What happens “NEXT”?

2017 ◽  
Vol 7 (3) ◽  
pp. 1-17
Author(s):  
Girish Taneja
Keyword(s):  
Learning Outcomes ◽  
Brand Management ◽  
Subject Area ◽  
Brand Name ◽  
Product Lines ◽  
Content Type ◽  
Effective Learning ◽  
Legal Perspective ◽  
The Uk ◽  
Basic Course

Subject area The case has been designed specifically for a Brand Management course. However, it can be used for a basic course in marketing management. Study level/applicability The case has been developed for the students of MBA or Executive MBA. The case needs to be taught after the students have understood the concepts of the marketing mix, segmentation, targeting and the basics of marketing strategy to ensure effective learning. Case overview The case discusses the entrepreneurial journey of Parminder Sandhu. Sandhu initiated an entrepreneurial venture by launching a brand of perfume in India. Parminder, with his business partner Arun, got the idea of using the brand name “Next” from Next Plc store while travelling around in the UK. Subsequently, “Next Care” successfully launched two product lines “Next” and “English Leather” and offered 51 SKUs. “Next Care” became the third highest selling perfume brand firm in India. “Next Care” suffered a setback when one of their factories was raided by “Lacoste” and had to stop production of one brand extension “Nextcare Crocodile” due to the deceptively similar logo. Parminder learned that “Next Plc” was planning to open its stores and may launch the NXT brand of perfumes in India. Sandhu, Mahajan and Wadhawan have been debating whether they should continue with the “Next” brand name. Expected learning outcomes The expected learning outcomes are as follows: to appreciate the marketing and legal perspective of a brand name; to introduce the concept of deceptively similar brands and implications of the same on the business; and to understand the process of brand name registration. 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.

Reviving heritage brands – the case of Petrodvorets Watch Factory

2016 ◽  
Vol 6 (1) ◽  
pp. 1-18
Author(s):  
Johanna Frösén ◽  
Mikko Laukkanen
Keyword(s):  
Learning Outcomes ◽  
Consumer Behaviour ◽  
Brand Management ◽  
Subject Area ◽  
Russian Market ◽  
Advanced Level ◽  
Content Type ◽  
Entrepreneurial Marketing ◽  
Teaching Objectives ◽  
Challenges And Opportunities

Subject area Branding and brand management. Study level/applicability This case is intended for advanced-level marketing courses (MSc, MBA and EMBA). Students should have some familiarity with central marketing issues and concepts, specifically related to segmentation, targeting and positioning; branding and brand management; and consumer behaviour. Case overview This teaching case concentrates on branding in an emerging markets context, heritage branding, brand revival and entrepreneurial marketing. The case illustrates the challenges and opportunities related to re-launching a heritage brand in the Russian market. Expected learning outcomes The teaching objectives of the case are to provide students with an understanding of how branding tools are applied in an entrepreneurial context and how brands, especially heritage brands, are revived and managed. 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.

King's Biscuits Berhad: crafting the next move?

2011 ◽  
Vol 1 (1) ◽  
pp. 1-4 ◽  
Author(s):  
Boon-In Tan ◽  
Garry Wei-Han Tan ◽  
Keng-Boon Ooi
Keyword(s):  
Learning Outcomes ◽  
Real Life ◽  
Subject Area ◽  
Product Lines ◽  
Content Type ◽  
Marketing Environment ◽  
Future Challenges ◽  
Real Practice ◽  
Study Student

Subject area Management, marketing and branding and strategy. Study level/applicability Undergraduate and postgraduate management courses. Case overview This is a real-life case involving a confectionery manufacturer in Malaysia where it has grown over the years. As the market becomes more competitive, more challenges are confronting the company. Although there is still profit to be made, the margin is declining. Hence, the management of King's Biscuits Berhad must embark on the marketing environment scanning to prepare the company for future challenges and to ensure continued existence. As in the case of most strategy cases, little guidance was available for the students to reflect upon. Expected learning outcomes With the completion of this case study; student will be able to familiarize with the exercise of marketing environment scanning, determine the branding, product lines and positioning issues, adopt the marketing mix concept into real practice, and have the opportunity to visualize a true business scenario and simulate their minds and thinking towards managing a business. Supplementary materials Teaching note.

Private label outsourcing at MegaTex – necessity, accessory or a parasite?

2016 ◽  
Vol 6 (3) ◽  
pp. 1-20
Author(s):  
Sushil S. Chaurasia ◽  
Rani Poojitha Devi Kolati
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Brand Management ◽  
Subject Area ◽  
Private Label ◽  
Strategic Choices ◽  
Content Type ◽  
Executive Mba ◽  
The Subject ◽  
E Mail

Subject area The subject area is marketing strategy. Study level/applicability The case is well suited for MBA and executive MBA class on retailing management, strategic management, marketing strategy and brand management. Case overview Retailers see private label as a strategic weapon against brand manufacturer to increase store profitability, but looking at the private label from brand manufacturer’s perspective, determinants and strategic choices are even more complex than that of a retailer. The case is about MegaTex Ltd.’s strategic call for private label production opportunity by Maximus Fashion and Retail Limited. The case discusses the dilemma of MegaTex for manufacturing private label in spite of having their own brand in competition. The case compels to drive strategic questions such as in what circumstances brand manufacturers should concentrate on manufacturing their own brand or should they concentrate on both private label and their brand? Or, as an alternative, should they purely dedicate themselves in manufacturing private label and stop manufacturing their own brand? Expected learning outcomes Participants will be able to understand the concept and economics of private label. Participants will be able to understand the determinants and strategic choices for private label from retailer’s and manufacturer’s perspective. Participants will be able to understand the rationale for which brand manufacturer opts for manufacturing private label in spite of having its own brand in competition. Participants will be able to identify the situations under which a brand manufacturer should concentrate on manufacturing his/her own brand or both private label and his/her brand. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or e-mail [email protected] to request teaching notes. Subject code CSS 11: Strategy.

Bank Islam: marketing of Islamic banking products

2015 ◽  
Vol 5 (8) ◽  
pp. 1-16
Author(s):  
Ajay Chauhan ◽  
Rabia Rasheed
Keyword(s):  
Learning Outcomes ◽  
Business Strategy ◽  
Graduate Training ◽  
Subject Area ◽  
Business Strategies ◽  
Islamic Banking ◽  
Niche Markets ◽  
Marketing Manager ◽  
Content Type ◽  
The Uk

Subject area The case discusses Islamic Banking Principles and Products (Banking), Business Strategy for Niche Markets (Strategic Management) and Segmentation and Marketing Strategy (Marketing Management). Study level/applicability Undergraduate Graduate Training – Executives at junior level. Case overview This case is about the dilemma faced by Azhar Mehmud, a newly recruited Marketing Manager, Islamic Products (MMIP) in Bank Islam on six-month probation. Prior to Bank Islam, Azhar had an MBA degree from the UK and about 15 years of experience of business development in a multi-national bank in Indonesia. Looking at his experience, he was awarded to promote Islamic banking (IB) products in Malaysia where the competition was very intense. After his interactions with customers for about six to seven months, he prepared a report for his boss, General Manager, Consumer Banking (GMCB). In this report, he had summarized the challenges of marketing IB products in a market meant for conventional banking. When he presented the report to GMCB, he met with unfavorable reactions. GMCB was not convinced that IB products had any competition from conventional banking. He gave Azhar one additional month to either revise his thinking or quit the organization. Expected learning outcomes The expected learning outcomes are as follows: to enhance the awareness of IB products, principles and differences from the conventional banking products; to introduce the concept of business strategies for niche markets; to make students realize the importance of segmentation in view of niche market like IB. 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.

Marketing brand Aava: not as simple as water

2013 ◽  
Vol 3 (6) ◽  
pp. 1-15
Author(s):  
Varsha Jain ◽  
Subhadip Roy ◽  
Ashok Ranchhod
Keyword(s):  
Learning Outcomes ◽  
Business Strategy ◽  
Brand Management ◽  
Marketing Research ◽  
Development Program ◽  
Subject Area ◽  
Retail Market ◽  
Major Question ◽  
Content Type ◽  
Marketing Area

Subject area The present field-based case study is related to topics in marketing area, more specifically brand management, strategic marketing and business strategy. Study level/applicability This case is primarily meant for second-year students in a postgraduate program in business management (MBA). The case could also be discussed in an executive development program on marketing/business strategy. Case overview The present case is based on Aava natural mineral water, the brainchild of Mr Behram Mehta, Chairman of Shelpee Enterprises. The case explores at the various marketing strategies adopted by Aava in India. The case traces the brand's foray into the Indian bottled water market as a regional players and its growth as a pan Indian brand. However, in early 2012, the majority of Aava's sales were coming through institutional sales. The brand was facing a challenge of trying to find a foothold in the retail market. The balance between becoming a mass and a premium brand was also looming large. The major question that Aava needed to answer is whether it should restrict itself to the B2B market or whether it should try to penetrate the retail market. Given the latter is more beneficial for the company, the issues of product, pricing and brand communication needed to be revisited since these are not similar for B2B and B2C brands. Expected learning outcomes The various learning outcomes of the case include: understanding the differences between B2B and B2C marketing and the need for different strategies for both, apply marketing research findings to introduce a product in a market, evaluate and execute marketing communication strategies based on human behaviour for more effectiveness, evaluate alternatives leading to the right choice of branding/marketing strategy, understand the role of 4Ps of marketing for successful business and industry analysis. 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.

Royal Enfield motorcycles: reviving the brand

2013 ◽  
Vol 3 (8) ◽  
pp. 1-12 ◽  
Author(s):  
Sanjeev Prashar ◽  
Harvinder Singh ◽  
Kranthi Kiran Gude ◽  
Saif Uddin Shaik
Keyword(s):  
Learning Outcomes ◽  
Business Strategy ◽  
Graduate Program ◽  
Brand Management ◽  
Subject Area ◽  
Marketing Mix ◽  
Product Management ◽  
Content Type ◽  
The Cost

Subject area Marketing. Study level/applicability The case is intended for students pursuing post-graduate program in management and studying courses like marketing, brand management and product management. Case overview This case discusses marketing decisions taken by Royal Enfield Motors Ltd for its popular motorcycle brand Enfield. Starting from the genesis of the brand and the company, this case deliberates the stage when it faced the dilemma of whether to shutdown, sell-off or revive the business. The situation was the outcome of unfavourable environmental forces and inappropriate strategies adopted by the company. This case notes how the company evolved its marketing mix to revive the brand. Expected learning outcomes The case study has been documented with the aim of helping students to: understand the making of an aspirational brand, analyse how a static offer and positioning can become obsolete in a dynamic marketplace, appreciate how pertinent marketing-mix improvements may lead to the revival of a decaying brand and company, learn about the risks associated with entering into a new market segment at the cost of an existing segment, analyse the viability of the business strategy in light of the competition from international players. 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.

Discovery Ltd: entrepreneurship in its DNA

2012 ◽  
Vol 2 (1) ◽  
pp. 1-21
Author(s):  
Claire Beswick ◽  
Boris Urban
Keyword(s):  
Learning Outcomes ◽  
Financial Services ◽  
Subject Area ◽  
Master's Level ◽  
Insurance Company ◽  
Content Type ◽  
Start Up ◽  
Seed Funding ◽  
The Usa ◽  
The Uk

Subject area Entrepreneurship. Study level/applicability The case has been used at Master's level but it has direct application to any MBA programme or entrepreneurship module. Case overview Adrian Gore started Discovery in 1992 with seed-funding of R10 million from merchant banking group, Rand Merchant Bank (RMB), as a health insurance company within the RMB stable. By 2009, Discovery had become a large, listed, financial services institution employing more than 5,000 people and comprising not only Discovery Health (DH), but also Discovery Life (DL), Discovery Invest (DI) and Discovery Vitality (a wellness programme). In addition, it had operations in the USA, where it licensed Vitality for use by employers and other health insurers, and in the UK where it operated two joint ventures with The Prudential plc – Pruhealth and Prulife. Expected learning outcomes To understand the similarities and differences between corporate and start-up entrepreneurship; to understand the entrepreneurial process within an established organization; to explore the environment within an established company in terms of how much it supports or constrains entrepreneurship; and to look at creative ways to overcome obstacles to entrepreneurship in established companies. Supplementary materials Teaching notes.

AIESEC: the Experience Pakistan challenge

2014 ◽  
Vol 4 (1) ◽  
pp. 1-16
Author(s):  
Saima Husain ◽  
S.A. Nadir Hashmi
Keyword(s):  
Learning Outcomes ◽  
Brand Management ◽  
Action Plan ◽  
Vice President ◽  
Subject Area ◽  
Leadership Positions ◽  
Content Type ◽  
Positive Identity ◽  
Positive Growth ◽  
To Come

Subject area Marketing. Study level/applicability The case can be used in final year undergraduate and graduate level marketing courses in Services Marketing, Marketing Management and Brand Management. Case overview Meg Lyons, the Vice President of AIESEC Pakistan's Talent Management and Local Committee Development, has relaunched the Experience Pakistan – a brand designed to develop a positive identity for Pakistan in the AIESEC world in order to have positive growth in the absolute exchange numbers for AIESEC Pakistan. AIESEC's philosophy is to nurture youth and develop them as leaders; all leadership positions in AIESEC are therefore held by individuals for only a year. This being the biggest and an unavoidable problem, Meg has to come up with a way of further developing and strengthening the Experience Pakistan brand. Expected learning outcomes The case requires the students to suggest a viable action plan for positioning Experience Pakistan and devising the implementation 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.

Taj hotels, palaces and resorts: the road ahead

2018 ◽  
Vol 8 (3) ◽  
pp. 1-21
Author(s):  
Anuj Sharma ◽  
Parul Kochher
Keyword(s):  
Learning Outcomes ◽  
Hospitality Industry ◽  
Brand Management ◽  
Hotel Industry ◽  
Business Environment ◽  
Subject Area ◽  
Bottom Line ◽  
Content Type ◽  
General Management ◽  
The Impact

Subject Area General Management, International Strategic Management, International Marketing and Brand Management. Study level/applicability MBA (General Management), MBA (Marketing), Management and executive development programme. Case overview The Indian Hotels Corporation limited known as the Taj Group was set up by JRD Tata in 1903. The company has undertaken a long journey since then. It is one of the most recognized hotel brands in luxury market segment of the hotel industry. Off late some micro- and macro-level changes in the business environment have not been in favor of the group. The strategy of international expansion in acquiring and refurbishing of assets has mounted the debt and the growing losses. What has compounded the growing troubles is the entry of aggressive multinational brands in the luxury segment of the hospitality industry. The group prioritizes to get its financials in order. It thereafter needs to rework on its competitive strategy and take advantage of the booming domestic hotel industry for profitable future growth. Expected learning outcomes Expected learning outcomes are as follows: to understand the impact of expansions on the top line and the bottom line on the hospitality industry; to understand the impact of expansion on brand image for the legacy brand; to understand and develop strategies for a company which make it profitable in the hotel industry; and to formulate entry and exit strategies for companies dealing in the hospitality industry. 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: 11: Strategy.

scholarly journals B2B service brand identity and brand performance

2015 ◽  
Vol 49 (7/8) ◽  
pp. 1139-1162 ◽  
Author(s):  
Darren Andrew Coleman ◽  
Leslie de Chernatony ◽  
George Christodoulides
Keyword(s):  
Significant Influence ◽  
Structural Equation ◽  
Brand Management ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Performance ◽  
Content Type ◽  
Visual Identity ◽  
Service Brand ◽  
The Uk

Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications – Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand performance.

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