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Case study
Publication date: 10 July 2015

Gaganpreet Singh and Neeraj Pandey

Pricing, Marketing Management, Strategic Marketing, Strategic Management.

Abstract

Subjectarea

Pricing, Marketing Management, Strategic Marketing, Strategic Management.

Studylevel/applicability

The case can be used for a Pricing Course and Strategic Marketing, Marketing Management and Strategic Management courses delivered to post-graduate management programme (Master’s level) students and/or for Management Development Programme’s.

Caseoverview

Alliance Intercontinental Sourcing Company LLP (ALLISCO) manufactured Steel Blanks for clutch plates used in two- and three-wheeler automobiles. Steel Blank plates further underwent a processing phase which included coating with leather cover to form the finished clutch plate. The primary raw material used by ALLISCO for its manufacturing process was sheet metal. The processing of the principal raw material resulted in the production of three joint products. The first joint product was “Steel Blank”, the main product; the second joint product was “Inner Circle”, which may be classified as a by-product; the third joint product was the left-over waste material and could be categorized as sheet scrap. The approximate increase in procurement cost of 8 per cent had considerably impacted the firm’s profit margins. The dilemma that Rishabh Singla, Managing Partner, ALLISCO, now faced was how the increased differential could be distributed systematically among the three joint products. The challenge for ALLISCO was to preserve the percentage of gross profit margins by altering its existing pricing strategy.

Expectedlearning outcomes

Understand the concept of multiple joint products; learn about choosing appropriate pricing strategies to price multiple joint products; comprehend how value-based pricing can extract untapped profits; and understand the importance of retaining gross profit margins (%).

Supplementarymaterials

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

Details

Emerald Emerging Markets Case Studies, vol. 5 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

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Case study
Publication date: 28 June 2013

Neeraj Pandey and Gaganpreet Singh

Pricing, digital marketing, marketing management and strategic marketing.

Abstract

Subject area

Pricing, digital marketing, marketing management and strategic marketing.

Study level/applicability

The case can be used for pricing or digital marketing courses as well as marketing management courses to MBA students and/or for management development programmes.

Case overview

Goldfinch Mobile Solutions, a Hong-Kong based value added services (VAS) and gaming platform provider, had an exclusive tie up with Bharti Airtel in India for providing value added voice applications on an interactive voice response system (IVRS) platform. The Goldfinch flagship service is “Guru Ki Bani” which may be subscribed to by dialing the short code 58282. This “58282” service has a repository of all Sikh religion daily prayers, religious songs, teachings, stories from Guru's life and similar information that is derived from the Sikh Holy book Guru Granth Sahib Ji. As per mutual agreement between Goldfinch Mobile Solutions and Bharti Airtel, the telecom operator had the responsibility to promote Goldfinch's Guru Ki Bani service amongst its subscriber base through its below the line (BTL) promotional channels such as short messaging service (SMS), outbound calls, cell information, notification SMS after call and above the line (ATL) activities such as posters, leaflets, print, promoters, regional TV, outdoors, etc. The revenue sharing arrangement between Airtel and Golfinch was in the ratio of 75 percent and 25 percent. However, with recent changes in the policies of Telephone Regulatory Authority of India (TRAI), promotional marketing used by telecom operators has been constrained. Declining customer share, decreasing profits (after Bharti Airtel halted promotions) and increasing organization cost per customer have made MD and CEO Mr Newton Bubber think of various options including low-cost marketing initiatives besides digital marketing to promote Guru Ki Bani services. Value communication to its huge potential customer base, i.e. 184.19 million Bharti Airtel subscribers was another challenge facing Mr Newton and his marketing team at Goldfinch.

Expected learning outcomes

The case enables students to learn the concepts and application of value creation, effective value communication, price waterfall analysis, importance of costing parameters in pricing decisions, low-cost marketing strategies and digital marketing.

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.

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Article
Publication date: 23 March 2020

Neeraj Pandey, Preeti Nayal and Abhijeet Singh Rathore

This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research…

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7921

Abstract

Purpose

This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research knowledge and proposes a research agenda for scholars and practitioners.

Design/methodology/approach

A systematic literature review has been conducted on B2B digital marketing. The various themes have been identified on the basis of the comprehensive analysis of extant literature. Also, semi-structured interviews with B2B marketing experts were also conducted to further refine the emerged digital marketing themes.

Findings

Although some B2B firms use digital marketing, most are unable to leverage its full benefits because of the dearth of comprehensive research on the subject. This review provides an insight into the emerging themes by developing a collaborative conceptual framework. The review highlights that few areas such as digital marketing communication and sales management have witnessed steady development while decision support systems, critical success factors, electronic marketing orientation (EMO), etc., were lesser explored. Furthermore, it identifies research gaps and highlights the emerging research themes for future researchers.

Practical implications

The collaborative framework will help organizations to align their digital marketing activities as per the changing market dynamics such as the focus on building social media capability, EMO and value co-creation.

Originality/value

Research on the use of digital marketing by B2B firms is still at the embryonic stage. This study is a pioneering effort to review the use of digital marketing in B2B organizations and identify research priorities for scholars and practitioners.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 7
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 19 March 2018

Avinash Tripathi and Neeraj Pandey

The discount image associated with odd-ending prices has led to its extensive use by retailers. The purpose of this study is to assess the impacts and applications of…

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2377

Abstract

Purpose

The discount image associated with odd-ending prices has led to its extensive use by retailers. The purpose of this study is to assess the impacts and applications of nine-ending vs round-ending prices on the purchase of green and non-green products at different price levels and under different purchase motivations.

Design/methodology/approach

Three experiments are conducted. The first experiment is a 2 (price ending: nine-ending vs round-ending) × 2 (product appeal: green vs non-green) between-subjects study; the second experiment is a 2 (price ending: nine-ending vs round-ending) × 2 (price level: low price vs high price) × 2 (product appeal: green vs non-green) between-subjects study; and the third experiment examined buyers’ preferences of price endings regarding the purchase of green products having either utility (utilitarian) or pleasure (hedonic) motivation.

Findings

This research highlights that consumers prefer zero-ending prices for green products and pleasure motivation products, but they prefer odd endings for low-priced and utilitarian products. These results support the increased reception of round-ending prices. Accordingly, this study contributes to the literature by providing a boundary condition for odd-ending prices. Specifically, the study finds that the effect of nine-ending prices becomes weaker as the price of the product increases.

Practical implications

The findings of this study have practical implications for managers, as the results indicate that pricing green products and high-quality perception products using round digits and pricing low-priced and utility perception products using odd digits will increase consumers’ purchase intentions. Moreover, pricing the products using round-ending prices will reduce the perception of low quality and deter brand loyalty emanating from a low-priced/discount image of a product.

Originality/value

This research contributes to theoretical and practical aspects of behavioural pricing literature. This research uncovers the buyers’ distinct preferences for zero-ending prices and odd-ending prices when purchasing different products based on different motivations and varied price levels. This is the first research of its kind to explore and compare the impact of psychological pricing on green products. The study also resolves a contradiction in past literature regarding the use of nine-ending prices by providing boundary conditions.

Details

Journal of Consumer Marketing, vol. 35 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

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Case study
Publication date: 18 March 2019

Neeraj Pandey and Sandesha Shinde

The learning objectives of this case study are to understand business-to-business (B2B) marketing in a logistics organization; apply go-to-market (GTM) strategy in the…

Abstract

Learning outcomes

The learning objectives of this case study are to understand business-to-business (B2B) marketing in a logistics organization; apply go-to-market (GTM) strategy in the logistics industry; design B2B distribution strategy so as to enhance geographic penetration; and develop digital marketing strategies in the logistics industry.

Case Overview/Synopsis

V-Xpress is a leading B2B player in the express cargo category in the Indian logistics industry. In March 2017, Sachin Nair, Head of V-Xpress Marketing, was presenting three different GTM strategies to the CEO for the new Assured Timely Movement services. He wanted CEO views on each of them so that he can choose the best one. Sachin was also trying to find a solution to backhaul problem in eastern India. The resolution of this problem would have helped V-Xpress to become a truly pan-India B2B logistics company. Sachin was also revamping the digital marketing strategy as part of ambitious V-Xpress marketing strategy. These initiatives were taken as part of CEO’s vision for reaching annual revenue of INR 10bn by 2020. Sachin was thinking about various options so as to implement these changes with least investments.

Complexity academic level

This case study can be used in B2B marketing, marketing management and marketing strategy course of an MBA program.

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

Emerald Emerging Markets Case Studies, vol. 9 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

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Case study
Publication date: 26 June 2018

Neeraj Pandey and Anish Kumar

Marketing, Pricing, Strategic marketing.

Abstract

Subject area

Marketing, Pricing, Strategic marketing.

Study level/applicability

The case is developed for an MBA-level program.

Case overview

In May 2017, the telecom industry in India witnessed an intense price war over 4G (fourth generation) data prices. Gopal Vittal, CEO of Bharti Airtel was exploring various options on how best to respond to the situation. He had to take a final call regarding Bharti Airtel’s marketing team’s counter move to tackle this price war by Jio – should Bharti Airtel ignore it, accommodate it or retaliate with even lower prices? Bharti Airtel strongly believed that Jio pricing structure had violated “fair pricing” norms, and its pricing was anti-competitive. It had filed a case with the Telecom Regulatory Authority of India (TRAI) and the Competition Commission of India (CCI) to restrain Jio from further giving “free” promotional offers and penalize it for it. Could the legal recourse by Bharti Airtel dampen Jio’s consistent subscriber growth rate?

Expected learning outcomes

The case provides the students with an insight into how the competition focused on pricing happens in the telecom industry. The pricing war affects the profit margin of all competing companies. It changes the customer reference point for evaluating the competing products and services. The students would also learn practical applications of positive-sum pricing, pricing war, fair pricing and legal aspects of pricing. This case provides the students with an opportunity to understand the pricing war and how to respond to it in a particular situation; understand positive-sum pricing and negative-sum pricing in telecom industry context; understand legal aspects of pricing; and how to leverage data for gaining newer customer insights.

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

Emerald Emerging Markets Case Studies, vol. 8 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

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Article
Publication date: 11 November 2021

Kumar Mukul, Neeraj Pandey and Gordhan K. Saini

This study explores the relevance of social capital resources generated through networks to address the marketing challenges of startups. It looks into the marketing…

Abstract

Purpose

This study explores the relevance of social capital resources generated through networks to address the marketing challenges of startups. It looks into the marketing issues faced by startup firms in emerging markets and examines how they leverage their social capital to reach out to their customers and other stakeholders for marketing their products and services.

Design/methodology/approach

The case study analysis using the abduction method, semi-structured interview and content analysis were used for answering the research questions.

Findings

This study finds the importance of developing social capital by startups for marketing activities. Social capital also acts as a strategic advantage that the competitors cannot easily emulate. Findings show that the development of social capital happens through the network of startup entrepreneurs and social connections involving customers, dealers and suppliers, among others.

Originality/value

This study is a novel attempt to emphasize the potential of social capital for marketing activities in a startup firm. This study expands the literature on social capital with a marketing perspective in an emerging economy context. The academic and managerial implications have also been highlighted in the study.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 4 February 2019

Gaganpreet Singh and Neeraj Pandey

The purpose of this paper is to explore green packaging from the process dimension. Specifically, it focuses on understanding the behavior of costs associated with…

Abstract

Purpose

The purpose of this paper is to explore green packaging from the process dimension. Specifically, it focuses on understanding the behavior of costs associated with installing green packaging infrastructure.

Design/methodology/approach

The study used system dynamics to design the model. The model was tested on three industries employed in manufacturing glass bottles to generalize the result.

Findings

The study concludes that cost of remanufacturing which initially is higher because of recollection phases and reverse logistics costs eventually becomes lower than new manufacturing as soon as system achieves stability and continues to follow the same trend over the period of time.

Practical implications

The study put forwards an explanation to the concerns of manufacturers who were unwilling to install green packaging or remanufacturing infrastructure into their operations because of several cost- and risk-related dilemmas.

Originality/value

The study extends the academic literature by answering the queries raised by Kassaye and Holloway (2015).

Details

Benchmarking: An International Journal, vol. 26 no. 3
Type: Research Article
ISSN: 1463-5771

Keywords

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Article
Publication date: 10 July 2017

Gaganpreet Singh and Neeraj Pandey

The purpose of this paper is to investigate the celebrity-brand association from a different perspective.

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1383

Abstract

Purpose

The purpose of this paper is to investigate the celebrity-brand association from a different perspective.

Design/methodology/approach

This study uses exploratory factor analysis, confirmatory factor analysis, and binary logistic regression.

Findings

This study conceptualizes celebrity-owned brands (COBs). It statistically validates the complimentary and synergistic effects of six inter-related but distinct factors that are likely to influence a buyer’s willingness to pay price premium for COBs.

Originality/value

This study makes a novel attempt by analysing the celebrity-brand relationship from a different perspective. The paper deviates from the traditional and widely researched linkage of a celebrity with a brand through endorsement.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 21 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

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Article
Publication date: 6 April 2021

Naveen Donthu, Satish Kumar, Debidutta Pattnaik and Neeraj Pandey

The primary objective of this endeavour is to form a retrospective overview of the International Marketing Review (IMR) and map its way forward.

Abstract

Purpose

The primary objective of this endeavour is to form a retrospective overview of the International Marketing Review (IMR) and map its way forward.

Design/methodology/approach

A range of bibliometric techniques has been employed to analyse the performance of IMR and its stakeholders, map the evolution of its thematic and intellectual structures and analyse the factors driving IMR's academic influence and impact

Findings

IMR's academic contributions, influence and impact have grown progressively. The thematic structure of the journal has evolved into six clusters. Simultaneously, its research fronts have submerged to six bibliographic clusters, noted as marketing channels, cross-cultural impact on emerging markets, export performance, country of origin (COO), online consumers and global business environment. Among these, the first four are still evolving, suggesting scope for future submissions.

Research limitations/implications

The limitation of this endeavour largely arises from its selection of bibliographic data being confined to Scopus.

Originality/value

To the best of the authors’ knowledge, this is the first objective assessment of the journal, useful to its authors, readers, reviewers and editorial board.

Details

International Marketing Review, vol. 38 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

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