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The case study offers a unique teaching tool to the instructor and learners. Very few cases offer a product and segmentation dilemma in a single problem. The discussion would enable learners to:

– conduct a situational analysis by using frameworks such as the 5C and SWOT;

– understand different kinds of segmentation options that a firm can consider;

– understand the nuances of making a viable and actionable new product launch decision;

– analyze the pros and cons of a segmentation decision and comprehend how the decision will impact the firm’s marketing and/or business strategy.

Sirona Hygiene Private Limited was a young startup founded in 2015 by Deep Bajaj. The firm had three brands under its umbrella, namely, female hygiene (Peebuddy), menstrual hygiene (Sirona) and protection and wellness (BodyGuard). Though the firm was recognized for feminine hygiene products, the pandemic boosted the sale of BodyGuard face masks and hand sanitizers.

The sanitizer market was growing, and protection and sanitization products were now part of every consumer’s daily ritual. As BodyGuard now had some brand recognition, Sirona could consider expanding the sanitizer line with a natural new product formulation. However, the expansion decision could have short- and long-term impacts on BodyGuard and Sirona Hygiene. The decision could be two-pronged, involving a product line expansion and revisiting the BodyGuard segmentation strategy. Currently, the BodyGuard range was focused on business-to-consumer (B2C) users, but volumes were higher in business-to-business (B2B). Second, BodyGuard was a forced fit brand amongst the Sirona family of feminine products

Thus, as Sirona considered a new product opportunity, assessing the viability of a possible move to the B2B segment may be prudent. However, the BodyGuard range also had mosquito repellents and baby products, which were essentially a B2C option, so was it more practical to stay as a B2C brand? Furthermore, if BodyGuard stayed a B2C brand, should it consider a demographic segmentation, or was a psychographic approach more beneficial in a cluttered commoditized space such as sanitizers? Which approach would build a consumer–brand connection? Or should the brand straddle both segments? Finally, the firm would also need to assess the BodyGuard segmentation strategy from the overarching Sirona business strategy.

The case can be used for a foundation course in Marketing and/or an advanced elective on Product Management or Marketing Strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

The case study offers interesting learning possibilities and offers the following learning opportunities to the learner. assess and conduct a macro- and micro-environmental analysis, comprehend the nature of the competitive landscape and how it changes when one looks at a digital-only versus an omnichannel marketplace, examine the product mix and policy of the firm and evaluate how it delivers customer value and analyse the pros and cons of growth strategies available to a firm and arrive at a viable and actionable future business and product strategy.

The short case study presents the story of a young start-up called Country Delight. The firm began operations in 2011 and was the brainchild of Chakradhar Gade and Nitin Kaushal. The direct-to-consumer firm addressed urban consumers’ non-articulated, latent need to get “fresh and uncontaminated” milk to their doorstep. Country Delight delivered farmer-to-consumer fresh cow and buffalo milk and milk products based on a well-designed and efficient value chain where the supply chain was either wholly owned or quality monitored by the firm. The firm began operations in India’s National Capital Region and was spread across 15 metro cities. Slowly, over the years, Gade and Kaushal added more product categories.Country Delight had a subscriber base of around 500,000, and the ambitious duo wanted to double their subscriber base and reach one million subscribers by financial year 2025. The firm was looking at various paths to achieve this number. Should Country Delight expand into new geographies? Or look at adding to the existing product portfolio? Diversification into agritourism, like the Pune-based vineyard – Sula, also looked attractive to build consumer engagement. Would taking the consumer to the farmers from whom they sourced the milk and vegetables contribute additional revenue to Country Delight and their farmer-suppliers? As the firm got ready to raise another round of funding, it needed a well-articulated growth strategy that was exciting and profitable for all stakeholders.

This case study presents the dilemma entrepreneurs face as they look at the next phase of growth. Thus, this case study serves as a learning opportunity for a graduate-level course in management and as a sounding board for those who aspire to enter the start-up space. Though this case study has the potential to illustrate basic concepts such as value chain and macro- and micro-environment analysis, the protagonist’s dilemma and the problem statement make it apt for integrated discussions that are critical in advanced electives in marketing management.

Teaching notes are available for educators only.

CSS 8: Marketing.

Introduction: Governance is the management of various actions to improve human capacities and boost the efficiency with which services are delivered to the general public. The study analyses the relationship between two variables: geographic location and desire to switch to an E-governance system. The study also aims to explore the relevance of artificial intelligence (AI) in supporting E-Governance.

Objectives of study: (1) To investigate the notion of e-governance and the many approaches available. (2) To research various government E-Governance initiatives and raise awareness about the difficulties and opportunities facing India’s e-government system. (3) To study the acceptance of E-governance by the public from rural and urban districts.

Methodology: This study will use a descriptive research approach as its research strategy. Primary data was collected to check for the preference for an acceptance rate of E-Governance based on geographic location (URBAN and RURAL). The current investigation is conducted on 200 respondents from Northern India’s selected urban and rural districts.

Finding and implications: The report summarises the significance of e-governing system adoption in India and offers ways to improve the operation of these systems in the future. The results of the test show that both factors are highly significant. The study recommends that future research integrate our search for scientific studies with a search for non-scientific publications, as journal and conference publications may lag behind the most recent breakthroughs in the implications of AI use in public administration.

Storytelling is increasingly becoming a popular tool for promoting local fairs, festivals, culture and heritage. It is also being used to boost regional economies and revitalise them. Storytelling involves recounting past events and emphasising their relevance to the current situation. It is a powerful way to communicate shared experiences and values from one generation to the next. By engaging in storytelling, local or regional fairs or festivals are able to subsidise the regeneration of their economy. Furthermore, storytelling can help to bridge the gap between the past, present and future, providing a sense of permanency and belonging. Transmedia storytelling, often called transmedia narrative, is a technique for integrating current digital technology to present a tale or story experience across several platforms and formats.

Rajasthan is a vibrant, colourful and lively region of India. It comes out on top regarding holidays, traditions and culture. It sparkles brighter when its festivals are taking place. Due to its festive atmosphere, they have played a significant role in Rajasthani culture. The state of Rajasthan is known for its warm hospitality.

The current study's objective is to investigate various regional festivals in Rajasthan that have helped to develop regional identity through transmedia and to understand the connection between regional festivals' storytelling and tourism. Our findings indicated a positive relationship between regional or local festival narrative and travellers' inclination to visit or return. Additionally, the local community develops a positive sense of itself due to these festivals.

The purpose of this study is to the role of bonding and bridging social capital of women entrepreneurs in dealing with the business crisis induced by the COVID-19 pandemic.

A total of 24 women entrepreneurs from Deoria district from the state of Uttar Pradesh in India are selected through the snowball sampling technique. Out of these 24 female entrepreneurs, 14 belong to some network and 10 are not a part of any network. A qualitative methodology based upon in-depth personal interviews is used to get insights about the personal views of the female entrepreneurs on the role played by their bonding and bridging social capital to deal with the problems during the current business crisis.

Contrary to the general belief that women-owned businesses succumb easily to business crises and respond to reduce risks, the findings suggest that women business owners confidently faced the adverse business conditions. The bonding social capital of women entrepreneurs provided emotional support and motivation through internal interactions and responsibility sharing, and business networks (bridging capital) facilitated identification of new opportunities. The respondents emphatically mentioned the role of peer entrepreneurs as sources of information and resources.

To the best of the authors' knowledge, this is the first study in the Indian context that seeks to investigate the role of bonding and bridging social capital during the business crisis induced by the current pandemic using qualitative data generated through in-depth interviews.

The COVID-19 outbreak reached a critical stage when it became imperative for public health systems to act decisively and design potential behavioral operational strategies aimed at containing the pandemic. Isolation through social distancing played a key role in achieving this objective. This research study examines the factors affecting the intention of individuals toward social distancing in India.

A correlation study was conducted on residents from across Indian states (N = 499). Online questionnaires were floated, consisting of health belief model and theory of planned behavior model, with respect to social distancing behavior initially. Finally, structural equation modeling was used to test the hypotheses.

The results show that perceived susceptibility (PS), facilitating conditions (FC) and subjective norms are the major predictors of attitude toward social distancing, with the effect size of 0.277, 0.132 and 0.551, respectively. The result also confirms that the attitude toward social distancing, perceived usefulness of social distancing and subjective norms significantly predict the Intention of individuals to use social distancing with the effect size of 0.355, 0.197 and 0.385, respectively. The nonsignificant association of PS with social distancing intention (IN) (H1b) is rendering the fact that attitude (AT) mediates the relationship between PS and IN; similarly, the nonsignificant association of FC with IN (H5) renders the fact that AT mediates the relationship between FC and IN.

The results of the study are helpful to policymakers to handle operations management of nudges like social distancing.

The research is one of its kind that explores the behavioral aspects of handling social nudges through FC.

Consumers can spend their disposable income on hedonic consumption or save for the future. Their preferences were altered by the prolonged life and livelihood-threatening experiences of the pandemic. This paper aims to study the spillover effect of the pandemic experience on consumer savings attitudes and hedonic purchase preferences in the new normal.

The authors conducted 35 in-depth interviews with consumers in India. The data were analysed thematically.

The results showed that when fear of life and negative emotions of the pandemic persisted, consumers became short-term focused, moved towards materialism and increased hedonic spending. Alternatively, individuals who faced substantial financial hardships resorted to an increased preference for savings. The relationship between changes in savings orientation and hedonic consumption was found to be moderated by consumer's individual differences in financial vulnerability and life history strategies.

As the trend towards increased hedonic consumption and preference for luxury products continues, the study findings can be used to devise effective marketing strategies to tap the emerging segment of mass luxury consumption.

Despite ample work being conducted in the hedonic consumption domain, it has not been studied in conjunction with savings orientation, a significant determinant. This research links personal savings orientation with hedonic spending and substantiates that purchase decisions are cognitively weighted as a choice of discretionary spending against the opportunity to save.

The purpose of this paper is to provide an early assessment of India’s South-South cooperation for trade and technology (SSTT) with East Africa, focusing on Ethiopia, Rwanda, Kenya, Uganda and Tanzania. It aims to analyse the role of SSTT in providing support to targeted sectors.

The paper examines SSTT, focusing on India and East Africa over a specific period (2000–2016) of its emergence, and extends the public sponsorship literature in international business (IB) to better understand the relationship between SSTT and value addition – applying to a particular case study of SSTT interventions in spices.

The paper highlights SSTT as a pathway to support value addition in global value chains (GVCs). Trade between India and East African countries has grown, with three developments over the period of analysis in particular: shifting trade patterns, growing share of intermediate goods trade and differences in GVC insertion. However, East African exports are largely of lower value. Capacity building to support processing capability and thriving markets can encourage greater value addition. Preliminary findings suggest early gains at the margins, as SSTT interventions have been focusing on capacity boosting with buffering and bridging mechanisms for increased volume of trade. Moving up the value chain however requires that specific value-enhancing activities continue to be targeted, building on regional capacities. Our high-level case study for spices suggests that activities are starting to have a positive effect; however, more focus is needed to specifically target value creation before export and in particular higher levels of processing.

While findings are preliminary, policy implications emerge to guide SSTT interventions. There is capacity for building higher value-added supply chains as is evident among East African countries that trade with each other – future SSTT programmes could tap into this and help build capacity in these higher-value value chains. Future SSTT programmes can take a comprehensive approach by aiming at interventions at key points of the value chain, and especially at points that facilitate higher value addition than initial processing. An example is that Ethiopia and Rwanda are likely to benefit from an expanded spice industry, but the next phase should be towards building processing for value-addition components of the value chain, such as through trade policies, incentivising exporters to add value to items before export. From a development perspective, more analysis needs to be done on the value chain itself – for instance, trade facilitation measures to help processers engage in value chains and to access investments for increasing value add activities. (iv), Future research should examine more closely the development impacts of SSTT, namely, the connection between increased trade, local job creation and sustained innovation, as it is these tangible benefits that will help countries in the Global South realise the benefits of increased trade.

The paper underlines how the SSTT approach can contribute to the critical IB and GVCs literature using a theoretical grounded approach from public sponsorship theory, and with a unique lens of development cooperation between countries in the global south and its emerging impact on development outcomes in these countries.