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Case study
Publication date: 31 March 2014

Anand Kumar Jaiswal, Sachin Kumar Singh and A Manu

The case deals with marketing research study undertaken to introduce a new product in the market. The company was planning to introduce Cerenity, a toilet seat sanitizer for women…

Abstract

The case deals with marketing research study undertaken to introduce a new product in the market. The company was planning to introduce Cerenity, a toilet seat sanitizer for women who frequently use shared restrooms. The case discusses the conclusive study undertaken involving quantitative marketing research. The research team carried out quantitative survey and collected the data. It applied various quantitative research methods such as factor analysis, multiple regression, cluster analysis and conjoint analysis for analysis the collected and drawing managerial inferences.

Details

Indian Institute of Management Ahmedabad, vol. no.
Type: Case Study
ISSN: 2633-3260
Published by: Indian Institute of Management Ahmedabad

Keywords

Case study
Publication date: 20 January 2017

Kent Grayson and Sachin Waikar

The manager of the Sony VAIO personal computer in China has been given two segmentation studies. One study is country-specific and product-specific. The other is a global…

Abstract

The manager of the Sony VAIO personal computer in China has been given two segmentation studies. One study is country-specific and product-specific. The other is a global segmentation study, which covers all regions and all of Sony's many consumer electronics. Which segmentation study should the manager rely on---or is there a way to rely on both? After deciding which study is best, which consumer should the manager target, and with what position?

To provide a basis for students (with the help of their lecturer or professor) to answer the following questions: What are the general purposes of a market segmentation study, and what are some of the associated challenges? Is it better for a segmentation study to provide information about the likelihood of category purchase or the likelihood of brand purchase? What are the plusses and minuses of a global versus local segmentation study, and what are the marketing implications of each?

Details

Kellogg School of Management Cases, vol. no.
Type: Case Study
ISSN: 2474-6568
Published by: Kellogg School of Management

Keywords

Case study
Publication date: 20 January 2017

Neal J. Roese and Evan Meagher

On April 4, 2013, a video game website reported that the next-generation Xbox console—due to be released by Microsoft the following month—would require an always-on Internet…

Abstract

On April 4, 2013, a video game website reported that the next-generation Xbox console—due to be released by Microsoft the following month—would require an always-on Internet connection in order to operate. The new version of the SimCity game that had been released earlier that year with an always-on requirement had been a disaster. Hardcore gamers reacted negatively to the news.

When the Xbox One console was officially revealed on May 21, Microsoft effectively confirmed that it would require an always-on connection for validating digital rights. Predictably, gamers reacted negatively, a response that was exacerbated when Microsoft's president of the interactive entertainment business, Don Mattrick, made dismissive statements about their concerns

After reading and analyzing the case, students will be able to:

  • Address the challenge of marketing a product to multiple adjacent but very different customer segments

  • Understand the need for a unified vision before going to market

  • Develop a strategy that addresses the complexity of a world in which the company may no longer own the “loudest voice in the room”

Address the challenge of marketing a product to multiple adjacent but very different customer segments

Understand the need for a unified vision before going to market

Develop a strategy that addresses the complexity of a world in which the company may no longer own the “loudest voice in the room”

Details

Kellogg School of Management Cases, vol. no.
Type: Case Study
ISSN: 2474-6568
Published by: Kellogg School of Management

Keywords

Case study
Publication date: 31 March 2014

Anand Kumar Jaiswal, Sachin Kumar Singh and A Manu

The case deals with the application of marketing research for launching a new product in the market place. The company was planning to enter the Fast Moving Consumer Goods (FMCG…

Abstract

The case deals with the application of marketing research for launching a new product in the market place. The company was planning to enter the Fast Moving Consumer Goods (FMCG) market in India with its new product Cerenity. Cerenity was a toilet seat sanitizer for women who frequently use public restrooms. The case describes the exploratory study conducted by the research team. The team used different qualitative marketing research tools such as focus groups, in-depth Interviews and participant observations.

Details

Indian Institute of Management Ahmedabad, vol. no.
Type: Case Study
ISSN: 2633-3260
Published by: Indian Institute of Management Ahmedabad

Keywords

Case study
Publication date: 21 June 2023

Astha Vyas, Ritu Srivastava and Parul Gupta

The case is intended to assist students to:1. understand the customer’s purchase decision with reference to channel values;2. evaluate and assess the channel strategy using…

Abstract

Learning outcomes

The case is intended to assist students to:1. understand the customer’s purchase decision with reference to channel values;2. evaluate and assess the channel strategy using conventional and digital channels; and3. design the channel strategy for start-ups in emerging markets.

Case overview/synopsis

The subject area for this teaching case was marketing management. The teaching case could be used for the undergraduation and graduation levels of students. The case was about the marketing channel strategy of a small start-up boutique called Chirmi in India, with the theory of consumption values explained. In this case, primary data was taken directly from Chirmi, whereas secondary data for market analysis was taken from various reports, articles and other sources. Because the owner provided the records and documentation, the account was therefore substantiated by the collected first-hand information. The case uses quantitative methods to make students understand the channel arithmetic and consumption values of all the channels used by Chirmi.

Complexity academic level

In the course of core marketing classes at the undergraduate and graduate levels, this case may be used. The case addresses the channel structure, including wholesaling, retailing and e-commerce. Distribution channel management, the theory of consumption values and e-commerce marketing management are explained. Evaluation of channel strategy, design, implementation and management is emphasized.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS: 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 13 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

Case study
Publication date: 11 July 2016

Gopal Das, Abhishek and Geetika Varshneya

This case depicts a managerial problem faced by Tradition and Trust, a traditional sweet and snack manufacturer, which is 100-year old family business manufacturing, retailing and…

Abstract

This case depicts a managerial problem faced by Tradition and Trust, a traditional sweet and snack manufacturer, which is 100-year old family business manufacturing, retailing and exporting sweets, snacks and other confectionery products. Like other traditional sweet and snack manufactures, the company is facing the challenge of consumers' shift towards ‘healthy snacking’. Moreover, brands like Haldiram's and Bikanerwala are posing a tough competition to the traditional sweet manufacturing brands. In recent years, the brand has witnessed a decline in sales. In view of the challenges posed to brand, the Chief Marketing Officer, wants to understand the various factors influencing decline of sales and find ways to redesign the strategy for sustaining its current position in the market. The case is written to illustrate how six fundamental steps of conducting a marketing research can be used to address a given managerial problem.

Details

Indian Institute of Management Ahmedabad, vol. no.
Type: Case Study
ISSN: 2633-3260
Published by: Indian Institute of Management Ahmedabad

Keywords

Case study
Publication date: 6 March 2017

Victoria Geyfman and Christian Grandzol

Atlantic Basin Refining, Inc. (ABR), a Virgin Islands company located on the island of St Croix, reached a tentative agreement with Hess and Petroleos de Venezuela SA to purchase…

Abstract

Synopsis

Atlantic Basin Refining, Inc. (ABR), a Virgin Islands company located on the island of St Croix, reached a tentative agreement with Hess and Petroleos de Venezuela SA to purchase the two companies’ joint venture, Hovensa, LLC in November 2014. Hovensa operated the large St Croix oil refinery that had been closed since 2012, but the deal required approval by the Virgin Islands Senate. Although reopening the large refinery would generate a significant boost to the local economy, past operating losses, and financial and legal issues associated with Hovensa, raised concerns about the feasibility of ABR’s proposal. The case is set in late 2014 as the government is working to ensure that the decision to allow ABR to purchase the refinery reflects the long-term interests of the Virgin Islands.

Research methodology

The case was researched using secondary data and all materials are available to the public. This was necessary due to the ongoing legal battle concerning the refinery’s sale. No disguises of people or entities were used. Frequently cited sources include government and court records, newspaper articles, and internet sources.

Relevant courses and levels

The case is most appropriate for undergraduate courses in management or finance where capital budgeting decisions are analyzed.

Theoretical bases

The case draws on literature related to capital budgeting and management.

Details

The CASE Journal, vol. 13 no. 2
Type: Case Study
ISSN: 1544-9106

Keywords

Abstract

Subject area

Choice Behavior.

Study level/applicability

The case study deals with cross-gender analysis of impulse buying behavior in apparel shopping in India. Any extrapolation of this study to other markets should take into account that Indian consumers are price sensitive. The buying behavior in apparel shopping may not be directly related to other retail categories such as ready-to-eat food, consumer electronics, etc.

Case overview

Mr Khuswant Chaddha’s family business is in tatters. Market dynamics have changed over the years and his textile mill is no longer the cash cow it once was. His son, Gaurav Chaddha, a recent engineering graduate, plans to save the business by venturing into branded apparel retailing. A key component of this strategy is to figure out impulse shopping behavior in apparel purchases. The gender angle is used to better comprehend the differences in impulse buying emotions so that males and females can be targeted with greater success. A survey of shoppers belonging to suitable demographics is used as the backbone of this study. The analysis of the data presents several dilemmas in some critical business decisions.

Expected learning outcomes

The objectives of the case include: understanding how marketplaces change over time; realizing the fact that businesses should evolve over time and even highly profitable business models can become obsolete pretty fast; studying the factors which influence the choice of an apparel store; understanding impulse buying behavior and how gender plays a decisive role in it and analyzing post purchase behavior with respect to gender.

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. 7 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

Case study
Publication date: 23 March 2016

Sanjeev Tripathi

Fruitzone India Limited (FIL) was the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company had conducted market…

Abstract

Fruitzone India Limited (FIL) was the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company had conducted market research to identify a new flavour of fruit juice that it could launch. The case discusses how the data collected in confirmatory research using primary research is analysed and interpreted. This case is useful for participants in the Business Research Methods, Market Research and Qualitative Research courses.

Details

Indian Institute of Management Ahmedabad, vol. no.
Type: Case Study
ISSN: 2633-3260
Published by: Indian Institute of Management Ahmedabad

Keywords

Case study
Publication date: 20 January 2017

Phillip E. Pfeifer and Roy L. Perticucci

Crutchfield, a large U.S. mail-order firm specializing in consumer electronics and personal computers, must evaluate the results of a recent "prospecting" mailing to a rented list…

Abstract

Crutchfield, a large U.S. mail-order firm specializing in consumer electronics and personal computers, must evaluate the results of a recent "prospecting" mailing to a rented list of names. A determination of the mailing requires the calculation of the lifetime value of the new customers acquired. Case data on repurchase probabilities (broken out by recency and frequency) support such a calculation. The case can also be used to introduce the RFM (recency, frequency, monetary value) framework for valuing customers.

Details

Darden Business Publishing Cases, vol. no.
Type: Case Study
ISSN: 2474-7890
Published by: University of Virginia Darden School Foundation

Keywords

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