case study marketing management pdf

28 Case Study Examples Every Marketer Should See

Published: March 08, 2023

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, we’ll go over the definition of a case study and the best examples to inspire you.

What is a case study?

A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

Free Case Study Templates

Showcase your company's success using these three free case study templates.

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

You're all set!

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There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.

Marketing Case Study Examples

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

Key Learnings from the HubSpot Case Study Example

• Give the case study a personal touch by focusing on the CEO rather than the company itself.
• Use multimedia to engage website visitors as they read the case study.

2. " The Whole Package ," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

• Split up the takeaways of your case studies into bite-sized sections.
• Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

• Create a table of contents to make your case study easier to navigate.
• Include a bulleted list of the results you achieved for your client.

4. " Chevrolet DTU ," by Carol H. Williams

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

• If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
• Use a mixture of headings and subheadings to guide users through the case study.

5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl

Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

• Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
• Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.

6. " The Met ," by Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

• You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
• Include a CTA at the bottom inviting visitors to contact you.

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

• Feature quotes from your client at the beginning and end of the case study.
• Include a mention of the product right at the beginning and prompt users to learn more about the product.

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Key Learnings from the Think with Google Case Study Example

• A case study doesn’t need to be long or complex to be powerful.
• Clear data points are a quick and effective way to prove value.

9. " In-Depth Performance Marketing Case Study ," by Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

• If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
• Close with a CTA page in your case study PDF and include contact information for prospective clients.

10. " Gila River ," by OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

• Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
• Always close out with your achievements and how they impacted your client.

11. " Facing a Hater ," by Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

• If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
• Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.

12. " Better Experiences for All ," by HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

• Close out with a list of products that users can buy after reading the case study.
• Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.

13. " Capital One on AWS ," by Amazon

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

• Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
• Consider including external articles as well that emphasize your client’s success in their industry.

14. " HackReactor teaches the world to code #withAsana ," by Asana

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

• Include quotes from your client throughout the case study.
• Provide extensive detail on how your client worked with you or used your product.

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

• Open up with a summary that communicates who your client is and why they reached out to you.
• Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.

16. " NetApp ," by Evisort

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

• Place the focus immediately on your client by including a snapshot of their company.
• Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

• Don’t be afraid to get technical in your explanation of what you did for your client.
• Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

• Include your client’s ROI right in the title of the case study.
• Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

• Consider writing the entirety of the case study from the perspective of the customer.
• Include a list of the features that convinced your client to go with you.

20. " Red Sox Season Campaign ," by CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

• Include a video in the heading of the case study.
• Close with a call-to-action that makes leads want to turn into prospects.

21. " Acoustic ," by Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

• You don’t need to write a lot to create a great case study. Keep it simple.
• Always include quantifiable data to illustrate the results you achieved for your client.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

• Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
• Include the takeaways from the case study right at the beginning so prospects quickly get what they need.

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

• Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
• Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

• Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
• Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

• Feel free to keep the case study short.
• Include a call-to-action at the bottom that takes the reader to a page that most relates to them.

26. " Bringing an Operator to the Game ," by Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

• Highlight the turning point for both you and your client during the solution-seeking process.
• Use the same structure (including the same headings) for your case studies to make them easy to scan and read.

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

• List the results of your work right at the beginning of the case study.
• Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.

28. " Ensuring quality of service during a pandemic ," by Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

• Link to product pages throughout the case study so that readers can learn more about the solution you offer.
• Use multimedia to engage users as they read the case study.

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

Don't forget to share this post!

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Marketing case study 101 (plus tips, examples, and templates)

Summary/Overview

If you’re familiar with content lines like, “See how our fancy new app saved Sarah 10 hours a week doing payroll,” you’ve encountered a marketing case study. That’s because case studies are one of the most powerful marketing tools, showcasing real-world applications and customer success stories that help build trust with potential customers.

More than 42% of marketers use case studies in their marketing strategy. Let’s face it — we love testimonials and reviews. People love hearing customer stories and experiences firsthand. In fact, 88% of consumers view reviews before making a purchase decision. Case studies work similarly by providing prospective customers with real-life stories demonstrating the brand’s success.

Case studies provide a more in-depth view of how your product solves an existing problem — something potential buyers can relate to and learn from.

In this article, we take a closer look at what marketing case studies are, why they’re important, and how you can use them to improve your content marketing efforts. You’ll also learn the key elements of a successful case study and how to turn a good case study into a great case study.

What is a marketing case study?

A case study is a narrative that documents a real-world situation or example. A marketing case study is a detailed examination and analysis of a specific strategy, initiative, or marketing campaign that a business has implemented. It’s intended to serve as an all-inclusive narrative that documents a real-world business situation and its outcome.

Marketing case studies are tools businesses use to showcase the effectiveness of a particular tool, technique, or service by using a real-world example. Companies often use case studies as sales collateral on websites, email marketing, social media , and other marketing materials. They provide readers with a firsthand look into how your product or service has helped someone else and demonstrate the value of your offering while building trust with potential customers.

Some common key components of a marketing case study include:

• Context: A case study begins by describing the business’s situation or problem. This often includes challenges, opportunities, or objectives.
• Strategy: An outline of the tactics or strategy utilized to address the business’s situation. This includes details such as the target audience, messaging, channels used, and other unique aspects of the approach.
• Implementation: Provide information about how the strategy was implemented, including timeline, resources, and budget.
• Results: This is arguably the most crucial part of a marketing case study. Present the results through data, metrics, and key performance indicators (KPIs) to demonstrate the impact of the strategy. The results section should highlight both qualitative and quantitative data.
• Challenges and Solutions: A great case study not only focuses on the successes but addresses any obstacles faced during the campaign. Make sure to address any challenges and how they were overcome or mitigated.
• Customer Feedback: Including testimonials or quotes from satisfied clients is a great way to add credibility and authenticity to a case study. Choose customer feedback that reinforces the positive outcomes of the strategy taken.
• Visuals: Compelling case studies include visuals such as graphs, charts, images, videos, and infographics to make the information presented more engaging and easier to understand.
• Analysis: An optional way to conclude a case study includes discussing key takeaways, insights, and lessons learned from a campaign.

Case studies can help you connect your product to the customer’s needs by providing a real world examples of success and encouraging conversions.

Benefits of marketing case studies

Some of the key benefits of using case studies in your marketing efforts include the following:

• Building trust and credibility. You build trust and credibility with potential clients or customers by demonstrating real world success stories. In-depth looks at how your products or services have helped other businesses or people achieve success can increase customer loyalty and encourage repeat business.
• Learn best practices. Learn from strategies employed in successful case studies and apply similar approaches to future campaigns.
• Enhancing sales and conversions. By highlighting the real world results your products or services have delivered, case studies can be a powerful tool for boosting sales. They can help demonstrate the value of your offering and persuade your target audience to make a purchase.
• Explain how your business generates results. Case studies are a compelling way to share key takeaways with your target audience and showcase your brand.
• Use them as content marketing material. Use case studies as content for marketing purposes on websites, social media, and beyond.

Case studies can help your business stand out and achieve success. By highlighting the real world results you’ve delivered, you can use case studies to boost sales, build customer loyalty, and compellingly showcase your business.

Tips on how to write an effective marketing case study

Are you ready to write a compelling case study? Get started with these tips.

Develop a clear and compelling headline

You have about 10 seconds to communicate your value proposition to keep customer attention. Whether you’re designing a new landing page or making a long-term plan for your brand’s content marketing strategy , the headline is the most crucial part.

A compelling title should capture readers’ attention and make them want to read more. To craft a compelling headline:

• Understand your audience: Before crafting a headline, ensure you know your target audience — what are their pain points, interests, and needs?
• Highlight the most significant result: Focus on the most impactful result achieved in the case study. What was the primary outcome of the strategy implemented?
• Keep it brief: Keep your headline concise and to the point. Try to keep your headline under 12 words.
• Use action words: Incorporate action verbs such as “achieved,” “transformed,” or “boosted” to convey a sense of accomplishment.
• Include data: Numbers make your headline more credible. For example, if the case study achieved a 75% increase in sales, include that in the headline.
• Emphasize benefits: Focus on the positive changes or advantages the implemented strategy brought to the client or business. Use these as selling points in your headline.
• Make it unique and memorable: Avoid generic phrases to make your headline stand out from the competition.
• Use keywords wisely: Incorporate relevant keywords that align with the case study and your target audience’s search interest to improve search engine visibility through search engine optimization (SEO).
• Consider subheadings: If you cannot fit all the necessary information in a headline, consider adding a subheading to provide additional context or details.

Here are some examples of clear and convincing case study headlines:

• “Achieving a 150% ROI: How [XYZ] Strategy Transformed a Startup”
• “How Optimized SEO Tactics Skyrocketed Sales by 80%”
• “Mastering Social Media: How [ABC] Brand Increased Engagement by 50%”
• “The Power of Personalization: How Tailored Content Quadrupled Conversions”

Write relatable content

Almost 90% of Gen Z and millennial shoppers prefer influencers who they consider relatable. Relatability is part of building trust and connection with your target audience.

When writing your case study, make content that resonates with readers and speaks to their pain points. The best marketing doesn’t just increase conversion rates — it also serves your customers’ needs. To write content that really resonates with your target audience, make sure to:

• Understand your audience: To successfully write relatable content, you first need to understand your target audience — their interests, pain points, and challenges. The more you know about your target audience, the better you can tailor your content to their needs.
• Identify pain points: As mentioned above, identify challenges your target audience may face. Make sure to highlight how the product or service in the case study can effectively address these pain points.
• Tell a story: Create a narrative that follows a standard story arc. Start with a relatable struggle that the customer or business faced and describe its associated emotions.
• Use real customer feedback: Incorporate quotes or testimonials from actual customers or clients. Including authentic voices makes the content more relatable to readers because they can see real people expressing their experiences.
• Use relatable language: Write in a tone to which your audience can relate. Only include overly technical terms if your target audience solely consists of experts who would understand them.
• Use social proof: Mention any recognitions, awards, or industry acknowledgments that may have been received by the customer or business in the case study.
• Encourage engagement: Urge readers to share their own challenges or experiences related to the subject matter of the case study. This is a great way to foster a sense of community.

Outline your strategies with corresponding statistics

Whether you’re showing off the results your marketing team achieved with a new strategy or explaining how your product has helped customers, data and research make it easier to back up claims.

Include relevant statistics in your case study to provide evidence of the effectiveness of your strategies, such as:

• Quantitative data: Use numerical data to quantify results.
• Qualitative data: Use qualitative data, such as customer testimonials, to back up numerical results.
• Comparisons: Compare the post-campaign results with the pre-campaign benchmarks to provide context for the data.
• Case study metrics: Include specific metrics relevant to your industry or campaign if applicable. For example, in e-commerce, common metrics could include customer acquisition cost, average order value, or cart abandonment rate.

By incorporating relatable outcomes — such as cost savings from new automation or customer responsiveness from your new social media marketing campaign — you can provide concrete evidence of how your product or service has helped others in similar situations.

Use multiple formats of representation

People love visuals . It doesn’t matter if it’s an infographic for digital marketing or a graph chart in print materials — we love to see our data and results represented in visuals that are easy to understand. Additionally, including multiple representation formats is a great way to increase accessibility and enhance clarity.

When making a case study, consider including various forms of representation, such as:

• Infographics: Use infographics to condense critical information into a visually appealing, easy-to-understand graphic. Infographics are highly sharable and can be used across marketing channels.
• Charts: Use charts (bar charts, pie charts, line graphs, etc.) to illustrate statistical information such as data trends or comparisons. Make sure to include clear labels and titles for each chart.
• Images: Include relevant photos to enhance the storytelling aspect of your case study. Consider including “before and after” pictures if relevant to your case study.
• Videos: Short videos summarizing a case study’s main points are great for sharing across social media or embedding into your case study.
• Tables: Use tables to help organize data and make it easier for readers to digest.
• Data visualizations: Include data visualizations such as flowcharts or heatmaps to illustrate user journeys or specific processes.
• Screenshots: If your case study involves digital products, include screenshots to provide a visual walkthrough of how the product or service works.
• Diagrams: Use diagrams, such as a flowchart, to explain complex processes, decision trees, or workflows to simplify complicated information.
• Timelines: If your case study involves a timeline of specific events, present it using a timeline graphic.

Use a consistent design style and color scheme to maintain cohesion when incorporating multiple formats. Remember that each format you use should serve a specific purpose in engaging the reader and conveying information.

Get your case study in front of your intended audience

What good is a compelling case study and a killer call to action (CTA) if no one sees it? Once you’ve completed your case study, share it across the appropriate channels and networks your target audience frequents and incorporate it into your content strategy to increase visibility and reach. To get your case study noticed:

• Take advantage of your website. Create a dedicated section or landing page on your website for your case study. If your website has a blog section, consider including it here. Optimize the page for search engines (SEO) by including relevant keywords and optimizing the meta description and headers. Make sure to feature your case study on your homepage and relevant product or service pages.
• Launch email marketing campaigns. Send out the case study to your email subscriber list. Be specific and target groups that would most likely be interested in the case study.
• Launch social media campaigns. Share your case study on your social media platforms. Use eye-catching graphics and engaging captions to draw in potential readers. Consider creating teaser videos or graphics to generate interest.
• Utilize paid promotions. Use targeted social media and search engine ads to reach specific demographics or interests. Consider retargeting ads to re-engage visitors who have previously interacted with your website.
• Issue a press release. If your case study results in a significant industry impact, consider issuing a press release to share the exciting news with relevant media outlets or publications.
• Utilize influencer outreach. Collaborate with influencers who can share your case study with their followers to increase credibility and expand your reach.
• Host webinars and presentations. Discuss the case study findings and insights through webinars or presentations. Promote these events through your various marketing channels and make sure to encourage participation.
• Utilize networking events and conferences. Present your case study at industry-related conferences, trade shows, or networking events. Consider distributing printed or digital copies of the case study to attendees.
• Utilize online communities. Share the case study in relevant online forums and discussion groups where your target audience congregates.
• Practice search engine optimization (SEO). Optimize the SEO elements of your case study to improve organic search ranking and visibility.

Remember, the key to successfully promoting your case study is to tailor your approach to your specific target audience and their preferences. Consistently promoting your case study across multiple channels increases your chances of it reaching your intended audience.

Marketing case study examples

Let’s look at some successful marketing case studies for inspiration.

“How Handled Scaled from Zero to 121 Locations with HubSpot”

Right away, they lead with compelling metrics — the numbers don’t lie. They use two different formats: a well-made video accompanied by well-written text.

The study also addresses customer pain points, like meeting a higher demand during the pandemic.

“How AppSumo grew organic traffic 843% and revenue from organic traffic 340%”

This case study from Omniscient Digital leads with motivating stats, a glowing review sharing a real user experience, and a video review from the AppSumo Head of Content.

The case study information is broken down into clearly marked sections, explaining the benefits to their target audience (startups) and providing plenty of visuals, charts, and metrics to back it up.

“How One Ecommerce Business Solved the Omnichannel Challenge with Bitly Campaigns”

Download this Bitly case study from their site to see the details of how this company made an impact.

Not only is it well designed, but it also tackles customer challenges right away. The most compelling types of case studies serve their audience by showing how the product or service solves their problems.

Bitly nails it by listing obstacles and jumping right into how the brand can help.

Marketing case study template

Use this basic template to better understand the typical structure of a business case study and use it as a starting place to create your own:

Case Study Title

Date: [Date]

Client or Company Profile:

• Client/Company Name: [Client/Company Name]
• Industry: [Industry]
• Location: [Location]
• Client/Company Background: [Brief client or company background information.]

Introduction:

• Briefly introduce the client or company and any necessary context for the campaign or initiative.
• Problem statement: Describe the specific challenge or problem faced by the client or company before implementing the campaign or initiative.
• Strategy: Explain the strategy that was implemented to address the challenge. Include details such as target audience, objectives, goals, and tactics.
• Implementation: Provide a timeline of the strategy’s implementation, including key milestones and other notable considerations taken during execution.
• Outcomes: Present the qualitative and quantitative results achieved through the implemented strategy. Include relevant metrics, statistics, and key performance indicators (KPIs).
• Comparative data: Compare the post-campaign results to pre-campaign benchmarks or industry standards.

Analysis and Insights:

• Key insights: Summarize insights and lessons learned from the campaign and discuss the campaign's impact on the client or company’s goals.
• Challenges faced: Address any obstacles encountered during the campaign and how they were mitigated or overcome.

Conclusion:

• Conclusion: Summarize the campaign’s overall impact on the client or company. Highlight the value that was delivered by the implemented strategy and the success it achieved.
• Next Steps: Discuss potential follow-up actions, recommendations, or future strategies.

Testimonials:

• Include quotes or testimonials from the clients or customers who benefitted from the campaign.
• Incorporate relevant visuals to illustrate key points, findings, and results.

The above template is a great way to get started gathering your ideas and findings for a marketing case study. Feel free to add additional sections or customize the template to match your requirements.

Craft a compelling marketing case study for your business

Are you ready to make your marketing case study shine? With Adobe Express, you can make high-quality infographics and presentations that take your case studies to the next level.

Choose from our library of designed templates, or make it yourself with powerful tools and a library of ready-to-use graphic elements.

Get started with Adobe Express today to make compelling marketing case studies that engage your audience and drive conversions.

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Cases in Marketing Management

• Kenneth E. Clow - University of Louisiana at Monroe
• Donald Baack - Pittsburg State University, Pittsburg, USA
• Description

This comprehensive collection of 38 cases selected from Ivey Publishing helps students understand the complex issues that marketing professionals deal with on a regular basis. The cases were chosen to help students apply conceptual, strategic thinking to issues in marketing management, as well as provide them with more practical operational ideas and methods.

Cases in Marketing Management is edited by Kenneth E. Clow and Donald Baack, and follows the structure and goals of their SAGE textbook Marketing Management: A Customer-Oriented Approach . It can also be used as a stand-alone text, or as a supplement to any other marketing management textbook, for instructors who want to more clearly connect theory and practice to actual cases.

A password-protected Instructor Teaching Site at www.sagepub.com/clowcmm includes teaching notes for all the cases, along with suggested answers to the end-of-case questions.

See what’s new to this edition by selecting the Features tab on this page. Should you need additional information or have questions regarding the HEOA information provided for this title, including what is new to this edition, please email [email protected] . Please include your name, contact information, and the name of the title for which you would like more information. For information on the HEOA, please go to http://ed.gov/policy/highered/leg/hea08/index.html .

For assistance with your order: Please email us at [email protected] or connect with your SAGE representative.

SAGE 2455 Teller Road Thousand Oaks, CA 91320 www.sagepub.com

"The cases are very current and deal with relevant marketing problems and issues. You cover the whole spectrum of topic areas in marketing ... I know of no other case book with such a variety of cases which are current. Well done"

"The prospectus makes one hugely compelling statement for me right at the beginning: 'Commentary and analysis will accompany each case, as provided by Clow and Baack.' Now if this can actually be achieved in a meaningful way, we have something unique and valuable here."

"I think this is an exciting and very comprehensive case book - it looks very interesting. I do not find any deficiencies. I think the authors have thought the content through - and attempted to find a well-rounded and inclusive variety of cases."

My teaching has changed and I no longer teach the module I got this for. Although this is a good book, the cases are too substantial to be used with any of my other modules.

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Key Features:

• Presents a variety of real-world cases: Cases were chosen from around the world, from small and large corporations, and include household names such as Ruth's Chris, Dove's Campaign for Real Beauty, and Kraft Foods.
• Includes a majority of very recent cases: Many cases are from 2009 or later, and include Twitter, Walmart Puerto Rico, Best Buy, and Ultimate Fighting Championships.
• Provides an introductory review of the topic area of each chapter prior to the set of cases: This makes the book an ideal stand-alone text for courses using a case-only approach, as well as a useful supplement to any core textbook
• Includes questions after each case: Helping students to think critically about the material, the questions can be used to generate classroom discussion.

Sample Materials & Chapters

Chapter 1 - The Nature of Marketing Management

Chapter 5 - Customer Acquisition Strategies and Tactics

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• © 1999

Marketing Management: An International Perspective

Case Studies

• Kamran Kashani ,
• Dominique Turpin

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• Written by professors from IMD a leading international business school with an international reputation for producing highquality case studies Provides numerous uptodate case studies from companies around the world that demonstrate different marketing management scenarios Provides both text and cases, plus an accompanying teacher's manual free to adoptors of the book

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Table of contents (4 chapters)

Front matter, introduction to marketing, introduction to marketing.

• Kamran Kashani, Dominique Turpin

Marketing Decisions: The Five ‘Ps’ 53

Marketing decisions: the five ‘ps’, international marketing: global integration strategy, international marketing: global integration and strategy, international marketing: strategy implementation.

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Book Title : Marketing Management: An International Perspective

Book Subtitle : Case Studies

Editors : Kamran Kashani, Dominique Turpin

DOI : https://doi.org/10.1007/978-1-349-27529-8

Publisher : Red Globe Press London

eBook Packages : Palgrave Business & Management Collection , Business and Management (R0)

Copyright Information : Palgrave Macmillan, a division of Macmillan Publishers Limited 1999

Edition Number : 1

Number of Pages : XVII, 512

Additional Information : Previously published under the imprint Palgrave

Topics : Marketing

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Case Studies in Marketing Management

Emerging markets have generated tremendous interest both among practitioners and academics throughout the world. The Indian context with its diversity of cultures, luxury markets, huge population of consumers at the lower strata of economy, a youth population that is greater than most countries in the world and the impact of westernization poses certain marketing challenges that are even more complex than those that are generally associated with emerging markets in general.   The Indian business schools have a dearth of Indian cases, especially the ones that offer consumer insights from the viewpoint of challenging the students. This book provides a rich set of cases that are structured to be compatible with any text book on the basic marketing course. These cases are drawn from the renowned Ivey Business Case collection in discussion with Prof. Paul Beamish based on his intricate understanding of the emerging markets and the editor’s (S. Ramesh Kumar) rich academic experience with regard to the Indian context.  It also includes cases from an Indian perspective. Students would be able to appreciate and compare the differences in challenges that marketers go through in the developed context versus the Indian context when they work on the real life issues projected through these cases. The cases have been selected to blend theory with practice with a difficulty level that encourages effective comprehension of the issues involved.

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Case Study - Marketing Management - 23 12 2013

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Marketing has always been the most sought-after specialization in MBA programs across the world not without reason. Largely, it is as Peter Drucker rightly said decades ago "........ and business has only two functions - Marketing and Innovation. All the rest are costs". Marketing is the engine that provides the requisite stream for any organization to continue its long journey. Marketing as a Discipline encompasses several courses and synthesis of all these courses can be captured in a simple acronym - CAMP

C - Identifying the target customers and serving their potent and latent needs effectively

A - Reaching the target customers in the most effective manner through integrated communication

M - Identifying the appropriate and potential markets for growth

P - Designing and innovating products that match customers' said and unsaid needs

Marketing case studies highlights how to develop good strategy/s to build successful market growth in a challenging environment by exploring marketing opportunities, solving marketing dilemmas with proper strategic positioning.

Ayhrit Infotech - Target Market Dilemma

Throttled throat of delhi: medical waste management at sir mange ram hospital during covid-19, negotiating over goods and service tax (gst) regime — a triumph of pragmatism, an experience of a salesman, 22nd parallel: serving new cities, amitabh bachchan – most enduring & comeback superstar in hindi film industry, grandpa kitchen: opportunity for cause-related marketing, key account management in b2b marketing: challenges for msmes & large enterprises, wooplr’s lean social marketplace: business challenges, ikea in india: market entry strategy, godrej appliances division: channel management, horses for courses: are adaptive marketing strategies going to work for ikea in india*, service failure at axis bank: a celebrity lesson, anthropomorphized greeting tactic to recoup mislaid customers: an authorized car service centre’s approach, micromax vs the chinese incursion.

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CBSE Class 12 Case Studies In Business Studies – Marketing Management

MARKETING Marketing: Definition Marketing is a social process by which individual groups obtain what they need and want through creating offerings and freely exchanging products and services of value with others. – Philip Kotler Marketing management is “the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value”. – Philip Kotler

Elements of marketing mix

Market: Definition A market consists of all the potential customers who have both the ability and willingness to buy a product or service to satisfy their needs or wants

Features of marketing

• It seeks to provide what individuals or groups need or want
• A market offering is created by the marketer.
• It adds value toa product by increasing its utility
• It is facilitated through the exchange mechanism

What can be Marketed?

• Physical product
• Organisations

Functions of Marketing

• Gathering and analysing market information is done to know the taste and preference of the target market.
• Marketing planning is needed to meet the marketing objectives of the firm effectively and efficiently.
• Product designing and development is carried out to make the product innovative and attractive.
• Packaging and labelling are needed for product protection, product identification and product differentiation.
• Branding helps to createa unique identity of the products.
• Customer support services help to create a good image of the marketer in the eyes of consumers.
• Pricing of product is a crucial decision as it may greatly influence the demand for a product.
• Promotion helps to boost the sales of a product.
• Physical distribution ensures the availability of the product at the right place, at the right time and in right condition so as to facilitate its purchase.
• Transportation creates place utility through movement of goods from the production of goods to the place of distribution.
• Warehousing creates time utility by providing for the storage during the time gap between the production and distribution of goods.
• Standardisation helps to produce goods as per predetermined specifications and grading facilitates their classification into groups on the basis of some criterion like quality, size etc.

MARKETING MANAGEMENT PHILOSOPHIES/CONCEPTS

  PRODUCT Product: Definition A product is anything of value i.e. a product or service offered to a market to satisfy needs or wants.

Important product decisions include

• Determining its layout, features, quality, design etc.

A Product includes

• After sale services
• Handling grievances
• Replacement of parts etc.

Types of utilities offered by a product

• Functional utility
• Psychological utility
• Social utility

PACKAGING Packaging: Definition Packaging is the process of desiging a suitable wrapper or container for a product.

Importance of Packaging

• Rising standards of health and sanitation
• Useful in self service outlets
• Innovative packaging adds value to a product
• Facilitates product differentiation

Levels of Packaging

• Primary package refers to the immediate container of a product.
• Secondary packaging refers to the additional protection provided besides primary package.
• Transportation packaging refers further packaging that helps in storage, identification of transportation of the product.

Functions of Packaging

• Helps in product identification
• Provides protection to the product
• Facilitates the use of product
• Assists in promotion of the product

BRANDING Branding: Definition Branding is the process of assigning a name (brand name), sign or symbol (brand mark) or a combination of all to identify the products of a seller or a group of sellers and to distinguish them from those of the competitors.

Brand Mark: Definition A brand mark is that part of a brand can be recognised but is not utterable.

Brand Name: Definition A brand name is that part of a brand which can be spoken.

Trade Mark: Definition Trade mark is used in context of a registered brand.

Advantages of branding to the customers

• Supports in product identification
• Certifies quality
• Considered to bea status symbol

Advantages of branding to the manufacturers

• Assists in advertising and display programmes
• Facilitates differential pricing
• Ease in the launching of new products

Qualities of a good brand name

• Short and easy to pronounce, spell and remember
• Reflects the functions of the product
• Distinctive/easily identifiable
• Adaptable can be used in labelling or packaging
• Versatile can be used for brand extension
• Should not become outdated soon
• Capable of being registered

LABELLING Labelling: Definition Labelling refers to the process of designing a label for a product which may vary from a simple tag to a complex graphic.

Functions of labelling

• Describes the product and specifies its contents
• Helps in identification of the product or brand
• Enables grading of products
• Assists in promotion of products
• Provides information required by law

PRICE Price: Definition Price is the monetary value paid in consideration for purchase ofa product or service by a buyer to its seller.

Factors affecting price determination

• Cost of product
• The utility and demand
• Extent of competition in the market
• Government and legal regulations
• Pricing objectives
• Marketing methods used.

PHYSICAL DISTRIBUTION Physical Distribution: Definition Physical distribution includes all those activities that ensure the availability of the product at the right place, at the right time and in right condition so as to facilitate its purchase.

Determining the components of physical distribution

• Order Processing
• Warehousing
• Transportation

Functions of distribution channels

• Accumulation
• Product Promotion
• Negotiation
• Risk Taking

Factors determining choice of channel

• Type of product
• Nature of product
• Degree of complexity of product
• Unit value of the product
• Financial strength of the firm
• Degree of control desired on channel members
• Policy of firm
• Geographical concenteration of buyers
• Quantity purchased
• Size of the market
• Economic conditions
• Legal constraints

Two main decisions involved in physical distribution

• Physical movement of goods from producers to consumers
• Choice of channels of distribution

Channels of Distribution: Definition Channels of distribution refers to the set of individuals and firms that act as intermediaries in the form of agents, wholesalers, retailers etc. that help to transfer the title of ownership to the buyer and also facilitate physical movement of the products.

Types of channels of distribution

• Manufacturer- consumer (zero level)
• Manufacturer- retailer consumer (one level channel)
• Manufacturer- wholesaler- retailer consumer(two level channel)
• Manufacturer-agent wholesaler retailer consumer(three level channel)

PROMOTION Promotion: Definition Promotion refers to the set of activities undertaken by a marketer to inform the prospective buyers about the product and persuading them to make a purchase.

Promotion mix

• Advertising
• Personal selling
• Sales promotion
• Public relations

ADVERTISING Advertisement: Definition Advertisement is a paid form of non¬personal communication undertaken by the marketers to boost the sale of a product or a service.

Objections to Advertising

• Adds to cost
• Undermines social values
• Encourages sale of inferior products
• Some advertisements are in bad taste
• Confuses the buyers

Features of Advertising

• Impersonality
• Identified sponsor

Role of Advertising

• Enhancing customers awareness about the product
• Helps in creating demand for both old and new products
• Repeated advertisements increases the confidence of the consumers
• Improves the public image of the company
• Helps to create employment opportunities

PERSONAL SELLING Personal Selling: Definition Personal selling refers to a personal form of communication between the seller and the prospective buyer.

Merits of personal selling

• It isa flexible tool of promotion
• It seeks to provides direct feedback from the prospective buyers

Features of Personal selling

• Involves personal form of communication
• May lead to the development of long term relationship between the company and a buyer

Qualities of a Good Salesman

• He should havea neat and tidy appearance.
• He should be decently dressed up and carry himself well.
• He should be cheerful and confident in his dealings.
• He should be able to communicate assertively.
• He should be alert and intelligent so that he is able to mould his sales talk as per the need of the situations.
• He should also passess good knowledge about the product that he is selling.

SALES PROMOTION Sales promotion: Definition Sales promotion refers to the short term incentives offered by the marketers to promote the sale Of their products

Commonly used Sales Promotion activities

• Product combinations
• Quality gift
• Instant draws and assigned gift
• Usable benefit
• Full finance @ 0%

PUBLIC RELATIONS Public Relations: Definition Public relations refers to the practice of managing communication between an organisation and its public in order to create and maintain a positive image about itself and its products

Roles of Public Relations

• Public relations helps to create a positive image about the company in the eyes of various interest holders like consumers, government, suppliers etc.
• It helps in launching new products as they may be accepted easily because of they may be accepted easily because of good reputation of business.
• It helps the business to reinstate itself in wake of controversies or prejudices etc.

Functions of the Public Relation Department

• It manage relations with the press to present true and correct information about the company.
• It undertakes product publicity for new products through sponsorships.
• It is proactive in promoting or defending regulations that affect business by maintaining healthy relationships with associations of commerce and industry etc. through newsletters, brochures, articles or arranging for talk shows or speeches of high officials of the company.
• It initiates or supports various kinds of corporate social activities.

LATEST CBSE QUESTIONS

Question 1. Sunita took her niece, Aishwarya for shopping to ‘Benetton’ to buy her a dress on the occasion of her birthday. She was delighted when on payment for the dress she got a discount voucher to get 20% off for a meal of Rs. 500 or above at a famous eating joint. Identify the technique of sales promotion used by the company in the above situation. (CBSE, Delhi 2017) Answer: Useable benefits is the technique of sales promotion used by the company in the above situation.

Question 2. Ginika, Tanish and Rohit were friends from college days and now they are doing different kinds of business. They regularly meet and discuss their business ideas and exchange notes on customer satisfaction, marketing efforts, product designing, selling techniques, social concerns etc. In one of such meetings, Ginika drew the attention of Tanish and Rohit towards the exploitation of consumers. She told that most of the sellers were exploiting the consumers in various ways’ and were not paying attention towards the social, ethical and ecological aspects of marketing, whereas she was not doing so. Tanish told that they were under pressure to satisfy the consumers, but stated that the consumers would not buy or not buy enough unless they were adequately convinced and motivated for the same. Rohit stressed that a company cannot achieve its objectives without understanding the needs of the customers. It was the duty of the businessmen to keep consumer satisfaction in mind because business is run by the resources made available to them by the society. He further stated that he himself was taking into consideration the needs of the customers. Identify the various types of thinking that guided Ginika, Tanish and Rohit in the marketing efforts of their business. Also, state one more feature of the various types of thinking identified that is not given in the above para. (CBSE, Delhi 2017) Answer: The various types of thinking that guided Ginika, Tanish and Rohit in the marketing efforts of their business are described below:

• (Ginika) Societal marketing concept: The main focus of this philosophy is on both the needs of the potential buyers as well as concern for the society at large. The ends include profit maximisation through customer satisfaction and social welfare.
• (Tanish) Selling concept: The main focus of this philosophy is on existing products. The ends include profit maximisation through sales volume.
• (Rohit) Marketing concept: The main focus of this philosophy is on customers needs. The ends include profit maximisation through customer’s satisfaction.

Question 3. Mediquip Ltd. is a company dealing in distribution of medical equipments. The company recently imported 15000 units of sugar testing machines to test the sugar levels without taking blood samples. For deciding the marketing strategy, the Chief Executive Officer of the company called a meeting of the marketing heads of different zones. In the meeting, Sandeep, the North Zone Marketing Head, suggested that since the machines were sophisticated they need to visit hospitals personally, to explain its working to the hospital staff who would be using the machines. He also suggested that additional trained people may be recruited for the same. Himanshu, another Zonal Head, added that since lot of money had been spent on the import of the machines, the company was short of funds to pay to the additional staff as suggested by Sandeep. Rahul, a newly appointed Zonal Head of South Zone suggested that since the size of the order is not large, a detailed study of the factors determining the choice of channels of distribution is required before making the right choice.

• Identify the factors influencing the choice of channels of distribution which were discussed in the meeting.
• Also, explain briefly the other consideration to be taken care of in each factor identified in part (1). (CBSE, Delhi 2017)
• Product related factors: It has been mentioned that the machines were sophisticated.
• Market related factors: It has been mentioned that the size of the order is not large. (in)
• Company related factors: It has been mentioned that the company was short of funds to pay the additional staff which had to be recruited to personally visit and train the hospital staff.
• Geographical concentration of potential buyers: If the potential buyers for the firm’s product are geographically concentrated at a few specific places, it is advisable for the marketer to adopt direct channels of distribution. If the market for the product is widely scattered, indirect channels of distribution will be more effective.
• Nature of product: Considering the technical nature of the industrial products they require short channels i.e., direct channel or involving few middlemen. Moreover, they are made to order and expensive products purchased by selective buyers. Whereas the consumer products, being standardised, less expensive, less bulky, non-technical can be better distributed by long network of channels, involving many middlemen. Moreover they are purchased frequently.
• Type of product: If the product under consideration is perishable like fruits, vegetables, and dairy products short channels should be adopted in order to preserve their quality. Whereas non-perishable products like toiletry products (e.g., shampoo , toothbrush, deodorants etc.), groceries (cooking oil, pulses etc.), fabrics can be best marketed through longer channels so as to reach wide spread consumers.

Question 4. Mansi took her niece Ridhima for shopping to ‘Mega Stores’ to buy her a bag for her birthday. She was delighted when on payment of the bag she got a pencil box along with the bag free of cost. Idenfity the technique of sales promotion used by the company. (CBSE, OD 2017) Answer: Product combination

Question 5. “Time Line” watch manufacturing company is a renowned company marketing watches. It performs various activities like, market analysis, product designing or merchandising, packaging, warehousing, branding, pricing, promotion and selling. The company maintains good customer relations through various follow up activities. This helps the company in procuring repeat sales orders.

• Name the concept related to the activities mentioned in the above paragraph.
• Explain any two features of the concept identified in part (1) (CBSE, Sample Paper, 2017)
• Marketing is the concept related to the activities mentioned in the above paragraph.
• Needs and wants: Marketing is a social process that seeks to satisfy the needs and wants of individuals and organisations. Needs are basic to human beings like food, clothing and shelter and do not relate to a particular product. Whereas wants are culturally defined human needs which are shaped by multiple factors like personality, religion, culture etc. Needs are limited whereas wants are unlimited. Therefore, the success of marketing lies in the competence of the marketer to identify needs of target customers and develop products to satisfy such needs effectively.
• Creating a market offering: The complete offer for a product or service possessing certain specific features like size, quality, colour etc. is known as a market offering. Thus, the success of the marketers lies in their proficiency to create a market offering in accordance with the needs and wants of the target market. For example a pack of 100 ml of mango juice is available for ? 20.

Question 6. “Coconut Joy Ltd.” are the manufacturer of vegetarian frozen dessert food products made with coconut milk, agave syrup and other certified ingredients. The founders of the company Lovely and Lalita originally developed this treat to meet their own needs but found that their friends and families around were also keen to use the products. It was not only the vegetarians, but also those who could not get enough environment friendly sustainable food, that appreciated the product. It did not take long for Lovely and Lalita to recognise the potential of their little venture. In the beginning they started from their home with the product being sold through local family parties that enable guests to personally meet the owner. This helped to establish strong connections with the prospective buyers and the company could put the product on shelves of natural food store. The company used* all marketing activities to grow and expand. The company began sponsoring booths at festivals, drawing attention to its newly created vegetarian products. It also disseminated relevant information to media about its products and the people who helped in building the company’s reputation. Lovely and Lalita were invited for an interview with one of the leading TV channels in which they talked about their environment friendly vegetarian products. To show its gratitude to customers, local business and government officials who supported the company from the beginning, “Coconut Joy Ltd.” hosted a gala event and involved all of them to raise funds for a few local NGO’s. The company also asked its fans and customers to send songs and poetry conveying their impression about “Coconut ‘Joy’s Ltd.” products.

• Identify and explain the communication tool used by “Coconut Joy Ltd”. .
• Briefly explain the role of the tool identified in (1) above. (CBSE, Sample Paper, 2017)
• Public relations is the communication tool used by “Coconut Joy Ltd”. Public relations refers to the practice of managing communication between an organisation and its publics in order to create and maintain a positive image about itself and its products.
• Press Relation: It manages relations with the press to present true and correct information about the company. Thus, public relations helps to create a positive image about the company in the eyes of various interest holders like consumers, government, suppliers etc.
• Product Publicity: It undertakes product publicity for new products through sponsorships. Thus, it helps in launching new products as they may be accepted easily because of good reputation of business.
• Corporate Communication: It promotes image of the company through different ways of corporate communication like publication of newsletters, brochures, articles or arranging for talk shows or speeches of high officials of the company.
• Lobbying: It is proactive in promoting or defending regulations that affect business by maintaining healthy relationships with associations of commerce and industry, government officials and different ministers in charge of corporate affairs etc.

Question 7. Good Living Ltd. manufactures mosquito repellent tablets tables. These tablets are packed in strips of 12 tablets each. Each of these strips is packed in a cardboard box, 48 such boxes are then placed in a big corrugated box and delivered to various retailers for sale. State the purpose of packaging the tablets in a corrugated box. (CBSE, Sample Paper 2016) Answer: The purpose of packaging the tablets in a corrugated box is to facilitate their transportation, warehousing and easy identification.

Question 8. Shreemaya Hotel in Indore was facing a problem of low demand for its rooms due to off¬season. The Managing Director (MD) of the hotel, Mrs. Sakina was very worried. She called upon the marketing Manager, Mr. Kapoor for his advice. He suggested that the hotel should announce an offer of ‘3 Days and 2 nights hotel stay package’ with free breakfast and one-day religious visit to Omkareshwar and Mahakaleshwar Temples. The MD liked the suggestion very much. Identify the promotional tool which can be used by the hotel through which large number of prospective pilgrimage tourists all over the country and abroad can be reached, informed and persuaded to use the incentive. (CBSE, Sample Paper 2016) Answer: Advertising is the promotion tool that can be used by the hotel.

Question 9. “Every time I travelled, people asked me to bring them chips, khakra and pickles from all over the country,” says Anoushka. Finally, she and her colleague, Sumeet, decided to make a business out of it. They launched a Facebook page, asked people what they wanted, and they came up with a list of about 100 places and tied-up with two dozen vendors to begin with. They were servicing people from Jaipur who wanted spices from Kerala, people from Panipat who wanted halwa from Jammu and people from Delhi who ordered fresh tea leaves from Darjeeling. Through their business, they wished to bridge the gap between sellers and buyers. The business is now worth millions. Explain any two important activities that Anouskha and Sumeet will have to be involved in for making the goods available to customers at the right place, in the right quantity and at the right time. (CBSE, Sample Paper 2016) Answer: Anoushka and Sumeet need to perform the activities involved in physical distribution of goods. Two such activities are explained below:

• Transportation: It creates place utility by facilitating the movement of goods from the place of production to the place of distribution. In the absence of efficient, reliable and cost effective transportation, facility marketing of goods is difficult.
• Warehousing: It creates time utility by providing for the storage of goods from the time they are produced till the time they are sold. Every marketer needs to take this decision wisely in order to create a balance between the level of customer service and cost of warehousing.

Question 10. A company was marketing juicers which were very popular due to their quality and after sales services provided to the customers. The company was a leading company in the market and earning huge profits. Because of huge profits, the company ignored the after sales services. As a result, its relations with customers got spoiled and the image of the company in the public was damaged. The top management became concerned when the profits for the current quarter fell steeply. On analysis, it was revealed that ignoring the after sales services was its reason. Therefore, the company took all possible measures to protect and promote its favourable image. As a result, the goodwill of the company improved in the society.

• Name and state the communication tool used by the marketer in the above case to improve its image.
• Also explain the role of the tool as identified in part (1). (CBSE, OD 2016)

OR A company was marketing water purifiers which were very popular due to their quality and after sales services provided to the customers. The company was a leading company in the market and earning huge profits. Because of huge profits, the company ignored the after sales services. As a result, its relations with customers got spoiled and the image of the company was damaged in the public. The top management became concerned when the profits for the current quarter fell steeply. On analysis, it was revealed that ignoring the after sales services was its reason. Therefore, the company took all possible measures to protect and promote its favourable image in the eyes of the public. As a result, the goodwill of the company improved in the society.

• Also explain role of the tool as identified in part (1). (CBSE, Delhi 2016)
• Public Relations is being used as a promotional tool by the marketer. It refers to the practice of managing communication between an organisation and its publics in order to create and maintain a positive image about itself and its products.
• Public relations helps to create a positive image about the company in the eyes of various interest holders like consumers, government, suppliers etc .
• It helps in launching new products as they may be accepted easily because of good reputation of business.
• It helps the business to reinstate itself in the wake of controversies or prejudices etc.

Question 11. Maruti Vega Ltd. entered into the market with coloured televisions and have now introduced products like audio systems, air-conditioners, washing machines, etc. The company is not only offering the products but also handling complaints and offering after-sales services. Identify the element of marketing mix discussed here. (CBSE, OD 2015) Answer: Product is the element of marketing mix discussed here.

Question 12. Radhika was a student of Business Studies of Class XII. Her father was a farmer who grew different varieties of rice and was well-versed in the various aspects of rice cultivation. He was also selected by the government for a pilot-project on rice cultivation. As a project work in Business Studies, she decided to study the feasibility of marketing good quality rice at a reasonable price. Her father suggested her to use the Internt to gather customers’ views and opinions. She found that there was a huge demand for packaged organic rice. She knew that there were no predetermined specifications in case of rice because of which it was difficult to achieve uniformity in the output. To differentiate the product from its competitors, she gave it the name of ‘Malabari Organic Rice’ and classified it into three different varieties, namely — Popular, Classic and Supreme, based on the quality. She felt that these names would help her in product differentiation. Explain the three functions of marketing with reference to the above paragraph (CBSE, OD 2015) Answer: The three functions of marketing with reference to the above paragraph are described below:

• Gathering and analyzing market information: The prime focus of marketing is to ‘find wants and fill them’. Therefore, it is absolutely essential for a company to study the needs and preferences of its target market in order to satisfy their needs and wants optimally.
• Standardisation and grading: Standardisation refers to the process of manufacturing goods as per predetermined specifications. Grading refers to the process of classifying goods on the basis of certain criteria like quality, size etc. Usually, agricultural products are subject to grading.
• Branding: Branding is the process of assigning a name (brand name), sign or symbol (brand mark) or a combination of all to a product. It is considered to be a very important decision by the marketers because it facilitates product differentiation. This helps the company to obtain a desirable market share.

Question 13. Beauty Products Ltd. is a natural and ethical beauty brand famous for offering organic beauty products for men and women. The company uses plant-based materials for its products and is the No.1 beauty brand in the country. It not only satisfies its customers but also believes in the overall protection of the planet. Identify the marketing management philosophy being followed by ‘Beauty Product Ltd’. (CBSE, Delhi 2015) Answer: Societal Marketing Concept

Question 14. ‘Haryaram’ is a famous chain selling a large variety of products in the Indian market. Their products include chips, biscuits, sweets and squashes. It charges a comparatively higher price than its competitors as it sells quality products. Besides, it offers regular discounts to its customers and easy credit terms to its retailers. It has five of its own retail shops. It also sells its products through various grocery stores so that the products are made available to customers at the right place, in the right quantity and at the right time. It regularly uses different communication tools to increase its sales. The above paragraph describes the combination of variables used by Haryaram to prepare its market offering. Identify and explain the variables. (CBSE, Delhi 2015) Answer: The combination of variables used by Haryaramto prepare its market offerings are described below:

• Product: “Their products include chips, biscuits , sweets and squashes.” A product is anything of value i.e. a product or service offered to a market to satisfy its needs or wants. A product includes physical product, after ..sale service, handling grievances etc. Every marketer needs to constantly review and revise its products in order to enhance customer’s satisfaction and have a competitive edge.
• Price: “It charges a comparatively higher price than its competitors.” Price is the monetary value paid in consideration for purchase of a product or service by a buyer to its seller. It is a very crucial decision for the marketers as consumers are very sensitive to the pricing. The factors affecting price determination are cost of product, the utility and demand, extent of competition in the market, government and legal regulations, pricing objectives and marketing methods used.
• Place: “It has five of its own retail shops.”Or “It also sells its products through various grocery shops.” It is considered an important element of marketing mix because it includes all those activities that help in making the goods and services available to the prospective buyers in the right quantity, at the right time and in right condition. The two main decisions involved in physical distribution are physical movement of goods from producers to consumers and choice of channels of distribution.
• Promotion: “It regularly uses different communication tools to increase its sales.” Promotion refers to the set of activities undertaken by a marketer to inform the prospective buyers about the product and persuading them to make a purchase. The various components of promotion mix are advertising, sales promotion, personal selling and public relation.”

Question 15. Radha found a worm crawling out of newly opened tetra pack of juice manufactured by a reputed company, Zest Ltd. She went back to the shopkeeper from whom the pack was purchased who directed her to call up the customer care centre. When all her efforts fell free, she went to a consumer activist, group to seek advice. The group decided to help Radha and take measures to impose restrictions on the sales of the firm’s products of the particular batch and urge customers to refrain from buying the products of the company. Zest Ltd. lost its image in the market. The CEO gave the responsibility of bringing back the lost image of the company to the Manager.

• Identify the concept of marketing management which will help the Manager to get the firm out of the above crisis.
• Also explain the role of above identified concept by stating any two points. (CBSE, Sample Question Paper 2015)
• Public relations will help the manager to get the firm out of the above crisis.

Question 16. Zoom Udyog, a car manufacturing company, has started its business with Zoom-800 and slowly launched Zoom-1000, Wagon-Z, Swy-fy etc. and offered various services like after sales services, availability of spare parts, etc. Identify the element of marketing mix referred here. (CBSE, Sample Question Paper 2015) Answer: Product is the element of marketing mix referred here.

Question 17. Crackers Ltd., a fire-cracker manufacturing company launched some new products on eve of Diwali which attracted many buyers. To meet the increased demand, the company employed children from nearby villages. Although the product was in great demand, appropriate safety warnings for use were not mentioned on the packets that led to many accidents.

• Identify and explain the important product-related decision that was not taken into consideration by the company.
• Also, identify any two values which were violated by the company. (CBSE, Annual 2014)
• The company has ignored ‘Labelling’. It is an important product-related decision. Labelling refers to the process of designing a label for a product containing product description and other relevant information which is likely to affect a prospective buyers decision in making a purchase. It may vary from a simple tag to a complex graphic.
• Abiding by law as child labour has been employed
• Concern for human life as appropriate warnings were not placed on the label.

Question 18. ABC Crackers Ltd., a fire-cracker manufacturing company, launched some new products on the eve of Diwali in the market which attracted many buyers. To meet the increasing demand, the company employed people from nearby villages where there was a lot of unemployment. Because of the good behaviour of the management with the employees, more and more people wanted to join the company. As the products were in great demand in the market, a competitor imitated the products. The products of the competitor were not accepted by the consumers as it was a status symbol to buy the products of ABC Crackers Ltd. because of their quality.

• Identify and explain the product-related decision because of which consumers preferred the products of ABC Crackers Ltd.
• Also, identify any two values which ABC Crackers Ltd. wanted to communicate to the society. (CBSE, OD 2014)
• Branding is the product-related decision because of which consumers preferred the products of ABC Crackers Ltd. Branding is the process of assigning a name (brand name), sign or symbol (brand mark) or a combination of all to a product. Branding facilitates product differentiation, assists in advertising and display programmes, facilitates differential pricing , promotes consumers loyalty etc.
• Generating employment opportunities
• Providing good working environment.

Question 19. As a project work in Business Studies, the Commerce students of Himachal Public School, Himachal Pradesh thought of preparing apple jam from the apples grown in their school premises and sell it in the school annual fete. They approached the Principal who not only appreciated the students but also gave her consent for the same. The school decided to donate 50% of the revenue generated from the sale to a nearby orphanage. After the school fete, the school also decided to extend this project by providing employment to visually challenged and disadvantaged sections of society on regular basis.

• Explain any two product-related decisions which the students had to take.
• Suggest any two functions that the ‘label’ of the jam-bottle must perform.
• Identify two values communicated to society by this project of Himachal Public School, Himachal Pradesh. (CBSE, OD 2013)
• The two product-related decisions which the students had to take are branding and packaging.
• Describe the product and specify its contents: The label on the jam bottle must provide information about the core function of the product i.e. how and why is the product is likely to be beneficial to the prospective buyer. It should educate them about the usage and precautions related to the product. It also gives detailed information about the ingredients of the product.
• Helps in identification of the product or brand: The label should contain the logo, brand name, tagline, name and address of the manufacturer etc. of the product for easy identification of the product.

Question 20. Ajay was appointed as the marketing head of Alfa Enterprise, a manufacturer of toothpastes and toothbrushes. His target sale was 2000 units a month. Apart from thinking about various channels of distribution to achieve the target, he himself started visiting schools in backward areas. He found that even after taking various steps and counselling, some school children had not started brushing their teeth. He investigated and found that they could not start brushing their teeth. He investigated and found that they could not afford to buy toothbrush and toothpaste. So with due permission, he started donating 200 toothbrushes and toothpastes every month to the school.

• Identify the channel of distribution Ajay would adopt for the distribution of toothpaste and toothbrushes and justify it by giving one reason.
• State any two values which Ajay ants to communicate to society. (CBSE, Delhi 2013)
• Ajay would adopt indirect channels of distribution for marketing of toothpaste and tooth brushes because it is a consumer product. It can be easily marketed through longer channels, for example (Manufacturer – Wholesaler – Retailer – Consumer).
• Good health
• Social welfare.

Question 21. Amar is engaged in the manufacturing of refrigerators. He surveyed the market and found that customers need a refrigerator with a separate provision of water cooler in it. He decided and launched the same refrigerator in the market. Identify and explain the marketing philosophy involved. (CBSE, Delhi 2012) Answer: Amar is following the philosophy of marketing concept. The prime focus of marketing concept is to ‘find wants and fill them’. Therefore, the marketer first assesses the needs and preferences of its target market and manufactures products accordingly in order to satisfy their needs and wants optimally. It aims at profit maximization through customer satisfaction.

Question 23. Mansi, a shoe manufacturer for school students, decided to maximise profits by producing and distributing shoes on a large-scale and thus reducing the average cost of production.

• Identify the marketing management philosophy adopted by Mansi.
• Means and Ends (CBSE, OD 2012)
• Mansi has adopted the production philosophy.
• The main focus of this philosophy is on the quantity of products produced. Means: The production philosophy can be brought into effect by making products affordable and widely available. Ends: The production philosophy aims at maximizing profits through high volume of production.

ADDITIONAL QUESTIONS

Question 1. Unilever has found a new way to make ice creams by using an ingredient called ‘ice structuring protein’ which is widely found in nature especially, in fishes which allows them to survive in freezing arctic waters. Combining ISP with stabiliser technology allows to make ice creams that don’t melt so easily thereby making it more convenient for small children and consumers in hot countries. In the context of above case:

• Identify the component of marketing mix being taken into consideration by the company.
• Explain briefly the function of marketing highlighted here.
• List any two values that the company wants to communicate to the society.
• The component of marketing mix being taken into consideration by the company is ‘Product’.
• Product designing and development: Every marketer strives to achieve his marketing objectives by creating offerings to satisfy a need or a want. Therefore, one of the core functions of marketing is to develop the product in the most effective and efficient way. Every marketer endeavours to add value to his product by introducing constant innovations in the product to enhance both its utility and attractiveness in the eyes of the potential buyers and gain a competitive edge.
• Responsibility towards consumers
• Technological advancement.

Question 2. Ranger India Limited, is an automobile manufacturer in India. It makes 1.5 million family cars every year. That’s one car every 12 seconds. It has a sales network of company approved retailers that spreads across 600 cities. In the context of above case:

• Identify the type of the channel of distribution adopted by the company.
• State the market related factors that are likely to affect the decision of a marketer about the choice of channel of distribution.
• Size of market: If the size of the target market is small, it is advisable that the marketer adopts methods of direct channels of distribution like online selling, mail order house, personal selling etc. wherein there are no intermediaries between the manufacturer and the consumers. However, if the marketer intends to target larger markets he should adopt indirect channels of distribution (one level, two level or three level) by using intermediaries like wholesalers, retailers etc.

Question 3. As a global leader in the consumer electronics and entertainment industries, Sony has set forth ‘Road to Zero environmental plan’, to achieve a zero environmental’ effect by the year 2050 by producing world-class products in a manner that both protects and promotes a healthy and sustainable planet. In the context of above case:

• Identify the marketing philosophy being implemented by the company.
• Outline the main focus and ends of the relevant marketing philosophy.
• State any two values that the company wants to communicate to the society.
• Societal marketing concept is being pursued by the company.
• The main focus of this philosophy is on both the needs of the potential buyers as well as concern for the society at large. The ends include profit maximisation through customer satisfaction and social welfare.
• Concern for the environment
• Welfare of the society

Question 4. As the number of people making online purchases has increased manifolds, there is a growing concern about the disposal and management of packaging waste. Every item bought is delivered with excess packaging and sometimes even non-biodegradable materials are used. In the context of above case:

• Name the other two levels of packaging that the marketers may be using besides the immediate package.
• Describe briefly any two points highlighting the functions of packaging.
• State any two factors that should be kept in mind by the marketers while designing the packaging of its products.
• Secondary packaging and Transportation packaging.
• Product Identification: Packaging facilitates the identification of the product with the use of different colours like wrapper of maggi noodles is red whereas yippe noodles are sold in orange colour packaging. Also, the shape of different brands of cold drinks bottles is different.
• Product Protection: One of the basic purposes of packaging is to safeguard the contents of a product from any kind of damage due to mishandling, adverse weather conditions etc. during the activities related to physical distribution like storing, transportation etc.
• The marketers should use biodegradable packaging material and packaging should enhance the usability of the products.

Question 5. Rastro Inc., is a multinational corporation that creates consumer electronics, personal computers, servers and computer software. The company also has a chain of retail stores known as Restro Stores. Despite high competition, Restro has succeeded in creating demand for its products, giving the company power over prices through product differentiation, innovative advertising and ensured brand loyalty. In the context of above case:

• What is product differentiation?
• Name any one function of marketing that facilitates product differentiation.
• Identify the component of promotion mix being used by the company by quoting lines from the paragraph. .
• Describe briefly the pricing objective pursued by the company.
• Product differentiation is a strategy used by the marketers to gain an edge over its competitors by creating a distinguished perception of the product in the minds of the potential buyers in terms of its utilities.
• Branding is a function of marketing that facilitates product differentiation.
• Advertising is the component of promotion mix being used by the company “giving the company power over prices through product differentiation, innovative advertising and ensured brand loyalty.”
• Attaining product quality leadership: Besides aiming at profit maximisation as its pricing objective Rastro Inc. seeks to establish a unique place for its products in the market by offering superior quality products which can be easily distinguished from its competitors. As a result, it is able to use differential pricing i.e. fixing up relatively higher prices for its products.

Question 6. Rupali intends to start an enterprise that produces chocolates. Initially, in order to assess the taste and preferences of the people about the chocolates. She used social media and online surveys. Thereafter, she prepared a detailed SWOT (strengths, weaknesses, opportunities and threatsjanalysis of her enterprise to devise a strategy that will give her an edge over the competitors. Based on her analysis of the market, she decided to launch sesame and jaggery based chocolates under the brand name ‘Desi Delight’. She has decided to fix up the price of chocolates relatively at lower level in the beginning and later on as the demand picks up she may revise the prices. In the context of above case:

• Identify the elements of marketing mix being taken into consideration by Rupali.
• Explain briefly the functions of marketing highlighted here.
• Do you think she has selected an appropriate brand name for her product? Why or why not? Give a reason for your answer.
• The elements of marketing mix being taken into consideration by Rupali are Product and Price.
• Gathering and analysing market information: The prime focus of marketing is to ‘find wants and fill them’. Therefore, it is absolutely essential1’for a company to study the needs and preferences of its target market in order to satisfy their needs and wants optimally.
• Product designing and development: Every marketer strives to achieve his marketing objectives by creating offerings to satisfy a need or a want. Therefore, one of the core function of marketing is to develop the product in the most effective and efficient way. Every marketer endeavours to add value to his product by introducing constant innovations in the product to enhance both its utility and attractiveness in the eyes of the potential buyers and gain a competitive edge.
• Pricing: Price is the monetary value paid in consideration for purchase of a product or service by a buyer to its seller. The process of determining the price of a product or service is called pricing. It is a crucial decision for the marketers as consumers are very sensitive to the pricing. The factors affecting price determination are cost of product, the utility and demand, extent of competition in the market, government and legal regulations, pricing objectives and marketing methods used.
• Yes, she has selected an appropriate brand name ‘Desi Delight’ for her product as the name reflects on the product’s benefits and qualities. The word ‘Desi’ indicates that the product contains indigenous ingredients like sesame and jiggery and Delight denotes the pleasure that the person is going to get on consuming the delicious chocolates.

Question 7. Reema, Vibha and Ratna are three women entrepreneurs who are engaged in dealing with handicraft goods under the brand name ‘Gujkriti’ through a chain of retail outlets at five different places in Delhi. They outsource all their products from tribal and rural women in the state of Rajasthan. Reema is of the opinion that in order to increase the sale of their products, they should advertise about it on television. But, Ratna is arguing that advertisement expenses will add to cost of operation. Whereas Vibha is insisting that they should set up an online portal to market their products across the globe. In the context of above case:

• Identify the tool of promotion being taken into consideration by Reema by quoting lines from the paragraph.
• How is the channel of distribution being suggested by Vibha different from the channel of distribution being used by them presently?
• Do you think that Ratna is justified in her argument that advertisement expenses will add to cost of operations?
• The tool of promotion being taken into consideration by Reema is advertising. (Reema is of the opinion that in order to increase the sale of their products, they should advertise about it on television.)
• Vibha is insisting that they should set up an online portal to market their products across the globe i.e. adopting direct marketing or zero-level channel (manufacturer – consumer). Whereas at present they are using indirect channels of distribution i.e. one level channel (manufacturer – retailer – consumer)by operating through a chain of retail outlets at five different places in Delhi.
• No, Ratna is not fully justified in her argument although advertising as a tool of promotion is often criticised on the ground that it adds to the cost of distribution which is passed on to the consumers in the form of higher prices. Therefore, it increases the burden on the consumers. But, this argument is not entirely true because advertisements help to increase demand for the product. In order to meet the increased demand the production levels have to be raised. As a result, the business is able to reap advantage of economies of scale and eventually the cost of production per unit comes down and benefits the buyers as the product’s prices are reduced consequently.

Question 8. Ravi has decided to set up a small factory to manufacture hand wash and toilet soaps in a rural area in Haryana. In order to promote the product initially, he plans to distribute small sachets of the hand wash as free samples, besides deploying a team of salesmen to sell the product door to door in the different parts of the city. Moreover, he has decided to conduct a hygiene camp in rural areas wherein he will distribute a kit comprising of hand wash and soap and also plans to organize street plays to highlight the importance of hygiene and sanitation in our daily lives. In the context of above case:

• Identify the tools of promotion being taken into consideration by Ravi.
• What are the qualities that he should consider while selecting salesmen? (any three)
• List any two values that the he wants to communicate to the society.
• The tools of promotion being taken into consideration by Ravi are Sales Promotion and Personal Selling.
• Physical appearance: A salesman should have a neat and tidy appearance. He should be decently dressed up and carry himself well.
• Social qualities: A salesman should be cheerful and confident so that he is able to communicate assertively without loosing his temper easily.
• Tactfulness and knowledgeable: A good salesman should be alert and intelligent so that he is able to mould his sales talk as per the need of the situation. He should also possess good knowledge about the product he will be selling.
• Improvement in the standard of living of the people
• Educating them about hygiene/cleanliness

Question 9. The Fancy Store’ is a popular retail shop dealing in all kinds of fashionable items. Harish, the owner of the store believes in pushing the sale of his products through aggressive sales promotion techniques. Therefore, throughout the year he keeps offering various kinds short¬term incentives to the buyers like discounts, quantity gifts, product combinations etc. On the contrary, his brother Ramesh who also runs a retail shop dealing in all kinds of fashionable items in the nearby market tries to first assess the needs and wants of the buyers while deciding upon the product range. He also believes in building long term relations with the buyers and therefore offers only good quality products and handles the complaints of the buyers if any with politeness and patience. In the context of above case:

• Identify the two different marketing concepts discussed in the above para.
• Distinguish between them on the basis of meaning, scope and strategies used.
• The Selling concept
• The Marketing concept

Question 10. Arvind is planning to start a company manufacturing room fresheners. He intends to use natural fruit extracts for adding fragrance to them. He estimates an investment of Rs. 20 crores to set up the factory. As it is difficult for him to raise the entire capital amount alone, he gives a partnership offer to his school friend, Sanjay who is an angel investor. Sanjay, after being convinced about the feasibility of the project, accepts his offer. Sanjay tells Arvind that they should also focus on other important decisions related to the product ‘room fresheners’ besides deciding about its features, variety and quality. Branding is one of the important such decision. In the context of above case:

• Name any other two important decisions related to a product.
• Why is branding considered as an important function by the marketers? Give any one reason in support of your answer.
• State any four features of a good brand name.
• Labelling and Packaging are the two important decisions related to a product.
• Branding is considered to be a very important decision by the marketers because it facilitates product differentiation. Through branding the prospective buyers are able to bring about a distinction between a company product and its substitutes available in the market. This helps the company to obtain a desirable market share.
• The brand name should be short, easy to pronounce, spell, recognise and remember e.g., Ponds.
• A brand should suggest the product’s benefits and qualities e.g Sunsilk.
• A brand name should be distinctive e.g., Lotus.
• It should be capable of being registered and protected legally.

Question 11. Somya Patel, 35, a fitness trainer, woes about a popular consumer durable brand saying that “They show a lot of advertisements for their products on television , but when you go to the store, you find these things out of stock all the time. Then why should the company put advertisements when they can’t meet the demand,” she questions. In the context of above case:

• Identify the tool of promotion mix being referred to in the above lines.
• List any two product related factors that are likely to affect the choice of channel of distribution.
• Which element of marketing mix is being overlooked by the company? Why is it considered as an important element?
• The tool of promotion mix being referred to in the above lines is Advertisement.
• Type of product (consumer or industrial)
• Unit value of product (low or high)
• Place is the element of marketing mix being ignored by the company. It is considered important because it relates to making the goods and services available to the prospective buyers in the right quantity at the right time and in right condition.

Question 12. Suraj is a small entrepreneur involved in the manufacturing of hair wax. He finds that cost of production of 100 gm of hair wax is Rs. 250. He has decided to keep a margin of 15% as profit. Moreover, he has assessed that there is a free competition in this product segment. In the context of above case:

• Identify the function of marketing being performed by Suraj.
• State briefly the two factors that he is taking into consideration while performing the function as identified in part (1).
• Pricing is the function of marketing being performed by Suraj.
• Cost of product: The price of the product is determined by adding the desired profit margin to the cost of production, selling and distribution. The cost is of three types namely the fixed cost, variable cost and semi-variable cost.
• Degree of competition: The nature and extent of competition in the market is another key factor relating to the pricing decision. If the firm faces free competition in the market it is likely to fix the price of the product at lower levels. But if it enjoys monopoly, then the prices are likely to be fixed at higher levels.

Question 13. After doing a diploma in entrepreneurship, Farihad started his own confectionary business. He started doing a lot of hard work and used the recipes taught by his grandmother in various preparations. He also learnt many recipes from online sites and television programmes. He decided to keep the price of the products low initially and also informed his customers about the goodness of the items sold by them. However, he didn’t mention on the package of each item weather it contained eggs or not. As a result, vegetarian people became hesitant in buying things from his shop as they had to verbally inquire from him about the inclusion of eggs in the preparation of various items. In the context of above case:

• Name the important aspect related to the marketing of products which has been ignored by Farihad.
• Explain briefly any three functions performed by the aspect as identified in part (1).
• Mention the right of consumer being violated by Farihad.
• The important aspect related to the marketing of products which has been ignored by Farihad is Labelling.
• Describes the product and specifies its contents: Labelling provides information about the core function of the product i.e. how and why the product is likely to be beneficial to the prospective buyer. It educates them about the usage and precautions related to the product. It also gives detailed information about the ingredients of the product.
• Helps in identification of the product or brand: The label contains the logo, brand name, tagline, name and address of the manufacturer etc. of the product which helps in easy identification of the product.
• Enables grading of products: Different coloured labels are also used by the marketers for grading of the products on the basis of flavours, quality etc. so that the buyers can easily choose a product as per their requirements.
• The Right to information is being overlooked by the company in the above mentioned case. According to the Right to information, a consumer has the right to get complete information about the product he /she intends to buy including its contents, date of manufacture, date of expiry, price, quantity, directions for use etc. Also, as per law, it is mandatory for the marketers to provide complete information about the product/ service to the buyers.

Question 14. ‘Shudh Hava Ltd/ is engaged in manufacturing of air conditioners and desert coolers. The company offers a wide range of products to meet the requirements of people from varied income groups. Recently the company has developed a new product, an air purifier that improves the quality of air by filtering out all allergens and microbes. The company introduced the product on two variants namely ‘Nano Tech’ and ‘Nano Tech Premium’. In order to persuade people to buy the product it is offering easy payment options in equal monthly instalments for different time periods. Moreover, every buyer will be offered ‘scratch a card’ option to win instant gifts like decorative items, T-shirts etc. The company is also planning to organise competitive events based on skill and luck in various malls in different cities. In the context of above case:

• Name and explain the ‘type of promotion strategy’ adopted by the company to boost the sales of air purifiers.
• Also, identify the various techniques of this promotional strategy being used by the company by quoting lines from the paragraph.
• “The company offers a wide range of products to meet the requirements of people from varied income groups.” Name the relevant consumer right being promoted by the company.
• The type of promotion strategy adopted by the company to boost the sales of air purifiers is Sales Promotion. Sales Promotion includes the various types of short term incentives offered by a marketer to increase the sale of a product or service.
• Full finance @ 0%  – “it is offering easy payment options in equal monthly instalments for different time periods.”
• Instant draws and assured gifts – “every buyer will be offered ‘scratch a card’ option to win instant gifts like decorative items, T-shirts etc.”
• Contests – “The company is also planning to organise competitive events based on skill and luck in the various malls in the different cities.”
• Right to Choose is the consumer right being promoted by the company

Question 15. Nischay, after completing his masters in computer engineering decided to start his own business. Fie visited his uncle Mr.Jaiprakash who has been running a successful business in web designing. Fie shared with Nischay that the main reason for his success in the business lies in his approach of building a life time relation with his clients. Therefore, his business is not only restricted to designing web sites according to the specifications of the clients but also providing continuous online assistance to them and handling their grievances effectively and doing all this at a profit. lie provides these services at competitive prices. Anybody interested in getting the web solutions can contact him through his website. Moreover, whenever the market is sluggish he tries to create demand by offering short-term incentives to the buyers. In the context of above case:

• Define the term ‘Marketing Management’.
• Briefly explain the various elements of marketing mix being pursued by Mr. Jaiprakash by quoting lines from the para.
• Marketing management is “the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value”- Philip Kotler
• Product: “his business is not only restricted to designing “Web sites according to the specifications of the clients but also providing continuous online assistance to them and handling their grievances’ effectively.” A product is anything of value i.e. a product or service offered to a market to satisfy needs or wants. A product includes physical product,after sale service, handling grievances etc. Every marketer needs to constantly review and revise his products in order to enhance customer’s satisfaction and have an competitive edge.
• Price: “doing all this at a profit. He provides these services at competitive prices.” Price is the monetary value paid in consideration for purchase of a product or service by a buyer to its seller. It is a very crucial decision for the marketers as consumers are very sensitive to the pricing. The factors affecting price determination are cost of product, the utility and demand, extent of competition in the market, government and legal regulations, pricing objectives and marketing methods used.
• Place: “Anybody interested in getting the web solutions can contact him through his website.” It is considered important element of marketing mix because it includes all those activities that help in making the goods and services available to the prospective buyers in the right quantity, at the right time and in right condition. Two main decisions involved in physical distribution are physical movement of goods from producers to consumers and choice of channels of distribution.
• Promotion: “Moreover, whenever the market is sluggish he tries to create demand by offering short-term incentives to the buyers.” Promotion refers to the set of activities undertaken by a marketer to inform the prospective buyers about the product and persuading them to make a purchase. The various components of promotion mix are advertising, sales promotion, personal selling and public relation.

Question 16. In today’s world, through social media, news spread in a flash. Moreover, if it is bad news, it acquires a speed that is virtually impossible to stop. Hence, all corporates are more susceptible to a tarnished image today than in any other day and age. The loss of goodwill may lead to decreased revenue, loss of clients or suppliers and fall in market share. Over the years, therefore, most of the companies have set up a separate department to manage the public opinions about them. The department works in close coordination with the various interest groups like consumers, government, suppliers etc. and strives to handle effectively if any controversies arise. In the context of above case:

• Identify the element of promotion mix being referred to in the above lines.
• Briefly explain any three points highlighting the role of this element of promotion mix as identified in part (1)
• The element of promotion mix being referred to in the above lines is Public Relations.

Question 17. Traditional trade or kirana stores constitute 90% of the FMCG (fast moving consumer goods) business in India. HUL is the market leader in FMCG with over 60 lakh outlets. According to industry estimates, Patanjali products are currently available in two lakh traditional retail outlets. ‘Availability of the product’ is the single largest driver of FMCG sales. A shopper research suggests that 30%-40% consumers shift preference if their favourite brand is not available at the store. In the context of above case:

• Identify the component of marketing mix being discussed in the above lines.
• State the two main decisions related to the concept identified in part (1).
• Name the type of channel of distribution adopted by HUL.
• The component of marketing mix being discussed in the above lines is place/physical distribution.
• physical movement of goods from producers to consumers
• choice of channels of distribution
• Indirect channel of distribution has been adopted by HUL. It is a two level channel i.e. (Manufacturer – wholesaler- retailer- consumer)

Question 18. Arun and Rukun are good friends. After doing a fashion designing course from a reputed institute, they have set up a garment factory in the rural area of Faridabad to manufacture trendy casual wear like jeans, T-shirts, shirts etc. under the brand name ‘Swatantra’. They have employed people from the nearby villages itself in the factory. Moreover, they wish to sell the products through local retailers in the villages and also through ‘Flipkart’. In the context of above case:

• Identify the elements of marketing mix being taken into consideration by Arun.
• Name the two methods of marketing adopted by them.
• State any two values that are being fulfilled by them.
• The elements of marketing mix being taken into consideration by Arun are product and place.
• The two methods of marketing adopted by them are both direct and indirect marketing.
• Generating employment
• Raising the standard of living of the people in the village

Question 19. Yogesh buys a new laptop for his son Mukesh on his birthday from a company owned retail outlet. After a few months, some parts of the laptop get damaged in 3, road accident. Yogesh approaches the dealer to get the damaged parts replaced with the new ones. But, he is told that the company does not provide any after sale service to the customers. Yogesh feels very dissatisfied as a consumer and woes that he will never buy this companies product ever again. In the context of above case:

• Identify the function of marketing being ignored by the company.
• As a business advisor, suggest any two services that will be very effective in enhancing brand loyalty for any such product.
• Name the appropriate redressal agency that he can approach in case he decides to file a case against the dealer.
• The function of marketing being ignored by the company is customer support services.
• Setting up a separate department for handling consumer complaints.
• Providing 365 days x 24 x 7 online assistance to the buyers for any maintenance or technical issues.
• Yogesh can file a complaint in the District forum

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Table of contents.

Cover Half Title Title Page Copyright Page Table of Contents About the Contributors CASE 1 MTR FOODS-A MARKETING MARVEL Introduction The Indian Food Industry Environment: A Snapshot Company Evolution MTR Foods - Mavalli Tiffin Rooms to MTR Foods Marketing Mix Perspective of MTR Foods Road Ahead CASE 2 CUSTOMER VALUE – EXPLORED, CREATED, COMMUNICATED & DELIVERED India’s e-commerce Space The Growth Story of Flipkart and e-commerce in India Changing Models of Business Enhancing Value Cost Efficiencies on Value Chain Market Share v/s Profits Customer Experience and Engagement—A New Value Tapped Into the New Age of Artificial Intelligence Sellers’ Experience Relevance Factor Well Attended Image Benefit as a Crucial Element to Value Questions CASE 3 CUSTOMER LOYALTY – THE ULTIMATE OBJECTIVE OF EVERY MARKETER Repurchases Most Commonly Linked to Loyalty Customer Acquisition and Loyalty Trust and Commitment – Requisites for Building True Loyalty Customer Experience and Connect Sustains Relationship Continuous Innovations—A Sure Way to Retain Customers Critical Factors for the Success of Loyalty Programs The Future Questions CASE 4 STARBUCKS INDIA: THE HUMAN COFFEE EXPERIENCE About Starbucks Business Philosophy Starbucks and Information System Data Collection Information Usage by Starbucks Data Sharing Data Safety and Security Way Ahead CASE 5 THE TECHY AMAZON INSIGHT 5.1 Business Issues and Approaches Processes of Research Data Collection Methods Initial Benefits by Research Extended Techy Methods for Research Race Framework Data and Findings Usage Way Ahead CASE 6 CONSUMER BEHAVIOUR — ITS WIDE FACETS AND DEEP IMPLICATIONS New Parameters in the Consumer Purchase Decision Journey Emerging Trends in Multi-platform Shopping New Influencers in Town Role and Status of Women Roots of Culture and its Influence Advertising Reflects Society for a Better Connect Certain Unusual Insights and Stories Future Trends Questions CASE 7 Z ICOM – LEVERAGING CORPORATE TRUST AND TECHNICAL STRENGTHS IN THE B2B MARKET 7.1 Introduction and Background Company Profile Zicom Group of Companies Product/Service offerings Awards/Recognition Questions Acknowledgements CASE 8 FACEBOOK: BUSINESS CONNECTIONS IN INDIA AND CHINA Business Approaches for India Customized Services for Indian Market Marketers’ Challenges and Approaches for India Complexities and Business Approaches for China Way Forward CASE 9 WHO WILL BUY XYLO – MAHINDRA AND MAHINDRA AUTOMOTIVE SECTOR Mahindra and Mahindra: Background Automobile Industry in India: History and Evolution Mahindra Mission Utility Vehicle Segment Mahindra Context Portfolio and Market Relationship Consumer Context Consumer Segmentation Choosing The Xylo Customer: Targeting Decision Questions Appendix CASE 10 KELLOGG’S CORNFLAKES IN INDIA: FINDING A PLATFORM THAT CONNECTS Breakfast Market in India Consumer Behavior Towards Breakfast Kellogg’s Entry in India Positioning at Launch Repositioning and Product Extensions Special K: Get into Shape Questions CASE 11 NIVEA – MANAGING THE LEGACY BRAND Background Nivea Brand Values The Target Market Core Brand Identity Brand Design Brand Portfolio and Architecture Creating Brand Experience and Innovations to Manage Perceptions Challenges and the Road Ahead Questions CASE 12 THE CALL OF THE COMPETITION Brand Equity Fortifies the Position With Competition Evolves the Market Monarch’s Clever Moves Stay Ahead on the Curve Questions CASE 13 FEVICOL – THE ICONIC BOND Objectives Questions Fevicol: An Iconic Bond History of the Fevicol Brand Focus on Core Benefit Overview of Pidilite Industries Ltd Overview of the Adhesive Market Existing Players New Entrants Understanding the Pulse of the Customer Inroads into the Stationery and Craft Segment Strengthening Customer Relationships Redesigning the Packaging Market Challenges for Retaining Customers Pricing and Distribution Sales Person Selection and Training International Presence Integrated Marketing Communications Segmenting, Targeting, and Positioning Next Steps CASE 14 DESIGNING AND MANAGING SERVICES Mirchi & Mime-A Perfect Jugalbandi of Contemporary Fine Cuisine and A Unique Service The Premise The Journey Integration of the SERVQUAL Model in Defining the Service Philosophy The Experience Experience Speak Scalability Questions Acknowledgement CASE 15 A ACHI MASALA – ENTERING THE NORTH INDIAN MASALA CATEGORY The Industry at a Glance Aachi Group All in the Family Aachi Masala Division North Indian Masala The Competition Road Ahead CASE 16 SLICEROOMS: A SLICE OF TIME, A CUT OF PROFITS! What is Micro Stay? Does it Make Business Sense for Hotels? The Target Customer The Micro Stay Market How Does it Work? The Dilemma CASE 17 OREO IN INDIA – LAUNCHING AND ESTABLISHING A GLOBAL BRAND IN INDIA USING INTEGRATED MARKETING COMMUNICATIONS EFECTIVELY Introduction Background and Company Profile Market Background and Brand Strategy in India The Marketing Mix Imperatives: Oreo in India Focus on Distribution & In-Store Presence: Launch Phase Oreo Brand Advertising and Communication Communication strategy that addresses the mother Advertising Theme: Bringing People Together Through the Oreo Ritual of ‘Twist, Lick and Dunk’-TLD Implementing the Brand Communication Strategy Father-Child Relationship the Most Unique TV Campaign Outdoor Ambient Innovation Point of Sale (POS) Activities Shopper Activation Oreo ‘Togetherness Movement’ Digital Engagement Brand Performance Against Objectives Oreo Launch - Facebook Results In Conclusion Questions Acknowledgements CASE 18 WONDER CEMENT – BUILDING A STRONG BRAND THROUGH DIGITAL MARKETING Introduction Background of the Industry Brand Proposition Saath7 Cricket Mahotsav CSR Digital Footprints Engaging Internal Customers Engaging Dealers and Intermediaries Press Coverage Tracking Digital Marketing Strategy with Sales Growth Accolades Questions Acknowledgements CASE 19 A CASE STUDY ON DIRECT MARKETING OF WEDDING RETURN GIFTS The Indian Wedding Industry Significance of Wedding Return Gifts The North-South Divide About Wedtree.com The Product Strategy Product Categories The Direct Marketing Model The Alternative Channels Current Status and the Road Ahead CASE 20 SELLING PROCESS IN ANIMAL NUTRITION AND HEALTH INDUSTRY The Industry The Organization Exclusive Sales & Marketing Force for Targeting each Species Segments Personal Selling Model: One Size does not Fit All CASE 21 AMAZON.COM ADAPTS ITS RETAIL BUSINESS IN INDIA Indian Market Distribution Model Strengthening Delivery Logistics Sellers’ Displeasure with Amazon Way Ahead CASE 22 E -MARKETING MODELS: RETAILERS PERSPECTIVES A CASE OF GROUPON Context Background Buying Process and Buying Centre (Annexure – III) Modus Operandi and Metrics of Groupon Model Target Group History and Evolution of Groupon Alternatives and Approaches for The Business Model Advantages to Organizations Advantages to The Consumers Limitations of Groupon Model of Business Challenges and Dilemma Questions CASE 23 UNILEVER: WORKING BEYOND THE HORIZON Pool Women to Power Sales Undertake Grassroots Distribution Offer Services for Rural Customers Create New Channels for Advertising Design Products (and set prices) for Rural Consumers Train Managers to Adopt a Rural Mindset Promoting Healthy Body Images Responsible Marketing and Advertising Discussion Questions ENDNOTES AND REFERENCES

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