To read the full version of this content please select one of the options below:

Punascha: marketing strategies of a Bengali publisher

Subhadip Roy (Assistant Professor at IBS Hyderabad, IFHE University, Hyderabad, India)
Sunny Bose (Research Scholar at ICFAI University, Dehradun, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 1 October 2011

Abstract

Title

Punascha: marketing strategies of a Bengali publisher.

Subject area

Marketing, Marketing environment, Marketing strategy.

Study level/applicability

Post Graduate (MBA), Executive Education Program.

Case overview

The present case study deals with the marketing strategies of Punascha (meaning re‐beginning), a publisher of Bengali non‐textbooks based in Kolkata, India. This case is suitable for teaching in Marketing Management course in a Post Graduate Program in Business Management. It could also be taken up for an executive program in marketing strategy. The case study is a live case study, which was based on in‐depth interviews with the company people and company site visit. The case study discusses how Punascha started from a humble beginning in 1988 and became one of the leading publishers of Bengali books in India. The key focus of the case is on how a company can use marketing tools effectively (and uniquely) and become successful.

Expected learning outcomes

Understanding the basics of 4Ps of marketing and how they are used in synchronisation with each other to achieve the marketing objectives. Understanding the role of marketing environment in marketing strategy. Realizing the need of a new product development strategy. Assessing the need of non‐traditional modes of marketing communications and its role in product promotion.

Supplementary materials

Teaching notes.

Keywords

Citation

Roy, S. and Bose, S. (2011), "Punascha: marketing strategies of a Bengali publisher", Emerald Emerging Markets Case Studies, Vol. 1 No. 4. https://doi.org/10.1108/20450621111186174

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited