Citation

(2019), "Index", Ramesh, M.A., Grover, P. and Dasgupta, S. (Ed.) Start-up Marketing Strategies in India, Emerald Publishing Limited, Leeds, pp. 233-240. https://doi.org/10.1108/978-1-78756-755-920191013

Publisher

:

Emerald Publishing Limited

Copyright © 2019 Emerald Publishing Limited

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INDEX

Index

Aatmiya Foods

, 126

manufacturing unit

, 127

Accommodation

, 44–45

AdWords

, 62

Ajay’s

advertisements

, 139

competition

, 133

customer experience and feedback

, 132–133

customers/target market

, 132

financials

, 133–134, 141

food processing sector in India

, 120

Franchisee model

, 125–127

group–total sales

, 134

growth drivers

, 121

management team

, 127–128

menu

, 140

Mou with Ajay’s Takeaway Food LLP

, 128–132

MSME in food processing

, 121

opportunity

, 122

sales promotions

, 139

Takeaway Food

, 124, 127128–132

Akshaya Mahila Arthik SahayYojna

, 147

ALEAP &CGTSI-Mutual Credit Guarantee scheme for women

, 146

‘All Women Employee Branches’ pan India

, 148

Alternative sources of finance

, 157

Amazon

, 170

Annapurna scheme (State Bank of Mysore)

, 147

Ansoff Growth matrix

, 83

Association of Indian Medical Device Industry (AI-MED Industry)

, 145

Augmented reality

, 72

Automobiles

, 66

B-Kanae School

, 100–101

Banks in promoting women entrepreneurs in India

, 146–148

BASF

, 179

BB Model

, 125

BCG matrix

, 32

Beverages Only Model

, 125

Bifurcation of total sales into Part A and Part B

, 133–134

BITS Pilani

, 179

Blue Ocean strategy

, 84

Blue Vector Consulting Private Limited (BV Consulting Private Limited)

, 57–60

annual revenue chart

, 67

business plan and sectors

, 63–66

dilemma

, 72–73

employees

, 60–61

future plans

, 72

initial challenges and overcoming strategies

, 67–69

marketing strategy

, 69–70

products and services

, 61–63

SWOT analysis

, 70–71

vision and philosophy

, 61

Bootstrapping of HelpUsGreen^®

, 167, 176

Branding

, 61–62, 80

Brickwork

, 28

British Council International School Award

, 102

Budgeting according to resources

, 14–15

Business

, 149

development

, 12

strategies of The Rolling Circle

, 7–10

Capital-intensive machinery

, 120

Cent Kalyani

, 147

Central Board of Secondary Education (CBSE)

, 100

Centre of Aromatic Plants

, 167

‘Chowpati Fast Food’ in Navsari, Gujarat (first fast food restaurant)

, 123

Client Relationship

, 12

COCO TANG India

, 186

coconut water

, 185–187

dilemma

, 198–199

distribution

, 192

fusion model

, 197–198

household model

, 195–197

industry scenario

, 190–192

logo

, 188

online delivery stores format

, 194–195

pilot launch

, 189–190

product development

, 187–189

product mix

, 189

stand-alone store format

, 192–194

suggestions by consultants

, 199–203

traditional sampling

, 198

usage of preservatives

, 192

Collaborative for High Performance Schools (CHPS)

, 104–105

Communication strategies

, 80

Compost pit

, 101

Concentric diversification

, 50–51

Conglomerate diversification

, 82–85

Content development

, 12, 69

Content production and mobile marketing

, 3

Corporate brand identity, change in

, 83

‘Count your discount’ tagline

, 83, 91

Crazy Quilt Principle of Effectuation

, 178–179

Creative communication development

, 3

Credit Guarantee Fund Scheme for Micro and Small Enterprises (CGMSE)

, 146, 150, 162–163

Credit Guarantee Scheme for MSMEs

, 143

Credit risk assessment process

, 148

CRISIL

, 22, 28

Customer experience and feedback

, 132–133

Customers/target market

, 132

Customisation of services

, 52

Delay in sanctioning of loans

, 157

Demographics

, 210

Dena Shakti scheme

, 147

Dentsu Webchutney

, 179

Design solutions

, 3

Differentiation strategies

, 86–87

for USP

, 79–80

Digital marketing

, 3, 8, 12, 83, 86, 92

financial data

, 95

Digital PR & outreach

, 3

Discount cards for USP

, 79

Donation Points

, 113

Draft National Medical Device Policy (2015)

, 145

‘Driven with passion’ tagline

, 83, 91

Dynamic Techno Medicals

, 144

Earnings before Income Tax (EBIT)

, 151

Eastern Region Association of Forest and Nature school (ERAFANS)

, 109

Eco-friendly classrooms

, 100

Enterprise

, 144

Entrepreneurs

, 123

Expanded polystyrene (EPS)

, 179–180

Export orientation

, 170

Facebook

, 47

Facilitation meeting failures

, 49

Fair Trade

, 177–178

‘Fashion Keeda’

, 2

Financials

, 133–134, 141

Finmen Advisors Private Ltd

, 22–23

business plan

, 25–26

challenges and dilemma

, 34–35

client acquiring strategy

, 26–27

fee structure

, 25

future

, 33–34

initial hiccups and overcoming strategies

, 29–31

promotions

, 33

recruitment and training

, 27–29

services

, 23–25

SWOT

, 31–33

Fitch (India Ratings) CARE

, 28

Flagship services

, 3

Flipkart

, 170

‘Flora-leather’

, 181

Florafoam^®

, 163, 180–181

Flower waste

, 174

Flowercycling^®

, 163, 174–175, 179

Food and Agriculture Organisation of UN–India

, 120

Food commodities

, 120

Food industry

, 66

Food processing

MSME in

, 121

sector in India

, 120

Food safety requirements

, 122

Food-surplus nation

, 120

FoodPanda

, 210

Franchisee model

, 125–127

Fusion model

, 197–198

Geeko Computech Private Limited

, 78–79

Global Experiential Learning Program

, 108

Global Green Curriculum

, 99

Global Green education

, 99

Global Green Kids

, 108

Globalisation

, 210

‘Going Green’ concept

, 113–114

Gold Circle Healthcare

, 149

Gold Circle Orthokare

, 143–144

Gold moon tourism

, (see Grey Tourism)

Google Display Networks

, 62

Google Marketing

, 62, 69

Great Expedist, The

, 39–40

challenges

, 48–50

critical analysis of dilemma

, 51–53

event

, 43–44

formation

, 41–43

future

, 50–51

inception of idea

, 40–41

initial hiccups

, 44–47

promotions

, 47–48

selling proposition

, 43

Green assessment

, 108–109

Green Audit Committee

, 114

Green Auditing

, 107

Green Building Congress

, 105

Green Corner

, 108

Green Curriculum

, 107

Green Diwali

, 101

Green Fashion Show

, 111

Green Games

, 99, 108

Green Holi

, 101

Green Incubation Centre

, 99, 107

Green Kids Conference

, 110

Green Mentoring & Solutions Pvt. Ltd.

, 99

advantages and contribution of Green Schools

, 103–104

advent and concept of Green Schools

, 103

challenges

, 114–115

conversion process of existing school to Green School

, 103

formation

, 106

founder and protagonist

, 99

Green Schools saving environment

, 102

Green University Proposal

, 112–114

IGBC

, 105

inception of idea of Green School

, 99–102

LEED and CHPS

, 104–105

product portfolio

, 106–112

SWOT analysis

, 111

Green Mentoring Workshop

, 108

Green mentors

, 109–110

Green Mentors Guild

, 108

Green Quest

, 107, 109

Green School Alliance in New York

, 100–101

Green School Committee

, 103

Green Schools

, 106, 117–118

advantages and contribution

, 103–104

advent and concept of

, 103

conversion process of existing school to

, 103

IGBC

, 105

initial challenges

, 111

saving environment

, 102

Green series

, 110

Green Stationary

, 108

Green Stories

, 108

Green Story Series in school

, 101

Green Teacher

, 107

Diploma

, 99, 101

Training Programme

, 103

Green Transport

, 108

Green Uniform

, 107, 109

Green University

, 109

Proposal

, 112–114

Grey Tourism

, 50, 52–53

Gross Merchandise Value (GMV)

, 210

Growth drivers

, 121

Happy Transfer

, 108

Hector beverages

, 190

HelpUsGreen^®

, 163, 167–168

challenges

, 171, 172–176

collaboration

, 166

competition

, 170–171

Crazy Quilt Principle of Effectuation

, 178–179

development

, 168

devil in detail

, 168–169

experimenting with bootstrapping

, 167

Flowercycling^® process at

, 175

future

, 179–182

genesis

, 163–164

market size

, 170–171

marketing strategy

, 169–170

organisation structure

, 167

premium pricing

, 178

product range before rebranding as ‘Phool’

, 169

serendipity

, 164–165

starting-up

, 166

SWOT analysis

, 176–178

triggering

, 165–166

High transaction cost

, 148

High-pressure processing (HPP)

, 199

Horizontal diversification

, 82, 84

Household model

, 195–197

HUL’s distribution strategy

, 199

Human resources

, 132

Hydration stations

, 113

Inclusiveness

, 32

India

, 145, 209

banks in promoting women entrepreneurs in

, 146–148

food processing industry in

, 210

Indian food market

, 121

Indian food-processing industry

, 120

policies

, 145–146

India Brand Equity Foundation (2018)

, 121

Indian Green Building Committee (IGBC)

, 103, 105

Indian School of Business

, 179

Instalment amount

, 157

Integrated Marketing Communication

, 5

Intellectual Property Rights

, 59

International Agency for Research on Cancer (IARC)

, 180

ITC

, 190

Kellogg’s Special K

, 201

Leadership in Energy and Environmental Design (LEED)

, 104–105

Lean model

, 119

Light (lean) business model

, 124

Limited liability partnership (LLP)

, 124

Limited liability Partnership Act (2008)

, 124

LinkedIn

, 47

Mahila Vikas Scheme (State Bank of Travancore)

, 147–148

Managing Director (MD)

, 205

Marico Industries

, 179

Marine Classroom

, 108

Market penetration

, 83

Marketing

, 131–132

consulting

, 3

critical analysis of

, 85–86

fund for women

, 147

Shugan Group

, 211–212

of The Rolling Circle

, 10–12

USP

, 83–85

Markets and Markets (2015)

, 144

Me-too products

, 84

MGRM

, 144, 150

Micro, small and medium enterprises (MSMEs)

, 145

categorisation of

, 161

in food processing

, 121

guidelines for lending to

, 161

deficiencies in public policy relating to MSME financing

, 148–149

Micro, Small and Medium Enterprises Development Act (2006)

, 161

Micro and small enterprises (MSEs)

, 145

Microenterprise

categorisation of MSMEs

, 161

CGMSE

, 162–163

challenges

, 151–152

deficiencies in public policy related to MSME financing

, 148–149

forging ahead despite all odds

, 151

Gold Circle Orthokare

, 144

Indian medical device industry profile

, 160

interest rates charges by banks

, 157

orthopaedic supports and braces industry

, 144–145

projected balance sheet

, 159

projected profitability statement

, 158

role of banks in promoting women entrepreneurs in India

, 146–148

role of public policies

, 146

small and medium medical device enterprises

, 145–146

SME

, 161–162

start of business

, 149

strategically analysing dilemma

, 154

terms with reality

, 149–150

Microentrepreneurs

, 154

Millennial

, 51

Ministry of Food Processing Industries (MoFPI)

, 120–121, 210

Mitti^® (HelpUsGreen^®)

, 167–170, 174

Modasa Education Society

, 100

Model UN

, 111

Modern food-processing technologies

, 120

Molecule (Bar)

, 66

Monolaurin

, 186

Motion graphics

, 3

Mou with Ajay’s Takeaway Food LLP

, 128–132

Mountain Classroom

, 108

Mulching

, 102

N. H. Goel World School

, 101

National Accreditation Board for Education and Training

, 101–102

National and International Collaborations

, 112

National Mission for Empowerment of Women

, 146

National School Sanitation Award

, 101

National Small Industries Corporation Ltd.

, 161

Nature, elements of

, 106–107

Nitrogen-Phosphorus-Potassium value (N-P-K)

, 167

‘No Plastic’ drive

, 100

‘No Tobacco’ drive

, 100

North Eastern Development Finance Corporation Ltd.

, 161

OBC schemes for professional and self-employed women

, 147

Online delivery stores format

, 194–195

Online food

delivery platforms

, 210

ordering business

, 210

Orient Mahila Vikas Yojna

, 147

Orthopaedic braces

, 145

Orthopaedic supports

and braces industry

, 144–145

manufacturing unit

, 143–144

‘Paper Boat’ brand

, 190

Partnership

, 157

PBC Model

, 125

Pepsi AM

, 201

Pina Colada

, 202

Place strategy

, 211–212

+2 Priority Admissions

, 108

Points-of-difference (POD)

, 87

Points-of-parity (POP)

, 87

Policy reforms

, 210

Polystyrene

, 179

Positioning strategies

, 86–87

Post-production

, 69

Pricing

, 46–47

Green schools

, 109–110

HelpUsGreen^®

, 170, 178

Shugan Group

, 211–212

Priority sector lending, candidate for

, 161–162

PriyadarshiniYojna

, 147

Product, place, price and promotion (4Ps)

, 47

Product portfolio

, 129

Product strategy

, 212

Promotion

, 110

strategy

, 131, 212

of The Rolling Circle

, 10–12

Public policy

deficiencies in

, 148–149

role

, 146

Public sector bank programmes

, 146

Public speaking workshop

, 82–83

Punjab National Bank schemes (PNB schemes)

, 147

PUREIT

, 199

Pyjama stories

, 102

Quick Service Restaurant (QSR)

, 123

Red Ocean strategy

, 84

Reduce, reuse and recycle (3R’s)

, 102

Related diversification

, (see Concentric diversification)

Repayment policy

, 157

Resource

allocation of The Rolling Circle

, 12–14

budgeting according to

, 14–15

Revenue model

, 80, 82–83

Rolling Circle, The

, 2–4

annual revenue chart

, 15

Budgeting According to Resources

, 14–15

Business Strategies

, 7–10

dilemma

, 17–18

future plans

, 16–17

initial hiccups

, 15–16

Marketing and Promotions

, 10–12

Resource Allocation

, 12–14

SWOT analysis

, 4–7

‘Saaya’

, 50

‘Scribble’

, 58–59

Search Engine Marketing

, 62

Search Engine Optimization

, 62

2nd NYC Green School Conference

, 110

Segmentation strategies

, 86–87

Self-help group (SHG)

, 146

Service industry

, 66

Shugan Group

, 205–206, 220–223

business gaining momentum

, 213

challenges

, 218

inception of idea

, 207–208

initial challenges

, 212–213

marketing strategies

, 211–212

organisational structure

, 208–209

reference menu card

, 224–233

research undertaking by company

, 215–217

sector

, 209–211

state of dilemma

, 218–219

striving for best

, 217–218

SWOT analysis

, 214–215

Shugan Hospitality Pvt. Ltd

, 206

Small and medium enterprises (SMEs)

, 121, 161–162

Small and medium medical device enterprises

, 145–146

Small and micro-enterprise category

, 145

Small Industries Development Bank of India (SIDBI)

, 147

Small scale industries (SSIs)

, 147

Snapdeal

, 170

Social media

, 64

Social Media Marketing (SMM)

, 9, 11–12, 16–17, 110

Social responsibility

, 49

Stand-alone store format

, 192–194

Sticks and Stones^® (HelpUsGreen^®)

, 168, 176

Strategic Business Unit (SBU)

, 91

Strategically analysing dilemma

, 154

Stree Shakti package for women entrepreneurs

, 147

Strengths, weaknesses, opportunities and threats analysis (SWOT analysis)

, 4

BV Consulting Private Limited

, 70–71

Finmen Advisors Private Ltd

, 31–33

Green Mentoring & Solutions Pvt. Ltd.

, 111

HelpUsGreen^®

, 176–178

of Shugan Group

, 214–215

The Rolling Circle

, 4–7

USP

, 84

Student–Teachers Exchange Programme

, 109

Styrofoam^TM

, 179

Survivor Event

, 76, 78, 82, 84, 86, 92

financial data

, 95

Swiggy

, 131, 134, 210

Target group

, 45–46

Targeting strategies

, 86–87

Thermocol^TM

, 179

3D videos

, 72

Tika

, 217

Toastmaster International

, 79

Traditional sampling

, 198

Two-pronged strategy

, 85

2D videos

, 72

Tynor Orthotics Pvt. Ltd

, 144

Uber Eats

, 131, 134

Udyogini scheme

, 147

United States Department of Agriculture (USDA)

, 175

Uprist Service Portal Private Limited (USP)

, 48, 75–78

achievements

, 87–91

cards and coupon booklets

, 80

change in corporate brand identity

, 83

conglomerate diversification

, 82–83

critical analysis of dilemma

, 92–93

critical analysis of marketing strategies

, 85–86

discount cards

, 79

financial data of USP loyalty cards

, 95

future challenges

, 91–92

future plans

, 91

horizontal diversification

, 82

inception of idea

, 79–80

initial hiccups

, 80–81

marketing strategies

, 83–85

performance

, 95

protagonist

, 78–79

revenue model

, 80, 82

segmentation, targeting, positioning and differentiation strategies

, 86–87

set of dilemma

, 77

speeches

, 88–90

SWOT analysis

, 84

tagline and differentiation strategy

, 79–80

US Green Building Council (USGBC)

, 100, 104

US National Institutes of Health (NIH)

, 180

User Experience (UX)

, 63, 69

User Interface (UI)

, 63, 69

USPians

, 80

Vermi-compost shed

, 101

Video production

, 3

Vissco Rehabilitation Aids Pvt. Ltd.

, 144

Volatile Organic Compounds (VOCs)

, 168

Website development

, 69

WhatsApp

, 47

Women

microentrepreneurs

, 148

Self-Help Group

, 127

Women entrepreneurs in MSEs segments (Canara Bank)

, 148

Yagya^®

, 174

Yatras

, 217

‘Youth empowered’

, 76, 82–84, 86, 92

Zero Carbon Certified Green Uniform in schools

, 99

Zomato

, 131, 134, 210