This case explores how an Indian firm breaks into a product category dominated by international players. Titan, a Tata Group subsidiary and leading jewellery firm, wants to enter the fragrance category and challenge established foreign brands.
This case explores how an Indian firm breaks into a product category dominated by international players. Titan, a Tata Group subsidiary and leading jewellery firm, wants to enter the fragrance category and challenge established foreign brands.
Inspired by C.K. Prahalad’s “The Fortune at the Bottom of the Pyramid”, Novartis was exploring ways to build a sustainable business for the BOP in India that would improve access to healthcare for the poor while being financially profitable, unlike Novartis's traditional philanthropic and corporate social responsibility approaches.
Inspired by C.K. Prahalad’s “The Fortune at the Bottom of the Pyramid”, Novartis was exploring ways to build a sustainable business for the BOP in India that would improve access to healthcare for the poor while being financially profitable, unlike Novartis's traditional philanthropic and corporate social responsibility approaches.
Mrida (Sanskrit for soil), a fledgling social business venture, uses the ‘Earthspired’ brand to sell products made from high-value plants and herbs – sourced sustainably from small farmers in India – to middle-class consumers.
Mrida (Sanskrit for soil), a fledgling social business venture, uses the ‘Earthspired’ brand to sell products made from high-value plants and herbs – sourced sustainably from small farmers in India – to middle-class consumers.
The case decribes Johnnie Walker’s efforts to move from a multi-local product-focused brand to a global master brand, underlining that the switch is a strategic business decision. It begins by understanding and addressing a global customer need, then managing the standardization of marketing activities across markets, with significant internal changes required to existing structure and process.
The case decribes Johnnie Walker’s efforts to move from a multi-local product-focused brand to a global master brand, underlining that the switch is a strategic business decision. It begins by understanding and addressing a global customer need, then managing the standardization of marketing activities across markets, with significant internal changes required to existing structure and process.
By late 2014, Easypaisa, a mobile financial service (MFS) that enabled financial transactions through a mobile phone, had 54% of the MFS market, and was a leader in both over-the-counter (57%) and mobile accounts (75%). However, its OTC market share had dropped precipitously from 88% in the first quarter of 2013 to 62% by the end of 2014.
By late 2014, Easypaisa, a mobile financial service (MFS) that enabled financial transactions through a mobile phone, had 54% of the MFS market, and was a leader in both over-the-counter (57%) and mobile accounts (75%). However, its OTC market share had dropped precipitously from 88% in the first quarter of 2013 to 62% by the end of 2014.
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.
This case illustrates the key issues and challenges in creating and sustaining a successful brand in emerging markets. Peter England, India’s largest apparel brand by sales volume, is struggling to formulate a strategy to sustain the brand’s market dominance. Indian consumer tastes are changing rapidly, making it difficult for any brand to stay relevant and fashionable over time.
This case illustrates the key issues and challenges in creating and sustaining a successful brand in emerging markets. Peter England, India’s largest apparel brand by sales volume, is struggling to formulate a strategy to sustain the brand’s market dominance. Indian consumer tastes are changing rapidly, making it difficult for any brand to stay relevant and fashionable over time.
It was out of the interest of Ratan Tata, Tata Group chairman, in the problem of water in India that the Swach (meaning “clean” in Hindi) was born. It was Tata’s bet that the private sector could offer a better, consumer-based solution than the state to the provision of safe drinking water in a country where 75% of the rural population lack access to potable water.
It was out of the interest of Ratan Tata, Tata Group chairman, in the problem of water in India that the Swach (meaning “clean” in Hindi) was born. It was Tata’s bet that the private sector could offer a better, consumer-based solution than the state to the provision of safe drinking water in a country where 75% of the rural population lack access to potable water.
Aarong, the retail arm of BRAC, a non-profit development organization based in Bangladesh, was created in 1978 to provide employment, income generation and social development opportunities for underprivileged women through the revival and promotion of Bangladeshi handicrafts.
Aarong, the retail arm of BRAC, a non-profit development organization based in Bangladesh, was created in 1978 to provide employment, income generation and social development opportunities for underprivileged women through the revival and promotion of Bangladeshi handicrafts.
BASIX, headquartered in Hyderabad, was the brand name of a group of entities with 6,000 outlets offering financial and livelihood promotion services throughout rural India.
BASIX, headquartered in Hyderabad, was the brand name of a group of entities with 6,000 outlets offering financial and livelihood promotion services throughout rural India.
Inspired by C.K. Prahalad’s “The Fortune at the Bottom of the Pyramid”, Novartis was exploring ways to build a sustainable business for the BOP in India that would improve access to healthcare for the poor while being financially profitable, unlike Novartis's traditional philanthropic and corporate social responsibility approaches.
Inspired by C.K. Prahalad’s “The Fortune at the Bottom of the Pyramid”, Novartis was exploring ways to build a sustainable business for the BOP in India that would improve access to healthcare for the poor while being financially profitable, unlike Novartis's traditional philanthropic and corporate social responsibility approaches.
This case illustrates the key issues and challenges in creating and sustaining a successful brand in emerging markets. Peter England, India’s largest apparel brand by sales volume, is struggling to formulate a strategy to sustain the brand’s market dominance. Indian consumer tastes are changing rapidly, making it difficult for any brand to stay relevant and fashionable over time.
This case illustrates the key issues and challenges in creating and sustaining a successful brand in emerging markets. Peter England, India’s largest apparel brand by sales volume, is struggling to formulate a strategy to sustain the brand’s market dominance. Indian consumer tastes are changing rapidly, making it difficult for any brand to stay relevant and fashionable over time.
With the publication of CK Prahalad’s “The Fortune at the Bottom of the Pyramid” (2005), the poor were suddenly seen as a potential market in the eyes of multinational corporations (MNCs). Although poor, the BOP is a large and growing market.
With the publication of CK Prahalad’s “The Fortune at the Bottom of the Pyramid” (2005), the poor were suddenly seen as a potential market in the eyes of multinational corporations (MNCs). Although poor, the BOP is a large and growing market.
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player.
This case describes the meteoric rise of Brita in the US market, following the acquisition of local rights by The Clorox Company in 1989, until a sudden decline in 1999. The case details the various failed strategies attempted by the brand between 1999 and 2006 and poses the question as to what Brita should do to turn its fortunes around.
This case describes the meteoric rise of Brita in the US market, following the acquisition of local rights by The Clorox Company in 1989, until a sudden decline in 1999. The case details the various failed strategies attempted by the brand between 1999 and 2006 and poses the question as to what Brita should do to turn its fortunes around.
Branding, Marketing and the Internet
