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Teaching Note and Exhibits.
The learning outcomes are as follows. The case offers a rare opportunity to understand the unique market dynamics of feminine health and hygiene products in an emerging market. The discussion would enable learners to comprehend different stages of “new product development process”; understand “diffusion of innovation” and consumer adoption process; conduct a comprehensive situation analysis to assess segment attractiveness; and plan market-driven “product commercialization” strategies to increase adoption and sales for long-term performance.
Peebuddy – “India’s first portable female urination device” that gave women the freedom to stand and pee in unfriendly toilets was launched in 2015. Over two million units were sold by December 2019. Riding on this success, Deep Bajaj – the creator of Peebuddy built a 20-product company from a small bootstrapped start-up, over a four-year period. After receiving two rounds of funding, Bajaj knew that for the next phase of expansion, he needed to showcase Peebuddy as the star product. Facing the challenge of getting over the chasm of limited adoption of an unconventional product in the intimate feminine hygiene and almost taboo space in an emerging market such as India, Bajaj was determined to retain the first mover advantage and emerge as the leader in the category. For this, he had to define his lead user distinctly and design appropriate strategies to increase consumer reach and sales that could overcome the challenges of cultural stereotypes.
Complexity academic level
MBA-level courses in marketing management (core), consumer behavior and product management.
CSS 8: Marketing.
The subject area is strategy and business.
The case can be used for MBA students. This is equally effective in short courses meant for low-to-mid-level working executives. The case is suited for classes in strategy, general marketing, media management and family business courses.
Dainik Jagran – a vernacular daily – is the most read newspaper in India. Under the banner of Jagran Prakashan Ltd.; which is one of the leading media houses in India, the success of Dainik Jagran has been an outcome of the strategic marketing decisions taken by its founder and his successors in the post-independence era. With extensive circulation, it created a large readership base and took bold decisions to launch multi editions to its daily through a series of acquisitions, mergers and consolidations from 1975 to 2010, enabling it to step into product diversification. Readership surveys, investments in technology, advertising, regular branding events and smart phone applications are a few tools that helped. While the group has diversified into other industries, there is an underlying anxiety about the future prospects of its newspaper business. With the onslaught of online news dailies, will Dainik Jagran be able to expand and maintain its readership base using its previous business and marketing strategies? Or is it time to change strategies for businesses in the newspaper and allied media industry in India?
Expected learning outcomes
The study has the following outcomes: application of value chain concept in businesses serving two-sided markets; application of environmental analysis, Porter’s five forces analysis and related strategy concepts; and learning to critically approach and develop a sustainable growth strategy framework for a successful family-run newspaper business in India.
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CSS 11: Strategy.
The purpose of this paper is to obtain a market-oriented approach to segment individual investors in terms of their attitudes and behaviour towards investment. It also…
The purpose of this paper is to obtain a market-oriented approach to segment individual investors in terms of their attitudes and behaviour towards investment. It also attempts to understand the impact of certain demographic variables like gender, age and education on the behaviour of individual investors in the emerging urban Indian market.
A structured questionnaire was used to obtain a total of 340 valid responses which were collected from March 2016 to August 2016. Factor analysis was used to explore the components. Based on these components, cluster analysis was used to identify different subgroups. Statistical techniques, namely, t-test, analysis of variance and Fisher’s least significant difference test were used to examine the impact of demographic variables.
Factor analysis displayed five components, namely, interest in financial matters, anxiety for money, logical decisions, concern for future and spending tendency. Cluster analysis indicates that individuals can be divided into five clusters based on these components. It further substantiates that gender and education have a significant association with each subgroup.
Individual investor segments that were identified and profiled may provide an opportunity for advisors, financial analysts, organisations and investors to improve investment decision making. In this way, financial service firms can identify and provide services based on group-specific needs.
To the best of the authors’ knowledge, this study is the first of its kind to segment Indian investors into different homogeneous groups based on their attitude and behaviour towards financial matters.
The purpose of this paper is to explore store choice behaviour of Indian apparel shoppers and analyses the factors influencing their choice of retail formats from an…
The purpose of this paper is to explore store choice behaviour of Indian apparel shoppers and analyses the factors influencing their choice of retail formats from an emerging market perspective.
The research draws on a data set of 336 structured questionnaires with adult urban Indian respondents to understand their perceptions about organised and unorganised apparel store formats. The exploratory study uses a comprehensive list of demographics, shopping situations and format stimuli parameters along with two established psychographic scales to assess the extent of their effect on the store choice of apparel shoppers.
Factor analysis revealed five well defined store attributes influencing the apparel shoppers’ decision. The growing market for organised retail with a preference for multi brand stores is highlighted. The study establishes that the shoppers’ perception of single-brand stores is still going through a formative phase. Further at the micro level of the decision process, significant differences are established by a number of variables.
The paper explores the store choice behaviour from a wider perspective that may be useful for future research on developing integrated store format choice models. However, the data used herein relates to a cross-section of shoppers in urban India due to the feasibility and convenience of studying relatively organised retail forms and structure of retail in an emerging market environment.
The paper attempts to enumerate befitting analyses of factors that influence the store choice behaviour of apparel shoppers by using apt format classifications that are specific to the emerging retail market scenario in India.
The study aims to explore the evolving status of children as active consumers in the emerging Indian market by assessing their impact on family buying practices across…
The study aims to explore the evolving status of children as active consumers in the emerging Indian market by assessing their impact on family buying practices across distinct parental clusters.
The study uses a structured questionnaire to draw a quota sample of 136 urban Indian parents across four child segments from two Indian metropolitan cities to understand their attitudes towards parenting and the consequent empowerment of their children for actively participating in family purchase decisions around varied children’s product categories.
Exploratory factor analysis reveals five well-defined parental attitudes towards child rearing. The attitudinal factors are used to define three discrete parental clusters, namely, time-pressed parents, child-centric parents and socially influenced parents. The demographic and psychographic profiles of the clusters expose the significant influence of the educated and affluent parents in empowering their children as more active influencers/consumers. The role of children as independent buyers of eatables and toys over other categories is also re-established.
The diversity of Indian parents both in terms of their family structure and attitude towards parenting significantly deliver decisive signals for market-specific segmentation strategies. The uniformity in their shopping frequency and increasing child involvement in family purchases also highlight the opportunities ahead.
Empirical evidences on the growing role of children in family purchases and their transformation into active consumer in an evolving market adds to the existing under-represented family consumption literature with more market-specific insights.