Emerging markets have generated tremendous interest both among practitioners and academics throughout the world. The Indian context with its diversity of cultures, luxury markets, huge population of consumers at the lower strata of economy, a youth population that is greater than most countries in the world and the impact of westernization poses certain marketing challenges that are even more complex than those that are generally associated with emerging markets in general.
The Indian business schools have a dearth of Indian cases, especially the ones that offer consumer insights from the viewpoint of challenging the students. This book provides a rich set of cases that are structured to be compatible with any text book on the basic marketing course. These cases are drawn from the renowned Ivey Business Case collection in discussion with Prof. Paul Beamish based on his intricate understanding of the emerging markets and the editor’s (S. Ramesh Kumar) rich academic experience with regard to the Indian context. It also includes cases from an Indian perspective. Students would be able to appreciate and compare the differences in challenges that marketers go through in the developed context versus the Indian context when they work on the real life issues projected through these cases. The cases have been selected to blend theory with practice with a difficulty level that encourages effective comprehension of the issues involved.
Suggested chapter & case pairing:
| Understanding Marketing | Shanghai Jahwa: Liushen Shower Cream (A) Shanghai Jahwa: Liushen Shower Cream (B) |
| Marketing Strategies and Planning them | HyundaiCard's Marketing Strategy |
| Environmental Analysis | ITC in Rural India |
| Importance of Marketing Research |
Ontario Machinery Ring (A) - Problem Definition
Ontario Machinery Ring (B) - Research Design Ontario Machinery Ring (C) - Data Analysis and Interpretation |
| Creating and Nurturing Customer Value | Cineplex Entertainment: The Loyalty Program |
| Consumer Behaviour | Super Shampoo Products and the Indian Mass Market |
| Business to Business Markets | Tinplate Company of India: Need for a Conceptual Focus |
| Market Segmentation and Targeting | Shoppers Stop: Targeting the Young |
| Brand Equity Dimensions | Air Miles Canada: Rebranding the Air Miles Rewards Program |
| Brand Positioning Strategy | Romantic Rides or Fiery Thrills: Positioning a motorcycle brand in the Indian context |
| Competitive Strategies | Kids Market Consulting |
| Product-based Strategies | The Wii: Nintendo's Video Game Revolution |
| Managing Services | SaskTel |
| Pricing Strategies | Hanson Production: Pricing for Opening Day |
| Marketing Channels | Synnex International: Transforming Distribution of High-tech Products |
| Retailing and Wholesaling | Shiny Provision Store: Retailing Challenges in the Indian Context |
| Integrated Marketing Communications | Brand in the Hand: Mobile Marketing at Adidas |
| Advertising and Communications | Nike Inc.: Developing an Effective Public Relations Strategy |
| Communications other than mass advertising | Spectrum Brands, Inc. - The Sales Force Dilemma |
| New Market Offerings | Launch of the Ford Fiesta Diesel: The World's Most Efficient Car |
| Globalization of Markets | Dabur India Ltd. - Globalization |
| Organizational aspects in Marketing | Sat & Co.: Market Orientation |
| Additional strategic marketing cases (to be attempted by students at the end of the basic course in Marketing) | Infosys: The Challenge of Global Branding Nano Tata-Logy: The People's Car Louis Vuitton in India |