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Abstract

Details

Strategic Marketing Management in Asia
Type: Book
ISBN: 978-1-78635-745-8

Case study
Publication date: 17 August 2007

Anand Kumar Jaiswal

CavinKare was planning to introduce soaps and detergents product in the market. Owing to the ongoing price war in the detergent segment between Hindustan Lever Limited and P&G…

Abstract

CavinKare was planning to introduce soaps and detergents product in the market. Owing to the ongoing price war in the detergent segment between Hindustan Lever Limited and P&G, the company's managing director and chief executive officer were weighing the risks and benefits of entering the soaps and detergents market. They had to decide whether to enter the market or delay the entry. Another option was to abandon the entry plan altogether. The case discusses the dilemma faced by the company on market entry due to the changed market conditions.

Details

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

Keywords

Abstract

Subject area

Marketing, innovation, strategy.

Study level/applicability

Undergraduate, post-graduate and executive education.

Case overview

This case is set in January 2012, a few days before the launch of Mysore Sandal Millennium, a super-premium luxury soap offering from the Indian public sector enterprise, Karnataka Soaps and Detergents Ltd. (“KS&DL”). Three years of research had been put into this product, which contained some of the finest, high-quality ingredients. KS&DL had, over the past decade or so, observed a significant fall in brand image for its signature product, the Mysore Sandalwood soap. While this soap had for many years been considered the premium brand in India, it had lost its place when well-known foreign brands became available in India, and local manufacturers moved towards this segment, manufacturing a whole new range of competitive products such as liquid body washes and gels. It was with an aim to rebuild its image that the company decided to launch the Millennium soap. KS&DL was clear that the product would be initially aimed at the high-income Indians, and then move to expand into the overseas market. However, it remained to be seen if the company could be truly successful in marketing a product priced at a level which would make it unaffordable to most Indians, other than a very thin layer of the ultra-rich. The question remains as to how KS&DL could best go about executing and communicating its strategy to make this launch a success.

Expected learning outcomes

This case provides students the opportunity to learn about the challenges faced when a company launches a new brand, particularly a luxury brand in a developing country such as India. Through this case, students will learn about the concepts of brand extension, and, above all, vertical brand extension. It can also be used to discuss the spill-over effects of the launch (and its success) on other existing brands of the company, as well as the overall corporate brand.

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.

Details

Emerald Emerging Markets Case Studies, vol. 4 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Case study
Publication date: 16 April 2015

Muhammad Akhtar, Najeeb Zada, Irfan Ahmad and Nazim Zaman

Accounting, Finance, Human Resource Management and Marketing.

Abstract

Subject area

Accounting, Finance, Human Resource Management and Marketing.

Study level/applicability

BBA, MBA, MS, PHD.

Case overview

Leasing or borrowing and buy decisions are very crucial in the industrial era. Every company does not possess sufficient resources to meet their investing needs. The leasing options have provided a decent way to congregate fixed assets requirements in manufacturing industry. This case mainly focuses on the dynamics of business survival.

Expected learning outcomes

To be able to evaluate the different financial and marketing options available with the company. Understand the relevance of the theory of diversification as applied to financial and production aspects; be able to evaluate the leasing, borrowing and buying options that are available in financing of fixed assets; understand the disclosure requirements in the financial statements according to International Accounting Standards (17); be able to evaluate marketing strategies including pricing options, product diversification, reaction to competition and innovation; and consider human resource policy decisions at times of change including cost-cutting measures.

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.

Details

Emerald Emerging Markets Case Studies, vol. 5 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 31 May 2019

R. Rathinamoorthy

The purpose of this paper is to focus on the performance analysis of Polyvinylpyrrolidone (PVP) – Chitosan composite dye transfer inhibitor (DTI) for household laundry. The…

Abstract

Purpose

The purpose of this paper is to focus on the performance analysis of Polyvinylpyrrolidone (PVP) – Chitosan composite dye transfer inhibitor (DTI) for household laundry. The developed composite DTI is tested against different commercial dyes and detergent powders normally used in the household laundry for its performance.

Design/methodology/approach

The DTI article is tested for its performance against five commercial dyes and five commercial detergent compositions. The dye re-deposition behaviour of the control fabric was measured in terms of the colour difference (ΔE) values. The influence of PVP on the washing efficiency of detergent was evaluated against tea, coffee and juice stains.

Findings

The results showed that there is an excellent performance of the developed product noted in terms of DTI performance against reactive, basic and sulfur dyes. The DTI product showed a significantly (p<0.05) less performance against acid and direct dyes. There is no significant differences noted in the stain removal efficiency of the detergent in the presence of PVP in the wash liquor (p>0.05).

Originality/value

The usage of DTI polymer in the household laundry has no significant influence on the detergents performance in terms of stain removing efficiency. The DTI polymer’s function in the wash liquor depends up on the type of polymer used, as they are sensitive to the type of detergent compositions used and the type of dyes bleeds in the wash liquor.

Details

International Journal of Clothing Science and Technology, vol. 31 no. 5
Type: Research Article
ISSN: 0955-6222

Keywords

Article
Publication date: 1 December 2006

Helmut Schneider and Gülpınar Kelemci Schneider

The first objective of the paper is to determine whether the national currency changeover in Turkey has altered the level of consumer price knowledge. The second objective is to…

Abstract

Purpose

The first objective of the paper is to determine whether the national currency changeover in Turkey has altered the level of consumer price knowledge. The second objective is to investigate the level of consumer price knowledge in an emerging economy, quite apart from the currency changeover.

Design/methodology/approach

The paper looks at price knowledge by comparing consumers' price estimations with actual market prices. Data was collected, designed as a panel interview, at two points of time. The price data contains the actual prices of six selected products, from 27 retail stores in Istanbul. The choice of retail outlets was conducted in such a manner, that they provide a highly representative image of prices in Istanbul. The price estimation was obtained at personal interviews (599 individuals) outside a shopping situation in different parts of Istanbul.

Findings

The analysis suggests that the price knowledge of Turkish consumers has not deteriorated since the currency changeover. On the contrary, it has slightly improved. According to the second objective, the price knowledge of consumers in an emerging economy turned out to be relatively poor, although the level of price differentiation is rather low in the market.

Research limitations/implications

The first limitation is the context of price data, due to the specific economic infrastructure of an emerging country such as Turkey. The second limitation relates to the investigated product categories and refers to all of the results on the relatively poor price knowledge of Turkish consumers. Regarding further research, it would be useful to establish whether the price knowledge of Turkish consumers will improve in the future on account of the inflation rate, which has been declining noticeably during the past few months. In addition, other methods of measuring price knowledge can be used to determine whether the results for Turkish consumers are stable. Finally, including informal traders could raise the explanatory power of data about the price knowledge of Turkish consumers.

Originality/value

Price knowledge in an emerging economy is poor. The effect of a currency changeover on price knowledge depends on the conversion arithmetic.

Details

Journal of Product & Brand Management, vol. 15 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Case study
Publication date: 15 May 2020

Puneet Dubblish and Shikha Bhatia

Learning outcomes of this paper are to analyse, record and classify financial transactions; prepare unadjusted trial balance; record the adjustment and closing entries and prepare…

Abstract

Learning outcomes

Learning outcomes of this paper are to analyse, record and classify financial transactions; prepare unadjusted trial balance; record the adjustment and closing entries and prepare post-closing trial balance; and prepare financial statements.

Case overview/synopsis

The case aims to induce users to draw up financial statements from the details provided. The complete accounting process is covered through solving the case. The case follows a start-up company from its first set of financial transactions to preparing the first set of financial statements. The case will help in application of accounting concepts, principles and the processes for recording transactions and preparation of financial statements.

Complexity academic level

The case is best suited for senior undergraduate- and graduate-level students of management/business schools in the courses of introductory financial accounting, intermediate accounting and financial reporting.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 1: accounting and finance.

Details

Emerald Emerging Markets Case Studies, vol. 10 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 1 July 1959

R.S. Hartley

The following article is substantially the same as a lecture given to The Institute of Petroleum at Leeds on 9th April, 1959, and is reproduced here by their kind permission.

Abstract

The following article is substantially the same as a lecture given to The Institute of Petroleum at Leeds on 9th April, 1959, and is reproduced here by their kind permission.

Details

Industrial Lubrication and Tribology, vol. 11 no. 7
Type: Research Article
ISSN: 0036-8792

Case study
Publication date: 17 August 2007

Anand Kumar Jaiswal

CavinKare Private Limited has emerged as an important player in the Indian fast moving consumer goods market. It has not only survived cut-throat competition from formidable…

Abstract

CavinKare Private Limited has emerged as an important player in the Indian fast moving consumer goods market. It has not only survived cut-throat competition from formidable multinational companies, but also has recorded sustained high growth over the years. Its business model has included converting important consumer insights into superior products, innovation and experimentation, value pricing, and extending distribution access. The case discusses the challenge before the top management to put in place a strategy to translate the vision of making CavinKare a billion-dollar entity (Rs 52,000 million) by 2012 into reality.

Details

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

Keywords

Article
Publication date: 1 April 2005

M.P. Jaiswal and Anjali Kaushik

To examine and measure the effectiveness of enterprise systems at business network level. The paper presents the best practice case highlighting how business network systems (BNS…

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Abstract

Purpose

To examine and measure the effectiveness of enterprise systems at business network level. The paper presents the best practice case highlighting how business network systems (BNS) can be redesigned using enterprise systems to strengthen relationships with business partners and to enhance value to consumers.

Design/methodology/approach

The paper examines the business potential of BNS redesign at the relationship level through a case study of one of the largest fast‐moving consumer goods (FMCG) networks, HLLNet.

Findings

HLLNet has uniquely extended its ERP system to establish transactional and relationship‐oriented BNS and has achieved significant improvement in business performance for all partners in the network. It has achieved significant reductions in inventory, improvements in cash management and a negative working capital due to improved information flows across the network and the implementation of policies such as vendor‐managed inventory (VMI). Simultaneously it has improved its telecoms infrastructure and redesigned its inter‐organizational processes to support these information flows. This paper examines how the adoption of enterprise systems across the network, along with a redesign of BNS, can improve and contribute significantly to value to end consumers.

Originality/value

The findings are quite useful to enterprises in terms of deploying enterprise systems across their value chain. They need not only to re‐engineer business processes, but also to innovate new business policies while deploying enterprise systems in order to create value out of IT investment.

Details

Business Process Management Journal, vol. 11 no. 2
Type: Research Article
ISSN: 1463-7154

Keywords

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