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1 – 1 of 1Meenakshi Rawani, Ashwini K. Awasthi and Siddhartha Sarkar
Marketing.
Abstract
Subject area
Marketing.
Study level/applicability
Post Graduate.
Case overview
Rajiv Bapna and Pradeep Bapna co-founded Allied Electronics & Magnetics Limited (widely known as Amkette) in the year 1985 for the production of floppy diskettes in India. By the year 1995, Amkette was the largest selling floppy diskette brand in India. With the advent of new technology in storage media sale of floppy diskette observed a constant decline. By the end of year 2004, floppy diskettes completely vanished from the market. Amkette anticipated the changes in the computer peripherals market and introduced a wide range of products in storage media, wireless and wired peripherals, accessories and digital lifestyle products. After the launch of Evo TV on June 2012, Amkette was hopeful for a major success in digital lifestyle segment. Evo TV, a connected TV device, allowed consumers to use smart apps on their television sets and was a cost-effective substitute to Smart TVs. Amkette was betting very high on Evo TV for revenue generation and market development.
Expected learning outcomes
Following are the learning outcomes: to review the product life cycle of technology products, to understand evolving customers’ expectations and behavior, to assess the adoption process of innovative products and to explore the challenges associated with innovative products for market development.
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