Default Category
-
Wipro Consumer Care: Merchandising for Success
Sreeram Sivaramakrishnan; Gaurav Thapar; Varun Gattani; Abhra ChatterjeeCase IVEY-9B14A031-EMarketing, StrategyVisual merchandising (VM) plays an important role in hypercompetitive product categories. Though shoppers may be exposed to advertisements extolling the virtues of brands, they tend to get swayed at the point of purchase due to an attractive display or simply because of the prominence of a brand at the retail location. As such, companies must invest in processes and infrastructure to make effective VM possible.Wipro Consumer Care and Lighting is ...Starting at €8.20
-
Nexa: Maruti Suzuki's Premium Dealership Network
Boishampayan Chatterjee; Manas Paul; Parijat Upadhyay; Neel DasCase IVEY-9B16A040-EMarketing, StrategyIn July 2015, the largest automobile company in India, Maruti Suzuki India Limited (MSIL), took the initiative to improve its market penetration in a particular category of the passenger car market—the premium segment. Although MSIL was the current market leader in India’s entry-level car segment, the company had not been successful in establishing itself as a dominant player in the premium segment—a segment that had seen intense competition sinc...Starting at €8.20