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JSW Shoppe — A Unique Distribution Model for Branded Steel
V.V. GopalCase IVEY-9B11A023-EMarketing, StrategyOrganized steel retailing was not very popular among steel manufacturers in India. Very few such initiatives were undertaken by Indian players, but the most prominent was the JSW Shoppe concept promoted by Jindal Steel Works (JSW). JSW sold its products through a large network of dealers. However, the management had been concerned with building a brand image for its products, increasing its market penetration beyond the market of builders and fab...Starting at €8.20
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Ferns N Petals: Flowering Through a Unique Franchising Model
V.V. Gopal; Suresh Kerani; Balakrishnan KondathCase IVEY-9B14A075-EEntrepreneurship, Marketing, StrategyThe successful rise of Ferns N Petals, a branded flower boutique, coincided with the post-liberalization retail boom in India, a period of rapid growth for organized modern retailing, including online retailing. As the economy grew, disposable incomes rose, driving demographic and lifestyle changes and fuelling aspirations. The Ferns N Petals chain tapped franchisees aggressively. In a predominantly unorganized and localized market, the company s...Starting at €8.20
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Jeevika: Supporting Producers at the Base of the Pyramid
Jeevan J. Arakal, Niraj Kumar, Kiran Kumari, Manoj KumarCase IVEY-W25351-EMarketing, StrategyIn May 2019, project managers with the Bihar Rural Livelihoods Promotion Society (Jeevika) in Patna, India, met to consider their role in creating farmer producer companies (FPCs) that helped poor agricultural producers access markets and receive fair prices for their produce, mainly litchi fruit. The creation of such producer companies was not a spontaneous process but often required a catalyst to harness community-based networks. While Jeevika,...Starting at €8.20