Default Category
-
The Renault KWID: Disrupting India's Hatchback Market
Jones Mathew; Banasree Dey; Sandeep PuriCase IVEY-9B17A023-EMarketing, StrategyThe Renault KWID was successfully launched in India in the entry-level car segment as a new competitor for the Maruti Suzuki Alto, the largest-selling passenger car in the country. By August 2016, the market leader’s market share had fallen to 40.6 per cent from 48.5 per cent earlier that year, while the Renault KWID gained a market share of about 19.8 per cent. Despite the KWID’s remarkable success, however, Renault’s strategy for the future nee...Starting at €8.20
-
Tiktauli de Corps: A Branding Dilemma
Jones Mathew; Banasree Dey; Sandeep PuriCase IVEY-9B18A066-EEntrepreneurship, MarketingIn July 2018, the chief executive officer of Tiktauli De Corps (TDC) was thinking about the branding strategy of the company. Founded in India in August 2012 as a casual wear apparel brand, TDC had grown rapidly. The company featured three main business lStarting at €8.20
-
Epigamia: Chronicle of an Emerging Brand
Saju B.; Priya MohandasCase IVEY-9B19A052-EEntrepreneurship, Marketing, StrategyDrums Food International Pvt. Ltd. (Drums Food) launched India’s first Greek yogurt brand, Epigamia, in 2015. Experiencing initial success with Greek yogurt, Drums Food went on to add another unique offering, lactose-free artisanal curd, targeting consumeStarting at €8.20
-
Zomato: Hyperlocal Battle for Online Food Delivery
Saju B.; Priya MohandasCase IVEY-9B20A037-EEntrepreneurship, Marketing, StrategyZomato, a leading restaurant discovery and review platform, entered the highly competitive hyperlocal food delivery space in 2014. Though Zomato was a leading platform for search and discovery, it trailed behind the market leader in the delivery landscapeStarting at €8.20
-
The Vanca: Reworking Digital Marketing Strategy
Jones Mathew; Banasree DeyCase IVEY-9B17A011-EEntrepreneurship, Marketing, StrategySince its inception in 2011, The Vanca, an Indian e-commerce brand selling women’s Western apparel, had come a long way. After overcoming initial problems typical of many entrepreneurial start-ups, The Vanca made significant progress in terms of sales. However, its brand-building activities had not been very successful. Having concentrated entirely on online digital marketing, the company did not see the expected results. The digital space offere...Starting at €8.20