Gulfire: in line of fire

2011 ◽  
Vol 1 (4) ◽  
pp. 1-6
Author(s):  
Rajagopal Shambavi ◽  
Sitalakshmi Ramanan
Keyword(s):  
Preventive Measures ◽  
Fire Suppression ◽  
Subject Area ◽  
Master's Level ◽  
Marketing Communication ◽  
Undergraduate Level ◽  
Content Type ◽  
B2b Marketing ◽  
The Face

Subject area Marketing Communication. Study level/applicability At the undergraduate level, this case can be used in marketing courses such as Marketing Fundamentals, Marketing Management, Marketing Communication and Consumer Behavior. This case may also be used for Master's level students for Quality when focusing on safety/security in offices and factories. Case overview This case is used to introduce the concept of B2B and B2C marketing and explore the possibilities of converting an industry that essentially uses B2B marketing communication to choose B2C options. This case is also important for creating awareness on safety and preventive measures in the face of a fire crisis. Expected learning outcomes Understanding the role of marketing communication. Differentiating between B2B and B2C markets. Exploring the application of B2C marketing communication in the fire suppression systems market in the Middle East. Supplementary materials Teaching notes.

Vodafone marketing communications

2012 ◽  
Vol 2 (8) ◽  
pp. 1-8
Author(s):  
Namita N. Kumar
Keyword(s):  
Brand Management ◽  
Emerging Market ◽  
Communication Strategies ◽  
Subject Area ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Marketing Department ◽  
Content Type ◽  
Customer Base

Subject area Integrated advertising, promotion and marketing communications. Study level/applicability The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for. Case overview The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage. Expected learning outcomes The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand. Supplementary materials Teaching notes are available. Please consult your librarian for access.

Managing natural gas business: a case of Bharat Natural Gas Company Limited

2012 ◽  
Vol 2 (1) ◽  
pp. 1-22 ◽  
Author(s):  
Sanjay Kumar Kar ◽  
Subrat Sahu
Keyword(s):  
Natural Gas ◽  
Management Training ◽  
Business Environment ◽  
Subject Area ◽  
Bottom Line ◽  
Content Type ◽  
B2b Marketing ◽  
Market Leadership ◽  
Training Programmes

Subject area Marketing - value proposition and value delivery, switching cost, customer acquisition and retention, positioning, pricing, distribution and retailing, role of trust and transparency to build sustainable relationship in B2B context, and efficient service delivery. Study level/applicability Undergraduate and graduate students in marketing, business administration, strategy, retailing, B2B marketing, services marketing and general management courses. Also, it can be used for executive management/training programmes. Case overview The case focuses on an existing scenario of a natural gas business in Gujarat, India, in order to provide understanding of marketing challenges, especially in the B2B context, faced by organisations in this evolving business environment. The case examines the strategies and policies implemented by the company and their impact on the customer. The case presents reactions and responses from the concerned customers. The case illustrates the criticalness of understanding customer expectations and designing and delivering customer centric strategies to sustain market leadership in an evolving and competitive market. Expected learning outcomes The case study enables the students to understand and analyse: the current business environment; the important factors impacting natural gas business; economic analysis of energy; opportunity and challenges for doing cleaner and greener business; role of cleaner fuel to reduce carbon footprint; and carbon credit impacting top line and bottom line of a customer. The case provides students the opportunity to understand and analyse the importance of switching costs to acquire a new customer; and devising and implementing marketing strategies to expand customer base and enter into new territories. Supplementary materials Teaching notes.

Mountain Dew

2013 ◽  
Vol 3 (8) ◽  
pp. 1-6
Author(s):  
Surajit Ghosh Dastidar ◽  
Srividya Raghavan
Keyword(s):  
Market Share ◽  
Soft Drink ◽  
Subject Area ◽  
Marketing Communications ◽  
Eastern Region ◽  
Marketing Communication ◽  
Content Type ◽  
The Impact ◽  
Support Plan

Subject area Marketing, strategy, and integrated marketing communication. Study level/applicability The case is suitable for analysis in an MBA level marketing communication course where the theories of hierarchy of effects (HoE) models, push vs pull strategies as well as positioning strategies can be introduced. The case is suitable for analysis in an MBA level marketing course for the module on marketing communications/advertising and promotions. Case overview Sanjay, the regional head of PepsiCo India (eastern region), had been tasked with the preparation of a support plan for a new communication campaign of Mountain Dew, a yellow-coloured drink in PepsiCo's soft-drink portfolio. He had attended a meeting at the headquarters where he had been briefed on the new national campaign roll-out for Mountain Dew – for the first time with celebrity association. While Mountain Dew had been growing its market share in other regions of the Indian market, the Eastern region had been unresponsive to the mass media image building campaigns. During the meeting, the various aspects of Mountain Dew's performance were discussed and Sanjay was asked to prepare a support plan for the national campaign that will help to increase revenues and market share of the brand in the Eastern region. Expected learning outcomes To understand the complexities of differential impact of integrated nation-wide communications on various segments of the market due to cultural variations, to understand the role of push strategy vs pull strategy in marketing communications, to understand the role of consistency in image between the trade and consumers perception, to understand the impact of celebrity endorsements, an introduction to the HoE communication models and their applications, to understand limitations of the HoE and Think-Feel-Do models in objective setting and understanding the uses of alternative models, to build a communication plan based on pull vs push strategy. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

scholarly journals Afro-Communitarianism and the Role of Traditional African Healers in the COVID-19 Pandemic

2021 ◽  
Author(s):  
Luís Cordeiro-Rodrigues ◽  
Thaddeus Metz
Keyword(s):  
Cultural Capital ◽  
Cultural Context ◽  
Preventive Measures ◽  
Healthcare Systems ◽  
Traditional Healers ◽  
Local Communities ◽  
Special Role ◽  
Ethical Perspective ◽  
The Face

Abstract The COVID-19 pandemic has brought significant challenges to healthcare systems worldwide, and in Africa, given the lack of resources, they are likely to be even more acute. The usefulness of Traditional African Healers in helping to mitigate the effects of pandemic has been neglected. We argue from an ethical perspective that these healers can and should have an important role in informing and guiding local communities in Africa on how to prevent the spread of COVID-19. Particularly, we argue not only that much of the philosophy underlying Traditional African Medicine is adequate and compatible with preventive measures for COVID-19, but also that Traditional African Healers have some unique cultural capital for influencing and enforcing such preventive measures. The paper therefore suggests that not only given the cultural context of Africa where Traditional African Healers have a special role, but also because of the normative strength of the Afro-communitarian philosophy that informs it, there are good ethical reasons to endorse policies that involve Traditional Healers in the fight against COVID-19. We also maintain that concerns about Traditional African Healers objectionably violating patient confidentiality or being paternalistic are much weaker in the face of COVID-19.

Amazon India’s “Apni Dukaan”: branding strategy

2018 ◽  
Vol 8 (3) ◽  
pp. 1-15
Author(s):  
Neetu Yadav ◽  
Mahim Sagar
Keyword(s):  
Brand Management ◽  
Subject Area ◽  
Current Status ◽  
Branding Strategy ◽  
Content Type ◽  
Global Brand ◽  
Branding Strategies ◽  
Fierce Competition

Subject area Brand Management, Branding Strategy, Strategic Management. Study level/applicability The case study is suitable for postgraduate management programs, such as MBA, Executive MBA and executive development programs. Case overview This case study provides a detailed analysis of Amazon India’s branding strategy by way of analyzing popular branding campaigns such as “Try to kar”, “Aur Dikhao”, “Kya Pehnu” and “Apni Dukaan” that enabled the global brand to reach to the masses of Tier-II and Tier-III cities in India. Facing fierce competition from existing market leaders such as Flipkart and Snapdeal, Amazon India strategizes to attract Indian consumers by rightly capturing their behavior in terms of demanding “highest power of options”, “fashion choices”, “originality” and “trust” with its local flavored advertisement campaigns enabling it to create a “trusted, reliable and local” brand identity. With the help of sufficient data and numbers about the industry, company and competitors, the analysis presents a clear picture of the current status of Amazon in the Indian e-commerce space and leaves the readers with food for thought concerning whether this “culture-specific” branding strategy will enable Amazon to become the number one choice for Indian online shoppers in the near future. Expected learning outcomes This case study helps students to understand how global MNCs use unique branding strategies to capture mass-markets in e-commerce business, the role of culture-specific aspects in developing differentiation strategies and the role of local flavors in branding strategies and internationalization. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code: CSS 8: Marketing.

China's Rippo of Zippo: expanding the costs of pirated intellectual property

2011 ◽  
Vol 1 (3) ◽  
pp. 1-3
Author(s):  
A. D. Amar
Keyword(s):  
International Trade ◽  
Intellectual Property ◽  
Large Scale ◽  
Life Time ◽  
Subject Area ◽  
Master's Level ◽  
Content Type ◽  
Trade Law ◽  
International Trade Law ◽  
Local Logic

Subject area International business; business ethics; international trade law; intellectual property Study level/applicability Undergraduate and Master's level courses in Business and Management, particularly with a focus on international trade. Case overview This case covers the issues that surround piracy of intellectual property by highlighting illegal manufacture and distribution of millions of Zippo brand windproof lighters and considers the seriousness of the large-scale theft of intellectual property by civilized nations. The focus of this case is on the additional victimization of the producers of genuine products, mostly European and American, who have the policy of life-time repair-or-replace warrantee, which by extension, although wrongly, becomes applicable to their counterfeits. Some micro and macro aspects are covered in detail, some are alluded to, while others are left out for the teachers of this case to justify considering the local logic and culture. Expected learning outcomes There are major lessons embedded in this case: first, intellectual piracy is not less than the theft of tangible property. Second, the problem of piracy carried out by large, civilized countries is really serious because of its huge size. Third, if the rights of those developing innovation are not protected and they cut their investments in R&D, the consequence will hurt all people in the world – emerging and developed. Supplementary materials Teaching note.

Employing CSR in SME development to survive Arab Spring fluctuations – the case of Egypt: General Authority for Investment (GAFI)

2013 ◽  
Vol 3 (1) ◽  
pp. 1-6
Author(s):  
Hadia Hamdy Abdel Aziz ◽  
Menatallah Darrag
Keyword(s):  
Economic Development ◽  
Learning Outcomes ◽  
Arab Spring ◽  
Subject Area ◽  
Content Type ◽  
World Class ◽  
Corporate Social ◽  
The Arab Spring ◽  
Clinic Program

Subject area Business ethics, sustainability and economic development. Study level/applicability This case is suitable for both advanced undergraduate and postgraduate levels. Case overview The case presents a pioneering initiative run by the Egyptian General Authority for Investment (GAFI) to mitigate the implications of the 25th of January revolution on SMEs. The case describes the “Business Clinic” program that was designed to provide SMEs with world class consultancy services through the CSR programs of large local and multinational consultancy firms. Expected learning outcomes The case should help students in: defining corporate social responsibility and describing its importance; describing the role of SMEs in economic development; identifying the different growth obstacles that face SMEs; relating theories in different managerial fields that could be linked to CSR and development; investigating the Arab Spring and describing its repercussions on economic development and sustainability; and illustrating CSR role in solving SME problems. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

The role of marketing communication mix on Korean customers' coffee shop brand evaluations

2020 ◽  
Vol 3 (3) ◽  
pp. 291-309 ◽  
Author(s):  
Soon-Ho Kim ◽  
Seonjeong Ally Lee
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Marketing Communication ◽  
Brand Identification ◽  
Coffee Shop ◽  
Brand Love ◽  
Content Type ◽  
Brand Evaluations ◽  
Advertising Spending

PurposeThis study investigates relationships among components of the marketing communication mix, brand identification, brand image, brand love and brand loyalty. The focus of this study is advertisement spending, customers' attitudes toward the advertisement, monetary promotion and non-monetary promotion as marketing communication mix elements.Design/methodology/approachProposed relationships are investigated with 683 previous coffee shop customers, based on a cross-section, online, self-administered survey in South Korea.FindingsResults identify advertising spending, attitude toward the advertisement, monetary promotion, and non-monetary promotion play key roles in influencing brand identification; however, they do not influence brand image. Both brand identification and brand image further influence brand love on brand loyalty.Originality/valueThis study is the first to investigate the marketing communication mix elements in a coffee shop context.

The impact of foreign direct investment on trade in Pakistan: the moderating role of terrorism

2020 ◽  
Vol 47 (5) ◽  
pp. 1137-1154
Author(s):  
Syed Hasanat Shah ◽  
Hafsa Hasnat ◽  
Delpachitra Sarath
Keyword(s):  
Foreign Direct Investment ◽  
Direct Investment ◽  
Trade Deficit ◽  
Method Of Moment ◽  
Content Type ◽  
The Face ◽  
External Sector ◽  
Generalized Method Of Moment ◽  
The Impact

PurposePakistan suffered with the menace of terrorism for long and become a front line state in the “War on Terror”. Terrorism shattered Pakistan economy and rendered her external sector vulnerable to instability and uncertainties.Design/methodology/approachTherefore, using system generalized method of moment (GMM), this paper investigates the impact of foreign direct investment (FDI) on exports, imports and trade deficit in the face of unabated terrorism in Pakistan.FindingsThe findings of the paper suggest that as terrorism in Pakistan increased, FDI contribution to Pakistan exports decreased while FDI contribution to Pakistan imports significantly increased. Terrorism also disrupted the chain of local production and increased Pakistan reliance on imports. Thus terrorism widened Pakistan trade deficit of Pakistan and expose Pakistan to external imbalances.Originality/valueDespite rise in organized acts of terrorism and its adverse impact on various departments of economy, hardly any study bothers to check its impact on trade and investment nexus. This is the first study of its nature that looks deep down to understand how terrorism affects the relation of major economic variables.

scholarly journals The role of digital channels in industrial marketing communications

2015 ◽  
Vol 30 (6) ◽  
pp. 703-710 ◽  
Author(s):  
Heikki Karjaluoto ◽  
Nora Mustonen ◽  
Pauliina Ulkuniemi
Keyword(s):  
Customer Relationship ◽  
Marketing Communications ◽  
Full Potential ◽  
Marketing Communication ◽  
Industrial Firms ◽  
Content Type ◽  
Industrial Marketing ◽  
Multiple Case ◽  
Digital Channels

Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms. Design/methodology/approach – An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC). Findings – The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship communications, support sales and create awareness. Third, firms have not used social media tools as a part of DMC as widely as traditional digital tools. Research limitations/implications – Although the findings mirror those in DMC literature in general and industrial marketing communications in particular, they put more emphasis on the role of DMC in customer relationship communications and sales support. Practical implications – DMC provides an opportunity to deliver various marketing objectives, such as creating brand awareness, increasing and supporting sales and improving communication with existing customers. Different DMC tools are required for each of these objectives. Originality/value – This study is among the first ones examining the rapidly changing communications landscape and the spread of digital channels in industrial marketing communication.

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