Search results

LTMRHL launched its Brand Ambassador campaign in Hyderabad on January 8, 2013 to bring about awareness and dispel negativity about the Metro Rail project. A two-year review in 2015 revealed that although many of the initial problems had been overcome, and negativity considerably reduced, the campaign had only achieved partial success. Based on the review, a decision had to be taken to continue or abandon the campaign after the scheduled commercial operations in July 2017. Will the current strategy be the gateway to success post commercial operations, mulled Sanjay Kapoor, General Manager & Head Corporate Communications (LTMRHL).

To examine and create an ideal pathway model that can implement aiming to change the current improper practices in managing municipal solid waste (MSW) to sustainable practices. To acquire a better understanding of public participation and community culture helps in achieving the aim of reducing the amount of waste generation, sending less waste to landfill sites and encouraging the reuse and recycling of materials instead. To help students whom the awareness in the community regarding the importance of protecting the environment and acting in a civilization way has increased. To improve the MSW sustainability practices and enhance the waste sustainability practices together with energy and material conservation. To have more extensive knowledge and awareness of issues in waste management and some of the dilemmas managers of strategic and operations face.

Abu Dhabi’s center of waste management is known as Tadweer is a governmental entity under the Abu Dhabi Executive Council. Tadweer is responsible for managing every MSWs includes collecting, transferring, segregating, treating, recycling, reusing and tracking all kinds of wastes. CEO of Tadweer Dr Salem Alkabi called his team that manages various departments such as strategy, operations, projects and licensing. The meeting was to discuss Tadweer’s future directing and strategy for mismanagement of solid waste dumping into landfills in Abu Dhabi. Dumping in landfills is the main challenge Tadweer faced. Mr. Abdulrahman Albloushi’s strategy and business development executive director of Tadweer highlighted to Alkaabi how Tadweer could improve the waste management practices to make it more sustainable. Furthermore, assisting the center gets more benefit from the waste s instead of losing this valuable waste into landfills. Consequently, Mr. Abdulrahman must grapple with some difficult questions: how much the effectiveness in collecting waste from where it generated and removing it out-of-sight?

This case study is designed for undergraduate and postgraduate students, and executive MBA students of business management programs, especially for waste management, environmental management and strategic management courses.

Teaching Notes are available upon request.

CSS 4: Environmental management.

The aim is to make students deliberate on the prospects and challenges of green practices and developing an understanding of the significance of the decision to be taken by marketers and how data can help even in small-sized entrepreneurial decision-making. Upon completion of this case study, the students will be in a position to achieve the following: • Identify factors that are essential for organizations to think of including planet while formulating strategies. • Understanding the significance of research in studying green consumer behavior and the research process. • Interpreting and critically evaluating the survey. • Suggesting measures how to improve the survey so conducted and recommending solutions.

Parsa’s is a case about a quick-service restaurant in an Indian emerging market, which faces the harsh realities of environmental degradation. In a very short span of time, Parsa’s has evolved as a reputed brand – steadily growing with around 16 outlets across different parts of India, most of them in Jammu and Kashmir (J&K). The Indian subcontinent’s landmass is getting buried under its own garbage with the country adding more than 15 million metric tonnes of waste every day. This unmanageable waste generation, which is piling up, adds to the pollution of land, air and water. To curb this menace, India’s Government came up with a one-time plastic ban on October 2nd, 2019. At Parsa’s, Javeed – its owner, had envisioned in 2018 to transit to greening their business activities. The organization’s greening was providing a unique selling proposition. However, they were still in early transition. Indian market being an emerging one, is yet to adopt green practices. In addition, J&K is no different from the rest of the nation. However, Parsa’s had to now think beyond the plastic ban, which was mandatory to all and this strategy will no more provide a competitive advantage. Both the partners were unsure whether the consumers were ready or they need more awareness. Javeed, a management graduate, suggested to conduct a survey in the Kashmir region as their quick-service restaurant had a good holding in most of the districts of Kashmir.

This case is most suitable for graduate and post-graduate level program, ideally in the following courses offered: • and in areas of marketing research, where the students can develop an understanding of how research can help marketers in studying consumer behavior • in strategic management concerning a bigger ambit of sustainability; this case can cover the issues about decisions regarding going green strategies.

Teaching Notes are available for educators only.

CSS 8: Marketing.

Teaching notes are available for educators only.

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.

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.

The study is applicable to Masters level Marketing Management and Marketing Research Studies.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Marketing.

Marketing.

This case may be used by instructors to teach undergraduate, post graduate and executive level programmes in management. It may be used in basic marketing, branding or marketing strategy courses. The case may serve as a platform for the instructor to discuss the concepts and issues related to positioning and repositioning.

Tata Chemicals, a subsidiary of the Tata group, launched the “i-Shakti” brand six years ago for its low-cost “solar-evaporated” salt for rural customers. In 2010, the company extended the brand equity of i-Shakti to a premium segment and launched a new brand “Tata i-Shakti” with a range of unpolished pulses. Changing the brand name and customer base from “i-Shakti for rural market” to “Tata i-Shakti for premium market” created a dilemma among customers in the market. To overcome this problem, in October 2015, the company’s portfolio of pulses, gram flour and food grade soda under “Tata i-Shakti” label has migrated into a new brand “Tata Sampann”. The company also launched a range of spices under the brand name of “Tata Sampann”. This new brand “Tata Sampann” was launched to serve the premium segment with an aim to “enrich everyday meals with extra nutrition and extra joy”. Also, this brand recreation was made by the company with anticipation to make avenues for future launches in the staples and food segment under Tata’s consumer products business. It has been almost a year since Tata Sampann was launched in the market. Given the tough competition and expected growth of the spices market in India, it remained to be seen whether “Tata i-Shakti” was rightly rebranded or repositioned with “Tata Sampann”.

To make participants understand the basic concepts of branding such as umbrella branding, brand repositioning and rebranding. To make participants learn about various brand elements and how they contribute in communicating the value proposition of the brand. To make participants appreciate various marketing and brand related strategies.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS: 8: Marketing.

Entrepreneurship, Small Business, Small-scale Dairy Farmers

This case is appropriate for undergraduate final year/senior as well as graduate-level programme students.

This case explores the life of Saravanan, a small-scale dairy farmer in Malaysia. He inherited the business from his father. Small-scale farmers in Malaysia own farms with 30 (or fewer) milking cows. Over the years, milk consumption had been on the rise, but production was less than promising. Besides low-quality milk, Saravanan often experienced issues of low milk yield. Selling fresh milk as his only source of income and the milk collection centre as his sole marketing channel, Saravanan was caught in a financially tight situation when product diversification and marketing initiatives were limited. Saravanan’s problems began with rejected fresh milk, which landed him with zero income for the day. This issue was detected when the authorities identified a few contaminated batches of milk during a site visit. The problem compounded when Saravanan had to settle three months’ debt with the feed supplier on the same day. Saravanan’s predicament echoed the plight faced by small-scale farmers in Malaysia. After managing the farm for more than 30 years, Saravanan had plans to pass it to his son, Mugunthan. However, doubts about the sustainability of the business remained. Would Mugunthan suffer the same dire fate? Would he be able to find a way out? Based on the problem-solving framework, the case attempts to identify and assess the problems faced by small-scale dairy farmers in Malaysia, and at the same time, to suggest solutions that will ensure the sustainability of their business.

After attempting the case, students should learn to empathise with the hardship small-scale dairy farmers endure in the pursuit of their businesses, analyse issues and determine the root causes of the problems faced by small-scale dairy farmers in Malaysia based on the problem-solving framework, generate and justify sustainable solutions to solve the problems faced by these dairy farmers and present the case, discuss and work in teams, and critically offer sustainable solutions based on framework and theories.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

The learning outcome is that it will help to sustain your startups in the ever-changing business environment especially in the context of emerging markets.

The present case is about Dilkhush Kumar from village Bangaon, India who developed a cab booking platform “AryaGo”, an innovative platform completely dedicated for rural road transport connectivity. AryaGo is the service line of Aryan Cabs and Rural Trans-solution Pvt. Ltd., a Startup founded in the year 2016 under Startup Bihar, a seed capital support scheme of State Government. The idea was to provide comfort, convenience, safety and affordability to all the commuters travelling from or within far-off villages. The biggest challenge during implementation in villages includes availability of updated geo-mapped images for app development and vehicle tracking. Company was foremost in providing the kiosk-based booking facility for its customers. It took the decision based on the profiling of customers and their preferred booking methods. When a customer booked a cab using IVR, they did not had access to app-based customer panel and hence they could not avail services such as, location tracking, SoS, real time tracking of vehicle. However, heavy invest in IT has put the company in financial stress and Kumar is wondering whether to expand fast or penetrate in the given target market. Should he re-design his business model so as it can really make a difference in terms of service delivery?

Post Graduate/ MBA.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 8: Marketing

This case depicts a managerial problem faced by Tradition and Trust, a traditional sweet and snack manufacturer, which is 100-year old family business manufacturing, retailing and exporting sweets, snacks and other confectionery products. Like other traditional sweet and snack manufactures, the company is facing the challenge of consumers' shift towards ‘healthy snacking’. Moreover, brands like Haldiram's and Bikanerwala are posing a tough competition to the traditional sweet manufacturing brands. In recent years, the brand has witnessed a decline in sales. In view of the challenges posed to brand, the Chief Marketing Officer, wants to understand the various factors influencing decline of sales and find ways to redesign the strategy for sustaining its current position in the market. The case is written to illustrate how six fundamental steps of conducting a marketing research can be used to address a given managerial problem.

Business Management and Strategy.

The case study is relevant for undergraduate and post-graduate management degrees. It includes courses such as business management, corporate ethics and change management.

This case study illustrates one of the important initiatives that the Environment Agency Abu Dhabi (EAD) has undertaken to help save the atmosphere and the environment. This case study describes the Paperless Day initiative that EAD launched in 2008 and how it was carried out for five years. The study also describes how EAD implemented this initiative internally.

Creating awareness and encouraging individuals in the United Arab Emirates and elsewhere to reduce their use of paper, water and energy for a cleaner environment.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

The learning outcomes of this study are as follows:

Teaching Objective 1: Students will describe specific characteristics of the rural market in India and will draw out the differences vis-a-vis the urban markets.

Teaching Objective 2: Students will describe about the push versus pull strategy and various channels of distribution in rural areas.

Teaching Objective 3: The students will explain the 4As of the rural marketing mix and apply the same in the context of the case.

Teaching Objective 4: The case can be applied with respect to the health-belief model to help students analyse the behaviour change model.

Teaching Objective 5: Students will analyse the challenges associated with supply chain and logistics in rural areas.

This case study looked at a start-up company Rugved Hygienecare Industries Private Limited and their sanitary napkin brand “Abolee” designed and targeted for rural women in India. Onkar Charegaonkar and Mithila Charegaonkar started this venture in December 2017, realizing that sanitary napkins solved a greater purpose of helping women hygienically manage menstruation, and at the same time, there was no threat to this product because over a period of time, it became a necessity of life. Onkar and Mithila believed in giving back to the society and at the same time generate revenue for their company. Onkar and Mithila needed to make a decision with respect to the distribution structure for Abolee to improve penetration in different rural areas of Maharashtra. Onkar and Mithila needed to strategize to create a remarkable impact in the rural areas. There were multiple challenges that were faced by Abolee, such as: creating awareness about hygienically managing menstruation options among women, ensuring that women consumers continue to use hygienic menstruation management material, creating a preference for Abolee among women consumers and deciding on whether to focus on driving sales through existing channel partners or to invest in finding out alternative avenues for selling “Abolee” in rural areas.

This case study was primarily written for understanding rural marketing aspects of marketing management courses at both the undergraduate level and the postgraduate level. This case study also indicated about the role of gender and its impact on consumer behaviour in rural areas. Although this case study was related to the rural Indian market, it can also be related to other emerging economies.

Teaching notes are available for educators only.

CSS8: Marketing.