Table Of ContentAbout Pearson
Pearson is the world’s learning company, with presence across 70 countries worldwide. Our
unique insights and world-class expertise comes from a long history of working closely with
renowned teachers, authors and thought leaders, as a result of which, we have emerged as the
preferred choice for millions of teachers and learners across the world.
We believe learning opens up opportunities, creates fulfilling careers and hence better lives. We
hence collaborate with the best of minds to deliver you class-leading products, spread across
the Higher Education and K12 spectrum.
Superior learning experience and improved outcomes are at the heart of everything we do. This
product is the result of one such effort.
Your feedback plays a critical role in the evolution of our products and you can contact us -
[email protected]. We look forward to it.
Prelims_CL.indd 1 26-08-2017 15:31:33
Prelims_CL.indd 2 26-08-2017 15:31:33
M M :
arketing anageMent
i C
ndian ases
Prelims_CL.indd 3 26-08-2017 15:31:33
Prelims_CL.indd 4 26-08-2017 15:31:33
M M :
arketing anageMent
i C
ndian ases
Prelims_CL.indd 5 26-08-2017 15:31:33
Copyright © 2017 Pearson India Education Services Pvt. Ltd
Published by Pearson India Education Services Pvt. Ltd, CIN: U72200TN2005PTC057128, formerly known as TutorVista
Global Pvt. Ltd, licensee of Pearson Education in South Asia.
No part of this eBook may be used or reproduced in any manner whatsoever without the publisher’s prior written consent.
This eBook may or may not include all assets that were part of the print version. The publisher reserves the right to
remove any material in this eBook at any time.
ISBN 978-93-325-8710-6
eISBN 978-93-528-6276-4
Head Office: 15th Floor, Tower-B, World Trade Tower, Plot No. 1, Block-C, Sector 16, Noida 201 301,
Uttar Pradesh, India.
Registered office: 4th Floor, Software Block, Elnet Software City, TS-140, Block 2 & 9, Rajiv Gandhi Salai,
Taramani, Chennai 600 113, Tamil Nadu, India.
Fax: 080-30461003, Phone: 080-30461060
Websi te:in.pearson.co m, E mail: [email protected]
Prelims_CL.indd 6 26-08-2017 15:31:33
Contents
About the Contributors xv
Case 1 mTr Foods-a markeTIng marvel 1.1
Introduction 1.1
The Indian Food Industry Environment: A Snapshot 1.1
Company Evolution MTR Foods - Mavalli Tiffin Rooms to MTR Foods 1.2
Marketing Mix Perspective of MTR Foods 1.3
Road Ahead 1.5
Case 2 CusTomer value – eXplored, CreaTed, CommunICaTed &
delIvered 2.1
India’s e-commerce Space 2.1
The Growth Story of Flipkart and e-commerce in India 2.2
Changing Models of Business Enhancing Value 2.2
Cost Efficiencies on Value Chain 2.3
Market Share v/s Profits 2.4
Customer Experience and Engagement—A New Value Tapped 2.4
Into the New Age of Artificial Intelligence 2.5
Sellers’ Experience 2.5
Relevance Factor Well Attended 2.6
Image Benefit as a Crucial Element to Value 2.7
Questions 2.7
Case 3 CusTomer loyalTy – The ulTImaTe oBJeCTIve oF every
markeTer 3.1
Repurchases Most Commonly Linked to Loyalty 3.1
Customer Acquisition and Loyalty 3.2
Trust and Commitment – Requisites for Building True Loyalty 3.2
Customer Experience and Connect Sustains Relationship 3.3
Continuous Innovations—A Sure Way to Retain Customers 3.5
Critical Factors for the Success of Loyalty Programs 3.5
The Future 3.6
Questions 3.6
Case 4 sTarBuCks IndIa: The human CoFFee eXperIenCe 4.1
About Starbucks 4.1
Business Philosophy 4.2
Prelims_CL.indd 7 26-08-2017 15:31:33
viii Contents
Starbucks and Information System 4.2
Data Collection 4.2
Information Usage by Starbucks 4.4
Data Sharing 4.4
Data Safety and Security 4.5
Way Ahead 4.5
Case 5 The TeChy amazon InsIghT 5.1
Business Issues and Approaches 5.1
Processes of Research 5.2
Data Collection Methods 5.2
Initial Benefits by Research 5.3
Extended Techy Methods for Research 5.3
RACE Framework 5.4
Data and Findings Usage 5.5
Way Ahead 5.6
Case 6 Consumer BehavIour — ITs WIde FaCeTs and deep
ImplICaTIons 6.1
New Parameters in the Consumer Purchase Decision Journey 6.1
Emerging Trends in Multi-platform Shopping 6.2
New Influencers in Town 6.3
Role and Status of Women 6.4
Roots of Culture and its Influence 6.6
Advertising Reflects Society for a Better Connect 6.6
Certain Unusual Insights and Stories 6.7
Future Trends 6.8
Questions 6.8
Case 7 zICom – leveragIng CorporaTe TrusT and TeChnICal
sTrengThs In The B2B markeT 7.1
Introduction and Background 7.1
Company Profile 7.1
Zicom Group of Companies 7.2
Product/Service offerings 7.2
Awards/Recognition 7.3
Questions 7.10
Acknowledgements 7.11
Case 8 FaCeBook: BusIness ConneCTIons In IndIa and ChIna 8.1
Business Approaches for India 8.1
Customized Services for Indian Market 8.2
Prelims_CL.indd 8 26-08-2017 15:31:33
Contents ix
Marketers’ Challenges and Approaches for India 8.3
Complexities and Business Approaches for China 8.3
Way Forward 8.5
Case 9 Who WIll Buy Xylo – mahIndra and mahIndra
auTomoTIve seCTor 9.1
Mahindra and Mahindra: Background 9.1
Automobile Industry in India: History and Evolution 9.1
Mahindra Mission 9.2
Utility Vehicle Segment 9.2
Mahindra Context 9.3
Portfolio and Market Relationship 9.3
Consumer Context 9.3
Consumer Segmentation 9.4
Choosing The Xylo Customer: Targeting Decision 9.5
Questions 9.6
Appendix 9.6
Case 10 kellogg’s CornFlakes In IndIa: FIndIng a plaTForm ThaT
ConneCTs 10.1
Breakfast Market in India 10.1
Consumer Behavior Towards Breakfast 10.1
Kellogg’s Entry in India 10.2
Positioning at Launch 10.2
Repositioning and Product Extensions 10.3
Special K: Get into Shape 10.4
Questions 10.8
Case 11 nIvea – managIng The legaCy Brand 11.1
Background 11.1
Nivea Brand Values 11.2
The Target Market 11.2
Core Brand Identity 11.2
Brand Design 11.2
Brand Portfolio and Architecture 11.3
Creating Brand Experience and Innovations to Manage Perceptions 11.4
Challenges and the Road Ahead 11.5
Questions 11.6
Case 12 The Call oF The CompeTITIon 12.1
Brand Equity Fortifies the Position 12.1
With Competition Evolves the Market 12.2
Prelims_CL.indd 9 26-08-2017 15:31:33
