“Anjaneya” health drink: re-positioning dilemma

2018 ◽  
Vol 8 (4) ◽  
pp. 1-20
Author(s):  
Aasha Jayant Sharma ◽  
Vandana Prashant Sonwaney
Keyword(s):  
Market Share ◽  
Market Research ◽  
Marketing Research ◽  
General Purpose ◽  
Value Proposition ◽  
Content Type ◽  
Survey Techniques ◽  
Academic Level ◽  
Research Techniques ◽  
Mental Mapping

Learning outcomes The students will get a hands on research techniques like mental mapping, laddering and means end chain (MEC) model for value proposition and survey techniques. Case overview/synopsis Market Research has always acted as one of the major driving force behind the successful launch of any product in any market. There are several evidences of how market research and thorough understanding of the consumers in and out has lead companies reach new peaks and acquire market share. This case deals with a company called Eco-Remedies, based in Nashik, India, which is in the business of providing eco-solutions to different health ailments and also general purpose health supplements like health drinks. The major concentration is on the product called “AnjaNeya-The Graviola fruit drink” from Eco-Remedies, where in different research techniques were used to gather information so that appropriate strategies could be implemented in order to increase the market share of the product and create a strong position in the minds of the customers. The case deals with gathering consumer insights and then developing appropriate positioning strategies for Eco remedies based on consumer value proposition using the MEC theory, mental mapping, blind tests and general consumer survey. Complexity academic level The study is applicable to Masters level Marketing Management and Marketing Research Studies. 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 Marketing.

Seeking reliable services: a case of natural gas distribution utility

2021 ◽  
Vol 11 (3) ◽  
pp. 1-21
Author(s):  
Narpat Asia ◽  
Pramod Paliwal ◽  
Yupal Shukla
Keyword(s):  
Natural Gas ◽  
Customer Service ◽  
State Government ◽  
Market Research ◽  
Gas Distribution ◽  
Content Type ◽  
Academic Level ◽  
Customer Segment ◽  
Customer Services ◽  
Functional Teams

Learning outcomes The learning outcome of this paper are as follows: enabling students to learn about business and marketing issues of the natural gas distribution industry. To expose students to organizational processes aimed at finding solutions to customer issues. To make them appreciate the aspects of service quality and SERVQUAL model. To make the students aware of the significance of market research for problem-solving. How to use market research findings to address the customer issues? Enabling the students to learn how cross-functional teams contribute to addressing marketing and customer issues. Students should appreciate how to study towards creating a customer-centric organization with an organization-wide commitment including that from the top leadership. Case overview/synopsis Abhay Shankar, Sr. Manager-Customer Service at Reliable Gas Company Limited a state government piped natural gas (PNG) distribution utility whose customer service department is concerned about the provision of best service to its PNG domestic customers. Domestic customers are low volume but largest in numbers and are considered to be a tough, demanding customer segment. A general opinion among the marketing team of the company is that they are trying their best to serve its customers and that their efforts are no less than their private sector counterpart global gas customer service efforts. Abhay is in dilemma on what to do to improve customer services? Complexity academic level Masters students. Supplementary materials Teaching notes are available for educators only. Subject code CSS: 8 Marketing.

GreenGo’s new strategy in the carsharing market of Budapest

2019 ◽  
Vol 9 (1) ◽  
pp. 1-23
Author(s):  
Zoltan Bakonyi ◽  
Erik Gyurity ◽  
Adam Horvath
Keyword(s):  
Business Model ◽  
Opportunity To Learn ◽  
Value Proposition ◽  
Content Type ◽  
Business Modelling ◽  
Academic Level ◽  
Long Run ◽  
First Mover Advantage ◽  
Start Ups ◽  
First Mover

Learning outcomes The purpose of this paper is to demonstrate how a business idea can be successful in the long run in a rapidly changing environment. Students could learn about the carsharing market and the world of start-ups. During the lesson, students could practice business modelling based on “Value proposition Canvas”. With this model, they can understand the real needs of the customers and the services, with which companies can provide gains for the clients and decrease users’ pain. Beside business modelling, the case provides the opportunity to learn about the concept of First Mover Advantage, which describes the possible advantages of being first on a market. Three different sources can provide first mover advantage: technological leadership; pre-emption of scarce assets; and customer loyalty. Start-ups should systematically think about acquiring some of the above to sustain their advantage. Case overview/synopsis This case is about a carsharing start-up GreenGo, which was the first company introducing the concept of carsharing in Hungary. GreenGo was founded in November 2016 in Budapest. Until today, it has approximately 170 cars and could establish a solid customer base with 6,000 subscribers. After one year of monopoly, GreenGo got a competitor, when MOL (one of the largest companies of the Central European region) entered the market with its new carsharing service: MOL Limo (Limitless Mobility). MOL Limo is using the same business model and marketing mix as GreenGo and started to operate with 300 cars. The case describes the urban transportation of Budapest, the business model and value proposition of GreenGo and MOL Limo in depth. It also presents some possible options for GreenGo to react to the new market situation. Complexity academic level Master in management, MBA. 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: Strategy, Case study organisation: GreenGo.

Accurate arc: to grow or not to grow?

2019 ◽  
Vol 9 (2) ◽  
pp. 1-12
Author(s):  
Neha Seth ◽  
Monica Singhania
Keyword(s):  
Marketing Research ◽  
First Year ◽  
New Delhi ◽  
Content Type ◽  
Postgraduate Students ◽  
Academic Level ◽  
Target Segment ◽  
Customer Segment ◽  
Set Up ◽  
Future Direction

Learning outcomes The purpose of this paper is to understand the situation of Accurate and then to consider possible options for Accurate to face competition in future. Several opportunities are also linked with certain drawbacks and hence by studying the entire mechanism, the decision makers of Accurate may decide on its future direction and how to go about it. Case overview/synopsis Accurate Weld Arc was established in New Delhi in 1993, his son. The company focused on manufacturing wire drawings and selling to niche customer segment. Due to this, they were operating at a modest turnover. At this juncture, the organization took two critical decisions, first, to enter the welding electrodes market which had a bigger target segment, and second, to hire a Marketing Head who conducted an extensive marketing research to recognize the need of customers and to identify differentiating factors for the organization. Later, the company made further investment in middle-gauge welding electrodes and its turnover climbed in the first year. After that, the company had set up a manufacturing unit in Raipur, Chattisgarh which generated huge profit and is now looking forward to spread its wings in other parts of the country. Complexity academic level This case may be used for postgraduate students, who are doing their specialization in finance and accounting. 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 1: Accounting and Finance

Triumph Motorcycles: vrooming for increased market share in India

2020 ◽  
Vol 16 (3) ◽  
pp. 307-326
Author(s):  
Rekha Attri ◽  
Rahul Bairagi
Keyword(s):  
Market Share ◽  
Customer Relationship Management ◽  
Consumer Behaviour ◽  
Brand Management ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Content Type ◽  
Academic Level ◽  
Core Course ◽  
Depth Interviews

Purpose The purpose of this study is to discuss the complexities and challenges involved in retailing luxury motorcycle brands in India. Research methodology This study has been developed by carrying out in-depth interviews of company officials of Triumph Motorcycles. The researchers also reached out to various distributors of luxury motorcycles in Tiers I and II cities, and through the interview process, tried to understand the problems/issues faced while selling luxury motorcycles. Case overview/synopsis There has been a marked increase in the branding and marketing of luxury products in the recent years. Although the two wheelers account for 80 per cent of the domestic demand, the luxury motorbike market in India is still in its introductory stages. This study discusses the challenges faced at Triumph Motorcycles and raises questions on what should be done to increase the market share of Triumph Motorcycles in India. Readers would get insights into the activities carried out to build customer connect and would be able to suggest marketing strategies and customer relationship programmes for luxury motorcycle brands. Complexity academic level This study can be used for the core course on marketing management or for elective courses on customer relationship management, brand management or consumer behaviour course in MBA programme.

Introducing Bias Intentionally into Survey Techniques

1965 ◽  
Vol 2 (1) ◽  
pp. 51-55
Author(s):  
Ray Tortolani
Keyword(s):  
Marketing Research ◽  
Survey Techniques ◽  
Research Techniques ◽  
Consumer Test

➤Sometimes bias can be employed as a beneficial tool of marketing research techniques. This article describes a case study in which a form of bias was implemented in a consumer test to provide the answers to an acute marketing problem.

ZealVita: winning marketing formula

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Surya Mahadevan ◽  
Jayanthi Thanigan ◽  
Srinivasa Reddy
Keyword(s):  
Marketing Strategy ◽  
Market Share ◽  
Product Formula ◽  
Sales Promotion ◽  
Executive Education ◽  
Content Type ◽  
Power Product ◽  
Academic Level ◽  
Product Manager ◽  
General Experience

Research methodology The case is written based on general experience. Case overview/synopsis Zealvita is a challenger brand to NutriMalt in the white malted food drink (MFD) category. It has a product formula that compares favorably on taste and equally on nutrition. However, Zealvita is not able to translate the power product formula to a winning market formula. Drawing on its legacy and strong adoption route, NutriMalt built a dominant 88% market share in the White MFD category. The market rule of “disproportionate market share for the leading brand” applies with inexorable force in MFD. Smarting at the low market share, Zealvita is in search of a marketing strategy to create churn. Rajiv Product Manager of Zealvita believes that consumer sales promotion of a higher order and at a higher frequency than what is normal can tilt the scales. From Zealvita’s perspective is there a strategic advantage in operating consumer promotion? Is it safe to assume that NutriMalt will not retaliate with consumer promotion? Can consumer sales promotion be sustained at planned frequency? What is the logic in a continuous consumer promotion program? Complexity academic level This case can be used at the post-graduate level in the Marketing Strategy course or in a course that has a sales promotion management or competition management segment. This case is also appropriate for use in executive education programs. 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.

Correlates of successful brand advertising in China

2007 ◽  
Vol 19 (1) ◽  
pp. 40-56 ◽  
Author(s):  
Susan H.C. Tai
Keyword(s):  
Correlation Analysis ◽  
Market Share ◽  
Market Research ◽  
Success Factors ◽  
Response Rate ◽  
Media Selection ◽  
Advertising Campaign ◽  
Content Type ◽  
Brand Advertising ◽  
The Relationship

PurposeThis study aims to investigate the relationship between successful brand advertising campaigns in China and various factors such as message/creativity, media selection, market research, competition, market share, product uniqueness, and agency/client relationships.Design/methodology/approachThe data for the study were collected by mailing a questionnaire to 283 advertising agencies executives who were selected from the All‐Asia Ad Agency Guide. A total of 1,086 questionnaires were sent out and 163 were returned for a response rate of 15 per cent. Factor analysis was first used to identify various success factors, and ANOVA was used to compare the means of each factor related to the degree of success of the campaign. Correlation analysis was then used to examine the relationship between successful brand advertising campaign and various success factors.FindingsThe results of the ANOVA indicate that there are significant relationships between some items in each factor and the degree of success of an advertising campaign. Correlation analysis further reveals that message/creativity, media selection, market research, market share, and product uniqueness are significantly related to the success of brand advertising in China. No significant relationship is found between brand success and competition or agency/client relationship.Research limitations/implicationsThe respondents may have been biased about the extent to which their advertising campaigns are successful or how creative an advertisement should be. Their perceptions of successful or creative advertising could be very different, especially in relation to those questions that asked respondents to critique their own work. All of these affect the rigor of the study. Another limitation of the study is the low response rate. If the sample size had been large enough, comparisons could have been made concerning the correlates of successful brand advertising across different regions in China.Originality/valueIn addition to providing researchers with further understanding of brand advertising in China, this study provides some insights about the ways in which multinational advertising managers contribute to successful brand advertising.

Punjabi Jutti: the case of a missing brand

2020 ◽  
Vol 10 (4) ◽  
pp. 1-25
Author(s):  
Mithilesh Pandey ◽  
Rajesh Poonia
Keyword(s):  
Learning Outcomes ◽  
Business Plan ◽  
Value Proposition ◽  
Content Type ◽  
Business Opportunity ◽  
Mba Students ◽  
Academic Level ◽  
Online Platforms ◽  
The Right ◽  
Unorganized Sector

Learning outcomes The learning outcomes are as follows: to familiarize students with the concept of segmentation, targeting and positioning; to make students understand the need and process of building a brand; to help students to identify the market gap and meet customer’s requirement by delivering the right value proposition; and to examine the feasibility of business opportunity, develop a business plan and run a successful firm. Case overview/synopsis This case is about the quest of three MBA students who accidentally get into argument about footwear brands. This argument leads them to Punjabi ethnic footwear popularly known as “Punjabi Jutti.” They decide to understand the background of “Punjabi Jutti” and the possibility of developing a brand for the same. An extensive research was carried out through the various online and offline platforms. The research included searching through the existing literature, collecting data from the various online platforms such as e-commerce websites and interviews from the field. The research revealed that this traditional artwork is an unorganized sector. The manufacturers and marketers are two main parts of this business. However, the mainstay of the business is the skilled labors who know the art of making “Punjabi Jutti.” This art has been inherited by them from their previous generations. Also, it was found that there was good demand of the “Punjabi Jutti” in India and it was exported to various countries as well. Customers had a mix response toward these products. This extensive research has now put these students in a dilemma as to what should be the next step. Should they step into this business by creating their own brand? Will this entrepreneurship venture be sustainable? If they created a brand for the “Punjabi Jutti” then what kind of brand it would be? Complexity academic level Post graduate, entrepreneurs. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 3: Entrepreneurship.

Wow Momo Foods Pvt. Ltd.: in search of new growth drivers

2020 ◽  
Vol 10 (4) ◽  
pp. 1-25
Author(s):  
Swati Singh ◽  
Sudhir Naib ◽  
Kartikeya Singh
Keyword(s):  
Market Share ◽  
Successful Implementation ◽  
Branding Strategy ◽  
Content Type ◽  
Academic Level ◽  
Positioning Strategy ◽  
Short Period ◽  
Game Plan ◽  
Set Up ◽  
Quick Service

Learning outcomes The case presents an ideal platform for discussing the branding strategy, brand elements and the factors that contributed to success of an entrepreneurial venture in the quick-service restaurant (QSR) segment. Further, it enables students to discuss changes that are necessitated as the firm looks for new growth avenues. After working through the case and assignment questions, students will be able to analyze the entrepreneurial journey of a startup in red ocean markets by assessing the factors that contributed to its success; comprehend the importance of branding strategy for small business – choosing/designing of brand elements and selecting the positioning strategy; and assess changes needed in the branding strategy over time and devise strategies for the continued success of the firm. Case overview/synopsis Kolkata-based QSR chain Wow! Momo was bootstrapped with a meager INR 30,000 in 2008 by two school friends Sagar Daryani and Binod Kumar. It went on to become India’s Wow! Momo very first QSR specializing in momos. By the year 2019, Wow! Momo was dishing out India’s favourite street food, “momos” from 300 outlets across 15 cities. It also claimed to have captured 90% market share in the organized momo business. The startup grew at a CAGR of over 50% between 2015 and 2019 and reported INR 1.19bn revenue in financial year 2019 with an EBITDA of 9.3%. Wow Momo Foods Pvt. Ltd (WMF), the parent company of Wow! Momo, had tasted stupendous success within a short period and set an ambitious goal of achieving revenue of INR 10bn by 2023–2024. Wow! Momo had achieved top of mind recall among the target customers and was also vying for the same share of wallet as formidable international giants such as McDonald’s, Domino’s, Burger King and KFC. However, compared to these large players, Wow! Momo offered a limited menu and a smaller average ticket size. At the same time, Wow! Momo’s market share was also threatened by a host of branded momo players that offered a similar menu and pricing. Both these factors did not argue well for WMF’s mammoth growth objective. Achieving revenue of INR 1.19bn in a matter of just 10 years was no small feat, but reaching targeted INR 10bn in half that time needed a different game plan altogether. The founders clearly needed to rethink their strategies for the next phase of growth. What would be the next growth driver for the company? Should it look for greener pastures outside India? Was it time to diversify the menu and think beyond momos? If so, then should new items be added to existing menu or a new brand be launched altogether? The case maps the journey of two entrepreneurs as they went on to set up a successful QSR chain. It examines their trials and tribulations as well as successful implementation of marketing strategy. It also looks at the dilemmas faced by a startup as it searches for new avenues for growth. Complexity academic level Graduate and postgraduate courses in Management. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing.

Not just another internal service provider: how a firm’s marketing research function influences uses of market research information

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Christian Bode ◽  
Ingmar Geiger
Keyword(s):  
Service Provider ◽  
Structural Equation ◽  
Market Research ◽  
Marketing Research ◽  
Equation Modeling ◽  
Management Support ◽  
Research Information ◽  
Theoretical Understanding ◽  
Content Type ◽  
Decentralized Decision Making

Purpose This paper aims to better understand a firm’s market research function’s (MRF) roles and influences on the different uses of market research information (MRI) (instrumental, conceptual and symbolic) in the firm. Design/methodology/approach This study uses a mixed-methods design: In a qualitative study among marketing managers (n = 9) and market researchers (n = 10); different roles of a firm’s MRF are scrutinized. The quantitative study among corporate users of MRI (n = 235) tests a conceptual model on the MRF-related determinants of MRI uses, using structural equation modeling. Findings When the MRF exhibits methodological, market and business expertise and interacts with market research users, these features indirectly influence instrumental, conceptual, and symbolic uses, through MRI quality perceived by the users. The users’ knowledge of market research methods, the function’s integrity, top management support, and decentralized decision-making have various beneficial influences on the three uses of MRI. Research limitations/implications Broadly speaking, this research expands the theoretical understanding of marketing-related organizational learning processes. It considers message, source, recipient, and context variables to explain changes in attitude and behavior, related to MRI uses. Practical implications Overall, corporations should use MRI more thoroughly. Treating the MRF as a strategic asset rather than just another internal service provider increases its value to the firm. Firms should thus bolster the MRF’s different roles, namely, internal colleague, service provider, customer representative, quality assurance, and knowledge broker. Originality/value This paper is the first to comprehensively analyze the MRF’s role in MRI generation and various uses. It identifies three expertise dimensions of the MRF to fully leverage the MRF’s value to the organization and empirically underscores theoretical writings on the MRF’s roles in the firm.

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