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The PCRA: Social Marketing Campaign for Petroleum Conservation
Sabita Mahapatra; Rajesh SharmaCase IVEY-9B16A023-EMarketing, StrategyIn 2014, the executive director (ED) of India’s Petroleum Conservation Research Association needed to prepare the next phase of the association’s marketing campaign and media plan, which aimed to promote long-lasting and responsive energy-saving behaviours among India’s petroleum users. The ED was eager to incorporate new media into this marketing campaign but knew that the various segments of the diverse and broad target audience had different m...Starting at €8.20
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Trucar.in: Finding a Position in an Emerging Online Market
Utkarsh Utkarsh; Prashant Kumar; Anmol Lamba; Manadeep Ganguli; Santosh GuptaCase IVEY-9B18A047-EEntrepreneurship, MarketingTruCar.in (TruCar), established in 2014, was an emerging online car portal in India. The online car portal industry was highly competitive, with a few established players and several new entrants due to low entry barriers. Most competitors were focused on the online auto classified segment (providing information about cars) or the used-car segment (buying and selling used cars). TruCar was instead focused on assisting consumers in evaluating cars...Starting at €8.20