Topics for Case Study

Case-1 Indian Refrigerator Market

India's Refrigerator market estimated at Rs. 2750 Cr. is catered mainly by 10 brands. The annual
capacity is estimated at around 4.15 million units is running head of demand of 1.5 millions. As
there is a demand and a surplus supply, all the manufacturers are trying out for new strategies in
the market. Times have changed and also the buying behaviour of the customer. Earlier it was
cash and carry system. Now dealers play an important role in selling; now the systems is
exchange for old “bring your old refrigerator and take a new one with many gifts”. A new
company by name Electrolux has entered the market which has acquired Allwyn, Kelvinator and
Voltas brand. Researchers have revealed that urban and city sales are declining and hence all
manufacturers are trying to concentrate on rural markets. Electrolux strategy is customisation of
market, with special attention to the Northern and Southern India markets, while Godrej the main
player thinks that dealer network in rural market for sales and service will be beneficial and is
trying to give more emphasis on dealer network, whereas Whirlpool has adopted the strategy of
increasing the dealer network by 30%. The market shares of the major players are as follows:

Questions
1. Could the refrigerator market be segmented on geographical base planned by Electrolux?
2. What would be the marketing mix for rural market?
3. Would 125 L and 150 L models be an ideal choice to launch in rural market?
 Case-2 (Replacement for PIZZA WAR)
A leading Indian milk and milk products company wants to change itself from a
traditional Indian brand to one which meets the changing consumer preferences. It
intends to reposition itself to connect with the youth of the country. According to the
company "the dull and conservative image associated with its products has to be
rubbed off the minds of the youth. As a strategy, we have decided to communicate
with the new generation more aggressively then ever before". The company also
wants to go in for repackaging and rebranding several of its products in order to
establish and maintain a connection with the target segment.

(a) Comment upon the decision of the company to reposition itself in the Indian
market.

(b) Suggest a suitable marketing strategy to the company with regards to its effort to
appeal to the youth segment.
 Case-3 Savi Jeans

Savi, the jean maker, was exposed heavily to the eastern part of India, with a clear focus
on the Calcutta market from the year 1988-1995. The market for denim wears at that point
of time was not high. Hence, the competition was also low. Savi took the advantage and
became a dominant player in the east, especially in Calcutta. The target segment was middle
class and the prices were all around RS. 350/-

After 1995, since Savi started concentrating more on export and neglected the home
market, problems became more numerous like poor supply, bad quality, unacceptable fits
etc., till the year 1997. These two years created a vacuum in the market and other brands
took the advantage to put a tight grip on the market.

The craze for denim wear had increased manifold and the industry was growing at the
rate of 25 percent annually. The basic rule of the game was to offer to the consumer good
fitting jeans (tight or. loose) with better finish. Different colours were also introduced apart
from conventional blues.

Meanwhile, after consolidating the export operation, Savi planned a comeback move
and in continuance of the same, they launched a basic five pocket jeans in fashion, in a
series of colures priced at RS. 720/-. It was available in all good readymade apparels shops
and exclusive denim outlets.

Savi, as a brand, had got a high recall but compared to that the product acceptance was
low. This was primarily because of the price factor which was clashing with brand image
and this segment was dominated mostly by imported brands like Wrangler, Pepe and highly
perceived quality Indian brands like Bare, Killer, Trigger etc. Hence, anybody ready to
spend RS.720/- felt like spending a little more and buying an imported brand, or highly
perceived Indian brand. Also, Savi had just one good fit, which was tight fitting and in
others, fits were not all that good. Other brands were offering the consumer multiple fits to
choose from.

Answer the following:

a. Identify the problem (s) in this case
b. Should Savi continue with the same market segment or idenfity a new segment?
Explain your stand.
c. Elaborate upon the marketing mix Savi must design to position itself in the identified
target market.
d. Draw a hypothetical perceptual map of branded jeans and indicate the position of
Savi jeans based on the stand you have taken.
 Case-4 Apple case

Few brands excite such intense loyalty as that found in the hearts of core Apple buyers.
Whether they own a Mac computer, an iPod or even an iPhone, Apple devotees are rock solid in
their devotion to the brand. At one end are the quietly satisfied Mac users and at the other
extreme are the Mac zealots, sometimes called the Macolytes, people who are highly devoted to
Apple products. The chances are good that you know one of the Macolytes, perhaps you are one
yourself. These are people who buy all the latest Apple products and accessories to improve their
experiences. They virtually live and wait for the next Apple releases. Apple enthusiast see Apple
founder Steve Jobs as the Walt Disney of technology. Say the word Apple in front of them and
they will start talking excitedly about the superiority of the brand. According to one industry
observer, a Mac or an iPhone comes as "not just a machine in a box, it comes with a whole
community of fellow believers". The loyal core of Apple users is at the fore front of Apple's
recent personal computers resurgence and its burgeoning iPod, iTunes and iPhone empire. What
is it that makes Apple buyers so loyal ? Why do they buy a Mac instead of an HP or a Dell and
an a iPhone instead of a Nokia or a Motorola ? Ask the true believers and they will simply tell
you that Apple's products work much better and do more or that they are simpler to use. But
Apple buyer behavior has much deeper roots. Apple puts top priority on understanding its
customers and what makes them tick deep down. It knows that, to Apple buyers, their computer
or iPhone is much more than just a piece of electronic equipment. It's a part of their own self
expression and lifestyle - a part of what they are. When you own a Mac, you are anything but
mainstream. You are an independent thinker, an innovator, ahead of the crowd. Apple plays to
these deep seated consumer buying needs and motives in everything it makes and sells. By one
account: Apple is the epitome of cool- a company that has gained cult like following because it
somehow manages to breathe new life into every category it touches. From sleek laptops to even
sleeker phones, Apple products are imaginative, irreverent and pleasing to the eye. They're fun to
use and have wrecked havoc on competitors. Apple has shown " a marketing and creative genius
with a rare ability to get inside the imagination of consumers and understand what will captivate
them.", says one analyst.Apple has been "obsessed with Apple users' experience" Apple's
obsession with understanding customers and deepening their Apple experience shows in
everything that the company does. For example, a visit to an Apple retail store is a lot more than
a simple shopping trip. Apple stores are very inviting places. The store design is clean, simple
and just oozing with style, much like an Apple iPod or iPhone. These stores invite shoppers to
stay a while, use the equipment, and soak up all the exciting new technology. Apple's keen
understanding of consumers and their needs help the brand to build a core segment of
enthusiastic disciples. The most recent Consumer satisfaction index in the U.S. gave Apple a
market leading Consumer Satisfaction Score of 85- the highest ever recorded for a company in
the personal computer industry. Another survey showed that Apple commands the strongest
repurchase intent of any personal computer brand -81% of households with an Apple as their
primary home personal computer plan to repurchase an Apple. In turn, the consumer love affair
with Apple has produced a stunning sales and profit results. Despite the 2008 economic
recession, Apple's sales that year soared to a record $ 32.5 billion, a 35% growth over the
previous year and more than four times the sales just four years eariler. In 2009, despite the
recession that crippled much of the electronics industry, Apple's iPod and iPhone sales continued
to grow at a healthy rate. Last year alone, the company sold almost 12 million iPhones and 55
million iPods.

(a) How has a keen understanding of the consumer helped Apple as a company?

(b) Critically examine the perception that Apple buyers seem to have about Apple
products. What in your view, has contributed to such an image in the consumer's mind?

(c) If you were one of Apple's competitors, what steps would you take to overcome the
consumer loyalty to Apple products and get them interested in your product offerings?
 Case-5

A company intends to enter the 'biscuits market' in India. Towards this end it has conducted a
market research, which has resulted in the following findings :

- India's biscuit industry, the third largest in the world, is witnessing a major shift towards
'premiumisation' as consumer preferences change, fuelled by increasing disposable incomes in
smaller towns and health awareness.

- People with lower incomes are also upgrading from the 'affordable' glucose biscuits to mass
cream biscuits and mass cookies. The biscuit industry, which consists of economy, middle,
premium and super- premium segments is likely to grow at 20% annually in the next few years.
The premium and super-premium segments, according to industry experts, are believed to be
growing at much faster rate, probably more than 30% on a year-on-year basis. Currently,
economy and middle segments comprise about 70% of the total biscuit market in India. In the
next five years, the share of these segments would come down to 60%. Competition in the
economy segment is extremely difficult People prefer not just 'affordable delight' but seek
specific benefits in food products, including health needs. Health and convenience are primary
drivers of food consumption - with the health need being very key.

a) Suggest a suitable marketing strategy to the company for entering the biscuits market.
b) Discuss the importance of packaging in the marketing of biscuits.
 Topics for Project report
1. Review of Marketing process followed by Nivea For Men

2. Evaluation of Strategies Adopted by ICICI Bank to Become market leader

in Indian Banking Sector.

3. Evaluation of Strategies Adopted by AIRTEL to maintain its position as

Market Leader.

4.Changing requirement of customer and Nestle.

5. Assessment of STP Strategy adopted by Nike.