understand the nature of the global market for corporatization in the industry. Appreciate the importance of identifying statin drugs and the major players. suitable target markets, and designing Understand the issues and concerns with marketing activities to reach them effectively. Reference Numbers regard to Pfizer's marketing of Lipitor. ICMR...... MKTG 142 Examine the role of sports sponsorships in Understand the legal and business challenges establishing brand image. ECCH ...... 506-193-1 faced by research based global Study the effect of controversies on brands pharmaceutical companies. Organization(s) ...... FDCI / Lakme Ltd / and how, in certain circumstances, ITC / Hindustan Lever Limited controversies can actually help in the growth Reference Numbers Countries ...... India of a brand. Industry ...... Textile, Apparel, and ICMR...... MKTG 140 Analyze the potential effects of a large number Accessories of competitors on a powerful brand and the ECCH ...... 506-204-1 Pub/Rev Date ...... 2006 sources of differentiation in a crowded market. Organization(s) ...... Pfizer Case Length ...... 17 Pages Understand the importance of brand extension Countries ...... United States of America TN Length ...... 3 Pages and the pitfalls of being associated with a Industry ...... Pharma and Biotech single product. Pub/Rev Date ...... 2006 Case Length ...... 28 Pages Red Bull’s Innovative Reference Numbers Marketing-Transforming a TN Length ...... 3 Pages ICMR...... MKTG 141 Humdrum Product into a ECCH ...... 506-190-1 Happening Brand Tata Motors: Serving an ‘Ace’ Organization(s) ...... Red Bull GmbH for Success Countries ...... Austria Abstract Industry ...... Food and Beverage Abstract The Red Bull energy drink was launched in Pub/Rev Date ...... 2006 This case is about the development of 'Tata Austria in 1987, by Dietrich Mateschitz. He Case Length ...... 21 Pages claimed to have experienced the invigorating Ace (Ace), a mini truck introduced by Tata properties of a popular Thai energy drink, TN Length ...... 3 Pages Motors Ltd. (Tata Motors), Indias largest Krating Daeng, on a trip to Thailand. Realizing automobile company, in 2005. The case that a similar product could have good potential describes how Tata Motors developed this in Western markets, Mateschitz obtained the www.icmr.icfai.org vehicle using their in-house expertise. Tata license to manufacture a carbonated version Motors decided to develop Ace, after a market 246 Marketing

study it conducted found that customers Reference Numbers wanted a last mile distribution vehicle that dBrowser Wars: The Release of ICMR...... MKTG 137 had low maintenance costs, higher driver IE 7 (Beta 2) ECCH ...... safety, and better driving comfort. Ace created Organization(s) ....BMW of North America a completely new market segment and Abstract LLC became a huge success in the Indian market. The case also discusses about the nature of This case is about Microsoft Corporation's Countries ...... USA competition in the Light Commercial Vehicle (Microsoft) release of a new version of its Industry ...... Auto and Ancillaries and the three-wheeler cargo vehicle segment Internet Explorer (IE) web browser, IE 7 Beta Pub/Rev Date ...... 2006 2 (IE 7) in April 2006. Though Microsoft was in India and the impact of the success of Ace Case Length ...... 14 Pages on the players operating in these segments. a late entrant in the web browser market, it used its dominance in the Operating System TN Length ...... N/A Issues (OS) market to gain a 96% market share in Understand the aspects related to the new the web browser market by June 2004. product development process in the Indian However, the release of Firefox, an open- P&G’s Vocalpoint: Light Commercial Vehicles (LCV) segment of source browser, and the security concerns Using Moms for Wom the Indian automobile industry. regarding the IE6 browser led to a decline in IE's market share. The case examines the Abstract Understand the impact of Tata Ace on the rationale behind Microsoft's release of the three wheeler cargo vehicle/ very light new version IE browser. The case also The case discusses about the word-of-mouth commercial vehicle market segment in India. highlights the competition between Microsoft marketing initiatives of Procter & Gamble and Google Inc. for the search-based online Company (P&G), a leading manufacturer and Reference Numbers advertising market. marketer of consumer products. In 2001, P&G had recruited many teenagers to create buzz ICMR...... MKTG 139 Issues about new products through its division ECCH ...... 506-205-1 Tremor. Subsequently, in December 2005, Understand the nature of competition in the Organization(s) ...... Tata Motors large scale recruitment for influential moms, global web browser market; Understand the Countries ...... India also called as Tremor Moms, was started challenges faced by a market leader with under the new name Vocalpoint. By May Industry ...... Auto and Ancillaries regard to the threat of new entrants. Pub/Rev Date ...... 2006 2006, P&G had enlisted 225,000 teenagers in Tremor and another 600,000 moms in Case Length ...... 21 Pages Reference Numbers Vocalpoint. Analysts opined that this strategy TN Length ...... 3 Pages ICMR...... MKTG 138 proved to be effective as research showed an increase in sale of products promoted ECCH ...... through this network of people. The case also Organization(s) ...... Microsoft Corporation highlights the ethical aspects of using people Countries ...... Global to market products through word-of-mouth Industry ...... Computers, IT & ITeS recommendations. Pub/Rev Date ...... 2006 Issues Case Length ...... 15 Pages TN Length ...... N/A Understand the importance of word-of-mouth marketing in the promotion of consumer products; Understand the ethical aspects of BMW’s using people to market products through word- “Company of Ideas” Campaign of-mouth recommendations.

Abstract Reference Numbers The case discusses about the "company of ICMR...... MKTG 136 ideas" advertising campaign of BMW of North ECCH ...... America LLC (BMW LLC). The communication Organization(s) ...... Procter & Gamble in these ads were different from its Company communications in the past as the new ads Countries ...... USA downplayed BMW's performance and strived Industry ...... FMCG to project its design prowess and independence Pub/Rev Date ...... 2006 of ideas - promoting BMW as a "company of ideas." The case highlights the rationale behind Case Length ...... 20 Pages the company's new advertising campaign and TN Length ...... N/A the initial reactions it received from analysts, marketing experts, and consumers. Issues ITC Foods’ Growth and Future Prospects Understand the rationale behind the "company of ideas" advertising campaign of BMW of Abstract North America LLC; Understand the marketing communication strategies adopted by a car ITC Foods, a division of ITC Ltd., a major manufacturer when targeting a new customer Indian conglomerate, started operations in segment. 2001. The case traces ITC Foods' entry into Marketing 247 several categories like ready-to-eat, with a view to restoring the brands image in confectionary, staples, and biscuits in the Rebuilding the that market. The case shows how under the branded and packaged food business. It ‘Martha Stewart’ Brand management of Robert Siegel, who joined as examines the synergies that ITC Foods Lacoste USA's CEO in 2001, revived the derived from the other businesses of the Abstract brand and re-established it as a high-end group. The case also describes some of the fashion label in the US. marketing and promotional campaigns Martha Stewart was the founder of Martha employed by the company, and discusses Stewart Living Omnimedia (MSO), a Issues the challenges that the division faces and its diversified media conglomerate with interests The importance of brand image for the future prospects. in publishing, radio, television and merchandise. MSO's main brand was success of apparel companies; The marketing Issues 'Martha Stewart' and all the businesses were strategies of an apparel company to revive centered around Stewart. Therefore, when the image of its clothing brand To gain insights into the Indian branded and Stewart became embroiled in controversy packaged foods industry; To understand the for the suspicious sale of her Imclone Systems possible sources of synergy between a Reference Numbers Incorporated shares in 2000, her image took ICMR...... MKTG 132 company's various businesses; To a beating, thus adversely affecting her ECCH ...... understand the challenges of developing a business. nascent market, and the possible marketing Organization(s) ...... Lacoste SA and promotional strategies, challenges, and The case discusses Stewart's and MSO's Countries ...... USA outcomes. efforts to revive the "Martha Stewart' brand Industry ...... Apparel after Stewart was released from jail in 2005. Pub/Rev Date ...... 2006 It talks about the steps taken by the company Reference Numbers to improve Stewart's image in public, thus Case Length ...... 12 Pages ICMR...... MKTG 135 having a positive impact on the brand. The TN Length ...... N/A ECCH ...... case concludes with a commentary on how Organization(s) .. Foods division, ITC Ltd. Stewart's hits and misses were affecting Countries ...... India MSO's business and whether the brand could Kingfisher Airlines: Industry ...... Food be restored to its past glory by the company. The ‘Funliner Experience’ Pub/Rev Date ...... 2006 Issues Case Length ...... 20 Pages Abstract To study the rise and fall of a major lifestyle TN Length ...... N/A brand in the US; To understand the inherent The case discusses the strategy of Kingfisher dangers in closely associating a business or Airlines (KFA), which launched its domestic brand with its founder; To analyze the issues air service operations in May 2005. KFA was Marketing ‘The Da Vinci Code’ involved in reviving a brand, especially one promoted by the UB Group and positioned as associated with a controversial person; To a budget carrier that offered a single class- Abstract highlight the importance of goodwill and brand "Kingfisher Class'. KFA successfully leveraged the youthful and vibrant image of The case is about the marketing of 'The Da equity its Kingfisher Beer brand and called its airlines Vinci Code', the international bestselling novel as 'Funliners' to emphasize the fun-filled by Dan Brown. The novel was later made Reference Numbers experience. Within the first six months of its into a motion picture, which generated a lot of ICMR...... MKTG 133 launch, KFA managed to corner a 6% market controversy with various Christian groups share in the domestic air travel market. KFA protesting against it. The case describes how ECCH ...... also had plans to operate on international word of mouth publicity resulted in the huge Organization(s) ...... Martha Stewart Living routes. However, the increasing popularity of success of both the book and the movie. It Omnimedia low cost airlines like Air Deccan, launch of also discusses the ethical issue of using Countries ...... USA new low cost carriers like SpiceJet and GoAir, controversy as a promotional tool. Industry ...... Media and Entertainment and Jet Airways' acquisition of Air Sahara, Issues Pub/Rev Date ...... 2006 further intensified the competition in the Indian Case Length ...... 16 Pages aviation sector. In an effort to make KFA Understand the importance of word of mouth TN Length ...... N/A profitable at the earliest, KFA modified its 'single / viral marketing in the promotion of a book or class' approach and began to offer an upgraded a motion picture; Appreciate the increased business class service- 'Kingfisher First'. use of viral marketing as an effective promotional tool with the advent of the Lacoste’s Marketing Strategies Issues communications revolution in the US Understand the marketing and branding strategies adopted by Kingfisher Airlines; Abstract Reference Numbers Understand the opportunities and challenges ICMR...... MKTG 134 The case study discusses the marketing for a newly established airline in the Indian aviation industry. ECCH ...... strategies undertaken by Lacoste SA (Lacoste), a French clothing company to Organization(s) ...... enhance its image in the US market. It shows Reference Numbers Countries ...... USA, Europe how Lacoste which was a premium Industry ...... Media and Entertainment menswear brand in the US in the early 1950s ICMR...... MKTG 131 Pub/Rev Date ...... 2006 lost its appeal in the market after it was taken ECCH ...... Case Length ...... 11 Pages over by General Mills, a popular FMCG Organization(s) ...... Kingfisher Airlines company in the US. It then talks how Lacoste TN Length ...... 4 Pages Countries ...... India bought back the US rights to the Lacoste brand 248 Marketing

Industry ...... Aviation Reference Numbers Pub/Rev Date ...... 2006 Crisis Management at ICMR...... MKTG 128 Case Length ...... 15 Pages Bausch & Lomb: The ‘ReNu ECCH ...... TN Length ...... N/A Moistureloc’ Controversy Organization(s) ...... Grove Fresh Ltd Countries ...... UK Abstract Industry ...... Organic Foods (Fruit Juices) Marketing Viagra in India This case is about the crisis faced by Bausch & Lomb (B&L), a leading eye care company, Pub/Rev Date ...... 2006 Abstract in the wake of reports linking its contact lens Case Length ...... 11 Pages cleaner, ReNu with MoistureLoc (ReNu This case is about Pfizer's launch of its popular TN Length ...... N/A MoistureLoc), to a fungal infection of the eye drug, Viagra, in India. Viagra was first launched called Fusarium keratitis. B&L decided to in the US, in 1998, with an extensive public suspend the US shipments of this product relations campaign. Pfizer's promotional efforts PVR Ltd.’s and asked US retailers to temporarily remove also included celebrity endorsements and Growth and Future Prospects ReNu MoistureLoc from their shelves. The Direct-to-Consumer (DTC) advertisements. case discusses the views of some marketing Though Viagra was a huge success for Pfizer Abstract and branding experts who highlighted the initially, after seven years since its launch, inadequate action taken by B&L when the the worldwide sales of Viagra had become PVR Ltd. was the first to introduce the concept initial reports of the infection came out in Asia. stagnant. Pfizer introduced Viagra in India with of multiplexes in India. With 51 screens as of The company's critics felt that B&L had not a view to improve the sales of the drug. The February 2006, it was also the largest handled the crisis well and was likely to pay market dynamics in India were very different multiplex operator in India. The case the price for it in terms of loss of sales, loss of from that of the US. Viagra had to face delineates the origin of PVR and its growth image, and lawsuits. However, there were competition from other low-priced generic into a leader in the Indian film exhibition others who pointed out that B&L was not all to industry. It throws light on the company's versions of the drug. Moreover, brand-specific blame because there was no clear link innovative marketing and promotional DTC advertisements were not allowed in established between B&L's product and the strategies and its new business initiatives. India. The case discusses Pfizer's marketing infection. The case discusses the threats that the strategy when it launched Viagra in India. company faces in the form of increasing Issues Issues competition. It ends with a discussion on the future prospects of PVR in the entertainment Understand the challenges faced by a Understand the critical success factors for a business. company in managing a product crisis; pharmaceutical company to make a Understand the importance of clear and successful entry in a new therapeutic Issues effective communication with customers in segment; Understand the issues and the event of a controversy/crisis. To appreciate the innovative marketing constraints faced by pharmaceutical company strategies adopted by the company in the film in launching a globally successful brand in a exhibition industry; To understand the market new market; Understand the challenges faced Reference Numbers dynamics and unique characteristics of the by a company when launching its product in ICMR...... MKTG 129 Indian exhibition industry; To understand the a price competitive environment. ECCH ...... effect of government policies on the company; To analyze the challenges and future Organization(s) ...... Bausch & Lomb prospects of the company. Reference Numbers Countries ...... USA, Asia ICMR...... MKTG 130 Industry ...... Eye Care Reference Numbers ECCH ...... Pub/Rev Date ...... 2006 ICMR...... MKTG 127 Organization(s) ...... Pfizer Inc. Case Length ...... 21 Pages ECCH ...... 506-051-1 Countries ...... India, USA TN Length ...... N/A Industry ...... Pharmaceutical and Organization(s) ...... Healthcare Countries ...... India Pub/Rev Date ...... 2006 Grove Fresh Ltd.: Industry ...... Film Exhibition Case Length ...... 26 Pages Marketing Organic Juices Pub/Rev Date ...... 2006 TN Length ...... 6 Pages Case Length ...... 20 Pages Abstract TN Length ...... N/A Grove Fresh Ltd is a major player in the UK organic juice market. The case describes the origin and growth of the company. The case Real Madrid: The Galacticos Era also describes the product, pricing, distribution, “Authentic marketing is not the art of and promotion policies of the company. It ends Abstract selling what you make but knowing with a brief discussion on the challenges and what to make. It is the art of identifying future prospects for the company. The case discusses the 'Galactico recruitment and understanding customer needs and strategy' introduced by Florentino Perez Issues creating solutions that deliver (Perez), former president of Real Madrid club de Football (Real Madrid). The case highlights satisfaction to the customers, profits to To gain insights into the organic juice market the impact this strategy had on Real Madrid's the producers and benefits for the in the UK; To understand the product, pricing, revenues and brand popularity. The case also stakeholders.” distribution, and promotion policies of a discusses the factors that led to the choice of – Philip Kotler company; To analyze the opportunities and word and resignation of Perez. challenges in the organic juice market. Marketing 249

Issues promotional campaigns. It also describes the Reference Numbers Government policies, vis-à-vis FM radio, and ICMR...... MKTG 123 Understand the marketing and branding their impact on Radio Mirchi and other FM ECCH ...... 506-050-1 strategies adopted by the Real Madrid broadcasters. The case finally talks about Organization(s) ...... Indian Airlines Ltd football club; Understand the issue of the new challenges that Radio Mirchi might commercialization of the game of football in have to face in the changed environment and Countries ...... India Europe. the future outlook for the company. Industry ...... Airline Pub/Rev Date ...... 2006 Issues Reference Numbers Case Length ...... 19 Pages ICMR...... MKTG 126 To understand the marketing strategies adopted TN Length ...... N/A ECCH ...... by the company in the FM radio industry; To Organization(s) ...... Real Madrid club de understand the market dynamics and unique Football characteristics of the Indian FM radio industry; The ‘Incredible India’ Campaign: To explain the impact of government policies Countries ...... Spain on the company; To analyze the challenges Marketing India to the World Industry ...... Sports and Entertainment and future prospects of the company. Pub/Rev Date ...... 2006 Abstract Case Length ...... 18 Pages Reference Numbers The 'Incredible India' campaign, launched in TN Length ...... N/A ICMR...... MKTG 124 2002, was a major initiative by the ECCH ...... 506-052-1 Government of India, to promote India as a tourist destination. The case discusses Organization(s) ...... Segway: Still Off-balance? various aspects of the campaign. It also gives Countries ...... India a brief account of the impact of the campaign Abstract Industry ...... FM Radio on the Indian tourism industry. It describes The case deals with the Segway HT (Human Pub/Rev Date ...... 2006 some of the criticisms against the campaign, Transporter), the hype surrounding its launch, Case Length ...... 17 Pages and elaborates on the opportunities and challenges for tourism in the country. The and the criticisms and the obstacles the TN Length ...... N/A company faced in selling the product. It also case ends with a discussion on the future discusses the strategies followed by the prospects of the tourism industry in India. company in marketing the product and its failure The New ‘Indian’ Airlines Issues so far to achieve widespread acceptance and usage. The case ends with a brief discussion Abstract Gain an understanding of marketing on the future prospects of the device. communication campaigns and their The case discusses how Indian Airlines components; Gain insights into the factors that Issues Limited (IA), a public sector undertaking (PSU) contribute to the success of a communication in India, lost its grip on the market as a result To analyze the launch of a new product; To campaign; Appreciate the complexities of of the increasing competition from the private highlight the significance of media/publicity tourism marketing; Understand the unique air carriers. It shows how IA, once a monopoly with respect to new launches; To appreciate challenges in conducting a worldwide in the airline industry, was reduced to a mere the importance of segmentation, targeting and campaign to promote a country as a tourist competitor by the early 2000s, as it was pricing in marketing unique/high-tech products; destination, particularly with regard to the unable to match its service levels with those number and variety of stakeholders involved, To understand the impact of legal/social issues of private airline companies. The case also and their possible responses; Understand the vis-à-vis new products. looks at the increasing competition being faced by IA from low-cost carriers and other major current status of the Indian tourism industry and to analyze its future prospects. Reference Numbers full-service airline companies in India since ICMR...... MKTG 125 the early 2000s. It explains the various measures taken up by IA with a view to Reference Numbers ECCH ...... 506-053-1 fighting the fierce competition from private Organization(s) ...... carriers especially the low-cost carriers. The ICMR...... MKTG 122 Countries ...... US case further discusses whether these ECCH ...... Industry ...... Automobile measures are sufficient to take on the Organization(s) Ministry of Tourism, India Pub/Rev Date ...... 2006 increasing competition from private players. Countries ...... India Case Length ...... 17 Pages Issues Industry ...... Tourism TN Length ...... N/A Pub/Rev Date ...... 2006 Gain an understanding of marketing Case Length ...... 28 Pages communication campaigns and their TN Length ...... N/A Radio Mirchi: Spicing up the components; Gain insights into the factors that contribute to the success of a Indian Air Waves communication campaign; Appreciate the complexities of tourism marketing; Pricing Fuzeon: Abstract Understand the unique challenges in Cost of Innovation? conducting a worldwide campaign to promote Radio Mirchi was the most popular private a country as a tourist destination, particularly Abstract FM radio channel in India with the largest with regard to the number and variety of operating network and a presence in seven stakeholders involved, and their possible This case is about Fuzeon, an innovative cities. The case traces the emergence of responses; Understand the current status of 'first of its kind' drug used for the treatment of Radio Mirchi as a leader in the Indian FM the Indian tourism industry and to analyze its HIV/AIDS. The drug was developed by radio industry. The case talks about the future prospects. Trimeris and marketed by Roche. Though company's innovative marketing and Fuzeon was considered a 'breakthrough' drug, 250 Marketing

its price was very high. The case discusses the new hybrid technology used in the car. It the reasons as to why the company had IKEA's Global Marketing Strategy also looks for the reasons for the success of decided to price the drug at a premium. the original Prius in the Japanese market and Fuzeon's pricing also raised ethical concerns Abstract of the subsequent models of the Prius launched as it was priced out of the reach of people in the US and other markets. The strategies who needed it the most. The case also The case discusses the global marketing for marketing the product in the US are also discusses the challenges faced by Trimeris strategies of Sweden based furniture retailer analyzed. and Roche in marketing this drug. IKEA. It illustrates how IKEA built a global brand and its localization strategies in markets Issues Issues including the US and China. The case also History of hybrid vehicles; Working and details the relationship IKEA had with its usefulness of hybrid vehicles; The growing Understand the issues in drug pricing, customers and details the company's need for clean and green cars in the 21st particularly for anti-AIDS drugs; Understand promotional strategies in global markets. It century; The system Toyota put in place for the risks that pharmaceutical companies face ends with the challenges faced by IKEA in the manufacture of the original Prius; The in developing and launching a new product in foreign markets. the market; Understand the challenges faced technology and other aspects and features of by companies in marketing a new product at Issues the original Prius and its subsequent versions; a premium price. Toyota's marketing strategies in the US; The Understand the role of branding for the success role of buzz marketing in the marketing of of a company; Understand the factors that new and innovative products like the Prius. Reference Numbers are responsible for creating a global brand ICMR...... MKTG 121 image; Strategies adopted by IKEA to become successful globally. Reference Numbers ECCH ...... ICMR...... MKTG 118 Organization(s) .. Trimeris Inc. and Roche Reference Numbers ECCH ...... 506-040-1 Countries ...... USA, Europe Organization(s) Toyota Motor Corporation ICMR...... MKTG 119 Industry ...... Pharmaceutical and Countries ...... USA Healthcare ECCH ...... 506-045-1 Industry ...... Automobile Pub/Rev Date ...... 2006 Organization(s) ...... IKEA Pub/Rev Date ...... 2006 Case Length ...... 28 Pages Countries ...... Sweden, US and China Case Length ...... 28 Pages TN Length ...... N/A Industry ...... Furniture Retail Pub/Rev Date ...... 2006 TN Length ...... N/A Case Length ...... 20 Pages Google and the TN Length ...... N/A The Marlboro Story ‘Click Fraud’ Menace Abstract Abstract Toyota Prius: A Case in New Product Development The case discusses the marketing strategies This case discusses the problem of click of Philip Morris USA (Philip Morris), a leading fraud being faced by online advertisers and tobacco company in the US, for its popular leading search engine companies like Google Abstract cigarette brand, Marlboro. It shows how the Inc. and Yahoo! Inc. The case highlights the company used the image of a cowboy to types of click fraud and the steps taken by The case focuses on the world's first mass successfully establish the brand Marlboro in advertisers and search engine firms to deal produced hybrid passenger car - Prius - the minds of consumers. The case also with this problem. The case also highlights manufactured by the world's second largest discusses the various marketing strategies the absence of clear standards in quantifying automaker Toyota Motors. The case explains adopted by Philip Morris before and after the click fraud and the conflict of interest that exists implementation of the Master Settlement between advertisers and search engine firms. Agreement (MSA) which imposed severe restrictions on marketing of tobacco products Issues in the US. It shows how the marketing Understand the impact of click fraud on the strategies adopted by Philip Morris over the online advertising industry; Understand the years have helped it in retaining Marlboro as measures being taken by advertisers and a top selling brand since its re-launch in the search engine companies to deal with the early 1950s. problem of click fraud. Issues

Brand Personality; Role of Regulatory Bodies Reference Numbers in Marketing of Harmful Products; Role of ICMR...... MKTG 120 Promotional Tools in Building Customer ECCH ...... Loyalty; Importance of 'Integrated Marketing Organization(s) ...... Google Inc Communication'; Role of Advertising and Promotion in Customer Retention; Developing Countries ...... USA Case Studies in Marketing Research a Cult Brand; Change Management. Industry ...... Online Advertising and Product Management Pub/Rev Date ...... 2006 Volume II Case Length ...... 9 Pages Paperback; 380 Pages, Reference Numbers 23 Case Studies ICMR...... MKTG 117 TN Length ...... N/A INR 2000/- ECCH ...... 506-039-1 Marketing 251

Organization(s) ...... Philip Morris Inc. Reference Numbers and a decline in sales of its bread-and-butter Countries ...... USA ICMR...... MKTG 115 model - the Maruti 800. MUL enjoyed a near- Industry ...... Tobacco ECCH ...... 506-041-1 monopoly status, until the Government of India liberalized the economy in 1991. Liberalization Pub/Rev Date ...... 2006 Organization(s) ...... LG led to the entry of foreign players like Hyundai, Case Length ...... 17 Pages Countries ...... India Fiat, Mitsubishi, and Toyota. Even Indian auto TN Length ...... N/A Industry ...... Consumer Electronics players like Tata Motors and Mahindra and Pub/Rev Date ...... 2006 Mahindra entered the fray to give MUL tough Case Length ...... 18 Pages challenges. MUL began to introduce new Multi-Branding Strategy of models, and upgrade its existing models in TN Length ...... N/A response to market demand. Videocon Industries in the Consumer Durables Sector The case study looks into how MUL came Organized Retail Industry in India back from the crunch to retain its place as the top carmaker in India. It also deals with the Abstract tussle between Suzuki Motor Corporation and Abstract Videocon Industries is a major player in the the Government of India over ownership issues. The case highlights the MUL in its consumer durable goods industry. The case This report provides detailed information about quest for market dominance and examines traces the growth of the company and its efforts the structure of organized retailing industry in how the company was able to mould itself in fighting competition. The case focuses India. It examines the growing awareness and according to the market requirements, by primarily on the multi-branding strategy brand consciousness among people across entering new domains and reaching out to adopted by the company. The case throws different socio-economic classes in India and potential customers through its 'True Value' light on VI's brands that make up the how the urban and semi-urban retail markets and other promotional offers. company's portfolio. It also brings out the are witnessing significant growth. It explores positive and negative aspects of following a the role of the Government of India in the Issues multi-branding strategy. The case ends with industry's growth and the need for further a discussion on the future prospects of the reforms. The foray of four major business Gain an overview of the Indian automobile company. houses in India including Pantaloon Retail India Industry, especially the passenger car Limited, RPG Group, Tata Group and Raheja market.; Study the rise of MUL, and its Issues Group into organized retailing and the strategies measures to tackle competition successfully; The multi-branding strategy of a company in adopted by them are explained. The report Analyze the impact of macroeconomic the consumer durables industry; The concludes with the likely impact of the entry variables like government regulations and advantages and disadvantages of the of global players into the Indian retailing environmental guidelines (Euro norms) on the multi-branding strategy; Competitive scenario industry. It also highlights the challenges faced functioning of an automobile manufacturer in in the Indian consumer durables industry. by the industry. India; Show how promotional offers can work wonders for a company in expanding the Issues market and overcoming competition; Provide Reference Numbers an overview of the pre-owned/used car Study the structure of organized retail industry market in India. ICMR...... MKTG 116 in India; Study the leading players in the ECCH ...... 506-044-1 organized retail industry in India and analyze Organization(s) ...... Videocon Industries their strategies; Examine the recent trends in Reference Numbers Countries ...... India the organized retail industry in India. ICMR...... MKTG 113 Industry ...... Consumer Durables ECCH ...... 506-005-1 Pub/Rev Date ...... 2006 Reference Numbers Organization(s) ...... Maruti Udyog Case Length ...... 17 Pages ICMR...... MKTG 114 Countries ...... India TN Length ...... N/A ECCH ...... Industry ...... Automobiles Organization(s) ...... Pantaloon Retail, Pub/Rev Date ...... 2005 Titan Industries, Foodworld, Case Length ...... 21 Pages LG’s Growth Strategies in India Trent, Shopper's Stop TN Length ...... 6 Pages Countries ...... India Abstract Industry ...... Retail The case discusses the entry and expansion Pub/Rev Date ...... 2006 Haier’s Marketing strategies of LG in India and describes the Case Length ...... 24 Pages Strategies in India measures taken by the company to emerge TN Length ...... N/A as the market leader in the Indian consumer Abstract electronics industry. The case describes in The case presents an overview of Haier's detail of LG’s including its product, distribution, Market Expansion Strategies pricing and promotional strategies. It also puts entry and expansion strategies into the Indian forth the opportunities in the near future for LG of Maruti Udyog consumer durables market. Haier entered India and the challenges faced by the company. by establishing its own subsidiary in late 2003. Abstract Contrary to its competitors, the company Issues adopted the strategy of pricing its products at The case 'Market expansion strategies of a premium and providing additional features. Study the marketing mix of LG in India; Maruti Udyog' examines the market Haier consistently worked towards building Understand the importance of localization of expansion strategies adopted by Maruti its brand and developing a distribution network products and studying customer behavior. Udyog Limited (MUL), India's biggest in India. Product innovation had been the core carmaker, in response to intense competition focus of Haier and the company flooded the 252 Marketing

Indian market with several new products like Issues Marketing and Communication bottom mounted refrigerators and detergent The issues facing branded apparel companies free washing machines. Haier also launched of Titan in post-MFA scenario (2005), which are testing mobile phones and unveiled plans to bring times for several players out laptops. The case examines the marketing Abstract strategies of Haier in India and examines its The positioning and targeting issues of multi- expansion plans to achieve its goal of Titan Industries Limited (TIL) is a dominant brand marketers capturing 20% of the consumer durable market player in the Indian branded watch industry. The issues concerning branding and brand in India by 2010. The company has a presence in most management in the Indian apparel industry segments of the watch market. The case Issues discusses the various brands/sub-brands of The efforts made by the company in TIL's watch division and talks in detail about expanding the apparel market. Entry and expansion strategies of Haier in the marketing and communication strategies India; Marketing mix of Haier India; followed by the company. The case throws Reference Numbers Challenges faced by Haier in the Indian light on the company's decision to use consumer durables market. celebrities to market its products. It gives an ICMR...... MKTG 109 account of the evolving market dynamics in ECCH ...... 505-147-1 the branded watch market in India and TIL's Organization(s) ...... Arvind Mills Reference Numbers efforts to sustain its market share. The case Countries ...... India ICMR...... MKTG 112 also discusses the challenges that the Industry ...... Branded Apparel Industry ECCH ...... 506-043-1 company may face in the future. Pub/Rev Date ...... 2005 Organization(s) ...... Haier India Issues Case Length ...... 16 Pages Countries ...... India Pros and cons of using celebrity endorsements; TN Length ...... N/A Industry ...... Consumer Durables Efforts made by TIL to evolve a Pub/Rev Date ...... 2005 communication strategy to suit the changing Case Length ...... 20 Pages times; Analyze the positioning and targeting Channel Conflict at Apple TN Length ...... N/A issues of multi-brand marketers; The issues concerning branding and brand management in the Indian watch industry; The efforts made Abstract by the company to expand the watch market. Match.com: The World’s Leading Apple Computer, Inc. (Apple) was the leader Online Personals Site in the personal computer (PC) market until Reference Numbers IBM PC and its clones gained popularity. Abstract ICMR...... MKTG 110 Apple's market share slipped in spite of the ECCH ...... 506-006-1 popularity of its Macintosh (Mac) range of The case examines the growth of Match.com Organization(s) ...... computers, which were sold through from a pioneer of the concept of online dating Countries ...... authorized resellers and large retailers. To in 1995 to emerging as the leading online Industry ...... regain its market share, Apple started selling personals site in the world by early 2000s. It online (1997) and through company-owned Pub/Rev Date ...... 2005 discusses the strategies used by Match to retail stores (2001). The authorized resellers Case Length ...... 17 Pages grow its user base and tackle issues such as alleged that Apple showed undue preference competition from other online personals site. TN Length ...... N/A to its stores during the shipment of its products. The case also illustrates the implementation They accused Apple of following unfair of latest technologies and innovations by practices and channel strategies aimed at Match to attract more users. It ends with the Arvind Brands’ Competitive eliminating them. The case describes Apple's challenges Match is likely to face in the future. Position in the Indian Branded approach to retailing and puts forth the Apparel Market arguments of the resellers and details of their Issues lawsuits. Abstract Business Model of Match.com; Strategies Issues adopted by Match.com for growth of its Arvind Brands, a subsidiary of Arvind Mills, business; Study online consumer behavior. is an important player in the Indian branded Hybrid channel system, channel functions, apparel industry. With an array of international and channel integration; Exercise of power by a company (channel leader) over the Reference Numbers brands like Lee, Arrow, Tommy Hilfiger, channel members; Channel conflict and ICMR...... MKTG 111 Wrangler and domestic brands like Newport, Flying Machine, Ruf n Tuf and Excalibur, the resolution. ECCH ...... 506-042-1 company was present in most of the segments Organization(s) ...... Match.com of the market. But the company was facing Reference Numbers Countries ...... US severe competition from major brands like ICMR...... MKTG 108 Industry ...... Online Personals Louis Philippe, Park Avenue and small brands ECCH ...... 505-116-1 Pub/Rev Date ...... 2005 like Trigger and Blackberrys. Also, with several MNC brands poised to enter the Indian Organization(s) ...... Apple Computer, Inc Case Length ...... 16 Pages market, the company was under pressure. Countries ...... USA TN Length ...... N/A The case discusses the various brands of Industry ...... Computers Arvind Brands and its competitors and outlines in detail, the efforts made by the company to Pub/Rev Date ...... 2005 organize its brands. The case also throws Case Length ...... 19 Pages www.icmr.icfai.org light on the future of the branded apparel TN Length ...... N/A industry vis-à-vis Arvind Brands. Marketing 253

warehousing initiatives and the use of decision Zee Telefilms’ Promotional Strategies of science tools that allowed the company gain Competitive Strategies Cellular Service Providers in India insights into its customers' gaming behavior and provide them with personalized services.

Abstract Abstract Issues

The case analyzes the competitive strategies The case gives an insight into the various Understand and appreciate the Importance of adopted by Zee Telefilms in relation to rival promotional strategies implemented by the customer focus and relationshipbuilding in a channels and the extent to which the channel major cellular service providers in the Indian successful CRM program; Examine the succeeded in its approach. Zee recorded cellular market. The GoI's decision to liberalize importance of capturing and using customer unprecedented success during the initial years the telecom sector in 1994 transformed the information in a CRM initiative; Study and of its launch (1992-2000). However, in 2000, entire telecom industry, with many private analyze the role played by loyalty programs Star with its improved programming content companies foraying into the sector. With the in developing and nurturing customer succeeded in establishing itself as the No.1 consequent grant of licenses for providing relationships; Understand the role played by entertainment channel. Sony also emerged cellular services, there was a surge in the IT in a CRM initiative. as a strong competitor. The case provides number of cellular services providers which an insight into how Zee managed to regain its continued till the late 1990. By the year 2000, Reference Numbers position through effective competitive stiff competition between players in the cellular strategies. market prompted each player to formulate ICMR...... MKTG 105 more novel strategies in order to retain their ECCH ...... 505-117-1 Issues market share. Most of the promotional Organization(s) .... Harrah’s Entertainment strategies revolved around capturing the Incorporated The factors that played a key role in the younger generation who formed a major part Countries ...... US establishment of Zee as a successfully of the target market. Celebrity endorsements, Industry ...... Casino/ Entertainment integrated media company; The competition special season offers, festival discounts, and in the television media segment; The innovative advertisement campaigns were Pub/Rev Date ...... 2005 marketing strategies adopted by Star and used by the cellular service providers as Case Length ...... 12 Pages Sony, and the reasons for their success or tools to push back the competition and TN Length ...... N/A failure; The strategies adopted by Zee to increase their market share. regain its position in the Indian television media segment. Issues Cummins India: Consumer Driven Modularization Strategy The evolution of the Indian telecom industry; Reference Numbers The factors that played a major role in the Abstract ICMR...... MKTG 107 establishment of the cellular services market Cummins India Limited was one of the leading ECCH ...... 505-148-1 in India; Compare the various promotional diesel power generation sets (gensets) Organization(s) ...... Zee Telefilms Limited strategies implemented by the major players in the cellular services market. manufacturers in India catering mainly to Countries ...... India corporate customers. In the late 1990s, the Industry ...... Entertainment company's revenues and profits came down Pub/Rev Date ...... 2005 Reference Numbers due to economic recession in the country. Cummins realized that relying solely on the Case Length ...... 17 Pages ICMR...... MKTG 106 quality and performance of its gensets and TN Length ...... 4 Pages ECCH ...... 505-146-1 catering to companies was no longer enough Organization(s) ...... in the tough economic conditions. Hence, Countries ...... India instead of providing regular gensets models Industry ...... Cellular Industry to all the customers, it modified the engine features slightly to suit the special needs of Pub/Rev Date ...... 2005 each customer like farmers, hospitals and Case Length ...... 12 Pages small retailers, to name a few. Through its TN Length ...... 4 Pages 'consumer driven modularization strategy,' Cummins came to be known as the provider of customized power solutions and achieved Harrah’s CRM Strategy better revenues and profits in spite of the industry performing badly. The case highlights Abstract the importance of customization for industrial goods. This case gives a detailed account of customer relationship management (CRM) initiatives Issues pursued by Harrah's Entertainment Study the circumstances that prompted India Incorporated, a leading casino entertainment adopt modularization strategy; Analyze how company in the US. It explains the various modularization techniques can help an elements of Harrah's CRM strategy and how industrial products company serve the distinct Case Studies in Services Marketing each element contributed to the overall needs of various kinds of customers and Paperback; 271 Pages, success of the strategy. The case describes channel partners; Appreciate the benefits of 15 Case Studies the Total Gold customer loyalty program and modularization including reduction of total cost ISBN No: 81-89410-10-5 explains how it evolved into a Total Rewards of ownership and higher demand of industrial INR 2000/- program that helped Harrah's win the loyalty products; Examine the recent trends in the of its customers. The case also details the Indian power gensets industry. use of IT in CRM by Harrah's including data 254 Marketing

Reference Numbers Pub/Rev Date ...... 2005 ICMR...... MKTG 104 Casas Bahia: Case Length ...... 13 Pages ECCH ...... 505-038-1 Marketing to the Poor TN Length ...... N/A Organization(s) ...... Cummins India Countries ...... India Abstract Industry ...... Power Gensets, Diesel Maruti Udyog Limited: Engines Casas Bahia is the largest retail chain store in The Pricing Dilemma Brazil. It was one of the first companies to offer Pub/Rev Date ...... 2005 the highly successful credit sales schemes Abstract Case Length ...... 14 Pages in Brazil mainly aimed at selling electronic TN Length ...... N/A and other household products to the urban The case highlights the pricing strategy of poor. The case highlights the marketing Maruti Udyog Limited (MUL), the market strategies of Casas Bahia and explains how leader in the Indian passenger car industry. Coca-Cola’s Dasani in the UK: the company was able to unlock the MUL has launched various models catering The Public Relations Fiasco enormous purchasing power of Brazil's low to all market segments at various price points. income working class by providing them The case provides a brief note on the various Abstract credit finance schemes wherein the customers models of MUL, their prices and their features. could purchase branded consumer goods in Coca-Cola, the world's largest carbonated It specifically focuses on the competition easy installments. beverages company, ventured into the fast between two of MUL's best selling models - the M800 and Alto. MUL reduced the price growing bottled water industry. The company Issues launched its bottled water brand - Dasani in difference between these two models positioning them on an almost equal platform, the US in 1999. Once it became a success in Study and analyze the unique and innovative which resulted in confusion in the minds of the domestic market, Coca-Cola launched business model of Casas Bahia; Critically consumers and industry analysts. M800 had Dasani in the UK in February 2004. However, examine the marketing strategy of Casas ruled the passenger car market as the only Dasani soon ran into controversies as the Bahia that concentrated on the bottom of the car in the entry-level segment in the Indian British media wrote that tap water was the pyramid (BoP) market; Understand the automobile industry and was now facing the source of Dasani. The media criticized Coca- importance and potential of BoP market; Cola for misleading public by describing tap danger of cannibalization from one of its own Analyze the reasons for Casas Bahia's water as 'pure' and cheating them by selling family members, Alto. The case highlights success; Examine the nature of criticism it at highly inflated price. the pricing dilemma faced by MUL and leads against Casas Bahia's marketing strategy and to a debate on the right pricing strategy for the The explanations given by the company that in its business model. it adopted the most sophisticated purification company and the future of its flagship product process before bottling the water did not M800. convince the critics. To further add to Coca- Reference Numbers Issues Cola's problems, regular inspections ICMR...... MKTG 102 conducted by the company revealed that ECCH ...... 505-039-1 Trends in the Indian passenger car industry, something went wrong at the Dasani's MUL's pricing strategy. purification factory and a bad batch of minerals Organization(s) ...... Casas Bahia contaminated the bottled water containing Countries ...... Brazil potentially carcinogenic (capable of causing Industry ...... Retailing Reference Numbers cancer) bromate. Coca-Cola had to recall the ICMR...... MKTG 100 entire range of Dasani from the UK and ECCH ...... 505-024-1 postpone indefinitely the launch of Dasani in Organization(s) ...... Maruti France and Germany. Countries ...... India Issues Industry ...... Passenger Car Pub/Rev Date ...... 2005 Understand the public relation issues involved Case Length ...... 15 Pages in Dasani's controversy in the UK; Appreciate the importance of developing a crisis TN Length ...... N/A management strategy; Appreciate the need for advance planning and preparation for managing crisis; Analyze how Coca-Cola Repositioning Dabur handled the Dasani crisis and drew lessons from it. Abstract WORKBOOK The case deals with the restructuring Reference Numbers initiatives Dabur took in the early 2000s. In ICMR...... MKTG 103 order to cater to a wider audience, Dabur ECCH ...... 505-040-1 decided to reposition itself as an FMCG Organization(s) ...... Coca Cola company with a herbal plank, moving away Countries ...... UK from its earlier image of an Ayurvedic Services Marketing medicine manufacturer. In order to convey a Industry ...... Bottled Water, Beverages Paperback; 536 Pages, new vibrancy, the company has adopted new Pub/Rev Date ...... 2005 ISBN No: 81-314-0280-0 product offerings and new packaging. Dabur's Case Length ...... 15 Pages (Workbook also available) promotional campaigns includes leading TN Length ...... N/A Bollywood actors and sportstars. Dabur moved away from an umbrella branding Marketing 255 strategy and went in for individual branding. It Reference Numbers pruned products which were not aligned with Coca-Cola’s Belgian Crisis: ICMR...... MKTG 096 its brand architecture. It also took concerted The Public Relations Fiasco ECCH ...... 504-120-1 steps towards geographical expansion to international markets, and within India, focused Organization(s) ...... BusinessWorld on regions like southern India, which it had Abstract Countries ...... India earlier neglected. Industry ...... Business Publications The case discusses the crisis faced by Coca- Pub/Rev Date ...... 2004 Issues Cola in Europe, particularly Belgium, in which people, mostly school children, fell ill after Case Length ...... 13 Pages Brand Repositioning, Umbrella Branding, consuming its products in mid-1999. TN Length ...... N/A Brand Management, Strategic Intent of a Coca-Cola had to recall about 30 million cans company, 4Ps of Marketing, FMCG Industry. and bottles, the largest ever product recall in its 113-year history. For the first time, the entire Hyundai’s Marketing Strategies inventory of Coca-Cola's products in Belgium in India Reference Numbers was banned from sale. The case describes the crisis in detail and discusses how ICMR...... MKTG 099 Abstract ECCH ...... 505-023-1 Coca-Cola managed it. The way Coca-Cola handled the Belgian crisis was a classic Organization(s) ...... Dabur The case discusses the marketing strategies example of one of the worst public relations Countries ...... India of Korea based Hyundai Motor Company fiascos in the corporate history. (HMC) in India. HMC entered India by Industry ...... FMCG establishing its wholly owned subsidiary Issues Pub/Rev Date ...... 2005 Hyundai Motors India Limited (HMIL) in 1996. Case Length ...... 15 Pages Crisis Management, Understanding the public Within a year of launch of its first product - TN Length ...... 5 Pages relation issues involved in Coca-Cola's Santro, HMIL had emerged as the second Belgian crisis. largest car company in India. The case describes in detail the entry, product, pricing, Honda’s Marketing Strategies distribution and promotional strategies of HMIL. Reference Numbers The case briefs the challenges faced by the in India ICMR...... MKTG 097 company and its marketing plans in future. It ECCH ...... 504-121-1 also includes a note on the Indian passenger car industry, the leading player and its Abstract Organization(s) ...... Coca Cola marketing strategy. Countries ...... Belgium, Europe The case discusses the marketing strategies Issues of Japan-based Honda Motor Company Industry ...... Beverages - Carbonated Soft Drinks Limited (HMCL) in India. Though HMCL had Marketing Strategies of Multinational Car Pub/Rev Date ...... 2004 entered India way back in 1984 by entering Company in India. into joint ventures with leading two-wheeler Case Length ...... 12 Pages companies, the company established its TN Length ...... 8 Pages wholly owned subsidiary - Honda Motorcycle Reference Numbers and Scooters India Limited (HMSI) in October ICMR...... MKTG 095 1999. Within a couple of years after the launch Marketing Strategies of ECCH ...... 504-122-1 of its successful products including Activa, Organization(s) ...... Hyundai Motors Dio and Eterno, HMSI had emerged as the Businessworld Countries ...... India largest scooter company in India. The case Industry ...... Automobile, describes in detail the product, pricing, Abstract distribution and promotional strategies of HMSI. Passenger Cars It briefs the challenges faced by the company The case discusses the marketing strategies Pub/Rev Date ...... 2004 and its recent foray in the motorcycles of Businessworld, the largest circulated Case Length ...... 15 Pages business in India. The case also includes a business magazine in India. In 1998, TN Length ...... N/A brief note on the Indian two-wheeler industry. Businessworld was facing intense competition and was trailing far behind other players like Issues Business India and Business Today. The magazine was making significant losses. The Pantaloons Retail (India) Limited: Indian two-wheeler industry, marketing case describes how Businessworld staged The Indian Retailing Giant strategies of Honda. a remarkable turnaround because of its marketing initiatives including aggressive Abstract brand-building efforts, pricing strategy, event Reference Numbers sponsorship, content restructuring and other The case highlights the emergence and ICMR...... MKTG 098 promotional activities. The case provides a evolution of PRIL from a small garment ECCH ...... 504-147-1 detailed note on the trends in the Indian manufacturer to the #1 retailer in India by the Organization(s) ...... Honda Motors business publication industry. early 21st century. It examines the evolution and growth of PRIL until the mid 1990s, and Countries ...... India Issues then traces the rationale behind the launch of Industry ...... Automobile its first retail format Pantaloons, a family (Two Wheelers) Marketing strategies leading business departmental store. It discusses in detail the Pub/Rev Date ...... 2004 publication company; Indian Business marketing and promotional efforts undertaken Case Length ...... 18 Pages Publication Industry. by PRIL for Pantaloons, which made the store one of the most successful lifestyle stores in TN Length ...... N/A 256 Marketing

India in the early 2000s. The case then Issues examines the reasons for PRIL's entry into CavinKare’s Innovative discount store and food store businesses Marketing Strategies Bumrungrad's healthcare services marketing through Big Bazaars and Food Bazaars and strategy. discusses in detail the strategies and marketing efforts put in place by PRIL to Abstract Reference Numbers promote these formats. Finally, it explores The case examines the evolution of a small ICMR...... MKTG 091 the future prospects of PRIL in the light of the regional player - CavinKare Pvt. Ltd., from a huge potential for organized retailing in India. one-product company to a multi-product ECCH ...... 504-027-1 Organization(s) ...... Bumrungrad Hospital Issues company with nation-wide presence in the fast moving consumer goods (FMCG) Public Company Indian retailing industry, Successful retailing industry in India. It discusses in detail the Countries ...... Thailand formats, Importance of brand positioning and brand-building, promotion and distribution Industry ...... Healthcare strategies adopted by CavinKare, which promotion in the success of a brand. Pub/Rev Date ...... 2004 enabled its brands to compete directly with market leaders such as HLL, P&G, Godrej Case Length ...... 17 Pages Reference Numbers and Henkel successfully. The case traces TN Length ...... 9 Pages ICMR...... MKTG 094 the launch and growth of CavinKare's ECCH ...... 504-103-1 successful brands such as Chik, Nyle, Meera, Organization(s) . Pantaloons Retail (India) Fairever and Spinz. It also discusses the Tommy Hilfiger: The Struggles Limited company's brand extension efforts and takes of an American Fashion Icon Countries ...... India a look at the company's entry into other segments of the Indian FMCG market in the Industry ...... Retail Abstract early 21st century and critically analyses the Pub/Rev Date ...... 2004 rationale for this move. Finally, it explores The case discusses the growth and decline Case Length ...... 16 Pages the future of the company in light of increasing of one of the leading global fashion labels, TN Length ...... N/A competition in the FMCG market and its limited Tommy Hilfiger, from a strategic perspective. resources in comparison to FMCG majors It provides information about the initial days of such as HLL, P&G and Henkel. the man behind the business - fashion designer Tommy Hilfiger. Thereafter, the case Hindustan Lever’s Foray into Issues Network Marketing gives a detailed account of the reasons behind Innovation, brand-building, pricing and the phenomenal success of the brand during promotion for the success of a product. the 1990s. It focuses on the following issues: Abstract licensing, association with music celebrities (especially with hip-hop/rap artists), designing The case discusses in length the structure, Reference Numbers and promotion. Next, it talks about the product portfolio, compensation plans and ICMR...... MKTG 092 reasons that led to the brand's downturn in pricing strategies adopted by Hindustan Lever ECCH ...... 504-085-1 the early years of the 21st century and the Network. In this respect, it also aims to draw corrective measures undertaken. Finally, it comparisons with other multi-level marketing Organization(s) ...... CavinKare Pvt. Ltd. discusses the moves being made at the brands to study the positioning of HLN Countries ...... India company in early-2004 and comments on its vis-à-vis its competitors. The important Industry ...... FMCG future prospects. conclusion that can be drawn that the success Pub/Rev Date ...... 2004 of HLN in network marketing will depend on Case Length ...... 14 Pages Issues how it manages the various aspects of this distribution segment which is unchartered TN Length ...... N/A Brand building exercise for Tommy Hilfiger. territory for it. Bumrungrad’s Global Services Issues Reference Numbers Marketing Strategy Indian Direct Marketing Industry, Multilevel ICMR...... MKTG 090 marketing, Discuss the structure, model, Abstract ECCH ...... 504-026-1 strategies and marketing policies adopted by Organization(s) ...... Tommy Hilfiger HLL vis-a-vis its competitors. The case discusses the healthcare services Countries ...... USA marketing strategy of Thailand-based Industry ...... Fashion Bumrungrad Hospital Public Company Limited Reference Numbers (Bumrungrad), the largest privately managed Pub/Rev Date ...... 2004 ICMR...... MKTG 093 hospital in Southeast Asia. From a significantly Case Length ...... 15 Pages ECCH ...... 504-105-1 adverse financial situation in mid-1997 due to TN Length ...... N/A Organization(s) ...... Hindustan Lever the Southeast Asian currency crisis, Ltd.(HLL) Bumrungrad has emerged as a market leader Countries ...... India in the healthcare industry in Southeast Asia. “Marketing is not an event, but a The case discusses how Bumrungrad was process . . . It has a beginning, a middle, Industry ...... FMCG, Retail able to overcome its problems by promoting but never an end, for it is a process. You Pub/Rev Date ...... 2004 its healthcare services globally. It covers in improve it, perfect it, change it, even Case Length ...... 30 Pages length the service experience provided to pause it. But you never stop it TN Length ...... N/A Bumrungrad's customers. Finally, the case completely.” describes the new initiatives taken by – Jay Conrad Levinson Bumrungrad in early 2004. Marketing 257

Pub/Rev Date ...... 2004 Samsung’s Marketing Strategy Nivea: Managing an Case Length ...... 16 Pages in India Umbrella Brand TN Length ...... 5 Pages

Abstract Abstract Price Optimization at Northern The case examines the marketing strategy The case describes the brand management of Samsung in India. It provides a detailed strategies of the German branded goods major Group Retail account of Samsung's marketing strategies Beiersdorf for its Nivea range of products. to garner more market share. The case Nivea's journey from being a one-product Abstract examines Samsung's approach to product, brand to a range encompassing fourteen The case discusses the implementation of pricing, distribution and promotion. The case product categories and over 300 products by price optimization software at Northern Group also provides insights into the future prospects the beginning of the 21st century is explored. Retail, a major clothing and accessories of the company in light of the increasing The case examines in detail Beiersdorf's 'twin retailer based in Toronto, Canada. The competition and the slowdown in the strategy' of brand extension and globalization, Northern Group was experiencing a decline consumer electronics market. which made Nivea the number one skin care brand in the world. It studies Beiersdorf's strong in performance due to its pricing strategy, Issues focus on innovation-led product development which followed nation-wide pricing rather than and customer-focused marketing, and zonal pricing. Due to this, the company was The marketing strategies adopted by not tuned-in to local conditions and Samsung to gain market. examines the strategies taken by the company to ensure that brand dilution did not implemented the prices uniformly. This led to hamper the umbrella branding initiatives for the company losing out on substantial Reference Numbers Nivea. revenues by implementing mark-downs in ICMR...... MKTG 089 places where the goods had the potential to ECCH ...... 504-024-1 Issues sell at full price. Organization(s) ...... Samsung India Managing umbrella branding. Issues Countries ...... India Industry ...... Consumer Electronics Nature of pricing strategy in the retail sector. Reference Numbers Pub/Rev Date ...... 2004 Case Length ...... 10 Pages ICMR...... MKTG 087 Reference Numbers ECCH ...... 503-098-1 TN Length ...... N/A ICMR...... MKTG 085 Organization(s) ...... Nivea ECCH ...... 504-019-1 Countries ...... Germany Organization(s) ...... Northern Group Retail Nike: The ‘Goddess of Marketing’ Industry ...... Cosmetics Countries ...... Canada Pub/Rev Date ...... 2003 Industry ...... Retailing Abstract Case Length ...... 13 Pages Pub/Rev Date ...... 2004 The case discusses the elements of Nike's TN Length ...... 7 Pages Case Length ...... 9 Pages marketing strategy. The roots of Nike, one of TN Length ...... 4 Pages the most popular brands in the world, can be traced back to the 1960s, when Phil Knight Tupperware in India and Bill Bowerman collaborated to provide Calvin Klein’s Scandalous American runners with better quality running Abstract shoes. With insufficient money to indulge in Advertising: Morality vs. Money formal advertising, the partners resorted to The case focuses on the growth of the direct selling company, Tupperware, in the Indian selling shoes at local track meets from the Abstract backs of trucks. Growing from such humble market. It gives a background of Tupperware, beginnings, Nike's marketing strategy became its products and its unique selling method, the The case deals with the controversial one of the most successful marketing stories Party Plan. The case explains Tupperware's advertisement campaigns launched by the in the world of business. The company was growth over the years to become one of the US-based fashion house Calvin Klein from especially known for its well-recognized leading companies in the direct selling market. the late 1970s to 2003. It gives information 'swoosh' logo and strong punch lines. The It then discusses Tupperware's entry into the about Calvin Klein, the designer's, evolution case also discusses the criticisms leveled at Indian market in 1996 and the various over the decades into a successful Nike on account of its marketing strategies. strategies adopted by it to establish itself in businessman. The company's entry and the country. The case stresses on how the success in the jeans, underwear and fragrance Issues company changed its marketing methods to businesses is examined. The case then Early marketing efforts of a highly successful suit the needs of Indian consumers. discusses the various Calvin Klein sports-goods company. advertisements that angered business Issues partners, religious leaders, family welfare groups, customers and a host of other factions Indian direct selling market and their influence Reference Numbers for their excessively sexual content. on the entry of new players. ICMR...... MKTG 088 Issues ECCH ...... 504-023-1 Organization(s) ...... NIKE Inc. Reference Numbers Using excessive sexual content in mass media advertisements. Countries ...... USA ICMR...... MKTG 086 Industry ...... Shoe Manufacturing ECCH ...... 504-025-1 Pub/Rev Date ...... 2004 Organization(s) ...... Tupperware Reference Numbers Case Length ...... 13 Pages Countries ...... India ICMR...... MKTG 084 TN Length ...... 5 Pages Industry ...... Retailing ECCH ...... 504-018-1 258 Marketing

Organization(s) ...... Calvin Klein Countries ...... India Countries ...... USA New Product Development Industry ...... Food & Beverages Industry ...... Fashion at the Schwan Food Company Pub/Rev Date ...... 2004 Pub/Rev Date ...... 2004 Case Length ...... 10 Pages Abstract Case Length ...... 12 Pages TN Length ...... 5 Pages TN Length ...... N/A In 2003, the world's largest frozen pizza processing company, the US-based Schwan Food Company (Schwan), won a lot of Lessons in Customer Service Branding a Commodity: recognition for one of its new products, Red from Wal-Mart The Tata Steel Way Baron Stuffed Pizza Slices. In the light of this, the case discusses how new product Abstract development was carried out at this company, Abstract focusing on its unique 'innovation through The case discusses various customer-centric communication' formula. After providing The case focuses on the marketing of steel initiatives, which contributed to the success information on Schwan's history, it examines by India's leading private sector steel of Wal-Mart; the world's largest retailing the reasons why companies in the US frozen manufacturer - Tata Steel. The case explains company. The case elaborates on the role of pizza industry were forced to look at product in detail the reasons for the company's Sam Walton's leadership, Wal-Mart's culture development as a differentiating factor in the decision to opt for branding, and the steps and the customer-centric policies of the early 21st century. Thereafter, it describes in taken by the company to make its branding company. The case also discusses in detail detail Schwan's new product development initiatives successful. The case also provides how Wal-Mart used IT to provide high levels approach with respect to Red Baron Stuffed information about the steps taken by Tata Steel of customer service. Pizza Slices. to inculcate customer orientation in its employees. The revamping exercise Issues Issues undertaken by Tata Steel and the different Need for customer service. approaches adopted for its two different The frozen pizza industry in the US and the customer segment - B2B and B2C, are also evolution of Schwan. covered. The case concludes with information Reference Numbers on the benefits reaped by the company through ICMR...... MKTG 080 branding of its steel products, and the Reference Numbers ECCH ...... 504-004-1 prospects of the company in the future. ICMR...... MKTG 082 Organization(s) ...... Wal-Mart Issues ECCH ...... 504-011-1 Countries ...... USA Organization(s) .. Schwan Food Company Industry ...... Retail Marketing an industrial commodity. Countries ...... USA Pub/Rev Date ...... 2003 Industry ...... Food & Beverages Case Length ...... 19 Pages Reference Numbers Pub/Rev Date ...... 2004 TN Length ...... N/A ICMR...... MKTG 083 Case Length ...... 18 Pages ECCH ...... 504-010-1 TN Length ...... 8 Pages Organization(s) ...... Tata Steel Harry Potter: Countries ...... India A Multi Million Dollar Business Industry ...... Manufacturing Coca-Cola India’s Thirst Pub/Rev Date ...... 2004 for the Rural Market Abstract Case Length ...... 13 Pages Abstract The case examines how the Harry Potter TN Length ...... 4 Pages series of books led to the creation of a multi- The case focuses on the rural marketing billion dollar business for various companies initiatives undertaken by the cola major - across the world in the early 21st century. Coca-Cola in India. The case discusses in The creation, development and management detail the changes brought about by of Harry Potter as a brand is examined in Coca-Cola in distribution, pricing and detail. The case then describes the various advertising to make inroads into rural India. marketing and promotional activities taken up The case also discusses the concept of rural by Harry Potter's author and publishers in the marketing and its characteristics in a UK and the US. Thereafter, the case examines developing country like India. Further, it also how Warner Brothers (which acquired its provides details about PepsiCo's rural worldwide licensing and movie rights), turned marketing initiatives. the brand into an immensely successful marketing property. The case also explains Issues the reasons why Warner Brothers and J.K Strategy adopted by Coca-Cola to penetrate Rowling were very protective about the brand the rural market in India. and what precautions they took to ensure that the brand's image does not get diluted.

Issues Consumer Behavior Reference Numbers Paperback; 374 Pages, ICMR...... MKTG 081 Creating and managing strong brands. ECCH ...... 504-012-1 Organization(s) ...... Coca Cola India Marketing 259

Reference Numbers Issues research tools used by the company are ICMR...... MKTG 079 discussed in detail and several real life Using celebrities to endorse products. ECCH ...... 504-002-1 instances are narrated. The case also highlights the recent marketing research Organization(s) ...... Amazon.com Reference Numbers initiatives of P&G, including the thrust on online Countries ...... UK market research. The benefits to the company Industry ...... Books and Publishing ICMR...... MKTG 077 from its offline and online market research Pub/Rev Date ...... 2003 ECCH ...... 504-001-1 initiatives are also discussed. Case Length ...... 14 Pages Organization(s) ...... Real Madrid, Manchester United Issues TN Length ...... N/A Countries ...... UK The importance of marketing research for a Industry ...... Media & Entertainment large, global FMCG company. Absolut Vodka: Pub/Rev Date ...... 2004 Creating Advertising History Case Length ...... 12 Pages Reference Numbers TN Length ...... 6 Pages ICMR...... MKTG 075 Abstract ECCH ...... 503-121-1 The case discusses in detail the advertising Scorpio: Marketing an Organization(s) ...... P & G strategies of V&S, Sweden's leading liquor Countries ...... USA Automobile Brand company, for promoting the world's third Industry ...... FMCG largest premium vodka brand, Absolut. Pub/Rev Date ...... 2003 Besides providing detailed information about Abstract the history and growth of V&S, the case also Case Length ...... 12 Pages provides detailed information about how the The case examines the marketing strategies TN Length ...... N/A Absolut brand was created. The history of adopted by Mahindra & Mahindra (M&M), the creation of the widely acclaimed Absolut leading Indian automobile manufacturer, for advertising campaign, which is credited for its newly launched sports utility vehicle Baskin – Robbins’ making Absolut the largest selling premium 'Scorpio' in the early 21st century. It traces M Innovative Marketing vodka brand in the US, has been examined & M's evolution from being just another Mahindra Group company into a leading in detail. Absolut's decision to link its Abstract advertisements with art and fashion, and the automobile company. The reasons for the resulting increase in the brand's popularity decision to develop the Scorpio are explained Baskin-Robbins was one of the best has been discussed. and details on the efforts that went into the recognized brands in America. The company creation of the vehicle are provided. achieved this by emphasizing on the quality Issues Thereafter, the case discusses the marketing of its products and focusing on creating the 'ice strategies (positioning, advertising, pricing and cream experience' for customers. Innovative Advertising and marketing an alcoholic promotion) adopted by M&M for Scorpio. The marketing strategies also helped make the beverage. case not only examines M & M's strategies brand very popular and increased brand for popularizing Scorpio, it also explores the equity. The case discusses some of the increasing competition in the Indian SUV Reference Numbers marketing strategies adopted by Baskin- market. ICMR...... MKTG 078 Robbins in the early years of the 21st century, and shows how they helped promote the ECCH ...... 504-003-1 Issues brand. Organization(s) ...... Absolut Spirits Modifying product mix and entering new Company Inc. (ASC) segments. Issues Countries ...... Sweden Strategies adopted by the company to heighten Industry ...... Alcoholic Beverages Reference Numbers brand awareness. Pub/Rev Date ...... 2003 Case Length ...... 19 Pages ICMR...... MKTG 076 ECCH ...... 503-118-1 Reference Numbers TN Length ...... N/A Organization(s) ...... Mahindra & Mahindra ICMR...... MKTG 074 Countries ...... India ECCH ...... 503-119-1 The ‘David Beckham’ Brand Industry ...... Automobile Organization(s) ...... Baskin - Robbins Pub/Rev Date ...... 2003 Countries ...... USA Abstract Case Length ...... 13 Pages Industry ...... FMCG TN Length ...... N/A Pub/Rev Date ...... 2003 Analysts estimated the value of David Case Length ...... 14 Pages Beckham brand to be worth over 200 million TN Length ...... 5 Pages pounds. In 2003, when Manchester United Marketing Research at P&G sold Beckham to Real Madrid, a Spanish club, it created a furor among advertisers as Abstract well as football fans. Analysts said that Real P&G Brand Management System Madrid's purchase of Beckham was motivated US-based FMCG major, Procter and Gamble more by his commercial appeal than his (P&G) is believed to have pioneered the Abstract football skills. The move had great marketing research concept way back in This case discusses the evolution and growth implications for the concerned clubs, 1924. The case gives a brief account of the of the brand management system of the US Beckham, as well as all his sponsors. evolution and growth of P&G's marketing based FMCG major – Procter & Gamble (P&G). research efforts. The various marketing 260 Marketing

It describes in detail how the 'brand Reference Numbers management' in the 1940s evolved into Beetle: The Birth, Growth, Death ICMR...... MKTG 070 'category management' in the 1980s, as the and Revival of a Cult Brand ECCH ...... 503-108-1 brand portfolio of P&G expanded. Finally, the Organization(s) ...... Tesco case focuses on how category management Abstract is gradually evolving into 'cohort management' Countries ...... UK at P&G in the initial years of the new The case narrates the story of the German Industry ...... Retailing millennium. The case also examines in detail automobile company Volkswagen and its Pub/Rev Date ...... 2003 the best practices followed by P&G in Beetle brand of passenger cars. Beetle's Case Length ...... 18 Pages managing brands. emergence as a successful cult brand TN Length ...... N/A between the late 1950s and early 1970s is Issues examined in detail. The case discusses the Significance of a brand management system brand positioning, advertising and promotional Krispy Kreme Doughnuts: and category management. strategies adopted for the Beetle brand in the America’s Most Loved US during the above time period. It also studies the problems faced by Beetle after the Doughnut Brand Reference Numbers mid-1970s, which forced Volkswagen to stop Abstract ICMR...... MKTG 073 the production of Beetles worldwide in 1979. ECCH ...... 503-112-1 The reasons for the relaunch of the Beetle in Krispy Kreme was one of the most successful Organization(s) ...... P&G the late 1990s have also been discussed. companies in the restaurant sector in America. The case critically examines the success of Countries ...... USA The company started in the 1930s in the New Beetle in the early 21st century and southern states of the US and started exploring Industry ...... FMCG discusses its future prospects. other markets only in the late 1990s. Krispy Pub/Rev Date ...... 2003 Kreme was one of the best known brands in Case Length ...... 15 Pages Issues the US and although the company did not TN Length ...... 7 Pages have a formal advertising budget, the brand Cult brands and role of emotional bonding in was one of the most recognized ones in the building strong brands. country. Krispy Kreme achieved a high level of brand awareness by adopting a unique Virgin: Brand Extension or publicity program geared towards high media Brand Dilution? Reference Numbers exposure. It also introduced some innovations ICMR...... MKTG 071 in its stores like the 'Doughnut Theater' and Abstract ECCH ...... 503-113-1 the 'Hot Doughnuts Now' signs, which proved to be good marketing moves. The case discusses the brand extension Organization(s) ...... Volkswagen strategies adopted by the Virgin group. Detailed Countries ...... Germany Issues information is provided about the values of Industry ...... Automobiles Components of marketing strategy and their the Virgin brand and the part they played in Pub/Rev Date ...... 2003 contribution to the value of a brand. the group's foray into many different Case Length ...... 14 Pages businesses. The case also discusses how the Virgin group's Chairman and CEO, TN Length ...... N/A Reference Numbers Richard Branson, became an integral part of ICMR...... MKTG 068 the brand itself. It then moves on to discuss ECCH ...... 503-120-1 the criticism leveled against the group for Tesco: The Customer Relationship Organization(s) ...... Krispy Kreme allegedly diluting the equity of the Virgin brand Management Champion through reckless brand extensions. The Countries ...... USA Industry ...... Food & Beverages views of various industry observers and Abstract analysts are provided along with the views Pub/Rev Date ...... 2003 of people employed by Virgin. Finally, the The case describes the customer relationship Case Length ...... 13 Pages case discusses the future prospects for the management (CRM) initiatives undertaken by TN Length ...... 5 Pages brand in light of the various problems the Tesco, the number one retailing company in Virgin group was facing in the early 21st the United Kingdom (UK), since the mid-1990s. century. The company's growth and its numerous Issues customer service efforts are discussed. The case then studies the loyalty card scheme Brand management strategies of an umbrella launched by the company in 1995. It brand. examines the role played by the scheme in making Tesco the market leader. Finally, the company's future prospects are commented Reference Numbers on in light of changing market dynamics, the ICMR...... MKTG 072 company's new strategic game plan, and ECCH ...... 503-109-1 criticism of loyalty card schemes. Organization(s) ...... Virgin Group Countries ...... USA Issues Industry ...... Airline Industrial Marketing CRM tools to modify marketing strategies, Paperback; 316 Pages, Pub/Rev Date ...... 2003 UK retailing industry. Case Length ...... 14 Pages ISBN No: 81-7881-696-2 TN Length ...... N/A Marketing 261

Reference Numbers Walt Disney: Madura Garments: Marketing ICMR...... MKTG 063 The Evolution of the Brand Branded Men's Wear in India ECCH ...... 503-075-1 Organization(s) ...... BBC Abstract Abstract Countries ...... India The case describes the evolution and growth The case discusses in detail marketing Industry ...... Media and Entertainment of a highly successful and diversified Pub/Rev Date ...... 2003 entertainment Group - The Walt Disney Group strategies adopted by Madura Garments (MG), of Companies. The Walt Disney Group, which India's leading branded apparel manufacturer Case Length ...... 15 Pages that helped it become the market leader in the has interests in diverse fields such as media TN Length ...... 5 Pages networks, studio entertainment, consumer men's wear market. The company's product products and resorts, initially started as a development, promotion and distribution small studio which made short animated films. initiatives are studied in the backdrop of the L’Orèal: Building Brand The studio was not very successful and often. numerous brands launched over the years. Disney's fortunes changed after the creation The case takes an in-depth look at one of Abstract of a very popular cartoon character called these brands, 'Peter England,' which became Mickey Mouse. Disney is credited with one of MG's greatest successes. The case The case discusses in detail the brand making the first animated film synchronized also explains how MG kept ahead of the management strategies of the global cosmetics to sound. competition by identifying new trends and industry leader, L'Orèal, over the years. market segments and launched brands Issues L'Orèal's brand portfolio included brands from accordingly. The case also attempts to different America and Asia. The case explores Evolution and growth of a highly successful understand how a market leader acts and L'Orèal's expansion of its business through brand in the field of entertainment. reacts to changing market conditions and the the acquisition, makeover and worldwide strategies it adopts to retain its position as the marketing of relatively unknown brands from Reference Numbers market leader. different countries. In addition, the case takes ICMR...... MKTG 067 a look at the way in which the company Issues consciously worked towards straddling all ECCH ...... 503-115-1 the segments of the cosmetics business and Dynamics of the Indian branded men's wear Organization(s) ...... Walt Disney building successful brands in each of these market. Countries ...... USA segments. Industry ...... Media and Entertainment Issues Pub/Rev Date ...... 2003 Reference Numbers Case Length ...... 16 Pages ICMR...... MKTG 064 Brand management strategies of a large global TN Length ...... 4 Pages ECCH ...... 503-111-1 cosmetics company. Organization(s) ...... Madura Garments Ltd Customer Service at Countries ...... India Reference Numbers Singapore Airlines Industry ...... Apparel ICMR...... MKTG 062 Pub/Rev Date ...... 2003 ECCH ...... 503-076-1 Abstract Case Length ...... 16 Pages Organization(s) ...... L'Orèal The case study focuses on customer service TN Length ...... 5 Pages Countries ...... France in Singapore Airlines. It discusses the Industry ...... Cosmetics emergence of SIA as the world leader in customer service in the airline industry. The Pub/Rev Date ...... 2003 case begins with the launch of SIA and its BBC World in India Case Length ...... 14 Pages progress in becoming the most customer- TN Length ...... N/A friendly airline in the world. The case Abstract discusses how SIA differentiated itself from other airlines based on superior customer The case examines BBC World's entry into service, both in-flight and on the ground. The India during mid-1990s and its growth in the case emphasizes SIA's efforts to develop country. The reasons underlying the channel's consumer perception as the world's most decision India-centric programs have been preferred airline. discussed. In addition the case examines BBC World's decision to shift India-centric Issues programs to the weekend after the September Importance of customer service in the success 11th attacks and its decision to relaunch India- of a service organization. centric programs on prime time. The case also provides detailed information about the channel's market research activities and its Reference Numbers target market. BBC World's future prospects ICMR...... MKTG 066 in light of growing competition are also ECCH ...... 503-114-1 examined. Organization(s) ...... Singapore Airlines Case Studies in Consumer Behavior Countries ...... Singapore Issues Paperback; 323 Pages, Industry ...... Airlines Factors that influence a foreign channel to opt 30 Case Studies Pub/Rev Date ...... 2003 for localized programming content. ISBN No: 81-89410-17-2 Case Length ...... 10 Pages INR 2000/- TN Length ...... 4 Pages 262 Marketing

Organization(s) ...... Luxor Writing ‘Legend’: Redefining the The Indian Petroleum Industry: Instruments Pvt. Ltd. Rules of Marketing PCs in China Towards Branded Fuels Countries ...... India Industry ...... Writing instruments Abstract Abstract Pub/Rev Date ...... 2003 The case discusses the marketing strategy The case examines the changes taking place Case Length ...... 12 Pages of Legend Group Limited, the industry leader in the Indian petroleum industry since the early TN Length ...... N/A in the personal computer (PC) market in 1990s. After the market was deregulated, China. The company's marketing mix and various factors led petroleum companies to its vast distribution network in China are focus on marketing initiatives like never before. Barbie’s Success Story described in detail. The case also takes a The case examines these marketing look at Legend's partnerships with MNCs initiatives focusing particularly on the Abstract entering China since Legend learned the introduction of branded fuels in the early 21st intricacies of the PC business from them. century. The concept of value-added fuels, The case examines the evolution of the Barbie Finally, the case discusses the company's their efficacy and the marketing support on doll over the years from its launch in 1959. It global expansion plans. part of the companies (in terms of product explores the product development strategies development, promotion and distribution) have adopted by Mattel for Barbie and the reasons Issues been explored in detail. The case also for the success of Barbie. The case also examines the future prospects of these new explores changes in Barbie's image along Marketing strategies of a Chinese PC brands with reference to the problems related with the changes in American society. The manufacturer to compete successfully against to product usage, pricing and the intensifying criticism leveled against Barbie by feminists MNCs. competition. has also been described. The case also examines the challenges that Barbie could Issues face in the future with the launch of Disney Reference Numbers Princess. ICMR...... MKTG 061 Changing dynamics of the Indian petroleum ECCH ...... 503-078-1 industry after the deregulation. Issues Organization(s) ...... Legend Group Limited Challenges faced by traditional toys, such as Countries ...... China Reference Numbers dolls, in the Internet age. Industry ...... IT ICMR...... MKTG 059 Pub/Rev Date ...... 2003 ECCH ...... 503-052-1 Reference Numbers Case Length ...... 15 Pages Organization(s) ...... HPCL, BPCL, IOC ICMR...... MKTG 057 TN Length ...... 8 Pages Countries ...... India ECCH ...... 503-097-1 Industry ...... Petroleum Organization(s) ...... Mattel Co Pub/Rev Date ...... 2003 ‘All Out’: Countries ...... USA Case Length ...... 12 Pages Marketing a Mosquito Repellent Industry ...... Toys TN Length ...... N/A Pub/Rev Date ...... 2003 Abstract Case Length ...... 17 Pages The case, 'The All Out Story' examines the Luxor Writing Instruments TN Length ...... 5 Pages success of the All Out mosquito repellant from Private Limited: Marketing Karamchand Appliances Pvt. Ltd. (KAPL). Pens in India KAPL was responsible for introducing Social Marketing: 'vaporizers' in the Indian mosquito repellant Lessons from CRY in India Abstract market. The case examines the marketing strategy that helped the company to become The case study discusses in detail the various Abstract a leader in the segment, even while competing marketing mix elements employed by Luxor against financially stronger players. The case examines the evolution of CRY Writing Instruments Private Limited (LWIPL) to and the reasons for its success. In addition, Issues become one of the leading companies in the the case provides detailed information about writing instruments industry in India. It traces the marketing strategies adopted by CRY for Market leadership with an innovative product the growth of the pen industry in India and mobilizing resources from both individuals and strong, unconventional marketing. examines its future trends. The case study and corporate in India. The case explores the also discusses the leading players in the pen reasons for the corporatization of CRY and the industry in India and the strategies adopted implementation of various corporate strategies Reference Numbers by them to gain a larger share of the market. ICMR...... MKTG 060 by the organization. Information about the concept of Social Marketing is also provided. ECCH ...... 503-061-1 Issues Organization(s) ...... Karamchand Issues Appliances Pvt. Ltd. Marketing strategies of luxor, writing instruments in India. Strategies adopted by CRY for mobilizing Countries ...... India resources, social marketing. Industry ...... Home Appliances Pub/Rev Date ...... 2003 Reference Numbers ICMR...... MKTG 058 Case Length ...... 13 Pages www.icmr.icfai.org TN Length ...... 4 Pages ECCH ...... 503-059-1 Marketing 263

Reference Numbers Reference Numbers Discovery Channel: ICMR...... MKTG 056 ICMR...... MKTG 054 ECCH ...... 503-077-1 ECCH ...... 503-056-1 Discovering India Organization(s) ...... Child Relief and Organization(s) ...... LG Electronics India You (CRY) Countries ...... India Abstract Industry ...... Consumer Electronics Countries ...... India The case explores the entry of Discovery Industry ...... NGO Pub/Rev Date ...... 2003 Channel in India during the mid-1990s and its Pub/Rev Date ...... 2003 Case Length ...... 11 Pages growth in the country. The reasons underlying Case Length ...... 15 Pages TN Length ...... N/A the channel's success in India and its initial programming strategy have been discussed. TN Length ...... 5 Pages The case also explores the reasons behind Asian Paints: Adding Colors Discovery's decision to change its Samsung: programming strategy and use time band Abstract programming. Detailed information is provided The Making of a Global Brand about Discovery's image in India and its efforts The case examines the marketing strategy to change that image and portray itself as a Abstract adopted by Asian Paints after restructuring its mainstream channel instead of a niche businesses. The case provides a detailed channel. Finally, the case examines the future The case explores Samsung's brand-building account of how the company initiated initiatives for transforming itself into a global prospects of Discovery in light of growing customer relation-building initiatives with brand. The company's product initiatives and competition from the National Geographic services such as Colorworld, Helpline and Channel. advertising campaigns for boosting its brand Home Solutions. The case also highlights the image worldwide are described in detail. The problems faced by the company in building Issues case also explains the steps taken by up brand image in an industry where Samsung to consolidate its presence in global consumer involvement was very low. The Reasons for the success of an infotainment markets. The case concludes with an analysis reasons for dropping 'Gattu' from the AP logo channel in India. of Samsung's position in the consumer and the company's brand restructuring electronics market vis-à-vis Sony. initiatives are also explained. Reference Numbers Issues Issues ICMR...... MKTG 052 Global brand building initiatives. Change in communication with customers ECCH ...... 503-100-1 through advertisements. Organization(s) ...... Discovery Channel, Sony Entertainment Network Reference Numbers Reference Numbers Countries ...... India ICMR...... MKTG 055 ICMR...... MKTG 053 Industry ...... Media and Entertainment ECCH ...... 503-055-1 ECCH ...... 503-057-1 Pub/Rev Date ...... 2003 Organization(s) ...... Samsung Electronics Case Length ...... 12 Pages Corporation Organization(s) ...... Asian Paints Limited Countries ...... Countries ...... India TN Length ...... 6 Pages Industry ...... Consumers Electronics Industry ...... Decorative Paints Pub/Rev Date ...... 2003 Pub/Rev Date ...... 2003 Ujala: The Supreme Whitener Case Length ...... 16 Pages Case Length ...... 13 Pages TN Length ...... N/A TN Length ...... N/A Abstract

The case examines the marketing strategies LG’s Marketing Strategy in India adopted by a small Indian company, Jyothi Laboratories, to promote its fabric whitener brand, Ujala. The reason for launching a liquid Abstract dye based whitener in the Indian fabric whitener market as against the more prevalent The case examines the marketing strategy powder version is discussed. The case of LG Electronics in the Indian market. It explores in detail the various strategic provides a detailed account of LG's strategies initiatives undertaken by Jyothi to meet the for gaining market share by examining its competition and emerge as the leader in the approach to product, pricing, distribution and segment. The case also takes a look at the promotion. The case also provides insights company's entry into other segments of the into the future prospects of the company in Indian FMCG market in the early 21st century light of the increase in competition and the and critically analyses the rationale behind slowdown in the consumer electronics the move. market. Case Studies in Industrial Marketing Issues Issues Paperback; 246 Pages, 20 Case Studies Importance of marketing mix for the success Promotion and advertising strategies for ISBN No: 81-89410-15-6 of a product. companies with a broad product range. INR 2000/- 264 Marketing

Reference Numbers players, the competition among the domestic and its gradual attainment of the position of the ICMR...... MKTG 051 players and the changes that the multinational world's top 10 paradises is explored in this ECCH ...... 503-053-1 companies brought about in their strategies to case. The different marketing initiatives and increase their market shares. media mix used by the state for tourism Organization(s) ...... Jyothi Laboratories promotion have been examined. The case Countries ...... India Issues also touches on the difference between the Industry ...... FMCG attempt to brand India as a tourist destination Understand the positioning of Reebok, Adidas and Kerala's initiatives to brand itself and attract Pub/Rev Date ...... 2003 and Nike in India. Case Length ...... 10 Pages tourists. TN Length ...... N/A Reference Numbers Issues ICMR...... MKTG 049 Importance of branding for a tourist destination. Coffee Parlors in India: ECCH ...... 503-003-1 Hotting Up Organization(s) ...... Reebok, Adidas and Nike in India Reference Numbers Countries ...... India Abstract ICMR...... MKTG 047 Industry ...... Footwear and Apparel ECCH ...... 503-036-1 The case provides an overview of the coffee Pub/Rev Date ...... 2003 Organization(s) ...... Ministry of Tourism, parlors in India. The case starts with a Case Length ...... 10 Pages Government of Kerala background note on the three dominant players TN Length ...... 5 Pages Countries ...... India Barista, Cafe Coffee Day and Qwiky's, which Industry ...... Tourism marked the transition from traditional coffee Pub/Rev Date ...... 2003 houses to coffee pubs. The case highlights Haldiram’s Group: Seeking the Case Length ...... 15 Pages the strategies employed by the three ‘Right’ Marketing Mix prominent players to differentiate themselves TN Length ...... N/A on the basis of décor, service, price, quality, and customer relationships. The case Abstract concludes with a discussion on their The case examines the evolution of Sports Sponsorship: The ‘Cricket expansion plans and the possible effect of the Haldiram's from a small sweet shop in a Ambush Marketing’ Dispute entry of Starbucks into India. remote part of India to a major manufacturer of ready-to-eat snack foods in India. The key Abstract Issues elements of the Haldiram's marketing mix, which transformed the company into a leading The case examines the concept of sports Strategies pursued by different players in the sponsorship and how ambush marketing has coffee retailing business. manufacturer and marketer of namkeens and sweets, have been discussed. The case also become an integral part of such sponsorship. examines the issues that Haldiram's must The reasons underlying the increasing use of ambush marketing tactics by companies Reference Numbers address to compete effectively with domestic during sports events are analyzed. The case ICMR...... MKTG 050 and multinational players in the snacks food market in India. discusses in detail the dispute between the ECCH ...... 503-027-1 International Cricket Council (ICC) and Indian Organization(s) ...... Barista, Issues cricketers in late 2002 regarding certain anti- Cafe Coffee Day, Qwiky's ambush marketing clauses that restricted Significance of the different elements of the Countries ...... India players from endorsing the products of marketing mix in building a leading brand. companies other than the official sponsors Industry ...... Retail chosen by the ICC. The case also examines Pub/Rev Date ...... 2003 Reference Numbers the role of the Board of Control for Cricket in Case Length ...... 19 Pages India (BCCI), the official sponsors as well as ICMR...... MKTG 048 the ambush marketers in the dispute. TN Length ...... N/A ECCH ...... 503-058-1 Organization(s) ...... Haldiram Group Issues Countries ...... India Reebok’s Gameplan in India Ambush marketing in the context of the Industry ...... Ready to Eat sponsorship of sports events. Snack Foods Abstract Pub/Rev Date ...... 2003 The case gives an overview of the entry of Case Length ...... 10 Pages Reference Numbers Reebok, the international sports shoe giant, TN Length ...... N/A ICMR...... MKTG 046 into India, the entry of its global competitors, ECCH ...... 503-033-1 Nike and Adidas into India and the strategies Organization(s) ...... International Cricket adopted by the three players to build up their Kerala Tourism: Branding a Council, LG Electronics, market shares. The case specifically deals Tourist Destination Britannia, Philips India with the strategies adopted by Reebok in India and HPCL to deal with the competition from Nike and Abstract Countries ...... India Adidas.The challenges that the company could Industry ...... Media and Advertising face in India have also been discussed. The The case provides a detailed description of Pub/Rev Date ...... 2003 case deals with the market conditions that how Kerala, a small state situated in south Case Length ...... 11 Pages prevailed in India during the entry of these India, built a global reputation as a tourist destination. The state's humble beginnings TN Length ...... N/A Marketing 265

Reference Numbers case also provides information about other Raymond: ICMR...... MKTG 044 players in the women's Westernwear market The Complete Man's Brand ECCH ...... 503-037-1 in India and takes a look at the market's future prospects. Organization(s) ...... Kuwar Ajay Group of Abstract Industries, HLL, Tata Group Issues The case examines the marketing strategies Countries ...... India Increased activity in the branded women's (including advertising, positioning, distribution Industry ...... FMCG westernwear market in India. and promotion) adopted by Indian textile major Pub/Rev Date ...... 2003 Raymond Ltd., for its flagship fabric brand Case Length ...... 11 Pages Raymonds and its ready-to-wear men's wear Reference Numbers TN Length ...... N/A brands Park Avenue and Parx. This case ICMR...... MKTG 042 provides a detailed account of the company's ECCH ...... 503-014-1 brand-building strategies and the role of Organization(s) ...... Madura Garments advertising in making a brand successful. It SMS Advertising also examines the initiatives taken by the Countries ...... India company to retain its market position in the Abstract Industry ...... Readymade Garments early 2000s in light of the declining growth in Pub/Rev Date ...... 2003 The case examines the emergence of Short the fabric market and increased competition Messaging Service (SMS) used by cellphone Case Length ...... 11 Pages in the ready-to-wear men'swear segment. subscribers as a new media mix tool for TN Length ...... N/A The case explores the results and marketers across the world in the late-1990s effectiveness of the revised marketing and the early-21st century. The case explains strategies. the concept of SMS as a service offered by Reader’s Digest: Issues mobile telecommunication service providers. The Story of a Magazine The reasons for its popularity have also been explored. The case explains the various Raymond's strategies to become a major Abstract player in men's ready-to-wear. ways in which SMS can be used by advertisers and describes how various The case examines the evolution of the companies have used SMS advertising. The Reader's Digest magazine since its launch in case also discusses the possible problems Reference Numbers the early 1920s towards becoming the largest associated with SMS advertising and the ICMR...... MKTG 045 selling magazine in the world by the 1980s. It ways in which these can be overcome. ECCH ...... 503-035-1 explores the reasons behind the subsequent Organization(s) ...... Raymond India Ltd. Issues reduction in profitability and fall in subscriber Countries ...... India base during the mid 1990s. The case Growing popularity of SMS and its emergence examines in detail the restructuring and Industry ...... Textiles and Apparel as a media mix tool. magazine redesigning efforts undertaken by Pub/Rev Date ...... 2003 the company to increase profitability and reach Case Length ...... 14 Pages Reference Numbers during the early 21st century. It also discusses TN Length ...... N/A ICMR...... MKTG 043 the future of the magazine in light of criticisms faced by the company on account of the ECCH ...... 503-032-1 redesigning initiatives and acquisition of Organization(s) ...... Various Reiman Publications in 2002. The Indian Kitchen Countries ...... Various Salt Market: Brand Wars Industry ...... Cellular Telephony Issues Pub/Rev Date ...... 2003 Abstract Reasons for the success and decline of Case Length ...... 9 Pages Reader's Digest Magazine. The case describes in detail the evolution of TN Length ...... N/A the Indian salt market from the 1980s to 2002 and provides insights into the organized Reference Numbers sector's increasing interest in the market. The Allen Solly: Entering the Indian ICMR...... MKTG 041 rationale behind the marketing strategies Women’s Westernwear Market ECCH ...... 503-034-1 adopted by different players in the organized Organization(s) ...... Readers Digest sector and their positioning and promotional Abstract Association (RDA, US) strategies have been examined. The reasons Countries ...... USA for the continuous re-launch and re-positioning The case examines the changing dynamics of brands by the players in the organized of the market in India during the 1990s and Industry ...... Books and Magazines sector have been examined. The case early 2000s. Changes in India's cultural Pub/Rev Date ...... 2003 essentially tries to show how the Indian salt values and social system, and the impact of Case Length ...... 12 Pages these changes on the dressing styles of Indian market evolved from the commodity stage to women are explored in detail. Madura TN Length ...... 6 Pages the branded stage. Garments' decision to enter the readymade Issues women's westernwear segment is examined in detail in light of the above changes. The “Marketing takes a day to learn. Unfortunately it takes a lifetime to Strategies in a market that is moving from a case discusses the strategies adopted by the 'commodity' stage to a 'brand' stage. company in terms of marketing research, master.” product design, retailing and promotion. The – Philip Kotler 266 Marketing

Pub/Rev Date ...... 2003 Airtel Magic: Selling a Prepaid Intel: The Component Case Length ...... 13 Pages Cell Phone Service Branding Saga TN Length ...... 5 Pages

Abstract Abstract The Teleshopping The case provides a detailed account of how The case discusses the marketing initiatives Business in India Bharti Cellular Ltd., one of the leading players undertaken by the global microprocessor in the Indian cellular telephony market built up industry leader, Intel. The company's decision Abstract its pre-paid cellular service brand, Magic. to brand what was essentially 'just another Besides examining the circumstances that component' in a PC is examined in detail. The case examines the concept of television necessitated revamping of the marketing The case explores the component branding shopping, its emergence, success factors and strategy for the brand in early 2002, the gameplan of Intel and describes the marketing the benefits it offers. The case discusses in reactions of Bharti's competitors to these activities undertaken by the company, with detail the teleshopping business in India with initiatives have also been described. The case special reference to the Intel Inside campaign. reference to the product, price, promotion and also discusses its future prospects in the In addition, the case discusses the growing distribution strategies of various teleshopping pre-paid cellular market in India, in light of the criticism against Intel and the increase in networks. The case also explores the intensifying competitive pressures. competition in the microprocessor market. reasons for the limited growth of teleshopping in the country and discusses the future Issues Issues prospects of the businesses. Dynamics of pre-paid cellular card market in The microprocessor market and the need for Issues India. component branding. Direct marketing and teleshopping as Reference Numbers channels of direct marketing. Reference Numbers ICMR...... MKTG 040 ICMR...... MKTG 038 ECCH ...... 503-002-1 Reference Numbers ECCH ...... 502-079-1 Organization(s) .... Bharti Cellular Limited, ICMR...... MKTG 036 Organization(s) ...... Intel Spice Telecom ECCH ...... 502-078-1 Countries ...... USA Countries ...... India Organization(s) ...... Various Industry ...... Microprocessors Industry ...... Cellular Countries ...... India Pub/Rev Date ...... 2002 Pub/Rev Date ...... 2003 Industry ...... Media and Advertising Case Length ...... 12 Pages Case Length ...... 12 Pages Pub/Rev Date ...... 2002 TN Length ...... 6 Pages TN Length ...... 5 Pages Case Length ...... 11 Pages TN Length ...... 5 Pages Nestle’s Brand Management Airtel Positioning Strategies (And Repositioning) Satyam iWay: Changing the Internet Abstract Abstract Browsing Experience in India The case discusses Nestlé's brand The case examines the brand repositioning management strategies in detail. Nestlé's brand exercises undertaken by Bharti Cellular Ltd., Abstract portfolio consisted of worldwide corporate a leading cellular service provider in India. It strategic brands, strategic worldwide product The case discusses the marketing initiatives also provides an insight into the trends in the brands, regional strategic brands and local undertaken by leading Indian Internet Services cellular market. The case discusses how brands. The case also explains how Nestlé Provider (ISP) Satyam Infoway (Sify) to Bharti constantly repositioned its Airtel brand was successful in developing Kit Kat from a promote iWay, the first-ever nation-wide to expand its market and meet the challenges local brand to an European brand and finally branded chain of cyber cafes (Internet posed by the changing trends in the Indian a global brand. browsing centers) in India. The case cellular market during the late 1990s and early describes Sify's business model for running Issues 2000s. It also critically discusses the rationale iWay centers and the company’s marketing behind Bharti's repositioning and restructuring activities for promoting them. The case also Global and local brand management strategies efforts and the effectiveness of these initiatives. explains the differences between the of a large company. unorganized and organized sectors of the Issues cyber cafe market in India.

Reference Numbers Brand repositioning and restructuring strategies Issues ICMR...... MKTG 039 adopted by Bharti Cellular Ltd. ECCH ...... 503-060-1 Evolution of the Internet browsing industry in India and its unique characteristics. Organization(s) ...... Nestlé SA (Nestlé) Reference Numbers Countries ...... Switzerland ICMR...... MKTG 037 Reference Numbers Industry ...... FMCG ECCH ...... 503-001-1 ICMR...... MKTG 035 Pub/Rev Date ...... 2003 Organization(s) ...... Bharti Cellular Limited ECCH ...... 502-067-1 Case Length ...... 10 Pages Countries ...... India TN Length ...... 5 Pages Organization(s) ...... Satyam Infoway Ltd., Industry ...... Cellular Satyam Computers Marketing 267

Countries ...... India Countries ...... India Industry ...... – MusicWorld: Redefining Industry ...... Drugs Pub/Rev Date ...... 2002 Indian Music Marketing Pub/Rev Date ...... 2002 Case Length ...... 14 Pages Case Length ...... 13 Pages Abstract TN Length ...... 6 Pages TN Length ...... 5 Pages The case examines the strategies adopted by MusicWorld, a group company of the The Launch of New Coke diversified Indian business house of RPG. Hindustan Lever: The chain became India's largest chain of Rural Marketing Initiatives Abstract music retailing stores within a short span of time. The case discusses the background of Abstract This case examines the launch of New Coke the players who set up Music World that is by Coca-Cola in 1985 in an attempt to capture the RPG group and Saregama, and their role The case discusses the marketing initiatives the market share from its closest competitor, in establishing Music World as the largest undertaken by leading Indian FMCG company Pepsi. It discusses the reasons why Coca- music retailing store network in India. The Hindustan Lever Ltd. (HLL) to strengthen its Cola changed its formula, the financial and marketing strategies adopted by the company, consumer base in rural India. Various rural marketing implications of introducing a new especially the retail format of the store and the marketing initiatives undertaken by the product that did not appeal to consumers and promotion, are also explored in detail. company during the 1990s to establish a strong how this experiment backfired. The case Issues network in the villages have been discussed explores the deep feelings of Coca-Cola in detail. The case also discusses the concept lovers for the company, its product and brand. Marketing of 'music,' and the potential for of rural marketing and its characteristics in a The case also provides information on how organized retailing in the business. developing country like India, highlighting the the launch of New Coke benefited Coca-Cola factors that enabled HLL to withstand the tough and how according to analysts, a marketing market conditions and become the market Reference Numbers blunder turned out to be a marketing ploy. leader in several product categories in early ICMR...... MKTG 033 21st century. Issues ECCH ...... 503-051-1 Organization(s) ...... Music World Issues Reformulating an established and successful Entertainment Ltd., RPG Group product and its implications. Countries ...... India Issues involved in the marketing of FMCG products in rural areas. Industry ...... Music retailing Reference Numbers Pub/Rev Date ...... 2003 ICMR...... MKTG 034 Case Length ...... 12 Pages Reference Numbers ECCH ...... 502-068-1 TN Length ...... 7 Pages ICMR...... MKTG 031 Organization(s) ...... Coca-Cola Company ECCH ...... 502-070-1 Countries ...... USA Organization(s) ...... HLL Industry ...... Food & Beverages Himalaya Drug Company: Countries ...... India Pub/Rev Date ...... 2002 Branding Ayurveda Industry ...... FMCG Case Length ...... 11 Pages Pub/Rev Date ...... 2002 Abstract TN Length ...... 6 Pages Case Length ...... 11 Pages The case examines the marketing strategies TN Length ...... 6 Pages adopted by the leading Indian herbal healthcare company Himalaya Drug Company (HDC) in the late 1990s, particularly Reinventing Cadbury the advertisement campaign for its personal care product range 'Ayurvedic Concepts.' The Abstract case explores the company's efforts on R&D, product development and retailing fronts to The case examines Cadbury India Limited's change the perception of Indian consumers (CIL) repositioning strategies for its major about the contemporariness of Ayurveda for brands during 1999-2002. This case provides health care. The case also explains the a detailed account of the company's growth rationale behind HDC's decision to bring all its and strong focus on continual product brands under an umbrella brand 'Himalaya'. launches. It also examines CIL's distribution, promotion and advertising strategies. The Issues WORKBOOK problems faced by CIL in the late 1990s and Product development and building a brand the initiatives taken by the company to retain image of a product. its market position are examined. The case also discusses the company's attempts to reinvent its major brands. Reference Numbers Issues Sales and Distribution Management ICMR...... MKTG 032 Paperback; 514 Pages, ECCH ...... 502-069-1 Marketing strategies adopted by CIL to (Workbook also available) Organization(s) ...... Himalaya establish itself as the market leader. Drug Company 268 Marketing

Reference Numbers practices in the Indian insurance industry. The ICMR...... MKTG 030 case provides a detailed account of the kind Life Insurance Marketing ECCH ...... 502-071-1 of products that private players and the pricing in India (A): Changing Advt. strategies they adopted. The case also Organization(s) ...... Cadburys India Ltd discusses the changes taking place within and Promotion Norms Countries ...... India LIC and examines their implications. Industry ...... FMCG Abstract Pub/Rev Date ...... 2002 Issues This case is the first of a series of three, about Case Length ...... 13 Pages Insurance products, their features, product the changes sweeping the Indian insurance TN Length ...... 6 Pages development and pricing. industry on the marketing front after the sector was opened for private players in the year 2000. The case examines the marketing Indian Aviation: Reference Numbers strategies, specifically the advertising and Price Wars & More ICMR...... MKTG 028 promotional measures, adopted by the new ECCH ...... 502-075-1 private players. A brief history of the Indian Abstract insurance industry up to 2000 is provided, Organization(s) ...... ICICI Prudential, Max highlighting the state owned insurer LIC's lack The case examines the marketing strategies New York Life, etc. of a marketing gameplan, though it had adopted by players in commercial aviation Countries ...... India monopolized the Indian insurance sector. This industry in India in 2002. It provides details Industry ...... Insurance case provides a detailed account of the kind about the industry's evolution from a single- Pub/Rev Date ...... 2002 of advertisements, media channels and player monopolistic regime to its intensely Case Length ...... 14 Pages promotional tools that various players have competitive multi-player days in 2002. The adopted. It also discusses the changes marketing strategies adopted by the players, TN Length ...... 5 Pages implemented by LIC in its promotional in terms of price-reduction, innovative strategies, and examines the implications of customer service efforts and other promotional the changes in marketing practices of Indian activities have also been explored. The case Life Insurance Marketing insurance firms. also debates the sustainability of the above in India (B): Changing strategies in light of the fact that these were Issues being seen essentially as short-run exercises Distribution Norms by industry observers. Dynamics of the Indian insurance industry Abstract before and after liberalization. Issues The case is the second of a three-part series Changing environment of the Indian aviation on the changes sweeping the Indian insurance Reference Numbers industry, intensifying competition. industry (in particular, the marketing of insurance products) after the sector was ICMR...... MKTG 026 ECCH ...... 502-073-1 Reference Numbers opened for private players in 2000. The case examines the distribution strategies, Organization(s) ...... ICICI Prudential, ICMR...... MKTG 029 specifically the bancassurance channel Max New York Life, etc. ECCH ...... 502-072-1 adopted by the new, private players. A brief Countries ...... India Organization(s) ...... Indian Airlines, Jet history of the Indian insurance industry before Industry ...... Insurance 2000 is provided, highlighting the absence of Airways, Sahara Airlines Pub/Rev Date ...... 2002 Countries ...... India a variety of distribution channels and the important role played by individual agents in Case Length ...... 11 Pages Industry ...... Airlines distributing insurance products in India. The TN Length ...... 5 Pages Pub/Rev Date ...... 2002 case provides a detailed account of the kind Case Length ...... 12 Pages of distribution channels available in the TN Length ...... 5 Pages insurance market and the new methods of distribution being adopted by various players.

Life Insurance Marketing Issues in India (C): The Changing LIC's stranglehold on the life insurance market, Product and Pricing Norms insurance distribution channels.

Abstract Reference Numbers ICMR...... MKTG 027 The case is the last of a three-part series ECCH ...... 502-074-1 about the changes sweeping the Indian insurance industry on the marketing front after Organization(s) ...... ICICI Prudential, the sector was opened up for private players Max New York Life, etc. Case Studies in Countries ...... India in the year 2000. The case examines the Sales & Distribution Management pricing and product development strategies Industry ...... Insurance Paperback; 270 Pages, being adopted by the new private players. A Pub/Rev Date ...... 2002 brief history of the Indian insurance industry Case Length ...... 11 Pages 42 Case Studies before 2000 is provided, which highlights the ISBN No: 81-89410-16-4 lack of innovative product development TN Length ...... 6 Pages INR 2000/- strategies and consumer-friendly pricing Marketing 269

Pub/Rev Date ...... 2002 Revamping Rasna: Film-based Merchandising: Case Length ...... 12 Pages A Marketing Overhaul Saga Taking the Movies Home TN Length ...... 6 Pages Abstract Abstract

The case examines the market revamping The case examines the concept of film-based Maggi: Nestle’s Problem Child? exercise undertaken by Rasna Ltd., merchandising and briefly introduces its manufacturer of the leading soft-drink emergence and popularity in the US film Abstract concentrate brand Rasna, in the Indian market. industry. The developments in the Indian film- The case provides a detailed account of how based merchandising business over the years The case examines the brand and line the company built up the preparatory drink have also been explored in detail. Moreover, extension strategies adopted by FMCG major segment in the Indian beverages market by the problems associated with FBM in India Nestlé for its Maggi brand in India. It provides focusing on distribution, promotion and have been examined along with its future a detailed account of Nestlé's promotion and advertising. The problems faced by Rasna, prospects in the country. advertising strategies for creating a noodles in the late 1990s that led to the decision of a market from scratch. The various products marketing strategy overhaul have been Issues and variants launched under the umbrella examined. One of the revamping strategies brand Maggi, and the rationale behind these of Rasna, in terms of new product launches, Film-based merchandising and its growth in launches (and their failure) is explored in detail. segmentation, pricing and advertising have The case also discusses the company's also been discussed. India as compared to the USA. attempt to change the formulation of its flagship Issues brand Maggi noodles and how it was forced Reference Numbers to bring back the old formulation. Dynamics of the soft drink concentrate ICMR...... MKTG 023 business in the Indian beverages market. ECCH ...... 502-057-1 Issues Organization(s) ...... Archies, Disney Reference Numbers Scope and limitations of adopting an umbrella Countries ...... India brand. ICMR...... MKTG 025 Industry ...... Film, USA ECCH ...... 502-077-1 Pub/Rev Date ...... 2002 Organization(s) ...... Rasna International Reference Numbers Case Length ...... 9 Pages Countries ...... India ICMR...... MKTG 021 TN Length ...... 5 Pages Industry ...... Food & Beverages ECCH ...... 502-056-1 Pub/Rev Date ...... 2002 Organization(s) ...... Nestle India Case Length ...... 12 Pages Eureka Forbes: Countries ...... India TN Length ...... 6 Pages The Direct Marketing Pioneer Industry ...... FMCG Pub/Rev Date ...... 2002 Banning Surrogate Abstract Case Length ...... 11 Pages Liquor Advertising TN Length ...... 5 Pages The case examines the strategies adopted Abstract (over the years) by leading consumer appliances company Eureka Forbes in India. Reinventing Bisleri The case examines the ban imposed on The case explores how the company built surrogate advertisements for liquor brands in up the vacuum cleaner and water/air purifier Abstract India in mid-2002 by the government. The markets in India from scratch through its direct case provides an account of the highly marketing efforts. The various initiatives to The case talks about the various marketing regulated environment in which the Indian ensure good customer service and enhance strategies adopted by Parle Bisleri Ltd. To liquor industry functions. The advertisement customer satisfaction are examined in detail. arrest the sliding market share of its branded strategies adopted by the players - surrogate The case also discusses the company's water brand-Bisleri. Bisleri mineral water was and 'socially responsible' advertising - after attempt to enter the bottled water business, its the ban on direct liquor advertisements in the market leader in the early 1990s. The decision to increase the thrust on the retail 2000 are explored in detail. brand started losing its share due to increased business, and the problems between its competition and the entry of multinationals owners, Forbes Gokak Ltd. and Electrolux. Issues such as Coke and Pepsi into the market. Bisleri tried to regain its share by repositioning Problems faced by liquor companies in brand Issues building, distribution and advertising. its brand. The case discusses in detail the ad Applicability of the direct marketing model to campaigns and other marketing strategies used by Bisleri to reposition the brand. Reference Numbers household appliances. ICMR...... MKTG 024 Issues ECCH ...... 502-076-1 Reference Numbers Competition and strategies in the branded Organization(s) ...... Shaw Wallace Co., ICMR...... MKTG 022 Information & Broadcasting Ministry water market in India. ECCH ...... 502-058-1 Countries ...... India Organization(s) ...... Eureka Forbes Ltd. Industry ...... Advertising Reference Numbers Countries ...... India Pub/Rev Date ...... 2002 ICMR...... MKTG 020 Industry ...... Consumer and Case Length ...... 14 Pages ECCH ...... 502-059-1 Home Appliances TN Length ...... 5 Pages 270 Marketing

Organization(s) ...... Parle Bisleri Ltd, Reference Numbers Coca Cola, Pepsi ICMR...... MKTG 018 BPCL’s Petrol Pump Countries ...... India ECCH ...... 501-072-1 Retail Revolution Industry ...... Branded Water Organization(s) ...... Siyaram Silk Mills Ltd Abstract Pub/Rev Date ...... 2002 Countries ...... India Case Length ...... 8 Pages Industry ...... Textiles The case provides a detailed insight into TN Length ...... 5 Pages Pub/Rev Date ...... 2001 Indian oil major Bharat Petroleum's (BP) Case Length ...... 7 Pages transformation of its petrol pumps into modern retailing centers. The case examines the TN Length ...... 4 Pages The Story of Benetton’s reasons behind the renewed focus on retail Advertisement Campaigns outlets and the mechanism it adopted to effect the changes. It highlights BP's retail revolution. Kellogg’s Indian Experience Abstract Issues The case examines the problems that the Abstract Retail revolution in the Indian petroleum apparel manufacturer Benetton had to face as The case, 'Kellogg's Indian Experience' industry, BPCL's Bazaar concept. a result of its controversial advertisements. analyzes the causes that led to the failure of The case also provides information about the the Kellogg breakfast cereal brand in the Indian company's recognition of these problems and Reference Numbers market. The case examines the measures the corrective measures it took. The case ICMR...... MKTG 016 highlights importance of ethics in advertising. the company adopted on the marketing front ECCH ...... 502-038-1 Though Benetton intended to address social to rectify its mistakes and the efficacy of these issues through its advertisements, its handling measures. Organization(s) ...... BPCL, IOC of the campaigns resulted in many problems. Countries ...... India Issues Industry ...... Retail Issues Pricing, positioning and distribution decisions Pub/Rev Date ...... 2002 Controversial advertisements of Benetton, by Kellogg's in India. Case Length ...... 7 Pages ethics in advertising. TN Length ...... 5 Pages Reference Numbers Reference Numbers ICMR...... MKTG 017 The Tasty Bite Story ICMR...... MKTG 019 ECCH ...... 502-009-1 ECCH ...... 502-029-1 Organization(s) ...... Kelloggs India Ltd Abstract Organization(s) ...... Benetton Countries ...... India Countries ...... India Industry ...... Cereals and Convenience The case 'The Tasty Bite Story' is intended to foods give insight into how a small ready-to-serve Industry ...... Apparel food company, Tasty Bite, was able to achieve Pub/Rev Date ...... 2001 Pub/Rev Date ...... 2002 a turnaround by focusing on its marketing Case Length ...... 8 Pages Case Length ...... 7 Pages efforts. Tasty Bite was running into huge TN Length ...... 5 Pages TN Length ...... 4 Pages losses and its products were not being accepted in Indian markets. The case examines how the company managed to The Siyaram Celebrity overcome its problems with the help of a 4 'C' strategy and other marketing initiatives. Endorsement Experience The case is so structured as to enable students to understand how TBEL was able Abstract to achieve a turnaround and emerge as a major food brand in the US market. The case The case, 'The Siyaram Celebrity throws light on the 4 'C' strategies and its Endorsement Experience' examines how implementation, as well as the company's and why the cricket match-fixing scandal in other initiatives for increasing customer focus. 2000 forced textile company Siyaram Silk Mills to withdraw an advertisement campaign Issues for its suiting brand J.Hampstead. The case also provides a brief introduction to the concept Marketing strategies for food products, of celebrity endorsement. The case describes WORKBOOK turnaround strategies. how celebrity endorsement created problems for Siyaram. The case explains the advantages and disadvantages of celebrity Reference Numbers endorsement. ICMR...... MKTG 015 ECCH ...... 501-074-1 Marketing Management Issues Organization(s) .. Tasty Bite Eatables Ltd, Paperback; 500 Pages, HLL Celebrity endorsements, Marketing ISBN No: 81-314-0035-2 Countries ...... India communication strategy. (Workbook also available) Industry ...... Food & Beverages Marketing 271

Pub/Rev Date ...... 2001 sales declined to 3,500 units by mid 2001. Case Length ...... 7 Pages Pizza Wars Analysts attributed the decline to wrong product positioning, and poor product TN Length ...... 4 Pages differentiation. Analysts also felt Candy did Abstract not effectively promote itself to its target market. They were also of the opinion that Candy Amul’s Diversification Strategy The case gives an overview of the was priced too highly. competition in the Indian pizza market in 1996. Abstract Focusing on two big US Pizza chains, Issues Domino's and Pizza Hut, the case discusses The case 'Amul's Diversification Strategy' the various marketing strategies - positioning, Product positioning and differentiation. focuses on the entry of GCMMF into the fast pricing, promotional, advertising, and food segment. In 2001, GCMMF launched expansion - adopted by both the chains to pizzas in the Indian market in the Rs.20-25 garner a bigger share of the Indian pizza Reference Numbers price range. The price was significantly lower market. ICMR...... MKTG 011 than those of Pizza Hut and Domino's Pizzas. ECCH ...... 502-008-1 The case provides an insight into GCMMF's Issues diversification strategy. The case is so Organization(s) ...... Mirc Electronics structured as to help students understand why Indian fast food market; Success factors in Countries ...... India GCMMF diversified into the fast food segment. the Indian fast food market. Industry ...... Computers & Electronics Pub/Rev Date ...... 2002 Issues Reference Numbers Case Length ...... 7 Pages Diversification strategy, New market entry. ICMR...... MKTG 012 TN Length ...... 4 Pages ECCH ...... 502-035-1 Reference Numbers Organization(s) ...... Domino's, Pizza Hut Cielo: A Car in Trouble ICMR...... MKTG 014 Countries ...... India ECCH ...... 501-075-1 Industry ...... Food & Beverages Abstract Organization(s) .Gujarat Cooperative Milk Pub/Rev Date ...... 2002 Marketing Federation The case provides a detailed insight into the Case Length ...... 9 Pages reasons behind the failure of Cielo, a family- Countries ...... India TN Length ...... 4 Pages sized car, manufactured in India by Korea's Industry ...... Food & Beverages automobile giant - Daewoo. Focusing on Cielo, Pub/Rev Date ...... 2001 its flagship model and Matiz, a small car, it Case Length ...... 8 Pages Onida Candy: Getting the analyses the marketing strategy, problems in Marketing Mix Wrong? positioning and pricing of Cielo, and the TN Length ...... 4 Pages performance of Daewoo's Indian operations.

Abstract Issues Tanishq’s Success Story The case describes the performance of Daewoo Motors performance in India, Abstract Candy, the 14-inch colour TV from Mirc positioning strategies. Electronics. In the Indian market although Candy did enjoy initial success when it was The case 'Tanishq's success story' is Reference Numbers intended to give a detailed insight into the launched in May 1999, its monthly national ICMR...... MKTG 010 reasons behind the success of the Tanishq venture. The branded jewellery line from Titan ECCH ...... 502-036-1 Industries was not very successful when Organization(s) ...... Daewoo Motors launched in 1995. The case examines in India Limited details the measures adopted by the company Countries ...... India to correct its mistakes. Industry ...... Automobile & Automotive Pub/Rev Date ...... 2002 Issues Case Length ...... 7 Pages Product designing and distribution in the TN Length ...... 4 Pages branded jewellery business. Fairness Wars Reference Numbers ICMR...... MKTG 013 Abstract ECCH ...... 502-034-1 The case 'Fairness Wars' focuses on the Organization(s) ...... Titan Industries India fierce competition among the major players Countries ...... India in the fairness segment of the personal care Industry ...... Branded Jewellery market. The case explores the rivalry of the Pub/Rev Date ...... 2002 three major players, HLL (Fair & Lovely), Retail Management CavinKare Ltd. (Fairever), and Godrej Case Length ...... 7 Pages Paperback; 487 Pages (FairGlow). The case also highlights the fact TN Length ...... 4 Pages ISBN No: 81-7881-999-6 that the fairness formula was no longer restricted to creams, but had extended to soaps and talcum powders also. 272 Marketing

Issues Reference Numbers positioned as someone whom the youth could relate to. The teaser campaign evoked Fairness products market in India. ICMR...... MKTG 007 ECCH ...... 502-007-1 enormous public interest. As a part of the re- launch strategy, the packaging of the product Organization(s) ...... Baron International, Reference Numbers Videocon, Philips was also changed and the baseline changed to 'Just like that.' ICMR...... MKTG 009 Countries ...... India ECCH ...... 501-073-1 Industry ...... Consumer Electronics Issues Organization(s) ...... Cavin Care Ltd, HLL Pub/Rev Date ...... 2001 Promotional campaigns, Teaser campaigns, Countries ...... India Case Length ...... 8 Pages Industry ...... Re-launch strategy. TN Length ...... 4 Pages Pub/Rev Date ...... 2001 Case Length ...... 7 Pages Reference Numbers TN Length ...... 4 Pages Makeover of Britannia ICMR...... MKTG 005 ECCH ...... 501-069-1 Abstract The Nirma Story Organization(s) ...... Parle Agro Countries ...... India The case documents issues relating to the Abstract repositioning and diversification exercise Industry ...... Food & Beverages carried out by Britannia, analyzing each step Pub/Rev Date ...... 2001 The case study 'The Nirma Story' talks about it has taken in detail. In 1997, Britannia kicked Case Length ...... 7 Pages how Nirma carved a niche for itself in the off its repositioning exercise when it changed TN Length ...... 4 Pages highly competitive detergents and toilet soaps its logo and corporate slogan as a first step in market in India. The case focuses on the its makeover plan aimed at transforming the various strategies employed by the company company from essentially a 'bakery' business to counter the competition from the FMCG to a 'food' business. Subsequently as a part Fast Food Fables giants, particularly HLL. It shows how Nirma of its diversification plans, it entered into the used its cost-reduction strategies to achieve 'dairy' business. The case examines in detail Abstract success. The case also highlights Nirma's the process of such a makeover and tries to The case discusses the localization strategies entry into the premium segment of the toilet study the rationale behind it from a marketing adopted by the multinational fast food chains soaps, and the detergents market. and strategic perspective. The case also throws light on the strategies followed by - McDonald's, Domino's and KFC in India. Issues Britannia in its makeover exercise. Initially, these fast food chains found it tough to cater to Indian tastes. Soon, they customized The various factors that attributed to the Issues their menu, positioned their products and success of Nirma. advertised to appeal to Indian customers. Repositioning exercise carried out by Britannia McDonald's and Domino's succeeded to a in 1997. certain extent, while KFC still had a long Reference Numbers way to go. The case tries to understand the ICMR...... MKTG 008 localization strategies adopted by the Reference Numbers ECCH ...... 501-070-1 multinational fast food chains. It also examines Organization(s) ...... Nirma, HLL ICMR...... MKTG 006 the factors that forced the fast food chains to Countries ...... India ECCH ...... 502-037-1 understand the local market and modify their strategies to suit local requirements. Industry ...... FMCG Organization(s) .... Britannia Industries Ltd Pub/Rev Date ...... 2001 Countries ...... India Issues Industry ...... Food & Beverages Case Length ...... 6 Pages Pub/Rev Date ...... 2002 Localization strategies adopted by fast food TN Length ...... 4 Pages Case Length ...... 8 Pages chains. TN Length ...... 5 Pages Baron: Rewriting Indian Consumer Reference Numbers Electronic Goods Marketing ICMR...... MKTG 004 Re-launch of Frooti: ECCH ...... 502-028-1 Abstract The ‘Digen Verma’ Campaign Organization(s) ...... McDonalds, Dominos, KFC The entry of Baron Electronics was a Abstract Countries ...... India significant milestone in the evolution of the Industry ...... Food & Beverages Indian consumer electronic goods market. With The case 'Relaunch of Frooti-The 'Digen its innovative marketing strategies, the Verma' campaign' analyses the re-launch Pub/Rev Date ...... 2002 company radically changed the way the strategy adopted by Parle Agro for 'Frooti' Case Length ...... 7 Pages market functioned. The case study examines and the promotional campaign run by it. Frooti' TN Length ...... 4 Pages how Baron managed to succeed in spite of was the first tetrapak fruit juice to be launched severe competition. in India. However, owing to stagnating sales, Parle Agro planned to re-launch 'Frooti' by “If you're trying to persuade people to do Issues positioning it as fun drink for the youth. As a something, or buy something, it seems part of the strategy, it launched a teaser Developments in the Indian consumer to me you should use their language, the campaign. This teaser campaign revolved electronics market. language in which they think.” round a faceless brand ambassador who was – David Ogilvy Marketing 273

Amway’s Indian Network The Coke – Pepsi Rivalry Speed Breakers Galore: Maruti Marketing Experience Abstract Abstract Abstract When the cola giants, Pepsi and Coke, entered When the Indian car industry opened its doors The case 'Amway Indian Network Marketing the Indian market, they brought with them the to new players, Maruti Udyog Ltd, which Experience' examines in detail the cola wars that had become part of global had till then enjoyed an enviable position in experiences of the leading global direct folklore. This case study details the various the market was suddenly faced with severe marketing major Amway in India. In the initial battles fought in India by the two rivals with market erosion. This case study looks at the stages, Amway had to face a host of problems, its focus on the publicity campaigns where various strategies MUL adopted to regain its which are explored in detail. the two sought to steal each other's fizz. The place in the market – particularly its case also outlines battles fought on other fronts The case then studies the remedial measures - conflicts with bottles, product modifications, price-reduction strategies and the widening of taken by the company to counter these attempts to steal the rival's employees and its product range. problems. The case also provides a brief other mini wars. On the whole, the case introduction to the concept of multilevel attempts to provide a comprehensive The case also looks at the reactions and marketing, with a note on the Indian MLM perspective regarding the dimensions of the moves of other players in the industry, viz. industry. cola wars and the direction in which they are Hyundai, Daewoo, Telco, etc. heading. Issues Issues Issues Multilevel Marketing Upheavals in the Indian small car segment in Marketing warfare, Comparative advertising. the late 1990s, Pricing strategies. Reference Numbers ICMR...... MKTG 003 Reference Numbers Reference Numbers ECCH ...... 501-059-1 ICMR...... MKTG 002 ICMR...... MKTG 001 Organization(s) .. Amway Indian Network, ECCH ...... 501-060-1 ECCH ...... 501-061-1 Eureka Forbes Organization(s) ...... Coca Cola India Ltd, Countries ...... India Pepsi India Ltd Organization(s) ...... Maruti Udyog limited Industry ...... Business Services Countries ...... India Countries ...... India and Equipment Industry ...... Food, Beverages Industry ...... Automobiles Pub/Rev Date ...... 2001 Pub/Rev Date ...... 2001 Pub/Rev Date ...... 2001 Case Length ...... 8 Pages Case Length ...... 8 Pages Case Length ...... 8 Pages TN Length ...... 5 Pages TN Length ...... 6 Pages TN Length ...... 7 Pages