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1 – 3 of 3Rajesh Kumar Srivastava, Vivek Mendonsa, Harshit Joshi and Tejal Pradhan
The context of the case presents an account of how corporate social responsibility (CSR) initiated by Lawrence & Mayo (L&M), a company dealing in optical frames for 140 years…
Abstract
Learning outcomes
The context of the case presents an account of how corporate social responsibility (CSR) initiated by Lawrence & Mayo (L&M), a company dealing in optical frames for 140 years, helped to build brand equity, image and identity, creating a strategic advantage against competition. The case had a deep-rooted theoretical association with a theory such as the triple bottom line theory (three Ps: profit, people and planet) on CSR. The case helps to understand and clarify the role of CSR in brand equity. It also gives an insight into the value and culture of L&M, and its impact on various stakeholders, namely, employees and customers.
Case overview/synopsis
This case is related to the CSR orientation of L&M and its impact on brand equity. As a brand, L&M is over 140 years old and has a dynamic and trending optics market in India. There is a dilemma in the company around the impact of CSR on brand equity, customer engagement and company goodwill. This case focuses on maintaining and improving brand equity, identity and image through CSR initiatives.
Complexity academic level
Undergraduate and postgraduate students, essential for students focusing on Marketing and CSR disciplines.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing.
Details
Keywords
Brand Management, Branding Strategy, Strategic Management.
Abstract
Subject area
Brand Management, Branding Strategy, Strategic Management.
Study level/applicability
The case study is suitable for postgraduate management programs, such as MBA, Executive MBA and executive development programs.
Case overview
This case study provides a detailed analysis of Amazon India’s branding strategy by way of analyzing popular branding campaigns such as “Try to kar”, “Aur Dikhao”, “Kya Pehnu” and “Apni Dukaan” that enabled the global brand to reach to the masses of Tier-II and Tier-III cities in India. Facing fierce competition from existing market leaders such as Flipkart and Snapdeal, Amazon India strategizes to attract Indian consumers by rightly capturing their behavior in terms of demanding “highest power of options”, “fashion choices”, “originality” and “trust” with its local flavored advertisement campaigns enabling it to create a “trusted, reliable and local” brand identity. With the help of sufficient data and numbers about the industry, company and competitors, the analysis presents a clear picture of the current status of Amazon in the Indian e-commerce space and leaves the readers with food for thought concerning whether this “culture-specific” branding strategy will enable Amazon to become the number one choice for Indian online shoppers in the near future.
Expected learning outcomes
This case study helps students to understand how global MNCs use unique branding strategies to capture mass-markets in e-commerce business, the role of culture-specific aspects in developing differentiation strategies and the role of local flavors in branding strategies and internationalization.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code:
CSS 8: Marketing.
Details
Keywords
SpiceJet came out with Big Sale offer in January 2013 in which the company offered 10 lakh air tickets for Rs. 2013 to travellers in Indian domestic civil aviation market. The…
Abstract
SpiceJet came out with Big Sale offer in January 2013 in which the company offered 10 lakh air tickets for Rs. 2013 to travellers in Indian domestic civil aviation market. The promotion, aimed at increasing passenger load factor, generated wide publicity due to unprecedented nature of offer in highly competitive market. The case traces the history of promotions conducted by SpiceJet and examines the different aspects of promotion which become crucial while planning for promotions in service industry.
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