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In the light of the case study and the accompanying case study questions, the incumbent would be able to gain a comprehensive understanding on the theoretical underpinnings of retail store expansion, identify the challenges for expanding a brand into emerging markets such as India and apply various marketing strategies aimed at in-depth analysis retail expansion. Learners can further comprehend the importance of brand communication incorporated by the brand to attract its customer subset.

It was in December 2022, when Mason Chatterjee, the Indian brand head of Armani Exchange (A|X), was confronted with the managerial dilemma whether launching the second store in the city of Ahmedabad would be a right decision. Another issue that was troubling him was how to go about launching a second store in a city which was not a home to other luxury sublabels. The case study illustrates the decisional aspect of retail expansion adopted by Chatterjee, considering the distinct managerial perspectives. Chatterjee found potential in the city of Ahmedabad, owing to an increased number of high-net-worth individuals and other macro factors. The case study is primarily an outcome of research carried out at A|X store at Ahmedabad One mall, Ahmedabad, for over a fortnight in the month of February 2023. The expansion decision of Chatterjee proved to be a success in the city of Ahmedabad reaching a sales figure of INR 1 crore (US$130,344.11) in the very first month of its launch. However, he was confronted with the managerial dilemma of further expansion, just six months after the launch of the latest expansion.

The case study is intended for advanced undergraduates or postgraduate programs in management or electives such as marketing, retail management and strategic management. It has not only been specifically designed for teaching the concept of retail expansion but can also be used to integrate contexts on brand’s merchandise mix, retail positioning, visual merchandising and brand communication. The case study has an overview of each of these elements. The instructor may choose them into the context for a wider encompassing detailed lesson or particularly on the main aspect of the case.

Teaching notes are available for educators only.

CSS8: Marketing

This case explores the larger context of competition among Internet companies for market share globally, especially in the emerging Chinese economy, as well as concerns about advancing the core values of the company including user privacy. Specifically, it concerns the decision facing Yahoo! CEO Jerry Yang when he is confronted with a request by the Chinese government to release the name of one of its users for alleged violations of Chinese law.

The SAVE framework introduced by Richard Ettenson, Eduardo Conrado and Jonathan Knowles can be used to address the problem of content saturation and to plan content strategies for the brand Nabhi Sutra. The framework focuses on the solution, access, value and education instead of the traditional four Ps of marketing.

The research methodology involved conducting structured interviews with the protagonist. The responses were recorded and analysed for the case development. The supplementary information was taken from the brand’s website “nabhisutra.com” and its Facebook and Instagram pages.

The case is classified in the category of a short case addressing the identification of the problem of content saturation and guidelines to avoid it. The case narrates the story of Nabhi Sutra, a health-care start-up that offers “Ayurveda” remedies in the form of oil to be applied to the navel to cure health issues. Ms Vakharia, the owner of Nabhi Sutra, mentioned that her social media posts and campaigns are not reaching the desired target audience.

The case can be used for teaching undergraduate, postgraduate as well as certificate and executive development programs to teach courses on digital marketing, content marketing and social media marketing to cover the concept of content saturation. The case can be of value addition to the entrepreneurship and digital marketing practitioners.