Professional Documents
Culture Documents
In December 2008, a Turkish shoemaker, Baydan Ayakkabicilik San. & Tic (BAS&T), was hit with
shock demand for one of its shoe models, which the shoemaker claimed was the same as the one
thrown at US president George W. Bush by an Iraqi reporter. Orders for the shoe model were pouring
in not only from countries in the Middle East, but also from countries such as the UK and the US.
While there was no way of ascertaining whether the shoes used in the attack were indeed made by
BAS&T, with shoemakers from countries such as Iraq, Lebanon, Syria, and China making conflicting
claims, the Turkish shoe maker was gearing up to promote the shoe model more aggressively.
On December 14, 2008, an Iraqi television reporter Muntader al-Zaidi (Zaidi) threw a pair of shoes at
outgoing US President George W Bush (Bush) on his farewell visit to Iraq, protesting the deaths of
thousands of Iraqis who died after the US-led invasion...
1. What, according to you, can explain the sudden demand for shoes at Baydan Ayakkabicilik San. &
Tic.?
2. Cans such demand be sustained? What should the company do to sustain the demand? Give
reasons for your answer?
Usually issues related to disparaging ads by rival companies were resolved by the
Advertising Standards Council of India (ASCI). But with constant mudslinging at each
other, the two companies decided to solve the issue in courts. In September 2008,
Heinz moved the Bombay High Court objecting to the Horlicks ad , while in
December 2008, GSK approached the Delhi High Court against the Complan ad.
Experts felt that the latest tiff between GSK and Heinz had brought to the fore the
issues and challenges involved in comparative advertising and the legal/ethical
issues involved in such kind of advertising.
Issues:
» Analyze the advertising strategies adopted by Complan and Horlicks over the
years.
» Study the implications of the advertising war between Complan and Horlicks.
It aimed to change their attitude and behavior toward foreign tourists by stressing
on the aspect that a guest has been held in high esteem in India since ancient
times. This case study discusses the key components of the ADB program and the
steps taken by the MoT to roll out the ADB program. The case study also covers the
mass media social awareness campaigns that were initiated by the MoT as part of
the ADB program.
Issues:
This case will help the learner to
» Understand the issues in social marketing and how the Indian Tourism ministry
formulated and implemented an innovative social awareness program
This case is intended for use in Master in Public Sector Management (MPSM) level
programs as part of the Public Sector Innovation course. This case can also be
effectively used as part of the Services Marketing, Tourism Marketing and Social
Marketing, Marketing Communication courses. The case can also be effectively used
in Faculty Development Programs and 'Train the Trainer' programs.
The caselet deals with the development of organized retailing in India in the form
of shopping malls. It looks into the reasons for the growth of shopping malls in
India. With the changing shopping needs and aspirations, consumers are finding it
easier to shop at malls where a wide choice of merchandise is available under one
roof. The caselet also delves into the growth of specialty malls and the challenges
faced by shopping malls in India.
Issues:
Key words:
1. Although shopping malls started making their presence felt, consumers still had
to go to the traditional stand-alone stores, when they were purchasing specialized
products like electronics, home needs, and jewelry. What are the ways in which
shopping malls in India can attract more number of customers?
2. Poor mall management and poor tenant mix have resulted in poor mall traffic
and low conversion rate. This has led to the closure of individual shops, at several
malls. What can the mall management do, to attract serious buyers?
The third caselet is about the rebranding of the popular Indian telecom brand
'Hutch' to 'Vodafone' after the world's leading telecom company by revenue
Vodafone Plc. (Vodafone) acquired a controlling stake in one of the top telecom
companies in India Hutchison Essar Ltd.
Issues:
» Understand the issues and challenges in rebranding a well established brand,
especially in the banking sector in India.
» Understand the rationale behind the marketing communication campaign and how
the campaign was executed by the ad agency.
» Understand the issues that could lead to the decision of a company to rebrand.
Abstract
Tupperware's famed 'Party Plan' strategy helped the company to connect with
potential customers and generate sales from products which were priced at a
premium as compared to similar products in the market. The company entered
into tie-ups with FMCG players like P&G to increase visibility in the market. The
caselet also mentions how Tupperware developed a fun atmosphere in the
company.
Issues:
» How alliances help in improving visibility among the brands involved in the
alliance
» The need to look for alternative sales generating options other than direct selling
to generate revenues
Key words:
Issues:
Key words:
1. What were the ways in which Haldiram's influenced the decision making of the
consumers?
2. What were the marketing strategies followed by Haldiram's to ensure that its
products became the No 1 choice among the consumers?