Search results

Marketing.

Undergraduate and postgraduate management students.

Small scale business in India employ almost 30 million people contributing 50 per cent to industrial and 45 per cent to the total exports of the country. The rapid growth of internet has made it possible for the small scale start ups to reach its existing and potential customers without investing much. The case highlights this fact describing the journey of “Chumbak” a small scale business from an unknown brand to the foremost favourable funky product of India. Through this case the authors have tried to relinquish a synoptic view of how Chumbak has used varied social media platforms, to engage and connect with its customers. A survey of 147 customers of Chumbak customers shows that engagement through Facebook fan page of Chumbak positively impacts its purchase intention, brand image and leads to positive word of mouth.

The case highlights numerous dynamics of social media marketing and shows the recent social media promoting methods being used by the little scale businesses to ascertain on-going dialogues with their customers. The Case would facilitate the scholars in learning how these platforms may be used alone as a promotional tool not solely to reach the purchasers but additionally to type a higher complete awareness of the products with reference to Chumbak. The case explains that communication happening at varied social media platforms got to be tailored considering the sort of users.

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

Cara Pils is the private label beer brand of Colruyt, the biggest supermarket retailer in Belgium. As a true private label brand, Cara Pils has never been advertised. In 2015, Colruyt undertook an initiative to reposition its numerous private label brands under two larger private label brands. Unexpectedly, customers were incensed by this initiative, came out in droves and took the matter to social media hoping to lament the demise of their beloved brand. This case study investigates the roots of this strong brand attachment and the consequences for its brand management.

This case is built on primary (one in-depth interview and two focus group) as well as secondary data sources (previous research and web information).

This case is designed to be used in a marketing management or brand strategy course for students that already followed an introduction to marketing course or for students at a master level.

This case should provide the basis of discussions on the topics of brand management, private-label brands, repositioning strategy, brand portfolio management, brand architecture, brand equity, brand elements, brand nostalgia, and consumers’ relationships with brands.

This case traces the turn of events when Neha Tomar, a resident of Gurgaon, posted a complaint about Amul milk on Facebook. The post got over 100, 000 shares and was liked by close to 10, 000 users on Facebook. This created a flutter as Amul, India's largest food brand, was known to maintain highest standards and had come to symbolize quality in milk products category. GCMMF, owners of Amul brand, swiftly moved into action and posted the official stand on their Facebook page. The post stated that there was no problem with milk and accused Neha of concealing the facts for generating and sustaining hype. This case presents a new pattern of customer engagement wherein brand is not afraid to take on customer in social media space for managing its reputation.

After the successful release of the first Hunger Games film in 2012, the film's distributor, Lionsgate, was preparing to release the next movie in the series, Hunger Games: Catching Fire. Fan expectations had grown after the success of the first film, and Lionsgate faced the challenge of keeping moviegoers interested and engaged in another Hunger Games movie. In an era marked by the rising popularity of digital and social media, Lionsgate knew that attracting fans to a sequel meant pushing the boundaries of traditional marketing tactics.

Digital brand storytelling is about using digital media in a holistic way to tell a brand story and build excitement for an audience. Brand storytelling seeks to make a connection with the audience by giving them an emotional experience that resonates with them. While Lionsgate was aware that traditional marketing would need to be blended with a digital campaign to bring in moviegoers, it also needed to strike a careful balance between the two and choose the appropriate platforms to tell a cohesive story. Should Lionsgate launch a brand storytelling campaign to appeal to fans? Lionsgate's comparatively small marketing team gathered to brainstorm about how to execute such a campaign and position the film for another big success.

Marketing and brand management examples used in classes usually revolve around publicly traded corporations. Students are expected to learn how to deal with branding problems that can arise in new types of organizations as family businesses.

The case study discusses a brand identity and brand management problem facing the Founder of Habiba Community, Maged El Said. Habiba Community is an initiative focusing on sustainability and giving back to community. Many foundations were established under Habiba Community, such as its beach lodge, organic farm and learning center. The beach lodge and organic farm were more familiar to tourists and visitors than the other established foundations. The organic farm produced many organic products sold nationally and internationally. The founder was now faced with the challenge of whether to create one brand identity for Habiba Community as a whole or to go for separate brand identities for each of its foundations.

This case study is developed for students of the bachelor level in marketing and design studies. The case difficulty is regarded as intermediate as it includes new trends and ideas from the field of marketing and branding (as eco-branding and family business branding) and new trends in the tourism service industry (as voluntourism). Courses in which this case study can be used are integrated marketing communication, corporate identity, services marketing and brand management under marketing and graphic design studies. The case study is not designed for earlier courses in marketing and design, as students need to have basic knowledge in marketing and branding beforehand.

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

Social media.

Under graduate/Easy.

The case study presents a discussion on how the Delhi Traffic Police has used social media, Facebook in particular, to collaborate with the commuters on Delhi road to improve its traffic management. This case study can be as an example to illustrate the use of social media by a government department, to address operational and resources limitations. The case traces the start and evolution of the Delhi Traffic Police’s journey on the social media as the department responds to the inputs from the commuters on its Facebook page.

The case study is an illustration of a non-traditional application of a new technology by a non-business organization, the challenges it faces in its adoption and the solutions it provides.

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

In March 2017, Oded Golan sat in his technology startup's conference room with his co-founder, pondering the fate of their company, Start A Fire. In just four years, the two entrepreneurs had taken an idea that started in Golan's apartment in Tel Aviv and turned it into a company that had raised $3.5 million in venture capital funding and served more than 3,000 of the world's biggest brands using an innovative content distribution and social media management platform that enabled brands to improve communication and engagement with their followers

The courses prominent in this context are: social media marketing, integrated marketing communication, internet marketing. For the students of internet marketing, the case may be focussed on understanding the dynamics of social media marketing.

The case shall be administered among students pursuing their post graduate degree in management.

The case reflects the importance of social media marketing and various successful campaign activities led by Mumbai Indians. It highlights how companies can connect with audience vide social media that provides instant feedback and direct connection with the target audience. The strategic frame that can be used to organize the campaign has been suggested by the authors in teaching notes, besides evolving the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel.

The case may be focused on understanding the dynamics of social media marketing. Management students would have a huge learning in terms of how social media campaigns are developed and effectiveness of social media campaigns. The case explains the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel which would be a learning for student studying online marketing.

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 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.

The case explores the similarities and differences between social media campaigns launched by Nissan and by Tata Motors to stimulate sales for models of their cars in India. The Nissan campaign allowed consumers to compete to star with Ranbir Kapoor, a Bollywood star and spokesman for the Nissan Micra, in a short film featuring the Micra as the hero. The Tata campaign launched India's first social streaming show, in which select teams of consumers participated in an Amazing Race-style road trip competition in different regions of the country. Both campaigns made extensive use of Facebook. Students are tasked with evaluating the two campaigns in terms of their fit with the communication objectives of each company and their effectiveness on a variety of metrics. The case includes links to advertisements and other video material. Although the case is written to be used independently, it also would work well in combination with the “Positioning the Tata Nano (A) and (B)” cases.

After analyzing the case, students will be able to:

• Align and design social media campaigns against a brand positioning

• Set clear consumer attitude or behavioral and strategic brand objectives for social media offerings

• Use objectives established in advance to create performance metrics for social media programs

Align and design social media campaigns against a brand positioning

Set clear consumer attitude or behavioral and strategic brand objectives for social media offerings

Use objectives established in advance to create performance metrics for social media programs