CaseStudy.co.in » Positioning/Segmentation

Positioning/Segmentation : Austin Powers

admin — Sat, 29 Oct 2011 11:40:29 +0000

The marketing strategy behind Austin Powers entailed a broad scope of activities: promotions, tie-ins, movie trailers, online video games, etc. These different levers would help in moving the customer through the relationship stages. Before any of these efforts were undertaken, however, New Line first needed to segment their markets, in order to determine who would, and how best to, promote Austin Powers...click here to read ahead

Retention of the restaurants’ customers

admin — Tue, 15 Jun 2010 13:47:16 +0000

customers come back to the restaurants, what influence their decisions. During the research we formulate 2 hypotheses. Hypotheses 1 – most reasons of the restaurants’ customers retention can be associated with restaurants’ service elements adapted from the 8Ps of Service Marketing Model. Hypotheses 2 - retention and loyalty have unidirectional relation – loyalty means retention of the customer, but retained customer doesn’t mean loyal. Read more...

Why Apple is "Numero UNO"

maddy — Thu, 03 Jun 2010 17:12:17 +0000

At the outset, Apple had many competitive advantages that allowed it to become a profitable business. Apple’s PCs relied on proprietary designs that only Apple could produce. When Apple developed the Macintosh, it was very easy to use, had an industrial design, and technical elegance. People craved these qualities in a PC. Many of Apple’s current competitive advantages can be linked to its initial competitive advantages. Users in today’s world still value the user experience just like when the Mac was initially introduced. Read more...

Barista : Which Way To Go!!!

newuser — Tue, 25 May 2010 13:43:39 +0000

This case provides an interesting situation for management students to discuss and analyze on the Coffee Major Barista. It addresses a number of marketing and strategic issues like branding, brand extension, international expansion, distribution, franchising, pricing and positioning to name a few. What is very interesting about this case is that it identifies typical problems associated with formulating strategies in a fast evolving market with competition expected from all over the world. With each new entrant, the industry structure and market dynamics changes...click here to read ahead

ITC’s Bingo Case Study

newuser — Mon, 22 Mar 2010 04:45:07 +0000

Business Standard's Annual Brand Derby has picked Bingo as the most successful launch of 2007. Vodafone was a close second to Bingo. Ten months after it entered the category with its wafer snack brand, Bingo, ITC's foray into the Rs 1,800-crore branded snack market has fetched the company a 16 per cent market share across the country (Source: AC Nielsen). What made the brand tick let's take a look...click here to read ahead

Repositioning of LG

tejal — Wed, 17 Mar 2010 21:11:15 +0000

LG is ready to reposition itself in India. From an aggressive price warrior and technology provider, the brand will henceforth be communicated as one that causes happiness, an enabler of life enrichment. The focus will be on the softer aspects of things. This is the first experiment of its kind that LG has done anywhere in the world. If it clicks, the idea will be taken to other markets. All eyes are therefore on India at the moment...click here to read the details

Re-branding Case Study : Skoda

newuser — Mon, 15 Mar 2010 19:03:22 +0000

The re-branding of Skoda provides a useful case study of the challenges faced by brands wishing to reposition themselves. Critics of the Skoda would be surprised to hear the Skoda is now one of the fastest-growing car brands in the UK motor industry. The Czech car company boosted its sales in the UK in 2001 by 24% as opposed to the average market growth of 10.7%. This built on growth of 34% in 2000. How has this been achieved?..click here to read the re-branding story

The Health Drink War : Complan vs Horlicks

tejal — Mon, 15 Mar 2010 11:59:43 +0000

The health drink from GSK (GlaxoSmithKline), Horlicks, has been traditionally targeted at elders and positioned as a 'great family nourisher'. However, about five years ago, the communication was changed to 'pleasurable family nourisher' with the introduction of different flavours. Horlicks' competitor, Complan, promised to make the kids taller. Shorter kids' friends coaxed them to request their mothers to give them Complan. Now, Horlicks has gone a step further in promising not only height, but a stronger body and a sharper mind...click here to read the brand war case

Brand Reebok - Reebok Just Did It, Impossible is Nothing!

maddy — Fri, 12 Feb 2010 02:57:40 +0000

Reebok in India has been perceived as a sports-wear brand rather than a sports-lifestyle brand. Competing brands in the business are leveraging the Sports and Lifestyle platform. Adidas and Nike benefitted from their associations with international sports personalities and events. Adidas has Sachin Tendulkar and Virendra Sehwag as their brand ambassadors. Nike has taken apparel sponsorship to a different level by sponsoring the entire Indian cricket team. Read the marketing innovation by Reebok....

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Creating a Brand Value

newuser — Sat, 06 Feb 2010 06:26:42 +0000

A very interesting read dicussing the creation of a Brand Value with an Indian perspective. It says that the most important change in India has been the demographic one. By this time, almost all know that we are a nation with a very young population. Brand owners or creators have to invest more time, effort and money in trying to forecast impending changes in consumer behavior and expectation...click here to read ahead

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