Marketing Case Study

Marketing Case let – Positioning Case study prepared by Harikumar Mecheri – Xavier Institute of Management and Entrpreneurship. Vijay Bansal is a very bright engineer / MBA from a premier Institute and joined XYZ Corporation a multinational consultant company with a huge operations base in India. He joined their Mumbai office in 1997. After one year he was posted in various overseas locations like Singapore, Australia and the US. He was promoted as Vice president Marketing in the E6 grade and was posted in Bangalore in 2013 January. A spectacular career growth indeed! Vijay is quite excited and has plans to work in India for the next 8 years at least so that his child’s education can be taken care of. Vijay is a highly competent and high performing employee. His wife was working in an advertising firm while they were abroad as a copy writer. She quit the job while they got transferred and was sure to get a job in Bangalore. Vijay is a likeable person and is popular among colleagues. He is a good team player but keeps a slight distance from the group especially during social binges after the corporate meetings. He is always well dressed, wears branded cloths, expensive ties, watches and other fashion accessories, and goes for regular work outs. Office timings are from 9.00 AM to 6.00 PM with a 30-minute lunch break. He always arrives at the office on time. He leaves the office at about 7.00 PM but stays back after office hours whenever the job demands. The Company has a clear HR policy which has two components- salary and perks. Salary comprises of the monetary compensation, such as monthly fixed salary, incentives, bonuses etc. The salary is based on performance and designation. The perks are based on the grade and are specific to each country based on living expenses. An Engineer MBA joins at the E2 grade, gets promoted to E3 grade in 4 to 5 years, E4 grade in the next 4 to 5 years, E5 grade in the next 3 to 5 years and E6 grade in the next 3 to 5 years and